Introduction

PERIscope 2015 explores consumer behaviours & attitudes towards food, shopping and cooking.

Online survey conducted amongst 1,000 adults aged 18+ in France.

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?
Importance of technology
& convenience for busy
lives
Using food and cooking to
create social, sharing
experiences
Does ‘better’ business
impact on consumer
purchase behaviour?
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”: French Thematic Overview

Compared to other countries, France does not consider their overall healthiness to be very positive, but
77% of participants do rate their diet as “very” or “fairly” healthy, which contributes to their 7th place
ranking. However, nearly 30% consider their eating habits to be more healthy now in comparison to12
months ago and more than nine in ten participants understand that in order to be healthy, it is important
to eat properly.

There is an understanding that diet is also relevant when considering mental health. 91% agree that
good food can benefit both body and mind, while 70% understand that good food is important for
mental well-being. France is the strongest supporter of the idea that good food can enhance body and
mind.

When it comes to considering their children, over a third of French parents are concerned about
obesity. Approximately eight in ten parents try to ensure their children have a balanced diet and try to
monitor their children‟s sugar intake. Increases in the inclusion of water, juice, yoghurt, sandwiches and
fruit in children‟s lunchboxes is seen in 2015.

Negative attitudes continue to be observed towards convenience foods as is generally the case in
previous years of research.

Similarly, difficulties continue to be reported when reading nutritional labels and general food labels by
the majority of participants.
6
Perceptions of diet amongst the French have shown signs of
improvement in recent years. The proportion claiming to be „very‟
healthy, while low, is also gradually increasing.
Diet Perceptions
NET ‘Healthy’
66
Describe their diet
as ‘very’ healthy
6
Describe their diet
as ‘fairly’ healthy
60
2006
71
72
73
77
5
8
8
9
66
64
65
68
2008
2010
2013
2015
France‟s perception of its own healthiness is one of the lowest of the PERIscope 2015 study.
It ranks ahead of only Germany and the US. ROI considers itself to be the healthiest country.
7
Almost three in ten French adults believe their eating habits to be
more healthy in the last 12 months. This represents a lower figure
than in previous years, but is an improvement from 2013.
Changes in eating habits in last 12 months
My eating
habits are more
healthy
My eating
habits are less
healthy
34
31
27
26
28
6
6
6
5
4
2006
2008
2010
2013
2015
China is the most positive country when it comes to believing its eating habits are
healthier than before. France ranks quite low, with results similar to GB and ROI.
8
There is a high level of agreement amongst the French that to be
healthy, it is important to eat properly.
% agree that ‘To be healthy it is important to eat properly’
93%
2007
90%
2009
88%
2011
93%
2013
92%
2015
France ranks first, along with ROI and Spain, in understanding that eating
properly is important for your health.
9
Eating healthy to take control of one‟s life is a concept embraced
by just under two thirds of French adults, which is a slight decrease
in agreement since 2013 but remains high overall.
I eat healthy to take control of my life
% agree slightly % agree strongly
2015
2013
2010
43
22
47
40
65
22
18
69
58
2008
43
18
61
2006
42
20
62
France ranks fourth, in terms of eating healthy to take control of one‟s life. ROI, China
and Spain all rank higher than France.
10
The relationship between diet & mental health is strongly supported
in France. More than nine in ten agree that food can benefit body
& mind, while a majority also agree that diet is important for mental
well-being.
% Agree
2006
2008
2010
2013
2015
Good food can
enhance body
& mind
83
88
87
93
91
I consider what I
eat to be really
important for my
mental well-being
73
74
59
69
70
France is the strongest supporter of a good diet enhancing both physical and mental health, closely
followed by Spain. It ranks fourth for the idea that what one eats is important for mental wellbeing.
11
Although not as much concern is observed compared to 2010,
over a third of the French population with children still display
concern for their children becoming obese.
I am concerned about my children becoming obese
% agree slightly % agree strongly
2015
2013
2010
2008
25
27
10
11
31
24
35
38
20
14
51
38
France ranks sixth in terms of concern about one‟s children becoming obese. The highest levels of
concern are in Spain (78%) while the lowest are in Germany (29%) and the Netherlands (26%).
12
Approximately eight in ten of French parents agree with the
importance of monitoring their children‟s nutrition. Only a third find
it difficult to include vegetables in their children‟s diet.
% Agree strongly/slightly
I am conscious about my children’s
sugar intake
81%
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
79%
33%
France ranks second, only behind Spain, for conscientiousness towards their
children's sugar intake. They rank sixth for ensuring their children maintain a balanced
diet, only above ROI and Netherlands.
13
Water, juice and yoghurt are the most popular components in the
lunchboxes of French children. Sandwiches and fruit have also
increased in popularity in 2015.
14
Content of kids’ lunchboxes
2010
2013
2015
36
37
51
Sandwiches
Cereal bars
Crisps
28
27
26
12
9
7
Fruit
47
43
Yoghurt
47
45
35
Cheese Snack
Milk
Bottle of Water
57
32
19
40
Juice
52
47
24
16
59
54
26
47
63
France
ranks the
lowest for
the inclusion
of
sandwiches
and fruit in
kids‟
lunchboxes.
They rank
second for
inclusion of
water and
yoghurt.
Convenience foods are being viewed with increasing negativity. In
particular, there is now substantially more negativity about the
quality of ingredients used in these products when compared to
2006.
Convenience foods……
… are expensive
… are good value for money
74%
75%
28%
24%
2006
2015
2006
2015
… have poor quality ingredients
… taste great
31%
55%
39%
35%
2006
2015
2006
2015
France ranks second from last in agreement that convenience meals taste great and are good value for
money, only ahead of Netherlands in both cases. France displays the highest agreement that there are poor
quality ingredients in convenience meals.
15
The French grocery shopper of 2008 was more likely than today‟s
grocery shopper to check the nutritional labelling on food before
buying it. A consistently high proportion continue to check.
% applies that they ‘always check the nutritional labelling on
food before buying them’
67
2015
2013
64
67
2010
71
2008
2006
58
Compared to other countries, France‟s tendency to check the nutritional labelling
on food before purchase is average (fourth position).
16
Compared to 2006, the French are finding it somewhat less difficult
to understand nutritional claims on packaging and food labelling.
Improvements are still critically needed with these high levels of
difficulty.
% applies that they ‘often find it
difficult to understand labelling
on food’
% applies that they ‘often find it
difficult to understand
nutritional claims on packaging’
2015
78
2015
2013
78
2013
82
2010
2008
2006
74
77
81
2010
2008
88
80
70
2006
France ranks amongst the highest countries for having difficulty in understanding both the
nutritional claims on packing and labelling on food, only behind Spain and China.
88
While the preference for having manufacturers help people eat
healthy has declined slightly since 2006, there are still more than
eight in ten French adults who display this preference.
% applies ‘I would like manufacturers to help me to eat healthy’
89%
2006
88%
2008
81%
2010
81%
2013
82%
2015
France ranks fourth in consensus with wanting manufacturers to help with
healthy eating. Spain ranks in first position.
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” – French Thematic Overview

A higher percentage of French participants are eating lunch at work than in 2013. In 2015,
almost half of the respondents are bringing lunch into work with them more often. 62% of
respondents are going out to eat in work less often.

Price is still considered important by French shoppers, as over half of the sample find that
price is their primary concern when shopping. However, 69% of shoppers find that quality
of the food is more important than the price.

Almost 40% are willing to pay more for superior customer service but this proportion has
risen in recent years. Close to 40% of shoppers are also willing to spend time looking for a
bargain.

Compared to 2011, not as many shoppers are shopping in discount retailers, nor are they
spreading their shopping over different shops more often.

Nearly three quarters of the sample prepare meals from scratch several times a week and
almost 20% are doing this more often than they were 12 months ago.
21
Slightly more people in France are eating their lunch in work, but it
remains a minority of the sample.
% Eating lunch at work
2010
2013
2015
24
29
30
China is the only country where over half of respondents eat lunch at work.
France ranks the lowest of the eight countries.
22
More people in France are bringing in their own lunch less often
than in previous years, with differences seen across regions. The
amount bringing in their own lunch more often remains at similar
levels to previous years.
23
% Bringing in own lunch to work
2010
2013
More often
42
45
Less often
18
19
2015
46
32
38% North West
36% South
34% North East
33% Centre
26% Ile de France
Considerably more French respondents are going out to eat in
work less often than in previous years. Consistently, less people are
going out to eat more often in work than in 2013.
% Going out to eat lunch at work
2010
More often
Less often
2013
2015
17
22
17
35
39
62
France ranks in first position for going out to eat lunch in work less often. China ranks
highest for respondents going out to eat in work more often.
24
There is a slight decrease in agreement that price is the first priority
when shopping, but a majority continue to place an importance
on price.
When I shop the first thing I look for is price
% agree
slightly
2015
2013
34
38
% agree
strongly
18
18
52
57
2010
34
24
58
2008
35
23
58
2006
36
21
57
France ranks fifth when
finding price the first
consideration when
shopping. The US ranks
first in this regard.
25
The emphasis placed on quality over price was highest in 2006.
Since then, grocery shoppers have placed less emphasis on this,
though a continuing resurgence is evident since 2013.
Quality of fresh food is more important than price
% agree
slightly
2015
2013
% agree
strongly
45
23
45
19
2010
36
17
2008
37
15
2006
45
69
France displays an average
level of agreement with the
idea that quality is more
important than price. It is
considerably behind Spain
in first place (81%).
64
54
52
28
73
26
Getting value for money is important for over three quarters of
French grocery shoppers. Yet, its importance has declined slightly
compared to 2006 levels.
I most often go to the same store but look for the best value for
money I can get
% agree
slightly
2015
51
2013
51
2010
2008
2006
39
43
46
% agree
strongly
25
76
28
79
43
26
82
69
38
84
Value for money is most important to the US grocery shopper. ROI and France
follow closely behind.
27
Buying products on impulse is not a popular feature amongst
French grocery shoppers. The propensity to do so was highest in
2008 but has fallen considerably since then.
28
% agree strongly
% agree slightly
I tend to buy on impulse if I think products are cheap
2006
34
25%
2008
2010
45
20
9%
13%
32%
14%
2013
6%
17
13%
2015
18
4%
15%
France is the least likely country to respond impulsively towards cheap products. GB
(49%) is the most likely to respond impulsively.
4%
The idea of customer service commanding a premium price is
popular amongst just over one third of French shoppers, an
increase on the past three waves of research.
I will pay a bit more for grocery shopping to get superior customer service
% agree
slightly
30
2015
2013
2010
2008
2006
% agree
strongly
27
21
18
39
9
35
8
8
29
5 23
32
11
43
France ranks 4th in terms of willingness to pay a premium for superior
customer service. Spain records the highest score of 58%.
29
Spending time looking for a bargain is a shopping behaviour that
less than four in ten French respondents agree with. There has been
a considerable decline in agreement with this behaviour since
2006.
I don’t mind spending time looking for a bargain
% agree
slightly
2015
27
2013
23
2010
23
% agree
strongly
11
11
15
2008
34
2006
36
38
France displays the lowest
willingness to spend time
looking for bargains. The
US are the biggest bargain
hunters (64%).
34
38
17
22
53
58
30
Declining proportions of French shoppers claim to shop in discount
retailers more often.
% Shopping in Discount Retailers
2010
More often
Less often
2013
2015
20
21
26
23
31
24
ROI has the highest proportion of shoppers frequenting discount retailers more often, while
China holds first position for shopping in discount retailers less often. France remains in an
average position compared to other countries.
31
Most French shoppers spread their shopping across shops for better
value about the same as they had previously. There are no
significant changes in shoppers behaviour this year.
% Spreading shopping across a number of
shops to get the best value
2010
2013
2015
More often
32
28
27
Less often
19
19
17
China ranks first for both spreading their shopping more often and less often. France ranks
fourth for spreading their shopping across shops less often.
32
Not many French shoppers are travelling further for better value
more often than before. Slightly less are travelling less often in
comparison with 2013.
% Travelling further to shop to get better value
2010
2013
2015
More often
12
11
12
Less often
22
27
21
Again, China ranks first for shoppers travelling further more often and less often. France
ranks fourth in both instances.
33
Almost three quarters of French adults prepare their meals from
scratch few times a day/few times a week ,yet current scratch
cooking levels have fallen in the past three years.
% preparing a meal from scratch once/ few times a day
34
% preparing a meal from scratch few times a week
2006
2008
2010
2013
2015
80
69
83
76
73
28%
25%
52%
26%
44%
30%
47%
27%
46%
Compared to other countries in this study, France ranks fourth for scratch
cooking, behind the Netherlands (81%), Spain (79%) and China (75%).
46%
51% North East
50% South
47% Centre
44% North West
39% Ile de France
The majority of French consumers are cooking from scratch to the
same extent as 12 months ago. Just under two in ten are scratch
cooking more often, less than in 2006 but higher than in recent
years.
35
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
2006
Cooking from
scratch more
often
26
Cooking from
scratch less
often
8
2008
11
8
2010
2013
2015
17
18
19
9
9
8
France is behaving similarly to many other countries when it comes to scratch
cooking. The Spanish and the Chinese have increased their scratch cooking the
most. The US have decreased their scratch cooking the most.
23% North East
19% Ile de France
18% North West
18% Centre
18% South
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 on 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” - French Thematic Overview

France rank third on the “Love Local” scale as the importance of buying local food
has continued to rise amongst French respondents since 2008.

Nearly half of all respondents feel that local food is food that is within close proximity
to where they live and is available in farmer‟s markets.

A high proportion of respondents continue to check for the country of origin and the
symbol of quality when shopping.
38
When shopping for food, local produce has become more important
than ever before. Support for „local‟ has been rising steadily since
2008.
39
Importance of buying local food produce when shopping
2006
2008
2010
Total
importance
61%
Very
important
19%
26%
2015
77%
73%
65%
58%
19%
2013
27%
33%
France places the most importance on buying local, compared to all other countries in the study.
The Netherlands places the least amount of importance on local (34%).
The French associate „local food‟ to be in very close reach to
where they live, generally within a 20mile/30 km radius, and is
available in farmer‟s markets as opposed to conventional stores.
More than 4 in
10 believe local
food is food
that is…
Much less
believe local
food to refer to
food that is …
49%
… made within a 20 mile/30 km radius from where
I live
47%
… available in farmers’ markets
45%
… made within close proximity to where I live
19%
… made within the country in which I live
18%
… made within the province in which I live
2%
… made within Europe
40
The routine of checking for the country of origin label is well
established in France and has shown little signs of change in the
past nine years.
Checking for Country of Origin label
2006
2008
2010
Always check
34
33
31
Sometimes
check
51
51
49
(85)
(84)
15
16
NET (check for
quality symbol)
Never check
(80)
20
2013
2015
41
41
43
45
(83)
(86)
16
14
France ranks third in terms of checking for country of origin. It displays similar levels to
Germany (85%) and Spain (87%). China ranks first (95%).
41
In France, checking for the symbol of quality remains high, and has
increased again in 2015. The proportion claiming to never check
stands at just over one in five.
Checking for Symbol of Quality label
2006
Always check
Sometimes
check
NET (check for
quality symbol)
Never check
35
2008
2010
2013
2015
22
20
27
24
50
55
(76)
(76)
(79)
25
24
21
63
56
53
(88)
(85)
12
15
France ranks third, behind China (98%) and Spain (82%), for checking for the symbol of
quality label on food.
42
Over six in ten French respondents have confidence in the belief
that food in supermarkets is safe. Only twelve respondents felt this
applies a lot.
I am confident that food in supermarkets is safe
% applies a
little
2015
52
% applies a
lot
12
64
France has the least confidence in the safety of food in supermarkets. Spain
is the most confident in the safety of their supermarket‟s food.
43
The momentum of buying local food more frequently has gained
ground since 2008, with a continuing increase in recent years.
Frequency of ‘local’ food purchases
Daily
Few times/ once a
week
2006
2008
2010
2013
2015
2
2
2
2
2
55
47
48
52
57
30
28
28
26
17
15
Few times/ once a
month
30
Less often/ never
13
20
22
France is only ahead of ROI and US for buying local foods daily/ few times/ once
a week. It is also ranked sixth for those buying local foods less often/ never.
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” - French Thematic Overview

France rank sixth on the “Easier Living” ranking. This relatively low ranking is evident
when reviewing the French utilisation of ready prepared / convenience meals and the
proportion who avail of technological solutions.

Half of French adults claim that time is a key barrier to cooking. Though this has fallen
since 2013, France are still ranked third when compared to other countries on this
particular criterion.

Convenience meals in France have always recorded quite negative scores. This
continues to be the case in 2015, as less than half claim to often use them.

Recipe downloads continue to be popular amongst the French population, who continue
to record high levels of culinary expertise. 1 in 5 have downloaded a recipe in the past
week. On the other hand, Food Apps continue to be much less popular.

Interestingly, the use of ready prepared ingredients appears to be on the increase
amongst the French population, with almost a quarter utilising them a few times a week.
47
Exactly half of French respondents agree that they are too busy to
cook as often as they would like. This is not as many as previous
years and a considerable decrease since 2006 and 2008.
% agree that ‘I am too busy to cook as often as I would like’
2015
50
54
2013
2010
58% Ile de France
52% North East
49% Centre
47% North West
44% South
51
2008
67
2006
67
France ranks third
for reporting they
are too busy to
cook as often as
they would like.
Spain and China
report higher
feelings of
busyness.
48
The proportion reporting they are too busy to have time for a
proper breakfast remains steady with previous years.
% agree that ‘I rarely have time for a proper breakfast’
2015
2013
2010
39
39
41
2008
2006
47
44
France ranks sixth
overall in rarely
having time to eat
a proper breakfast.
The Spanish are
most in agreement
that they rarely
have time to eat a
proper breakfast.
49
Less than half of French respondents often eat ready prepared/
convenience meals. The proportion that would often eat these
meals has dropped consistently since 2006.
% applies that they ‘would often eat ready prepared/
convenience meals’
2015
2013
2010
2008
2006
50% Ile de France
46% North West
45% North East
40% Centre
39% South
44
46
51
58
62
France ranks next
to last for those
who would often
eat ready
prepared/
convenience
meals. The
Netherlands eats
these meals the
least often, while
China ranks first.
50
Just over a quarter of the French population use ready prepared
ingredients at least several times a week.
Use of ready prepared ingredients
2006
Once a day/ few
times a day
Few times a
week
Once a week
2008
2010
2013
2015
8
6
5
7
20
21
20
17
17
16
6
30
21
24
17
In terms of daily/ weekly usage of ready prepared ingredients, France ranks as the sixth. ROI
and Germany use these ingredients less than several times a week. Usage is highest in China.
51
While the majority of French adults look for food that is easy to
prepare and quick to cook, demand for both of these
characteristics continues to fall since 2008.
%
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
87
88
80
78
76
82
89
70
67
63
France displays the least tendency to pick foods that are quick to cook and to prepare when compared to
all other countries in the study. China possesses the highest tendency for picking both types of foods.
52
Less that half of French adults claim to use a lot of ready to eat
foods in their households. This represents a fall of fifteen
percentage points in seven years.
% applies ‘we use a lot of ready to eat foods in our household’
2015
41
2013
48
2010
48
2008
2006
56
42
France displays average use of ready to eat foods compared to all other countries. It is far
behind China (71%) but ahead of ROI and the Netherlands (33%).
53
Despite falling consumption levels, six in ten French adults consider
convenience meals to be a good substitute for home cooked
meals when time is limited.
% agree that convenience meals… ‘are a good substitute for
home cooked meals when time is limited’
2015
60
2013
63
2010
64
78
2008
2006
62
France displays the second highest level of agreement with the idea that convenience meals
can be a good substitute for home cooked meals. ROI shows the lowest support.
54
In France, over a third of people are claiming to eat ready meals/
convenience meals less often than 12 months ago. Less people
continue to report they eat convenience meals more often.
% eating ready meals/ convenience meals
more/less often than 12 months ago
2006
More often
7
2008
12
2010
2013
2015
8
7
7
35
37
34
55
8% Ile de France
7% North East
7% Centre
6% South
5% North West
16
Less often
31
France ranks first of all the countries for the proportion claiming to eat ready meals/
convenience meals less often than 12 months ago. The US ranks last. China ranks first for
the proportion claiming to eat ready meals more often than 12 months ago.
38% North West
36% South
34% North East
33% Centre
26% Ile de France
More than 2 in 10 French adults have ordered their grocery
shopping online. Over a quarter do this once a month or more
often.
22%
56
How often have they ordered
their grocery shopping online?
Every day/ few
times a week
of French adults
have ever
ordered their
grocery shopping
online.
3
Once a week
12
53
24% North East
24% South
23% North West
20% Centre
20% Ile de France
11
2-3 times a
month
21
About once a month
Less often
France has the fourth highest percentage ordering their shopping online, behind China, Spain and GB. It also
ranks fourth highest in purchasing of online grocery purchases monthly or more often.
Currently, using the internet to access recipes is significantly more
popular than downloading food apps.
70%
23%
Downloaded
Recipe
Downloaded
Food App
57
Most recent download activity
21%
Past
Week
19% 18%
11%
3%
4%
7%
9%
Past
Month
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past 6
Months
France ranks third for the percentage of people who have downloaded a recipe, behind China and
Spain. It ranks fourth for the percentage of people 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”: France Thematic Overview

Joyning is seen in France‟s first place ranking for eating for enjoyment rather than for health reasons.
Eight in ten French adults like to try new food, but when compared internationally, France is ranked
seventh out of eight countries for their enjoyment in trying new food. Slightly less French people enjoy
the feeling of cooking a great meal in comparison with previous waves of research.

France is the second most passionate country about cooking and the third highest for finding cooking
good fun. Along with Germany, France claims to be the most competent at cooking roast dinners and
feeling comfortable hosting a dinner party. France has the second highest incidence of inviting friends
over rather than going out.

Over 90% of French respondents feel it is important to spend time with family over dinner. Over a third
eat breakfast with family every morning and only 15% never eat breakfast as a family.
60
The proportion agreeing that they like to try new foods has fallen
gradually since 2008 but remains high overall.
% agree that ‘I like to try new foods’
2015
2013
2010
80
82
France ranks the
second lowest for
enjoying trying new
foods, after ROI.
Spain ranks the
highest.
83
2008
93
2006
92
61
Higher proportions of French respondents eat for enjoyment and
not for health reasons in comparison with previous years.
% agree that ‘I eat for enjoyment and not for health reasons’
63%
2006
61%
2008
53%
2010
56%
2013
56%
2015
France ranks first, followed closely by GB and ROI, for eating for enjoyment and not for health
reasons.
62
The French relationship with cooking is quite strong, but has decreased in
positivity overall since 2006. Some of the fun previously attached to
63
cooking has been lost. Passion about cooking has also decreased slightly.
Good Fun
A Passion
Attitude towards cooking
2006
67%
19%
48%
2008
51%
23%
28%
2010
2013
2015
51%
52%
48%
26%
25%
22%
30%
19%
29%
When it comes to cooking, the French rank as the third most positive country. They rank second for
feeling passionate about cooking, behind Germany, and third for finding cooking good fun.
Since 2006, culinary expertise in France has improved considerably.
In the past nine years, the proportion that are comfortable as a
dinner party host has risen significantly.
Level of cooking expertise
55
Would enjoy having a
dinner party where I
do all the cooking
20
Would be confident
that I could produce
a good Sunday roast
with all the trimmings
35
2006
71
71
70
40
38
33
31
33
37
2010
2013
2015
59
18
41
2008
On the basis of dinner party hosting and producing meals with all the trimmings, France and
Germany are the most competent countries at cooking compared to all other countries in the
PERIscope 2015 study.
64
Attendance of cooking classes in France has shown a slight
increase in the past five years.
% who have attended/taken cooking classes in the past three years
9
2015
8
2013
2010
5
China is the highest attender of cooking classes. France ranks joint fourth with ROI.
65
The proportion entertaining at home more often nowadays
remains the same as 2013. Nearly three quarters of French
respondents are having friends over more often.
% who are entertaining at home more often nowadays
2015
44
2013
44
2010
40
73% Friends over
more often
66% Family
celebrations at home
France ranks third overall for entertaining at home more nowadays. It ranks behind China
and the Netherlands.
66
The enjoyment obtained from cooking has declined slightly,
however, with more than three quarters getting enjoyment from
creating a great meal, satisfaction remains high.
% applies that they ‘enjoy cooking and being able to create a
great meal’
2015
78
2013
79
2010
79
2008
2006
83
84
Compared to other countries in the PERIscope 2013 study, France ranks fifth for enjoyment experienced
as a result of creating a great meal. Spain and Germany display the highest enjoyment levels.
67
Despite a slight fall since 2006, the French continue to place strong
emphasis on eating dinner together as a family.
% applies that ‘it is important to spend time over dinner as a family’
2015
92
2013
91
2010
93
2008
94
2006
95
Spending time eating dinner together as a family is considered important in all countries. France places
the third highest importance on this behaviour, after China and Spain.
68
Slightly less French respondents eat breakfast as a family every
morning compared to previous years. However, a smaller
proportion never eat breakfast as a family than in the previous two
waves of research.
% Eating breakfast as a family
2010
2013
2015
37
38
34
Weekdays only
3
4
5
Weekends only
31
31
32
Other*
8
11
14
Never
21
16
15
Every
morning
France ranks joint third with Germany in eating breakfast with family every morning.
ROI have the highest proportion eating breakfast as a family every morning.
*Includes holidays only, term time only
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?”: French Thematic Overview

The French continue to have a majority of respondents who are more conscious of environmental
issues in their choice of products and prefer to buy from companies that are aware of the impact of
environmental issues. This contributes to their fourth place ranking on the “Better Business?” theme.

