Nutella - Results belgian breakfast survey

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Nutella - Results belgian breakfast survey

  1. 1. RESULTSBELGIAN BREAKFAST SURVEY
  2. 2. METHODOLOGY 2TARGET Representative survey: Weighted sample representative of the Belgian population (0-75).CAWI SURVEY (Computer Web Assisted Interview) : Respondents came from: The Breakfast Tour Van, parked in towns, in front of shopping malls, etc. Internet: invitation to visit the website on packaging & mailing campaignFIELDWORK Survey carried out from September 2011 to June 2012SAMPLE SIZE Total sample: N= 51.177 (interval of confidence: +/- 0.43%)
  3. 3. METHODOLOGY 3SIGNIFICANT DIFFERENCES(+++) = Positive significant difference to 1% (---) = Negative significant difference to 1%(++)= Positive significant difference to 5% (--)= Negative significant difference to 5%(+)= Positive significant difference to 10% (-)= Negative significant difference to 10%
  4. 4. VARIABLES DEFINITION 4 Gender Male, Female Language French, Dutch Regions North, South, Bxl Age 0-11, 12-19, 20-39, 40-59, 60+ SC 1-4: Upper Social Status Social classes SC 5-8: Lower Social StatusFamily situation Single, Couple, Single&children, Couple&children Urbanisation Rural, Urban
  5. 5. VARIABLES DEFINITION 5 Breakfast expert, Potential Breakfast Expert,Breakfast profile Not a breakfast FanImportance of breakfast 8-10, 6-7, 1-5 Frequency Everyday, Almost everyday, From time to time Place of breakfast At home, On-the-go, At work Time for breakfast Week, Weekend With whom Alone, Together
  6. 6. SAMPLE PROFILEBase : Total (n=51177) 6 Male 50% Female 50% French 42% Flemish 58% North 58% South 32% Bxl 10% 0-11 15% 12-19 10% 20-39 28% 40-59 31% 60+ 15% 1-4 60% 5-8 40% Single 15% Couple 28% Single&children 10% Couple&children 47% Rural 49% Urban 51%
  7. 7. TABLE OF CONTENT 7EXECUTIVE SUMMARYIMPORTANCE OF THE DIFFERENT MEALS OF THE DAYFREQUENCY OF BREAKFASTWHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)PLACE OF BREAKFASTREASONS FOR HAVING BREAKFASTTHE BREAKFAST IN THE WEEKTHE BREAKFAST IN THE WEEKENDBREAKFAST PROFILE
  8. 8. EXECUTIVE SUMMARY 8IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY N=51177 8-10 1-5 BREAKFAST 75% (+) 14% LUNCH 59% 0-11, 60+ 17% Nutella users Breakfast Expert DINNER 70% Have B everyday 12% At home SNACK 28% Together 50%FREQUENCY OF BREAKFAST N=51177 EVERYDAY 76% (+) Dutch, Age (evolution), Have B at home, Together ALMOST EVERYDAY (4-6 TIMES A WEEK) 12% FROM TIME TO TIME (2-3 TIMES A WEEK) 7% N=2397 LACK OF APPETITE 44% RARELY OR NEVER 5% Why? I’M NOT USED TO 39% LACK OF TIME 36%
  9. 9. EXECUTIVE SUMMARY 9WHEN DO YOU HAVE YOUR BREAKFAST Total except « Rarely or never » - N=48780 DURING THE WEEK AND WEEKEND 86% (+) Age (evolution), SC 1-4, people having breakfast everyday, at home, together DURING THE WEEK 9% DURING THE WEEKEND 5%PLACE OF BREAKFAST Total except « Rarely or never » - N=48780 HOW? TOGETHER 63% ALONE 37%
  10. 10. EXECUTIVE SUMMARY 10 PLACE OF BREAKFAST Total except « Rarely or never » - N=48780 WHERE & HOW? AT HOME AT WORK/AT SCHOOL ON-THE-GO 90% 8% 3% N= 43754 N=3776 N=1250 (+) Age (evolution), 8-10, Have b. everyday, together AT THE TABLE 88% SITTING 86% SITTING 80% ON THE SOFA 8% STANDING 14% WALKING 15% STANDING 3% STANDING 5% IN BED 0%! 0-11, single, don’t have B. everyday, have 33% of the 12-19 & 29% of those having B. In Bxl, more people have B. walking orB. alone, importance » 1-5 : from time to time have their B. standing standing in public transport. significantly more people in these groupseat in the sofa Significantly more 12-19, sc 5-8, single, urban have their B. walking
