PERIscope 2010
Consumer Eating and Purchasing Study
Understanding attitudes in Netherlands
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 – Netherlands
Gender
2010
%
Age
2008 2006
%
%
2010
%
18-24 7
25-34 15
Male 47
49
45-54 20
Female 53
51
2008 2006
%
%
10
17
50
35-44 21
Social Class
2010
%
21
20
19
18
Upper 48
Lower
50
55+ 36
33
2008 2006
%
%
12
17
52
Region
41
58
48
2010 2008 2006
%
%
%
East 20
22
22
North 11
11
11
West 46
46
46
24
21
21
52
33
Nationally representative of adult population of Netherlands
South
6.
PERIscope
Profile of sample – household composition
and work status
Household Composition
Work Status
2010 2008 2006
%
%
%
Single
Dual
3+
24
40
35
21
37
42
2010 2008
%
%
2006
%
21
Working full time
43
43
46
Working part time
15
21
Student
4
19
7
4
29
31
35
44
Other*
38
* Other includes housewife, retired, unemployed
7.
Section 1: Food & Cooking
PERIscope
Attitudes to Food & Cooking - Summary
Dutch consumers show a consistently strong attitude to healthy
eating, trying to eat a lot of fruit and vegetables, foods low in fat and
high in fibre. Though most believe dairy foods are important in the
diet.
Eating dinner together as a family is almost sacrosanct, with more
than nine in every ten Dutch consumers believing this is important.
The incidence of preparing meals from scratch has increased slightly
with over half claiming to do this on a daily basis. Suggesting an
increase in home based cooking.
Among Dutch consumers, use of meal components at least weekly
is above the European average and is most common among the
under 35’s.
9.
PERIscope
Attitudes to food - I
Any Europe
93
92
96
93
85
88
82
88
86
77
80
72
92
84
‘10‘08 ‘06
87
75
% applies a lot/ a
little
Try to eat a lot of
fruit and veg
82
Try to eat foods
low in fat
85
89
86
Avoid sugary food
and sweets
86
Like to try new
foods
85
77
72
56
% applies a lot/ a
little
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?
10.
PERIscope
Attitudes to food - II
88
90
91
87
80
91
86
76
92
88
92
Any Europe
76
‘10‘08 ‘06
% applies a lot/ a
little
Enjoy eating out
Only eat out for
special occasions
82
81
72
62
% applies a lot/ a
little
Important to eat
dinner together as
a family
73
72
58
64
40
Look for recipes on
*Food is one of
Enjoy cooking,
internet (Q51)
the few pleasures
creating great
* New statement added 2010
I 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,
11.
please indicate whether that statement applies to you personally a lot; a little or not at all?
PERIscope
Attitudes to food - III
83
75
Any Europe
76
70
‘10‘08 ‘06
61
% applies a lot/ a
little
53
48
47
37
35
Rarely have time
for a proper
breakfast
52
49
40
41
49
43
35
31
Pick foods that
are quick to cook
82
% applies a lot/ a
little
44
39
Too busy to cook as
often as I would
like
Eat prepared
sandwiches/rolls
from deli counters
86
76
78
49
47
34
47
45
34
32
35
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?
12.
PERIscope
Cooking skills
2010
AGE
GENDER
Any
Europe 2010 2008
Can’t boil an egg
%
1
%
%
2
2
Can cook basic snacks
(e.g. Beans on toast)
Can cook a
simple dinner
5
27
2
4
28
2006
1
%
4
Male
4%
4
25
Female
1
%
1
Would enjoy having a
dinner party where I do
all the cooking
35
35-44
1
1%
39
45+
%
3
2
40
1
2
38
47
36
33
28
27
3
34
23
25
25-34
%2
39
33
41
5
40
46
Would be confident that
I could produce a
good Sunday dinner
18-24
1
%
Main
Shopper
%
35
22
28
30
29
29
28
30
31
31
28
29
15
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of?
13.
PERIscope
Attitude to cooking
2010
GENDER
Any
Europe 2010 2008
%
%
%
A chore – something
16
that has to be done
22
Important because
eating well is important 29
19
23
31
Good fun at times 34
40
14
20
Male Female
%
%
26
28
19
31
18-24 25-34 35-44 45+
%
%
%
%
16
22
18
38
15
26
28
37
47
15
13
8
Q.4 And which of these phrases best describes your attitude to cooking?
25
22
29
34
Main
Shopper
%
20
28
31
32
A passion – I love food 21
2006
%
AGE
34
18
30
16
31
13
32
34
15
14.
PERIscope
Incidence of attending cooking classes
in past 3 years - 2010
%
No
90
Yes Highest Amongst
25-34’s
14%
Can cook well
14%
Cooking a passion
22%
Dependent children
12%
Working
12%
10
Yes
European Average
Yes
8%
(Base: All Adults 18+, Netherlands)
* 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?
15.
PERIscope
Incidence of preparing meals
from scratch
Any
Europe
%
FREQUENCY
2010
%
‘10
‘08
‘06
Change in
Frequency
2008
%
%
12
15
More often
6
Daily +
48
54
48
79
78
About the same
70
Several times
a week
Weekly
Monthly +
Less often
Never
28
28
8
8
6
3
30
Less often
9
7
24
6
6
4
4
9
6
5
2
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+, Netherlands)
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?
16.
PERIscope
Use of meal components
2010
AGE
GENDER
Daily +
Several times
a week
Any
Europe 2010
%
%
7
21
2008 2006
%
%
6
4
4
26
27
24
Male Female
%
%
6
5
27
25
18-24 25-34 35-44
%
%
%
9
25
25
26
33
39
28
27
24
25
28
21
10
6
31
13
Never
26
22
21
Less often
4
25
19
26
Monthly +
5
Main
Shopper
%
18
39
Weekly
10
45+
%
8
12
6
14
6
20
13
10
24
27
22
21
18
13
7
5
4
15
3
7
17
8
5
18
13
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
17.
meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.)
PERIscope
Frequency of convenience meal usage
2010
TOTAL
Any
Europe
%
2010
%
2008
%
More often
7
5
6
Less often
32
31
25
GENDER
2006
%
Male
%
AGE
Female
%
7
6
3
36
32
31
18-24
%
25-34
%
12
31
Main
Shopper
%
35-44
%
45+
%
10
3
3
5
23
22
37
31
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?
18.
PERIscope
Attitudes to convenience meals - I
2010
Any Europe
Convenience meals are...
...easy to cook
Agree
Slightly
%
Agree
Strongly/Slightly
%
47
Netherlands
Agree
Slightly
%
Agree
Strongly/Slightly
%
83
62
85
+ / - vs 2008
%
2
...easy to prepare
44
83
61
83
-2
...quick to cook
46
82
61
82
-1
...expensive
...a good substitute for home
cooking when time is limited
37
40
63
56
45
41
70
49
-4
-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
Attitudes to convenience meals - II
2010
Convenience meals are...
Any Europe
Agree
Slightly
%
...filling
Agree
Strongly/Slightly
%
32
Netherlands
Agree
Slightly
%
Agree
Strongly/Slightly
%
43
44
...taste great
23
...something I have always at home
24
34
19 21
...have poor quality ingredients
22
32
16 20
...good value for money
...good for you/have natural ingredients
19
28
23
13 16
14 15
+ / - vs 2008
%
17
52
-9
3
4
0
19 21
-3
16 18
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
20.
PERIscope
Utility ownership in home - I
97
97
97
98
Any Europe
‘10‘08 ‘06
85
82
77
73
68
71
73
71
68
58
59
67
59
53
52
51
56
54
46
39
42
42
37
32
36
35
32
28
17
Any
Oven
Full Oven
- Electric
17
18
Full Oven
- Gas
36
28
19
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 statement added 2010 21.
PERIscope
Utility ownership in home - II
Any Europe
89
89
90
‘10‘08 ‘06
92
81
73
71
69
65
54
45
37
40
42
51
53
51
47
45
39
36
30
30
24
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
22.
PERIscope
Utility ownership in home - III
Any Europe
‘10‘08 ‘06
91
85
71
74
90
86
74
51
45
37
36
33
15
7
Food
processor
14
9
4
Wok
Q.49 Which of the following do you have in your home?
Steamer
Coffee
Maker
4
3
2
Tagine
23.
Section 2: Eating In Home
PERIscope
Responsibility for meal preparation
Any
Europe
%
2010
%
Always prepare own meal
52
Sometimes prepare own meal
Someone else prepares meal
Don’t know
2008
%
2006
%
53
55
51
28
25
28
16
15
13
2
4
4
27
16
6
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
Gender
Age
2010 2008 2006
%
%
%
Male
(47)
32
34
30
Female
(53)
68
66
70
2010 2008 2006
%
%
%
18-24
(7)
3
5
9
25-34 13
(15)
16
15
35-44 23
(21)
22
16
45+
(56)
61
57
60
() 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
%
Boiled
20
Stir fry/wok
2010
%
28
13
On the hob/stove
2008
%
22
19
17
19
25
n/a
Oven baked/roasted
13
10
12
Uncooked/cold
11
9
11
8
7
10
11
4
Microwaved
Fried
Steamed
Others
(Base: All Who Always Prepare Own Meals – 53%)
6
2
15
3
5
2
-
* Amendment to question in 2008, data not directly comparable to 2006
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
1st
%
Taste
%
48
Healthiness
12
Quality
11
2008
1st
%
1st/2nd
62
13
25
35
18
9
Price
7
12
Freshness
6
13
Value for money
6
14
Ease of preparation
4
12
Enjoyment
3
8
8
Nutritional value
3
10
5
Safeness of food
1
3
3
Variety
1
6
4
n/a
13
22
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
Number in Household
Any Europe
%
All Adults
%
2
%
3+
%
16
Every morning
Weekdays only
32
5
27
35
7
6
6
40
33
Weekends only
School holidays only
Holidays away from home
Term time only
Never
36
2
5
1
19
33
1
6
1
26
*5
21
2
7
1
26
* 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
%
Yes
Types of entertaining doing more often nowadays
(Base: those entertaining at home more often)
78
%
22
Having friends over instead of
going to a pub or restaurant
44
A few drinks at home with your
partner instead of going to the pub
44
Family celebrations
at home instead
40
No
Yes Highest Amongst
45-54’s
86%
Dependent children
82%
Cooking important
83%
European Average
Yes
41%
Romantic meal
instead of going out
24
Other
28
* 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
The principal food preparation methods used are boiling, on the
hob/stove and stir frying. The most notable change since 2008 is a
downturn in frying which is well below the European average.
The top priority in preparing and eating food in home is taste, well
ahead of healthiness and quality.
Just over one in four Dutch consumers sit down to a family breakfast
every morning but for one third this is a weekend event only.
In a new question to establish the incidence of entertaining at home
instead of going out, over three in four report that they do this more
often now. More frequent entertaining at home is at almost twice the
European average.
31.
Section 3: Eating Out of Home
PERIscope
Consumption of meals prepared
out of home
Meals Eaten Out in the Last 7
Days - Summary
Netherlands
%
Any Europe
%
Meals or snacks on the premises of the
pub/restaurant/cafe
Average number of meals (2010)
30
44
1.04
43
48
0.5
Takeaway meals eaten off the premises
where they were prepared
Average number of meals (2010)
‘10
‘08
‘06
20
27
26
27
0.68
Meals or snacks delivered to your home
0.32
13
14
16
35
Average number of meals (2010)
0.52
0.24
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
Change in Frequency
Eat lunch...
(Base: All eat lunch at work)
%
About
the same
%
More
%
... Bring in own lunch
... at home
(64)
33
59
8
54
... Prepare my lunch
(make sandwich in work) 13
... Go out to eat lunch 8
... at work
(36)
Less
%
70
18
67
25
71
24
46
... Go out and get a sandwich
and bring it back to work 5
() 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
Content of Lunchbox
%
(Base: All responsible for child’s lunchbox)
%
Yes
(17)
19
Sandwiches
68
Fruit
53
Juice
46
Milk
No
(83)
81
Cereal bars
20
Bottle of water
Cheese snack/cheese
strings
Yoghurt
18
5
Smoothie
3
Crisps
2
Rice Pudding
1
Other
() 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?
24
6
29
* New question added in 2010
Q.19 What would their lunch boxes usually contain?
35.
PERIscope
Incidence and frequency of drinking alcohol
FREQUENCY
INCIDENCE
Any ‘10
Europe %
%
‘08
%
Any
2010
Europe
%
%
‘06
%
Daily+
18
24
2008 2006
%
%
24
25
PROPORTIONConsumed with Food
Any
2010
2008
Europe
%
%
%
4
8
6
81-100%
17
8
9
61-80%
78
74
71
67
Several times
a week
Weekly
25
29
27
31
41-60%
12
21-40%
13
15
15
19
25
21
Yes
13
Monthly+
24
Less often
7
23
18
61
0-20%
21
18
19
6
8
7
Average
51
41
41%
26%
36.
PERIscope
Attitudes to alcohol
Agree
Strongly/
Slightly
%
Agree
Slightly
%
42
I always have a drink of alcohol/wine when I
have dinner at a restaurant
54
45
73
21
20
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*
48
24
22
28
18
16
‘10
‘08
‘06
38
19
31
43
* 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
Over half of Dutch consumers eat lunch at home, somewhat
below the European average.
 One in three say they are now more likely to bring in their own
lunch than previously and one in four say they are less likely to go
out to eat lunch or buy a sandwich to bring back to eat at work.
Following an increase in 2008, the incidence of drinking alcohol
has declined slightly in 2010. The proportion of alcohol consumed
with food is lower on average among Dutch consumers than for
Europeans as a whole.
Likelihood of consuming alcohol/wine when eating out has
declined since 2008.
38.
Section 4: Health and Wellbeing
PERIscope
Diet perceptions x demographics
(Base: All Adults 18+, Netherlands)
2010
GENDER
My Diet is...
Very Healthy
Fairly Healthy
Not Sure
Fairly Unhealthy
Very Unhealthy
Any
Europe 2010
%
%
8
2008
%
2006
%
Male
%
Female
%
18-24
%
25-34
%
13
10
14
11
14
15
12
68
72
64
15
12
15
3
1
5
1
5
2
63
21
6
1
AGE
Q.29 How would you describe your diet overall?
61
64
72
5
1
7
15
69
20
12
1
1
45+
%
71
70
19
12
2-
35-44
%
7
17
4
1
13
3
1
40.
PERIscope
General movement towards more
healthy diets
Change in Eating
Habits in Last Year
2010
TOTAL
More healthy
Less healthy
Any
Europe
%
2010
%
29
28
27
6
5
6
2008
%
AGE
GENDER
2006
%
38
5
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
Main
Shopper
%
25
29
27
29
8
5
4
5
41
30
26
4
5
5
(Base: All Adults 18+, Netherlands)
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
Any Europe
Agree...
83
83
59
Strongly
/Slightly 47
88
84
80
77
61
59
49
82
82
72
57
43
38
80
80
61
58
85
‘10 ‘08 ‘06
51
48
39
28
37
33
23
26
19
Slightly
To be healthy, it is
important to eat properly
Agree...
Strongly/
slightly
20
51
35
55
43
44
35
Good food can enhance
body and mind
#I am concerned about my
children being obese
51
39
36
Slightly
Its not the type of food
but amount
# Base: those with children
I am conscious of the
nutritional benefit of food
16
19
12
15
23
19
26
I’ll think about eating
healthy when older
33
23
24
19
23
18
14
13
*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
Attitudes towards diet - II
Any Europe
Agree...
Strongly/
slightly
70
Slightly
44
61
48
‘10 ‘08 ‘06
72
56
59
59
37
42
A good diet can help your
mental health
50
43
58
50
41
52
50
36
41
I eat to feel good and take
control of my life*
35
29
41
44
33
I eat for enjoyment and
not health reasons
Agree...
Strongly/
slightly
Slightly
57
39
60
48
38
48
50
36
57
58
56
40
45
45
65
43
I consider what I eat to be
I eat healthy to take
really important for my
control of my life
* Note statement slightly different in ’08 & ‘06
mental well being
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
Applies a
lot/little
Applies a
little
89
49
81
56
79
50
87
75
71
51
47
48
78
49
87
Applies a
lot/little
Applies a
little
72
46
65
47
46
64
37
39
40
I try to limit the amount
of fast food I consume
44
59
46
63
47
49
38
I eat at least 5 portions of
fruit and veg per day
93
91
40
36
58
46
28
20
I always check the
nutritional labelling on
foods before buying them
# Base: those with children
‘10 ‘08‘06
75
53
I always try to eat a
balanced diet
66
84
73
33
I try to buy foods that are
natural
Any Europe
84
19
14
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
91
80
51
75
43
48
Healthier foods are
always more expensive
than other foods
Applies a
lot/little
Applies a
little
81
44
‘10 ‘08 ‘06
87
71
75
47
48
72
46
I would like
manufacturers to help
me eat healthy
50
69
52
77
70
55
53
55
43
I am willing to pay more
for healthy food and
beverages as long as
they taste good
80
47
77
52
47
39
61
45
50
68
48
61
46
45
72
48
49
66
52
45
I eat to enrich/enhance
mental alertness and
spiritual well being
83
68
56
37
Choosing healthy food to
eat is very limiting and
boring too
82
50
56
74
73
55
59
57
43
60
50
58
60
51
I very rarely nibble
between meals
There are not enough
If the label says ‘low fat’
product options for
or ‘reduced fat’ then the
people who suffer food
product will always be a
intolerances
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
Any Europe
Applies a
lot/a little
Applies a
little
75
47
70
75
48
46
64
46
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
74
47
75
46
75
52
66
42
73
46
82
72
45
48
I would like to see more
low fat products
66
46
61
46
81
62
47
59
44
56
44
55
I find there are never
enough healthy food
options when shopping
67
50
58
46
‘10 ‘08 ‘06
55
40
64
28
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
Awareness of different foods
Any Europe
Aware %
62
84
82
75
‘10 ‘08 ‘06
68
60
35
Functional foods
39
32
Fair Trade
Products*
42
35
44
Food which has been
irradiated
64
57
41
18
15
Glycemic index
18
Ethical Products
*Note Fairtrade/Ethical products ’06+’08
Q.31 Which of the following have you ever heard of?
47.
PERIscope
Awareness of different foods x demographics
AGE
GENDER
Male
%
Female
%
55
Functional foods
49
43
51
Ethical Products
16
13
13
25-34
%
61
66
70
77
71
82
39
35
Food which has
been irradiated
Glycemic index
18-24
%
64
73
64
Fair Trade products
‘10
‘08
‘06
85
38
39
35
28
36
49
29
38
53
Q.31 Which of the following have you ever heard of?
60
77
70
64
88
74
70
91
40
32
31
31
34
79
29
30
36
36
35
18
17
18
68
45+
%
61
78
47
39
22
19
23
60
58
92
31
29
19
17
23
35-44
%
45
38
55
17
18
20
58
17
12
17
57
55
48.
PERIscope
Attitudes towards Fair Trade Products
Any Europe
‘10 ‘08 ‘06
Applies a
lot/little
Applies a
little
81
66
47
55
42
63
66
51
56
77
76
64
46
44
47
47
I try to buy Fair Trade
The higher price of Fair
I wish there were more Fair
products/brands when
Trade products puts me
Trade products/brands
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
they
are available
available*
whether each statement appliesever
to you
personally
a lot, a little or not at all.off buying*
* New statements added 2010
(Base: All Adults 18+, Netherlands) 49.
PERIscope
Likelihood to purchase functional foods
Very Likely (5)
Any
Europe
%
2010
%
2008
%
9
8
4
24
Fairly Likely (4)
29
31
34
Unsure (3)
37
35
24
Fairly Unlikely (2)
14
14
Very Unlikely (1)
11
12
14
Average
3.1
3.1
2.8
(Base: All Adults 18+, Netherlands)
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
7
than chilled
...is usually better
than chilled 15
2010
%
5
13
Male
%
Female
%
6
5
13
13
18-24
%
1
8
25-34
%
1
14
35-44
%
2
12
45+
%
9
14
Main
Shopper
%
5
13
61
...about the same
63
50
68
64
...chilled food is usually
better than frozen 20
73
72
69
27
11
14
68
18
12
11
7
8
...always better 7
5
3
3
2
2
2
1
1
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
Applies a little
82
57
82
64
62
53
72
77
61
52
I much prefer to buy
products from the chilled
cabinet
Applies a lot/ a little
Applies a little
74
56
60
75
72
57
60
51
Products in the chilled
cabinet are always fresher
Any Europe
75
60
57
47
63
47
‘10 ‘08 ‘06
Where possible I buy
multi-pack products
60
43
49
52
56
37
41
39
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
Eight in ten Dutch consumers consider their diet to be very or fairly
healthy and that it is important to eat properly to be healthy.
Two in three claim to think about the calorie content of what they eat
while a similar proportion pronounce themselves more concerned about
fat content than calories.
Around one in five Dutch consumers claim to have a mainly vegetarian
diet, slightly below the average for other European countries.
Awareness of Fair Trade products has achieved a very high level, with
more than four in five knowing about these.
Over half aspire to buy Fair Trade products whenever they are available
and two in three would like to see more Fair Trade products/brands.
53.
Section 5: Environmental Issues
PERIscope
Impact of environmental issues
Agree
...strongly/slightly
Any
Europe
%
2010
%
2008
%
58
Any
Europe
%
2010
%
56
43
...slightly
36
2008
%
35
40
32
25
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
31
36
29
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
65
70
46
49
75
62
45
I often find it difficult to
understand the labelling
on food
46
69
49
67
52
64
47
I often find it difficult to
understand the nutritional
claims on packaging
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
71
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 no food miles
68
2010
%
Distance food has to
travel from producer to
shop
An indication of
environmental impact
8
2008
%
69
18
66
34
7
12
10
12
11
7
5
6
2
8
10
(Base: All Adults 18+, Netherlands)
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (a) Food miles
Q.43 What do you understand the term ‘Food Miles’ to mean?
57.
PERIscope
Awareness/understanding of sustainability
Any
Europe
%
Never heard of it
16
2010
%
Understanding
2008
%
(Base: All aware of sustainability)
9
27
Heard of it but not
important when buying
food
24
Meeting needs of present
without compromising the
ability of future generations
to meet their needs
32
30
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
29
28
25
2008
%
35
36
Production practices that
do not have a future
effect on environment
28
32
13
Ensuring future
generations have what
we have today
11
15
Consumption practices
which do not have a
future effect on the
environment
9
14
8
2010
%
11
26
6
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (b) Sustainability
(Base: All Adults 18+, Netherlands)
Q.45a What do you understand the term ‘Sustainability’ to mean?
58.
PERIscope
Awareness/understanding of carbon footprint
Any
Europe
%
2010
%
2008
%
Understanding
(Base: All aware of carbon footprint)
2010
%
30
Never heard of it
45
61
36
Heard of it but not important
when buying food
17
It’s a fad and doesn’t impact
on shopping
17
Measure of environmental
damage
72
25
11
54
10
22
Sometimes try to buy food
with low carbon footprint
Actively/always try to buy
food with low carbon
footprint
Amount of carbon dioxide
which is emitted before a
product reaches market
2008
%
16
5
9
3
14
An individual’s effect on the
environment by
consumption of products
8
21
9
6
(Base: All Adults 18+, Netherlands)
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (c) Carob Footprint
Q.44 What do you understand the term ‘Carbon Foot print’ to mean?59.
PERIscope
Understanding of the term ‘local food’
2010
%
2008*
%
50
Made within close proximity to where I live
44
Made within a 20 mile radius
from where I live
29
Available in farmers markets
27
Made within the county in which I live
30
48
Made within the province in which I live
28
47
Made in Europe
Other
48
41
8
2
(Base: All Adults 18+, Netherlands)
Q.27 Which of the following statements best describes your perception of the term ‘Local Food’?
14
*Note question asked differently in 2008
60.
PERIscope
Overall importance of buying local produce
2010
GENDER
Any
Europe 2010
%
%
Very Important
5
16
2008
%
9
2006
%
3
19
20
Male Female
%
%
5
5
19
22
22
Fairly Important
36
34
36
33
Not very important 10
Not at all important
7
20
19
17
20
18-24 25-34 35-44
%
%
%
5
5
18
16
27
28
27
26
21
5
21
32
39
33
Neither/Nor 30
AGE
23
25
24
15
5
5
21
21
40
36
17
20
16
18
25
20
17
45+
%
Main
Shopper
%
26
17
Q.27 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
61.
PERIscope
Frequency of buying local food
2010
GENDER
Daily+
Any
Europe 2010
%
%
8
3
13
Several times a week
23
2008
%
2
9
16
19
2006
%
1
12
Male Female
%
%
2
4
13
12
20
20
28
25
8
25
2
9
11
15
13
22
20
27
21
26
23
28
26
13
12
13
4
3
3
16
19
41
32
45+
%
Main
Shopper
%
18-24 25-34 35-44
%
%
%
14
20
Weekly
AGE
20
30
25
30
Monthly+ 22
22
24
26
27
Less often 15
Never
5
14
22
8
15
27
23
12
15
Q.27 How often would you buy local produce, i.e. products produced in your local area?
21
62.
PERIscope
Environmental Issues – Summary
There has been a slight increase in the proportion preferring to buy
from companies aware of the impact of environmental issues.
 However, knowledge of carbon footprint has certainly become
more embedded in Dutch consciousness, with just three in ten still
seemingly unfamiliar with the concept compared with twice as many
in 2008.
The proportion claiming to buy local food at least weekly has
increased slightly on 2008 and is again at the level seen in 2006,
though considerably behind the European average.
 Understanding of the term ‘local food’ centres primarily on its being
made within close proximity to where people live.
63.
Section 6: Grocery Shopping and Food Labeling
PERIscope
Incidence and profile of grocery shoppers
2010
%
Mainly responsible
for grocery shopping
56
Gender
2010 2008 2006
%
%
%
Male
(47)
31
2008
%
35
31
59
18-24
(7)
25-34
(15)
35-44
(21)
45-54
(20)
Female
(53)
69
65
2006
%
2010
%
4
14
54
Age
2008 2006
%
%
6
11
17
21
22
23
22
21
21
17
69
55+
(36)
39
33
29
() Total Dutch population
Q.46 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery shopping, jointly responsible with
65.
someone else or is someone else responsible?
PERIscope
Attitudes to grocery shopping - I
Agree…
Strongly/Slightly
78
Slightly
41
81
50
73
53
47
I most often go to the
same store but look for
the best value for money I
can get
Agree…
Strongly/Slightly
69
Slightly
39
72
Any Europe
80
61
57
40
44
64
47
38
‘10 ‘08 ‘06
43
Quality of fresh food is
more important than price
81
62
48
49
38
I watch for
announcements for sales
or promotions on grocery
45
47
45
49
28
34
34
33
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
Agree…
Strongly/Slightly
Slightly
Any Europe
52
33
53
38
53
38
37
When I shop the first thing
I look for is price
Agree…
Strongly/Slightly
Slightly
38
24
‘10 ‘08 ‘06
55
37
38
41
27
26
27
I compare prices between
outlets to see where I can
but the cheapest fresh
food even if I have to
travel
45
30
46
45
47
33
33
35
The most important thing
is price when grocery
shopping
37
39
43
33
31
33
35
25
I tend to buy on impulse if
I think things are cheap
35
24
21
17
18
28
21
15
I will pay a bit more for
grocery shopping to get a
superior customer service
27
19
23
18
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
%
21
63
Spreading my shopping across a
number of shops to get best value
Shopping in discount retailers 5
Buying in bulk
Travelling further to get better value
26
65
40
9
16
69
12
Buying food items on promotion
Less
Often
%
23
51
72
9
19
* 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
68.
change?
