Introduction

PERIscope 2015 explores consumer behaviours & attitudes towards food, shopping and cooking.

The research was conducted among a representative sample of adults aged 15+ in the Republic of
Ireland, and 16+ in Great Britain.

Republic of Ireland (ROI) 1,008

Great Britain (GB) 1,009

Survey covers topics such as: Eating at home, attitudes towards cooking, local food, sustainability, the
environment, grocery shopping and health & wellbeing.

A Consumer Trend Index was created based on the relevant and most indicative questions. This
allowed for each country to be ranked within each emerging theme. The ranking is provided at the start
of each thematic section.

Research carried out by Ipsos MRBI.


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).
For further information or queries please visit www.bordbia.ie or email info@bordbia.ie
2
State of the Nations – ROI & GB

Ireland is emerging from one of the profound socio-economic readjustments in its 100 year history. In
2015, Ireland has definitively commenced its path back to growth that was so dramatically halted in
2008. The Irish consumer is still yet to determine exactly what this gradual and inconsistent return to
growth means in terms of their attitude towards food today. However, this report provides some of the
key signposts.

There are still uncertainties. Ireland is small open economy. The growth is inconsistent – inconsistent in
terms of the sectors that are growing, as well as inconsistent in terms of where the recovery is
strongest in the country. With a political election looming, our political landscape is likely to be volatile
for the next 6 months.

This re-emergence into growth is one of the most exciting times for the food industry in Ireland in
decades. This report, and the supporting summary report, can be seen as a new baseline of knowledge
for the food industry moving forward.

Where the Irish consumer is now? How has this changed since 2013? Where are the opportunities?
What might this new Irish consumer look like, value and demand from food in the next decade?

Great Britain isn‟t in quite the same place. Arguably they are further along their distinctive path to
recovery. Their recession was not as deep and didn‟t last as long. Unlike Ireland, their political
landscape has been framed for the next five years.

There is considerable evidence in this report that the UK consumer is further along the distinctive path
to growth that they have been plotting for the last 12 months.
3
Overview of Themes
4
The Power of Food
Back to Work
Love Local
Understanding the
health benefits of eating
well
Changing shopping &
working habits
Why local, is and will
remain loved
Easier Living
Joyning
Better Business?
Using food and cooking to
create social, sharing
experiences
Does ‘better’ business
impact on consumer
purchase behaviour?
Importance of technology
& convenience for busy
lives
The Power of Food
“The Power of Food”: Consumer Index
6
Who believes in the benefits of healthy eating?
#1
China
#2
Spain
#3
ROI
#4
#5
#6
#7
#8
Netherlands
US
GB
France
Germany
The benefits and rewards of a healthy diet are cutting through to varying degrees across each of the
markets, understanding the implications of healthy eating is the focus for this theme. Attitudes towards
healthy food options, eating habits, perception of diet and the importance of “healthy option” labelling of food
have been addressed.
“The Power of Food”: ROI & GB Overview

Ireland perceives itself as the healthiest of all the countries in this study. In contrast, Great
Britain is one of the lowest. This is one theme where there is a large divergence in attitudes
between Great Britain and Ireland.

Irish consumers appear to have internalised the importance of eating healthily. They are more
likely to believe that healthy food has a beneficial impact on their well-being, mental health,
body and mind.

There are signs of healthier trends in Ireland which support this distinction . The Irish continue
to eat more fruit and vegetables than those in Great Britain.

Irish adults are also less likely to believe that convenience food can deliver on a variety of
benefits including value for money, quality of ingredients, taste and health.

Irish children also appear to be given healthy lunches for school. Though this is likely to be
driven by school policies, the impact can be seen in absence of unhealthy items for lunch
boxes.

The Irish like to believe in the power of food and its ability to be able to impact their well being.
Great Britain appear to show signs of increased pressure on lifestyle – they are the least likely
of any of the countries studied to believe that to be healthy it is important to eat healthily.
7
ROI continues to perceive itself to be healthier than GB and while
ROI‟s levels of healthiness have been rising since 2007, GB seems to
have stagnated somewhat.
8
Diet Perceptions in each country
ROI
2005
NET ‘Healthy’
79
Describe their diet as
‘very’ healthy
23
Describe their diet as
‘fairly’ healthy
56
2007
75
2009
80
GB
2011
2013
2015
84
85
87
2005
75
28
26
21
22
30
54
57
55
57
61
2007
2009
2011
2013
2015
80
79
78
78
23
18
17
22
58
61
62
56
71
14
17
61
56
ROI claims to be the most healthy country across the PERIscope 2015 study. GB makes it into
the top five, behind China, the Netherlands and Spain.
In ROI, just under three in ten adults believe their eating habits to
be more healthy than one year ago, which is lower than in 2013. In
GB this is just over a quarter and is an improvement from 2013.
Changes in eating habits in last 12 months
ROI
My eating habits
are more
healthy
My eating habits
are less healthy
27
30
5
2005
GB
28
24
4
5
6
2007
2009
2011
30
27
26
26
24
22
23
26
5
4
5
5
4
6
6
5
2013
2015
2007
2009
2011
2013
2015
2005
Adults in GB display the lowest level of agreement across all the countries that their
eating habits have become more healthy in the last 12 months, with ROI and
France also emerging in the bottom three.
9
In ROI, more than nine in ten respondents agree that to be healthy
it is important to eat properly. In GB, this is almost eight in ten, which
has experienced a gradual decrease since 2009.
% agree that ‘To be healthy it is important to eat properly’
89% 88%
90% 93%
91% 92%
ROI
2005
2007
74% 75%
2009
2011
90% 86%
2013
2015
86%
79%
GB
ROI, along with France and Spain, has the highest levels of agreement, that it is important to
eat properly for one‟s health.
10
Taking control of one‟s life through food continues to be a concept
more popular in ROI than in GB. In ROI, the concept has grown
steadily in popularity since 2009.
I eat healthy to take control of my life
ROI
GB
% agree slightly % agree strongly
2015
2013
37
2011
41
2009
41
73
33
69
35
18
53
35
20
55
60
35
21
37
36
47
22
26
19
% agree slightly % agree strongly
67
2007
36
25
61
2005
36
26
62
34
57
25
13
12
56
50
46
ROI displays the highest level of agreement with the concept of eating to take control of
one‟s life, while GB is at the other end of the spectrum, agreeing the least.
11
The connection between good quality food benefiting body and
mind is slightly more credible in ROI than GB but has remained
strong in both countries.
12
Good food can enhance body & mind
% Agree
ROI
GB
2005
2007
2009
2011
2013
2015
86
85
86
91
90
89
2005
2007
75
69
2009
2011
2013
2015
82
81
83
81
ROI ranks third from highest in terms of agreeing that what one eats is important for
mental wellbeing, behind France and Spain. The lowest levels of agreement are
evident in GB and the Netherlands.
The importance of what one eats and mental wellbeing is found to
have higher levels of agreement in ROI than in GB. Since 2005,
support for this concept has grown and remained constant in ROI.
I consider what I eat to be really important for my mental well-being
% Agree
ROI
GB
2005
2007
2009
2011
2013
2015
68
69
75
79
79
79
2005
2007
57
57
2009
2011
2013
2015
69
67
69
61
ROI and Spain rank highest in terms of agreeing that what one eats is important for
mental wellbeing. The lowest level of agreement is evident in the Netherlands
(55%).
13
Concerns about childhood obesity are consistent in ROI, with only
a slight decrease in 2015. There has been a larger reduction in
levels of GB agreement in 2015.
I am concerned about my children becoming obese
ROI
GB
% agree slightly % agree strongly
26
2015
2013
17
2011
17
2009
17
2007
19
26
14
16
14
16
31
% agree slightly % agree strongly
52
31
35
40
17
18
14
31
2011
16
17
33
2009
15
17
2013
33
23
2015
2007
22
32
13
ROI shows the third highest level of concern about childhood obesity. Spain
displays considerably more concern (78%).
35
14
ROI and GB respondents with dependent children show high
proportions are aware of important factors in their children‟s
nutrition.
15
% Agree strongly / slightly 2015
78
I try to ensure that my
children have a
balanced diet
I am conscious about
my children’s sugar
intake
79
75
74
When compared to the other countries, ROI ranks 7th and GB 5th when ensuring their children
have balanced diets. For looking at sugar intake conscientiousness, ROI ranks 4th and GB ranks
5th most concerned.
ROI
GB
ROI
GB
Similar proportions of people in ROI and GB agree that
convenience meals taste great. This attitude has grown slightly in
GB since 2013 while in ROI it has been stable.
% agree that convenience meals…‘taste great’
ROI
2015
43
2013
42
2011
2009
44
39
2007
44
2005
44
GB
40
37
40
40
40
36
Adults in ROI & GB do not think convenience meals taste as great as countries like
China (56%) and US (50%).
16
ROI are consistently less convinced that convenience meals are
good value for money when compared to GB.
% agree that convenience meals…‘are good value for money’
ROI
2015
31
2013
30
2011
46
42
32
2009
30
2007
31
2005
GB
49
46
37
43
46
GB is ranked second highest after China (51%) in their agreement that convenience
meals are good value for money.
17
ROI have a higher proportion of respondents believing that convenience
meals have poor quality ingredients than in GB. Both countries have
18
seen little change in this agreement in the past ten years.
% agree that convenience meals…‘have poor quality ingredients’
ROI
2015
2013
42
44
GB
35
37
2011
40
39
2009
39
39
2007
42
34
2005
41
34
France (55%) display the strongest agreement with the concept that convenience meals have poor
quality ingredients. The Netherlands agree the least with this statement (24%).
ROI efforts to check nutritional labelling on food have diminished
since 2013 and returned to levels seen in 2011. GB‟s efforts have
improved slightly.
% applies that they ‘always check nutritional labelling on food before buying it’
GB
ROI
% applies a lot
2015
2013
15
NET % applies
55
62
22
2011
17
2009
15
2007
15
2005
14
55
52
55
50
% applies a lot
NET % applies
57
2015
17
2013
17
53
2011
16
53
2009
17
55
2007
13
2005
15
50
53
ROI check the nutritional labelling on food before buying the least in PERIscope 2015. GB
are the second least likely to check.
19
A majority of ROI and GB adults continue to find it difficult to
understand nutritional labelling, with a greater proportion in ROI
claiming to struggle.
% applies that they ‘find it difficult to understand nutritional labelling’
GB
ROI
% applies a lot
2015
25
2013
19
2011
22
2009
23
2007
26
2005
24
NET % applies
% applies a lot
59
2015
19
61
2013
20
2011
17
60
64
66
64
2009
2007
2005
21
13
17
NET % applies
52
57
53
54
56
62
GB finds it the least difficult to understand nutritional labelling as it displays the lowest level of
agreement with the statement above, far behind Spain (84%) with the highest level of agreement.
20
Similar difficulties are seen when understanding labelling on food,
with slightly higher numbers in ROI finding it difficult than in GB. A
gradual decrease in difficulty is seen in both countries since 2005.
% applies that they ‘find it difficult to understand labelling on food’
GB
ROI
% applies a lot
2015
22
2013
21
2011
24
2009
24
2007
27
2005
23
NET % applies
56
59
56
60
62
61
% applies a lot
NET % applies
50
2015
18
2013
20
2011
18
52
2009
20
53
2007
13
2005
16
55
54
60
GB once more displays the least difficulty associated with understanding the labelling on
food. Spain (84%) remains in first position.
21
Higher proportions in ROI would like manufacturers to help with
healthy eating. There has been an increase in support of this
agreement since 2009. GB has had static agreement since 2011.
I would like manufacturers to help me eat healthy
69% 69%
61% 66%
67% 65%
ROI
2005
2007
63% 57%
2009
2011
58% 61%
2013
2015
63%
63%
GB
The support for manufacturers involvement in healthy eating is lowest in GB, while
it is the highest in Spain at 95%.
22
Back to Work
“Back to Work”: Consumer Index
24
Whose workplace habits are changing?
#1
#2
#3
GB
ROI
US
#4
#5
#6
#7
#8
Netherlands
France
Spain
Germany
China
The question has arisen across all markets – is the recession coming to an end? Behaviours relating to
shopping, workplace habits and trends that are emerging have been analysed in this section in the context
of changing shopping habits as well as attitudes towards price and value for money.
“Back to Work” – ROI & GB Overview

