OBJECTIVE: This study identified the sociodemographic, lifestyle, dietary and anthropometric factors of users of a public health promotion service who have breakfast regularly. METHODS: This cross-sectional study included all users aged 20 years or more who joined the service between March 2007 and December 2010. Their socioeconomic and anthropometric data, dietary habits and health status were investigated. Statistical treatment included the Chi-square, Mann-Whitney, Fisher's exact and Student's t tests and Poisson regression analysis (p<0.05). RESULTS: Most of the participants (87.1%, n=528) breakfasted often, especially those aged 48.5 years or more (p=0.041). Poisson regression analysis showed association between breakfasting often and not smoking (PR=1.45, 95%CI: 1.10-1.91), having a greater number of daily meals (PR=1.15, 95%CI: 1.06-1.25), appropriate intake of deep-fried foods (PR=1.12, 95%CI: 1.01-1.25), lower fat intake (PR=0.78, 95%CI: 0.68-0.89) and smaller prevalence of excess weight (PR=0.85, 95%CI: 0.78-0.92). CONCLUSION: The positive relationship found between breakfasting often and not smoking, appropriate food and nutrient intakes and a healthier body weight shows the need of emphasizing this meal in health services as a simple and doable health promotion strategy that helps to prevent and control chronic diseases.