The Dutch have a genuine passion for bread. An impressive 85% enjoy it every day, especially on weekdays. They regard bread as nutritious (63%), tasty (62%), healthy (57%), and a responsible choice (37%). It features more at lunch (88%) than breakfast (77%), with women often opting for cereals or fruit in the morning. Those over 55 are the biggest fans, at 90% daily consumption, versus 78% among younger people. These findings come from in-depth research by Koninklijke De Ruijter on Dutch bread habits.
Yet, despite bread's popularity, the everyday sandwich lunch receives little creative attention. Weekday breakfasts rarely exceed 15 minutes. More than half spread toppings without much thought, and 53% eat their sandwiches out of pure routine. Notably, 14% even find it boring.
This lack of variety isn't surprising. Half of Dutch people stick to the same sandwich fillings almost always, while 42% default to just two types. Only 10% experiment with more than three. Variation keeps meals enjoyable, and it grows with age—over-55s vary the most, young adults the least. Children often inspire parents' creativity, with 45% of families stocking a wider range of spreads thanks to picky young eaters.
