197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence

 PERIscope is Bord Bia’s comprehensive review of food attitudes, shopping and cooking trends amongst a nationally representative sample of adults.
 In previous waves of the research, biennial studies were produced for ROI/NI/GB and for other
European countries (including France, Germany, Belgium, Spain, Netherlands and Sweden). In 2010, research was also conducted in New Zealand and the US.
 In 2013, Bord Bia took the decision to combine both studies in order to obtain a more detailed perspective on how consumers view food related issues and report their behaviours across 10 countries. PERIscope 2013, therefore, provides research findings for the ROI/GB and Continental study in one year.
 Over the various studies we have held many questions constant to allow tracking over time; we also include topical issues as they arise.
 This deck is designed to provide a thorough flavour of the PERIscope 2013 results for Belgium .
The charts included represent the study results. More detailed information is available in the tabular reports.
2
13-035911/Bia Periscope Study 2013 Belgium/August 2013

3
 Online survey conducted by Ipsos MRBI on behalf of Bord Bia.
 The research was conducted among a representative sample of adults aged 18+ in Belgium.
 Quotas were set on sex, age, region and social class to ensure a representative sample.
 Sample size 1,000.
 Fieldwork was conducted between June and July 2013.
 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).
 Where new statements have been added or in instances where question wording and/or format may have changed, missing data is represented by ‘n/a’.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

 For further information about Bord Bia’s PERIscope 2013 study, please email info@bordbia.ie
or
Tel: 01 6685155.
 All content provided in this pack is also available on the Bord Bia website, www.bordbia.ie
4
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Male
Female
SEX
BELGIUM
2013
48
52
Under 25
25-34
35-44
45-54
55+
%
AGE
BELGIUM
2013
11
17
19
18
36
5
SOCIAL CLASS
BELGIUM
2013
Upper*
Lower
63
37
*Upper is classified as all earning above €18,001
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Single
Dual
3+
HOUSEHOLD
COMPOSITION
BELGIUM
2013
20
40
39
Brussels
North East
North West
South East
South West
%
REGION
BELGIUM
2013
11
32
24
17
16
Working full time/ self-employed
Working part time
Student
Other*
WORKING
STATUS
BELGIUM
2013
46
10
6
38
6
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
BELGIUM
2010
SEX
BELGIUM
2013
Male
Female
48
52
48
52
18-24
25-34
35-44
45-54
55+
%
AGE
BELGIUM
2010
BELGIUM
2013
10 11
16
19
19
36
17
19
18
36
Upper*
Lower
60
40
SOCIAL CLASS
BELGIUM
2010
BELGIUM
2013
7
63
37
*Upper is classified as all earning above €18,001
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Single
Dual
3+
HOUSEHOLD COMPOSITION
BELGIUM
2010
BELGIUM
2013
21
38
41
20
40
39
Brussels
North East
North West
South East
South West
%
REGION
BELGIUM
2010
BELGIUM
2013
11 11
32
24
17
16
32
24
17
16
Working full time/selfemployed
Working part time
Student
Other*
WORKING STATUS
BELGIUM
2010
BELGIUM
2013
42
10
5
42
46
10
6
38
8
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Belgium/August 2013

9
(Base: All Adults 18+)
%
BELGIUM
2010
BELGIUM
2013
Yes
No
32
68
34
66
9
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
New question in 2013 %
BELGIUM 2013
10
17%
Allergies Mentioned
Amongst All Adults:
Yes
• Lactose
• Shellfish
• Milk
• Eggs
• Nut/peanut
• Soy
• Fish
• Wheat (coeliac)
7%
5%
3%
2%
2%
2%
1%
1%
Q.30a Do you or anybody in your household have any of the following food allergies?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

 Since 2010, there has been a significant rise in the proportion of Belgians who own a sandwich maker. Belgian ownership of smoothie makers has also increased in the past three years from
26% to 35%. Claimed ownership of deep fat fryers, though quite high at 79% has declined by seven percentage points. There has also been a similar fall in claimed ownership of steamers, though these are only owned by 32% of Belgian adults.
 The percentage of adults claiming to try to eat a lot of fruit and vegetables is very high at 92%.
Dairy foodstuffs, high fibre foods and foods that are low in fat are also popular.
 The majority of Belgian adults also enjoy eating out and trying new foods.
 Just over half of Belgian adults believe frozen food and chilled food to be the same as each other. A further 29% believe that frozen is better than chilled. Those believing chilled to be better than frozen has seen a marked decline since 2010.
12
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Utility Ownership In Home (I)
86 87
ANY
OVEN
13
%
BELGIUM 2010 BELGIUM 2013
98 98
73
76
Full oven
– electric
68
66
38
43 43
33
14
12
Full oven
– gas
ANY
FREEZER
Separate freezer section attached to fridge
Q.49 Which of the following do you have in your home?
Freezer box in fridge
Separate freezer unit
13-035911/Bia Periscope Study 2013 Belgium/August 2013

Utility Ownership In Home (II)
(Base: All Adults 18+)
%
BELGIUM 2010 BELGIUM 2013
91 92
82 82
70 n/a
Kettle Toaster
14
43
45
51
49
26
35
9 10
Tagine Smoothie maker/ smoothie blender
ANY
MICROWAVE
Q.49 Which of the following do you have in your home?
Microwave without grill
Microwave with grill
13-035911/Bia Periscope Study 2013 Belgium/August 2013

Utility Ownership In Home (III)
(Base: All Adults 18+)
%
BELGIUM 2010 BELGIUM 2013
86
79
68
64
62
41
43
39
34
36
39
32
83
81
15
Grill Deep
Fat Fryer
Sandwich maker
Food processor
Wok
Q.49 Which of the following do you have in your home?
Steamer Coffee maker
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM 2013
16
1
3
-2
ANY
OVEN
Full oven
– electric
Full oven
– gas
9
=
5 n/a =
1
-10
-2
ANY
FREEZER
Separate freezer section attached to fridge
Freezer box in fridge
Separate freezer unit
Q.49 Which of the following do you have in your home?
Kettle Toaster Tagine Smoothie maker/ smoothie blender
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM 2013
32
17
1
2
-2
-5
-7
2
-2
-7
-2
ANY
MICROWAVE
Microwave without grill
Microwave with grill
Grill Deep
Fat Fryer
Sandwich maker
Food processor
Q.49 Which of the following do you have in your home?
Wok Steamer Coffee maker
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
18
% Applies a lot/a little
Dairy foods (milk/cheese) are an important part of my diet
I try to eat a lot of fruit and vegetables
I enjoy eating out
I tend to pick foods that are easy to prepare
I like to try new foods
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
43
46
79
80
77
79
78
81
85
85
86
90
92
92
BELGIUM 2013
BELGIUM 2010
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
19
% Applies a lot/a little
I try to eat foods that are low in fat
84
85
Food is one of the few pleasures I have left
I tend to avoid sugary foods/sweets
I tend to pick foods that are quick to cook
58
63
69
70
74
75
I would often eat ‘ready prepared’/ ‘convenience meals’
41
48
I always try to buy brands that use environmentally sensitive packaging
65
70
BELGIUM 2013
BELGIUM 2010
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
7
18
25%
Frozen food is always better than chilled food
Frozen food is usually better than chilled food
About the same
Chilled food is usually better than frozen food
Chilled food is always better than frozen food
46
20
9
29%
BELGIUM
2013
7
21
54
14
4
29%
17%
20
Q.13 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

21
13-035911/Bia Periscope Study 2013 Belgium/August 2013

22
 Belgian adults seem to have a reasonably good level of culinary proficiency. One quarter enjoy having a dinner party where they do all the cooking while more than one third are confident to produce a meal with all the trimmings. The more competent cooks in this region are females and those aged 45+.
 Attitudes towards cooking amongst Belgians are quite positive. Just over half the adult population consider cooking to be good fun or a passion.
 The proportion of those claiming to cook meals from scratch once/ few times a day has declined by ten percentage points in three years. There are now more people cooking from scratch a few times a week/ once a week instead.
 Oven baking/roasting and boiling remain the most popular forms of food preparation for those who prepare their own meals in Belgium.
 Belgians are not particularly positive about certain aspects of convenience meals, related specifically to their taste, substance, value for money, or being good for you. Yet, more than half agree that they can be a good substitute for home cooked meals when time is limited.
 Taste and freshness are the two most important factors that Belgian adults consider when eating/ preparing food in the home. Quality considerations remain, though they have been surpassed by considerations for freshness.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
Can’t boil an egg
Can cook basic snacks (e.g. beans on toast)
Can cook a simple dinner (e.g. meat and three veg.)
Would be confident that I could produce a good Sunday roast with all the trimmings
Would enjoy having a dinner party where I do all the cooking
BELGIUM
2010
2
5
29
39
26
BELGIUM
2013
2
6
31
36
25
23
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Can’t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple dinner (e.g. meat and three veg.)
Would be confident that
I could produce a good
Sunday roast with all the trimmings
BELGIUM
2013
2
6
31
36
Would enjoy having a dinner party where I do all the cooking
25
SEX
Male Female
3
10
2
1
25
%
38
30
20
43
30
AGE
18-24 25-34 35-44
1
11
3
7
1
5
45+
2
5
33
27
32
45
21
22
28
30
33
28
43
23
24
Main/Joint
Shopper
30
39
26
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
A chore
– something that has to be done
Important because eating well is important
Good fun at times
A passion – I love food
BELGIUM
2010
15
29
%
38
18
56%
Q.4 And which of these phrases best describes your attitude to cooking?
BELGIUM
2013
17
29
40
15
54%
25
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
BELGIUM
2013
A chore
– something that has to be done
Important because eating well is important
Good fun at times
A passion – I love food
17
29
40
15
SEX
Male Female
18
16
%
30
39
13
27
41
16
AGE
18-24 25-34 35-44 45+
21
17 16 16
30
38
11
25
41
17
29
39
16
30
40
14
Q.4 And which of these phrases best describes your attitude to cooking?
Main/Joint
Shopper
15
29
41
16
26
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 15+)
% Applies a lot/a little
35
39
We use a lot of ready to eat foods in our household
I only eat out for special occasions
I’m too busy to cook meals as often as I would like
I really enjoy cooking and being able to create a great meal
I buy hot food from deli counters in shops/supermarkets
I eat prepared sandwiches/rolls from deli counters and shops
It is important to spend time over dinner as a family
33
36
47
47
54
56
77
76
27
79
83
BELGIUM 2013
BELGIUM 2010
92
94
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
BELGIUM 2010
% Yes
10
BELGIUM 2013
10
Yes
In 2013 Higher Amongst:
• Cooking is a passion
• Entertaining at home more often
28
Q.5 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
BELGIUM
2013
29
Once/few times a day
Few times a week
Once a week
Once/few times a month
Less often
Never
Average
55
26
6
5
5
3
2-3 times
per week
45
29
10
7
5
3
2-3 times
per week
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
BELGIUM
2013
15 14  25-34 yrs, entertaining at home more More often
About the same
Less often
76
9
76
9
30
Q.7 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from scratch?
(i.e. using raw/ fresh/primary ingredients) more often, less often or about the same?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

31
(Base: All who prepare own meals)
31
(% prepare own meals)
%
*‘Previous data not available as question format changed year on year
BELGIUM
2013
(77% )
Grilled
Boiled
7
14
Oven baked/roasted
On the hob
Uncooked/ cold
Fried
Microwaved
Steamed
14
10
13
11
11
6
Stir fry/wok
Other
13
-
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All who prepare own meals)
Grilled* n/a
Boiled
Oven baked/roasted
Uncooked/ cold
Fried
On the hob
Microwaved
Steamed
Stir fry/wok
32
%
39
38
48
68
75
82
86
85
84
86
84
58
68
66
74
BELGIUM 2013
BELGIUM 2010
79
82
*‘Grilled’ added in 2013
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
Once/few times a day
3
5
33
Few times a week
Once a week
17
16
18
23
Once/few times a month
Less often
25
24
21
25
BELGIUM 2013
BELGIUM 2010
Never
10
12
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Once/few times a day
BELGIUM
2013
3
17 Few times a week
Once a week
Once/few times a month
18
25
Less often
Never
25
12
SEX
Male Female
4 3
14
%
20
22
14
24
24
13
25
26
10
18-24 25-34 35-44
4
7
AGE
5
18
21
24
45+
1
13
17
23
21
17
27
22 19
25
28
21
25
7
20
8
14 13
Main/Joint
Shopper
3
17
20
25
24
11
34
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
35
% agree strongly/slightly
Are easy to cook
Are easy to prepare
Are quick to cook
Are expensive
83
85
84
85
82
81
72
74
BELGIUM 2013
BELGIUM 2010
33
37
Are filling
Are a good substitute for home cooked meals when time is limited
56
57
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Taste great
% agree strongly/slightly
23
26
Have poor quality ingredients
29
33
Are good value for money
Always have at home
18
20
21
23
Have natural ingredients/ good for you
12
12
BELGIUM 2013
BELGIUM 2010
36
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM 2010 BELGIUM 2013
More often
Less often
7
32
6
33
37
Q.11 Thinking back to 12 months ago, would you say that you are eating ready made/convenience meals more often, less often or about the same?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
1 st %
1 st /2 nd
Taste
Quality
Healthiness
11
22
26
41
15 24
Freshness
Ease of preparation
17 32
7 13
Enjoyment 7 13
Safeness of food
2 5
BELGIUM 2013
Nutritional value 3 8
Value for money
Price
6 15
7 14
Variety
4 10
Q.24 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
38
13-035911/Bia Periscope Study 2013 Belgium/August 2013

39
13-035911/Bia Periscope Study 2013 Belgium/August 2013

 The majority of people claim to eat their lunch at home. Those usually eating their lunch in work represents 36% of Belgian adults.
 Compared to 2010, there are much more people in 2013 who claim to be bringing in their own lunch more often than before.
 Just 17% of Belgian adults have responsibility for preparing school lunchboxes, the contents of which are typically dominated by sandwiches (85%), fruit (51%) and a bottle of water (53%).
 Cereal bars, yoghurts, cheese snacks and milk are present in less than 20% of lunchboxes whilst crisps and popcorn appear in less than 5% of lunchboxes.
40
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
At work
At home
35
66
BELGIUM
2013
36
64
41
Q.16 During the week, do you usually eat lunch at work or at home?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All who usually eat lunch at work)
%
Bring in my own lunch
BELGIUM
2010
BELGIUM
2013
Prepare my lunch at work
BELGIUM
2010
BELGIUM
2013
12 11
More often
Less often
No change
29
21
50
38
14
48
34
54
30
59
42
Q.17 For lunch at work, have you been doing any of the following more often or less often, or have you made no change?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All who usually eat lunch at work)
%
More often
Less often
No change
Go out to eat lunch
BELGIUM
2010
BELGIUM
2013
9 8
39
53
34
58
Go out & get sandwich & bring it back to work
BELGIUM
2010
BELGIUM
2013
15
21
31
33
43
48
52
Q.17 For lunch at work, have you been doing any of the following more often or less often, or have you made no change?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
% Yes
20
BELGIUM 2010
BELGIUM 2013
Yes
17
In 2013, Higher Amongst:
• 35-44 yrs
44
Q.18 Do you have any children in your household for whom you are responsible for preparing their lunch pack/ lunch box?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

45
(Base: All who pack kids lunch boxes)
%
Sandwiches
Cereal bars
Crisps
Popcorn
Fruit
Smoothie
Juice
Milk
Bottle of water
Yoghurt
Rice pudding
Cheese snack/cheese strings
Other
1
3
2
2
2
3
3
4
11
14
18
22
18
18
14
16
17
14
29
39
51
57
53
59
Q.19 What would their lunch boxes usually contain?
85
93
BELGIUM 2013
BELGIUM 2010
45
13-035911/Bia Periscope Study 2013 Belgium/August 2013

46
13-035911/Bia Periscope Study 2013 Belgium/August 2013

 The proportion of Belgians claiming to always/sometimes prepare their own meals stands at just over three quarters of all adults. Females continue to take much more responsibility than their male counterparts. There has been a slight increase in the proportion of 18-34 year olds who are taking ownership of meal preparation.
 Sitting down together as a family for breakfast every morning is achieved by approximately one third of Belgian adults. A further one third claim to be able to do this at weekends only.
 The incidence of entertaining at home more often has remained fairly consistent since 2010, at just over 30%. This figure is higher amongst 25-34 year olds, those with dependent children and those for whom cooking is a passion.
 The most popular reason for entertaining at home more often is to have friends over to the house instead of going to a pub or restaurant or to host a family celebration at home.
47
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
BELGIUM
2013
48
Always prepare own meal
Sometimes prepare own meal
Someone else prepares meal
Other/couldn’t say
57
24
52
25
16
2
21
2
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own meals or does someone else usually do the meal preparation in your household?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All who always prepare own meal)
%
Male
Female
BELGIUM
2010
39
61
SEX
BELGIUM
2013
40
60
18-24
25-34
35-44
45+
BELGIUM
2010
5
14
AGE
BELGIUM
2013
8
16
20
20
61
56
49
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own meals or does someone else usually do the meal preparation in your household?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+, excluding ‘Not Applicable’)
%
BELGIUM
2010
BELGIUM
2013
Every morning
Weekdays only
Weekends only
School holidays only
Holidays away from home
Term time only
Never
36
7
31
2
6
1
19
35
5
32
4
5
1
18
50
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
% Yes
34
51
31
Yes
In 2013, Higher Amongst:
• 25-34 yrs
• Dependent children
• Cooking is a passion
Q.9 Some people are entertaining at home more often nowadays instead of going out to eat or drink.
Do you find that you are entertaining at home more often, or not?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All entertaining at home more often)
52
% Entertaining at home more often 2013
% Entertaining at home more often 2010
BELGIUM
(31%)
(34%)
Romantic meal in instead of going out
16
26
Having friends over instead of going to pub or restaurant
Family celebrations at home instead
51
64
66
72
A few drinks at home with your partner instead of going to the pub
Other
3
7
24
40
Q.10 And which, if any, of these types of entertaining in are you doing more often?
BELGIUM 2013
BELGIUM 2010
13-035911/Bia Periscope Study 2013 Belgium/August 2013

53
13-035911/Bia Periscope Study 2013 Belgium/August 2013

 Eating out in a pub/ restaurant/ café has experienced a slight decline since 2010. Nowadays,
43% claim to have eaten a meal or snack in any one of these locations in the last 7 days.
 In the last 7 days, those claiming to have gotten a takeaway meal has also declined slightly since 2010. It now represents just 1 in 5 adults.
 The proportion claiming to have had a meal or snack delivered to their home in the last 7 days has remained static at 11%.
54
13-035911/Bia Periscope Study 2013 Belgium/August 2013

Meals or Snacks on the Premises of a Pub/Restaurant/Cafe
2013
(Base: All Adults 18+)
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2013
Meals or Snacks
Delivered to
Your Home
2013
55
Incidence last 7 days
43%
BELGIUM 2010 (48%)
Frequency in 2013
(no. of times – excl. zero)
1.7
21%
(25%)
1.9
11%
(11%)
3.1
Q.25 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By thi s I mean main meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

56
13-035911/Bia Periscope Study 2013 Belgium/August 2013

57
57
 For three quarters of Belgian adults, there is a perception that their diet can be described as healthy. For the majority of people, their eating habits in the past year remain unchanged.
 The importance of eating properly to be healthy is supported by 88% of Belgian adults. The same proportion also believe that good food can enhance body and mind. The majority of Belgian adults also believe that a good diet can help your mental health. Unsurprisingly therefore, being conscious of the nutritional benefits of food is also high on the agenda.
 Belgian approaches to food are dominated by having a balanced diet, limiting fast food, buying foods that are natural and rarely nibbling between meals.
 Belgians perceive healthy foods to be more expensive than other foods. Despite this, almost 70% claim to be willing to pay more for these products. However, this willingness to pay more for healthy foods has declined since 2010.
 Just over two in ten Belgian adults claim to be confused about what they should eat to stay healthy. When it comes to packaging and labelling, however, more than 7 in 10 claim to often find it difficult to understand nutritional claims on packaging or to understand the labelling on food.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
7
My Diet is …
Very healthy
Fairly healthy
Not sure
Fairly unhealthy
Very unhealthy
Mean
66 73%
19
7
1
3.7
Q.29 How would you describe your diet overall?
BELGIUM
2013
6
70
16
7
1
3.7
76%
58
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
BELGIUM
2013
59
More healthy
Less healthy
28
6
25
6
Q.30 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
SEX AGE
BELGIUM
2013 Male Female 18-24 25-34 35-44 45+
Main/Joint
Shopper
60
More healthy
Less healthy
25
6
23
5
27
6
27
30
24 24
7
10
6
4
25
6
Q.30 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
61
To be healthy it is really important to eat properly
A good diet can help your mental health
I am conscious of the nutritional benefits of food
I eat to feel good and take control of my life
I eat healthy to take control of my life
% Agree
Slightly
44
42
52
51
49
47
51
50
46
45
% Agree
Strongly
15
14
26
21
24
18
20
16
36
30
%
Agree
75
68
59
56
65
61
88
81
75
68
BELGIUM 2013
BELGIUM 2010
Q.2 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
% Agree
Slightly
I eat for enjoyment and not for health reasons
I wish I had time to exercise but I am just too busy
I am often confused about what I should eat to stay healthy
I am concerned about my children becoming obese
It’s not the type of food you eat that causes health problems, it’s more the amount you eat of these foods
I’ll think about eating healthily when I get older
9
10
20
19
24
25
37
34
35
34
36
35
% Agree
Strongly
2
5
3
6
9
9
13
11
14
25
12
13
23
25
49
59
48
48
11
15
%
Agree
50
45
33
34
62
BELGIUM 2013
BELGIUM 2010
Q.2 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
% Agree
Slightly
Good food can enhance body and mind
51
50
% Agree
Strongly
37
31
I consider what I eat to be really important for my wellbeing
41
46 15
15
%
Agree
88
81
61
56
BELGIUM 2013
BELGIUM 2010
63
Q.2 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
64
Healthier foods are always more expensive than other foods
% Applies
A Lot
30
34
I am willing to pay more for healthy food and beverages as long as they taste good
20
21
If the label says “Low Fat” or “Reduced Fat”, then the product will always be a healthy choice
6
9
I would like manufacturers to help me eat healthy
30
34
I find there are never enough healthy food options when shopping
Choosing healthy food to eat is very limiting and boring too
9
9
11
11
% Applies
A Little
43
45
53
51
50
55
37
40
50
47
38
39
%
Applies
84
85
69
76
49
54
80
81
49
51
46
48
BELGIUM 2013
BELGIUM 2010
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
I would like to see more low fat products
I am more concerned about what I eat and drink to control my weight
I am more concerned about fat content than calories
I always look for a low fat option when buying food products
I always think of the calories in what I eat
% Applies
A Lot
21
21
18
17
14
14
22
25
28
28
% Applies
A Little
40
44
44
46
44
40
48
47
44
50
62
67
66
71
57
54
%
Applies
61
65
76
75
BELGIUM 2013
BELGIUM 2010
65
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
66
I always try to eat a balanced diet
I try to buy foods that are natural
I try to limit the amount of fast food I consume
I eat at least 5 portions of fruit and veg per day
I always check the nutritional labelling on foods before buying them
% Applies
A Lot
37
38
21
20
21
27
34
35
58
59
% Applies
A Little
34
30
37
37
46
45
48
47
55
52
51
53
%
Applies
92
90
86
88
92
89
67
65
69
74
I try to give the children as much veg as possible
57
57
94
94
BELGIUM 2013
BELGIUM 2010
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
I eat to enrich/enhance mental alertness and spiritual well being
% Applies
A Lot
17
16
% Applies
A Little
52
51
%
Applies
69
67
There are not enough product options for people who suffer food intolerances
I very rarely nibble between meals
12
20
27
27
40
48
48
48
52
68
75
75
My diet is mainly vegetarian
5
6
17
16
21
22
BELGIUM 2013
BELGIUM 2010
67
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
I often find it difficult to understand the nutritional claims on packaging
% Applies
A Lot
27
30
I often find it difficult to understand the labelling on food
27
30
% Applies
A Little
47
46
46
45
%
Applies
74
76
73
75
BELGIUM 2013
BELGIUM 2010
68
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

69
13-035911/Bia Periscope Study 2013 Belgium/August 2013

 Just 15% of Belgian adults claim to have never heard of the term sustainability. In 2013, the proportion of adults claiming to sometimes/ actively buy food with low sustainability features was just under 50%. Those claiming to actively purchase these products has shown a significant increase from between 2010 and 2013.
 Awareness of ‘carbon footprint’ has improved since 2010. The amount of active purchasers has also increased in this time.
 While those claiming to be unaware of ‘food miles’ has fallen, the Belgian population seems to be far less aware of this term compared to the aforementioned terms.
 For Belgians, environmental issues may be a less motivating factor in terms of grocery shopping behaviour than in the past. The proportion of adults who claim to be more conscious of environmental issues when choosing products has dropped from 61% in 2010 to 54% in 2013.
People’s preference for buying from companies that are aware of the impact of environmental issues has declined from 60% to 50% in the same period.
 Attitudes towards Fair Trade products have not altered much in the past three years. However, there is a slightly lower desire for more Fair Trade products in stores now than in 2010.
70
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
71
%
BELGIUM
2010
BELGIUM
2013 In 2013, Highest Amongst
I have never heard of it before today
I have heard of it but do not consider it important
I consider the term to be a fad
I sometimes try to buy food with low features
I actively/ always try to buy food with low features
15
19
23
35
8
15
20
18
23
25



basic cook
cooking is a chore
cooking is a passion
Q.42 Thinking specifically about ‘’Sustainability’, which of the following statements best describes you’re attitude towards the term?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All aware of sustainability)
% Aware
Meeting the needs of the present without compromising the ability of future generations to meet their needs
BELGIUM
2010
(85%)
%
TOTAL
BELGIUM
2013
(85%)
%
35
35
Production practices which do not have a future affect on the environment
28
26
Ensuring that future generations have what we have today
Consumption practices which do not have a future effect on the environment
8
19
11
20
Other 1
1
Don’t know
9
7
Q.44 What do you understand the term “Sustainability” to mean?
72
2013
GENDER AGE
Male Female 18-24 25-34 35-44 45+
% % % % % %
35 36 37 31 40 34
28 25 24 28 26 26
20 21 24 22 13 22
10 11
1 -
9 11 14 10
1 2 1 -
6 7 6 6 7 7
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
73
BELGIUM
2010
%
BELGIUM
2013 In 2013, Highest Amongst
 lower income
I have never heard of it before today
I have heard of it but do not consider it important
I consider the term to be a fad
I sometimes try to buy food with low footprint
I actively/ always try to buy food with low footprint
33
17
18
25
19
19
20
23
18


basic cook
entertaining at home more often
7
Q.42 Thinking specifically about ‘Carbon Footprint’, which of the following statements best describes you’re attitude towards the term?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All aware of Carbon Footprint)
The amount of carbon dioxide which is emitted before a product reaches the market
% Aware
An individuals effect on the environment brought about by the consumption of products
A measure of environmental damage
BELGIUM
TOTAL
BELGIUM
2010 2013
(67%)
%
(81%)
%
59 35
12
23
14
44
49
13
67 46 41 41
9 10 16 15
74
2013
GENDER AGE
Male Female 18-24 25-34 35-44 45+
% % % % % %
38 32 23 40 36 35
40
15
Other
*
1 - - - 1 1
Don’t know
6 6
6 7 1 3 6 9
Q.45 What do you understand the term “Carbon Footprint” to mean?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
BELGIUM
2013
75
In 2013, Highest Amongst
40  housewives
I have never heard of it before today
I have heard of it but do not consider it important
I consider the term to be a fad
I sometimes try to buy food with low food miles
I actively/ always try to buy food with low food miles
55
8
12
18
7
12
14
19
15  entertaining at home more often
Q.42 Thinking specifically about ‘Food Miles’, which of the following statements best describes you’re attitude towards the term?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All aware of the term food miles)
% Aware
The distance that food has to travel from producer to shop
BELGIUM
2010
(45%)
%
TOTAL
BELGIUM
2013
(60%)
%
74 81
2013
GENDER AGE
Male Female 18-24 25-34 35-44 45+
% % % % % %
79 83 81 84 85 80
76
An indication of environmental impact
21 11
13 9 14 8 7 12
Other 1 * - * - 1 - -
Don’t know
4 8
8
Q.43 What do you understand the term “Food Miles” to mean?
8 5 7 8 8
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
I am more conscious of environmental issues in my choice of products today
%
Agree
BELGIUM 2010
61
BELGIUM 2013
54
77
In 2013, Higher Amongst:
•
•
•
55 yrs+
Those who can cook
Entertaining at home more often
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agree
BELGIUM 2010
60
BELGIUM 2013
78
50
In 2013, Higher Amongst:
•
•
55 yrs+
Those who can cook
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
I wish there was more Fair Trade products/brands available in store
%
Applies a little
%
Applies a lot
47 19
46 27
%
Applies
The higher price of Fair Trade products puts me off buying them
45
47
I try to buy Fair Trade products/brands whenever they are available
47
45
31
31
13
16
60
61
66
73
76
78
BELGIUM 2013
BELGIUM 2010
79
Q.34 I am going to read out a number of statements people have said about Fair Trade products. I would like you to state whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

80
13-035911/Bia Periscope Study 2013 Belgium/August 2013

81







Looking for the best value for money in their regular store is a very popular attitude amongst Belgian grocery shoppers. Watching out for promotions has declined in popularity since 2010 but it still remains another key approach for grocery shoppers in this region.
More than 6 in 10 grocery shoppers consider the quality of fresh food to be more important than price.
The majority of Belgian shoppers try to buy multi-packs products while only a small proportion will buy on impulse just because a product is cheap.
The ‘fresh’ label is the most important label for just under 9 in 10 of Belgian grocery shoppers. Other label information such as ‘good source of calcium’ or ‘helps to build strong bones’ fail to resonate as strongly.
The vast majority of the Belgian adult population are aware of Fair Trade and Ethical products. Functional foods, however, is known by just over half of all adults.
In Belgium, approximately three quarters of grocery shoppers claim to check for either a quality symbol or country of origin label when they are buying food products.
Ordering food shopping online remains a niche behaviour in Belgium. Only 13% claim to have every ordered their grocery shopping on the internet.
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Mainly/Jointly Responsible)
%
BELGIUM
2010
SEX
BELGIUM
2013
BELGIUM
2010
8
17
AGE
BELGIUM
2013
6
16
Male
Female
46
54
45
55
18-24
25-34
35-44
45-54
55+
20
20
35
21
19
38
82
Q.46 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery shopping, jointly responsible with someone else or is someone else responsible?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
New question in 2013 %
BELGIUM
2013
4
5
Weekly
Less often
Never/don’t know
91
83
Q.30b And how often, if at all, would you or somebody in your household purchase wheat (gluten) free food?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
New question in 2013 %
BELGIUM
2013
12
8
Weekly
Less often
Never/don’t know
80
84
Q.30c And how often, if at all, would you or somebody in your household purchase food with a ‘free from’ label (free from f ood is food that has been designed to exclude one or more ingredients to which people can have intolerances or allergies or who do not wish to consume certain products due to lifestyle choice. These ingredients may include dairy, eggs, nuts and wheat.).
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
85
BELGIUM
2013
Mainly responsible
Jointly responsible with someone else
Someone else responsible
57
34
9
52
37
11
Q.46 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery shopping, jointly responsible with someone else or is someone else responsible?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Grocery Shoppers 18+)
Quality of fresh food is more important than price
%
Agree
Slightly
47
43
%
Agree
Strongly
17
22
26
42
I most often go to the same store but look for the best value for money I can get 42
53
I will pay a bit more for grocery shopping to get superior customer service
I don’t mind spending time when looking for a bargain
25
27
32
29
6
12
15
18
I watch for announcements for sales or promotions on grocery
43
43
BELGIUM 2013
BELGIUM 2010
22
29
Q.47 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
83
31
39
47
47
%
Agree
64
65
79
65
72
86
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Grocery Shoppers 18+)
When I shop the first thing I look for is price
%
Agree
Slightly
40
35
%
Agree
Strongly
19
19
16
17
The most important thing is price when grocery shopping
36
33
There is no difference between the main supermarkets
13
10
4
5
I tend to buy on impulse if I think they are cheap
25
26
7
9
I compare prices between outlets to see where I can buy the cheapest fresh food, even if I have to travel
26
22
13
14
BELGIUM 2013
BELGIUM 2010
Q.47 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
%
Agree
59
54
52
50
17
15
31
35
40
37
87
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Grocery Shoppers 18+)
Products in the chilled cabinet are always fresher
I much prefer to buy products from the chilled cabinet
I buy food in smaller packs because it means less waste
%
Applies a little n/a
40
38
61
60
59
%
Applies a lot
16
16 n/a
17
17
15
Where possible I buy multi-pack products
47 23
51
BELGIUM 2013
BELGIUM 2010
26
Q.48 And now about food shopping generally – please tell me whether these statements apply to you a lot, a little or not at all?
%
Applies
77
76
70 n/a
57
53
70
77
88
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Grocery Shoppers 18+)
Spreading my shopping across a number of shops to get the best value
Shopping in discount retailers
Buying some of my food from suppliers who sell at your door
Buying in bulk
Buying from farmers markets
Buying food items on promotion
BELGIUM
Less
Often
%
More
Often
%
17 35
16
18
15
36
26
32
30
32
30
30
23
24
12
12
3
3
13
15
15
18
47
49
BELGIUM 2013
BELGIUM 2010
Q.40 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?
89
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Grocery Shoppers 18+)
BELGIUM
Less
Often
%
More
Often
%
23 8
Buying online
28 6
Travelling further to shop to get better value
Buying foods that are familiar to me from when I was growing up
25
26
21
18
15
15
15
20
90
I find that I’m eating what my mother or grandmother would cook
24 16
22 20 BELGIUM 2013
BELGIUM 2010
Q.40 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?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
91
BELGIUM
2010
Fresh
BELGIUM
2013
Natural
BELGIUM
2010
BELGIUM
2013
Grown without pesticides
BELGIUM
2010
BELGIUM
2013
35 33
Very important
Fairly important
Neither/nor
Not at all important
65
26
7
1
59
29
43
43
10
2
19
3
20
4
Q.36 When shopping for foods, how important or not are the following statements on labels?
36
36
25
4
35
34
24
6
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
92
Good source of calcium
BELGIUM
2010
BELGIUM
2013
Very important
Fairly important
Neither/nor
Not at all important
16
37
40
7
16
37
36
10
Helps build strong bones
BELGIUM
2010
15
32
44
10
BELGIUM
2013
14
34
39
13
20% less fat
BELGIUM
2010
21
35
31
13
BELGIUM
2013
19
40
30
11
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
% Very Important
Fresh
59
65
Natural
Grown without pesticides
33
35
35
36
Good source of calcium
Helps build strong bones
20% less fat
16
16
14
15
19
21
BELGIUM 2013
BELGIUM 2010
93
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
94
Total
%
Fresh vegetables
Fresh fruit
Fresh taste
Free from preservatives
Food cooked/grown/produced within the last few days
Nutritionally better for you
Short shelf life
Kept in the fridge
Made from scratch
13
36
36
47
36
36
47
87
87
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
95
Total
%
Fresh vegetables
Fresh fruit
Fresh taste
Free from preservatives
Food cooked/grown/produced within the last few days
Nutritionally better for you
Short shelf life
Kept in the fridge
Made from scratch
36
39
47
50
36
34
13
13
36
33
36
36
47
47
87
94
87
92
BELGIUM 2013
BELGIUM 2010
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Total
%
No artificial ingredients/ preservatives/colours
Natural ingredients
From nature
Natural colour
Not fortified with additional ingredients
Nutritionally better for you
Produced organically
Produced locally
16
28
18
41
52
51
73
71
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
96
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
97
No artificial ingredients/ preservatives/colours
Natural ingredients
From nature
Natural colour
Not fortified with additional ingredients
Nutritionally better for you
Produced organically
Produced locally
Total
%
28
37
16
15
24
18
21
41
51
54
52
59
73
74
71
79
BELGIUM 2013
BELGIUM 2010
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

98
 Functional Food
(i.e. foods that are enriched with active components, e.g. vitamins/soya/omega that offer you health benefits, e.g. healthy heart, reduced cholesterol).
 Ethical/Fair Trade Products
(i.e. produce that are sourced through a system which ensures a reasonable return to the producer).
 Food which has been irradiated
(i.e. radiation applied to eliminate harmful bacteria).
 Glycemic Index
(i.e. a measure of how quickly the body’s digestive system breaks down carbohydrates into glucose).
 Glycemic Load of a Serving of Food
(i.e. gives the weight of glucose which gives the same glycemic response).
98
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Functional foods
Total Aware
%
56
64
Fair trade products
Ethical products
72
72
87
87
Glycemic index
Food which has been irradiated
34
36
28
36
BELGIUM 2013
BELGIUM 2010
Q.31 Which of the following have you ever heard of?
99
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
100
%
Very likely (5)
Fairly likely (4)
Not sure (3)
Fairly unlikely (2)
Very unlikely (1)
Mean
BELGIUM
2010
12
30
38
12
9
3.3
43%
BELGIUM
2013
9
30
36
13
12
3.1
39%
Q.35 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you health benefits e.g. healthy heart, reduced cholesterol) in the future?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Grocery Shoppers 18+)
%
BELGIUM
2010
Always check
Sometimes check
Never check
21
59
20
BELGIUM
2013
18
56
26
101
Q.39a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Grocery Shoppers 18+)
%
BELGIUM
2010
Always check
Sometimes check
Never check
19
55
26
BELGIUM
2013
23
52
24
102
Q.39b And to what extent do you check for country of origin, i.e. what country the food was produced in?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

Regular
Access
BELGIUM
2010
BELGIUM
2013
Downloaded a Recipe*
BELGIUM
2010
BELGIUM
2013
(Base: All Adults 18+)
103
%
Downloaded a
Mobile Phone App
BELGIUM
2013
Downloaded a
Promotional Voucher
BELGIUM
2013
Use Social Media To
Contact a Company
BELGIUM
2013
13
21
Yes 99
No 2
*Change in wording in 2013
99
Ever 72
Never 28
1
66
34
87
Q.50 Do you have regular access, either at home, or at work to the internet?
Q.51 When did you last do any of the following on the internet …?
67
33
79
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All with internet access)
New question in 2013
Past week
Past month
Past 6 months
Longer ago
Never
Downloaded a Mobile
Phone Food Application
BELGIUM
2013
2
3
4
4
87
%
Downloaded a Recipe
BELGIUM
2013
16
18
19
13
34
104
Q.51 In terms of the statements on this card, when did you last do any of the following over the internet?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All with internet access)
New question in 2013
%
Downloaded a
Promotional Voucher
BELGIUM
2013
16
Use Social Media To
Contact a Company
BELGIUM
2013
2
5
4
9
Past week
Past month
Past 6 months
Longer ago
Never
20
17
15
33
79
105
Q. 51 In terms of the statements on this card, when did you last do any of the following over the internet?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All with internet access)
Yes
No
Ever Ordered?
BELGIUM
2013
13
87
%
Every day/few times a week
About once a week
2-3 times a month
About once a month
Less often
How Often?
BELGIUM
2013
3
4
9
17
67
106
Q.52 Have you ever ordered your grocery shopping online on the internet?
Q.53 How often do you purchase groceries online?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

107
13-035911/Bia Periscope Study 2013 Belgium/August 2013

108
 Just over half of Belgian adults believe buying local produce to be important when food shopping. A further three in ten consider local food to be neither important or unimportant to them. There has been little change to levels of importance in the past three years.
 The frequency of buying local produce illustrates that slightly more than half of Belgian adults buy local produce on a daily/ weekly basis. This represents a slight decrease since 2010.
 Most believe local food to refer to food that is made within the region in which they live or alternatively, within close proximity to where they live.
108
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
109
%
BELGIUM
2010
BELGIUM
2013
15 Very Important (5)
Fairly Important (4)
Neither/nor (3)
Not very important (2)
Not at all important (1)
Mean Score
17
37
30
10
6
3.5
36
31
13
5
3.4
Q.26 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
%
BELGIUM
2010
7 Daily
Few times/once a week
Few times/once a month
Less often/ never
53
23
17
BELGIUM
2013
5
49
28
18
110
Q.28 How often would you buy local produce, i.e. products produced in your local area?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Made within a close proximity to where I live
Total
%
36
Available in farmers markets
29
Made within the county in which I live
Made within a 20 mile radius from where I live
Made within the province in which I live
Made within Europe 6
22
27
45
111
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
Made within a close proximity to where I live
Available in farmers markets
Made within the county in which I live
Made within a 20 mile radius from where I live
Made within the province in which I live
Made within Europe
6
10
Total
%
22
22
27
27
36
40
29
35
45
49 BELGIUM 2013
BELGIUM 2010
112
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

113
13-035911/Bia Periscope Study 2013 Belgium/August 2013

114
 In Belgium, 80% of the adult population consume alcohol. This figure is slightly higher amongst those aged 44-54 years of age.
 Of those who drink alcohol, half do so daily/ several times a week. Since 2010, weekly consumption figures have fallen slightly while the proportion of those consuming alcohol 2-3 times/once a month has increased.
 In an average month, 37% of those who drink alcohol claim to do so on more than 60% of their meal occasions. Compared to 2010, more and more people are consuming alcohol with food.
114
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All Adults 18+)
% Yes
BELGIUM 2010
BELGIUM 2013
Yes
In 2013, Higher Amongst …
• 45-54 yrs
79
80
115
Q.20 Do you, yourself ever drink any alcoholic drinks, either at home (i.e. in your own home or someone else’s home) or on licensed premises such as a pub, club, bar, hotel or elsewhere?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All who drink alcohol)
%
% Drink Alcohol

BELGIUM 2010
(79% )
BELGIUM 2013
(80% )
116
Daily/several times a week
Weekly
2-3 times/once a month
Less often
49
25
19
50
18
25
7 8
Average
Several times
a week
Several times
a week
Q.21 About how often do you have an alcoholic drink either at home or in someone else’s home or on licensed premises such as a pub, bar, club, hotel etc.?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

(Base: All who drink alcohol)
%
BELGIUM
2010
BELGIUM
2013
61%+
41-60%
21-40%
0-20%
31
17
16
36
37
13
17
29
117
Q.22 In an average month, thinking of all the occasions you consume alcohol, approximately what proportion of the occasions of drinking alcohol is with food?
13-035911/Bia Periscope Study 2013 Belgium/August 2013

197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence