Introduction

PERIscope 2013 explores consumer behaviours & attitudes towards food, shopping and cooking.

Online survey conducted amongst 1,000 adults aged 18+ in Belgium.

Results are also available across nine other countries.

Survey covers topics such as: Eating at home, attitudes towards cooking, local food,
sustainability, the environment, grocery shopping and health & wellbeing.

Research carried out by Ipsos MRBI.


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).
For further information or queries please visit www.bordbia.ie or email info@bordbia.ie
2
In Belgium, just over half of all adults continue to have a positive relationship towards
cooking.
Good Fun
A Passion
Attitude towards cooking
2010
2013
56%
54%
18%
38%
15%
40%
The Belgians display one of the highest levels of fun with cooking, just behind Germany (47%) and
Sweden (43%).
4
In three years, overall levels of culinary expertise have declined slightly in Belgium.
5
Level of cooking expertise
65
61
Would enjoy having a dinner
party where I do all the cooking
26
Would be confident that I could
produce a good Sunday roast
with all the trimmings
39
36
2010
2013
25
Belgium's cooking expertise (on the basis of dinner party hosting and producing meals with all the trimmings), is
in the bottom three countries.
Just under three quarters of Belgians prepare their meals from scratch few times a
day/few times a week , a lower proportion than in 2010.
% preparing a meal from scratch once/ few times a day
2010
81
% preparing a meal from scratch few times a week
2013
55
26
74
45
29
Compared to other countries in the PERIscope 2013 study, Belgium ranks fifth for
scratch cooking. NZ (81%) ranks first while the US (62%) ranks last.
6
Just over one in ten claim to be cooking from scratch more often than 12 months ago,
a similar proportion to three years ago.
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
2010
2013
Cooking from scratch more often
15
14
Cooking from scratch less often
9
9
On the basis of those who are scratch cooking more often, Belgium is displaying
somewhat poorer levels of scratch cooking than other countries.
7
Since 2010,Belgium has reduced the amount of ready prepared meal components
used in the meals that it cooks on a daily/ weekly basis.
Use of ready prepared ingredients
2010
Once a day/ few
times a day
2013
5
3
Few times a
week
16
Once a week
23
17
18
In terms of daily/ weekly usage of ready prepared ingredients, Belgium displays
the lowest usage of ready prepared ingredients.
8
The same proportion of Belgians have taken cooking classes as three years ago whilst the
9
proportion entertaining at home more often has held ground at just over three in ten.
% who have attended/taken
cooking classes in the past
three years
2013
10
2010
10
% who are entertaining
at home more often
nowadays
31
34
Belgium compares similarly to countries like Spain and NZ in terms of cookery class attendance.
ROI (12%) has the highest cookery class attendance. Regarding entertaining at home, Belgium
ranks in sixth place overall.
The enjoyment that Belgian adults obtain from cooking and creating a great meal has
decreased slightly since 2010.
% applies that they ‘enjoy cooking and being able to create a
great meal’
2013
2010
79
83
Belgium ranks sixth in terms of the enjoyment levels achieved through creating a great meal.
10
Ownership levels of food processors and woks, amongst Belgian adults, have remained
stable over the past three years.
Food Processor
2010
2013
Wok
2010
64
41
2013
62
43
Belgium displays a relatively average ownership level of food processors. In contrast it has the
second highest wok ownership, behind the Netherlands (70%).
11
Levels of demand for food that is easy to prepare and quick to cook have been
maintained at similar levels to 2010.
%
Applies
I tend to pick
foods that are
easy to prepare
I tend to pick
foods that are
quick to cook
2010
2013
79
77
70
69
Belgium ranks amongst the lowest countries when it comes to picking both foods that are quick to prepare
and quick to cook.
12
Use of ready to eat foods in Belgian households has experienced a slight decline in the
past three years.
% applies ‘we use a lot of ready to eat foods in our
household’
2013
2010
35
39
Belgium displays relatively low usage levels of ready to eat foods, ranking eighth overall,
just ahead of the Netherlands (34%) and Sweden (31%).
13
The proportion who claim to often eat ready prepared/convenience meals has fallen
by seven percentage points in three years.
% applies that they ‘would often eat ready prepared/
convenience meals’
2013
2010
41
48
Eating convenience meals in Belgium is a relatively unpopular behaviour, particularly when
compared to countries like the US (71%) and Spain (69%).
14
One third of Belgians claim to be eating ready meals/ convenience meals less often
than 12 months ago, a similar level to 2010.
% eating ready meals/ convenience meals more/less often than
12 months ago
2010
2013
More often
7
6
Less often
32
33
Belgium compares similarly to Sweden and the Netherlands in its consumption of ready meals/
convenience meals in the last 12 months.
15
The proportion who consider convenience meals to be a good substitute for home
cooked meals when time is limited remains at just over half of all adults.
% agree that convenience meals… ‘are a good substitute for
home cooked meals when time is limited’
2013
2010
56
57
In terms of agreement with the idea that convenience meals can be a good substitute for home
cooked meals, Belgium ranks fifth.
16
The majority of Belgians consider convenience foods to be expensive. One third believe
that they contain poor quality ingredients. One quarter believe they taste great.
Convenience foods……
… are expensive
… are good value for money
72%
74%
18%
20%
2010
2013
2010
2013
… have poor quality ingredients
… taste great
29%
33%
23%
26%
2010
2013
2010
2013
Belgium displays particular low levels of agreement when it comes to claims that convenience meals ‘taste
great’ or are ‘good value for money’.
17
The overall importance of buying local food has fallen slightly in the past three years.
Importance of buying ‘local’ produce when shopping
2010
Total
importance
Very
important
2013
54%
17%
51%
15%
France (73%) places the most importance on buying local. At just over half of all adults, Belgium
ranks eighth, just ahead of NZ (48%) and the Netherlands (27%).
19
The frequency with which local food is bought in Belgium has remained stable over
the past three years. Those who buy local less often (than monthly)/ never is steady.
Frequency of ‘Local Food’ Purchases
Daily
2010
2013
7
5
49
Few times/ once a week
53
Few times/ once a month
23
28
Less often/ never
17
18
Sweden, Spain, Germany, and NZ are the most frequent purchasers of local food
purchases on a daily/weekly basis. Belgium ranks fifth overall.
20
In Belgium, ‘local food’ is a proxy primarily for food that is made within one’s home
country, or alternatively, within a very close distance from one’s home.
More than 4 in 10
believe local
food is food that
is…
45%
… made within the county in which I live
Just over one
third believe it is
food that is…
36%
… made within a close proximity to where I live
29%
… available in farmers’ markets
27%
… made within a 20 mile radius from where I live
22%
… made within the province I live
6%
… made within Europe
Much less believe
local food to refer
to food that is …
21
Checking for the country of origin label is done by three quarters of Belgian shoppers.
Checking for Country of Origin label
2010
2013
Always check
19
23
Sometimes check
55
52
(74)
(75)
26
24
NET (check for quality symbol)
Never check
Sweden ranks first (92%) for checking country of origin information. In contrast,
Belgium ranks sixth.
22
In Belgium, checking for the symbol of quality has fallen over the past three years. The
proportion who ‘never check’ represents one quarter of all grocery shoppers.
Checking for Symbol of Quality label
2010
2013
Always check
21
18
Sometimes check
59
NET (check for quality symbol)
Never check
(80)
20
56
(74)
26
Belgium ranks third behind, France (76%), ROI (76%), Spain (82%) and Sweden
(82%) for checking the symbol of quality on food products.
23
At more than ninety per cent, the importance placed on eating dinner together as a
family remains considerably high in Belgium.
% applies that ‘it is important to spend time over dinner as a family’
2013
2010
92
94
Overall, spending time eating dinner together as a family is important in all countries, with six out of the
ten countries displaying more than or equal to ninety per cent agreement.
24
Awareness of food miles has shown a significant advancement since 2010. The
percentage buying foods with low food miles has risen by nine percentage points in 2013.26
% never heard of food miles
2010
2013
55
% who buy foods with
low food miles in 2013
40
25
18
2010
34
19
2013
TOTAL % who buy foods with low food miles
% who sometimes try to buy food with low food miles
Belgium ranks amongst the highest for awareness of food miles. It ranks joint first with Germany in terms of
purchases of food with low food miles.
Sustainability is a well known term amongst Belgians. The proportion claiming to buy
foods with sustainable features has been risen slightly.
