The breakfast market
1.1 Presentation of the breakfast market in Belgium
Breakfast is the first meal of the day, taken shortly after waking up. However, this morning lunch is not the same in each region. While in China it is generally made up of a porridge of rice and noodles, Belgians prefer to eat sweet foods. It is made up of breads, shells and cramiques - a brioche filled with grapes -.
It is also necessary to supplement food with drink. France and Belgium share similarities at this level, with the consumption of coffee, dark or milk, or chocolate drinks.
The sector faces a relatively high concentration of agri-food brands. A few groups such as Kellogg's and Barilla are present on the market and capture most of the market shares, particularly in large and medium-sized stores (Kellogg's cereals for the former, Harry's buns for the latter).
Consumers' expectations for healthier products - without being more expensive - and government incentives have made Belgian breakfast more dietetic. The sector seems to be moving in this direction, particularly with the optional adoption of the nutri-score.
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