RESULTSBELGIAN BREAKFAST     SURVEY
TABLE OF CONTENT                                                               2METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF ...
METHODOLOGY                                                                                        3TARGET   Representativ...
METHODOLOGY                                                                                                4SIGNIFICANT DI...
VARIABLES DEFINITION                                                                         5    Gender         Male, Fem...
VARIABLES DEFINITION                                                                        6                    Breakfast...
SAMPLE PROFILEBase : Total (n=51177)                                                                     7                ...
TABLE OF CONTENT                                                               8METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF ...
EXECUTIVE SUMMARY                                                                                                     9IMP...
EXECUTIVE SUMMARY                                                                                                10WHEN DO...
EXECUTIVE SUMMARY                                                                                                         ...
EXECUTIVE SUMMARY                                                                                                         ...
EXECUTIVE SUMMARY                                                                                       13  THE BREAKFAST ...
EXECUTIVE SUMMARY                                                                                                         ...
EXECUTIVE SUMMARY                                                                                                         ...
EXECUTIVE SUMMARY                                                                                         16  THE BREAKFAS...
EXECUTIVE SUMMARY                                                                                                         ...
EXECUTIVE SUMMARY                                                                                                         ...
EXECUTIVE SUMMARY                                                                                       19BREAKFAST PROFIL...
TABLE OF CONTENT                                                               20METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAYBase : Total (n=51177)                                                        ...
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY    Base : Total (n=51177)       8-10                                         ...
IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY    Base : Total (n=51177)       8-10                                         ...
TABLE OF CONTENT                                                               24INTRODUCTIONEXECUTIVE SUMMARYIMPORTANCE O...
FREQUENCY OF BREAKFASTBase : Total (n=51177)                                                               <<   25   In ge...
FREQUENCY OF BREAKFAST    Base : Total (n=51177)                                                                          ...
FREQUENCY OF BREAKFAST    Base : Total (n=51177)                                                                          ...
TABLE OF CONTENT                                                             28METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF T...
WHEN DO YOU HAVE YOUR BREAKFAST?Base : Total except « Rarely or never » (n=48780)                                         ...
WHEN DO YOU HAVE YOUR BREAKFAST?  Base : Total except « Rarely or never » (n=48780)                                       ...
WHEN DO YOU HAVE YOUR BREAKFAST?  Base : Total except « Rarely or never » (n=48780)                                       ...
TABLE OF CONTENT                                                               32METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
PLACE OF BREAKFASTBase : Total except « Rarely or never » (n=48780)                                          <<   33     I...
PLACE OF BREAKFAST  Base : Total except « Rarely or never » (n=48780)                                                     ...
PLACE OF BREAKFAST  Base : Total except « Rarely or never » (n=48780)                                                     ...
TABLE OF CONTENT                                                               36METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
PLACE OF BREAKFASTBase : Total except « Rarely or never » (n=48780)                 <<   37     Do you have your breakfast...
PLACE OF BREAKFAST  Base : Total except « Rarely or never » (n=48780)                                                  << ...
PLACE OF BREAKFAST  Base : Total except « Rarely or never » (n=48780)                                                     ...
TABLE OF CONTENT                                                               40METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
PLACE OF BREAKFASTBase : Total except « Rarely or never » - At home (n=43754)                                             ...
PLACE OF BREAKFAST  Base : Total except « Rarely or never » - At home (n=43754)                                           ...
PLACE OF BREAKFAST  Base : Total except « Rarely or never » - At home (n=43754)                                           ...
TABLE OF CONTENT                                                               44METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
REASONS FOR HAVING BREAKFASTBase : Total except « Rarely or never » (n=48780)                                        <<   ...
REASONS FOR HAVING BREAKFAST  Base : Total except « Rarely or never » (n=48780)                                           ...
REASONS FOR HAVING BREAKFAST  Base : Total except « Rarely or never » (n=48780)                                           ...
TABLE OF CONTENT                                                               48METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
THE BREAKFAST INBase : Total except « Rarely or never » - During the week (n=46240)                                  <<   ...
THE BREAKFAST IN   Base : Total except « Rarely or never » - During the week (n=46240)                                    ...
THE BREAKFAST IN   Base : Total except « Rarely or never » - During the week (n=46240)                                    ...
TABLE OF CONTENT                                                               52METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
THE BREAKFAST INBase : Total except « Rarely or never » - During the week (n=46240)                                   <<  ...
THE BREAKFAST IN   Base : Total except « Rarely or never » - During the week (n=46240)                                    ...
THE BREAKFAST IN   Base : Total except « Rarely or never » - During the week (n=46240)                                    ...
TABLE OF CONTENT                                                               56METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
THE BREAKFAST INBase : Total except « Rarely or never » - During the week (n=46240)                       <<   57    Balan...
THE BREAKFAST IN   Base : Total except « Rarely or never » - During the week (n=46240)                                    ...
THE BREAKFAST IN   Base : Total except « Rarely or never » - During the week (n=46240)                                    ...
TABLE OF CONTENT                                                               60METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
THE BREAKFAST INBase : Total except « Rarely or never » - During the week (n=46240)                                       ...
THE BREAKFAST IN   Base : Total except « Rarely or never » - During the week (n=46240)                                    ...
THE BREAKFAST IN   Base : Total except « Rarely or never » - During the week (n=46240)                                    ...
TABLE OF CONTENT                                                               64METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF...
THE BREAKFAST INBase : Total except « Rarely or never » - During the week (n=44555)                            <<   65    ...
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Nutella - Results belgian breakfast survey
Upcoming SlideShare
Loading in …5
×

Nutella - Results belgian breakfast survey

5,949 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
5,949
On SlideShare
0
From Embeds
0
Number of Embeds
1,930
Actions
Shares
0
Downloads
30
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Nutella - Results belgian breakfast survey

  1. 1. RESULTSBELGIAN BREAKFAST SURVEY
  2. 2. TABLE OF CONTENT 2METHODOLOGYEXECUTIVE 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 WEEKEND
  3. 3. METHODOLOGY 3TARGET 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%)
  4. 4. METHODOLOGY 4SIGNIFICANT 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. 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 StatusFamily situation Single, Couple, Single&children, Couple&children Urbanisation Rural, Urban
  6. 6. VARIABLES DEFINITION 6 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
  7. 7. SAMPLE PROFILEBase : 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. 8. TABLE OF CONTENT 8METHODOLOGYEXECUTIVE 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 WEEKEND
  9. 9. EXECUTIVE SUMMARY 9IMPORTANCE 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. 10. EXECUTIVE SUMMARY 10WHEN 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. 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 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
  12. 12. EXECUTIVE SUMMARY 12REASONS 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. 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 juiceCereals Cheese FruitBreakfast biscuits Hot chocolate Fruit compote Milk Flavored milk Yoghurt drinks (Yop, Actimel, Yakult, etc.) Soy milk drinks
  14. 14. EXECUTIVE SUMMARY 14THE 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. 15. EXECUTIVE SUMMARY 15THE 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. 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 juiceCereals Cheese FruitBreakfast biscuits Hot chocolate Fruit compote Milk Flavored milk Yoghurt drinks (Yop, Actimel, Yakult, etc.) Soy milk drinks
  17. 17. EXECUTIVE SUMMARY 17THE 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. 18. EXECUTIVE SUMMARY 18THE 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. 19. EXECUTIVE SUMMARY 19BREAKFAST 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. 20. TABLE OF CONTENT 20METHODOLOGYEXECUTIVE 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 WEEKEND
  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. TABLE OF CONTENT 24INTRODUCTIONEXECUTIVE 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
  25. 25. FREQUENCY OF BREAKFASTBase : 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. 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. 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. 28. TABLE OF CONTENT 28METHODOLOGYEXECUTIVE 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 WEEKEND
  29. 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. 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. 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. 32. TABLE OF CONTENT 32METHODOLOGYEXECUTIVE 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 WEEKEND
  33. 33. PLACE OF BREAKFASTBase : 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. 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. 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. 36. TABLE OF CONTENT 36METHODOLOGYEXECUTIVE 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 BREAKFAST
  37. 37. PLACE OF BREAKFASTBase : Total except « Rarely or never » (n=48780) << 37 Do you have your breakfast alone or together? Alone 37% Together 63%
  38. 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. 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. 40. TABLE OF CONTENT 40METHODOLOGYEXECUTIVE SUMMARYIMPORTANCE OF THE DIFFERENT MEALS OF THE DAYFREQUENCY OF BREAKFASTWHEN DO YOU HAVE YOUR BREAKFAST? (WEEKS OR WEEKENDS)PLACE OF BREAKFAST HOW DO YOU HAVE BREAKFASTREASONS FOR HAVING BREAKFASTTHE BREAKFAST IN THE WEEKTHE BREAKFAST IN THE WEEKENDNUTELLA AS PART OF A BALANCED BREAKFAST
  41. 41. PLACE OF BREAKFASTBase : 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. 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. 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. 44. TABLE OF CONTENT 44METHODOLOGYEXECUTIVE 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 WEEKEND
  45. 45. REASONS FOR HAVING BREAKFASTBase : 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 its healthy 46% By hunger 38% Because Im 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. 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 its healthy 45% (-) 46% (+) 42% (---) 48% (+++) 48% (+++) 42% (---) 44% (---) By hunger 37% (---) 39% (+++) 42% (+++) 35% (---) 35% (---) 42% (+++) 42% (+++) Because Im 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. 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 its healthy 44% (---) 45% 43% (---) 46% 52% (+++) 46% 45% By hunger 40% (+++) 52% (+++) 49% (+++) 30% (---) 25% (---) 41% (+++) 34% (---) Because Im 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. 48. TABLE OF CONTENT 48METHODOLOGYEXECUTIVE 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 WEEK DRINKSTHE BREAKFAST IN THE WEEKEND
  49. 49. THE BREAKFAST INBase : 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. 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. 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. 52. TABLE OF CONTENT 52METHODOLOGYEXECUTIVE 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 WEEK FOODSTHE BREAKFAST IN THE WEEKEND
  53. 53. THE BREAKFAST INBase : 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. 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. 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. 56. TABLE OF CONTENT 56METHODOLOGYEXECUTIVE 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 WEEK CATEGORIESTHE BREAKFAST IN THE WEEKEND
  57. 57. THE BREAKFAST INBase : 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. 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. 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. 60. TABLE OF CONTENT 60METHODOLOGYEXECUTIVE 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 WEEK TIME SPENDING ON BREAKFASTTHE BREAKFAST IN THE WEEKEND
  61. 61. THE BREAKFAST INBase : 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. 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. 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. 64. TABLE OF CONTENT 64METHODOLOGYEXECUTIVE 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 WEEKEND DRINKS
  65. 65. THE BREAKFAST INBase : 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%

×