Introduction

PERIscope 2013 explores consumer behaviours & attitudes towards food, shopping and cooking.

Online survey conducted amongst 1,000 adults aged 18+ in USA.

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 the US, just over half of all adults continue to have a positive relationship towards
cooking.
Good Fun
A Passion
2010
2013
56%
53%
17%
39%
15%
38%
The US ranks fifth in terms of considering cooking to be good fun. The passion that it has for cooking is
much lower than countries like Germany (26%) and France (22%).
4
Overall levels of culinary expertise have remained stable in the US in the past three years.
Just over one in five are confident to be a dinner party host that does all the cooking.
Level of cooking expertise
64
62
Would enjoy having a dinner
party where I do all the cooking
24
23
Would be confident that I could
produce a good Sunday roast
with all the trimmings
40
39
2010
2013
Of all the countries in the PERIscope 2013 study, the US considers itself to have the sixth highest level of
cooking expertise (on the basis of dinner party hosting and producing meals with all the trimmings).
5
Just over six in ten adults in the US prepare their meals from scratch few times a
day/few times a week, a similar proportion to 2010.
% preparing a meal from scratch once/ few times a day
2010
64
% preparing a meal from scratch few times a week
2013
30
34
62
29
33
Compared to other countries in the PERIscope 2013 study the US ranks last for daily/weekly
scratch cooking. It is considerably behind that of NZ (81%) which ranks first.
6
Two 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
22
21
Cooking from scratch less often
11
12
In the US, claims regarding cooking from scratch more often are similar to that of Sweden, however, the
US displays the highest proportion of people who claim to be cooking from scratch less often that before.
7
Since 2010, the US has sustained the same usage of ready prepared meal components
on a daily/weekly basis.
Use of ready prepared ingredients
2010
2013
Once a day/ few
times a day
14
14
Few times a
week
36
37
Once a week
17
16
In terms of daily/ weekly usage of ready prepared ingredients, the US displays the highest
overall usage levels. It’s daily usage levels are more than double that of most countries.
8
Similar proportions of US citizens have taken cooking classes as three years ago. The
proportion entertaining at home more often has fallen slightly.
% who have attended/taken
cooking classes in the past
three years
2013
7
2010
6
9
% who are entertaining
at home more often
nowadays
30
34
The US compares similarly to countries like the Netherlands, Sweden and Germany in terms of the percentage
attending cookery classes. With regard to entertaining at home, the US ranks in seventh place overall.
The enjoyment that adults in the US get from cooking and creating a great meal
remains at just over eight in ten.
% applies that they ‘enjoy cooking and being able to create a
great meal’
2013
2010
81
83
The US ranks fourth in terms of the enjoyment levels achieved through cooking
and creating a great meal.
10
Ownership levels of food processors and woks, amongst adults in the US, have
experienced slight drops over the past three years.
Food Processor
Wok
USA
USA
2010
2013
43
40
2010
31
2013
26
The US displays a relatively average ownership level of food processors. However, it has the
second lowest wok ownership, just ahead of Spain (24%).
11
Levels of demand for food that is easy to prepare and quick to cook show signs of
advancement compared to 2010.
%
Applies
2010
2013
I tend to pick
foods that are
easy to prepare
90
92
I tend to pick
foods that are
quick to cook
85
88
The US displays the highest tendency for picking both foods that are quick to prepare and quick to cook.
12
Use of ready to eat foods in US households has remained relatively unchanged in the
past three years.
% applies ‘we use a lot of ready to eat foods in our
household’
2013
2010
68
70
The US displays relatively high usage levels of ready to eat foods, ranking first overall. It is
considerably ahead of the lowest countries which include Sweden (31%) and the Netherlands (34%).
13
In the US, the proportion who claim to often eat ready prepared/convenience meals
has maintained its position at approximately seven in ten adults.
% applies that they ‘would often eat ready prepared/
convenience meals’
2013
2010
71
73
The proportion claiming to often eat convenience meals the US is higher than any other country in the
PERIscope 2013 study. Spain ranks second (69%) while Belgium (41%) and Sweden (41%) rank last.
14
Overall consumption of ready/convenience meals has remained similar to 2010. Two in
ten continue to claim that they are eating these foods less often than 12 months ago.
% eating ready meals/ convenience meals more/less often than
12 months ago
2010
2013
More often
14
13
Less often
22
21
The US and Spain have the highest proportion of people who are claiming to eat ready meals/
convenience meals more often that 12 months ago.
15
The proportion who consider convenience meals to be a good substitute for home
cooked meals when time is limited remains at approximately six in ten adults.
% agree that convenience meals… ‘are a good substitute for
home cooked meals when time is limited’
2013
2010
59
61
In terms of agreement with the idea that convenience meals can be a good substitute for home
cooked meals, the US ranks fourth.
16
Perceptions of cost and taste with regard to convenience foods have remained stable
in the US. There has been a slight increase in negativity regarding ingredients and value.
Convenience foods……
… are expensive
… are good value for money
56%
55%
46%
43%
2010
2013
2010
2013
… have poor quality ingredients
… taste great
34%
37%
53%
52%
2010
2013
2010
2013
The US ranks first in its belief that convenience meals ‘taste great’ and are ‘good value for money’.
17
The proportion who consider buying local food to be important has remained at just
under six in ten.
Importance of buying local produce when shopping
2010
Total
importance
Very
important
2013
58%
19%
58%
21%
France (73%) places the most importance on buying local. The US ranks sixth, just behind
Germany (60%) and just ahead of GB (53%).
19
The frequency with which local food is bought in the US has remained stable over
the past three years.
Frequency of ‘Local’ Food Purchases
2010
3
2013
3
Few times/ once a week
49
47
Few times/ once a month
31
34
18
17
Daily
Less often/ never
The US ranks eighth for daily/few times a week/once a week purchases.
20
In the US, ‘local food’ is typically seen as food that is either available in farmers’
markets or food that has been made within close proximity to one’s home.
More than 5 in
10 believe local
food is food
that is…
58%
55%
… available in farmers’ markets
Just under 5 in
10 believe that
local food is…
48%
… made within a 20 mile radius from where I live
12%
… made within the county in which I live
7%
… made within the province I live
3%
… made within USA
Very few believe
local food to
refer to food that
is …
… made within close proximity to where I live
21
Checking for the country of origin label is done by two thirds of US grocery shoppers.
Checking for Country of Origin label
2010
2013
Always check
18
23
Sometimes check
49
43
(67)
(66)
33
34
NET (check for quality symbol)
Never check
The US ranks in second last position for checking country of origin information. At
more than nine in ten adults, Sweden is the most likely to check this information.
22
In the US, checking for the symbol of quality has fallen slightly over the past three years.
The proportion who ‘never check’ now represents one third of all grocery shoppers.
Checking for Symbol of Quality label
2010
2013
Always check
18
21
Sometimes check
53
46
NET (check for quality symbol)
Never check
(71)
29
(67)
34
Compared to all other countries in the study, the US is in second last position for
checking the symbol of quality on food products. GB ranks last.
23
There has been a slight dip in the importance placed on eating dinner together as a
family in the US.
% applies that ‘it is important to spend time over dinner as a family’
2013
2010
84
87
Overall, spending time eating dinner together as a family is important in all countries. However, with six out
of the ten countries displaying more than ninety per cent agreement, the US falls outside this majority.
24
Awareness of food miles has shown a significant advancement since 2010. The
percentage buying foods has risen significantly in this period also.
% never heard of food miles
2010
2013
78
53
% who buy foods with
low food miles in 2013
8
5
2010
25
15
2013
TOTAL % who buy foods with low food miles
% who sometimes try to buy food with low food miles
The US has one of the highest proportions of people who claim to have never heard of food miles. Despite
this, it ranks in the top five in terms of purchases of food with low food miles.
26
Sustainability is becoming a term that is understood by more US adults. The proportion
buying foods with sustainable features has risen by more than ten percentage points.
% never heard of sustainability
2010
2013
36
28
% who buy foods
with sustainable
features in 2013
26
22
2010
37
19
2013
TOTAL % who buy foods with sustainable features
% who sometimes try to buy food with sustainable features
The US is positioned third from bottom for awareness of the term sustainability. It ranks as one of the
lowest purchasers of ‘sustainable’ products, alongside the Netherlands.
27
The proportion of adults in the US claiming to have never heard of carbon footprint has
28
not improved much in three years. However, purchases of low footprint foods have risen.
% never heard of carbon footprint
2010
2013
26
24
23
19
% who buy foods with
low footprint in 2013
2010
30
17
2013
TOTAL % who buy foods with low footprint
% who sometimes try to buy food with low footprint
The US ranks fourth for awareness of carbon footprint. Purchases of low footprint products are similar to
countries like France and Germany.
Just under half of adults now agree that they are conscious of the environment when
buying products or that they prefer to buying from environmentally aware companies.
% who agree that they are more
conscious of environmental issues in
their choice of products
55%
2010
49%
2013
% who agree that they prefer to buy
from companies that are aware of the
impact of environmental issues
53%
2010
49%
2013
The US displays the second lowest level of consciousness for environmental issues when buying
products. It is positioned within the bottom three when it comes to having a preference for buying
from environmentally aware companies.
29
Buying food in smaller packs to avoid waste is a behaviour that approximately six in ten
US grocery shoppers claim to do.
% applies that they ‘buy food in smaller packs because it
means less waste’
2010
2013
62
61
Compared to the Germans, people in the US are much less conscious about cutting
down on food waste. However, they rank in the top five for this particular behaviour.
30
Overall efforts to buy Fair Trade products by US adults have remained under fifty per
cent. Only one in ten display determined efforts to buy Fair Trade products.
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
2013
11
2010
10
% NET applies
45
48
The US ranks last when it comes to efforts to buy Fair Trade products when they are available.
31
The proportion of US grocery shoppers who look for price as a ‘first thing’ when
shopping, remains at just over six in ten.
When I shop the first thing I look for is price
% agree
slightly
% agree
strongly
2013
38
24
62
2010
38
24
62
Looking for price as a ‘first thing’ has substantial popularity in US compared to all other countries in
the PERIscope 2013 study. The US ranks third overall, behind ROI (64%) and NZ (68%)
33
The behaviour of placing the quality of fresh food ahead of price remains a
characteristic applicable to just over six in ten US grocery shoppers.
Quality of fresh food is more important than price
% agree
slightly
% agree
strongly
2013
43
19
2010
42
23
62
65
The US ranks sixth overall for its agreement with the idea that quality is more important than price.
34
Since 2010, there has been a considerable decline in the behaviour of going to the
same store to get value for money amongst US 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
50
39
% agree
strongly
27
43
77
83
Obtaining value for money in the same store is still a relatively popular shopping
behaviour in the US. It ranks fourth behind NZ (84%), ROI (81%) and France (79%).
35
Just under three in ten US grocery shoppers are now willing to pay more for better
customer service.
I will pay a bit more for grocery shopping to get superior customer service
% agree
slightly
2013
20
2010
22
% agree
strongly
8
9
28
30
Willingness to pay a premium for superior customer service is a relatively unpopular trait of US
grocery shoppers. The US ranks eighth, ahead of NZ (25%) and the Netherlands (18%).
36
Buying products on impulse is a shopping behaviour that is applicable to slightly less US
grocery shoppers in 2013 than was the case in 2010.
I tend to buy on impulse if I think products are cheap
% agree
slightly
2013
28
2010
30
% agree
strongly
10
12
37
42
The US ranks sixth in terms of its tendency to buy on impulse if products are cheap. GB (54%)
shoppers are most likely to buy on impulse whereas French (17%) shoppers are least likely.
37
Spending time looking for a bargain is a shopping behaviour that has maintained its
position among more than sixty per cent of US grocery shoppers.
I don’t mind spending time looking for a bargain
% agree
slightly
2013
39
2010
40
% agree
strongly
22
25
61
65
The US grocery shoppers’ willingness to spend time looking for a bargain is the highest
of all the countries surveyed in PERIscope 2013.
38
Just one in ten US adults claim to have ordered their grocery shopping online. Four
in ten of these shop online for grocery items once a month or more often.
10%
39
How often have they ordered
their grocery shopping online?
Every day/ few
times a week
of US adults (with
internet access)
have ever
ordered their
grocery shopping
online.
8
Once a week
10
5
60
17
2-3 times
a month
About once
a month
Less often
The US ranks ahead of only ROI (9%) for the percentage of people who have ordered their shopping
online. It is considerably behind Spain (30%) and GB (28%).
Downloading recipes is done by approximately two thirds of US adults. Downloading
food apps is much less popular but has been done by more than a quarter of adults.
67%
27%
Downloaded
Recipe
Downloaded
Food App
40
Most recent download activity
20%
Past
Week
19% 17%
11%
7%
6%
7%
7%
Past
Month
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past 6
Months
The US ranks sixth for the percentage of people who have downloaded a recipe. It ranks fourth for the
percentage who have downloaded a Food App.
Just over seven in ten US adults consider their diet to be healthy. One in ten consider
it to be ‘very healthy’.
Diet Perceptions
NET ‘Healthy’
75
Describe their diet
as ‘very’ healthy
10
Describe their diet
as ‘fairly’ healthy
65
61
2010
2013
72
10
Perceptions of health in the US are the second lowest of all countries surveyed for the
PERIscope 2013 study.
42
One third of US adults believe their eating habits to be more healthy in the last 12
months.
Changes in eating habits in last 12 months
My eating habits are more healthy
35
33
My eating habits are less healthy
6
6
2010
2013
US claims of more healthy eating habits place them in second position, behind
Spain (40%).
43
In the US, those eating at least 5 portions of fruit and veg each day are relatively
unchanged since 2010.
I eat at least 5 portions of fruit and veg per day
% applies a lot
2013
18
2010
17
NET % applies
63
65
Five countries claim to have more than seven in ten adults who make efforts to eat the
recommended ‘5 a day’. The US falls outside this cohort and is positioned seventh overall.
44
The US claims high consumption of both dairy and fruit and veg. High-fibre foods are
consumed much less. The majority believe in eating properly to be healthy.
Dairy foods
(milk/cheese) are an
important part of my
diet
% applies
90
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
77
87
84
45
Endeavours to limit fast food consumption in the US have held relatively steady over the
46
past three years.
I try to limit the amount of fast food that I consume
% applies a lot
% applies a little
2013
46
39
2010
46
42
85
87
While all countries are making efforts to reduce fast food consumption, the US,
Germany (84%) and GB (78%) are making the least effort.
There has been a decline in the proportion who think about calories. The US’ relationship
with ‘low fat’ also seems to be waning through lower purchases and higher cynicism.
% applies that ‘always look for
low fat options when buying
food products’
2013
2010
66
73
% applies that they
‘think of the calories in
what they eat’
47
% applies that ‘if a label says ‘low
fat/reduced fat’ then the product
will always be the healthy choice’
2013
59
2013
48
2010
65
2010
56
The US displays relatively average tendencies to look for low fat products when shopping. The extent to which
it believes that low fat equals the healthy choice is relatively weak compared to others. It ranks second overall
for the amount of thought given to the calories in the food it eats.
Concerns about ones children becoming obese remain among just under half of all US
adults with dependent children.
I am concerned about my children becoming obese
% agree slightly % agree strongly
2013
28
20
48
2010
29
20
49
The US ranks third in terms of concern about one’s children becoming obese. Its levels
of concern are similar to that of the Belgium (49%) and NZ (46%).
48
Sandwiches, fruit and juice are popular the most popular lunchbox components in the
US. Crisps, fruit and juice have seen the biggest decline in usage in the past three years.
Content of kids’ lunchboxes
Sandwiches
Cereal bars
88
66
55
80
40
69
42
55
Cheese Snack
50
69
Juice
Bottle of Water
94
38
Fruit
Milk
2013
37
Crisps
Yoghurt
2010
32
56
30
53
51
The US displays the highest usage of crisps (potato chips) and cheese snacks in the lunchboxes
of its children compared to all other countries in the PERIscope 2013 study.
49
Negative attitudes towards healthy food, on the basis that they are limiting and boring,
are displayed by just over half of all US adults.
Choosing healthy food to eat is limiting and boring
% applies a lot
2013
12
2010
10
NET % applies
52
54
The US ranks fourth overall in its belief that choosing healthy food is limiting and boring. It is therefore
one of the more negative countries when it comes to views on the characteristics of healthy foods.
50
Compared to three years ago, US grocery shoppers are displaying a lower preference
for having manufacturers help them to eat healthy.
I would like manufacturers to help me to eat healthy
% applies a lot
2013
2010
25
31
% applies a little
48
46
73
77
Compared to countries like Spain (94%), Germany (88%) and France (81%) the US
displays much less preference for manufacturers helping them to eat healthy.
51
Willingness to pay a premium for healthy foods is a behaviour that is pertinent amongst
seven in ten US grocery shoppers.
I am willing to pay a bit more for healthy food and beverages (as long as they
taste good)
% applies a lot
2013
21
2010
23
NET % applies
71
74
There are six countries in which more than 70% of adults are willing to pay more
for healthy food and beverages. The US falls just inside this group.
52
Eating healthy to take control of one’s life is a behaviour adopted by just over six in ten
US adults.
I eat healthy to take control of my life
% agree slightly % agree strongly
2013
41
21
63
2010
41
19
61
With regard to the proportion who agree that they eat healthy to take control of their life, the
US ranks in the top five.
53
The US believes much more in the relationship between diet and mental health than it
does about the link between food and mental alertness/ spiritual wellbeing.
54
% Agree
2010
2013
A good diet can help
your mental health
80
83
I eat to enhance mental
alertness and spiritual
wellbeing
68
63
Seven countries display more than eighty per cent agreement for the idea that a good diet can help your mental
health. The US sits just outside the top three for its belief that spiritual wellbeing can be affected by diet.
Almost eight in ten US grocery shoppers claim to always check the nutritional labelling
on food prior to purchase.
% applies that they ‘always
check the nutritional labelling
on food before buying them’
2013
79
2010
79
The US’ claimed propensity to check the nutritional labelling on food before
purchase places it in second position overall, behind Spain (85%).
55
Difficulties in understanding both the nutritional claims on packaging and food labelling
56
remain for more than half of US adults.
% applies that they ‘often find it
difficult to understand
nutritional claims on packaging’
2013
56
2010
55
% applies that they ‘often find it
difficult to understand labelling
on food’
54
51
Of all the countries surveyed across the PERIscope 2013 study, the US claims to have
the least difficulty in understanding nutritional claims on packing or labelling on food.
Purchases of gluten free products and ‘free from’ products are very similar to each other
57
in the US.
Frequency of purchase of
Gluten Free products
Frequency of purchase of
‘Free From’ products
Weekly
11
13
Less often
18
17
Never/ don’t know
72
70
2013
2013
Purchases of gluten free products are highest in the US and Spain. The same can be said for purchases of
‘free from’ food, though US purchase levels remain some way behind that of Spain.
TAKEAWAYS
#1
Status: in a
committed
relationship
• US love affair with
convenience continues.
• Dedicated demand for ease
& speed regarding food &
cooking.
• Most convinced on taste and
value re: convenience foods.
• Relationship with
convenience compromises
considerations of health and
transparency.
13-035911/Bia Periscope Study 2013 Multicountry Report
#2
Ease trumps skill
• Culinary skills, passion for
cooking & enjoyment muted
by heavy reliance on
convenience foods.
• Confidence relatively
unaffected by this reliance.
• Scratch cooking a more
unattractive option to ready
prepared.
• Engagement with sources of
inspiration (technology)
hindered by tendency to
choose easier/ easiest option.
13-035911/Bia Periscope Study 2013 Multicountry Report
#3
Health is hard
work
• Desire to maintain a healthy
diet and interact healthily with
food impacted by negative
views about healthy food.
• Connection between food
and mental health & food and
alertness/wellbeing is relatively
poor.
• Not doing all they can to be
healthy – seems too much like
hard work.
• Displaying relatively low
preference for help from
manufacturers.
13-035911/Bia Periscope Study 2013 Multicountry Report
#4
Shopping cheap
is shopping smart
• Price and value for money
dominate grocery shopping
psyche.
• Shoppers are devoted bargain
hunters, unwilling to pay
beyond what they have to.
• Most responsive to deals,
promotions and products that
will make life easier.
• Convenience rather than
product source or quality will
win out.
13-035911/Bia Periscope Study 2013 Multicountry Report
#5
Disconnected
from bigger
things
• Food background relatively
unimportant.
• Fails to see worth in value
added concepts of local,
sustainability or Fair Trade.
• Motivations to purchase
products on environmental
spectrum are low.
13-035911/Bia Periscope Study 2013 Multicountry Report