Introduction
PERIscope 2013 explores consumer behaviours & attitudes towards food, shopping and cooking.
1,000 interviews across ten countries (10,000+ interviews in total).
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
The Germans have a particularly positive relationship with cooking. The Spanish, Irish
and Dutch, on the other hand, display much less positivity when it comes to cooking.
% Good Fun
4
% A Passion
Attitude towards cooking
ROI
GB
France
41%
47%
52%
15
27
17
30
Spain
Germany
73%
39%
22
30
16
23
26
47
Sweden
60%
Belgium
Netherlands
54%
43%
17
43
40
15
US
53%
13
30
38
NZ
15
55%
17
37
Overall, Sweden has the most competent and confident cooks. France has the most
dinner party hosts, while Germany is expert in producing a meal with all the trimmings.
5
Level of cooking expertise
80
59
Would enjoy having a
dinner party where I
do all the cooking
18
65
27
71
59
38
73
71
14
30
62
61
32
51
9
23
25
24
Would be confident
that I could produce
a good Sunday roast
with all the trimmings
41
ROI
50
38
GB
57
50
36
33
France
Spain
Germany Sweden
Belgium
39
41
US
NZ
27
Netherlands
Scratch cooking is highest in New Zealand. With the exception of the US, GB & ROI,
more than 7 in 10 are scratch cooking a few times daily/weekly.
6
Scratch cooking
% Once a day/ few times a day
France
52
Germany
Belgium
45
NZ
50
#3
#6
#4
#5
74
29
30
33
29
77
76
31
48
#4
73
35
45
Netherlands
76
25
38
Sweden
#8
30
46
Spain
#7
64
28
36
GB
Ranking
67
19
48
ROI
US
% Few times per week
#2
78
#9
62
31
81
#1
Generally, scratch cooking seems to have remained similar to a year ago. However,
the Spanish have increased their scratch cooking activity more than anyone else.
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
ROI
GB
France
Spain
Germany Sweden
Belgium
Netherlands
14
15
9
10
US
NZ
39
Cooking from
scratch more
often
Cooking from
scratch less
often
17
15
18
8
8
9
9
19
22
7
9
21
18
12
9
7
In terms of daily and weekly usage of ready prepared ingredients, Belgium and France
8
uses meal components the least. Usage is highest in the US, GB & NZ.
Usage of ready prepared ingredients
14
6
Once/ few times a
day
6
8
9
6
Few times a week
Once a week
3
6
31
21
21
21
ROI
GB
3
20
23
22
18
17
16
17
18
19
18
France
Spain
Germany Sweden
Belgium
26
25
Netherlands
7
31
37
16
US
24
NZ
There is momentum behind developing cooking skills with most countries showing an
increase in those attending cooking classes. ROI and Spain are the highest attenders.
% who have attended/taken cooking classes in the past three years
Change
1
3
6
8
12
ROI
GB
France
2
11
Spain
2
3
7
7
Germany Sweden
2
1
10
8
7
Belgium
Netherlands
US
4
10
NZ
9
The Dutch claim to be entertaining at home more often considerably more than other
10
countries. The general trend has been a decline in those entertaining at home.
% who are entertaining at home more often nowadays
Change
2
15
4
6
1
2
3
2
4
1
30
33
US
NZ
80
44
27
23
ROI
GB
France
35
Spain
38
26
Germany Sweden
31
Belgium
Netherlands
The majority of people get enjoyment from preparing a great meal. This is highest in
New Zealand and Germany and lowest in GB & ROI.
% who agree that they enjoy being able to prepare a great meal
Ranking
#8
#9
70
68
ROI
GB
#6
#3
#2
#5
#6
79
83
86
80
79
France
Spain
Germany Sweden
Belgium
#7
73
Netherlands
#4
#1
81
87
US
NZ
11
High ownership of food processors in Sweden, NZ & France suggest a more engaged
food outlook. Woks, on the other hand, are all about fast, simple, versatile cooking.
12
% who own a food processor
42% 39%
ROI
46%
GB
60% 24% 43%
65%
France
Sweden
Spain
Germany
48% 37% 24% 34% 37%
% who own a wok
43%
Belgium
62%
6%
40% 64%
Netherlands
69%
US
26%
NZ
56%
All countries want foods that are not too time consuming. However, the US and Spain
have the highest tendency to pick foods that are easy to prepare.
“I tend to pick foods that are easy to prepare”
% Applies
ROI
76
GB
78
France
78
Spain
88
Germany Sweden
85
80
Belgium
Netherlands
77
78
US
NZ
90
85
13
The US, Spain and NZ have the highest tendency to pick foods that are quick to cook.
France displays the lowest tendency to pick these foods.
“I tend to pick foods that are quick to cook”
% Applies
ROI
GB
68
71
France
67
Spain
81
Germany Sweden
78
76
Belgium
69
Netherlands
70
US
NZ
85
80
14
Usage of ready to eat foods in the household is highest in the US and Spain. ROI ranks
amongst one of the lowest users of ready to eat foods.
% agree ‘we use a lot of ready to eat foods in our household’
38
ROI
52
GB
48
France
66
Spain
54
Germany
Sweden
Belgium
Netherlands
31
35
34
68
US
NZ
51
15
Ranking
#7
#4
#6
#2
#3
# 10
#8
#9
#1
#5
The US and Spain indicate that they have higher rates of convenience meal
consumption compared to other countries.
16
% agree that they ‘would often eat ready prepared/ convenience meals’
48
ROI
56
GB
46
France
69
Spain
53
Germany
Ranking
#6
#3
#7
#2
#5
Sweden
41
#8
Belgium
41
#8
Netherlands
41
#8
#1
#4
71
US
NZ
54
France and ROI have the highest proportion of adults claiming to eat convenience
meals less often, compared to 12 months ago.
Eating convenience meals more or less often than 12 months ago
More often
ROI
GB
6
8
France
35
Germany Sweden
Belgium
Netherlands
13
7
US
NZ
13
6
5
6
6
4
21
25
Less often
Spain
30
37
29
33
33
32
30
17
More than half of adults in five of the countries surveyed consider convenience meals as
a good substitute for home cooked meals. The Dutch & Irish are least likely to agree. 18
% agree that convenience meals… ‘are a good substitute for home
cooked meals when time is limited’
ROI
#8
42
#6
49
GB
Ranking
63
France
#1
Spain
60
#3
Germany
61
#2
46
Sweden
56
Belgium
Netherlands
#5
#8
42
59
US
NZ
#7
46
#4
#7
For all countries, except the US, there are relatively low levels of support for the idea
that convenience meals taste great. ROI ranks among the most positive countries.
19
% agree that convenience meals… ‘taste great’
Ranking
#6
35
France
41
Spain
#3
39
Germany
#4
28
Sweden
#7
26
Belgium
#9
# 10
15
52
US
NZ
#5
37
GB
Netherlands
#2
42
ROI
27
#1
#8
Compared to other countries, the French have the most negative view about the
ingredients contained in convenience meals.
20
% agree that convenience meals have…’poor quality ingredients’
Ranking
#3
44
ROI
#5
37
GB
58
France
37
Spain
#7
50
Sweden
33
Belgium
Netherlands
US
NZ
#5
28
Germany
#1
#2
#6
#8
20
37
40
#5
#4
In the main, convenience meals are not typically associated with ‘value for money’.
However, the US and GB are more likely than others to make this association.
21
% agree that convenience meals are… ‘good value for money’
Ranking
42
GB
34
Spain
#3
29
Germany
#2
#6
21
France
Sweden
#4
30
ROI
#5
16
#8
Belgium
20
#7
Netherlands
20
#7
43
US
NZ
21
#1
#6
France and ROI place the most importance on buying local food. In comparison, the
Dutch are particularly disconnected from the ‘buy local’ trend.
Buying local food is very important
ROI
GB
Total importance of buying local food
France
73%
70%
53%
22%
32%
Sweden
62%
17%
Belgium
27%
Netherlands
28%
6%
Germany
60%
63%
22%
US
58%
51%
15%
Spain
21%
15%
NZ
48%
13%
23
Purchases of local food is highest in Sweden. The Netherlands, GB & ROI have the
highest proportion of people who buy local less often/never.
24
Frequency of ‘local food’ purchases
Daily/ few times a
week/once a
week
52
41
40
54
68
54
63
22
25
26
ROI
GB
35
14
France
12
Spain
24
26
35
17
34
28
28
21
Less often/ never
62
79
22
Few times/ once
a month
50
11
6
Germany Sweden
18
Belgium
Netherlands
17
14
US
NZ
The majority of countries define local food as food that is made in close proximity to
where one lives. The association with farmers markets is much lower.
‘Made within a close
proximity to where I live’
Sweden
ROI
GB
Spain
Germany
NZ
Netherlands
(58%)
(54%)
(49%)
(47%)
(45%)
(44%)
(43%)
‘Available in farmers
markets’
US
France
(58%)
(46%)
‘Made within the
county in which I
live’
Belgium
(45%)
25
GB shows the least likelihood for checking for country of origin on food products while
Sweden shows the most. ROI ranks somewhere in the middle.
Checking for Country of Origin label
Ranking
Always check
#5
33
#9
25
#4
40
#3
33
#2
30
#1
#6
23
52
44
(58)
NET (check for
country of origin)
(77)
42
Never check
23
ROI
GB
43
(83)
51
14
#8
#5
23
27
43
33
Sometimes check
#7
55
43
55
50
49
(75)
(84)
17
16
France
Spain
(85)
15
(92)
9
Germany Sweden
24
Belgium
(70)
(66)
30
34
Netherlands
(77)
US
23
NZ
26
Checking for quality symbol is highest in Spain and Sweden. France & ROI follow close
behind. In GB, this label carries the least weight for grocery shoppers.
Checking for Symbol of Quality label
Ranking
Always check
#2
29
#8
21
#2
26
#1
12
28
36
Sometimes check
#1
#3
#5
#7
#6
21
18
14
21
14
56
57
46
55
(74)
(71)
(67)
(69)
26
29
34
31
US
NZ
61
50
47
#4
61
54
(57)
NET (check for
quality symbol)
(76)
(76)
44
Never check
24
ROI
GB
(73)
(82)
24
19
France
Spain
(82)
27
17
Germany Sweden
Belgium
Netherlands
27
While spending time together as a family at mealtime is important in all countries,
certain countries seem to hold this practice in higher regard.
% applies – It is important to spend time over dinner as a family
85
ROI
GB
82
91
France
94
Spain
Germany
82
Sweden
92
Belgium
92
Netherlands
92
US
NZ
84
90
28
More than half of all adults in Spain, the US, Sweden and the Netherlands claim to
have never heard of food miles. Awareness levels seems to be improving overall.
= % awareness
compared to last
survey
% who claim never to have heard of Food Miles
58
44
ROI*
* New question wording
for ROI & GB in 2013
52
48
42
GB*
France
39
Spain
Germany Sweden
52
53
40
Belgium
37
Netherlands
US
NZ
30
Belgium, Germany and France have the highest percentage of people buying
food with low food miles.
31
% who buy foods with low food miles
TOTAL % who buy foods with low food miles
ROI
GB
25
18
Sweden
France
21
16
Spain
32
17
Belgium
27
14
% who sometimes try to buy food with low food miles
Netherlands
34
19
Germany
21
12
34
18
US
23
13
NZ
25
15
24
14
ROI & GB have relatively low levels of awareness of the term sustainability. In 2013, the
32
general trend has been for awareness of sustainability to improve or stay the same.
= % awareness
compared to last
survey
% aware of sustainability
92
87
80
85
84
73
49
47
ROI*
GB*
* Question wording
different in ROI & GB
France
Spain
84
72
Germany Sweden
Belgium
Netherlands
US
NZ
The Spanish have the lowest level of awareness when it comes to carbon footprint.
Awareness levels are improving in all countries except GB & the Netherlands.
= % awareness
compared to last
survey
% aware of carbon footprint
89
75
81
79
68
66
76
65
60
45
ROI
* Question wording
different in ROI & GB
GB
France
Spain
Germany Sweden
Belgium
Netherlands
US
NZ
33
Consumer consciousness of environmental issues in their choice of products is
declining in most countries. It is weakest in the Netherlands.
34
= % awareness
compared to last
survey
% who agree that they are more conscious of environmental issues in their
choice of products
58%
58%54%
ROI
GB
64% 64%
France
Spain
55% 62% 54%
Germany
Sweden
39%
Belgium
49% 54%
Netherlands
US
NZ
Sweden and Spain display higher preferences for buying from environmentally aware
35
companies but this purchasing preference is declining in most countries in recent times.
= % awareness
compared to last
survey
% who agree that they prefer to buy from companies that are aware of the
impact of environmental issues
64%
61%
53%
54% 48% 59%
50% 33% 49% 52%
ROI
GB
France
Spain
Germany
Sweden
Belgium
Netherlands
US
NZ
Germanys purchases of smaller packs as a means of avoiding waste is higher than any
36
other country. The Netherlands adopt this behaviour considerably less.
I buy food in smaller packs because it means less waste
% Applies
ROI
GB
70
62
France
57
Spain
72
Germany Sweden
Belgium
Netherlands
81
57
57
49
US
61
NZ
57
The Spanish claim to be particularly engaged with the Fair Trade movement. The US,
ROI and GB are the least engaged.
37
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
ROI
GB
France
#8
54
12
#3
64
16
83
35
62
13
60
13
Netherlands
10
US
11
NZ
11
57
#1
#4
72
21
Sweden
Belgium
#9
48
14
Spain
Germany
Ranking
NET % Applies
#2
#5
#7
45
# 10
59
#6
More than 6 in 10 grocery shoppers in NZ, ROI, US and GB admit that looking at price is
39
the first thing they do when they shop for grocery items.
When I shop the first thing I look for is price
% agree slightly
GB
#4
61
27
34
#2
64
26
39
ROI
Ranking
% agree strongly
France
38
18
57
#6
Spain
37
19
56
#7
Germany
38
16
Sweden
Belgium
Netherlands
US
NZ
9
29
40
43
38
42
#8
53
#9
38
#5
59
19
61
18
#4
62
24
26
#3
68
#1
Across all countries, the majority of people believe that the quality of fresh food is more
40
important than price. This view is strongest in ROI and Sweden.
Quality of fresh food is more important than price
% agree slightly
Ranking
% agree strongly
79
ROI
Spain
60
#7
77
Sweden
64
Belgium
NZ
#3
72
Germany
US
#5
64
France
Netherlands
#4
66
GB
51
#1
#2
#5
#9
62
59
#6
#8
Shopping in the same store but being vigilant about value in that store is a common
shopping characteristic in all countries, particularly NZ & ROI.
41
I most often go to the same store but look for the best value for money I can get
% agree slightly
Ranking
% agree strongly
#7
68
Spain
56
#9
63
#8
79
Belgium
Netherlands
US
NZ
#3
79
France
Sweden
#5
76
GB
Germany
#2
81
ROI
#3
75
#6
77
#4
84
#1
Willingness to pay more for better customer service is relatively low in all countries,
though Spain, Sweden & ROI display the highest willingness to pay extra for service.
I will pay a bit more for grocery shopping to get superior customer service
% agree slightly
ROI
France
Spain
35
Germany
18
US
20
NZ
21
31
6
3
21
47
#2
#6
# 10
28
8
4
#1
#7
14
25
48
29
5
34
Belgium
#4
13
24
Sweden
Netherlands
35
8
27
#5
33
10
23
#3
43
11
32
GB
Ranking
% agree strongly
25
#8
#9
42
The French are least likely to buy on impulse. GB are the most impulsive grocery
shoppers, followed by NZ, ROI and Sweden.
I tend to buy on impulse if I think products are cheap
% agree slightly
34
ROI
France
Spain
Germany
19
NZ
26
28
36
34
44
#4
31
33
5
10
36
#1
#7
9
7
28
54
#9
8
25
#3
# 10
7
Netherlands
US
15
4 17
13
Sweden
Belgium
46
12
39
GB
Ranking
% agree strongly
#8
39
#5
37
10
#6
47
#2
43
The US are the most content when it comes to spending time looking for a bargain.
Sweden and France on the other hand show very low willingness to do so.
I don’t mind spending time looking for a bargain
% agree slightly
France
Spain
Belgium
Netherlands
US
NZ
#9
34
21
11
32
# 10
47
15
32
39
43
#8
54
17
37
#7
49
17
32
#5
54
20
34
Germany
Sweden
11
23
#3
57
21
35
GB
#4
55
18
37
ROI
Ranking
% agree strongly
#6
61
22
16
59
#1
#2
44
Spain has the highest proportion of online grocery shoppers. France, however, order
their grocery shopping online more frequently than any other country.
45
% ever ordered grocery shopping online
9%
Ordering
grocery
shopping
online
monthly or
more often
Ordering
grocery
shopping
online less
often than
once a month
28% 21% 30%
26
44
50
74
56
ROI
GB
50
France
17%
11%
13%
12%
40
35
29
33
28
60
65
71
67
72
Spain
Germany
Sweden
Belgium
Netherlands
10%
40
60
US
17%
27
73
NZ
ROI & GB have low reported incidence of using the internet to download a recipe
while NZ has the highest.
46
% ever downloaded a recipe
38%
ROI
36%
GB
73% 76% 69% 77% 66% 54% 67%
France
Spain
Germany
Sweden
Belgium
Netherlands
US
80%
NZ
Downloading Food Apps is still a minority behaviour but is most popular in Sweden &
Spain.
47
% ever downloaded a food app
20%
ROI
17%
22% 34%
GB
France
Spain
17%
36%
Germany
Sweden
13%
Belgium
13%
Netherlands
27% 29%
US
NZ
ROI considers itself to be the most healthy country compared to others surveyed.
Most countries are unwilling to describe their diet as ‘very’ healthy.
49
Diet Perceptions in each country
Change since
last survey
NET ‘Healthy’
Describe their diet as
‘very’ healthy
85
78
73
28
17
8
78
9
64
78
76
8
6
8
69
70
71
80
57
ROI
62
GB
65
France
69
Spain
58
Germany Sweden
Belgium
72
10
6
Describe their diet as
‘fairly’ healthy
Netherlands
61
US
75
10
66
NZ
Spain is most positive that its eating habits are healthier than before. New Zealand
ranks highest in terms of less healthy behaviours.
Changes in eating habits in last 12 months
ROI
My eating habits
are more healthy
My eating habits
are less healthy
GB
France
Spain
Belgium
Netherlands
24
25
27
4
6
5
Germany Sweden
40
30
5
23
26
6
5
30
5
4
US
NZ
33
31
6
12
50
Spain and NZ display strong support for the ‘5 a day’ concept. Sweden and
Germany seem less convinced that such an approach should dominate diet.
51
% agree… ‘I eat at least 5 portions of fruit and veg every day’
NET % Applies
75
79
81
80
71
67
51
Applies a lot
36
33
GB
63
49
40
28
10
ROI
58
France
Spain
11
Germany Sweden
21
Belgium
31
13
Netherlands
18
US
NZ
Dairy products and fruit and vegetables remain core dietary components across all
countries. The inclusion of high-fibre foods in diets is less popular in comparison.
% applies a lot/ applies a little
90+
Germany, Spain, NZ, ROI, GB & US
Dairy foods
(milk/cheese) are
an important part
of my diet
I try to eat a lot of
fruit and
vegetables
I always try to eat
high fibre foods
France, Sweden
Belgium, Netherlands
80-89
70-79
NZ, Spain, Germany, France, Sweden, ROI, Belgium, GB & US
Netherlands
80-89
Spain, Netherlands, ROI, NZ & Sweden
80-89
Belgium, Germany, US, GB & France
70-79
90+
52
Efforts to eat properly, have a balanced diet and limit fast food intake are high in all
countries. However, the Netherlands and GB show signs of a slightly less healthy attitude.
% applies a lot/ applies a little
To be healthy it is
important to eat
properly
90+
France (93), NZ (91), ROI (91), Spain (90)
Belgium (88), GB (87), US (87), Germany (85), Sweden (85), Neth (81)
80-89
Spain (94), ROI (93), France (92), NZ (92), Belgium (92), Germany (91), Sweden (90)
I always try to eat a
balanced diet
GB (88), US (84)
Netherlands (71)
80-89
70-79
90+
Spain (94), Belgium (92)
I try to limit the
amount of fast food I
consume
Sweden (89), NZ (88), ROI (86), Neth (87), France (86) US (85), Ger (84)
GB (78)
90+
70-79
80-89
53
Looking for low fat options when shopping for food products remains relatively high in
all countries, though this behaviour represents less than half of French adults.
% agree that ‘always look for low fat options when buying food products’
ROI
62
GB
60
France
49
91
Spain
67
Germany
Sweden
Belgium
Netherlands
US
NZ
59
66
68
66
73
54
Calories in the food that is eaten matter much more to the Spanish than any other
country. Germany tends to think of calories the least.
% agree that they… ‘always think of the calories in what they eat’
ROI
52
GB
50
54
France
72
Spain
Germany
Sweden
42
47
57
Belgium
Netherlands
49
59
US
NZ
54
55
Not all countries are convinced that low fat translates into the healthy choice.
However, Spain, ROI and GB are more likely than others to agree with this summation.
% agree that … ‘if a label says ‘low fat/ ‘reduced fat’ then the product will
always be the healthy choice’
67
ROI
64
GB
42
France
89
Spain
39
Germany
Sweden
Belgium
32
49
56
Netherlands
US
NZ
48
58
56
The Spanish have considerably high concerns about their children becoming obese.
The Dutch, British and Irish express the least concern.
I am concerned about my children becoming obese
Ranking
% agree slightly % agree strongly
ROI
17
GB
18
France
Sweden
27
US
NZ
#5
38
11
36
21
42
32
10
26
11
25
28
33
#1
#6
37
49
14
6
78
#7
35
Belgium
Netherlands
#8
31
14
Spain
Germany
#8
31
14
31
#2
#8
20
13
48
46
#3
#4
57
Across most countries, sandwiches and fruit are popular in children's lunchboxes. The
inclusion of yoghurt, cheese snacks and crisps vary considerably across regions.
Content of kids’ lunchboxes
Sandwiches
Fruit
Yoghurt
ROI
90
74
54
GB
93
75
55
France
37
Spain
Belgium
Netherlands
45
62
71
77
92
Germany
Sweden
43
30
40
85
70
US
88
NZ
88
51
60
69
90
Cheese Snacks
14
Crisps
5
32
19
46
9
36
23
4
30
21
2
20
8
18
14
3
8
6
*
42
48
-
50
31
55
37
58
The Spanish are more likely than other countries to consider health food to be boring.
This resonates less so in GB, Germany, Netherlands, Sweden and Belgium.
Choosing healthy food to eat is limiting and boring
% applies a lot
#5
47
ROI
GB
#8
43
#2
59
France
69
Spain
Germany
Ranking
NET % Applies
45
#1
#7
Sweden
46
#6
Belgium
46
#6
Netherlands
US
NZ
45
#7
52
54
#4
#3
59
ROI and GB are much less likely than other countries to want manufacturers to help
them to eat healthy.
60
I would like manufacturers to help me to eat healthy
% applies a lot
ROI
26
GB
25
94
88
44
80
30
24
US
25
70
#2
#4
#7
73
32
#1
#6
73
23
Netherlands
NZ
#3
81
67
Germany
Belgium
#9
57
Spain
Sweden
#8
67
35
France
Ranking
NET % Applies
#6
77
#5
Across all countries there is a general willingness to pay more for healthy foods,
however, compared to other countries, this willingness is lowest in ROI and GB.
61
I am willing to pay more for healthy foods & beverages (as long as they taste good)
% applies a lot
ROI
19
GB
22
France
21
US
NZ
66
#8
75
15
21
18
69
68
#1
#3
81
28
20
#4
84
22
Sweden
Netherlands
#8
39
Germany
Ranking
66
74
Spain
Belgium
NET % Applies
#2
#6
#7
71
#5
71
#5
Taking control of one’s life by eating healthy is most popular in ROI & France whilst it is
least popular in Sweden.
I eat healthy to take control of my life
% agree
ROI
69
GB
53
France
69
Spain
66
Germany Sweden
61
50
Belgium
65
Netherlands
60
US
NZ
63
58
62
ROI appears most convinced of how food can impact positively upon mental health
and wellbeing. The Netherlands are considerably less convinced in comparison.
A good diet can help mental health
% agree
ROI
90
GB
83
France
85
Spain
83
Germany Sweden
83
76
Belgium
75
Netherlands
57
US
NZ
83
84
63
Eating to enhance mental alertness on the other hand is a particularly popular concept
64
in Spain. The Netherlands on the other hand fail to connect with this concept.
I eat to enhance mental alertness and spiritual wellbeing
% applies
ROI
77
GB
France
63
69
Spain
85
Germany Sweden
77
67
Belgium
Netherlands
69
46
US
63
NZ
59
Despite a lack of claimed understanding, the Spanish have the highest proportion
who always check nutritional labelling on food. GB check this information the least.
% applies that they ‘always check the nutritional labelling on food
before buying them’
GB
France
#7
62
ROI
Ranking
#9
53
#6
64
85
Spain
#1
Germany
65
#5
Sweden
65
#5
Belgium
Netherlands
#4
69
61
#8
US
NZ
79
75
#2
#3
65
While GB and US claim to have the least difficulty understanding nutritional claims on
packaging, Spain claims to have the most difficulty.
% applies that they ‘often find it difficult to understand nutritional
claims on packaging’
GB
#8
61
ROI
#9
57
83
Spain
#7
64
Belgium
74
Netherlands
NZ
#1
#5
69
Germany
US
#2
78
France
Sweden
Ranking
#3
#6
66
# 10
56
70
#4
66
The Spanish also struggle the most to understand general food labelling. However,
the majority of adults in all countries admit to having some difficulty.
% applies that they ‘often find it difficult to understand labelling on food’
Ranking
GB
#7
59
ROI
#8
55
84
Spain
77
Germany
Belgium
73
Netherlands
NZ
67
54
#1
#2
#6
64
Sweden
US
#2
77
France
#3
#4
#9
66
#5
67
In 6 of the 10 countries surveyed more than 90% claim to have never/ not knowingly
purchased gluten free products. Purchases of Gluten Free are highest in Spain & the US. 68
Frequency of purchase of Gluten Free products
Weekly
Less often
4
3
4
4
4
5
15
7
10
5
10
4
5
4
5
93
92
91
73
ROI
GB
France
Spain
4
5
18
12
Never/ don’t know
11
83
84
Germany Sweden
91
91
91
72
Belgium
Netherlands
US
NZ
Spain has the largest proportion of grocery shoppers buying ‘Free From’ food
products while ROI & GB has the smallest.
69
Frequency of purchase of ‘Free From’ products
Weekly
Less often
8
4
5
6
14
14
27
14
16
10
12
13
8
11
6
77
80
83
13
11
6
17
17
Never/ don’t know
88
90
72
70
83
70
54
ROI
GB
France
Spain
Germany Sweden
Belgium
Netherlands
US
NZ
TAKEAWAYS
#1
Food underpins
positive shifts in
lifestyle
• Confidence & enjoyment
are high
• More people embracing
scratch cooking
• People are entertaining
more
#2
People are still
busy
• Convenience still highly
valued
• Look to resolve need for
speed / ease of
preparation with making
good choices
• Want healthier options
#3
Health remains
top priority
• Strong desire /aspiration to
eat healthy
• Seeking out healthy options
• Seeking help from
manufactures
• Physical & mental wellbeing
#4
Shopping has
changed
• Price remains priority
• But a more discerning and
savvy approach and
understanding of what
constitutes good value
• Online shopping for food
remains low but growing
• Using technology more for
recipes and inspiration and
choice
#5
Back to basics
• People want to know the
source of their food
• Want greater transparency
• Local has become a
byword for quality and
trustworthiness
#6
Sustainability
• Awareness of food
terminology growing
• Environment important but
less of a driver in current
climate