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 Sweden.
The charts included represent the study results. More detailed information is available in the
tabular reports.
13-035911/Bia Periscope Study 2013 Sweden/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 Sweden.

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 Sweden/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 Sweden/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (I)
5
%
Male
Female
SEX
AGE
SWEDEN
2013
SWEDEN
2013
Under 25
11
25-34
16
35-44
18
45-54
16
SOCIAL CLASS
SWEDEN
2013
Upper*
41
Lower
59
49
51
55+
39
*Upper is classified as all earning above €57, 532
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (II)
6
%
HOUSEHOLD
COMPOSITION
REGION
WORKING
STATUS
SWEDEN
2013
SWEDEN
2013
SWEDEN
2013
Single
Dual
North
10
Middle
17
East
25
22
48
West
3+
30
South East
Working full time/
self-employed
49
Working part time
Student
7
7
Other*
37
18
18
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Profile of Sample (I)
7
%
SWEDEN
2006
Male
Female
50
50
SWEDEN
2008
49
51
SOCIAL CLASS
AGE
SEX
SWEDEN
2010
52
48
SWEDEN
2013
SWEDEN
2006
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
18-24
11
11
10
11
25-34
17
17
17
16
SWEDEN
2006
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
41
49
50
Upper*
35-44
18
18
18
18
45-54
16
16
16
16
59
59
59
51
55+
38
38
39
39
Lower
50
41
41
* Upper is classified as all earning above €57,532
or ABC1 social grading
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Profile of Sample (II)
8
%
REGION
HOUSEHOLD COMPOSITION
SWEDEN SWEDEN SWEDEN SWEDEN
2006
2008
2010
2013
Single
22
20
24
WORKING STATUS
SWEDEN SWEDEN SWEDEN SWEDEN
2006
2008
2010
2013 #
North
10
Middle
17
SWEDEN SWEDEN SWEDEN SWEDEN
2006
2008
2010
2013
22
Working full
time/ selfemployed
Dual
42
43
42
48
East
n/a
n/a
n/a
55
67
49
66
25
7
8
West
3+
36
37
34
18
Working part
time
Student
6
11
5
30
South
East
18
#Note: Geographic breakout of regions
different in ’06, ’08 & ‘10
Other*
7
17
16
3
30
37
15
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Incidence of Dependent Children Living in Household
9
%
SWEDEN
2006
SWEDEN
2008
23
Yes
9
SWEDEN
2013
29
24
71
76
38
77
No
SWEDEN
2010
62
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
New question in 2013
10
%
SWEDEN
2013
27%
Allergies Mentioned
Amongst All Adults:
Yes
•
•
•
•
•
•
•
•
Lactose
Nut/peanut
Milk
Shellfish
Wheat (coeliac condition)
Eggs
Fish
Soy
11%
10%
5%
5%
4%
4%
2%
2%
Q.30a Do you or anybody in your household have any of the following food allergies?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Attitudes Towards Food
Attitudes Towards Food: Summary
12

In terms of attitudes towards specific food types, the majority of Swedish adults try to eat a lot
of fruit and vegetables. They also consider dairy as an important part of their diet, they tend to
avoid sugary foods and endeavour to eat high fibre options. Since 2006, however, the
popularity of high fibre seems to have declined somewhat.

In more general terms, the vast majority of Swedes enjoy trying new foods and eating out.

In recent years the proportion of people claiming to often eat ready prepared/ convenience
meals has fallen considerably. There has also been a steady decline amongst those claiming
to rarely have time to eat a proper breakfast.

Just over half of Swedish adults believe frozen food and chilled food to be equal to each other.

With regard to utility ownership, Swedish homes appear to have less woks, sandwich makers
and deep fat fryers present in their kitchens. Over the past number of years, ownership of other
items such as food processors and steamers have also fallen.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (I)
13
%
SWEDEN 2006
93 94
SWEDEN 2008
SWEDEN 2010
SWEDEN 2013
96 98 98
88 89
90 91
89
87 88
67
51 52
52
70
56
43 42
15 16 14
6
ANY
OVEN
Full oven
– electric
8
3
2
Full oven
– gas
2
ANY
FREEZER
Separate
freezer section
attached to fridge
Freezer box
in fridge
Separate
freezer
unit
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (II)
14
%
SWEDEN 2006
94
87
75
75
SWEDEN 2008
SWEDEN 2010
SWEDEN 2013
91 91 91 92
90 89
79
76 77
70
69
64
64 66
29
23
2
Kettle
Toaster
1
1
Tagine
1
28 27
n/a n/a
Smoothie
maker/
smoothie
blender
ANY
MICROWAVE
Microwave
without
grill
Microwave
with
grill
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (III)
15
%
SWEDEN 2006
SWEDEN 2008
SWEDEN 2010
SWEDEN 2013
87
67
60
71
64
67
81
65
57
54 52
52
52
47
45 44
41
37
26
24 23
15
14 13
11
n/a
Grill
84
Deep
Fat Fryer
Sandwich
maker
Food
processor
n/a
Wok
Steamer
Coffee
maker
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (I)
16
%
SWEDEN 2013
1
1
3
=
4
=
=
-1
1
-1
-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 Sweden/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (II)
17
%
SWEDEN 2013
1
2
n/a
-1
ANY
MICROWAVE
Microwave
without grill
Microwave
with grill
-2
Grill
-8
-7
Deep
Fat Fryer
Sandwich
maker
-2
-3
Steamer
Coffee
maker
-7
Food
processor
Wok
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitudes to Food (I)
18
% Applies a lot/a little
85
85
85
Dairy foods (milk/cheese) are an important part of my diet*
n/a
93
92
92
95
89
90
94
90
I try to eat a lot of fruit and vegetables
I enjoy eating out
80
86
85
82
I tend to pick foods that are easy to prepare
92
94
97
96
I like to try new foods
80
84
82
I always try to eat high fibre foods
30
I rarely have time to eat a proper breakfast
91
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
40
44
43
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
* New statement added 2008
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitudes to Food (II)
19
% Applies a lot/a little
78
76
81
I try to eat foods that are low in fat
90
50
54
Food is one of the few pleasures I have left* n/a
n/a
82
79
83
81
76
81
82
82
I tend to avoid sugary foods/sweets
I tend to pick foods that are quick to cook
41
47
45
I would often eat ‘ready prepared’/ ‘convenience meals’
57
I always try to buy brands that use
environmentally sensitive packaging*
72
71
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?
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
* New statement added 2010
13-035911/Bia Periscope Study 2013 Sweden/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
SWEDEN
2010
SWEDEN
2013
10
5
23%
13
19%
13
About the same
48
Chilled food is usually better than
frozen food
24
Chilled food is always better than
frozen food
7
54
31%
22
28%
6
* ’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 Sweden/August 2013
21
Attitudes Towards Cooking
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Attitudes Towards Cooking: Summary
22

Culinary proficiency in Sweden is high. Those admitting to being unable to cook or to cook only
simple food represents just 20% of the adult population. This means that 8 in 10 Swedish adults
consider themselves to be competent cooks (produce a meal with all the trimmings and/ or enjoy
having a dinner party where they do all the cooking).

Attitudes towards cooking are also very positive in this region with 60% describing cooking to be
good fun or a passion. However, this figure has declined from 68% in 2008.

With regard to eating and cooking behaviours, Swedish adults now appear to be less busy than
before, thereby freeing up their time to cook. There are also far less claiming to use a lot of ready to
eat foods in their household.

The proportion of those claiming to cook meals from scratch once/ few times a day has improved
slightly since 2008 and now represents just over 75% of the adult population. In 2013, those
admitting to cooking meals from scratch more often stands at 22%.

Oven baking/roasting and boiling remain the most popular forms of food preparation for those who
prepare their own meals. Steaming, micro-waving and having cold/ uncooked food have declined in
popularity.

Despite the fact that Swedish adults are unconvinced by the taste, quality and value for money of
convenience meals, more than half (56%) of them admit to always having these products at home.
This represents a significant increase from 2006 and 2008 levels.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Level of Cooking Expertise
23
%
Can’t boil an egg
Can cook basic snacks (e.g.
beans on toast)
Can cook a simple dinner (e.g.
meat and three veg.)
Would be confident that I could
produce a good Sunday roast
with all the trimmings
Would enjoy having a dinner
party where I do all the cooking
SWEDEN
2006
3
SWEDEN
2008
1
4
16
SWEDEN
2010
1
19
SWEDEN
2013
49
50
31
30
21
18
21
45
36
31
43
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 Sweden/August 2013
(Base: All Adults 18+)
Level of Cooking Expertise – 2013
24
%
SWEDEN
2013
Can’t boil an egg
1
Can cook basic snacks
2
(e.g. beans on toast)
18
Can cook a simple dinner
(e.g. meat and three veg.)
AGE
SEX
Male
31
Female
11
18-24
4
4
25-34
1
35-44
21
17
39
48
11
45+
1-
Main/Joint
Shopper
1-
13
16
58
52
27
31
26
39
Would be confident that I
could produce a good
Sunday roast with all the
trimmings
53
50
46
26
Would enjoy having a
dinner party where I do all
the cooking
30
35
25
39
27
33
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 Sweden/August 2013
(Base: All Adults 18+)
Attitude to Cooking
25
%
A chore – something that has
to be done
SWEDEN
2006
SWEDEN
2008
19
20
Important because eating well
is important
20
Good fun at times
45
SWEDEN
2010
SWEDEN
2013
13
13
12
25
27
54
43
68%
63%
61%
A passion – I love food
16
14
43
20
60%
17
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitude to Cooking – 2013
26
%
AGE
SEX
SWEDEN
2013
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
13
14
12
15
14
15
11
12
Important because
eating well is important
27
26
28
25
27
22
30
28
Good fun at times
43
40
45
43
42
47
42
43
A passion – I love food
17
20
14
18
17
16
17
18
A chore – something
that has to be done
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Eating & Cooking
27
% Applies a lot/a little
31
We use a lot of ready to eat foods in our household
40
42
42
78
79
77
80
I only eat out for special occasions
48
51
I’m too busy to cook meals as often as I would like
57
62
80
81
85
79
I really enjoy cooking and being able to create a great meal
63
I buy hot food from deli counters in shops/supermarkets
45
42
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
31
I eat prepared sandwiches/rolls from deli counters and shops
69
36
39
33
92
92
95
93
It is important to spend time over dinner as a family
Q.1 The following are things people have said about their attitudes to the food they eat and cooking.
For each one, please indicate whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In Past 3 Years
28
New question in 2010
% Yes
10
SWEDEN 2010
SWEDEN 2013
7
Yes
In 2013, Higher Amongst:
• Males
• 25-34 yrs
• Entertaining at home
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 Sweden/August 2013
(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From Scratch
29
%
SWEDEN
2006
Once/few times a day
Few times a week
37
33
SWEDEN
2008
44
45
33
31
9
10
38
9
Once/few times a month
14
13
6
1
2-3 times
per week
5
1
2-3 times
per week
Average
SWEDEN
2013
32
Once a week
Less often
Never
SWEDEN
2010
11
8
6
1
2-3 times
per week
8
4
2
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 Sweden/August 2013
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago
30
%
SWEDEN
2006
More often
SWEDEN
2008
SWEDEN
2010
17
17
28
About the same
63
Less often
9
SWEDEN
2013
22
72
75
69
11
8
9
 25-34 yrs, entertaining at home
more, 2+ 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 Sweden/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
SWEDEN
2013
(45% )
Grilled
10
Boiled
16
Oven baked/roasted
16
On the hob
11
Uncooked/ cold
10
Fried
16
Microwaved
Steamed
Stir fry/wok
Other
10
2
7
-
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 Sweden/August 2013
(Base: All who prepare own meals)
Preparation of Food in Home
New question in 2008
32
**‘On the hob’ added in 2010
*‘Grilled’ added in 2013
%
Grilled*
55
n/a
n/a
89
Boiled
95
75
90
89
92
Oven baked/roasted
56
Uncooked/ cold
69
82
88
Fried
94
95
63
On the hob**
69
n/a
53
Microwaved
Steamed
Stir fry/wok
63
11
13
77
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
39
41
55
74
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 Sweden/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
33
%
Once/few times a day
6
5
5
7
18
Few times a week
24
17
23
19
18
19
20
Once a week
22
22
Once/few times a month
22
26
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
26
24
23
24
Less often
8
7
Never
4
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 Sweden/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients – 2013
34
%
AGE
SEX
SWEDEN
2013
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
Once/few times a day
6
6
6
6
8
5
6
6
Few times a week
18
19
17
Once a week
Once/few times a month
19
13
23
24
27
18
16
22
18
22
15
23
23
22
19
21
23
22
20
25
26
Less often
Never
26
8
21
9
32
31
8
26
24
23
4
4
14
6
11
8
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
35
% agree strongly/slightly
80
82
Are easy to cook
82
82
81
83
86
Are easy to prepare
81
82
Are quick to cook
82
64
Are expensive
68
Are filling
Are a good substitute for home
cooked meals when time is limited
87
31
39
91
71
72
45
34
46
44
56
49
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 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 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
36
% agree strongly/slightly
28
24
Taste great
20
35
50
53
Have poor quality ingredients
14
41
16
14
Are good value for money
21
23
56
58
Always have at home
25
28
Have natural ingredients/
good for you
13
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
10
14
20
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 Sweden/August 2013
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
37
%
SWEDEN
2006
SWEDEN
2008
More often
7
9
Less often
29
27
SWEDEN
2010
SWEDEN
2013
5
5
35
33
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 Sweden/August 2013
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home
%
1st
Taste
36
Ease of preparation
Nutritional value
Value for money
5
5
6
7
4
10
16
23
23
3
3
3
2
1
2
2
16
14
10
13
12
7
6
5
6
4
3
n/a
Variety 13
3
SWEDEN 2013
7
12
SWEDEN 2010
12
SWEDEN 2008
9
7
Price
35
37
35
21
20
20
2
3
Enjoyment
Safeness of food
60
55
56
41
41
7
9
7
Healthiness
Freshness
1st/2nd
15
12
15
Quality
38
11
16
11
9
n/a
21
19
7
6
9
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 Sweden/August 2013
39
Food Behaviours At Lunch Time
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Food Behaviours At Lunch Time: Summary
40

Just over half of the adult population in Sweden claim to eat their lunch at work.

Approximately one third of those who eat their lunch in work claim to be bringing in their own
lunch more often nowadays. This is in line with 2010 results.

Other lunch behaviours such as preparing lunch in work, going out to eat lunch or going out to
get a sandwich to bring back to the office, show little movement since 2010. The majority of
people have not changed their behaviours for any of these activities.

The most popular lunchbox components for Swedish children are sandwiches and fruit. In terms
of drinks, milk and juice are equally popular, though they only appear in 16% of lunchboxes.
Water is much lower at just 7%.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Place Where Usually Eat Lunch
New question in 2010
41
%
SWEDEN
2010
SWEDEN
2013
At work
54
52
At home
46
48
Q.16 During the week, do you usually eat lunch at work or at home?
13-035911/Bia Periscope Study 2013 Sweden/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
SWEDEN
2010
More often
33
SWEDEN
2013
Prepare my lunch at work
SWEDEN
2010
SWEDEN
2013
6
3
27
34
32
Less often
20
13
70
62
No change
47
53
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 Sweden/August 2013
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits (II)
43
New question in 2010
Go out to eat lunch
More often
SWEDEN
2010
SWEDEN
2013
19
15
Go out & get sandwich & bring it back to work
SWEDEN
2010
SWEDEN
2013
6
4
26
34
28
Less often
34
70
57
No change
60
47
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 Sweden/August 2013
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
44
New question in 2010
% Yes
SWEDEN 2010
SWEDEN 2013
7
3
Yes
In 2013, Higher Amongst:
• 45-54 yrs
• 3+ household
Q.18 Do you have any children in your household for whom you are responsible for preparing their lunch pack/ lunch box?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
New question in 2010
45
%
Sandwiches
40
Cereal bars
Crisps
Popcorn
12
4
Fruit
30
Smoothie
9
Juice
16
Milk
16
Bottle of water
7
Yoghurt
Rice pudding
Cheese snack/cheese strings
Other
20
6
SWEDEN 2013
8
56
Q.19 What would their lunch boxes usually contain?
45
13-035911/Bia Periscope Study 2013 Sweden/August 2013
46
Eating in Home
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Eating In Home: Summary
47

The proportion of Swedish adults claiming to always /sometimes prepare their own meals
represents 86% of the adult population. A substantial proportion of the adult population therefore,
take responsibility for preparing the food that they eat.

Sitting down together as a family for breakfast every morning is achieved by more than four in
ten (42%) of Swedish adults, a slight increase on 2010 findings. A further one third claim to be
able to do this at weekends only.

In Sweden, 26% of adults claim to be entertaining at home more often nowadays. This figure is
higher amongst 25-34 year olds and those with a higher income.

For the vast majority, the most popular reason for entertaining at home more often is to have
friends over to the house instead of going to a pub or restaurant.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
48
%
SWEDEN
2006
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
Always prepare own meal
47
47
47
45
Sometimes prepare own meal
35
38
36
41
Someone else prepares meal
12
12
13
12
Other/couldn’t say
6
3
3
3
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 Sweden/August 2013
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in the Home
49
%
AGE
SEX
SWEDEN SWEDEN SWEDEN SWEDEN
2006
2008
2010
2013
Male
Female
40
60
37
63
40
60
35
SWEDEN SWEDEN SWEDEN SWEDEN
2006
2008
2010
2013
18-24
9
8
8
10
25-34
14
17
18
16
35-44
20
17
15
16
45+
57
58
59
57
65
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 Sweden/August 2013
(Base: All Adults 18+, excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast Together
New question in 2010
50
%
SWEDEN
2010
SWEDEN
2013
Every morning
38
42
Weekdays only
4
Weekends only
37
34
1
7
1
8
1
11
School holidays only
Holidays away from home
Term time only
Never
4
*
12
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 Sweden/August 2013
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often Nowadays
51
New question in 2010
% Yes
SWEDEN 2010
28
SWEDEN 2013
26
Yes
In 2013, Higher Amongst:
• 25-34 yrs
• Higher income level
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 Sweden/August 2013
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
52
New question in 2010
SWEDEN
(26%)
(28%)
% Entertaining at home more often 2013
% Entertaining at home more often 2010
18
Romantic meal in instead of going out
32
Having friends over instead of going to pub
or restaurant
79
82
44
Family celebrations at home instead
62
19
A few drinks at home with your partner
instead of going to the pub
Other
36
5
SWEDEN 2013
8
SWEDEN 2010
Q.10 And which, if any, of these types of entertaining in are you doing more often?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
53
Eating Out of Home
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Eating Out Of Home: Summary
54

Eating out in a pub/ restaurant/ café has remained at a similar level to 2010, with just over half
claiming to have eaten a meal or snack in any one of these locations in the last 7 days. This
figure still remains considerably below 2006 levels when two thirds claimed to have eaten a meal
or snack out in a pub/ restaurant/ café in the last 7 days.

In contrast, the proportion claiming to have gotten a takeaway meal or to have had a meal or
snack delivered to their home has continued to decline.

Meal/ snack deliveries in the last 7 days are particularly low, at just 7% compared to 19% seven
years ago.
13-035911/Bia Periscope Study 2013 Sweden/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
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
Frequency in 2013
(no. of times – excl. zero)
52%
26%
7%
(51%)
(58%)
(66%)
(32%)
(42%)
(38%)
(13%)
(14%)
(19%)
2.5
1.7
5.6
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 Sweden/August 2013
56
Health & Wellbeing
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Health & Wellbeing: Summary
57
57

Almost eight in ten Swedish adults believe that their diet can be described as healthy. This represents
the highest figure since this research began in 2006.

The importance of eating properly to be healthy is supported by 85% of Swedish adults while a fairly
similar proportion admit to being conscious of the nutritional benefits of food . The majority of Swedish
adults believe that good food can enhance body and mind as well as prescribe to the idea that a good
diet can help ones mental health.

Having a balanced diet, buying foods that are natural and limiting fast food are key traits of Swedish
attitudes towards health. However, less than half of the adult population eat at least 5 portions of fruit
and veg per day.

Willingness to pay more for healthy foods has reached an all time high while perceptions about healthier
foods being more expensive than other foods has fallen to its lowest level.

It seems that Swedish adults have become less convinced by low fat options, in terms of how healthy
they are and often they buy them. They also think much less about the calories in the food they eat
compared to in the past.

Though there have been improvements in recent years, when it comes to packaging and labelling of
food, more than 6 in 10 claim to often find it difficult to understand nutritional claims and labelling
information.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Overall Descriptors of Diet
58
%
My Diet is …
SWEDEN
2006
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
Very healthy
6
6
9
8
Fairly healthy
64
Not sure
18
Fairly unhealthy
Very unhealthy
Mean
70%
69
75%
16
63
72%
69
78%
17
16
12
-
8
1
10
1
3.6
3.7
3.7
6
*
3.8
Q.29 How would you describe your diet overall?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
59
%
More healthy
SWEDEN
2006
SWEDEN
2008
44
43
SWEDEN
2010
28
Less healthy
6
8
SWEDEN
2013
24
4
6
Q.30 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2013
60
%
AGE
SEX
SWEDEN
2013
More healthy
24
Less healthy
4
Male
Female
27
21
4
4
18-24
25-34
31
24
35-44
45+
28
21
2
7
6
3
Main/Joint
Shopper
25
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 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (I)
61
% Agree
Slightly
% Agree
Strongly
52
To be healthy it is really important to eat properly
42
57
42
A good diet can help your mental health
33
39
25
46
48
39
51
42
29
27
29
36
32
40
53
I am conscious of the nutritional benefits of food
I eat to feel good and take control of my life*
I eat healthy to take control of my life
43
49
43
48
41
46
45
35
33
35
35
%
Agree
16
40
23
22
24
34
15
16
10
14
85
81
82
88
76
66
80
78
86
83
65
83
71
63
70
79
50
49
45
49
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 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 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (II)
62
% Agree
Slightly
39
46
I eat for enjoyment and not for health reasons
29
45
I wish I had time to exercise but I am just too busy*
I am often confused about what I should eat to stay
healthy*
I am concerned about my children becoming obese
It’s not the type of food you eat that causes health
problems, it’s more the amount you eat of these foods
I’ll think about eating healthily when I get older
18
22
n/a
n/a
12
16
n/a
n/a
26
30
26
23
35
42
34
38
11
15
36
26
% Agree
Strongly
%
Agree
12
19
50
65
36
62
23
29
n/a
n/a
14
19
n/a
n/a
37
40
36
32
49
60
43
50
14
20
50
39
7
17
5
7
n/a
n/a
2
3
n/a
n/a
11
10
10
9
14
18
9
12
3
4
14
13
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.
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
* New statement added 2010
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Wellbeing
63
% Agree
Slightly
% Agree
Strongly
50
Good food can enhance body and
mind
%
Agree
38
40
45
47
85
39
37
86
54
42
I consider what I eat to be really
important for my wellbeing
88
59
17
35
91
56
21
SWEDEN 2013
48
43
21
69
35
SWEDEN 2010
SWEDEN 2008
78
SWEDEN 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 Sweden/August 2013
(Base: All Adults 18+)
Attitudes Towards Healthy Options
% Applies
A Lot
22
Healthier foods are always more expensive than
other foods
31
38
43
28
27
30
32
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
4
13
6
11
I would like manufacturers to help me eat
healthy
I find there are never enough healthy food
options when shopping
Choosing healthy food to eat is very limiting and
boring too
23
26
30
34
11
13
16
16
9
11
13
12
64
% Applies
A Little
%
Applies
77
83
89
90
81
74
80
79
32
40
50
58
73
75
80
76
50
55
67
65
46
52
59
56
55
52
51
47
52
47
50
47
28
37
44
47
50
49
50
42
39
42
51
49
37
41
46
44
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 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 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
% Applies
A Lot
I would like to see more low fat products
I always look for a low fat option when
buying food products
I always think of the calories in what I eat*
% Applies
A Little
12
17
23
27
32
33
51
57
76
77
74
75
77
81
49
54
66
68
59
62
69
70
47
46
n/a
n/a
51
48
45
48
10
12
20
19
40
42
46
49
13
15
21
23
9
10
n/a
n/a
%
Applies
39
40
47
50
29
27
I am more concerned about what I eat and
drink to control my weight
I am more concerned about fat content than
calories
65
46
47
48
47
37
36
n/a
n/a
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 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 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
I try to buy foods that are natural
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible*
33
36
39
41
38
39
42
38
47
45
48
51
55
55
11
12
11
13
18
21
19
19
37
39
n/a
n/a
90
88
90
88
91
90
89
88
89
86
90
90
49
51
53
51
65
66
67
70
92
94
n/a
n/a
52
51
49
49
50
49
46
43
56
50
51
49
I try to limit the amount of fast food I consume
%
Applies
% Applies
A Little
38
37
41
39
41
41
43
45
I always try to eat a balanced diet
I eat at least 5 portions of fruit and veg per day
66
n/a
n/a
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
* New statement added 2010
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
% Applies
A Lot
67
19
16
I eat to enrich/enhance mental alertness and
spiritual well being
48
48
My diet is mainly vegetarian*
52
64
67
29
50
57
27
54
81
17
72
86
31
34
49
46
80
36
30
45
49
81
7
9
n/a
n/a
64
81
12
I very rarely nibble between meals
67
55
52
26
20
There are not enough product options for people
who suffer food intolerances
%
Applies
% Applies
A Little
19
18
n/a
n/a
80
79
27
27
n/a
n/a
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 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 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Health Products/Labelling
% Applies
A Lot
I often find it difficult to understand
the nutritional claims on packaging
I often find it difficult to understand
the labelling on food
% Applies
A Little
68
%
Applies
17
47
64
19
47
66
24
54
78
22
53
75
16
48
16
47
21
18
56
51
64
63
SWEDEN 2013
SWEDEN 2010
77
SWEDEN 2008
69
SWEDEN 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 Sweden/August 2013
69
Environmental Issues
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Environmental Issues: Summary
70

Awareness of ‘sustainability’, ‘carbon footprint’ and ‘food miles’ have all improved in recent
years. The subsequent result has been that the proportion of those claiming to actively/always
buy food with these features has improved also. However, certain terms seem to be more
appealing to Swedish adults than others.

The percentage of Swedish adults claiming to sometimes/ actively purchase products with
sustainable features for example is considerably higher than those claiming to sometimes/
actively purchase products with low food miles. Products with a low carbon footprint claim on the
other hand are viewed with the most cynicism, with more people believing this term to be a fad.

The proportion of adults who claim to be more conscious of environmental issues when choosing
products has remained stable since 2010 at just over 6 in 10.

People’s preference for buying from companies that are aware of the impact of environmental
has also improved. Compared to 2008 levels, there has been a eight percentage point increase
in people’s buying preference.

Attitudes towards Fair Trade products remain relatively unchanged, though the higher price of
Fair Trade is considered to be slightly less of an off-putting factor now than before.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitudes towards Sustainability
71
New question in 2008
%
SWEDEN
2008
SWEDEN
2010
I have never heard of it before today
23
27
I have heard of it but do not consider it important
20
14
I consider the term to be a fad
9
I sometimes try to buy food with low features
22
SWEDEN
2013
In 2013, Highest Amongst
20
18
15
19
23
31
I actively/ always try to buy food with low features
26
24
 females, main grocery
shoppers
10
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 Sweden/August 2013
(Base: All aware of sustainability)
Understanding of the Term Sustainability
New question in 2008
72
2013
TOTAL
% Aware
SWEDEN
2008
(77%)
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
SWEDEN
2010
(73%)
%
27
Ensuring that future generations have
what we have today
17
Consumption practices which do not
have a future effect on the environment
17
Other
-
Don’t know
-
39
39
38
Production practices which do not have
a future affect on the environment
SWEDEN
2013
(80%)
%
30
27
8
4
13
11
*
*
20
9
GENDER
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
36
41
41
47
46
33
33
28
25
27
25
34
9
8
13
7
7
8
13
13
10
14
12
14
-
1
2
-
1
*
9
9
8
6
9
10
Q.44 What do you understand the term “Sustainability” to mean?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
New question in 2008
73
%
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
In 2013, Highest Amongst
34
I have never heard of it before today
51
52
13
I have heard of it but do not consider it important
10
8
I consider the term to be a fad
15
15
20
17
I sometimes try to buy food with low footprint
I actively/ always try to buy food with low footprint
12
12
19
17
 25-34yrs
6
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 Sweden/August 2013
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
New question in 2008
74
2013
TOTAL
% Aware
SWEDEN
2008
(49%)
%
The amount of carbon dioxide
which is emitted before a product
reaches the market
SWEDEN
2010
(48%)
%
43
An individuals effect on the
environment brought about by the
consumption of products
A measure of environmental
damage
-
Don’t know
-
45
18
22
41
19
Other
14
25
38
1
-
16
GENDER
SWEDEN
2013
(66%)
%
19
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
14
15
12
20
15
12
42
48
53
51
54
39
24
20
19
15
18
25
1
-
-
-
1
1
19
18
15
14
12
23
Q.45 What do you understand the term “Carbon Footprint” to mean?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitudes towards Food Miles
75
New question in 2008
%
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
In 2013, Highest Amongst
52
I have never heard of it before today
 females, 25-34 year olds
61
69
9
I have heard of it but do not consider it important
5
I consider the term to be a fad
11
I sometimes try to buy food with low food miles
13
I actively/ always try to buy food with low food miles
10
12
5
11
11
14
13
 students
4
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 Sweden/August 2013
(Base: All aware of the term food miles)
Understanding of the Term Food Miles – Spontaneous
New question in 2008
76
2013
SWEDEN
2008
(39%)
% Aware
The distance that food
has to travel from
producer to shop
SWEDEN
2010
SWEDEN
2013
(31%)
(48%)
72
-
75
66
28
An indication of
environmental impact
11
14
*
*
GENDER
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
70
81
73
72
76
76
14
8
11
15
10
11
*
-
-
-
-
*
16
11
16
12
14
13
Other
-
19
14
Don’t know
Q.43 What do you understand the term “Food Miles” to mean?
13-035911/Bia Periscope Study 2013 Sweden/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
SWEDEN 2008
62
SWEDEN 2010
61
SWEDEN 2013
62
In 2013, Higher Amongst:
•
•
Females overall
55 yrs+
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Sweden/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
56
SWEDEN 2008
61
SWEDEN 2010
SWEDEN 2013
64
In 2013, Higher Amongst:
•
•
Higher among females
55 yrs+
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Attitude Towards Fair Trade Products
I wish there was more Fair Trade
products/brands available in store*
The higher price of Fair Trade products
puts me off buying them*
I try to buy Fair Trade products/brands
whenever they are available
79
%
Applies
a little
%
Applies
a lot
50
29
47
30
n/a
n/a
n/a
n/a
n/a
n/a
54
21
49
31
n/a
n/a
n/a
n/a
n/a
n/a
51
21
72
49
22
71
46
28
49
21
%
Applies
79
77
74
80
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
74
70
* 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 Sweden/August 2013
80
Grocery Shopping
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Grocery Shopping: Summary
81

The most dominant feature of a Swedish grocery shopper’s attitude towards shopping is that the quality of
the fresh food is more important that price.

Going to the same store and looking for the best value for money is also central but price alone is not a
driving factor or motivator of behaviour in this region. Willingness to spend time looking for bargains or
travelling to compare prices between outlets is not popular.

The ‘fresh’ label is the most important label for Swedish grocery shoppers. The importance of the ‘natural’
label has fallen in recent years, while the importance of foods that carry the label ‘grown without pesticides’
has risen.

Awareness of functional foods, has dropped below that for ‘glycemic index’ and ‘ethical products’.
Awareness of Fair Trade products continues to rise.

The vast majority of grocery shoppers in Sweden claim to check for either a quality symbol or country of
origin label when they are buying food products. Those ‘always’ checking for a country of origin symbol is
more than double that for quality symbol.

Ordering food shopping online is not a very popular activity. Only 11% of the adult population claim to have
ever done this.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Grocery Shoppers 18+)
Profile of Grocery Shoppers
82
%
Male
Female
SEX
AGE
SWEDEN SWEDEN SWEDEN SWEDEN
2006
2008
2010
2013
SWEDEN SWEDEN SWEDEN SWEDEN
2006
2008
2010
2013
47
53
47
53
51
49
47
53
18-24
10
10
8
9
25-34
18
17
18
16
35-44
18
19
19
19
45+
54
54
55
56
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 Sweden/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
New question in 2013
83
%
SWEDEN
2013
Weekly
5
Less often
10
Never/don’t know
84
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 Sweden/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing ‘Free From’ Food
New question in 2013
84
%
SWEDEN
2013
Weekly
10
Less often
13
Never/don’t know
77
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 Sweden/August 2013
(Base: All Adults 18+)
Responsibility for Grocery Shopping
85
%
SWEDEN
2006
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
Mainly responsible
53
51
48
48
Jointly responsible with
someone else
39
41
46
45
Someone else
responsible
8
8
6
7
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 Sweden/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
45
43
42
41
43
41
45
44
34
30
25
27
21
24
30
17
32
32
37
20
86
%
Agree
Strongly
33
29
22
34
20
31
19
20
14
17
4
7
11
11
9
8
22
27
25
7
%
Agree
77
72
63
75
63
72
64
65
47
46
29
34
32
35
39
25
54
58
62
27
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 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 Sweden/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
%
Agree
Slightly
29
25
31
30
26
27
28
25
28
18
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*
n/a
n/a
34
33
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
46
39
17
18
22
24
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
87
%
Agree
Strongly
9
16
15
10
6
12
9
8
7
6
n/a
n/a
9
15
13
19
8
9
9
10
%
Agree
38
41
46
40
32
39
37
33
36
24
n/a
n/a
44
48
59
58
24
27
31
34
* New statement added 2010
Q.47 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
88
%
Applies
a little
59
54
59
54
Products in the chilled cabinet are
always fresher
61
61
63
56
I much prefer to buy products from
the chilled cabinet
I buy food in smaller packs because
it means less waste
42
44
43
44
20
24
26
11
15
12
12
13
51
Where possible I buy multi-pack
products
%
Applies
%
Applies
a lot
17
20
22
8
61
47
51
24
25
42
19
76
74
81
62
81
84
89
67
57
56
55
57
75
86
89
70
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 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 Sweden/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
89
SWEDEN
Less
More
Often
Often
%
%
New question in 2010
Spreading my shopping across a
number of shops to get the best value
20
18
26
23
25
Shopping in discount retailers
24
19
Buying some of my food from suppliers
who sell at your door
Buying in bulk
24
3
4
16
26
17
19
16
Buying food items on promotion
22
24
15
Buying from farmers markets
14
21
11
12
20
SWEDEN 2013
SWEDEN 2010
23
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 Sweden/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
90
SWEDEN
Less
More
Often
Often
%
%
New question in 2010
17
3
Buying online
21
Travelling further to shop to get better
value
22
27
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
3
6
6
15
10
22
13
23
8
23
13
SWEDEN 2013
SWEDEN 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 Sweden/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
91
New question in 2008
Fresh
SWEDEN
2008
SWEDEN
2010
Natural
SWEDEN
2013
SWEDEN
2008
Grown without pesticides*
SWEDEN
2010
SWEDEN
2013
29
28
SWEDEN
2008
43
SWEDEN
2010
SWEDEN
2013
35
36
38
40
22
18
5
6
52
Very important
66
62
42
39
n/a
40
34
Fairly important
Neither/nor
Not at all important
27
6
1
29
24
7
2
11
3
27
16
1
5
7
* 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 Sweden/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
92
New question in 2008
Good source of calcium*
SWEDEN
2008
SWEDEN
2010
0
Very important
12
Fairly important
SWEDEN
2013
SWEDEN
2010
SWEDEN
2013
8
11
8
29
24
Not at all important
SWEDEN
2008
30
n/a
Neither/nor
Helps build strong bones*
49
n/a
52
20% less fat*
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
10
7
0
25
29
51
n/a
37
27
39
48
10
14
13
17
24
26
* 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 Sweden/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping
93
% Very Important
86
Fresh
91
93
66
Natural
71
83
76
73
Grown without pesticides*
n/a
SWEDEN 2013
SWEDEN 2010
37
Good source of calcium*
42
SWEDEN 2008
n/a
33
35
Helps build strong bones*
n/a
34
20% less fat*
40
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 Sweden/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh” – 2013
94
Total
%
82
Fresh vegetables
80
Fresh fruit
40
Fresh taste
45
Free from preservatives
58
Food cooked/grown/produced within the last few days
Nutritionally better for you
23
Short shelf life
35
Kept in the fridge
Made from scratch
29
23
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh”
95
New question in 2008
Total
%
82
Fresh vegetables
n/a
80
Fresh fruit
n/a
40
38
Fresh taste
Free from preservatives
Short shelf life
Kept in the fridge
Made from scratch
23
23
SWEDEN 2010
74
SWEDEN 2008
53
27
24
93
SWEDEN 2013
62
58
40
Food cooked/grown/produced within the last few days
Nutritionally better for you
45
45
48
94
35
42
29
23
27
43
37
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 Sweden/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural” – 2013
96
Total
%
No artificial ingredients/ preservatives/colours
77
Natural ingredients
72
From nature
43
Natural colour
45
Not fortified with additional ingredients
Nutritionally better for you
66
19
Produced organically
Produced locally
38
16
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural”
97
Total
%
77
79
83
No artificial ingredients/ preservatives/colours
72
Natural ingredients*
n/a
43
From nature
45
Natural colour*
n/a
19
26
Produced organically
Produced locally
71
54
SWEDEN 2013
66
65
69
Not fortified with additional ingredients
Nutritionally better for you
55
16
39
38
35
80
SWEDEN 2010
SWEDEN 2008
45
22
22
*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 Sweden/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 Sweden/August 2013
(Base: All Adults 18+)
Awareness of Different Food Types
99
Total Aware
%
65
71
Functional foods
Fair trade products
Ethical products
59
63
90
89
n/a
n/a
72
70
n/a
n/a
SWEDEN 2013
SWEDEN 2010
SWEDEN 2008
SWEDEN 2006
71
73
72
Glycemic index
61
49
Food which has been irradiated
57
60
58
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 Sweden/August 2013
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
100
%
Very likely (5)
SWEDEN
2006
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
13
9
9
6
50%
Fairly likely (4)
28
37%
28
37%
22
28%
37
36
38
Not sure (3)
38
32
22
Fairly unlikely (2)
Very unlikely (1)
Mean
12
6
3.4
18
15
7
9
3.1
3.1
14
2.9
Q.35 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
101
%
SWEDEN
2006
Always check
26
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
20
17
21
63
Sometimes check
58
Never check
15
17
63
20
61
17
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 Sweden/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
102
%
SWEDEN
2006
Always check
41
Sometimes check
47
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
34
43
47
54
49
47
Never check
11
7
12
9
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 Sweden/August 2013
(Base: All Adults 18+)
Internet Usage
103
%
Regular
Access
Downloaded
A Mobile
Phone App
Downloaded
A Recipe*
SWEDEN SWEDEN
2010
2013
SWEDEN SWEDEN SWEDEN
2008
2010
2013
Downloaded
A Promotional
Voucher
SWEDEN
2013
36
Ever n/a
Yes
100
77
*Change in wording in 2013
36
100
Never
-
41
SWEDEN
2013
77
64
No
SWEDEN
2013
Use Social Media
To Contact
a Company
23
59
64
23
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 Sweden/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
SWEDEN
2013
SWEDEN
2013
Past week
Past month
4
7
20
Past 6 months
12
Longer ago
13
23
21
Never
64
13
23
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 Sweden/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
SWEDEN
2013
SWEDEN
2013
Past month
5
9
5
8
Past 6 months
12
10
Longer ago
15
Never
59
Past week
13
64
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 Sweden/August 2013
(Base: All with internet access)
Online Grocery Shopping
106
%
Yes
No
Ever Ordered?
How Often?
SWEDEN
2013
SWEDEN
2013
11
Every day/few times a week
About once a week
2-3 times a month
5
About once a month
13
Less often
71
3
7
89
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 Sweden/August 2013
107
Buying Local
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Buying Local: Summary
108
108

The importance placed on buying local produce by Swedish grocery shoppers when food
shopping has been steadily increasing since 2006.

The frequency of buying local produce has remained relatively stable since 2010, though there
has been a slight improvement in overall frequency of purchases. In 2013, almost 8 in 10 claim
to be buying local produce daily/ few times a week/ once a week. Since 2010, there has been a
five percentage point drop in the proportion claiming to purchase food ‘less often/ never’.

The most popular understanding of the word ‘local’ by Swedish adults is that it relates to food
that is made within close proximity to where they live.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Importance of Buying Local Produce when Food Shopping
109
%
SWEDEN
2006
Very Important (5)
Fairly Important (4)
Neither/nor (3)
9
SWEDEN
2008
SWEDEN
2010
SWEDEN
2013
16
15
17
38
44
45
30
37
26
26
Not very important (2)
Not at all important (1)
Mean Score
15
10
8
9
10
7
3.2
3.4
3.6
25
9
4
3.6
Q.26 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
110
%
SWEDEN
2010
SWEDEN
2013
Daily
21
24
Few times/once a
week
55
Few times/once a
month
13
Less often/ never
11
55
14
6
Q.28 How often would you buy local produce, i.e. products produced in your local area?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food” – 2013
111
Total
%
Made within a close proximity to where I live
58
Available in farmers markets
27
Made within the county in which I live
25
Made within a 20 mile radius from where I live
44
Made within the province in which I live
Made within Europe
26
*
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food”
112
2008 not included as question format changed in 2010
Total
%
58
Made within a close proximity to where I live
68
27
Available in farmers markets
46
25
Made within the county in which I live
22
SWEDEN 2013
SWEDEN 2010
44
Made within a 20 mile radius from where I live
48
26
Made within the province in which I live
Made within Europe
34
6
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
113
Alcohol
13-035911/Bia Periscope Study 2013 Sweden/August 2013
Alcohol: Summary
114
114

In Sweden, 77% of the adult population consume alcohol. This figure is slightly higher
amongst males and those aged 55+ years.

The frequency with which alcohol is consumed has increased. Since 2010, those claiming to
drink alcohol daily/ several times a week has risen from 25% to 38%. The proportion of
those claiming to drink alcohol 2-3 times / once a month has fallen considerably in the same
period.

There seems to be a strong relationship between alcohol and food. Almost 7 in 10 of those
who drink alcohol claim to do so on more than 60% of their meal occasions. This represents
an increase on previous years. In 2013 therefore, it seems that there are now more people
than before who are consuming alcohol with their food.
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All Adults 18+)
Incidence of Drinking Alcohol
115
% Yes
74
SWEDEN 2006
84
SWEDEN 2008
SWEDEN 2010
60
SWEDEN 2013
77
Yes
In 2013, Higher Amongst:
• Males
• 55+
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 Sweden/August 2013
(Base: All who drink alcohol)
Frequency of Drinking Any Alcohol
116
%
SWEDEN
2006
(74% )
% Drink Alcohol 
Daily/several times a week
Weekly
23
28
SWEDEN
2008
(84% )
30
19
SWEDEN
2010
(60% )
SWEDEN
2013
(77% )
25
38
25
27
2-3 times/once a month
32
35
37
26
Less often
Average
17
16
13
9
Several times
a week
Several times
a week
Several times
a week
Several times
a week
Q.21 About how often do you have an alcoholic drink either at home or in someone else’s home or
on licensed premises such as a pub, bar, club, hotel etc.?
13-035911/Bia Periscope Study 2013 Sweden/August 2013
(Base: All who drink alcohol)
Proportion of Alcohol Consumed with Food
117
%
SWEDEN
2006
61%+
SWEDEN
2008
SWEDEN
2010
53
52
SWEDEN
2013
69
41-60%
13
21-40%
14
0-20%
20
n/a
18
14
12
8
16
10
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 Sweden/August 2013
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence