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 the USA. The
charts included represent the study results. More detailed information is available in the tabular
reports.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/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 the USA.

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 USA/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 USA/October 2015
4
(Base: All Adults 18+)
Profile of Sample – 2015 (I)
5
%
Male
Female
SEX
AGE
USA
2015
USA
2015
48
Under 25
12
25-34
18
35-44
17
45-54
18
52
55+
SOCIAL CLASS
USA
2015
Upper*
54
Lower
46
35
*Upper is classified as all earning above $50,001
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
(Base: All Adults 18+)
Profile of Sample – 2015 (II)
6
%
HOUSEHOLD
COMPOSITION
REGION
WORKING
STATUS
USA
2015
USA
2015
USA
2015
Single
23
North East
Mid West
Dual
41
Working part time
10
Student
6
Other*
43
37
36
West
Working full time/
self-employed
22
41
South
3+
18
23
*Other includes housewife, retired, unemployed
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
(Base: All Adults 18+)
Profile of Sample (I)
7
%
USA
2010
Male
Female
49
51
USA
2013
49
51
SOCIAL CLASS
AGE
SEX
USA
2015
48
USA
2010
USA
2013
USA
2015
18-24
12
13
12
25-34
18
18
18
35-44
20
20
45-54
19
19
30
USA
2013
Upper*
47
46
Lower
53
54
USA
2015
54
17
18
52
55+
USA
2010
30
46
35
* Upper is classified as all earning above $50,001
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
(Base: All Adults 18+)
Profile of Sample (II)
8
%
HOUSEHOLD COMPOSITION
Single
USA
2010
USA
2013
USA
2015
19
23
23
North East
Mid West
Dual
USA
2010
USA
2013
USA
2015
19
19
18
23
23
USA
2010
Working full
time/ selfemployed
USA
2013
USA
2015
38
41
47
22
32
36
41
11
South
3+
WORKING STATUS
REGION
36
36
37
Working part
time
Student
10
36
Other*
36
West
22
23
6
6
45
43
6
49
40
10
23
*Other includes housewife, retired, unemployed
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
(Base: All Adults 18+)
Incidence of Children Living in Household
%
USA
2010
USA
2013
USA
2015
Yes
36
35
33
No
64
65
67
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
9
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
New question in 2013
%
USA 2013
USA 2015
25%
20%
Yes
Allergies Mentioned Amongst All Adults:
•
•
•
•
•
•
•
•
Lactose
Milk
Nut/peanut
Shellfish
Eggs
Wheat (coeliac condition)
Fish
Soy
Q.30a Do you or anybody in your household have any of the following food allergies?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
7%
5%
5%
4%
4%
3%
3%
2%
10
Attitudes Towards Food
Attitudes Towards Food: Summary

Similar to 2013, utility ownership in the US remains fairly consistent. Ownership of microwaves and
steamers record increases this wave, while ownership of deep fat fryers continues to decline. A new
addition in 2015, Nutri Bullet records an ownership figure of 13%.

The majority of Americans have a tendency to pick foods that are easy to prepare (88%) however, the
importance of food that are quick to cook continues to decline. In addition, the reliance on convenience /
ready prepared meals appears to be waning, as less than 7 in 10 now claim to eat these food items
regularly.

It is interesting to note that while American adults appear conscious of their fruit and vegetable intake
(91%) and 90% deem protein to be an important part of their diet, high fibre foods continue to record
declining levels of importance with a drop of a further three percentage points since 2013.

While just over a quarter of the population continue to believe that chilled food is better than frozen.
However, 62% don‟t acknowledge a difference in quality and deem chilled and frozen to be the same.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
12
(Base: All Adults 18+)
Utility Ownership In Home (I)
13
%
USA 2010
92
90
USA 2013
USA 2015
92
91
57
58
Full oven
– electric
32
33
32
Full oven
– gas
Q.49 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
91
61
36
ANY
OVEN
91
ANY
FREEZER
31
Separate
freezer
35
(Base: All Adults 18+)
Utility Ownership In Home (II)
14
%
USA 2010
87
31
31
86
USA 2013
USA 2013
91
83
29
26
1
Kettle
Toaster
1
29
94
88
27
1
Tagine
Smoothie
maker/
smoothie…
ANY
MICROWAVE*
*Code amended in 2015
Q.49 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
(Base: All Adults 18+)
Utility Ownership In Home (III)
15
%
USA 2010
USA 2013
USA 2015
77 75 76
62 60 60
43
40 41
31
29
24 22
33
26 27
29
33
19 17
16
13
n/a n/a
Grill
Deep…
Sandwich…
Food…
Wok
Steamer
Coffee…
Nutri/…
*New statement added in 2015
Q.49 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
(Base: All Adults 18+)
Utility Ownership In Home – 2015 VS. 2013 Differences
(I)
%
USA 2015
2
ANY
OVEN
3
Full oven
– electric
4
=
Full oven
– gas
=
ANY
FREEZER
Separate
freezer
Q.49 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
-2
-3
-2
Kettle
Toaster
Smoothie
maker/
smoothie
blender
16
(Base: All Adults 18+)
Utility Ownership In Home – 2015 VS. 2013 Differences
(II)
%
USA 2015
6
4
=
ANY
MICROWAVE
Grill
-2
-1
Deep
Fat Fryer
Sandwich
maker
1
1
Food
processor
Wok
Q.49 Which of the following do you have in your home?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
1
Steamer
Coffee
maker
17
(Base: All Adults 18+)
Attitudes to Food (I)
18
% Applies a lot/a little
91
92
94
I try to eat a lot of fruit and vegetables
88
90
92
I tend to pick foods that are easy to prepare
87
89
90
I like to try new foods
74
77
81
I always try to eat high fibre foods
46
I rarely have time to eat a proper breakfast
51
54
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 USA/October 2015
USA 2015
USA 2013
USA 2010
(Base: All Adults 18+)
Attitudes to Food (II)
19
% Applies a lot/a little
70
71
Food is one of the few pleasures I have left
76
69
70
73
I tend to avoid sugary foods/sweets
80
I tend to pick foods that are quick to cook
85
88
66
I would often eat „ready prepared‟/ „convenience meals‟
71
73
61
60
64
I always try to buy brands that use
environmentally sensitive packaging
USA 2015
USA 2013
USA 2010
90
Protein is an important part of my diet*
n/a
n/a
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 USA/October 2015
* New statement added in 2015
(Base: All Adults 18+)
Attitudes to Frozen Vs. Chilled Food
20
%
Frozen food is always better than
chilled food
Frozen food is usually better than
chilled food
USA
2010
3
10
About the same
61
Chilled food is usually better than
frozen food
22
Chilled food is always better than
frozen food
3
USA
2013
13%
4
8
USA
2015
12%
20
5
25%
21
4
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 USA/October 2015
12%
62
63
25%
3
9
26%
Attitudes Towards
Cooking
Attitudes Towards Cooking: Summary

The level of cooking expertise among American adults is quite variable. Just over 6 in 10 describe
themselves as confident in cooking a roast dinner / enjoy having a dinner party where they would do all
the cooking. On the other hand, 47% feel that cooking is a chore or feel it is important because eating
well is important.

Food continues to be an enjoyable and family activity for many, as 85% believe it is important to spend
time over dinner as a family.

The incidence of attending cooking classes records marginal growth, as 8% of the adult population claim
to have attended classes in the past three years. Younger generations, with higher disposable incomes,
continue to be the most likely to attend.

In 2013, the proportion of American adults who fried their food recorded a significant decrease. This
figure continues to decline, with just over half of American adults claiming to fry food.

It seems that growing proportions of US adults are increasingly unconvinced by convenience meals.
Those who believe convenience meals are a good substitute for home cooking continues to decline, as
does the proportion who believe they contain natural ingredients/ingredients that are good for you.
Almost a quarter of Americans claim to be eating convenience meals less often in 2015.

Taste is still considered to be the most important factor when eating/ preparing food in the home. Though
quality, healthiness and nutritional value all record increases in importance this year.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
22
(Base: All Adults 18+)
Level of Cooking Expertise
23
%
Can‟t boil an egg
Can cook basic snacks (e.g.
beans on toast)
USA
2010
1
5
USA
2013
2
USA
2015
1
6
6
31
30
Can cook a simple dinner (e.g.
meat and three veg.)
29
Would be confident that I could
produce a good Sunday roast
with all the trimmings
40
39
40
Would enjoy having a dinner
party where I do all the cooking
24
23
23
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 USA/October 2015
(Base: All Adults 18+)
Level of Cooking Expertise – 2015
24
%
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.)
USA
2015
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
1
6
2
8
1
4
2
9
3
7
3
6
1
5
1
5
25
29
46
41
23
24
24
30
33
37
27
52
Would be confident that
I could produce a good
Sunday roast with all the
trimmings
43
40
31
45
35
18
Would enjoy having a
dinner party where I do
all the cooking
23
27
17
20
26
19
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 USA/October 2015
(Base: All Adults 18+)
Attitude to Cooking
25
%
USA
2010
USA
2013
USA
2015
A chore – something that has
to be done
18
19
21
Important because eating well
is important
25
28
26
Good fun at times
39
38
37
57%
A passion – I love food
17
53%
15
Q.4 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
53%
16
(Base: All Adults 18+)
Attitude to Cooking – 2015
26
%
AGE
SEX
A chore – something
that has to be done
Important because
eating well is important
USA
2015
Male
21
24
26
Good fun at times
37
A passion – I love food
16
Female
19
25
18-24
14
35-44
45+
Main/Joint
Shopper
21
24
22
20
26
26
37
36
38
14
15
17
27
25
27
39
25-34
44
34
35
14
18
15
20
Q.4 And which of these phrases best describes your attitude to cooking?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
26
(Base: All Adults 18+)
Attitude Towards Eating & Cooking
27
% Applies a lot/a little
60
We use a lot of ready to eat foods in our household
68
70
67
69
69
I only eat out for special occasions
47
I‟m too busy to cook meals as often as I would like
53
56
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 USA/October 2015
USA 2015
79
81
83
85
84
87
USA 2013
USA 2010
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In
Past 3 Years
% Yes
USA 2010
USA 2013
6
7
USA 2015
8
Yes
In 2015, Higher Amongst:
•
•
•
•
•
Male
25-34 yrs
Higher income
Entertain more at home nowadays
Students
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 USA/October 2015
28
(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From
Scratch
29
%
USA
2010
USA
2013
USA
2015
Once/few times a day
30
29
32
Few times a week
34
33
Once a week
12
13
Once/few times a month
13
12
10
Less often
Never
7
4
8
6
10
Average
2-3 times
per week
2-3 times
per week
2-3 times
per week
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 USA/October 2015
34
9
5
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch
Compared To 12 Months Ago
%
USA
2010
USA
2013
USA
2015
More often
22
21
20
About the same
67
67
67
Less often
11
12
13
 Females, 18-24 yrs, dependent
children, 3+ in household
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 USA/October 2015
30
(Base: All who prepare own meals)
Preparation of Food x Volumetrics – Overview
%
(% prepare own meals)
USA 2013
(87%)
USA 2015
(88%)
Grilled
10
11
Boiled
10
10
Oven baked/roasted
24
*‘Previous data not available as question format
changed year on year
16
12
On the hob
11
Uncooked/ cold
10
Fried
8
Microwaved
12
Steamed
8
9
Stir fry/wok
Other
7
1
8
1
10
9
13
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 USA/October 2015
31
(Base: All who prepare own meals)
Preparation of Food in Home
32
%
Grilled*
*‘Grilled’ added in 2013
64
65
n/a
58
Boiled
67
76
90
92
91
Oven baked/roasted
57
Uncooked/ cold
53
54
Fried
On the hob
64
USA 2015
70
67
73
83
74
79
87
Microwaved
Steamed
Stir fry/wok
81
51
55
44
46
65
54
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 USA/October 2015
USA 2013
USA 2010
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
%
14
14
14
Once/few times a day
33
Few times a week
37
36
18
16
17
Once a week
18
19
17
Once/few times a month
USA 2013
USA 2010
12
9
10
Less often
Never
USA 2015
5
6
5
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 USA/October 2015
33
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients –
2015
34
%
Once/few times a day
AGE
SEX
USA
2015
Male
Female
18-24
14
15
14
15
25-34
35-44
45+
9
23
19
Main/Joint
Shopper
15
28
Few times a week
33
32
34
34
38
37
40
20
Once a week
18
18
19
19
18
16
Once/few times a month
Less often
Never
18
12
5
17
13
6
19
10
4
18
9
3
14
8
2
15
22
18
11
13
11
13
2
8
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 USA/October 2015
4
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
35
% agree strongly/slightly
89
88
86
Are easy to cook
89
90
Are easy to prepare
85
86
87
85
Are quick to cook
Are expensive
54
55
56
59
60
63
Are filling
Are a good substitute for home
cooked meals when time is limited
55
59
61
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 USA/October 2015
USA 2015
USA 2013
USA 2010
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
36
% agree strongly/slightly
50
52
53
Taste great
40
37
34
Have poor quality ingredients
44
43
46
Are good value for money
46
45
48
Always have at home
Have natural ingredients/good for you
26
27
33
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 USA/October 2015
USA 2015
USA 2013
USA 2010
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
37
%
USA 2010
USA 2013
USA 2015
More often
14
13
13
Less often
22
21
23
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 USA/October 2015
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home
%
1st
43
46
26
27
Taste
19
19
8
7
Quality
27
23
14
13
Healthiness
7
9
7
6
5
7
6
5
9
7
6
8
10
10
Freshness
Ease of preparation
Enjoyment
Safeness of food
Nutritional value
Value for money
Price
Variety
1st/2nd
2
2
16
18
16
14
12
13
9
8
USA 2015
19
16
13
20
20
18
USA 2013
6
4
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 USA/October 2015
38
Food Behaviours
At Lunch Time
Food Behaviours At Lunch Time: Summary

An increased proportion of American adults eat their lunch at work in 2015.

Amongst those who usually eat their lunch in work, half claim to bring in their lunch more often, though
most lunchtime habits don‟t appear to have changed.

The majority of American children‟s lunchboxes contain sandwiches and fruit. Juice continues to be the
most commonly found drink, though bottled water records a three percentage point increase this wave.

It is positive to see that the inclusion of crisps/chips in lunchboxes continues to decline, while the
addition of yoghurts, smoothies and popcorn all record increases this year.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
40
(Base: All Adults 18+)
Place Where Lunch is Usually Eaten
41
%
USA
2010
At work
41
At home
59
USA
2013
USA
2015
34
38
66
62
Q.16 During the week, do you usually eat lunch at work or at home?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime
Habits (I)
Bring in my own lunch
USA
2010
%
More often
Less often
56
11
USA
2013
%
53
Prepare my lunch at work
USA
2015
%
USA
2010
%
USA
2013
%
USA
2015
%
20
15
16
23
25
61
59
50
22
9
9
58
No change
33
39
41
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 USA/October 2015
42
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime
Habits (II)
Go out to eat lunch
More often
Less often
No change
43
Go out & get sandwich & bring it back to work
USA
2010
%
USA
2013
%
USA
2015
%
USA
2010
%
USA
2013
%
USA
2015
%
13
12
14
11
12
11
39
37
50
50
48
39
44
44
42
44
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 USA/October 2015
33
56
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
% Yes
USA 2010
22
USA 2013
19
USA 2015
17
Yes
In 2015 Higher Amongst:
• Females
• 35-44 yrs
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 USA/October 2015
44
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
45
%
85
88
Sandwiches
32
Cereal bars
Popcorn
38
37
49
Chips
13
12
55
66
18
72
69
Fruit
Smoothie
56
61
69
29
30
32
Milk
54
51
53
Bottle of water
46
42
40
45
50
Yoghurt
Cheese snack/cheese strings
USA 2015
55
13
15
16
Q.19 What would their lunch boxes usually contain?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
80
11
9
7
Juice
Other
94
USA 2013
USA 2010
Eating in Home
Eating In Home: Summary

Over 50% of all adults in the US continue to claim responsibility for always preparing their own meal.

Similar proportions of American adults claim to sit down to breakfast as a family when compared to
previous years.

Just over 3 in 10 Americans are now entertaining at home more often.

Having a romantic meal in instead of going out and having friends over instead of going to a pub or
restaurant record increases in popularity this year. Activities such as hosting family celebrations at home
and having a few drinks at home with a partner both record decreases.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
47
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
%
Always prepare own meal
Sometimes prepare own meal
Someone else prepares meal
Other/couldn‟t say
USA
2010
USA
2013
USA
2015
53
54
53
36
34
35
9
1
10
3
8
4
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 USA/October 2015
48
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in
the Home
49
%
AGE
SEX
USA
2010
Male
Female
38
62
USA
2013
41
59
USA
2015
USA
2010
USA
2013
USA
2015
18-24
8
10
7
25-34
18
18
35-44
22
45-54
19
55+
33
41
19
21
22
22
59
29
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 USA/October 2015
17
35
(Base: All Adults 18+, excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast
Together
50
%
USA
2010
USA
2013
USA
2015
Every morning
16
17
18
Weekdays only
10
7
10
Weekends only
39
40
School holidays only
Holidays away from home
Term time only
1
5
1
1
6
1
Never
27
27
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 USA/October 2015
39
3
8
*
22
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often
Nowadays
% Yes
USA 2010
34
USA 2013
30
USA 2015
31
Yes
In 2015, Higher Amongst:
• 25-34 yrs
• Dependent children
in household
• 3+ in household
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 USA/October 2015
51
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
% Entertaining at home more often 2015
% Entertaining at home more often 2013
% Entertaining at home more often 2010
USA
(31%)
(30%)
(34%)
36
32
37
Romantic meal in instead of going out
62
60
67
Having friends over instead of going to pub
or restaurant
57
61
65
Family celebrations at home instead
33
36
36
A few drinks at home with your partner
instead of going to the pub
Other
9
8
10
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 USA/October 2015
USA 2015
USA 2013
USA 2010
52
Eating Out of Home
Eating Out Of Home: Summary

The incidence of eating meals or snacks out of home and on the premises of a pub/restaurant/café has
increased slightly since 2013 and returns to similar levels recorded in 2010. Almost 6 in 10 American
adults claim to have eaten a meal or snack in a pub/restaurant/café in the last 7 days. Amongst those
who have eaten out, the average number of meals is 2.4 per week.

An identical proportion of people (48%) claim to have eaten takeaway meals off the premises where they
were prepared in 2015 when compared to 2013.

Delivery services continue to be the least popular option, with 18% claiming to have ordered a delivery to
their home in the past 7 days.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
54
(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
55
Meals or Snacks
Delivered to
Your Home
2015
Incidence last 7 days
57%
48%
18%
USA 2013
(55%)
(48%)
(17%)
USA 2010
(58%)
(50%)
(19%)
2.4
2.7
2.8
Frequency in 2015
(no. of times – excl. zero)
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 USA/October 2015
Health & Wellbeing
Health & Wellbeing: Summary

A growing proportion of US adults claim to have a healthy diet, as was the case in 2010. Three quarters
believe their diet to be very/fairly healthy while just over a third consider their diet to be more healthy
when compared to 12 months ago.

Understanding of the relationship between healthy eating and physical/mental health continues to be
strongly advocated by adults in the US.

The majority of Americans continue to claim they eat a balanced diet, limit the amount of fast food they
consume as well as expressing a willingness to pay more for healthy food items.

In comparison to other markets, confusion about what to eat in order to stay healthy remains quite low.
Though over half of US adults often find it difficult to understand nutritional claims on food and food
labelling more generally.

Among those with dependent children, almost three quarters of parents claim to be conscious about their
children‟s sugar intake, 8 in 10 ensure their children have a balanced diet while only 39% claim to find it
difficult to get their kids to eat vegetables with their dinner.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
57
(Base: All Adults 18+)
Overall Descriptors of Diet
58
%
My Diet is …
USA
2010
USA
2013
USA
2015
Very healthy
10
10
11
72%
Fairly healthy
Not sure
Fairly unhealthy
Very unhealthy
Mean
75%
61
65
14
18
13
10
1
9
1
10
2
3.7
3.7
3.7
65
Q.29 How would you describe your diet overall?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
75%
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
59
%
USA
2010
USA
2013
USA
2015
More healthy
35
33
34
Less healthy
6
6
7
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 USA/October 2015
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2015
60
%
AGE
SEX
USA
2015
More healthy
Less healthy
34
7
Male
Female
18-24
25-34
35-44
38
40
42
41
45+
35
31
28
4
8
10
7
4
21
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 USA/October 2015
Main/Joint
Shopper
7
(Base: All Adults 18+)
Attitude Towards Diet (I)
61
% Agree
Slightly
To be healthy it is really important to eat properly
% Agree
Strongly
49
38
87
50
37
87
49
36
85
46
I eat to feel good and take control of my life
I eat healthy to take control of my life
%
Agree
14
60
43
19
62
42
18
60
43
21
41
21
41
19
63
63
USA 2013
61
Q.2 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 2015 USA/October 2015
USA 2015
USA 2010
(Base: All Adults 18+)
Attitude Towards Diet (II)
% Agree
Slightly
I am often confused about what I should eat to stay
healthy
I am concerned about my children becoming obese*
21
21
16
37
38
36
20
19
23
12
11
14
%
Agree
43
42
46
26
5
7
6
29
28
29
It‟s not the type of food you eat that causes health
problems, it‟s more the amount you eat of these foods
I‟ll think about eating healthily when I get older
% Agree
Strongly
31
31
32
I eat for enjoyment and not for health reasons
62
28
23
13
20
20
42
14
13
14
51
USA 2015
51
USA 2013
51
USA 2010
8
10
9
48
49
28
28
31
Q.2 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 2015 USA/October 2015
* Based on those
with dependent kids
in h’hold
(Base: All Adults 18+)
Attitude Towards Wellbeing
% Agree
Slightly
63
% Agree
Strongly
50
Good food can enhance body and
mind
%
Agree
87
37
51
35
86
51
35
86
67
46
I consider what I eat to be really
important for my wellbeing
43
21
23
USA 2015
USA 2013
46
22
USA 2010
66
68
Q.2 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 2015 USA/October 2015
(Base: All Adults 18+)
Attitudes Towards Healthy Options
% Applies
A Lot
24
21
23
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
6
7
9
I find there are never enough healthy food
options when shopping
13
13
14
Choosing healthy food to eat is very limiting and
boring too
12
12
10
43
48
46
49
51
51
38
41
47
27
25
31
I would like manufacturers to help me eat
healthy
%
Applies
% Applies
A Little
41
38
38
Healthier foods are always more expensive than
other foods
64
45
48
46
36
37
40
39
40
44
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 USA/October 2015
84
85
84
73
71
74
44
48
56
71
73
77
49
50
54
51
52
54
USA 2015
USA 2013
USA 2010
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
% Applies
A Lot
I would like to see more low fat products
40
55
18
42
60
44
69
15
42
17
43
22
I always look for a low fat option when
buying food products
47
19
43
21
44
25
I always think of the calories in what I eat
%
Applies
% Applies
A Little
16
25
I am more concerned about fat content than
calories
47
21
38
19
40
19
46
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 USA/October 2015
65
57
61
69
62
66
73
59
59
65
USA 2015
USA 2013
USA 2010
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
%
Applies
% Applies
A Little
40
I always try to eat a balanced diet
48
88
49
84
35
32
56
50
I try to limit the amount of fast food I consume
46
46
I always check the nutritional labelling on foods
before buying them
37
87
39
85
87
33
42
76
35
43
79
36
44
79
49
48
43
83
88
40
50
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 USA/October 2015
88
42
33
I try to give the children as much veg as possible*
66
93
USA 2015
USA 2013
USA 2010
* Based on those
with dependent kids
in h’hold
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
% Applies
A Lot
%
Applies
% Applies
A Little
19
I eat to enrich/enhance mental alertness and
spiritual well being
41
17
46
18
There are not enough product options for people
who suffer food intolerances
67
50
10
34
11
34
14
37
60
63
68
45
45
52
26
7
My diet is mainly vegetarian
18
8
17
7
17
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 USA/October 2015
25
24
USA 2015
USA 2013
USA 2010
(Base: All Adults 18+)
Attitude Towards Health Products/Labelling
% Applies
A Lot
I often find it difficult to understand the
nutritional claims on packaging
I often find it difficult to understand the labelling
on food
54
40
13
43
56
13
41
55
14
52
37
12
54
41
13
I am confident that food in the supermarket is
safe*
%
Applies
% Applies
A Little
14
35
28
51
61
88
USA 2015
n/a
n/a
n/a
USA 2013
n/a
n/a
n/a
USA 2010
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 USA/October 2015
68
*New statement added in 2015
(Base: All those with dependent children in h’hold)
Attitude Towards Children‟s Health & Well-Being
New question in 2015
% Agree strongly/slightly
I try to ensure that my children have a balanced diet
80%
I am conscious about my children‟s sugar intake
I find it difficult to get my kids to eat vegetables with their dinner
73%
39%
Q.1a The following are some things people have said about children‟s health and well-being.
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 USA/October 2015
69
Environmental Issues
Environmental Issues: Summary

Awareness of the term “Carbon Footprint” has further improved since 2013, however the terms
“Sustainably Produced” and “Food Miles” both record decreased levels of awareness.

Approximately 7 in 10 American adults are aware of the terms “Food Waste”, “Conserving Resources”
and “Animal Waste” in the context of food production.

Just over half of Americans admit to being more conscious of environmental issues in their choice of
products today or to having a preference for to buy from companies that are aware of the impact of
environmental issues. Younger females and students are typically more concerned about these issues
than the general population.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
71
(Base: All Adults 18+)
Attitudes towards Sustainably Produced
72
%
#Question amended in 2015
I have never heard of it before today
I have heard of it but do not consider it important
I consider the term to be a fad
USA
2010
36
USA
2013
USA
2015
28
30
22
21
13
12
13
Housewives
26
 Females,
18-24 yrs
22
18
I actively/ always try to buy food with low features
 Lower income,
25
19
I sometimes try to buy food with low features
In 2015, Highest Amongst
4
11
 Students
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 USA/October 2015
(Base: All aware of sustainably produced)
Understanding of the Term Sustainably Produced
TOTAL
#Question amended in 2015
% Aware
USA
2010
(64%)
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
Production practices which do not have
a future affect on the environment
Consumption practices which do not
have a future effect on the environment
Other
Don‟t know
12
10
2
14
27
18
10
1
39
18
14
8
-
15
GENDER
USA
2015
(70%)
%
38
24
Ensuring that future generations have
what we have today
2015
USA
2013
(72%)
%
38
14
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
37
41
50
34
26
42
24
29
28
31
33
23
15
9
7
10
15
14
8
8
9
12
11
5
-
-
-
-
-
-
15
13
5
13
15
16
Q.44 What do you understand the term “Sustainably Produced” to mean? #
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
73
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
74
%
I have never heard of it before today
I have heard of it but do not consider it important
USA
2010
USA
2013
26
24
30
26
19
I consider the term to be a fad
18
33
 Male, 35-44 yrs, Upper
Income
18
 55+ yrs
22
 Female, Under 35 yrs
19
13
I actively/ always try to buy food with low footprint
In 2013, Highest Amongst
22
17
I sometimes try to buy food with low footprint
USA
2015
4
8
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 USA/October 2015
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
TOTAL
% Aware
USA
2010
(74%)
%
The amount of carbon dioxide which is
emitted before a product reaches the
market
An individuals effect on the environment
brought about by the consumption of
products
Other
Don‟t know
2
30
21
2
9
34
28
25
27
1
12
GENDER
USA
2015
(82%)
%
36
29
A measure of environmental damage
2015
USA
2013
(76%)
%
35
9
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
41
27
34
30
30
36
23
36
39
32
31
26
25
28
26
26
32
25
1
1
-
1
-
1
11
8
1
11
7
12
Q.45 What do you understand the term “Carbon Footprint” to mean?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
75
(Base: All Adults 18+)
Attitudes towards Food Miles
76
%
USA
2010
USA
2013
USA
2015
In 2013, Highest Amongst
53
I have never heard of it before today
77
78
Housewives, Over 35 yrs
12
10
I have heard of it but do not consider it important
I consider the term to be a fad
I sometimes try to buy food with low food miles
I actively/ always try to buy food with low food miles
7
7
5
3
15
8
10
7
5
3
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 USA/October 2015
(Base: All aware of the term food miles)
Understanding of the Term Food Miles –
Spontaneous
77
2015
USA
2010
(22%)
% Aware
The distance that food has to
travel from producer to shop
Don‟t know
USA
2015
(47%)
(23%)
70
An indication of environmental
impact
Other
USA
2013
71
18
-
68
9
13
1
*
12
GENDER
19
18
Q.43 What do you understand the term “Food Miles” to mean?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
64
72
71
70
60
67
17
9
14
14
26
8
1
1
-
2
-
1
19
18
14
14
14
23
(Base: All Adults 18+)
Attitudes towards Food Waste
New question in 2015
78
%
USA
2015
I have never heard of it before today
28
I have heard of it but do not consider it important
22
I consider the term to be a fad
10
I sometimes try to buy food with this issue
26
I actively/ always try to buy food with this issue
15
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 USA/October 2015
(Base: All aware of Food Waste)
Understanding of the Term Food Waste
New question in 2015
TOTAL
USA
2015
(72%)
%
% Aware
Food that is bought but not
consumed and thrown away
19
Excess food packaging
Don‟t know
9
1
11
AGE
56
64
66
61
61
59
23
15
21
12
19
20
7
11
8
15
12
7
1
1
2
1
-
1
13
9
3
11
8
14
Q.45a What do you understand the term „Food Waste‟ to mean?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
2015
FeMale male 18-24 25-34 35-44 45+
%
%
%
%
%
%
60
Food that goes out of date
before it is consumed
Other
GENDER
79
(Base: All Adults 18+)
Attitudes towards Conserving Resources
New question in 2015
%
USA
2015
In 2015, Highest Amongst
I have never heard of it before today
24
 Over 35 yrs
I have heard of it but do not consider it important
22
 Males
I consider the term to be a fad
9
I sometimes try to buy food with this issue
29
I actively/ always try to buy food with this issue
16
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 USA/October 2015
80
(Base: All Adults 18+)
Attitudes towards Animal Welfare
New question in 2015
%
USA
2015
I have never heard of it before today
19
I have heard of it but do not consider it important
23
I consider the term to be a fad
12
I sometimes try to buy food with this issue
26
I actively/ always try to buy food with this issue
21
In 2015, Highest Amongst
 Males
 Males, Upper income
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 USA/October 2015
81
(Base: All Adults 18+)
Statements Regarding Environmental Issues (I)
I am more conscious of environmental issues in my choice of products today
%
Agree
USA 2010
USA 2013
USA 2015
55
49
53
In 2015, Higher Amongst:
•
•
•
•
Female
18-24 yrs
Students
Entertaining at home more often
Q.41 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
82
(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
USA 2010
USA 2013
53
49
USA 2015
54
In 2015, Higher Amongst:
•
•
•
•
Female
18-24 yrs
Students
Entertaining at home more often
Q.41 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
83
(Base: All Adults 18+)
Attitude Towards Fair Trade Products
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
84
%
Applies
a little
%
Applies
a lot
36
16
53
39
14
53
41
13
37
25
37
23
60
USA 2013
40
20
60
USA 2010
34
12
34
11
38
10
%
Applies
51
62
USA 2015
46
45
48
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 USA/October 2015
Grocery Shopping
Grocery Shopping: Summary

The majority of all grocery shoppers (53%) continue to be female, whereas the proportion of males
involved in grocery shopping remains static since 2010 and stands at 47%.

8 in 10 US grocery shoppers do their shopping in the same place but look for the best value for money.
The majority continue to watch out for announcements on sales and promotions, thought quality of
produce has also emerged as a key shopping consideration this year.

2015 also sees a continuing decline in the proportion of US shoppers who buy in bulk. Shoppers who
purchase chilled products has also recorded a further decrease this year.

„High protein‟, „reduced sugar‟ and „reduced salt‟ are among the most important food labels for American
adults.

The percentage of those admitting to always or sometimes checking quality symbols and country of
origin remains broadly static since 2013.

Only 13% of adults in the US have ordered their grocery shopping online, however those who are
purchasing online are doing so with greater regularity – 1 in 5 now claim to order a few times a week.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
86
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers
87
%
AGE
SEX
USA
2010
Male
Female
USA
2013
47
47
53
53
USA
2015
USA
2010
USA
2013
USA
2015
18-24
11
12
11
25-34
18
19
18
35-44
20
47
45-54
20
55+
31
21
19
19
53
29
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 USA/October 2015
17
35
(Base: All Adults 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
%
USA
2013
USA
2015
Weekly
11
13
Less often
18
24
Never/don‟t know
72
63
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 USA/October 2015
88
(Base: All Adults 18+)
Frequency Of Purchasing „Free From‟ Food
New question in 2013
%
USA
2013
USA
2015
Weekly
13
16
Less often
17
Never/don‟t know
70
20
64
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 USA/October 2015
89
(Base: All Adults 18+)
Responsibility for Grocery Shopping
90
%
Mainly responsible
Jointly responsible with
someone else
Someone else
responsible
USA
2010
USA
2013
USA
2015
66
67
64
27
27
30
7
6
6
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 USA/October 2015
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (I)
%
Agree
Slightly
45
43
42
Quality of fresh food is more important
than price
I don‟t mind spending time when looking
for a bargain
I watch for announcements for sales or
promotions on grocery
%
Agree
69
24
19
23
51
50
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
62
65
80
28
27
39
77
43
23
20
22
39
38
37
28
30
23
22
25
USA 2015
USA 2013
USA 2010
32
33
40
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 USA/October 2015
83
31
8
8
9
41
39
40
91
64
61
65
70
70
77
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
%
Agree
Slightly
42
38
38
When I shop the first thing I look for is
price
32
33
32
The most important thing is price when
grocery shopping
There is no difference between the main
supermarkets
%
Agree
Strongly
21
24
24
18
20
18
22
20
17
I tend to buy on impulse if I think they
are cheap
28
28
30
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
26
30
29
7
6
7
9
10
12
USA 2015
USA 2013
USA 2010
16
15
18
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 USA/October 2015
92
%
Agree
63
62
62
50
52
51
29
26
25
38
37
42
43
45
48
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
%
Applies
a little
Products in the chilled cabinet are
always fresher
%
Applies
a lot
49
12
51
12
55
55
57
70
15
22
42
19
61
43
19
62
48
55
USA 2015
USA 2013
USA 2010
22
68
21
70
25
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 USA/October 2015
64
41
45
Where possible I buy multi-pack
products
70
9
55
I buy food in smaller packs because
it means less waste
63
11
48
%
Applies
61
15
43
I much prefer to buy products from
the chilled cabinet
93
80
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
USA
Less
Often
%
Spreading my shopping across a
number of shops to get the best value
More
Often
%
15
27
19
30
19
31
13
Shopping in discount retailers
27
14
32
10
12
Buying some of my food from suppliers
who sell at your door
Buying in bulk
39
5
16
4
16
5
19
21
19
22
18
25
USA 2015
USA 2013
USA 2010
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 USA/October 2015
94
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
USA
Less
Often
%
More
Often
%
14
Buying from farmers markets
24
13
26
14
27
12
Buying food items on promotion
36
13
38
11
12
Buying online
19
19
11
14
8
13
9
16
Travelling further to shop to get better value
42
17
16
14
USA 2015
USA 2013
USA 2010
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 USA/October 2015
95
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
96
Statements changed in 2015
Low/reduced
sugar
Very important
GMO
free
24
30
Low/reduced
fat
19
High
protein
25
High
fat
19
Reduced
salt
16
25
27
27
Fairly important
37
38
36
41
36
Added
vitamins/
minerals
30
29
26
Neither/nor
21
Not at all important
14
24
34
25
20
16
24
10
Q.36 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
15
13
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
Statements changed in 2015
2015
% Very / Fairly Important
High protein
66%
Low /reduced sugar
66%
Reduced salt
62%
Low /reduced fat
Added vitamins / minerals
GMO free
High fat
58%
53%
51%
46%
Q.36 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
97
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 USA/October 2015
98
(Base: All Adults 18+)
Awareness of Different Food Types
99
Total Aware
%
45
Functional foods
45
54
58
54
Fair trade products
43
50
Ethical products
46
46
59
Glycemic index
USA 2013
61
USA 2010
Q.31 Which of the following have you ever heard of?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
USA 2015
62
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
%
Very likely (5)
USA
2010
USA
2013
USA
2015
14
11
13
48%
Fairly likely (4)
30
34
39
42%
46%
33
38
Not sure (3)
37
Fairly unlikely (2)
9
5
9
7
3.4
3.2
3.4
Very unlikely (1)
Mean
10
9
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 USA/October 2015
100
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
101
%
USA
2010
USA
2013
USA
2015
Always check
18
21
22
Sometimes check
53
46
45
Never check
29
34
33
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 USA/October 2015
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
102
%
USA
2010
USA
2013
USA
2015
23
24
Always check
18
Sometimes check
49
43
45
Never check
33
34
31
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 USA/October 2015
(Base: All Adults 18+)
Internet Usage
103
%
Downloaded
A Recipe*
USA USA USA
2010 2013 2015
Downloaded
A Mobile
Phone App
USA USA
2013 2015
27
Ever
75
67
25
33
28
65
35
*Change in wording in 2013
**Filter on internet usage removed in 2015
***New question added in 2015
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
Use Social Media
To Contact
A Company
USA USA
2013 2015
36
58
73
Never
Downloaded
A Promotional
Voucher
USA USA
2013 2015
28
31
72
69
53
72
64
42
Share A
Recipe Via
Social Media***
USA
2015
47
Q.51 When did you last do any of the following on the internet …?
(Base: All Adults 18+)*
Frequency of Downloading / Using Internet (I)
New question in 2013
%
Downloaded a Mobile
Phone Food Application
Past week
Past month
Past 6 months
Longer ago
104
Downloaded
a Recipe
USA
2013
USA
2015
USA
2013
USA
2015
7
6
7
7
7
5
7
20
18
19
19
9
17
Never
73
72
11
33
16
12
35
*Based on All Adults in 2015
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 USA/October 2015
(Base: All Adults 18+)
Frequency of Downloading / Using Internet (II)
New question in 2013
%
Downloaded a
Promotional Voucher
USA
2013
USA
2015
18
14
Past week
Past month
Past 6 months
Longer ago
105
Use Social Media To
Contact a Company
USA
2013
USA
2015
USA
2015
7
5
6
8
8
9
15
19
14
Share a Recipe
Via Social Media**
11
10
8
7
6
72
69
9
13
11
9
64
Never
42
47
*Based on All Adults in 2015
**New statement added in 2015
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 USA/October 2015
(Base: All Adults 18+)*
Online Grocery Shopping
106
%
Ever Ordered?
Yes
How Often?
USA
2013
USA
2015
10
13
USA
2013
Every day/few times a week
About once a week
2-3 times a month
About once a month
USA
2015
8
10
5
17
20
9
7
14
No
90
87
Less often
60
50
*Filter on internet usage removed in 2015
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
Q.52 Have you ever ordered your grocery shopping online on the internet?
Q.53 How often do you purchase groceries online?
Buying Local
Buying Local: Summary

Buying local has emerged as an important factor when shopping for food in 2015. 62% of US adults now
claim that buying locally produced food is very/fairly important.

When compared to previous years, similar proportions of Americans claim to purchase local food a few
times/once a week.

Understanding of the term “local food” is generally taken to mean food that is available in farmers‟
markets and food made in a close proximity to where people live.
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
108
(Base: All Adults 18+)
Importance of Buying Local Produce when Food
Shopping
%
USA
2010
USA
2013
USA
2015
Very Important (5)
19
21
20
Fairly Important (4)
39
37
42
Neither/nor (3)
31
30
28
8
4
7
4
7
3
3.6
3.6
3.7
Not very important (2)
Not at all important (1)
Mean Score
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 USA/October 2015
109
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
110
%
USA
2010
USA
2013
USA
2015
3
3
2
49
47
48
Few times/once a month
31
34
33
Less often/ never
18
17
17
Daily
Few times/once a week
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 USA/October 2015
(Base: All Adults 18+)
Understanding of the Term “Local Food”
2013
%
2015
%
Made within a close proximity to where I live
55
Available in farmers markets
54
58
Made within the country in which I live
60
12
Made within a 20 mile radius from where I live
14
48
Made within the province in which I live
Made within USA
111
46
7
3
6
1
Q.27 Which of the following statements best describes your perception of the term „local food‟?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
(Base: All Adults 18+)
Understanding of the Term “Local Food”
112
Total
%
54
55
57
Made within a close proximity to where I live
60
58
Available in farmers markets
68
14
12
15
Made within the country in which I live
46
48
47
Made within a 20 mile radius from where I live
Made within the province in which I live
Made within USA
USA 2015
6
7
10
1
3
-
Q.27 Which of the following statements best describes your perception of the term „local food‟?
15-044959/Bord Bia PERIscope 8 Study 2015 USA/October 2015
USA 2013
USA 2010