PERIscope 2010
Consumer Eating and Purchasing Study
Understanding attitudes in Belgium
PERIscope
Table of Contents
Introduction & Methodology
1. Food and Cooking
4. Health and Wellbeing
2. Eating in Home
5. Environmental Issues
3. Eating out of Home
6. Grocery Shopping
and Food Labelling
PERIscope
Introduction and Methodology
 Comprehensive review of continental food attitudes,
shopping and cooking trends
 Biennial survey from 2006
The research was conducted amongst a representative
sample of adults aged 18+ in each of the eight markets.
Quotas were set against age, gender, region and social class.
Social class is not directly comparable since its definition
differs between countries.
Research in 2010 carried out by Millward Brown on behalf of
Bord Bia
PERIscope
Introduction and Methodology
2010
2008
2006
France



Germany


Spain



Netherlands



Belgium

Sweden



US

New Zealand

Profile of Sample
PERIscope
Profile of sample – Belgium
Gender
Age
2010
%
Male
Female
2010
%
18-24
10
25-34
16
Lower
Social Class
Region
2010
%
2010
%
19
45-54
19
Higher
52
55+
60
North East
32
North West
24
South East
17
South West
16
36
Nationally representative of adult population of Belgium
(Base: All Adults 18+, Belgium)
11
40
48
35-44
Brussels
PERIscope
Profile of sample – household composition
and work status
Household Composition
Work Status
2010
%
Single
Dual
3+
2010
%
21
Working full time
42
Working part time
Student
10
5
Other*
42
38
41
* Other includes housewife, retired, unemployed
(Base: All Adults 18+, Belgium)
Section 1: Food & Cooking
PERIscope
Attitudes to food - I
93
92
85
88
85
77
85
Any Europe
75
‘10
% applies a lot/ a
little
Try to eat a lot of
fruit and veg
Try to eat foods
low in fat
82
81
Avoid sugary
food and sweets
Like to try new
foods
86
80
72
70
% applies a lot/ a
little
Buy brands that use
environmentally safe
(Base: All Adults 18+, Belgium)
packaging
Q.1 The following are things people have said about their attitudes to the food they eat and cooking. For each one,
please indicate whether that statement applies to you personally a lot; a little or not at all?
Try to eat high
fibre foods
Dairy foods
important in diet
PERIscope
Attitudes to food - II
88
91
90
80
94
Any Europe
76
‘10
% applies a lot/ a
little
Enjoy eating out
Only eat out for
special occasions
81
Important to eat
dinner together as
a family
83
72
% applies a lot/ a
little
62
72
63
Look for recipes
Food is one of the
Enjoy cooking,
on internet (Q51)
few pleasures I
creating great
(Base: All Adults 18+, Belgium)
have left
meals
Q.1 The following are things people have said about their attitudes to the food they eat and cooking. For each one,
please indicate whether that statement applies to you personally a lot; a little or not at all?
PERIscope
Attitudes to food - III
Any Europe
‘10
75
% applies a lot/ a
little
47
53
46
Rarely have time
for a proper
breakfast
Pick foods that
are quick to cook
82
% applies a lot/ a
little
52
70
56
47
Too busy to cook as
often as I would
like
Eat prepared
sandwiches/rolls
from deli counters
79
48
47
45
39
(Base: All Adults 18+, Belgium)
43
Often eat ready
prepared/ convenience
meals
Pick easy to
prepare foods
Use a lot of ready
to eat foods
Q.1 The following are things people have said about their attitudes to the food they eat and cooking. For each one,
please indicate whether that statement applies to you personally a lot; a little or not at all?
36
Buy hot food from
deli counters
PERIscope
Cooking skills
2010
Any
Europe
%
Can’t boil an egg 2
5
2010
%
Male
%
2
5
3
8
Can cook basic snacks
(e.g. Beans on toast)
Can cook a 27
simple dinner
Would be confident that
I could produce a 41
good Sunday dinner
Female
%
1
2
18-24
%
2
7
25-34
%
3
5
35-44
%
45+
%
Main
Shopper
%
28
26
28
40
40
29
28
2
5
24
29
33
35
2
4
1
3
46
43
39
34
41
34
34
Would enjoy having a
dinner party where I do 25
all the cooking
26
31
20
25
25
12
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of?
(Base: All Adults 18+, Belgium)
PERIscope
Attitude to cooking
2010
GENDER
A chore – something
that has to be done
Any
Europe
%
2010
%
Male Female
%
%
16
15
15
Important because
eating well is important
29
29
Good fun at times
34
38
A passion – I love food
21
18
14
24
18-24
%
25-34
%
35-44
%
45+
%
Main
Shopper
%
14
16
17
13
13
26
25
33
17
34
42
56
43
34
16
20
Q.4 And which of these phrases best describes your attitude to cooking?
AGE
13
14
36
22
34
19
29
39
20
(Base: All Adults 18+, Belgium)
PERIscope
Incidence of attending cooking classes
in past 3 years - 2010
%
No
90
10
Yes
Yes Highest Amongst
18-24’s
35-44’s
Dependent children
Basic cooking
Cook well
Cooking a passion
Entertain at home more
Sometimes prepare food
12%
12%
12%
13%
12%
22%
16%
15%
European Average
Yes
8%
(Base: All Adults 18+, Belgium)
Q.5 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
PERIscope
Incidence of preparing meals from scratch
‘10
FREQUENCY
Any
Europe
%
Change in
Frequency
2010
%
%
More often
Daily +
48
15
55
76
About the same
Several times
a week
28
Less often
9
26
Weekly
8
Monthly +
8
6
3
Less often
Never
6
5
5
3
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary
ingredients)
(Base: All Adults 18+, Belgium)
Q.7 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from
scratch? (i.e. using raw/fresh/primary ingredients) more often, less often or about the same?
PERIscope
Use of meal components
Any
Europe 2010
%
%
Daily +
Several times
a week
7
21
5
16
GENDER
Male
%
7
Female
%
3
18-24
%
25-34
%
11
8
15
17
19
21
22
24
24
Never
21
10
21
10
19
12
3
13
5
16
20
23
28
28
23
23
24
24
23
Less often
5
45+
%
Main
Shopper
%
22
25
25
Monthly +
35-44
%
16
24
23
Weekly
2010
AGE
24
24
8
28
22
17
13
10
5
7
9
12
9
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be added together for a
meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.)
PERIscope
Frequency of convenience meal usage
2010
TOTAL
GENDER
AGE
Any
Europe
%
2010
%
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
Main
Shopper
%
More often
7
7
5
8
13
11
7
4
7
Less often
32
32
31
33
26
26
30
36
33
(Base: All Adults 18+, Belgium)
Q.11Thinking back to 12 months ago, would you say that you are eating ready made/convenience meals more often, less often or about
the same?
PERIscope
Attitudes to convenience meals – I
Convenience meals are...
Agree
Slightly
%
...easy to cook
2010
Any Europe
Agree
Strongly/Slightly
%
47
83
Belgium
Agree
Slightly
%
46
...easy to prepare
44
83
42
...quick to cook
46
82
42
...expensive
...a good substitute for home
cooking when time is limited
37
40
63
56
Agree
Strongly/Slightly
%
85
85
81
37
39
72
57
(Base: All Adults 18+, Belgium)
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals you buy that only need to be heated up). For
each, please indicate whether you agree strongly/slightly or disagree strongly/slightly with each statement
PERIscope
Attitudes to convenience meals – II
Any Europe
Convenience meals are...
Agree
Strongly/
Slightly
%
Agree
Slightly
%
...filling
32
43
...taste great
23
...something I have always at home
24
34
...have poor quality ingredients
22
32
...good value for money
...good for you/have natural ingredients
28
2010
Belgium
Agree
Agree Strongly/
Slightly Slightly
%
%
25
33
19 23
16
21
22
19 23
15 18
13 16
10 12
29
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals you buy that only need to be heated up). For
each, please indicate whether you agree strongly/slightly or disagree strongly/slightly with each statement
PERIscope
Utility ownership in home - I
97
85
Any Europe
98
86
‘10
82
71
77
73
68
52
46
43
38
42
37
36
37
26
17
Any
Oven
Full Oven
- Electric
14
Full Oven
- Gas
Any
Freezer
Q.49 Which of the following do you have in your home?
Separate
freezer
section
attached
to fridge
Freezer
box
in fridge
Separate
Freezer
unit
Kettle
Toaster
Smoothie
Maker/
Smoothie
blender
(Base: All Adults 18+, Belgium)
PERIscope
Utility ownership in home - II
Any Europe
89
91
86
51
45
43
51
47
45
39
Any
Microwave
Microwave
without
grill
Q.49 Which of the following do you have in your home?
Microwave
with
grill
‘10
39
Grill
36
Deep fat
fryer
Sandwich
Maker
(Base: All Adults 18+, Belgium)
PERIscope
Utility ownership in home - III
Any Europe
‘10
85
83
64
45
41
39
36
33
9
4
Food
processor
Wok
Q.49 Which of the following do you have in your home?
Steamer
Coffee
Maker
Tagine
(Base: All Adults 18+, Belgium)
PERIscope
Attitudes to Food & Cooking - Summary
Interest in new foods is high and Belgians demonstrate a
high level of enthusiasm for cooking and creating meals.
The practice of eating dinner together as a family is high
with 9 out of 10 believing this to be very important.
Almost half of Belgians claim that they are too busy to cook
as often as they would like and rarely have time for breakfast.
Over half of Belgians claim to prepare meals from scratch on
a daily basis.
However, the other half claim to use meal components
weekly and often eat convenience meals.
Section 2: Eating In Home
PERIscope
Responsibility for meal preparation
Any
Europe
%
2010
%
Always prepare own meal
52
57
Sometimes prepare own meal
28
24
Someone else prepares meal
16
16
2
2
Other
(Base: All Adults 18+, Belgium)
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own
meals or does someone else usually do the meal preparation in your household?
PERIscope
Profile of meal preparer
Male
(48)
Female
(52)
Gender
Age
2010
%
2010
%
39
18-24
(10)
25-34
(16)
5
14
35-44
(19)
20
45-54
(19)
22
55+
(36)
39
61
(Base: All Who Always Prepare Own Meals 57%)
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own
meals or does someone else usually do the meal preparation in your household?
PERIscope
Method of food preparation in home
Any
Europe
%
Boiled
20
On the hob/stove
2010
%
23
17
14
Oven baked/roasted
13
10
Stir fry/wok
13
13
Uncooked/cold
11
11
Fried
11
11
Microwaved
8
9
Steamed
6
7
Others
2
1
(Base: All Who Always Prepare Own Meals 57%)
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
PERIscope
Ranking of factors considered important when
eating/preparing food in home - 2010
2010
1st/2nd
%
1st
%
Taste
39
Quality
56
20
Freshness
43
10
19
Healthiness
9
Value for money
7
15
Ease of preparation 5
12
Enjoyment 4
11
24
Price 3
8
Variety 2
5
Nutritional value 1
7
Safeness of food *
(Base: All Adults 18+, Belgium)
2
Note * is less than 0.5%
Q.24 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the three most
important factors where 1 is the most important consideration.
PERIscope
Frequency of family sitting down
together for breakfast
Number in Household
Any Europe
%
All Adults
%
2
%
3+
%
21
Every morning
Weekdays only
Weekends only
32
5
36
35
50
9
4
40
7
31
27
School holidays only
Holidays away from home
Term time only
Never
2
5
1
19
2
6
1
18
1
5
1
13
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
3
7
1
19
(Base: All Adults 18+, Belgium)
PERIscope
Incidence of entertaining at home more often
nowadays - 2010
No
Yes
34
66
Types of entertaining doing more often nowadays
(Base: those entertaining at home more often)
%
Having friends over instead of
going to a pub or restaurant
%
72
Family celebrations
at home instead
Yes Highest Amongst
18-24’s
25-34’s
Dependent children
3+ in household
Student
Cooking a passion
39%
41%
38%
38%
39%
52%
64
A few drinks at home with your
partner instead of going to the pub
European Average
41%
Q.9 Some people are entertaining at home more often nowadays instead of going out to eat or
drink. Do you find that you are entertaining at home more often, or not?
40
Romantic meal
instead of going out
Other
26
7
Q.10 And which, if any, of these types of entertaining in are you doing
more often?
PERIscope
Eating in Home – Summary
Over half of Belgians are responsible for their own meal
preparation.
The main food preparation methods used are boiling, on the
hob/stove followed by oven baking and stir-frying.
Just over 1 in 3 Belgians sit down to a family breakfast every
morning and for 3 in 10 this is a weekend occurrence only.
Entertaining at home instead of going out is on the increase
as 1 in 3 report that they do this more often.
Section 3: Eating Out of Home
PERIscope
Consumption of meals prepared out of home
Meals Eaten Out in the Last 7
Days - Summary
Any Europe
Belgium
%
%
Meals or snacks on the premises of the
pub/restaurant/cafe
44
1.04
48
0.86
Average number of meals (2010)
27
Takeaway meals eaten off the premises where
they were prepared
Average number of meals (2010)
0.68
Meals or snacks delivered to your home
Average number of meals (2010)
0.51
16
0.52
25
11
0.28
Q.25 In the last 7 days, how many of these types of meals, if any, have you eaten? By this I mean main meals, light meals or snacks, excluding
meals eaten in canteens and meals prepared at home or taken from your home.
PERIscope
Incidence of eating lunch at work
Change in Frequency
Eat lunch...
(Base: All eat lunch at work)
%
29
... Bring in own lunch
... at home
(64)
Less
%
50
21
66
... Prepare my lunch
(make sandwich in work) 12
54
... Go out to eat lunch 9
... at work
(36)
About
the same
%
More
%
35
... Go out and get a sandwich
and bring it back to work
34
53
21
39
48
31
( ) Bracketed figures denote European average
Q.16 During the week, do you usually eat lunch at work or at home?
Q.17For lunch at work, have you been doing any of the following more often or
less often, or have you made no change?
PERIscope
Responsibility for and content of
children's lunch boxes
Responsibility for
child's lunchbox
Yes
(17)
%
%
20
Sandwiches
93
Bottle of water
59
Fruit
57
39
Juice
Cereal bars
No
(83)
81
22
Yoghurt
18
Cheese snack/
cheese strings
16
Milk
14
Smoothie 4
Content of Lunchbox
Rice Pudding 3
(Base: All responsible for
child’s lunchbox)
Popcorn 2
Crisps 1
( ) Bracketed figures denote European average
Q.18 Do you have any children in your household for whom you are
responsible for preparing their lunch pack/ lunch box?
Other
14
Q.19 What would their lunch boxes usually contain?
PERIscope
Incidence and frequency of drinking alcohol
Any
Europe
%
Any
Europe
%
‘10
%
Daily+
79
67
PROPORTIONConsumed with Food
Any
2010
Europe
%
%
FREQUENCY
INCIDENCE
Several times
a week
Weekly
18
2010
%
23
25
26
81-100%
17
15
61-80%
13
16
41-60%
12
21-40%
13
25
17
16
25
Yes
Monthly+
24
Less often
7
19
0-20%
45
36
7
Average
41%
43%
(Base: All Adults 18+, Belgium)
PERIscope
Attitudes to alcohol
(Base: All Who Drink Alcohol, Belgium)
Agree
Slightly
%
I always have a drink of alcohol/wine when I
have dinner at a restaurant
I am drinking more alcohol at home these
days than before
I prefer the restaurant to recommend wine
rather than choosing the wine myself
I tend to purchase more of my alcohol from specialist off
licences/supermarkets than pubs these days
32
20
22
Agree
Strongly/
Slightly
%
56
27
27
36
65
Q.23 The following are some statements which people have made about drinking alcohol. Using a scale from 1 to 5 where 5 = agree strongly
and 1 = disagree strongly, please tell me whether you agree or disagree with each of the following
PERIscope
Eating Out of Home – Summary
1 in 2 claim to have eaten out in pubs, restaurants or cafes in
the last 7 days .
Eating lunch at home is reported by 2 out of 3 Belgian
consumers and those who eat in the workplace report a
greater tendency to bring in their own lunch from home.
The incidence of drinking alcohol is well above the European
average and 1 in 4 report that they are drinking more alcohol
at home.
3 in 5 agreed that they always consume alcohol when dining
out. 2 in 3 consumers tend to purchase more alcohol from
specialist off licenses and supermarkets, than pubs.
Section 4: Health and Wellbeing
PERIscope
Diet perceptions
GENDER
My Diet is...
Very Healthy
Any
Europe
%
8
2010
%
Male
%
7
10
Female
%
4
2010
AGE
18-24
%
3
25-34
%
4
35-44
%
4
45+
%
9
47
Fairly Healthy 63
66
62
66
70
64
71
35
Not Sure 21
Fairly Unhealthy
Very Unhealthy
6
1
19
7
1
Q.29 How would you describe your diet overall?
20
18
17
22
15
6
1
7
1
14
2
11
1
8
1
4
1
PERIscope
Eating habits in last year
Change in Eating
Habits in Last Year
2010
TOTAL
More healthy
Less healthy
GENDER
AGE
Any
Europe
%
2010
%
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
Main
Shopper
%
29
28
26
29
30
30
27
26
28
6
6
5
7
11
12
6
3
6
Q.30 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
PERIscope
Attitudes towards diet - I
Agree...
Any Europe
Strongly/
Slightly
84
Slightly
47
81
51
77
49
82
81
48
50
‘10
68
50
51
28
To be healthy, it is
important to eat properly
I am conscious of the
nutritional benefit of food
Good food can enhance
body and mind
Agree...
Strongly/
slightly
Slightly
59
34
#I am concerned about my
children being obese
# Base: those with children
51
35
48
33
35
16
12
It’s not the type of food
but amount
15
10
I’ll think about eating
healthy when older
23
34
25
I wish I had time to
exercise
23
18
25
19
I am often confused re:
what I should eat
Q.2 The following are things people have said about their diet and general well-being. Please indicate how much you agree/disagree with
each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly
PERIscope
Attitudes towards diet - II
Any Europe
Agree...
Strongly/
slightly
70
68
44
47
‘10
59
42
56
42
50
36
Slightly
A good diet can help your
mental health
I eat to feel good and take
control of my life
45
34
I eat for enjoyment and
not health reasons
Agree...
Strongly/
slightly
57
Slightly
39
56
41
I consider what I eat to be
really important for my
mental well being
57
40
61
45
I eat healthy to take
control of my life
Q.2 The following are things people have said about their diet and general well-being. Please indicate how much you agree/disagree with
each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly
PERIscope
Attitudes towards healthy options – I
Any Europe
Applies a
lot/little
89
88
Applies a
little
49
53
87
90
47
52
87
33
I try to buy foods that are
natural
Applies a
lot/little
Applies a
little
72
74
46
47
I always try to eat a
balanced diet
28
20
I always check the
nutritional labelling on
foods before buying them
89
‘10
64
65
44
45
30
I try to limit the amount of
fast food I consume
I eat at least 5 portions of
fruit and veg per day
93
94
40
37
22
16
My diet is mainly
vegetarian
#I try to give the children
as much vegetables as
possible
# Base: those with children
Q.32 I am going to read out a number of statements people have said about health and nutrition. I would like you to state whether each
statement applies to you personally a lot, a little or not at all.
PERIscope
Attitudes towards healthy options – II
Applies a
lot/little
Applies a
little
Any Europe
84
51
85
51
75
76
50
55
‘10
68
55
43
Healthier foods are
always more expensive
than other foods
Applies a
lot/little
81
Applies a
little
44
81
47
I would like
manufacturers to help me
eat healthy
I am willing to pay more
for healthy food and
beverages as long as they
taste good
80
47
48
48
39
Choosing healthy food to
eat is very limiting and
boring too
75
72
68
48
49
48
I eat to enrich/enhance
mental alertness and
spiritual well being
57
43
I very rarely nibble
between meals
67
51
There are not enough
product options for
people who suffer food
intolerances
54
45
If the label says ‘low fat’
or ‘reduced fat’ then the
product will always be a
healthy choice
Q.32 I am going to read out a number of statements people have said about health and nutrition. I would like you to state whether each
statement applies to you personally a lot, a little or not at all.
PERIscope
Attitudes towards healthy options – III
Applies a
lot/a little
Applies a
little
Any Europe
75
47
75
47
I am more concerned
about what I eat and
drink to control my
weight nowadays
66
65
42
44
I would like to see more
low fat products
Applies a
lot/a little
71
71
66
Applies a
little
44
46
46
I always look for a low fat
option when buying food
products
67
50
I am more concerned
about fat content than
calories
59
44
‘10
51
40
I find there are never
enough healthy food
options when shopping
55
40
54
40
I always think about the
calories in what I eat
Q.32 I am going to read out a number of statements people have said about health and nutrition. I would like you to state whether each
statement applies to you personally a lot, a little or not at all.
PERIscope
Awareness of different foods
82
Aware %
62
Any Europe
87
‘10
64
39
Functional foods
Fair Trade
products
Food which has been
irradiated
64
41
72
36
Glycemic index
Q.31 Which of the following have you ever heard of?
36
Ethical Products
(Base: All Adults 18+, Belgium)
PERIscope
Awareness of different foods x demographics
GENDER
Male
%
Female
%
63
Functional foods
Fair Trade products
Food which has
been irradiated
Glycemic index
Ethical Products
AGE
18-24
%
65
86
44
46
88
29
31
25-34
%
40
74
Q.31 Which of the following have you ever heard of?
84
70
86
21
35
57
45+
%
62
27
30
71
59
81
33
35-44
%
45
35
70
89
37
72
76
(Base: All Adults 18+, Belgium)
PERIscope
Attitudes towards Fair Trade products
Any Europe
‘10
Applies a
lot/little
Applies a
little
66
47
61
45
I try to buy Fair Trade
products/brands when
ever they are available
81
78
76
73
46
47
47
46
The higher price of Fair
Trade products puts me
off buying
I wish there were more Fair
Trade products/brands
available
(Base: All Adults 18+, Belgium)
Q.33 I am going to read out a number of statements people have said about packaging and labelling on food. I would like you to state
whether each statement applies to you personally a lot, a little or not at all.
PERIscope
Likelihood to purchase functional foods
Any
Europe
%
2010
%
Very Likely (5)
9
12
Fairly Likely (4)
29
Unsure (3)
37
Fairly Unlikely (2)
14
Very Unlikely (1)
11
9
Average
3.1
3.3
30
38
12
(Base: All Adults 18+, Belgium)
Q.35 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer
you health benefits e.g. healthy heart, reduced cholesterol) in the future?
PERIscope
Attitudes to frozen food
Frozen food ...
...is always better
than chilled
...is usually better
than chilled
2010
AGE
GENDER
Any
Europe
%
2010
%
Male
%
Female
%
18-24
%
7
7
8
5
2
10
15
10
18
25-34
%
2
11
18
35-44
%
45+
%
Main
Shopper
%
6
9
6
18
21
18
44
56
...about the same
50
61
41
51
54
41
47
31
...chilled food is usually
better than frozen
...always better
than frozen
23
20
7
22
3
23
18
10
7
19
20
9
8
15
14
8
6
Q.13 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
PERIscope
Attitudes to chilled cabinet
Applies a lot/ a little
Applies a little
82
57
84
56
I much prefer to buy
products from the chilled
cabinet
Applies a lot/ a little
74
Applies a little
56
76
60
Products in the chilled
cabinet are always fresher
77
77
Any Europe
‘10
52
51
Where possible I buy
multi-pack products
60
43
52
37
I buy food in smaller packs
because it means less
waste
Q.48 And now about food shopping generally – please tell me whether these statements apply to you a lot, a little or not at all?
PERIscope
Health & Wellbeing - Summary
3 in 4 Belgians consider their diet to be very/fairly healthy
believing that good food can enhance the body and mind.
Common attitudes are to buy natural foods, checking
nutritional labelling and Belgians would like to see
manufacturers help them eat more healthily.
1 in 2 claim to see a lack of healthy options when shopping
and the vast majority of consumers would always look for
healthy options and would like to see more low fat products.
Awareness of fair trade products is very high however their
high prices act as a deterrent to consumers.
The majority of consumers see no difference between
chilled or frozen foods.
Section 5: Environmental Issues
PERIscope
Impact of environmental issues
Agree
Any
Europe
%
...strongly/slightly
58
...slightly
36
2010
%
Any
Europe
%
61
56
33
I am more conscious of
environmental issues in
my choice of products
today
Q.41 Please tell me how strongly you agree or disagree with the following statements?
34
Any Europe
2010
%
‘10
60
34
I prefer to buy from
companies that are
aware of the impact of
environmental issues
(Base: All Adults 18+, Belgium)
PERIscope
Attitudes towards packaging and labeling
Any Europe
‘10
Applies a
lot/little
Applies a
little
74
75
75
76
46
45
46
46
I often find it difficult to
understand the labelling
on food
I often find it difficult to
understand the nutritional
claims on packaging
(Base: All Adults 18+, Belgium)
Q.33 I am going to read out a number of statements people have said about packaging and labelling on food. I would like you to state
whether each statement applies to you personally a lot, a little or not at all.
PERIscope
Awareness/understanding of food miles
Any
Europe
%
2010
%
Understanding
(Base: All aware of food miles)
2010
%
Never heard of it
Heard of it but not important when
buying food
It’s a fad and doesn’t impact on
shopping
62
55
8
8
Distance food has to
travel from producer to
shop
An indication of
environmental impact
74
21
12
12
Sometimes try to buy food with low
food miles
Actively/always try to buy food with
low food miles
12
5
18
7
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (a) Food miles
(Base: All Adults 18+, Belgium)
Q.43a What do you understand the term ‘Food Miles’ to mean?
PERIscope
Awareness/understanding of sustainability
Any
Europe
%
2010
%
Understanding
(Base: All aware of sustainability)
Never heard of it
Heard of it but not
important when buying
food
It’s a fad and doesn’t
impact on shopping
Sometimes try to buy
food with sustainability
features
Actively/always try to
buy food with
sustainability features
16
24
15
19
23
24
29
8
35
2010
%
Meeting needs of present
without compromising the
ability of future generations
to meet their needs
35
Production practices that
do not have a future
effect on environment
28
Ensuring future
generations have what
we have today
Consumption practices
which do not have a
future effect on the
environment
19
8
8
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (b) Sustainability
Q.44a What do you understand the term ‘Sustainability’ to mean?
PERIscope
Awareness/understanding of carbon footprint
Any
Europe
%
2010
%
Understanding
(Base: All aware of carbon footprint)
2010
%
33
Never heard of it
45
Amount of carbon dioxide
which is emitted before a
product reaches market
59
17
Heard of it but not
important when buying
food
17
It’s a fad and doesn’t
impact on shopping
17
Sometimes try to buy food
with low carbon foot print
Actively/always try to buy food
with low carbon footprint
18
An individual’s effect on the
environment by
consumption of products
25
Measure of environmental
damage
23
12
16
5
7
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (c) Carbon Footprint
(Base: All Adults 18+, Belgium)
Q.45a What do you understand the term ‘Carbon Foot print’ to mean?
PERIscope
Understanding of the term ‘local food’
2010
%
Made within close proximity to where I live
40
Made within a 20 mile radius from where I live
27
Available in farmers markets
35
Made within the county in which I live
49
Made within the province in which I live
22
Made within Europe
Other
10
2
(Base: All Adults 18+, Belgium)
Q.28 Which of the following statements best describes your perception of the term ‘Local Food’?
PERIscope
Overall importance of buying local produce
2010
Any
Europe
%
Very Important
16
AGE
GENDER
2010
%
17
Male Female
%
%
18
16
18-24
%
25-34
%
9
8
27
Fairly Important
36
37
35-44
%
15
45+
%
22
Main
Shopper
%
17
31
32
35
37
39
42
31
40
Neither/Nor
30
30
38
31
29
24
25
Not very important
Not at all important
10
10
7
6
7
6
12
13
6
9
30
9
8
8
7
4
Q.26 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
9
6
PERIscope
Frequency of buying local food
Daily+
2010
AGE
GENDER
Any
Europe
%
2010
%
8
7
Male Female
%
%
9
5
18-24
%
7
25-34
%
35-44
%
45+
%
Main
Shopper
%
2
5
9
7
15
Several times a week
23
26
24
19
28
26
29
33
19
Weekly
18
28
28
27
27
28
27
29
Monthly+
Less often
Never
22
15
5
23
29
25
24
21
20
14
3
29
27
12
2
24
15
3
7
Q.27 How often would you buy local produce, i.e. products produced in your local area?
4
19
17
4
9
1
13
2
PERIscope
Environmental Issues - Summary
3 in 5 claim to be more conscious of environmental issues in
their product choice.
Awareness of food miles is below that of sustainability and
carbon footprint .
Over half of consumers believe it is important to buy local
food.
The understanding of “local food” focuses on the production
within the consumer’s county or in close proximity to their
residence.
Section 6: Grocery Shopping and Food Labeling
PERIscope
Incidence and profile of grocery shoppers
Mainly responsible
for grocery shopping
Gender
2010
%
Male
(48)
Female
(52)
() Total Belgium population
34
2010
%
57
18-24
(10)
25-34
(16)
Age
2010
%
5
17
35-44
(19)
21
45-54
(19)
23
66
55+
(36)
34
Q.46 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery shopping, jointly responsible with
someone else or is someone else responsible?
PERIscope
Attitudes to grocery shopping - I
Agree…
Strongly/Slightly
Slightly
78
41
Any Europe
82
43
I most often go to the same
store but look for the best
value for money I can get
61
64
40
42
Quality of fresh food is
more important than price
Agree…
Strongly/Slightly
Slightly
69
72
39
43
I watch for announcements
for sales or promotions on
grocery
45
28
46
29
I don’t mind spending time
when looking for a bargain
Q.47 The following are a list of things that people have said about grocery shopping. Please tell me how much you agree or disagree with
each statement.
‘10
PERIscope
Attitudes to grocery shopping - II
Any Europe
Agree…
‘10
Strongly/Slightly
Slightly
52
54
33
36
When I shop the first
thing I look for is price
45
30
50
34
The most important thing
is price when grocery
shopping
35
38
24
27
I will pay a bit more for
grocery shopping to get a
superior customer service
Agree…
Strongly/Slightly
38
37
33
35
Slightly
24
23
25
26
I compare prices between
outlets to see where I can
but the cheapest fresh
food even if I have to
travel
I tend to buy on impulse if
I think things are cheap
26
19
16
11
There is no difference
between the main
supermarkets
Q.47 The following are a list of things that people have said about grocery shopping. Please tell me how much you agree or disagree with
each statement.
PERIscope
Recent changes in shopping habits - I
More
Often
%
Spreading my shopping across a
number of shops to get best value
35
Shopping in discount retailers
Buying in bulk
16
53
15
16
56
48
15
Less
Often
%
49
31
Buying food items on promotion
Travelling further to get better value
No
Change
%
30
40
60
12
25
Q.40 Thinking about your food shopping lately, have you been doing any of the following more often or less often, or have you made no
change?
PERIscope
Recent changes in shopping habits - II
More
Often
%
No
Change
%
Buying some of my food from
suppliers who sell at your door 3
Buying from farmers markets
Less
Often
%
65
17
Buying online 6
32
59
66
Buying foods that are familiar to me
from when I was growing up
20
I find that I am eating what my
mother or grandmother would cook
20
24
28
62
58
18
23
Q.40 Thinking about your food shopping lately, have you been doing any of the following more often or less often, or have you made no
change?
PERIscope
Importance of statements on labels
Natural
Fresh
2010
%
2010
%
Good
source of
calcium
2010
%
16
Very Important
2010
%
37
35
36
43
44
7
1
31
25
19
3
21
32
26
Not at all important
20% less fat
2010
%
36
40
Neither/Nor
Grown
without
pesticides
2010
%
15
35
65
Fairly Important
Helps to build
strong bones
7
10
Q.36 When shopping for foods, how important or not are the following statements on labels
4
13
PERIscope
Importance of and associations with
‘fresh’ on a label
Impact of ‘fresh’ on Labels when Shopping
Any
Europe
%
Very Important
Fairly Important
58
Fresh – Promoted Associations
2010
%
65
30
26
Neither/Nor
Not at all important
10
2
7
1
Q.36 When shopping for foods, how important or not are the following
statements on labels?
2010
%
Fresh Vegetables
94
Fresh Fruits
92
Free from preservatives
50
Made from scratch/home
baked
47
Fresh taste
39
Kept in the fridge
36
Food cooked/grown in the
last few days
34
Short shelf life
33
Nutritionally better for you
13
Q.37 And which, if any, of the following would you associate
with “Fresh” in terms of food?
PERIscope
Importance of and associations with
‘natural’ on a label
Impact of ‘Natural’ on Labels when Shopping
Any
Europe
%
Natural – prompted Associations
2010
%
2010
%
79
Natural ingredients
Very important
34
35
No artificial ingredients/
preservatives/colours
74
From nature
59
Not fortified with artificial
ingredients
Fairly important
Neither/nor
Not at all important
41
43
21
19
4
3
Q.36 When shopping for foods, how important or not are the following
statements on labels?
54
Natural colour
37
Produced organically
24
Produced locally
21
Nutritionally better for you
15
Q.38 Which, if any, of the following would you associate with
‘Natural’ in terms of food?
PERIscope
Checking of quality and country of origin
Symbol of Quality
Country of Origin
Any
Europe
%
2010
%
Any
Europe
%
Always Check
19
21
25
Sometimes Check
61
59
54
Never Check
21
20
21
2010
%
19
55
26
Q.39a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
Q.39b And to what extent do you check for country of origin, i.e. what country the food was produced in?
PERIscope
Grocery Shopping - Summary
Consumers hold a high level of price consciousness with an
emphasis on getting the best value for money.
Half of Belgian consumers report that they more frequently
buy food items on promotion and around one third spread
their shopping across a number of shops with an increased
occurrence of shopping in discount retailers.
3 in 4 report that purchasing multi-packs is common when
shopping.
1 in 5 always check for quality symbols whereas 1 in 4 check
for country of origin.
The vast majority believe that the addition of “fresh” on a
label is very/fairly important , more so than “natural” .
For further information, please contact:
Helen King
Senior Business Analyst
Bord Bia
Clanwilliam Court,
Lower Mount Street
Dublin 2
(01) 6142201
Helen.King@BordBia.IE