Introduction

PERIscope 2015 explores consumer behaviours & attitudes towards food, shopping and cooking.

Online survey conducted amongst 1,000 adults aged 18+ in Spain.

Results are also available across seven other countries.

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
Overview of Themes
3
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
5
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”: Spanish Thematic Overview

Spain are ranked in second place on “The Power of Food” theme. They perceive themselves as one of
the healthiest countries, second only to ROI (87%). Along with China, the Spanish appear to be making
the most effort to improve their eating habits. They have the highest proportions of adults claiming that
their diet has become more healthy in the past 12 months.

The Spanish also display a good understanding of the link between eating well and being healthy as
well as the connection between good food and mental well-being. They are not as strongly convinced
that eating healthy is important to take control of their lives, as they rank third (69%) with China (70%)
and ROI (73%) demonstrating greater support for this attitude.

When it comes to considering their children, Spanish parents are the most concerned. They display
high levels of concern about obesity, the vast majority also ensure that they monitor their children‟s
sugar intake and endeavour to provide them with a balanced diet.

Attitudes towards convenience foods remain mostly unchanged, with only a small increase in those
who believe these types of meals are expensive.

Spain continue to report high levels of confusion when it comes to nutritional and food labelling. There
is almost universal support and desire for manufacturers to help them to eat healthily.
6
More than eight in ten Spanish adults consider their diet to be
healthy. This represents a slight improvement in recent years.
7
Diet Perceptions – Spain
NET ‘Healthy’
Describe their diet
as ‘very’ healthy
Describe their diet
as ‘fairly’ healthy
81
10
78
9
81
9
74
7
74
10
71
67
64
69
73
2006
2008
2010
2013
2015
ROI considers itself to be the healthiest country at 87%, while Spain ranks joint third alongside the
Netherlands.
Almost four in ten Spanish adults believe that they are eating more
healthy than before. This is lower than 2013 levels but is higher than
in previous years.
Changes in eating habits in last 12 months
My eating
habits are more
healthy
My eating
habits are less
healthy
37
40
37
30
33
4
4
5
5
4
2006
2008
2010
2013
2015
Spain has the second highest proportion of people claiming to be eating more
healthy than 12 months ago, second only to China (50%).
8
The Spanish record strong levels of agreement that health is
connected to eating properly.
% agree that ‘To be healthy it is important to eat properly’
92%
2006
89%
2008
85%
2010
90%
2013
92%
2015
Spain is the strongest supporter of the statement; „to be healthy it is important to
eat properly‟, along with France and ROI (all 92%).
9
Over two thirds of Spanish adults agree that they eat healthy to
take control of their life. The proportion agreeing with this
statement has increased in Spain in recent years.
I eat healthy to take control of my life
% agree slightly
2015
43
2013
42
2010
33
26
34
69
66
25
60
27
45
2008
2006
% agree strongly
21
29
66
63
The Spanish rank third in their claim that they eat healthy to take control of their
lives.
10
Since 2010, Spain has shown rising support for the concept that diet
can help both body and mind and that foods can enhance
mental wellbeing.
% Agree
2006
2008
2010
2013
2015
Good food can
enhance body
& mind
90
83
81
87
90
I consider what I
eat to be really
important for my
mental well-being
73
74
67
74
79
The majority of countries record high levels of agreement with the idea that a good diet can benefit body and
mind, with Spain ranking second behind France (91%). Spain ranks first with ROI (79%) in its assertion that
eating well is important for mental wellbeing.
11
As with all previous years, high levels of concern about obesity
amongst children continue unabated in Spain.
I am concerned about my children becoming obese
% agree slightly % agree strongly
2015
36
42
2013
36
42
2010
26
51
78
78
77
The highest levels of concern regarding obesity amongst children is in Spain.
The closest country is China (59%), while the lowest levels of concern is in the
Netherlands (26%).
12
Spanish parents record high levels of concern regarding diet and
sugar intake. Almost half of parents also acknowledge that they
find it difficult to get kids to eat veg with dinner.
% Agree strongly/slightly
I am conscious about my children’s
sugar intake
84%
I try to ensure that my children
have a balanced diet
I find it difficult to get my kids to
eat vegetables with their dinner
90%
45%
Spain is ranked first for supporting the need for children to have a balanced diet and in
their awareness of their children‟s sugar intake. Netherlands record the lowest levels
of concern on all three measures.
13
Many lunchbox components have remained relatively stable in the
last five years. However, there has been a decrease in the inclusion
of juice, water and milk with juice recording the largest decrease.
Content of kids’ lunchboxes – Spain
2010
2015
2013
68
Sandwiches
25
Cereal bars
Crisps
5
63
Fruit
35
Yoghurt
Cheese Snack
21
53
Juice
Milk
Bottle of Water
13
45
14
Convenience foods are holding steady in when it comes to
perceptions of value and ingredients. Marginally less participants
believe that they taste great when compared with 2013.
15
In Spain, convenience foods……
… are expensive
… are good value for money
47%
48%
35%
35%
2006
2015
2006
2015
… have poor quality ingredients
… taste great
35%
35%
44%
41%
2006
2015
2006
2015
Spain shows average levels of support about convenience meals „tasting great‟ or having poor quality
ingredients. China appears to show the most positive opinion of their taste and value.
The Spanish grocery shopper continues to be very likely to check
the nutritional labelling on food before purchasing items.
% applies that they ‘always check the nutritional labelling on food
before buying them’
88
2015
85
2013
88
2010
2008
2006
82
76
Spain ranks second in its claim that it always checks the nutritional labelling on food before
buying them, only shoppers in China are more likely to display this behaviour (93%).
16
Compared to 2006, the Spanish are finding it more difficult to
understand nutritional claims on packaging and food labelling. At more
than eight in ten, confusion remains high as it did in 2010 & 2013.
% applies that they ‘often find it
difficult to understand
nutritional claims on packaging’
% applies that they ‘often find it
difficult to understand labelling
on food’
2015
84
84
2013
83
84
2010
84
83
80
2008
2006
64
78
57
The Spanish claim to have the highest levels of difficulty in understanding both the nutritional
claims on packaging and labelling on food. Those in GB claim to be the least confused.
17
The vast majority of Spanish adults want manufacturers to help
them to eat healthy. This desire has remained unchanged since
2006.
% agree that ‘I would like manufacturers to help me to eat healthy’
93%
2006
93%
2008
95%
2010
94%
2013
95%
2015
Spain, China (93%) and Germany (87%) rank as the top three countries that
would like manufacturers to help them to eat healthy.
18
Back to Work
“Back to Work”: Consumer Index
20
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” – Spanish Thematic Overview

With high levels of unemployment continuing throughout Spain, it is encouraging to see
that a slightly greater proportion of Spaniards now claim to eat their lunch at work (32%).

The majority still continue to bring their own lunch into work, though the proportion who
claim to go out for lunch more often has increased this year. Spain rank second only to
China, in the proportion of people eating out at lunchtime (26%).

The importance placed on price in the first instance when grocery shopping records a ten
percentage point decline among Spanish shoppers this year. They are less inclined to be
led by price and are appearing to prioritise quality to a greater extent.

Not as many shoppers are shopping in discount retailers or spreading their shopping over
different shops more often in comparison with previous years.

Scratch cooking is on the increase in Spain. There are now more people who scratch
cook daily than there has been since 20088.
21
Almost a third of Spanish respondents eat lunch at work. This
proportion has risen in recent years.
% Eating lunch at work
2010
2013
2015
25
28
32
Despite the increasing trend, the Spanish have the second lowest proportion of
respondents eating lunch at work.
22
In Spain, the majority of respondents are bringing their own lunch
to work more often, though smaller proportions are exhibiting this
behaviour than in previous years.
% Bringing in own lunch to work
2010
2013
2015
More often
54
60
54
Less often
31
25
24
Spain ranks as the highest country bringing their own lunch into work more often.
23
The percentage of people going out to eat lunch at work more
often has decreased since 2010. The amount going out less often
has also decreased however.
% Going out to eat lunch at work
2010
More often
2013
35
20
Less often
48
59
2015
26
48
Spain has the second highest proportion going out to eat at lunch more often, after China
(42%).
24
Price as a main driver of behaviour has decreased in popularity in
Spain, falling ten percentage points since 2013.
When I shop the first thing I look for is price
% agree
slightly
2015
35
2013
37
2010
34
2008
33
2006
30
% agree
strongly
11
46
19
56
19
13
9
53
46
39
Spain place the least importance on price as a first priority than any other country in
PERIscope 2015. The US are the most price conscious, ranked in first place (63%).
25
As price is declining, placing quality above price has seen a
resurgence in Spain in the last five years.
Quality of fresh food is more important than price
% agree
slightly
2015
48
2013
50
2010
2008
2006
37
45
40
% agree
strongly
33
22
30
81
72
67
25
41
70
81
Spain ranks first for placing quality above price. The Netherlands ranks in lowest
position, with only 56% agreement.
26
Finding value for money in the same store is important for more
than two thirds of Spanish grocery shoppers. However, it‟s
importance has declined since 2010.
I most often go to the same store but look for the best value for money I can get
% agree
slightly
% agree
strongly
2015
51
19
70
2013
49
20
68
2010
2008
2006
31
46
47
40
23
35
77
70
75
Value for money in the same store is most important to the US grocery shopper (80%).
Spain ranks amongst the lowest alongside China (63%) and Germany (58%).
27
Buying on impulse is not a dominant feature of Spanish grocery
shoppers. It is a behaviour that has declined substantially since
2006.
28
% agree strongly
% agree slightly
I tend to buy on impulse if I think products are cheap
30%
2006
2008
41
17
11% 13%
4%
17%
2010
2013
2015
24
26
23
7%
19%
7%
Spain is one of the least like countries to behave impulsively, even when
products are cheap, only marginally more impulsive than France (18%).
18%
6%
Over half of Spanish grocery shoppers state that they would pay a
bit more for grocery shopping to get superior customer service. This
is a significant increase from 2008 levels.
I will pay a bit more for grocery shopping to get superior customer service
% agree
slightly
% agree
strongly
40
19
2015
2013
35
2010
29
2008
27
2006
33
13
16
10
58
48
45
37
14
47
Spain ranks top when it comes to willingness to pay more for customer service.
29
Spending time looking for a bargain has been a fairly stable
behaviour in Spain, though its popularity has decreased since 2013.
I don’t mind spending time looking for a bargain
% agree
slightly
2015
2013
31
% agree
strongly
17
34
20
28
23
2008
31
14
2006
31
2010
48
19
54
51
45
50
The US are the biggest bargain hunters (64%) while Spain sit alongside the
Germany and China with a relatively average inclination to bargain hunt.
30
There has been a considerable decline in those shopping in
discount retailers more often in Spain.
% Shopping in Discount Retailers
More often
2010
2013
42
42
2015
28
Less often
26
27
29
ROI has a much larger proportion shopping in discount retailers more often (51%). Spain
has the second largest proportion shopping in discount retailers less often.
31
There has also been a reduction in the proportion of Spanish
shoppers spreading their shopping across a number of shops to get
the best value.
% Spreading shopping across a number of
shops to get the best value
2010
2013
More often
49
53
Less often
22
23
2015
40
26
Spain holds second position, after China, for the proportion claiming to spread shopping
across a number of shops for better value.
32
Less people are travelling further to shop more often in Spain. The
proportion who are travelling further less often remains stable.
% Travelling further to shop to get better value
2010
2013
More often
16
18
Less often
41
44
2015
12
44
Spain ranks in the top three with Germany and China for those travelling to shop for better
value less often.
33
The proportion of Spanish adults cooking meals from scratch on a
daily/ weekly basis has continued to improve since 2010.
% preparing a meal from scratch once/ few times a day
2006
22%
78
56%
2008
20%
82
62%
21%
% preparing a meal from scratch few times a week
2010
2013
72
77
51%
25%
2015
24%
52%
Claims regarding daily scratch cooking activities place Spain in second position after
the Netherlands (81%).
79
55%
34
The percentage of Spanish adults who are claiming to cook from
scratch more often than before has dramatically increased since
2006 but has decreased from 2013.
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
2006
2008
2010
2013
2015
39
Cooking from
scratch more
often
Cooking from
scratch less
often
22
31
29
9
10
8
9
9
Compared to all other countries in the PERIscope 2015 study, the Spanish and
the Chinese have increased their scratch cooking the most.
7
35
Love Local
“Love Local”: Consumer Index
37
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” – Spanish Thematic Overview

Spain are ranked second on the theme of “Love Local”. The importance of buying local
food has continued to rise amongst Spanish respondents since 2010, and are now ranked
second, only behind France in terms of the importance of local produce. Just over 1 in 5
continue to believe that buying locally produced food is very important.

Nearly half of all respondents feel that local food is food that is produced in close
proximity to where they live, while a further 37% believe that local food is produced within
their own province.

Checking for country of origin records a slight increase this year amongst Spanish adults,
while the proportion who check for symbol of quality remains stable. In addition, Spain
records an almost universal high level of confidence in the food that is available in
supermarkets (96%), the highest of all the countries included in PERIscope 2015.

There has been a slight increase in the proportion of people who purchase local produce
weekly, though Spain remains second only to China as frequent purchasers of local food.
38
An increase has been observed in the importance placed on local
food since 2010.
39
Importance of buying local produce when shopping
2006
Total
importance
Very
important
2008
58%
58%
16%
2010
18%
2013
69%
63%
57%
16%
2015
22%
21%
In overall terms, Spain ranks second in terms of the importance placed on buying local food,
behind France (77%).
„Local‟ food is mainly considered to be food that is made in close
proximity to where one lives. The association with farmers‟ markets
is relatively weak, unlike in many other countries.
The majority
believe that
local food is …
Much less
believe local
food to refer to
food that is …
Very few believe
that local is food
that is…
47%
… made within close proximity to where I live
37%
… made within the province I live
27%
… made within the country in which I live
24%
…available in farmers’ markets
24%
… made within a 20 mile/30 km radius from
where I live
1%
…made within Europe
40
Checking for country of origin has remained steady in Spain. At
more than eight in ten, it remains a strong feature of grocery
shopping behaviour.
Checking for Country of Origin label
2006
2008
2010
2013
Always check
35
32
29
33
35
Sometimes
check
54
55
56
51
52
(89)
(87)
(85)
(84)
(87)
11
13
15
16
13
NET (check for
quality symbol)
Never check
The act of checking for country of origin on food labels is most popular in China
(95%) followed by Spain.
2015
41
The Spanish are very likely to check their products for a symbol of
quality. Their propensity to check has been steadily declining since
2006.
Checking for Symbol of Quality label
2006
Always check
Sometimes
check
NET (check for
quality symbol)
Never check
40
2008
2010
2013
2015
28
25
28
23
59
63
54
59
(87)
(88)
(82)
(82)
13
12
19
18
51
(91)
9
Again Spain is the second most likely of all the countries surveyed to check the
quality symbol on food.
42
Almost all of the Spanish respondents feel that the food in their
supermarkets is safe.
I am confident that food in the supermarket is safe
% applies a
little
2015
44
% applies a
lot
52
96
Spain is the most confident country that their supermarkets are providing
safe food.
43
The recent improvement to the importance placed on local food
has not resulted in largely enhanced levels of local food
purchases. These continue to remain stable overall.
Frequency of ‘Local’ Food Purchases
2006
Daily
12
Few times/ once a
week
61
2008
20
2010
2013
2015
8
9
9
55
59
62
21
21
19
15
12
10
56
Few times/ once a
month
19
17
Less often/ never
8
6
In comparing the daily/ few times a week/ once a week purchasing behaviours of
respondents, Spain ranks second highest behind China.
44
Easier Living
“Easier Living”: Consumer Index
46
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” – Spanish Thematic Overview

Spain rank second only to China on the theme of “Easier Living”. They are the most likely
to cite lack of time as a factor for cooking as often as they would like, though this records
a decline when compared to previous years.

Spain are also frequent user of ready prepared / convenience meals, as almost 7 in 10
claim to eat them often. There is also an increase in the proportion using ready prepared
ingredients weekly, and similar proportions are choosing foods that are quick to cook and
prepare, further reinforcing the fact that Spaniards believe they don‟t have enough time to
cook.

Almost 4 in 10 Spanish adults claim to have ever purchased their grocery shopping
online, however despite this high level, second only to China, they are among the least
frequent online shoppers when compared with other countries in PERIscope 2015.

Recipe downloads remain quite high in Spain, with almost three quarters claim to have
ever downloaded a recipe, with 1 in 5 doing so weekly. Mobile phone food apps however
are downloaded much less frequently, with 37% ever downloading a food app and only
6% have done so weekly.
47
The proportion agreeing that they are too busy to cook as often as
they would like has remained at similar levels to 2013.
% agree that ‘I am too busy to cook as often as I would like’
2015
59
2013
61
65
2010
2008
53
2006
52
Spain records the
highest proportion
of respondents
feeling too busy to
cook as often as
they would like.
48
Spain continue to have high proportions of their respondents
claiming they rarely have time for a proper breakfast.
% agree that ‘I rarely have time for a proper breakfast’
2015
59
2013
61
2010
65
2008
2006
Spain ranks first for
those rarely having
time for a proper
breakfast.
53
52
49
Compared to 2008, those claiming to often eat convenience
meals in Spain has increased considerably. However, it has
remained steady since 2013.
% applies that they ‘would often eat ready prepared/
convenience meals’
2015
69
2013
69
72
2010
2008
2006
52
57
Spain ranks just behind China, in second place, for the percentage of people who would
often eat ready prepared/ convenience meals.
50
Compared to 2006, usage of ready prepared ingredients has not
altered considerably in Spain, though usage has increased slightly
in the last five years as half of all Spanish respondents use these
ingredients once a week or more.
Use of ready prepared ingredients
2006
Once a day/ few
times a day
2008
7
11
Few times a
week
23
19
Once a week
15
17
2010
2013
2015
9
9
23
25
17
16
12
19
14
Usage of ready prepared ingredients on a daily/ weekly basis is highest in the
China, the US and GB. Spain ranks sixth with ROI.
51
There is a strong preference in Spain for foods that are neither time
consuming to prepare or cook.
%
Applies
I tend to pick
foods that are
easy to prepare
I tend to pick
foods that are
quick to cook
2006
2008
2010
2013
2015
84
83
89
88
88
87
76
83
81
80
Alongside the US, Spain ranks second highest in terms of its tendency to choose food that is easy
to prepare and quick to cook. China has the highest tendencies.
52
Use of ready to eat foods in Spanish households reached an all
time high in 2010. Since then it has fallen marginally, though still
represents almost two thirds of Spanish adults.
% applies ‘we use a lot of ready to eat foods in our
household’
2015
64
66
2013
68
2010
2008
39
Spain and China (71%) rank as the highest countries when it comes to claims that ready to
eat foods are used a lot in their households.
53
The perception of convenience meals being a good substitute for
home cooked meals has not altered in Spain in recent times, with
approximately six in ten agreeing with this concept.
% agree that convenience meals… ‘are a good substitute for
home cooked meals when time is limited’
2015
2013
59
60
2010
58
2008
58
2006
58
China displays the highest level of agreement with the idea that convenience meals can be a
good substitute for home cooked meals. Germany and Spain rank joint third behind France
(60%).
54
Despite evidence of high usage of convenience meals in Spain,
the proportion claiming to eat convenience meals less often is
higher than those eating these meals more often.
% eating ready meals/ convenience meals more/less often than
12 months ago
2006
2008
2010
2013
2015
More often
9
11
8
13
11
Less often
27
26
25
30
24
Spain is similar to most other countries in its claims about eating convenience meals less
often. It is ranked third for eating convenience meals more often.
55
Over three in ten Spanish adults have ordered their grocery
shopping online. Of these, just less than four in ten are ordering
their groceries once a month or more often.
37%
56
How often have they ordered
their grocery shopping online?
Every day/ few
times a week
of Spanish adults
have ever
ordered their
grocery shopping
online.
Once a week
34
10
2-3 times a
month
63
20
Spain has the second highest percentage of
people who have ordered their shopping online,
but is far behind China (71%). It is ranked second
lowest for those purchasing groceries more than
once a month.
About once a
month
Less often
Almost three quarters of Spanish adults have downloaded a recipe
while just over one third have downloaded a mobile phone food
app.
74%
37%
Downloaded
Recipe
Downloaded
Food App
57
Most recent download activity
22%
Past
Week
20% 18%
14%
6%
7%
11%
13%
Past
Month
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past 6
Months
Spain ranks second for the percentage of people who have downloaded a recipe. It ranks second for
the percentage of who have downloaded a Food App.
Joyning
“Joyning”: Consumer Index
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”: Spanish Thematic Overview

Spanish adults record a high level of agreement in trying new foods, the highest of all the
countries in PERIscope 2015. However, less than half of the population claim to eat for
enjoyment.

When it comes to cooking, Spain are generally quite negative in their attitudes towards
cooking, only ROI ranks lower at 36%. Spanish adults don‟t appear to have much faith in
their own culinary expertise, as Spain ranks among the lowest countries for feeling they
have the ability to cook a dinner with all the trimmings or hosting a dinner party. Though a
marginally increased number are attending cooking classes, perhaps in attempts to
improve their skills.

Despite this, the vast majority (85%) still gain enjoyment when they can create a great
meal, and they are ranked as the second highest country who believe it is important to sit
down to dinner as a family.

The proportion in Spain who never sit down as a family to eat breakfast records a further
decrease this wave, with less than 2 in 10 claiming they never do this, while weekends
are becoming more popular.
60
Almost all Spanish adults agree that they enjoy trying new foods.
This records a steady increase from previous years.
% agree that ‘I like to try new foods’
2015
95
2013
94
2010
93
2008
90
2006
91
Spain has the
highest proportion
of respondents who
like to try new food.
61
The proportion of Spanish respondents who eat for their own
pleasure rather than to benefit their health remains constant at just
less than half of the population.
% agree that ‘I eat for enjoyment and not for health reasons’
38%
2006
40%
2008
45%
2010
45%
2013
44%
2015
France (63%), ROI (62%) and GB (61%) are all ranked higher than Spain for their enjoyment in
eating.
62
The positivity surrounding cooking, from both a fun and passion
perspective, has declined substantially in Spain since 2008.
Good Fun
2006
50%
30%
20%
A Passion
2008
57%
21%
2010
2013
2015
39%
39%
16%
23%
37%
14%
23%
23%
16%
36%
When it comes to cooking, after ROI (36%), the Spanish ranks as the least positive country
in the PERIscope 2015 study.
63
Levels of cooking expertise in Spain have declined since 2008.
Dinner party hosting in particular has seen a dramatic drop from
over one quarter to less than one in ten in 2015.
64
Level of cooking expertise
79
60
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
27
53
59
9
11
33
52
42
54
9
50
45
2013
2015
27
2006
2008
2010
On the basis of dinner party hosting, Spain ranks the lowest.
Taking cooking classes in Spain has shown a marginal increase in
the past five years.
% who have attended/taken cooking classes in the past three years
12
2015
11
2013
2010
9
China (20%) and Spain are the highest attenders of cooking classes.
65
The proportion of people who are entertaining at home more often
remains as more than three in ten.
% who are entertaining at home more often nowadays
2015
31
35
2013
2010
29
When it comes to entertaining at home more often, Spain ranks in the bottom three with China and ROI.
66
The enjoyment obtained from cooking a great meal has remained
steady in Spain over the past eight years, with 2015 seeing the most
popularity so far.
% applies that they ‘enjoy cooking and being able to create a great meal’
2015
85
2013
83
2010
83
2008
2006
80
82
Compared to other countries in the PERIscope 2015 study, Spain ranks first, with Germany, for enjoyment
experienced as a result of creating a great meal.
67
The Spanish continue to place strong emphasis on eating dinner
together as a family and have seen an enhanced buoyancy in this
belief since 2008.
% applies that ‘it is important to spend time over dinner as a family’
2015
93
2013
94
2010
93
2008
2006
86
92
Spending time eating dinner together as a family is important in all countries, with over eighty per cent
agreement in all territories. Spain ranks second behind China (96%).
68
Almost a quarter of the Spanish sample eat breakfast as a family
every morning and almost half of the respondents eat breakfast as
a family on weekends. The proportion who never behave this way
has decreased.
% Eating breakfast as a family
2010
2013
2015
Every morning
22
24
24
Weekdays only
6
4
4
Weekends only
38
42
46
Other*
9
8
Never
25
22
10
17
Spain has one of the lowest proportions who eat breakfast as a family every
morning, ranked only ahead of the US. It has the second largest proportion, after
China, who eat breakfast as a family on weekends.
69
Better Business?
“Better Business?”: Consumer Index
71
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?”: Spanish Thematic Overview

The Spanish have similar levels of the population who claim to be more conscious of
environmental issues in their choice of products or who prefer to buy from companies that
are aware of the impact of environmental issues when compared to 2013. Spain is ranked
as the second most environmentally conscious of all the countries in PERIscope 2015,
second only to China.

Spain continue to record some of the lowest levels of awareness of carbon footprint,
though the proportion of the population who are aware of sustainably production records
further increases this year.

When it comes to environmentally friendly behaviour, almost three quarters of the
population claim to purchase food in smaller packs as it means less waste, while the
proportion who purchase on the basis on environmentally sensitive packaging remains
stable, but high at 85%.
72
Positivity surrounding environmental issues has shown signs of
deterioration in Spain in relation to choosing environmentally
friendly products. The proportion who prefer to buy from
environmentally friendly countries has remained steady.
% who agree that they are more
conscious of environmental issues in
their choice of products
71% 66%
64% 63%
2008
2010
2013
2015
73
% who agree that they prefer to buy
from companies that are aware of the
impact of environmental issues
63% 64% 61%
2008
2010
2013
64%
2015
Spain ranks third for consciousness of environmental issues in product choice and ranks second for their
preference to buy from more environmentally aware companies.
Efforts to buy Fair Trade products by Spanish adults have improved
since 2006. Current efforts seem to have stabilised since 2010.
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
% NET applies
32
82
2013
35
83
2010
33
83
2015
2008
20
2006
20
74
71
Of all the countries surveyed, Spain claim to try to buy Fair Trade products the most after China
(93%).
74
Since 2010 awareness of carbon footprint has improved. Purchases
of low carbon footprint foods have remained similar to 2013.
75
% never heard of carbon footprint
2008
2010
2013
2015
63
55
54
33
% who buy
foods with
low carbon
footprint
26
14
2008
11
7
2010
19
10
2013
18
13
2015
TOTAL % who buy foods with low carbon footprint
% who sometimes try to buy food with low carbon footprint
Spain is the least aware of the term „carbon footprint‟, though this remains stable since 2013.
The proportion of people claiming to have never heard of
sustainably produced has decreased in the past two years.
Purchases of sustainable foods has also increased considerably.
76
% never heard of sustainably produced
2008
2010
27
% who buy
foods with
sustainable
features
2015
27
12
32
25
28
17
2008
2013
2010
13
39
18
2013
TOTAL % who buy foods with sustainable features
% who sometimes try to buy food with sustainable features
Spain has average awareness of sustainably produced, ranking in fourth.
52
35
2015
The Spanish are most aware of Food Waste, followed by Animal
Welfare and Conservation of Resources.
% aware 2015
83
Food Waste
Animal Welfare
Conserving Resources
79
75
77
Buying in smaller packs to avoid waste is a significantly more
popular behaviour amongst Spanish grocery shoppers now than in
the past.
% applies that they ‘buy food in smaller packs because it means less waste’
2006
47
2008
2010
2013
2015
73
72
74
48
China (92%) is particular conscious of cutting down on food waste. The Spanish,
however, rank in third place overall.
78
The proportion of Spanish consumers who try to buy brands using
environmentally friendly packaging has not changed in the past
five years. It remains at an impressively high level.
% agree that ‘I always try to buy brands that use
environmentally sensitive packaging’
85%
2010
85%
2013
85%
2015
Spain are ranked in second position, after China (92%), for their attempts to help
the environment by buying from environmentally sensitive brands.
79