Introduction

PERIscope 2015 explores consumer behaviours & attitudes towards food, shopping and cooking.

1,000 interviews across eight countries (8,000+ interviews in total).

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”: Multi-Country Thematic
Overview

Healthy eating and the impact of healthy food continues to be a key trend across the 2015 research, with
growing numbers of adults understanding the potential power of a healthy diet. All countries continue to
acknowledge, “the power of food”, with growing proportions in almost all countries believing their diet to be
more healthy over the past 12 months.

Almost universally, the link between good food enhancing body and mind has been taken on board. The
impact of healthy eating on mental health and well-being in particular shows growing levels of
understanding, especially in specific countries.

Children‟s health and the issue of childhood obesity remains a concern for the majority of parents, with
those in Spain, China and ROI demonstrating particularly high levels of concern. Ensuring your child has
a balanced diet appears to be understood and enforced by parents. Concern over sugar intake seems to
be less consistent across all 8 countries.

Attitudes towards convenience meals continue to vary by country. A majority of people in most countries
no longer believe convenience meals taste great or are good value for money, presenting a challenge to
produce convenience food that tastes better and represents better value.

However, there remains evidence of confusion when it comes to how to eat healthily. Over half the
population in each country continue to check for nutritional info on food, while a significant proportion
claim to need help understanding it. Healthy eating is still difficult for some people and many continue to
desire help, looking for the manufacturers assistance in eating well.
6
ROI continues to be the most health conscious country,
though most countries record an increase in perceptions of
healthy diet this year.
7
7
Diet Perceptions in each country
Change since last
survey
NET ‘Healthy’
Describe their diet as
‘very’ healthy
Describe their diet as
‘fairly’ healthy
2
87
26
61
ROI
4
78
22
56
GB
77
9
3
1
81
9
81
64
11
3
n/a
82
75
11
20
65
62
6
68
73
France
Spain
58
Germany
70
Nether
-lands
US
China
China & Spain are the most positive that their eating habits
are becoming healthier . At least a quarter of adults in all
other countries agree that their eating habits are healthier.
8
8
Changes in eating habits in last 12 months
ROI
GB
France
Spain
Germany
Netherlands
US
China
50
My eating habits
are more
healthy
My eating habits
are less healthy
27
26
28
4
5
4
37
4
30
30
34
2
3
7
3
There are high levels of understanding across all countries
that food and health go hand in hand. Those in GB have
the lowest level of agreement with this statement.
% agree that „To be healthy it is important to eat properly‟
92
ROI
GB
79
France
92
Spain
92
Germany
Netherlands
US
China
83
82
87
90
9
Taking control of one‟s life through healthy eating records
high levels of agreement in both ROI & China, though most
countries record an increase this year.
I eat healthy to take control of my life
% agree
Change
4
ROI
73
4
GB
57
4
France
65
3
Spain
69
2
Germany
59
4

n/a
Nether
-lands
US
China
63
70
64
10
There is almost universal understanding of the role eating
well plays in terms of both body and mind. Those in GB &
Netherlands record slightly lower levels than other countries.
Good food can enhance body and mind
% agree
Change
1
2
2
3
1
ROI
GB
France
Spain
Germany
89
81
91
90
87
4
1
n/a
Nether
-lands
US
China
81
87
87
11
Eating well to impact mental health and well-being is becoming
more widely understood, with ROI, Spain & China displaying the
greatest levels of agreement & understanding.
I consider what I eat to be really important for my mental well-being
% agree
Change

8
ROI
79
1
5
GB
France
Spain
61
70
79
2
4
Germany
Nether
-lands
64
55
1
US
67
n/a
China
78
12
Childhood obesity records varying levels of concern across
the countries. Those in Spain continue to record very high
levels, followed by China and ROI.
I am concerned about my children becoming obese
Ranking
% agree slightly % agree strongly
ROI
GB
France
26
23
Germany
Netherlands
US
China
#5
35
10
#6
36
19
#3
40
17
25
Spain
52
26
78
42
10
29
#7
3 26
23
29
#8
13
37
#1
#4
42
22
59
#2
13
The importance of a balanced diet is almost universally
acknowledged by parents, though those in the
Netherlands display marginally less conviction.
I try to ensure that my children have a balanced diet
Ranking
% agree slightly % agree strongly
ROI
16
62
GB
15
64
44
France
Spain
34
35
49
Netherlands
47
US
38
#7
79
#5
79
#6
90
56
45
Germany
China
78
85
40
69
20
33
50
#1
#3
#8
#4
80
88
#2
14
The importance of monitoring sugar intake, while important,
appears to be less of a concern for most parents. It is almost
equally as important for parents in the Netherlands as a
balanced diet.
I am conscious about my children‟s sugar intake
Ranking
% agree slightly % agree strongly
ROI
18
GB
17
58
Spain
40
Germany
39
US
China
#4
74
57
France
Netherlands
75
57
#5
81
24
84
44
68
30
48
44
47
#8
#6
73
29
32
#1
#7
62
13
#2
79
#3
15
There is a lot of variability between countries when it comes to the
contents of kids‟ lunchboxes. Bottles of water are becoming
increasingly popular, as are cheese snacks in most countries.
16
Content of kids’ lunchboxes
Sandwiches
Fruit
ROI
89
73
GB
87
79
France
Spain
51
Netherlands
90
65
85
72
51
67
57
25
54
32
35
6
46
42
7
50
32
57
27
Crisps
40
62
63
45
30
52
45
77
78
US
China
63
Cheese
Snacks
Yoghurt
67
52
68
Germany
Bottle of
Water
7
21
5
22
4
4
3
45
32
49
9
There continue to be low levels of agreement among those
who consider convenience meals to “taste great”. The
Chinese are the most likely to believe they are tasty.
17
% agree that convenience meals… „taste great‟
Ranking
43
ROI
#3
40
GB
#5
#7
35
France
Spain
41
#4
Germany
39
#6
Netherlands
US
China
#8
17
#2
50
56
#1
In the main, convenience meals are not typically
associated with „value for money‟. However, China, the US
and GB are most likely to make this association.
18
% agree that convenience meals are… „good value for money‟
Ranking
31
ROI
#6
46
GB
France
24
Germany
US
China
#7
35
Spain
Netherlands
#2
#4
34
#5
22
#8
#3
44
51
#1
France continues to have a negative attitude towards
convenience meals, though growing proportions of the
public believe the quality of ingredients are poor.
19
% agree that convenience meals have…‟poor quality ingredients’
Ranking
42
ROI
#3
35
GB
#5
55
France
Spain
Germany
Netherlands
US
China
#1
#5
35
25
#6
#7
24
#4
40
49
#2
Over half the population in each country claim to always check
the nutritional information on the food they buy. Those in ROI & GB
are the least likely to display this behaviour.
% applies that they ‘always check the nutritional labelling on food
before buying them’
Ranking
#8
#7
#4
#2
#6
#5
#3
#1
55% 57% 67% 88% 64% 65% 76% 93%
ROI
GB
France
Spain
Germany
Nether
-lands
US
China
US, ROI & GB have the least difficultly in understanding
nutritional claims on food packaging. However the majority
of people in the other countries claim to struggle.
% applies that they ‘often find it difficult to understand nutritional
claims on packaging’
ROI
GB
59
#6
52
#8
France
78
Spain
63
Netherlands
US
China
#3
84
Germany
Ranking
#1
#5
66
#4
54
#7
82
#2
21
Similar country specific patterns emerge in the understanding of
food labelling. Those in Spain, China & France continue to have
the most difficulty with food labels.
22
% applies that they ‘often find it difficult to understand labelling on food’
Ranking
ROI
GB
56
#6
50
#8
France
80
Spain
84
Germany
67
Netherlands
US
China
#3
#1
#5
70
#4
52
#7
83
#2
Reliance on manufacturers in eating healthily is common in most
countries. Those with the most difficulty understanding are more
likely to desire this help.
23
I would like manufacturers to help me to eat healthy
% applies a lot
ROI
GB
65
31
82
China
#4
95
71
Germany
US
#8
36
Spain
Netherlands
#7
63
26
France
Ranking
NET % Applies
87
41
25
27
59
#1
#3
71
#6
71
#5
93
#2
Back to Work
“Back to Work”: Consumer Index
25
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” - Multi-Country Thematic Overview

There is ongoing commentary in the public space that the recession is coming to an end.
However, not all the trends emerging would necessarily indicate that this is the case
across all the countries surveyed.

Broadly similar proportions of people are working, though several countries record an
increase this year in the proportion of people eating lunch at work.

However, lunchtime behaviours would indicate that in most countries there are increasing
numbers who feel they have the disposable income available to eat out for lunch, when
compared to previous years.

In addition, the trend which showed growing proportions of employees bringing in their
lunch previously, seems to have begun to reverse. With fewer people claiming to bring in
their lunch more often.

While price and value for money continue to be key drivers when purchasing shopping,
the increased emphasis placed on price when grocery shopping seems to have fallen
back.
26
Similar proportions in each country are eating lunch at work
compared to 2013. Those in GB, France, Spain and the US are
eating lunch at work more often.
27
% eating lunch at work
Change
3
ROI
35
5
1
4
2
2
4
n/a
GB
France
Spain
Germany
Nether
-lands
US
China
42
56
30
32
34
41
38
In almost all countries, while a large proportion continue to bring
their lunch into work the numbers claiming to do so have declined
this year.
Bringing in own lunch to work
Change
 11
ROI
More often
Less often
44
9
5
GB
34
1
6
1
2
3
France
Spain
Germany
Netherlands
US
46
54
44
32
24
29
China
50
33
9
10
n/a
21
9
38
28
Those claiming to go out to eat lunch more often is increasing, with
the exception of France &the Netherlands. In China almost half of
those who eat at work are eating out more often.
Going out to eat lunch at work
Change
4
4
ROI
GB
5
6
1
2
2
France
Spain
Germany
Netherlands
US
n/a
China
42
More often
12
Less often
28
12
17
26
18
4
20
14
27
48
62
28
42
55
29
Those in the US, ROI & GB are the most price conscious, however
there has been a decline in the proportion of people who claim
that price is the first thing they look for.
When I shop the first thing I look for is price
% agree slightly
ROI
GB
36
Spain
35
Germany
34
US
China
18
11
52
46
17
40
52
18
42
38
 4
58
27
34
Ranking
60
23
31
France
Netherlands
% agree strongly
58
21
13
51
63
#2
 3
#3
 5
#5
 10
#8
 1
#6
 3
#4
1
#1
n/a
#7
30
The importance of quality over price when it comes to fresh food
continues to increase across most countries. Spain, China & ROI are
the most likely to champion quality.
31
Quality of fresh food is more important than price
% agree slightly
ROI
36
GB
35
France
Netherlands
US
China
77
41
32
45
Spain
Germany
Ranking
% agree strongly
68
23
69
48
33
45
43
45
41
67
22
14
56
24
69
40
2
#3
2
#6
5
#5
81  9
#1
7
#7
5
#8
7
#4
80 n/a
#2
Looking for the best value within the same store is a common
behaviour across most countries. Those in China & Germany are
the most likely to shop around.
32
I most often go to the same store but look for the best value for money I can get
% agree slightly
ROI
GB
37
40
34
51
Spain
51
42
China
#3
#6
70
58
#8
21
51
28
17
#2
#5
76
19
55
46
74
25
16
Netherlands
US
78
41
France
Germany
Ranking
% agree strongly
63
76
80
#4
#1
#7
Willingness to pay more for better customer service is relatively low
in all countries, though Spain, China & ROI are the most willing to
pay extra for superior customer service.
I will pay a bit more for grocery shopping to get superior customer service
% agree slightly
ROI
28
GB
France
30
US
China
9
40
Germany
23
14
#3
#5
39
#4
58
19
8
3
42
36
11
Spain
Netherlands
14
26
31
#7
8
41
#1
#6
17
23
Ranking
% agree strongly
#6
31
15
56
#2
33
Impulse shopping is quite uncommon in most countries. Those in
GB, China and ROI are the most likely to make impulse purchases
based on price.
% Agree Slightly
I tend to buy on impulse if I think products are cheap
% Agree Strongly
ROI
GB
10%
40%
30%
France
17%
32%
49%
15%
18%
China
12%
38%
46%
34%
28%
28%
26%
23%
9%
35%
8%
18%
US
7%
34%
6%
4%
Netherlands
Germany
Spain
The US are the most willing to spend time when bargain hunting.
Bargain shopping is a behaviour displayed the least amongst
French shoppers.
I don‟t mind spending time looking for a bargain
% agree slightly
ROI
32
GB
33
France
Germany
31
57
#2
#8
48
37
18
41
#5
54
23
12
#6
51
21
35
#4
38
17
US
China
53
24
11
31
Netherlands
21
27
Spain
Ranking
% agree strongly
47
#3
64
#1
#7
35
Discount retailers are becoming less popular across most countries,
as declining proportions in all countries, except for GB & France,
claim to shop in discounters more frequently.
% Shopping in Discount Retailers
Change
More often
Less often
7
8
1
 14
3
3
ROI
GB
France
Spain
Germany
Netherlands
51
35
6
21
28
7
23
29
40
19
3
US
20
27
15
13
n/a
China
29
59
36
There are differences between the countries when it comes to
shopping around. Those in GB & Germany claim to be doing so
more often, while the Chinese are the most likely to do so.
37
% Spreading shopping across a number of shops to get the best value
Change
 11
5
1
 13
ROI
GB
France
Spain
40
More often
31
28
Less often
12
11
27
17
26
1
Germany
3
Netherlands
3
n/a
US
China
47
31
24
27
14
15
30
48
Greater proportions of shoppers claim to be travelling further to
shop less often. This behaviour is least likely to be found in China,
Germany & Spain.
% Travelling further to shop to get better value
Change
6
2
1
6
ROI
GB
France
Spain
More often
10
8
Less often
11
10
12
12

Germany
15
1
Netherlands
10
15
21
44
1
n/a
US
China
17
26
16
47
63
38
Scratch cooking is highest in the Netherlands. With the exception of
the US, GB & ROI, more than 7 in 10 are scratch cooking a few
times daily/weekly.
Scratch cooking
% Once a day/ few times a day
45
ROI
GB
46
US
China
52
81
29
29
#1
#7
66
34
#2
#5
72
36
46
#4
79
24
36
32
#8
73
27
55
Netherlands
#6
64
30
Spain
Ranking
68
23
35
France
Germany
% Few times per week
75
#3
39
Generally, scratch cooking seems to have remains broadly similar
to 2013. However, the Spanish and the Chinese have increased
their scratch cooking activity.
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
ROI
GB
France
Spain
Germany
Netherlands
US
31
Cooking from
scratch more
often
Cooking from
scratch less
often
17
16
19
8
8
8
7
China
31
17
16
6
6
20
13
11
40
Love Local
“Love Local”: Consumer Index
42
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” - Multi-Country Thematic Overview

Local food for consumers means food that is better quality and is transparent in its
production practices. It goes hand in hand with the importance of scratch cooking, of back
to basics and the importance of knowing where your food is coming from.

Locally produced food is of particular importance in France, Spain and ROI. Those in the
Netherlands continue to remain disengaged from the concept of local food, but
overwhelmingly, local food continues to be loved across most countries.

Food that is made within a close proximity to where people continues to be the most
universally acknowledged definition of local food across the countries. This year sees an
increase in awareness of farmer‟s markets as a source of locally produced food.

The importance of transparency when it comes to food remains evident. The vast majority
of all countries are confident that the food in the supermarket is safe, however those in
France are much less confident.

Checking food for country of origin remains a frequent activity across most countries, as
does checking for symbol of quality labels, further reinforcing the importance of
transparency.
43
France, Spain and ROI place the most importance on buying local
food. In comparison, the Dutch are particularly disconnected from
the „buy local‟ trend.
Buying local food is very important
ROI
Total importance of buying local food
GB
France
Spain
77%
68%
69%
52%
19%
30%
Germany
Netherlands
21%
33%
US
66%
62%
59%
34%
16%
China
6%
20%
24%
44
The majority of countries define local food as food that is made in
close proximity to where one lives. The association with farmers
markets is marginally lower, except in the US.
„Made within a close
proximity to where I live‟
Germany
GB
China
ROI
Spain
Netherlands
(59%)
(53%)
(53%)
(52%)
(47%)
(45%)
„Available in farmers
markets‟
US
(60%)
‟Made within about a 20
mile radius from where I
live‟
France
(49%)
45
The vast majority of adults in most countries believe the food they
purchase in the supermarket is safe. Those in France have the least
confidence.
46
% agree “I am confident that food in supermarkets is safe”
Ranking
95
ROI
94
GB
France
64
#3
#7
96
Spain
88
Germany
Netherlands
91
88
US
China
#2
81
#1
#5
#4
#5
#6
GB shows the least likelihood for checking for country of origin on
food products while those in China show the most.
47
Checking for Country of Origin label
Ranking
Always check
#5
31
#8
#3
#2
17
41
35
#4
26
NET (check for
country of origin)
45
52
25
ROI
GB
(86)
#1
24
45
59
53
(66)
(69)
34
31
(95)
5
Nether
-lands
US
China
(74)
43
Never check
51
43
(57)
15
#6
42
40
Sometimes check
#7
(87)
14
13
France
Spain
(85)
15
Germany
Checking for quality symbol is highest in China and Spain. France &
ROI follow close behind. In GB, this label carries the least weight for
grocery shoppers.
Checking for Symbol of Quality label
Ranking
Always check
#4
28
#8
16
#3
24
#2
23
#5
#7
11
14
#6
#1
22
62
40
Sometimes check
55
46
59
53
45
(70)
(68)
(67)
35
30
32
33
(98)
2
Germany
Nether
-lands
US
China
59
(56)
NET (check for
quality symbol)
(74)
(79)
44
Never check
24
ROI
GB
(82)
21
18
France
Spain
48
Purchases of local food is highest in China. The Netherlands, GB &
ROI have the highest proportion of people who buy local less
often/never.
49
Frequency of ‘local food’ purchases
Daily/ few times a
week/once a
week
40
50
59
47
71
51
66
89
22
Few times/ once
a month
25
23
33
26
37
26
Less often/ never
ROI
19
28
15
GB
22
France
10
Spain
12
Germany
Nether
-lands
17
US
7
4
China
Easier Living
“Easier Living”: Consumer Index
51
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”: Multi-Country Thematic Overview

The Chinese appear to have the busiest lifestyle and therefore rely the most on time
saving solutions, more so than any other market surveyed.

They are among the most frequent users of convenience meals, ready prepared foods
and online shopping.

The US and Spain are also among the highest users of these „time sensitive‟ food options.

ROI and the Netherlands seem to lead the least „busy lives‟, therefore they rely the least
on “helpful” solutions.

Trends also suggest that GB is becoming increasingly reliant on these types of solutions.
This would indicate that perhaps time is becoming more of a problem and harder to
manage among GB respondents, which also ties in with the theme of “Back to Work”
under which GB ranks top.
52
Busy lifestyles appear to hamper the cooking capabilities of the
Chinese & Spanish. The Netherlands & ROI are the least likely to
claim they are too busy to cook.
% agree that „I‟m too busy to cook as often as I would like‟
ROI
39
43
GB
50
France
72
Spain
47
Germany
Netherlands
US
China
38
47
68
53
Ranking

#7
 4
#6
 4
#3
 2
#1
 2
#5
 4
#8
 6
#4
n/a
#2
Breakfast is an important meal for the majority of those in the
Netherlands, ROI and France, with less than 4 in 10 claiming not to
have time to eat a proper breakfast.
% agree that „I rarely have time to eat a proper breakfast‟
ROI
35
49
GB
39
France
59
Spain
42
Germany
Netherlands
32
46
US
China
44
54
Ranking
 1
#7
5
#2

#6
2
#1
4
#5
6
#8
5
#3
n/a
#4
Chinese adults rely most on ready prepared/convenience meals,
followed by Spain, US and GB. This is a growing trend in GB in
particular.
% agree that they „would often eat ready prepared/ convenience meals‟
48
ROI
 2 #7
69
Spain
Netherlands
US
China

46
Germany
#5
 8 #4
44
France
Ranking

64
GB
55
#2
 7 #6
37
 4 #8
 5 #3
66
90
n/a
#1
In terms of daily and weekly usage of ready prepared ingredients,
Germany use meal components the least. While usage is highest in
China, the US and GB.
Usage of ready prepared ingredients
9
Once/ few times a
day
8
6
6
21
Once a week
21
ROI
21
GB
32
9
3
35
Few times a week
14
24
25
21
17
16
16
France
Spain
Germany
28
33
35
25
Nether
-lands
18
US
8
China
56
All countries want foods that are not too time consuming.
However, China, Spain and the US have the highest tendency to
pick foods that are easy to prepare.
“I tend to pick foods that are easy to prepare”
% Applies
ROI
77
GB
78
France
76
Spain
Germany
88
86
Netherlands
78
US
China
88
94
57
China, the US and Spain have the highest tendency to pick foods
that are quick to cook. France displays the lowest tendency to
pick these foods.
“I tend to pick foods that are quick to cook”
% Applies
ROI
GB
66
73
France
63
Spain
80
Germany
75
Netherlands
66
US
China
80
85
58
Usage of ready to eat foods in the household is highest in China,
Spain & the US. The overall use of ready to eat foods appears to be
declining, with the exception of GB.
% agree „we use a lot of ready to eat foods in our household‟
ROI
33
54
GB
41
France
64
Spain
49
Germany
Netherlands
US
China
33
60
71
59
Ranking
5
#7
2
#4
7
#6
2
#2
5
#5
1
#7
8
#3
n/a
#1
Almost half of adults in most countries surveyed consider
convenience meals as a good substitute for home cooking,
particularly in China. The Dutch & Irish are least likely to agree.
% agree that convenience meals… ‘are a good substitute for home
cooked meals when time is limited‟
ROI
42
54
GB
60
France
60
Ranking

#8
5
#6
3
#2
Spain
59
1
#4
Germany
59
2
#3
1
#7
4
#5
n/a
#1
Netherlands
US
China
43
55
70
France and ROI have the highest proportion of adults claiming to
eat convenience meals less often. While almost 1 in 5 Chinese
claim to be consuming them more often.
Eating convenience meals more or less often than 12 months ago
ROI
More often
Less often
5
GB
7
France
7
24
31
Spain
Netherlands
US
13
11
24
34
Germany
4
5
28
29
23
China
19
25
61
China has the highest proportion of online grocery shoppers. They
also order their grocery shopping online more frequently than any
other country.
62
% ever ordered grocery shopping online
13%
Ordering
grocery
shopping
online
monthly or
more often
Ordering
grocery
shopping
online less
often than
once a month
30%
23
38
22%
26
37%
17%
15%
17
23
18
13%
71%
36
67
77
62
74
83
77
82
64
33
ROI
GB
France
Spain
Germany
Nether
-lands
US
China
ROI & GB continue to have low reported incidence of
downloading a recipe while China has the highest. This activity is
also popular in Spain, France, Germany and the US.
% ever downloaded a recipe
24%
ROI
27%
GB
70% 74% 67% 60% 65%
France
Spain
Germany
Nether
-lands
US
77%
China
63
Downloading Food Apps is still a minority behaviour but is most
popular in China, followed by Spain.
% ever downloaded a food app
12%
ROI
13%
GB
23% 37% 20%
16%
28%
72%
France
Nether
-lands
US
China
Spain
Germany
64
Joyning
“Joyning”: Consumer Index
66
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”: Multi-Country Thematic Overview

France, Germany & China rank the highest on the “Joyning” theme. In general, they are the most likely
to try new foods, as well as find enjoyment and entertainment through cooking and food.

The French are the most engaged in “Joyning”. In particular eating for enjoyment, hosting dinner
parties and creating a great meal.

They are also becoming increasingly likely to attend cooking lessons and acknowledge that it is
important to spend time together as a family.

ROI on the other hand rank the lowest on the theme of “Joyning” and overall, are the least likely to use
/ try food in new ways.

Consumers in ROI appear to be eating out and socialising out of the home more often, but they are
less adventurous in the foods they eat and the level of cooking expertise is among the lowest across all
the countries.

However, adults in ROI continue to see the importance of eating as a family, using typical mealtimes to
bring family together.
67
Spain, China & Germany are the most adventurous, almost
universally claiming to like trying new foods. ROI on the other hand
is the least likely to experiment with food.
68
% agree “I like to try new foods”
Ranking
ROI
77
#8
86
GB
France
80
#7
95
Spain
92
Germany
Netherlands
US
China
#5
#1
#3
#6
83
#4
87
94
#2
Over half the adult populations in ROI, GB, France and Germany
claim to eat more for enjoyment, rather than for health purposes.
69
% agree “I eat for enjoyment and not for health reasons”
Ranking
62
ROI
61
GB
63
France
44
Spain
59
Germany
Netherlands
31
43
US
China
35
7
#2
3
#3
2
#1
1
#5
1
#4
3
#8
1
#6
n/a
#7
The Germans continue to have a particularly positive relationship
with cooking. The Spanish and Irish, on the other hand, display
much less positivity when it comes to cooking.
% Good Fun
70
% A Passion
Attitude towards cooking
ROI
GB
11%
36%
25%
France
18%
27%
45%
29%
48%
China
18%
53%
47%
28%
27%
37%
45%
37%
16%
42%
25%
23%
US
15%
70%
14%
19%
Netherlands
Germany
Spain
Overall, France & Germany have the most competent and
confident cooks. France has the most dinner party hosts, Germany
is expert in producing a meal with the trimmings.
71
Level of cooking expertise
70
70
65
56
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
16
26
33
54
62
15
54
23
9
36
26
41
ROI
39
GB
37
France
45
14
55
40
28
Spain
Germany
Netherlands
23
US
China
China has the highest proportion of people attending cooking
classes in the past three years.
% who have attended/taken cooking classes in the past three years
Change
3
1
1
1
1
2
1
n/a
20
9
ROI
5
GB
9
France
12
Spain
6
Germany
10
Netherlands
8
US
China
72
The majority of people get enjoyment from preparing a great
meal. This is highest in Germany and Spain, while the lowest
continues to be in GB & ROI.
73
% who agree that they enjoy being able to prepare a great meal
Ranking
#7
#8
#5
78
65
ROI
#2
#1
85
85
Spain
Germany
64
GB
France
#6
73
Nether
-lands
#4
#3
79
79
US
China
The Chinese & Dutch claim to be entertaining at home most often,
though GB sees an increase this year. The general trend continues
to be a decline in entertaining at home.
% who are entertaining at home more often nowadays
Change
2
9

4
5
3
1
79
77
25
ROI
32
GB
44
France
31
Spain
33
Germany
n/a
31
Netherlands
US
China
74
Group activities are the most popular across all countries, with the
exception of the Netherlands, reinforcing food as a social
experience. ROI socialise with friends at home most often.
Most popular activities when entertaining at home
„Having friends over instead
of going to a pub/restaurant‟
ROI
France
Germany
Spain
US
(74%)
(73%)
(70%)
(63%)
(62%)
„Family celebrations
at home instead‟
‟A few drinks at home
with your partner instead‟
Netherlands
GB
China
(80%)
(75%)
(29%)
75
While spending time together as a family at mealtime is important
in all countries, certain countries continue to hold this practice in
higher regard.
% applies – It is important to spend time over dinner as a family
85
ROI
GB
79
92
France
Spain
Germany
93
83
Netherlands
US
China
90
85
96
76
ROI & GB are most likely to eat family breakfast everyday, while
weekends are more common in Spain, Germany and China.
77
Eating breakfast as a family
Every morning
ROI
49
GB
France
43
34
Weekdays only
Spain
26
Weekends only
Germany
Other*
Netherlands
34
32
10
5
42
31
25
4
7
11
14
7
10
7
19
*Other includes ‘school/term time only, holidays only
15
16
6
9
39
44
27
China
29
32
7
8
US
18
4
5
Never
12
20
49
11
22
13
3
Better Business?
“Better Business?”: Consumer Index
79
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?”: Multi-Country Thematic Overview

Establishing a direct link between companies‟ activity and consumers‟ purchasing behaviour is a
difficult task.

Across most countries, the awareness of environmental issues such as carbon footprint and
sustainably produced continues to be quite high.

A new environmental issue, included for the first time in 2015, is that of „Food Waste‟. There is high
awareness overall of this environmental concern, which could be seen to manifest to some extent in
the growing proportion of people who claim to purchase food in smaller packs to reduce waste.

However, the impact of awareness does not always translate into purchasing behaviour. When Fair
Trade is considered the proportion of people who claim to buy Fair Trade products has stagnated,
suggesting this issue is no longer gaining traction amongst the general public.

If environmental issues are no longer „topical‟ and „top of mind‟ in the media/social space, does it
impact consumers‟ behaviour?
80
Consumer consciousness of environmental issues in their choice of
products is declining in all countries, with the exception of the
Netherlands & US.
% who agree that they are more conscious of environmental issues
in their choice of products
1
Change
3
57% 51%
ROI
GB

1
64% 63%
France
Spain
5
3
4
n/a
74%
50% 42% 53%
Germany
Netherlands
US
China
81
There continues to be a mixed response to „good‟ business
practices, with similar proportions in each country seeing increases
and decreases on this issue.
% who agree that they prefer to buy from companies that are aware of the
impact of environmental issues
Change

5
1
3
3
6
5
n/a
69%
64%
54% 43% 58%
50% 39% 54%
ROI
GB
France
Spain
Germany
Netherlands
US
China
82
The Chinese & Spanish claim to be particularly engaged with the
Fair Trade movement. However, engagement levels are beginning
to plateau when compared to previous years.
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
ROI
17
GB
15
France
15
Spain
Germany
#8
50
#6
62
US
12
#3
82
#2
61
15
12
China
45
32
Netherlands
Ranking
NET % Applies
#4
56
#5
#7
46
54
93
#1
83
The Spanish have the lowest level of awareness when it comes to
carbon footprint, though awareness levels are improving.
Germany, France & GB all record decreases.
% aware of Carbon Footprint
Change
4
3
3
1
7

7
n/a
82
72
72
76
65
63
53
46
ROI
GB
France
Spain
Germany
Netherlands
US
China
84
Response to environmental concerns continues to be mixed, ROI &
GB are the least aware while over 90% in Germany, Netherlands &
China are aware of the term “Sustainably Produced”.
% who claim to have heard of Sustainably Produced*
94
87
91
90
77
70
42
ROI
* New question wording in 2015
48
GB
France
Spain
Germany
Netherlands
US
China
85
Awareness of Food Waste is among the highest across all the
countries overall. This appears to be an environmental
consideration that has gained traction.
% aware of Food Waste*
95
92
79
ROI
* New question in 2015
83
75
GB
79
79
72
France
Spain
Germany
Netherlands
US
China
86
China records the highest level of awareness of Animal
Welfare. Germany and the Netherlands also record
awareness in over 9 in 10 adults.
% aware of Animal Welfare*
92
79
ROI
* New question in 2015
83
76
76
GB
France
Spain
94
90
81
Germany
Netherlands
US
China
A growing proportion in each country are more likely to buy food in
smaller packs, with the exception of GB which remains static.
I buy food in smaller packs because it means less waste
% Applies
ROI
Change
4
66
GB

62
France
Spain
5
2
2
74
83
62
Germany
Nether
-lands
8
US
3
China
n/a
92
57
64
88
ROI & GB are the least likely to purchase brands that use
environmentally sensitive packaging. China & Spain are the most
conscious in this regard.
% agree that „I always try to buy brands that use environmentally
sensitive packaging‟
89
Ranking
ROI
48
2
#7
GB
48
1
#8
2
#4

#2
3
#3
4
#6
1
#5
n/a
#1
71
France
85
Spain
71
Germany
Netherlands
US
China
60
61
92
Country Ranking Summary
90
Power of
Food
Back to
Work
Love
Local
Helpful
Joyning
Better
Business?
ROI
#3
#2
#4
#7
#8
#7
GB
#6
#1
#8
#4
#6
#8
France
#7
#5
#3
#6
#1
#4
Spain
#2
#6
#2
#2
#5
#2
Germany
#8
#7
#5
#5
#2
#3
Netherlands
#4
#4
#7
#8
#4
#5
US
#5
#3
#6
#3
#7
#6
China
#1
#8
#1
#1
#3
#1