The survey found that: - Breakfast was rated as very important by 75% of Belgian respondents. Lunch was rated as very important by 59% and dinner by 70%. - Breakfast was particularly important for children aged 0-11, Nutella users, and those who have breakfast everyday at home and together. - Lunch and dinner were more important for older age groups like 60+, while snacks were more important for younger groups like 12-19.

1. RESULTS
BELGIAN BREAKFAST
SURVEY

2. METHODOLOGY
2
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%)

3. METHODOLOGY
3
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%

4. VARIABLES DEFINITION
4
Gender Male, Female
Language French, Dutch
Regions North, South, Bxl
Age 0-11, 12-19, 20-39, 40-59, 60+
SC 1-4: Upper Social Status
Social classes SC 5-8: Lower Social Status
Family situation Single, Couple, Single&children, Couple&children
Urbanisation Rural, Urban

5. VARIABLES DEFINITION
5
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

6. SAMPLE PROFILE
Base : Total (n=51177) 6
Male 50%
Female 50%
French 42%
Flemish 58%
North 58%
South 32%
Bxl 10%
0-11 15%
12-19 10%
20-39 28%
40-59 31%
60+ 15%
1-4 60%
5-8 40%
Single 15%
Couple 28%
Single&children 10%
Couple&children 47%
Rural 49%
Urban 51%

7. TABLE OF CONTENT
7
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
BREAKFAST PROFILE

8. EXECUTIVE SUMMARY
8
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%

9. EXECUTIVE SUMMARY
9
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%

10. EXECUTIVE SUMMARY
10
PLACE OF BREAKFAST Total except « Rarely or never » - N=48780
WHERE & HOW?
AT HOME AT WORK/AT SCHOOL ON-THE-GO
90% 8% 3%
N= 43754 N=3776 N=1250
(+) Age (evolution), 8-10, Have b.
everyday, together
AT THE TABLE 88% SITTING 86% SITTING 80%
ON THE SOFA 8% STANDING 14% WALKING 15%
STANDING 3% STANDING 5%
IN BED 0%
! 0-11, single, don’t have B. everyday, have 33% of the 12-19 & 29% of those having B. In Bxl, more people have B. walking 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

11. EXECUTIVE SUMMARY
11
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

12. EXECUTIVE SUMMARY
12
THE BREAKFAST IN THE WEEK Total except « Rarely or never » - Week N=46240
* ** ***
Cereal products: 94% Dairy products: 68% Fruits: 41%
Bread/Toast/Crackers Yoghurt/Cottage cheese Fruit juice
Cereals Cheese Fruit
Breakfast biscuits Hot chocolate Fruit compote
Milk
Flavored milk
Yoghurt drinks (Yop, Actimel,
Yakult, etc.)
Soy milk drinks

13. EXECUTIVE SUMMARY
13
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%

14. EXECUTIVE SUMMARY
14
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 ,

15. EXECUTIVE SUMMARY
15
THE BREAKFAST IN THE WEEKEND Total except « Rarely or never » - Weekend N=44555
* ** ***
Cereal products: 85% Dairy products: 68% Fruits: 44%
Bread/Toast/Crackers Yoghurt/Cottage cheese Fruit juice
Cereals Cheese Fruit
Breakfast biscuits Hot chocolate Fruit compote
Milk
Flavored milk
Yoghurt drinks (Yop, Actimel,
Yakult, etc.)
Soy milk drinks

16. EXECUTIVE SUMMARY
16
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%

17. EXECUTIVE SUMMARY
17
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

18. EXECUTIVE SUMMARY
18
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 Male, South,
Bxl, 0-19, SC 1-4 40-60+, SC 5-8, couple, Bxl, 12-39,
rural SC 5-8, urban
At Home, Together

19. TABLE OF CONTENT
19
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
BREAKFAST PROFILE

20. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
20
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%

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. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
Base : Total (n=51177) 8-10 << 24
How much importance do you attach to each meal of the day?
Single Couple Single& children Couple& children Rural Urban
(n = 7848) (n = 14337) (n = 5053) (n = 23939) (n = 24892) (n = 26285)
Breakfast
65% (---) 74% (---) 76% 80% (+++) 77% (+++) 74% (---)
Lunch
54% (---) 57% (---) 58% 62% (+++) 61% (+++) 57% (---)
Dinner
63% (---) 69% (--) 69% (-) 73% (+++) 72% (+++) 68% (---)
Snack
23% (---) 21% (---) 33% (+++) 32% (+++) 28% (++) 27% (--)
+ : positive significant differences
- : negative significant differences

25. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
Base : Total (n=51177) 8-10 << 25
How much importance do you attach to each meal of the day?
Potential Not a Breakfast
Breakfast Expert Breakfast Expert Fan Users N. Non users N
(n = 11211) (n = 37568) (n = 2397) (n = 41942) (n = 6838)
Breakfast
91% (+++) 75% (---) 11% (---) 80% (+++) 69% (
Lunch
64% (+++) 59% 38% (---) 60% (+++) 57% (
Dinner
70% 70% (+) 68% (--) 71% (+++) 69% (
Snack
33% (+++) 27% (---) 18% (---) 30% (+++) 19% (
+ : positive significant differences
- : negative significant differences

26. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
Base : Total (n=51177) 8-10 << 26
How much importance do you attach to each meal of the day?
Everyday Almost everyday From time to time Rarely or never
(n = 38990) (n = 6442) (n = 3575) (n = 2170)
Breakfast
88% (+++) 58% (---) 24% (---) 11% (---)
Lunch
64% (+++) 52% (---) 44% (---) 38% (---)
Dinner
72% (+++) 69% (---) 72% 70%
Snack
30% (+++) 24% (---) 20% (---) 19% (---)
+ : positive significant differences
- : negative significant differences

27. IMPORTANCE OF THE DIFFERENT MEALS OF THE DAY
Base : Total except « Rarely or never » (n=48780) 8-10 << 27
How much importance do you attach to each meal of the day?
At home On-the-go At work Week Weekend Alone Together
(n = 43754) (n = 1252) (n = 6171) (n = 46240) (n = 44557) (n = 18276) (n = 30504)
Breakfast
81% (+++) 50% (---) 38% (---) 82% (+++) 81% (+++) 72% (---) 83% (+++)
Lunch
61% (+++) 50% (---) 33% (---) 61% (+++) 61% (+++) 56% (---) 62% (+++)
Dinner
71% (+++) 68% (-) 42% (---) 70% 71% (+++) 68% (---) 71% (+++)
Snack
28% (+++) 25% (--) 15% (---) 29% (+++) 29% (+++) 23% (---) 31% (+++)
+ : positive significant differences
- : negative significant differences

28. TABLE OF CONTENT
28
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

29. FREQUENCY OF BREAKFAST
29
FREQUENCY OF BREAKFAST N=51177
EVERYDAY 76%
ALMOST EVERYDAY
(4-6 TIMES A WEEK)
12%
FROM TIME TO TIME
(2-3 TIMES A WEEK)
7% N=2397
LACK OF APPETITE 44%
RARELY OR NEVER 5% Why?
I’M NOT USED TO 39%
LACK OF TIME 36%

30. FREQUENCY OF BREAKFAST
Base : Total (n=51177) << 30
In general, I have my breakfast
Rarely or never
5%
From time to time (2 to 3 times a week)
7%
Almost everyday (4 to 6 times a week)
12%
Everyday
76%

31. FREQUENCY OF BREAKFAST
Base : Total (n=51177) << 31
In general, I have my breakfast
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
Male 75% 12% 8% 5%
25,627
(---) (-) (+++)
(+++)
Female 77% 13% 7% 4%
25,550
(+++) (+) (---) (---)
French 73% 14% 8% 5%
21,740
(---) (+++) (+++)
(+++)
Flemish 78% 11% 7% 4%
29,437
(+++) (---) (---) (---)
North 78% 11% 6% 4%
29,512
(+++) (---) (---) (---)
South 73% 13% 8% 5%
16,595
(---) (+++) (+++)
(+++)
Bxl 69% 16% 8% 7%
5,070
(---) (+++) (+++) (+++)
+ : positive significant differences
- : negative significant differences

