PERIscope 2010
Consumer Eating and Purchasing Study
Understanding attitudes in France
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
2.
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
3.
PERIscope
Introduction and Methodology
2010
2008
2006
France



Germany


Spain



Netherlands



Belgium

Sweden



US

New Zealand

4.
Profile of Sample
PERIscope
Profile of sample – France
Gender
Age
2010 2008 2006
%
%
%
2010 2008 2006
%
%
%
18-24 8
11
12
25-34 16
Male 46
48
50
18
35-44 19
19
45-54 19
18
17
Social Class
Region
2010 2008 2006
%
%
%
2010
%
Upper 33
50
55+ 38
33
North
East
20
North
West
20
Centre
17
South
23
38
18
Lower 66
52
20
18
Female
54
38
Il de
France
62
62
35
Nationally representative of adult population of France
*Note Geographic breakout of regions different in ‘08 & ‘06
(Base: All Adults 18+, France) 6.
PERIscope
Profile of sample – household composition
and work status
Household Composition
Work Status
2010 2008 2006
%
%
%
Single
20
15
2010 2008
%
%
2006
%
15
Working full time
43
42
52
36
Dual
3+
39
41
49
40
45
Working part time
Student
9
3
7
7
Other*
44
44
7
5
31
* Other includes housewife, retired, unemployed
(Base: All Adults 18+, France) 7.
Section 1: Food & Cooking
PERIscope
Attitudes to food - I
93
91
95
93
85
87
87
88
84
77
71
77
93
92
83
76
% applies a lot/ a
little
Try to eat a lot of
fruit and veg
Try to eat foods
low in fat
Avoid sugary food
and sweets
Like to try new
foods
95
84
82
74
80
86
86
72
74
Any Europe
% applies a lot/ a
little
‘10‘08 ‘06
Try to eat high
fibre foods
Dairy foods
important in diet
*Buy brands that use
environmentally safe
packaging
* New statement added 2010
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?
9.
PERIscope
Attitudes to food - II
88
84
90
91
89
80
79
76
93
94
95
81
Any Europe
‘10‘08 ‘06
% applies a lot/ a
little
Enjoy eating out
Only eat out for
special occasions
81
62
67
79
83
Important to eat
dinner together as
a family
81
72
78
82
% applies a lot/ a
little
Look for recipes on
*Food is one of
Enjoy cooking,
internet (Q51)
the few pleasures
creating great
I have left
meals
* New statement added 2010
Q.1 The following are things people have said about their attitudes to the food they eat and cooking. For each one,
10.
please indicate whether that statement applies to you personally a lot; a little or not at all?
PERIscope
Attitudes to food - III
89
Any Europe
82
75
% applies a lot/ a
little
47
41
47
67
53
‘10‘08 ‘06
67
51
44
46
43
33
Rarely have time
for a proper
breakfast
Pick foods that
are quick to cook
82
% applies a lot/ a
little
70
52
58
51
88
Too busy to cook as
often as I would
like
30
Eat prepared
sandwiches/rolls
from deli counters
87
80
62
56
47
48
42
50
45
38
29
Use a lot of ready
Buy hot food from
Often eat ready
Pick easy to
to eat foods
deli counters
prepared/ convenience
prepare foods
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?
11.
PERIscope
Cooking skills
2010
GENDER
Can’t boil an egg
Can cook basic snacks
(e.g. Beans on toast)
Can cook a
simple dinner
Any
Europe 2010 2008
%
%
%
2
5
27
1
3
1
13
2006
%
2
9
Male
%
2
5
Female
%
2-
AGE
18-24
%
1
6
25-34
%
1
3
34
1
4
45+
%
1
3
1
3
21
22
27
33
32
43
43
42
15
25
27
35-44
%
Main
Shopper
%
29
36
35
24
35
Would be confident that
I could produce a
good Sunday dinner
Would enjoy having a
dinner party where I do
all the cooking
31
41
41
32
35
48
40
25
32
27
30
18
32
20
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of?
29
12.
PERIscope
Attitude to cooking
2010
AGE
GENDER
Any
Europe 2010 2008 2006
%
%
%
%
A chore – something
10
that has to be done 16
17
18
Male Female
%
%
17
16
23
Important because
eating well is important 29
32
31
26
35
28
13
16
21
16
16
33
32
22
26
29
27
20
29
35
31
39
48
Good fun at times 34
18-24 25-34 35-44 45+
%
%
%
%
Main
Shopper
%
23
29
24
37
A passion – I love food 21
25
23
19
25
Q.4 And which of these phrases best describes your attitude to cooking?
25
27
24
13
(Base: All Adults 18+, France)
13.
PERIscope
Incidence of attending cooking classes
in past 3 years - 2010
%
No
95
5
Yes
Yes Highest Amongst
18-24’s
Housewife
Students
Those with basic/
no cooking skills
A passion for cooking
10%
8%
9%
11%
10%
European Average
Yes
8%
* New question in 2010
Q.5 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
14.
PERIscope
Incidence of preparing meals from scratch
FREQUENCY
Any
Europe
%
2010
%
2008
%
Change in
Frequency
2006
%
%
More often
Daily +
48
47
44
‘10
‘08
‘06
17
11
26
52
72
73
About the same
Several times
a week
Weekly
Monthly +
Less often
Never
28
8
8
6
3
26
62
25
28
8
9
9
7
4
12
7
3
Less often
8
8
3
1
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary
ingredients)
12
16
12
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?
15.
PERIscope
Use of meal components
(Base: All Adults 18+, France)
Any
Europe 2010
%
%
Daily +
Several times a week
Weekly
7
21
2010
AGE
GENDER
2008 2006
%
%
7
5
21
20
8
Male Female
%
%
5
21
8
18-24 25-34 35-44
%
%
%
14
17
17
6
21
14
37
17
18
21
21
Monthly +
22
21
24
Less often
21
21
10
14
18
12
19
6
26
14
20
17
11
23
22
15
18
22
21
12
Never
22
23
23
7
21
26
25
16
5
Main
Shopper
%
15
30
19
11
45+
%
10
13
10
9
21
17
11
17
13
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
16.
meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.)
PERIscope
Frequency of convenience meal usage
2010
TOTAL
More often
Any
Europe
%
2010
%
2008
%
2006
%
Male
%
Female
%
7
8
12
7
8
9
31
34
36
16
Less often
32
35
AGE
GENDER
18-24
%
17
24
25-34
%
35-44
%
45+
%
Main
Shopper
%
10
9
7
9
32
30
39
35
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?
17.
PERIscope
Attitudes to convenience meals - I
Convenience meals are...
...easy to cook
Any Europe
Agree
Agree
Strongly/
Slightly
Slightly
%
%
47
2010
France
Agree
Slightly
%
83
50
...easy to prepare
44
83
47
...quick to cook
46
82
48
...expensive
...a good substitute for home
cooking when time is limited
37
40
63
56
Agree
Strongly/
Slightly
%
37
46
+ / - vs 2008
%
81
-8
83
-8
80
-9
-4
72
64
-14
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
18.
PERIscope
Attitudes to convenience meals - II
Any Europe
Convenience meals are...
Agree
Strongly/
Slightly
%
Agree
Slightly
%
32
...filling
43
...taste great
23
...something I have
always at home
24
34
22
32
...have poor quality ingredients
...good value for money
...good for you/have
natural ingredients
19
France
2010
Agree
Slightly
%
19
28
23
13 16
Agree
Strongly/
Slightly
%
27
30
23
34
-8
-1
10
30
26
17
+ / - vs 2008
%
11
37
0
22
12 15
-2
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
19.
PERIscope
Utility ownership in home - I
97
93
91
97
97
Any Europe
95
‘10‘08‘06
89
85
81
71
73
73
77
75
63
76
60
56
52
46
55
52
50
52
53
44
40
26
83
37
42
43
36
34
30
27
23
17
Any
Oven
Full Oven
- Electric
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
* New utility added 2010
20.
PERIscope
Utility ownership in home - II
89
91
92
91
Any Europe
‘10‘08 ‘06
55
53
56
54
45
59
59
51
47
45
37
40
43
39
39
32
33
32
21
5
Any
Microwave
Microwave
without
grill
Microwave
with
grill
Q.49 Which of the following do you have in your home?
Grill
Deep fat
fryer
Sandwich
Maker
(Base: All Adults 18+, France)
21.
PERIscope
Utility ownership in home - III
85
86
82
85
Any Europe
74
69
‘10‘08 ‘06
62
50
45
36
44
36
46
39
33
30
9
12
13
4
Food
processor
Wok
Q.49 Which of the following do you have in your home?
Steamer
Coffee
Maker
Tagine
(Base: All Adults 18+, France) 22.
PERIscope
Attitudes to Food & Cooking - Summary
New for 2010, along with their other European
counterparts, around three in every four aim to buy brands
that use environmentally safe packaging.
Eating dinner together as a family is almost sacrosanct, with
virtually all French consumers believing this is important.
The incidence of preparing meals from scratch has remained
generally stable with almost half claiming to do this on a daily
basis.
Half of French consumers use meal components at least
weekly, most common among the under 35’s.
23.
Section 2: Eating In Home
PERIscope
Responsibility for meal preparation
Any
Europe
%
Always prepare own meal
Sometimes prepare own meal
Someone else prepares meal
Other
2008
%
2006
%
59
57
54
24
27
28
16
15
14
15
2
1
2
3
52
28
2010
%
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own
25.
meals or does someone else usually do the meal preparation in your household?
PERIscope
Profile of meal preparer
(Base: All Adults 18+, France)
Male
(46)
Female
(54)
Gender
2010
%
2008
%
32
33
68
67
Age
18-24
(8)
25-34
(16)
2010
%
6
2008
%
6
13
17
35-44
(19)
20
45+
(57)
62
19
58
() Profile all adults 18+
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own
26.
meals or does someone else usually do the meal preparation in your household?
PERIscope
Methods of food preparation in home
Any
Europe
%
On the hob/stove
2010
%
17
20
2008
%
n/a
Stir fry/wok
13
Oven baked/roasted
13
14
15
Uncooked/cold
11
12
14
Microwaved
8
11
13
Steamed
6
10
Boiled
Fried
Others 2
19
20
11
9
23
17
9
3
6
1
3
(Base: All Who Always Prepare Own Meals – 59%)
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
27.
PERIscope
Ranking of factors considered important when
eating/preparing food in home - 2010
2010
(Base: All Adults 18+, France)
1st
%
Taste
%
37
Quality
56
17
Value for money
2008
1st
%
1st/2nd
20
39
13
10
21
11
Healthiness
9
19
9
Enjoyment
7
16
14
Freshness 6
13
12
Price 5
Ease of preparation 4
9
11
1
7
Variety 2
5
3
Safeness of food 1
5
6
Nutritional value 1
5
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
28.
important factors where 1 is the most important consideration.
PERIscope
Frequency of family sitting down
together for breakfast
Any Europe
%
Every morning
32
All Adults
%
Number in Household
2
3+
%
%
25
37
51
Weekdays only
Weekends only
5
36
5
3
31
3
40
26
School holidays only
Holidays away from home
Term time only
Never
2
5
1
2
5
1
19
21
2
3
1
15
2
7
*
20
* New question added 2010
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
29.
PERIscope
Incidence of entertaining at home
more often nowadays - 2010
Types of entertaining doing more often nowadays
(Base: those entertaining at home more often)
%
No
%
Yes
40
60
Having friends over instead of
going to a pub or restaurant
73
Family celebrations
at home instead
Yes Highest Amongst
35-44’s
44%
Dependent children
44%
Dual household
46%
Cooking a passion
50%
A few drinks at home with your
partner instead of going to the pub
European Average
41%
Romantic meal
instead of going out
66
32
18
Other 5
* New question added 2010
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?
Q.10 And which, if any, of these types of entertaining in are you doing
more often?
30.
PERIscope
Eating in Home – Summary
As in previous years, women and the over 45’s make up the bulk
of those who always prepare meals.
The principal food preparation methods used are on the
hob/stove, stir frying, boiling and oven baking/roasting. Changes
since 2008 include a downturn in steaming and frying
Almost four in ten French consumers sit down to a family
breakfast every morning but for three in ten this is a weekend
event only.
In a new question to establish the incidence of entertaining at
home instead of going out, two in five report that they do this
more often now, on par with the European average.
31.
Section 3: Eating Out of Home
PERIscope
Consumption of meals being prepared at home
Meals Eaten Out in the Last 7
Days - Summary
Any Europe
%
Meals or snacks on the premises of the
pub/restaurant/cafe
Average number of meals (2010)
39
47
42
1.04
0.9
27
0.68
Meals or snacks delivered to your home
Average number of meals (2010)
France
%
44
Takeaway meals eaten off the premises
where they were prepared
Average number of meals (2010)
‘10
‘08
‘06
27
32
24
0.9
16
0.52
11
15
11
0.3
(Base: All Adults 18+, France)
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
33.
meals eaten in canteens and meals prepared at home or taken from your home.
PERIscope
Incidence of eating lunch at work
Eat lunch...
Change in Frequency
%
(Base: All eat lunch at work)
About
the same
%
More
%
... Bring in own lunch
... at home
(64)
... at work
(36)
42
Less
%
40
18
76
... Prepare my lunch
(make sandwich in work) 11
58
... Go out to eat lunch
17
48
35
... Go out and get a sandwich
and bring it back to work
18
49
34
31
24
( ) Bracketed figures denote European average
Q.16 During the week, do you usually eat lunch at work or at home?
* New question added 2010
Q.17For lunch at work, have you been doing any of the following more often or
less often, or have you made no change?
34.
PERIscope
Responsibility for and content of
children's lunch boxes
Responsibility for
child's lunchbox
Yes
(17)
Content of Lunchbox
(Base: All responsible for child’s lunchbox)
%
%
Bottle of water
10
59
Fruit
47
Yoghurt
47
Juice
No
(83)
40
Sandwiches
36
Cheese snack/cheese strings
35
90
Cereal bars
26
Milk
16
Crisps
Smoothie
( ) 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?
12
5
Rice Pudding
4
Popcorn
2
Other
31
* New question added in 2010
Q.19 What would their lunch boxes usually contain?
35.
PERIscope
Incidence and frequency of drinking
alcohol
INCIDENCE
‘10
Any
Europe %
%
‘08
%
‘06
%
Any
2010
Europe
%
%
18
18
81
73
69
Several times
a week
Weekly
25
21
19
27
21
26
25
26
Any
Europe
%
2008 2006
%
%
Daily+
67
PROPORTIONConsumed with Food
FREQUENCY
81-100%
17
61-80%
13
41-60%
21-40%
27
Yes
Monthly+
Less often
24
25
42
52
13
15
11
0-20%
45
41%
12
61%
16
7
8
8
4
Average
2008
%
12
26
27
2010
%
19
16
11
9
12
36.
PERIscope
Attitudes to alcohol
Agree
Slightly
%
33
I always have a drink of alcohol/wine when I
have dinner at a restaurant
26
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*
50
16
12
16
52
56
22
I am drinking more alcohol at home these
days than before
‘10
‘08
‘06
Agree
Strongly/
Slightly
%
24
17
22
35
80
* New statement added 2010
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
37.
and 1 = disagree strongly, please tell me whether you agree or disagree with each of the following
PERIscope
Eating Out of Home - Summary
A substantial three in every four French consumers eat lunch at
home, well ahead of the European average, with just one in four
eating lunch at work.
Two in five say they are now more likely to bring in their own
lunch than previously and one in three say they are less likely to
go out to eat lunch or buy a sandwich to bring back to eat at
work.
The incidence of drinking alcohol has declined significantly in
2010
The proportion of alcohol consumed with food is higher on
average among French consumers than for Europeans as a whole.
38.
Section 4: Health and Wellbeing
PERIscope
Diet perceptions
2010
GENDER
My Diet is...
Very Healthy
Any
Europe 2010
%
%
8
8
2008
%
5
AGE
2006
%
Male
%
Female
%
6
9
6
18-24
%
2
51
Fairly Healthy
63
64
66
60
63
25-34
%
3
35-44
%
6
45+
%
10
55
62
64
69
30
30
Not Sure
21
21
21
24
20
24
22
11
Fairly Unhealthy
Very Unhealthy
6
1
6
2
8
1
Q.29 How would you describe your diet overall?
8
1
6
2
6
2
6
8
4
17
7
2
4
1
(Base: All Adults 18+, France)
40.
PERIscope
Eating habits in last year
Change in Eating
Habits in Last Year
GENDER
TOTAL
More healthy
Less healthy
2010
AGE
Any
Europe
%
2010
%
2008
%
2006
%
29
27
31
34
6
6
6
6
Male
%
Female
%
24
30
4
7
18-24
%
38
13
25-34
%
35-44
%
30
32
6
7
45+
%
Main
Shopper
%
22
27
4
5
(Base: All Adults 18+, France)
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?
41.
PERIscope
Attitudes towards diet - I
Agree...
Strongly
/Slightly
Slightly
Any Europe
83
47
88
48
90
43
93
77
82
49
53
82
‘10 ‘08 ‘06
87
88
83
47
43
44
68
39
To be healthy, it is
important to eat properly
87
44
42
I am conscious of the
nutritional benefit of food
48
Good food can enhance
body and mind
51
51
28
31
38
24
#I am concerned about
my children being obese
Agree...