PERIscope
Recent changes in shopping habits - II
More
Often
%
Buying some of my food from
suppliers who sell at your door 3
Buying from farmers markets
No
Change
%
79
Less
Often
%
17
9
73
18
Buying online 7
77
16
Buying foods that are familiar to me
from when I was growing up
12
I find that I am eating what my
mother or grandmother would cook
11
72
70
16
19
* 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
69.
change?
PERIscope
Checking of quality and country of origin
Any
Europe
%
Always Check
19
Symbol of Quality
2010
%
18
2008
%
12
2006
%
21
Any
Europe
%
61
21
2008
%
2006
%
15
12
10
49
49
48
51
58
54
36
Never Check
2010
%
25
52
Sometimes Check
Country of Origin
24
28
36
39
42
21
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
(Base: All Adults 18+, Netherlands)
Fresh
Very Important
2010
%
2008
%
22
23
2010
%
55
Fairly Important
44
Not at all important
28
6
Helps to build
strong
bones*
2010
%
17
16
39
40
35
36
7
2
8
Grown
without
pesticides*
2010
%
20% less fat*
2010
%
26
21
30
41
35
35
29
9
9
9
55
48
32
Neither/Nor
2008
%
Good
source of
calcium*
2010
%
24
5
10
3
* New statements added 2010
Q.36 When shopping for foods, how important or not are the following statements on labels
71.
PERIscope
Importance of and associations
with’ fresh’ on a label
Impact of ‘fresh’ on Labels when Shopping
Any
Europe
%
2010
%
2008
%
Fresh – Prompted Associations
Fresh vegetables*
201
0
%
95
Fresh Fruits
Very Important
58
55
55
47
Fresh taste
30
32
35
Not at all important
10
2
10
3
7
2
Q.36 When shopping for foods, how important or not are the following
statements on labels?
43
47
30
49
Kept in the fridge
30
47
Nutritionally better for you
Neither/Nor
43
Short shelf life
Made from scratch/home
baked
Food cooked/grown in
the last few days
94
94 n/a
Free from preservatives
Fairly Important
200
8
%
27
25
17
26
41
34
*Note fresh 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
Importance of and associations with
‘natural’ on a label
Impact of ‘Natural’ on Labels when Shopping
Any
Europe
%
2010
%
Natural – Prompted Associations
2010
%
22
Very important
2008
%
23
2008
%
Natural ingredients
34
78
No artificial
ingredients/preservatives/colours
74
Fairly important
48
41
Not fortified with artificial
ingredients
28
Neither/nor
Not at all important
21
4
6
Nutritionally better for you
24
5
Q.36 When shopping for foods, how important or not are the following
statements on labels?
Produced locally
64
52
Natural colour
Produced organically
74
58
From nature
44
n/a
42
56
n/a
21
30
15
10
30
10
*Note question asked differently in 2008
Q.38 Which, if any, of the following would you associate with
‘Natural’ in terms of food?
73.
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
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.
The proportion agreeing that quality of fresh food is more important
than price has grown since 2008
Two in five claiming that they buy food items on promotion more
frequently and around one in five reporting a greater tendency to
spread their shopping across a number of shops to get better value.
Just below one in five Dutch consumers report that they always check
for quality symbols.
Dutch consumers attach slightly more importance to label information
indicating that products have ‘20% less fat’ than descriptions regarding
calcium levels, building strong bones and ‘grown without pesticides’.
75.