Introduction & Methodology
PERIscope
1.
Food and Cooking 4.
Health and Wellbeing
2.
Eating in Home
3.
Eating out of Home
5.
Environmental Issues
6.
Grocery Shopping and Food Labelling
2.

PERIscope
 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
France
Germany
Spain
Netherlands
Belgium
Sweden
US
New Zealand




2010




2008





2006




4.

Profile of Sample

PERIscope
Gender
2010
%
2008
%
Age
18-24
25-34
2010
%
2008
%
11 11
15 17
Social Class
2010
%
2008
%
Male 48
Lower 45
43
Region
Hamburg/Bremen/
Schleswig
– Holstein/
Niedersachsen
2010
%
17
52
Nordhrein/Westfalen 22
35-44
21
20
Female
52
48
45-54
55+
19 16
34
36
Upper 55 57
Hessen/Rheinland-
Pfalz/Saarland
Baden-Württemberg
Bayern
Berlin
Mecklenburg/Brandenburg/S achsen-Anhalt
Sachsen/Thüringen
14
12
14
4
8
8
Nationally representative of adult population of Germany
*Note geographic breakout on regions different in ‘08
(Base: All Adults 18+, Germany)
6.

PERIscope
Household Composition
2010
%
2008
%
Single 21 22
Work Status
2010
%
2008
%
Working full time 45 46
Dual 42
43
3+ 38
35
Working part time
Student
12
8
13
8
Other* 35 33
* Other includes housewife, retired, unemployed (Base: All Adults 18+, Germany)
7.

Section 1: Food & Cooking

PERIscope
% applies a lot/ a little
93 94 95
85
83
86
77
73
84
88
93
90
Any Europe
‘10‘08
Try to eat a lot of fruit and veg
82
78
87
Try to eat foods low in fat
86
92
96
Avoid sugary food and sweets
% applies a lot/ a little
72 73
Like to try new foods
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
91
85
87 88
81
88
80
82
77
Any Europe
‘10‘08
% applies a lot/ a little
Enjoy eating out Only eat out for special occasions
81
86
67
Important to eat dinner together as a family
72
69
71
62
58
% applies a lot/ a little
*Food is one of the few pleasures
I have left
Enjoy cooking, creating great meals
Look for recipes on internet (Q51)
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?
* New statement added 2010
10.

% applies a lot/ a little
% applies a lot/ a little
PERIscope
75 76
80
53 54
61
47
51
46
43
49
29
Any Europe
‘10‘08
Rarely have time for a proper breakfast
52
56
51
Pick foods that are quick to cook
Too busy to cook as often as I would like
Eat prepared sandwiches/rolls from deli counters
82 83 82
47
54
46 45 46
36
Often eat ready prepared/ convenience meals
Pick easy to prepare foods
Use a lot of ready to eat foods
Buy hot food from deli counters
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
Can’t boil an egg
Can cook basic snacks
(e.g. Beans on toast)
Any
Europe
%
2
5
2010 2008
1 1
7
Can cook a simple dinner
27
23
22
GENDER
Male
%
2
7
Female
%
19
26
18-24
%
2
5
25-34
%
3
3
2010
AGE
35-44
%
17
28
49
45+
%
18
Would be confident that
I could produce a good Sunday dinner
41
57
44 63
52
34
Would enjoy having a dinner party where I do all the cooking
25
15
26
13
17
10
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of?
50
15
61
63
19
14
Main
Shopper
%
21
58
15
12.

PERIscope
A chore – something that has to be done
Any
Europe
%
16
2010
%
2008
%
8
10
18
22
Important because eating well is important
29
GENDER
Male
%
10
Female
%
7
17
18
2010
AGE
18-24
%
8
25-34
%
8
35-44
%
6
45+
%
10
15 18
21 17
44
47
50
42
43
51
44
44
Good fun at times
34
Main
Shopper
%
7
18
44
A passion – I love food
21
30
17
29
Q.4 And which of these phrases best describes your attitude to cooking?
31
23
27
34
30 31
13.

No
95
PERIscope
%
5
Yes
Yes Highest Amongst
18-24’s
Students
14%
8%
No cooking/basic skills 9%
Entertain at home more 8%
European Average
Yes 8%
(Base: All Adults 18+, Germany)
* 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
Any
Europe
%
FREQUENCY
2010
%
2008
%
More often
Change in
Frequency
%
10
19
‘10
‘08
Daily + 48
38
41
About the same
71
78
Several times a week
28
33
33
Weekly
Monthly +
Less often
Never
8
8
6
3
10
11
6
2
11
8
5
2
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)
Less often
9
12
(Base: All Adults 18+, Germany)
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
Daily +
Any
Europe
%
7
2010
%
6
2008
%
6
Several times a week 21 22
Weekly
19 17
26
18
GENDER
Male
%
6
Female
6
%
21
23
18 16
2010
AGE
18-24
%
25-34
%
7
16
35-44
%
8
45+
%
3
16
28 28
16
31
18
16
25
24 24 24 19
Monthly +
22
23
21
23
Main
Shopper
%
6
22
17
24
Less often 21
24
20
25 24
26
20 23
29
23
Never 10
7 7 6 7 7 5
3
10
7
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.) 16.

PERIscope
More often
Any
Europe
%
7
32
Less often
2010
%
8
TOTAL
2008
%
12
13
33
GENDER
2010
AGE
Male
%
Female
%
9 8
18-24
%
16
31
34
29
25-34
%
9
26
35-44
%
9
32
45+
%
6
Main
Shopper
%
8
36
33
(Base: All Adults 18+, Germany)
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
2010
Convenience meals are...
Agree
Slightly
%
Any Europe
Agree
Strongly/
Slightly
%
Agree
Slightly
%
Germany
Agree
Strongly/
Slightly
%
+ / - vs 2008
%
Convenience meals are...
...easy to cook
47 83 44 83 -6
...easy to prepare
44 83 41 87
-4
...quick to cook
46 82 44 85
-6
...expensive
37 63 30 47
-5
...a good substitute for home cooking when time is limited
40 56 39 63
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
Convenience meals are...
...filling
Agree
Slightly
%
Any Europe
Agree
Strongly/
Slightly
%
32 43
2010
Agree
Slightly
%
Germany
Agree
Strongly/
Slightly
%
38 55
+ / - vs 2008
%
-8
...taste great
28 36
-8
23 28
...something I have always at home
27 39
-1
24 34
...have poor quality ingredients
-6
16 22
22 32
...good value for money
24 31
-5
19 23
...good for you/have natural ingredients
15 18
-3
13 16
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
85
91
82
71
87
97
96 96
86
Any Europe
86
89 ‘10‘08
77
76
46
53
33
37
45
52 52
42
48
36
42
17
5
6
Any
Oven
Full Oven
- Electric
Full Oven
- Gas
Any
Freezer
Separate freezer section attached to fridge
Q.49 Which of the following do you have in your home?
Freezer box in fridge
Separate
Freezer unit
14
4
Kettle Toaster *Smoothie
Maker/
Smoothie blender
* New utility added 2010
20.

PERIscope
Any Europe
‘10‘08 89
80 80
45
41
43
45
40
39 39
43
45
47
39
36
51
40
39
Any
Microwave
Microwave without grill
Q.49 Which of the following do you have in your home?
Microwave with grill
Grill Deep fat fryer
Sandwich
Maker
(Base: All Adults 18+, Germany)
21.

PERIscope
Any Europe
‘10‘08
85
86
82
36
53
51
45
36
42
33
28
11
Food processor
Wok
Q.49 Which of the following do you have in your home?
Steamer Coffee
Maker
4
1 1
Tagine
(Base: All Adults 18+, Germany)
22.

PERIscope
 A substantial increase in interest in new and cooking and creating meals is regarded as an enjoyable experience.
 Over half of consumers report that they often eat convenience meals, whereas 2 out of 5 prepare meals from scratch on a daily basis, this is below the European average.
 Over half claim to use meal components at least weekly due to the ease of preparation and speed of cooking.
 New to 2010, 3 out of 4 consumers aim to buy brands that use environmentally safe packaging.
 Eating dinner together as a family is important to the vast majority of German consumers.
23.

Section 2: Eating In Home

PERIscope
Any
Europe
%
2010
%
2008
%
Always prepare own meal 52 53 52
Sometimes prepare own meal 28
31
32
Someone else prepares meal
Other
16
2
13
2
13
3
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?
25.

