世論 What Japan Thinks

MyVoice recently published the results of their second survey into the most important meal of the day, breakfast.

Demographics

Between the 1st and 5th of May 2007 15,239 members of MyVoice’s internet community completed a private internet-based questionnaire. 54% of the sample was female, 2% in their teens, 18% in their twenties, 40% in their thirties, 26% in their forties, and 14% in their fifties.

During the week my breakfast is a couple of slices of bread in the toaster and a fermented milk drink, eaten every day by myself at far too early an hour. Weekends is similar but with the addition of salad and eggs, and currently since it is in season, mint tea picked from our garden.

Research results

Q1: About how often do you eat breakfast? (Sample size=15,239)

	This survey May 2007	Last survey August 2004
Every day	68.8%	65.1%
Five or six times a week	10.6%	10.7%
Three or four times a week	6.3%	7.4%
Once or twice a week	4.8%	5.9%
Almost never	9.5%	11.0%

Q2: What do you usually eat at breakfast? (Sample size=breakfast eaters, multiple answer)

Bread	69.2%
Rice	51.1%
Coffee	42.2%
Egg, egg-based food	38.9%
Miso soup	35.2%
Yoghurt	33.7%
Green, black tea	29.6%
Milk	28.6%
Ham, sausage, other meats	26.5%
Fruit	23.9%
Salad, other vegetables	19.9%
Vegetable juice	16.7%
Soup	12.9%
Grilled, other fish	11.4%
Cereal	11.1%
Fruit juice	9.3%
Convenience store rice balls, sandwich, etc	6.6%
Mineral water	4.3%
Instant food	3.1%
Nutritionally-balanced foodstuff	2.8%
Fast food	2.4%
Sports drink, other functional drink	1.3%
Carbonated drink	0.9%
Other	8.8%
No answer	0.0%

Q3: About how long do you take for breakfast on average? If you prepare your own food, include that time too. (Sample size=breakfast eaters)

Five minutes or less	11.3%
Six to ten minutes	38.8%
Eleven to fifteen minutes	27.2%
Sixteen to twenty minutes	11.4%
Twenty-one to thirty minutes	7.7%
Thirty-one minutes to an hour	2.9%
More than one hour	0.2%

Q4: How do you prepare breakfast? (Sample size=breakfast eaters, multiple answer)

Buy ingredients, prepare at home	78.8%
Last night’s left-overs	23.4%
Prepared food from supermarket	14.3%
Prepared food from convenience store	11.1%
Take out from cafe, fast food store, etc	3.3%
Eat out	2.8%
Other	7.4%
No answer	0.4%

Q5: What is the most important thing about breakfast for you? (Sample size=15,239)

Eating every morning	24.2%
Getting something in my stomach	21.6%
Eating something quick	20.1%
Eating balanced meal	19.5%
Getting an energy source	4.4%
Eating with family	3.7%
Not over-eating	2.8%
Other	2.2%
No answer	1.5%