197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
Introduction
2

PERIscope is Bord Bia’s comprehensive review of food attitudes, shopping and cooking trends
amongst a nationally representative sample of adults.

In previous waves of the research, biennial studies were produced for ROI/NI/GB and for other
European countries (including France, Germany, Belgium, Spain, Netherlands and Sweden). In 2010,
research was also conducted in New Zealand and the US.

In 2013, Bord Bia took the decision to combine both studies in order to obtain a more detailed
perspective on how consumers view food related issues and report their behaviours across 10
countries. PERIscope 2013, therefore, provides research findings for the ROI/GB and Continental
study in one year.

Over the various studies we have held many questions constant to allow tracking over time; we also
include topical issues as they arise.

This deck is designed to provide a thorough flavour of the PERIscope 2013 results for the USA.
The charts included represent the study results. More detailed information is available in the
tabular reports.
13-035911/Bia Periscope Study 2013 USA/August 2013
Research Method
3

Online survey conducted by Ipsos MRBI on behalf of Bord Bia.

The research was conducted among a representative sample of adults aged 18+ in the USA.

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 USA/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 USA/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (I)
5
%
Male
Female
SEX
AGE
USA
2013
USA
2013
49
Under 25
13
25-34
18
35-44
20
45-54
19
51
55+
SOCIAL CLASS
USA
2013
Upper
46
Lower
54
30
* Upper is classified as all earning above €50,001
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Profile of Sample – 2013 (II)
6
%
HOUSEHOLD
COMPOSITION
REGION
WORKING
STATUS
USA
2013
USA
2013
USA
2013
Single
23
North East
Mid West
Dual
38
Working part time
11
Student
6
Other*
45
36
40
West
Working full time/
self-employed
23
36
South
3+
19
23
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Profile of Sample (I)
7
%
USA
2010
Male
Female
49
51
SOCIAL CLASS
AGE
SEX
USA
2013
USA
2010
USA
2013
18-24
12
13
25-34
18
18
35-44
20
20
45-54
19
19
49
51
55+
30
USA
2010
USA
2013
Upper
47
46
Lower
53
54
30
* Upper is classified as all earning above €50,001
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Profile of Sample (II)
8
%
HOUSEHOLD COMPOSITION
USA
2010
Single
19
USA
2013
23
North East
Mid West
Dual
WORKING STATUS
REGION
USA
2010
USA
2013
19
19
23
USA
2010
Working full
time/ selfemployed
38
47
23
32
36
11
South
3+
USA
2013
36
36
Working part
time
Student
10
Other*
36
6
6
49
45
40
West
22
23
*Other includes housewife, retired, unemployed
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Incidence of Children Living in Household
9
%
9
USA
2010
USA
2013
Yes
36
35
No
64
65
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
New question in 2013
10
%
USA 2013
25%
Yes
Allergies Mentioned
Amongst All Adults:
•
•
•
•
•
•
•
•
Lactose
Shellfish
Nut/peanut
Milk
Wheat (coeliac condition)
Eggs
Soy
Fish
10%
6%
6%
5%
3%
3%
2%
3%
Q.30a Do you or anybody in your household have any of the following food allergies?
13-035911/Bia Periscope Study 2013 USA/August 2013
Attitudes Towards Food
Attitudes Towards Food: Summary
12

Utility ownership in the US remains fairly consistent with the previous wave. However,
ownership of some items have declined, most notably, ownership of deep fat fryers, woks and
steamers.

Dairy foods (90%) are an important part of the American diet. There is also an effort being
made to consume a lot of fruit and vegetables (92%). Eating high fibre foods however, is not
seen as critical as either dairy or fruit and veg in diets.

Americans have a tendency to pick foods that are easy to prepare (90%) and quick to cook
(85%).

Given that 71% admit to often eating ready prepared/ convenience foods, it is clear that
Americans are endeavouring to strike a balance between what is good for them and what is
easiest for them.

While a quarter of the population believe that chilled food is better than frozen a significant
63% deem chilled and frozen to be the same.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (I)
13
%
USA 2010
92
USA 2013
91
90
91
63
57
58
36
ANY
OVEN
66
Full oven
– electric
32
Full oven
– gas
30
ANY
FREEZER
Separate
freezer section
attached to fridge
33
28
Freezer box
in fridge
31
Separate
freezer
unit
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (II)
14
%
USA 2010
87
31
USA 2013
91
86
31
26
88
86
83
29
6
1
Kettle
Toaster
6
1
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 USA/August 2013
(Base: All Adults 18+)
Utility Ownership In Home (III)
15
%
USA 2010
USA 2013
77
62
75
60
43
40
33
31
29
26
24
19
Grill
Deep
Fat Fryer
29
17
Sandwich
maker
Food
processor
Wok
Steamer
Coffee
maker
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (I)
16
%
USA 2013
3
1
-2
ANY
OVEN
=
-2
-4
Full oven
– electric
3
=
Full oven
– gas
ANY
FREEZER
Separate
freezer
section
attached to
fridge
Freezer box
in fridge
-1
-2
Separate
freezer
unit
=
Kettle
Toaster
Tagine
Smoothie
maker/
smoothie
blender
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Utility Ownership In Home – 2013 VS. 2010 Differences (II)
17
%
USA 2013
=
-3
-3
ANY
MICROWAVE
Microwave
without grill
-2
-2
-5
Microwave
with grill
Grill
Deep
Fat Fryer
Sandwich
maker
-3
Food
processor
-5
-4
Wok
Steamer
-2
Coffee
maker
Q.49 Which of the following do you have in your home?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Attitudes to Food (I)
18
% Applies a lot/a little
90
Dairy foods (milk/cheese) are an important part of my diet
92
92
I try to eat a lot of fruit and vegetables
94
93
I enjoy eating out
93
90
I tend to pick foods that are easy to prepare
92
89
I like to try new foods
90
77
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
81
USA 2013
USA 2010
51
54
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Attitudes to Food (II)
19
% Applies a lot/a little
82
I try to eat foods that are low in fat
86
71
Food is one of the few pleasures I have left
76
70
I tend to avoid sugary foods/sweets
73
85
I tend to pick foods that are quick to cook
88
71
I would often eat ‘ready prepared’/ ‘convenience meals’
I always try to buy brands that use
environmentally sensitive packaging
73
USA 2013
USA 2010
60
64
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
13-035911/Bia Periscope Study 2013 USA/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
USA
2010
3
10
About the same
61
Chilled food is usually better than
frozen food
22
Chilled food is always better than
frozen food
3
USA
2013
13%
4
8
12%
63
25%
20
25%
5
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 USA/August 2013
21
Attitudes Towards Cooking
13-035911/Bia Periscope Study 2013 USA/August 2013
Attitudes Towards Cooking: Summary
22

Only two in ten American adults would enjoy having a dinner party where they do all the cooking.
Despite this, over half describe cooking as good fun/ a passion.

Enjoyment in food is evident in the fact that just over 8 in 10 believe it is important to spend time
over dinner as a family and claim to really enjoy cooking and being able to make a great meal.

Attending cooking classes remains low, at just 7% of the adult population. Those who have
attended classes tended to be younger females with higher incomes.

The frequency of preparing meals from scratch is consistent with 2010 findings. Over six in ten
claim to prepare meals from scratch once/few times a day/ few times a week.

The most popular method of cooking remains oven baking/ roasting.

Despite the enduring popularity of convenience meals, it seems that US adults are increasingly
unconvinced by their value for money or their use of natural ingredients/ingredients that are good
for you.

Taste is considered to be the most important factor when eating/ preparing food in the home.
Quality is ranked lower than healthiness and value for money.
13-035911/Bia Periscope Study 2013 USA/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
USA
2010
1
5
29
40
24
USA
2013
2
6
31
39
23
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
13-035911/Bia Periscope Study 2013 USA/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)
USA
2013
2
6
AGE
SEX
Male
3
9
Female
18-24
*2
1
9
24
Can cook a simple
dinner (e.g. meat and
three veg.)
25-34
35-44
45+
Main/Joint
Shopper
2
31
2
6
1
4
35
28
3
27
31
38
42
43
Would be confident that
I could produce a good
Sunday roast with all the
trimmings
39
Would enjoy having a
dinner party where I do
all the cooking
23
41
42
38
42
22
22
26
35
31
15
26
22
27
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 USA/August 2013
(Base: All Adults 18+)
Attitude to Cooking
25
%
USA
2010
USA
2013
A chore – something that has
to be done
18
19
Important because eating well
is important
25
28
Good fun at times
39
38
57%
A passion – I love food
17
53%
15
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Attitude to Cooking – 2013
26
%
AGE
SEX
A chore – something
that has to be done
Important because
eating well is important
USA
2013
Male
Female
18-24
25-34
19
22
17
14
15
21
28
26
A passion – I love food
15
22
22
18
26
30
37
38
45+
26
30
43
Good fun at times
35-44
Main/Joint
Shopper
39
38
20
22
29
20
11
39
34
37
14
12
17
Q.4 And which of these phrases best describes your attitude to cooking?
13-035911/Bia Periscope Study 2013 USA/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
68
70
I only eat out for special occasions
69
69
I’m too busy to cook meals as often as I would like
53
56
81
83
I really enjoy cooking and being able to create a great meal
I buy hot food from deli counters in shops/supermarkets
I eat prepared sandwiches/rolls from deli counters and shops
52
55
USA 2013
55
58
It is important to spend time over dinner as a family
USA 2010
84
87
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 USA/August 2013
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In Past 3 Years
28
% Yes
USA 2010
USA 2013
6
7
Yes
In 2013, Higher Amongst:
•
•
•
•
Female
18-34 yrs
Higher income
Entertain more at home nowadays
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 USA/August 2013
(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From Scratch
29
%
USA
2010
USA
2013
30
29
Few times a week
34
33
Once a week
12
13
Once/few times a month
13
Less often
Never
7
4
8
6
Average
2-3 times
per week
2-3 times
per week
Once/few times a day
12
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 USA/August 2013
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago
30
%
USA
2010
USA
2013
More often
22
21
About the same
67
67
Less often
11
12
 Females, 25-34 yrs, entertaining at
home more, 3+ in household
Q.7 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from scratch?
(i.e. using raw/ fresh/primary ingredients) more often, less often or about the same?
13-035911/Bia Periscope Study 2013 USA/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
USA 2013
(87% )
Grilled
10
Boiled
10
Oven baked/roasted
24
On the hob
11
Uncooked/ cold
10
Fried
8
Microwaved
12
Steamed
8
Stir fry/wok
Other
7
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 USA/August 2013
(Base: All who prepare own meals)
Preparation of Food in Home
32
*‘Grilled’ added in 2013
%
Grilled*
65
n/a
67
Boiled
76
92
91
Oven baked/roasted
64
Uncooked/ cold
81
USA 2013
54
Fried
70
73
On the hob
83
79
Microwaved
87
55
Steamed
Stir fry/wok
USA 2010
65
46
54
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 USA/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
33
%
14
14
Once/few times a day
37
36
Few times a week
16
17
Once a week
USA 2013
19
17
Once/few times a month
9
10
Less often
Never
USA 2010
6
5
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients – 2013
34
%
Once/few times a day
AGE
SEX
USA
2013
Male
14
10
Female
18-24
25-34
35-44
18
18
7
17
26
37
37
41
44
43
39
18
16
Once a week
16
15
22
Once/few times a month
Less often
Never
17
10
16
15
23
19
19
9
6
14
31
33
Few times a week
45+
Main/Joint
Shopper
11
9
15
15
7
4
6
5
13
16
4
5
4
4
13
10
8
5
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
35
% agree strongly/slightly
88
86
Are easy to cook
90
Are easy to prepare
85
87
85
Are quick to cook
Are expensive
Are filling
Are a good substitute for home
cooked meals when time is limited
55
56
USA 2013
60
63
USA 2010
59
61
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 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
36
% agree strongly/slightly
52
53
Taste great
37
Have poor quality ingredients
34
43
Are good value for money
46
Have natural
ingredients/good for you
USA 2013
45
Always have at home
48
USA 2010
27
33
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 USA/August 2013
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
37
%
USA 2010
USA 2013
More often
14
13
Less often
22
21
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 USA/August 2013
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home
%
1st
1st/2nd
46
27
Taste
Quality
19
7
Healthiness
23
13
Freshness
18
9
Ease of preparation
6
14
Enjoyment
7
13
Safeness of food
38
5
8
USA 2013
Nutritional value
7
Value for money
8
Price
Variety
16
20
10
2
18
4
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 USA/August 2013
39
Food Behaviours At Lunch Time
13-035911/Bia Periscope Study 2013 USA/August 2013
Food Behaviours At Lunch Time: Summary
40

Two thirds of American adults eat their lunch at home, an increase of 7 percentage points since
2010.

Amongst those who usually eat their lunch in work, more than half are now more likely to bring in
their own lunch with them more often.

Investigating the contents of children's lunchboxes reveals that 88% of lunchboxes contain
sandwiches while 69% contain fruit. Juice is the most popular drink in children’s lunch boxes at
56%.

Crisps are significantly more popular in the lunchboxes compared to other items such as
cereal bars, yoghurts, cheese or popcorn.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Place Where Usually Eat Lunch
41
%
USA
2010
At work
41
At home
59
USA
2013
34
66
Q.16 During the week, do you usually eat lunch at work or at home?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits (I)
Bring in my own lunch
USA
2010
%
More often
56
Less often
11
USA
2013
%
Prepare my lunch at work
USA
2010
%
USA
2013
%
20
15
53
23
22
9
61
58
No change
33
42
39
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 USA/August 2013
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits (II)
Go out to eat lunch
43
Go out & get sandwich & bring it back to work
USA
2010
%
USA
2013
%
USA
2010
%
USA
2013
%
More often
13
12
11
12
Less often
39
37
48
50
50
No change
39
44
44
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 USA/August 2013
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
44
% Yes
22
USA 2010
19
USA 2013
Yes
In 2013 Higher Amongst:
• Females
• 25-34 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 USA/August 2013
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
45
%
88
Sandwiches
Cereal bars
55
Crisps
69
Fruit
56
69
30
32
Milk
51
53
Bottle of water
42
40
Yoghurt
USA 2013
7
7
50
Cheese snack/cheese strings
Other
80
9
7
Juice
Rice pudding
66
13
12
Popcorn
Smoothie
94
38
37
USA 2010
55
15
16
Q.19 What would their lunch boxes usually contain?
45
13-035911/Bia Periscope Study 2013 USA/August 2013
46
Eating in Home
13-035911/Bia Periscope Study 2013 USA/August 2013
Eating In Home: Summary
47

Over 50% of all adults in the US claim to have responsibility for always preparing their own meal.

40% of adults claim to sit down to eat breakfast as a family at weekend only while 17% claim to
be able to do this every morning.

The incidence of entertaining at home more often has decreased slightly since the last wave of
research.

The various forms of entertaining at home, including having a romantic meal in instead of going
out, having friends over instead of going to a pub or restaurant and hosting family celebrations at
home (instead of elsewhere) have all declined in popularity compared with three years ago.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
48
%
USA
2010
USA
2013
Always prepare own meal
53
54
Sometimes prepare own meal
36
34
Someone else prepares meal
Other/couldn’t say
9
1
10
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 USA/August 2013
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in the Home
49
%
AGE
SEX
USA
2010
Male
Female
38
62
USA
2013
USA
2010
USA
2013
18-24
8
10
25-34
18
18
35-44
22
21
45-54
19
55+
33
41
22
59
29
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 USA/August 2013
(Base: All Adults 18+, excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast Together
50
%
USA
2010
USA
2013
Every morning
16
17
Weekdays only
10
7
Weekends only
39
40
School holidays only
Holidays away from home
Term time only
1
5
1
1
6
1
Never
27
27
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 USA/August 2013
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often Nowadays
51
% Yes
34
USA 2010
30
USA 2013
Yes
In 2013, Higher Amongst:
• Females
• 25-34 yrs
• Dependent children
in household
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 USA/August 2013
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
% Entertaining at home more often 2013
% Entertaining at home more often 2010
52
USA
(30%)
(34%)
32
Romantic meal in instead of going out
37
Having friends over instead of going to pub
or restaurant
60
67
61
Family celebrations at home instead
65
36
A few drinks at home with your partner
instead of going to the pub
Other
36
8
10
USA 2013
USA 2010
Q.10 And which, if any, of these types of entertaining in are you doing more often?
13-035911/Bia Periscope Study 2013 USA/August 2013
53
Eating Out of Home
13-035911/Bia Periscope Study 2013 USA/August 2013
Eating Out Of Home: Summary
54

The incidence of eating meals or snacks out of home and on the premises of a
Pub/Restaurant/Café has declined slightly since 2010. Despite this, in 2013, more than half
(55%) of the adult population in the US claimed to have eating a meal or snack in a
Pub/Restaurant/Café in the last 7 days.

The proportion of people who got a takeaway meals or a meal /snack delivered to their home in
the last 7 days has remained fairly stable since 2010.

Takeaway meals were eaten by just under half of the population (48%) while a much lower 17%
claimed to have ordered a delivery in the last 7 days.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Meals Eaten Out in the Last 7 Days
Meals or Snacks
on the Premises of
a Pub/Restaurant/Cafe
55
2013
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2013
Meals or Snacks
Delivered to
Your Home
2013
55%
48%
(58%)
(50%)
(19%)
2.7
2.5
2.8
Incidence last 7 days
USA 2010
Frequency in 2013
(no. of times – excl. zero)
17%
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 USA/August 2013
56
Health & Wellbeing
13-035911/Bia Periscope Study 2013 USA/August 2013
Health & Wellbeing: Summary
57
57

The majority of US adults (72%) claim to be healthy. However, 18% are unsure whether they are healthy
or not. One third consider themselves to be more healthy compared to 12 months ago.

The link between being healthy and eating properly is strongly advocated by adults in the US.
Additionally, they strongly support the concept of a good diet can help one’s mental health.

In terms of healthy diet, US adults claim to always try to eat a balanced diet as well as try to limit the
amount of fast food that the consume.

Confusion about what to eat to stay healthy is relatively low. However, over half of American adults admit
to having some difficulties in understanding labelling on food/ nutritional claims on packaging.

There seems to be limitations too in terms of healthy food options. Half of adults in the US believe that
there are not enough options available while 52% believe that choosing the healthy option can be limiting
and boring.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Overall Descriptors of Diet
58
%
My Diet is …
USA
2010
USA
2013
Very healthy
10
10
72%
75%
61
Fairly healthy
65
Not sure
14
18
Fairly unhealthy
Very unhealthy
10
1
9
1
Mean
3.7
3.7
Q.29 How would you describe your diet overall?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
59
%
USA
2010
USA
2013
More healthy
35
33
Less healthy
6
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 USA/August 2013
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2013
60
%
AGE
SEX
USA
2013
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
42
More healthy
33
31
Less healthy
6
4
36
35
8
9
9
33
6
34
29
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 USA/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
50
37
87
49
36
85
50
34
83
34
80
46
51
24
75
52
23
75
I am conscious of the nutritional benefits of food
43
19
62
42
18
60
I eat to feel good and take control of my life
I eat healthy to take control of my life
%
Agree
41
21
63
USA 2013
41
19
61
USA 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 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Diet (II)
62
% Agree
Slightly
31
I eat for enjoyment and not for health reasons
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
11
32
14
%
Agree
42
46
22
8
31
20
10
29
21
16
I am concerned about my children becoming obese
7
28
6
23
28
20
29
20
It’s not the type of food you eat that causes health
problems, it’s more the amount you eat of these foods
I’ll think about eating healthily when I get older
% Agree
Strongly
19
23
38
13
36
14
48
49
51
51
10
28
9
31
USA 2013
USA 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 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Wellbeing
63
% Agree
Slightly
% Agree
Strongly
%
Agree
51
35
86
51
35
86
Good food can enhance body and
mind
43
66
23
I consider what I eat to be really
important for my wellbeing
USA 2013
46
22
USA 2010
68
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 USA/August 2013
(Base: All Adults 18+)
Attitudes Towards Healthy Options
% Applies
A Lot
Healthier foods are always more expensive than
other foods
I am willing to pay more for healthy food and
beverages as long as they taste good
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
64
%
Applies
% Applies
A Little
38
48
38
46
21
51
23
51
7
41
9
47
I would like manufacturers to help me eat
healthy
25
31
48
46
I find there are never enough healthy food
options when shopping
13
14
40
Choosing healthy food to eat is very limiting and
boring too
12
40
10
37
44
85
84
71
74
48
56
73
77
50
54
52
54
USA 2013
USA 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 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
% Applies
A Lot
18
65
%
Applies
% Applies
A Little
42
60
44
69
46
75
46
78
I would like to see more low fat products
25
29
I am more concerned about what I eat and
drink to control my weight
I am more concerned about fat content than
calories
32
17
22
I always look for a low fat option when
buying food products
21
25
I always think of the calories in what I eat
19
19
43
47
44
47
40
46
61
69
66
73
59
65
USA 2013
USA 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 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
66
% Applies
A Little
%
Applies
35
I always try to eat a balanced diet
I try to buy foods that are natural
49
32
56
21
52
23
50
46
I try to limit the amount of fast food I consume
I eat at least 5 portions of fruit and veg per day
I always check the nutritional labelling on foods
before buying them
46
42
18
46
17
48
35
43
36
44
48
I try to give the children as much veg as possible
39
43
40
50
84
88
73
72
85
87
63
65
79
79
88
93
USA 2013
USA 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 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
% Applies
A Lot
%
Applies
% Applies
A Little
17
I eat to enrich/enhance mental alertness and
spiritual well being
There are not enough product options for people
who suffer food intolerances
67
46
18
50
11
34
14
63
68
45
37
52
15
42
58
17
44
61
I very rarely nibble between meals
8
17
25
7
17
24
My diet is mainly vegetarian
USA 2013
USA 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 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Health Products/Labelling
% Applies
A Lot
68
% Applies
A Little
%
Applies
13
43
56
13
41
55
12
41
54
I often find it difficult to understand the
nutritional claims on packaging
I often find it difficult to understand the labelling
on food
13
35
51
USA 2013
USA 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 USA/August 2013
69
Environmental Issues
13-035911/Bia Periscope Study 2013 USA/August 2013
Environmental Issues: Summary
70

Overall awareness of the terms sustainability, carbon footprint and food miles have all improved
since 2010.

Similarly, the frequency in which people buy foodstuffs with these claims has also risen in this
period.

Less adults in the US admit to being more conscious of environmental issues in their choice of
products today or to having a preference for to buy from companies that are aware of the impact
of environmental issues than in 2010. Females and those with dependent children are typically
more concerned about these issues than the general population.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Attitudes towards Sustainability
71
%
USA
2010
I have never heard of it before today
USA
2013
28
In 2013, Highest Amongst
 55+ yrs, lower income
36
22
I have heard of it but do not consider it important
25
13
I consider the term to be a fad
I sometimes try to buy food with low features
I actively/ always try to buy food with low features
13
19
 Females
18
 Those who say
22
cooking is a passion
4
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 USA/August 2013
(Base: All aware of sustainability)
Understanding of the Term Sustainability
72
TOTAL
% Aware
USA
2010
(64%)
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
18
10
10
2
1
14
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
36
40
30
45
34
38
17
19
12
23
16
19
18
18
17
18
23
16
11
8
16
8
12
8
2
1
-
1
1
3
16
13
25
5
13
16
18
14
Consumption practices which do not
have a future effect on the environment
Don’t know
38
24
Ensuring that future generations have
what we have today
GENDER
USA
2013
(72%)
%
38
Production practices which do not have
a future affect on the environment
Other
2013
15
Q.44 What do you understand the term “Sustainability” to mean?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
73
%
USA
2010
USA
2013
I have never heard of it before today
26
24
I have heard of it but do not consider it important
30
I consider the term to be a fad
I sometimes try to buy food with low footprint
In 2013, Highest Amongst
26
 Male, 18-24 yrs
19
 Male, 55+ yrs
17
 Female, 25-34 yrs
22
19
13
I actively/ always try to buy food with low footprint
4
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 USA/August 2013
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
74
TOTAL
% Aware
USA
2010
(74%)
%
The amount of carbon dioxide which is
emitted before a product reaches the
market
Don’t know
36
28
29
A measure of environmental damage
21
25
2
2
9
GENDER
USA
2013
(76%)
%
35
An individuals effect on the environment
brought about by the consumption of
products
Other
2013
12
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
41
32
39
34
32
39
22
34
27
33
34
24
19
23
19
26
21
19
3
1
1
-
2
3
15
10
14
6
11
15
Q.45 What do you understand the term “Carbon Footprint” to mean?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Attitudes towards Food Miles
75
%
USA
2010
USA
2013
In 2013, Highest Amongst
53
I have never heard of it before today
78
12
 18-24 yrs
10
I have heard of it but do not consider it important
I consider the term to be a fad
I sometimes try to buy food with low food miles
I actively/ always try to buy food with low food miles
7
15
7
5
3
10
Q.42 Thinking specifically about ‘Food Miles’, which of the following statements best describes you’re attitude
towards the term?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All aware of the term food miles)
Understanding of the Term Food Miles – Spontaneous
76
2013
USA
2010
(22%)
% Aware
The distance that food has to
travel from producer to shop
Don’t know
71
18
-
GENDER
(47%)
70
An indication of environmental
impact
Other
USA
2013
9
*
12
19
AGE
Male
Female 18-24 25-34 35-44 45+
%
%
%
%
%
%
67
76
61
80
69
72
10
9
16
6
14
7
-
1
-
1
-
*
23
14
24
13
17
20
Q.43 What do you understand the term “Food Miles” to mean?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Statements Regarding Environmental Issues (I)
77
I am more conscious of environmental issues in my choice of products today
%
Agree
USA 2010
USA 2013
55
49
In 2013, Higher Amongst:
•
•
•
•
•
Female
25-34 yrs
Dependent children in household
Eating well is important
Cooking is a passion
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Statements Regarding Environmental Issues (II)
78
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agree
USA 2010
USA 2013
53
49
In 2013, Higher Amongst:
•
•
•
•
Female
Dependent children in household
Eating well is important
Cooking is a passion
Q.41 Please tell me how strongly you agree or disagree with the following statements?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Attitude Towards Fair Trade Products
%
Applies
a little
%
Applies
a lot
39
14
41
13
37
23
79
%
Applies
53
I wish there was more Fair Trade
products/brands available in store
51
60
The higher price of Fair Trade products
puts me off buying them
40
20
34
11
38
10
I try to buy Fair Trade products/brands
whenever they are available
60
USA 2013
USA 2010
45
48
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 USA/August 2013
80
Grocery Shopping
13-035911/Bia Periscope Study 2013 USA/August 2013
Grocery Shopping: Summary
81

The majority of all grocery shoppers (53%) continue to be female, whereas the proportion of males involved
in grocery shopping remains static and stands at 47%.

Looking out for the best value for money and watching out for announcements of promotions are the most
important considerations when shopping for grocery items. For grocery shoppers in the US, quality
considerations are competing directly with price considerations.

In terms of food shopping behaviour, the esteem with which chilled food was once held seems to have
declined. Additionally, there has been a reduction in bulk buying behaviour.

‘Fresh’ remains the most important statement on a food label. ‘Grown without pesticides’ is also important
while ‘natural’ has increased in importance.

Awareness of functional foods seem to have suffered decline alongside food which have been irradiated.
The likelihood to purchase functional foods has also declined. Awareness of Fair Trade products has
increased.

The percentage of those admitting to always or sometimes checking quality symbols and country of origin
has declined in recent years.

Only 10% of adults in the US have ordered their grocery shopping online with the majority doing so less
often than every month.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers
82
%
AGE
SEX
USA
2010
Male
Female
47
53
USA
2013
USA
2010
USA
2013
18-24
11
12
25-34
18
19
35-44
20
47
45-54
20
55+
31
21
19
53
29
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 USA/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
83
%
USA
2013
Weekly
11
Less often
18
Never/don’t know
72
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 USA/August 2013
(Base: All Adults 18+)
Frequency Of Purchasing ‘Free From’ Food
New question in 2013
84
%
USA
2013
Weekly
13
Less often
17
Never/don’t know
70
Q.30c And how often, if at all, would you or somebody in your household purchase food with a ‘free from’ label (free from food is
food that has been designed to exclude one or more ingredients to which people can have intolerances or allergies or who do not
wish to consume certain products due to lifestyle choice. These ingredients may include dairy, eggs, nuts and wheat.).
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Responsibility for Grocery Shopping
85
%
USA
2010
USA
2013
Mainly responsible
66
67
Jointly responsible with
someone else
27
27
7
6
Someone else
responsible
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 USA/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (I)
86
%
Agree
Slightly
43
Quality of fresh food is more important
than price
23
50
%
Agree
62
19
42
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
%
Agree
Strongly
65
77
27
39
45
84
20
8
28
22
9
30
I don’t mind spending time when looking
for a bargain
40
I watch for announcements for sales or
promotions on grocery
38
23
40
37
63
26
66
33
USA 2013
40
70
77
USA 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 USA/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
87
%
Agree
Slightly
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
%
Agree
Strongly
%
Agree
38
24
62
38
24
62
33
20
52
32
18
51
20
17
6
26
7
25
28
10
37
30
12
42
30
29
15
USA 2013
18
45
48
USA 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 USA/August 2013
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
%
Applies
a little
%
Applies
a lot
51
Products in the chilled cabinet are
always fresher
I much prefer to buy products from
the chilled cabinet
I buy food in smaller packs because
it means less waste
Where possible I buy multi-pack
products
88
63
12
55
48
15
70
57
9
55
%
Applies
15
70
41
19
61
43
19
62
21
70
48
55
25
80
USA 2013
USA 2010
Q.48 And now about food shopping generally – please tell me whether these statements apply
to you a lot, a little or not at all?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
89
USA
Spreading my shopping across a
number of shops to get the best value
Less
Often
%
More
Often
%
19
30
19
31
14
Shopping in discount retailers
Buying some of my food from suppliers
who sell at your door
10
Buying from farmers markets
4
16
5
18
22
25
13
26
14
27
13
Buying food items on promotion
39
16
19
Buying in bulk
32
11
38
42
USA 2013
USA 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 USA/August 2013
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
90
USA
Less
Often
%
More
Often
%
14
8
13
9
Buying online
Travelling further to shop to get better
value
Buying foods that are familiar to me
from when I was growing up
19
16
19
14
18
15
I find that I’m eating what my mother or
grandmother would cook
24
18
20
19
21
22
USA 2013
USA 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 USA/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
Fresh
USA
2010
%
Very important
55
Natural
USA
2013
%
Neither/nor
Not at all important
33
11
2
Grown without pesticides
USA
2010
%
USA
2013
%
USA
2010
%
USA
2013
%
27
31
35
35
34
32
25
24
6
9
52
37
Fairly important
91
35
32
29
25
7
9
12
4
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
Good source of calcium
Very important
Helps build strong bones
92
20% less fat
USA
2010
%
USA
2013
%
USA
2010
%
USA
2013
%
USA
2010
%
USA
2013
%
27
24
25
24
23
19
37
39
35
41
Fairly important
45
42
32
Neither/nor
24
Not at all important
4
27
27
8
6
30
30
10
8
14
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Importance of Food Labels when Shopping
93
% Very Important
52
55
Fresh
Natural
31
27
35
35
Grown without pesticides
Good source of calcium
24
27
Helps build strong bones
24
25
USA 2013
USA 2010
20% less fat
19
23
Q.36 When shopping for foods, how important or not are the following statements on labels?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh” – 2013
94
Total
%
Fresh vegetables
84
Fresh fruit
85
50
Fresh taste
Free from preservatives
42
Food cooked/grown/produced within the last few days
52
Nutritionally better for you
30
Short shelf life
31
Kept in the fridge
30
Made from scratch
37
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Understanding of the Word “Fresh”
95
Total
%
84
Fresh vegetables
94
85
Fresh fruit
94
50
52
Fresh taste
42
46
Free from preservatives
52
49
Food cooked/grown/produced within the last few days
30
35
Nutritionally better for you
Short shelf life
Kept in the fridge
Made from scratch
USA 2013
USA 2010
31
22
30
29
37
38
Q.37 And which, if any of the following would you associate with “Fresh” in terms of food?
13-035911/Bia Periscope Study 2013 USA/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
51
Natural colour
37
Not fortified with additional ingredients
55
Nutritionally better for you
26
Produced organically
Produced locally
39
20
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Understanding of the Word “Natural”
97
Total
%
77
78
No artificial ingredients/ preservatives/colours
72
Natural ingredients
82
51
56
From nature
37
Natural colour
44
55
55
Not fortified with additional ingredients
USA 2013
USA 2010
26
Nutritionally better for you
33
39
35
Produced organically
Produced locally
20
20
Q.38 Which, if any, of the following would you associate with ‘Natural’ in terms of food?
13-035911/Bia Periscope Study 2013 USA/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 USA/August 2013
(Base: All Adults 18+)
Awareness of Different Food Types
99
Total Aware
%
45
Functional foods
54
54
Fair trade products
43
46
Ethical products
46
62
Glycemic index
61
USA 2013
USA 2010
46
Food which has been irradiated
50
Q.31 Which of the following have you ever heard of?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
100
%
Very likely (5)
USA
2010
USA
2013
14
11
42%
Fairly likely (4)
Not sure (3)
Fairly unlikely (2)
Very unlikely (1)
Mean
48%
30
34
39
37
10
9
5
9
3.4
3.2
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 USA/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
101
%
USA
2010
USA
2013
Always check
18
21
Sometimes check
53
46
Never check
29
34
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 USA/August 2013
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
102
%
USA
2010
USA
2013
Always check
18
Sometimes check
49
43
Never check
33
34
23
Q.39b And to what extent do you check for country of origin, i.e. what country the food was produced in?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Internet Usage
103
Downloaded
a Recipe*
Regular Access
USA
2010
USA
2013
USA
2010
USA
2013
%
Downloaded a
Mobile Phone App
Downloaded a
Promotional Voucher
USA
2013
USA
2013
Use Social Media To
Contact a Company
USA
2013
27
36
Ever
Yes
100
75
58
67
99
73
64
42
Never
No
25
33
*
1
*Change in wording in 2013
Q.50 Do you have regular access, either at home, or at work to the internet?
Q.51 When did you last do any of the following on the internet …?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All with internet access)
Frequency of Downloading / Using Internet – 2013 (I)
New question in 2013
%
Downloaded a Mobile
Phone Food Application
USA 2013
Past week
Past month
Past 6 months
Longer ago
104
7
6
7
7
Downloaded
a Recipe
USA 2013
20
19
17
Never
73
11
33
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 USA/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
USA 2013
USA 2013
7
Past week
Past month
18
9
11
19
9
Past 6 months
13
Longer ago
9
64
Never
42
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 USA/August 2013
(Base: All with internet access)
Online Grocery Shopping
106
%
Yes
No
Ever Ordered?
How Often?
USA 2013
USA 2013
10
Every day/few times a week
8
About once a week
10
2-3 times a month
5
About once a month
17
Less often
60
90
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 USA/August 2013
107
Buying Local
13-035911/Bia Periscope Study 2013 USA/August 2013
Buying Local: Summary
108
108

For just under 60% of adults, buying local is considered an important factor when food shopping.

Those claiming to buy local a few times/ once a week has maintained a consistent level of
support with just under half of all adults claiming to buy local this often.

Understanding of the meaning of the term ‘local’ is most typically thought of as food that is
available in farmers markets or food that is made within a close proximity to where people live.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Importance of Buying Local Produce when Food Shopping
109
%
USA
2010
USA
2013
Very Important (5)
19
21
Fairly Important (4)
39
37
Neither/nor (3)
31
30
Not very important (2)
Not at all important (1)
8
4
7
4
3.6
3.6
Mean Score
Q.26 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
110
%
USA
2010
USA
2013
3
3
49
47
Few times/once a month
31
34
Less often/ never
18
17
Daily
Few times/once a week
Q.28 How often would you buy local produce, i.e. products produced in your local area?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food” – 2013
111
Total
%
Made within a close proximity to where I live
55
Available in farmers markets
58
Made within the county in which I live
12
Made within a 20 mile radius from where I live
48
Made within the province in which I live
Made within USA
7
3
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Understanding of the Term “Local Food”
112
Total
%
55
Made within a close proximity to where I live
57
58
Available in farmers markets
68
12
Made within the county in which I live
15
48
Made within a 20 mile radius from where I live
47
7
Made within the province in which I live
Made within USA
USA 2013
USA 2010
10
3
-
Q.27 Which of the following statements best describes your perception of the term ‘local food’?
13-035911/Bia Periscope Study 2013 USA/August 2013
113
Alcohol
13-035911/Bia Periscope Study 2013 USA/August 2013
Alcohol: Summary
114
114

Approximately 6 in 10 adults in the US consume alcohol nowadays, which is consistent with
2010 research findings.

Alcohol consumption is highest amongst 25-34 year olds and those living in the Northeast.

The majority of those who drink alcohol tend to do so on a weekly basis.

The percentage of people drinking alcohol with food has also remained steady since the last
wave of research with just over one quarter of those who drink alcohol drinking alcohol on
more than 60% of all meal occasions.
13-035911/Bia Periscope Study 2013 USA/August 2013
(Base: All Adults 18+)
Incidence of Drinking Alcohol
115
% Yes
USA 2010
60
USA 2013
61
Yes
In 2013, Higher Amongst …
•
•
•
•
25-34 yrs
Northeast
Working
Entertain at home
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 USA/August 2013
(Base: All who drink alcohol)
Frequency of Drinking Any Alcohol
116
%
USA 2010
(60%)
USA 2013
(61%)
Daily/several times a week
15
12
Weekly
43
2-3 times/once a month
30
31
Less often
13
14
Average
Several times
a week
% Drink Alcohol 
43
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 USA/August 2013
(Base: All who drink alcohol)
Proportion of Alcohol Consumed with Food
117
%
USA
2010
USA
2013
61%+
25
28
41-60%
15
21-40%
18
17
0-20%
42
40
11
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 USA/August 2013
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence