This document summarizes the results of a survey on breakfast habits in Belgium. Key findings include: - 75% of Belgians consider breakfast very important, compared to 59% for lunch and 70% for dinner. - 76% of Belgians have breakfast every day, with 12% reporting almost every day. Younger people and those living with others are more likely to have breakfast daily. - The most common breakfast foods are cereal products, dairy products like yogurt, and fruits. Beverages include coffee, fruit juice, and milk. Weekend breakfasts tend to be larger and include more pastries. - Most Belgians spend 5-10 minutes on breakfast and have it at home, usually with others at

1. RESULTS
BELGIAN BREAKFAST
SURVEY

2. TABLE OF CONTENT
2
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND

3. METHODOLOGY
3
TARGET
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 campaign
FIELDWORK
Survey carried out from September 2011 to June 2012
SAMPLE SIZE
Total sample: N= 51.177 (interval of confidence: +/- 0.43%)

4. METHODOLOGY
4
SIGNIFICANT 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%

5. VARIABLES DEFINITION
5
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 Status
Family situation Single, Couple, Single&children, Couple&children
Urbanisation Rural, Urban

6. VARIABLES DEFINITION
6
Breakfast expert, Potential Breakfast Expert,
Breakfast profile
Not a breakfast Fan
Importance 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

7. SAMPLE PROFILE
Base : Total (n=51177) 7
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%

8. TABLE OF CONTENT
8
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND

9. EXECUTIVE SUMMARY
9
IMPORTANCE 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%

10. EXECUTIVE SUMMARY
10
WHEN 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%

11. EXECUTIVE SUMMARY
11
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 or
B. alone, importance » 1-5 : from time to time have their B. standing standing in public transport.
 significantly more people in these groups
eat in the sofa Significantly more 12-19, sc 5-
8, single, urban have their B. walking

12. EXECUTIVE SUMMARY
12
REASONS 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

13. EXECUTIVE SUMMARY
13
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 juice
Cereals Cheese Fruit
Breakfast biscuits Hot chocolate Fruit compote
Milk
Flavored milk
Yoghurt drinks
(Yop, Actimel, Yakult, etc.)
Soy milk drinks

14. EXECUTIVE SUMMARY
14
THE 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%

15. EXECUTIVE SUMMARY
15
THE 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 ,

16. EXECUTIVE SUMMARY
16
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 juice
Cereals Cheese Fruit
Breakfast biscuits Hot chocolate Fruit compote
Milk
Flavored milk
Yoghurt drinks (Yop, Actimel,
Yakult, etc.)
Soy milk drinks

17. EXECUTIVE SUMMARY
17
THE 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%

18. EXECUTIVE SUMMARY
18
THE 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

19. EXECUTIVE SUMMARY
19
BREAKFAST 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
Bxl, 0-19, SC 1-4 40-60+, SC 5-8, couple, Male, South, Bxl, 12-39,
rural SC 5-8, urban
At Home, Together

20. TABLE OF CONTENT
20
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND

21. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
Base : 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. 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. 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. TABLE OF CONTENT
24
INTRODUCTION
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
NUTELLA AS PART OF A BALANCED BREAKFAST
BREAKFAST PROFILE

25. FREQUENCY OF BREAKFAST
Base : Total (n=51177) << 25
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%

26. FREQUENCY OF BREAKFAST
Base : Total (n=51177) << 26
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

27. FREQUENCY OF BREAKFAST
Base : Total (n=51177) << 27
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

28. TABLE OF CONTENT
28
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND

29. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 29
My breakfast is rather:
During the weekend
5%
During the week
9%
During the week and weekend
86%

30. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 30
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

31. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 31
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

32. TABLE OF CONTENT
32
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
WHERE ?
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND

33. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 33
In general, I have my breakfast
At work/At school
8%
On-the-go (car, train, etc.)
3%
At home
90%

34. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 34
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

35. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 35
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

36. TABLE OF CONTENT
36
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
HOW ?
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
NUTELLA AS PART OF A BALANCED BREAKFAST

37. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 37
Do you have your breakfast alone or together?
Alone
37%
Together
63%

38. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 38
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

39. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 39
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

40. TABLE OF CONTENT
40
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
HOW DO YOU HAVE BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
NUTELLA AS PART OF A BALANCED BREAKFAST

41. PLACE OF BREAKFAST
Base : Total except « Rarely or never » - At home (n=43754) << 41
I usually have my breakfast as follows
In bed Standing
On the sofa
0% 3%
8%
At the table
88%

42. PLACE OF BREAKFAST
Base : Total except « Rarely or never » - At home (n=43754) << 42
I usually have my breakfast as follows
Standing At the table On the sofa In bed
Male 3% 89%
8% 0%21,977
(---) (+++)
Female 4% 88%
8% 1%21,777
(+++) (---)
French 3% 86% 10% 1%
18,241
(--) (---) (+++)
(+++)
Flemish 4% 90% 6%0%
25,512
(++) (+++) (---)
(---)
North 4% 90% 6%0%
25,598
(++) (+++) (---)
(---)
South 3% 87% 9% 1%
14,055
(---) (---) (+++)
(+++)
Bxl 4% 84% 11% 1%
4,101
(+++) (---) (+++) (+++)
+ : positive significant differences
- : negative significant differences

43. PLACE OF BREAKFAST
Base : Total except « Rarely or never » - At home (n=43754) << 43
I usually have my breakfast as follows
Standing At the table On the sofa In bed
0-111% 84% 15% 0%
7,213
(---) (---) (+++) (---)
12-19 2% 90%
7%
1%
4,643
(---) (++) (++)
20-39 5% 84% 10% 1%
10,907
(+++) (---) (+++)
(+++)
40-59 4% 91% 5%0%
13,406
(+++) (+++) (---)
(---)
60+ 2% 95% 3%
0%
7,585
(---) (+++) (---)
(---)
SC 1-4 4% 89% 7%0%
25,947
(+++) (+++) (---)
(---)
SC 5-8 3% 88% 9% 1%
17,807
(---) (---) (+++)
(+++)
+ : positive significant differences
- : negative significant differences

44. TABLE OF CONTENT
44
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND

45. REASONS FOR HAVING BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 45
I usually have my breakfast for the following reasons:
To get full of energy for the morning 60%
Because it's healthy 46%
By hunger 38%
Because I'm used to 25%
To share a good time with members
of my household 23%
To avoid snacking before lunch 20%
To show example to my
children/other children 11%
Because I have to 4%

46. REASONS FOR HAVING BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 46
I usually have my breakfast for the following reasons:
Male Female French Flemish North South Bxl
(n = 24226) (n = 24554) (n = 20556) (n = 28223) (n = 28320) (n = 15742) (n = 4718)
To get full of energy for the morning
59% (---) 61% (+++) 61% (+++) 59% (---) 59% (---) 61% (+++) 62% (+++)
Because it's healthy
45% (-) 46% (+) 42% (---) 48% (+++) 48% (+++) 42% (---) 44% (---)
By hunger
37% (---) 39% (+++) 42% (+++) 35% (---) 35% (---) 42% (+++) 42% (+++)
Because I'm used to
26% (+++) 25% (---) 23% (---) 27% (+++) 27% (+++) 22% (---) 26%
To share a good time with members of my
household
24% (+++) 23% (---) 21% (---) 24% (+++) 24% (+++) 21% (---) 23%
To avoid snacking before lunch
17% (---) 24% (+++) 23% (+++) 18% (---) 18% (---) 23% (+++) 23% (+++)
To show example to my children/other
children
9% (---) 14% (+++) 11% 12% 12% 12% 10% (---)
Because I have to
5% (+++) 3% (---) 4% 4% 4% 4% 4%
+ : positive significant differences
- : negative significant differences

47. REASONS FOR HAVING BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 47
I usually have my breakfast for the following reasons:
0-11 12-19 20-39 40-59 60+ SC 1-4 SC 5-8
(n = 7479) (n = 5006) (n = 13449) (n = 15164) (n = 7682) (n = 29399) (n = 19381)
To get full of energy for the morning
62% (+++) 66% (+++) 63% (+++) 59% 49% (---) 63% (+++) 55% (---)
Because it's healthy
44% (---) 45% 43% (---) 46% 52% (+++) 46% 45%
By hunger
40% (+++) 52% (+++) 49% (+++) 30% (---) 25% (---) 41% (+++) 34% (---)
Because I'm used to
28% (+++) 40% (+++) 26% (+) 19% (---) 25% 26% (++) 25% (--)
To share a good time with members of my
household
30% (+++) 19% (---) 23% 23% 21% (---) 24% (+++) 21% (---)
To avoid snacking before lunch
13% (---) 24% (+++) 24% (+++) 21% (+++) 16% (---) 21% (+++) 19% (---)
To show example to my children/other
children
0% 3% (---) 18% (+++) 16% (+++) 7% (---) 12% (+++) 11% (---)
Because I have to
22% (+++) 4% (++) 4% (+++) 3% (---)
+ : positive significant differences
- : negative significant differences

48. TABLE OF CONTENT
48
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
DRINKS
THE BREAKFAST IN THE WEEKEND

49. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 49
My breakfast is usually composed of
Coffee 55%
*** Fruit juice 33%
** Milk 24%
Water 18%
** Hot chocolate 18%
Tea 12%
** Yoghurt drinks (Yop, 8%
Actimel, Yakult…)
** Flavored milk (eg
7%
chocolate, fruit, etc.)
** Soy milk drink 3%
Soft drink 1%
Other drinks 2%

50. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 50
My breakfast is usually composed of
Male Female French Flemish North South Bxl
(n = 22897) (n = 23343) (n = 19276) (n = 26965) (n = 27052) (n = 14757) (n = 4431)
Coffee
54% (---) 56% (+++) 54% (---) 56% (+++) 56% (+++) 55% 51% (---)
Fruit juice
32% 33% 40% (+++) 27% (---) 27% (---) 39% (+++) 43% (+++)
Milk
27% (+++) 22% (---) 21% (---) 26% (+++) 26% (+++) 20% (---) 25%
Water
16% (---) 21% (+++) 17% (---) 19% (+++) 19% (+++) 17% (---) 20% (+++)
Hot chocolate
20% (+++) 16% (---) 25% (+++) 13% (---) 13% (---) 26% (+++) 21% (+++)
Tea
10% (---) 15% (+++) 10% (---) 14% (+++) 14% (+++) 7% (---) 17% (+++)
Yoghurt drinks (Yop, Actimel, Yakult…)
8% 8% 8% (+++) 8% (---) 8% (--) 8% 10% (+++)
Flavored milk (eg chocolate, fruit, etc.)
9% (+++) 6% (---) 7% 8% 8% 8% 6% (---)
Soy milk drink
2% (---) 3% (+++) 2% (---) 3% (+++) 3% (+++) 2% (---) 3%
Soft drink
1% (+++) 1% (---) 1% (+++) 1% (---) 1% (---) 1% (+++) 1%
Other drinks
2% 2% 2% (---) 2% (+++) 2% (++) 2% (---) 2%
+ : positive significant differences
- : negative significant differences

51. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 51
My breakfast is usually composed of
0-11 12-19 20-39 40-59 60+ SC 1-4 SC 5-8
(n = 7342) (n = 4639) (n = 12276) (n = 14406) (n = 7577) (n = 27859) (n = 18381)
Coffee
4% (---) 19% (---) 52% (---) 78% (+++) 85% (+++) 52% (---) 60% (+++)
Fruit juice
33% 42% (+++) 36% (+++) 29% (---) 27% (---) 34% (+++) 30% (---)
Milk
49% (+++) 40% (+++) 24% 13% (---) 11% (---) 26% (+++) 22% (---)
Water
22% (+++) 27% (+++) 22% (+++) 15% (---) 11% (---) 20% (+++) 17% (---)
Hot chocolate
33% (+++) 29% (+++) 19% (++) 12% (---) 7% (---) 16% (---) 21% (+++)
Tea
4% (---) 11% (--) 16% (+++) 14% (+++) 13% (++) 12% (+) 12% (-)
Yoghurt drinks (Yop, Actimel, Yakult…)
13% (+++) 9% (++) 7% (---) 7% (---) 7% (---) 8% 8%
Flavored milk (eg chocolate, fruit, etc.)
22% (+++) 10% (+++) 7% (-) 3% (---) 1% (---) 8% 7%
Soy milk drink
4% (+++) 3% 3% 2% (--) 2% (---) 3% (+++) 2% (---)
Soft drink
1% (---) 1% (+++) 2% (+++) 1% (--) 0% (---) 1% (---) 1% (+++)
Other drinks
2% 3% (+++) 2% 2% (---) 2% 2% (---) 2% (+++)
+ : positive significant differences
- : negative significant differences

52. TABLE OF CONTENT
52
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
FOODS
THE BREAKFAST IN THE WEEKEND

53. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 53
My breakfast is usually composed of
* Bread/Toast/Crackers 87%
Chocolate paste 70%
Jam 36%
* Cereals 30%
** Cheese 27%
Margarine/Butter 26%
** Yoghurt/Cottage cheese 17%
*** Fruits 16%
Pastries 15%
Deli (ham, turkey, salami, etc.) 15%
Eggs 11%
Honey 9%
Other spreads (peanut butter, speculoos
spreads) 8%
* Breakfast biscuits 6%
*** Fruit Compote 2%
Other foods 3%

54. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 54
My breakfast is usually composed of
Male Female French Flemish North South Bxl
(n = 22897) (n = 23343) (n = 19276) (n = 26965) (n = 27052) (n = 14757) (n = 4431)
Bread/Toast/Crackers
86% (---) 87% (+++) 83% (---) 89% (+++) 89% (+++) 84% (---) 82% (---)
Chocolate paste
68% (---) 71% (+++) 66% (---) 72% (+++) 72% (+++) 67% (---) 62% (---)
Jam
36% 36% 34% (---) 37% (+++) 37% (+++) 34% (---) 34% (--)
Cereals
29% (---) 31% (+++) 37% (+++) 25% (---) 26% (---) 36% (+++) 40% (+++)
Cheese
27% (++) 26% (--) 22% (---) 30% (+++) 30% (+++) 21% (---) 28%
Margarine/Butter
25% (---) 27% (+++) 27% (+++) 25% (---) 25% (---) 27% (+++) 29% (+++)
Yoghurt/Cottage cheese
14% (---) 20% (+++) 15% (---) 19% (+++) 19% (+++) 14% (---) 19% (+++)
Fruits
13% (---) 18% (+++) 16% 16% 16% 15% (---) 19% (+++)
Pastries
17% (+++) 14% (---) 17% (+++) 14% (---) 14% (---) 17% (+++) 19% (+++)
Deli (ham, turkey, salami, etc.)
17% (+++) 13% (---) 8% (---) 20% (+++) 20% (+++) 7% (---) 12% (---)
Eggs
13% (+++) 9% (---) 9% (---) 12% (+++) 12% (+++) 8% (---) 14% (+++)
Honey
10% (+++) 8% (---) 10% (+++) 8% (---) 8% (---) 9% (++) 13% (+++)
Other spreads (peanut butter, speculoos
spreads) 8% (+) 7% (-) 5% (---) 10% (+++) 10% (+++) 4% (---) 6% (---)
Breakfast biscuits
6% (-) 6% (+) 10% (+++) 3% (---) 3% (---) 9% (+++) 12% (+++)
Fruit Compote
2% (+++) 2% (---) 3% (+++) 1% (---) 1% (---) 3% (+++) 3% (+++)
Other foods
3% (-) 3% (+) 2% (---) 3% (+++) 3% (+++) 2% (---) 3%
+ : positive significant differences
- : negative significant differences

55. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 55
My breakfast is usually composed of
0-11 12-19 20-39 40-59 60+ SC 1-4 SC 5-8
(n = 7342) (n = 4639) (n = 12276) (n = 14406) (n = 7577) (n = 27859) (n = 18381)
Bread/Toast/Crackers
86% (---) 80% (---) 83% (---) 90% (+++) 92% (+++) 87% (++) 86% (--)
Chocolate paste
80% (+++) 67% (---) 68% (---) 69% 63% (---) 70% (+++) 68% (---)
Jam
25% (---) 22% (---) 29% (---) 43% (+++) 54% (+++) 36% (-) 37% (+)
Cereals
48% (+++) 48% (+++) 37% (+++) 20% (---) 11% (---) 31% (+++) 28% (---)
Cheese
18% (---) 16% (---) 22% (---) 33% (+++) 39% (+++) 27% 27%
Margarine/Butter
20% (---) 14% (---) 21% (---) 31% (+++) 35% (+++) 25% (--) 26% (++)
Yoghurt/Cottage cheese
13% (---) 14% (---) 17% 20% (+++) 19% (+++) 19% (+++) 15% (---)
Fruits
13% (---) 19% (+++) 17% (++) 16% 15% 16% (+++) 15% (---)
Pastries
14% (---) 18% (+++) 19% (+++) 14% (---) 11% (---) 15% (---) 16% (+++)
Deli (ham, turkey, salami, etc.)
13% (---) 12% (---) 15% 17% (+++) 16% (++) 15% 15%
Eggs
8% (---) 9% (---) 10% (---) 12% (+++) 14% (+++) 10% (---) 12% (+++)
Honey
7% (---) 6% (---) 7% (---) 10% (+++) 13% (+++) 9% 9%
Other spreads (peanut butter, speculoos
spreads) 10% (+++) 8% 8% (+++) 7% (---) 5% (---) 8% (+++) 7% (---)
Breakfast biscuits
8% (+++) 10% (+++) 9% (+++) 4% (---) 2% (---) 6% (---) 6% (+++)
Fruit Compote
2% (+++) 2% 1% (---) 2% 3% (+++) 2% (--) 2% (++)
Other foods
3% (--) 3% 3% (+) 3% 3% 3% (+++) 3% (---)
+ : positive significant differences
- : negative significant differences

56. TABLE OF CONTENT
56
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
CATEGORIES
THE BREAKFAST IN THE WEEKEND

57. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 57
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
0
2%
1
3 23%
29%
2
47%

58. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 58
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
0 1 2 3
Male2% 22%
48% 27%
22,897
(+++) (+++) (---)
Female1% 23%
46% 30%
23,343
(---) (---) (+++)
French2% 21% 45% 32%
19,276
(---) (---) (+++)
Flemish1% 24% 48% 26%
26,965
(+++) (+++) (---)
North1% 24% 49% 26%
27,052
(+++) (+++) (---)
South2% 21% 46% 31%
14,757
(---) (---) (+++)
Bxl1% 20% 42% 37%
4,431
(---) (---) (+++)
+ : positive significant differences
- : negative significant differences

59. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 59
Balanced breakfast expertise :
How many people only take 1, 2 or 3 out of the 3 top ingredients ?
0 1 2 3
0% 8%
0-11 59% 33%
7,342
(---)
(---) (+++) (+++)
12-191% 15% 49% 35%
4,639
(--) (---) (++) (+++)
20-392% 24% 45% 30%
12,276
(+++) (---) (+++)
40-592% 28% 44% 26%
14,406
(+++) (+++) (---) (---)
60+2% 29% 45% 25%
7,577
(+++) (+++) (---) (---)
SC 1-41% 21% 48% 30%
27,859
(---) (---) (+++) (+++)
SC 5-82% 25% 46% 27%
18,381
(+++) (+++) (---) (---)
+ : positive significant differences
- : negative significant differences

60. TABLE OF CONTENT
60
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
TIME SPENDING ON BREAKFAST
THE BREAKFAST IN THE WEEKEND

61. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 61
In general, for my breakfast during the week, I spend
5 minutes or less
9%
Approximately 20 minutes
34%
Approximately 10 minutes
57%

62. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 62
In general, for my breakfast during the week, I spend
5 minutes or less Approximately 10 minutes Approximately 20 minutes
Male 8% 56% 36%
22,897
(---) (---) (+++)
Female 10% 58% 32%
23,343
(+++) (+++) (---)
French 10% 59% 31%
19,276
(+++) (+++) (---)
Flemish 8% 55% 37%
26,965
(---) (---) (+++)
North 8% 55% 37%
27,052
(---) (---) (+++)
South 10% 60% 30%
14,757
(+++) (+++) (---)
Bxl 11% 33%
57% 4,431
(+++) (---)
+ : positive significant differences
- : negative significant differences

63. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=46240) << 63
In general, for my breakfast during the week, I spend
5 minutes or less Approximately 10 minutes Approximately 20 minutes
0-11 4% 56%
40%
7,342
(---) (+++)
12-19 13% 62% 25%
4,639
(+++) (+++) (---)
20-39 14% 62% 25%
12,276
(+++) (+++) (---)
40-59 8% 58%
34% 14,406
(---) (++)
60+ 4% 45% 51%
7,577
(---) (---) (+++)
SC 1-4 9% 58% 33%
27,859
(++) (+++) (---)
SC 5-8 8% 55% 37%
18,381
(--) (---) (+++)
+ : positive significant differences
- : negative significant differences

64. TABLE OF CONTENT
64
METHODOLOGY
EXECUTIVE SUMMARY
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
FREQUENCY OF BREAKFAST
WHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)
PLACE OF BREAKFAST
REASONS FOR HAVING BREAKFAST
THE BREAKFAST IN THE WEEK
THE BREAKFAST IN THE WEEKEND
DRINKS

65. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=44555) << 65
My breakfast is usually composed of
Coffee 56%
*** Fruit juice 36%
** Milk 23%
** Hot chocolate 22%
Water 15%
Tea 12%
** Flavored milk (eg
8%
chocolate, fruit, etc.)
** Yoghurt drinks (Yop, 7%
Actimel, Yakult…)
** Soy milk drink 2%
Soft drink 1%
Other drinks 1%

66. THE BREAKFAST IN
Base : Total except « Rarely or never » - During the week (n=44555) << 66
My breakfast is usually composed of
Male Female French Flemish North South Bxl
(n = 22058) (n = 22497) (n = 18872) (n = 25683) (n = 25799) (n = 14458) (n = 4298)
Coffee
55% (---) 57% (+++) 53% (---) 58% (+++) 58% (+++) 54% (---) 51% (---)
Fruit juice
35% (---) 38% (+++) 42% (+++) 33% (---) 33% (---) 40% (+++) 46% (+++)
Milk
25% (+++) 20% (---) 20% (---) 25% (+++) 25% (+++) 19% (---) 23%
Hot chocolate
24% (+++) 21% (---) 31% (+++) 16% (---) 16% (---) 32% (+++) 26% (+++)
Water
14% (---) 17% (+++) 15% (---) 16% (+++) 16% (+) 14% (---) 18% (+++)
Tea
10% (---) 15% (+++) 10% (---) 14% (+++) 14% (+++) 7% (---) 18% (+++)
Flavored milk (eg chocolate, fruit, etc.)
9% (+++) 6% (---) 7% (---) 8% (+++) 8% (+++) 7% (---) 7% (--)
Yoghurt drinks (Yop, Actimel, Yakult…)
8% (+++) 7% (---) 8% (+) 7% (-) 7% (-) 7% (---) 10% (+++)
Soy milk drink
2% (---) 3% (+++) 2% (---) 2% (+++) 2% (+++) 2% (---) 3% (++)
Soft drink
1% (+++) 1% (---) 1% (+++) 1% (---) 1% (---) 1% (+++) 1%
Other drinks
2% 1% 1% (---) 2% (+++) 2% (+++) 1% 1% (---)
+ : positive significant differences
- : negative significant differences