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 Germany.
The charts included represent the study results. More detailed information is available in the
tabular reports.
13-035911/Bia Periscope Study 2013 Germany/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 Germany.

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 Germany/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 Germany/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (I)
5
%
Male
Female
SEX
AGE
GERMANY
2013
GERMANY
2013
Under 25
10
25-34
14
48
35-44
20
45-54
18
52
55+
SOCIAL CLASS
GERMANY
2013
Upper
45
Lower
55
37
* Upper is classified as all earning above €24,001
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (II)
6
%
HOUSEHOLD
COMPOSITION
REGION
WORKING
STATUS
GERMANY
2013
GERMANY
2013
GERMANY
2013
Single
Dual
3+
41
35
24
Hamburg/Bremen/
Schleswig-Holstein/
Niedersachsen
16
Nordhrein/
Westfalen
22
Hessen/RheinlandPfalz/Saarland
14
Baden-Württemberg
13
Bayern
Berlin
Mecklenburg/
Brandenburg/
Sachsen-Anhalt
Sachsen/Thüringen
15
4
8
Working full time/
self-employed
43
Working part time
13
Student
8
Other*
37
8
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Profile of Sample (I)
7
%
GERMANY
2008
Male
Female
52
48
GERMANY
2010
48
52
SOCIAL CLASS
AGE
SEX
GERMANY
2013
GERMANY
2008
GERMANY
2010
GERMANY
2013
18-24
11
11
10
25-34
17
15
14
35-44
20
21
20
45-54
16
19
48
36
34
GERMANY
2010
GERMANY
2013
Upper
43
45
45
Lower
57
55
55
18
52
55+
GERMANY
2008
37
* Upper is classified as all earning above €24,001
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Profile of Sample (II)
8
%
GERMANY
2008
Single
22
GERMANY
2010
GERMANY
2013
GERMANY
2008
Hamburg/Bremen/
Schleswig-Holstein/
Niedersachsen
21
WORKING STATUS
REGION
HOUSEHOLD COMPOSITION
GERMANY
2010
17
GERMANY
2013
Dual
43
22
35
GERMANY
2013
Working full time/
self-employed
46
45
43
Working part time
13
12
13
Student
8
8
8
Other*
33
35
37
22
42
14
35
3+
GERMANY
2010
16
41
Nordhrein/
Westfalen
GERMANY
2008
38
24
Hessen/RheinlandPfalz/Saarland
n/a
14
13
Baden-Württemberg
12
Bayern
Berlin
Mecklenburg/
Brandenburg/
Sachsen-Anhalt
Sachsen/Thüringen
4
15
8
4
8
8
8
**Geographic breakdown of regions different in ‘08
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Incidence of Dependent Children Living in Household
9
%
9
GERMANY
2008
GERMANY
2010
Yes
31
30
No
69
70
GERMANY
2013
25
75
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
New question in 2013
10
%
GERMANY
2013
19%
Yes
Allergies Mentioned
Amongst All Adults:
•
•
•
•
•
•
•
•
Nut/peanut
Lactose
Milk
Shellfish
Fish
Eggs
Wheat (coeliac condition)
Soy
9%
8%
4%
3%
2%
1%
1%
1%
Q.30a Do you or anybody in your household have any of the following food allergies?
13-035911/Bia Periscope Study 2013 Germany/August 2013
Attitudes Towards Food
Attitudes Towards Food: Summary
12

Germany utility ownership has seen some interesting changes since the last wave
of research. Ownership of Deep Fat Fryers has reduced, suggesting a move away
from less healthy food stuffs and preparation techniques. Claimed ownership of
food processors has also declined in the same period.

According to German adults, German diets are heavily reliant on dairy and fruit
and vegetables. Over three quarters of adults claim to always eat high fibre foods
with slightly less than this admitting to avoiding sugary foods and sweets.

While the majority still enjoy eating out, this has fallen substantially since 2008.

Just over half of the population claim to often eat ready prepared/ convenience
meals, a relatively unchanged behaviour in the past 5 years.

The perception of frozen food is quite positive. Germans tend to think that frozen
food is either better than chilled food or that they are both the same.
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (I)
13
%
GERMANY 2008
91
GERMANY 2010
96
92
87
96
GERMANY 2013
96
88
82
76
53
53
52
48
45
40
42
38
33
6
ANY
OVEN
Full oven
– electric
5
Full oven
– gas
5
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?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (II)
14
%
GERMANY 2008
89
86
89
86
GERMANY 2010
84
GERMANY 2013
80
80
76
43
1
n/a
Kettle
Toaster
1
Tagine
*
4
4
Smoothie
maker/
smoothie
blender
41
37
39
40
40
6
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 Germany/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (III)
15
%
GERMANY 2008
GERMANY 2010
GERMANY 2013
82
51
45
43
39
36
39
39
83
53
43
40
86
42
36
35
30
34
28
25
11
Grill
Deep
Fat Fryer
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 Germany/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (I)
16
%
GERMANY 2013
1
1
=
=
=
-5
ANY
OVEN
Full oven
– electric
Full oven
– gas
ANY
FREEZER
Separate
freezer
section
attached to
fridge
2
n/a
Freezer box
in fridge
-4
Separate
freezer
unit
Kettle
-2
-1
Toaster
Tagine
Smoothie
maker/
smoothie
blender
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (II)
17
%
GERMANY 2013
=
-4
-4
-4
-9
ANY
MICROWAVE
Microwave
without grill
Microwave
with grill
Grill
-2
-3
-3
Wok
Steamer
Coffee
maker
-5
Deep
Fat Fryer
-10
Sandwich
maker
Food
processor
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Attitudes to Food (I)
18
% Applies a lot/a little
Dairy foods (milk/cheese) are an important part of my diet
94
92
96
I try to eat a lot of fruit and vegetables
94
94
95
79
81
I enjoy eating out
88
85
83
82
I tend to pick foods that are easy to prepare
92
93
90
I like to try new foods
77
78
I always try to eat high fibre foods
87
46
GERMANY 2013
51
I rarely have time to eat a proper breakfast
GERMANY 2010
46
GERMANY 2008
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 Germany/August 2013
(Base: All Adults 18+)
Attitudes to Food (II)
19
% Applies a lot/a little
82
83
86
I try to eat foods that are low in fat
55
58
Food is one of the few pleasures I have left*
n/a
71
73
I tend to avoid sugary foods/sweets
84
78
76
80
I tend to pick foods that are quick to cook
53
56
51
I would often eat ‘ready prepared’/ ‘convenience meals’
GERMANY 2013
I always try to buy brands that use
environmentally sensitive packaging*
74
73
GERMANY 2010
GERMANY 2008
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 Germany/August 2013
(Base: All Adults 18+)
Attitudes to Frozen Vs. Chilled Food
20
%
Frozen food is always better than
chilled food
GERMANY
2010
GERMANY
2013
14
13
42%
Frozen food is usually better than
chilled food
28
45%
32
About the same
46
Chilled food is usually better than
frozen food
Chilled food is always better than
frozen food
10
3
44
12%
9
1
11%
•2006 & 2008 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 Germany/August 2013
Attitudes Towards Cooking
Attitudes Towards Cooking: Summary
22

The level of cooking expertise has remained in line with previous years, though,
compared to 2008, there are now less people claiming to enjoy hosting a dinner party
where they do all the cooking. Males remain the more simple cooks with females claiming
to be particular competent at dinners with all the trimmings.

Attitudes towards cooking have improved. In 5 years, the amount of people who consider
cooking and food to be a passion has increased by 9 percentage points.

The attitudes towards food in general are dominated by the concept of enjoyment and the
opportunity to spend time together as a family. With the majority only eating out on
special occasions.

The proportion of those cooking a meal from scratch has established a fairly unchanged
pattern in recent years. The frequency with which people are using ready prepared
ingredients has decreased in recent years.

The majority of Germans disagree that convenience meals are good value for money or
that they taste great. There are also less claiming to always have them in their home.
Despite this, 6 in 10 still agree that they are filling and are a good substitute for home
cooked meals when time is limited.

Taste and quality remain the top considerations when buying food but freshness and
enjoyment have seen significant increases in importance.
13-035911/Bia Periscope Study 2013 Germany/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.)
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
GERMANY
2008
GERMANY
2010
GERMANY
2013
1
7
1
4
1
5
23
23
57
57
15
14
22
44
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 Germany/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.)
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
AGE
SEX
GERMANY
2013
Male
1
5
1
8
Female
-2
45+
1
3
35-44
4
1
5
Main/Joint
Shopper
4
28
27
19
23
52
56
62
58
16
13
14
14
18-24
25-34
1
8
16
23
32
36
66
57
48
14
11
40
17
15
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 Germany/August 2013
(Base: All Adults 18+)
Attitude to Cooking
25
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
A chore – something that has
to be done
10
8
9
Important because eating well
is important
22
18
19
44
Good fun at times
47
51
30
A passion – I love food
73%
74%
68%
17
26
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Attitude to Cooking – 2013
26
%
AGE
SEX
GERMANY
2013
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
9
10
7
6
7
9
9
8
17
13
19
18
Important because
eating well is important
20
17
21
18
Good fun at times
47
48
44
47
A passion – I love food
26
25
26
26
A chore – something
that has to be done
45
51
54
24
25
50
31
20
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Eating & Cooking
27
% Applies a lot/a little
54
54
We use a lot of ready to eat foods in our household
46
81
82
77
I only eat out for special occasions
49
I’m too busy to cook meals as often as I would like
54
61
86
86
I really enjoy cooking and being able to create a great meal
67
41
I buy hot food from deli counters in shops/supermarkets
46
GERMANY 2013
GERMANY 2010
GERMANY 2008
36
46
49
I eat prepared sandwiches/rolls from deli counters and shops
29
82
85
87
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 Germany/August 2013
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In Past 3 Years
28
New question in 2010
% Yes
GERMANY 2010
GERMANY 2013
5
7
Yes
In 2013 Higher Amongst:
•
•
•
•
25-34 yrs
3+ household
Students
Entertaining at home more often
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 Germany/August 2013
(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From Scratch
29
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
Once/few times a day
41
38
38
Few times a week
33
33
35
Once a week
11
10
11
Once/few times a month
Less often
Never
Average
8
5
2
11
6
2
10
4
2
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 Germany/August 2013
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago
30
%
GERMANY
2008
More often
About the same
Less often
GERMANY
2010
GERMANY
2013
19
19
71
74
9
7
10
 25-34 yrs, entertaining at home
more, 3+ in household
78
12
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 Germany/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
GERMANY
2013
(90% )
Grilled
8
Boiled
14
Oven baked/roasted
14
On the hob
13
Uncooked/ cold
11
Fried
13
Microwaved
8
Steamed
8
Stir fry/wok
Other
10
*
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 Germany/August 2013
(Base: All who prepare own meals)
Preparation of Food in Home
32
**‘On the hob’ added in 2010
*‘Grilled’ added in 2013
%
Grilled*
47
n/a
n/a
90
Boiled
93
89
Oven baked/roasted
82
83
81
83
Fried
94
93
79
On the hob**
89
n/a
Steamed
Stir fry/wok
95
70
Uncooked/ cold
Microwaved
97
48
GERMANY 2013
58
GERMANY 2010
70
GERMANY 2008
49
59
77
64
73
87
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 Germany/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
33
%
3
Once/few times a day
6
6
22
22
Few times a week
26
18
17
18
Once a week
GERMANY 2013
25
24
23
Once/few times a month
GERMANY 2010
GERMANY 2008
26
24
Less often
20
Never
7
7
7
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 Germany/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients – 2013
34
%
AGE
SEX
GERMANY
2013
Male
Female
18-24
25-34
Once/few times a day
3
4
3
6
2
Few times a week
22
Once a week
7
26
30
32
3
22
30
18
17
18
18
25
27
15
26
26
7
25
24
22
25
23
Never
2
19
24
Less often
45+
15
18
20
Once/few times a month
35-44
Main/Joint
Shopper
24
7
31
27
7
25
10
4
19
22
3
1
10
7
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 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
35
% agree strongly/slightly
88
83
Are easy to cook
91
90
87
Are easy to prepare
91
88
85
Are quick to cook
Are expensive
91
49
47
52
61
55
Are filling
Are a good substitute for home
cooked meals when time is limited
63
61
63
49
GERMANY 2013
GERMANY 2010
GERMANY 2008
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 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
36
% agree strongly/slightly
39
36
Taste great
44
28
22
Have poor quality ingredients
28
29
31
Are good value for money
36
33
39
40
Always have at home
Have natural ingredients/
good for you
16
18
GERMANY 2013
GERMANY 2010
21
GERMANY 2008
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 Germany/August 2013
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
37
%
GERMANY
2008
More often
Less often
12
GERMANY
2010
GERMANY
2013
8
6
13
33
29
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 Germany/August 2013
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home
%
1st
Healthiness
26
27
18
26
15
13
Freshness
29
26
6
6
Ease of preparation
13
12
15
11
Enjoyment
Safeness of food
2
1
Nutritional value
3
3
25
20
5
GERMANY 2013
2
8
9
10
6
Value for money
Variety
46
47
12
11
9
14
Quality
Price
1st/2nd
27
26
Taste
10
3
n/a
2
38
GERMANY 2008
19
12
n/a
8
5
11
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 Germany/August 2013
39
Food Behaviours At Lunch Time
13-035911/Bia Periscope Study 2013 Germany/August 2013
Food Behaviours At Lunch Time: Summary
40

The majority of adults in Germany eat their lunch at home, with just over one third
eating their lunch at work.

There has been a decrease in those claiming to bring in their own lunch or preparing
their lunch at work more often than before, while the proportion of those going out to
eat lunch or buy a sandwich and bring it back more often has increased slightly.

When exploring the contents of German children's lunchboxes, it is clear that the
most popular lunchbox filler is the sandwich. Over 90% of lunchboxes in Germany
contain a sandwich. Fruit is also very popular, though there has been some decline
in the presence of fruit in lunchboxes since 2010.

Water remains the most popular drink.

Cheese snacks have increased substantially.

Crisps and popcorn remain extremely low.
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Place Where Usually Eat Lunch
New question in 2010
At work
At home
41
%
GERMANY
2010
GERMANY
2013
35
36
65
64
Q.16 During the week, do you usually eat lunch at work or at home?
13-035911/Bia Periscope Study 2013 Germany/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
GERMANY
2010
GERMANY
2013
Prepare my lunch at work
GERMANY
2010
GERMANY
2013
11
16
More often
47
43
61
66
Less often
No change
31
22
31
26
27
18
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 Germany/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
More often
Less often
No change
GERMANY
2010
GERMANY
2013
16
17
64
60
20
24
Go out & get sandwich & bring it back to work
GERMANY
2010
GERMANY
2013
25
27
54
49
21
23
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 Germany/August 2013
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
44
New question in 2010
% Yes
GERMANY 2010
24
GERMANY 2013
17
Yes
In 2013, Higher Amongst:
• 35-44 yrs
• 3+ households
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 Germany/August 2013
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
New question in 2010
45
%
92
92
Sandwiches
Cereal bars
Crisps
Popcorn
26
31
2
1
2
1
77
Fruit
Smoothie
6
33
33
Juice
12
11
Milk
54
51
Bottle of water
30
33
Yoghurt
Rice pudding
Cheese snack/cheese strings
Other
83
8
2
7
GERMANY 2013
21
9
GERMANY 2010
12
15
Q.19 What would their lunch boxes usually contain?
45
13-035911/Bia Periscope Study 2013 Germany/August 2013
Eating in Home
Eating In Home: Summary
47

The proportion of Germans claiming to always prepare their own meals has
increased by 10 percentage points since the last wave of research. More and more
German adults are taking responsibility and ownership of their food preparation.

Weekends remain the most popular time to sit down and have breakfast together,
however, there has been an increase in the amount of people who claim to be able
to this every morning.

The incidence of entertaining at home more often has remained consistent with
2010 levels. Typically, those who are entertaining at home more often are more
likely to be females, higher income earners and those with a passion for cooking.
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
48
%
Always prepare own meal
GERMANY
2008
GERMANY
2010
52
53
GERMANY
2013
63
Sometimes prepare own meal
32
31
27
Someone else prepares meal
13
Other/couldn’t say
13
3
2
9
1
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 Germany/August 2013
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in the Home
49
%
AGE
SEX
GERMANY
2008
Male
Female
33
67
GERMANY
2010
31
69
GERMANY
2013
35
GERMANY
2008
GERMANY
2010
GERMANY
2013
18-24
7
7
8
25-34
15
15
14
35-44
21
24
45+
57
54
65
19
59
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 Germany/August 2013
(Base: All Adults 18+, excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast Together
New question in 2010
50
%
GERMANY
2010
Every morning
31
Weekdays only
3
GERMANY
2013
37
4
Weekends only
42
41
School holidays only
Holidays away from home
Term time only
Never
1
3
*
19
1
4
*
13
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 Germany/August 2013
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often Nowadays
51
New question in 2010
% Yes
39
GERMANY 2010
GERMANY 2013
38
Yes
In 2013, Higher Amongst:
• Females
• Higher income level
• 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 Germany/August 2013
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
52
New question in 2010
GERMANY
(38%)
(39%)
% Entertaining at home more often 2013
% Entertaining at home more often 2010
37
Romantic meal in instead of going out
34
Having friends over instead of going to pub
or restaurant
73
70
65
Family celebrations at home instead
66
41
A few drinks at home with your partner
instead of going to the pub
43
7
Other
3
GERMANY 2013
GERMANY 2010
Q.10 And which, if any, of these types of entertaining in are you doing more often?
13-035911/Bia Periscope Study 2013 Germany/August 2013
Eating Out of Home
Eating Out Of Home: Summary
54

The proportion of Germans eating out of home is consistent with 2010 levels with a
slight increase in the proportion who have had a takeaway meal in the last 7 days.

Approximately 4 in 10 adults claim to have had a meal or snack in a
pub/restaurant/café in the last 7 days. In 2008 this figure was approximately 5 in 10.

The incidence of meals or snacks delivered to the home in the last 7 days remains
relatively low and unchanged since 2008.
13-035911/Bia Periscope Study 2013 Germany/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
2013
55
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2013
Meals or Snacks
Delivered to
Your Home
2013
Incidence last 7 days
GERMANY 2010
GERMANY 2008
Frequency in 2013
(no. of times – excl. zero)
41%
38%
17%
(40%)
(49%)
(34%)
(36%)
(17%)
(18%)
2.1
2.5
2.3
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 Germany/August 2013
Health & Wellbeing
Health & Wellbeing: Summary
57
57

Just under two thirds of German adults describe their diet as healthy, a decrease from 2008
assertions. Much less people than before are sure about whether their diet is healthy or not.

German adults have a good awareness of the link between diet/ food and health and also
about the importance of what you eat now in order to be healthy in the future.

There is strong support for manufacturers helping consumers to eat healthy. However, there
is also a strong belief that healthy food equals expensive food.

There is evidence to show that there is a declining belief that the low fat label will always be
the healthy choice as well as a reducing concern about fat content versus calories.

Efforts are being made to eat a balanced diet and eat natural foods but only half of German
adults eat the recommended portions of fruit & vegetables.

Difficulties remain in understanding labelling on packs and nutritional claims on packaging.
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Overall Descriptors of Diet
58
%
My Diet is …
GERMANY
2008
GERMANY
2010
GERMANY
2013
Very healthy
8
5
6
Fairly healthy
Not sure
Fairly unhealthy
Very unhealthy
Mean
73%
54
60%
58
64%
65
34
29
6
1
7
*
15
11
1
3.68
3.57
3.62
Q.29 How would you describe your diet overall?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
59
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
More healthy
32
30
30
Less healthy
4
6
4
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 Germany/August 2013
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2013
60
%
AGE
SEX
GERMANY
2013
Male
Female
18-24
41
More healthy
30
33
25-34
35-44
36
34
27
45+
Main/Joint
Shopper
30
24
4
Less healthy
4
4
5
9
6
4
3
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 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (I)
61
% Agree
Slightly
% Agree
Strongly
To be healthy it is really important to eat properly
50
36
85
52
50
29
35
81
52
50
53
A good diet can help your mental health
48
49
I am conscious of the nutritional benefits of food
36
I eat to feel good and take control of my life*
I eat healthy to take control of my life
%
Agree
49
48
47
44
42
43
31
25
27
85
83
75
80
21
18
10
69
19
16
16
68
18
15
15
61
67
46
64
63
57
58
GERMANY 2013
GERMANY 2010
GERMANY 2008
* 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 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (II)
62
% Agree
Slightly
30
22
23
I wish I had time to exercise but I am just too busy*
20
18
60
58
39
28
33
n/a
25
23
n/a
32
32
26
60
60
70
16
16
20
9
5
5
n/a
n/a
21
20
19
10
12
7
39
41
47
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
17
16
6
10
n/a
n/a
I am concerned about my children becoming obese
%
Agree
43
42
I eat for enjoyment and not for health reasons
I am often confused about what I should eat to stay
healthy*
% Agree
Strongly
13
12
13
21
19
23
3
4
7
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.
GERMANY 2013
GERMANY 2010
GERMANY 2008
* New statement added 2010
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Wellbeing
63
% Agree
Slightly
% Agree
Strongly
%
Agree
36
52
Good food can enhance body and
mind
28
53
31
51
45
I consider what I eat to be really
important for my wellbeing
41
88
81
82
16
62
16
57
GERMANY 2013
GERMANY 2010
47
16
63
GERMANY 2008
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 Germany/August 2013
(Base: All Adults 18+)
Attitudes Towards Healthy Options
% Applies
A Lot
79
83
89
75
74
73
39
55
65
88
85
90
44
52
72
45
49
44
53
51
52
6
33
11
15
44
50
44
41
45
I would like manufacturers to help me eat
healthy
Choosing healthy food to eat is very limiting and
boring too
%
Applies
53
53
52
22
23
21
I am willing to pay more for healthy food and
beverages as long as they taste good
I find there are never enough healthy food
options when shopping
% Applies
A Little
27
30
37
Healthier foods are always more expensive than
other foods
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
64
12
13
22
8
8
7
44
44
45
31
39
50
37
41
37
GERMANY 2013
GERMANY 2010
GERMANY 2008
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 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
65
% Applies
A Lot
% Applies
A Little
18
I would like to see more low fat products
25
30
36
14
18
21
I am more concerned about fat content than
calories
21
27
26
I always look for a low fat option when
buying food products
I always think of the calories in what I eat*
9
45
46
67
47
45
46
73
39
47
52
53
46
50
47
67
75
75
82
65
73
77
73
42
33
40
15
n/a
55
37
22
29
I am more concerned about what I eat and
drink to control my weight
%
Applies
n/a
55
n/a
GERMANY 2013
GERMANY 2010
GERMANY 2008
* 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 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
66
% Applies
A Little
%
Applies
I always try to eat a balanced diet
44
40
40
47
51
51
I try to buy foods that are natural
44
40
36
50
51
51
50
47
54
I try to limit the amount of fast food I consume
I eat at least 5 portions of fruit and veg per day
34
39
37
10
10
10
41
43
42
21
21
17
I always check the nutritional labelling on foods
before buying them
44
49
47
52
50
I try to give the children as much veg as possible*
n/a
91
91
91
94
91
87
84
86
91
51
53
52
65
70
64
92
92
n/a
39
42
n/a
GERMANY 2013
GERMANY 2010
GERMANY 2008
* 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 Germany/August 2013
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
% Applies
A Lot
I eat to enrich/enhance mental alertness and
spiritual well being
67
% Applies
A Little
24
52
77
22
53
75
55
88
33
14
There are not enough product options for people
who suffer food intolerances
22
27
I very rarely nibble between meals
64
51
73
83
26
48
74
27
50
77
47
11
21
8
n/a
50
56
37
My diet is mainly vegetarian*
%
Applies
20
n/a
84
32
28
n/a
GERMANY 2013
GERMANY 2010
GERMANY 2008
* 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 Germany/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
A Little
%
Applies
40
29
69
42
29
71
45
17
62
44
I often find it difficult to understand
the labelling on food
68
46
33
29
77
75
GERMANY 2013
GERMANY 2010
46
18
64
GERMANY 2008
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 Germany/August 2013
Environmental Issues
Environmental Issues: Summary
70

Awareness of environmental terms such as ‘sustainability’ and ‘food miles’ have
improved. This improved awareness has been matched by increases in the levels of
purchase, particularly for foods with the sustainability claim.

Despite this, there are much less claiming to be “more conscious of environmental
issues in their choice of products nowadays” than before.

Those agreeing that they “prefer to buy from companies that are aware of the
impact of environmental issues” has also declined in the past three years.

Attitudes towards Fair Trade products is consistent with previous years. However,
there is a slight increase in those who would like to see more Fair Trade products on
the shelves and less evidence of price being an off-putting factor in purchasing
these products.
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Attitudes towards Sustainability
71
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
13
I have never heard of it before today
28
38
I have heard of it but do not consider it important
22
I consider the term to be a fad
14
I sometimes try to buy food with low features
16
20
25
18
17
24
21
25
I actively/ always try to buy food with low features
10
8
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 Germany/August 2013
(Base: All aware of sustainability)
Understanding of the Term Sustainability
72
2013
TOTAL
% Aware
GERMANY
2008
(62%)
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
GERMANY
2010
(72%)
%
45
Production practices which do not have
a future affect on the environment
43
27
Ensuring that future generations have
what we have today
24
20
Consumption practices which do not
have a future effect on the environment
8
Other
-
Don’t know
-
GERMANY
2013
(87%)
%
28
13
6
18
6
1
1
14
7
GENDER
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
40 39
41
43
40
41
39
27
29
23
25
31
29
19
16
22
22
13
18
7
5
7
7
7
6
1
*
-
2
1
*
6
9
6
4
8
8
Q.44 What do you understand the term “Sustainability” to mean?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
73
%
GERMANY
2008
GERMANY
2013
In 2013, Highest Amongst
I have never heard of it before today
40
I have heard of it but do not consider it important
18
40
 Females, 35+ yrs
11
19
I consider the term to be a fad
17
I sometimes try to buy food with low footprint
15
I actively/ always try to buy food with low footprint
10
16
15
 Passionate about
cooking
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 Germany/August 2013
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
74
2013
TOTAL
GERMANY
2008
(60%)
%
% Aware
The amount of carbon dioxide
which is emitted before a product
reaches the market
GERMANY
2010
(35%)
%
67
An individuals effect on the
environment brought about by
the consumption of products
Other
-
Don’t know
-
10
1
7
AGE
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
61
59
62
55
66
59
11
11
11
17
16
8
9
14
14
14
12
15
14
15
2
-
-
2
3
-
12
16
9
12
10
17
60
15
19
GENDER
Male
67
14
A measure of environmental
damage
GERMANY
2013
(60%)
%
1
14
Q.45 What do you understand the term “Carbon Footprint” to mean?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Attitudes towards Food Miles
75
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
In 2013, Highest Amongst
39
48
I have never heard of it before today
 18-24 yrs
68
12
9
15
13
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
7
11
18
19
7
7
11
16
 Females, no dependent
children
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 Germany/August 2013
(Base: All aware of the term food miles)
Understanding of the Term Food Miles – Spontaneous
76
2013
% Aware
GERMANY
2008
GERMANY
2010
(32%)
(52%)
The distance that food has to
travel from producer to shop
75
An indication of environmental
impact
-
Don’t know
-
80
16
*
GENDER
(61%)
73
25
Other
GERMANY
2013
10
*
11
10
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
75
84
78
80
82
80
13
7
15
8
8
10
1
-
-
-
2
-
11
9
7
12
8
10
Q.43 What do you understand the term “Food Miles” to mean?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Statements Regarding Environmental Issues (I)
77
I am more conscious of environmental issues in my choice of products today
%
Agree
GERMANY 2008
61
GERMANY 2010
56
GERMANY 2013
55
In 2013, Higher Amongst:
•
•
•
•
Females
55 yrs+
Cooking is a passion
Entertain at home
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Statements Regarding Environmental Issues (II)
78
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agree
GERMANY 2008
GERMANY 2010
GERMANY 2013
48
57
53
In 2013, Higher Amongst:
•
•
•
•
Females
55 yrs+
Entertain at home
Cooking is a passion
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Germany/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*
%
Applies
a little
%
Applies
a lot
52
26
47
29
n/a
n/a
47
27
46
35
79
%
Applies
78
76
n/a
74
GERMANY 2013
81
GERMANY 2010
GERMANY 2008
I try to buy Fair Trade products/brands
whenever they are available
n/a
n/a
n/a
49
13
62
47
15
62
50
12
62
* 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 Germany/August 2013
Grocery Shopping
Grocery Shopping: Summary
81

Watching out for announcements of promotions is one of the most popular grocery shopping
behaviours displayed amongst German grocery shoppers. German shoppers are not
necessarily willing to spend time looking for a bargain or to engage in price comparisons
between outlets however.

This cohort are particularly concerned about waste so very few admit to buying on impulse.
More than 8 in 10 buy smaller food packs and much less consumers than ever before are
willing to buy multi-pack products. The biggest change in food shopping behaviour in Germany
has been to shop in discounters and to buy foods that are on promotion.

Awareness of functional foods has seen a dramatic decline since 2008 while Fair Trade has
experienced a steady increase in the same period.

In Germany, the percentage of grocery shoppers who always check for a quality symbol when
they are buying food produce stands at only 12%, the lowest figure since the research began.
Over one quarter claim to never check for the quality symbol. Country of origin information
seems to be much more important with 30% claiming to always check for this information.

Less than 2 in 10 Germans have ordered food shopping online. Of those who have, the
majority tend not to be active users of the online grocery shopping service.
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers
82
%
AGE
SEX
GERMANY
2008
Male
Female
48
52
GERMANY
2010
46
54
GERMANY
2013
47
53
GERMANY
2008
GERMANY
2010
GERMANY
2013
18-24
11
10
9
25-34
17
15
15
35-44
20
21
21
45+
52
53
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 Germany/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
New question in 2013
83
%
GERMANY
2013
Weekly
Less often
Never/don’t know
7
10
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 Germany/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing ‘Free From’ Food
New question in 2013
84
%
GERMANY
2013
Weekly
14
Less often
16
Never/don’t know
70
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 Germany/August 2013
(Base: All Adults 18+)
Responsibility for Grocery Shopping
85
%
GERMANY
2008
Mainly responsible
50
GERMANY
2010
GERMANY
2013
58
68
Jointly responsible with
someone else
40
37
29
Someone else
responsible
10
5
3
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 Germany/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (I)
%
Agree
Slightly
43
37
41
Quality of fresh food is more important
than price
I don’t mind spending time when looking
for a bargain
I watch for announcements for sales or
promotions on grocery
%
Agree
Strongly
18
18
14
39
43
44
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
86
24
22
22
30
17
73
29
30
28
17
21
8
45
43
47
55
61
5
8
6
23
56
56
17
32
34
%
Agree
60
49
51
31
27
34
30
72
77
76
GERMANY 2013
GERMANY 2010
GERMANY 2008
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 Germany/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
%
Agree
Slightly
38
35
37
When I shop the first thing I look for is
price
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
%
Agree
Strongly
16
20
17
28
28
The most important thing is price when
grocery shopping
There is no difference between the main
supermarkets**
87
11
15
18
6
36
29
n/a
23
26
24
54
54
39
43
25
12
12
n/a
28
27
36
%
Agree
53
48
41
n/a
8
8
9
11
15
11
GERMANY 2013
36
36
45
34
42
35
GERMANY 2010
GERMANY 2008
** New statement added in 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 Germany/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
88
%
Applies
a little
%
Applies
a lot
%
Applies
11
71
59
Products in the chilled cabinet are
always fresher
56
18
63
58
I much prefer to buy products from
the chilled cabinet
15
78
16
73
60
68
73
80
20
14
82
46
I buy food in smaller packs because
it means less waste
36
44
29
38
11
39
Where possible I buy multi-pack
products
52
17
58
73
49
13
51
81
25
67
84
GERMANY 2013
GERMANY 2010
GERMANY 2008
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 Germany/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
89
GERMANY
Less
More
Often
Often
%
%
New question in 2010
Spreading my shopping across a
number of shops to get the best value
36
30
35
37
18
43
Shopping in discount retailers
20
Buying some of my food from suppliers
who sell at your door
Buying in bulk
55
5
65
4
23
42
19
54
Buying from farmers markets
50
42
19
47
24
20
43
Buying food items on promotion
23
GERMANY 2013
GERMANY 2010
49
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 Germany/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
90
GERMANY
Less
More
Often
Often
%
%
New question in 2010
8
49
Buying online
58
Travelling further to shop to get better
value
8
49
55
37
I find that I’m eating what my mother or
grandmother would cook
16
25
Buying foods that are familiar to me
from when I was growing up
39
44
15
30
29
24
24
GERMANY 2013
GERMANY 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 Germany/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
Fresh
GERMANY
2008
GERMANY
2010
Natural
GERMANY
2013
GERMANY
2008
34
Very important
59
51
Grown without pesticides*
GERMANY
2010
GERMANY
2013
27
28
GERMANY
2013
42
44
n/a
35
32
18
18
4
6
36
29
25
Neither/nor
Not at all important
GERMANY
2010
42
43
32
GERMANY
2008
47
43
Fairly important
91
9
3
13
12
3
5
23
19
4
6
8
* 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 Germany/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
Good source of calcium*
GERMANY
2008
Very important
Fairly important
n/a
GERMANY
2010
GERMANY
2013
13
10
Helps build strong bones*
GERMANY
2008
GERMANY
2010
GERMANY
2013
13
11
28
32
92
20% less fat*
GERMANY
2008
20
Not at all important
12
32
44
40
16
15
29
34
46
44
GERMANY
2013
27
n/a
n/a
Neither/nor
GERMANY
2010
12
36
31
17
16
20
* 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 Germany/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping
93
% Very Important
47
51
Fresh
59
28
27
Natural
34
44
42
Grown without pesticides*
n/a
GERMANY 2010
10
13
Good source of calcium*
GERMANY 2013
GERMANY 2008
n/a
11
13
Helps build strong bones*
n/a
15
20
20% less fat8
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 Germany/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh” – 2013
94
Total
%
Fresh vegetables
86
Fresh fruit
86
42
Fresh taste
Free from preservatives
47
Food cooked/grown/produced within the last few days
Nutritionally better for you
38
15
Short shelf life
29
Kept in the fridge
Made from scratch
32
23
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh”
95
Total
%
Fresh vegetables
Fresh fruit
86
n/a
86
n/a
42
45
41
47
50
Fresh taste
Free from preservatives
Food cooked/grown/produced within the last few days
Nutritionally better for you
Short shelf life
27
38
90
GERMANY 2013
GERMANY 2010
69
15
13
GERMANY 2008
65
29
25
32
30
Kept in the fridge
Made from scratch
66
91
23
22
41
39
45
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 Germany/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural” – 2013
96
Total
%
No artificial ingredients/ preservatives/colours
74
Natural ingredients
64
From nature
55
Natural colour
35
Not fortified with additional ingredients
Nutritionally better for you
64
12
Produced organically
Produced locally
47
12
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural”
97
Total
%
74
71
No artificial ingredients/ preservatives/colours
64
Natural ingredients*
76
n/a
55
From nature
35
Natural colour*
n/a
Nutritionally better for you
75
GERMANY 2013
59
12
14
69
GERMANY 2010
72
GERMANY 2008
60
Produced organically
22
Produced locally
66
45
Not fortified with additional ingredients
80
34
47
12
13
17
*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 Germany/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 Germany/August 2013
(Base: All Adults 18+)
Awareness of Different Food Types
99
Total Aware
%
50
49
Functional foods
74
87
Fair trade products
76
n/a
GERMANY 2013
58
Ethical products
Glycemic index
64
n/a
GERMANY 2010
GERMANY 2008
35
33
32
38
Food which has been irradiated
49
45
NOTE: Fair Trade / Ethical Products combined in ‘08
Q.31 Which of the following have you ever heard of?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
100
%
Very likely (5)
GERMANY
2008
GERMANY
2010
GERMANY
2013
7
5
4
34%
Fairly likely (4)
21
26%
19
23%
27
41
Not sure (3)
44
37
20
18
Fairly unlikely (2)
20
Very unlikely (1)
8
12
16
3.1
2.9
2.7
Mean
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 Germany/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
101
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
Always check
15
13
12
Sometimes check
66
Never check
19
64
22
61
27
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 Germany/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
102
%
GERMANY
2008
Always check
32
Sometimes check
56
Never check
20
GERMANY
2010
24
GERMANY
2013
30
58
55
18
15
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 Germany/August 2013
(Base: All Adults 18+)
Internet Usage
103
%
Downloaded
A Mobile
Phone App
Regular
Access
Downloaded
A Recipe*
GERMANY GERMANY
2010
2013
GERMANY GERMANY GERMANY
2008
2010
2013
*
Downloaded
A Promotional
Voucher
GERMANY
2013
GERMANY
2013
Use Social Media
To Contact
a Company
GERMANY
2013
17
26
48
Ever
Yes
99
n/a
69
69
100
83
74
52
Never
No
1
*Change in wording in 2013
31
31
*
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 …?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All with internet access)
Frequency of Downloading / Using Internet – 2013 (I)
New question in 2013
%
Downloaded a Mobile
Phone Food Application
GERMANY
2013
Past week
Past month
Past 6 months
Longer ago
104
4
Downloaded
a Recipe
GERMANY
2013
2
6
4
16
20
17
Never
83
15
31
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 Germany/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
GERMANY
2013
GERMANY
2013
Past week
5
Past month
14
4
7
7
Past 6 months
12
Longer ago
16
9
74
Never
52
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 Germany/August 2013
(Base: All with internet access)
Online Grocery Shopping
106
%
Yes
No
Ever Ordered?
How Often?
GERMANY
2013
GERMANY
2013
17
Every day/few times a week
About once a week
2-3 times a month
4
5
2
About once a month
25
Less often
65
83
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 Germany/August 2013
Buying Local
Buying Local: Summary
108
108

The importance placed on buying local produce when shopping for food seems to
have increased amongst German adults over the past 5 years. In terms of local
purchases however, daily and weekly purchases have not gained much ground in
this period. Rather, more infrequent (monthly) purchases have been the ones to
show signs of growth.

German consumers are somewhat divided on their understanding and interpretation
of what the term ‘local’ actually means. Opinion is split between three main
definitions. These are; food is made within close proximity to where they live, food
that is available in farmers markets and food that is made within a 20 miles radius of
where they live.
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Importance of Buying Local Produce when Food Shopping
109
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
Very Important (5)
17
17
15
Fairly Important (4)
38
37
Neither/nor (3)
28
30
45
29
Not very important (2)
10
12
Not at all important (1)
7
5
3.5
3.5
Mean Score
7
3
3.6
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 Germany/August 2013
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
110
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
Daily
3
5
2
Few times/ once a
week
56
58
61
Few times/once a
month
24
21
26
16
11
Less often/ never
17
Q.28 How often would you buy local produce, i.e. products produced in your local area?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food” – 2013
111
Total
%
Made within a close proximity to where I live
45
Available in farmers markets
42
Made within the county in which I live
36
Made within a 20 mile radius from where I live
40
Made within the province in which I live
Made within Europe
37
3
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food”
112
2008 not included as question format changed in 2010
Total
%
45
Made within a close proximity to where I live
41
42
Available in farmers markets
47
36
Made within the county in which I live
GERMANY 2013
GERMANY 2010
31
40
Made within a 20 mile radius from where I live
Made within the province in which I live
Made within Europe
35
37
5
3
5
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 Germany/August 2013
Alcohol
Alcohol: Summary
114
114

Approximately 7 in 10 adults in Germany consume alcohol. This figure is
somewhat higher for males, those aged 25-34years and higher income earners.

Interestingly, while the percentage of those drinking alcohol since 2010 has
increased, the frequency with which they are drinking has decreased. There are
now much less claiming to drink alcohol daily/several times per week compared
to previous years. The main shift in drinking frequency has been towards weekly
consumption instead.

Alcohol and food do not have a particularly strong relationship in Germany. The
majority of people do not have alcohol with their food on a regular basis. In fact,
more than 7 in 10 alcohol drinkers consume alcohol with between 0-20% of their
meals.
13-035911/Bia Periscope Study 2013 Germany/August 2013
(Base: All Adults 18+)
Incidence of Drinking Alcohol
115
% Yes
GERMANY 2008
74
GERMANY 2010
65
GERMANY 2013
70
Yes
In 2013, Higher Amongst …
• Males
• 25-34 yrs
• Higher level of income
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 Germany/August 2013
(Base: All who drink alcohol)
Frequency of Drinking Any Alcohol
116
%
GERMANY
2008
(74%)
% Drink Alcohol 
GERMANY
2010
(65%)
GERMANY
2013
(70%)
15
Daily/several times a week
41
38
48
Weekly
24
29
2-3 times/once a month
25
26
32
Less often
9
8
6
Average
Several times
a week
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 Germany/August 2013
(Base: All who drink alcohol)
Proportion of Alcohol Consumed with Food
117
%
GERMANY
2010
GERMANY
2013
61%+
7
8
41-60%
8
6
21-40%
8
10
0-20%
77
72
-
3
Don’t know
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 Germany/August 2013
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence