197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
Introduction
2

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 the
Netherlands. The charts included represent the study results. More detailed information is
available in the tabular reports.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Research Method
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 the Netherlands.

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 Netherlands/August 2013
Contact Details
4

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
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (I)
5
%
Male
Female
SEX
AGE
NETHERLANDS
2013
NETHERLANDS
2013
Under 25
11
25-34
17
35-44
21
45-54
18
SOCIAL CLASS
NETHERLANDS
2013
Upper*
40
Lower
60
49
51
55+
33
* Upper is classified as all earning above €36,001
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (II)
6
%
HOUSEHOLD COMPOSITION
REGION
WORKING STATUS
NETHERLANDS
2013
NETHERLANDS
2013
NETHERLANDS
2013
Single
East
29
North
Dual
47
35
South
Working full time/
self-employed
37
Working part time
16
Student
7
Other*
41
10
37
West
3+
21
22
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Profile of Sample (I)
7
%
NETHER
-LANDS
2006
NETHER
-LANDS
2008
NETHER
-LANDS
2010
NETHER
-LANDS
2013
NETHER
-LANDS
2006
NETHER
-LANDS
2008
12
10
17
17
35-44
20
21
45-54
18
19
18-24
Male
50
49
SOCIAL CLASS
AGE
SEX
47
49
25-34
NETHER
-LANDS
2010
7
NETHER
-LANDS
2013
NETHER
-LANDS
2006
NETHER
-LANDS
2008
NETHER
-LANDS
2010
NETHER
-LANDS
2013
11
15
17
Upper*
48
Lower
52
41
48
40
21
Female
50
51
53
21
20
18
51
55+
33
33
36
58
52
60
33
* Upper is classified as all earning above €36,001
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Profile of Sample (II)
8
%
HOUSEHOLD COMPOSITION
REGION
WORKING STATUS
NETHER NETHER NETHER NETHER
-LANDS -LANDS -LANDS -LANDS
2006
2008
2010
2013
NETHER NETHER NETHER NETHER
-LANDS -LANDS -LANDS -LANDS
2006
2008
2010
2013
NETHER NETHER NETHER NETHER
-LANDS -LANDS -LANDS -LANDS
2006
2008
2010
2013
Single
21
21
24
East
21
29
10
North
Dual
35
43
43
37
16
37
West
44
46
37
40
3+
Working full
time/selfemployed
42
35
n/a
n/a
n/a
47
Working part
time
19
Student
4
Other*
31
35
South
22
**Geographic breakdown of regions different in ’06 ,’08 & ‘10
21
15
4
7
7
38
41
29
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Incidence of Dependent Children Living in Household
9
%
9
NETHER
-LANDS
2006
NETHER
-LANDS
2008
Yes
34
37
No
66
63
NETHER
-LANDS
2010
NETHER
-LANDS
2013
29
29
71
71
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
10
%
New question in 2013
NETHERLANDS
2013
15%
Yes
Allergies Mentioned
Amongst All Adults:
•
•
•
•
•
•
•
•
Milk
Lactose
Nut/peanut
Shellfish
Soy
Wheat (coeliac condition)
Fish
Eggs
6%
4%
4%
3%
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 Netherlands/August 2013
Attitudes Towards Food
Attitudes Towards Food: Summary
12

In the Netherlands, ownership of kettles has fallen to just over 2 in 10 adults, while coffee
makers remains extremely high, at just under 9 in 10 adults.

The percentage of adults claiming to eat a lot of fruit and vegetables and eat high fibre foods
outweighs the percentage who have dairy as an important part of their diet. The consumption
of dairy, fibre and fruit and vegetables have all been declining since 2008.

The majority of Dutch adults enjoy eating out and trying new foods. They also express strong
support for foods that are low in fat.

Convenience foods on the other hand are not often eaten by the majority. That said, Dutch
consumers are still looking for food that is easy to prepare and quick to cook.

The perception of frozen food compared to chilled food is that both product formats are about
the same, with support from around 7 in 10 Dutch adults.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (I)
13
%
NETHERLANDS 2006
NETHERLANDS 2008
98
71
73
68
97
NETHERLANDS 2010
97
71
NETHERLANDS 2013
98
68
59
54
ANY
OVEN
ANY
FREEZER
57
Separate
freezer
unit
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (II)
14
%
NETHERLANDS 2006
NETHERLANDS 2008
NETHERLANDS 2010
NETHERLANDS 2013
92 90
89 88
73
67
56 54
53 51 54
50
42 40
36
28
32 32
25
2
n/a
Kettle
37 39
Toaster
3
4
Tagine
5
n/a n/a
Smoothie
maker/
smoothie
blender
ANY
MICROWAVE
Microwave
without
grill
Microwave
with
grill
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (III)
15
%
NETHERLANDS 2006
NETHERLANDS 2008
NETHERLANDS 2010
NETHERLANDS 2013
90
73
36
30
30 29
74 74
69
65 66
86
91 89
71 69
33
24
14
7
n/a n/a
Grill
Deep
Fat Fryer
9
6
15 13
n/a n/a
Sandwich
maker
Food
processor
Wok
Steamer
Coffee
maker
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (I)
16
%
NETHERLANDS 2013
6
5
3
1
-4
ANY
OVEN
Full oven
– electric
Full oven
– gas
ANY
FREEZER
1
=
Separate
freezer
section
attached to
fridge
Freezer box
in fridge
-2
-3
-2
Separate
freezer
unit
Kettle
Toaster
Tagine
=
Smoothie
maker/
smoothie
blender
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (II)
17
%
NETHERLANDS 2013
2
1
-1
-1
-4
ANY
MICROWAVE
Microwave
without grill
Microwave
with grill
Grill
-3
Deep
Fat Fryer
Sandwich
maker
-1
-2
-2
-2
Food
processor
Wok
Steamer
Coffee
maker
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitudes to Food (I)
18
% Applies a lot/a little
77
77
Dairy foods (milk/cheese) are an important part of my diet*
n/a
89
92
96
93
89
90
91
87
I try to eat a lot of fruit and vegetables
I enjoy eating out
78
76
I tend to pick foods that are easy to prepare
78
86
84
84
I like to try new foods
92
87
85
85
89
86
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
85
38
37
35
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
48
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?
* New statement added 2008
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitudes to Food (II)
19
% Applies a lot/a little
87
88
I try to eat foods that are low in fat
82
86
Food is one of the few pleasures I have left* n/a
n/a
42
40
71
72
I tend to avoid sugary foods/sweets
80
75
70
70
I tend to pick foods that are quick to cook
83
76
41
40
I would often eat „ready prepared‟/ „convenience meals‟
49
41
I always try to buy brands that use
environmentally sensitive packaging*
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
56
56
n/a
n/a
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?
* New statement added 2010
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitudes to Frozen Vs. Chilled Food
20
%
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
NETHERLANDS
2010
NETHERLANDS
2013
5
6
13
18%
68
11
2
12
18%
70
13%
10
2
13%
*’06 & ’08 data not comparable – wording change in 2010
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 Netherlands/August 2013
21
Attitudes Towards Cooking
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Attitudes Towards Cooking: Summary
22

In the Netherlands, the level of culinary expertise seems to be in decline. Since 2006, the
proportion of Dutch adults claiming to be above average cooks (confident to produce a good
Sunday roast with all the trimmings or having a dinner party where they do all the cooking) has
fallen from over 7 in 10 adults to 5 in 10 adults in 2013.

Attitudes towards cooking amongst Dutch adults have also declined. Compared with 2006
figures, there has been a ten percentage point drop in those who consider cooking to be good
fun or a passion. The result has been that a more functional attitude towards cooking now
dominates.

There still remains strong support for spending time over dinner as a family however, and
reassuringly, feeling enjoyment from creating a great meal also still resonates with the majority of
adults.

The proportion of those who claim to cook meals from scratch has remained fairly consistent in
the past five years. The frequency of cooking meals from scratch has also been stable.

Stir frying/ using a wok, boiling and oven baking/roasting remain the most popular forms of food
preparation for Dutch adults.

Around 2 in 10 of the Dutch population agree that convenience meals are good value for money,
have ingredients that are good for you or that they taste great. Only 22% of Dutch adults admit to
always having convenience meals at home.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Level of Cooking Expertise
23
%
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.)
NETHERLANDS
2006
1
4
NETHERLANDS
2008
1
4
25
28
NETHERLANDS
2010
2
2
NETHERLANDS
2013
2
5
40
Would be confident that I could
produce a good Sunday roast
with all the trimmings
36
41
33
28
Would enjoy having a dinner
party where I do all the cooking
35
35
27
27
24
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 Netherlands/August 2013
(Base: All Adults 18+)
Level of Cooking Expertise – 2013
24
%
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.)
AGE
SEX
NETHER
-LANDS
2013
Male
2
5
3
8
Female
12
18-24
25-34
35-44
3
5
4
1
17
39
4
41
41
45+
Main/Joint
Shopper
3
31
39
40
29
30
27
27
2
44
44
48
Would be confident that
I could produce a good
Sunday roast with all the
trimmings
27
Would enjoy having a
dinner party where I do
all the cooking
24
31
25
24
31
15
22
27
18
21
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 Netherlands/August 2013
(Base: All Adults 18+)
Attitude to Cooking
25
%
NETHERLANDS
2006
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
A chore – something that has
to be done
20
19
22
25
Important because eating well
is important
28
Good fun at times
23
31
40
38
58%
32
53%
A passion – I love food
15
32
30
46%
18
14
43%
13
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitude to Cooking – 2013
26
%
AGE
SEX
NETHER
-LANDS
2013
Male
A chore – something
that has to be done
25
29
Important because
eating well is important
32
Good fun at times
30
25
A passion – I love food
13
13
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
26
27
23
20
31
25
30
33
29
30
30
15
13
11
21
31
33
34
14
34
34
29
31
14
15
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Eating & Cooking
27
% Applies a lot/a little
34
34
34
We use a lot of ready to eat foods in our household
49
79
76
86
76
I only eat out for special occasions
42
39
44
I‟m too busy to cook meals as often as I would like
61
73
72
73
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
26
32
35
33
31
33
82
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
47
49
92
92
88
92
It is important to spend time over dinner as a family
Q.1 The following are things people have said about their attitudes to the food they eat and cooking.
For each one, please indicate whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In Past 3 Years
28
New question in 2010
% Yes
10
NETHERLANDS 2010
NETHERLANDS 2013
8
Yes
In 2013 Higher Amongst:
•
•
•
•
Females
25-34 yr olds
Dependent children in household
3+ in household
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 Netherlands/August 2013
(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From Scratch
29
%
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
Once/few times a day
48
54
48
Few times a week
30
Once a week
Once/few times a month
Less often
Never
Average
9
30
28
6
5
2
6
6
4
4
6
7
6
3
2-3 times
per week
2-3 times
per week
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 Netherlands/August 2013
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago
30
%
NETHERLANDS
2006
More often
About the same
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
15
12
15
79
75
9
10
6
70
78
Less often
 18-24 yr olds, passionate
attitude towards cooking
24
7
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 Netherlands/August 2013
(Base: All who prepare own meals)
Preparation of Food x Volumetrics – Overview
%
(% prepare own meals)
31
*‘Previous data not available as question format
changed year on year
NETHERLANDS
2013
(75%)
Grilled
6
Boiled
17
Oven baked/roasted
15
On the hob
12
Uncooked/cold
11
Fried
10
Microwaved
Steamed
9
4
Stir fry/wok
16
Other
1
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
31
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All who prepare own meals)
Preparation of Food in Home
32
**‘On the hob’ added in 2008
*‘Grilled’ added in 2013
%
Grilled*
35
n/a
n/a
n/a
Boiled
92
92
93
74
82
79
84
Oven baked/roasted
56
59
Uncooked/ cold
52
Fried
On the hob**
73
80
71
60
62
65
n/a
51
Microwaved
60
64
20
Steamed
21
Stir fry/wok
26
45
93
78
81
75
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
86
86
93
83
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 Netherlands/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
33
%
Once/few times a day
4
4
6
6
26
26
27
24
Few times a week
25
26
26
25
Once a week
20
21
Once/few times a month
28
15
13
12
14
Less often
Never
25
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
6
6
8
8
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 Netherlands/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients – 2013
34
%
Once/few times a day
NETHER
-LANDS
2013
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
6
7
4
6
9
7
3
5
24
28
AGE
SEX
19
Few times a week
26
31
28
32
36
23
Once a week
25
26
24
27
29
Once/few times a month
20
17
Never
15
8
17
9
25
16
17
8
7
11
24
23
14
Less often
29
14
15
7
4
20
5
19
14
11
6
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 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
35
% agree strongly/slightly
Are easy to cook
76
86
85
83
Are easy to prepare
83
85
82
Are quick to cook
85
82
83
83
68
70
Are expensive
Are filling
Are a good substitute for home
cooked meals when time is limited
35
52
88
74
75
55
44
42
49
51
60
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
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 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
36
% agree strongly/slightly
Taste great
15
15
26
34
20
20
Have poor quality ingredients
16
30
20
21
21
22
Are good value for money
22
21
19
Always have at home
13
Have natural ingredients/
good for you
14
18
21
17
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
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 Netherlands/August 2013
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
37
%
More often
NETHERLANDS
2006
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
7
6
5
4
31
32
25
Less often
36
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 Netherlands/August 2013
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home
%
1st
5
5
Variety
12
11
13
14
8
8
Enjoyment
Price
21
24
28
31
23
29
15
18
11
13
Freshness
Value for money
27
8
9
Healthiness
Nutritional value
43
13
Quality
Safeness of food
1st/2nd
26
Taste
Ease of preparation
38
3
3
4
5
4
6
7
NETHERLANDS 2013
12
12
12
22
32
13
n/a
2
4
NETHERLANDS 2008
22
n/a
7
12
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?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
39
Food Behaviours At Lunch Time
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Food Behaviours At Lunch Time: Summary
40

Just over 4 in 10 Dutch adults usually eat their lunch at work.

In examining the behaviours of those who eat their lunch at work, there has been little change in
the last three years. Those who claim to bring in their own lunch more often remains at just over
a third while those who prepare their lunch in work more often remains at a little over 1 in 10.

A little under 3 in 10 Dutch adults claim to be eating lunch out less often.

The contents of Dutch children's lunchboxes reveals that sandwiches are the most popular item
alongside fruit. Juice is the most popular drink while milk appears in approximately 24% of
lunchboxes, ahead of water at just 15%.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Place Where Usually Eat Lunch
New question in 2010
At work
At home
41
%
NETHERLANDS
2010
NETHERLANDS
2013
46
43
54
57
Q.16 During the week, do you usually eat lunch at work or at home?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits (I)
42
New question in 2010
Bring in my own lunch
NETHER
-LANDS
2010
%
More often
33
Less often
8
No change
59
NETHER
-LANDS
2013
%
35
Prepare my lunch at work
NETHER
-LANDS
2010
%
NETHER
-LANDS
2013
%
13
14
18
18
70
68
9
56
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 Netherlands/August 2013
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits (II)
43
New question in 2010
Go out to eat lunch
Go out & get sandwich & bring it back to work
NETHER
-LANDS
2010
%
NETHER
-LANDS
2013
%
NETHER
-LANDS
2010
%
NETHER
-LANDS
2013
%
More often
8
6
5
5
Less often
25
29
24
24
No change
67
65
71
71
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 Netherlands/August 2013
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
44
New question in 2010
% Yes
NETHERLANDS 2010
19
NETHERLANDS 2013
19
Yes
In 2013, Higher Amongst:
• 35-44 yr olds
• Dependent children
in household
• 3+ household
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 Netherlands/August 2013
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
New question in 2010
45
%
70
68
Sandwiches
16
Cereal bars
Crisps
*
Popcorn
-
20
2
Fruit
Smoothie
53
2
3
46
46
Juice
24
24
Milk
15
18
Bottle of water
Yoghurt
Rice pudding
Cheese snack/cheese strings
Other
60
5
8
1
NETHERLANDS 2013
6
6
NETHERLANDS 2010
17
29
Q.19 What would their lunch boxes usually contain?
45
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
46
Eating in Home
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Eating In Home: Summary
47

The proportion of people claiming to always prepare their own meals has remained relatively
stable. Females continue to take much more responsibility than their male counterparts for meal
preparation, though males have improved their overall level of responsibility in recent years.

Sitting down together as a family for breakfast is done by over 6 in 10 Dutch adults either every
morning or at weekends. Those claiming to never be able to do stands at just over 2 in 10 adults.

The incidence of entertaining at home more often has remained fairly consistent since 2010.
Typically, those who are entertaining at home more often than average are females, those aged
45+ and those working part time.

The most popular reason for entertaining at home more often was to have friends over to the
house instead of going to a pub or restaurant.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
48
%
NETHERLANDS
2006
Always prepare own meal
51
Sometimes prepare own meal
27
Someone else prepares meal
16
Other/couldn‟t say
6
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
55
53
52
28
25
13
15
4
4
22
21
4
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 Netherlands/August 2013
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in the Home
49
%
AGE
SEX
NETHER
-LANDS
2006
NETHER
-LANDS
2008
NETHER
-LANDS
2010
NETHER
-LANDS
2013
18-24
Male
Female
30
70
34
66
32
68
37
63
NETHER
-LANDS
2006
NETHER
-LANDS
2008
NETHER
-LANDS
2010
NETHER
-LANDS
2013
9
5
3
5
13
13
23
19
61
63
16
25-34
15
35-44
16
22
45+
60
57
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 Netherlands/August 2013
(Base: All Adults 18+, excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast Together
New question in 2010
50
%
NETHERLANDS
2010
NETHERLANDS
2013
Every morning
27
30
Weekdays only
6
Weekends only
33
7
33
School holidays only
Holidays away from home
Term time only
1
6
1
Never
26
1
6
1
21
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 Netherlands/August 2013
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often Nowadays
51
New question in 2010
% Yes
78
NETHERLANDS 2010
NETHERLANDS 2013
80
Yes
In 2013, Higher Amongst:
• Females
• 45 yrs+
• Working part-time
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 Netherlands/August 2013
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
52
New question in 2010
% Entertaining at home more often 2013
% Entertaining at home more often 2010
Romantic meal in instead of going out
NETHERLANDS
(80%)
(78%)
12
24
Having friends over instead of going to pub
or restaurant
36
44
Family celebrations at home instead
26
40
A few drinks at home with your partner
instead of going to the pub
Other
26
44
28
28
NETHERLANDS 2013
NETHERLANDS 2010
Q.10 And which, if any, of these types of entertaining in are you doing more often?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
53
Eating Out of Home
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Eating Out Of Home: Summary
54

Eating out has suffered a significant decline since 2006. However, since 2010, the proportion of
people who claim to have eaten a meal out in the last 7 days has achieved some stability.

In 2013, the proportion of Dutch adults who have had a meal or snack on the premises of a pub/
restaurant/ café in the last 7 days was 29%. This compares to just 19% who claimed to have
had a takeaway meal and 13% who claimed to have had a meal or snack delivered to their home
in the same period.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Meals Eaten Out in the Last 7 Days
Meals or Snacks
on the Premises of
a Pub/Restaurant/Cafe
55
2013
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2013
Meals or Snacks
Delivered to
Your Home
2013
29%
19%
13%
(30%)
(43%)
(48%)
(20%)
(27%)
(26%)
(13%)
(14%)
(35%)
1.5
1.4
2.0
Incidence last 7 days
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
Frequency in 2013
(no. of times – excl. zero)
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 this 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 Netherlands/August 2013
56
Health & Wellbeing
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Health & Wellbeing: Summary
57
57

Approximately 8 in 10 Dutch adults describe their diet as healthy, a similar figure to previous years.

The importance of eating properly to be healthy is supported by the majority of Dutch adults. As a result of
this view there is also widespread support for limiting the amount of fast food that they consume, being
conscious of the nutritional benefits of food and buying foods that are natural. Similarly the Dutch express
much lower support for statements related to eating for enjoyment as opposed to health reasons or the
idea that one should think about eating healthy when they are older.

When it comes to considering healthy option foods, the Dutch perceive healthy foods to be more
expensive than other foods. Despite this, almost 7 in 10 claim to be willing to pay more for these products.

There has been a notable decline in the proportion of Dutch adults who claim to always think about the
calories in what they eat. Additionally, there appears to be less support for more low fat products on the
shelves as well as evidence to suggest that Dutch consumers may be questioning whether „low fat‟ or
„reduced fat‟ is always the healthy choice.

Some difficulties still remain in understanding labelling on packs and nutritional claims on packaging.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Overall Descriptors of Diet
58
%
NETHERLANDS
2006
My Diet is …
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
10
13
8
Very healthy
14
Fairly healthy
64
72
68
Not sure
15
12
15
Fairly unhealthy
Very unhealthy
5
2
78%
Mean
3.8
82%
1
5
3.9
81%
31
3.9
71
80%
16
*
4
3.8
Q.29 How would you describe your diet overall?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
59
%
NETHERLANDS
2006
More healthy
Less healthy
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
27
28
27
6
5
5
38
5
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 Netherlands/August 2013
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2013
60
%
AGE
SEX
NETHERLANDS
2013
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
27
27
25
27
5
6
5
5
36
More healthy
27
25
Less healthy
5
5
28
6
7
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 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (I)
61
% Agree
Slightly
% Agree
Strongly
57
59
59
To be healthy it is really important to eat properly
24
24
29
38
A good diet can help your mental health
46
46
48
56
37
11
13
16
22
62
61
57
I am conscious of the nutritional benefits of food
17
19
15
43
I eat to feel good and take control of my life*
I eat healthy to take control of my life
45
43
41
41
47
45
45
43
%
Agree
39
9
7
9
17
13
13
11
22
81
83
88
84
57
61
72
59
80
80
72
82
54
50
50
58
60
58
56
65
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
* Caution - wording change in 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 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (II)
62
% Agree
Slightly
28
29
I eat for enjoyment and not for health reasons
I wish I had time to exercise but I am just too busy*
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
6
6
41
33
17
19
n/a
n/a
13
I am often confused about what I should eat to stay
13
n/a
healthy*
n/a
I am concerned about my children becoming obese
% Agree
Strongly
25
26
19
20
38
35
44
36
15
15
19
26
11
11
4
5
n/a
n/a
2
1
n/a
n/a
6
7
4
17
7
8
11
15
2
4
4
13
%
Agree
34
35
52
44
21
24
n/a
n/a
14
14
n/a
n/a
31
33
23
37
45
43
55
51
17
19
23
39
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.
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
* New statement added 2010
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Wellbeing
63
% Agree
Slightly
% Agree
Strongly
58
20
61
Good food can enhance body and
mind
77
19
58
80
22
39
80
46
42
I consider what I eat to be really
important for my wellbeing
%
Agree
38
85
9
51
10
48
NETHERLANDS 2013
48
36
12
60
14
NETHERLANDS 2010
NETHERLANDS 2008
50
NETHERLANDS 2006
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 Netherlands/August 2013
(Base: All Adults 18+)
Attitudes Towards Healthy Options
% Applies
A Lot
Healthier foods are always more expensive than
other foods
I am willing to pay more for healthy food and
beverages as long as they taste good
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
I would like manufacturers to help me eat
healthy
I find there are never enough healthy food
options when shopping
Choosing healthy food to eat is very limiting and
boring too
30
29
48
39
15
17
17
22
7
10
16
9
24
24
27
26
11
12
12
26
7
8
11
11
64
% Applies
A Little
49
51
43
48
53
52
53
55
49
50
58
51
46
47
48
46
40
44
46
55
38
39
45
50
%
Applies
79
80
91
87
68
69
70
77
56
60
74
60
70
71
75
72
51
56
58
81
45
47
56
61
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
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 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
65
% Applies
A Lot
48
48
46
46
20
22
29
18
I am more concerned about what I eat and
drink to control my weight
44
46
47
50
11
15
15
17
47
47
46
52
21
27
29
23
I always look for a low fat option when
buying food products
I always think of the calories in what I eat*
43
46
45
48
22
27
27
34
I would like to see more low fat products
I am more concerned about fat content than
calories
% Applies
A Little
37
28
12
36
n/a
n/a
n/a
n/a
%
Applies
64
73
72
82
68
70
75
64
54
61
62
67
68
74
75
75
49
64
n/a
n/a
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
* New statement added 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 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
66
% Applies
A Little
22
23
29
20
25
25
29
24
I always try to eat a balanced diet
I try to buy foods that are natural
49
48
49
53
53
56
50
51
39
37
39
40
45
46
47
38
46
47
46
46
35
36
48
47
45
I try to limit the amount of fast food I consume
35
I eat at least 5 portions of fruit and veg per day
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible*
13
13
16
11
15
19
19
12
58
55
n/a
n/a
n/a
n/a
%
Applies
71
71
78
73
78
81
79
75
87
84
84
75
58
59
63
49
61
66
65
58
93
91
n/a
n/a
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.
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
* New statement added 2010
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
67
% Applies
A Lot
I eat to enrich/enhance mental alertness and
spiritual well being
There are not enough product options for people
who suffer food intolerances
8
8
37
37
46
45
15
11
12
14
18
24
23
25
32
20
I very rarely nibble between meals
My diet is mainly vegetarian*
% Applies
A Little
6
5
n/a
n/a
15
14
n/a
n/a
%
Applies
46
45
61
56
48
52
55
59
60
50
52
50
48
73
66
73
83
77
82
68
21
19
n/a
n/a
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
* New statement added 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 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Health Products/Labelling
% Applies
A Lot
I often find it difficult to understand
the nutritional claims on packaging
%
Applies
18
48
66
20
49
69
52
67
15
17
I often find it difficult to understand
the labelling on food
% Applies
A Little
68
47
64
21
46
67
19
46
65
NETHERLANDS 2013
21
49
70
NETHERLANDS 2010
17
45
NETHERLANDS 2008
62
NETHERLANDS 2006
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 Netherlands/August 2013
69
Environmental Issues
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Environmental Issues: Summary
70

Awareness of „sustainability‟ has improved considerably since 2008. This improvement in
awareness has had mixed fortune. On the one hand, there has been an increase in the
proportion of Dutch adults who believe the term to be a fad while on the other there has been a
rise in the proportion of people who actively buy foods with sustainable features.

Those claiming to have never heard of the term „carbon footprint‟ have decreased substantially in
the past 5 years. The proportion of adults claiming to sometimes/ actively buy food with a low
footprint remains relatively low at just above 20%.

„Food miles‟ has gained improved awareness levels also and while there are now more claiming
to sometimes/ actively buy food with low food miles than ever before, it still represents a small
proportion of all adults.

Those agreeing that they are more conscious of environmental issues when choosing products
or that they prefer to buy from companies that are aware of the impact of environmental issues
has declined since 2010. It seems that the Dutch are not overtly motivated by environmental
issues when it comes to their grocery shopping behaviours.

The higher price of Fair Trade is considered to be off-putting for 8 in 10 Dutch adults.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitudes towards Sustainability
New question in 2008
71
%
NETHERLANDS
2008
NETHER
-LANDS
2010
9
I have never heard of it before today
16
26
30
28
I consider the term to be a fad
In 2013, Highest Amongst
27
32
I have heard of it but do not consider it important
NETHER
-LANDS
2013
21
13
18
I sometimes try to buy food with low features
I actively/ always try to buy food with low features
15
14
25
19
 55 yrs+
6
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 Netherlands/August 2013
(Base: All aware of sustainability)
Understanding of the Term Sustainability
New question in 2008
72
TOTAL
% Aware
NETHERLANDS
2008
(30%)
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
35
Production practices which do not have
a future affect on the environment
26
Other
-
Don‟t know
-
34
32
11
Consumption practices which do not
have a future effect on the environment
NETHERLANDS
2013
(84%)
%
36
28
Ensuring that future generations have
what we have today
2013
NETHERLANDS
2010
(61%)
%
30
GENDER
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
34
33
29
38
37
32
29
32
34
23
34
31
11
14
14
13
23
12
12
13
9
12
14
10
8
15
9
13
1
1
-
2
1
1
7
11
6
10
7
11
1
1
12
9
Q.44 What do you understand the term “Sustainability” to mean?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
New question in 2008
%
NETHERLANDS
2008
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
73
NETHER
-LANDS
2010
NETHER
-LANDS
2013
30
35
36
26
In 2013, Highest Amongst
61
10
14

35-44yrs, upper income
earners
17
22
12
I sometimes try to buy food with low footprint
9
I actively/ always try to buy food with low footprint
6
9
3
11
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 Netherlands/August 2013
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
New question in 2008
74
2013
TOTAL
% Aware
NETHERLANDS
2008
(68%)
%
The amount of carbon dioxide which is
emitted before a product reaches the
market
NETHERLANDS
2010
(71%)
%
25
An individuals effect on the environment
brought about by the consumption of
products
72
21
A measure of environmental damage
54
Other
-
Don‟t know
-
NETHERLANDS
2013
(65%)
%
GENDER
66
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
66
65
70
70
64
64
8
10
11
9
12
10
14
7
11
14
13
14
12
10
15
14
1
-
-
1
-
*
10
12
6
9
6
15
-
*
9
11
Q.45 What do you understand the term “Carbon Footprint” to mean?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitudes towards Food Miles
75
New question in 2008
%
NETHERLANDS
2008
NETHER
-LANDS
2010
NETHER
-LANDS
2013
52
I have never heard of it before today
68
In 2013, Highest Amongst
 under 35yrs
71
14
12
I have heard of it but do not consider it important
7
I consider the term to be a fad
10
I sometimes try to buy food with low food miles
7
11
I actively/ always try to buy food with low food miles
8
6
2
 45yrs +
10
13
10
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 Netherlands/August 2013
(Base: All aware of the term food miles)
Understanding of the Term Food Miles – Spontaneous
76
New question in 2008
2013
NETHERLANDS
2008
NETHERLANDS
2010
(68%)
%
(71%)
%
% Aware
An indication of environmental
impact
-
Don‟t know
-
71
18
34
Other
(48%)
%
69
66
The distance that food has to
travel from producer to shop
NETHERLANDS
2013
-
10
-
13
19
GENDER
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
70
72
62
68
70
73
10
11
18
12
14
7
-
-
-
-
-
-
21
17
20
19
16
20
Q.43 What do you understand the term “Food Miles” to mean?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Statements Regarding Environmental Issues (I)
77
New question in 2008
I am more conscious of environmental issues in my choice of products today
%
Agree
NETHERLANDS 2008
32
NETHERLANDS 2010
NETHERLANDS 2013
43
39
In 2013, Higher Amongst:
•
•
55+
Working part-time
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Statements Regarding Environmental Issues (II)
78
New question in 2008
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agree
NETHERLANDS 2008
36
NETHERLANDS 2010
NETHERLANDS 2013
40
33
In 2013, Higher Amongst:
•
•
Females
55 yrs+
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Attitude Towards Fair Trade Products
I wish there was more Fair Trade
products/brands available in store*
The higher price of Fair Trade products
puts me off buying them*
I try to buy Fair Trade products/brands
whenever they are available
79
%
Applies
a little
%
Applies
a lot
51
14
65
47
17
64
n/a
n/a
n/a
n/a
n/a
n/a
43
38
44
33
n/a
n/a
n/a
NETHERLANDS 2008
n/a
n/a
n/a
NETHERLANDS 2006
47
10
42
13
51
12
56
10
%
Applies
80
77
NETHERLANDS 2013
NETHERLANDS 2010
57
55
63
66
* New statement added 2010
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 Netherlands/August 2013
80
Grocery Shopping
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Grocery Shopping: Summary
81

Watching out for announcements of promotions and looking for the best value for money in their regular
store are key drivers of Dutch grocery shopping behaviour. Very few Dutch grocery shoppers are willing to
pay a bit more for grocery shopping to get superior service. The propensity to buy on impulse if products are
cheap is also relatively low. However, Dutch shoppers do prefer to buy multi-packs more than smaller
packs.

Food labels with the „fresh‟ label are important among 87% of Dutch grocery shoppers.

Awareness of functional foods has seen a dramatic decline since 2008. In comparison, current awareness
levels of Fair Trade products is very high. Awareness of such terms as „glycemic index‟ and foods that have
been irradiated remain relatively low without any real signs of improvement in awareness levels in recent
years.

In the Netherlands, the percentage of grocery shoppers who claim to always/sometimes check for either a
quality symbol or country of origin label are similar. However, since 2010, the proportion checking for quality
symbol has declined while those checking for country of origin has increased.

Only 1 in 10 Dutch adults have ordered food shopping online. Of those, 72% claim to have ordered less
often than once a month, suggesting quite infrequent interaction with online grocery shopping.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers
82
%
AGE
SEX
NETHER- NETHER- NETHER
LANDS
LANDS
-LANDS
2006
2008
2010
Male
Female
46
54
46
54
44
56
NETHER
-LANDS
2013
44
56
NETHER- NETHER- NETHER
LANDS
LANDS
-LANDS
2006
2008
2010
18-24
10
25-34
19
35-44
21
45+
50
8
17
22
53
NETHER
-LANDS
2013
6
7
16
16
22
22
56
55
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 Netherlands/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
New question in 2013
83
%
NETHERLANDS
2013
Weekly
Less often
4
5
Never/don‟t know
91
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 Netherlands/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing „Free From‟ Food
New question in 2013
84
%
NETHERLANDS
2013
Weekly
11
Less often
6
Never/don‟t know
83
Q.30c And how often, if at all, would you or somebody in your household purchase food with a „free from‟ label (free from food 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 Netherlands/August 2013
(Base: All Adults 18+)
Responsibility for Grocery Shopping
85
%
NETHERLANDS
2006
Mainly responsible
54
Jointly responsible with
someone else
37
Someone else
responsible
10
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
59
56
53
32
32
35
9
8
15
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 Netherlands/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (I)
Quality of fresh food is more important
than price
%
Agree
Slightly
40
44
38
43
56
50
53
47
I most often go to the same store but
look for the best value for money I can
get
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
18
17
15
21
86
%
Agree
Strongly
11
13
9
21
19
31
20
33
3
4
3
7
37
34
34
33
17
13
11
16
50
48
49
I watch for announcements for sales or
promotions on grocery
38
26
24
32
24
%
Agree
51
57
47
64
75
81
73
80
21
21
18
28
54
47
45
49
76
72
81
62
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
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.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
%
Agree
Slightly
43
38
38
37
37
33
33
35
When I shop the first thing I look for is
price
The most important thing is price when
grocery shopping
There is no difference between the main
supermarkets*
I tend to buy on impulse if I think they
are cheap
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
20
18
n/a
n/a
33
31
33
35
29
27
26
27
87
%
Agree
Strongly
18
15
15
18
16
13
12
12
3
5
n/a
n/a
5
6
6
8
14
10
12
14
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
%
Agree
61
53
53
55
53
46
45
47
23
23
n/a
n/a
39
37
39
43
43
37
38
41
* New statement added 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.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
88
%
Applies
a little
Products in the chilled cabinet are
always fresher
52
51
57
60
I much prefer to buy products from
the chilled cabinet
54
53
62
61
I buy food in smaller packs because
it means less waste
Where possible I buy multi-pack
products
%
Applies
a lot
10
9
18
12
36
37
41
39
11
11
20
11
13
12
11
17
43
47
57
47
17
13
18
16
%
Applies
63
60
75
72
65
64
82
72
49
49
52
56
61
60
75
63
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
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?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
89
NETHERLANDS
Less
More
Often
Often
%
%
New question in 2010
Spreading my shopping across a
number of shops to get the best value
Shopping in discount retailers
12
27
16
21
15
23
26
5
15 2
Buying some of my food from suppliers
who sell at your door
Buying in bulk
Buying from farmers markets
17
3
21
14
23
12
17
8
18
9
6
Buying food items on promotion
9
50
40
NETHERLANDS 2013
NETHERLANDS 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 Netherlands/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
90
NETHERLANDS
Less
More
Often
Often
%
%
New question in 2010
14
7
16
7
16
9
Buying online
Travelling further to shop to get better
value
Buying foods that are familiar to me
from when I was growing up
I find that I‟m eating what my mother or
grandmother would cook
19
9
17
12
16
12
22
12
NETHERLANDS 2013
19
11
NETHERLANDS 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 Netherlands/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
91
New question in 2008
Fresh
NETHERLANDS
2008
Very important
55
NETHER
-LANDS
2010
55
Natural
NETHER
-LANDS
2013
NETHERLANDS
2008
NETHER
-LANDS
2010
NETHER
-LANDS
2013
23
22
23
44
45
35
32
34
24
Neither/nor
Not at all important
7
2
10
3
NETHERLANDS
2008
NETHER
-LANDS
2010
NETHER
-LANDS
2013
26
24
30
35
35
32
9
9
53
48
Fairly important
Grown without pesticides*
9
3
5
28
26
6
6
n/a
* New statement added 2010
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
92
New question in 2008
Good source of calcium*
NETHERLANDS
2008
Very important
Fairly important
n/a
NETHER
-LANDS
2010
NETHER
-LANDS
2013
17
16
39
38
Neither/nor
36
36
Not at all important
8
10
Helps build strong bones*
NETHERLANDS
2008
n/a
NETHER
-LANDS
2010
NETHER
-LANDS
2013
16
15
40
38
35
9
20% less fat*
NETHERLANDS
2008
n/a
NETHER
-LANDS
2010
NETHER
-LANDS
2013
21
18
41
35
29
12
9
39
33
11
* New statement added 2010
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping
New question in 2008
93
% Very Important
53
55
55
Fresh
23
22
23
Natural
24
26
Grown without pesticides*
n/a
NETHERLANDS 2010
16
17
Good source of calcium*
NETHERLANDS 2013
NETHERLANDS 2008
n/a
15
16
Helps build strong bones*
n/a
18
21
20% less fat*
n/a
* New statement added 2010
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh” – 2013
94
Total
%
89
Fresh vegetables
87
Fresh fruit
43
Fresh taste
Free from preservatives
39
Food cooked/grown/produced within the last few days
Nutritionally better for you
25
14
Short shelf life
30
Kept in the fridge
24
Made from scratch
24
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh”
95
New question in 2008
Total
%
Fresh vegetables
Fresh fruit
89
n/a
87
n/a
43
47
43
39
43
47
Fresh taste
Free from preservatives
25
25
Food cooked/grown/produced within the last few days
Nutritionally better for you
14
17
Kept in the fridge
Made from scratch
24
94
NETHERLANDS 2013
NETHERLANDS 2010
41
34
30
30
Short shelf life
95
30
NETHERLANDS 2008
49
47
24
27
26
NOTE: Fruit & Veg combined in 2008
NOTE: Question wording different in 2008
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural” – 2013
96
Total
%
No artificial ingredients/ preservatives/colours
76
Natural ingredients
68
From nature
49
Natural colour
28
Not fortified with additional ingredients
Nutritionally better for you
53
11
Produced organically
Produced locally
26
10
Q.38 Which, if any, of the following would you associate with „Natural‟ in terms of food?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural”
97
New question in 2008
Total
%
76
74
74
No artificial ingredients/ preservatives/colours
68
Natural ingredients*
n/a
49
From nature
28
Natural colour*
n/a
11
15
Produced organically
Produced locally
64
42
NETHERLANDS 2013
53
52
56
Not fortified with additional ingredients
Nutritionally better for you
58
21
78
NETHERLANDS 2010
NETHERLANDS 2008
30
26
30
10
10
10
* Ingredients & colours not included as separate
statements in 2008
NOTE: Question wording different in 2008
Q.38 Which, if any, of the following would you associate with „Natural‟ in terms of food?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Definition x Different Food Types
98
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).
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Awareness of Different Food Types
99
Total Aware
%
50
60
Functional foods
75
68
Fair trade products
88
84
n/a
n/a
51
Ethical products
Glycemic index
57
n/a
n/a
NETHERLANDS 2013
NETHERLANDS 2010
NETHERLANDS 2008
NETHERLANDS 2006
19
18
15
18
33
Food which has been irradiated
42
35
44
NOTE: Fair Trade / Ethical Products combined in
’06 & ‘08
Q.31 Which of the following have you ever heard of?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
100
%
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
Very likely (5)
4
8
5
Fairly likely (4)
24
28%
39%
25
30%
31
Not sure (3)
34
38
35
Fairly unlikely (2)
24
17
14
Very unlikely (1)
14
12
15
Mean
2.8
3.1
2.9
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 Netherlands/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
101
%
NETHERLANDS
2006
Always check
NETHERLANDS
2008
12
21
NETHERLANDS
2010
NETHERLANDS
2013
18
14
52
Sometimes check
51
Never check
28
57
58
36
24
29
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 Netherlands/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
102
%
NETHERLANDS
2006
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
Always check
10
12
15
14
Sometimes check
48
49
55
Never check
42
50
38
36
30
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 Netherlands/August 2013
(Base: All Adults 18+)
Internet Usage
103
%
Regular
Access
Downloaded
A Recipe*
NETHERLANDS
2010
NETHERLANDS
2013
2008
2010
2013
Downloaded
A Mobile
Phone App
NETHERLANDS
2013
Downloaded
A Promotional
Voucher
Use Social Media
To Contact
a Company
NETHERLANDS
NETHERLANDS
2013
2013
13
25
43
Ever n/a
Yes
99
58
54
100
87
75
57
Never
No
1
42
46
*
*Change in wording in 2013
Q.50 Do you have regular access, either at home, or at work to the internet?
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 Netherlands/August 2013
(Base: All with internet access)
Frequency of Downloading / Using Internet – 2013 (I)
New question in 2013
%
Downloaded a Mobile
Phone Food Application
Past week
Past month
Past 6 months
Longer ago
104
NETHERLANDS
2013
4
23
Downloaded
a Recipe
NETHERLANDS
2013
10
5
17
15
12
Never
87
46
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 Netherlands/August 2013
(Base: All with internet access)
Frequency of Downloading / Using Internet – 2013 (II)
New question in 2013
105
%
Downloaded a
Promotional Voucher
Use Social Media To
Contact a Company
NETHERLANDS
2013
NETHERLANDS
2013
Past week
14
Past month
13
Past 6 months
8
Longer ago
8
5
6
4
9
75
Never
57
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 Netherlands/August 2013
(Base: All with internet access)
Online Grocery Shopping
106
%
Yes
No
Ever Ordered?
How Often?
NETHERLANDS
2013
NETHERLANDS
2013
12
Every day/few times a week
About once a week
2-3 times a month
3
3
11
About once a month
12
Less often
72
88
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 Netherlands/August 2013
107
Buying Local
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Buying Local: Summary
108
108

Less than 3 in 10 Dutch adults consider buying local produce to be important when food
shopping. More than one third of adults claim to buy local produce never/less often than once a
month.

Most believe local food to refer to food that is made within close proximity to where they live or
made within a 20 mile radius from where they live. The association of local food with farmers
markets has declined considerably.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Importance of Buying Local Produce When Food Shopping
109
%
NETHERLANDS
2006
Very Important (5)
3
Fairly Important (4)
19
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
9
5
6
20
22
22
Neither/nor (3)
34
33
Not very important (2)
Not at all important (1)
Mean Score
27
36
17
20
17
20
19
2.6
2.8
2.7
37
21
14
2.9
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 Netherlands/August 2013
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
110
%
NETHERLANDS
2006
NETHERLANDS
2008
NETHERLANDS
2010
NETHERLANDS
2013
Daily
1
2
3
4
Few times/once a
week
32
25
32
36
20
Few times/once a
month
32
25
25
52
Less often/ never
35
40
35
Q.28 How often would you buy local produce, i.e. products produced in your local area?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food” – 2013
111
Total
%
Made within a close proximity to where I live
43
Available in farmers markets
19
Made within the county in which I live
31
Made within a 20 mile radius from where I live
37
Made within the province in which I live
Made within Europe
19
2
Q.27 Which of the following statements best describes your perception of the term „local food‟?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food”
112
2008 not included as question format changed in 2010
Total
%
43
Made within a close proximity to where I live
50
19
Available in farmers markets
27
31
Made within the county in which I live
30
37
Made within a 20 mile radius from where I live
29
19
Made within the province in which I live
Made within Europe
NETHERLANDS 2013
NETHERLANDS 2010
28
2
8
Q.27 Which of the following statements best describes your perception of the term „local food‟?
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
113
Alcohol
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
Alcohol: Summary
114
114

Three quarters of the Dutch adult population consume alcohol. This figure is somewhat higher for
males.

The percentage of those drinking alcohol daily/several times a week has decreased since 2010.
This type of consumption is now at its lowest level since research began in 2006. The average
consumption frequency remains stable at a few times a week.

The relationship between alcohol and food in the Netherlands seems to be one of relatively loose
connection. The proportion of alcohol drinkers who claim to consume food on more than 60% of
drinking occasions is relatively low. The majority of drinking occasions therefore tend to be
separate to food consumption.
13-035911/Bia Periscope Study 2013 Netherlands/August 2013
(Base: All Adults 18+)
Incidence of Drinking Alcohol
115
% Yes
71
NETHERLANDS 2006
78
NETHERLANDS 2008
NETHERLANDS 2010
74
NETHERLANDS 2013
75
Yes
In 2013, Higher Amongst:
• Males
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 Netherlands/August 2013
(Base: All who drink alcohol)
Frequency of Drinking Any Alcohol
116
%
NETHERLANDS
2006
(71%)
NETHERLANDS
2008
(78%)
NETHERLANDS
2010
(74%)
NETHERLANDS
2013
(75%)
Daily/several times a week
56
51
53
48
Weekly
18
23
21
2-3 times/once a month
19
18
21
Less often
7
8
6
8
Several times
a week
Several times
a week
Several times
a week
% Drink Alcohol 
Average
Several times
a week
21
23
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 Netherlands/August 2013
(Base: All who drink alcohol)
Proportion of Alcohol Consumed with Food
117
%
NETHERLANDS
2008
61%+
16
NETHERLANDS
2010
NETHERLANDS
2013
10
14
9
41-60%
8
15
15
21-40%
13
19
61
0-20%
58
51
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 Netherlands/August 2013
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence