PERIscope 5 Irish consumers & their food Food Industry Day 2009
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PERIscope 5 Irish consumers & their food Food Industry Day 2009 PERIscope 5 Eating Shopping Cooking PERIscope 5 2001 2003 2005 2007 2009 2005 2007 2009 2003 2005 2007 2009 PERIscope 5 1,000 1,000 1,000 Face-to-face, in-home interviews Adults 15+ in ROI 16+ in UK and NI Scope Food & Cooking Eating at home Environment Speciality food Food labelling Alcohol Health & wellbeing Organic food Local food Grocery shopping Eating out Segmentation Time for family Time for food New question for 2009 Frequency of cooking from scratch Family dinners making a comeback Vs. 2005 +5 +10 +3 +1 +5 +4 -7 -14 -17 -11 -9 -12 Family dining is thriving 2001 vs 2009 84% 64% 59% Weekday +14% 72% 78% 60% Saturday Sunday Someone missing at mealtime 2005 vs 2009 22% 18% New question for 2009 Entertaining at home 2009 26% 22% 23% Popularity of eating out Eating your way to good health Consumer perceptions of diet 2007 vs 2009 My diet is very healthy My diet is fairly healthy 2007 2009 2007 2009 2007 2009 Negative connotations of healthy foods Healthier foods are always more expensive than other foods Choosing healthy food is very limiting and boring too -aI eat at least 5 portions of fruit & veg per day 25 30 28 24 19 2005 2007 2009 39 35 2005 2007 2009 29 2005 33 2007 2009 Link between food and wellbeing 2009 % Agree Slightly/Strongly Good food can enhance body and mind I consider what I eat to be really important for my wellbeing Link between food and wellbeing 2009 % Agree Slightly/Strongly I eat to feel good and take control of my life I eat to enrich/enhance mental alertness and spiritual well being Fair Trade Health promoting properties Probiotic Quality Vitamin-enriched Nutritional value Health benefits Less Calories REDUCED CARBON FOOTPRINT Improved Plant Sterols Calcium Low calorific content Fresh Added benefits Reduces cholesterol Fat Free Helps metabolism More flavour Fat content Omega3 We like to see fresh & natural on labels 91 0% 85 Saying important 0 to have on a label 79 74 Quality symbols have grown in relevance 21 20 23 50 51 48 18 Always check for quality symbol 25 42 Sometimes check for quality symbol 29 Keeping it local Local produce quality, safety & healthy % Agree ROI 2005 ROI 2009 NI 2005 NI 2009 GB 2005 GB 2009 Food produced locally results in higher quality products 62% 67% 51% 68% 45% 63% More confident in the safety of food produced in my local area 57% 65% 52% 63% 36% 52% Food produced locally has less preservatives and artificial ingredients 53% 60% 44% 52% 36% 51% Buying local always important in ROI % saying fairly important to buy local % saying very important to buy local 2005 50% 2009 61% 2005 41% 2009 63% 2005 2009 33% 52% Ownership of an allotment New question for 2009 New question for 2009 fruit, such as apples, berries, etc vegetables, such as carrots, cauliflower, etc herbs, such as parsley, basil, etc Produce grown Awareness up but attitudes /choice? 2007 vs 2009 HIGHEST AMONG: Females 25-34 yrs Responsible for grocery shopping Buy organic, speciality food & local produce HIGHEST AMONG: Females 35-44 yrs Responsible for grocery shopping HIGHEST AMONG: 55-64 yrs Responsible for grocery shopping Buy organic, speciality food & local produce Awareness up but attitudes /choice? companies 2007 vs 2009 50% 49% 38% % Men preparing their own meals 2005 2009 21% 27% 30% Consumers looking for better value % Less often / % More often Spreading my shopping across a number of shops to get the best value Shopping in discount retailers Buying in bulk Buying food items on promotion Travelling further to shop to get better value Less More Less More Less More Chilled category losing its edge? Vs. 2005 Products in the chilled cabinet are always fresher I much prefer to buy products from the chilled cabinet -11 -1 -2 -15 -5 -5 Frozen versus chilled ROI 2009 % NI 2009 % GB 2009 % Frozen food is always better than chilled food 13 5 9 6 8 Frozen food is usually better than chilled food 9 55 50 About the same 55 22 Chilled food is usually better than frozen food 16 Chilled food is always better than frozen food 7 24 7 13 Take-aways Family & Fun Families eating together more, confidence & enjoyment are increasing Healthy Foods Perceived notion / aspiration to eat Espousing the link to overall wellbeing Local Food Increasing positive perception of locally produced food with consumers wanting to know the source of their food The shopper has changed Profile - males involved Focus on value Value Price
