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 New
Zealand. The charts included represent the study results. More detailed information is available
in the tabular reports.
13-035911/Bia Periscope Study 2013 New Zealand/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 New
Zealand.

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 New Zealand/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 New Zealand/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (I)
5
%
Male
Female
SEX
AGE
SOCIAL CLASS
NEW
ZEALAND
2013
NEW
ZEALAND
2013
NEW
ZEALAND
2013
49
Under 25
13
25-34
18
35-44
20
45-54
18
Upper*
46
Lower
39
Not stated
15
51
55+
31
* Upper is classified as all earning above €50,001
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (II)
6
%
HOUSEHOLD COMPOSITION
REGION
WORKING STATUS
NEW
ZEALAND
2013
NEW
ZEALAND
2013
NEW
ZEALAND
2013
Single
10
Auckland
Dual
Working full time/
self-employed
36
Working part time
17
Student
17
Other*
30
36
Wellington
Christchurch/
Canterbury
3+
35
54
Hamilton/Waikato
Palmerston North/
Manawatu-Wanganui
Dunedin/Otago
Tauranga/Rotarua
Other
12
14
8
6
7
7
11
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Profile of Sample (I)
7
%
NEW
ZEALAND
2010
Male
48
SOCIAL CLASS
AGE
SEX
NEW
ZEALAND
2013
49
NEW
ZEALAND
2010
NEW
ZEALAND
2013
18-24
12
13
25-34
18
18
35-44
19
20
45-54
19
18
NEW
ZEALAND
2010
Upper*
41
NEW
ZEALAND
2013
46
39
Female
52
59
51
Lower
55+
32
31
Not stated
15
* Upper is classified as all earning above €50,001
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Profile of Sample (II)
8
%
HOUSEHOLD COMPOSITION
REGION
WORKING STATUS
NEW
NEW
ZEALAND ZEALAND
2010
2013
NEW
NEW
ZEALAND ZEALAND
2010
2013
NEW
NEW
ZEALAND ZEALAND
2010
2013
Single
12
10
Auckland
Dual
3+
35
53
34
35
Working full time/
self-employed
36
54
Wellington
12
12
Christchurch/
Canterbury
14
14
Hamilton/Waikato
Palmerston North/
Manawatu-Wanganui
Dunedin/Otago
Tauranga/Rotarua
8
6
7
7
8
6
7
7
Other
11
11
41
54
17
Working part time
12
Student
9
Other*
26
9
33
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Incidence of Dependent Children Living in Household
9
%
NEW
ZEALAND
2010
Yes
No
35
NEW
ZEALAND
2013
44
65
56
9
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
New question in 2013
10
%
NEW ZEALAND 2013
25%
Yes
Allergies Mentioned
Amongst All Adults:
•
•
•
•
•
•
•
•
Eggs
Milk
Nut/peanut
Fish
Lactose
Shellfish
Soy
Wheat (coeliac condition)
3%
6%
5%
2%
7%
5%
2%
7%
Q.30a Do you or anybody in your household have any of the following food allergies?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Attitudes Towards Food
Attitudes Towards Food: Summary
12

New Zealand’s attitude towards food is both healthy and experimental. There is a strong effort
being made to eats lots of fruit and vegetables. At the same time there is also an appetite for
trying new foods.

Food is seen as an enjoyable past time and while New Zealanders tend to opt for foods that
are quick to cook and easy to prepare, they do not necessarily resort to ready prepared/
convenience meals.

As a country, they remain quite favourably disposed towards cheese and dairy and while high
fibre foods are also popular, they are still less popular than dairy, fruit and vegetables in the
diets of respondents.

It seems that frozen foods are viewed quite favourably when compared to chilled foods, with
over half of the adult population believing them to be as good as chilled foods.

Utility ownership remains fairly consistent with 2010 results, though there has been some
evidence to suggest that the use of food processors has risen, suggesting perhaps an
advancement in home cooking skills.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (I)
13
%
NEW ZEALAND 2010
94
NEW ZEALAND 2013
96
94
84
97
86
67
67
46
30
11
ANY
OVEN
Full oven
– electric
45
30
9
Full oven
– gas
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 New Zealand/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (II)
14
%
NEW ZEALAND 2010
92
91
94
NEW ZEALAND 2013
94
91
90
82
43
81
43
11
3
1
Kettle
Toaster
11
Tagine
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 New Zealand/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (III)
15
%
NEW ZEALAND 2010
74
NEW ZEALAND 2013
74
64
55
45
56
53
46
43
45
36
21
Grill
36
19
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 New Zealand/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (I)
16
%
NEW ZEALAND 2013
=
2
1
=
=
-1
-2
ANY
OVEN
Full oven
– electric
Full oven
– gas
=
ANY
FREEZER
Separate
freezer
section
attached to
fridge
Freezer box
in fridge
Separate
freezer
unit
2
=
-1
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 New Zealand/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (II)
17
%
NEW ZEALAND 2013
9
3
=
-1
-1
ANY
MICROWAVE
Microwave
without grill
Microwave
with grill
=
-2
-2
Grill
Deep
Fat Fryer
=
-1
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 New Zealand/August 2013
(Base: All Adults 18+)
Attitudes to Food (I)
18
% Applies a lot/a little
92
Dairy foods (milk/cheese) are an important part of my diet
90
97
I try to eat a lot of fruit and vegetables
96
94
I enjoy eating out
92
85
I tend to pick foods that are easy to prepare
84
93
I like to try new foods
92
81
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
80
46
NEW ZEALAND 2013
52
NEW ZEALAND 2010
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Attitudes to Food (II)
19
% Applies a lot/a little
87
I try to eat foods that are low in fat
87
66
Food is one of the few pleasures I have left
62
78
I tend to avoid sugary foods/sweets
77
80
I tend to pick foods that are quick to cook
I would often eat ‘ready prepared’/ ‘convenience meals’
I always try to buy brands that use
environmentally sensitive packaging
81
54
56
65
NEW ZEALAND 2013
64
NEW ZEALAND 2010
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 New Zealand/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
NEW
ZEALAND
2010
6
NEW
ZEALAND
2013
3
16%
10
14
61
55
Chilled food is usually better than
frozen food
22
Chilled food is always better than
frozen food
3
25%
22
17%
28%
6
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 New Zealand/August 2013
21
Attitudes Towards Cooking
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Attitudes Towards Cooking: Summary
22

New Zealand has a high level of culinary expertise with almost three quarters of its adult
population claiming that they would be ‘confident to cook a Sunday roast with all the trimmings/
would enjoy hosting a dinner party where they do all the cooking’. This is considerably higher
among females and those aged 35-44yrs.

New Zealand has a positive attitude towards cooking with the majority agreeing that it is either
fun or they have a passion for it.

Endeavours to improve cooking skills have on the rise since 2010 with more New Zealanders
taking/attending cooking classes.

The proportion of those cooking a meal from scratch on a daily/weekly basis in New Zealand has
increased slightly since 2010. This has perhaps been encouraged by the fact that there are now
less people claiming to be too busy to cook meals as often as they would like.

The most popular method of preparing food at home is oven baked/ roasted, boiling and on the
hob.

Consumption of convenience meals/ready prepared meals has remained steady since 2010
though there are now less people claiming to ‘always’ have them in their home’ than before.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Level of Cooking Expertise
23
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
1
3
1
4
22
23
Would be confident that I could
produce a good Sunday roast
with all the trimmings
43
41
Would enjoy having a dinner
party where I do all the cooking
32
32
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.)
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 New Zealand/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
AGE
SEX
NEW
ZEALAND
2013
Male
1
4
1
6
Female
1
15
18-24
25-34
35-44
45+
Main/Joint
Shopper
1
2
2
1
18
*
3
*
3
20
22
42
42
35
33
12
19
23
31
46
45
43
49
41
36
23
Would enjoy having a
dinner party where I do
all the cooking
32
38
26
38
29
19
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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude to Cooking
25
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
A chore – something that has
to be done
19
18
Important because eating well
is important
25
27
Good fun at times
38
37
56%
A passion – I love food
18
55%
17
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Attitude to Cooking – 2013
26
%
AGE
SEX
NEW
ZEALAND
2013
Male
Female
18-24
25-34
A chore – something
that has to be done
18
17
20
17
18
Important because
eating well is important
27
28
25
Good fun at times
37
38
37
38
A passion – I love food
17
17
18
19
25
35-44
31
24
16
45+
Main/Joint
Shopper
16
18
30
27
37
37
16
17
39
36
15
21
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Eating & Cooking
27
% Applies a lot/a little
We use a lot of ready to eat foods in our household
51
53
81
83
I only eat out for special occasions
I’m too busy to cook meals as often as I would like
49
54
87
85
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
47
48
NEW ZEALAND 2013
54
55
It is important to spend time over dinner as a family
NEW ZEALAND 2010
90
90
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 New Zealand/August 2013
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In Past 3 Years
28
% Yes
NEW ZEALAND 2010
NEW ZEALAND 2013
6
10
Yes
In 2013, Higher Amongst:
•
•
•
•
25-34 yr olds
No dependent children
Working
Cooking is a passion
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 New Zealand/August 2013
(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From Scratch
29
%
Once/few times a day
Few times a week
Once a week
Once/few times a month
Less often
Never
Average
NEW
ZEALAND
2010
NEW
ZEALAND
2013
47
50
29
9
8
5
2
2-3 times
per week
31
7
8
3
1
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 New Zealand/August 2013
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago
30
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
More often
17
18
About the same
73
73
Less often
10
9
 18-34 yrs, entertaining at home more,
3+ in household
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 New Zealand/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
NEW ZEALAND
2013
(50% )
Grilled
9
Boiled
13
Oven baked/roasted
15
On the hob
12
Uncooked/ cold
10
Fried
10
Microwaved
10
Steamed
9
Stir fry/wok
Other
11
2
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 New Zealand/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*
60
n/a
81
83
Boiled
78
Oven baked/roasted
Uncooked/ cold
91
64
73
66
70
Fried
76
On the hob**
82
66
Microwaved
Steamed
Stir fry/wok
71
NEW ZEALAND 2013
57
60
NEW ZEALAND 2010
73
72
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 New Zealand/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
33
%
Once/few times a day
7
6
31
28
Few times a week
24
24
Once a week
NEW ZEALAND 2013
21
22
Once/few times a month
11
14
Less often
Never
NEW ZEALAND 2010
5
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 New Zealand/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients – 2013
34
%
Once/few times a day
NEW
ZEALAND
2013
Male
Female
7
8
7
AGE
SEX
18-24
25-34
17
13
35-44
45+
Main/Joimt
Shopper
6
3
7
25
Few times a week
31
31
31
32
40
Once a week
Once/few times a month
24
21
20
11
14
Never
5
6
26
18
8
5
24
26
22
27
21
20
21
Less often
40
28
21
31
13
12
9
3
8
6
9
6
13
11
6
5
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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
35
% agree strongly/slightly
84
Are easy to cook
80
87
Are easy to prepare
81
81
79
Are quick to cook
70
Are expensive
Are filling
Are a good substitute for home
cooked meals when time is limited
65
33
32
46
45
NEW ZEALAND 2013
NEW ZEALAND 2010
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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
36
% agree strongly/slightly
27
Taste great
28
40
39
Have poor quality ingredients
21
Are good value for money
19
23
Always have at home
Have natural ingredients/
good for you
28
NEW ZEALAND 2013
13
16
NEW ZEALAND 2010
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 New Zealand/August 2013
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
37
%
NEW ZEALAND 2010
NEW ZEALAND 2013
More often
7
6
Less often
32
30
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 New Zealand/August 2013
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home
%
1st
Quality
42
17
6
Healthiness
26
13
Freshness
21
11
Ease of preparation
11
5
Enjoyment
Safeness of food
1st/2nd
24
Taste
38
9
17
4
5
NEW ZEALAND 2013
Nutritional value
8
Value for money
13
Price
Variety
17
25
7
2
14
6
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 New Zealand/August 2013
39
Food Behaviours At Lunch Time
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Food Behaviours At Lunch Time: Summary
40

The majority of adults in New Zealand eat their lunch at home (up 8% since 2010).

For those who usually eat their lunch in work almost half are bringing their own lunch more often
than before. A similar amount of people are also claiming that they are going out to eat lunch
less often than before. This represents a more frugal approach to lunch time eating than was
evident through the 2010 research. As a result there have also been changes to behaviours
regarding preparing lunch in work and going out to buy sandwiches.

In exploring the contents of children's lunchboxes it is clear that fruit and sandwiches remain
staple components. Cereal bars remain popular also, though their inclusion in lunchboxes has
declined considerably in three years. .

Water remains the most popular drink, with almost half of all children bringing this in their
lunchboxes.

Juice is considerably less likely to be included when compared to 2010.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Place Where Usually Eat Lunch
41
%
NEW
ZEALAND
2010
At work
52
At home
48
NEW
ZEALAND
2013
44
56
Q.16 During the week, do you usually eat lunch at work or at home?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits (I)
42
%
Bring in my own lunch
NEW
ZEALAND
2010
More often
45
NEW
ZEALAND
2013
Prepare my lunch at work
NEW
ZEALAND
2010
NEW
ZEALAND
2013
16
18
49
27
Less often
15
31
15
57
No change
40
51
36
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 New Zealand/August 2013
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits (II)
43
%
Go out to eat lunch
Go out & get sandwich & bring it back to work
NEW
ZEALAND
2010
NEW
ZEALAND
2013
NEW
ZEALAND
2010
NEW
ZEALAND
2013
More often
14
16
13
16
Less often
41
No change
45
36
40
46
51
44
38
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 New Zealand/August 2013
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
44
% Yes
23
NEW ZEALAND 2010
31
NEW ZEALAND 2013
Yes
In 2013, Higher Amongst:
• Females
• 35-44 yrs old
• 3+ children living in 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 New Zealand/August 2013
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
45
%
88
91
Sandwiches
62
Cereal bars
37
41
Crisps
14
16
Popcorn
90
90
Fruit
Smoothie
3
2
12
Juice
Milk
23
6
5
47
Bottle of water
52
48
52
Yoghurt
Rice pudding
Cheese snack/cheese strings
Other
71
NEW ZEALAND 2013
4
3
31
NEW ZEALAND 2010
37
30
34
Q.19 What would their lunch boxes usually contain?
45
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
46
Eating in Home
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Eating In Home: Summary
47

More of New Zealand population are taking responsibility for preparing their own meals
compared to 2010. Now 50% of the adult population claim to always prepare their own meals.
There remains a strong gender bias when it comes to responsibility for preparing food however
with 64% of females claiming to always prepare their own meal compared to just 36% of males.