  11. 11. EXECUTIVE SUMMARY 11REASONS FOR HAVING BREAKFAST Total except « Rarely or never » - N=48780 TO GET FULL OF ENERGY FOR THE MORNING 60% BECAUSE IT’S HEALTHY 46% The reasons for having breakfast are BY HUNGER 38% different according to the age of the respondent: BECAUSE I’M USED TO 25% While the youngest are searching for more energy or eat by hunger the main TO SHARE A GOOD TIME WITH MY HOUSELHOLD’S reason for the 60+ is because it is MEMBERS 23% healthy. 24% of the N. Users have breakfast to TO AVOID SNACKING BEFORE LUNCH 20% share a good time with their family. TO SHOW EXAMPLE TO MY CHILDREN/OTHER CHILDREN 11% BECAUSE I HAVE TO 4% In average, people gave 2.27 reasons
  12. 12. EXECUTIVE SUMMARY 12 THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240 * ** ***Cereal products: 94% Dairy products: 68% Fruits: 41%Bread/Toast/Crackers Yoghurt/Cottage cheese Fruit juiceCereals Cheese FruitBreakfast biscuits Hot chocolate Fruit compote Milk Flavored milk Yoghurt drinks (Yop, Actimel, Yakult, etc.) Soy milk drinks
  13. 13. EXECUTIVE SUMMARY 13THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240 DRINKS N= 46240 COFFEE 55% FRUIT JUICE*** 33% MILK** 24% More variation among French respondents (and particularly in BXL), young respondents, sc 1-4, B. Expert WATER 18% HOT CHOCOLATE** 18% FOODS N= 46240 BREAD/CRACKERS* 87% CHOCOLATE PASTE 70% JAM 36% More variation among Flemish respondents, older respondents, B. Expert, N. Users, people having B. At home, Together, During the weekend CEREALS* 30% CHEESE** 27%
  14. 14. EXECUTIVE SUMMARY 14THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240 COMPOSITION & TIME SPENDING CEREALS* – DAIRY** - FRUIT*** 0 2% 1 23% More respondents from South, Bxl, 0-39, B. importance: 8-10 eat enough ingredients of the 3 top ingredients. 2 47% Same remark for those having b. everyday. 3 29% TIME SPENDING 5min 10min 20min 9% 57% 34% (+) Female, French, 12-39,SC 1-4, single&children (+) Male, Flemish, 0-11, 60+ SC 5-8, couple, Have B. everyday, At home, Together, B. importance: 8-10 ,
  15. 15. EXECUTIVE SUMMARY 15 THE BREAKFAST IN THE WEEKEND Total except « Rarely or never » - Weekend N=44555 * ** ***Cereal products: 85% Dairy products: 68% Fruits: 44%Bread/Toast/Crackers Yoghurt/Cottage cheese Fruit juiceCereals Cheese FruitBreakfast biscuits Hot chocolate Fruit compote Milk Flavored milk Yoghurt drinks (Yop, Actimel, Yakult, etc.) Soy milk drinks
  16. 16. EXECUTIVE SUMMARY 16THE BREAKFAST IN THE WEEKEND Total except « Rarely or never » - Weekend N=44555 DRINKS N= 44555 COFFEE 56% FRUIT JUICE*** 36% MILK** 23% More variation in BLX, among young respondents, sc 1-4, B. Experts, N Users HOT CHOCOLATE** 22% WATER 15% FOODS N= 44555 BREAD/CRACKERS* 79% CHOCOLATE PASTE 65% PASTRIES 43% More variation among Flemish respondents, Females, older respondents, SC. 1-4, B. Experts, N. Users, people having B. At home, Together JAM 34% CHEESE** 28%
  17. 17. EXECUTIVE SUMMARY 17THE BREAKFAST IN THE WEEKEND Total except « Rarely or never » - Weekend N=44555 COMPOSITION & TIME SPENDING CEREALS* – DAIRY** - FRUIT*** 0 5% 1 23% More respondents from Bxl, 0-39, SC 1-4, With children, eat enough ingredients of the 3 top ingredients. 2 43% 3 29% TIME SPENDING 5min 10min 20min 3% 31% 66% (+) French, South, 12-39,SC 5-8, single (+) Female, Flemish, 20-59, SC. 1-4, B. Expert, Importance of B.: :8-10; Have B. Everyday, at home, together
