13-035911/Bia Periscope Study 2013 Spain/August 2013
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 Spain. The
charts included represent the study results. More detailed information is available in the tabular
reports.
13-035911/Bia Periscope Study 2013 Spain/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 Spain.

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 Spain/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 Spain/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (I)
5
%
Male
Female
SEX
AGE
SPAIN
2013
SPAIN
2013
49
Under 25
10
25-34
21
35-44
20
45-54
16
55+
33
SOCIAL CLASS
SPAIN
2013
Upper
16
Lower
84
51
* Upper is classified as all earning above €40,001
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (II)
6
%
HOUSEHOLD
COMPOSITION
REGION
WORKING
STATUS
SPAIN
2013
SPAIN
2013
SPAIN
2013
Single
7
Dual
30
3+
Barcelona
13
North East
9
East
15
South
20
Madrid
14
Centre
8
North West
11
North
10
64
Working full time/
self-employed
49
Working part time
10
Student
7
Other*
35
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Profile of Sample (I)
7
%
SPAIN
2006
Male
Female
49
51
SPAIN
2008
50
50
SOCIAL CLASS
AGE
SEX
SPAIN
2010
49
51
SPAIN
2013
49
SPAIN
2006
SPAIN
2008
SPAIN
2010
SPAIN
2013
18-24
13
13
10
10
25-34
20
20
22
21
35-44
19
19
21
20
45-54
15
15
17
55+
33
33
30
16
Upper
Lower
SPAIN
2006
SPAIN
2008
SPAIN
2010
SPAIN
2013
18
19
19
16
82
81
81
84
51
33
* Upper is classified as all earning above €40,000
or AB social grading
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Profile of Sample (II)
8
%
HOUSEHOLD COMPOSITION
SPAIN
2006
SPAIN
2008
SPAIN
2010
SPAIN
2013
Single
7
7
9
7
Dual
27
31
28
30
SPAIN
2006
SPAIN
2010
SPAIN
2013
Barcelona
13
13
North East
9
9
East
15
15
19
20
South n/a**
3+
66
62
63
WORKING STATUS
REGION
SPAIN
2008
n/a**
Madrid
14
14
Centre
8
8
North West
11
11
North
10
10
SPAIN
2006
SPAIN
2008
SPAIN
2010
SPAIN
2013
56
53
51
49
Working part
time
9
10
6
9
8
9
6
7
Student
Other*
30
29
34
35
Working full
time/selfemployed
64
**Geographic breakdown of regions different in ’06 & ‘08
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Incidence of Dependent Children Living in Household
9
%
SPAIN
2006
SPAIN
2008
SPAIN
2010
43
Yes
55
9
45
48
57
57
No
SPAIN
2013
52
43
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
New question in 2013
10
%
SPAIN
2013
27%
Yes
Allergies Mentioned
Amongst All Adults:
•
•
•
•
•
•
•
•
•
Lactose
•
Milk
•
Shellfish
•
Nuts/peanuts
•
Wheat (coeliac condition)
•
Fish
•
Eggs
Soy
10%
6%
6%
5%
3%
3%
3%
2%
Q.30a Do you or anybody in your household have any of the following food allergies?
13-035911/Bia Periscope Study 2013 Spain/August 2013
Attitudes Towards Food
Attitudes Towards Food: Summary
12

More than 90% of Spanish adults claim to have a diet that consists of a lot of dairy, fruit and
vegetables and low fat foods. Food seems to be extremely important to the Spanish with 90%
considering food as one of the few pleasures that they have left.

A significant 61% of Spanish adults admit to rarely having time to eat a proper breakfast while
almost 7 in 10 admit to often eating ready prepared food.

Ownership of household items have remained fairly consistent, though there has been a
decrease in ownership of smoothie makers and more households appear to be switching to
electric ovens over gas. Toasters on the other hand have seen a slight increase.

More people now than in 2010 believe that chilled food is better than frozen food. However, the
majority, still consider frozen and chilled to be the same.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (I)
13
%
SPAIN 2010
SPAIN 2013
95
88
96
87
55
59
55
38
36
52
41
30
24
ANY
OVEN
Full oven
– electric
Full oven
– gas
ANY
FREEZER
Separate
freezer section
attached to fridge
Freezer box
in fridge
24
Separate
freezer
unit
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (II)
14
%
SPAIN 2010
SPAIN 2013
91
92
80
75
70
66
61
32
62
30
16
15
2
1
Kettle
Toaster
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 Spain/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (III)
15
%
SPAIN 2010
SPAIN 2013
81
62
59
59
82
56
50
48
44
43
24
Grill
Deep
Fat Fryer
Sandwich
maker
24
Food
processor
24
20
Wok
Steamer
Coffee
maker
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (I)
16
%
SPAIN 2013
4
1
5
3
=
-1
1
1
-3
-4
-6
ANY
OVEN
Full oven
– electric
Full oven
– gas
ANY
FREEZER
Separate
freezer
section
attached to
fridge
Freezer box
in fridge
Separate
freezer
unit
Kettle
Toaster
Tagine
Smoothie
maker/
smoothie
blender
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (II)
17
%
SPAIN 2013
1
1
Microwave
without grill
Microwave
with grill
Grill
1
=
-1
-2
ANY
MICROWAVE
4
2
Deep
Fat Fryer
-3
Sandwich
maker
-3
Food
processor
Wok
Steamer
Coffee
maker
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitudes to Food (I)
18
% Applies a lot/a little
93
94
93
Dairy foods (milk/cheese) are an important part of my diet*
n/a
95
94
93
92
94
91
I try to eat a lot of fruit and vegetables
I enjoy eating out
83
81
88
89
I tend to pick foods that are easy to prepare
83
84
94
93
90
91
86
90
84
82
I like to try new foods
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
53
52
61
65
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?
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
* New statement added 2008
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitudes to Food (II)
19
% Applies a lot/a little
92
94
90
90
90
89
I try to eat foods that are low in fat
Food is one of the few pleasures I have left* n/a
n/a
84
88
I tend to avoid sugary foods/sweets
80
82
81
83
I tend to pick foods that are quick to cook
76
87
I would often eat ‘ready prepared’/ ‘convenience meals’
69
72
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
52
57
I always try to buy brands that use
environmentally sensitive packaging* n/a
n/a
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
85
90
* New statement added 2010
13-035911/Bia Periscope Study 2013 Spain/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
SPAIN
2010
SPAIN
2013
6
4
12
18%
11
16%
49
About the same
55
Chilled food is usually better than
frozen food
22
Chilled food is always better than
frozen food
5
28
36%
27%
7
* ’06 & ’08 data not comparable – wording change in 2010
Q.13 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
13-035911/Bia Periscope Study 2013 Spain/August 2013
21
Attitudes Towards Cooking
13-035911/Bia Periscope Study 2013 Spain/August 2013
Attitudes Towards Cooking: Summary
22

When it comes to culinary expertise, the proportion of people who claim to enjoy hosting a
dinner party where they do all the cooking has been in decline since 2006. That said, there has
been an increase in the proportion of above average cooks (roast with all the trimmings). A
quarter of Spanish adults are in the ‘simple’ cook space. Females and those aged 45+ tend to be
more competent cooks overall.

Those using ready prepared ingredients a few times per week and once a week has increased
slightly, particularly amongst 18-34 year olds.

More than 6 in 10 believe convenience meals to be filling and a good substitute for home
cooking when time is limited. However, the Spanish disagree that these products have
ingredients that are good for you or that they represent good value for money.

Compared to 2006, the Spanish are considerably less likely to always have convenience meals
in their home. Despite this, there is now a greater proportion claiming to eat convenience meals
more often than before.

Taste, quality and healthiness all carry equal importance for Spanish adults when considering
the food they eat and prepare at home. Freshness has also seen a rise in importance while
value for money has been steadily rising in importance since 2008.
13-035911/Bia Periscope Study 2013 Spain/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)
SPAIN
2006
2
7
SPAIN
2008
2
9
SPAIN
2010
SPAIN
2013
2
4
14
16
Can cook a simple dinner (e.g.
meat and three veg.)
31
30
26
25
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
27
52
42
50
11
9
33
27
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 Spain/August 2013
(Base: All Adults 18+)
Level of Cooking Expertise – 2013
24
%
Can’t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple
dinner (e.g. meat and
three veg.)
AGE
SEX
SPAIN
2013
Male
2
3
Female
*
5
18-24
25-34
35-44
5
2
1
14
13
14
23
45+
1
10
Main/Joint
Shopper
1
9
22
34
25
26
22
25
56
55
10
10
33
30
Would be confident that
I could produce a good
Sunday roast with all the
trimmings
29
61
50
41
55
38
29
Would enjoy having a
dinner party where I do
all the cooking
9
6
11
4
10
6
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 Spain/August 2013
(Base: All Adults 18+)
Attitude to Cooking
25
%
A chore – something that has
to be done
Important because eating well
is important
Good fun at times
SPAIN
2006
SPAIN
2008
15
16
SPAIN
2010
SPAIN
2013
22
23
39
38
23
23
27
35
36
30
57%
50%
39%
A passion – I love food
20
21
16
39%
16
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude to Cooking – 2013
26
%
AGE
SEX
SPAIN
2013
Male
Female
18-24
A chore – something
that has to be done
23
25
22
26
Important because
eating well is important
38
37
38
33
Good fun at times
23
22
23
A passion – I love food
16
15
17
25-34
35-44
45+
Main/Joint
Shopper
21
23
24
20
35
33
39
42
24
28
31
23
18
20
10
16
16
18
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 Spain/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
66
68
39
n/a
91
90
82
90
I only eat out for special occasions
70
72
68
71
I’m too busy to cook meals as often as I would like
83
83
80
82
I really enjoy cooking and being able to create a great meal
53
I buy hot food from deli counters in shops/supermarkets
38
n/a
I eat prepared sandwiches/rolls from deli counters and shops
n/a
29
58
51
53
It is important to spend time over dinner as a family
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
86
94
93
92
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 Spain/August 2013
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In Past 3 Years
28
New question in 2010
% Yes
SPAIN 2010
SPAIN 2013
9
11
Yes
In 2013, Higher Amongst:
• Higher income group
• Food is a passion
• 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 Spain/August 2013
(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From Scratch
29
%
SPAIN
2006
Once/few times a day
56
Few times a week
22
SPAIN
2008
Once/few times a month
Less often
Never
Average
SPAIN
2013
51
52
21
25
62
20
Once a week
SPAIN
2010
8
8
4
3
8
5
3
2
2-3 times
per week
2-3 times
per week
7
7
9
9
4
3
6
5
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 Spain/August 2013
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago
30
%
SPAIN
2006
More often
SPAIN
2008
SPAIN
2010
SPAIN
2013
9
22
29
39
 25-34 yrs, those who can cook,
food is a passion, entertaining at
home more often
About the same
80
70
62
52
Less often
10
8
9
9
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 Spain/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
SPAIN
2013
(44% )
Grilled
10
Boiled
12
Oven baked/roasted
14
On the hob
12
Uncooked/ cold
12
Fried
12
Microwaved
10
Steamed
8
Stir fry/wok
Other
9
1
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
31
13-035911/Bia Periscope Study 2013 Spain/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*
65
n/a
n/a
n/a
81
85
84
Boiled
89
89
Oven baked/roasted
n/a
85
85
83
82
89
91
86
Fried
80
n/a
87
70
65
Microwaved
51
Steamed
58
50
72
78
69
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
76
57
58
57
Stir fry/wok
Other
93
79
Uncooked/ cold
On the hob**
97
5
29
13
95
34
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 Spain/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
33
%
9
Once/few times a day
7
12
11
19
19
Few times a week
Once a week
14
23
17
17
15
19
19
20
20
Once/few times a month
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
21
23
19
23
Less often
Never
23
11
12
14
12
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients – 2013
34
%
AGE
SEX
SPAIN
2013
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
Once/few times a day
9
9
8
12
12
9
7
9
Few times a week
23
24
17
21
28
28
24
26
16
Once a week
17
16
18
18
Once/few times a month
19
18
Never
21
11
20
13
18
18
21
19
23
Less often
17
18
18
27
23
9
21
10
18
16
8
6
9
21
15
10
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 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
35
% agree strongly/slightly
81
83
Are easy to cook
81
83
Are easy to prepare
80
Are quick to cook
Are expensive
48
47
Are filling
50
Are a good substitute for home
cooked meals when time is limited
87
88
88
87
87
84
85
54
56
54
56
64
60
58
58
58
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
36
% agree strongly/slightly
41
37
Taste great
51
44
37
Have poor quality
ingredients
30
25
35
34
33
Are good value for money
29
35
32
31
Always have at home
40
43
Have natural ingredients/
good for you
19
21
20
19
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
37
%
SPAIN
2006
SPAIN
2008
SPAIN
2010
More often
9
11
8
Less often
27
26
25
SPAIN
2013
13
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 Spain/August 2013
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home
1st
%
38
1st/2nd
Taste
15
13
29
25
Quality
14
29
19
18
16
Healthiness
34
29
32
12
12
Freshness
23
27
Ease of preparation
5
7
9
11
Enjoyment
7
6
6
6
12
12
11
11
Safeness of food
Nutritional value
Value for money
Price
Variety
7
8
9
6
5
n/a
3
5
SPAIN 2013
16
20
22
14
SPAIN 2008
11
n/a
9
12
Q.24 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
13-035911/Bia Periscope Study 2013 Spain/August 2013
39
Food Behaviours At Lunch Time
13-035911/Bia Periscope Study 2013 Spain/August 2013
Food Behaviours At Lunch Time: Summary
40

