Introduction

PERIscope is Bord Bia‟s comprehensive review of food attitudes, shopping and cooking trends amongst a
nationally representative sample of adults.

In previous waves of the research, biennial studies were produced for ROI/NI/GB and for other European
countries (including France, Germany, Belgium, Spain, Netherlands, Sweden, New Zealand and the US).
In 2015, the countries were amended and research was also conducted in ROI, GB, France, Germany,
Spain, Netherlands and the US. In addition, China was a new market added this year.

In 2013, Bord Bia took the decision to combine both studies in order to obtain a more detailed perspective
on how consumers view food related issues and report their behaviours across 10 countries. PERIscope
2015 therefore, as in 2013, provides research findings for the ROI/GB and Continental study in one year.

Over the various studies we have held many questions constant to allow tracking over time; we also
include topical issues as they arise.

This deck is designed to provide a thorough flavour of the PERIscope 2015 results for ROI and GB
(NI was not included in the PERIscope 2015 study). The charts included represent the study results.
More detailed information is available in the tabular reports.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
2
Research Method

Face-to-face survey conducted by Ipsos MRBI on behalf of Bord Bia. Interviews in respondents‟
own home by fully trained interviewers.

The research was conducted among a representative sample of adults aged 15+ in the Republic of
Ireland, and 16+ in Great Britain.

Quotas were set on sex, age, region and social class to ensure a representative sample.

Sample sizes:


Republic of Ireland (ROI) 1,008

Great Britain (GB) 1,009
Fieldwork was conducted between June and July 2015.

Please note, there may be discrepancies in relation to some of the „total‟ figures within this
report. This is due to rounding (e.g. “slightly agree” at 45, “strongly agree” at 30, “agree” at 76).

Where new statements have been added or in instances where question wording and/or format
may have changed, missing data is represented by „n/a‟.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
3
Contact Details

For further information about Bord Bia‟s PERIscope 2015 study, please email info@bordbia.ie or
Tel: 01 6685155.

All content provided in this pack is also available on the Bord Bia website, www.bordbia.ie
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
4
Summary
(Base: All Adults 15+)
Profile of Sample – 2015 (I)
6
%
ROI
GB
Under 25
Male
49
SOCIAL CLASS
AGE
SEX
49
25-34
35-44
ROI
GB
15
15
19
17
20
ROI
AB
Female
51
51
17
55-64
13
65+
17
C1
28
30
17
20
18
21
14
DE
32
27
19
F
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
13
22
C2
45-54
GB
6
-
(Base: All Adults 15+)
Profile of Sample – 2015 (II)
7
%
WORKING STATUS
HOUSEHOLD COMPOSITION
ROI
Single
Dual
16
GB
ROI
GB
Working full time/
self-employed
39
40
Working part time
9
11
Housewife
17
10
Student
8
Retired
14
23
Other
12
8
21
26
32
3+
58
48
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
8
(Base: All Adults 15+)
Profile of Sample – ROI (I)
8
%
ROI ROI ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011 2013 2015
ROI ROI ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011 2013 2015
15-24 22
Male
49 49 50
50
51
51
50
50
20
19
19
20
21
21
49 49 49
25-34 19
Female
SOCIAL CLASS
AGE
SEX
51
51
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
35-44 18
18
45-54 16
16
ROI ROI ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011 2013 2015
16
16
15
AB 12
13
13
13
13
22
21
19
C1 26
26
26
28
27 27 28
C2 22
23 23
25
24
22
20
DE 28
28
28
26
27
30
32
10
10
8
8
7
6
19 19
19
18
15
15 16
51
16
55-64 11
12
12
12
65+ 14
14
14
14
15 15
13
20
17
13 13
13
13
17
F 12
(Base: All Adults 15+)
Profile of Sample – ROI (II)
9
%
Single
Dual
HOUSEHOLD COMPOSITION
WORKING STATUS
ROI ROI ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011 2013 2015
ROI ROI ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011 2013 2015
12
9
21
24
14
23
14
14
15
16
Working full time/
self-employed
26
26
26
43
46
44
37
34
39
39
10
9
18
17
26
11
Working part time
3+
67
67
63
Housewife
59
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
60
59
10
25
58
12
11
10
16
18
20
Student
8
7
Retired
Other
8
11
6
5
21
6
8
9
9
8
10
11
10
11
14
14
12
15
13
12
(Base: All Adults 16+)
Profile of Sample – GB (I)
10
%
SEX
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
AGE
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
16-24 15 14 14 14 15 15 15
Male
48 48 48 48 49 49 49
45-54 16 17 17 17 17 18 18
52 52 52 52 51 51 51
AB 24 25 25 25 25 22 22
C1 28 29 29 30 30 30 30
C2 21 21 21 18 18 21 21
55-64 13 15 15 13 15 14 14
65+ 20 19 19 20 20 19 19
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
25-34 18 17 17 18 16 17 17
35-44 18 18 18 19 18 17 17
Female
SOCIAL CLASS
DE 28 25 25 27 27 27 27
(Base: All Adults 16+)
Profile of Sample – GB (II)
11
%
WORKING STATUS
HOUSEHOLD COMPOSITION
GB
GB
GB
GB
GB
GB
GB
2003 2005 2007 2009 2011 2013 2015
Single
18
15
17
22
22
21
GB
GB
GB
GB
GB
GB
GB
2003 2005 2007 2009 2011 2013 2015
21
Working full time
Dual
32
33
34
31
34
31
Housewife
Student
50
52
49
47
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
43
48
44
38
32
Working part time
3+
40
13
13
34
34
12
12
13
11
12
12
7
8
5
21
Retired
21
21
Other
5
7
9
48
14
12
7
7
21
12
37
12
40
11
12
10
7
8
23
22
23
11
10
8
(Base: All Adults 15+)
Incidence Of Food Allergies In The Household
– 2015
%
ROI 2015
GB 2015
10%
ROI 2013
•
•
•
•
•
•
•
•
•
11%
(11%)
Allergies Mentioned:
GB 2013
Yes
Wheat (coeliac condition)
Eggs
Nut/peanut
Milk
Fish
Lactose intolerant
Shellfish
Soy
Other
(10%)
Yes
3%
2%
2%
2%
*
2%
1%
*
1%
•
•
•
•
•
•
•
•
•
Nut/peanut
Eggs
Milk
Wheat (coeliac condition)
Lactose intolerant
Fish
Shellfish
Soy
Other
Q.63a Do you or anybody in your household have any of the following food allergies?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
12
2%
1%
2%
2%
2%
*
1%
*
3%
(Base: All Adults 15+)
Incidence Of Food Allergies In The Household
– ROI
New question in 2011
%
ROI 2011
ROI 2013
7%
Allergies
Mentioned:
•
•
•
•
•
•
•
•
•
13
ROI 2015
10%
11%
Yes
Yes
Wheat (coeliac condition)
Eggs
Nut/peanut
Milk
Fish
Lactose intolerant
Shellfish
Soy
Other
2%
1%
1%
1%
1%
1%
1%
*
2%
•
•
•
•
•
•
•
•
•
Wheat (coeliac condition)
Eggs
Nut/peanut
Milk
Fish
Lactose intolerant
Shellfish
Soy
Other
Yes
3%
1%
1%
2%
*
2%
1%
3%
•
•
•
•
•
•
•
•
•
Wheat (coeliac condition)
Eggs
Nut/peanut
Milk
Fish
Lactose intolerant
Shellfish
Soy
Other
Q.63a Do you or anybody in your household have any of the following food allergies?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
3%
2%
2%
2%
*
2%
1%
*
1%
(Base: All Adults 16+)
Incidence Of Food Allergies In The Household
– GB
New question in 2011
14
%
GB 2011
20%
GB 2013
GB 2015
10%
11%
Yes 0
Yes 0
0
Allergies
Mentioned:
•
•
•
•
•
•
•
•
•
Yes
Nut/peanut
Eggs
Milk
Wheat (coeliac condition)
Lactose intolerant
Fish
Shellfish
Soy
Other
4%
2%
2%
1%
1%
1%
1%
*
11%
•
•
•
•
•
•
•
•
•
Nut/peanut
Eggs
Milk
Wheat (coeliac condition)
Lactose intolerant
Fish
Shellfish
Soy
Other
3%
1%
2%
2%
2%
*
2%
*
3%
•
•
•
•
•
•
•
•
•
Nut/peanut
Eggs
Milk
Wheat (coeliac condition)
Lactose intolerant
Fish
Shellfish
Soy
Other
Q.63a Do you or anybody in your household have any of the following food allergies?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
2%
1%
2%
2%
2%
*
1%
*
3%
Attitudes Towards Food
Attitudes Towards Food: Summary
16

Historically, adults in ROI have emerged with a slightly healthier attitude towards food, eating more high
fibre products and relying less on convenience meals. However, in many respects GB is beginning to
catch up, becoming increasingly likely to eat high fibre foods and to avoid sugary or sweet foods.

Time continues to be a key constraint in terms of cooking and food. Convenience meals are becoming
even more important for the GB population, over 6 in 10 claim they would often eat „ready prepared‟ /
convenience meals. In addition, almost 8 in 10 people in both GB and ROI continue to pick foods that are
easy to prepare.

Ownership of juicers and smoothie makers remains higher in Ireland than in GB. Grills, food processors
and coffee makers all record increases in ownership across both countries in 2015. Nutri Bullet ownership
stands at 7% in ROI and 4% in GB.

In general, adults in ROI tend to have more kitchen gadgets than those in GB. GB penetration figures for
devices are marginally lower when compared to ROI, with the exception of coffee makers and gas ovens.
Utility ownership amongst Irish adults is increasing, while ownership in GB records similar levels of
decline.

Similar to previous years, Irish adults continue to consume more dairy produce than their GB
counterparts, consuming on average of 3 portions a day. In terms of fruit and vegetable consumption,
again the Irish population continue to eat marginally more, with almost half of Irish adults claiming to eat
between 3-4 portions a day.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Utility Ownership In Home – 2015 (I)
ROI 2015
17
GB 2015
%
98 98
97 97
95 95
91 90
77
54
48
35
38
37
28
25
ANY
OVEN
Full oven
– electric
Full oven
– gas
ANY
FREEZER
Separate
freezer
unit
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Kettle
Toaster
Juicer
31
26
Smoothie
maker/
smoothie…
(Base: All Adults 15+)
Utility Ownership In Home - 2015 (II)
ROI 2015
18
GB 2015
%
90
94
88
81
55
44
42
49
45
46
40
49
42
33
29
37
7
ANY…
Grill
Deep…
Sandwich…
Food…
Wok
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Steamer
Coffee…
4
Nutri/Magic…
(Base: All Adults 15+)
Utility Ownership In Home – ROI (I)
ROI 2003
ROI 2005
ROI 2007
ROI 2009
ROI 2011
19
ROI 2013
ROI 2015
%
99 97
97 98 96
97
98
96 97 95 97 97
72 73 73
77
77
66
40
34
n/a
ANY
OVEN
30
33 35
31
26
25
n/a
Full oven
– electric
n/a
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
28
25
Full oven
– gas
39
34
n/a
ANY
FREEZER
Separate
freezer
unit
35
(Base: All Adults 15+)
Utility Ownership In Home – ROI (II)
ROI 2003
ROI 2005
ROI 2007
ROI 2009
20
ROI 2011
ROI 2013
ROI 2015
%
96 96
93
96 96 94 95
94 95 94 96 95 94
91
84
31 32
29
Kettle
Toaster
n/a
28
31
n/a n/a
Juicer
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
91 92 90 90
37
34 34
n/a n/a n/a
88 88
Smoothie
maker/
smoothie
blender
ANY
MICROWAVE
(Base: All Adults 15+)
Utility Ownership In Home – ROI (III)
ROI 2003
ROI 2005
ROI 2007
ROI 2009
21
ROI 2011
ROI 2013
ROI 2015
%
88
8381
78
72
82
72
65
62
5554
49
45
42
66
6264
59
58
5655
49
45
45
4546
424242
42
3941
38 4039
49
454544
40
39
34
33
32
29 31
252424
n/a
n/a
n/a 7
n/a n/a n/a
Grill
Deep…
Sandwich…
Food…
Wok
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Steamer
Coffee…
Nutri/Magic…
(Base: All Adults 16+)
Utility Ownership In Home – GB (I)
GB 2005
GB 2007
GB 2009
GB 2011
22
GB 2013
GB 2015
%
99 99
99 97
96 96 96 98
96 98 98 97
62
56
51
47
51
54
50
54
48
48
45
47
40
ANY
OVEN
Full oven
– electric
Full oven
– gas
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ANY
FREEZER
44
41 42 42
Separate
freezer
unit
38
(Base: All Adults 16+)
Utility Ownership In Home – GB (II)
GB 2005
GB 2007
GB 2009
GB 2011
23
GB 2013
GB 2015
%
98 96
97 95
94 96
95 97
94 94 92
91 93 90
28
Kettle
Toaster
n/a n/a
Juicer
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
95 94 94
26
23 21 24
22 22 20
n/a n/a
92
Smoothie
maker/
smoothie
blender
ANY
MICROWAVE
(Base: All Adults 16+)
Utility Ownership In Home – GB (III)
GB 2005
GB 2007
GB 2009
GB 2011
24
GB 2013
GB 2015
%
83
77
81
73
70
75
57
50
54
46 47
42
34 35
55
50
41
44
50 49 48 48
38 40 38 39 40
46 45 46 44
39 40
31 29
42
36 35
37
30 31 30
n/a n/a 4
n/a n/a n/a
Grill
Deep…
Sandwich…
Food…
Wok
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Steamer
Coffee…
Nutri/Magic…
(Base: All Adults 15+)
Utility Ownership In Home – 2015 VS. 2013 Differences
(I)
ROI 2015
GB 2015
8
=
=
=
8
1
2
-1
ANY
OVEN
Full oven
– electric
Full oven
– gas
ANY
FREEZER
3
-2
-6
Separate
freezer
unit
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
8
1
-4
-8
25
Kettle
-3
2
-3
Toaster
Juicer
Smoothie
maker/
smoothie
blender
(Base: All Adults 15+)
Utility Ownership In Home – 2015 VS. 2013 Differences
(II)
ROI 2015
GB 2015
10
9
6
3
=
=
-3
ANY
MICROWAVE
Grill
-2
Deep
Fat Fryer
3
1
7
2
-2
Food
processor
Q.1 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
5
3
-1
Sandwich
maker
26
Wok
Steamer
Coffee
maker
(Base: All Adults 15+)
Attitudes to Food – 2015 (I)
27
% Applies a lot/a little
ROI 2015
GB 2015
I try to eat a lot of fruit and vegetables
93
I tend to pick foods that are easy to prepare
77
I like to try new foods
77
35
Q.2 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
78
86
80
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
92
76
49
(Base: All Adults 15+)
Attitudes to Food – 2015 (II)
28
% Applies a lot/a little
ROI 2015
I think frozen food is as good as fresh in terms of quality
GB 2015
63
I tend to avoid sugary foods/sweets
71
I tend to pick foods that are quick to cook
73
66
I would often eat „ready prepared‟/ „convenience meals‟
48
I always try to buy brands that use environmentally
sensitive packaging
48
Q.2 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
73
73
64
48
(Base: All Adults 15+)
Attitudes to Food – ROI (I)
29
% Applies a lot/a little
93
93
92
92
91
90
88
89
I try to eat a lot of fruit and vegetables
I tend to pick foods that are easy to prepare
69
77
79
77
78
80
77
74
78
80
I like to try new foods
84
81
78
79
79
75
72
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
35
36
33
39
47
47
49
44
Q.2 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
77
76
75
76
78
75
78
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
(Base: All Adults 15+)
Attitudes to Food – ROI (II)
30
% Applies a lot/a little
63
63
I think frozen food is as good as fresh in terms of quality
68
67
76
74
71
58
67
I tend to avoid sugary foods/sweets
62
71
73
71
70
68
66
68
65
69
I tend to pick foods that are quick to cook
68
56
48
48
47
I would often eat „ready prepared‟/ „convenience meals‟
I always try to buy brands that use
environmentally sensitive packaging
53
48
50
48
45
42
48
51
75
72
64
62
61
58
58
Q.2 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
74
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
(Base: All Adults 16+)
Attitudes to Food – GB (I)
31
% Applies a lot/a little
92
92
90
93
92
90
I try to eat a lot of fruit and vegetables
78
78
78
77
I tend to pick foods that are easy to prepare
83
82
86
82
83
85
86
87
I like to try new foods
76
75
76
I always try to eat high fibre foods
81
79
82
49
I rarely have time to eat a proper breakfast
44
43
42
50
56
Q.2 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(Base: All Adults 16+)
Attitudes to Food – GB (II)
32
% Applies a lot/a little
73
74
67
68
I think frozen food is as good as fresh in terms of quality
78
79
73
69
69
69
70
75
73
71
72
70
77
77
I tend to avoid sugary foods/sweets
I tend to pick foods that are quick to cook
64
62
72
48
47
46
45
47
49
Q.2 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2011
GB 2007
56
65
I always try to buy brands that use
environmentally sensitive packaging
GB 2013
GB 2009
56
I would often eat „ready prepared‟/ „convenience meals‟
GB 2015
GB 2005
(Base: All Adults 15+)
Attitudes to Frozen Vs. Chilled Food – 2015
Frozen food is always better than
chilled food
Frozen food is usually better than
chilled food
33
ROI 2015
%
GB 2015
%
10
5
7
20%
10
61
About the same
54
Chilled food is usually better than
frozen food
19
Chilled food is always better than
frozen food
6
25%
18
9
Q.81 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
11%
27%
(Base: All Adults 15+)
Attitudes to Frozen Vs. Chilled Food – ROI
34
New question in 2009
Frozen food is always better than
chilled food
Frozen food is usually better than
chilled food
ROI 2009
%
ROI 2011
%
ROI 2013
%
ROI 2015
%
13
9
9
10
10
10
10
52
51
22
23
7
8
9
About the same
55
Chilled food is usually better than
frozen food
16
Chilled food is always better than
frozen food
7
20%
54
19
6
Q.81 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
25%
(Base: All Adults 16+)
Attitudes to Frozen Vs. Chilled Food – GB
35
New question in 2009
GB 2009
%
GB 2011
%
GB 2013
%
GB 2015
%
6
8
6
6
5
5
5
7
About the same
50
51
59
Chilled food is usually better than
frozen food
22
24
Frozen food is always better than
chilled food
Frozen food is usually better than
chilled food
Chilled food is always better than
frozen food
13
12
22
9
61
18
9
Q.81 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
11%
27%
(Base: All Adults 15+)
Average Portions of Dairy Products Eaten Daily
– ROI Vs. GB
36
%
ROI 2007 ROI 2009 ROI 2011 ROI 2013 ROI 2015
Five+
Four
Three
13
10
24
Two
32
One
18
Don‟t know/none
3
3
Average
10
14
27
11
11
25
6
9
9
9
8
9
14
10
9
8
7
9
20
22
36
35
23
23
23
24
23
3
2
3
3
3
2
3
3
4
2
30
31
33
16
17
16
17
2
3
2
3
3
3
2
3
Q.63 On average, how many portions of dairy products do you eat everyday?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
18
7
7
21
22
28
33
31
GB 2007 GB 2009 GB 2011 GB 2013 GB 2015
40
33
38
(Base: All Adults 15+)
Portions of Fruit & Vegetables Eaten Every Day
– ROI Vs. GB
37
%
ROI
2005
1-2
42
ROI
2007
36
39
3-4
5-6
7-8
9+
None
Average
ROI
2009
ROI
2011
ROI
2013
ROI
2015
GB
2005
31
29
27
24
26
41
47
44
44
38
GB
2007
32
GB
2009
GB
2011
GB
2013
GB
2015
32
30
30
39
38
38
23
25
24
13
3
12
4
2
1
3
4
3
3
3
2
2
3
26
36
34
38
16
22
3
19
2
2
2
3
22
23
2*
1
3
2
*
3
28
24
2
2
3
3
*
1
4
28
28
3 1
4
31
2
3
3
Q.62 On average, how many portions of fruit and vegetables do you eat everyday?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
31
(Base: All Adults 15+)
Ownership Of An Allotment – ROI Vs. GB
38
New question in 2009
ROI
2009
%
ROI
2011
%
ROI
2013
%
ROI
2015
%
GB
2009
%
GB
2011
%
GB
2013
%
GB
2015
%
Own/rent ….
7
An allotment
8
6
6
5
3
Q.16a Do you currently own or rent an allotment?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
4
3
(Base: All who have a garden/ allotment)
Produce Grown In Allotment – ROI Vs. GB
39
New question in 2009
ROI
2009
%
ROI
2011
%
ROI
2013
%
own fruit, such as apples, (23)
berries, etc.
(25)
(26)
own vegetables, such as
carrots, cauliflower, etc. (27)
(26)
(25)
own herbs, such as parsley,
basil, etc. (30)
(27)
(29)
Grow your ….
ROI
2015
%
21
26
30
GB
2009
%
GB
2011
%
GB
2013
%
(18)
(20)
(20)
21
(22)
(23)
(20)
20
(24)
(24)
(28)
Q.16c Which of the following, if any, do you grow in your allotment ………?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB
2015
%
28
Attitudes Towards
Cooking
Attitudes Towards Cooking: Summary
41

As with all previous years, GB adults boast a better level of culinary expertise than those in ROI. Just over a quarter of GB
residents boast the ability to “enjoy having a dinner party where they do all the cooking”, 10 percentage points higher than
their ROI equivalent. While 44% of ROI adults claim lesser culinary ability, though the proportion who “would be confident in
cooking a Sunday roast with all the trimmings” remains stable.