The incidence of entertaining at home more often has remained stable since 2010. The highest
claimed incidence of entertaining at home more often is evident among 35-44 year olds, those
with 3+ children and those who are passionate about cooking.

The type of entertaining that has become most popular relates to having friends over instead of
going to the pub or hosting family celebrations as home.

Sitting down as a family for breakfast tends not to be as popular or feasible during the week
compared to the weekends, when 30% of the adult population engage in family breakfasts.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
48
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
Always prepare own meal
45
50
Sometimes prepare own meal
35
Someone else prepares meal
15
12
Other/couldn’t say
3
4
34
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 New Zealand/August 2013
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in the Home
49
%
AGE
SEX
NEW
ZEALAND
2010
Male
31
NEW
ZEALAND
2013
NEW
ZEALAND
2010
NEW
ZEALAND
2013
18-24
6
11
25-34
16
36
19
35-44
20
22
Female
69
64
45+
59
49
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+, Excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast Together
50
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
Every morning
20
22
Weekdays only
7
6
Weekends only
32
School holidays only/
holidays away from home
Term time only
7
1
Never
34
35
8
*
29
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 New Zealand/August 2013
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often Nowadays
51
% Yes
34
NEW ZEALAND 2010
33
NEW ZEALAND 2013
Yes
In 2013, Higher Amongst:
• 35-44 yrs
• 3+ children in household
• 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 New Zealand/August 2013
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
% Entertaining at home more often 2013
% Entertaining at home more often 2010
52
NEW ZEALAND
(33%)
(34%)
16
Romantic meal in instead of going out
22
Having friends over instead of going to pub
or restaurant
67
75
57
Family celebrations at home instead
67
32
A few drinks at home with your partner
instead of going to the pub
Other
41
6
NEW ZEALAND 2013
12
NEW ZEALAND 2010
Q.10 And which, if any, of these types of entertaining in are you doing more often?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
53
Eating Out of Home
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Eating Out Of Home: Summary
54

The percentage of people eating out in the last 7 days remained extremely consistent with 2010
research findings.

Eating meals/ snacks in pubs/restaurants/cafes and getting takeaway meals remain as popular
as three years ago with 50% and 53% respectively, claiming to have done so in the last 7 days.
13-035911/Bia Periscope Study 2013 New Zealand/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
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2013
Meals or Snacks
Delivered to
Your Home
2013
53%
9%
(50%)
(52%)
(9%)
1.9
1.8
2.1
2013
Incidence last 7 days
50%
NEW ZEALAND 2010
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 New Zealand/August 2013
56
Health & Wellbeing
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Health & Wellbeing: Summary
57
57

A significant percentage of adults in New Zealand consider themselves to be healthy (75%).

New Zealanders see a direct link between being healthy and eating properly (91%). As a result, the vast
majority try to eat a balanced diet (92%) and limit the amount of fast food they consume (88%).

New Zealanders also display a strong propensity to associate good diet with positive mental health with
87% agreeing that good food can enhance your body and mind while 84% agree that a good diet can help
your mental health.

While there is an acknowledgement that healthier foods are more expensive than other foods (84%) there
is also a willingness to pay more for healthy food providing it tastes good (71%).

Awareness of how to be healthy through food choices is quite advanced amongst New Zealand adults.
Buying natural foods, eating fruit and veg, checking nutritional labelling and being aware of the nutritional
benefits of food are all high on New Zealanders food agendas.