% never heard of sustainability
2010
2013
15
15
% who buy foods
with sustainable
features in 2013
48
23
43
35
2010
2013
TOTAL % who buy foods with sustainable features
% who sometimes try to buy food with sustainable features
Belgium ranks third for awareness of the term sustainability. It ranks as one of the highest purchasers of
‘sustainable’ products, alongside France, NZ and Germany
27
The numbers claiming to have never heard of carbon footprint have reduced in the last
three years. There has also been a growth in low footprint purchases during this time.
% never heard of carbon footprint
2010
2013
33
19
32
25
% who buy foods with
low footprint in 2013
2010
41
23
2013
TOTAL % who buy foods with low footprint
% who sometimes try to buy food with low footprint
Belgium is behind only NZ for awareness of carbon footprint. Purchases of low footprint products are
highest in Belgium.
28
Being environmentally conscious and buying from companies who are environmentally
aware have both declined since 2010.
% who agree that they are more
conscious of environmental issues in
their choice of products
61%
2010
54%
2013
% who agree that they prefer to buy
from companies that are aware of the
impact of environmental issues
60%
2010
50%
2013
Belgium ranks joint fifth in terms of its consciousness of environmental issues. The preference of
buying from environmentally aware companies places Belgium in seventh place overall.
29
The act of buying in smaller packs to avoid waste has risen slightly in popularity in the
past three years.
% applies that they ‘buy food in smaller packs because it
means less waste’
2010
2013
53
57
Compared to the Germans, Belgians are much less conscious about cutting
down on food waste. They rank joint sixth overall.
30
Overall, efforts by Belgians, to buy Fair Trade products have remained unchanged since
31
2010. Only a small percentage admit to concerted efforts to buy Fair Trade.
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
2013
2010
13
16
% NET applies
60
61
The Belgians rank fifth overall when it comes to efforts to buy Fair Trade products.
Having price as a primary influencer when grocery shopping has increased in
importance in Belgium since 2010.
When I shop the first thing I look for is price
2013
2010
% agree
slightly
% agree
strongly
40
19
35
19
59
54
Looking for price as a ‘first thing’ has average popularity in Belgium compared to all other
countries in the PERIscope 2013 study.
33
Compared to 2010, placing the quality of fresh food ahead of price has maintained the
34
same level of popularity amongst grocery shoppers.
Quality of fresh food is more important than price
2013
2010
% agree
slightly
% agree
strongly
47
17
43
22
64
65
Belgium displays average agreement levels with the idea that quality is more important than price. It ranks
fifth overall. ROI (79%) has the highest level of agreement while the Netherlands (51%) has the lowest.
In Belgium, getting value for money in the same store is important for almost eight in
ten grocery shoppers.
I most often go to the same store but look for the best value for
money I can get
% agree
slightly
2013
2010
53
42
% agree
strongly
26
42
79
83
Obtaining value for money in the same store is a very popular shopping
behaviour in Belgium. It ranks third behind NZ (84%) and ROI (81%).
35
Paying more for better customer service is a behaviour that has declined amongst
Belgian grocery shoppers since the last wave of research.
I will pay a bit more for grocery shopping to get superior customer service
% agree
slightly
2013
25
2010
27
% agree
strongly
6
31
12
39
Belgium ranks sixth in terms of willingness to pay a premium for superior
customer service. Spain (48%) and Sweden (47%) record the highest scores.
36
Buying products on impulse is a shopping behaviour applicable to just three in ten
grocery shoppers.
I tend to buy on impulse if I think products are cheap
% agree
slightly
2013
25
2010
26
% agree
strongly
7
9
31
35
Belgium ranks eighth in terms of its susceptibility towards buying cheap products
on impulse. Spain (26%) and France (17%) follow thereafter.
37
Spending time looking for a bargain is a shopping behaviour that has maintained its
position among just under half of all grocery shoppers.
I don’t mind spending time looking for a bargain
2013
2010
% agree
slightly
% agree
strongly
32
15
29
18
47
47
Compared to most other countries in the PERIscope 2013 study, Belgium's inclination
to spend time looking for a bargain is relatively weak, ranking eighth overall.
38
Just over one in ten Belgians have ordered their grocery shopping online. More
than two thirds of these shop online for grocery items less often than once a month.
13%
39
How often have they ordered
their grocery shopping online?
Every day/ few
times a week
of Belgian adults
(with internet
access) have
ever ordered their
grocery shopping
online.
34
Once a week
9
67
17
2-3 times a
month
About once a
month
Less often
Belgium ranks fifth for the percentage of people who have ordered their shopping online. It is
considerably behind Spain (30%) and GB (28%).
Using the internet to access recipes is done by two thirds of Belgians. Downloading food
apps is much less popular.
66%
13%
Downloaded
Recipe
Downloaded
Food App
40
Most recent download activity
16%
Past
Week
18% 19%
13%
2%
3%
4%
4%
Past
Month
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past 6
Months
Belgium is in the bottom four for the percentage of people who have downloaded a recipe. It ranks in
the bottom two for the percentage who have downloaded a food app.
Diet perceptions in Belgium have shown slight signs of improvement compared to
that of 2010.
Diet Perceptions
NET ‘Healthy’
Describe their diet
as ‘very’ healthy
Describe their diet
as ‘fairly’ healthy
73
7
76
6
66
70
2010
2013
Belgium ranks in the top six for perceptions of health.
42
One quarter of Belgians believe their eating habits to be more healthy in the last 12
months; a slight decline on 2010 levels.
Changes in eating habits in last 12 months
My eating habits are more healthy
28
25
My eating habits are less healthy
6
6
2010
2013
Belgium ranks seventh overall when it comes to claims that its eating habits are
healthier than before.
43
Efforts to eat at least 5 portions of fruit and veg each day are displayed by just over
two thirds of Belgian adults.
I eat at least 5 portions of fruit and veg per day
% applies a lot
2013
21
2010
20
NET % applies
67
65
Five countries claim to have more than seven in ten adults who make efforts to eat the
recommended ‘5 a day’. Belgium falls outside this cohort and is positioned sixth overall.
44
In Belgium, dairy foods and high-fibre foods are consumed much less than fruit and
veg. The majority believe having a balanced diet and eating properly are important.
Dairy foods
(milk/cheese) are an
important part of my
diet
% applies
79
I try to eat a lot of fruit
and vegetables
I always try to eat high
fibre foods
To be healthy it is
important to eat
properly
I always try to eat a
balanced diet
92
78
88
92
45
Endeavours to limit fast food consumption in Belgium are applicable to more than nine
in ten adults.
I try to limit the amount of fast food that I consume
% applies a lot
% applies a little
2013
58
34
2010
59
30
92
89
While all countries are making efforts to reduce fast food consumption, Belgium
and Spain (94%) claim to be making the most effort.
46
There has been a slight decline in both the proportion claiming to always look for low fat
options and the proportion who believe that low fat equals the healthy choice.
% applies that ‘always look for
low fat options when buying
food products’
2013
2010
66
71
2013
2010
% applies that they
‘think of the calories in
what they eat’
57
54
47
% applies that ‘if a label says ‘low
fat/reduced fat’ then the product
will always be the healthy choice’
2013
2010
49
54
Belgium displays relatively average tendencies to look for low fat products when shopping. Its level of
assertion regarding low fat equalling the healthy choice is also average. It ranks third overall for the amount of
thought given to the calories in the food eaten.
Concerns about ones children becoming obese have fallen from just under six in ten in
2010 to just under five in ten in 2013.
I am concerned about my children becoming obese
% agree slightly % agree strongly
2013
35
2010
34
14
25
49
59
Belgium ranks second in terms of concern about one’s children becoming obese. Its
levels of concern are similar to that of the US (48%) and NZ (46%).
48
Sandwiches, fruit and water are the most popular lunchbox components in Belgium.
Juice has seen the biggest decline in usage in the past three years.
Content of kids’ lunchboxes
Sandwiches
Cereal bars
Crisps
2010
2013
93
85
22
18
1
3
57
Fruit
51
Yoghurt
18
18
Cheese Snack
16
14
39
Juice
Milk
Bottle of Water
29
14
11
59
53
In relative terms, the fruit content of kids lunchboxes in Belgium is amongst some of the lowest in the study.
49
The belief that choosing healthy food is limiting and boring is an opinion that is
applicable to just under half of Belgian adults.
Choosing healthy food to eat is limiting and boring
% applies a lot
2013
9
2010
9
NET % applies
46
48
Belgium ranks sixth for its assertion that healthy food equals food that is limiting and boring.
It is therefore one of the more positive countries when it comes to healthy foods.
50
The Belgians continue to maintain a strong preference for having manufacturers
help them to eat healthy.
I would like manufacturers to help me to eat healthy
% applies a lot
2013
2010
30
34
% applies a little
50
47
80
81
Spain (94%), Germany (88%), France (81%) and Belgium rank as the top
four countries that would like manufacturers to help them to eat healthy.
51
Willingness to pay a premium for healthy foods is a behaviour that has declined
substantially in popularity in the past three years.
I am willing to pay a bit more for healthy food and beverages (as long as they
taste good)
% applies a lot
2013
20
2010
21
NET % applies
69
76
There are six countries in which more than 70% of adults are willing to pay more
for healthy food and beverages. Belgium falls just outside this group.
52
Eating healthy to take control of one’s life is a concept relevant to almost two thirds of
Belgians.
I eat healthy to take control of my life
% agree slightly % agree strongly
2013
46
2010
45
20
16
65
61
Belgium ranks in the top three in terms of agreeing that it eats healthy to take control of life.
53
The relationship between diet and mental health and the link between food and
spiritual well-being are viewed with increasing strength in Belgium.
% Agree
A good diet can help
your mental health
I eat to enhance mental
alertness and spiritual
wellbeing
2010
2013
68
75
67
69
Belgium displays one of the lowest levels of support for the idea that a good diet can help your mental
health. It ranks much higher (third) in its belief that what one eats can be important for spiritual wellbeing.
54
The Belgian grocery shopper of 2013 is slightly less inclined, than in 2010, to check the
nutritional labelling on food prior to purchase.
% applies that they ‘always
check the nutritional labelling
on food before buying them’
2013
2010
69
74
Belgium's propensity to check the nutritional labelling on food before purchase
ranks fourth overall.
55
Since 2010, Belgians are continuing to find it difficult to understand nutritional claims on
packaging and food labelling.
% applies that they ‘often find it
difficult to understand
nutritional claims on packaging’
2013
2010
% applies that they ‘often find it
difficult to understand labelling
on food’
74
73
76
75
Belgium ranks third both in terms of difficulty in understanding nutritional claims
on packing and in understanding labelling on food.
56
Gluten free products are much less popular than ‘free from’ products. Weekly purchases
57
of ‘free from’ products are three times that of gluten free products.
Frequency of purchase of
Gluten Free products
Weekly
Less often
Never/ don’t know
4
5
91
2013
Frequency of purchase of
‘Free From’ products
12
8
80
2013
Purchases of gluten free products are amongst the lowest of all countries surveyed. Belgium ranks fifth for
purchases of ‘free from’ food.
TAKEAWAYS
#1
Building the food
relationship
• Can see the fun in cooking
but lack confidence to
advance expertise or extend
to social dimension.
• Scope to advance scratch
cooking, particularly in
context of low usage of
convenience foods and
negative attitudes towards
this food type.
• Opportunity to advance skills,
confidence and enjoyment
through technology
inspiration.
13-035911/Bia Periscope Study 2013 Multicountry Report
#2
Local failing to
connect
• ‘Local’ concept weak in
importance and
consideration.
• Failing to connect with the
origin of food as a shopping
influencer or decision aid.
• Disengaged with concept of
sourcing and transparency.
• Potential to enhance
importance of local by
connecting benefits to quality
and value.
13-035911/Bia Periscope Study 2013 Multicountry Report
#3
Environmental
connections
• High levels of engagement
with food miles, sustainability
and carbon footprint.
• Articulating what matters
through purchases of these
products.
• Will respond to specific
environmental subject (i.e.
carbon footprint) more so than
sweeping environmental label.
13-035911/Bia Periscope Study 2013 Multicountry Report
#4
Helping the
shopper
• Slightly disengaged with
shopping for food.
• Potential to be motivated by
triggers (price promos) in-store
are somewhat unpredictable.
• Value for money dominates
the grocery shopping psyche.
• In-store experience affected
by high levels of difficulty in
understanding food
information/ labelling and
need for manufacturers to
provide more help.
13-035911/Bia Periscope Study 2013 Multicountry Report
#5
Interlocking
consumer health
• Evidence of a disconnection
between desire to be healthy
and efforts to be healthy.
• Relatively detached from
‘healthy’ (re: low fat, high fibre,
‘5 a day’), connection to
mental health. Both affecting
willingness to pay and appetite
for these products.
• Seeking help from
manufactures in the area of
health.
13-035911/Bia Periscope Study 2013 Multicountry Report