In terms of attitude towards cooking, GB residents remain more positive than ROI adults. While the majority of adults in
both regions are most likely to refer to cooking in the context of eating well. Those in GB continue to be more likely to
consider cooking as a passion.

In many ways, our attitudes and those of the GB population continue to be quite similar. However, here in ROI we are more
likely consider it important to spend time as a family over dinner and are more likely to consider cooking as something we
have to do rather than something we enjoy. The use of ready to eat / pre-prepared meals and food items in GB remains
higher than in Ireland. Similarly, the use of microwaves in cooking remains much higher in Great Britain than in ROI.

Despite GB‟s superior culinary skills, ROI adults remain more likely to prepare / cook meals from scratch, with almost half
claiming to do so at least once a day. The reliance of the GB population on microwave cooking and ready prepared items
lends itself to this pattern.

Convenience meals continue to remain more popular in GB than in ROI, with over half of GB adults believing they are a
good substitute for home cooking when time is limited. Over 4 in 10 claim to always have convenience meals at home,
more than double the proportion in ROI.

Adults in GB appear to be driven more by taste when it comes to food and cooking than those in ROI. 86% of GB adults like
to try new foods and over 6 in 10 rank taste as the most important consideration when cooking at home. Adults in ROI on
the other hand place greater emphasis on healthiness and freshness than their GB counterparts.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Level of Cooking Expertise – 2015
42
%
Can‟t boil an egg
Can cook basic snacks (e.g.
beans on toast)
Can cook a simple dinner (e.g.
meat and three veg.)
Would be confident that I could
produce a good Sunday roast
with all the trimmings
Would enjoy having a dinner
party where I do all the cooking
ROI 2015
1
9
GB 2015
1
11
44%
33
35%
23
39
41
26
16
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Level of Cooking Expertise – ROI (I)
43
%
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple
dinner (e.g. meat and
three veg.)
ROI
2001
ROI
2003
ROI
2005
ROI
2007
ROI
2009
ROI
2011
ROI
2013
ROI
2015
3
6
5
6
3
2
9
2
11
1
9
16
18
33
28
33
38
41
41
17
18
18
16
*
*
*
*
14
19
32
32
Would be confident that
I could produce a good
Sunday roast with all the
trimmings
38
Would enjoy having a
dinner party where I do
all the cooking
Couldn‟t say
13
1
33
16
29
34
35
31
10
1
32
28
14
14
-
-
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Level of Cooking Expertise – ROI (II)
44
%
AGE
SEX
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple
dinner (e.g. meat and
three veg.)
Main
Shopper
Total
Male
Female
15-24
25-34
35-44
45+
1
9
2
31
4
1
8
1
6
1
6
23
27
31
28
44
46
47
15
18
19
19
*
-
-
*
*3
16
33
30
38
44
Would be confident that
I could produce a good
Sunday roast with all the
trimmings
52
44
41
37
29
Would enjoy having a
dinner party where I do
all the cooking
Couldn‟t say
16
*
22
9
-
*
23
3
-
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Level of Cooking Expertise – GB (I)
45
%
GB
2003
GB
2005
GB
2007
GB
2009
GB
2011
GB
2013
GB
2015
Can‟t boil an egg
Can cook basic snacks (e.g.
beans on toast)
2
11
3
3
14
1
10
1
11
1
10
1
11
18
Can cook a simple dinner (e.g.
meat and three veg.)
20
23
23
23
23
37
39
38
39
28
27
27
26
*
*
-
-
22
27
Would be confident that I could
produce a good Sunday roast
with all the trimmings
43
Would enjoy having a dinner
party where I do all the cooking
23
27
Couldn‟t say
1
1
33
32
20
-
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Level of Cooking Expertise – GB (II)
46
%
AGE
SEX
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple dinner
(e.g. meat and three veg.)
Total
Male
1
11
2
Female
*
3
19
13
2
1
10
26
35-44
8
45+
Main/Joint
Shopper
1
8
1
7
21
21
21
41
42
43
30
28
29
29
48
26
39
38
27
30
Would enjoy having a
dinner party where I do all
the cooking
25-34
23
33
Would be confident that I
could produce a good
Sunday roast with all the
trimmings
16-24
36
26
16
20
23
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Attitude to Cooking – 2015
47
ROI 2015
%
GB 2015
%
A chore – something that has
to be done
27
28
Important because eating well
is important
36
26
27
Good fun at times
25
A passion – I love food
11
Q.5 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
18
(Base: All Adults 15+)
Attitude to Cooking – ROI (I)
48
%
ROI
2001
A chore – something that
has to be done
ROI
2003
ROI
2005
33
ROI
2007
ROI
2011
ROI
2013
ROI
2015
26
25
27
31
39
43
ROI
2009
40
Important because eating
well is important
38
34
33
Good fun at times
A passion – I love food
Don‟t know
27% 17
5
2
6
1
23%
20
6
1
26%
38%
19
27
23
41% 25
38%
27%
8
-
12
*
Q.5 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
36
33
26
22
34
36
31
15
15
11
*
*
*
36%
(Base: All Adults 15+)
Attitude to Cooking – ROI (II)
49
%
AGE
SEX
Total
A chore – something
that has to be done
Important because
eating well is important
27
Male
Female
A passion – I love food
Don‟t know
35-44
45+
Main/Joint
Shopper
26
23
26
21
35
38
31
27
28
22
8
1
13
10
12
13
-
-
-
-
20
34
39
39
36
21
34
Good fun at times
25-34
15-24
25
11
*
28
23
8
*
14
-
Q.5 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
38
41
27
(Base: All Adults 16+)
Attitude to Cooking – GB (I)
50
%
GB
2005
A chore – something that has
to be done
Important because eating
well is important
31
GB
2007
GB
2009
GB
2011
GB
2013
GB
2015
25
27
25
28
29
28
28
31
31
15
14
38
26
26
27
Good fun at times
31
30
27
17
18
27
A passion – I love food
12
8
Q.5 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Attitude to Cooking – GB (II)
51
%
AGE
SEX
Total
A chore – something
that has to be done
Important because
eating well is important
28
Male
Female
21
35
16-24
25-34
35-44
45+
Main/Joint
Shopper
28
28
27
28
26
24
24
25
32
30
24
16
18
19
28
26
29
26
25
28
Good fun at times
27
27
25
A passion – I love food
18
23
14
21
Q.5 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
28
20
(Base: All Adults 15+)
Attitude Towards Cooking & Eating – 2015
52
% Applies a lot/a little
ROI 2015
GB 2015
It is important to spend time over dinner as
a family
85
I only eat out for special
occasions
86
I really enjoy cooking and being able to
create a great meal
I regularly look up recipes to give me ideas
on what to cook
42
Cooking is something I have to do, not
something I enjoy
46
60
50
57
39
43
33
54
61
Q.34 I am going to read out some things that people have said about eating and cooking. For each one,
please tell me whether that statement applies to you personally a lot, a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
64
62
What I‟m going to have for dinner is very
often a last minute choice
We use a lot of ready to eat foods in our
household
72
65
I don‟t like spending too much time on
cooking
I‟m too busy to cook meals as often as I
would like
79
55
(Base: All Adults 15+)
Attitude Towards Eating & Cooking – ROI (I)
53
% Applies a lot/a little
85
85
89
88
85
83
81
86
86
84
83
79
76
73
75
77
It is important to spend time over
dinner as a family
I only eat out for special occasions
65
70
65
I really enjoy cooking and being able
to create a great meal
61
59
57
52
58
42
47
46
43
41
40
I regularly look up recipes to give me
ideas on what to cook
35
40
Q.34 I am going to read out some things that people have said about eating and cooking. For each one,
please tell me whether that statement applies to you personally a lot, a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
(Base: All Adults 15+)
Attitude Towards Eating & Cooking – ROI (II)
54
% Applies a lot/a little
62
58
59
60
63
62
62
65
I don‟t like spending too much time on cooking
What I‟m going to have for dinner is very often a last minute choice
45
39
39
40
40
I‟m too busy to cook meals as often as I would like
39
33
We use a lot of ready to eat foods in our household
46
43
38
37
40
42
Cooking is something I have to do, not something I enjoy
50
52
51
51
54
53
52
50
47
47
46
61
58
55
54
61
55
60
55
Q.34 I am going to read out some things that people have said about eating and cooking. For each one,
please tell me whether that statement applies to you personally a lot, a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
(Base: All Adults 16+)
Attitude Towards Eating & Cooking – GB (I)
55
% Applies a lot/a little
79
82
82
84
80
81
It is important to spend time over
dinner as a family
72
72
73
73
I only eat out for special occasions
65
71
64
68
70
69
I really enjoy cooking and being able
to create a great meal
59
63
I regularly look up recipes to give me
ideas on what to cook
46
44
48
46
43
48
Q.34 I am going to read out some things that people have said about eating and cooking. For each one,
please tell me whether that statement applies to you personally a lot, a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(Base: All Adults 16+)
Attitude Towards Eating & Cooking – GB (II)
56
% Applies a lot/a little
60
56
59
55
62
63
57
56
59
52
58
61
I don‟t like spending too much time on cooking
What I‟m going to have for dinner is very often a last minute choice
I‟m too busy to cook meals as often as I would like
We use a lot of ready to eat foods in our household
Cooking is something I have to do, not something I enjoy
43
39
41
40
48
56
54
52
55
49
59
66
55
54
55
55
58
58
Q.34 I am going to read out some things that people have said about eating and cooking. For each one,
please tell me whether that statement applies to you personally a lot, a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(Base: All Adults 15+)
Incidence Of Attending/Taking Cooking Classes In
Past 3 Years - 2015
ROI
2015
GB
2015
9%
5%
(12%)
(6%)
Yes
Yes
Higher Amongst:
•
•
•
•
( ) = 2013 figures
Female
15-24 yrs
Entertain more at home nowadays
Students / working part time
•
•
•
•
16-24 yrs
Entertain at home more often
Students
Those who purchase organic food
Q.6 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
57
(Base: All Adults 15+)
Incidence Of Attending/Taking Cooking Classes In
Past 3 Years – ROI Vs. GB
New question in 2009
% Yes
ROI 2009
% Yes
9%
GB 2009
5%
5%
ROI 2011
12%
GB 2011
ROI 2013
12%
GB 2013
ROI 2015
9%
GB 2015
Yes
6%
5%
Yes
Higher Amongst:
•
•
•
•
Female
15-24 yrs
Entertain more at home nowadays
Students / working part time
•
•
•
•
16-24 yrs
Entertain at home more often
Students
Those who buy organic food monthly
Q.6 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
58
(Base: All Markets All Adults 15+)
Frequency of Preparing/Cooking Meals From
Scratch – 2015
%
ROI 2015
GB 2015
35
Once/few times a day
45
30
Few times a week
23
Once a week
8
Once/few times a month
8
Less often
9
Never
5
9
Few times a week
Few times a week
Average
11
8
8
Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
59
(Base: All Adults 15+)
Frequency of Preparing/Cooking Meals From
Scratch – ROI
60
%
ROI
2005
Once/few times a day
Few times a week
35
ROI
2007
ROI
2009
ROI
2011
ROI
2013
ROI
2015
47
48
45
18
19
23
9
8
8
7
8
10
7
7
9
7
9
9
5
Once
per week
Once
per week
Few times
a week
Few times
a week
29
43
22
21
Once a week
8
Once/few times a month
9
10
13
20
9
6
Less often
Never
16
12
11
14
Once
Average per week
13
Once
per week
Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Frequency of Preparing/Cooking Meals From
Scratch – GB
61
%
Once/few times a day
GB
2005
GB
2007
23
26
GB
2009
39
Few times a week
32
GB
2011
GB
2013
GB
2015
33
36
35
30
28
30
12
13
11
7
7
7
8
8
8
11
8
9
Once
per week
Few times
a week
Few times
a week
31
30
Once a week
Once/few times a month
Less often
Never
15
9
14
8
10
10
11
11
10
7
7
6
Once
per week
Once
per week
Once
Average per week
Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Frequency Of Cooking Meals From Scratch
Compared To 12 Months Ago – 2015
More often
Less often
ROI 2015
GB 2015
17
16
8
8
Q.8 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from scratch?
(i.e. using raw/ fresh/primary ingredients) more often, less often or about the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
62
(Base: All Adults 15+)
Frequency Of Cooking Meals From Scratch
Compared To 12 Months Ago – ROI
New question in 2009
More often
ROI 2009
%
ROI 2011
%
ROI 2013
%
ROI 2015
%
15
16
17
17
 Females, 25-54 yrs, ABC1‟s,
entertaining at home more, buy
organic food monthly
About the same
73
Less often
11
77
75
75
7
8
8
Q.8 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from scratch?
(i.e. using raw/ fresh/primary ingredients) more often, less often or about the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
63
(Base: All Adults 16+)
Frequency Of Cooking Meals From Scratch
Compared To 12 Months Ago – GB
New question in 2009
More often
GB 2009
%
GB 2011
%
GB 2013
%
GB 2015
%
15
15
15
16
 16-24 yrs, entertain at home
more often, 3+ in household,
housewives
About the same
77
77
77
76
Less often
8
7
8
8
Q.8 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from scratch?
(i.e. using raw/ fresh/primary ingredients) more often, less often or about the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
64
(Base: All Adults 15+)
Frequency Of Baking From Scratch – 2015
65
%
ROI 2015
GB 2015
55
49
3
8
1
Once/
few times a day
5
Few times
a week
9
10
Once
a week
14
19
18
Once/
few times a month
12
Less
often
Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home from scratch (i.e. using raw/fresh/primary ingredients)?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Never
(Base: All Adults 15+)
Frequency Of Baking From Scratch – ROI
66
%
New question in 2011
ROI 2011
ROI 2013
ROI 2015
Once/few times a day
Few times a week
1
5
2
7
3
8
Once a week
11
9
9
Once/few times a month
13
15
14
Less often
13
13
12
Never
56
55
55
Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home from scratch (i.e. using raw/fresh/primary ingredients)?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Frequency Of Baking From Scratch – GB
67
%
New question in 2011
GB 2011
GB 2013
Once/few times a day
Few times a week
Once a week
1
5
7
1
3
8
Once/few times a month
18
19
Less often
15
16
Never
55
52
GB 2015
1
5
10
18
19
49
Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home from scratch (i.e. using raw/fresh/primary ingredients)?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Frequency Of Using Cake Or Bread Mixes – 2015
68
%
ROI 2015
GB 2015
73
65
1
*
Once/
few times a day
2
2
Few times
a week
3
4
Once
a week
7
10
Once/
few times a month
18
13
Less
often
Q.9b How often would you bake (i.e. cakes, biscuits or breads) at home using cake or bread mixes?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Never
(Base: All Adults 15+)
Frequency Of Using Cake Or Bread Mixes – ROI
%
New question in 2011
ROI 2011
2
7
ROI 2013
Less often
17
14
13
Never
71
74
73
Once/few times a day
Few times a week
Once a week
Once/few times a month
*
3 1
7
Q.9b How often would you bake (i.e. cakes, biscuits or breads) at home using cake or bread mixes?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI 2015
2
1
3
7
69
(Base: All Adults 16+)
Frequency Of Using Cake Or Bread Mixes – GB
%
New question in 2011
Once/few times a day
Few times a week
Once a week
Once/few times a month
GB 2011
2
3
Less often
12
16
GB 2013
1
3
8
19
GB 2015
*
2
4
10
18
16
Never
67
65
52
Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home using cake or bread mixes?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
70
(Base: All who prepare own meals)
Preparation of Food x Volumetrics – 2015 Overview
(% prepare own meals)
Grilled
Boiled
Oven baked/roasted
ROI
2015
(74%)
GB
2015
(80%)
14
13
16
12
16
16
12
On the hob
11
Uncooked/cold
10
Fried
10
Microwaved
7
12
Steamed
8
7
Stir fry/wok
Other
8
8
*
*
10
10
Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
71
(Base: All who prepare own meals)
Preparation of Food in Home – ROI
72
%
74
Grilled
n/a
n/a
84
81
87
80
88
87
89
91
Boiled
Oven baked/roasted
Uncooked/ cold
Fried
On the hob
Microwaved
Steamed
Stir fry/wok
80
53
51
59
49
55
54
62
56
57
55
64
59
37
31
40
34
42
40
45
43
43
44
48
42
Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI 2015
ROI 2013
ROI 2011
ROI 2009
*Change of question wording in 2013
(Base: All who prepare own meals)
Preparation of Food in Home – GB
73
%
Grilled
78
75
n/a
n/a
69
Boiled
73
93
91
92
95
Oven baked/roasted
56
55
Uncooked/ cold
68
70
71
73
70
68
71
68
On the hob
Microwaved
Stir fry/wok
67
65
57
55
61
58
Fried
Steamed
78
78
37
43
46
48
42
48
52
52
Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
*Change of question wording in 2013
(Base: All Adults 15+)
Frequency of Using Ready Prepared Ingredients –
2015
74
%
ROI 2015
GB 2015
35
21
21
21
17
17
15
13
8
10
9
Once/
few times a day
Few times
a week
Once
a week
Once/
few times a month
Less
often
Q.9 When cooking at home how often do you use meal components, that is, ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
11
Never
(Base: All Adults 15+)
Frequency of Using Ready Prepared Ingredients –
ROI (I)
%
Once/few times a day
6
6
8
8
8
7
21
21
23
21
25
21
Few times a week
Once a week
16
Once/few times a
month
17
17
17
15
16
Less often
15
17
15
17
Never
17
16
17
16
17
17
19
19
21
21
21
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
19
21
20
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
75
(Base: All Adults 15+)
Frequency of Using Ready Prepared Ingredients –
ROI (II)
76
%
AGE
SEX
Total
Male
Female
15-24
25-34
35-44
45+
Main
Shopper
Once/few times a day
8
7
8
7
9
9
6
9
Few times a week
21
16
26
17
21
30
21
17
Once a week
Once/few times a month
21
25
17
15
17
22
17
15
17
16
13
15
14
14
15
13
Never
26
19
18
18
Less often
20
21
19
24
22
12
17
17
14
22
11
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
15
(Base: All Adults 16+)
Frequency of Using Ready Prepared Ingredients –
GB (I)
%
9
6
8
Once/few times a day
4
7
9
31
31
32
Few times a week
21
21
20
22
23
21
Once a week
13
14
14
15
16
16
Once/few times a
month
Less often
Never
10
10
35
36
35
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
14
12
14
13
11
13
12
11
9
10
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
77
(Base: All Adults 16+)
Frequency of Using Ready Prepared Ingredients –
GB (II)
78
%
AGE
SEX
Total
Male
Female
16-24
25-34
35-44
45+
Main/Joint
Shopper
Once/few times a day
9
8
10
12
9
9
8
9
Few times a week
35
36
35
36
39
37
Once a week
21
19
23
19
23
Once/few times a month
Less often
Never
13
10
11
14
9
13
23
34
21
21
12
12
11
11
9
9
9
18
14
7
7
9
13
11
8
9
14
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
37
10
(Base: All Adults 15+)
Attitude Towards Convenience Meals – 2015 (I)
79
% agree strongly/slightly
81
Are easy to cook
86
82
82
Are easy to prepare
80
Are quick to cook
84
60
Are expensive
48
Are a good substitute for home
cooked meals when time is limited
ROI 2015
47
47
Are filling
GB 2015
42
54
Q.80 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Attitude Towards Convenience Meals – 2015 (II)
% agree strongly/slightly
43
Taste great
40
42
Have poor quality ingredients
35
31
Are good value for money
Always have at home
Have natural ingredients/ good for you
46
ROI 2015
23
43
GB 2015
25
29
Q.80 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
80
(Base: All Adults 15+)
Attitude Towards Convenience Meals – ROI (I)
81
% agree strongly/slightly
81
81
Are easy to cook
75
85
80
86
86
82
81
Are easy to prepare
78
80
80
80
Are quick to cook
77
60
59
61
63
63
Are expensive
87
86
85
85
68
72
42
42
41
48
47
53
n/a
Q.80 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
84
47
45
51
45
50
48
52
Are filling
Are a good substitute for home
cooked meals when time is limited
80
85
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
(Base: All Adults 15+)
Attitude Towards Convenience Meals – ROI (II)
82
% agree strongly/slightly
Taste great
39
Have poor quality ingredients
33
31
30
32
30
31
Are good value for money
23
28
28
29
Always have at home
Have natural ingredients/ good for you
43
42
44
44
44
50
42
44
40
39
42
41
37
38
35
37
41
25
23
24
22
22
28
27
Q.80 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
(Base: All Adults 16+)
Attitude Towards Convenience Meals – GB (I)
83
% Agree Strongly/Slightly
86
87
89
89
88
84
82
86
88
89
84
84
84
85
86
87
84
84
Are easy to cook
Are easy to prepare
Are quick to cook
Are expensive
Are filling
Are a good substitute for home cooked
meals when time is limited
48
47
47
49
53
51
47
42
47
48
47
45
54
49
53
51
56
53
Q.80 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(Base: All Adults 16+)
Attitude Towards Convenience Meals – GB (II)
84
% Agree Strongly/Slightly
40
37
40
40
40
Taste great
36
35
37
39
39
34
Have poor quality ingredients
34
42
46
49
46
43
Are good value for money
46
37
Always have at home
39
43
44
45
45
Have natural ingredients/good for you
29
24
27
27
27
24
Q.80 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(Base: All Adults 15+)
Incidence of Eating Convenience Meals
– ROI Vs. GB
85
%
ROI
More often
GB
2005
2007
2009
2011
2013
2015
11
9
7
7
6
5
2005
11
2007
2009
2011
2013
2015
7
7
8
8
7
25
23
25
24
21
Less often
31
27
31
36
35
31
31
Q.79 Thinking back to 12 months ago, would you say that you are eating ready
made/convenience meals more often, less often or about the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Incidence of Eating Convenience Meals
– ROI 2015
SEX
More often
Less often
86
AGE
Total
Male
Female
15-24
25-34
35-44
45+
Main/Joint
Shopper
5
7
4
6
6
6
4
5
31
29
31
33
23
33
31
36
Q.79 Thinking back to 12 months ago, would you say that you are eating ready
made/convenience meals more often, less often or about the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Incidence of Eating Convenience Meals
– GB 2015
SEX
Total
Male
More often
7
9
Less often
24
23
AGE
Female
6
24
16-24
25-34
10
9
26
24
35-44
45+
Main/Joint
Shopper
6
7
7
23
23
24
Q.79 Thinking back to 12 months ago, would you say that you are eating ready
made/convenience meals more often, less often or about the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
87
(Base: All Adults 15+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home – 2015
ROI
1st
Taste
25
11
1st/2nd
44
61
14
40
20
Healthiness
1st
50
32
Quality
GB
1st/2nd
39
7
17
8
16
Freshness
9
Ease of preparation
6
10
4
Enjoyment
3
8
5
19
8
15
Safeness of food
7
13
5
10
Nutritional value
4
11
5
10
Value for money
6
13
5
Price
3
Variety
*
7
3
14
2
7
1
4
Q.39 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
88
(Base: All Adults 15+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home – ROI
1st
1st/2nd
32
27
29
36
33
Taste
Quality
Healthiness
Freshness
Ease of preparation
Enjoyment
Safeness of food
Nutritional value
Value for money
Price
Variety
12
13
11
10
6
7
8
7
9
8
6
6
10
10
6
6
10
8
11
7
3
4
5
4
6
5
7
7
6
5
7
7
4
4
3
3
6
3
6
8
9
8
3
3
3
3
3
3
2
2
*
1
1
1
1
1
20
21
21
19
50
46
49
54
52
57
41
25
20
15
15
21
16
19
19
16
16
18
22
10
10
15
13
15
12
8
10
10
10
14
13
13
16
11
11
14
14
11
10
8
9
10
7
13
16
17
16
9
8
7
8
8
9
6
6
3
3
4
5
5
40
41
45
42
33
37
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
7
Q.39 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
89
(Base: All Adults 16+)
Ranking of Factors Considered Important when
Eating/Preparing Food in Home – GB
1st
44
49
47
44
49
Taste
Quality
Healthiness
Freshness
Ease of preparation
Enjoyment
Safeness of food
Nutritional value
Value for money
Price
Variety
14
15
17
11
9
12
7
5
5
7
6
5
8
6
9
8
6
6
4
5
5
7
8
4
5
6
5
7
7
5
5
3
3
2
3
2
5
3
2
2
1
2
5
4
6
7
5
5
2
3
4
3
4
3
1
1
1
1
1
1
1st/2nd
61
61
53
8
9
9
6
7
5
4
5
7
6
7
6
6
7
7
4
4
4
5
4
5
17
12
13
14
12
12
16
14
16
16
15
14
12
13
10
15
21
15
18
19
16
10
10
39
37
44
38
38
40
68
65
67
68
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
14
13
15
15
11
13
10
9
10
8
Q.39 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
90
Food Behaviours
At Lunch Time
Food Behaviours At Lunch Time: Summary
92

The majority of adults across all ROI and GB eat their lunch at home. However, in GB there has been a 5
percentage point increase in those eating at work since 2013.

Among those who do eat their lunch in work, there appears to be a slight shift in behaviour across both
ROI and GB. The proportion of adults bringing in their lunch records a decline this year, more so in ROI
than in GB.

Interestingly, there appears to be a growing trend in people buying their lunches more often, both in going
out to eat and bringing something back to the office to eat.

The contents of children's lunchboxes in ROI and GB, as with all previous years, remain broadly similar
across a number of key components, including sandwiches and fruit.

However, due to the restrictions on unhealthy items in many Irish schools, only 7% of lunchboxes in
Ireland contain crisps. This is significantly different in GB, where crisps are included in 50% of
lunchboxes. This is the highest proportion recorded since the start of this research.

In Ireland, juice continues to record a further decline this year while it remains the most popular
drink in GB lunchboxes at 54%. The most popular drink in Ireland, is water as almost 7 in 10
lunchboxes now contain a bottle of water, an increase of 19 percentage points since 2013.

Milk is also more popular in ROI than in GB, which is a continuing trend. Yoghurt and cheese
products however are more likely to be found in lunchboxes in GB than in ROI.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Place Where Usually Eat Lunch – 2015
ROI 2015
%
At work
35
At home
65
GB 2015
%
42
58
Q.32 During the week, do you usually eat lunch at work or at home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
93
(Base: All Adults 15+)
Place Where Usually Eat Lunch – ROI
94
New question in 2009
ROI 2009
%
ROI 2011
%
ROI 2013
%
ROI 2015
%
At work
36
35
38
35
At home
64
65
62
65
Q.32 During the week, do you usually eat lunch at work or at home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Place Where Usually Eat Lunch – GB
95
New question in 2011
GB 2009
%
At work
38
At home
62
GB 2011
%
44
56
GB 2013
%
37
63
Q.32 During the week, do you usually eat lunch at work or at home?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
%
42
58
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime
Habits – ROI Vs. GB (I)
96
New question in 2009
Bring in my own lunch
Prepare my lunch at work
ROI ROI ROI ROI GB
GB
GB
GB
2009 2011 2013 2015 2009 2011 2013 2015
%
%
%
%
%
%
%
%
ROI ROI ROI ROI GB
GB
GB
GB
2009 2011 2013 2015 2009 2011 2013 2015
%
%
%
%
%
%
%
%
15
32
More often 43
49
33
44
39
55
Less often 11
13
9
13
11
16
6
7
14
13
81
80
20
23
26
10
81
11
58
42
8
9
10
No change 46
4
14
34
23
10
17
46
54
51
55
62
60
62
69
76
34
Q.32a For lunch at work, have you been doing any of the following more often or less often, or have you made no change?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime
Habits – ROI Vs. GB (II)
97
New question in 2009
Go out to eat lunch
Go out & get sandwich & bring it back to work
ROI ROI ROI ROI GB
GB
GB
GB
2009 2011 2013 2015 2009 2011 2013 2015
%
%
%
%
%
%
%
%
More often 12
11
8
12
15
8
22
Less often 36
No change 51
34
36
28
8
23
19
12
ROI ROI ROI ROI GB
GB
GB
GB
2009 2011 2013 2015 2009 2011 2013 2015
%
%
%
%
%
%
%
%
20
54
56
66
70
69
16
17
21
20
28
60
18
28
30
68
51
55
53
22
61
11
15
22
24
20
66
65
65
23
57
Q.32a For lunch at work, have you been doing any of the following more often or less often, or have you made no change?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
12
(Base: All Adults 15+)
Responsible For Preparing Kids Lunch Box – 2015
%
ROI 2015
GB 2015
27%
20%
(24%)
(18%)
Yes
Yes
Higher Amongst:
•
•
•
•
•
( ) = 2013 figures
Females
35-44 yrs
Can cook
Entertain at home more often
Housewives
•
•
•
•
Females
35-44 yrs
C2’s
Entertain at home more
often
Q.33 Do you have any children in your household for whom you are responsible for preparing their lunch pack/ lunch box?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
98
(Base: All Adults 15+)
Responsible For Preparing Kids Lunch Box
– ROI Vs. GB
99
New question in 2009
% Yes
% Yes
20%
ROI 2009
20%
GB 2009
ROI 2011
25%
GB 2011
18%
ROI 2013
24%
GB 2013
18%
ROI 2015
(12%)
27%
GB 2015
20%
(5%)
Yes
Yes
Higher Amongst:
•
•
•
•
•
Females
35-44 yrs
Can cook
Entertain at home more often
Housewives
•
•
•
•
Females
35-44 yrs
C2’s
Entertain at home more
often
Q.33 Do you have any children in your household for whom you are responsible for preparing their lunch pack/ lunch box?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes – 2015
ROI
%
GB
%
Sandwiches
41
31
Crisps
7
Popcorn
5
50
5
Fruit
10
14
34
Milk
54
15
7
Bottle of water
67
Yoghurt
45
52
Cheese snack/cheese strings
62
30
9
Q.33a What would their lunch boxes usually contain?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
79
73
Juice
Other
87
89
Cereal bars
Smoothie
100
40
18
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes – ROI Vs. GB
New question in 2009
ROI
%
GB
%
89
90
94
89
Sandwiches
31
26
26
33
Cereal bars
Crisps
Popcorn
7
5
4
9
5
5
6
32
30
32
5
2
1
2
13
73
74
71
73
Fruit
Smoothie
10
10
7
11
Juice
Milk
34
47
48
15
13
10
13
Bottle of water
39
37
Yoghurt
14
20
9
9
8
9
30
36
60
48
44
Cheese snack/cheese strings
Other
6
4
6
52
54
53
50
46
44
46
67
14
ROI 2015
ROI 2013
ROI 2011
ROI 2009
79
75
75
54
52
53
48
29
29
Q.33a What would their lunch boxes usually contain?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
41
7
5
8
6
67
87
93
90
82
37
32
28
29
18
16
21
20
45
40
62
55
54
52
GB 2015
GB 2013
GB 2011
GB 2009
101
Eating in Home
Eating In Home: Summary
103

GB and ROI continue to record slightly different behaviours when it comes to eating at home.

Almost half of GB adults claim to eat their main meal in front of the TV. This is only the case among 12%
of Irish adults. However in 2015, 35% of the GB population claim to eat in the kitchen/breakfast room
(where food is cooked), an increase of 10 percentage points since 2013 and is the highest incidence
recorded since 2003.

The proportion of adults who take responsibility for cooking remains broadly similar across both markets.
However, in keeping with previous years the proportion of males who claim responsibility for always
cooking their own meals is maintained.

As was the case in previous waves, the proportion of those eating together on weekdays remains
consistent, while growing numbers are eating together on the weekends across both ROI and GB. It also
remains more likely for a family member to be missing from the main meal in ROI than GB.

Adults in GB are far more likely to entertain at home more often in 2015 than their Irish counterparts. Over
3 in 10 GB adults claim to be entertaining at home more often, an increase of 9 percentage points since
2013 and 7% more often than adults in ROI.

In terms of the types of activities, hosting family celebrations at home records the greatest increase in GB,
along with having a few drinks at home with their partner instead of in a pub. Those purchasing a „meal
deal‟ instead of going to a restaurant in GB records a 13 percentage point increase this wave.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Where Main Meal Takes Place in the Household
– 2015
%
ROI 2015
GB 2015
35
Kitchen/breakfast room (where
food is cooked)
84
49
Living/dining room/lounge
(usually where the main TV is)
Dining room (dedicated room
for eating/dining)
Other
12
14
2
2
1
Q.26 Generally, where would the main meal in your household take place?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
104
(Base: All Adults 15+)
Where Main Meal Takes Place in the Household
– ROI
105
%
Kitchen/breakfast room (where
food is cooked)
Living/dining room/lounge
(usually where the main TV is)
Dining room (dedicated room
for eating/dining)
Other
ROI
2001
ROI
2003
81
83
16
13
3
-
3
1
ROI
2005
ROI
2007
77
75
17
18
4
2
6
1
ROI
2009
ROI
2011
ROI
2013
ROI
2015
79
76
80
84
17
19
16
3
*
3
-
4
*
12
2
2
Q.26 Generally, where would the main meal in your household take place?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Where Main Meal Takes Place in the Household
– GB
106
%
GB
2003
GB
2005
GB
2007
Kitchen/breakfast room (where
food is cooked)
26
28
24
Living/dining room/lounge
(usually where the main TV is)
55
52
GB
2009
GB
2011
GB
2013
30
28
25
50
50
54
53
GB
2015
35
49
Dining room (dedicated room
for eating/dining)
18
18
20
Other
1
2
3
18
19
18
2
1
3
Q.26 Generally, where would the main meal in your household take place?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
14
1
(Base: All Adults 15+)
Responsibility for Meal Preparation in the Home
– 2015
%
ROI 2015
GB 2015
Always prepare own meal
51
56
Sometimes prepare own meal
23
Someone else prepares meal
22
Other/couldn‟t say
3
24
20
1
Q.31 Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
107
(Base: All Adults 15+)
Responsibility for Meal Preparation in the Home
– ROI
108
%
Always prepare own meal
Sometimes prepare own meal
Someone else prepares meal
Other/couldn„t say
ROI
2001
ROI
2003
ROI
2005
ROI
2007
ROI
2009
45
43
42
39
42
19
18
20
34
1
33
5
36
4
20
36
5
ROI
2011
ROI
2013
ROI
2015
51
48
51
19
23
28
28
22
2
1
3
20
35
3
Q.31 Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
23
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in
the Home – ROI
109
%
ROI ROI ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011 2013 2015
ROI ROI ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011 2013 2015
15-24 6
Male
18 19
23 21 27
29 29
82 81
77 79 73
71 71
7
7
5
6
7
25
24
23 23 23
17
45-54 20
18 18 17
18
ROI ROI ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011 2013 2015
4
19
25-34 18
19 17 23 22 19
35-44 24
Female
SOCIAL CLASS
AGE
SEX
ABC1 34
40 37 42 40 38 44
21
17
C2DE 49
41
53
51 52 55 50
10
8
38
55+ 32 31 35 32 32 34
F 17 19
Q.31 Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
8
7
6
(Base: All Adults 16+)
Responsibility for Meal Preparation in the Home
– GB
110
%
GB
2003
Always prepare own meal
Sometimes prepare own meal
Someone else prepares meal
Other
52
21
25
2
GB
2005
GB
2007
47
46
24
GB
2009
GB
2011
GB
2013
GB
2015
56
55
54
56
22
24
23
20
1
1
21
18
26
3
29
4
28
23
3
16
1
Q.31 Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in
the Home – GB
111
%
GB GB GB GB GB GB
2005 2007 2009 2011 2013 2015
GB GB GB GB GB GB
2005 2007 2009 2011 2013 2015
16-24
Male
23
22
30
33
SOCIAL CLASS
AGE
SEX
32
33
6
7
7
8
8
9
25-34 18
19
17
16
18
16
GB GB GB GB GB GB
2005 2007 2009 2011 2013 2015
ABC1 48
Female
77
78
70
67
63
35-44 20
17
19
18
17
18
45-54 16
16
18
18
18
18
55
52
49
52
50
45
48
51
48
50
67
C2DE 52
55+ 40
40
39
41
39
39
Q.31 Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Family Eating Habits – 2015
112
% usually eat together
ROI 2015
GB 2015
88
86
78
76
57
54
Weekday Saturday
Sunday
Weekday Saturday
Sunday
Q.23 Generally when you are having your main meal of the day (during the week), do all family members usually eat together or is there somebody usually missing?
Q.29 And what about on the weekends – on Saturdays do all the family usually eat the main meal together or not?
Q.30 And on Sundays – do all the family usually eat the meal together or not?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Family Eating Habits – ROI
113
% usually eat together
Weekday
Saturday
Sunday
84
72
59
55
58
76
70
78
71
74
85
88
72
65
64
63
76
87
59 57
60
54
ROI ROI ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011 2013 2015
56
60
ROI ROI ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011 2013 2015
ROI ROI ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011 2013 2015
Q.23 Generally when you are having your main meal of the day (during the week), do all family members usually eat together or is there somebody usually missing?
Q.29 And what about on the weekends – on Saturdays do all the family usually eat the main meal together or not?
Q.30 And on Sundays – do all the family usually eat the meal together or not?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Family Eating Habits – GB
114
% usually eat together
Weekday
Saturday
Sunday
83
75
62
55
60
65
61
56
56
57
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
57
60
84
86
78
73
69
73
72
68
62
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
Q.23 Generally when you are having your main meal of the day (during the week), do all family members usually eat together or is there somebody usually missing?
Q.29 And what about on the weekends – on Saturdays do all the family usually eat the main meal together or not?
Q.30 And on Sundays – do all the family usually eat the meal together or not?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Members of the Family Missing – 2015
Usually
somebody
missing %
115
ROI 2015
GB 2015
28%
21%
0
Q.23 Generally when you are having your main meal of the day (during the week), do all family members
usually eat together or is there somebody usually missing?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
0
(Base: All Adults 15+)
Members of the Family Missing – ROI
ROI 2001
Usually
somebody
missing %
31%
ROI 2003
32%
ROI 2009
22%
ROI 2011
26%
ROI 2005
26%
ROI 2013
27%
Q.23 Generally when you are having your main meal of the day (during the week), do all family members
usually eat together or is there somebody usually missing?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
116
ROI 2007
26%
ROI 2015
28%
(Base: All Adults 16+)
Members of the Family Missing – GB
GB 2003
Usually
somebody
missing %
26%
GB 2005
GB 2007
24%
22%
GB 2009
GB 2011
GB 2013
18%
21%
22%
Q.23 Generally when you are having your main meal of the day (during the week), do all family members
usually eat together or is there somebody usually missing?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
117
GB 2015
21%
(Base: All Adults 15+)
Frequency of Family Sitting Down for Breakfast
Together – 2015
ROI 2015
GB 2015
49%
43%
• Those without children in house
• 65+ years
• Retired
• Those without children in house
• 65+ years
• Retired
% every morning
Who is most likely
to sit down together
for breakfast?
Q.27 About how often does your family as a whole sit down to a family or group breakfast?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
118
(Base: All Adults 15+)
Frequency of Family Sitting Down for Breakfast
Together – ROI
119
%
ROI
2003
Every morning
ROI
2005
25
32
ROI
2007
ROI
2009
6
ROI
2013
ROI
2015
49
48
49
7
7
8
24
25
25
14
14
15
14
6
1
11
25
44
Weekdays only
ROI
2011
6
8
Weekends only
28
29
6
24
Holidays only
Term time only
Never/don‟t know
6
1
6
1
8
3
25
4
2
33
29
30
19
Q.27 About how often does your family as a whole sit down to a family or group breakfast?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Frequency of Family Sitting Down for Breakfast
Together – GB
120
%
GB
2003
GB
2005
Every morning
19
18
Weekdays only
3
8
Weekends only
18
Holidays only
Term time only
6
1
25
4
-
Never/don‟t know
53
45
GB
2007
GB
2009
GB
2011
GB
2013
GB
2015
44
44
45
43
3
5
6
7
23
22
27
4
*
3
*
13
24
24
23
5
27
6
1
22
4
1
38
27
Q.27 About how often does your family as a whole sit down to a family or group breakfast?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
19
(Base: All Adults 15+)
Incidence Of Entertaining At Home More Often
Nowadays – 2015
ROI 2015
GB 2015
25%
32%
0%
(22%)
0
Yes
Higher Amongst:
•
•
•
•
•
•
Females
35-44 yrs
ABC1’s
Can cook
Have children
Working part time
Yes
•
•
•
•
•
•
•
Females
35-44 yrs
3+ households
Have children
Can cook
Housewife / Working part time
Main / joint grocery shopper
Q.10 Some people are entertaining at home more often nowadays instead of going out to eat or drink.
Do you find that you are entertaining at home more often, or not?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
121
(Base: All Adults 15+)
Incidence Of Entertaining At Home More Often
Nowadays – ROI Vs. GB
New question in 2009
% Yes
% Yes
26%
ROI 2009
29%
ROI 2011
25%
ROI 2015
•
•
•
•
•
•
Females
35-44 yrs
ABC1’s
Can cook
Have children
Working part time
23%
GB 2013
(22%)
32%
GB 2015
Yes
Higher Amongst:
38%
GB 2011
27%
ROI 2013
23%
GB 2009
Yes
•
•
•
•
•
•
•
Females
35-44 yrs
3+ households
Have children
Can cook
Housewife / Working part time
Main / joint grocery shopper
Q.10 Some people are entertaining at home more often nowadays instead of going out to eat or drink.
Do you find that you are entertaining at home more often, or not?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
122
(Base: All entertaining at home more often)
Types Of Entertaining Doing More Often Nowadays –
2015
% Entertaining at home more often 2015
ROI
(25%)
Romantic meal in instead of going out
GB
(32%)
36
37
Having friends over instead of going to pub
or restaurant
74
Family celebrations at home instead
62
61
23
Q.10a And which, if any, of these types of entertaining in are you doing more often?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
80
71
A few drinks at home with your partner
instead of going to the pub
Buying a „meal deal‟ instead of going to a
restaurant
79
49
123
(Base: All entertaining at home more often)
Types Of Entertaining Doing More Often Nowadays –
ROI Vs. GB
New question in 2009
% Entertaining at home more often 2015
% Entertaining at home more often 2013
% Entertaining at home more often 2011
% Entertaining at home more often 2009
Romantic meal in instead of going out
ROI
(25%)
(27%)
(29%)
(26%)
36
40
30
32
GB
(32%)
(23%)
(38%)
(23%)
37
36
28
36
74
74
82
77
Having friends over instead of going to pub
or restaurant
79
77
55
76
80
73
71
74
74
64
Family celebrations at home instead
51
72
62
55
61
61
58
58
A few drinks at home with your partner
instead of going to the pub
23
26
26
Buying a „meal deal‟ instead of going to a
restaurant
n/a
41
57
ROI 2015
ROI 2013
ROI 2011
ROI 2009
49
36
31
n/a
Q.10a And which, if any, of these types of entertaining in are you doing more often?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
124
Eating Out Of Home
Eating Out Of Home: Summary
126

In GB eating out of home has always been more popular than in ROI. 37% of GB adults are now visiting
food service outlets weekly, compared to 31% in ROI. However, ROI adults appear to be eating out of
home with increasingly frequency since 2013.

The types of restaurants frequented varies slightly between the two markets – in GB fast food restaurants
are most popular on a weekly basis, though middle of the road restaurants e.g. Chinese, café style, pub
grub etc. are showing increasingly popularity since 2013. While in ROI, middle of the road outlets remain
marginally more popular.

As a new addition in 2015, „Quick serve‟ outlets, have emerged as more popular in GB than ROI. 16% of
adults in GB visiting „Quick serve‟ outlets, such as Giraffe, at least once a month compared with 9% in
ROI.

Adults in GB are becoming increasingly more interested in restaurants which provide healthy menu
options. This factor records a 7 percentage point increase in 2015.

When choosing to eat out, eating in a restaurant/pub/café remains the most common activity. In fact, this
records an increase in both weekly incidence for ROI and GB, with over half of Irish adults now claiming
to have eaten in a restaurant/pub/café in the past seven days. In addition the frequency of eating out in
ROI has increased to 2.2 times per week.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Frequency of Visiting Food Service Outlets - 2015
% Weekly or more frequent
% Monthly or more frequent
31
Any Food Service Outlet
65
37
69
14
Fast Food
33
25
45
16
Middle of the Road Restaurant
41
17
Premium Fast Food
46
4
15
9
Upmarket Restaurant
Premium Restaurant
„Quick serve‟ outlets
127
27
5
14
ROI 2015
5
15
GB 2015
2
4
4
8
4
9
6
16
Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Frequency of Visiting Food Service Outlets – ROI
% Weekly or more frequent
23
25
Any Food Service Outlet
14
14
14
Fast Food
Middle of the Road Restaurant
Premium Fast Food
Upmarket Restaurant
Premium Restaurant
„Quick serve‟ outlets
4
2
3
23
21
19
20
16
12
11
20
19
18
13
7
8
7
8
5
3
3
6
4
2
2
2
1
1
2
1
1
4
n/a
n/a
n/a n/a
n/a n/a
% Monthly or more frequent
31
52
55
30
36
34
30
33
31
34
15
12
17
19
26
23
24
14
12
13
19
16
14
11
4
3
2
6
4
4
1
9
n/a
n/a
n/a n/a
n/a
n/a
65
65
71
69
67
44
45
41
44
41
37
36
48
53
49
46
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
128
(Base: All Adults 16+)
Frequency of Visiting Food Service Outlets – GB
% Weekly or more frequent
30
27
30
Any Food Service Outlet
% Monthly or more frequent
37
58
55
62
36
Premium Fast Food
Upmarket Restaurant
Premium Restaurant
„Quick serve‟ outlets
9
7
8
6
8
5
3
6
2
6
4
1
2
1
2
6
n/a
n/a
n/a
n/a
71
39
40
44
47
46
42
39
43
46
20
19
21
25
17
13
14
14
16
Middle of the Road Restaurant
69
45
25
Fast Food
129
27
20
20
24
25
15
11
17
14
16
3
8
6
3
4
n/a
n/a
n/a
n/a
16
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All who ever eat out)
Ranking of Factors Considered Important When
Choosing a Venue to Eat Out In – 2015
1st
42
43
17
18
Provides healthy options to choose from
5
7
Close/convenient location
6
7
Restaurant reputation
8
6
Menu prices
6
5
6
2
2
12
16
18
15
10
18
ROI 2015
24
5
7
2
2
Suitability for children
Accreditation/quality assurance mark
65
64
16
18
Offers value for money
Provide nutritional information on menus
1st/2nd
45
46
Quality of the food offering
8
11
6
6
Q.20 Thinking about when you eat in a premises out of home, can you rank the following factors from 1 to 9 where 1 is the
most important consideration to 9 which is the least important consideration?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
130
GB 2015
(Base: All who ever eat out)
Ranking of Factors Considered Important When
Choosing a Venue to Eat Out In – ROI
1st
Quality of the food offering
Offers value for money
Provides healthy options to choose from
Close/convenient location
Restaurant reputation
Menu prices
Provide nutritional information on menus
Suitability for children
Accreditation/quality assurance mark
16
20
17
16
11
14
5
5
4
4
7
5
6
7
7
8
9
7
8
7
11
6
9
12
10
11
9
8
8
6
2
3
2
2
5
3
5
4
3
5
3
1
2
3
4
4
2
5
1st/2nd
45
43
44
48
42
44
17
16
14
17
23
18
12
11
16
15
20
16
18
20
23
17
20
25
24
24
24
22
18
15
32
33
42
43
39
39
5
7
5
8
11
9
8
7
6
9
6
2
6
8
10
8
5
13
Q.20 Thinking about when you eat in a premises out of home, can you rank the following factors from 1 to 9 where 1 is the
most important consideration to 9 which is the least important consideration?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
131
65
64
62
65
57
64
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
(Base: All who ever eat out)
Ranking of Factors Considered Important When
Choosing a Venue to Eat Out In – GB
1st
Close/convenient location
Restaurant reputation
Menu prices
Provide nutritional information on menus
Suitability for children
Accreditation/quality assurance mark
64
67
67
67
63
55
18
17
17
21
19
16
Offers value for money
Provides healthy options to choose from
1st/2nd
46
49
51
47
45
Quality of the food offering
7
3
4
6
3
3
7
9
6
6
5
5
6
7
5
5
7
6
6
7
9
8
8
9
2
1
2
1
1
1
6
5
4
5
4
1
2
1
2
1
2
3
43
41
40
43
41
72
47
18
15
16
13
10
16
20
14
15
13
13
15
18
18
17
20
17
18
22
24
24
22
23
11
7
4
6
5
3
4
4
11
10
9
8
9
6
6
6
5
4
7
Q.20 Thinking about when you eat in a premises out of home, can you rank the following factors from 1 to 9 where 1 is the
most important consideration to 9 which is the least important consideration?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
132
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(Base: All Adults 15+)
Meals Eaten Out In The Last 7 Days – 2013
133
%
ROI 2015
GB 2015
% Yes
Meals or snacks on the premises of a
pub/restaurant/café
52
Takeaway meals eaten off the premises
where they were prepared
Meals or snacks delivered to your home
57
33
15
39
24
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Meals Eaten Out in the Last 7 Days – ROI
Meals or Snacks
on the Premises of
a Pub/Restaurant/Cafe
2015
Incidence last 7 days
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
52%
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2015
134
Meals or Snacks
Delivered to
Your Home
2015
33%
15%
(44%)
(48%)
(49%)
(63%)
(50%)
(45%)
(50%)
(25%)
(28%)
(32%)
(43%)
(29%)
(29%)
(25%)
(14%)
(20%)
(17%)
(24%)
(14%)
(15%)
(10%)
2.2
1.7
1.9
Frequency in 2015
(no. of times – excl. zero)
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Who is Eating Where? – ROI
ROI 2003
Meals or
snacks on • 15-24
the premises • Urban
of a pub/
restaurant
Takeaway
meals eaten
off the • 15-24
premises • 3+ H’hold
where • Urban
they were
prepared
Meals or
• 25-34
snacks
• 3+ H’hold
delivered to
• Urban
your home
ROI 2005
• 15-24
• Single
H’hold
• 15-24
• 3+ H’hold
• 25-34/35-44
• 3+ H’hold
• Urban
ROI 2007
ROI 2009
• 15-24
• Single
• 15-24
• AB’s
• 15-24
• 15-34
• 3+ H’hold
• 55-64
• Single
135
•
•
•
•
15-24
DE’s
Urban
3+ H’hold
ROI 2011
•
•
•
•
ROI 2013
15-24
ABC1’s
Dublin
Working
• 25-34
• ABC1’s
• Working
• 15-34
• C1’s
• Working
• 15-34
• Basic
cooking
skills
• Students
• 15-24
• Dublin
• Basic/no
cooking
skills
• 3+ H’hold
• 15-24
• Dublin
• 3+ H’hold
ROI 2015
•
•
•
•
• 15-34
• Basic
cooking
skills
• Students
•
•
•
•
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
25-34
AB’s
Munster
Working
15-24
Dublin
3+ H’hold
Students
(Base: All Adults 16+)
Meals Eaten Out in the Last 7 Days – GB
Meals or Snacks
On the Premises of
a Pub/Restaurant/Cafe
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
136
Meals or Snacks
Delivered to
Your Home
2015
2015
2015
Incidence last 7 days
57%
39%
24%
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(54%)
(55%)
(49%)
(64%)
(48%)
(35%)
(36%)
(33%)
(51%)
(30%)
2.0
1.7
Frequency in 2015
(no. of times excl. zero)
(21%)
(23%)
(17%)
(42%)
(15%)
1.4
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Who is Eating Where? – GB
GB 2003
Meals or
snacks
on the • 15-24
premises • ABC1
of a pub/
restaurant
Takeaway
meals eaten
off the • 15-24
premises • 3+ H’hold
where
they were
prepared
GB 2005
GB 2007
GB 2009
• 16-24
• Urban
• 16-24
• ABC1
• Basic/no
cooking
skills
• 15-24
• 16-24
• London/
• Urban
East Anglia
• Male
• 16-34
• Basic/no
cooking
skills
• 3+ H’hold
• 15-24
• Unhealthy
Diet
137
GB 2011
GB 2013
•
•
•
•
Male
16-44
ABC1’s
Basic/no
cooking skills
• Working
• Student
• Under 25
• ABC1’s
• Not responsible for
grocery shopping
• Basic/no cooking
skills
• Unhealthy diet
• Working
•
•
•
•
• Male
• 16-44
• Not responsible for
grocery shopping
• Basic/no cooking
skills
• Unhealthy diet
• 3+ H’hold
• Working
Male
London
16-44
Basic/no
cooking skills
• 3+ H’hold
• Working
• Student
• Under 25
• Basic/no
Male
• Not responsible for
cooking
skills
16-24
Meals or
grocery shopping
• 3+ H’hold
• 25-34
C1C2
• Unhealthy diet
snacks • 15-34
• Kids
• Unhealthy
Basic/no
• Basic/no cooking
delivered to • 3+ H’hold
Diet
cooking
skills
your home
• 3+ H’hold
skills
• Kids
• 3+ H’hold
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I
• 55-64
• Married/
Living as
married
•
•
•
•
mean main meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
•
•
•
•
Male
16-24
ABC1’s
Not responsible for
grocery shopping
• Basic/no cooking
skills
• Unhealthy diet
• Working
• Male
• 16-44
• Not responsible for
grocery shopping
• Basic/no cooking
skills
• Unhealthy diet
• Students
• 16-44
• Not responsible for
grocery shopping
• Basic/no cooking
skills
• Unhealthy diet
• Students
Health & Wellbeing
Health & Wellbeing: Summary
139

Irish adults continue to position themselves as very healthy, with 87% of respondents claiming their diet is very / fairly
healthy. This figure has been consistently rising since 2003. In comparison, while the majority of GB adults also
believe their diet is healthy, this figure is lower than that of GB and remains static since 2013, at 78%.

Over a quarter of adults in both ROI and GB believe their diet has become more healthy in the past 12 months. In ROI
this is led by females, aged 25-34 years old, while in GB it is the youngest age group, 16-24 years, leading this
change.

The importance of “low fat” products and options has recorded a decline among adults in ROI this year. Those who
would like to see more low fat products records a 10 percentage point decrease and those who always look for a low
fat option when purchasing food records a 9 percentage point decrease. Similarly when looking to be more healthy,
ROI adults are less likely to rely on products enriched with vitamins/minerals or which claim to lower cholesterol/blood
pressure. Adults in GB on the other hand are more likely in 2015 to eat more of these products if looking to improve
their health. Fish also records a 7 percentage point increase among these GB respondents.

Adults in ROI continue to have a more positive outlook on healthy eating than their GB counterparts. ROI adults
appear to have a greater understanding of the benefits of eating healthily, looking to enhance mental alertness,
spiritual wellbeing, to take control of their lives and ensuring to eat a balanced diet.

Interestingly, almost half of Irish adults claim to often be confused about what they should eat to stay healthy, while
less than 3 in 10 GB adults believe they are confused. However, this figure is continuing to rise in both markets. Over
half the adults in both markets continue to find it difficult to understand food labelling and nutritional claims on
packaging.

Similar proportions of ROI and GB adults with dependent children claim to ensure their kids have balanced diets and
are conscious about their kids‟ sugar intake. Parents in ROI are more likely than their GB neighbours to find it difficult
to get their kids to eat vegetables with their dinner.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Overall Descriptors of Diet – 2015
ROI 2015
%
140
GB 2015
My Diet is …
Very healthy
22
26
87%
78%
56
Fairly healthy
Not sure
Fairly unhealthy
Very unhealthy
Don‟t know
Mean 2015
Mean 2013
Mean 2011
Mean 2009
Mean 2007
Mean 2005
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
61
12
9
4
* *
4.1
4.1
4.1
3.9
3.9
4.0
Q.59 How would you describe your diet overall?
9
-1
3.9
3.9
3.9
3.9
3.8
3.8
(Base: All Adults 15+)
Overall Descriptors of Diet – ROI
141
%
My Diet is …
ROI
2003
ROI
2005
ROI
2007
ROI
2009
Very healthy
25
23
21
22
79%
Fairly healthy
Not sure
Fairly unhealthy
Very unhealthy
Don‟t know
Mean
54
14
5
1
1
4.0
75%
79%
56
54
14
18
14
2
6
1
3.9
4.0
ROI
2013
ROI
2015
30
28
26
80%
84%
85%
87%
57
13
6
1
-
3.9
Q.59 How would you describe your diet overall?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI
2011
55
57
61
9
9
5
1
*
4.1
5
1
*
4.1
9
4
* *
4.1
(Base: All Adults 16+)
Overall Descriptors of Diet – GB
142
%
My Diet is …
GB
2003
GB
2005
GB
2007
Very healthy
15
14
17
75%
80%
Fairly healthy
65
Not sure
9
Fairly unhealthy
Very unhealthy
Don‟t know
Mean
8
2
3.8
61
GB
2009
23
3.8
16
10
1
3.8
7
1
3.9
Q.59 How would you describe your diet overall?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
18
17
80%
56
12
8
2
1
GB
2013
GB
2015
22
71%
58
15
GB
2011
79%
78%
78%
61
62
56
11
12
12
10
1
*
8
1
*
3.9
9
1
3.9
3.9
(Base: All Adults 15+)
Change in Eating Habits in the Last Year
– ROI Vs. GB
143
%
ROI
2005
More healthy
Less healthy
27
5
ROI
2007
ROI
2009
30
28
4
5
ROI
2011
ROI
2013
30
24
6
5
ROI
2015
GB
2005
GB
2007
GB
2009
GB
2011
GB
2013
27
26
26
24
22
23
5
5
4
6
4
8
Q.60 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB
2015
26
5
(Base: All Adults 15+)
Change in Eating Habits in Last Year – ROI (2015)
144
%
AGE
SEX
Total
More healthy
27
Less healthy
4
Male
Female
30
24
4
4
15-24
26
7
25-34
29
4
35-44
45+
Main/Joint
Shopper
25
27
27
3
4
6
Q.60 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Change in Eating Habits in Last Year – GB (2015)
145
%
AGE
SEX
Total
Male
Female
16-24
25-34
35-44
45+
More healthy
26
25
27
29
27
26
25
Less healthy
5
5
4
7
3
3
8
Q.60 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Main/Joint
Shopper
28
4
(Base: All Adults 15+)
Items Eaten More if Trying to be More Healthy
– 2015
ROI 2015
%
%
Eat less of Eat more of
146
GB 2015
%
%
Eat less of Eat more of
Food or drink containing sugar
98
1
95
Food contains fats
96
2
92
2
3
Fresh fruit
3
96
3
94
Fresh vegetables/salad
2
97
1
96
Bread, cereals, pasta, rice, potatoes
53
Milk and dairy products
36
Meat
42
59
52
Fish
Salt in your food
6
91
6
14
Hi-fibre foods
7
High protein diet*
28
47
8
74
21
80
69
7
16
89
77
11
31
Q.61 If you were trying to become more healthy which of the following food types would you eat a) more of b) less of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
68
17
87
64
87
26
9
Wholegrain foods
45
85
74
88
44
78
19
Products that claim to lower cholesterol/blood pressure
48
8
65
15
Products enriched with vitamins/ minerals
42
91
29
Lower fat options
Carbonated soft drinks
51
42
82
60
*New statement
added in 2015
(Base: All Adults 15+)
Items Eaten More if Trying to be More Healthy
– ROI
ROI 2007
%
%
Eat
Eat
less of
more of
ROI 2009
%
%
Eat
Eat
less of
more of
147
ROI 2011
%
%
Eat
Eat
less of
more of
ROI 2013
%
%
Eat
Eat
less of
more of
ROI 2015
%
%
Eat
Eat
less of
more of
Food or drink containing sugar 92
3
98
1
98
1
98
1
98
1
Food contains fats 90
3
94
2
96
3
96
3
96
2
Fresh fruit
2
91
3
96
2
98
3
96
3
96
Fresh vegetables/salad
2
91
2
95
*
99
2
98
2
97
Bread, cereals, pasta, rice, potatoes
47
47
48
38
Milk and dairy products
35
50
40
Meat
37
48
50
Salt in your food 83
24
Lower fat options
8
95
69
26
62
5
88
5
90
6
50
45
52
44
37
55
82
6
Fish
54
46
58
36
47
47
51
42
8
94
3
91
5
80
22
76
11
72
20
75
12
83
12
86
Products that claim to lower cholesterol/
blood pressure
12
72
23
71
16
79
16
82
85
94
8
Wholegrain foods
10
77
13
82
Hi-fibre foods
9
79
9
87
High protein diet*
* All others 5% or less
6
79
n/a
n/a
90
5
11
4
n/a
87
94
7
11
6
n/a
Q.61 If you were trying to become more healthy which of the following food types would you eat a) more of b) less of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
59
52
6
91
Products enriched with vitamins/ minerals
Carbonated soft drinks
42
60
94
17
53
40
91
6
29
65
15
78
19
88
74
9
88
14
92
7
28
80
89
64
(Base: All Adults 16+)
Items Eaten More if Trying to be More Healthy
– GB
GB 2007
%
%
Eat
Eat
less of
more of
GB 2009
%
%
Eat
Eat
less of
more of
Food or drink containing sugar 94
1
96
1
Food contains fats 90
2
95
2
GB 2011
%
%
Eat
Eat
less of
more of
93
92
148
GB 2013
%
%
Eat
Eat
less of
more of
3
95
2
95
2
3
91
3
92
3
Fresh fruit
2
94
2
96
4
93
Fresh vegetables/salad
1
94
1
97
2
94
3
2
38
46
47
44
44
43
50
35
Milk and dairy products
44
41
45
46
44
41
46
39
Meat
46
38
52
38
46
39
5
83
5
Salt in your food 83
6
83
4
90
8
88
3
94
95
1
96
35
50
82
7
92
51
Bread, cereals, pasta, rice, potatoes
Fish
8
85
67
22
72
18
72
19
69
Products enriched with vitamins/ minerals
12
69
15
75
17
67
16
67
Products that claim to lower cholesterol/
blood pressure
13
69
16
75
18
66
85
78
6
9
20
83
74
12
82
11
80
13
76
Hi-fibre foods
8
78
8
85
9
79
9
80
n/a
n/a
n/a
Q.61 If you were trying to become more healthy which of the following food types would you eat a) more of b) less of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
45
47
87
8
26
68
17
74
21
87
5
13
n/a
44
8
63
Wholegrain foods
High protein diet*
* All others 5% or less
9
48
85
4
19
74
42
80
Lower fat options
Carbonated soft drinks
GB 2015
%
%
Eat
Eat
less of
more of
69
7
16
11
31
77
82
60
(Base: All adults 15+, all markets summary)
Items Eaten More if Trying to Be More Healthy
– 2015
More of:
Less of:

Fresh vegetables/salad

Food or drink containing sugar

Fresh fruit

Food containing fats

Hi-fibre foods


Fish

Wholegrain foods

Products enriched with
vitamins/minerals

Products that claim to lower
cholesterol/blood pressure

Lower fat options

High protein foods

Divided Opinions

Bread, cereals, pasta, rice,
potatoes

Milk & dairy products

Meat
Salt in your food
Carbonated soft drinks
Q.61 If you were trying to become more healthy which of the following food types would you eat a) more of b) less of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
149
(Base: All Adults 15+)
Dieting / Eating Regimes – ROI vs GB 2015
150
New question added in 2015
% Currently Following Eating Regime
A balanced diet
30
8
9
Low fat
4
5
High protein
4
4
Low carb
Low G.I.
1
1
High fat
*
1
Other
None
41
ROI 2015
GB 2015
2
3
51
Q.61a Which of these eating regimes are you currently following?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
59
*Responses <1% in both countries not shown
(Base: All Adults 15+)
Attitude Towards Diet – 2015
% Agree
Slightly
151
%
Agree
% Agree
Strongly
33
To be healthy it is really important to eat properly
59
37
42
37
I eat healthy to take control of my life
36
33
36
I only eat foods that are healthy and good for me
29
I am concerned about my children becoming obese
57
26
62
43
27
62
33
27
61
46
18
9
29
26
23
17
26 ROI 2015
52
GB 2015
40
Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
73
25
14
27
20
79
34
I eat for enjoyment and not for health reasons
I am often confused about what I should eat to stay
healthy
92
(Base: All Adults 15+)
Attitude Towards Diet – ROI
% Agree
Slightly
To be healthy it is really important to eat properly
I eat healthy to take control of my life
I only eat foods that are healthy and good for me
I eat for enjoyment and not for health reasons
I am often confused about what I should eat to stay
healthy
n/a
I am concerned about my children becoming obese
n/a
33
38
38
40
43
39
37
47
41
41
36
36
36
43
42
36
39
33
34
34
40
36
35
32
27
27
28
29
30
152
% Agree
Strongly
%
Agree
59
53
55
50
45
50
22
26
19
25
26
26
18
18
16
19
21
27
21
19
20
21
n/a
18
8
11
11
13
n/a
26
17
17
17
19
n/a
14
16
14
16
26
36
92
91
93
90
88
89
73
69
67
60
61
62
62
61
60
52
58
54
62
55
59
56
56
53
46
35
39
40
43
n/a
52
31
33
31
35
n/a
Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
(Base: All Adults 16+)
Attitude Towards Diet – GB
% Agree
Slightly
37
37
37
42
42
43
33
35
35
35
37
34
29
28
30
29
34
33
33
34
35
33
38
39
To be healthy it is really important to eat properly
I eat healthy to take control of my life
I only eat foods that are healthy and good for me
I eat for enjoyment and not for health reasons
I am often confused about what I should eat to stay
healthy
n/a
I am concerned about my children becoming obese
n/a
20
20
22
20
24
23
18
16
15
22
153
% Agree
Strongly
%
Agree
42
33
31
25
18
20
21
13
12
14
13
14
17
11
9
27
24
25
24
19
15
9
6
6
9
7
n/a
17
14
17
17
13
n/a
50
48
48
79
87
86
90
75
74
57
53
55
56
50
46
43
42
44
46
45
42
61
58
60
57
57
54
29
26
28
29
31
n/a
40
31
33
32
35
n/a
Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(Base: All Adults 15+)
Attitude Towards Wellbeing – 2015
% Agree
Slightly
154
% Agree
Strongly
%
Agree
32
89
58
Good food can enhance body and
mind
39
43
81
79
40
39
ROI 2015
I consider what I eat to be really
important for my wellbeing
GB 2015
35
26
61
Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Attitude Towards Wellbeing – ROI
% Agree
Slightly
% Agree
Strongly
32
Good food can enhance body and
mind
I consider what I eat to be really
important for my wellbeing
155
58
44
38
41
41
42
39
46
41
45
40
41
90
46
53
44
44
44
40
33
37
30
29
27
%
Agree
89
91
86
85
86
ROI 2015
79
ROI 2013
79
ROI 2011
79
ROI 2009
75
ROI 2007
69
ROI 2005
68
Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Attitude Towards Wellbeing – GB
% Agree
Slightly
Good food can enhance body and
mind
I consider what I eat to be really
important for my wellbeing
156
%
Agree
81
% Agree
Strongly
39
37
40
41
41
46
35
40
37
39
38
40
43
45
41
42
83
81
82
69
28
29
26
29
30
30
19
17
75
61
GB 2015
GB 2013
GB 2011
69
67
GB 2009
69
GB 2007
57
GB 2005
57
Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Attitudes Towards Healthy Options – 2015
% Applies
A Lot
I am willing to pay more for healthy food and
beverages as long as they taste good
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
%
Applies
% Applies
A Little
24
62
38
23
157
41
64
18
39
58
20
41
61
31
I would like manufacturers to help me eat
healthy
34
ROI 2015
36
GB 2015
26
65
63
39
I find there are never enough healthy food
options when shopping
12
14
31
44
Choosing healthy food to eat is very limiting and
boring too
14
31
45
19
27
35
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
54
(Base: All Adults 15+)
Attitudes Towards Healthy Options – ROI
% Applies
A Lot
24
19
22
22
I am willing to pay more for healthy food and
beverages as long as they taste good
n/a
33
28
% Applies
A Little
38
46
45
43
40
43
n/a
18
39
22
45
If the label says “Low Fat” or “Reduced Fat”,
20
45
18
47
then the product will always be a healthy choice
27
44
50
25
45
25
34
31
41
26
40
25
I would like manufacturers to help me eat
38
22
healthy
37
32
37
32
41
28
27
12
32
14
29
10
I find there are never enough healthy food
ROI 2015
31
10
options when shopping
33
20
ROI 2013
31
17
ROI 2011
31
15
31
14
ROI 2009
36
11
34
ROI 2007
11
Choosing healthy food to eat is very limiting and
34
13
ROI 2005
37
boring too
15
34
16
ROI 2003
33
16
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
158
%
Applies
62
66
67
66
73
71
n/a
58
67
66
66
71
75
70
65
67
66
61
69
69
69
39
46
40
41
53
48
46
45
47
44
47
52
50
49
(Base: All Adults 16+)
Attitude Towards Healthy Options – GB
% Applies
A Lot
I am willing to pay more for healthy food and
beverages as long as they taste good
n/a
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
I would like manufacturers to help me eat
healthy
n/a
I find there are never enough healthy food
options when shopping
Choosing healthy food to eat is very limiting and
boring too
23
22
26
27
20
20
20
17
21
23
19
24
18
26
25
22
25
19
21
14
11
12
13
9
9
11
19
13
15
15
14
12
13
159
% Applies
A Little
n/a
%
Applies
41
45
42
42
45
48
41
46
43
45
n/a
46
41
36
33
36
37
44
47
31
30
31
30
34
37
29
35
31
31
33
36
41
35
55
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
64
66
68
68
65
68
n/a
61
64
64
67
74
70
59
63
57
58
61
63
68
n/a
44
41
43
43
43
46
40
54
43
46
48
50
53
48
(Base: All Adults 15+)
Attitude Towards Calories/Fat Content – 2015
% Applies
A Lot
I would like to see more low fat products
%
Applies
% Applies
A Little
20
35
55
21
34
55
33
57
24
I am more concerned about fat content than
calories
25
I always look for a low fat option when
buying food products
160
18
23
15
38
36
37
62
53
ROI 2015
GB 2015
33
61
48
I always think of the calories in what I eat
22
36
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
59
(Base: All Adults 15+)
Attitude Towards Calories/Fat Content – ROI
% Applies
A Lot
I would like to see more low fat products
I am more concerned about fat content than
calories
I always look for a low fat option when
buying food products
I always think of the calories in what I eat
20
25
23
22
31
30
26
24
22
24
20
28
29
22
18
22
19
19
27
23
19
15
15
16
14
18
18
15
% Applies
A Little
35
40
36
33
42
40
38
33
40
34
40
38
38
35
36
40
37
38
37
36
35
33
37
36
35
37
32
30
%
Applies
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
161
55
65
58
60
73
70
64
57
63
57
59
66
67
57
53
62
57
58
64
59
54
48
52
51
49
55
50
45
(Base: All Adults 16+)
Attitude Towards Calories/Fat Content – GB
% Applies
A Lot
I would like to see more low fat products
I am more concerned about fat content than
calories
I always look for a low fat option when
buying food products
I always think of the calories in what I eat
21
22
24
29
21
22
29
25
22
28
29
21
22
27
23
20
23
22
20
21
25
22
16
19
19
17
17
17
% Applies
A Little
34
35
35
35
40
45
32
38
38
37
37
43
46
31
37
39
37
41
41
42
32
36
33
34
33
38
40
31
%
Applies
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
162
55
56
59
64
61
67
61
62
60
64
66
64
68
58
61
60
61
63
61
63
57
59
50
53
52
55
57
48
(Base: All Adults 15+)
Attitude Towards Balanced/Healthy Diet – 2015
% Applies
A Lot
% Applies
A Little
I always try to eat a balanced diet
31
87
56
30
86
32
49
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible
94
56
I try to limit the amount of fast food I consume
I try to buy products that have added vitamins &
minerals
%
Applies
29
66
82
52
33
18
15
17
29
40
ROI 2015
41
GB 2015
18
16
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
63
40
23
32
163
55
57
49
45
(Base: All Adults 15+)
Attitude Towards Balanced/Healthy Diet – ROI
% Applies
A Lot
I always try to eat a balanced diet
I try to limit the amount of fast food I consume
I try to buy products that have added vitamins &
minerals
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible
23
24
23
20
19
18
16
15
22
17
15
15
14
12
32
31
30
27
24
25
24
66
29
40
37
43
40
45
43
30
34
31
35
37
39
35
40
41
40
37
43
39
32
40
41
38
37
40
36
30
18
20
19
21
23
21
19
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
%
Applies
% Applies
A Little
53
54
47
49
44
48
56
52
52
44
44
40
40
164
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
94
93
91
90
89
89
91
86
86
83
79
81
79
75
63
64
63
56
62
57
48
55
62
55
52
55
50
42
49
51
50
48
47
46
43
(Base: All Adults 16+)
Attitude Towards Balance/Healthy Diet – GB
% Applies
A Lot
56
51
54
57
I always try to eat a balanced diet
39
45
52
49
46
49
46
I try to limit the amount of fast food I consume
I try to buy products that have added vitamins &
minerals
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible
% Applies
A Little
37
38
44
18
16
16
18
10
14
10
17
17
16
17
13
15
15
29
28
25
30
18
23
22
%
Applies
31
37
35
34
49
43
38
32
33
33
35
40
40
33
33
37
37
39
43
42
28
41
36
37
38
37
38
28
16
18
20
19
25
28
18
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
165
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
87
88
89
92
88
88
90
82
78
82
81
77
78
77
52
54
52
56
53
56
38
57
53
53
55
50
53
43
45
46
45
49
43
51
40
(Base: All Adults 15+)
Attitude Towards Nutrition and Wellness – 2015
% Applies
A Lot
44
36
40
I eat to enrich/enhance mental alertness and
spiritual well being
30
24
15
There are not enough product options for people
who suffer food intolerances
24
13
4
%
Applies
% Applies
A Little
I eat to feel good and take control of my life
166
41
85
41
77
39
79
39
69
39
ROI 2015
GB 2015
36
13
17
13
21
My diet is mainly vegetarian
8
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Attitude Towards Nutrition & Wellness – ROI
% Applies
A Lot
41
29
33
28
31
32
n/a
53
49
50
43
45
n/a
40
n/a
47
45
46
45
41
n/a
15
21
18
21
23
30
26
There are not enough product options for people
who suffer food intolerances
My diet is mainly vegetarian
39
30
31
26
28
27
I eat to enrich/enhance mental alertness and
spiritual well being
4
5
3
6
6
6
4
24
33
28
30
38
31
35
13
11
11
13
14
13
14
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
%
Applies
% Applies
A Little
44
I eat to feel good and take control of my life
167
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
85
81
82
78
74
77
n/a
79
77
76
72
73
68
n/a
39
53
46
51
61
61
61
17
16
14
19
20
19
18
(Base: All Adults 16+)
Attitude Towards Nutrition and Wellness – GB
% Applies
A Lot
41
29
31
30
I eat to feel good and take control of my life
48
44
42
50
52
19
24
n/a
n/a
30
24
23
25
I eat to enrich/enhance mental alertness and
spiritual well being
39
39
39
39
42
46
16
16
n/a
n/a
13
16
17
19
15
18
There are not enough product options for people
who suffer food intolerances
24
21
26
28
35
39
29
26
My diet is mainly vegetarian
8
7
6
5
5
7
7
%
Applies
% Applies
A Little
36
13
13
14
12
16
19
11
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
168
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
77
77
75
72
69
76
n/a
69
63
63
64
58
62
n/a
36
37
43
47
50
57
55
21
20
20
18
21
26
18
(Base: All Adults 16+)
Attitude Towards Health Products/Labelling
– 2015
% Applies
A Lot
I am confident that the food in the supermarket
is safe
I often find it difficult to understand the
nutritional claims on packaging
I often find it difficult to understand the labelling
on food
%
Applies
% Applies
A Little
64
95
31
41
53
25
35
94
59
ROI 2015
GB 2015
19
22
18
33
33
32
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
169
52
56
50
(Base: All Adults 15+)
Attitude Towards Health Products/Labelling
– ROI
% Applies
A Lot
31
35
42
38
42
40
40
25
19
22
23
26
24
I often find it difficult to understand the
nutritional claims on packaging
n/a
n/a
I often find it difficult to understand the labelling
on food
46
47
46
51
45
45
46
46
47
39
46
44
I am confident that the food in the supermarket
is safe
%
Applies
% Applies
A Little
64
22
21
24
24
27
23
23
33
38
32
36
35
38
11
Q.78a I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
170
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
95
92
94
93
90
91
89
59
61
60
64
66
64
n/a
56
59
56
60
62
61
34
(Base: All Adults 16+)
Attitude Towards Health Products/Labelling
– GB
% Applies
A Lot
41
40
49
42
45
55
53
43
52
48
I am confident that the food in the supermarket
is safe
33
39
48
19
20
17
21
13
17
I often find it difficult to understand the
nutritional claims on packaging
n/a
I often find it difficult to understand the labelling
on food
%
Applies
% Applies
A Little
53
33
38
36
33
43
45
n/a
18
20
18
20
13
16
20
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
32
35
34
34
41
44
33
Q.78 I am going to read out a number of statements people have said about health and nutrition. I would like you to
tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
171
94
89
94
93
88
92
91
52
57
53
54
56
62
n/a
50
55
52
53
54
60
53
(Base: All those with dependent children)
Attitude Towards Children‟s Health & Nutrition
– 2015
172
New question in 2015
% Agree Strongly/Slightly
78
I try to ensure that my children have a balanced
diet
79
75
I am conscious about my children‟s sugar intake
74
41
I find it difficult to get my kids to eat vegetables
with their dinner
35
Q.86 The following are some statements which people have made about children‟s health and well-being. Using a scale from 1 to 5, where
5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of these statements.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Environmental Issues
Environmental Issues: Summary
174

Awareness of the term “Sustainably Produced” is marginally higher among GB adults, with almost half
claiming awareness. Both countries have broadly similar understanding of the term, with a slightly higher
proportion of GB adults believing it refers to “consumption practices which do not have a future effect on
the environment”.

Almost three quarters of adults in both ROI and GB are aware of the term “Carbon Footprint”. This is the
highest level of awareness recorded among Irish adults since the question was introduced in 2009.

Awareness of “Food Miles” records an increase across both markets, with 6 in 10 Irish adults claiming
awareness of the term compared with 54% of GB adults. “The distance that food has to travel from
producer to shop” continues to be the most universally understood definition.

Broadly ROI and GB adults claim very similar levels of understanding across the new terms. At least three
quarters of adults claim they are aware of “Food Waste” and “Animal Welfare”, while almost half are
aware of “Conserving Resources” in terms of food production.

Adults in ROI continue to consider environmental issues when buying food products, more so than their
GB counterparts. Almost 6 in 10 Irish adults claim to be more conscious of environmental issues in their
choice of products and over half prefer to buy from companies that are aware of the impact of
environmental issues.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Awareness of Sustainably Produced* - 2015
%
Aware
ROI 2009
%
Aware
GB 2009
41
47
ROI 2011
47
GB 2011
ROI 2013
49
GB 2013
47
GB 2015
48
ROI 2015
In 2015, Higher Amongst:
•
•
•
175
25-34 yrs
AB’s
Buy organic produce
42
In 2015, Higher Amongst:
•
•
•
•
•
35-44 yrs; 55-64 yrs
AB’s
Can cook
Buy organic produce
Entertain at home more often
Q.82 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
52
*Amended in 2015
(Base: All aware of sustainably produced)
Understanding of the Term Sustainably Produced*
– Spontaneous (2015)
176
Total
%
% Aware
ROI 2015
(42%)
Meeting the needs of the present without compromising
the ability of future generations to meet their needs
34
Production practices which do not have a future affect on
the environment
Other
Don‟t know
11
31
10
9
6
15
8
12
Q.83 What do you understand the term “Sustainably Produced” to mean?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
33
30
Ensuring that future generations have what we have today
Consumption practices which do not have a future effect
on the environment
GB 2015
(48%)
9
*Amended in 2015
(Base: All aware of sustainably produced)
Understanding of the Term Sustainably Produced*
– ROI
TOTAL
Meeting the needs of the
present without compromising
the ability of future generations
to meet their needs
2007
%
38
Production practices which do
not have a future affect on the
environment
Don‟t know
3
14
9
9
5
3
9
26
16
2534
%
34 32
36
41
40
26
34
29
32
25
28
33
31
Male
%
30
11
11
10
10
8
10
12
13
9
9
9
9
9
12
8
7
4
8
4
10
4
12
11
8
11
11
13
6
18
12
Q.83 What do you understand the term “Sustainably Produced” to mean?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
45+
%
13
4
15
AGE
3544
%
15Female 24
%
%
2015
%
31
24
19
9
2013
%
34
29
20
Consumption practices which
do not have a future effect on
the environment
2011
%
28
26
Ensuring that future
generations have what we
have today
Other
2009
%
2015
GENDER
177
*Amended in 2015
(Base: All aware of sustainably produced)
Understanding of the Term Sustainably Produced*
– GB
178
2015
GENDER
TOTAL
Meeting the needs of the
present without compromising
the ability of future generations
to meet their needs
2007
%
Production practices which do
not have a future affect on the
environment
Ensuring that future
generations have what we
have today
Consumption practices which
do not have a future effect on
the environment
Other
Don‟t know
2009
%
2011
%
21
25
23
23
18
14
9
13
10
11
23
20
18
16
8
2015
%
36
31
10
10
13
6
21
2013
%
22
15
Male Female 16-24 25-34 35-44 45+
%
%
%
%
%
%
33 31
34
31
37
27
34
31 35
26
35
31
31
29
8
11
11
11
6
10
17
13
17
13
16
15
12
8
8
9
5
4
9
10
14
9
8
11
10
9
13
8
Q.83 What do you understand the term “Sustainably Produced” to mean?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
AGE
*Amended in 2015
(Base: All Adults 15+)
Awareness of the Term Carbon Footprint – 2015
%
Aware
%
Aware
ROI 2009
64
GB 2009
ROI 2011
65
GB 2011
ROI 2013
ROI 2015
GB 2013
68
GB 2015
72
In 2015, Higher Amongst:
In 2015, Higher Amongst:
35-54 yrs
• AB’s
• Responsible for grocery shopping
• Entertain at home more often
•
•
•
•
•
•
•
Females
34-44 yrs; 55-64 yrs
Can cook
Buy organic produce
Healthy diet
Main/joint grocery shopper
Q.82 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
179
75
78
75
72
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
– Spontaneous (2015)
180
Total
%
% Aware
ROI 2015
(72%)
The amount of carbon dioxide which is emitted
before a product reaches the market
43
An individuals effect on the environment brought
about by the consumption of products
Don‟t know
19
36
2
31
6
7
Q.84 What do you understand the term “Carbon Footprint” to mean?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
39
12
A measure of environmental damage
Other
GB 2015
(72%)
9
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
– ROI
181
2015
GENDER
TOTAL
2007
%
The amount of carbon dioxide
which is emitted before a
product reaches the market
33
An individuals effect on the
environment brought about by
the consumption of products
33
A measure of environmental
damage
Other
Don‟t know
2009
%
2011
%
2013
%
27
34
32
16
39
27
3
8
5
37
14
13
%
%
%
%
%
%
43 43
44
42
45
44
43
13
11
14
10
15
10
34
37
33
36
34
37
2
3
2
2
4
2
8
6
9
6
4
8
36
2
15
Female 15-24 25-34 35-44 45+
12
39
3
2
Male
2015
%
14
15
7
Q.84 What do you understand the term “Carbon Footprint” to mean?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
AGE
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
– GB
182
2015
GENDER
TOTAL
2007
%
The amount of carbon dioxide
which is emitted before a
product reaches the market
2009
%
23
An individuals effect on the
environment brought about by
the consumption of products
Other
Don‟t know
28
29
A measure of environmental
damage
17
16
38
5
Female 15-24 25-34 35-44 45+
%
%
%
%
%
%
39 43
36
40
38
42
39
18
20
20
20
16
19
32
30
31
33
31
30
6
5
7
2
6
9
6
9
8
9
10
6
6
10
25
19
13
31
40
9
16
Male
2015
%
34
7
15
2013
%
29
18
25
7
2011
%
15
Q.84 What do you understand the term “Carbon Footprint” to mean?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
AGE
(Base: All Adults 15+)
Awareness of the Term Food Miles – 2015
%
Aware
ROI 2015
%
Aware
60
In 2015, Higher Amongst:
•
•
•
•
•
•
GB 2015
54
In 2015, Higher Amongst:
Females
55-64 yrs
AB’s
Responsible for grocery shopping
Buy organic produce
Working full time
•
•
•
•
25-34 yrs
AB’s
Buy organic produce
Dual person household
Q.82 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
183
(Base: All aware of the term food miles)
Understanding of the Term Food Miles
– Spontaneous (ROI Vs. GB)
ROI
2007
ROI
2009
ROI
2011
% Aware (38%) (44%)
ROI
2013
(53%) (49%)
The distance that food has to
(70)
travel from producer to shop
(65)
(79)
(82)
An indication of environmental
impact (15)
(23)
(14)
(6)
(1)
(1)
(2)
(*)
Don‟t know (15)
(11)
(6)
(12)
Other
ROI
2015
GB
2007
(60%)
GB
2009
184
GB
GB
2011 2013
GB
2015
(31%) (36%) (43%) (45%)
(54%)
(69)
(83)
(79)
(85)
(12)
(6)
(11)
(5)
1
(2)
(1)
(2)
(2)
5
4
(18)
(10)
(10)
(8)
3
85
11
81
11
*Change of question wording in 2013
Q.84a What do you understand the term “Food Miles” to mean?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Awareness of the Term Food Waste – 2015
%
Aware
ROI 2015
In 2015, Higher Amongst:
•
•
•
•
45-54 yrs
Living in Munster
Buy local produce
Buy organic produce
185
%
Aware
79
GB 2015
75
In 2015, Higher Amongst:
•
•
•
•
55-64 yrs
Buy local produce
Buy organic produce
Working full-time
*New term added in 2015
Q.82 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All aware of term food waste)
Understanding of the Term Food Waste
– Spontaneous (ROI Vs. GB)
186
New question in 2015
% Aware
ROI (79%)
GB (75%)
74
Food that is bought but not consumed and
thrown away
76
22
Food that goes out of date before it is consumed
19
2
Excess food packaging
ROI 2015
6
1
Other
3
4
Don‟t know
3
Q.84c What do you understand the term “Food Waste” to mean?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
(Base: All Adults 15+)
Awareness of the Term Conserving Resources
– 2015
%
Aware
ROI 2015
In 2015, Higher Amongst:
•
•
•
35-44 yrs
Living in Dublin
Entertain more at home
187
%
Aware
45
GB 2015
45
In 2015, Higher Amongst:
• 55-64 yrs
• Living in South West
• Who can cook
*New term added in 2015
Q.82 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Awareness of the Term Animal Welfare – 2015
%
Aware
ROI 2015
In 2015, Higher Amongst:
•
•
•
•
Females
Living in rural areas
Living in Munster
With dependent kids
188
%
Aware
79
GB 2015
76
In 2015, Higher Amongst:
• Females
• 55-64 yrs
• Living in South West
*New term added in 2015
Q.82 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Statements Regarding Environmental Issues
– 2015
% Agree
Slightly
57
31
19
51
33
21
54
26
17
ROI 2015
GB 2015
Q.71 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
%
Agree
20
37
I am more conscious of
environmental issues in my choice
of products today
I prefer to buy from companies that
are aware of the impact of
environmental issues
% Agree
Strongly
189
43
(Base: All Adults 15+)
Statements Regarding Environmental Issues
– ROI Vs. GB (I)
190
I am more conscious of environmental issues in my choice of products today
%
Agree
ROI 2007
%
Agree
ROI 2009
53
ROI 2011
62
•
•
•
•
•
45
GB 2009
57
GB 2011
55
54
ROI 2013
58
GB 2013
ROI 2015
57
GB 2015
In 2015, Higher Amongst:
•
GB 2007
56
51
In 2015, Higher Amongst:
Females
45-54 yrs
AB’s
Responsible for grocery shopping
Buy organic produce
Entertain at home more often
•
•
•
•
•
•
Females
55-64 yrs
AB’s
Can cook
Buy organic produce
Entertain at home more often
Q.71 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Statements Regarding Environmental Issues
– ROI Vs. GB (II)
191
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agree
%
Agree
ROI 2007
51
GB 2007
ROI 2009
49
GB 2009
50
ROI 2011
55
GB 2011
49
ROI 2013
54
GB 2013
48
ROI 2015
54
GB 2015
In 2015, Higher Amongst:
•
•
•
•
•
35
43
In 2015, Higher Amongst:
Females
AB’s
35-54 year olds
Buy organic produce
Entertain at home more often
• AB’s
• Buy organic & local produce
• Entertain at home more often
Q.71 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Attitude Towards Fair Trade Products – 2015
%
Applies
a little
I wish there was more Fair Trade
products/brands available in store
%
Applies
a lot
25
30
The higher price of Fair Trade products
puts me off buying them
22
27
I try to buy Fair Trade products/brands
whenever they are available
42
18
48
19
41
17
35
15
ROI 2015
GB 2015
Q.78c I am now going to read out a number of statements people have said about Fair Trade products.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
%
Applies
17
24
28
192
51
45
50
(Base: All Adults 15+)
Attitude Towards Fair Trade Products – ROI
I wish there was more Fair Trade
products/brands available in store
The higher price of Fair Trade products
puts me off buying them
I try to buy Fair Trade products/brands
whenever they are available
%
Applies
a little
25
35
34
29
36
31
30
22
31
30
28
29
26
26
28
34
37
36
33
32
25
%
Applies
a lot
17
14
14
17
15
14
12
19
21
17
19
17
15
13
17
14
11
11
12
11
9
%
Applies
42
49
47
46
51
45
42
41
52
47
47
46
41
39
45
48
48
48
45
43
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
34
Q.78c I am now going to read out a number of statements people have said about Fair Trade products.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
193
(Base: All Adults 16+)
Attitude Towards Fair Trade Products – GB
I wish there was more Fair Trade
products/brands available in store
The higher price of Fair Trade products
puts me off buying them
I try to buy Fair Trade products/brands
whenever they are available
%
Applies
a little
30
36
33
33
34
37
20
27
34
33
31
31
36
21
35
41
34
30
33
37
21
%
Applies
a lot
18
16
15
17
9
10
10
24
20
19
23
15
11
12
15
12
16
17
12
11
15
194
%
Applies
48
52
49
50
43
47
30
51
54
52
54
46
47
33
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
50
54
50
48
45
48
GB 2005
GB 2003
36
Q.78c I am now going to read out a number of statements people have said about Fair Trade products.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Grocery Shopping
Grocery Shopping: Summary
196

The majority of grocery shoppers continue to be females. However, males in GB are more likely to be involved in grocery
shopping when compared to ROI.

Approximately three quarters of shoppers in both regions continue to look for the best value for money in the same shop.
Quality remains more important than price when it comes to fresh food, though ROI shoppers are more likely to believe this
than their GB neighbours.

In general, GB shoppers are more likely to be “bargain hunters” than those in ROI. Almost half of GB shoppers claim to
watch for announcements on sales/promos. They are more likely to buy products on impulse if they are cheap, to purchase
multi pack products and are marginally more likely to spend time looking for a bargain.

With regards to changing shopping habits, fewer ROI shoppers claim to spread their shopping across several shops more
often, and almost half claim to be shopping more in discounters, perhaps suggesting that discounters are being used more
often as the main shop. A small proportion of ROI respondents are buying in bulk more often, buying food items on
promotion and travelling further to shop in order to get better value. In comparison, it appears that growing proportions of
GB shoppers are going to discounters and spreading their shopping to get better value.

ROI shoppers remain more likely to check food produce for symbols of quality and country of origin than their GB
counterparts.

Online shopping is lower in ROI than GB, with 3 in 10 GB shoppers claiming to have ever ordered their grocery shopping
online, with over 60% ordering at least monthly. By contrast, just 13% of ROI shoppers have ever shopped online.

Supermarkets and convenience stores are the most visited shops by both ROI and GB shoppers. ROI visit their local
butchers more frequently, with 67% making purchases over past two weeks when compared with 33% of GB shoppers.
Similar proportions have made purchases in speciality/gourmet shops, though GB shoppers have visited more of these
types of shops than those in ROI.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers – 2015
197
%
ROI
2015
Male
38
SOCIAL CLASS
AGE
SEX
GB
2015
ROI
2015
GB
2015
15-24
7
10
25-34
20
43
18
ROI
2015
ABC1
GB
2015
43
53
Female
62
35-44
22
45-54
19
17
18
C2DE
57
51
47
55+
33
36
F
6
Q.40 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery
shopping, jointly responsible with someone else or is someone else responsible?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers – ROI
198
%
ROI ROI ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011 2013 2015
ROI ROI ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011 2013 2015
15-24
Male
27 26 30
32 33
38 40 38
7
8
7
9
73 74 70
68 67
8
7
8
45-54 19 19 17
15
22 22 23
18 18 17
ROI ROI ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011 2013 2015
7
25-34 22 21 21 20 24 23 22 20
35-44 23 23 25 22
Female
SOCIAL CLASS
AGE
SEX
ABC1 40 40 39 39 42 42 40 43
22
19
62 60 62
C2DE 49 50 51 52
51 50 53 51
34
33
55+ 29 29 30
28 30 30
F 10 10 10
Q.40 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery
shopping, jointly responsible with someone else or is someone else responsible?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
9
7
8
7
6
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers – GB
199
%
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
Male 34
30
31
39
44
41
43
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
16-24 8
7
7
8
10
9
10
25-34 19
19
19
19
17
18
18
35-44 21
45-54 16
Female 66
70
69
61
SOCIAL CLASS
AGE
SEX
56
59
19
19
20
18
18
17
16
18
18
19
19
18
GB GB GB GB GB GB GB
2003 2005 2007 2009 2011 2013 2015
ABC1 52
50
C2DE 48
50
57
55+ 36
39
37
35
37
35
36
Q.40 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery
shopping, jointly responsible with someone else or is someone else responsible?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
56
53
53
50
53
44
46
47
50
47
(Base: All Adults 15+)
Frequency Of Purchasing Wheat (Gluten) Free Food
– 2015
ROI 2013
%
ROI 2015
%
GB 2013
%
GB 2015
%
Weekly
Less often
4
3
5
4
4
4
3
5
Never/don‟t know
93
91
92
91
Q.63b And how often, if at all, would you or somebody in your household purchase wheat (gluten) free food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
200
(Base: All Adults 15+)
Frequency Of Purchasing „Free From‟ – 2015
201
New question in 2013
ROI 2013
%
ROI 2015
%
GB 2013
%
GB 2015
%
8
5
6
8
Less often
8
5
Never/don‟t know
87
84
Weekly
8
9
90
83
Q.63c And how often, if at all, would you or somebody in your household purchase food with a „free from‟ label (free from food is
food that has been designed to exclude one or more ingredients to which people can have intolerances or allergies or who do not
wish to consume certain products due to lifestyle choice. These ingredients may include dairy, eggs, nuts and wheat.).
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Responsibility for Grocery Shopping – 2015
%
Mainly responsible
Jointly responsible with
someone else
ROI 2015
GB 2015
51
54
21
28
Someone else
responsible
27
18
Q.40 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery
shopping, jointly responsible with someone else or is someone else responsible?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
202
(Base: All Adults 15+)
Responsibility for Grocery Shopping – ROI
203
%
ROI
2001
ROI
2003
ROI
2005
ROI
2007
Mainly responsible
47
45
43
41
Jointly responsible with
someone else
10
12
14
16
Someone else
responsible
43
43
43
ROI
2009
46
ROI
2011
ROI
2013
ROI
2015
51
49
51
20
23
21
28
28
27
16
43
38
Q.40 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery
shopping, jointly responsible with someone else or is someone else responsible?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Responsibility for Grocery Shopping – GB
204
%
GB
2003
GB
2005
GB
2007
Mainly responsible
48
45
45
Jointly responsible with
someone else
18
21
Someone else
responsible
34
34
GB
2009
GB
2011
GB
2013
GB
2015
55
55
52
54
25
28
20
17
21
25
34
Q.40 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery
shopping, jointly responsible with someone else or is someone else responsible?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
28
23
18
(Base: All Grocery Shoppers 15+)
Attitudes Towards Grocery Shopping – 2015 (I)
%
Agree
Slightly
Quality of fresh food is more important
than price
36
41
35
I most often go to the same store but
look for the best value for money I can
get
I will pay a bit more for grocery shopping
to get superior customer service
%
Agree
Strongly
32
37
41
40
34
28
I don‟t mind spending time when looking
for a bargain
32
I watch for announcements for sales or
promotions on grocery
31
11
27
24
ROI 2015
68
78
74
53
57
21
52
19
46
GB 2015
Q.44 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
77
36
21
33
%
Agree
42
14
26
205
(Base: All Grocery Shoppers 15+)
Attitudes Towards Grocery Shopping – 2015 (II)
%
Agree
Slightly
When I shop the first thing I look for is
price
The most important thing is price when
grocery shopping
There is no difference between the main
supermarkets
I tend to buy on impulse if I think they
are cheap
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
%
Agree
Strongly
%
Agree
23
60
36
31
27
58
28
20
47
28
21
49
22
16
26
30
32
25
25
ROI 2015
38
12
38
10
40
17
49
18
43
13
GB 2015
Q.44 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
206
39
(Base: All Grocery Shoppers 15+)
Attitudes Towards Grocery Shopping – ROI (I)
%
%
Agree
Agree
Slightly Strongly
%
Agree
36
41
77
40
39
79
40
38
79
Quality of fresh food is more important
38
40
77
than price
42
41
83
37
45
82
82
39
43
37
41
78
44
37
81
I most often go to the same store but
40
38
78
39
42
81
look for the best value for money I can
45
28
73
get
71
40
31
78
39
39
28
14
42
32
11
43
34
13
47
I will pay a bit more for grocery shopping
30
16
45
52
36
16
to get superior customer service
50
31
19
54
36
18
32
21
53
37
18
55
55
36
19
I don‟t mind spending time when looking
53
33
21
49
for a bargain
32
17
53
31
22
52
32
20
31
21
52
37
20
58
61
37
24
I watch for announcements for sales or
56
30
25
48
promotions on grocery
32
16
51
29
22
47
29
18
Q.44 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
207
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
(Base: All Grocery Shoppers 15+)
Attitudes Towards Grocery Shopping – ROI (II)
%
%
Agree
Agree
Slightly Strongly
When I shop the first thing I look for is
price
The most important thing is price when
grocery shopping
There is no difference between the main
supermarkets
I tend to buy on impulse if I think they
are cheap
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
36
39
39
33
39
35
38
28
33
34
28
29
27
31
22
29
32
30
30
26
26
30
34
35
28
38
26
34
25
30
29
25
24
20
25
23
26
21
26
18
19
23
20
18
16
20
16
19
22
16
11
12
15
20
18
14
10
12
14
17
15
16
13
18
16
13
17
14
13
13
%
Agree
60
64
60
59
57
54
61
47
51
50
48
45
46
53
38
39
44
45
50
44
40
40
46
49
45
53
42
47
43
46
42
42
38
33
38
Q.44 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
208
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
(Base: All Grocery Shoppers 16+)
Attitude Towards Grocery Shopping – GB (I)
Quality of fresh food is more important
than price
I most often go to the same store but
look for the best value for money I can
get
I will pay a bit more for grocery
shopping to get superior customer
service
I don‟t mind spending time when
looking for a bargain
I watch for announcements for sales
or promotions on grocery
%
Agree
Slightly
%
Agree
Strongly
35
34
37
38
39
43
40
40
39
39
41
50
43
40
26
23
24
28
26
28
26
33
35
32
36
38
35
37
27
28
26
30
35
35
33
32
32
32
34
27
27
40
34
37
37
35
23
23
39
11
10
14
15
10
6
12
24
21
26
21
17
17
25
19
17
23
21
15
15
27
%
Agree
68
66
70
71
66
70
80
74
76
76
77
73
66
79
36
33
38
42
36
34
38
57
57
58
57
55
52
62
46
44
49
51
50
50
60
Q.44 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
209
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
(Base: All Grocery Shoppers 16+)
Attitude Towards Grocery Shopping – GB (II)
When I shop the first thing I look for is
price
The most important thing is price
when grocery shopping
There is no difference between the
main supermarkets
I tend to buy on impulse if I think they
are cheap
I compare prices between outlets to
see where I can buy the cheapest
fresh food, even if I have to travel
%
Agree
Slightly
%
Agree
Strongly
31
34
33
33
41
36
37
28
30
28
32
32
31
30
26
28
27
25
31
27
24
32
39
33
37
40
39
37
25
22
21
25
24
22
18
27
27
29
28
15
16
27
21
20
22
20
15
12
22
12
16
14
11
13
5
8
17
15
20
20
15
11
19
13
13
14
13
11
7
11
%
Agree
58
61
62
61
56
52
64
49
49
50
52
47
43
52
38
44
41
36
44
32
32
49
54
53
57
55
50
56
39
35
36
38
35
29
29
Q.44 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
210
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
(Base: All Grocery Shoppers 15+)
Attitudes to Food Shopping – 2015
%
Applies
a little
44
Products in the chilled cabinet are
always fresher
Where possible I buy multi-pack
products
72
22
45
60
15
49
23
31
72
35
33
29
31
16
35
%
Applies
62
19
50
I much prefer to buy products from
the chilled cabinet
I buy food in smaller packs because
it means less waste
%
Applies
a lot
211
25
66
62
47
60
ROI 2015
GB 2015
Q.45 And now about food shopping generally – please tell me whether these statements apply to you a lot, a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Grocery Shoppers 15+)
Attitudes Towards Food Shopping – ROI
%
%
Applies Applies
a little
a lot
Products in the chilled cabinet are
always fresher
I much prefer to buy products from the
chilled cabinet
I buy food in smaller packs because it
means less waste
Where possible I buy multi-pack
products
44
45
46
45
45
42
51
31
45
48
50
41
47
43
46
32
31
31
36
31
28
30
37
28
31
31
35
33
36
33
35
32
%
Applies
19
22
15
17
28
30
23
11
15
18
11
15
23
28
20
8
35
39
32
33
35
38
37
37
16
28
18
26
30
33
13
12
62
68
61
61
73
72
74
42
60
66
62
56
70
71
66
40
66
70
67
65
63
68
74
65
47
58
54
59
48
44
66
66
Q.45 And now about food shopping generally – please tell me whether these statements apply to you a lot, a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
212
(*ROI 2007 figures taken from all adults base)
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
(Base: All Grocery Shoppers 16+)
Attitudes Towards Food Shopping – GB
%
%
Applies Applies
a little
a lot
Products in the chilled cabinet are
always fresher
I much prefer to buy products from the
chilled cabinet
I buy food in smaller packs because it
means less waste
Where possible I buy multi-pack
products
50
51
49
46
51
56
49
47
49
47
52
58
33
33
29
32
34
38
35
40
35
33
37
43
213
%
Applies
22
19
20
26
19
17
23
22
19
24
16
18
29
29
28
28
23
23
25
26
30
31
31
29
72
70
68
71
70
73
72
69
68
71
68
76
62
62
57
60
57
61
60
66
65
64
68
72
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
Q.45 And now about food shopping generally – please tell me whether these statements apply to you a lot, a little or not at all?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(*ROI 2007 figures taken from all adults base)
(Base: All mainly/jointly responsible for grocery shopping)
Recent Change In Food Shopping Habits
– ROI Vs. GB (I)
GB
ROI
Less
More
Often
Often
%
%
New question in 2009
12
Spreading my shopping across a
number of shops to get the best value
31
16
42
Shopping in discount retailers such as
Aldi or Lidl
Buying some of my food from suppliers
who sell at your door
More
Often
%
11
28
12
32
9
13
35
8
51
10
58
9
50
10
48
23
30
27
7
35
9
27
11
27
6
31
10 2
6 3
18 4
8 3
16 3
10 4
16 4
6 4
16 12
Buying in bulk
Less
Often
%
17
6
22
19
22
17
19
20
214
ROI 2015
ROI 2013
ROI 2011
ROI 2009
13
10
12
12
11
16
11
17
Q.47 Thinking about your food shopping lately, have you been doing any of the following more often or less
often, or have you made no change?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
(Base: All mainly/jointly responsible for grocery shopping)
Recent Change In Food Shopping Habits
– ROI Vs. GB (II)
GB
ROI
New question in 2009
Less
Often
%
More
Often
%
15
Buying from farmers markets
22
11
10
11
12
25
14
13
17
23
9
14
35
11
24
11
51
11
33
11
51
10
35
11
49
8
38
63
8
7
12 4
9
6
93
10
7
Buying online
12 4
5 8
11 10
Travelling further to shop to get better
value
More
Often
%
14
10
Buying food items on promotion
Less
Often
%
15
21
215
22
20
16
16
12
18
ROI 2015
ROI 2013
ROI 2011
ROI 2009
10
8
11
10
13
11
8
12
Q.47 Thinking about your food shopping lately, have you been doing any of the following more often or less
often, or have you made no change?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
(Base: All Adults 15+)
Importance of Food Labels when Shopping
– ROI 2015
216
Statements changed in 2015
Low/reduced
sugar
Very important
GMO
free
27
34
Low/reduced
fat
High
protein
High
fat
33
33
35
Reduced
salt
Added
vitamins/
minerals
32
43
27
Fairly important
36
36
34
25
34
29
24
20
Neither/nor
15
Not at all important
Don‟t know
14
1
21
1
16
19
14
2
13
1
20
15
17
2
Q.64 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
12
1
14
1
(Base: All Adults 16+)
Importance of Food Labels when Shopping
– GB 2015
217
Statements changed in 2015
Low/reduced
sugar
GMO
free
Low/reduced
fat
19
Very important
32
33
High
protein
26
High
fat
Reduced
salt
33
36
Added
vitamins/
minerals
25
20
30
29
Fairly important
32
26
25
32
30
21
Neither/nor
15
13
21
17
13
35
Not at all important
Don‟t know
21
-
*
21
24
-
-
26
-
Q.64 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
21
25
-
-
(Base: All Adults 15+)
Importance of Food Labels when Shopping
– ROI Vs. GB
218
Statements changed in 2015
% Very/fairly important
Low/reduced sugar
GMO free
66
39
53
Low/reduced fat
High protein
High fat
65
57
61
66
55
ROI 2015
GB 2015
65
Q.64 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
69
67
55
Reduced salt
Added vitamins/minerals
71
72
(Base: All Adults 15+)
Attitudes Towards Superfoods – 2015
219
%
ROI 2015
I have never heard of it before today
33
I have heard of it, but do not consider it
important when buying food
30
GB 2015
39
29
I consider the term to be a fad, it does
not impact upon my shopping habits
14
I sometimes try to buy Superfoods
18
14
I actively/always try to buy Superfoods
4
4
14
-
Q.72 Thinking specifically about Superfoods, which of the following statements best describes your attitudes towards Superfoods?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Attitudes Towards Superfoods – ROI
220
%
ROI 2007 ROI 2009 ROI 2011 ROI 2013 ROI 2015
I have never heard of it before today
I have heard of it, but do not consider it
important when buying food
57
52
48
22
21
I consider the term to be a fad, it does
not impact upon my shopping habits
9
I sometimes try to buy Superfoods
I actively/always try to buy Superfoods
11
2
Higher Amongst …
33
 Males, 65+ yrs, C2DE‟s
30
 25-34 yrs, AB‟s
43
26
24
14
8
10
17
16
18
5
4
4
11
9
3
 Females, 25-44 yrs, C1‟s
Q.72 Thinking specifically about Superfoods, which of the following statements best describes your attitudes towards Superfoods?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
Attitudes Towards Superfoods – GB
221
%
GB 2007
GB 2009
GB 2011
GB 2013
GB 2015
39
I have never heard of it before today
62
57
55
53
Higher Amongst …
 Males, 65+ year olds,
DEs
29
I have heard of it, but do not consider it
important when buying food
I consider the term to be a fad, it does
not impact upon my shopping habits
I sometimes try to buy Superfoods
I actively/always try to buy Superfoods
17
21
19
20
10
10
12
11
2
12
8
8
2
3
14
13
14
3
4
 Females, 25-34 year olds,
ABC1‟s, Buy organic
produce
Q.72 Thinking specifically about Superfoods, which of the following statements best describes your attitudes towards Superfoods?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Definition x Different Food Types

Functional Food
(i.e. foods that are enriched with active components, e.g. vitamins/soya/omega that offer you health
benefits, e.g. healthy heart, reduced cholesterol).

Fair Trade Products
(i.e. produce that is sourced through a system which ensures a reasonable return to the producer).

Glycemic Index
(i.e. a measure of how quickly the body‟s digestive system breaks down carbohydrates into glucose).

Ethical Products
(i.e. foods which are kinder to the environment and/or fairer to the producer).
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
222
(Base: All Adults 15+)
Awareness of Different Food Types – 2015
223
Total Aware
%
ROI
2015
Functional foods
GB
2015
41
Fair trade products
76
Ethical products
Glycemic index
34
44
33
Q.69 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
85
53
35
(Base: All Adults 15+)
Awareness of Different Food Types – ROI Vs. GB
Total Aware
%
ROI
Functional foods
GB
41
41
49
38
63
76
74
70
70
62
Fair trade products
Ethical products
Glycemic index
44
38
44
33
27
33
31
30
27
24
85
84
87
84
66
53
49
54
56
31
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
Q.69 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
34
30
34
36
37
35
28
30
34
24
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
224
(Base: All Adults 15+)
Likelihood of Buying Functional Foods in the Future –
2015
%
ROI 2015
GB 2015
Very likely (5)
10
12
Fairly likely (4)
25
20
Not sure (3)
37
40
Fairly unlikely (2)
12
10
Very unlikely (1)
16
18
3.0
3.0
Mean
Q.70 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
225
(Base: All Adults 15+)
Likelihood of Buying Functional Foods in the Future –
ROI
226
%
Very likely (5)
ROI
2003
ROI
2005
ROI
2007
ROI
2009
ROI
2011
ROI
2013
ROI
2015
12
12
11
11
14
13
10
40%
40%
36%
25
Fairly likely (4)
28
28
Not sure (3)
34
35
Fairly unlikely (2)
16
11
Very unlikely (1)
10
14
12
3.1
3.1
3.2
Mean
37%
25
33
44
40%
39%
26
26
31
35
11
9
19
3.0
25
37
9
12
19
16
16
3.1
3.1
3.0
8
Q.70 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
35%
(Base: All Adults 16+)
Likelihood of Buying Functional Foods in the Future –
GB
227
%
GB
2003
GB
2005
GB
2007
GB
2009
GB
2011
GB
2013
GB
2015
Very likely (5)
10
8
10
13
12
13
12
Fairly likely (4)
25
25
Not sure (3)
32
35
Fairly unlikely (2)
13
12
35%
33%
35%
25
39
9
Very unlikely (1)
Mean
33%
20
36
36%
36%
24
23
35
39
13
11
11
33%
20
40
10
20
20
17
18
17
15
18
2.9
2.9
3.0
3.0
3.0
3.1
3.0
Q.70 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Grocery Shoppers 15+)
Checking for Symbol of Quality – 2015
228
%
ROI 2015
Always check
GB 2015
16
28
40
Sometimes check
46
44
Never check
24
Don‟t know
1
*
Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Grocery Shoppers 15+)
Checking Symbol of Quality – ROI
229
%
ROI
2001
Always check
Sometimes check
ROI
2003
ROI
2005
ROI
2007
ROI
2009
18
21
20
23
25
29
ROI
2011
ROI
2013
ROI
2015
32
29
28
47
46
24
24
42
50
51
48
49
Never check
43
40
28
Don‟t know
3
-
1
28
1
29
*
19
*
*
Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
1
(Base: All Grocery Shoppers 16+)
Checking for Symbol of Quality – GB
230
%
GB
2003
Always check
17
Sometimes check
30
GB
2005
GB
2007
9
10
41
40
GB
2009
GB
2011
16
14
33
36
GB
2013
21
36
Never check
Don‟t know
53
-
49
49
50
49
1
1
*
1
GB
2015
16
40
44
44
*
*
Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Grocery Shoppers 15+)
Checking for Country of Origin – 2015
231
%
ROI 2015
GB 2015
17
Always check
31
40
Sometimes check
43
43
Never check
25
Don‟t know
1
*
Q.46b And to what extent do you check for country of origin, i.e. what country the food was produced in?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Grocery Shoppers 15+)
Checking for Country of Origin – ROI
232
%
Always check
Sometimes check
ROI
2001
ROI
2003
ROI
2005
ROI
2007
ROI
2009
19
20
23
26
26
ROI
2011
ROI
2013
ROI
2015
36
33
31
31
41
46
46
45
45
Never check
43
44
37
Don‟t know
44
6
1
30
1
27
1
28
2
19
*
Q.46b And to what extent do you check for country of origin, i.e. what country the food was produced in?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
23
*
25
1
(Base: All Grocery Shoppers 16+)
Checking for Country of Origin – GB
233
%
GB
2003
Always check
Sometimes check
18
31
GB
2005
GB
2007
10
11
41
GB
2009
18
39
35
GB
2011
GB
2013
13
25
GB
2015
17
38
40
33
Never check
Don‟t know
50
1
48
49
1
1
47
*
48
1
42
*
Q.46b And to what extent do you check for country of origin, i.e. what country the food was produced in?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
43
*
(Base: All Grocery Shoppers)
Incidence of Ordering Grocery Shopping Online –
2015
%
Question changed in 2015
Previous years not comparable
ROI 2015
Yes
GB 2015
13
30
No
87
70
Q.41 Have you ever ordered your grocery shopping online?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
234
(Base: All responsible for shopping & ever ordered
grocery shopping online)
Frequency of Ordering Grocery Shopping Online –
2015
%
Question changed in 2015
ROI 2015
(13%)
At least weekly
Once/twice a month
17
GB 2015
(30%)
22
25
39
Less often
53
36
Don‟t know/can‟t recall
4
3
Q.42 How often do you purchase your groceries online?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
235
(Base: All responsible for shopping & ever ordered
grocery shopping online)
Method of Placing Order Online – 2015
%
Question changed in 2015
Over the internet
ROI 2015
(13%)
GB 2015
(30%)
84
85
13
15
2
-
Mobile phone app
Don‟t know/can‟t recall
Q.43 And considering the last time you ordered your groceries online, did you place the order for groceries
by internet / website or via a mobile phone app?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
236
(Base: All Grocery Shoppers}
Types of Shops Purchased In Over Past 2 Weeks
– ROI 2015
237
New question in 2015
Supermarket
2015
Any purchases
in past 2 weeks
Mean no. of shops
visited (excl. zero)
Convenience Store
Local Butchers
Discounters
2015
2015
2015
97%
74%
67%
55%
3.4
3.0
2.3
2.5
Q.48 How many of the following types of shop have you made purchases in over the past two weeks?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Grocery Shoppers)
Types of Shops Purchased In Over Past 2 Weeks
– ROI 2015
New question in 2015
Any purchases
in past 2 weeks
Mean no. of shops
visited (excl. zero)
Local Fruit/Veg Shop
Farmers Market
Speciality/Gourmet Shop
2015
2015
2015
51%
27%
15%
2.1
1.7
1.7
Q.48 How many of the following types of shop have you made purchases in over the past two weeks?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
238
(Base: All Grocery Shoppers)
Types of Shops Purchased In Over Past 2 Weeks
– GB 2015
239
New question in 2015
Any purchases
in past 2 weeks
Mean no. of shops
visited (excl. zero)
Supermarket
Convenience Store
Discounters
Local Fruit/Veg Shop
2015
2015
2015
2015
98%
64%
48%
44%
3.4
3.1
2.7
2.2
Q.48 How many of the following types of shop have you made purchases in over the past two weeks?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Grocery Shoppers)
Types of Shops Purchased In Over Past 2 Weeks
– GB 2015
New question in 2015
Any purchases
in past 2 weeks
Mean no. of shops
visited (excl. zero)
Local Butchers
Farmers Market
Speciality/Gourmet Shop
2015
2015
2015
33%
19%
1.9
1.7
Q.48 How many of the following types of shop have you made purchases in over the past two weeks?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
15%
2.1
240
(Base: All Grocery Shoppers)
Types of Shops Visiting More Frequency
– ROI Vs. GB 2015
241
New question in 2015
% Agree Strongly/Slightly
41
41
Supermarket
36
Discounter
28
22
Local Butchers
8
13
11
Local Fruit/Veg Shop
12
15
Convenience Store
10
8
Farmers Market
Speciality/Gourmet Food Store
ROI 2015
5
4
Q.48a And which types of shops are you visiting more frequently nowadays compared to a year ago?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
(Base: All grocery shoppers)
Channel Image – ROI 2015
New question in 2015
Speciality/Gourmet
Food Store
Supermarket
•Great customer service
•Wine
•Range of products available
Convenience Store
•Range of products available
•Availability of offers/ promos
•Has good parking
Local Fruit/Veg Shop
•Fruit/veg selection
•Great customer service
•Location/convenience
•Location/convenience
•Fast service/no queues
•Great customer service
Farmers Market
•Fruit/veg selection
•Great customer service
•Fast service/no queues
Discounter
•Price
•Availability of offers/promos
•Has good parking
Local Butchers
•Meat/poultry selection
•Great customer service
•Fast service/no queues
Q.49 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All grocery shoppers)
Channel Image – GB 2015
New question in 2015
Speciality/Gourmet
Food Store
Supermarket
•Great customer service
•Range of products available
•Fast service/no queues
Convenience Store
•Has good parking
•Wine
•Range of products available
Local Fruit/Veg Shop
•Fruit/veg selection
•Great customer service
•Fast service/no queues
•Location/convenience
•Fast service/no queues
•Great customer service
Farmers Market
•Fruit/veg selection
•Great customer service
•Meat/poultry selection
Discounter
•Price
•Availability of offers/promos
•Location/convenience
Local Butchers
•Meat/poultry selection
•Great customer service
•Fast service/no queues
Q.49 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)**
Internet Usage – ROI
244
%
Downloaded a Recipe*
Yes
No
ROI
2001
ROI
2003
ROI
2005
11
9
14
89
91
86
ROI
2007
22
ROI
2009
29
ROI
2011
35
38
76
65
** Filter on internet access removed in 2015
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI
2015
24
78
71
*Change in wording in 2011
ROI
2013
62
(Base: All Adults 15+)**
Internet Usage – ROI (II)
Downloaded a
Mobile Phone App
ROI
2011
Yes
No
ROI
2013
18
20
82
80
ROI
2015
12
88
%
Downloaded a
Promotional Voucher
ROI
2013
17
83
ROI
2015
245
Use Social Media To
Contact a Company
ROI
2013
10
ROI
2015
ROI
2015
9
11
91
89
20
90
80
**Filter on Internet usage removed in 2015
*Change in wording in 2011
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Share A Recipe
Via Social Media
(Base: All Adults 16+)**
Internet Usage – GB (I)
246
%
Downloaded a Recipe*
Yes
GB
2003
GB
2005
15
16
GB
2007
GB
2009
25
GB
2011
GB
2013
31
36
68
64
41
No
84
85
27
75
59
73
**Filter on Internet usage removed in 2015
*Change in wording in 2011
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB
2015
(Base: All Adults 16+)**
Internet Usage – GB (II)
Downloaded a
Mobile Phone App
GB
2011
Yes
11
GB
2013
GB
2015
17
13
%
Downloaded a
Promotional Voucher
GB
2013
29
No
89
87
83
71
247
Use Social Media To
Contact a Company
GB
2015
GB
2013
21
17
79
83
GB
2015
GB
2015
11
10
89
90
**Filter on Internet usage removed in 2015
*Change in wording in 2011
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Share A Recipe
Via Social Media
(Base: All Adults)**
Frequency of Downloading / Using Internet
– 2015 (I)
248
%
Downloaded a Mobile
Phone Food Application
Past week
Past month
Past 6 months
Longer ago
Never
ROI 2015
1
4
4
3
88
Don‟t know
1
GB 2015
1
3
4
4
Downloaded
a Recipe
ROI 2015
GB 2015
4
9
4
9
7
4
7
6
76
73
*
*
87
*
** Filter on internet access removed in 2015
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults)**
Frequency of Downloading / Using Internet
– 2015 (II)
249
%
Downloaded a
Promotional Voucher
Past week
Past month
Past 6 months
Longer ago
Never
ROI 2015
3*
3
3
GB 2015
3
7
6
5
90
Use Social Media To
Contact a Company
ROI 2015
3*
3
3
GB 2015
91
*
Share A Recipe
Via Social Media
ROI 2015
1 3
4
3
1
GB 2015
4
3
3
1 3
3
3
89
89
90
*
*
*
79
Don‟t know
*
*
** Filter on internet access removed in 2015
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)**
Frequency of Downloading a Mobile Phone Food
Application – ROI
%
ROI 2011
ROI 2013
ROI 2015
Past week
Past month
Past 6 months
Longer ago
2
6
4
5
3
6
5
5
1
4
4
3
Never
82
80
88
** Filter on internet access removed in 2015
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
250
(Base: All Adults 16+)**
Frequency of Downloading a Mobile Phone Food
Application – GB
%
GB 2011
Past week
Past month
Past 6 months
Longer ago
Never
1
2
4
3
89
GB 2013
3
5
5
3
83
GB 2015
1
3
4
4
87
** Filter on internet access removed in 2015
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
251
(Base: All Adults 15+)**
Frequency of Downloading a Recipe – ROI
%
ROI 2011
ROI 2013
ROI 2015
Past week
5
7
Past month
13
4
9
12
Past 6 months
11
11
Longer ago
6
9
7
4
76
Never
65
62
** Filter on internet access removed in 2015
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
252
(Base: All Adults 16+)**
Frequency of Downloading a Recipe – GB
%
GB 2011
GB 2013
GB 2015
4
8
4
9
Past week
Past month
10
Past 6 months
9
Longer ago
8
12
10
7
6
6
Never
68
73
64
** Filter on internet access removed in 2015
Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
253
(Base: All Adults)
Online Grocery Shopping – 2015
254
%
Ever Ordered?
ROI 2015
Yes
How Often?
GB 2015
13
ROI 2015
GB 2015
Every day/few times a week
2
3
About once a week
15
2-3 times a month
5
About once a month
19
30
18
16
23
No
87
70
Less often
53
36
Not stated
** Filter on internet access removed in 2015
Q.41 Have you ever ordered your grocery shopping online?
Q.42 How often do you purchase your groceries online?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
4
3
Buying Local
Buying Local: Summary
256

While almost 7 in 10 ROI adults believe buying local produce is important, just over half of GB adults feel
this way about locally produced products.

Almost half of ROI adults claim to purchase locally produced food at least once a week. Less than 4 in 10
GB adults do the same.

The vast majority of both ROI and GB adults believe the term “local food” refers to food made within a
close proximity of where they live. Slightly more ROI adults believe it refers to food produced in their own
county, while just over 1 in 5 think it is food produced within their respective countries.

As more regular purchasers of local food, ROI adults appear to have greater understanding and a more
positive attitude towards local food, with over 7 in 10 believing local food to be of higher quality, feel more
confident in the safety of locally produced food and preferring to know the source of their food.

Despite the clear support for local food in the ROI market, both regions have almost equal perceptions
regarding local foods being more expensive.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Importance of Buying Local Produce when Food
Shopping – 2015
%
ROI 2015
GB 2015
19
Very Important (5)
30
33
Fairly Important (4)
38
25
Neither/nor (3)
21
Not very important (2)
Not at all important (1)
6
5
13
3.8
3.3
Mean Score
11
Q.12 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
257
(Base: All Adults 15+)
Importance of Buying Local Produce when Food
Shopping – ROI Vs. GB
258
%
ROI
2005
ROI
2007
ROI
2009
ROI
2011
ROI
2013
ROI
2015
GB
2005
6
Very Important (5)
18
22
28
34
32
GB
2007
GB
2009
GB
2011
GB
2013
GB
2015
23
22
22
19
29
29
31
33
22
23
24
25
14
13
11
11
12
30
27
31
Fairly Important (4)
32
35
33
39
Neither/nor (3)
38
36
27
31
26
23
Not very important (2)
10
10
9
Not at all important (1)
9
7
8
3.4
3.5
Mean Score
38
3.6
17
21
21
6
3
6
3
6
5
3.9
3.8
3.9
14
15
17
15
12
12
12
13
2.9
3.1
3.4
3.4
3.4
3.3
Q.12 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Frequency of Purchasing Local Produce
– ROI Vs. GB
259
%
ROI
2005
ROI
2007
ROI
2009
ROI
2011
25
Few times/once a
month
Few times/once a
week
Daily
Less often/never
18
ROI
2013
ROI
2015
22
23
GB
2005
GB
2007
18
21
42
51
48
20
22
33
34
GB
2009
GB
2011
GB
2013
GB
2015
22
23
22
22
38
36
39
39
2
2
48
37
37
3
3
4
3
4
2
1
1
2
2
(42)
(40)
(33)
(20)
(26)
(26)
(46)
(43)
(37)
(36)
Q.14 How often would you buy local produce, i.e. products produced in your local area?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(35)
(37)
(Base: All Adults 15+)
Understanding of the Term “Local Food” – 2015
ROI 2015
Spontaneous
%
GB 2015
Total
%
Spontaneous
%
71
Made within a close proximity to where I live (52)
57
Available in farmers markets (36)
Total
%
73
(53)
57
(31)
Made within the county in which I live (21)
50
(19)
Made within a 20 mile radius from where I live (22)
53
(27)
Made within the province in which I live
44
57
(7)
25
(7)
23
Made within the country in which I live (10)
22
(8)
21
Made within Europe
(1)
5
(1)
Q.13a What do you understand the term “local food” to mean?
Q.13b Which of the following statements best describes your perception of the term „local food‟?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
260
11
(Base: All Adults 15+)
Understanding of the Term “Local Food” – ROI
% Yes
Total %
Spontaneous %
Made within a 20 mile radius from where I live
Made within the province in which I live
Made within the country in which I live
Made within Europe
80
78
75
69
36
29
30
31
29
Available in farmers markets
Made within the county in which I live
71
52
54
45
50
46
Made within a close proximity to where I live
57
65
62
66
46
50
61
53
49
44
53
61
56
54
42
21
25
19
19
17
22
17
17
14
17
7
7
8
7
7
10
n/a
n/a
n/a
n/a
1
1
1
1
*
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
n/a
n/a
n/a
n/a
5
9
5
5
2
25
37
29
26
25
22
Q.13a What do you understand the term “local food” to mean?
Q.13b Which of the following statements best describes your perception of the term „local food‟?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
261
(Base: All Adults 16+)
Understanding of the Term “Local Food” – GB
% Yes
Total %
Spontaneous %
Made within a close proximity to where I live
39
73
74
76
76
69
53
49
47
51
57
54
61
55
51
31
23
22
24
19
19
18
21
15
26
27
24
25
17
18
Available in farmers markets
Made within the county in which I live
Made within a 20 mile radius from where I live
Made within the province in which I live
Made within the country in which I live
Made within Europe
7
5
5
4
7
8
n/a
n/a
n/a
n/a
1
2
1
1
1
44
47
47
40
50
57
60
66
53
51
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
n/a
n/a
n/a
n/a
2
23
18
25
18
20
21
11
9
9
7
Q.13a What do you understand the term “local food” to mean?
Q.13b Which of the following statements best describes your perception of the term „local food‟?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
262
(Base: All Adults 15+)
Understanding of the Term “Local Food” – 2015
% Agree slightly/strongly
Food produced locally results in higher quality
products
75
61
71
I like to know the area where my food comes from
49
I am more confident in the safety of food produced
in my local area
70
49
67
Only the best ingredients are included in locally
produced products
47
68
I think food produced locally has less preservatives
and artificial ingredients
50
45
Local produce tends to be more expensive
GB 2015
60
I only buy meat that is fully traceable
When buying meat I always check the label for the
farm name
ROI 2015
68
I feel food produced in my local area is better for my
health
38
54
34
73
66
Q.15 I am going to read out some statements that people have made about food produced locally in their own area. Using a scale from 1 to 5
where 5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of the following.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
263
(Base: All Adults 15+)
Attitude Towards Food Produced Locally – ROI
264
% Agree slightly/strongly
Food produced locally results in higher quality
products
I like to know the area where my food comes from
I am more confident in the safety of food produced
in my local area
Only the best ingredients are included in locally
produced products
I think food produced locally has less preservatives
and artificial ingredients
I feel food produced in my local area is better for my
health
I only buy meat that is fully traceable
When buying meat I always check the label for the
farm name
Local products tend to be more expensive
n/a
75
79
75
67 72
62
71
76
75
64
65
62
70
77
75
6569
57
67
71
68
58 67
56
68
70
70
60 66
53
68
71
70
59 64
51
60
63
61
53 58
52
54
59
56
46
48
45
73
69
69
61 69
Q.15 I am going to read out some statements that people have made about food produced locally in their own area. Using a scale from 1 to 5
where 5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of the following.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
(Base: All Adults 16+)
Attitude Towards Food Produced Locally – GB
265
% Agree slightly/strongly
Food produced locally results in higher quality
products
45
I like to know the area where my food comes from
37
I am more confident in the safety of food produced
in my local area
Only the best ingredients are included in locally
produced products
I think food produced locally has less preservatives
and artificial ingredients
I feel food produced in my local area is better for my
health
I only buy meat that is fully traceable
When buying meat I always check the label for the
farm name
Local products tend to be more expensive
36
44
42
61
60
58
63
55
49
53
49
48
49
51
50
52
47
48
47
51
48
39
50
53
51
51
45
36
45
47
41
44
38
33
38
38
33
31
30
25
34
35
31
32
29
24
66
68
65
67
65
n/a
Q.15 I am going to read out some statements that people have made about food produced locally in their own area. Using a scale from 1 to 5
where 5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of the following.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
GB 2005
Artisan, Ethnic
& Organic Foods
Artisan, Ethnic & Organic Foods: Summary
267

In GB, consumers are most likely to consider artisan produce to be of high quality and better than ordinary
food. While Irish adults appear to have a greater understanding of how artisan products are made – by
small scale producers and with a commitment to tradition. In addition, more ROI consumers appear to find
artisan products expensive, though they also demonstrate a greater desire for access to such produce
locally.

Similar proportions of ROI and GB adults claim to have ever eaten traditional (Irish/British) cuisine and
BBQ food (steaks/burgers). However, as GB is a more ethnically diverse country, it is not surprising that
the incidence and frequency of eating Chinese, Indian, Mexican and Asian style foods is much higher than
in ROI.

Just over 6 in 10 Irish grocery shoppers claim to have ever bought organic food. This is a higher
proportion that in GB, where half of shoppers have every purchased organic. However, both regions
record a slight decrease in purchase activity when compared to 2013.

As with all previous years, vegetables and fruit remain two of the most commonly purchased types of
organic food, while yoghurt and poultry also continue to be popular organic food items. This year also
sees a slight increase in organic beef being purchased weekly and monthly across both regions.

ROI adults continue to purchase organic food marginally more regularly than in GB. Almost a quarter of
adults in ROI claim to have purchased organic food in the past week in comparison to 1 in 5 among GB
adults. It is also interesting to note that over half of GB respondents claim to have never purchased any
organic food in 2015, a slight increase since 2013.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Definition – Artisan Food
Artisan Food
Artisan products are products that are highquality and distinctive, produced in small
quantities, usually by hand and using
traditional methods. For example: farmhouse
cheeses, breads, cured meats
and preserves.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
268
(Base: All Adults 15+)
Attitude Towards Artisan Foods – 2015 (I)
New question in 2015
% Agree Strongly/Slightly
47
I find artisan produce to be of high
quality and better than ordinary food
55
60
Artisan products are
made/produced by small scale
producers
48
59
Artisan products are made with a
commitment to tradition
48
62
I find artisan products expensive
Artisan products should always be
available to me locally
41
43
37
Q.53 The following are some statements which people have made about artisan products/ foods. Using a scale from 1 to 5,
where 5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of these statements
about artisan products/food.
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
269
ROI 2015
GB 2015
(Base: All Adults 15+)
Ever Eaten Ethnic Foods – ROI Vs. GB 2015
New question in 2015
270
Ever Eaten
%
ROI
2015
GB
2015
89
Traditional (Irish/British)
92
77
Pizzas/Pastas
83
74
BBQ Food
75
66
Chinese
76
38
Indian
65
32
Tapas/Sharing
37
30
Burritos/Tacos
44
French
26
Thai
26
35
Noodle Bar (Asian)
25
35
Sushi/Japanese
13
30
23
Q.56 And how often do you eat each of the following types of foods where 1 = more than once a week and 7= never?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Frequency of Eating Ethnic Food – 2015
271
New question in 2015
% Weekly or more frequently
67
68
Traditional (Irish/British)
32
Pizzas/Pastas
12
Chinese
Tapas/Sharing
Burritos/Tacos
French
Thai
Noodle Bar (Asian)
Sushi/Japanese
80
82
60
43
28
30
BBQ Food
Indian
% Every month or more frequently
5
4
5
4
7
4
3
3
4
4
7
1
3
52
54
34
19
17
16
9
13
12
19
8
10
10
13
12
17
3
7
Q.56 And how often would you eat each of the following types of foods …?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
39
46
68
(Base: All Adults 15+)
Organic Purchasing Behaviour – 2015
272
ROI 2015
GB 2015
Yes
54%
Yes
47%
EVER BOUGHT
All Adults 15+
EVER BOUGHT
Grocery Shoppers
MOST FREQUENT
PURCHASES
62%
•
•
•
•
•
Vegetables
Fruit
Poultry
Dairy produce
Beef
50%
•
•
•
•
•
Vegetables
Fruit
Dairy produce
Poultry
Beef
Q.58 When was the last time, if ever, you bought any organic food?
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 15+)
Organic Purchasing Behaviour – ROI
ROI 2003
EVER BOUGHT
All Adults 15+
EVER BOUGHT
Grocery Shoppers
MOST
FREQUENT
PURCHASES
ROI 2005
ROI 2007
Yes
30%
Yes
38%
Yes
46%
40%
51%
• Vegetables
• Dairy
products
• Fruit
• Poultry
• Vegetables
• Fruit
• Dairy
products
• Poultry
59%
•
•
•
•
Vegetables
Fruit
Poultry
Dairy
products
ROI 2009
ROI 2011
ROI 2013
ROI 2015
Yes
50%
Yes
57%
Yes
54%
Yes
54%
66%
62%
62%
61%
•
•
•
•
273
Vegetables
Fruit
Poultry
Dairy
produce
•
•
•
•
Vegetables
Fruit
Poultry
Dairy
produce
•
•
•
•
Vegetables
Fruit
Poultry
Dairy
produce
Q.58 When was the last time, if ever, you bought any organic food?
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
•
•
•
•
Vegetables
Fruit
Poultry
Beef
(Base: All Adults 16+)
Organic Purchasing Behaviour – GB
EVER BOUGHT
All Adults 15+
EVER BOUGHT
Grocery Shoppers
GB 2005
GB 2007
Yes
39%
Yes
40%
47%
49%
• Vegetables
MOST FREQUENT • Fruit
PURCHASES
• Dairy
products
• Poultry
•
•
•
•
Vegetables
Fruit
Poultry
Dairy
products
GB 2009
Yes
49%
GB 2011
Yes
56%
274
GB 2013
GB 2015
Yes
47%
Yes
49%
53%
59%
54%
• Vegetables
• Dairy
products
• Fruit
• Poultry
• Vegetables
• Fruit
• Dairy
produce
• Poultry
• Vegetables
• Fruit
• Dairy
produce
• Poultry
50%
•
•
•
•
•
Q.58 When was the last time, if ever, you bought any organic food?
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
Vegetables
Fruit
Dairy produce
Poultry
Beef
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in
Organic Form – 2015 (I)
% Weekly
% Monthly or more often
42
Vegetables
70
33
62
35
Fruit
58
30
56
19
Poultry
44
12
37
16
Yoghurt
35
19
37
12
Cheese
25
13
14
Milk/cream
ROI 2015
33
GB 2015
25
18
Butter/other dairy spreads
275
8
35
18
11
26
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in
Organic Form – 2015 (II)
% Weekly
11
Beef
25
8
28
7
Cereals
15
12
23
7
Pasta
Lamb
% Monthly or more often
17
8
21
3
15
3
21
6
Bacon
5
4
Pork
15
20
ROI 2015
GB 2015
14
4
Venison
1
1
19
2
5
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
276
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in
Organic Form – ROI (I)
% Weekly
% Monthly or more often
33
Vegetables
26
Fruit
22
16
19
15
18
15
13
17
14
16
15
14
15
17
Poultry
Yoghurt
-
Cheese
-
12
8
9
10
14
7
8
8
Milk/cream
-
8
4
4
6
Butter/other dairy spreads
-
14
15
11
42
40
40
40
70
64
72
68
72
63
60
58
52
58
58
60
53
32
35
27
31
33
31
41
44
38
50
44
41
42
35
35
32
33
33
32
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
25
23
27
31
30
15
15
15
18
11
10
14
-
25
24
24
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
277
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in
Organic Form – ROI (II)
% Weekly
Beef
Cereals
Pasta
Lamb
Bacon
Pork
Venison
11
6
7
9
7
9
6
7
4
4
6
10
7
4
7
3
5
5
9
4
4
3
2
2
3
4
5
4
6
2
3
4
6
5
3
4
1
2
3
3
4
1
1
*
*
1
1
1
% Monthly or more often
ROI 2015
ROI 2013
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
25
20
22
22
28
27
19
15
13
10
15
20
17
13
17
14
13
16
12
16
12
15
11
15
17
20
16
13
15
8
13
12
15
15
10
14
7
11
11
15
15
8
2
1
1
1
4
6
2
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
278
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in
Organic Form – GB (I)
% Weekly
33
28
26
34
28
30
28
23
30
27
Vegetables
Fruit
Poultry
Yoghurt
Cheese
Milk/cream
Butter/other dairy spreads
% Monthly or more often
8
8
9
7
62
67
59
66
69
56
59
52
59
67
12
19
10
9
15
14
13
9
8
12
10
18
15
12
17
17
11
6
6
8
7
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
37
28
28
32
36
37
30
31
32
37
33
26
28
30
34
35
30
29
33
37
26
16
20
22
23
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
279
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in
Organic Form – GB (II)
Beef
Cereals
Pasta
Lamb
Bacon
Pork
Venison
% Weekly
8
5
3
4
2
12
4
7
9
5
8
5
6
7
3
3
3
2
2
2
5
3
4
3
2
4
3
2
1
2
1
1
*
*
GB 2015
GB 2013
GB 2011
GB 2009
GB 2007
% Monthly or more often
28
22
18
22
26
23
12
15
17
18
21
15
18
19
18
21
15
14
14
15
20
15
15
15
17
19
15
15
15
16
5
1
*
*
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
280
(Base: All Adults 15+)
When Last Bought Organic Food – 2015
281
%
ROI 2015
GB 2015
Past week
24
20
Past month
13
Past 3 months
Past 6 months
Longer ago
4
3
9
Never
46
11
Q.58 When was the last time, if ever, you bought any organic food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
5
3
8
53
(Base: All Adults 15+)
When Last Bought Organic Food – ROI
282
%
Past week
Past month
Past 3 months
Past 6 months
Longer ago
Never
ROI
2003
ROI
2005
10
11
7
23
6
70
ROI
2007
17
11
5
3
8
62
ROI
2009
ROI
2011
ROI
2013
ROI
2015
25
24
22
24
12
18
16
13
2 5
8
4
3
9
46
46
14
5
3
7
54
6
3
5
6
3
6
50
43
Q.58 When was the last time, if ever, you bought any organic food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
(Base: All Adults 16+)
When Last Bought Organic Food – GB
283
%
Past week
GB
2005
GB
2007
13
16
Past month
12
9
Past 3 months
Past 6 months
Longer ago
34
7
6
2
5
Never
61
GB
2009
GB
2011
GB
2013
GB
2015
24
20
21
20
12
17
14
6
2
6
8
3
8
5
3
8
60
50
43
Q.58 When was the last time, if ever, you bought any organic food?
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015
5
3
7
11
49
53
(Base: All Adults)
Incidence of Dependent Children
Data not comparable to previous years
284
%
ROI 2015
GB 2015
37
Yes
46
No
53
63
Q. Classification
15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015