  18. 18. EXECUTIVE SUMMARY 18BREAKFAST PROFILE Total N=51177 POTENTIAL NOT A BREAKFAST BREAKFAST EXPERT BREAKFAST EXPERT FAN 22% 73% 5% More among Female, South, More among Male, North, More among Male, South, Bxl, 0-19, SC 1-4 40-60+, SC 5-8, couple, Bxl, 12-39, rural SC 5-8, urban At Home, Together
  19. 19. TABLE OF CONTENT 19EXECUTIVE SUMMARYIMPORTANCE OF THE DIFFERENT MEALS OF THE DAYFREQUENCY OF BREAKFASTWHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)PLACE OF BREAKFASTREASONS FOR HAVING BREAKFASTTHE BREAKFAST IN THE WEEKTHE BREAKFAST IN THE WEEKENDBREAKFAST PROFILE
  20. 20. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY 20IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY N=51177 8-10 1-5 BREAKFAST 75% (+) 14% LUNCH 59% 0-11, 60+ 17% Nutella users Breakfast Expert DINNER 70% Have B everyday 12% At home SNACK 28% Together 50%
  21. 21. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAYBase : Total (n=51177) << 21 How much importance do you attach to each meal of the day? 8-10 6-7 1-5 Breakfast 75% 10% 14% Lunch 59% 24% 17% Dinner 70% 18% 12% Snack 28% 23% 50%
  22. 22. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY Base : Total (n=51177) 8-10 << 22 How much importance do you attach to each meal of the day? Male Female French Flemish North South Bxl (n = 25627) (n = 25550) (n = 21740) (n = 29437) (n = 29512) (n = 16595) (n = 5070) Breakfast 73% (---) 78% (+++) 76% (++) 75% (--) 75% 77% (+++) 72% (---) Lunch 57% (---) 61% (+++) 57% (---) 60% (+++) 60% (+++) 58% (--) 55% (---) Dinner 71% (+) 70% (-) 63% (---) 75% (+++) 75% (+++) 64% (---) 59% (---) Snack 25% (---) 30% (+++) 30% (+++) 26% (---) 26% (---) 31% (+++) 26% (---)+ : positive significant differences- : negative significant differences
  23. 23. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY Base : Total (n=51177) 8-10 << 23 How much importance do you attach to each meal of the day? 0-11 12-19 20-39 40-59 60+ SC 1-4 SC 5-8 (n = 7515) (n = 5347) (n = 14553) (n = 15890) (n = 7872) (n = 30706) (n = 20471) Breakfast 89% (+++) 70% (---) 67% (---) 76% 81% (+++) 76% 75% Lunch 78% (+++) 58% (--) 55% (---) 53% (---) 60% (+++) 60% (+++) 58% (---) Dinner 78% (+++) 67% (---) 69% (---) 70% (--) 67% (---) 70% 70% Snack 51% (+++) 31% (+++) 25% (---) 22% (---) 18% (---) 26% (---) 30% (+++)+ : positive significant differences- : negative significant differences
  24. 24. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY Base : Total (n=51177) 8-10 << 24 How much importance do you attach to each meal of the day? Single Couple Single& children Couple& children Rural Urban (n = 7848) (n = 14337) (n = 5053) (n = 23939) (n = 24892) (n = 26285) Breakfast 65% (---) 74% (---) 76% 80% (+++) 77% (+++) 74% (---) Lunch 54% (---) 57% (---) 58% 62% (+++) 61% (+++) 57% (---) Dinner 63% (---) 69% (--) 69% (-) 73% (+++) 72% (+++) 68% (---) Snack 23% (---) 21% (---) 33% (+++) 32% (+++) 28% (++) 27% (--)+ : positive significant differences- : negative significant differences
  25. 25. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY Base : Total (n=51177) 8-10 << 25 How much importance do you attach to each meal of the day? Potential Not a Breakfast Breakfast Expert Breakfast Expert Fan Users N. Non users N (n = 11211) (n = 37568) (n = 2397) (n = 41942) (n = 6838) Breakfast 91% (+++) 75% (---) 11% (---) 80% (+++) 69% ( Lunch 64% (+++) 59% 38% (---) 60% (+++) 57% ( Dinner 70% 70% (+) 68% (--) 71% (+++) 69% ( Snack 33% (+++) 27% (---) 18% (---) 30% (+++) 19% (+ : positive significant differences- : negative significant differences
