Breakfast Moment Insights Deliver Business Benefits
Case Study Summary: Understanding Belgian Breakfast Habits
Client:
A group of manufacturers and retailers in Belgium’s food and beverage sector.
Objective:
To gain a deep understanding of the breakfast routines of Belgian households.
The goal was to gather insights that would help improve product offerings, marketing, and business strategy.
Approach:
Qualitative and Quantitative Research methods were used:
Online Community (Qualitative):
Included a diverse group by age and family type.
Respondents shared photos and comments about their breakfast routines.
Revealed insights into:
Family members’ breakfast preferences.
Roles of different breakfast products.
Motivators and barriers to purchase.
Household Panel Survey (Quantitative):
Respondents reported breakfast habits for that day and the previous day.
Captured fresh, reliable data across all days of the week.
Questions covered:
What was consumed.
Eating companions and locations.
Product perceptions and buying decisions.
Linked to point-of-sale data for additional context.
Key Findings:
90% of Belgian consumers eat breakfast daily.
Dutch-speaking Belgians eat breakfast more regularly than French-speaking ones.
Most Belgians eat breakfast at home, but young adults are more open to eating out.
One-third of bread purchases are made at supermarkets.
Time pressure significantly affects breakfast choices.
Coffee is the most common breakfast drink, with water also consumed by about half weekly.
Marmalade is the top spread and is viewed as ideal for bread.
Outcome:
The study confirmed some assumptions, while also revealing new and unexpected consumer behaviors.
Clients used the insights for:
Better customer understanding.
Product development.
Strategic decision-making.
Contact:
Shikha Dalmia | Email: info@rekhaprocitylabs.com