62% try to buy Fair Trade products when available. These attitudes and behaviours reflect a consistent
positive attitude and awareness towards the environment, that can be seen in previous years.

Slightly more respondents had never heard of carbon footprint in 2015 compared to 2013, but at less
than a quarter of participants, this proportion remains low. However, the proportion who claim to have
never heard of sustainable production has risen considerably from previous years, from 4% in 2010 to
23% in 2015. France was ranked as having the most awareness of sustainable production in 2013, but
this ranking has dropped to fifth in PERIscope 2015.

Slightly less environmentally friendly behaviours are being reported in 2015, although they remain at
high levels. 62% of French respondents buy food in smaller packs because it means less waste,
compared with 74% in 2006. Similarly, 71% always try to buy brands that use environmentally sensitive
packaging, compared with 73% in 2013.
72
The French continue to be conscious of environmental issues in
their choice of products. Similar proportions also continue to buy
from environmentally aware companies.
% who agree that they are more
conscious of environmental issues in
their choice of products
57% 64% 64% 64%
2008
2010
2013
2015
% who agree that they prefer to buy
from companies that are aware of the
impact of environmental issues
61% 55% 59% 58%
2008
2010
2013
2015
Consumer consciousness for environmental issues is second highest in France, behind China. It
ranks third, behind China (69%) and Spain (64%) when it comes to buying from environmentally
aware companies.
73
Efforts to buy Fair Trade products by French adults have declined
but these efforts seem to have found stable ground since 2010.
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
% NET applies
2015
15
62
2013
16
64
2010
17
64
2008
21
72
2006
23
71
Despite a decline in purchases, the French rank third overall when it comes to efforts to buy Fair
Trade products. China claim to try to buy these products the most while ROI are the least inclined.
74
Compared to 2008, those claiming to have never heard of carbon
footprint is significantly lower, but has increased slightly since 2013.
Purchases of low footprint products doesn‟t appear to have gained
significant traction.
75
% never heard of carbon footprint
2008
2010
2013
2015
27
21
24
53
% who buy
foods with
low footprint
in 2015
17
10
2008
29
23
2010
2013
France ranks second for most awareness of carbon footprint.
TOTAL % who buy foods with low footprint
% who sometimes try to buy food with low footprint
30
21
30
17
2015
Sustainably produced was found to be less well known in France in
2015. The proportion claiming to buy foods with sustainable
features has decreased slightly overall.
76
% never heard of sustainably produced*
2008
2010
2013
11
4
8
% who buy
foods with
sustainably
produced
features in
2015
35
21
2008
23
41
26
48
25
46
37
2010
2015
2013
2015
France ranks fifth for awareness of sustainability, although they were ranked first in 2013.
TOTAL % who buy foods with low features
*Question amended in 2015
% who sometimes try to buy food with low features
Over 8 in 10 French adults are aware of both Food Waste and
Conserving Resources. Animal Welfare, while a high proportion are
still aware, records a lower level of awareness.
% aware 2015
83
Food Waste
Animal Welfare
Conserving Resources
76
81
France ranks joint last with GB for awareness of Animal Welfare. Awareness of Conserving Resources
and Food Waste is much higher, with France ranked 3rd for Food Waste across all the countries. Only
China & Germany record higher levels of awareness.
77
Buying in smaller packs to avoid waste was a more popular
behaviour amongst French grocery shoppers in the past than it is
today but has increased in popularity in the past five years.
% applies that they ‘buy food in smaller packs because it
means less waste’
2006
2008
74
72
2010
2013
2015
56
57
62
France ranks the same as GB in joint sixth position for buying food in smaller
packs to reduce waste. China exhibits this behavior significantly more, with 92%
claiming to buy food in smaller packs.
78
There is a decline in the proportion of French shoppers trying to buy
brands that use environmentally sensitive packaging in 2015.
% agree that ‘I always try to buy brands that use
environmentally sensitive packaging’
74%
2010
73%
2013
71%
2015
The Chinese (92%) are particularly conscious of environmentally sensitive
packaging. France is ranked in fourth position with Germany.
79