  26. 26. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY Base : Total (n=51177) 8-10 << 26 How much importance do you attach to each meal of the day? Everyday Almost everyday From time to time Rarely or never (n = 38990) (n = 6442) (n = 3575) (n = 2170) Breakfast 88% (+++) 58% (---) 24% (---) 11% (---) Lunch 64% (+++) 52% (---) 44% (---) 38% (---) Dinner 72% (+++) 69% (---) 72% 70% Snack 30% (+++) 24% (---) 20% (---) 19% (---)+ : positive significant differences- : negative significant differences
  27. 27. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY Base : Total except « Rarely or never » (n=48780) 8-10 << 27 How much importance do you attach to each meal of the day? At home On-the-go At work Week Weekend Alone Together (n = 43754) (n = 1252) (n = 6171) (n = 46240) (n = 44557) (n = 18276) (n = 30504) Breakfast 81% (+++) 50% (---) 38% (---) 82% (+++) 81% (+++) 72% (---) 83% (+++) Lunch 61% (+++) 50% (---) 33% (---) 61% (+++) 61% (+++) 56% (---) 62% (+++) Dinner 71% (+++) 68% (-) 42% (---) 70% 71% (+++) 68% (---) 71% (+++) Snack 28% (+++) 25% (--) 15% (---) 29% (+++) 29% (+++) 23% (---) 31% (+++)+ : positive significant differences- : negative significant differences
  28. 28. TABLE OF CONTENT 28EXECUTIVE SUMMARYIMPORTANCE OF THE DIFFERENT MEALS OF THE DAYFREQUENCY OF BREAKFASTWHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)PLACE OF BREAKFASTREASONS FOR HAVING BREAKFASTTHE BREAKFAST IN THE WEEKTHE BREAKFAST IN THE WEEKENDNUTELLA AS PART OF A BALANCED BREAKFASTBREAKFAST PROFILE
  29. 29. FREQUENCY OF BREAKFAST 29FREQUENCY OF BREAKFAST N=51177 EVERYDAY 76% ALMOST EVERYDAY (4-6 TIMES A WEEK) 12% FROM TIME TO TIME (2-3 TIMES A WEEK) 7% N=2397 LACK OF APPETITE 44% RARELY OR NEVER 5% Why? I’M NOT USED TO 39% LACK OF TIME 36%
  30. 30. FREQUENCY OF BREAKFASTBase : Total (n=51177) << 30 In general, I have my breakfast Rarely or never 5% From time to time (2 to 3 times a week) 7% Almost everyday (4 to 6 times a week) 12% Everyday 76%
  31. 31. FREQUENCY OF BREAKFAST Base : Total (n=51177) << 31 In general, I have my breakfast Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never Male 75% 12% 8% 5% 25,627 (---) (-) (+++) (+++) Female 77% 13% 7% 4% 25,550 (+++) (+) (---) (---) French 73% 14% 8% 5% 21,740 (---) (+++) (+++) (+++) Flemish 78% 11% 7% 4% 29,437 (+++) (---) (---) (---) North 78% 11% 6% 4% 29,512 (+++) (---) (---) (---) South 73% 13% 8% 5% 16,595 (---) (+++) (+++) (+++) Bxl 69% 16% 8% 7% 5,070 (---) (+++) (+++) (+++)+ : positive significant differences- : negative significant differences
  32. 32. FREQUENCY OF BREAKFAST Base : Total (n=51177) << 32 In general, I have my breakfast Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never 0-11 87% 9% 3% 0% 7,515 (+++) (---) (---) (---) 12-19 70% 14% 10% 6% 5,347 (---) (+++) (+++) (+++) 20-39 63% 18% 11% 8% 14,553 (---) (+++) (+++) (+++) 40-59 77% 11% 7% 5% 15,890 (+++) (---) 60+ 90% 5%3% 2% 7,872 (+++) (---) (---) (---) SC 1-4 77% 7% 4% 12% 30,706 (+++) (---) (---) SC 5-8 74% 8% 5% 12% 20,471 (---) (+++) (+++)+ : positive significant differences- : negative significant differences
  33. 33. FREQUENCY OF BREAKFAST Base : Total (n=51177) << 33 In general, I have my breakfast Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never Single 65% 14% 11% 9% 7,848 (---) (+++) (+++) (+++) Couple 78% 11% 7% 5% 14,337 (+++) (---) (---) Single&children 73% 15% 8% 5% 5,053 (---) (+++) Couple&children 78% 6% 3% 12% 23,939 (+++) (---)(---) Rural 77% 12% 7% 4% 24,892 (+++) (---) (---) (---) Urban 74% 13% 8% 5% 26,285 (---) (+++) (+++) (+++)+ : positive significant differences- : negative significant differences Listen for Ferrero - Nutella Breakfast Expert Tour - July 2012
  34. 34. FREQUENCY OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 34 In general, I have my breakfast Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never Breakfast Expert 100% 11.211 Potential Breakfast Expert 73% 17% 10% 37.568 Users N. 80% 7% 13% 41.942 (+++) (---) Non users N. 77% 9% 13% 6.838+ : positive significant differences (---) (+++)- : negative significant differences
  35. 35. FREQUENCY OF BREAKFAST Base : Total (n=51177) << 35 In general, I have my breakfast Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never 8-10 87% 10% 2% 1% 38,627 (+++) (---) (---) (---) 6-7 56% 27% 14% 3% 5,270 (---) (+++) (+++) (---) 1-5 27% 17% 28% 27% 7,280 (---) (+++) (+++) (+++)+ : positive significant differences- : negative significant differences
  36. 36. FREQUENCY OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 36 In general, I have my breakfast Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never At home 82% 11% 6% 43,754 (+++) (---) (---) On-the-go 44% 31% 25% 1,250 (---) (+++) (+++) At work 56% 28% 15% 3,776 (---) (+++) (+++) Week 3% 84% 14% 46,240 (---) Weekend 84% 9% 7% 0% 44,557 (+++) (---) (---) (---) Alone 72% 18% 10% 18,276 (---) (+++) (+++) Together 84% 10% 6% 30,504 (+++) (---) (---)+ : positive significant differences- : negative significant differences
  37. 37. FREQUENCY OF BREAKFASTBase : only « Rarely or never » (n=2397!) << 37 I usually do not have my breakfast for the following reasons (multiple answers): Lack of appetite 44% Im not used to 39% Lack of time 36% Because I can hold on until lunch time 16% Because it is unnecessary 7% Because I take care of my body 4% Other 4%
  38. 38. FREQUENCY OF BREAKFAST Base : only « Rarely or never » (n=2397!) << 38 I usually do not have my breakfast for the following reasons (multiple answers): Male Female French Flemish North South Bxl (n = 1401) (n = 996) (n = 1184) (n = 1214) (n = 1192) (n = 853) (n = 352) Lack of appetite 39% (---) 51% (+++) 41% (--) 46% (++) 47% (+++) 41% (-) 39% (--) Im not used to 41% (+++) 36% (---) 41% (++) 37% (--) 38% 39% 40% Lack of time 36% 37% 38% 35% 35% 36% 41% (++) Because I can hold on until lunch time 17% (+) 14% (-) 17% 15% 16% 15% 20% (++) Because it is unnecessary 9% (+++) 4% (---) 5% (---) 9% (+++) 8% (+++) 4% (---) 10% (++) Because I take care of my body 4% 4% 4% 4% 4% 3% 6% (++) Other 4% 4% 4% 4% 4% 3% 8% (+++)+ : positive significant differences- : negative significant differences
  39. 39. FREQUENCY OF BREAKFAST Base : only « Rarely or never » (n=2397!) << 39 I usually do not have my breakfast for the following reasons (multiple answers): 0-11 12-19 20-39 40-59 60+ SC 1-4 SC 5-8 (n = 36) (n = 341) (n = 1104) (n = 726) (n = 190) (n = 1307) (n = 1090) Lack of appetite 55% 42% 45% 45% 33% (---) 44% 43% Im not used to 14% (---) 28% (---) 41% (++) 38% 52% (+++) 37% (-) 41% (+) Lack of time 21% (-) 62% (+++) 41% (+++) 27% (---) 8% (---) 44% (+++) 28% (---) Because I can hold on until lunch time 4% (--) 17% 17% 15% 13% 18% (+++) 14% (---) Because it is unnecessary 12% 9% (+) 7% 6% 5% 7% 7% Because I take care of my body 6% (+) 3% (---) 5% (+) 5% 3% (--) 5% (++) Other 14% (+++) 3% 4% 3% 6% 4% 4%+ : positive significant differences- : negative significant differences
  40. 40. FREQUENCY OF BREAKFAST Base : only « Rarely or never » (n=2397!) << 40 I usually do not have my breakfast for the following reasons (multiple answers): Single Couple Single& children Couple& children Rural Urban (n = 710) (n = 654) (n = 255) (n = 778) (n = 1076) (n = 1322) Lack of appetite 41% (-) 41% (-) 46% 48% (+++) 44% 44% Im not used to 36% (--) 44% (+++) 40% 37% 39% 39% Lack of time 40% (++) 31% (---) 39% 37% 35% 37% Because I can hold on until lunch time 16% 19% (++) 16% 14% (--) 17% 15% Because it is unnecessary 8% (++) 6% 7% 6% (-) 5% (---) 8% (+++) Because I take care of my body 5% 4% 3% 3% 3% (-) 5% (+) Other 6% (+++) 3% 4% 3% (-) 4% 4%+ : positive significant differences- : negative significant differences
  41. 41. TABLE OF CONTENT 41EXECUTIVE SUMMARYIMPORTANCE OF THE DIFFERENT MEALS OF THE DAYFREQUENCY OF BREAKFASTWHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)PLACE OF BREAKFASTREASONS FOR HAVING BREAKFASTTHE BREAKFAST IN THE WEEKTHE BREAKFAST IN THE WEEKENDBREAKFAST PROFILE
  42. 42. WHEN DO YOU HAVE YOUR BREAKFAST 42WHEN DO YOU HAVE YOUR BREAKFAST Total except « Rarely or never » - N=48780 DURING THE WEEK AND WEEKEND 86% (+) Age (evolution), SC 1-4, people having breakfast everyday, at home, together DURING THE WEEK 9% DURING THE WEEKEND 5%
  43. 43. WHEN DO YOU HAVE YOUR BREAKFAST?Base : Total except « Rarely or never » (n=48780) << 43 My breakfast is rather: During the weekend 5% During the week 9% During the week and weekend 86%
  44. 44. WHEN DO YOU HAVE YOUR BREAKFAST? Base : Total except « Rarely or never » (n=48780) << 44 My breakfast is rather: During the week and weekend During the week During the weekend Male 86% 9% 5% 24,226 (---) (++) (+++) Female 87% 8% 5% 24,554 (+++) (--) (---) French 86% 8% 6% 20,556 (---) (---) (+++) Flemish 87% 9% 4% 28,223 (+++) (+++) (---) North 87% 9% 4% 28,320 (+++) (++) (---) South 86% 8% 6% 15,742 (--) (---) (+++) Bxl 85% 6% 9% 4,718 (--) (+++)+ : positive significant differences- : negative significant differences
  45. 45. WHEN DO YOU HAVE YOUR BREAKFAST? Base : Total except « Rarely or never » (n=48780) << 45 My breakfast is rather: During the week and weekend During the week During the weekend 0-11 93% 5% 2% 7,479 (+++) (---) (---) 12-19 81% 12% 7% 5,006 (---) (+++) (+++) 20-39 79% 12% 9% 13,449 (---) (+++) (+++) 40-59 87% 8% 5% 15,164 (+++) (--) 60+ 94% 5%1% 7,682 (+++) (---) (---) SC 1-4 87% 8% 5% 29,399 (+++) (---) SC 5-8 85% 10% 5% 19,381 (---) (+++)+ : positive significant differences- : negative significant differences
  46. 46. WHEN DO YOU HAVE YOUR BREAKFAST? Base : Total except « Rarely or never » (n=48780) << 46 My breakfast is rather: During the week and weekend During the week During the weekend Single 80% 13% 7% 7,138 (---) (+++) (+++) Couple 87% 8% 5% 13,683 (+++) (---) (--) Single&children 85% 10% 5% 4,797 (---) (+++) Couple&children 88% 7% 5% 23,162 (+++) (---) (---) Rural 87% 5% 9% 23,816 (+++) (---) Urban 86% 6% 9% 24,963 (---) (+++)+ : positive significant differences- : negative significant differences
  47. 47. WHEN DO YOU HAVE YOUR BREAKFAST? Base : Total except « Rarely or never » (n=48780) << 47 My breakfast is rather: During the week and weekend During the week During the weekend Breakfast Expert 97% 3% 11,211 (+++) (---) Potential Breakfast 83% 10% Expert 7% 37,568 (---) (+++) Users N. 87% 8% 5% 41,942 (+++) (---) (-) Non users N. 82% 12% 6%+ : positive significant differences 6,838 (---) (+++) (+)- : negative significant differences
  48. 48. WHEN DO YOU HAVE YOUR BREAKFAST? Base : Total except « Rarely or never » (n=48780) << 48 My breakfast is rather: During the week and weekend During the week During the weekend 8-10 93% 6% 1% 38,369 (+++) (---) (---) 6-7 73% 17% 10% 5,123 (---) (+++) (+++) 1-5 50% 22% 28% 5,288 (---) (+++) (+++) Everyday 97% 3% 38,712 (+++) (---) Almost everyday 62% 38% 6,338 (---) (+++) From time to time 12% 20% 68% 3,729 (---) (+++)+ : positive significant differences- : negative significant differences
  49. 49. WHEN DO YOU HAVE YOUR BREAKFAST? Base : Total except « Rarely or never » (n=48780) << 49 My breakfast is rather: During the week and weekend During the week During the weekend At home 88% 7% 4% 43,754 (+++) (---) (---) On-the-go 60% 23% 17% 1,250 (---) (+++) (+++) At work 69% 21% 10% 3,776 (---) (+++) (+++) Alone 81% 13% 6% 18,276 (---) (+++) (+++) Together 89% 6% 5% 30,504 (+++) (---) (---)+ : positive significant differences- : negative significant differences
  50. 50. TABLE OF CONTENT 50EXECUTIVE SUMMARYIMPORTANCE OF THE DIFFERENT MEALS OF THE DAYFREQUENCY OF BREAKFASTWHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)PLACE OF BREAKFAST WHERE ?REASONS FOR HAVING BREAKFASTTHE BREAKFAST IN THE WEEKTHE BREAKFAST IN THE WEEKENDBREAKFAST PROFILE
  51. 51. PLACE OF BREAKFAST 51 PLACE OF BREAKFAST Total except « Rarely or never » - N=48780 WHERE & HOW? AT HOME AT WORK/AT SCHOOL ON-THE-GO 90% 8% 3% N= 43754 N=3776 N=1250 (+) Age (evolution), 8-10, Have b. everyday, together AT THE TABLE 88% SITTING 86% SITTING 80% ON THE SOFA 8% STANDING 14% WALKING 15% STANDING 3% STANDING 5% IN BED 0%! 0-11, single, don’t have B. everyday, have 33% of the 12-19 & 29% of those having B. In Bxl, more people have B. walking orB. alone, importance » 1-5 : from time to time have their B. standing standing in public transport. significantly more people in these groupseat in the sofa Significantly more 12-19, sc 5-8, single, urban have their B. walking
  52. 52. PLACE OF BREAKFASTBase : Total except « Rarely or never » (n=48780) << 52 In general, I have my breakfast At work/At school 8% On-the-go (car, train, etc.) 3% At home 90%
  53. 53. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 53 In general, I have my breakfast At home On-the-go (car, train, etc.) At work/At school Male 91% 2% 7% 24,226 (+++) (---) (---) Female 89% 3% 9% 24,554 (---) (+++) (+++) French 89% 9% 3% 20,556 (---) (+++) Flemish 90% 7% 2% 28,223 (+++) (---) North 90% 2% 7% 28,320 (+++) (--) (---) South 89% 8% 3% 15,742 (--) (++) Bxl 87% 3% 10% 4,718 (---) (+++) (+++)+ : positive significant differences- : negative significant differences
  54. 54. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 54 In general, I have my breakfast At home On-the-go (car, train, etc.) At work/At school 0-11 96% 1% 2% 7,479 (+++) (---) (---) 12-19 93% 4%3% 5,006 (+++) (+++) (---) 20-39 81% 5% 14% 13,449 (---) (+++) (+++) 40-59 88% 2% 10% 15,164 (---) (---)(+++) 60+ 99% 1% 1% 7,682 (+++) (---) (---) SC 1-4 88% 3% 9% 29,399 (---) (+++) (+++) SC 5-8 92% 2%6% 19,381 (+++) (---) (---)+ : positive significant differences- : negative significant differences
  55. 55. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 55 In general, I have my breakfast At home On-the-go (car, train, etc.) At work/At school Single 86% 4% 9% 7,138 (---) (+++) (+++) Couple 91% 2% 7% 13,683 (+++) (--) (---) Single&children 3% 89% 8% 4,797 (+++) Couple&children 90% 2% 8% 23,162 (+++) (---) Rural 91% 2% 7% 23,816 (+++) (---) (---) Urban 89% 3% 8% 24,963 (---) (+++) (+++)+ : positive significant differences- : negative significant differences
  56. 56. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 56 In general, I have my breakfast At home On-the-go (car, train, etc.) At work/At school Breakfast Expert 94% 1%5% 11,211 (+++) (---) (---) Potential Breakfast 88% 3% 9% Expert 37,568 (---) (+++) (+++) Users N. 90% 2% 8% 41,942 (++) (---)+ : positive significant differences Non users N. 89% 3% 8% 6,838- : negative significant differences
  57. 57. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 57 In general, I have my breakfast At home On-the-go (car, train, etc.) At work/At school 8-10 92% 2%6% 38,369 (+++) (---) (---) 6-7 83% 5% 12% 5,123 (---) (+++) (+++) 1-5 78% 7% 15% 5,288 (---) (+++) (+++) Everyday 93% 1% 5% 38,712 (+++) (---) (---) Almost everyday 77% 6% 17% 6,338 (---) (+++) (+++) From time to time 76% 8% 16% 3,729 (---) (+++) (+++)+ : positive significant differences- : negative significant differences
  58. 58. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 58 In general, I have my breakfast At home On-the-go (car, train, etc.) At work/At school Week 90% 2% 7% 46,240 (+++) (---)(---) Weekend 91% 2% 7% 44,555 (+++) (---) (---) Alone 82% 11% 7% 18,276 (---) (+++) Together 94% 6% 30,504 (+++) (---)+ : positive significant differences- : negative significant differences
  59. 59. TABLE OF CONTENT 59EXECUTIVE SUMMARYIMPORTANCE OF THE DIFFERENT MEALS OF THE DAYFREQUENCY OF BREAKFASTWHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)PLACE OF BREAKFAST HOW ?REASONS FOR HAVING BREAKFASTTHE BREAKFAST IN THE WEEKTHE BREAKFAST IN THE WEEKENDNUTELLA AS PART OF A BALANCED BREAKFASTBREAKFAST PROFILE
  60. 60. PLACE OF BREAKFAST 60PLACE OF BREAKFAST Total except « Rarely or never » - N=48780 HOW? TOGETHER 63% ALONE 37%
  61. 61. PLACE OF BREAKFASTBase : Total except « Rarely or never » (n=48780) << 61 Do you have your breakfast alone or together? Alone 37% Together 63%
  62. 62. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 62 Do you have your breakfast alone or together? Alone Together Male 33% 67% 24,226 (---) (+++) Female 42% 58% 24,554 (+++) (---) French 38% 62% 20,556 (+++) (---) Flemish 37% 63% 28,223 (---) (+++) North 37% 63% 28,320 (---) (+++) South 37% 63% 15,742 Bxl 42% 58% 4,718 (+++) (---)+ : positive significant differences- : negative significant differences
  63. 63. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 63 Do you have your breakfast alone or together? Alone Together 0-11 15% 85% 7,479 (---) (+++) 12-19 37% 63% 5,006 20-39 48% 52% 13,449 (+++) (---) 40-59 42% 58% 15,164 (+++) (---) 60+ 33% 67% 7,682 (---) (+++) SC 1-4 38% 62% 29,399 SC 5-8 37% 63% 19,381+ : positive significant differences- : negative significant differences
  64. 64. PLACE OF BREAKFAST Base : Total except « Rarely or never » (n=48780) << 64 Do you have your breakfast alone or together? Alone Together Single 75% 25% 7,138 (+++) (---) Couple 34% 66% 13,683 (---) (+++) Single&children 37% 63% 4,797 Couple&children 28% 72% 23,162 (---) (+++) Rural 36% 64% 23,816 (---) (+++) Urban 39% 61% 24,963 (+++) (---)+ : positive significant differences- : negative significant differences

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