The Irish attitude towards food in the work environment is an interesting economic
barometer. Both Great Britain and Ireland are amongst the most successful economies in
Europe and both countries lead the rankings for this theme.

More employees are buying their lunch at work, fewer are bringing their own lunch to
work.

Lunch time spend appears to be on the increase. Of those who are buying their lunch
there are increases in those eating out and those bringing purchased lunch back to the
office.

The potential increase in spending power is also being reflected in attitudes towards price
and quality. Whilst still being important, the number of individuals claiming that price is the
first thing they look at, is declining.

The proportion of people who strongly agree that the quality of fresh produce is important
is also on the increase.

This suggests that people‟s focus on price is potentially relaxing as they have more
disposable income.
25
Just over a third of ROI adults continue to eat lunch at work. There
are higher proportions of adults in GB eating lunch at work, which
has risen since 2013.
% Eating lunch at work
ROI
GB
2009
2011
2013
2015
2009
2011
2013
2015
36
35
38
35
38
44
37
42
ROI and GB display average proportions of respondents eating lunch at work.
China (56%) has the highest proportion, while France (30%) has the lowest.
26
There has been a decrease among adults in ROI bringing their own
lunch to work more often. This proportion remains higher than the
proportion of GB adults bringing their lunch to work more often.
% Bringing own lunch in to work
ROI
More often
Less often
43
49
GB
55
44
11
7
8
2009
2011
2013
9
2015
32
33
8
7
2009
2011
39
8
2013
GB ranks in the bottom three, with the Netherlands and China, for the proportion of
respondents bringing their own lunch to work more often.
34
10
2015
27
There was also a decline in the percentage of ROI adults going out
to eat lunch at work less often. There are less GB respondents
reducing this behaviour than in ROI.
% Going out to eat lunch at work
GB
ROI
More often
12
11
8
12
15
19
Less often
28
36
34
36
2009
2011
2013
2015
2009
8
8
22
23
2011
2013
12
20
2015
The French (62%) have the highest proportion going out to eat lunch at work less often.
GB is reducing this behaviour the least.
28
Grocery shoppers in ROI and GB are almost equally concerned
about price when shopping for food. ROI‟s preoccupation with
price had been steadily increasing but records a decrease in 2015.
When I shop the first thing I look for is price
ROI
% agree slightly
2015
36
2013
39
2011
39
2009
2007
2005
33
39
35
GB
% agrees strongly
23
60
26
18
19
31
% agrees strongly
27
58
34
27
61
60
33
29
62
59
33
28
61
64
26
21
% agree slightly
57
54
41
36
15
16
56
52
ROI and GB are ranked in the top three countries who prioritise price when shopping. The US (63%) are most
inclined to look for price first.
29
ROI believes, more strongly than GB, that quality of food is more
important than price.
Quality of fresh food is more important than price
GB
ROI
% agree slightly
2015
36
% agrees strongly
77
41
% agree slightly
35
32
68
32
66
2013
40
39
79
34
2011
40
38
79
37
2009
38
40
77
38
2007
2005
42
37
42
45
83
82
% agrees strongly
39
43
32
34
27
27
70
71
66
70
With regard to placing quality above price, ROI ranks third across the PERIscope 2015 study.
Spain and China are more supportive of this idea while GB ranks sixth.
30
The practice of looking for value for money has partially
maintained popularity since 2009, when the behaviour gained
considerable momentum compared to previous years.
31
I most often go to the same store but look for the best value for money I can get
GB
ROI
% agree slightly
2015
2013
37
% agrees strongly
41
44
40
38
2009
39
42
2007
2005
45
40
28
31
40
34
74
81
39
37
76
39
37
76
41
35
77
78
81
73
71
% agrees strongly
78
37
2011
% agree slightly
50
43
23
23
73
66
ROI ranks second and GB ranks fifth when it comes to looking for the best value for money.
Less than half of grocery shoppers are willing to pay more for better
customer service. However, ROI continuously tends to have a
higher willingness than GB to pay for such a premium.
I will pay a bit more for grocery shopping to get superior customer service
ROI
GB
% agree slightly % agrees strongly
2015
28
2013
32
2011
34
2009
2007
2005
30
36
31
43
14
11
26
23
43
13
47
45
16
16
19
% agree slightly % agrees strongly
24
11
10
33
14
28
36
38
42
15
52
26
10
36
50
28
6
34
Spain (58%) and China (56%) display most willingness to pay more for good customer service.
ROI ranks third while GB is fifth. The Dutch are the least willing to pay more.
32
GB grocery shoppers continue to be more impulsive than ROI
grocery shoppers. ROI records a 6 percentage point drop between
2013 and this year.
% agree strongly
33
I tend to buy on impulse if I think products are cheap
% agree slightly
ROI
2007
53
2009
45
15%
2011
28%
35%
49
17%
2013
46
14%
2015
34%
35%
40
12%
10%
30%
GB
55
57
14%
40%
37%
53
20%
33%
54
20%
49
15%
39%
GB are the most likely to buy on impulse, while ROI is third most likely.
32%
17%
Willingness to spend time looking for a bargain has increased in ROI
since 2007, though records a marginal drop this year. Behaviour in
GB, in the same period, has remained relatively stable.
I don’t mind spending time looking for a bargain
ROI
GB
% agree slightly % agrees strongly
2015
32
21
53
33
24
35
21
2013
37
18
55
2011
36
19
55
2009
33
2007
32
2005
31
21
17
22
% agree slightly % agrees strongly
53
49
53
32
26
36
21
38
17
35
17
57
57
58
57
55
52
The US are the most willing to spend time looking for a bargain. GB and ROI rank second
and fourth respectively.
34
ROI shoppers frequent discount retailers more often than those in
GB. There has been in decrease in ROI shoppers utilising discount
retailers more often, while GB has seen an increase.
% Shopping in Discount Retailers
ROI
More often
48
50
GB
58
51
31
Less often
11
7
8
2009
2011
2013
6
2015
8
2009
27
27
7
8
2011
2013
35
7
2015
ROI is ranked first in shopping in discount retailers more often, despite the decrease
recorded. China is ranked highest for its shoppers shopping in discount retailers less often
(59%).
35
ROI are also spreading their shopping across a number of shops to
get better value more often than GB. There has been a reduction
in the proportion of ROI shoppers who do so more often.
% Spreading shopping across a number of shops to get the
best value
ROI
More often
Less often
35
11
2009
GB
42
32
31
7
8
2011
2013
12
2015
27
30
8
7
2009
2011
28
23
11
8
2013
2015
Both GB and ROI are similar to France, the Netherlands, Germany and the US when
considering spreading shopping across a number of shops for better value more often.
36
Almost equal proportions of shoppers travel further to shop, more or
less often across both ROI and GB.
% Travelling further to shop to get better value
GB
ROI
More often
18
12
Less often
16
2009
16
10
11
20
22
2011
2013
2015
12
8
2009
11
10
8
13
11
10
2011
2013
China are changing their behaviour regarding travelling for better value the most.
2015
37
Scratch cooking levels in ROI and GB in 2015 are quite similar.
Levels have been increasing marginally in both ROI and GB over
the past few years.
Cooking from scratch
% Once a day/ few times a day
45
2015
ROI
2013
48
2011
47
23
19
18
43
2009
29
2007
20
56
35
2015
35
30
2013
36
28
2005
77
38
26
23
65
64
63
30
39
2009
2007
21
33
31
32
68
67
65
63
51
22
2005
2011
GB
% Few times per week
57
55
Alongside the US, ROI and GB rank amongst the lowest in terms of daily/ weekly scratch cooking.
GB ranks the lowest overall.
38
Generally, scratch cooking seems to have remained similar year on
year. GB records a marginal increase in the proportion scratch
cooking more often.
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
ROI
Cooking from
scratch more
often
Cooking from
scratch less
often
15
11
2009
GB
16
17
17
15
15
15
16
7
8
8
8
7
8
8
2011
2013
2011
2013
2015
2009
2015
ROI and GB rank similarly to the Netherlands and Germany for the frequency of cooking
meals from scratch more often.
39
Love Local
“Love Local”: Consumer Index
41
Where is local produce on the rise?
#1
#2
#3
#4
#5
#6
#7
#8
China
Spain
France
ROI
Germany
US
Netherlands
GB
The focus of this theme is “why „local‟ is, and will remain loved” and the importance of transparency when it
comes to food production and purchase. The importance of transparency, knowing the source of your food
has emerged as a central trend in the food and drinks industries over the past few years. This theme
manifests in attitudes towards locally produced food, cooking from scratch, importance of pre prepared or
convenience foods and the frequency of purchasing local food.
“Love Local” – ROI & GB Overview

Ireland‟s love affair with local produce is evolving. We remain considerably ahead of Great
Britain in our beliefs about the importance of buying local produce but the growth in people who
believe it is important has levelled off.

The local message in Ireland has two distinct variations. The first relates to the importance of
retailers emphasising their local credentials through their support of local Irish suppliers to their
stores. The second relates to the importance of grocery spend in locally owned stores and the
positive benefit that has on the local community.

Given the length of time that local has been emphasised it is possible that the message reach
has been maximised. The importance of local peaked in 2011, at a time when concern about
employment and the Irish economy was paramount. It is quite possible that the growth in the
economy has weakened the direction connection between local and Irish consumers.

In addition to this virtually all the retailers have their own version of a local message and this
ubiquity can limit the distinctiveness of the message - it has become a hygiene factor.

What is clear is that local as a message is still relevant – 30% of Irish shoppers believe it is very
important to buy local produce. Moving forward, it may well be the case that some features
need to be combined with local in order to keep the message fresh for Irish shoppers – a local+
message of some kind.
42
The importance of buying local food has increased in both regions
since 2005. ROI remains much further ahead of GB, even with a
decline in importance since 2011.
Buying local food is very important
2005
50%
2007
57%
Total importance of buying local food
2009
61%
ROI
18%
GB
33%
6%
22%
43%
12%
28%
52%
23%
2011
2013
73%
34%
51%
22%
2015
70%
32%
68%
30%
52%
53%
22%
19%
France (77%), Spain (69%) and ROI place the most importance on buying local food. GB ranks
only higher than the Dutch, at only 34% „importance.
43
ROI and GB are in overall agreement about what the term „local
food‟ actually means.
Defining what ‘local food’ actually means
Total%
Made within
close
proximity to
where I live
Available
in
farmers
markets
Made
within
the county
I live
Made within
a 20 mile
radius from
where I live
Made
within
the province
in which I live
Made
within
Europe
Chart Title
9
1
8
71
3
 11
3
8
3
73
57
57
50
44
53
 12  5
57
2
0
ROI
2015
GB
2015
ROI
2015
GB
2015
ROI
2015
GB
2015
ROI
2015
GB
2015
25
ROI
2015
23
GB
2015
0
4
5
ROI
2015
11
GB
2015
44
Despite a slight decrease in the proportion buying at least weekly
in ROI, the frequency of local purchases in ROI continues to be
above that in GB.
45
Frequency of ‘local food’ purchases
ROI
Daily/ few times a
week/once a
week
40
Few times/ once
a month
18
40
21
46
GB
54
18
25
Less often/ never
42
2005
40
2007
33
2009
20
2011
52
22
34
35
20
22
50
40
38
41
41
22
23
22
22
37
36
35
37
2009
2011
2013
2015
23
26
26
2013
2015
36
43
2005
2007
GB has the lowest proportion buying local food daily/few times a week/once a week and the highest
proportion less often/never buying local food.
Checking for the symbol of quality is much more common in ROI
than in GB. Overall levels of vigilance in both regions have not
changed dramatically since 2005.
46
Checking for Symbol of Quality label
ROI
Always check
Sometimes check
21
50
20
51
23
GB
32
48
49
NET (check for
quality symbol)
Never check
(71)
(71)
(71)
(81)
28
28
29
2005
2007
2009
29
47
(76)
9
10
16
14
41
40
33
36
28
46
21
16
36
40
(57)
(56)
(50)
(49)
(50)
(57)
49
49
50
49
44
44
2005
2007
2009
2011
2013
2015
(74)
19
24
24
2011
2013
2015
China (98%) is responsible for the highest level of checking for the symbol of quality.
In GB, this label carries the least weight for grocery shoppers.
The importance of food sources in ROI is evident in its higher
propensity to check for country of origin. Those who never check
this information in GB continues to be almost double that of ROI.
47
Checking for Country of Origin label
ROI
Always check
Sometimes check
23
46
26
46
26
GB
36
45
45
NET (check for
quality symbol)
(71)
(71)
(71)
(81)
Never check
30
27
28
19
33
44
(76)
23
10
11
41
39
31
43
18
13
35
38
25
33
(50)
(49)
(50)
(57)
48
49
47
48
17
40
(58)
(57)
42
43
(74)
25
GB shows the least likelihood for checking for country of origin on food products while
China (95%) shows the most. ROI ranks in the middle of all eight countries.
Both ROI and GB display consistent levels of confidence that the
food available in supermarkets is safe. GB in particular
demonstrates an increase in confidence recorded since 2013.
% agree that ‘I am confident that the food in the supermarket is safe’
91% 90%
93% 94%
92% 95%
ROI
2005
2007
92% 88%
2009
2011
93% 94%
2013
2015
89%
94%
GB
ROI and GB rank second and third when compared to all the other PERIscope countries.
France records the lowest level of confidence in the food produced in supermarkets (64%).
Easier Living
“Easier Living”: Consumer Index
50
Who is under the most time pressure?
#1
#2
#3
#4
#5
#6
#7
#8
China
Spain
US
GB
Germany
France
ROI
Netherlands
It is all about making the consumers‟ life easier. Companies need to be part of the solution, not part of the
problem. We have utilised statements relating to the use of ready prepared ingredients, convenience meals
and pre prepared meal components. Time is a key criterion for this theme the focus is on attitudes towards
foods that are easy and quick to cook, easy to prepare, as well as those with a willingness to spend time
cooking and eating a proper breakfast.
“Easier Living”: ROI & GB Overview

Ireland‟s economic recovery has yet to place significant pressure on the time we spend
preparing and consuming food. The return to “Value for Time”, a key feature of Celtic
Tiger Ireland, has yet to emerge.

Evidence of this pressure can be seen in Great Britain, where they are finding it harder to
fit in a proper breakfast and to cook as often as they would like. They are more likely to
state they are eating more convenience meals as well as believing they are a good
substitute when time is limited.

Other evidence of pressure in Great Britain is their online grocery purchasing behaviour –
which continues to outstrip behaviour in Ireland.

These are all trends that we can expect to come under pressure in Ireland as the Irish
economy continues to lift. We have been under pressure to fit the time for food in the
recent past; that is likely to return.

The brands, products and services that help to meet these demands in the UK and
prepare themselves for the as yet latent need in Ireland are likely to succeed into the
future.
51
Both ROI and GB have approximately four in ten respondents who
feel too busy to cook as often as they would like, with GB recording
an increase in 2015.
I’m too busy to cook as often as I would like
%
Applies
ROI
46
50
2005
2007
GB
56
40
40
39
39
2009
2011
2013
2015
2005
48
2007
40
41
39
43
2009
2011
2013
2015
Both ROI and GB rank quite low for feeling busy to cook as often as they would like, only higher than the
Netherlands (38%).
52
More GB respondents than those in ROI do not have enough time to eat a
proper breakfast. The levels of respondents feeling too busy for breakfast 53
have declined since 2007, but GB has seen a rise once more in 2015.
I rarely have time to eat a proper breakfast
%
Applies
ROI
47
2005
47
2007
GB
56
39
2009
33
36
35
2011
2013
2015
2005
50
2007
42
43
44
49
2009
2011
2013
2015
GB is ranked as second position, following Spain (59%), of those who feel they rarely have time to eat a
proper breakfast.
While consumption has declined since the high levels of 2005, more
than 6 in 10 of the adult population in GB eat ready meals „often‟.
ROI consumption is much lower.
% agree that they ‘would often eat ready prepared/ convenience meals’
ROI
2015
48
2013
48
2011
47
2009
53
2007
64
2005
62
2015
2013
GB
64
56
2011
2009
2007
2005
62
56
65
72
GB and ROI rank fourth and fifth respectively, but are far behind China, where 90% of
respondents claim to often eat ready prepared/convenience meals.
54
Similar to all previous years, usage of ready prepared ingredients is
higher among adults in GB than in ROI. The main difference
between the two regions is in relation to weekly usage.
55
Usage of ready prepared ingredients
ROI
Once/ few times a
day
6
7
8
9
8
35
32
31
36
31
35
6
8
21
19
21
21
21
21
23
22
20
21
21
2009
2011
2013
2015
2005
2007
2009
2011
2013
2015
16
19
2005
2007
Once a week
8
7
21
21
21
6
9
4
23
25
Few times a week
GB
Usage of ready prepared ingredients on a daily/weekly basis is highest in the China, followed by
the US and GB. ROI ranks sixth.
Across both ROI and GB, the desire continues to be for food that is
easy to prepare.
56
I tend to pick foods that are easy to prepare
%
Applies
ROI
GB
75
78
76
75
76
77
82
83
2005
2007
2009
2011
2013
2015
2005
2007
77
78
78
78
2009
2011
2013
2015
All countries across the PERIscope 2015 study are interested in food that is easy to prepare. ROI and GB fare
similarly to most other countries. China (94%) places the most emphasis on food that is easy to prepare.
Adults in ROI are less concerned about foods that are quick to
cook than their GB counterparts. Time pressures continue to be
more evident in the behaviour of GB adults than those in ROI.
57
I tend to pick foods that are quick to cook
%
Applies
ROI
68
2005
75
2007
69
65
68
66
2009
2011
2013
2015
GB
77
77
2005
2007
70
72
71
73
2009
2011
2013
2015
The countries studied are also interested in food that does not take long to cook. ROI is ranked as the one of
the least likely to pick foods that are quick to cook, alongside the Netherlands (73%) and France (63%).
In the past ten years the popularity of ready to eat foods has declined in
both regions. Usage of these foods remains much higher in GB than in ROI58
and records an increase this year.
% agree ‘we use a lot of ready to eat foods in our household’
2015
ROI
33
2013
38
2011
37
2009
40
2007
47
2005
47
2015
2013
GB
54
52
2011
2009
2007
2005
55
49
59
66
ROI‟s usage of ready to eat foods in the household is one of the lowest of the PERIscope
2015 study, with the Netherlands.
Viewing convenience meals as a good substitute for home
cooking records an increase this year among adults in GB. Those in
ROI continue to be less convinced.
% agree that convenience meals… ‘are a good substitute for
home cooked meals when time is limited’
ROI
2015
42
2013
42
2011
2009
2007
41
47
2005
53
2015
54
2013
GB
48
2011
2009
2007
2005
49
53
51
56
53
ROI demonstrates the least amount of agreement with this statement. China
displays a much higher level (70%).
59
More people in ROI than GB are claiming to eat ready meals/
convenience meals less often than 12 months ago.
60
% eating ready meals/ convenience meals more/less often than
12 months ago
ROI
More often
Less often
GB
2005
2007
2009
2011
2013
2015
11
9
7
7
6
5
31
27
2005
11
2007
2009
2011
2013
2015
7
7
8
8
7
23
25
25
24
25
31
36
35
31
21
France (34%) and ROI have the highest proportion of adults claiming to eat
convenience meals less often. The US (23%), Spain (24%) and GB have the lowest.
GB continues to have a higher proportion of people shopping for
groceries online. Those in GB are also more frequent online shoppers.
% ever ordered their
grocery shopping online
13%
How often are they ordering their
grocery shopping online?
2
15
5
19
53
Daily/few times a week
Once a week
2-3 times a month
Once a month
Less often
30%
3
18
China has the highest proportion of online grocery shoppers
(71%). They are also the most frequent online grocery
shoppers.
16
23
Daily/few times a week
Once a week
2-3 times a month
Once a month
Less often
36
61
ROI and GB have a similar proportion of people who have used the
internet to download a recipe with both cohorts displaying very
similar activity levels.
24%
27%
Downloaded
Recipe
Downloaded
Recipe
62
Most recent download activity
4%
9%
7%
4%
4%
9%
7%
6%
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
ROI & GB have the lowest reported incidence of using the internet to download a recipe. In
comparison, nearly 8 in ten adults in China claim to have used the internet to download a recipe.
Downloading specific food apps is not a particularly popular
activity in either region, with both regions recording a decrease in
this behaviour since 2013.
12%
13%
Downloaded
Food App
Downloaded
Food App
63
Most recent download activity
1%
4%
4%
3%
1%
3%
4%
4%
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Downloading Food Apps is a behaviour that is yet to be established amongst the majority in all countries.
China is the only country with a majority who have downloaded a food app (72%).
Joyning
“Joyning”: Consumer Index
65
Who is searching to feel connected?
#1
#2
#3
#4
#5
#6
#7
#8
France
Germany
China
Netherlands
Spain
GB
US
ROI
The desire for connection, new ways to be satisfied and using food as a social experience.
This theme focuses on trying new foods and having new experiences, new ways of connecting with people
and with food. The attitudes of those who enjoy spending time cooking to create a great meal and who
consider it important to spend time together as a family over meals – including breakfast and dinner, have
been included. Additional areas for focus include those who consider that they have good levels of cooking
expertise, those who like cooking/preparing meals and hosting dinner parties.
“Joyning”: ROI & GB Overview

Ireland and Great Britain appear to have taken a step back in our love affair with food as a
social bond.

At the heart of this appears to be our poor opinions of our cooking expertise. In addition to
not believing we have the necessary skills in the kitchen, we also don‟t appear to
particularly enjoy or demonstrate a passion for cooking. Great Britain enjoy trying new
foods more than the Irish.

The Irish driver for food preparation is related to the demand to eat well, not necessarily
about the enjoyment we take from food. Great Britain appear to be somewhat more
passionate about the food they produce.

We still value the importance of sitting down as a family. However, this doesn‟t appear to
translate into a broader need to bond with friends and our communities at the dinner
table.
66
ROI display a more negative attitude towards cooking than GB
and are also the least positive about cooking within PERIscope
2015.
% Good Fun
67
% A Passion
Attitude towards cooking
2005
26% 6
ROI
20
2007
2009
2011
2013
2015
27%
38%
38%
41%
36%
8
19
43%
GB
31
12
12
26
35%
27
8
15
23
15
25
27
46%
31
15
45%
31
14
11
45%
47%
17
30
18
27
ROI displays the least enjoyment when it comes to cooking of all the countries in PERIscope
2015. GB is also among the countries which record lower levels of fun or passion.
Approximately eight in ten adults in ROI & GB like to try new foods,
but GB displays a higher level of agreement with this statement.
% agree ‘I like to try new foods’
2015
2013
77
79
2011
77
2009
78
2007
2005
80
77
2015
86
2013
82
2011
83
2009
85
2007
86
2005
87
ROI is the least inclined to try new foods, while GB is ranked fifth.
68
Similar proportions of ROI and GB respondents eat for enjoyment
rather than health and both countries have seen these proportions
increase since 2005.
% agree ‘I eat for enjoyment and not for health reasons’
53% 56%
56% 59%
55% 62%
ROI
2005
2007
54% 57%
2009
2011
57% 60%
2013
2015
58%
61%
GB
ROI and GB rank second and third respectively of the eight countries surveyed in PERIscope
2015 when it comes to eating for enjoyment.
69
ROI‟s level of cooking confidence records a decrease this wave
and still remains below that of GB who consider themselves to be
more accomplished dinner party hosts.
70
Level of cooking expertise
ROI
2005
2007
2009
52
46
Would enjoy having a
dinner party where I
do all the cooking
14
Would be confident
that I could produce
a good Sunday roast
with all the trimmings
32
42
17
GB
2011
56
2013
59
2015
57
2005
2007
60
2009
2011
2013
2015
65
66
65
65
52
18
18
38
41
16
27
28
27
27
26
37
39
38
39
20
14
28
35
41
33
32
ROI ranks third when it comes to creating meals with all the trimmings but yet it is one of the lowest ranking
countries compared to all others on both of the dimensions above. GB ranks fourth highest overall.
The proportion of people who have attended/taken cooking classes
has dropped in both countries, somewhat more so in ROI than GB,
though adults in ROI are more likely to attend classes than those in GB.
% who have attended/taken cooking classes in the past three years
ROI
9
2009
12
2011
GB
12
2013
9
2015
5
5
6
5
2009
2011
2013
2015
China has the highest attendance in cooking classes (20%). GB has the lowest
attendance overall.
71
While, enjoyment among those in ROI creating a great meal has
increased overall since 2005, there has been a decline in this most
recent study. GB‟s enjoyment has also declined in the past few years.
% who agree that they enjoy being able to create a great meal
ROI
GB
61
65
70
57
59
65
63
59
2005
2007
2009
2011
2013
2015
2005
2007
69
70
68
64
2009
2011
2013
2015
Of all the countries surveyed, those in GB get the least enjoyment from creating a
great meal, followed closely by ROI.
72
In 2015, the proportions of people who are entertaining at home
more often has dropped marginally in ROI. However, GB has seen
an increase in this behaviour since 2013.
% who are entertaining at home more often nowadays
ROI
GB
38
26
2009
29
27
25
23
2011
2013
2015
2009
32
23
2011
2013
ROI is ranked the lowest for the proportion of people who are entertaining at home
more often.
2015
73
More than eight in ten adults in ROI & almost eight in ten in GB
consider „spending time over dinner as a family‟ to be important.
% applies – It is important to spend time over dinner as a family
ROI
2015
85
2013
85
2011
89
2009
88
2007
85
2005
2015
GB
83
79
2013
82
2011
82
2009
84
2007
80
2005
81
While spending time together as a family at mealtime is important in all countries, certain
countries seem to hold this practice in higher regard. GB ranks the lowest in agreement
however.
74
Both countries display similar trends when it comes to eating as a
family. Sunday is the most likely day for eating together, whereas a
Weekday is least likely.
% usually eat together
ROI 2015
GB 2015
88
86
78
76
57
54
Weekday Saturday
Sunday
Weekday Saturday
Sunday
Sundays are marginally more popular for eating together in ROI than in GB, while families in
GB are marginally more likely to eat together on a Weekday or a Saturday compared to ROI.
75
Better Business?
“Better Business?”: Consumer Index
77
Who is concerned about environmental issues?
#1
#2
#3
#4
#5
#6
#7
#8
China
Spain
Germany
France
Netherlands
US
ROI
GB
The concept that „good‟ business will be good for business in an economic sense is the focus of this theme.
We have analysed attitudes towards environmental concerns, terminology and ongoing issues, including
awareness, understanding and propensity to purchase. Changing behaviours towards these issues will also
be included in order to demonstrate development in this area.
“Better Business?”: ROI & GB Overview

Environmental issues in Great Britain and Ireland appear to be struggling somewhat for
traction among the population.

It has been pointed out that it is extremely difficult for first world countries to engage with
concerns about these issues – the benefits of reduced food miles, fair trade and
sustainable production have not been translated meaningfully.

The Irish population currently appears to be focused on two key issues both of which
relate to individual homes – food waste and water charges.

Both of these concerns relate very much to how these issues impact me directly, often
with a focus on the direct financial cost.

Broader environmental issues are conceptual and don‟t impact us, the consumer, directly.
As a consequence they appear to have limited impact on purchase behaviour.
78
In GB, the commitment to conscious consideration of environmental
issues when choosing what products to buy appears to be waning.
Those in ROI remain more likely to make this consideration.
79
% who agree that they are more conscious of environmental issues
in their choice of products
ROI
56%
2007
53%
2009
62%
GB
58%
57%
57%
45%
2011
2013
2015
2007
2009
55%
2011
54%
51%
2013
2015
ROI‟s consciousness of environmental issues when choosing products ranks fourth in the
PERIscope 2015 study. GB displays average levels of agreement with the statement.
The percentage of people who prefer to buy from environmentally
conscious companies is also declining in GB, but has remained
steady since 2013 in ROI.
% who agree that they prefer to buy from companies that are aware
of the impact of environmental issues
ROI
51%
2007
49%
2009
55%
GB
54%
54%
35%
2011
2013
2015
2007
50% 49%
48% 43%
2009
2011
2013
2015
Buying from companies that are environmentally conscious is most popular in China and Spain. ROI
shows average agreement levels while GB ranks second last behind the Dutch regarding this behaviour.
80
Adults in GB remain more likely to purchase Fair Trade products
than those in ROI. These efforts record further declines in 2015.
I try to buy Fair Trade products/brands whenever they are available
ROI
% applies a lot
2015
17
2013
14
2011
GB
NET % applies
% applies a lot
2015
15
48
2013
12
11
48
2011
16
2009
11
48
2009
17
2007
12
2005
11
45
45
43
2007
12
2005
11
NET % applies
50
54
50
48
45
48
Efforts to buy Fair Trade products are lowest in ROI, while efforts in China are more
than twice as strong (93%).
81
Awareness of carbon footprint is identical in GB and ROI.
ROI‟s awareness level continues to show signs of advancement.
% aware of carbon footprint
ROI
GB
64
65
68
2009
2011
2013
72
75
78
75
72
2015
2009
2011
2013
2015
* New question wording for ROI & GB in 2013
When it comes to carbon footprint ,GB and ROI have greater awareness levels than Spain, Germany,
the Netherlands and China. However, they still have some ground to make on the US (82%).
82
Awareness of sustainable production is higher in GB than in ROI. While
GB remains steady, ROI records a decline and returns to awareness
levels recorded in 2009.
% aware of sustainably produced
ROI
41
2009
GB
47
49
2011
2013
42
2015
47
2009
52
2011
47
48
2013
2015
* New question wording for ROI & GB in 2013 & 2015
GB and ROI rank second last and last respectively, when it comes to awareness of sustainability.
All other countries have awareness of above 70%, with Germany highest at 94%.
83
ROI and GB record very similar levels of awareness for the three
new issues this year. Adults in ROI are marginally more aware of
Animal Welfare and Food waste than their GB counterparts.
84
% aware 2015
79
ROI
Animal Welfare
76
79
Food Waste
75
GB
ROI
GB
45
ROI
45
GB
Conserving Resources
ROI displays a slightly higher tendency than GB to buy food in
smaller packs. Both countries have increased efforts in this area
since 2007, but ROI has diminished efforts when compared to 2013.
I buy food in smaller packs because it means less waste
% Applies
ROI
2005
68
GB
2007
2009
2011
2013
2015
63
65
67
70
66
2005
2007
2009
2011
61
57
60
57
2013
2015
62
62
ROI and GB rank fourth and (joint) sixth respectively when it comes to the proportion who claim to buy
food in smaller packs because it means less waste.
85
Equal proportions of ROI and GB respondents endeavour to buy
brands that use environmentally sensitive packaging. This rate has
remained relatively stable in both countries since 2005.
% agree that ‘I always try to buy brands that use environmentally sensitive
packaging’
48% 58%
45% 48%
50% 48%
ROI
2005
2007
49% 47%
2009
2011
45% 46%
2013
2015
47%
48%
GB
ROI and GB rank in the bottom two countries of PERIscope 2015 for trying to buy
environmentally sensitive brands. China is observed to have the highest levels of effort (92%).
86