Introduction
2

PERIscope is Bord Bia’s comprehensive review of food attitudes, shopping and cooking trends
amongst a nationally representative sample of adults.

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 thematic flavour of the PERIscope 2015 results for ROI and
GB (NI was not included in the PERIscope 2015 study), focusing on the Millennial cohort in
particular. The charts included represent the study results. More detailed information is available
in the tabular reports.

For the purposes of the research, Millennials were defined as those aged between 22 – 30.
Who are “The Millennials”?
3

Millennials are a product of the evolving technological environment into which they were born. They
have grown up during a time period which is categorised by the use of revolutionary technology which
has changed how society lives, works and connects.

As a result, Millennials have been exposed to more interaction than any previous generation which will
shape their perspective on life. Interacting with a screen is now part of everyday life, with the huge
penetration of smartphone and increasingly, tablet ownership.

Travel has become a normal pastime for the Millennial generation, borders have been opened,
opportunities have increased but competition has also intensified. Attitudes to work, marriage and
religion are evolving, challenging many of the traditional views that exist, in Ireland in particular.

When it come to food – attitudes towards purchasing and consuming food are in a state of flux. For the
Millennial generation one of the most important life experiences has been the recession. There is a
constant state of uncertainty which manifests in shopping habits and how disposable income is used.

Millennials have been dealt a difficult hand, but it has forced them to re-consider and re-evaluate what
success looks like and what is important for them. They have been reared in changing times and
change has been an ongoing constant, inevitably influencing their attitudes towards work, life, food and
social experiences.
Overview of Themes
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 Millennials in ROI, continue to rate their diet as healthier than
those in GB though a growing proportion in GB believe their diet
is ‘very healthy’.
( ) All Adults 2015
Diet Perceptions in each country
ROI
GB
(87)
NET ‘Healthy’
6
77
76
78
(78)
72
72
73
Describe their diet
as ‘very’ healthy
25
24
25
15
17
21
Describe their diet
as ‘fairly’ healthy
52
52
53
57
54
52
2011
2013
2015
2011
2013
2015
Similar to all Adults, the Millennials in ROI believe their diet is more healthy
than those in GB.
GB Millennials do not appear to have making an active choice
in improving their eating habits over the past 12 months showing
little change year to year.
( ) All Adults 2015
Changes in eating habits in last 12 months
ROI
GB
(27)
My eating
habits are
more healthy
My eating
habits are less
healthy
28
35
10
7
2011
2013
(26)
30
28
29
28
4
6
6
6
(4)
2015
(5)
2011
2013
Generally, GB is one of the lowest countries when it comes to considering how
healthy or not their eating habits have become over the past 12 months.
2015
7
Almost all Millennials in ROI agree that eating well impacts on health.
Only three quarters in GB agree with this statement, a declining
proportion of Millennials when compared with previous years.
8
( ) All Adults 2015
% agree that ‘To be healthy it is important to eat properly’
ROI
2015
2013
2011
GB
91
88
(92)
(79)
75
82
90
This is consistent trend with GB adults, which appears to have carried through to
the Millennial generation.
83
A greater proportion of GB Millennials have a negative attitude
towards healthy food when compared to those in ROI.
( ) All Adults 2015
Choosing healthy food to eat is limiting and boring
ROI
% applies a lot
2015
2013
2011
9
GB
NET % applies
% applies a lot
NET % applies
15
51
22
57
(14)
(45)
(19)
(54)
14
48
11
50
13
19
Almost 6 in 10 Millennials in GB believe that healthy food is boring, while approx. 5 in 10
ROI Millennials agree with this statement.
47
57
Endeavours to limit the amount of fast food that is consumed
seem to be stronger in ROI than in GB. Efforts to limit fast food
consumption fluctuate slightly in GB.
( ) All Adults 2015
I try to limit the amount of fast food that I consume
ROI
% applies a lot
10
GB
NET % applies
% applies a lot
NET % applies
46
89
45
77
(56)
(86)
(49)
(82)
2013
42
82
2011
41
81
2015
34
40
Similar to the all Adult figures, there appears to be diverging attitudes among ROI &
GB Millennials. Those in ROI are attempting to consume fast food less than their
GB counterparts.
75
79
ROI Millennials are more likely to reference control when it comes
to eating healthy than their GB counterparts.
11
( ) All Adults 2015
I eat healthy to take control of my life
ROI
GB
% agree slightly % agree strongly
2015
% agree slightly % agree strongly
42
33
75
34
25
60
(37)
(36)
(73)
(33)
(25)
(57)
2013
46
28
74
2011
42
23
65
32
39
19
14
51
54
Three quarters of ROI Millennials claim that they eat healthy to take control of their lives. On the other
hand 6 in 10 GB Millennials cite control as a reason for eating healthy. Similar to the findings for All Adults,
those in ROI appear to be more engaged with this healthy eating message.
The connection between what one eats and spiritual wellbeing is
more credible in ROI than GB. However, 2015 sees the highest
proportion of Millennials who agree with this statement in GB.
( ) All Adults 2015
I eat to enhance mental alertness and spiritual wellbeing
% Agree
ROI
2011
2013
GB
2015
2011
2013
(79)
70
72
82
2015
(69)
65
59
The connection between eating well, the power of food, the impact it has on both
body and mind continues to emerge amongst the Millennial cohort. Similarly to
general attitudes, ROI appears to display a greater understanding of this link.
70
12
Similar proportions of people in ROI and GB look for low fat
options when they are shopping. This attitude has fluctuated
slightly in ROI while in GB it has been stable.
13
( ) All Adults 2015
% agree that ‘always look for low fat options when buying food products’
ROI
2015
(53)
48
2013
2011
GB
62
55
56
53
54
Low fat considerations are less important to ROI Millennials in 2015 than in
previous years.
(61)
Calorie content in food carries similar importance to ROI and GB
Millennials. Though those in GB claim to be marginally more
aware of calories.
14
( ) All Adults 2015
% agree that ‘think of the calories in what they eat’
ROI
2015
2013
2011
51
55
51
GB
(48)
56
51
57
Just over half of Millennials in both countries claim to think of the calories in what they eat, however,
this remains slightly higher than All Adults. Millennials may be more sensitive that the rest of the
population to messages related to calorie content.
(59)
GB Millennials are much more likely than their ROI counterparts
to utilise ready prepared ingredients with 4 in 10 using them
several times in a week.
( ) All Adults 2015
Usage of ready prepared ingredients
ROI
Once/ few times
a day
Once a week
GB
6
7
7
Few times a
week
16
9
10
11
(9)
40
(35)
(21)
(8)
35
45
27
24
(21)
26
22
23
(21)
2011
2013
2015
40
20
18
22
2011
2013
2015
There has been little change in GB Millennials over the past five years, however, since 2011 ROI Millennials
appear to have made marginally more of an effort to reduce their usage of ready prepared ingredients.
There has been minimal changes amongst GB Millennials when it
using ready to eat foods since 2013, despite the sharp decline in
2013. ROI on the other hand sees a steady decline since 2011.
( ) All Adults 2015
% agree that they ‘we use a lot of ready to eat foods
in our household’
2015
ROI
GB
2013
44
(33)
51
2011
54
2015
61
2013
60
2011
(54)
69
Overall, GB ranks higher on the “Back to Work” scale than ROI. It is evident that Millennials in ROI are
not under as much time pressure compared to GB, as their reliance on ready prepared & convenience
food is lower.
17
A larger proportion of Millennials in ROI claim to eat ready meals less
often than those in GB, when compared to 12 months previously.
( ) All Adults 2015
% eating ready meals/ convenience meals
more/less often than 12 months ago
ROI
GB
(7)
(5)
More often
Less often
12
35
10
34
7
31
13
27
11
9
23
30
(24)
(31)
2011
2013
2015
2011
2013
Both ROI & GB Millennials record steady declines since 2011 in the proportion eating
convenience meals more often.
2015
18
Love Local
The importance of buying local food has further declined in ROI,
though they remain more likely than those in GB to purchase
local food.
( ) All Adults 2015
Buying local food is very important
62%
ROI
Total importance of buying local food
63%
22%
23%
2011
55%
(30)
2013
23%
2015
50%
42%
(68)
50%
(52)
GB
18%
19%
(19)
20%
Approximately half of Millennials in GB and just over half in ROI consider purchasing local food
to be important overall. The local message has permeated throughout the food industry, with
companies including Aldi & Lidl utilising the local message, so perhaps oversaturation of this
message has reduced the importance with which it is viewed by Millennials, as well as All Adults.
20
ROI and GB are in overall agreement about what the term ‘local
food’ actually means. ROI Millennials are more likely to consider
it to mean produce within their own county, than those in GB.
( ) All Adults 2015
Made within
close
proximity to
where I live
21
Defining what ‘local food’ actually means
Total%
Available
in
farmers
markets
Made
within
the county
I live
Made within
a 30 km
radius from
where I live
Made
within
the province
in which I live
Made
within
Europe
Chart Title
7
7
7
72
 10
3
 14
17
81
54
57
24
49
45
ROI GB
2015 2015
(71) (73)
(57) (57)
ROI GB
2015 2015
(50) (44)
7
26
24
52
24
ROI GB
2015 2015
9
0
0
4

6
9
ROI GB
2015 2015
ROI GB
2015 2015
ROI GB
2015 2015
(53) (57)
(25) (23)
(25) (23)
The importance of provenance in ROI is evident in its higher
propensity to check for country of origin. Those who never check
this information in GB is greater than in ROI.
( ) All Adults 2015
Checking for Country of Origin label
ROI
Always check
22
GB
6
27
29
29
(31)
17
12
(17)
28
42
(40)
(50)
(57)
45
(43)
29
Sometimes
check
NET (check for
country of
origin)
Never check
50
(77)
23
2011
41
(70)
37
(43)
(45)
(54)
(66)
(74)
66
30
34
2013
2015
54
(25)
2011
2013
2015
Declining numbers of Millennials in ROI check for a country of origin label. The opposite is true for those in
GB, with growing numbers of Millennials doing so. Similar proportions of GB All Adults (57%) & Millennials
(54%) check for this information, while ROI Millennials (66%) are less likely than their All Adult counterparts
(74%) to check.
Quality remains more important to Millennials in ROI than in GB. 7 in 10
ROI Millennials check for this label, compared to just over 5 in 10 in GB.
( ) All Adults 2015
Checking for Symbol of Quality label
ROI
Always check
GB
7
24
27
30
19
13
(16)
31
41
(40)
(53)
(50)
(56)
55
49
46
(44)
2011
2013
2015
(28)
38
Sometimes
check
NET (check for
country of
origin)
Never check
57
40
(67)
40
(70)
(46)
(50)
(74)
(81)
18
2011
33
30
2013
2015
(24)
The numbers of Millennials in ROI & GB who check for a symbol of quality label appears to be increasing.
However, this remains Millennials remain less likely than their All Adult counterparts to check, across both
regions.
23
Easier Living
GB has a significantly higher proportion of Millennials shopping
for groceries online. They are also considerably more active than
online grocery shoppers in ROI.
% ever ordered their grocery
shopping online
15%
How often are they ordering their
grocery shopping online?
-6-6
89
Daily/few times a week
Once a week
2-3 times a month
Once a month
Less often
2015 All adults (13%)
41%
4
17
2015 All adults (30%)
Millennials in GB are more than twice as likely to shop online than
their ROI counterparts. ROI Millennials appear marginally more tech
savvy than the rest of the Irish population, though they do appear to
make purchases less frequently than the general population.
24
19
Daily/few times a week
Once a week
2-3 times a month
Once a month
Less often
34
25
Despite GB Millennials shopping online more, ROI and GB
Millennials display similar propensity to download recipes.
26
( ) All Adults 2015
31%
34%
Downloaded
Recipe
Downloaded
Recipe
Most recent download activity
(24)
(27)
9%
12%
6%
4%
6%
14%
9%
6%
(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 Millennials appear to be downloading recipes marginally more frequently than those in GB,
though the proportion doing so remains quite low.
Downloading specialist Food Apps is not a particularly popular
activity among either group of Millennials. The majority have
downloaded their app between 1 and 6 months ago.
27
( ) All Adults 2015
13%
19%
Downloaded
Food App
Downloaded
Food App
Most recent download activity
(12)
1%
5%
(1)
(4)
Past
Week
Past
Month
(13)
4%
(4)
Past 6
Months
4%
0%
8%
(3)
(1)
(3)
Longer
Ago
Past
Week
Past
Month
7%
(4)
Past 6
Months
4%
(4)
Longer
Ago
Downloading Food Apps remains an infrequent activity for Millennials in both ROI and GB. Those in GB
are marginally more likely to have ever downloaded an app.
Joyning
Levels of cooking expertise among ROI Millennials have dropped
back this year, while GB Millennials remain more confident in
their culinary skills.
( ) All Adults 2015
Level of cooking expertise
ROI
GB
55
Would enjoy having
a dinner party where
I do all the cooking
Would be confident
that I could produce
a good Sunday roast
with all the
trimmings
29
57
59
61
(65)
23
22
27
(26)
34
37
33
(39)
2011
2013
2015
47
13
16
34
38
2011
2013
42
(57)
10
(16)
32
(41)
2015
Continuing the country specific trend that has emerged in recent years, and as with All Adults,
Millennials in ROI have less claimed culinary expertise than those in GB.
The proportion of people who have attended/taken cooking
classes has fallen across both countries. However, Millennials in
ROI remain more likely to attend classes than those in GB.
( ) All Adults 2015
% who have attended/taken cooking classes in the past three years
ROI
2011
2013
12
13
GB
2015
2011
2013
7
7
6
(9)
The popularity of cookery classes in ROI and GB appears to have fallen, though
the younger cohorts in both populations appear to be the most likely to attend
cookery classes in general.
2015
2
(5)
30
9 in 10 ROI Millennials agree that they like to try new foods, an increase
on both 2011 & 2013 levels. GB Millennials have dropped back slightly
this year.
( ) All Adults 2015
% agree that ’I like to try new foods’
90
2015
ROI
2013
86
2011
86
2015
GB
88
(86)
91
2013
2011
(77)
85
Based on All Adults, those in GB are more likely to enjoy trying new foods that the ROI all Adult
population. However, when looking at Millennials in particular, those in ROI show a growing propensity
for trying new foods.
31
Despite this change, GB Millennials remain much more likely to
have ever eaten a wide variety of foods including Indian,
Mexican, Thai and Asian cuisine than those in ROI.
Ever Eaten
%
( ) All Adults 2015
ROI
2015
Traditional (Irish/British)
86
Pizzas/Pastas
83
Chinese
91
(92)
(77)
90
(83)
83
(74)
Tapas/Sharing
40
Burritos/Tacos
29 (26)
35
Noodle Bar (Asian)
16
(13)
(25)
(37)
60 (44)
(30)
33 (26)
Thai
49
(32)
42
French
69 (65)
(38)
49
(75)
88 (76)
78 (66)
Indian
Sushi/Japanese
GB
2015
(89)
91
BBQ Food
32
36
(30)
46 (35)
46 (35)
33 (23)
While traditional cuisine remains popular, Millennials in either country are much more likely to
have tried different types of ethnic foods than the rest of the adult population.
Better Business?
Millennials in ROI and GB record very similar levels of awareness
for the three new issues this year.
34
( ) All Adults 2015
% aware 2015
73
ROI
(79)
GB
(76)
ROI
(79)
GB
(75)
43
ROI
(45)
42
GB
(45)
Animal Welfare
72
72
Food Waste
Conserving Resources
73
Awareness of Millennials is marginally lower than the their All Adult counterparts. There does not
appear to be significant differences between the cohorts when looking at environmental concerns.
ROI Millennials have traditionally always been more conscious of
buying environmentally friendly packaged products, however,
this distinction appears to be in decline.
( ) All Adults 2015
% agree that ‘I always try to buy brands that use
environmentally sensitive packaging’
50%
48%
45%
ROI
(48)
2011
2013
2015
44%
44%
45%
GB
(48)
Awareness of Millennials is only marginally lower than the their All Adult counterparts when it comes
to environmental issues. It appears that Millennials in ROI are becoming less concerned with this
particular issue, while those in GB remain less inclined to consider packaging when shopping.
35