Nutella - Results belgian breakfast survey

RESULTSBELGIAN BREAKFAST

SURVEY

2

TABLE OF CONTENT

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

TARGETRepresentative 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

FIELDWORKSurvey carried out from September 2011 to June 2012

SAMPLE SIZE Total sample: N= 51.177 (interval of confidence: +/- 0.43%)

4

METHODOLOGY

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

Sociodemographic profiles

Male, FemaleGender

French, DutchLanguage

North, South, BxlRegions

0-11, 12-19, 20-39, 40-59, 60+Age

SC 1-4: Upper Social StatusSC 5-8: Lower Social Status

Social classes

Single, Couple, Single&children, Couple&childrenFamily situation

Rural, UrbanUrbanisation

6

VARIABLES DEFINITION

Key profiles and other profiles

Breakfast expert, Potential Breakfast Expert, Not a breakfast Fan

Breakfast profile

8-10, 6-7, 1-5

Importance of breakfast

Everyday, Almost everyday, From time to timeFrequency

At home, On-the-go, At work

Place of breakfast

Week, Weekend

Time for breakfast

Alone, TogetherWith whom

7

SAMPLE PROFILE

Sample profile

Base : Total (n=51177)

50%Male

50%Female

42%French

58%Flemish

58%North

32%South

10%Bxl

15%0-11

10%12-19

28%20-39

31%40-59

15%60+

60%1-4

40%5-8

15%Single

28%Couple

10%Single&children

47%Couple&children

49%Rural

51%Urban

8

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST




9

EXECUTIVE SUMMARY

BREAKFAST 75%

8-10

LUNCH 59%

1-5

14%

17%

76%

ALMOST EVERYDAY (4-6 TIMES A WEEK)

FROM TIME TO TIME (2-3 TIMES A WEEK)



N=51177

N=51177

44%

39%

36%

DINNER 70%

SNACK 28%

12%

50%

(+)

0-11, 60+Nutella users

Breakfast ExpertHave B everyday

At homeTogether

EVERYDAY

RARELY OR NEVER

12%

7%

5%LACK OF APPETITE

I’M NOT USED TO

LACK OF TIME

Why?

N=2397

(+) Dutch, Age (evolution), Have B at home, Together

10

EXECUTIVE SUMMARY

DURING THE WEEK AND WEEKEND 86%

DURING THE WEEK 9%

WHEN DO YOU HAVE YOUR BREAKFAST

PLACE OF BREAKFAST

Total except « Rarely or never » - N=48780

DURING THE WEEKEND 5%

(+) Age (evolution), SC 1-4, people having breakfast everyday, at home, together

HOW?


TOGETHER 63% ALONE 37%

11

EXECUTIVE SUMMARY

PLACE OF BREAKFAST

WHERE & HOW?


AT HOME90%

N= 43754

88%

33% of the 12-19 & 29% of those having B. from time to time have their B. standing

ON-THE-GO3%

N=1250

AT WORK/AT SCHOOL

8%N=3776

STANDING

IN BED

8%

3%

0%

80%

WALKING

STANDING

15%

5%

86%

STANDING 14%ON THE SOFA

(+) Age (evolution), 8-10, Have b. everyday, together

! 0-11, single, don’t have B. everyday, have B. alone, importance » 1-5 : significantly more people in these groups eat in the sofa

In Bxl, more people have B. walking or standing in public transport.

Significantly more 12-19, sc 5-8, single, urban have their B. walking

AT THE TABLE SITTINGSITTING

12

EXECUTIVE SUMMARY

REASONS FOR HAVING BREAKFAST Total except « Rarely or never » - N=48780

60%

BECAUSE IT’S HEALTHY

BY HUNGER

TO GET FULL OF ENERGY FOR THE MORNING

BECAUSE I’M USED TO

46%

38%

25%

TO SHARE A GOOD TIME WITH MY HOUSELHOLD’S MEMBERS

TO AVOID SNACKING BEFORE LUNCH

23%

20%

TO SHOW EXAMPLE TO MY CHILDREN/OTHER CHILDREN

BECAUSE I HAVE TO

11%

4%

The reasons for having breakfast are different according to the age of the respondent:

While the youngest are searching for more energy or eat by hunger the main reason for the 60+ is because it is healthy.

24% of the N. Users have breakfast to share a good time with their family.

In average, people gave 2.27 reasons

13

*

Bread/Toast/Crackers

Cereals

Breakfast biscuits

**

Yoghurt/Cottage cheese

Cheese

Hot chocolate

Milk

Flavored milk

Yoghurt drinks (Yop, Actimel, Yakult, etc.)

Soy milk drinks

***

Fruit juice

Fruit

Fruit compote

Dairy products: 68% Fruits: 41%Cereal products: 94%

EXECUTIVE SUMMARY

THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240

14

EXECUTIVE SUMMARY


55%

FRUIT JUICE***

COFFEE

DRINKSN= 46240

FOODSN= 46240

MILK**

WATER

HOT CHOCOLATE**

33%

24%

18%

18%

87%

CHOCOLATE PASTE

BREAD/CRACKERS*

JAM

CEREALS*

CHEESE**

70%

36%

30%

27%

More variation among Flemish respondents, older respondents, B. Expert, N. Users, people having B. At home, Together, During the weekend

More variation among French respondents (and particularly in BXL), young respondents, sc 1-4, B. Expert

15

EXECUTIVE SUMMARY


More respondents from South, Bxl, 0-39, B. importance: 8-10 eat enough ingredients of the 3 top ingredients.

Same remark for those having b. everyday.

COMPOSITION & TIME SPENDING

0 2%

1

2

3

CEREALS* – DAIRY** - FRUIT***

23%

29%

47%

TIME SPENDING

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 ,

10min5min 20min

16

*

Bread/Toast/Crackers

Cereals

Breakfast biscuits

**

Yoghurt/Cottage cheese

Cheese

Hot chocolate

Milk

Flavored milk

Yoghurt drinks (Yop, Actimel, Yakult, etc.)

Soy milk drinks

***

Fruit juice

Fruit

Fruit compote

Dairy products: 68% Fruits: 44%Cereal products: 85%

EXECUTIVE SUMMARY

THE BREAKFAST IN THE WEEKENDTotal except « Rarely or never » - Weekend N=44555

17

EXECUTIVE SUMMARY


56%

FRUIT JUICE***

COFFEE

DRINKSN= 44555

FOODSN= 44555

MILK**

HOT CHOCOLATE**

WATER

36%

23%

22%

15%

79%

CHOCOLATE PASTE

BREAD/CRACKERS*

PASTRIES

JAM

CHEESE**

65%

43%

34%

28%

More variation among Flemish respondents, Females, older respondents, SC. 1-4, B. Experts, N. Users, people having B. At home, Together

More variation in BLX, among young respondents, sc 1-4, B. Experts, N Users

18

EXECUTIVE SUMMARY


COMPOSITION & TIME SPENDING

0 5%

1

2

3

CEREALS* – DAIRY** - FRUIT***

23%

29%

43%

TIME SPENDING

More respondents from Bxl, 0-39, SC 1-4, With children, eat enough ingredients of the 3 top ingredients.

3% 31% 66%

10min5min 20min

(+) 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

BREAKFAST PROFILE Total N=51177

POTENTIAL BREAKFAST

EXPERT73%

More among Male, North, 40-60+, SC 5-8, couple,

rural

NOT A BREAKFAST FAN

5%

BREAKFAST EXPERT

22%

More among Female, South, Bxl, 0-19, SC 1-4

At Home, Together

More among Male, South, Bxl, 12-39,

SC 5-8, urban

20

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST




21


How much importance do you attach to each meal of the day?


8-10 6-7 1-5

75% 10% 14%Breakfast

59% 24% 17%Lunch

70% 18% 12%Dinner

28% 23% 50%Snack

<<

22



8-10

+ : positive significant differences - : negative significant differences

Breakfast

Lunch

Dinner

Snack

Male(n = 25627)

Female(n = 25550)

French(n = 21740)

Flemish(n = 29437)

North(n = 29512)

South(n = 16595)

Bxl(n = 5070)

73% (---) 78% (+++) 76% (++) 75% (--) 75% 77% (+++) 72% (---)

57% (---) 61% (+++) 57% (---) 60% (+++) 60% (+++) 58% (--) 55% (---)

71% (+) 70% (-) 63% (---) 75% (+++) 75% (+++) 64% (---) 59% (---)

25% (---) 30% (+++) 30% (+++) 26% (---) 26% (---) 31% (+++) 26% (---)

Base : Total (n=51177) <<

23





Breakfast

Lunch

Dinner

Snack

0-11(n = 7515)

12-19(n = 5347)

20-39(n = 14553)

40-59(n = 15890)

60+(n = 7872)

SC 1-4(n = 30706)

SC 5-8(n = 20471)

89% (+++) 70% (---) 67% (---) 76% 81% (+++) 76% 75%

78% (+++) 58% (--) 55% (---) 53% (---) 60% (+++) 60% (+++) 58% (---)

78% (+++) 67% (---) 69% (---) 70% (--) 67% (---) 70% 70%

51% (+++) 31% (+++) 25% (---) 22% (---) 18% (---) 26% (---) 30% (+++)

8-10 <<

24

TABLE OF CONTENT

INTRODUCTION

EXECUTIVE SUMMARY




PLACE OF BREAKFAST




NUTELLA AS PART OF A BALANCED BREAKFAST

BREAKFAST PROFILE

25


In general, I have my breakfast


Everyday76%

Almost everyday (4 to 6 times a week)12%

From time to time (2 to 3 times a week)7%

Rarely or never5%

<<

26





Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never

75% (---)

12% (-)

8% (+++)

5% (+++)

Male 25,627

77% (+++)

13% (+)

7% (---)

4% (---)

Female 25,550

73% (---)

14% (+++)

8% (+++)

5% (+++)

French 21,740

78% (+++)

11% (---)

7% (---)

4% (---)

Flemish 29,437

78% (+++)

11% (---)

6% (---)

4% (---)

North 29,512

73% (---)

13% (+++)

8% (+++)

5% (+++)

South 16,595

69% (---)

16% (+++)

8% (+++)

7% (+++)

Bxl 5,070

<<

27





Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never

87% (+++)

9% (---)

3% (---)

0% (---)

0-11 7,515

70% (---)

14% (+++)

10% (+++)

6% (+++)

12-19 5,347

63% (---)

18% (+++)

11% (+++)

8% (+++)

20-39 14,553

77% (+++)

11% (---)

7% 5%40-59 15,890

90% (+++)

5% (---)

3% (---)

2% (---)

60+ 7,872

77% (+++)

12%7% (---)

4% (---)

SC 1-4 30,706

74% (---)

12%8% (+++)

5% (+++)

SC 5-8 20,471

<<

28

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST




29

WHEN DO YOU HAVE YOUR BREAKFAST?

My breakfast is rather:

Base : Total except « Rarely or never » (n=48780)

During the week and weekend86%

During the week9%

During the weekend5%

<<

30




During the week and weekend During the week During the weekend

86% (---)

9% (++)

5% (+++)

Male 24,226

87% (+++)

8% (--)

5% (---)

Female 24,554

86% (---)

8% (---)

6% (+++)

French 20,556

87% (+++)

9% (+++)

4% (---)

Flemish 28,223

87% (+++)

9% (++)

4% (---)

North 28,320

86% (--)

8% (---)

6% (+++)

South 15,742

85% (--)

9%6% (+++)

Bxl 4,718

Base : Total except « Rarely or never » (n=48780) <<

31




During the week and weekend During the week During the weekend

93% (+++)

5% (---)

2% (---)

0-11 7,479

81% (---)

12% (+++)

7% (+++)

12-19 5,006

79% (---)

12% (+++)

9% (+++)

20-39 13,449

87% (+++)

8% (--)

5%40-59 15,164

94% (+++)

5% (---)

1% (---)

60+ 7,682

87% (+++)

8% (---)

5%SC 1-4 29,399

85% (---)

10% (+++)

5%SC 5-8 19,381


32

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFASTWHERE ?




33

PLACE OF BREAKFAST


At home90%

On-the-go (car, train, etc.)3%

At work/ At school8%


34

PLACE OF BREAKFAST



At home On-the-go (car, train, etc.) At work/At school

91% (+++)

2% (---)

7% (---)

Male 24,226

89% (---)

3% (+++)

9% (+++)

Female 24,554

89% (---)

3%9% (+++)

French 20,556

90% (+++)

2%7% (---)

Flemish 28,223

90% (+++)

2% (--)

7% (---)

North 28,320

89% (--)

3%8% (++)

South 15,742

87% (---)

3% (+++)

10% (+++)

Bxl 4,718


35

PLACE OF BREAKFAST



At home On-the-go (car, train, etc.) At work/At school

96% (+++)

1% (---)

2% (---)

0-11 7,479

93% (+++)

4% (+++)

3% (---)

12-19 5,006

81% (---)

5% (+++)

14% (+++)

20-39 13,449

88% (---)

2% (---)

10% (+++)

40-59 15,164

99% (+++)

1% (---)1% (---)

60+ 7,682

88% (---)

3% (+++)

9% (+++)

SC 1-4 29,399

92% (+++)

2% (---)

6% (---)

SC 5-8 19,381


36

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFASTHOW ?





37

PLACE OF BREAKFAST

Do you have your breakfast alone or together?

Alone37%

Together63%


38

PLACE OF BREAKFAST



Alone Together

33% (---)

67% (+++)

Male 24,226

42% (+++)

58% (---)

Female 24,554

38% (+++)

62% (---)

French 20,556

37% (---)

63% (+++)

Flemish 28,223

37% (---)

63% (+++)

North 28,320

37% 63%South 15,742

42% (+++)

58% (---)

Bxl 4,718


39

PLACE OF BREAKFAST



Alone Together

15% (---)

85% (+++)

0-11 7,479

37% 63%12-19 5,006

48% (+++)

52% (---)

20-39 13,449

42% (+++)

58% (---)

40-59 15,164

33% (---)

67% (+++)

60+ 7,682

38% 62%SC 1-4 29,399

37% 63%SC 5-8 19,381


40

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFASTHOW DO YOU HAVE BREAKFAST At Home





41

PLACE OF BREAKFAST

At home: I usually have my breakfast as follows

Base : Total except « Rarely or never » - At home (n=43754)

Standing3%

At the table88%

On the sofa8%

I n bed0%

<<

42

PLACE OF BREAKFAST




Standing At the table On the sofa In bed

3% (---)

89% (+++)

8% 0%Male 21,977

4% (+++)

88% (---)

8% 1%Female 21,777

3% (--)

86% (---)

10% (+++)

1% (+++)

French 18,241

4% (++)

90% (+++)

6% (---)

0% (---)

Flemish 25,512

4% (++)

90% (+++)

6% (---)

0% (---)

North 25,598

3% (---)

87% (---)

9% (+++)

1% (+++)

South 14,055

4% (+++)

84% (---)

11% (+++)

1% (+++)

Bxl 4,101

<<

43

PLACE OF BREAKFAST




Standing At the table On the sofa In bed

1% (---)

84% (---)

15% (+++)

0% (---)

0-11 7,213

2% (---)

90% (++)

7%1% (++)

12-19 4,643

5% (+++)

84% (---)

10% (+++)

1% (+++)

20-39 10,907

4% (+++)

91% (+++)

5% (---)

0% (---)

40-59 13,406

2% (---)

95% (+++)

3% (---)

0% (---)

60+ 7,585

4% (+++)

89% (+++)

7% (---)

0% (---)

SC 1-4 25,947

3% (---)

88% (---)

9% (+++)

1% (+++)

SC 5-8 17,807

<<

44

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST




45


I usually have my breakfast for the following reasons:

Base : Total except « Rarely or never » (n=48780)

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




To get full of energy for the morning

Because it's healthy

By hunger

Because I 'm used to

To share a good time with members of my household

To avoid snacking before lunch

To show example to my children/ other children

Because I have to

Male(n = 24226)

Female(n = 24554)

French(n = 20556)

Flemish(n = 28223)

North(n = 28320)

South(n = 15742)

Bxl(n = 4718)

59% (---) 61% (+++) 61% (+++) 59% (---) 59% (---) 61% (+++) 62% (+++)

45% (-) 46% (+) 42% (---) 48% (+++) 48% (+++) 42% (---) 44% (---)

37% (---) 39% (+++) 42% (+++) 35% (---) 35% (---) 42% (+++) 42% (+++)

26% (+++) 25% (---) 23% (---) 27% (+++) 27% (+++) 22% (---) 26%

24% (+++) 23% (---) 21% (---) 24% (+++) 24% (+++) 21% (---) 23%

17% (---) 24% (+++) 23% (+++) 18% (---) 18% (---) 23% (+++) 23% (+++)

9% (---) 14% (+++) 11% 12% 12% 12% 10% (---)

5% (+++) 3% (---) 4% 4% 4% 4% 4%


47




To get full of energy for the morning

Because it's healthy

By hunger

Because I 'm used to

To share a good time with members of my household

To avoid snacking before lunch

To show example to my children/ other children

Because I have to

0-11(n = 7479)

12-19(n = 5006)

20-39(n = 13449)

40-59(n = 15164)

60+(n = 7682)

SC 1-4(n = 29399)

SC 5-8(n = 19381)

62% (+++) 66% (+++) 63% (+++) 59% 49% (---) 63% (+++) 55% (---)

44% (---) 45% 43% (---) 46% 52% (+++) 46% 45%

40% (+++) 52% (+++) 49% (+++) 30% (---) 25% (---) 41% (+++) 34% (---)

28% (+++) 40% (+++) 26% (+) 19% (---) 25% 26% (++) 25% (--)

30% (+++) 19% (---) 23% 23% 21% (---) 24% (+++) 21% (---)

13% (---) 24% (+++) 24% (+++) 21% (+++) 16% (---) 21% (+++) 19% (---)

0% 3% (---) 18% (+++) 16% (+++) 7% (---) 12% (+++) 11% (---)

22% (+++) 4% (++) 4% (+++) 3% (---)


48

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST


THE BREAKFAST IN THE WEEKDRINKS


49


Drinks: My breakfast is usually composed of

Base : Total except « Rarely or never » - During the week (n=46240)

Coffee 55%

Fruit juice 33%

Milk 24%

Water 18%

Hot chocolate 18%

Tea 12%

Yoghurt drinks (Yop, Actimel, Yakult…) 8%

Flavored milk (eg chocolate, fruit, etc.) 7%

Soy milk drink 3%

Soft drink 1%

Other drinks 2%

***

**

**

**

**

**

<<

50





Coffee

Fruit juice

Milk

Water

Hot chocolate

Tea

Yoghurt drinks (Yop, Actimel, Yakult…)

Flavored milk (eg chocolate, fruit, etc.)

Soy milk drink

Soft drink

Other drinks

Male(n = 22897)

Female(n = 23343)

French(n = 19276)

Flemish(n = 26965)

North(n = 27052)

South(n = 14757)

Bxl(n = 4431)

54% (---) 56% (+++) 54% (---) 56% (+++) 56% (+++) 55% 51% (---)

32% 33% 40% (+++) 27% (---) 27% (---) 39% (+++) 43% (+++)

27% (+++) 22% (---) 21% (---) 26% (+++) 26% (+++) 20% (---) 25%

16% (---) 21% (+++) 17% (---) 19% (+++) 19% (+++) 17% (---) 20% (+++)

20% (+++) 16% (---) 25% (+++) 13% (---) 13% (---) 26% (+++) 21% (+++)

10% (---) 15% (+++) 10% (---) 14% (+++) 14% (+++) 7% (---) 17% (+++)

8% 8% 8% (+++) 8% (---) 8% (--) 8% 10% (+++)

9% (+++) 6% (---) 7% 8% 8% 8% 6% (---)

2% (---) 3% (+++) 2% (---) 3% (+++) 3% (+++) 2% (---) 3%

1% (+++) 1% (---) 1% (+++) 1% (---) 1% (---) 1% (+++) 1%

2% 2% 2% (---) 2% (+++) 2% (++) 2% (---) 2%

<<

51





Coffee

Fruit juice

Milk

Water

Hot chocolate

Tea



Soy milk drink

Soft drink

Other drinks

0-11(n = 7342)

12-19(n = 4639)

20-39(n = 12276)

40-59(n = 14406)

60+(n = 7577)

SC 1-4(n = 27859)

SC 5-8(n = 18381)

4% (---) 19% (---) 52% (---) 78% (+++) 85% (+++) 52% (---) 60% (+++)

33% 42% (+++) 36% (+++) 29% (---) 27% (---) 34% (+++) 30% (---)

49% (+++) 40% (+++) 24% 13% (---) 11% (---) 26% (+++) 22% (---)

22% (+++) 27% (+++) 22% (+++) 15% (---) 11% (---) 20% (+++) 17% (---)

33% (+++) 29% (+++) 19% (++) 12% (---) 7% (---) 16% (---) 21% (+++)

4% (---) 11% (--) 16% (+++) 14% (+++) 13% (++) 12% (+) 12% (-)

13% (+++) 9% (++) 7% (---) 7% (---) 7% (---) 8% 8%

22% (+++) 10% (+++) 7% (-) 3% (---) 1% (---) 8% 7%

4% (+++) 3% 3% 2% (--) 2% (---) 3% (+++) 2% (---)

1% (---) 1% (+++) 2% (+++) 1% (--) 0% (---) 1% (---) 1% (+++)

2% 3% (+++) 2% 2% (---) 2% 2% (---) 2% (+++)

<<

52

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST


THE BREAKFAST IN THE WEEKFOODS


53


Foods: 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





Bread/ Toast/ Crackers

Chocolate paste

Jam

Cereals

Cheese

Margarine/ Butter

Yoghurt/ Cottage cheese

Fruits

Pastries

Deli (ham, turkey, salami, etc.)

Eggs

Honey

Other spreads (peanut butter, speculoos spreads)

Breakfast biscuits

Fruit Compote

Other foods

Male(n = 22897)

Female(n = 23343)

French(n = 19276)

Flemish(n = 26965)

North(n = 27052)

South(n = 14757)

Bxl(n = 4431)

86% (---) 87% (+++) 83% (---) 89% (+++) 89% (+++) 84% (---) 82% (---)

68% (---) 71% (+++) 66% (---) 72% (+++) 72% (+++) 67% (---) 62% (---)

36% 36% 34% (---) 37% (+++) 37% (+++) 34% (---) 34% (--)

29% (---) 31% (+++) 37% (+++) 25% (---) 26% (---) 36% (+++) 40% (+++)

27% (++) 26% (--) 22% (---) 30% (+++) 30% (+++) 21% (---) 28%

25% (---) 27% (+++) 27% (+++) 25% (---) 25% (---) 27% (+++) 29% (+++)

14% (---) 20% (+++) 15% (---) 19% (+++) 19% (+++) 14% (---) 19% (+++)

13% (---) 18% (+++) 16% 16% 16% 15% (---) 19% (+++)

17% (+++) 14% (---) 17% (+++) 14% (---) 14% (---) 17% (+++) 19% (+++)

17% (+++) 13% (---) 8% (---) 20% (+++) 20% (+++) 7% (---) 12% (---)

13% (+++) 9% (---) 9% (---) 12% (+++) 12% (+++) 8% (---) 14% (+++)

10% (+++) 8% (---) 10% (+++) 8% (---) 8% (---) 9% (++) 13% (+++)

8% (+) 7% (-) 5% (---) 10% (+++) 10% (+++) 4% (---) 6% (---)

6% (-) 6% (+) 10% (+++) 3% (---) 3% (---) 9% (+++) 12% (+++)

2% (+++) 2% (---) 3% (+++) 1% (---) 1% (---) 3% (+++) 3% (+++)

3% (-) 3% (+) 2% (---) 3% (+++) 3% (+++) 2% (---) 3%

<<

55






Chocolate paste

Jam

Cereals

Cheese

Margarine/ Butter


Fruits

Pastries


Eggs

Honey


Breakfast biscuits

Fruit Compote

Other foods

0-11(n = 7342)

12-19(n = 4639)

20-39(n = 12276)

40-59(n = 14406)

60+(n = 7577)

SC 1-4(n = 27859)

SC 5-8(n = 18381)

86% (---) 80% (---) 83% (---) 90% (+++) 92% (+++) 87% (++) 86% (--)

80% (+++) 67% (---) 68% (---) 69% 63% (---) 70% (+++) 68% (---)

25% (---) 22% (---) 29% (---) 43% (+++) 54% (+++) 36% (-) 37% (+)

48% (+++) 48% (+++) 37% (+++) 20% (---) 11% (---) 31% (+++) 28% (---)

18% (---) 16% (---) 22% (---) 33% (+++) 39% (+++) 27% 27%

20% (---) 14% (---) 21% (---) 31% (+++) 35% (+++) 25% (--) 26% (++)

13% (---) 14% (---) 17% 20% (+++) 19% (+++) 19% (+++) 15% (---)

13% (---) 19% (+++) 17% (++) 16% 15% 16% (+++) 15% (---)

14% (---) 18% (+++) 19% (+++) 14% (---) 11% (---) 15% (---) 16% (+++)

13% (---) 12% (---) 15% 17% (+++) 16% (++) 15% 15%

8% (---) 9% (---) 10% (---) 12% (+++) 14% (+++) 10% (---) 12% (+++)

7% (---) 6% (---) 7% (---) 10% (+++) 13% (+++) 9% 9%

10% (+++) 8% 8% (+++) 7% (---) 5% (---) 8% (+++) 7% (---)

8% (+++) 10% (+++) 9% (+++) 4% (---) 2% (---) 6% (---) 6% (+++)

2% (+++) 2% 1% (---) 2% 3% (+++) 2% (--) 2% (++)

3% (--) 3% 3% (+) 3% 3% 3% (+++) 3% (---)

<<

56

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST


THE BREAKFAST IN THE WEEKCATEGORIES


57


Balanced breakfast expertise : How many people only take 1, 2 or 3 out of the 3 top ingredients ?

02%

123%

247%

329%

Base : Total except « Rarely or never » - During the week (n=46240) <<

58




0 1 2 3

2% (+++)

22%48% (+++)

27% (---)

Male 22,897

1% (---)

23%46% (---)

30% (+++)

Female 23,343

2%21% (---)

45% (---)

32% (+++)

French 19,276

1%24% (+++)

48% (+++)

26% (---)

Flemish 26,965

1%24% (+++)

49% (+++)

26% (---)

North 27,052

2%21% (---)

46% (---)

31% (+++)

South 14,757

1%20% (---)

42% (---)

37% (+++)

Bxl 4,431


59




0 1 2 3

0% (---)

8% (---)

59% (+++)

33% (+++)

0-11 7,342

1% (--)

15% (---)

49% (++)

35% (+++)

12-19 4,639

2%24% (+++)

45% (---)

30% (+++)

20-39 12,276

2% (+++)

28% (+++)

44% (---)

26% (---)

40-59 14,406

2% (+++)

29% (+++)

45% (---)

25% (---)

60+ 7,577

1% (---)

21% (---)

48% (+++)

30% (+++)

SC 1-4 27,859

2% (+++)

25% (+++)

46% (---)

27% (---)

SC 5-8 18,381


60

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST


THE BREAKFAST IN THE WEEKTIME SPENDING ON BREAKFAST


61


In general, for my breakfast during the week, I spend

5 minutes or less9%

Approximately 10 minutes57%



62




5 minutes or less Approximately 10 minutes Approximately 20 minutes

8% (---)

56% (---)

36% (+++)

Male 22,897

10% (+++)

58% (+++)

32% (---)

Female 23,343

10% (+++)

59% (+++)

31% (---)

French 19,276

8% (---)

55% (---)

37% (+++)

Flemish 26,965

8% (---)

55% (---)

37% (+++)

North 27,052

10% (+++)

60% (+++)

30% (---)

South 14,757

11% (+++)

57%33% (---)

Bxl 4,431


63





4% (---)

56%40% (+++)

0-11 7,342

13% (+++)

62% (+++)

25% (---)

12-19 4,639

14% (+++)

62% (+++)

25% (---)

20-39 12,276

8% (---)

58% (++)

34%40-59 14,406

4% (---)

45% (---)

51% (+++)

60+ 7,577

9% (++)

58% (+++)

33% (---)

SC 1-4 27,859

8% (--)

55% (---)

37% (+++)

SC 5-8 18,381


64

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST



THE BREAKFAST IN THE WEEKENDDRINKS

65




Coffee 56%

Fruit juice 36%

Milk 23%

Hot chocolate 22%

Water 15%

Tea 12%

Flavored milk (eg chocolate, fruit, etc.) 8%

Yoghurt drinks (Yop, Actimel, Yakult…) 7%

Soy milk drink 2%

Soft drink 1%

Other drinks 1%

***

**

**

**

**

**

<<

66





Coffee

Fruit juice

Milk

Hot chocolate

Water

Tea



Soy milk drink

Soft drink

Other drinks

Male(n = 22058)

Female(n = 22497)

French(n = 18872)

Flemish(n = 25683)

North(n = 25799)

South(n = 14458)

Bxl(n = 4298)

55% (---) 57% (+++) 53% (---) 58% (+++) 58% (+++) 54% (---) 51% (---)

35% (---) 38% (+++) 42% (+++) 33% (---) 33% (---) 40% (+++) 46% (+++)

25% (+++) 20% (---) 20% (---) 25% (+++) 25% (+++) 19% (---) 23%

24% (+++) 21% (---) 31% (+++) 16% (---) 16% (---) 32% (+++) 26% (+++)

14% (---) 17% (+++) 15% (---) 16% (+++) 16% (+) 14% (---) 18% (+++)

10% (---) 15% (+++) 10% (---) 14% (+++) 14% (+++) 7% (---) 18% (+++)

9% (+++) 6% (---) 7% (---) 8% (+++) 8% (+++) 7% (---) 7% (--)

8% (+++) 7% (---) 8% (+) 7% (-) 7% (-) 7% (---) 10% (+++)

2% (---) 3% (+++) 2% (---) 2% (+++) 2% (+++) 2% (---) 3% (++)

1% (+++) 1% (---) 1% (+++) 1% (---) 1% (---) 1% (+++) 1%

2% 1% 1% (---) 2% (+++) 2% (+++) 1% 1% (---)

<<

67





Coffee

Fruit juice

Milk

Hot chocolate

Water

Tea



Soy milk drink

Soft drink

Other drinks

0-11(n = 7078)

12-19(n = 4427)

20-39(n = 11838)

40-59(n = 13916)

60+(n = 7296)

SC 1-4(n = 27113)

SC 5-8(n = 17442)

5% (---) 21% (---) 54% (---) 79% (+++) 86% (+++) 54% (---) 60% (+++)

36% 44% (+++) 41% (+++) 35% (---) 28% (---) 40% (+++) 31% (---)

46% (+++) 37% (+++) 22% 13% (---) 11% (---) 24% (+++) 21% (---)

39% (+++) 35% (+++) 23% (+++) 16% (---) 9% (---) 21% (---) 24% (+++)

19% (+++) 23% (+++) 17% (+++) 12% (---) 10% (---) 16% (+++) 14% (---)

5% (---) 13% 16% (+++) 13% (+++) 12% (-) 13% (++) 12% (--)

21% (+++) 12% (+++) 7% (--) 3% (---) 1% (---) 8% 7%

12% (+++) 8% (+++) 6% (---) 6% (---) 7% (---) 8% 7%

3% (+++) 3% 2% 2% (-) 2% (---) 2% 2%

0% (---) 2% (+++) 2% (+++) 1% (---) 0% (---) 1% (---) 1% (+++)

2% (+++) 2% (+++) 1% (---) 1% 1% (--) 1% (-) 2% (+)

<<

68

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST



THE BREAKFAST IN THE WEEKENDFOODS

69



Base : Total except « Rarely or never » - During the weekend (n=44555)

Bread/ Toast/ Crackers 79%

Chocolate paste 65%

Pastries 43%

Jam 34%

Cheese 28%

Margarine/ Butter 28%

Cereals 24%

Deli (ham, turkey, salami, etc.) 19%

Eggs 18%

Fruits 17%

Yoghurt/ Cottage cheese 15%

Honey 8%

Other spreads (peanut butter, speculoos spreads) 8%

Breakfast biscuits 5%

Fruit Compote 2%

Other foods 3%

***

***

**

**

*

*

*

<<

70




Base : Total except « Rarely or never » - During the weekend (n=44555)


Chocolate paste

Pastries

Jam

Cheese

Margarine/ Butter

Cereals


Eggs

Fruits


Honey


Breakfast biscuits

Fruit Compote

Other foods

Male(n = 22058)

Female(n = 22497)

French(n = 18872)

Flemish(n = 25683)

North(n = 25799)

South(n = 14458)

Bxl(n = 4298)

78% (---) 79% (+++) 76% (---) 80% (+++) 80% (+++) 76% (---) 78%

63% (---) 66% (+++) 62% (---) 67% (+++) 67% (+++) 62% (---) 61% (---)

43% (-) 44% (+) 42% (---) 44% (+++) 44% (+++) 42% (---) 43%

34% (---) 35% (+++) 33% (---) 35% (+++) 35% (+++) 32% (---) 35%

28% 29% 21% (---) 34% (+++) 34% (+++) 19% (---) 28%

26% (---) 30% (+++) 28% (-) 28% (+) 28% (++) 26% (---) 32% (+++)

24% (+) 24% (-) 30% (+++) 20% (---) 20% (---) 30% (+++) 31% (+++)

20% (+++) 18% (---) 10% (---) 25% (+++) 25% (+++) 8% (---) 16% (---)

19% (+++) 17% (---) 13% (---) 22% (+++) 22% (+++) 10% (---) 23% (+++)

14% (---) 19% (+++) 16% (--) 17% (++) 17% 15% (---) 21% (+++)

13% (---) 17% (+++) 13% (---) 17% (+++) 17% (+++) 12% (---) 17% (+++)

9% (+++) 7% (---) 9% (+++) 7% (---) 7% (---) 8% 14% (+++)

8% 8% 5% (---) 9% (+++) 9% (+++) 5% (---) 7%

5% (+) 5% (-) 7% (+++) 3% (---) 3% (---) 7% (+++) 9% (+++)

2% (+++) 1% (---) 2% (+++) 1% (---) 1% (---) 2% (+++) 3% (+++)

3% (--) 3% (++) 2% (---) 4% (+++) 4% (+++) 2% (---) 3%

<<

71


Chocolate paste

Pastries

Jam

Cheese

Margarine/ Butter

Cereals


Eggs

Fruits


Honey


Breakfast biscuits

Fruit Compote

Other foods

0-11(n = 7078)

12-19(n = 4427)

20-39(n = 11838)

40-59(n = 13916)

60+(n = 7296)

SC 1-4(n = 27113)

SC 5-8(n = 17442)

79% 73% (---) 79% 79% (++) 80% (+++) 78% 79%

75% (+++) 64% (-) 66% (++) 64% (---) 56% (---) 66% (+++) 63% (---)

41% (---) 45% (+) 49% (+++) 45% (+++) 34% (---) 47% (+++) 38% (---)

25% (---) 22% (---) 30% (---) 41% (+++) 46% (+++) 34% 34%

19% (---) 17% (---) 26% (---) 35% (+++) 37% (+++) 28% 28%

22% (---) 16% (---) 25% (---) 34% (+++) 35% (+++) 28% 28%

42% (+++) 40% (+++) 28% (+++) 15% (---) 8% (---) 25% (+++) 23% (---)

16% (---) 15% (---) 20% (+++) 21% (+++) 17% (---) 20% (+++) 17% (---)

15% (---) 15% (---) 19% (+++) 20% (+++) 16% (---) 19% (+++) 17% (---)

14% (---) 18% (+++) 17% (+++) 17% (+) 16% (--) 18% (+++) 15% (---)

13% (---) 12% (---) 15% 18% (+++) 15% 17% (+++) 13% (---)

6% (---) 6% (---) 7% (---) 9% (++) 11% (+++) 8% (++) 8% (--)

10% (+++) 8% (++) 9% (+++) 7% (---) 5% (---) 8% (+++) 6% (---)

6% (+++) 8% (+++) 6% (+++) 3% (---) 2% (---) 4% (---) 5% (+++)

2% (+++) 2% (+++) 1% (---) 1% (--) 2% (+++) 1% (---) 2% (+++)

3% 3% 3% 3% 4% (++) 4% (+++) 3% (---)




Base : Total except « Rarely or never » - During the weekend (n=44555) <<

72

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST



THE BREAKFAST IN THE WEEKENDCATEGORIES

73



05%

123%

243%

329%


74




0 1 2 3

5% (+++)

23%44% (+++)

28% (---)

Male 22,058

4% (---)

23%42% (---)

30% (+++)

Female 22,497

4% (--)

22% (---)

43% (--)

31% (+++)

French 18,872

5% (++)

24% (+++)

44% (++)

28% (---)

Flemish 25,683

5% (+++)

24% (+++)

44% (+)

28% (---)

North 25,799

4% 23% 43% 29%South 14,458

4% (-)

19% (---)

41% (---)

36% (+++)

Bxl 4,298


75




0 1 2 3

1% (---)

12% (---)

54% (+++)

33% (+++)

0-11 7,078

2% (---)

18% (---)

46% (+++)

34% (+++)

12-19 4,427

4% (---)

23% (--)

42% (--)

31% (+++)

20-39 11,838

6% (+++)

28% (+++)

40% (---)

26% (---)

40-59 13,916

7% (+++)

31% (+++)

40% (---)

22% (---)

60+ 7,296

4% (---)

22% (---)

43%31% (+++)

SC 1-4 27,113

5% (+++)

26% (+++)

44%25% (---)

SC 5-8 17,442


76

TABLE OF CONTENT

METHODOLOGY

EXECUTIVE SUMMARY




PLACE OF BREAKFAST



THE BREAKFAST IN THE WEEKENDTIME SPENDING ON BREAKFAST

77


In general, for my breakfast during the weekend, I spend

5 minutes or less3%




78





3%33% (+++)

64% (---)

Male 22,058

3%28% (---)

68% (+++)

Female 22,497

4% (+++)

34% (+++)

61% (---)

French 18,872

3% (---)

28% (---)

69% (+++)

Flemish 25,683

3% (---)

28% (---)

69% (+++)

North 25,799

4% (+++)

36% (+++)

60% (---)

South 14,458

4% (++)

28% (---)

68% (+++)

Bxl 4,298


79





2% (---)

32% (++)

66%0-11 7,078

6% (+++)

34% (+++)

60% (---)

12-19 4,427

4% (+++)

29% (---)

67% (++)

20-39 11,838

3% (---)

28% (---)

69% (+++)

40-59 13,916

2% (---)

34% (+++)

63% (---)

60+ 7,296

3% (---)

28% (---)

69% (+++)

SC 1-4 27,113

4% (+++)

35% (+++)

61% (---)

SC 5-8 17,442


80

FOR ADDITIONAL QUESTIONS OR REMARKS,

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Nutella - Results belgian breakfast survey

Health & Medicine

breakfastthe breakfast

weekthe breakfast

breakfast profilenot

breakfast toto

breakfast fanimportance

total n

week n

place of breakfast total