Strongly/
slightly
Slightly
51
35
59
43
29
38
42
32
16
12
It’s not the type of food
but amount
# Base: those with children
15
12
17
20
12
13
I’ll think about eating
healthy when older
33
38
23
26
*I wish I had time to
exercise
23
26
18
20
*I am often confused re:
what I should eat
* New statement added 2010
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
42.
PERIscope
Attitudes towards diet - II
Agree...
Strongly/
slightly
70
Slightly
44
75
45
81
Any Europe
81
45
41
A good diet can help your
mental health
59
60
61
42
42
45
‘10 ‘08 ‘06
62
50
36
41
I eat to feel good and take
control of my life*
53
56
56
35
38
36
I eat for enjoyment and
not health reasons
Agree...
74
Strongly/
slightly
57
59
Slightly
39
41
46
73
42
I consider what I eat to be
really important for my
mental well being
57
58
61
62
40
40
43
42
I eat healthy to take
control of my life
*Note slightly different
statement in ’08 & ‘06
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
43.
PERIscope
Attitudes towards healthy options - I
Any Europe
Applies a
lot/little
Applies a
little
89
91
94
92
89
97
‘10 ‘08 ‘06
90
87
85
89
78
75
80
64
49
53
47
42
I try to buy foods that are
natural
Applies a
lot/little
Applies a
little
87
72
67
71
46
45
50
47
47
52
39
42
33
I always try to eat a
balanced diet
28
20
47
51
41
27
I try to limit the amount
of fast food I consume
58
42
I always check the
nutritional labelling on
foods before buying them
# Base: those with children
27
44
72
I eat at least 5 portions of
fruit and veg per day
93
94
40
44
19
15
My diet is mainly
vegetarian*
#I try to give the children
as much vegetables as
possible*
* New statements added 2010
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.
44.
PERIscope
Attitudes towards healthy options - II
Any Europe
Applies a
lot/little
Applies a
little
84
51
88
94
75
50
48
37
81
81
46
44
88
70
49
71
50
39
Healthier foods are always
more expensive than
other foods
Applies a
lot/little
Applies a
little
‘10 ‘08 ‘06
89
89
48
I would like
manufacturers to help me
eat healthy
55
63
49
54
43
I am willing to pay more
for healthy food and
beverages as long as they
taste good
80
82
81
81
43
41
82
80
47
43
46
I very rarely nibble
between meals
43
56
43
Choosing healthy food to
eat is very limiting and
boring too
68
69
48
52
75
68
54
46
I eat to enrich/enhance
mental alertness and
spiritual well being
85
72
49
73
70
46
47
41
There are not enough
product options for
people who suffer food
intolerances
57
43
43
50
43
61
48
36
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.
45.
PERIscope
Attitudes towards healthy options - III
Applies a
lot/a little
Applies a
little
85
75
47
67
44
85
83
81
66
47
44
42
43
47
43
59
44
80
80
52
47
62
45
Any Europe
‘10 ‘08 ‘06
31
I am more concerned
about what I eat and drink
to control my weight
nowadays
Applies a
lot/a little
Applies a
little
71
44
50
38
53
40
I always look for a low fat
option when buying food
products
I would like to see more
low fat products
66
61
46
45
76
75
48
48
I am more concerned
about fat content than
calories
I find there are never
enough healthy food
options when shopping
55
40
53
40
I always think about the
calories in what I eat*
* New statement added 2010
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.
46.
PERIscope
Awareness of different foods
85
82
Aware %
62
93
Any Europe
88
‘10 ‘08 ‘06
72
65
55
39
Functional foods
Fair Trade
Products*
36
36
Food which has been
irradiated
64
41
36
71
50
38
Glycemic index
30
Ethical Products
*Note Fair Trade/Ethical Products in ‘08 & ‘06
Q.31 Which of the following have you ever heard of?
(Base: All Adults 18+, France)
47.
PERIscope
Awareness of different foods x demographics
GENDER
Male
%
Functional foods
53
63
69
18-24
%
56
67
76
84
91
87
Food which has
been irradiated
37
39
40
Glycemic index
41
30
24
Ethical Products
AGE
Female
%
Fair Trade products
‘10
‘08
‘06
25-34
%
42
46
60
85
95
89
35-44
%
44
58
66
81
94
86
45+
%
49
67
67
81
91
90
82
92
85
35
34
31
30
25
27
26
21
23
26
34
34
58
46
35
42
31
28
40
33
22
50
40
25
69
Q.31 Which of the following have you ever heard of?
73
69
65
62
71
79
87
94
90
43
45
42
62
54
41
35
76
48.
PERIscope
Attitudes towards Fair Trade Products
Any Europe
‘08 ‘06
Applies a
lot/little
Applies a
little
66
64
47
47
72
71
51
48
I try to buy Fair Trade
products/brands when
ever they are available
81
84
46
45
The higher price of Fair
Trade products puts me
off buying*
76
76
47
51
I wish there were more Fair
Trade products/brands
available*
* New statements added 2010
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.
49.
PERIscope
6
Likelihood to purchase functional foods
Very Likely (5)
Fairly Likely (4)
Any
Europe
%
2010
%
2008
%
9
8
8
29
26
25
2006
%
17
39
28
Unsure (3)
35
37
23
30
17
16
8
6
2.9
3.8
3.5
14
Fairly Unlikely (2)
14
Very Unlikely (1)
11
Average
3.1
(Base: All Adults 18+, France)
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?
50.
PERIscope
Attitudes to frozen food
2010
AGE
GENDER
Any
Europe
Frozen food ...
...is always better %
than chilled
7
2010
%
3
7
Male
%
3
5
Female
%
3
8
18-24
%
4
5
25-34
%
Main
Shopper
%
35-44
%
45+
%
2
8
3
7
45
42
38
39
33
32
33
34
15
17
18
17
4
3
4
6
...is usually better
than chilled 15
39
25
35
42
...about the same 50
48
34
37
31
...chilled food is usually
better than frozen 20
18
19
16
19
...always better 7
than frozen
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?
51.
PERIscope
Attitudes to chilled cabinet
Applies a lot/ a little
82
Applies a little
57
95
90
79
64
51
44
I much prefer to buy
products from the chilled
cabinet
Applies a lot/ a little
74
Applies a little
56
75
59
69
55
75
59
77
81
52
53
81
Any Europe
‘10 ‘08 ‘06
54
46
Where possible I buy
multi-pack products
60
43
Products in the chilled
cabinet are always fresher
89
56
41
72
74
44
47
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?
52.
PERIscope
Health & Wellbeing – Summary
Over seven in ten French consumers consider their diet to be
very or fairly healthy and French adults believe strongly that it is
important to eat properly to be healthy.
Scepticism regarding the healthiness of ‘low fat’ or ‘reduced
fat’ products has increased with fewer accepting this as a given.
Concern about the availability of product options for those
with food intolerances has diminished since 2008, perhaps a
factor of increased availability.
Fewer than one in five French consumers claim to have a
mainly vegetarian diet, below the average for other European
countries.
53.
Section 5: Environmental Issues
PERIscope
Impact of environmental issues
Agree
Any
Europe
%
2010
%
2008
%
Any
Europe
%
2010
%
64
...strongly/slightly
58
...slightly
36
57
39
38
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?
2008
%
61
56
55
41
34
33
I prefer to buy from
companies that are
aware of the impact of
environmental issues
55.
PERIscope
Attitudes towards packaging and labelling
Any Europe
‘10 ‘08 ‘06
Applies a
lot/little
74
Applies a
little
46
88
81
75
70
46
50
46
I often find it difficult to
understand the labelling
on food
46
82
48
88
74
48
45
I often find it difficult to
understand the nutritional
claims on packaging
(Base: All Adults 18+, France)
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.
56.
PERIscope
Awareness/understanding of food miles
Any
Europe
%
2010
%
2008
%
Understanding
(Base: All aware of food miles)
Never heard of it
62
2010
%
53
68
8
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 low food miles
Actively/always try to buy food
with low food miles
8
12
5
An indication of
environmental impact
15
12
Distance food has to
travel from producer to
shop
2008
%
73
21
61
39
5
12
17
6
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (a) Food miles
7
8
(Base: All Adults 18+, France)
Q.43 What do you understand the term ‘Food Miles’ to mean?
57.
PERIscope
Awareness/understanding of sustainability
Any
Europe
%
Never heard of it
2010
%
4
16
Understanding
2008
%
(Base: All aware of sustainability)
11
18
Heard of it but not
important when buying
food
28
24
32
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
24
26
37
29
8
9
21
14
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (b) Sustainability
Meeting needs of present
without compromising the
ability of future generations
to meet their needs
2010
%
2008
%
37
Production practices that
do not have a future
effect on environment
40
35
Ensuring future
generations have what
we have today
10
Consumption practices
which do not have a
future effect on the
environment
10
31
22
8
Q.44 What do you understand the term ‘Sustainability’ to mean?
58.
PERIscope
Awareness/understanding of carbon footprint
Any
Europe
%
Understanding
2010
%
2008
%
(Base: All aware of carbon footprint)
2010
%
27
Never heard of it
45
53
Amount of carbon dioxide
which is emitted before a
product reaches market
2008
%
60
58
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 footprint
Actively/always try to buy food
with low carbon footprint
26
Measure of environmental
damage
23
5
20
12
19
16
17
An individual’s effect on the
environment by
consumption of products
10
23
10
6
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (c) Carob Footprint
7
Q.44 What do you understand the term ‘Carbon Foot print’ to mean?
59.
PERIscope
Understanding of the term ‘local food’
2010
%
2008*
%
Made within close proximity to where I live
40
Made within a 20 mile radius
from where I live
39
Available in farmers markets
20
Made within the province in which I live
21
Other
38
47
Made within the county in which I live
Made in Europe
50
4
1
55
44
51
4
2
*Note question asked differently in 2008
Q.27 Which of the following statements best describes your perception of the term ‘Local Food’?
60.
PERIscope
Overall importance of buying local produce
2010
GENDER
Any
Europe 2010
%
%
Very Important 16
26
2008
%
2006
%
19
19
Male Female
%
%
AGE
18-24 25-34 35-44
%
%
%
11
25
26
20
45+
%
19
32
Main
Shopper
%
27
26
Fairly Important 36
39
42
39
35
39
42
38
39
40
32
Neither/Nor 30
29
26
7
27
26
14
34
30
22
Not very important 10
Not at all important
27
5
4
7
5
8
4
4
4
6
5
17
7
4
6
3
3
3
Q.26 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
25
5
4
61.
PERIscope
Frequency of buying local food
2010
GENDER
Daily+
Any
Europe 2010
%
%
8
2
18
Several times a week
2008
%
2
16
2006
%
2
22
Male Female
%
%
2
23
3
AGE
18-24 25-34 35-44
%
%
%
2
6
14
2
13
3
23
23
3
18
27
23
30
Weekly
2
13
45+
%
Main
Shopper
%
31
33
28
30
28
33
32
28
34
32
29
30
Monthly+ 22
26
31
28
27
30
25
20
Less often 15
Never
5
17
16
5
4
11
2
14
19
5
4
Q.28 How often would you buy local produce, i.e. products produced in your local area?
21
12
24
12
7
4
3
17
4
62.
PERIscope
Environmental Issues – Summary
Awareness of food miles and carbon footprint, though growing,
remains well below knowledge of sustainability.
Virtually all French consumers are aware of sustainability and
approaching half claim it has an impact on their shopping, up on
2008, and comparing very favourably with the European average.
There has been a slight increase in the proportion preferring to
buy from companies aware of the impact of environmental
issues.
One French consumer in five claims to buy local food at least
several times a week with half reporting at least weekly
frequency.
63.
Section 6: Grocery Shopping and Food Labeling
PERIscope
Incidence and profile of grocery shoppers
2010
%
Mainly responsible
for grocery shopping
40
Gender
2010 2008 2006
%
%
%
Male
(46)
Female
(54)
30
70
30
70
2008
%
31
2006
%
54
18-24
(8)
25-34
(16)
35-44
(19)
47
2010
%
Age
2008 2006
%
%
6
6
7
15
17
16
21
19
19
45-54
(19)
21
20
19
55+
(38)
37
38
39
69
() Total French population
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?
65.
PERIscope
Attitudes to grocery shopping - I
Agree…
Strongly/Slightly
Slightly
Any Europe
78
41
84
82
73
69
39
43
61
46
I most often go to the
same store but look for the
best value for money I can
get
Agree…
Strongly/Slightly
Slightly
69
39
65
35
72
44
40
54
36
52
37
‘10 ‘08 ‘06
45
Quality of fresh food is
more important than price
68
39
I watch for announcements
for sales or promotions on
grocery
45
28
52
38
23
34
58
36
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.
66.
PERIscope
Attitudes to grocery shopping - II
Any Europe
Agree…
Strongly/Slightly
Slightly
‘10 ‘08 ‘06
52
33
58
34
58
35
57
36
Slightly
50
50
30
31
50
36
35
24
When I shop the first thing
I look for is price
Agree…
Strongly/Slightly
45
30
38
24
37
22
44
28
36
23
I compare prices between
outlets to see where I can
but the cheapest fresh
food even if I have to
travel
The most important thing
is price when grocery
shopping
43
29
21
32
23
18
I will pay a bit more for
grocery shopping to get a
superior customer service
45
33
25
20
14
32
34
25
I tend to buy on impulse if
I think things are cheap
27
19
29
20
There is no difference
between the main
supermarkets*
* New statement added 2010
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.
67.
PERIscope
Recent changes in shopping habits - I
More
Often
%
No
Change
%
Spreading my shopping across a
number of shops to get best value
32
49
Shopping in discount retailers
31
Buying in bulk
Buying food items on promotion
Travelling further to get better value
24
69
48
12
19
45
11
20
36
66
Less
Often
%
16
22
* New question added 2010
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?
68.
PERIscope
Recent changes in shopping habits - II
More
Often
%
No
Change
%
Buying some of my food from
suppliers who sell at your door 5
77
Buying from farmers markets
Buying online
Less
Often
%
18
30
8
53
74
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
19
59
58
17
19
21
23
* New question added 2010
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?
69.
PERIscope
Checking of quality and country of origin
Any
Europe
%
Always Check
19
Symbol of Quality
2010
%
2008
%
20
22
2006
%
Any
Europe
%
25
35
Sometimes Check
61
Country of Origin
2010
%
2008
%
2006
%
31
33
34
51
51
16
15
56
54
63
49
53
Never Check
21
25
15
21
12
20
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?
70.
PERIscope
Importance of statements on labels
Natural
2010
%
Very Important
39
2008
%
Good source
of calcium*
Fresh
2010
%
2008
%
Helps to build
strong bones*
2010
%
2010
%
17
15
43
56
Grown
without
pesticides*
2010
%
40
45
55
31
Not at all important
17
4
35
32
42
32
Neither/Nor
2010
%
20
40
Fairly Important
20% less fat*
40
36
31
34
18
13
2
11
2
8
1
9
Q.36 When shopping for foods, how important or not are the following statements on labels
13
5
14
* New statements added 2010
71.
PERIscope
Importance of and associations with
‘fresh’ on a label
Impact of ‘fresh’ on Labels when Shopping
Any
Europe
%
Very Important
58
2010
%
56
Fresh – Prompted Associations
2008
%
55
2010
%
Fresh Vegetables*
92
Fresh Fruits
89
Free from preservatives
Short shelf life
Made from scratch/home
baked
Fairly Important
30
Neither/Nor
10
2
Not at all important
11
2
36
8
1
Q.36 When shopping for foods, how important or not are the following
statements on labels?
92
n/a
41
Kept in the fridge
32
2008
%
62
37
47
31
27
Fresh taste
21
Food cooked/grown in the
last few days
19
Nutritionally better for you
19
50
28
36
47
43
Note vegetables and fruit combined in ‘08
*Note question asked differently in 2008
Q.37 And which, if any, of the following would you associate
with “Fresh” in terms of food?
72.
PERIscope
Importance of and associations
with ‘natural’ on a label
Impact of ‘Natural’ on Labels when Shopping
Any
Europe
%
2010
%
Natural – Prompted Associations
2008
%
2010
%
2008
%
Natural ingredients
Very important
34
39
43
78
No artificial ingredients/
preservatives/colours
73
From nature
Neither/nor
41
21
Produced organically
40
17
42
81
49
Not fortified with artificial
ingredients
Fairly important
n/a
59
44
63
31
Natural colour
23
Nutritionally better for you
23
Produced locally
23
41
n/a
41
19
13
Not at all important
4
4
2
Q.36 When shopping for foods, how important or not are the following
statements on labels?
*Note question asked differently in 2008
Q.38 Which, if any, of the following would you associate with
‘Natural’ in terms of food?
73.
PERIscope
Grocery Shopping - Summary
There is a strong tendency to most often shop in the same store, with the
proviso of looking for the best value for money to be had. While price
remains the most important thing for half when grocery shopping, there is
less of a tendency to compare prices between outlets.
The proportion agreeing that quality of fresh food is more important than
price has remained generally stable.
, the proportion reporting that they never check quality symbols (and to a
lesser extent country of origin) has grown since 2008, perhaps reflecting a
more value conscious approach to shopping.
Some new statements measured in 2010 indicated that the description
‘grown without pesticides’ pulls much more weight than descriptions
regarding calcium levels and lower fat content.
74.
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