Bord Bia – Linkedin
www.linkedin.com
Join our Linkedin group to keep up to date with new Bord Bia
publications
PERIscope 2013
Consumer behaviours and
attitudes towards food, shopping
and cooking
Eating at home, Health & Wellness,
Local Food, Speciality Food,
Organics, Grocery Shopping, Eating
Out, the Environment
ROI & GB
France, Spain , Sweden,
Belgium, NL, Germany
NZ & US
10,000 respondents
Research carried out by
A Foodie World
Back to Basics
Food & Sustainability
Shopping Around
Health & Wellbeing
A FOODIE
WORLD
We are increasingly enjoying cooking
Attitude towards cooking
2005
2007
2009
26% 6
27% 8
38%
20
% Good Fun
19
% A Passion
26
12
23
2011
2013
38%
41%
15
15
27
Confidence in cooking expertise
Level of cooking expertise
59
56
46
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
14
32
2005
42
52
17
18
18
14
28
2007
35
2009
38
2011
41
2013
Scratch cooking on the increase
Cooking from scratch
% Once a day/ few times a day
% Few times per week
48
2013
2011
19
47
2009
18
43
2007
29
2005
0
65
20
22
35
67
63
51
21
56
The Great Bake Off?
Baking from scratch
% Daily/
weekly
2013
18
2011
17
% Once/
few times
month
15
13
Less
often
13
13
Never
55
56
Interest in cookery classes
% who have attended/taken cooking classes in the past
three years
ROI
GB
France
Spain
Germany
Sweden
Belgium
NL
US
NZ
Entertaining at home more often
% Yes
26%
2009
29%
2011
(22%)
2013
Higher Amongst:
Females
35-44 yrs
ABC1’s
Can cook
Have children
27%
Busy Lives
I tend to pick foods that are easy to prepare
%
Applies
75
78
76
75
76
2005
2007
2009
2011
2013
11
Busy Lives
I tend to pick foods that are quick to cook
%
Applies
68
2005
75
2007
69
2009
65
2011
68
2013
12
Usage of ready prepared ingredients
13
Usage of ready prepared ingredients
6
Once/ few times
a day
7
8
6
8
23
21
21
25
21
19
19
21
2009
2011
21
Few times a week
16
Once a week
2005
2007
2013
Decline of ready to eat foods
Moving away from ready prepared
meals
BACK TO
BASICS
Eating out of home
Frequency of eating out of home
Few times a
week/once a week
Few times/ once a
month
26
39
36
30
17
25
23
29
29
45
48
35
32
Every few
months/less often/
38
never
2005
29
2007
34
2009
2011
2013
Bringing
lunch
to
work
more
often
ROI is displaying much stronger tendencies than GB to bring in their own lunch more often than before.
This behaviour now represents more than half of adults in ROI.
% who bring in their own lunch more often/ less often
Bring in my
own lunch
more often
Bring in my
own lunch
less often
43
11
2009
49
55
10
11
2011
2013
18
Increase in local foods
19
Buying local food is very important
18%
22%
2005
2007
43%
33%
12
73%
61%
57%
50%
ROI
Total importance of buying local food
28%
2009
52%
23%
34%
2011
51%
70%
32%
2013
53%
Frequency of buying local increasing20
Daily/ few times a
week/once a
week
40
18
40
46
54
52
21
18
Few times/ once
a month
25
42
40
33
20
22
26
0
Less often/ never
2005
2007
2009
2011
2013
Definition of local food
21
Defining what ‘local food’ actually means
Total%
Made within close
proximity to
where I live
Available
in farmers
markets
Made within
the county
I live
Made within
a 20 mile radius
from where I live
Chart Title
2
3
8
5
65
61
61
80
ROI
2013
ROI
2013
ROI
2013
ROI
2013
Checking for Country of Origin
Always
check
Sometimes
check
23
26
26
46
46
45
(69)
(72)
36
33
45
44
(71)
(81)
NET (check for
30
27
28
2005
2007
2009
quality symbol)
Never check
19
2011
(77)
23
2013
Checking for Symbol of Quality label
Always
check
21
20
23
50
51
48
Sometimes
check
49
(71)
NET (check for
quality symbol)
Never check
32
(71)
(71)
(81)
28
2005
28
2007
29
2009
19
2011
29
47
(76)
24
2013
Organic Purchasing
EVER BOUGHT
All Adults 15+
Yes
54%
EVER BOUGHT
Grocery Shoppers
MOST FREQUENT
PURCHASES
62%
•
•
•
•
Vegetables
Fruit
Poultry
Dairy produce
Q.58 When was the last time, if ever, you bought any organic food?
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you
buy any in organic form?
24
Eating together as a family
FOOD &
SUSTAINABILITY
Awareness of food miles
% aware of Food Miles*
38
2007
% who buy
foods with
low food
miles in 2013
% who buy foods with low food miles
44
2009
53
49
2011
2013
25
18
% who sometimes try to buy food with low food miles
Awareness of sustainability increasing
% aware of sustainability
41
2009
* New question wording for ROI & GB in 2013
47
2011
49
2013
Increasing awareness of carbon
footprint
% aware of carbon footprint
64
2009
65
2011
68
2013
Environment not a key purchase
driver
% who agree that they are more conscious of environmental issues
in their choice of products
2007
2009
2011
2013
Environment not a key purchase
driver
% who agree that they prefer to buy from companies that are aware
of the impact of environmental issues
2007
2009
2011
2013
Fair Trade
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
2013
2011
2009
2007
2005
NET % applies
32
Shopping
Around
Increasingly concerned about price
When I shop the first thing I look for is price
2013
2011
2009
2007
2005
% agree
slightly
34
We rank quality over price for fresh
Quality of fresh food is more important than price
% agree
slightly
2013
2011
2009
2007
35
% agree
strongly
79
78
78
81
2005
82
Buying on Impulse
36
I tend to buy on impulse if I think products are cheap
% agree
slightly
2013
2011
2009
2007
2005
% agree
strongly
46
49
45
53
42
Recent Change In Food Shopping
Habits
Less
Often
%
Spreading my shopping across a number of shops to
get the best value
Shopping in discount retailers such as Aldi or Lidl
Buying some of my food from suppliers who sell at
your door
Buying in bulk
Buying food items on promotion
42
16
17
32
13
10
9
35
58
50
48
10
18
4
16
3
16
22
22
4
19
Buying from farmers markets
More
Often
%
21
14
17
11
11
11
19
17
20
22
25
23
51
51
49
Thinking about your food shopping lately, have you been doing any of the following more often or less often, or have you made
no change?
HEALTH &
WELLBEING
Perception of health
39
Diet Perceptions in each country
NET ‘Healthy’
Describe their
diet as ‘very’
healthy
Describe their
diet as ‘fairly’
healthy
78
85
75
79
23
21
22
30
28
56
54
57
55
57
2005
2007
2009
2011
2013
Eating healthier
Changes in eating habits in last 12 months
6%
My eating
habits are
more
healthy
My eating
habits are
less healthy
27
30
28
24
5
4
5
6
2005
2007
2009
2011
30
5
2013
40
Being healthy
42
I eat healthy to take control of my life
% agree slightly % agree strongly
69
2013
2011
2009
2007
67
60
61
2005
62
Healthy diet, healthy mind
43
% Agree - A good diet can help mental health
86
2005
85
2007
84
2009
88
2011
90
2013
A Foodie World
Back to Basics
Food & Sustainability
Shopping Around
Health & Wellbeing
# 1 Food
underpins positive
shifts in lifestyle
Confidence & enjoyment
are high
More people embracing
scratch cooking
Entertaining more
#2 People are still
busy
Convenience still highly
valued
Look to resolve need for
speed / ease of
preparation with making
good choices
#3 Health remains
top priority
Strong desire /aspiration to eat
healthy
Seek out healthy options
Seek help from manufacturers
Physical & mental wellbeing
#4 Shopping has
changed
Price remains priority
A more discerning and
savvy approach and
understanding of what
constitutes good value
#5 Back to basics
People want to know the
source of their food
Want greater
transparency
Local has become a
byword for quality and
trustworthiness
#6 Sustainability
Awareness of food
terminology growing
Environment important
but less of a driver in
current climate
PERIscope Resources
Full Deck of slides for 10 markets s
Individual Market Summaries
Multi Country Report & Summary
One page country infographic
IRL & GB Summary Booklet
All available online
www.bordbia.ie/PERIscope2013
LinkedIn
To keep up to date with our latest consumer
insight studies and reports,
join the Bord Bia group
Mairead.cassidy@bordbia.ie
Bord Bia – Linkedin
www.linkedin.com
Join our Linkedin group to keep up to date with new Bord Bia
publications