However, despite high levels of awareness, there appears to be some confusion surrounding both
labelling on packs and the various nutritional claims that they contain.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Overall Descriptors of Diet
58
%
My Diet is …
NEW
ZEALAND
2010
NEW
ZEALAND
2013
Very healthy
10
10
77%
75%
Fairly healthy
67
66
Not sure
13
13
10
1
11
1
3.73
3.73
Fairly unhealthy
Very unhealthy
Mean
Q.29 How would you describe your diet overall?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
59
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
More healthy
33
31
Less healthy
9
12
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 New Zealand/August 2013
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2013
60
%
AGE
SEX
More healthy
Less healthy
NEW
ZEALAND
2013
Male
31
33
12
Female
29
18-24
25-34
33
34
35-44
27
45+
Main Shopper
31
32
6
8
15
21
17
11
15
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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (I)
61
% Agree
Slightly
% Agree
Strongly
51
To be healthy it is really important to eat properly
%
Agree
40
91
41
88
47
53
A good diet can help your mental health
31
48
35
23
79
55
24
79
14
57
13
51
I eat to feel good and take control of my life
38
I eat healthy to take control of my life
83
56
I am conscious of the nutritional benefits of food
43
84
41
17
58
NEW ZEALAND 2013
41
16
57
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (II)
62
% Agree
Slightly
% Agree
Strongly
9
46
9
42
26
8
34
27
7
34
21
5
26
20
5
25
36
I eat for enjoyment and not for health reasons
33
I wish I had time to exercise but I am just too busy
I am often confused about what I should eat to stay
healthy
33
I am concerned about my children becoming obese
13
46
18
53
44
16
59
42
18
60
36
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
%
Agree
19
8
20
8
27
28
NEW ZEALAND 2013
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Wellbeing
63
% Agree
Slightly
% Agree
Strongly
%
Agree
32
55
87
Good food can enhance body and
mind
35
51
46
20
86
66
I consider what I eat to be really
important for my wellbeing
NEW ZEALAND 2013
45
21
66
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Adults 18+)
Attitudes Towards Healthy Options
% Applies
A Lot
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
% Applies
A Little
44
%
Applies
48
37
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
64
43
18
53
19
53
10
48
11
I would like manufacturers to help me eat
healthy
54
32
36
45
41
I find there are never enough healthy food
options when shopping
13
Choosing healthy food to eat is very limiting and
boring too
11
43
12
44
14
38
43
84
87
71
72
58
65
77
77
51
57
54
56
NEW ZEALAND 2013
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
% Applies
A Lot
21
65
% Applies
A Little
%
Applies
40
I would like to see more low fat products
25
I am more concerned about what I eat and
drink to control my weight
I am more concerned about fat content than
calories
68
29
49
79
30
48
78
21
45
66
22
47
69
27
47
73
25
48
73
I always look for a low fat option when
buying food products
I always think of the calories in what I eat
43
61
12
42
54
NEW ZEALAND 2013
11
42
53
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
66
% Applies
A Little
%
Applies
44
I always try to eat a balanced diet
48
40
51
26
I try to buy foods that are natural
54
29
53
43
I try to limit the amount of fast food I consume
46
45
41
31
I eat at least 5 portions of fruit and veg per day
I always check the nutritional labelling on foods
before buying them
48
28
51
23
52
27
48
52
I try to give the children as much veg as possible
58
38
34
92
91
81
82
88
86
80
79
75
75
90
92
NEW ZEALAND 2013
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
% Applies
A Lot
67
% Applies
A Little
14
I eat to enrich/enhance mental alertness and
spiritual well being
%
Applies
45
14
48
13
There are not enough product options for people
who suffer food intolerances
59
38
17
50
I very rarely nibble between meals
17
53
7
17
5
19
My diet is mainly vegetarian
62
46
33
21
59
67
70
24
NEW ZEALAND 2013
24
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Health Products/Labelling
% Applies
A Lot
22
I often find it difficult to understand
the nutritional claims on packaging
26
I often find it difficult to understand
the labelling on food
21
23
% Applies
A Little
68
%
Applies
49
70
49
75
44
47
66
NEW ZEALAND 2013
70
NEW ZEALAND 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 New Zealand/August 2013
69
Environmental Issues
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Environmental Issues: Summary
70

Those claiming to actively/ always try to buy food with sustainability features has increased
considerably since 2010. There has also been an increase in people’s active purchase of food
with a low carbon footprint and low food miles.

Sustainability is considered to be less of a fad compared to carbon footprint and food miles.

The overall concern of New Zealanders for their environment seems to have waned in recent
years. Less people now claim to be more conscious of environmental issues in their choice of
products today and less claim to prefer to buy from companies that are aware of the impact of
environmental issues.

Attitudes towards Fair Trade products is quite favourable. However, the majority of people (75%)
state that their high price is off-putting when it comes to purchase.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Attitudes towards Sustainability
71
%
I have never heard of it before today
NEW
ZEALAND
2010
NEW
ZEALAND
2013
16
16
22
I have heard of it but do not consider it important
when buying food
In 2013, Highest Amongst
 Cooking is a chore
33
14
I consider the term to be a fad
17
28
I sometimes try to buy food with sustainability
features
 Cooking is good fun
28
20
I actively/ always try to buy food with sustainability
features
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 New Zealand/August 2013
(Base: All aware of sustainability)
Understanding of the Term Sustainability
TOTAL
NEW ZEALAND
NEW ZEALAND
2010
2013
% Aware
(84%)
(84%)
%
%
Meeting the needs of the present
42
without compromising the ability of
44
future generations to meet their needs
72
2013
GENDER
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
45
40
36
40
44
44
Production practices which do not have
a future affect on the environment
20
20
19
21
17
21
23
19
Ensuring that future generations have
what we have today
18
20
20
20
20
20
17
22
9
8
13
9
7
7
1
1
-
1
-
1
7
10
14
9
8
7
Consumption practices which do not
have a future effect on the environment
Other
Don’t know
8
7
1
2
9
8
Q.44 What do you understand the term “Sustainability” to mean?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
73
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
I have never heard of it before today
9
11
I have heard of it but do not consider it important
38
34
I consider the term to be a fad
27
23
In 2013, Highest Amongst
 55+ yrs
20
I sometimes try to buy food with low footprint
22
I actively/ always try to buy food with low footprint
5
12
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 New Zealand/August 2013
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
TOTAL
NEW ZEALAND
NEW ZEALAND
2010
2013
% Aware
(91%)
(89%)
%
%
The amount of carbon dioxide which is
emitted before a product reaches the
48
48
market
An individuals effect on the environment
brought about by the consumption of
products
17
A measure of environmental damage
Other
Don’t know
19
27
2
6
25
1
7
74
2013
GENDER
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
55
40
47
45
41
51
14
23
12
22
26
17
21
29
30
21
27
25
2
*
1
2
1
1
7
7
9
10
5
6
Q.45 What do you understand the term “Carbon Footprint” to mean?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Attitudes towards Food Miles
75
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
In 2013, Highest Amongst
37
I have never heard of it before today
I have heard of it but do not consider it important
I consider the term to be a fad
I sometimes try to buy food with low food miles
I actively/ always try to buy food with low food miles
49
19
 55yrs+
20
 Males,
14
 Females
10
 Food is a passion
17
55 yrs+
19
13
2
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 New Zealand/August 2013
(Base: All aware of the term food miles)
Understanding of the Term Food Miles – Spontaneous
76
2013
GENDER
% Aware
NEW ZEALAND
2010
(51%)
The distance that food has to
travel from producer to shop
72
An indication of environmental
impact
Other
Don’t know
NEW ZEALAND
2013
(63%)
74
22
2
5
13
1
12
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
70
78
68
75
80
73
16
10
12
9
9
15
2
1
-
2
-
2
13
11
19
14
11
10
Q.43 What do you understand the term “Food Miles” to mean?
13-035911/Bia Periscope Study 2013 New Zealand/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
NEW ZEALAND 2010
NEW ZEALAND 2013
60
54
In 2013, Higher Amongst:
•
•
•
55 yrs+
Earning $100,0001-$150,000
Two dependents living at home
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 New Zealand/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
NEW ZEALAND 2010
57
NEW ZEALAND 2013
52
In 2013, Higher Amongst:
•
55 yrs+
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Attitude Towards Fair Trade Products
79
%
Applies
a little
%
Applies
a lot
44
20
64
43
22
65
47
29
%
Applies
I wish there was more Fair Trade
products/brands available in store
75
The higher price of Fair Trade products
puts me off buying them
46
25
48
11
44
13
I try to buy Fair Trade products/brands
whenever they are available
NEW ZEALAND 2013
NEW ZEALAND 2010
71
59
57
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 New Zealand/August 2013
80
Grocery Shopping
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Grocery Shopping: Summary
81

In New Zealand, the majority of all grocery shoppers (53%) continues to be female, though there has been a
shift in the gender profile of shoppers since 2010.

Looking for the best value for money is the most important consideration for grocery shoppers. As a group,
these people are also particularly interested in price and watching out for announcements of promotions
when shopping for food. As a result, the quality dimension of their food shopping has been superseded by
more monetary focused concerns.

Similar to 2010, ‘fresh’ remains the most important statement on a food label, however, the absolute
importance placed on this, and other label information such as a natural and grown without pesticides has
declined overall.

Approaches to food shopping have changed since the last wave of research. Bulk buying is less popular
than three years ago while buying smaller packets to avoid food waste has increased in popularity. It seems
New Zealand grocery shoppers are trying to be more frugal and sensible. In line with the pre-occupation on
value and price, New Zealand grocery shoppers are also buying items that are on promotion as well as
buying from discount retailers and spreading their shopping around in order to get the best value.

It seems that one of the consequences of these behaviours and attitudes is that consumers are checking the
quality symbols and country of origin information less frequently than before.

Online grocery shopping remains a relatively small activity amongst New Zealanders overall.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Grocery Shoppers 18+)
Profile of Grocery Shoppers
82
%
AGE
SEX
NEW
ZEALAND
2010
NEW
ZEALAND
2013
18-24
25-34
Male
44
56
NEW
ZEALAND
2013
8
11
19
18
47
35-44
Female
NEW
ZEALAND
2010
21
21
45-54
20
19
55+
33
31
53
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 New Zealand/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
83
%
NEW
ZEALAND
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 New Zealand/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing ‘Free From’ Food
New question in 2013
84
%
NEW
ZEALAND
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 New Zealand/August 2013
(Base: All Adults 18+)
Responsibility for Grocery Shopping
85
%
NEW
ZEALAND
2010
Mainly responsible
49
Jointly responsible with
someone else
38
Someone else
responsible
14
NEW
ZEALAND
2013
54
40
6
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 New Zealand/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (I)
%
Agree
Slightly
I watch for announcements for sales or
promotions on grocery
59
17
60
46
40
17
84
29
55
21
%
Agree
12
43
I most often go to the same store but
look for the best value for money I can
get
I don’t mind spending time when looking
for a bargain
%
Agree
Strongly
48
Quality of fresh food is more important
than price
I will pay a bit more for grocery shopping
to get superior customer service
86
86
4
25
3
21
43
38
42
39
16
59
22
59
21
63
28
67
NEW ZEALAND 2013
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
87
%
Agree
Slightly
The most important thing is price when
grocery shopping
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
26
68
38
25
63
38
24
62
22
57
42
When I shop the first thing I look for is
price
There is no difference between the main
supermarkets
%
Agree
Strongly
34
16
4
21
18
6
24
36
29
26
22
10
47
10
39
12
38
13
35
NEW ZEALAND 2013
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
%
Applies
a little
%
Applies
a lot
51
Products in the chilled cabinet are
always fresher
Where possible I buy multi-pack
products
%
Applies
62
11
7
53
53
9
61
51
7
59
45
I much prefer to buy products from
the chilled cabinet
I buy food in smaller packs because
it means less waste
88
57
13
43
36
49
58
16
52
18
67
17
75
NEW ZEALAND 2013
NEW ZEALAND 2010
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 New Zealand/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
89
NEW ZEALAND
Less
More
Often
Often
%
%
Spreading my shopping across a
number of shops to get the best value
19
29
17
30
13
32
14
31
Shopping in discount retailers
Buying some of my food from suppliers
who sell at your door
Buying in bulk
16
4
15
3
18
18
Buying from farmers markets
23
26
18
20
17
21
11
50
11
51
Buying food items on promotion
NEW ZEALAND 2013
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
90
NEW ZEALAND
Less
More
Often
Often
%
%
14
11
13
5
Buying online
Travelling further to shop to get better
value
19
22
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
18
13
20
18
18
19
25
19
21
22
NEW ZEALAND 2013
NEW ZEALAND 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 New Zealand/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
Fresh
NEW
ZEALAND
2010
Very important
56
Natural
NEW
ZEALAND
2013
Neither/nor
Not at all important
34
8
2
Grown without pesticides
NEW
ZEALAND
2010
NEW
ZEALAND
2013
30
26
NEW
ZEALAND
2010
32
NEW
ZEALAND
2013
26
51
45
Fairly important
91
48
34
38
39
9
2
21
21
4
5
28
29
6
7
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
Good source of calcium
Very important
Fairly important
Helps build strong bones
92
20% less fat
NEW
ZEALAND
2010
NEW
ZEALAND
2013
NEW
ZEALAND
2010
NEW
ZEALAND
2013
NEW
ZEALAND
2010
NEW
ZEALAND
2013
21
17
19
15
20
17
45
38
40
35
40
36
37
33
30
7
7
12
13
43
Neither/nor
30
33
Not at all important
6
5
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping
93
% Very Important
51
Fresh
56
26
Natural
30
26
Grown without pesticides
Good source of calcium
32
17
21
NEW ZEALAND 2013
NEW ZEALAND 2010
Helps build strong bones
15
19
20% less fat
17
20
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh” – 2013
94
Total
%
91
Fresh vegetables
89
Fresh fruit
42
Fresh taste
40
Free from preservatives
55
Food cooked/grown/produced within the last few days
36
Nutritionally better for you
Short shelf life
31
Kept in the fridge
30
Made from scratch
39
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh”
95
Total
%
91
97
Fresh vegetables
89
Fresh fruit
97
Fresh taste
42
39
Free from preservatives
40
41
55
50
Food cooked/grown/produced within the last few days
Kept in the fridge
Made from scratch
NEW ZEALAND 2010
36
31
Nutritionally better for you
Short shelf life
NEW ZEALAND 2013
31
24
30
31
39
42
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural” – 2013
96
Total
%
No artificial ingredients/ preservatives/colours
77
Natural ingredients
78
From nature
55
Natural colour
49
Not fortified with additional ingredients
59
Nutritionally better for you
31
Produced organically
Produced locally
43
16
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural”
97
Total
%
No artificial ingredients/ preservatives/colours
77
79
Natural ingredients
78
88
55
57
From nature
49
Natural colour
Not fortified with additional ingredients
NEW ZEALAND 2013
59
53
NEW ZEALAND 2010
31
34
Nutritionally better for you
43
43
Produced organically
Produced locally
60
16
20
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
13-035911/Bia Periscope Study 2013 New Zealand/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 New Zealand/August 2013
(Base: All Adults 18+)
Awareness of Different Food Types
99
Total Aware
%
51
Functional foods
58
85
Fair trade products
79
67
Ethical products
58
62
Glycemic index
60
Food which has been irradiated
NEW ZEALAND 2013
NEW ZEALAND 2010
42
41
Q.31 Which of the following have you ever heard of?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
100
%
Very likely (5)
NEW
ZEALAND
2010
NEW
ZEALAND
2013
13
9
39%
47%
30
Fairly likely (4)
34
Not sure (3)
34
Fairly unlikely (2)
13
Very unlikely (1)
6
8
3.40
3.16
38
Mean
15
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 New Zealand/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
101
%
NEW
ZEALAND
2010
Always check
21
NEW
ZEALAND
2013
14
55
Sometimes check
58
31
Never check
20
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 New Zealand/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
102
%
Always check
Sometimes check
Never check
NEW
ZEALAND
2010
NEW
ZEALAND
2013
29
27
51
50
20
23
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 New Zealand/August 2013
(Base: All Adults 18+)
Internet Usage
103
Regular Access
Downloaded
a Recipe*
NEW
NEW
ZEALAND ZEALAND
2010
2013
NEW
NEW
ZEALAND ZEALAND
2010
2013
%
Downloaded a Mobile
Phone Food App
NEW
ZEALAND
2013
Downloaded a
Promotional Voucher
NEW
ZEALAND
2013
Use Social Media To
Contact a Company
NEW
ZEALAND
2013
29
44
Ever
66
70
80
Yes
99
100
71
56
Never
34
30
20
No
1
*Change in wording in 2013
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 New Zealand/August 2013
(Base: All with internet access)
Frequency of Downloading / Using Internet – 2013 (I)
New question in 2013
104
%
Downloaded a Mobile
Phone Food Application
Downloaded
a Recipe
NEW
ZEALAND
2013
NEW
ZEALAND
2013
Past week
Past month
Past 6 months
6
5
9
27
Longer ago
8
25
Never
71
17
11
20
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 New Zealand/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
NEW
ZEALAND
2013
NEW
ZEALAND
2013
Past week
10
8
Past month
18
13
12
Past 6 months
24
Longer ago
14
11
56
Never
34
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 New Zealand/August 2013
(Base: All with internet access)
Online Grocery Shopping
106
%
Yes
No
Ever Ordered?
How Often?
NEW
ZEALAND
2013
NEW
ZEALAND
2013
17
Every day/few times a week
About once a week
2-3 times a month
2
8
6
About once a month
12
Less often
73
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 New Zealand/August 2013
107
Buying Local
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Buying Local: Summary
108
108

Just under half of all New Zealand adults consider buying local produce to be important when
shopping for food.

The incidence of buying local produce is in line with 2010 figures, though in 2013 there are less
people claiming to buy local less often/never.

Consumers’ understanding of the term ‘local’ is split across many different definitions. The most
popular of these is that ‘local’ refers to ‘food is made within close proximity to where they live’
and food that is available in farmers markets.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Importance of Buying Local Produce when Food Shopping
109
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
Very Important (5)
15
13
Fairly Important (4)
30
35
Neither/nor (3)
37
38
Not very important (2)
12
Not at all important (1)
6
9
5
3.4
3.4
Mean Score
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 New Zealand/August 2013
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
110
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
Daily
1
3
Few times/once a
week
56
Few times/once a
month
23
Less often/ never
20
59
24
14
Q.28 How often would you buy local produce, i.e. products produced in your local area?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food” – 2013
111
Total
%
Made within a close proximity to where I live
44
Available in farmers markets
41
Made within the county in which I live
32
Made within a 20 mile radius from where I live
33
14
Made within the province in which I live
Made within Australasia
1
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food”
112
Total
%
44
Made within a close proximity to where I live
45
41
Available in farmers markets
50
32
Made within the county in which I live
43
NEW ZEALAND 2010
33
Made within a 20 mile radius from where I live
39
14
Made within the province in which I live
Made within Australasia
NEW ZEALAND 2013
22
1
3
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
113
Alcohol
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
Alcohol: Summary
114
114

Just under 8 in 10 (78%) adults in New Zealand claim to consume alcohol in 2013. This
represents slightly higher figure than was claimed three years ago (73%).

Alcohol consumption is highest amongst 55+ year olds.

Of those consuming alcohol, daily and weekly consumption has increased marginally since
2010. However, the average times that alcohol is consumed each week has remained the
same.
13-035911/Bia Periscope Study 2013 New Zealand/August 2013
(Base: All Adults 18+)
Incidence of Drinking Alcohol
115
% Yes
NEW ZEALAND 2010
73
NEW ZEALAND 2013
78
Yes
In 2013, Higher Amongst …
• Those aged 55+ yrs
• Those earning $80,001-$100,000
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 New Zealand/August 2013
(Base: All who drink alcohol)
Frequency of Drinking Any Alcohol
116
%
NEW ZEALAND 2010
(73%)
NEW ZEALAND 2013
(78%)
Daily/several times a week
39
40
Weekly
21
23
2-3 times/once a month
26
Less often
14
Average
Several times
a week
% Drink Alcohol 
25
12
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 New Zealand/August 2013
(Base: All who drink alcohol)
Proportion of Alcohol Consumed with Food
117
%
NEW
ZEALAND
2010
NEW
ZEALAND
2013
61%+
37
40
41-60%
16
13
21-40%
13
11
0-20%
34
32
-
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 New Zealand/August 2013
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence