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 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 China. The
charts included represent the study results. More detailed information is available in the tabular
reports.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
2
Research Method

Online survey conducted by Ipsos MRBI on behalf of Bord Bia.

The research was conducted among a representative sample of adults aged 18+ in China.

Quotas were set on sex, age, region and social class to ensure a representative sample.

Sample size 1,000.

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 2015 China/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 2015 China/October 2015
4
(Base: All Adults 18+)
Profile of Sample – 2015 (I)
5
%
SEX
AGE
SOCIAL CLASS
CHINA
2015
CHINA
2015
CHINA
2015
Under 25
Male
Female
30
52
25-34
38
35-44
25
45-54
55+
5
2
48
Upper*
61
Lower
39
*Upper is classified as all earning above 8,000 RMB
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
(Base: All Adults 18+)
Profile of Sample – 2015 (II)
6
%
HOUSEHOLD
COMPOSITION
REGION
WORKING STATUS
CHINA
2015
CHINA
2015
CHINA
2015
Single
4
Dual
11
Tier 1
3+
33
Tier 2
33
Tier 3/4/5/6
33
Working full time/
self-employed
80
Working part time
5
Student
Other*
12
85
3
*Other includes housewife, retired, unemployed
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
(Base: All Adults 18+)
Incidence of Dependent Children Living in
Household
%
CHINA
2015
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
Yes
62
No
38
7
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
%
CHINA
2015
21%
Yes
Allergies Mentioned Amongst All Adults:
•
•
•
•
•
•
•
•
Milk
Eggs
Shellfish
Fish
Nut/peanut
Soy
Lactose
Wheat (coeliac condition)
7%
6%
6%
5%
5%
4%
4%
2%
Q.30a Do you or anybody in your household have any of the following food allergies?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
8
Attitudes Towards
Food
Attitudes Towards Food: Summary

The adult population in China display an enthusiasm for eating lots of fruit and vegetables
and enjoy trying new foods. They also consider protein to be an important part of their diet.

Interestingly, a similar proportion of Chinese respondents state that they choose foods that
are easy to prepare and quick to cook. In fact, 9 in 10 people claim to eat „ready prepared‟
/ „convenience meals‟ often.

Almost the same proportion of the population prefer frozen to chilled food as do chilled to
frozen food. Just over half of the adult population in China consider the quality to be the
same.

In relation to utility ownership, while only 5 in 10 report owning an oven, almost 7 in 10 own
a microwave, perhaps reinforcing the importance placed on foods that are quick and easy
to prepare and cook. China also records the highest incidence of the Nutri/Magic Bullet,
with 62% of households claiming ownership.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
10
(Base: All Adults 18+)
Utility Ownership In Home (I)
11
%
CHINA 2015
52
45
20
13
ANY
OVEN
Full oven
– electric
Full oven
– gas
Q.49 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
Separate
freezer
(Base: All Adults 18+)
Utility Ownership In Home (II)
12
%
CHINA 2015
77
69
58
24
18
13
Kettle
Toaster
Tagine
Smoothie maker/…
Q.49 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
Microwave
Grill
(Base: All Adults 18+)
Utility Ownership In Home (III)
13
%
CHINA 2015
86
68
62
36
18
9
Deep…
Sandwich…
12
Food…
Wok
Steamer
Q.49 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
Coffee…
Nutri/…
(Base: All Adults 18+)
Attitudes to Food (I)
14
% Applies a lot/a little
I try to eat a lot of fruit and vegetables
98
I tend to pick foods that are easy to prepare
94
I like to try new foods
94
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
87
44
Q.1 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 2015 China/October 2015
(Base: All Adults 18+)
Attitudes to Food (II)
15
% Applies a lot/a little
Food is one of the few pleasures I have left
I tend to avoid sugary foods/sweets
I tend to pick foods that are quick to cook
I would often eat „ready prepared‟/ „convenience meals‟
I always try to buy brands that use
environmentally sensitive packaging
Protein is an important part of my diet
Q.1 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 2015 China/October 2015
88
83
85
90
92
96
(Base: All Adults 18+)
Attitudes to Frozen Vs. Chilled Food
%
CHINA
2015
Frozen food is always better than
chilled food
6
Frozen food is usually better than
chilled food
18
About the same
53
Chilled food is usually better than
frozen food
Chilled food is always better than
frozen food
21
24%
23%
1
Q.13 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 2015 China/October 2015
16
Attitudes Towards
Cooking
Attitudes Towards Cooking: Summary

China‟s level of culinary expertise varies with age. Almost half the population claim to be able to cook a
simple dinner, while those aged 45+ are most likely to be dinner party enthusiasts. Interestingly, there
are minimal gender differences in terms of attitudes to cooking, with equal proportions passionate about
food.

Preparing/ cooking meals from scratch is done by three quarters of the adult population in China at least
a few times a day/ week.

Stir fry / wok is the most common method of food preparation in China, utilised by 99% of the
population.

Ready prepared ingredients are used at least weekly by three quarters of the Chinese population, with
over half of those aged 45+ reporting use of these ingredients once / a few times per day.

The Chinese response to convenience meals is generally quite positive, with 7 in 10 adults claiming
they are a good substitute for home cooked meals when time is limited. In addition, over half of
respondents report always having them at home, while almost 4 in 10 believe they have natural
ingredients / are good for you.

Food safety has emerged as a key consideration amongst the Chinese population, as just over 1 in 5
adults believe it to be the most important factor when cooking in home. This may explain why the
Chinese rely on ready prepared ingredients and convenience meals to such an extent, rather than fresh
produce.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
18
(Base: All Adults 18+)
Level of Cooking Expertise
19
%
CHINA
2015
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.)
1
13
49
Would be confident that I could produce a good
Sunday roast with all the trimmings
23
Would enjoy having a dinner party where I do all the
cooking
14
Q.3 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 2015 China/October 2015
(Base: All Adults 18+)
Level of Cooking Expertise – 2015
20
%
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.)
AGE
SEX
CHINA
2015
Male
Female
18-24
25-34
35-44
1
13
1
13
1
13
2
1
11
1
8
45+
6
42
46
Main/Joint
Shopper
1
12
22
49
49
49
49
49
56
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
28
23
23
23
13
14
24
27
13
14
22
6
21
26
12
Q.3 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 2015 China/October 2015
15
(Base: All Adults 18+)
Attitude to Cooking
21
%
CHINA
2015
A chore – something that has to be done
Important because eating well is important
Good fun at times
18
36
28
47%
A passion – I love food
18
Q.4 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
(Base: All Adults 18+)
Attitude to Cooking – 2015
22
%
AGE
SEX
A chore – something
that has to be done
Important because
eating well is important
CHINA
2015
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
18
19
17
14
18
21
20
17
25
36
36
35
38
38
40
52
40
Good fun at times
28
27
30
27
26
20
16
A passion – I love food
18
18
18
21
17
Q.4 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
19
12
19
(Base: All Adults 18+)
Attitude Towards Eating & Cooking
23
% Applies a lot/a little
We use a lot of ready to eat foods in our household
71
I only eat out for special occasions
I‟m too busy to cook meals as often as I would like
86
68
I really enjoy cooking and being able to create a great meal
It is important to spend time over dinner as a family
Q.1 The following are things people have said about their attitudes to the food they eat and cooking.
For each one, please indicate whether that statement applies to you personally a lot; a little or not at all?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
79
96
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In
Past 3 Years
% Yes
CHINA 2015
20
Yes
In 2015, Higher Amongst:
•
•
•
•
•
25-34 yrs
Dependent kids
High income
3+ in household
Cooking is a passion
Q.5 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 2015 China/October 2015
24
(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From
Scratch
%
CHINA
2015
Once/few times a day
46
29
Few times a week
Once a week
Once/few times a month
Less often
Never
Average
5
9
9
2
22.6
Q.6 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 2015 China/October 2015
25
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch
Compared To 12 Months Ago
%
CHINA
2015
More often
31
About the same
58
Less often
11
In 2015, Highest Amongst
 18-24 yrs
Q.7 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 2015 China/October 2015
26
(Base: All who prepare own meals)
Preparation of Food x Volumetrics – Overview
%
(% prepare own meals)
CHINA
2015
(87%)
Grilled
4
Boiled
16
Oven baked/roasted
On the hob
9
5
10
Uncooked/ cold
Fried
13
10
Microwaved
15
Steamed
Stir fry/wok
Other
17
1
Q.14b 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 2015 China/October 2015
27
(Base: All who prepare own meals)
Preparation of Food in Home
28
%
Grilled
25
Boiled
93
Oven baked/roasted
50
Uncooked/ cold
56
Fried
On the hob
Microwaved
Steamed
73
30
59
84
Stir fry/wok
Q.14b 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 2015 China/October 2015
99
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
%
Once/few times a day
32
Few times a week
35
Once a week
8
Once/few times a month
9
Less often
Never
13
2
Q.8 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 2015 China/October 2015
29
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients –
2015
30
%
Once/few times a day
AGE
SEX
CHINA
2015
Male
Female
32
30
33
18-24
25-34
35-44
33
35
45+
Main/Joint
Shopper
23
34
52
35
Few times a week
35
37
33
35
37
37
9
Once a week
8
8
9
Once/few times a month
9
10
9
Less often
Never
13
2
13
2
14
2
30
13
10
6
8
9
11
2
14
-
17
4
8
7
4
4
2
Q.8 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 2015 China/October 2015
10
10
1
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
31
% agree strongly/slightly
Are easy to cook
81
Are easy to prepare
76
Are quick to cook
Are expensive
Are filling
Are a good substitute for home
cooked meals when time is limited
74
25
49
70
Q.12 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 2015 China/October 2015
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
% agree strongly/slightly
Taste great
56
Have poor quality ingredients
49
Are good value for money
51
Always have at home
Have natural ingredients/good for you
50
38
Q.12 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 2015 China/October 2015
32
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
%
CHINA
2015
More often
19
Less often
25
Q.11 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 2015 China/October 2015
33
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/ Preparing Food in Home
%
1st
Taste
1st/2nd
8
Quality
18
10
Healthiness
21
21
Freshness
37
12
Ease of preparation
3
Enjoyment
3
26
7
5
Safeness of food
22
Nutritional value
36
11
31
Value for money
3
7
Price
3
6
Variety
3
6
Q.24 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 2015 China/October 2015
34
Food Behaviours
At Lunch Time
Food Behaviours At Lunch Time: Summary

The majority of adults in China usually eat their lunch at work. This reflects a different
cultural trend that has emerged in the other markets included.

Going out to eat for lunch has emerged as a popular trend with 42% claiming to be doing
this more often than before.

Almost 4 in 10 Chinese respondents claim to eat lunch at work less often – whether
bringing in their lunch from home, preparing their lunch in work or going out to get food and
bring it back to the office to eat.

The most popular components of children's lunchboxes in China are fruit and milk,
followed by sandwiches and yoghurt.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
36
(Base: All Adults 18+)
Place Where Lunch is Usually Eaten
%
CHINA
2015
At work
56
At home
44
Q.16 During the week, do you usually eat lunch at work or at home?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
37
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime
Habits (I)
%
Bring in my own lunch
CHINA
2015
More often
Less often
No change
21
Prepare my lunch at work
CHINA
2015
15
39
38
41
46
Q.17 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 2015 China/October 2015
38
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime
Habits (II)
%
Go out to eat lunch
CHINA
2015
Go out & get sandwich & bring it back to work
CHINA
2015
15
More often
42
41
Less often
28
44
No change
30
Q.17 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 2015 China/October 2015
39
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
% Yes
CHINA 2015
38
Yes
In 2015, Higher Amongst:
•
•
•
•
35-44 yrs
3+ in household
Housewife
Higher income
Q.18 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 2015 China/October 2015
40
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
41
%
Sandwiches
51
Cereal bars
17
Crisps
9
Popcorn
9
Fruit
Smoothie
67
11
Juice
40
Milk
56
Bottle of water
32
Yoghurt
42
Cheese snack/cheese strings
Other
32
17
Q.19 What would their lunch boxes usually contain?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
Eating in Home
Eating In Home: Summary

Almost half of the Chinese population are solely responsible for preparing their own meals.
The profile of those taking responsibility shows an even gender balance, while those aged
25-34 years are most responsible.

Almost 8 in 10 claim to be entertaining at home more often, with three quarters of the
Chinese population hosting family celebrations at home.

Only 3% of adults in China state they never sit down to breakfast as a family, one of the
lower proportions across all the markets, while almost 5 in 10 have family breakfasts at the
weekends only.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
43
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
%
CHINA
2015
Always prepare own meal
48
Sometimes prepare own meal
39
Someone else prepares meal
Other/couldn‟t say
10
3
Q.14a 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 2015 China/October 2015
44
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in
the Home
%
Male
Female
SEX
AGE
CHINA
2015
CHINA
2015
18-24
22
25-34
39
35-44
30
45+
9
48
52
Q.14a 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 2015 China/October 2015
45
(Base: All Adults 18+, excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast
Together
%
CHINA
2015
Every morning
Weekdays only
29
6
49
Weekends only
School holidays only
Holidays away from home
Term time only
Never
9
3
3 1
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
46
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often
Nowadays
% Yes
CHINA 2015
79
Yes
In 2015, Higher Amongst:
•
•
•
•
35-44 yrs
Dependent children
Can cook
Housewife
Q.9 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 2015 China/October 2015
47
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
% Entertaining at home more often 2015
CHINA
(79%)
Romantic meal in instead of going out
42
Having friends over instead of going to pub
or restaurant
43
Family celebrations at home instead
75
A few drinks at home with your partner
instead of going to the pub
Other
36
8
Q.10 And which, if any, of these types of entertaining in are you doing more often?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
48
Eating Out of Home
Eating Out Of Home: Summary

Eating meals or snacks on the premises of a pub, café or restaurant is the most popular
out of home activity, with 67% of the Chinese population claiming to have eaten in these
establishments over the past 7 days.

55% of respondents consumed takeaway meals eaten off the premises where they were
prepared (in the last 7 days). Of all the out of home meal options, this is availed of the
most frequently, with almost 3 meals eaten in the past 7 days among Chinese
respondents.

Getting meals/ snacks delivered is the least common option. However, of those who avail
of this delivery option the average number of deliveries is 2.7 meals.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
50
(Base: All Adults 18+)
Meals Eaten Out in the Last 7 Days
Meals or Snacks
on the Premises of
a Pub/Restaurant/Cafe
2015
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2015
51
Meals or Snacks
Delivered to
Your Home
2015
Incidence last 7 days
Frequency in 2015
(no. of times – excl. zero)
67%
55%
45%
2.7
2.9
2.7
Q.25 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 2015 China/October 2015
Health & Wellbeing
Health & Wellbeing: Summary

The Chinese‟s description of their own diet is overwhelmingly positive – with 82% of the adult
population believing their diet to be very / fairly healthy.

In fact, half the adult population believe their diet to have become more healthy over the past 12
months. This is particularly evident amongst females, aged 18-24, though all cohorts record a
significant improvement in their diet.

The importance of eating properly is widely understood by the Chinese adult population, with the
link between good food/ good diet and mental health and wellbeing evident through behaviours
such as trying to eat a balanced diet and limiting the amount of fast food consumed.

Attitudes towards „healthy options‟ food show that there is a desire for manufacturers to help
people to be healthy. Over 90% of all adults acknowledge that healthy food options are more
expensive than other foods, while the same proportion of adults claim to be willing to pay more
for healthy food as long as it tastes good.

With more than 8 in 10 adults admitting to finding it difficult to understand “the nutritional claims
on packaging” and “the labelling on food” , similar to other markets, it is clear that more needs to
be done on easing the confusion around food labelling.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
53
(Base: All Adults 18+)
Overall Descriptors of Diet
54
%
My Diet is …
CHINA
2015
Very healthy
20
82%
Fairly healthy
62
Not sure
Fairly unhealthy
Very unhealthy
13
Mean
5
4.0
Q.29 How would you describe your diet overall?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
%
CHINA
2015
More healthy
50
Less healthy
3
Q.30 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 2015 China/October 2015
55
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2015
56
%
AGE
SEX
CHINA
2015
More healthy
50
Less healthy
3
Male
Female
18-24
55
55
45
3
3
5
25-34
35-44
45+
49
48
48
2
1
1
Q.30 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 2015 China/October 2015
Main/Joint
Shopper
52
3
(Base: All Adults 18+)
Attitude Towards Diet (I)
57
% Agree
Slightly
To be healthy it is really important to eat properly
I eat to feel good and take control of my life
I eat healthy to take control of my life
% Agree
Strongly
41
45
49
%
Agree
49
16
21
90
61
70
Q.2 Now I am going to read out things people have said about their diet and general wellbeing. 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 2015 China/October 2015
(Base: All Adults 18+)
Attitude Towards Diet (II)
% Agree
Slightly
I eat for enjoyment and not for health reasons
I am often confused about what I should eat to stay
healthy
58
% Agree
Strongly
24
28
I am concerned about my children becoming obese*
37
It‟s not the type of food you eat that causes health
problems, it‟s more the amount you eat of these foods
35
I‟ll think about eating healthily when I get older
35
%
Agree
10
35
12
40
22
12
59
47
22
56
Q.2 Now I am going to read out things people have said about their diet and general wellbeing. 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 2015 China/October 2015
*Based on those with
dependent kids in h’hold
(Base: All Adults 18+)
Attitude Towards Wellbeing
% Agree
Slightly
Good food can enhance body and
mind
I consider what I eat to be really
important for my wellbeing
59
%
Agree
% Agree
Strongly
44
48
43
30
87
78
Q.2 Now I am going to read out things people have said about their diet and general wellbeing. 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 2015 China/October 2015
(Base: All Adults 18+)
Attitudes Towards Healthy Options
% Applies
A Lot
Healthier foods are always far more expensive
than other foods
Choosing healthy food to eat is very limiting and
boring too
%
Applies
48
51
25
92
59
59
28
92
41
26
I would like manufacturers to help me eat
healthily
I find there are never enough healthy food
options when shopping
% Applies
A Little
44
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
60
93
35
54
82
52
77
Q.32/Q.33 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 2015 China/October 2015
85
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
% Applies
A Lot
I would like to see more low fat products
% Applies
A Little
38
%
Applies
47
I am more concerned about fat content than
calories
33
50
I always look for a low fat option when
buying food products
34
51
I always think of the calories in what I eat
85
83
85
80
31
49
Q.32/Q.33 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 2015 China/October 2015
61
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
I always try to eat a balanced diet
% Applies
A Little
59
62
%
Applies
37
96
I try to limit the amount of fast food I consume
51
42
93
I always check the nutritional labelling on foods
before buying them
51
42
93
I try to give the children as much veg as possible*
67
29
Q.32/Q.33 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 2015 China/October 2015
96
*Based on those with
dependent kids in h’hold
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
% Applies
A Lot
I eat to enrich/enhance mental alertness and
spiritual well being
There are not enough product options for people
who suffer food intolerances
My diet is mainly vegetarian
% Applies
A Little
50
29
28
63
%
Applies
43
46
43
Q.32/Q.33 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 2015 China/October 2015
92
74
70
(Base: All Adults 18+)
Attitude Towards Health Products/Labelling
% Applies
A Lot
I often find it difficult to understand
the nutritional claims on packaging
31
I often find it difficult to understand
the labelling on food
28
I am confident that food in the
supermarket is safe
23
% Applies
A Little
%
Applies
51
55
59
82
83
81
Q.32/Q.33 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 2015 China/October 2015
64
(Base: All those with dependent children in h’hold)
Attitude Towards Children‟s Health & Well-Being
65
% Agree strongly/slightly
I try to ensure that my children have a balanced diet
88%
I am conscious about my children‟s sugar intake
I find it difficult to get my kids to eat vegetables with their dinner
79%
38%
Q.1a The following are some things people have said about children‟s health and wellbeing.
Please indicate how much you agree/disagree with each statements on a scale from 1 to 5, where 5 = agree strongly and 1 = disagree strongly.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
Environmental Issues
Environmental Issues: Summary

The Chinese population demonstrate high levels of awareness across most environmental
issues, the importance or impact these issues have on purchase behaviour is more
variable.

While 9 in 10 of the adult population are aware of the term „Sustainably Produced‟, only
36% state that they would either sometimes / actively / always buy „sustainably produced‟
food.

The awareness of „Carbon Footprint‟ & „Food Miles‟ is much lower in China when
compared to the other markets, with over half the adult population claiming to have never
heard of „Food Miles‟.

Issues including „Food Waste‟, „Conserving Resources‟ & „Animal Welfare‟ record high
awareness levels, while at least 6 in 10 adults sometimes/actively/always buy produce that
considers these issues.

Almost three quarters of Chinese adults claim to be more conscious of environmental
issues in their choice of products, while almost 7 in 10 state their preference is to buy from
companies that are aware of the impact of environmental issues.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
67
(Base: All Adults 18+)
Attitudes towards Sustainably Produced
%
CHINA
2015
I have never heard of it before today
10
I have heard of it but do not consider it important
32
I consider the term to be a fad
22
I sometimes try to buy food with this issue
20
I actively/ always try to buy food with this issue
16
In 2015, Highest Amongst
 45-54 yrs
Q.42 Thinking specifically about „Sustainably Produced‟, which of the following statements best describes your attitude towards the term?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
68
(Base: All aware of sustainably produced)
Understanding of the Term Sustainably Produced
TOTAL
CHINA
2015
(90%)
%
% Aware
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
51
Production practices which do not have
a future affect on the environment
17
Ensuring that future generations have
what we have today
19
Consumption practices which do not
have a future effect on the environment
Other
Don‟t Know
10
-
2
2015
GENDER
AGE
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
48
54
61
51
42
41
17
18
10
20
23
19
22
15
16
19
21
23
10
10
10
8
13
12
-
-
-
-
-
-
2
3
3
3
1
5
Q.44 What do you understand the term “Sustainably Produced” to mean? #
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
69
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
%
CHINA
2015
In 2015, Highest Amongst
I have never heard of it before today
37
 Low income
I have heard of it but do not consider it important
19
 Females
I consider the term to be a fad
21
I sometimes try to buy food with this issue
13
I actively/ always try to buy food with this issue
10
Q.42 Thinking specifically about „Carbon Footprint‟, which of the following statements best describes your attitude
towards the term?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
70
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
TOTAL
CHINA
2015
(63%)
%
% Aware
The amount of carbon dioxide which is emitted
before a product reaches the market
34
An individuals effect on the environment
brought about by the consumption of products
36
26
A measure of environmental damage
Other
Don‟t know
-
3
AGE
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
35
33
26
39
35
39
35
38
51
34
28
24
27
26
21
24
34
32
-
-
-
-
-
-
4
3
2
3
4
5
Q.45 What do you understand the term “Carbon Footprint” to mean?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
2015
GENDER
71
(Base: All Adults 18+)
Attitudes towards Food Miles
72
%
CHINA
2015
I have never heard of it before today
55
I have heard of it but do not consider it important
16
I consider the term to be a fad
14
I sometimes try to buy food with this issue
8
I actively/ always try to buy food with this issue
8
In 2015, Highest Amongst
 55+ yrs
Q.42 Thinking specifically about „Food Miles‟, which of the following statements best describes your attitude
towards the term?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
(Base: All aware of the term food miles)
Understanding of the Term Food Miles –
Spontaneous
TOTAL
% Aware
The distance that food has to travel from
producer to shop
51
An indication of environmental impact
Other
Don‟t know
42
1
7
AGE
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
50
51
44
49
57
60
42
42
51
42
37
28
*
1
1
-
1
-
7
6
3
9
6
12
Q.43 What do you understand the term “Food Miles” to mean?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
2015
GENDER
CHINA
2015
(45%)
%
73
(Base: All Adults 18+)
Attitudes towards Food Waste
New question in 2015
74
%
CHINA
2015
I have never heard of it before today
5
I have heard of it but do not consider it important
12
I consider the term to be a fad
19
I sometimes try to buy food with this issue
30
I actively/ always try to buy food with this issue
34
In 2015, Highest Amongst
 55+ yrs
 Males
Q.42 Thinking specifically about „Food Waste‟, which of the following statements best describes your attitude
towards the term?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
(Base: All aware of Food Waste)
Understanding of the Term Food Waste
New question in 2015
TOTAL
Food that is bought but not
consumed and thrown away
64
Food that goes out of date
before it is consumed
10
Excess food packaging
Other
Don‟t know
24
*
2
AGE
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
66
60
67
61
63
61
10
10
8
12
11
6
21
27
23
24
24
29
*
*
*
-
*
-
2
2
1
2
2
4
Q.45a What do you understand the term „Food Waste‟ to mean?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
2015
GENDER
CHINA
2015
(95%)
%
% Aware
75
(Base: All Adults 18+)
Attitudes towards Conserving Resources
New question in 2015
%
CHINA
2015
I have never heard of it before today
4
I have heard of it but do not consider it important
10
I consider the term to be a fad
15
I sometimes try to buy food with this issue
I actively/ always try to buy food with this issue
In 2015, Highest Amongst
 1 in household
 Males
30
40
Q.42 Thinking specifically about „Conserving Resources‟, which of the following statements best describes your
attitude towards the term?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
76
(Base: All Adults 18+)
Attitudes towards Animal Welfare
New question in 2015
%
CHINA
2015
In 2015, Highest Amongst
I have never heard of it before today
6
 25-34 yrs
I have heard of it but do not consider it important
17
 55+ yrs
I consider the term to be a fad
18
I sometimes try to buy food with this issue
30
I actively/ always try to buy food with this issue
29
Q.42 Thinking specifically about „Animal Welfare‟, which of the following statements best describes your attitude
towards the term?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
77
(Base: All Adults 18+)
Statements Regarding Environmental Issues (I)
I am more conscious of environmental issues in my choice of products today
%
Agree
CHINA 2015
74
In 2015, Higher Amongst:
•
•
•
45-54 yrs
Housewives
Can cook
Q.41 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
78
(Base: All Adults 18+)
Statements Regarding Environmental Issues (II)
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agree
CHINA 2015
69
In 2015, Higher Amongst:
•
•
•
•
Males
45-54 yrs
High income
Dependent children
Q.41 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
79
(Base: All Adults 18+)
Attitude Towards Fair Trade Products
%
Applies
a little
%
Applies
a lot
I wish there was more Fair Trade
products/brands available in store
37
56
The higher price of Fair Trade products
puts me off buying them
53
I try to buy Fair Trade products/brands
whenever they are available
39
%
Applies
94
33
85
54
Q.34 I am going to read out a number of statements people have said about Fair Trade products. I would
like you to state whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
80
93
Grocery Shopping
Grocery Shopping: Summary

Interestingly, the profile of grocery shoppers in China is marginally more male than female. This
reflects similar trends in meal preparation which has the closest gender balance of all the
markets.

When it comes to grocery shopping, 8 in 10 Chinese shoppers believe that the quality of fresh
food is more important than price. They do not seem particularly interested in spending time
looking for a bargain or buying products on impulse, while only half compare prices between
outlets to see where they can buy the cheapest fresh food.

Chinese grocery shoppers almost universally purchase food in smaller packs because it means
less waste – a consideration that emerged as an important environmental issue in China.

In relation to changes in shopping habits, 59% of Chinese grocery shoppers are shopping less in
discount retailers and instead are relying more on local produce, with just over 7 in 10 buying
from farmers‟ markets more often in the past year.

Interactions online are much higher in China than any other market – 71% of the Chinese adult
population have ever ordered their grocery shopping online, most ordering 2-3 times a month.

In addition, at least 7 in 10 adults have downloaded or shared a recipe, downloaded apps,
vouchers or used social media to contact a company.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
82
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers
83
%
Male
Female
SEX
AGE
CHINA
2015
CHINA
2015
18-24
28
25-34
39
35-44
26
45+
7
52
48
Q.46 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 2015 China/October 2015
(Base: All Adults 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
%
CHINA
2015
Weekly
50
Less often
31
Never/don‟t know
19
Q.30b 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 2015 China/October 2015
84
(Base: All Adults 18+)
Frequency Of Purchasing „Free From‟ Food
%
CHINA
2015
Weekly
44
Less often
24
Never/don‟t know
32
Q.30c 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 2015 China/October 2015
85
(Base: All Adults 18+)
Responsibility for Grocery Shopping
%
CHINA
2015
Mainly responsible
56
Jointly responsible with someone else
36
Someone else responsible
8
Q.46 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 2015 China/October 2015
86
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (I)
%
Agree
Slightly
Quality of fresh food is more important than
price
%
Agree
Strongly
41
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
46
41
35
%
Agree
40
63
15
56
17
Q.47 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 2015 China/October 2015
80
17
12
46
87
47
63
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
%
Agree
Slightly
88
%
Agree
Strongly
%
Agree
13
51
When I shop the first thing I look for is
price
38
The most important thing is price when
grocery shopping
37
10
47
There is no difference between the main
supermarkets
37
10
47
12
46
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
34
37
15
Q.47 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 2015 China/October 2015
52
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
%
Applies
a little
89
%
Applies
a lot
%
Applies
Products in the chilled cabinet are
always fresher
59
21
80
I much prefer to buy products from
the chilled cabinet
59
22
81
I buy food in smaller packs because
it means less waste
Where possible I buy multi-pack
products
45
46
55
20
Q.48 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 2015 China/October 2015
92
75
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
CHINA
Less
Often
%
More
Often
%
48
47
Spreading my shopping across a
number of shops to get the best value
Shopping in discount retailers
Buying some of my food from suppliers
who sell at your door
Buying in bulk
59
54
60
29
28
29
Q.40 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 2015 China/October 2015
90
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
CHINA
Less
Often
%
Buying from farmers markets
26
Buying food items on promotion
Buying online
Travelling further to shop to get better value
More
Often
%
71
49
53
63
47
34
26
Q.40 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 2015 China/October 2015
91
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
Low/reduced
sugar
GMO
free
Low/reduced
fat
High
protein
High
fat
Reduced
salt
92
Added
vitamins/
minerals
15
Very important
27
28
27
33
34
45
25
Fairly important
43
47
41
42
Neither/nor
Not at all important
26
4
21
23
2
3
28
23
20
20
2
Q.36 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
44
40
32
4
2
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
2015
% Very / Fairly Important
Added vitamins / minerals
78
GMO free
77
High protein
75
Low /reduced fat
74
Low /reduced sugar
70
Reduced salt
High fat
68
40
Q.36 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
93
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
(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 2015 China/October 2015
94
(Base: All Adults 18+)
Awareness of Different Food Types
95
Total Aware
%
Functional foods
Fair trade products
85
46
Ethical products
Glycemic index
Q.31 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
53
71
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
%
CHINA
2015
Very likely (5)
35
83%
Fairly likely (4)
48
Not sure (3)
Fairly unlikely (2)
Very unlikely (1)
Mean
15
11
4.2
Q.35 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 2015 China/October 2015
96
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
%
CHINA
2015
Always check
62
Sometimes check
35
Never check
2
Q.39a 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 2015 China/October 2015
97
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
%
CHINA
2015
Always check
42
Sometimes check
53
Never check
5
Q.39b 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 2015 China/October 2015
98
(Base: All Adults 18+)
Internet Usage
99
%
Downloaded
A Recipe
Downloaded
A Mobile
Phone App
Downloaded
A Promotional
Voucher
Use Social Media
To Contact
A Company
Share A
Recipe Via
Social Media
CHINA
2015
CHINA
2015
CHINA
2015
CHINA
2015
CHINA
2015
71
73
29
27
Ever
77
72
Never
23
28
81
19
Q.51 In terms of the statements on this card, when did you last do any of the following over the internet?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
(Base: All Adults 18+)
Frequency of Downloading / Using Internet (I)
%
Downloaded a Mobile
Phone Food Application
Downloaded
a Recipe
CHINA
2015
CHINA
2015
Past week
24
20
Past month
19
27
Past 6 months
16
Longer ago
12
Never
28
18
13
23
Q.51 In terms of the statements on this card, when did you last do any of the following over the internet?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
100
(Base: All Adults 18+)
Frequency of Downloading / Using Internet (II)
%
Downloaded a
Promotional Voucher
Use Social Media To
Contact a Company
Share a Recipe
Via Social Media
CHINA
2015
CHINA
2015
CHINA
2015
24
19
20
22
24
Past week
Past month
27
16
Past 6 months
18
14
Longer ago
13
Never
19
29
Q.51 In terms of the statements on this card, when did you last do any of the following over the internet?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
17
13
27
101
(Base: All Adults 18+)
Online Grocery Shopping
102
%
Yes
Ever Ordered?
How Often?
CHINA
2015
CHINA
2015
Every day/few times a week
17
About once a week
17
71
2-3 times a month
No
33
About once a month
17
Less often
16
29
Q.52 Have you ever ordered your grocery shopping online on the internet?
Q.53 How often do you purchase groceries online?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
Buying Local
Buying Local: Summary

As reflected in the Chinese shopping habits, the importance of buying local produce when
shopping for food has gained momentum , with two thirds of all adults claiming that the
local label is very/ fairly important to them when purchasing food.

In fact, a quarter of the Chinese adult population claim to purchase local produce daily and
a further 6 in 10 purchase local produce at least once a week.

Chinese consumers‟ understanding of the term „local‟ refers either to food that is made
within a close proximity to where they live, food that is available from a farmer‟s market or
food that has been made within a 20 miles radius of where they live.
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
104
(Base: All Adults 18+)
Importance of Buying Local Produce when Food
Shopping
%
CHINA
2015
Very Important (5)
24
Fairly Important (4)
42
Neither/nor (3)
24
Not very important (2)
Not at all important (1)
Mean Score
9
2
3.8
Q.26 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 2015 China/October 2015
105
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
%
CHINA
2015
Daily
25
Few times/once a week
64
Few times/once a month
Less often/ never
7
4
Q.28 How often would you buy local produce, i.e. products produced in your local area?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
106
(Base: All Adults 18+)
Understanding of the Term “Local Food”
Total
%
Made within a close proximity to where I live
53
Available in farmers markets
Made within the country in which I live
50
17
Made within a 20 mile radius from where I live
Made within the province in which I live
41
26
Q.27 Which of the following statements best describes your perception of the term „local food‟?
15-044959/Bord Bia PERIscope 8 Study 2015 China/October 2015
107