PERIscope
(Base: All who always prepare own meal 53%)
Gender
2010
%
2008
%
Male
(48)
31
33
18-24
(11)
25-34
(15)
35-44
(21)
2010
%
7
15
Age
2008
%
7
15
24
21
Female
(52)
69 67
57 45+
(53)
54
() 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 meals or does someone else usually do the meal preparation in your household?
26.

PERIscope
Any
Europe
%
Boiled 20
2010
%
23
2008
%
17
On the hob/stove
Fried
Uncooked/cold
17
11
11
Stir fry/wok 13
18
15
11 n/a
14
11
10 19
Oven baked/roasted 13 9 15
Steamed 6
Microwaved
8
7 12
5 9
Others
2 1 3
(Base: All who always prepare own meals – 53%)
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
27.

PERIscope
2010
1 st
%
1 st /2
% nd
2008
1 st
%
Taste
Quality
47 61 26
15 36 11
Freshness
Healthiness
8 19 13
7 17 14
Value for money
Price
6
5
17 10
13 1
Enjoyment 4 12 11
Ease of preparation 4 10 6
Nutritional value
2 6 3
Variety
2 5 5
Safeness of food
1 4 1
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.
28.

PERIscope
Any Europe
%
All Adults
%
Number in Household
2
%
3+
%
24
5
Every morning 32 33
41
Weekdays only 5 3
2
Weekends only 36
46
45
School holidays only
Holidays away from home
Term time only
Never
2
5
1
19 *
12
*
3
9
-
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
56
1
8
* New question added 2010
29.

Yes
39
PERIscope
%
No
61
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
70
Family celebrations at home instead
66
Yes Highest Amongst
Female’s 42%
55+’s
Upper
42%
45%
Dependent children
Cook well
Cooking a passion
Always prepare food
44%
44%
57%
44%
European Average
41%
A few drinks at home with your partner instead of going to the pub
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?
Romantic meal instead of going out
Other 3
43
34
* New question added 2010
Q.10 And which, if any, of these types of entertaining in are you doing more often? 30.

PERIscope
 Over half of Germans are responsible for their own meal preparation., this is mainly the domain of women and the over 45’s.
 The main food preparation methods used are boiling, on the hob/stove followed by frying.
 3 in 10 Germans sit down to a family breakfast every morning and for 1 in 2 this is a weekend occurrence only.
 Entertaining at home instead of going out is on the increase as 2 in 5 report that they do this more often now.
31.

Section 3: Eating Out of Home

PERIscope
‘10
‘08
Meals Eaten Out in the Last 7
Days - Summary
Meals or snacks on the premises of the pub/restaurant/cafe
Average number of meals (2010) 1.04
Any Europe
%
44
1.17
Germany
%
40
49
Takeaway meals eaten off the premises where they were prepared
Average number of meals (2010) 0.68
27 34
36
1.11
Meals or snacks delivered to your home
16 17
18
Average number of meals (2010) 0.52
0.45
(Base: All Adults 18+, Germany)
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.
33.

PERIscope
Eat lunch...
%
Change in Frequency
(Base: All eat lunch at work)
About the same
%
Less
%
22 31
... Bring in own lunch
More
%
47
... at home
(64)
65
... Prepare my lunch
(make sandwich in work)
16 18 66
... Go out to eat lunch
16 20 64
... at work
(36)
35
... Go out and get a sandwich and bring it back to work 25
( ) Bracketed figures denote European average
Q.16 During the week, do you usually eat lunch at work or at home?
21 54
* 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 child's lunchbox
Yes
(17)
24
Sandwiches
Fruit
Bottle of water
83
92
51
Juice
Yoghurt
Cereal bars
33
33
26
No
(83)
76
Milk
Cheese snack/cheese strings
( ) 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?
9
11
Smoothie
6
Rice Pudding
2
Crisps
1
Popcorn
1
Other
15
Content of Lunchbox
(Base: All responsible for child’s lunchbox)
%
* New question added in 2010
Q.19 What would their lunch boxes usually contain?
35.

PERIscope
Any
Europ e
%
INCIDENCE
‘10
%
‘08
%
67
65
74
Yes
FREQUENCY
Daily+
Any
Europe
%
18
201
0
200
8
%
14
26
Several times a week
25
27
Weekly 25
29
24
Monthly+
24
Less often
7
26
25
8 9
81-100%
61-80%
PROPORTION-
Consumed with Food
Any
Europe
%
201
0
%
17
8
200
8
%
17
8
13
15
41-60% 12
18
21-40% 13
77
19
0-20% 45
31
Average 41% 24%
(Base: All Adults 18+, Germany)
36.

I always have a drink of alcohol/wine when I have dinner at a restaurant
Agree
Slightly
%
35
42
Agree
Strongly/
Slightly
%
46
70
PERIscope
‘10
‘08
I am drinking more alcohol at home these days than before
19
15 21
27
I prefer the restaurant to recommend wine rather than choosing the wine myself*
17 23
I tend to purchase more of my alcohol from specialist off licences/supermarkets than pubs these days*
36 70
* 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 and 1 = disagree strongly, please tell me whether you agree or disagree with each of the following 37.

PERIscope
 The proportion eating out in pubs, restaurants or cafes has declined since 2008.
 Eating lunch at home is reported by 2 out of 3 German consumers and almost half are now more likely to bring in their own lunch from home.
 The incidence of drinking alcohol is on par with the European average having declined in 2010.
 The likelihood of consuming alcohol when eating out has declined substantially since 2008 and only a quarter of consumers agree that they are drinking more alcohol at home and are buying it from specialist off licenses or supermarkets.
38.

Section 4: Health and Wellbeing

PERIscope
My Diet is...
Very Healthy
Any
Europe
%
8
2010
%
5
2008
%
8
Male
%
4
GENDER
Female
%
6
2010
18-24
%
6
25-34
%
3
AGE
35-44
%
4
45+
%
6
Fairly Healthy 63
54
65
52
56
39 47
55
59
34
Not Sure 21
15
Fairly Unhealthy
Very Unhealthy
6
1
6
1
11
1
Q.29 How would you describe your diet overall?
37
6
-
30
6
1
47 39
7
1
9
1
34
6
1
29
5
-
40.

PERIscope
Change in Eating
Habits in Last Year
Any
Europe
%
TOTAL
2010
%
2008
%
2010
GENDER
Male
%
Female
%
18-24
%
25-34
%
AGE
35-44
%
More healthy
Less healthy
29
6
30
6
32
4
28
6
31
6
33
14
34
6
27
6
45+
%
Main
Shopper
%
29
5
30
6
(Base: All Adults 18+, Germany)
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
Agree...
Strongly
/Slightly
83
Slightly 47
81
52
85
50
77
49
67
49
46
36
82
48
81
53
82
51
Any Europe
‘10 ‘08
51
28
32
20
26
19
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
#I am concerned about my children being obese
Agree...
Strongly/ slightly
Slightly
51
35
60
41
70
47
16
12
16
12
20
13
33
23
32
22
23
18
26
20
It’s not the type of food but amount
# Base: those with children
I’ll think about eating healthy when older
*I wish I had time to exercise
*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
Agree...
Strongly/ slightly
Slightly
70
44
75
50
80
53
59
42
64
48
63
47
50
36
58
42
39
30
Any Europe
‘10 ‘08
A good diet can help your mental health
I eat to feel good and take control of my life*
Agree...
Strongly/ slightly
Slightly
57
39
57
41
63
47
I eat for enjoyment and
57
40
57
42
58
43 not health reasons
I consider what I eat to be really important for my mental well being
I eat healthy to take control of my life
*Note statement slightly different in 2008.
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
Applies a lot/little
Applies a little
89 91
87
49 51 51
87
91 91
47
51 51
87 86
91
64
44
Any Europe
‘10 ‘08
53
43
52
42
33
39 37
I try to buy foods that are natural
I always try to eat a balanced diet
I try to limit the amount of fast food I consume
I eat at least 5 portions of fruit and veg per day
Applies a lot/little
Applies a little
72
46
70
49
64
47
93 92
40 42
28
20
29
21
I always check the nutritional labelling on foods before buying them
My diet is mainly vegetarian*
#I try to give the children as much vegetables as possible*
# Base: those with children * 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
Applies a lot/little
Applies a little
84 83
89
51
53 52
75
50
74
51
73
52
55
43
49
41
44
37
88
68
48
75
53
55
Any Europe
‘10 ‘08
Applies a lot/little
Applies a little
Healthier foods are always more expensive than other foods
90
81
85
44
44
45
I am willing to pay more for healthy food and beverages as long as they taste good
80
77
84
47
50
47
Choosing healthy food to eat is very limiting and boring too
72
49
73
51
83
56
I eat to enrich/enhance mental alertness and spiritual well being
57
43
55
44
65
50
I would like manufacturers to help me eat healthy
I very rarely nibble between meals
There are not enough product options for people who suffer food intolerances
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
Applies a lot/a little
Applies a little
75
47
75
45
82
46
66
42
67
45
75
46
59
44
52
39
72
50
Any Europe
‘10 ‘08
I find there are never enough healthy food options when shopping
Applies a lot/a little
Applies a little
I am more concerned about what I eat and drink to control my weight nowadays
71
44
77
50
73
47
I would like to see more low fat products
66
46
65
47
73
52
55
40
50
38
I always look for a low fat option when buying food products
I am more concerned about fat content than calories
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
Aware %
62
49
74
82
76
66
Any Europe
‘10 ‘08
39
49
45
Functional foods Fair Trade
Products*
Food which has been irradiated
41
33 32
Glycemic index
Q.31 Which of the following have you ever heard of?
64
53
Ethical Products
*Note Fair Trade/Ethical Products in ‘08
47.

PERIscope
Functional foods
Fair Trade products
Food which has been irradiated
Glycemic index
Ethical Products
GENDER
Male
%
50
69
Female
%
48
79
18-24
%
39
75
67
77 75
66
68
73
23
23
53
47
46
44
42
41
31
33
27
37
54 53 53
AGE
25-34
%
46
76
75
66
38
40
43
35
46
35-44
%
52
73
76
65
35
32
43
43
50
‘10
‘08
45+
%
51
73
66
78
58
50
31
29
57
Q.31 Which of the following have you ever heard of?
(Base: All Adults 18+, Germany)
48.

PERIscope
Any Europe
‘10 ‘08
Applies a lot/little
Applies a little
66
47
62
47
62
50
81
46
76
49
76
47
74
51
I try to buy Fair Trade products/brands when ever they are available
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+, Germany)
* 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
Very Likely (5)
Any
Europe
%
9
2010
%
5
2008
%
7
21
27
Fairly Likely (4) 29
44
37
Unsure (3) 37
Fairly Unlikely (2)
14
18
20
Very Unlikely (1) 11 12 8
Average 3.1
2.9
3.1
(Base: All Adults 18+, Germany)
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
Any
Frozen food ...
...is always better than chilled
Europe
%
7
...is usually better than chilled
15
2010
%
14
GENDER
Male
%
13
Female
%
14
2010
AGE
18-24
%
7
25-34
%
8
35-44
%
17
27
45+
%
16
29
28
28 28
29
28
Main
Shopper
%
14
29
...about the same
50
46
44
47
51 48
43 45
45
...chilled food is usually better than frozen
20
...always better than frozen
7
10
3
11
4
9
2
15
14
2
8
3
8
3
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?
10
3
51.

PERIscope
Applies a lot/ a little
Applies a little
82
57
80
59
82
68
77
52
67
51
83
58
Any Europe
‘10 ‘08
I much prefer to buy products from the chilled cabinet
Applies a lot/ a little
Applies a little
74
56
73
56
78
63
Where possible I buy multi-pack products
60
43
73
45
49
38
Products in the chilled cabinet are always fresher
I buy food in smaller packs because it means less waste
(Base: All Adults 18+, Germany)
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
 6 in 10 Germans consider their diet to be very/fairly healthy believing that good food can enhance the body and mind however 1 in 3 is unsure whether their diet is unhealthy or not.
 A higher proportion of consumers appear to be very conscious of the nutritional benefits of food.
 3 in 4 consumers would always look for healthy options and 2 in 3 would like to see more low fat products.
 Awareness of fair trade products has grown and 3 in 5 aspire to buy these products whenever available. Furthermore, 3 in 4 would like to see more fair trade products made available.
 A strong preference for buying foods from the chilled cabinet prevails, primarily because of their perceived freshness.
53.

Section 5: Environmental Issues

PERIscope
Agree
...strongly/slightly
Any
Europe
%
58
2010
%
56
2008
%
61
43
36
34
...slightly
Any
Europe
%
56
2010
%
57
2008
%
34
33
48
35
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?
I prefer to buy from companies that are aware of the impact of environmental issues
55.

PERIscope
Any Europe
‘10 ‘08
Applies a lot/little
Applies a little
74
46
75
46
64
46
75
46
71
42
62
45
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+, Germany)
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
Any
Europe
%
2010
%
2008
%
Understanding
(Base: All aware of food miles)
Never heard of it 62
48
68
2010
%
2008
%
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
12
5
9
13
19
11
7
11
7
7
Q.42 Which of the following statements best describes your attitude towards each of these terms? (a) Food miles
Distance food has to travel from producer to shop
An indication of environmental impact
16
73
25
75
(Base: All Adults 18+, Germany)
Q.43 What do you understand the term ‘Food Miles’ to mean?
57.

PERIscope
Any
Europe
%
2010
%
2008
%
Understanding
(Base: All aware of sustainability)
Never heard of it 16
Heard of it but not important when buying food
24
28
38
Meeting needs of present without compromising the ability of future generations to meet their needs
2010
%
43
2008
%
45
25
It’s a fad and doesn’t impact on shopping
24
22
Production practices that do not have a future effect on environment
24 27
17
14
Ensuring future generations have what we have today
13 20
Sometimes try to buy food with sustainability features
29
21
16 Consumption practices which do not have a future effect on the environment
6 8
Actively/always try to buy food with sustainability features
8
8
Q.42 Which of the following statements best describes your attitude towards each of these terms? (b) Sustainability
10
Q.44 What do you understand the term ‘Sustainability’ to mean?
58.

PERIscope
Any
Europe
%
2010
%
2008
%
Understanding
(Base: All aware of carbon footprint)
Never heard of it 45
40
2010
%
2008
%
65
Amount of carbon dioxide which is emitted before a product reaches market
67
Heard of it but not important when buying food
17
18
Measure of environmental damage
15 19
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
16
5
9
11
10
4
Q.42 Which of the following statements best describes your attitude towards each of these terms? (c) Carob Footprint
17
15
10
An individual’s effect on the environment by consumption of products
10 14
Q.45 What do you understand the term ‘Carbon Foot print’
59.
67

PERIscope
Made within close proximity to where I live
Made within a 20 mile radius from where I live
Available in farmers markets
Made within the county in which I live
2010
31
31
%
41
Made within the province in which I live
Made in Europe
Other
1
5
35
47
Q.27 Which of the following statements best describes your perception of the term ‘ Local Food’ ?
1
5
2008*
%
45
55
45
51
58
(Base: All Adults 18+, Germany)
*Note question asked differently in 2008
60.

PERIscope
Very Important
16
Fairly Important
Any
Europe
%
2010
%
2008
%
17
36 37
17
38
GENDER
Male
%
Female
%
15
40
18
34
2010
AGE
18-24
%
7
25-34
%
35-44
%
14 16
45+
%
19
27
34 32
41
36
Neither/Nor 30 30 28 29
30
31
34
27
21
Not very important
Not at all important
10
7
12
5
10
7
11
5
13
5
8
17
4
12
6
8
4
Q.26 How important or not is buying local produce i.e
. products produced in your local area, to you when purchasing food?
Main
Shopper
%
17
37
30
11
4
61.

PERIscope
Daily+
Any
Europe 2010
%
8
%
5
2008
Several times a week
23
23
22
GENDER
Mal e
4
Female
%
5
23
24
2010
AGE
18-24
%
6
25-34
%
5
35-44
%
5
14 17
21
45+
%
4
28
Main
Shopper
%
5
24
Weekly
28
35
34
38
32
35
33
30
37
Monthly+ 22
21
24
19
23
Less often
Never
15
5
14
2
15
2
13 14
2 2
Q.27 How often would you buy local produce, i.e
. products produced in your local area?
26 26
27
16
4
17
3
17
14
3
12
1
35
22
13
2
62.

PERIscope
 The proportion of consumers claiming to be more conscious of environmental issues in their product choice has declined.
 Awareness of food miles has increased substantially since
2008, however there seems to be a fall-off in awareness of carbon footprint as 2 in 3 claiming to be unaware.
 Over one quarter of consumers claim to buy local food at least several times a week with almost one third reporting at least a weekly purchase.
 The understanding of “local food” centres primarily on its availability in farmers’ markets and being produced in the close proximity to where the consumer lives.
63.

Section 6: Grocery Shopping and Food Labelling

PERIscope
Mainly responsible for grocery shopping
2010
%
58
2008
%
50
Male
(48)
Gender
2010 2008
% %
35 34
18-24
(11)
25-34
(15)
Age
2010 2008
% %
9
16
8
16
35-44
(21)
25
22
20
65 66
45-54
(19)
21
Female
(52)
55+
(34)
29
34
() Total German 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
Agree…
Strongly/Slightly
Slightly
78
41
72
43
61
44
61
40
55
37
55
41
Any Europe
‘10 ‘08
Agree…
Strongly/Slightly
I most often go to the same store but look for the best value for money I can get
69
76 77
Slightly
39
43
47
Quality of fresh food is more important than price
45
28
54
34
31
23
I watch for announcements for sales or promotions on grocery
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
Agree…
Strongly/Slightly
Slightly
52
33
54
34
54
37
45
30
43
28
24
18
Any Europe
‘10 ‘08
35
24
29
21
28
22
When I shop the first thing
I look for is price
The most important thing is price when grocery shopping
I will pay a bit more for grocery shopping to get a superior customer service
Agree…
Strongly/Slightly
Slightly
38
24
41
26
35
24
33
25
36
27
45
36
27
19
41
29
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
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
Spreading my shopping across a number of shops to get best value
Shopping in discount retailers
More
Often
%
36
49
Buying in bulk
18
Buying food items on promotion
49
30
No
Change
%
29
31
27
52
Less
Often
%
35
20
23
Travelling further to get better value 16 29 55
* 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
More
Often
%
Buying some of my food from suppliers who sell at your door
4
No
Change
%
31
Less
Often
%
65
Buying from farmers markets 23 29 47
Buying online
8 33 58
Buying foods that are familiar to me from when I was growing up
28 34 38
I find that I am eating what my mother or grandmother would cook
24 32 45
* 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
Always Check
Any
Europe
%
19
Symbol of Quality
2010
%
2008
%
13 14
Any
Europe
%
Country of Origin
2010
%
2008
%
25 24
31
Sometimes Check 61
64
66
54
58
57
Never Check 21 22
19 21
18
12
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
Very Important
Natural
2010
%
2008
%
27
34
Fresh
2010
%
2008
%
51
59
Good source of calcium*
2010
%
13
32
Fairly Important 43
43
32
44
40
29
Neither/Nor 25
Not at all important 6
19
4
13
3
9
3
12
Q.36 When shopping for foods, how important or not are the following statements on labels
12
Helps to build strong bones*
2010
%
Grown without pesticides*
2010
%
20% less fat*
2010
%
13
20
42
34
32
35
18
4
31
16
* New statements added 2010
71.

PERIscope
Impact of ‘fresh’ on Labels when Shopping
Fresh – Prompted Associations
Any
Europe
%
2010
%
2008
%
2010
%
2008
%
Fresh Vegetables* 91 94
Fresh Fruits 90 n/a
Very Important 58
51
59
Free from preservatives
Fresh taste
50 66
45 41
Fairly Important 30
32
29
Kept in the fridge
Food cooked/grown in the last few days
Short shelf life
Made from scratch/home baked
30
27
25
22
39
41
45
69
Neither/Nor
Not at all important
10
2
13
3
9
3
Q.36 When shopping for foods, how important or not are the following statements on labels?
Nutritionally better for you 13 65
Note fruit and vegetables 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
Impact of ‘Natural’ on Labels when Shopping
Natural – Prompted Associations
Any
Europe
%
201
0
%
200
8
%
Natural ingredients
2010
%
76 n/a
2008
%
Very important 34
27
34
No artificial ingredients/preservatives/colours
71 80
From nature 66 75
Not fortified with artificial ingredients
Natural colour
Fairly important 41
43
45
59 n/a
72
43
Produced organically 34 22
Nutritionally better for you
14 60
Neither/nor 21
25
19
Not at all important
4 6 4
Q.36 When shopping for foods, how important or not are the following statements on labels?
Produced locally 13 17
*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
 There is an increasing tendency to most often shop in the same store and an increase in the willingness to look for a bargain.
 The majority of consumers reported a change in their shopping habits. Twice as many have cut down their use of farmers’ markets and shop in discounters more often.
 Purchasing multi-packs is common when shopping remains at a high level, however it is slightly down from 2008.
 The description “grown with 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