32. FREQUENCY OF BREAKFAST
Base : Total (n=51177) << 32
In general, I have my breakfast
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
0-11 87% 9% 3% 0%
7,515
(+++) (---) (---)
(---)
12-19 70% 14% 10% 6%
5,347
(---) (+++) (+++) (+++)
20-39 63% 18% 11% 8%
14,553
(---) (+++) (+++) (+++)
40-59 77% 11%
7% 5% 15,890
(+++) (---)
60+ 90% 5%3% 2%
7,872
(+++) (---) (---)
(---)
SC 1-4 77% 7% 4%
12% 30,706
(+++) (---) (---)
SC 5-8 74% 8% 5%
12% 20,471
(---) (+++)
(+++)
+ : positive significant differences
- : negative significant differences

33. FREQUENCY OF BREAKFAST
Base : Total (n=51177) << 33
In general, I have my breakfast
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
Single 65% 14% 11% 9%
7,848
(---) (+++) (+++) (+++)
Couple 78% 11% 7%
5% 14,337
(+++) (---) (---)
Single&children 73% 15%
8% 5% 5,053
(---) (+++)
Couple&children 78% 6% 3%
12% 23,939
(+++) (---)(---)
Rural 77% 12% 7% 4%
24,892
(+++) (---) (---) (---)
Urban 74% 13% 8% 5%
26,285
(---) (+++) (+++)
(+++)
+ : positive significant differences
- : negative significant differences Listen for Ferrero - Nutella Breakfast Expert Tour - July 2012

34. FREQUENCY OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 34
In general, I have my breakfast
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
Breakfast Expert 100% 11.211
Potential Breakfast
Expert 73% 17% 10% 37.568
Users N. 80% 7%
13% 41.942
(+++) (---)
Non users N. 77% 9%
13% 6.838
+ : positive significant differences (---) (+++)
- : negative significant differences

35. FREQUENCY OF BREAKFAST
Base : Total (n=51177) << 35
In general, I have my breakfast
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
8-10 87% 10% 2% 1%
38,627
(+++) (---) (---)
(---)
6-7 56% 27% 14% 3%
5,270
(---) (+++) (+++) (---)
1-5 27% 17% 28% 27%
7,280
(---) (+++) (+++) (+++)
+ : positive significant differences
- : negative significant differences

36. FREQUENCY OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 36
In general, I have my breakfast
Everyday Almost everyday (4 to 6 times a week) From time to time (2 to 3 times a week) Rarely or never
At home 82% 11% 6%
43,754
(+++) (---) (---)
On-the-go 44% 31% 25%
1,250
(---) (+++) (+++)
At work 56% 28% 15%
3,776
(---) (+++) (+++)
Week 3%
84% 14% 46,240
(---)
Weekend 84% 9% 7% 0%
44,557
(+++) (---) (---)
(---)
Alone 72% 18% 10%
18,276
(---) (+++) (+++)
Together 84% 10% 6%
30,504
(+++) (---) (---)
+ : positive significant differences
- : negative significant differences

37. FREQUENCY OF BREAKFAST
Base : only « Rarely or never » (n=2397!) << 37
I usually do not have my breakfast for the following reasons (multiple answers):
Lack of appetite 44%
I'm not used to 39%
Lack of time 36%
Because I can hold on
until lunch time 16%
Because it is unnecessary 7%
Because I take care of my
body 4%
Other 4%

38. FREQUENCY OF BREAKFAST
Base : only « Rarely or never » (n=2397!) << 38
I usually do not have my breakfast for the following reasons (multiple answers):
Male Female French Flemish North South Bxl
(n = 1401) (n = 996) (n = 1184) (n = 1214) (n = 1192) (n = 853) (n = 352)
Lack of appetite
39% (---) 51% (+++) 41% (--) 46% (++) 47% (+++) 41% (-) 39% (--)
I'm not used to
41% (+++) 36% (---) 41% (++) 37% (--) 38% 39% 40%
Lack of time
36% 37% 38% 35% 35% 36% 41% (++)
Because I can hold on
until lunch time
17% (+) 14% (-) 17% 15% 16% 15% 20% (++)
Because it is unnecessary
9% (+++) 4% (---) 5% (---) 9% (+++) 8% (+++) 4% (---) 10% (++)
Because I take care of
my body
4% 4% 4% 4% 4% 3% 6% (++)
Other
4% 4% 4% 4% 4% 3% 8% (+++)
+ : positive significant differences
- : negative significant differences

39. FREQUENCY OF BREAKFAST
Base : only « Rarely or never » (n=2397!) << 39
I usually do not have my breakfast for the following reasons (multiple answers):
0-11 12-19 20-39 40-59 60+ SC 1-4 SC 5-8
(n = 36) (n = 341) (n = 1104) (n = 726) (n = 190) (n = 1307) (n = 1090)
Lack of appetite
55% 42% 45% 45% 33% (---) 44% 43%
I'm not used to
14% (---) 28% (---) 41% (++) 38% 52% (+++) 37% (-) 41% (+)
Lack of time
21% (-) 62% (+++) 41% (+++) 27% (---) 8% (---) 44% (+++) 28% (---)
Because I can hold on
until lunch time
4% (--) 17% 17% 15% 13% 18% (+++) 14% (---)
Because it is unnecessary
12% 9% (+) 7% 6% 5% 7% 7%
Because I take care of
my body
6% (+) 3% (---) 5% (+) 5% 3% (--) 5% (++)
Other
14% (+++) 3% 4% 3% 6% 4% 4%
+ : positive significant differences
- : negative significant differences

40. FREQUENCY OF BREAKFAST
Base : only « Rarely or never » (n=2397!) << 40
I usually do not have my breakfast for the following reasons (multiple answers):
Single Couple Single& children Couple& children Rural Urban
(n = 710) (n = 654) (n = 255) (n = 778) (n = 1076) (n = 1322)
Lack of appetite
41% (-) 41% (-) 46% 48% (+++) 44% 44%
I'm not used to
36% (--) 44% (+++) 40% 37% 39% 39%
Lack of time
40% (++) 31% (---) 39% 37% 35% 37%
Because I can hold on
until lunch time
16% 19% (++) 16% 14% (--) 17% 15%
Because it is unnecessary
8% (++) 6% 7% 6% (-) 5% (---) 8% (+++)
Because I take care of
my body
5% 4% 3% 3% 3% (-) 5% (+)
Other
6% (+++) 3% 4% 3% (-) 4% 4%
+ : positive significant differences
- : negative significant differences

41. TABLE OF CONTENT
41
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
BREAKFAST PROFILE

42. WHEN DO YOU HAVE YOUR BREAKFAST
42
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%

43. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 43
My breakfast is rather:
During the weekend
5%
During the week
9%
During the week and weekend
86%

44. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 44
My breakfast is rather:
During the week and weekend During the week During the weekend
Male 86% 9% 5%
24,226
(---) (++) (+++)
Female 87% 8% 5%
24,554
(+++) (--) (---)
French 86% 8% 6%
20,556
(---) (---) (+++)
Flemish 87% 9% 4%
28,223
(+++) (+++) (---)
North 87% 9% 4%
28,320
(+++) (++) (---)
South 86% 8% 6%
15,742
(--) (---) (+++)
Bxl 85% 6%
9% 4,718
(--) (+++)
+ : positive significant differences
- : negative significant differences

45. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 45
My breakfast is rather:
During the week and weekend During the week During the weekend
0-11 93% 5% 2%
7,479
(+++) (---)
(---)
12-19 81% 12% 7%
5,006
(---) (+++) (+++)
20-39 79% 12% 9%
13,449
(---) (+++) (+++)
40-59 87% 8%
5% 15,164
(+++) (--)
60+ 94% 5%1%
7,682
(+++) (---)
(---)
SC 1-4 87% 8%
5% 29,399
(+++) (---)
SC 5-8 85% 10%
5% 19,381
(---) (+++)
+ : positive significant differences
- : negative significant differences

46. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 46
My breakfast is rather:
During the week and weekend During the week During the weekend
Single 80% 13% 7%
7,138
(---) (+++) (+++)
Couple 87% 8% 5%
13,683
(+++) (---) (--)
Single&children 85% 10%
5% 4,797
(---) (+++)
Couple&children 88% 7% 5%
23,162
(+++) (---) (---)
Rural 87% 5%
9% 23,816
(+++) (---)
Urban 86% 6%
9% 24,963
(---) (+++)
+ : positive significant differences
- : negative significant differences

47. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 47
My breakfast is rather:
During the week and weekend During the week During the weekend
Breakfast Expert 97% 3%
11,211
(+++) (---)
Potential Breakfast 83% 10%
Expert 7% 37,568
(---) (+++)
Users N. 87% 8% 5%
41,942
(+++) (---) (-)
Non users N. 82% 12% 6%
+ : positive significant differences 6,838
(---) (+++) (+)
- : negative significant differences

48. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 48
My breakfast is rather:
During the week and weekend During the week During the weekend
8-10 93% 6% 1%
38,369
(+++) (---)
(---)
6-7 73% 17% 10%
5,123
(---) (+++) (+++)
1-5 50% 22% 28%
5,288
(---) (+++) (+++)
Everyday 97% 3%
38,712
(+++) (---)
Almost everyday 62% 38%
6,338
(---) (+++)
From time to time 12% 20%
68% 3,729
(---) (+++)
+ : positive significant differences
- : negative significant differences

49. WHEN DO YOU HAVE YOUR BREAKFAST?
Base : Total except « Rarely or never » (n=48780) << 49
My breakfast is rather:
During the week and weekend During the week During the weekend
At home 88% 7% 4%
43,754
(+++) (---) (---)
On-the-go 60% 23% 17%
1,250
(---) (+++) (+++)
At work 69% 21% 10%
3,776
(---) (+++) (+++)
Alone 81% 13% 6%
18,276
(---) (+++) (+++)
Together 89% 6% 5%
30,504
(+++) (---) (---)
+ : positive significant differences
- : negative significant differences

50. TABLE OF CONTENT
50
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
BREAKFAST PROFILE

51. PLACE OF BREAKFAST
51
PLACE OF BREAKFAST Total except « Rarely or never » - N=48780
WHERE & HOW?
AT HOME AT WORK/AT SCHOOL ON-THE-GO
90% 8% 3%
N= 43754 N=3776 N=1250
(+) Age (evolution), 8-10, Have b.
everyday, together
AT THE TABLE 88% SITTING 86% SITTING 80%
ON THE SOFA 8% STANDING 14% WALKING 15%
STANDING 3% STANDING 5%
IN BED 0%
! 0-11, single, don’t have B. everyday, have 33% of the 12-19 & 29% of those having B. In Bxl, more people have B. walking 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

52. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 52
In general, I have my breakfast
At work/At school
8%
On-the-go (car, train, etc.)
3%
At home
90%

53. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 53
In general, I have my breakfast
At home On-the-go (car, train, etc.) At work/At school
Male 91% 2% 7%
24,226
(+++) (---) (---)
Female 89% 3% 9%
24,554
(---) (+++)
(+++)
French 89% 9%
3% 20,556
(---) (+++)
Flemish 90% 7%
2% 28,223
(+++) (---)
North 90% 2% 7%
28,320
(+++) (--) (---)
South 89% 8%
3% 15,742
(--) (++)
Bxl 87% 3% 10%
4,718
(---) (+++)
(+++)
+ : positive significant differences
- : negative significant differences

54. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 54
In general, I have my breakfast
At home On-the-go (car, train, etc.) At work/At school
0-11 96% 1%
2%
7,479
(+++) (---)
(---)
12-19 93% 4%3%
5,006
(+++) (+++)
(---)
20-39 81% 5% 14%
13,449
(---) (+++) (+++)
40-59 88% 2% 10%
15,164
(---) (---)(+++)
60+ 99% 1%
1%
7,682
(+++) (---)
(---)
SC 1-4 88% 3% 9%
29,399
(---) (+++)
(+++)
SC 5-8 92% 2%6%
19,381
(+++) (---)
(---)
+ : positive significant differences
- : negative significant differences

55. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 55
In general, I have my breakfast
At home On-the-go (car, train, etc.) At work/At school
Single 86% 4% 9%
7,138
(---) (+++)
(+++)
Couple 91% 2% 7%
13,683
(+++) (--) (---)
Single&children 3%
89% 8% 4,797
(+++)
Couple&children 90% 2%
8% 23,162
(+++) (---)
Rural 91% 2% 7%
23,816
(+++) (---)
(---)
Urban 89% 3% 8%
24,963
(---) (+++)
(+++)
+ : positive significant differences
- : negative significant differences

56. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 56
In general, I have my breakfast
At home On-the-go (car, train, etc.) At work/At school
Breakfast Expert 94% 1%5%
11,211
(+++) (---)
(---)
Potential Breakfast 88% 3% 9%
Expert 37,568
(---) (+++)
(+++)
Users N. 90% 2%
8% 41,942
(++) (---)
+ : positive significant differences
Non users N. 89% 3% 8% 6,838
- : negative significant differences

57. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 57
In general, I have my breakfast
At home On-the-go (car, train, etc.) At work/At school
8-10 92% 2%6%
38,369
(+++) (---)
(---)
6-7 83% 5% 12%
5,123
(---) (+++) (+++)
1-5 78% 7% 15%
5,288
(---) (+++) (+++)
Everyday 93% 1% 5%
38,712
(+++) (---)
(---)
Almost everyday 77% 6% 17%
6,338
(---) (+++) (+++)
From time to time 76% 8% 16%
3,729
(---) (+++) (+++)
+ : positive significant differences
- : negative significant differences

58. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 58
In general, I have my breakfast
At home On-the-go (car, train, etc.) At work/At school
Week 90% 2% 7%
46,240
(+++) (---)(---)
Weekend 91% 2% 7%
44,555
(+++) (---)
(---)
Alone 82% 11%
7% 18,276
(---) (+++)
Together 94% 6%
30,504
(+++) (---)
+ : positive significant differences
- : negative significant differences

59. TABLE OF CONTENT
59
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
BREAKFAST PROFILE

60. PLACE OF BREAKFAST
60
PLACE OF BREAKFAST Total except « Rarely or never » - N=48780
HOW?
TOGETHER 63% ALONE 37%

61. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 61
Do you have your breakfast alone or together?
Alone
37%
Together
63%

62. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 62
Do you have your breakfast alone or together?
Alone Together
Male 33% 67%
24,226
(---) (+++)
Female 42% 58%
24,554
(+++) (---)
French 38% 62%
20,556
(+++) (---)
Flemish 37% 63%
28,223
(---) (+++)
North 37% 63%
28,320
(---) (+++)
South 37% 63% 15,742
Bxl 42% 58%
4,718
(+++) (---)
+ : positive significant differences
- : negative significant differences

63. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 63
Do you have your breakfast alone or together?
Alone Together
0-11 15% 85%
7,479
(---) (+++)
12-19 37% 63% 5,006
20-39 48% 52%
13,449
(+++) (---)
40-59 42% 58%
15,164
(+++) (---)
60+ 33% 67%
7,682
(---) (+++)
SC 1-4 38% 62% 29,399
SC 5-8 37% 63% 19,381
+ : positive significant differences
- : negative significant differences

64. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 64
Do you have your breakfast alone or together?
Alone Together
Single 75% 25%
7,138
(+++) (---)
Couple 34% 66%
13,683
(---) (+++)
Single&children 37% 63% 4,797
Couple&children 28% 72%
23,162
(---) (+++)
Rural 36% 64%
23,816
(---) (+++)
Urban 39% 61%
24,963
(+++) (---)
+ : positive significant differences
- : negative significant differences

65. PLACE OF BREAKFAST
Base : Total except « Rarely or never » (n=48780) << 65
Do you have your breakfast alone or together?
Alone Together
Breakfast Expert 29% 71%
11,211
(---) (+++)
Potential Breakfast 40% 60%
Expert 37,568
(+++) (---)
Users N. 35% 65%
41,942
(---) (+++)
Non users N. 52% 48%
6,838
(+++) (+++)
+ : positive significant differences
- : negative significant differences