Just over 7 in 10 eat their lunch at home a slight decline evident since 2010. Of those eating
lunch in work, the vast majority are bringing in their own lunch more often than before. Preparing
lunch in work does not seem to be a particularly popular occurrence while going out to get a
sandwich and bring it back or going out to eat both claim to be done less often by the majority of
people.

Only 1 in 5 claim to be eating lunch out more often. This compares to over one third of people in
2010.

Sandwiches, fruit and juice are the most frequently found items in children's lunchboxes. Juice
outweighs other drinks like water, smoothies and milk quite considerably, though water has
gained significant ground in the last 3 years.

Yoghurts can be found in over one third of all lunchboxes.

Cereal bars and cheese snacks are less popular while crisps and popcorn are present in
only very few lunchboxes.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Place Where Usually Eat Lunch
New question in 2010
41
%
SPAIN
2010
SPAIN
2013
At work
25
28
At home
75
72
Q.16 During the week, do you usually eat lunch at work or at home?
13-035911/Bia Periscope Study 2013 Spain/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
SPAIN
2010
More often
54
Less often
31
No change
15
SPAIN
2013
Prepare my lunch at work
SPAIN
2010
SPAIN
2013
11
12
69
68
21
20
60
25
15
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 Spain/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
SPAIN
2010
SPAIN
2013
Go out & get sandwich & bring it back to work
SPAIN
2010
SPAIN
2013
11
11
67
68
22
21
20
More often
35
59
Less often
48
No change
17
21
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 Spain/August 2013
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
44
New question in 2010
% Yes
21
SPAIN 2010
26
SPAIN 2013
Yes
In 2013, Higher Amongst:
• 35-44 yrs
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 Spain/August 2013
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
New question in 2010
45
%
71
Sandwiches
63
26
28
Cereal bars
Crisps
Popcorn
4
7
3
5
62
62
Fruit
36
35
Smoothie
Juice
52
19
19
Milk
52
Bottle of water
39
36
34
Yoghurt
Rice pudding
Cheese snack/cheese strings
Other
63
4
7
23
21
18
17
SPAIN 2013
SPAIN 2010
Q.19 What would their lunch boxes usually contain?
45
13-035911/Bia Periscope Study 2013 Spain/August 2013
46
Eating in Home
13-035911/Bia Periscope Study 2013 Spain/August 2013
Eating In Home: Summary
47

Similar to other years, approximately 4 in 10 claim to have responsibility for always preparing
their own meals. A further 3 in 10 claim to take responsibility for meal preparation some of the
time.

Females and those aged 45+ tend to have the most responsibility for preparing meals.

The frequency of families sitting down for breakfast together has remained consistent since
2010. The majority tend to do so at weekends as opposed to weekdays.

In 2013 , the proportion of those entertaining at home more often has risen to 35% from 29%.
This figure is higher amongst those for whom food is a passion and those with dependent
children.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
48
%
SPAIN
2006
Always prepare own meal
39
Sometimes prepare own meal
37
SPAIN
2008
SPAIN
2010
SPAIN
2013
44
41
44
33
31
34
Someone else prepares meal
20
21
25
Other/couldn’t say
4
2
2
19
2
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in the Home
49
%
AGE
SEX
SPAIN
2006
Male
Female
23
77
SPAIN
2008
30
70
SPAIN
2010
26
74
SPAIN
2013
30
SPAIN
2006
SPAIN
2008
SPAIN
2010
SPAIN
2013
18-24
3
6
7
4
25-34
16
18
18
35-44
21
20
22
56
53
18
19
70
45+
59
60
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 Spain/August 2013
(Base: All Adults 18+, excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast Together
New question in 2010
50
%
SPAIN
2010
SPAIN
2013
Every morning
22
24
Weekdays only
6
4
Weekends only
38
42
School holidays only
Holidays away from home
Term time only
3
6
*
Never
25
2
6
*
22
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 Spain/August 2013
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often Nowadays
51
New question in 2010
% Yes
SPAIN 2010
29
SPAIN 2013
35
Yes
In 2013, Higher Amongst:
• Dependent children
• Cooking is a passion
Q.9 Some people are entertaining at home more often nowadays instead of going out to eat or drink.
Do you find that you are entertaining at home more often, or not?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
New question in 2010
52
SPAIN
(35%)
(29%)
% Entertaining at home more often 2013
% Entertaining at home more often 2010
22
Romantic meal in instead of going out
25
Having friends over instead of going to pub
or restaurant
59
65
60
Family celebrations at home instead
54
17
A few drinks at home with your partner
instead of going to the pub
Other
17
3
4
SPAIN 2013
SPAIN 2010
Q.10 And which, if any, of these types of entertaining in are you doing more often?
13-035911/Bia Periscope Study 2013 Spain/August 2013
53
Eating Out of Home
13-035911/Bia Periscope Study 2013 Spain/August 2013
Eating Out Of Home: Summary
54

The incidence of eating out in the last 7 days has increased across the board for meals or
snacks eaten in a pub/restaurant/café, takeaway meals and meals or snacks delivered to the
home. Frequency is highest for having meals or snacks delivered to your home with an average
of 3.9 times a week amongst those who do so.

In the last 7 days, 58% claim to have eaten a meal or snack in a pub/restaurant/café. This
represents an increase from 2010 levels but is still lower than highs of 2006 and 2008.

The proportion of people claiming to have eaten a takeaway in the past week has been creeping
steadily upwards since 2008, while the proportion getting deliveries of snacks or meals to the
home is the highest reported figure since research began.
13-035911/Bia Periscope Study 2013 Spain/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
SPAIN 2010
SPAIN 2008
SPAIN 2006
Frequency in 2013
(no. of times – excl. zero)
32%
58%
29%
(55%)
(68%)
(75%)
(26%)
(27%)
(35%)
(28%)
(27%)
(24%)
2.1
1.9
3.9
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 Spain/August 2013
56
Health & Wellbeing
13-035911/Bia Periscope Study 2013 Spain/August 2013
Health & Wellbeing: Summary
57
57

A considerable 78% of Spanish adults consider themselves to be healthy while only 5% stated that their
diet was unhealthy.

The Spanish attitude towards diet is very positive. They display strong convictions about eating properly,
being aware of nutritional benefits of food and they believe strongly that diet and foods impact upon
mental health, body and mind.

There is little evidence to suggest that higher priced healthier food will be avoided. It seems instead that
the Spanish are willing to pay more for healthy food. There is a suggestion however, that they are
somewhat unhappy with the choice of healthy foods that are available.

‘Low fat’ remains an important factor in Spaniards purchase of food products and in their understanding of
what constitutes a healthy food choice.

The Spanish express an extremely positive attitudes towards a balanced healthy diet with the vast
majority agreeing that they eat a balanced diet; buy natural foods; limit the amount of fast food they
consume and always check nutritional labelling on foods they buy.

More than 8 in 10 agreed that they find it difficult to understand nutritional claims on packaging and to
understand labelling on food, indicating that despite claims of understanding what it means to be healthy,
there is a gap in the Spanish’ ability to interpret the healthiness of certain food products.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Overall Descriptors of Diet
58
%
My Diet is …
SPAIN
2006
SPAIN
2008
SPAIN
2010
SPAIN
2013
Very healthy
10
7
10
9
Fairly healthy
71
Not sure
Fairly unhealthy
Very unhealthy
12
81%
Mean
7
*
3.8
67
74%
64
74%
69
19
20
17
6
5
*
3.8
5
*
3.8
1
3.7
78%
Q.29 How would you describe your diet overall?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
59
%
SPAIN
2006
More healthy
SPAIN
2008
4
SPAIN
2013
40
36
30
Less healthy
SPAIN
2010
4
33
5
5
Q.30 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2013
60
%
AGE
SEX
SPAIN
2013
Male
Female
More healthy
40
40
41
Less healthy
5
5
5
18-24
25-34
44
46
9
7
35-44
45+
Main/Joint
Shopper
37
38
41
4
3
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 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (I)
61
% Agree
Slightly
To be healthy it is really important to eat properly
A good diet can help your mental health
% Agree
Strongly
36
30
37
22
54
55
52
70
43
36
42
32
40
41
37
49
39
42
31
48
I am conscious of the nutritional benefits of food
I eat to feel good and take control of my life*
38
46
32
42
38
37
36
42
I eat healthy to take control of my life
%
Agree
33
45
34
57
23
26
13
18
25
27
21
29
90
85
89
92
83
77
79
81
87
80
77
89
65
64
50
54
66
60
66
63
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
* Caution - wording change in 2010
Q.2 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (II)
62
% Agree
Slightly
34
30
31
28
28
27
I eat for enjoyment and not for health reasons
I wish I had time to exercise but I am just too busy*
n/a
n/a
19
I am often confused about what I should eat to stay
20
healthy* n/a
n/a
% Agree
Strongly
12
15
9
10
14
16
n/a
n/a
6
8
n/a
n/a
36
I am concerned about my children becoming obese
n/a
n/a
31
31
33
32
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
42
51
26
n/a
n/a
10
8
n/a
n/a
%
Agree
17
20
13
19
4
6
n/a
n/a
45
45
40
38
43
43
n/a
n/a
25
28
n/a
n/a
78
77
n/a
n/a
48
51
46
51
14
14
n/a
n/a
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.
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
* New statement added 2010
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Wellbeing
63
% Agree
Slightly
%
Agree
% Agree
Strongly
43
36
Good food can enhance body and
mind
44
45
87
45
81
39
30
60
44
I consider what I eat to be really
important for my wellbeing
83
36
90
74
29
67
31
SPAIN 2013
45
32
74
29
41
73
SPAIN 2010
SPAIN 2008
SPAIN 2006
Q.2 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitudes Towards Healthy Options
64
% Applies
A Lot
% Applies
A Little
44
34
40
38
39
37
33
33
41
44
25
25
Healthier foods are always more expensive than
other foods
I am willing to pay more for healthy food and
beverages as long as they taste good
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
45
51
49
46
45
49
52
50
48
44
56
50
67
65
I would like manufacturers to help me eat
healthy
51
45
25
27
24
36
20
17
15
I find there are never enough healthy food
options when shopping
Choosing healthy food to eat is very limiting and
boring too
5
%
Applies
27
30
42
38
56
52
51
47
49
52
49
46
89
85
89
84
84
86
85
83
89
88
81
75
94
95
93
93
81
79
75
83
69
69
64
51
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
% Applies
A Lot
65
% Applies
A Little
50
48
44
41
I would like to see more low fat products
40
43
45
46
42
40
40
39
I am more concerned about what I eat and
drink to control my weight
47
48
48
46
46
45
I am more concerned about fat content than
calories
42
46
52
48
30
33
56
53
I always look for a low fat option when
buying food products
35
38
37
35
51
45
26
27
I always think of the calories in what I eat*
n/a
n/a
%
Applies
46
46
n/a
n/a
90
91
89
87
89
88
88
85
88
91
82
81
91
91
88
80
72
73
n/a
n/a
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
* New statement added 2010
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
66
65
61
I always try to eat a balanced diet
29
34
44
46
49
47
64
65
I try to buy foods that are natural
31
30
54
42
38
28
32
39
38
41
46
48
44
44
45
53
53
30
33
40
37
I eat at least 5 portions of fruit and veg per day
24
27
41
43
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible*
57
66
61
52
55
I try to limit the amount of fast food I consume
29
23
65
60
n/a
n/a
%
Applies
% Applies
A Little
n/a
n/a
94
95
93
93
95
95
96
95
94
93
91
93
81
83
72
71
85
88
82
76
95
94
n/a
n/a
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
* New statement added 2010
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
% Applies
A Lot
%
Applies
% Applies
A Little
49
50
51
48
85
46
46
50
42
86
48
46
51
50
86
36
36
I eat to enrich/enhance mental alertness and
spiritual well being
22
22
40
41
39
49
There are not enough product options for people
who suffer food intolerances
38
41
I very rarely nibble between meals
My diet is mainly vegetarian*
67
26
27
36
37
13
14
n/a
n/a
n/a
n/a
86
73
70
87
89
91
87
77
77
49
51
n/a
n/a
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
* New statement added 2010
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Health Products/Labelling
68
%
Applies
% Applies
A Lot
% Applies
A Little
39
44
83
39
45
84
I often find it difficult to understand
the nutritional claims on packaging
24
56
14
I often find it difficult to understand
the labelling on food
24
12
50
80
64
40
44
84
37
46
83
SPAIN 2013
78
SPAIN 2010
54
45
SPAIN 2008
57
SPAIN 2006
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
13-035911/Bia Periscope Study 2013 Spain/August 2013
69
Environmental Issues
13-035911/Bia Periscope Study 2013 Spain/August 2013
Environmental Issues: Summary
70

More than one quarter of Spanish adults claim to have never heard of the term sustainability, the
same figure as 2008. However, the percentage of people claiming to buy food with low
sustainability features has increased significantly since this time.

Awareness of carbon footprint is relatively low. Awareness of the term and purchase of foods
with a low carbon footprint have both decreased since 2008.

The Spanish have become increasingly aware of ‘food miles’ in recent years. Yet, a significant
58% still claim to be unaware of the term.

More than 6 in 10 Spanish adults claim to be “more conscious of environmental issues in their
choice of products nowadays” and to “prefer to buy from companies that are aware of the impact
of environmental issues.” Convictions about both of these environmental issues have been in
decline in recent years.

Fair Trade products seem to receive high levels of support in Spain, both from a supply and
purchase point of view.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitudes towards Sustainability
New question in 2008
71
%
SPAIN
2008
SPAIN
2010
SPAIN
2013
In 2013, Highest Amongst
12
I have never heard of it before today
27
27
 Those who think
cooking is a chore
34
I have heard of it but do not consider it important
20
I consider the term to be a fad
25
23
22
11
18
I sometimes try to buy food with low features
17
I actively/ always try to buy food with low features
11
25
21
7
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 Spain/August 2013
(Base: All aware of sustainability)
Understanding of the Term Sustainability
New question in 2008
72
2013
TOTAL
SPAIN
2008
(73%)
%
% Aware
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
SPAIN
2010
(88%)
%
49
52
Production practices which do not have
a future affect on the environment
SPAIN
2013
(73%)
%
25
GENDER
46
24
26
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
45
46
41
44
52
45
24
28
28
27
19
27
Ensuring that future generations have
what we have today
12
10
12
12
12
14
12
10
13
Consumption practices which do not
have a future effect on the environment
11
9
10
11
8
11
7
13
9
*
-
-
1
-
-
8
6
5
9
7
6
Other
-
Don’t know
-
*
*
6
7
Q.44 What do you understand the term “Sustainability” to mean?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
New question in 2008
%
SPAIN
2008
I have never heard of it before today
73
SPAIN
2010
SPAIN
2013
33
63
I have heard of it but do not consider it important
20
I consider the term to be a fad
21
55
14
16
I sometimes try to buy food with low footprint
I actively/ always try to buy food with low footprint
In 2013, Highest Amongst
11
14
12
10
10
7
4
9
 55+yrs
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 Spain/August 2013
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
74
2013
TOTAL
New question in 2008
SPAIN
2008
(63%)
%
% Aware
The amount of carbon dioxide which is
emitted before a product reaches the
market
SPAIN
2010
(37%)
%
70
52
An individuals effect on the
environment brought about by the
consumption of products
15
15
A measure of environmental damage
15
16
Other
-
Don’t know
-
SPAIN
2013
(45%)
%
*
17
9
-
17
22
GENDER
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
52 49
55
58
49
51
53
17
17
18
20
19
15
10
8
9
11
12
8
-
-
-
-
-
-
23
20
15
20
17
25
Q.45 What do you understand the term “Carbon Footprint” to mean?
*** data unavailable
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitudes towards Food Miles
75
New question in 2008
%
SPAIN
2008
SPAIN
2010
SPAIN
2013
In 2013, Highest Amongst
58
I have never heard of it before today
69
76
11
I have heard of it but do not consider it important
I consider the term to be a fad
4
8
I sometimes try to buy food with low food miles
9
9
I actively/ always try to buy food with low food miles
10
9
3
2
10
 Males
12
 Entertaining at home more
often
9
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 Spain/August 2013
(Base: All aware of the term food miles)
Understanding of the Term Food Miles – Spontaneous
New question in 2008
76
2013
SPAIN
2008
% Aware
SPAIN
2010
(31%)
The distance that food has to
travel from producer to shop
74
An indication of environmental
impact
Other
Don’t know
(34%)
-
-
Female 18-24 25-34 35-44 45+
(42%)
%
%
%
%
%
%
60
63
59
52
64
65
24
20
24
26
27
17
*
1
-
-
-
1
16
17
17
22
8
17
61
33
*
22
*
19
AGE
Male
48
26
GENDER
SPAIN
2013
16
Q.43 What do you understand the term “Food Miles” to mean?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Statements Regarding Environmental Issues (I)
77
New question in 2008
I am more conscious of environmental issues in my choice of products today
%
Agree
71
SPAIN 2008
SPAIN 2010
SPAIN 2013
66
64
In 2013, Higher Amongst:
45+ yrs
• Dependent children
• Entertaining at home more often
•
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Statements Regarding Environmental Issues (II)
78
New question in 2008
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agree
SPAIN 2008
63
SPAIN 2010
64
SPAIN 2013
61
In 2013, Higher Amongst:
•
•
45+ yrs
Entertaining at home more often
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Attitude Towards Fair Trade Products
I wish there was more Fair Trade
products/brands available in store*
79
%
Applies
a little
%
Applies
a lot
36
57
93
42
50
92
n/a
n/a
n/a
n/a
43
48
%
Applies
n/a
n/a
92
SPAIN 2013
The higher price of Fair Trade products
puts me off buying them*
I try to buy Fair Trade products/brands
whenever they are available
89
43
46
n/a
n/a
n/a
n/a
48
35
83
50
33
83
54
20
51
20
SPAIN 2010
n/a
SPAIN 2008
n/a
SPAIN 2006
74
71
* 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 Spain/August 2013
80
Grocery Shopping
13-035911/Bia Periscope Study 2013 Spain/August 2013
Grocery Shopping: Summary
81

In Spain, the majority of all grocery shoppers (54%) continue to be female.

Spanish grocery shoppers rank quality considerations as important when shopping for grocery items. The
survey suggests that they are becoming increasingly more price conscious as, now more than before, they
are more likely to spend time when looking for a bargain and look at the price first. They also place
emphasis on looking for the best value they can get and watching out for announcements of promotions.

Similar to previous waves, ‘fresh’ and ‘natural’ remain the most important statement on a food labels,
though the proportion of people who consider these to be very important has been in decline since 2008.

Awareness of functional foods has declined. The proportion of those who claim to be likely to purchase
functional foods in the future has improved since 2008 but still remains substantially lower than 2006 levels.

Awareness of Fair Trade products have improved while awareness about glycemic index and foods which
have been irradiated remains relatively low.

The majority of Spanish grocery shoppers claim to check for quality symbols (note the proportion claiming to
always check has declined) and country of origin. In 2013, just under 20% claim to never check for a quality
symbol label, the highest on record.

30% of Spanish adults with internet access claim to have ordered groceries online.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers
82
%
AGE
SEX
SPAIN
2006
Male
Female
45
55
SPAIN
2008
47
53
SPAIN
2010
46
54
SPAIN
2013
46
54
SPAIN
2006
SPAIN
2008
SPAIN
2010
SPAIN
2013
18-24
10
10
8
7
25-34
20
20
22
21
35-44
20
20
23
45+
50
50
48
21
51
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 Spain/August 2013
(Base: All Grocery Shoppers 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
New question in 2013
83
%
SPAIN
2013
Weekly
15
Less often
12
Never/don’t know
73
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 Spain/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing ‘Free From’ Food
New question in 2013
84
%
SPAIN
2013
Weekly
27
Less often
17
Never/don’t know
54
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 Spain/August 2013
(Base: All Adults 18+)
Responsibility for Grocery Shopping
85
%
SPAIN
2006
Mainly responsible
38
Jointly responsible with
someone else
48
Someone else
responsible
14
SPAIN
2008
SPAIN
2010
SPAIN
2013
46
46
50
43
40
10
14
37
12
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 Spain/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (I)
%
Agree
Slightly
Quality of fresh food is more important
than price
I most often go to the same store but
look for the best value for money I can
get
I will pay a bit more for grocery shopping
to get superior customer service
I don’t mind spending time when looking
for a bargain
I watch for announcements for sales or
promotions on grocery
50
37
45
40
49
31
47
40
35
29
27
33
34
28
31
31
47
37
43
40
86
%
Agree
Strongly
22
30
25
41
20
46
23
35
13
16
10
14
20
23
14
19
21
33
23
26
%
Agree
72
67
70
81
68
77
70
75
48
45
37
47
54
51
45
50
68
70
66
66
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
Q.47 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
%
Agree
Slightly
37
34
33
30
31
29
26
20
21
19
When I shop the first thing I look for is
price
The most important thing is price when
grocery shopping
There is no difference between the main
supermarkets*
I tend to buy on impulse if I think they
are cheap
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
87
%
Agree
Strongly
19
19
13
9
12
14
9
5
6
9
n/a
n/a
7
7
4
11
22
23
18
17
n/a
n/a
19
17
13
30
36
29
35
30
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
%
Agree
56
53
46
39
43
43
35
25
27
28
n/a
n/a
26
24
17
41
58
52
53
47
* New statement added 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 Spain/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
88
%
Applies
a little
Products in the chilled cabinet are
always fresher
56
58
52
64
I much prefer to buy products from
the chilled cabinet
57
62
60
63
I buy food in smaller packs because
it means less waste
Where possible I buy multi-pack
products
%
Applies
%
Applies
a lot
33
30
12
12
32
29
14
15
20
22
52
51
39
38
47
51
51
45
9
9
38
39
15
39
89
88
64
76
90
91
74
78
72
73
48
47
85
90
66
84
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
Q.48 And now about food shopping generally – please tell me whether these statements apply
to you a lot, a little or not at all?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
SPAIN
Less
Often
%
New question in 2010
Buying from farmers markets
42
26
42
10
45
11
41
23
39
21
39
22
38
20
22
Buying food items on promotion
49
27
48
Buying in bulk
53
22
Shopping in discount retailers
Buying some of my food from suppliers
who sell at your door
More
Often
%
23
Spreading my shopping across a
number of shops to get the best value
89
26
52
SPAIN 2013
SPAIN 2010
46
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 Spain/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
90
SPAIN
Less
More
Often
Often
%
%
New question in 2010
41
14
Buying online
42
Travelling further to shop to get better
value
11
44
18
41
Buying foods that are familiar to me
from when I was growing up
16
27
31
I find that I’m eating what my mother or
grandmother would cook
33
30
33
26
33
31
SPAIN 2013
SPAIN 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 Spain/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
91
New question in 2008
Fresh
SPAIN
2008
Very important
Fairly important
Neither/nor
Not at all important
61
36
8
1
SPAIN
2010
60
30
9
1
Natural
SPAIN
2013
56
34
9
1
SPAIN
2008
58
32
9
1
SPAIN
2010
54
33
12
1
Grown without pesticides*
SPAIN
2013
SPAIN
2008
SPAIN
2010
SPAIN
2013
40
39
32
35
24
23
4
4
53
36
10
1
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 Spain/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
92
New question in 2008
Good source of calcium*
SPAIN
2008
Very important
Fairly important
Neither/nor
Not at all important
n/a
Helps build strong bones*
SPAIN
2010
SPAIN
2013
SPAIN
2008
29
29
40
39
26
28
28
29
5
5
6
6
n/a
SPAIN
2010
SPAIN
2013
29
29
36
36
20% less fat*
SPAIN
2008
n/a
SPAIN
2010
SPAIN
2013
33
35
38
36
23
24
5
5
* 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 Spain/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping
New question in 2008
93
% Very Important
56
60
62
Fresh
53
54
Natural
59
39
40
Grown without pesticides*
n/a
SPAIN 2010
29
29
Good source of calcium*
SPAIN 2013
SPAIN 2008
n/a
29
29
Helps build strong bones*
n/a
35
33
20% less fat*
n/a
* New statement added 2010
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh” – 2013
94
Total
%
71
Fresh vegetables
75
Fresh fruit
25
Fresh taste
Free from preservatives
36
Food cooked/grown/produced within the last few days
39
Nutritionally better for you
24
Short shelf life
26
Kept in the fridge
Made from scratch
28
16
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh”
95
New question in 2008
Total
%
71
Fresh vegetables
n/a
75
Fresh fruit
n/a
25
Fresh taste
36
38
27
24
24
Nutritionally better for you
Short shelf life
Kept in the fridge
Made from scratch
19
85
30
30
Free from preservatives
Food cooked/grown/produced within the last few days
89
34
39
55
SPAIN 2013
SPAIN 2010
SPAIN 2008
33
26
40
28
27
18
16
21
24
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 Spain/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural” – 2013
96
Total
%
No artificial ingredients/ preservatives/colours
69
Natural ingredients
67
From nature
39
Natural colour
15
Not fortified with additional ingredients
58
Nutritionally better for you
26
Produced organically
26
Produced locally
10
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural”
97
New question in 2008
Total
%
69
70
No artificial ingredients/ preservatives/colours
67
Natural ingredients*
n/a
39
From nature
15
Natural colour*
n/a
SPAIN 2013
58
55
26
27
Nutritionally better for you
Produced organically
17
21
81
57
22
Not fortified with additional ingredients
Produced locally
49
81
SPAIN 2010
69
SPAIN 2008
35
26
10
11
9
*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 Spain/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 Spain/August 2013
(Base: All Adults 18+)
Awareness of Different Food Types
99
Total Aware
%
76
74
Functional foods
86
85
78
Fair trade products*
Ethical products*
71
n/a
n/a
61
61
n/a
n/a
37
35
31
34
Glycemic index
Food which has been irradiated
SPAIN 2013
SPAIN 2010
SPAIN 2008
SPAIN 2006
14
15
23
19
NOTE: Fair Trade / Ethical Products combined in
’06 & ‘08
Q.31 Which of the following have you ever heard of?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
100
%
SPAIN
2006
Very likely (5)
SPAIN
2008
SPAIN
2010
SPAIN
2013
14
14
17
33
48%
34
74%
Fairly likely (4)
56%
54%
40
38
41
32
32
Not sure (3)
Fairly unlikely (2)
Very unlikely (1)
Mean
19
14
5
2
6
9
5
4.0
3.4
3.5
27
10
7
3.5
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 Spain/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
101
%
SPAIN
2006
Always check
SPAIN
2008
SPAIN
2010
SPAIN
2013
28
25
28
59
63
54
13
12
40
Sometimes check
51
Never check
9
19
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 Spain/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
102
%
SPAIN
2006
SPAIN
2008
SPAIN
2010
SPAIN
2013
Always check
35
32
29
33
56
Sometimes check
54
51
Never check
11
15
16
55
13
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 Spain/August 2013
(Base: All Adults 18+)
Internet Usage
103
Regular
Access
SPAIN
2010
%
Downloaded
A Mobile
Phone App
Downloaded
A Recipe*
SPAIN
2013
SPAIN
2008
SPAIN
2010
SPAIN
2013
Downloaded
A Promotional
Voucher
SPAIN
2013
SPAIN
2013
Use Social Media
To Contact
a Company
SPAIN
2013
34
61
Ever
Yes
99
73
77
53
76
100
66
39
Never
No
1
27
23
47
24
*
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 over the internet?
*Change in wording in 2013
13-035911/Bia Periscope Study 2013 Spain/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
SPAIN
2013
Past week
10
Past month
8
Past 6 months
8
Longer ago
8
Downloaded
a Recipe
SPAIN
2013
27
20
15
Never
66
14
24
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 Spain/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
SPAIN
2013
SPAIN
2013
Past week
17
14
Past month
16
11
12
Past 6 months
13
16
Longer ago
15
Never
39
47
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 Spain/August 2013
(Base: All with internet access)
Online Grocery Shopping
106
%
Yes
Ever Ordered?
How Often?
SPAIN
2013
SPAIN
2013
30
Every day/few times a week
About once a week
2-3 times a month
About once a month
No
4
6
4
26
70
Less often
60
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 Spain/August 2013
107
Buying Local
13-035911/Bia Periscope Study 2013 Spain/August 2013
Buying Local: Summary
108
108

The importance of buying local produce when shopping for food has shown marginal
improvements in 2013. The proportion of those who consider local food to be very important has
reached an all time high of 22%.

However, despite these improvements, the frequency of purchase remains below 2008 figures,
when daily purchases showed considerably buoyancy. The proportion of those who are buying
local a few times/once a week has managed to build some momentum since 2010.

Almost half of all Spanish adults believe ‘local food’ to refer to food that is made within close
proximity to where they live.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Importance of Buying Local Produce when Food Shopping
109
%
SPAIN
2006
SPAIN
2008
SPAIN
2010
Very Important (5)
16
18
16
Fairly Important (4)
42
40
41
SPAIN
2013
22
41
Neither/nor (3)
Not very important (2)
Not at all important (1)
Mean Score
33
6
3
3.6
30
7
5
3.6
34
5
3
3.6
29
5
3
3.8
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 Spain/August 2013
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
110
%
SPAIN
2006
Daily
Few times/once a
week
12
SPAIN
2008
SPAIN
2010
SPAIN
2013
8
9
55
59
20
61
56
21
Few times/once a
month
19
17
Less often/ never
8
6
15
21
12
Q.28 How often would you buy local produce, i.e. products produced in your local area?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food” – 2013
111
Total
%
Made within a close proximity to where I live
47
Available in farmers markets
17
Made within the county in which I live
26
Made within a 20 mile radius from where I live
15
Made within the province in which I live
Made within Europe
38
1
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food”
112
2008 not included as question format changed in 2010
Total
%
47
Made within a close proximity to where I live
50
17
Available in farmers markets
24
26
Made within the county in which I live
SPAIN 2013
SPAIN 2010
27
15
Made within a 20 mile radius from where I live
19
38
Made within the province in which I live
Made within Europe
41
1
3
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 Spain/August 2013
113
Alcohol
13-035911/Bia Periscope Study 2013 Spain/August 2013
Alcohol: Summary
114
114

Approximately 6 in 10 adults in Spain consume alcohol nowadays, a figure that is almost ten
percentage points lower than in 2006. Alcohol consumption is typically highest amongst
males.

Of those consuming alcohol, the frequency of consumption has remained relatively stable in
recent years. Just over half of all of those who consume alcohol do so daily/ several times a
week

In an average month, about one quarter of alcohol drinkers consume alcohol on 61%+ food
occasions. There has been an increase in the incidence of consumption of alcohol with food
in recent years.
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All Adults 18+)
Incidence of Drinking Alcohol
115
% Yes
69
SPAIN 2006
SPAIN 2008
65
SPAIN 2010
56
SPAIN 2013
60
Yes
In 2013, Higher Amongst:
• Males
Q.20 Do you, yourself ever drink any alcoholic drinks, either at home (i.e. in your own home or
someone else’s home) or on licensed premises such as a pub, club, bar, hotel or elsewhere?
13-035911/Bia Periscope Study 2013 Spain/August 2013
(Base: All who drink alcohol)
Frequency of Drinking Any Alcohol
116
%
SPAIN
2006
(69% )
SPAIN
2008
(65% )
SPAIN
2010
(56% )
SPAIN
2013
(60% )
Daily/several times a week
52
54
54
51
Weekly
26
26
28
2-3 times/once a month
17
14
16
19
5
Several times
a week
2
Several times
a week
3
Several times
a week
% Drink Alcohol 
Less often
Average
5
Several times
a week
26
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 Spain/August 2013
(Base: All who drink alcohol)
Proportion of Alcohol Consumed with Food
117
%
SPAIN
2006
61%+
SPAIN
2008
16
41-60%
7
21-40%
17
SPAIN
2010
25
50
11
SPAIN
2013
27
8
11
15
12
0-20%
61
15
61
47
23
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?
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13-035911/Bia Periscope Study 2013 Spain/August 2013