Introduction
PERIscope 2013 explores consumer behaviours & attitudes towards food, shopping and cooking.
Online survey conducted amongst 1,000 adults aged 18+ in the Netherlands.
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
More than four in ten Dutch adults have a positive attitude towards cooking. However,
the fun associated with cooking has declined significantly in the past five years.
Good Fun
A Passion
2006
53%
38%
15%
2008
58%
18%
40%
2010
2013
46%
43%
13%
32%
14%
30%
When it comes to cooking, the Dutch are one of the least positive countries. Only Spain and
ROI display lower levels of fun and passion.
4
The level of cooking expertise, and hence confidence, amongst Dutch adults has
progressively decreased since 2006.
Level of cooking expertise
71
Would enjoy having a
dinner party where I
do all the cooking
Would be confident
that I could produce
a good Sunday roast
with all the trimmings
35
68
55
51
27
24
35
36
33
28
27
2006
2008
2010
2013
Cooking expertise, defined by dinner party hosting and ability to produce a meal
with all the trimmings, is lowest in the Netherlands.
5
Scratch cooking levels have not progressed since 2008. That said, levels of
daily/weekly scratch cooking activity are relatively high at almost eight in ten adults.
% preparing a meal from scratch once/ few times a day
2008
78
% preparing a meal from scratch few times a week
2010
2013
82
78
48
54
30
28
Scratch cooking is highest in NZ (81%), followed next by the Netherlands.
48
30
6
The percentage of Dutch adults who are claiming to be cooking from scratch more
often than before has remained fairly consistent in the past five years.
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
2006
Cooking from
scratch more
often
2008
2010
2013
15
12
15
7
9
10
6
Cooking from
scratch less
often
24
Compared to all other countries, the Spanish have increased their scratch cooking the most. In
contrast, the Dutch are among the countries who have increased their scratch cooking the least.
7
The use of ready prepared ingredients has remained stable in recent years.
Daily/weekly usage is practiced by more than five in ten adults.
Use of ready prepared ingredients
2006
Once a day/ few
times a day
Few times a
week
4
24
25
2008
2010
2013
4
6
6
27
26
26
26
26
25
Once a week
The use of ready prepared ingredients on a daily/ weekly basis is highest in the
US, GB and NZ. The Netherlands ranks fourth.
8
Taking cooking classes in the Netherlands has fallen in popularity. The proportion of
people entertaining at home more often than before continues to rise.
% who have attended/taken
cooking classes in the past
three years
% who are entertaining
at home more often
nowadays
2013
8
80
2010
10
78
Attendance of cooking classes by the Dutch is showing signs of decline. When it comes to entertaining at
home more often, the Netherlands claim to be doing so far more than any other country.
9
The enjoyment obtained from cooking and creating a great meal by Dutch adults has
fallen since 2008.
% applies that they ‘enjoy cooking and being able to create a
great meal’
2013
2010
73
72
2008
2006
82
73
The Netherlands ranks in seventh place, just ahead of GB (68%) and ROI (70%) for the enjoyment
experienced as a result of creating a great meal.
10
Ownership of woks and steamers have not seen any significant movement in recent
years. Deep fat fryers on the other hand are now owned by far less people.
Wok
Steamer
2006
2008
2010
74
74
71
2013
2006
2008
2010
Deep Fat Fryer
2013
2006
81
69
14
9
15
13
2008
2010
2013
36
33
71
11
In the Netherlands, in recent years, there has been a decline in the selection of food
products that are easy to prepare and/or quick to cook.
%
Applies
2006
2008
2010
2013
I tend to pick
foods that are
easy to prepare
78
86
76
78
I tend to pick
foods that are
quick to cook
76
83
70
70
The Netherlands, GB, France and ROI are the least likely to pick foods that are easy to prepare.
France, ROI, the Netherlands and Belgium tend to pick foods that are quick to cook the least.
12
Use of ready to eat foods in Dutch households reached its peak in 2008. Since this time
usage levels have returned to represent approximately one third of all Dutch adults.
% applies ‘we use a lot of ready to eat foods in our
household’
2013
34
2010
34
2008
2006
49
34
Sweden, the Netherlands and Belgium rank as the lowest countries when it comes to
claims that ready to eat foods are used a lot in their households.
13
The proportion claiming to often eat ready/prepared/convenience meals has
declined since 2008.
% applies that they ‘would often eat ready prepared/
convenience meals’
2013
2010
41
40
2008
2006
49
41
Sweden, Belgium and the Netherlands rank as bottom three countries for often eating
ready prepared/ convenience meals.
14
The proportion claiming to eat convenience meals less often continues to be
around three in ten, an improvement on 2008 levels.
% eating ready meals/ convenience meals more/less often than
12 months ago
More often
Less often
2006
2008
2010
7
6
5
4
31
32
25
36
2013
The Netherlands is similar to most other countries in its claims about eating convenience
meals less often.
15
The perception of convenience meals being a good substitute for home cooked
meals is continuing to resonate with less and less Dutch adults.
% agree that convenience meals… ‘are a good substitute for
home cooked meals when time is limited’
2013
2010
2008
2006
42
49
51
60
Agreement that convenience meals are a good substitute for home cooked meals when
time is limited resonates the least with Dutch consumers.
16
The Dutch seem to be more positive about the cost and quality of convenience meals.
Yet, there has been a sharp decline in the taste attributes associated with these foods.
17
Convenience foods……
… are expensive
… are good value for money
75%
68%
22%
20%
2006
2013
2006
2013
… have poor quality ingredients
… taste great
30%
20%
34%
15%
2006
2013
2006
2013
The Netherlands shows the lowest level of support about convenience meals ‘tasting great’. It also, however,
shows the lowest level of support for the claim that convenience foods have ‘poor quality ingredients’.
Less than three in ten place importance on buying local food when shopping. Current
levels have fallen below 2008 results when the figure rose to just over three in ten.
Importance of buying local produce when shopping
2006
2008
Total
importance
31%
22%
Very
important
3%
2010
9%
2013
28%
25%
5%
6%
The Netherlands ranks last in terms of the overall importance placed on buying local food,
substantially behind France (73%) and ROI (70%).
19
Compared to 2008, the frequency of buying local food has improved. However, more
than one third continue to claim to buy local less often than monthly/never.
Frequency of ‘Local’ Food Purchases
Daily
Few times/ once
a week
Few times/ once
a month
Less often/
never
2006
1
32
2008
2
2010
3
25
32
2013
4
36
20
32
25
25
52
35
40
35
The Netherlands has the highest proportion claiming to buy local less often/never. As a
result, the frequency of its overall purchases is the lowest of all the countries surveyed.
20
‘Local’ food is mainly considered to be food that is made in close proximity to where
one lives. Food made within a 20 mile radius also has a strong connection.
More than four
in ten believe
that local food
is …
Much less
believe local
food to refer to
food that is …
Very few believe that
local is food…
43%
… made within close proximity to where I live
37%
… made within a 20 mile radius from where I live
31%
… made within the county in which I live
19%
…available in farmers’ markets
19%
… made within the province I live
2%
…made within Europe
21
Checking for country of origin has been steadily improving over the past eight years. The
biggest change has been amongst those claiming to ‘sometimes check’ this information. 22
Checking for Country of Origin label
2006
2008
2010
2013
Always check
10
12
15
14
Sometimes
check
48
50
49
55
(62)
(64)
NET (check for
quality symbol)
Never check
(58)
42
38
36
(70)
30
Checking for country of origin in the Netherlands is relatively weak when
compared with countries like Sweden (92%), Germany (85%) and Spain (84%).
Checking for the quality symbol on foods has declined in the Netherlands since 2010.
Just under one in three now claim to never check this information.
Checking for Symbol of Quality label
2006
Always check
Sometimes
check
NET (check for
quality symbol)
Never check
21
2008
2010
12
18
52
51
58
(64)
(72)
28
(76)
36
24
2013
14
57
(71)
29
The Netherlands ranks fifth against all other countries, in the PERIscope 2013
study, when it comes to checking for the quality symbol.
23
The Dutch continue to place strong emphasis on eating dinner together as a family with
24
more than nine in ten agreeing that this is an important practice.
% applies that ‘it is important to spend time over dinner as a family’
2013
92
2010
92
2008
2006
88
92
Spending time eating dinner together as a family is important in all countries, with over ninety per cent
agreement in six out of ten territories.
Awareness of food miles has improved since 2010. Subsequently, there has been
considerable rise in the proportion of people buying food with low food miles.
26
% never heard of food miles
2008
2010
68
71
% who buy
foods with
low food
miles
2013
52
8
6
15
7
2008
2010
23
13
2013
TOTAL % who buy foods with low food miles
% who sometimes try to buy food with low food miles
The Netherlands has one of the lowest levels of awareness of food miles, alongside Spain, the US
and Sweden. It ranks second last in terms of low food mile food purchases.
The proportion of people claiming to have never heard of sustainability has increased in
the past three years. However, purchases have seen a slight increase in this time also. 27
% never heard of sustainability
2008
2010
2013
9
16
27
% who buy
foods with
sustainable
features
31
25
29
15
2008
2010
37
18
2013
TOTAL % who buy foods with sustainable features
% who sometimes try to buy food with sustainable features
The Netherlands ranks joint fourth for awareness of sustainability. However, it
displays one of the lowest levels of purchases of food with sustainable features.
Since 2008 awareness of carbon footprint has improved. However, a slight decline
occurred between 2010 and 2013. Purchases of low carbon footprint have improved.
% never heard of carbon footprint
2008
2010
2013
30
35
61
% who buy
foods with
low carbon
footprint
15
9
2008
12
9
2010
23
12
2013
TOTAL % who buy foods with low carbon footprint
% who sometimes try to buy food with low carbon footprint
The Netherlands is among the bottom three countries for awareness of carbon footprint. It ranks
lowest alongside NZ for its relatively minimal purchases of low carbon footprint foods.
28
Consciousness of environmental issues in the Netherlands have declined since the last
research wave.
% who agree that they are more
conscious of environmental issues in
their choice of products
43%
32%
2008
2010
39%
2013
% who agree that they prefer to buy
from companies that are aware of the
impact of environmental issues
36% 40%
2008
2010
33%
2013
The Netherlands displays the lowest consciousness for environmental issues in product
choice and the lowest preference for buying from environmentally aware companies.
29
Buying in smaller packs to avoid waste is a behaviour that has been gradually declining
in the Netherlands since 2006.
% applies that they ‘buy food in smaller packs because it
means less waste’
2006
2008
2010
2013
56
52
49
49
The Germans (81%) are the most conscious when it comes to cutting down on
food waste. The Dutch are the least conscious.
30
The Dutch have reduced their efforts to buy Fair Trade since 2006. Only one in ten admit
31
to concerted efforts to buy Fair Trade products.
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
2013
10
2010
13
2008
12
2006
10
% NET applies
57
55
63
66
Spain claim to try to buy Fair Trade products the most while the US (45%) are the least inclined.
The Netherlands ranks sixth.
Price as a main driver of grocery shopping behaviour has been rising in the Netherlands
33
since 2008. It now determines the behaviour of just over six in ten grocery shoppers.
When I shop the first thing I look for is price
% agree
slightly
2013
% agree
strongly
43
18
61
2010
38
15
53
2008
38
15
53
2006
37
18
55
Compared to the Netherlands, which ranks joint fourth, looking for price as a ‘first
thing’ is a much more important shopping behaviour in NZ (68%) and ROI (64%).
Approximately half of all grocery shoppers in the Netherlands consider quality to be
more important than price. This is considerably lower than eight years ago.
Quality of fresh food is more important than price
% agree
slightly
2013
2010
2008
2006
40
% agree
strongly
11
44
38
43
51
13
9
57
47
21
64
Dutch grocery shoppers are the least likely cohort to agree that the quality of
fresh food is more important than price.
34
Getting value for money in the same store is important for three quarters of Dutch
grocery shoppers. This is a less popular practice now than in 2006.
I most often go to the same store but look for the best value for
money I can get
2013
2010
2008
2006
% agree
slightly
% agree
strongly
56
19
50
53
47
75
81
31
20
33
73
80
More than seven in ten grocery shoppers across seven countries assert that they are
looking for the best value for money they can get.
35
Just over two in ten Dutch grocery shoppers agree that they would pay a bit more for
grocery shopping to get superior customer service.
I will pay a bit more for grocery shopping to get superior customer service
% agree
slightly
% agree
strongly
2013
18
3 21
2010
17
4 21
2008
2006
15
21
3 18
7
28
Willingness to pay more for customer service is lowest in the Netherlands. Spain
(48%) and Sweden (47%) rank the highest.
36
Less than four in ten Dutch grocery shoppers agree that they tend to buy on impulse
when products are cheap. This behaviour has remained relatively stable since 2006.
I tend to buy on impulse if I think products are cheap
% agree
slightly
2013
2010
2008
2006
33
31
33
35
% agree
strongly
5
39
37
6
6
39
8
43
GB considers itself to be the most impulsive (54%) while France is the least
(17%). The Netherlands ranks fifth of ten.
37
Comfort in spending time looking for a bargain has been showing signs of increasing in
popularity in the Netherlands since 2008.
I don’t mind spending time looking for a bargain
% agree
slightly
% agree
strongly
37
17
2010
34
13 47
2008
34
11 45
2006
33
16
2013
54
49
The Netherlands, Spain (54%) and GB (57%) display a relatively average inclination
to bargain hunt. The US claim to be the biggest bargain hunters.
38
The proportion of Dutch adults who have ordered their grocery shopping online is low.
The frequency of online grocery purchases also remains low.
12%
39
How often have they ordered
their grocery shopping online?
Every day/ few
times a week
of Dutch adults
(with internet
access) have
ever ordered their
grocery shopping
online.
33
Once a week
11
2-3 times a
month
12
72
About once a
month
Less often
The Netherlands ranks amongst the bottom five countries when it comes to ordering their shopping
online. Its frequency of online grocery purchases is also amongst the lowest.
Just over half of Dutch adults have downloaded a recipe while just over one in ten
have downloaded a mobile phone food app.
54%
13%
Downloaded
Recipe
Downloaded
Food App
40
Most recent download activity
10%
Past
Week
17% 15%
12%
2%
3%
4%
5%
Past
Month
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past 6
Months
The Netherlands ranks third lowest for the percentage of people who have downloaded a recipe,
ahead of GB and ROI. It ranks joint last for the percentage of who have downloaded a Food App.
Eight in ten Dutch adults consider their diet to be healthy. Perceptions of health in the
Netherlands have been extremely consistent over the past eight years.
Diet Perceptions
NET ‘Healthy’
Describe their diet
as ‘very’ healthy
Describe their diet
as ‘fairly’ healthy
78
14
64
2006
82
81
80
10
13
8
72
68
71
2008
2010
2013
The Netherlands is second only to ROI (85%) in terms of perceiving its diet to be ‘healthy’
42
Just under three in ten Dutch adults believe that they are eating more healthy than 12
months previously. This trend has been consistent in recent years.
Changes in eating habits in last 12 months
My eating
habits are more
healthy
My eating
habits are less
healthy
38
27
28
27
5
6
5
5
2006
2008
2010
The Netherlands fares similarly to the majority of other countries in terms of the
proportion of those claiming to eat more healthy than a year ago.
2013
43
Efforts to eat at least 5 portions of fruit and veg have shown some advances
compared to 2006, however, they have failed to gain further ground in recent years.
I eat at least 5 portions of fruit and veg per day
% applies a lot
NET % applies
2013
13
58
2010
13
59
2008
16
2006
11
63
49
The Netherlands ranks eight for efforts to eat the recommended ‘5 a day’. Spain
ranks first (81%).
44
In the Netherlands high-fibre foods and fruit and veg are consumed more than dairy.
Efforts to eat a balanced diet appear to be somewhat subdued.
Dairy foods
(milk/cheese) are an
important part of my
diet
% applies
77
I try to eat a lot of fruit
and vegetables
89
I always try to eat high
fibre foods
85
To be healthy it is
important to eat
properly
I always try to eat a
balanced diet
81
71
45
Endeavours to limit the amount of fast food that is consumed in the Netherlands have
been rising in recent times.
I try to limit the amount of fast food that I consume
% applies a lot
% applies a little
2013
48
2010
47
37
84
2008
45
39
84
2006
35
39
40
87
75
All countries surveyed appear to be making efforts to limit fast food intake. The
Netherlands ranks in fifth position when compared to other countries.
46
The Dutch relationship with ‘low fat’ foods seems to have dissolved somewhat in recent
years. Calorie considerations have also declined in popularity.
% applies that ‘always look for
low fat options when buying
food products’
2013
2010
68
2013
% applies that they
‘think of the calories in
what they eat’
% applies that ‘if a label says ‘low
fat/reduced fat’ then the product
will always be the healthy choice’
2013
49
74
2010
2010
47
56
60
64
2008
75
2008
2006
75
2006
The Netherlands ranks third overall in looking for low fat options. It ranks
amongst the lowest countries in terms of calorie considerations.
74
60
Levels of concern about obesity amongst children has shown a slight reduction since
the last wave of research. Levels continue to be much lower than in 2006.
I am concerned about my children becoming obese
% agree slightly
2013
25
2010
26
2008
19
2006
20
% agree strongly
6
31
7
33
4 23
17
37
The lowest levels of concern regarding obesity amongst children are in the
Netherlands and ROI & GB (31%).
48
Lunchboxes continue to be dominated by sandwiches and fruit. Juice remains the
most popular form of beverage.
Content of kids’ lunchboxes
2010
2013
68
70
Sandwiches
20
Cereal bars
16
Crisps 2
*
53
Fruit
60
Yoghurt
5
8
Cheese Snack
6
6
46
Juice
Milk
Bottle of Water
24
18
46
24
15
The inclusion of yoghurts and cheese snacks in the lunchboxes of children in the
Netherlands are the lowest of all the countries surveyed.
49
Negative associations whereby healthy food is seen as limiting and boring have been
declining in the Netherlands.
Choosing healthy food to eat is limiting and boring
% applies a lot
NET % applies
2013
7
45
2010
8
47
2008
11
2006
11
56
61
GB (43%), the Netherlands and Germany (45%) are the least likely to believe
that healthy food is limiting and boring.
50
As in previous years, seven in ten Dutch adults would like manufacturers to help them to
51
eat healthy.
I would like manufacturers to help me to eat healthy
% applies a lot
% applies a little
2013
24
46
70
2010
24
47
71
2008
27
2006
26
48
46
75
72
Alongside GB (57%) and ROI (67%), the Netherlands desire to have manufacturers
help them to eat healthy is relatively low compared to other countries.
Willingness to pay a premium for healthy foods has been relatively stable over the past
52
five years. Willingness was highest in 2006 at more than three quarters of grocery shoppers.
I am willing to pay a bit more for healthy food and beverages (as long as they
taste good)
% applies a lot
NET % applies
2013
15
68
2010
17
69
2008
17
2006
22
70
77
There are six countries in which more than 70% of adults are willing to pay more for
healthy food and beverages. However, the Netherlands sits just outside this cohort.
Six in ten Dutch adults agree that they eat healthy to take control of their lives. This
figure has been rising upwards since 2008.
I eat healthy to take control of my life
% agree slightly % agree strongly
2013
47
13
2010
45
13 58
2008
45
11 56
2006
43
22
60
65
Dutch respondents rank in sixth position when it comes to asserting that they eat
healthy to take control of their lives.
53
Since 2008, the Netherlands has shown declining support for the concept that diet can
help mental health and that food can enhance mental alertness and spiritual wellbeing.
% Agree
2006
A good diet
can help your
mental health
59
I eat to enhance
mental alertness
and spiritual
wellbeing
56
2008
2010
2013
72
61
57
61
45
46
The Netherlands is the least convinced of all countries that a good diet can help
one’s mental health or that what one eats can enhance alertness or wellbeing.
54
Checking the nutritional labelling on food prior to purchase is done by just over six in ten
55
Dutch grocery shoppers, a figure that has fallen since 2010.
% applies that they ‘always
check the nutritional labelling
on food before buying them’
2013
61
2010
66
2008
65
2006
58
GB (53%) and the Netherlands display the lowest propensity to always check the
nutritional labelling on food before buying them.
Compared to 2006, the Dutch are finding it more 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
2008
2006
66
69
% applies that they ‘often find it
difficult to understand labelling
on food’
67
65
67
64
70
62
The Dutch show average levels of difficulty compared to all other countries in
terms of nutritional claims and food labelling.
56
Gluten free products are less popular in terms of level of purchase compared to 'free
from’ products. However, both product formats are bought by only a minority of people.57
Frequency of purchase of
Gluten Free products
Weekly
Less often
Never/ don’t know
4
5
Frequency of purchase of
‘Free From’ products
11
6
91
2013
83
2013
The Netherlands ranks joint eight for purchases of gluten free foods and for
purchases of ‘free from’ products.
TAKEAWAYS
#1
Basic, simple,
familiar foods
• Low levels of positivity and
enjoyment regarding cooking.
Relatively low cooking
expertise.
• Yet, scratch cooking is
extremely popular.
Convenience is not the
default destination.
• Making efforts to entertain
more at home despite low
confidence (may be driven
by frugality?)
• Potential for experimentation
or advancement of skills is
limited.
13-035911/Bia Periscope Study 2013 Multicountry Report
#2
Disengaged from
providence
• Food background relatively
unimportant.
• ‘Local’ message unpopular as
concern for value, simplicity
and familiarity dominate.
• Motivations to purchase
products based on immediate
need rather than broader
concern for food origin, food
accountability or food
experience.
13-035911/Bia Periscope Study 2013 Multicountry Report
#3
Traditional
shoppers
• Low involvement shoppers –
limited in their label checking,
or bargain hunting.
• Low interest in superior service
or availability of premium
products.
• Value seekers.
• Responsiveness to products
based on immediate need,
relevance and value
calculations.
• Want familiar products in
traditional formats.
13-035911/Bia Periscope Study 2013 Multicountry Report
#4
Environment
who?
• Low apparent interest in
environmental issues
concerning food and food
decisions.
• Low interest evident through
weak propensity to purchase.
• Consumption likely to be
unaltered by greater
awareness.
• Broader environmental
concepts are irrelevant and
unappealing – benefits just not
connecting with consumers.
13-035911/Bia Periscope Study 2013 Multicountry Report
#5
Health
complications
• Perceived healthiness very
strong but behaviour and
attitudes are contradictory to
perception.
• Low levels of fruit & veg
consumption; low concern for
calories; less conviction for
maintaining a balanced diet.
• Health does not dominate
shopping or cooking decisions.
• Connection between food
and mental health/control/
wellbeing is weak.
• Content with current situation.
13-035911/Bia Periscope Study 2013 Multicountry Report