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