Introduction

PERIscope 2015 explores consumer behaviours & attitudes towards food, shopping and cooking.

Online survey conducted amongst 1,000 adults aged 18+ in the Netherlands.

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
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”: Dutch Thematic Overview

The Dutch perceive their diet to be quite healthy in 2015, with the levels being consistently high since
2006. They are also ranked fourth overall in PERIscope 2015. There is also a small increase since
2008 in the proportion of Dutch respondents claiming to be more healthy now than twelve months ago.

The majority of Dutch respondents believe that they eat healthy to take control of their lives, while a
larger majority agree that to be healthy, it is important to eat properly.

Although eight in ten Dutch respondents support the idea that good food can enhance body and mind,
they display the weakest support for this relationship compared to other countries. Only a marginal
majority believe that a good diet is of great importance to one‟s mental wellbeing.

Respondents with dependent children in the Netherlands display the lowest levels of concern regarding
their children‟s weight , diet being balanced and levels of sugar intake.

The Netherlands have more negative attitudes than other countries when asked about convenience
meals „tasting great‟ and that being „good value for money‟. However, they also show the lowest level
of support for the claim that convenience foods have „poor quality ingredients‟.

Over six in ten Dutch respondents find it difficult to understand nutritional claims and labelling on food.
6
Over eight in ten Dutch adults consider their diet to be healthy.
Perceptions of health in the Netherlands have been extremely
consistent over the past nine years.
7
Diet Perceptions
NET ‘Healthy’
78
Describe their diet
as ‘very’ healthy
14
Describe their diet
as ‘fairly’ healthy
64
2006
82
10
81
13
80
8
81
11
72
68
71
70
2008
2010
2013
2015
The Netherlands ranks joint third with Spain, behind ROI (87%) and China (82%) in terms of
perceiving its diet to be „healthy‟
Three in ten Dutch adults believe that they are eating more
healthy than 12 months previously. This trend has been
consistent in recent years.
8
Changes in eating habits in last 12 months
My eating
habits are more
healthy
My eating
habits are less
healthy
38
27
28
27
30
5
6
5
5
3
2006
2008
2010
2013
2015
The Netherlands fares similarly to the majority of other countries in terms of the
proportion of those claiming to eat more healthy than a year ago.
A high proportion of Dutch participants agree that to be
healthy it is important to eat properly. This high proportion
hasn‟t decreased largely since 2006.
% agree that ‘To be healthy it is important to eat properly’
84%
2006
88%
2008
83%
2010
81%
2013
82%
2015
The Netherlands is ranked second to last due to the high proportions found in
other countries. GB is the only country lower (79%).
9
Over six in ten Dutch adults agree that they eat healthy to take
control of their lives. This figure has been rising upwards since
2008.
10
I eat healthy to take control of my life
% agree slightly % agree strongly
2015
48
15
2013
47
2010
45
13
2008
45
11
2006
43
13
22
64
60
58
56
65
Dutch respondents rank in fifth position when it comes to asserting that they eat
healthy to take control of their lives.
In 2015, the Netherlands has shown an increase in support for
the concept that good food can help body and mind and an
even larger increase in agreement that diet is important for
mental wellbeing.
% Agree
Good food can
enhance body
& mind
I consider what I
eat to be really
important for my
mental well-being
2006
2008
2010
2013
2015
85
80
80
77
81
56
61
45
46
55
The Netherlands is the least convinced of all countries that a good diet can help
one‟s mental health or that what one eats can enhance alertness or wellbeing.
11
Levels of concern about obesity amongst children has shown a
reduction since 2010. Levels continue to be much lower than in
2006.
12
I am concerned about my children becoming obese
% agree slightly
2015
23
2013
25
2010
26
2008
19
2006
20
% agree strongly
26
3
6
31
7
4
33
23
17
37
The lowest levels of concern regarding obesity amongst children is in the
Netherlands.
The majority of adults in the Netherlands are conscious about
their children‟s sugar intake & diet. Ensuring they eat
vegetables is a lesser concern.
% Agree strongly/slightly
I am conscious about my children’s
sugar intake
62%
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
69%
16%
The Netherlands are the least concerned about their children‟s sugar intake and
ensuring their children have a balanced diet.
13
Lunchboxes continue to be dominated by sandwiches and
fruit. Juice remains the most popular form of beverage.
Content of kids’ lunchboxes
2010
20
16
20
Cereal bars
3
*
Crisps 2
65
60
53
Fruit
78
70
68
Sandwiches
2015
2013
Yoghurt
5
8
6
Cheese Snack
6
6
4
Milk
Bottle of Water
46
46
Juice
24
18
24
15
33
22
25
The inclusion of yoghurts, bottles of water, crisps and cheese snacks in the lunchboxes of
children in the Netherlands are the lowest of all the countries surveyed.
14
The Dutch seem to be more positive about the cost and quality
of convenience meals. Yet, there has been a sharp decline in
the taste attributes associated with these foods.
15
Convenience foods……
… are expensive
… are good value for money
75%
64%
22%
22%
2006
2015
2006
2015
… have poor quality ingredients
… taste great
30%
24%
34%
17%
2006
2015
2006
2015
The Netherlands shows the lowest level of support about convenience meals „tasting great‟ and that they are
„good value for money‟. It also, however, shows the lowest level of support for the claim that convenience
foods have „poor quality ingredients‟.
Checking the nutritional labelling on food prior to purchase is
done by over six in ten Dutch grocery shoppers, which is an
increase from 2006.
% applies that they ‘always check the nutritional labelling
on food before buying them’
65
2015
2013
61
2010
66
2008
65
2006
58
The Netherlands displays average propensity to always check the nutritional
labelling on food before buying them ranking in fifth position.
16
Compared to 2006, the Dutch are finding it more difficult to
understand nutritional claims on packaging and food labelling.
% applies that they ‘often find it
difficult to understand
nutritional claims on packaging’
2015
66
2013
66
2010
2008
2006
69
% applies that they ‘often find it
difficult to understand labelling
on food’
70
67
65
67
64
70
62
The Dutch show average levels of difficulty in their fourth place ranking
compared to all other countries in terms of nutritional claims and food labelling.
17
As in previous years, at least seven in ten Dutch
adults would like manufacturers to help them to
eat healthy.
% agree that ‘I would like manufacturers to help me to eat healthy’
72%
2006
75%
2008
71%
2010
70%
2013
71%
2015
Alongside GB (63%) and ROI (65%), the Netherlands desire to have manufacturers
help them to eat healthy is relatively low compared to other countries.
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” – Dutch Thematic Overview

The Netherlands has a relatively high proportion of respondents eating lunch at work, with
a substantial amount of respondents bringing their own lunch to work more often (33%)
and going out to eat less often.

The proportions agreeing that price is first priority and that quality of food is more
important than the price are quite similar amongst Dutch shoppers. Only 17% were willing
to pay more for customer service, the lowest score amongst the countries.

When considering shopping habits to get better value, the Netherlands is often observed
to have the lowest proportions within PERIscope 2015. Slighly fewer Dutch shoppers are
shopping in discount retailers and spreading their shopping across shops for value more
often, compared to 2013.

Scratch cooking incidence per week is high in the Netherlands, while the levels of
increasing their scratch cooking is low (16%).
21
A higher percentage of Dutch participants eat lunch at work
when compared to 2010.
% Eating lunch at work
2010
2013
2015
46
43
41
The Netherlands has the third highest proportion of those eating lunch at work.
China has the highest proportion (56%).
22
A third of Dutch respondents are bringing in their own lunch to
work more often. This is a much larger proportion than those
who are bringing lunch to work less often.
% Bringing in own lunch to work
More often
Less often
2010
2013
2015
33
35
33
8
9
9
The Netherlands is ranked only ahead of China for the proportion bringing in their own
lunch to work. They have the lowest proportion bringing their lunch to work less often,
along with US and ROI.
23
A consistently larger proportion of Dutch respondents are going
out to eat lunch at work less often than the decreasing
proportion going out to eat lunch at work more often.
% Going out to eat lunch at work
More often
Less often
2010
2013
2015
8
6
4
29
27
25
The Netherlands is ranked as having one of the lowest proportions going out to eat at work
less often. They have the lowest proportion going out to eat at work more often.
24
Price as a main driver of grocery shopping behaviour has fallen
slightly in this year. It is now a key consideration for just under six
in ten grocery shoppers.
When I shop the first thing I look for is price
% agree
slightly
2015
2013
40
% agree
strongly
58
18
43
18
61
2010
38
15
53
2008
38
15
53
2006
37
18
55
Compared to the Netherlands, which ranks joint third with GB, looking for price
as a „first thing‟ is a marginally more important shopping behaviour in US (63%)
and ROI (60%).
25
Over half of all grocery shoppers in the Netherlands consider
quality to be more important than price. This is lower than nine
years ago.
Quality of fresh food is more important than price
% agree
slightly
2015
2013
2010
2008
2006
% agree
strongly
43
40
14
43
51
11
44
38
56
13
9
57
47
21
64
Dutch grocery shoppers are the least likely cohort to agree that the quality of
fresh food is more important than price.
26
Getting value for money in the same store is important for over
three quarters of Dutch grocery shoppers.
I most often go to the same store but look for the best value for money I can get
% agree
slightly
% agree
strongly
2015
55
21
2013
56
19
2010
2008
2006
50
53
47
76
75
31
20
33
81
73
80
More than seven in ten grocery shoppers across six countries assert that they are
looking for the best value for money they can get. The Netherlands is ranked fourth.
27
Over a third of Dutch grocery shoppers agree that they tend to
buy on impulse when products are cheap. This behaviour has
decreased considerably since 2006.
28
% agree strongly
% agree slightly
I tend to buy on impulse if I think products are cheap
2006
43
35%
2008
39
8%
33%
2010
37
6%
31%
2013
6%
39
33%
2015
35
5%
28%
GB considers itself to be the most impulsive (49%) while France is the least
(18%). The Netherlands ranks fifth of eight.
7%
Less than one in five Dutch grocery shoppers agree that they
would pay a bit more for grocery shopping to get superior
customer service.
I will pay a bit more for grocery shopping to get superior customer service
% agree
slightly
2015
% agree
strongly
14 3 17
2013
18
3
21
2010
17
4
21
2008
15 3
18
2006
21
7
28
Willingness to pay more for customer service is lowest in the Netherlands. Spain
(58%) and China (56%) rank the highest.
29
Comfort in spending time looking for a bargain has been
showing signs of increasing in popularity in the Netherlands
since 2008.
I don’t mind spending time looking for a bargain
% agree
slightly
% agree
strongly
2015
37
18
2013
37
17
54
54
2010
34
13
47
2008
34
11
45
2006
33
16
49
The Netherlands displays a relatively average inclination to bargain hunt and is
ranked at third overall. The US claim to be the biggest bargain hunters.
30
There has been a significant increase in the rise of shopping in
discount retailers since 2010. A lot less Dutch shoppers are also
shopping in discount retailers less often than in 2010.
% Shopping in Discount Retailers
2010
More often
Less often
2013
2015
23
20
15
15
5
26
The Netherlands has the lowest proportion shopping in discount retailers more often.
31
The Netherlands maintains relatively stable proportions of
shoppers who are changing their behaviour of spreading
shopping across a number of shops in pursuit of better value.
% Spreading shopping across a number of
shops to get the best value
2010
More often
21
Less often
16
2013
2015
27
24
12
14
The Netherlands has the lowest proportion spreading their shopping across a number of
shops more often.
32
Relatively low proportions of Dutch shoppers are travelling
further for better value more often or less often. The frequency
of this behaviour has remained largely the same since 2010.
% Travelling further to shop to get better value
2010
2013
2015
More often
9
9
10
Less often
19
16
15
The Netherlands compares similarly to the Spain, ROI and GB when considering travelling
further to shop to get better value.
33
Scratch cooking levels remain high in the Netherlands, with
34
approximately 8 in 10 Dutch adults consistently preparing meals from
scratch a few times a week or more often.
% preparing a meal from scratch once/ few times a day
% preparing a meal from scratch few times a week
2008
2010
2013
2015
78
82
78
81
30%
28%
48%
30%
54%
29%
48%
52%
Scratch cooking is highest in the Netherlands and lowest in GB (64%).
The percentage of Dutch adults who are claiming to be
cooking from scratch more often than before has remained
fairly consistent since 2010.
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
2008
Cooking from
scratch more
often
Cooking from
scratch less
often
2010
2013
15
12
7
9
6
2015
16
6
24
Compared to all other countries, the Spanish have increased their scratch cooking the most. In
contrast, the Dutch are among the countries who have increased their scratch cooking the least.
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 on this these 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” - Dutch Thematic Overview

Local food remains a relatively low priority for the Netherlands, as they are currently
ranked seventh out of the eight countries. They continue to be the least engaged of all the
countries in PERIscope 2015 when it comes to the importance of local.

However, the proportion deeming local food to be important has increased in recent years
and now, just over a third consider local food to be important. Nearly half believe local
food is food that is produced within close proximity.

Approximately two thirds of Dutch shoppers check for the symbol of quality and the
country of origin when shopping.
38
Over a third of Dutch respondents place importance on buying
local food when shopping. The level that find local food to be
very important has fallen since 2008.
39
Importance of buying local produce when shopping
2006
2008
2010
2013
2015
Total
importance
31%
22%
Very
important
3%
9%
5%
34%
28%
25%
6%
6%
The Netherlands ranks last in terms of the overall importance placed on buying local food,
substantially behind France (77%).
„Local‟ food is mainly considered to be food that is made in
close proximity to where one lives. Food made within a 20 mile
radius also has a strong connection.
More than four
in ten believe
that local food
is …
Much less
believe local
food to refer to
food that is …
Very few believe that
local is food…
45%
41%
… made within close proximity to where I live
… made within a 20 mile radius from where I live
30%
… made within the country in which I live
21%
… made within the province I live
18%
… available in farmers’ markets
2%
…made within Europe
40
Checking for country of origin has been steadily improving in
recent years, but has declined slightly in 2015.
Checking for Country of Origin label
2006
2008
2010
2013
2015
Always check
10
12
15
14
15
Sometimes
check
48
50
49
55
51
(62)
(64)
(70)
(66)
30
34
NET (check for
quality symbol)
Never check
(58)
42
38
36
Checking for country of origin in the Netherlands is relatively weak and is ranked
second last, above GB (57%).
41
Checking for the quality symbol on foods has declined steadily
in the Netherlands since 2010. Just under a third now claim to
never check this information.
Checking for Symbol of Quality label
2006
Always check
Sometimes
check
NET (check for
quality symbol)
Never check
21
2008
2010
2013
2015
12
18
14
14
57
53
(71)
(67)
29
32
52
51
58
(64)
(72)
28
(76)
36
24
When it comes to checking for the quality symbol the Netherlands ranks seventh
against all other countries in the PERIscope 2015 study
42
The Netherlands displays a high level of confidence in the
safety of its supermarkets.
I am confident that food in supermarkets is safe
% applies a
little
2015
51
% applies a
lot
40
91
The Netherlands is ranked fourth in confidence that food in supermarkets is
safe. Spain is ranked first but is only slightly more confident (96%).
43
Compared to 2008, the frequency of buying local food has
improved. However, more than one third continue to claim to
buy local less often than monthly/never.
Frequency of ‘Local’ Food Purchases
Daily
Few times/ once a
week
2006
2008
2010
2013
2015
1
2
3
4
5
32
25
32
36
42
20
Few times/ once a
month
32
25
25
25
52
Less often/ never
35
40
35
28
The Netherlands has the second highest proportion claiming to buy local less often/never, only higher than
GB (37%). Consequently, its overall purchases is the second lowest of all the countries surveyed.
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” – Dutch Thematic Overview

The Netherlands appear to lead the least busy lifestyle, as they are observed to have
the lowest proportions of agreement that they are too busy to cook as often as they
would like (38%) and that it is rare that one has time to eat a proper breakfast (32%).
They are also ranked at the bottom of the “Easier Living” theme.

The Netherlands also ranks as the lowest percentage of those often eating ready
prepared /convenience meals, which suggests that they do not need to as a result of
their less busy lifestyle. This suggestion is reinforced by their low usage of ready
prepared ingredients and ready to eat foods.

Only 15% of Dutch shoppers have purchased their groceries online. 60% of Dutch
respondents have previously downloaded a recipe while only 16% have ever
downloaded a food app.
47
Since 2008, the proportion feeling too busy to cook as often as
they would like has fallen considerably.
48
% agree that ‘I am too busy to cook as often as I would like’
2015
38
42
2013
2010
39
2008
61
2006
44
The Netherlands is
ranked the lowest
in agreement that
one is too busy to
cook as often as
one would like.
The proportion claiming to often eat ready
prepared/convenience meals has declined since 2008.
% applies that they ‘would often eat ready prepared/
convenience meals’
2015
2013
2010
37
41
40
49
2008
2006
41
The Netherlands is ranked at the bottom of the PERIscope 2015 countries for often eating
ready prepared/ convenience meals.
49
The proportion claiming they are too busy to make time for a
proper breakfast has fallen steadily since 2008.
50
% agree that ‘I rarely have time for a proper breakfast’
2015
2013
2010
32
38
37
2008
2006
48
35
The Netherlands
have the least
amount of
agreement that it is
rare that one has
time for breakfast.
Spain is ranked
first, with nearly
twice the level of
agreement (59%).
The use of ready prepared ingredients has remained stable in
recent years. Daily/weekly usage is practiced by almost 6 in ten
adults.
Use of ready prepared ingredients
2006
Once a day/ few
times a day
2008
2010
2013
4
6
6
6
27
26
26
28
26
26
25
25
4
Few times a
week
24
Once a week
25
The use of ready prepared ingredients on a daily/ weekly basis is highest in the
China. The Netherlands ranks the lowest, with just over a tenth the daily usage
as China.
2015
51
In the Netherlands, in recent years, the selection of food products
that are easy to prepare and/or quick to cook has remained
steady, with easy to prepare foods considered as popular in 2013.
52
% Applies
2006
2008
2010
2013
2015
I tend to pick
foods that are
easy to prepare
78
86
76
78
78
I tend to pick
foods that are
quick to cook
76
83
70
70
66
The Netherlands, GB, France and ROI are the least likely to pick foods that are easy to prepare.
France, ROI and the Netherlands tend to pick foods that are quick to cook the least.
Use of ready to eat foods in Dutch households reached its peak
in 2008. Since this time usage levels have returned to represent
approximately one third of all Dutch adults.
% applies ‘we use a lot of ready to eat foods in our
household’
2015
33
2013
34
2010
34
49
2008
2006
34
The Netherlands and ROI rank as the lowest countries when it comes to claims that ready
to eat foods are used a lot in their households.
53
Although a fractional increase is observed since 2013, the
perception of convenience meals being a good substitute for
home cooked meals is continuing to resonate with less and less
Dutch adults since 2006.
% agree that convenience meals… ‘are a good substitute for
home cooked meals when time is limited’
2015
43
2013
42
2010
2008
2006
49
51
60
Agreement that convenience meals are a good substitute for home cooked meals when
time is limited resonates the least with ROI consumers (42%), closely followed by Dutch
consumers.
54
The proportion claiming to eat convenience meals less often
continues to be around three in ten, an improvement on 2008
levels. The proportion eating these meals more often has
remained low.
% eating ready meals/ convenience meals more/less often than
12 months ago
More often
Less often
2006
2008
2010
2013
2015
7
6
5
4
5
31
32
29
25
36
The Netherlands is similar to most other countries in its claims about eating convenience
meals less often, ranking in third position.
55
The proportion of Dutch adults who have ordered their grocery
shopping online is low. The frequency of online grocery
purchases also remains low.
15%
56
How often have they ordered
their grocery shopping online?
Every day/ few
times a week
of Dutch adults
have ever
ordered their
grocery shopping
online.
4
Once a week
9
5
68
2-3 times a
month
14
About once a
month
The Netherlands ranks amongst the bottom three
countries when it comes to ordering their shopping
online.
Less often
Six in ten Dutch adults have downloaded a recipe while only
over one in ten have downloaded a mobile phone food app.
60%
16%
Downloaded
Recipe
Downloaded
Food App
57
Most recent download activity
12%
Past
Week
18% 14%
15%
2%
4%
5%
6%
Past
Month
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past 6
Months
The Netherlands ranks third lowest for the percentage of people who have downloaded a recipe and
also for those who have downloaded a Food App, only ahead of GB and ROI.
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”: Dutch Thematic Overview

When compared to other countries, the Netherlands is in an average position in
agreement that they enjoy trying new foods as they rank fourth overall on the theme of
“Joyning”. The Dutch appear to be the least inclined to enjoy eating rather than for health
reasons.

The Netherlands completes the bottom three in regards to a positive attitude towards
cooking, with less than half of respondents finding cooking „good fun‟ or „a passion‟.

In regards to cooking class attendance, the Dutch are ranked in third position with
heightened levels since the previous wave of research. There are also high levels of
entertaining at home more often and there is a majority proportion who feel enjoyment
when creating a great meal.

Nine in ten Dutch participants agree it is important to spend time with family over dinner.
The Netherlands compares similarly to other countries in regards to spending time with
family over breakfast, with approximately two thirds of respondents eating breakfast with
their family every morning or on weekdays/weekends.
60
The proportion agreeing that they like to try new foods remains
high, but has fallen since 2008.
61
% agree that ‘I like to try new foods’
2015
2013
2010
83
84
84
2008
92
2006
87
ROI is the only
country that less
than eight in ten
respondents do
not like to try new
foods. There are
similar levels of
agreement in the
Netherlands, GB
(86%) and France
(80%).
Just less than a third of Dutch respondents eat for enjoyment
and not for health reasons. This is a reduction from over half of
participants agreeing in 2008.
% agree that ‘I eat for enjoyment and not for health reasons’
44%
2006
52%
2008
35%
2010
34%
31%
2013
The Netherlands are the least favourable towards eating for
enjoyment rather than health reasons.
2015
62
More than four in ten Dutch adults have a positive attitude
towards cooking. However, the fun associated with cooking
has declined significantly in the past seven years.
Good Fun
63
A Passion
Attitude towards cooking
2006
53%
38%
15%
2008
58%
18%
40%
2010
2013
2015
46%
43%
13%
42%
15%
32%
14%
30%
27%
When it comes to cooking, the Dutch are one of the least positive countries. Only Spain and
ROI display lower levels of fun and passion.
The level of cooking expertise, and hence confidence,
amongst Dutch adults has progressively decreased since 2006,
with a marginal increase in 2015.
Level of cooking expertise
71
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
35
68
55
51
54
27
24
26
35
36
33
28
27
28
2006
2008
2010
2013
2015
Cooking expertise, defined by dinner party hosting and ability to produce a meal
with all the trimmings, is lowest in the Netherlands, Spain (54%) and China
(36%).
64
Taking cooking classes in the Netherlands has regained
popularity in 2015.
% who have attended/taken cooking classes in the past three years
10
2015
2013
2010
8
10
Attendance of cooking classes by the Dutch is ranked in third position.
65
The proportion of people entertaining at home has fallen
slightly since 2013, but remains at a high level.
% who are entertaining at home more often nowadays
2015
2013
2010
77
80
78
When it comes to entertaining at home more often, the Netherlands and China (79%) claim to be
doing so far more than any other country.
66
The enjoyment obtained from cooking and creating a great
meal by Dutch adults has fallen since 2008 but has remained
steady in the past two waves of research.
% applies that they ‘enjoy cooking and being able to create a great meal’
2015
73
2013
73
2010
72
2008
2006
82
73
The Netherlands ranks in sixth place, just ahead of GB (64%) and ROI (65%) for the enjoyment
experienced as a result of creating a great meal.
67
The Dutch continue to place strong emphasis on eating dinner
together as a family with nine in ten agreeing that this is an
important practice.
% applies that ‘it is important to spend time over dinner as a family’
2015
90
2013
92
2010
2008
2006
92
88
92
Spending time eating dinner together as a family is important in all countries, with over eighty per cent
agreement in seven out of eight territories.
68
There has been a small rise in the percentage of Dutch
respondents who eat breakfast as a family every morning and a
reduction in the proportion who never eat breakfast together.
% Eating breakfast as a family
2010
2013
2015
Every morning
27
30
32
Weekdays only
6
7
9
33
31
8
7
21
20
Weekends only
Other*
Never
33
8
26
The Netherlands has one of the highest percentages of respondents who never
eat breakfast as a family.
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?”: Dutch Thematic Overview

The Netherlands claims the lowest proportions who are conscious of the environment in
the choice of products and in preference of companies who are aware of environmental
issues, while they rank 5th overall across all the markets.

Although they display high awareness for sustainability, the Dutch do not exhibit
corresponding high levels of purchases.

The Dutch are considered quite poor at waste reducing behaviour in comparison with
other countries and were found to be the least conscious of buying smaller packaging to
reduce waste. Despite this, a majority (57%) still claim to attempt this behaviour.
Additionally 6 in 10 claim to always buy brands with environmentally sensitive packaging.
72
Consciousness of environmental issues in the Netherlands has
increased since the last research wave, returning to levels
observed in 2010.
% who agree that they are more
conscious of environmental issues in
their choice of products
32%
2008
43% 39% 42%
2010
2013
2015
% who agree that they prefer to buy
from companies that are aware of the
impact of environmental issues
36% 40% 33% 39%
2008
2010
2013
The Netherlands displays the lowest consciousness for environmental issues in product
choice and the lowest preference for buying from environmentally aware companies.
2015
73
The Dutch have reduced their efforts to buy Fair Trade since
2006. Only one in ten admit to concerted efforts to buy Fair
Trade products.
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
2015
12
2013
10
2010
13
2008
12
2006
10
% NET applies
56
57
55
63
66
China (93%) claim to try to buy Fair Trade products the most while ROI (45%) are the least inclined.
The Netherlands ranks fifth.
74
Since 2008 awareness of carbon footprint has improved.
However, a slight decline occurred between 2010 and 2013
and has remained steady in 2015. Purchases of low carbon
footprint has declined since 2013.
75
% never heard of carbon footprint
2008
2010
2013
2015
30
35
35
61
% who buy
foods with
low carbon
footprint
15
9
2008
12
9
2010
16
10
23
12
2013
2015
TOTAL % who buy foods with low carbon footprint
% who sometimes try to buy food with low carbon footprint
The Netherlands is among the bottom four countries for awareness of carbon footprint.
The proportion of people claiming to have never heard of
sustainability has decreased in 2015. However, purchases have
seen a slight increase in this time also.
76
% never heard of sustainably produced
2008
27
% who buy
foods with
sustainable
features
2010
2013
2015
9
16
9
31
25
29
15
2008
2010
37
18
2013
TOTAL % who buy foods with sustainable features
% who sometimes try to buy food with sustainable features
The Netherlands ranks second for awareness of sustainability, only lower than
Germany (94%).
39
26
2015
9 in 10 Dutch adults are aware of Animal Welfare, while Food
Waste and Conserving Resources have slightly lower levels of
awareness.
% aware 2015
79
Food Waste
Animal Welfare
Conserving Resources
90
71
The Dutch rank third for awareness of Animal Welfare. They also record one of the lowest
levels of awareness for Food Waste, while in comparison, Conserving Resources records
lower levels of awareness.
77
Buying in smaller packs to avoid waste is a behaviour that has
increased considerably in the Netherlands since 2013.
78
% applies that they ‘buy food in smaller packs because it means less waste’
2006
56
2008
52
2010
2013
49
49
2015
57
The Dutch are the least conscious of buying food in smaller packs for waste
reduction.
The proportion that endeavour to buy brands using
environmentally sensitive packaging has increased in 2015.
% agree that ‘I always try to buy brands that use
environmentally sensitive packaging’
56%
2010
56%
2013
60%
2015
The Netherlands ranks only ahead of ROI and GB (48%) for their attempts to buy
environmentally friendly brands.
79