PERIscope 2010
Consumer Eating and Purchasing Study
Understanding attitudes in New Zealand
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 – New Zealand
Male
Gender
Age
Social Class
Region
2010
%
2010
%
2010
%
2010
%
48
18-24
12
25-34
18
35-44
19
45-54
Lower
Auckland
34
Wellington
12
Christchurch/Canterbury
14
Hamilton/Waikato
Palmerston North/
Manawatu-Wanganui
8
19
Higher
Female
41
52
59
6
7
55+
32
Tauranga/Rotarua
Gisborne
Hawkes Bay
Invercargill
Nelson/Blenheim
7
1
3
2 2
2
1
Dunedin/Otago
Whangarei
New Plymouth
Nationally representative of adult population of New Zealand
(Base: All Adults 18+, New Zealand) 6.
PERIscope
Profile of sample – household composition
and work status
Household Composition
Work Status
2010
%
Single
Dual
3+
2010
%
12
35
53
Working full time
54
Working part time
12
Student
9
Other*
26
* Other includes housewife, retired, unemployed
(Base: All Adults 18+, New Zealand)
7.
Section 1: Food & Cooking
PERIscope
Attitudes to food - I
96
92
87
77
% 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
90
80
64
% applies a lot/ a
little
Try to eat high
fibre foods
Dairy foods
important in diet
Buy brands that use
environmentally safe
packaging
Q.1 The following are things people have said about their attitudes to the food they eat and cooking. For each one,
please indicate whether that statement applies to you personally a lot; a little or not at all?
9.
PERIscope
Attitudes to food - II
92
90
83
% applies a lot/ a
little
Enjoy eating out
Only eat out for
special occasions
85
Important to eat
dinner together as
a family
70
62
% 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?
10.
PERIscope
Attitudes to food - III
81
52
54
55
Too busy to cook as
often as I would
like
Eat prepared
sandwiches/rolls
from deli counters
% applies a lot/ a
little
Rarely have time
for a proper
breakfast
Pick foods that
are quick to cook
84
56
53
48
% applies a lot/ a
little
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
Cooking skills
2010
AGE
GENDER
Can’t boil an egg
Can cook basic snacks
(e.g. Beans on toast)
Can cook a
simple dinner
2010
%
1
3
Male
%
1
6
Female
%
1-
18-24
%
1
5
25-34
%
1
1
16
22
Main
Shopper
%
35-44
%
45+
%
1
3
2-
14
17
19
47
45
44
35
35
35
1
4
30
29
44
Would be confident that
I could produce a
good Sunday dinner
46
43
38
39
33
Would enjoy having a
dinner party where I do
all the cooking
32
37
26
30
17
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of?
12.
PERIscope
Attitude to cooking
2010
AGE
GENDER
A chore – something
that has to be done
2010
%
Male
%
19
16
Female
%
22
18-24
%
14
25-34
%
35-44
%
45+
%
Main
Shopper
%
21
18
19
17
13
Important because
eating well is important
25
25
23
25
57
Good fun at times
38
41
A passion – I love food
18
18
36
35
18
Q.4 And which of these phrases best describes your attitude to cooking?
16
19
23
29
36
35
23
17
25
38
20
(Base: All Adults 18+, New Zealand) 13.
PERIscope
Incidence of attending cooking classes
in past 3 years - 2010
Yes Highest Amongst
%
No
94
18-24’s
11%
Rural
10%
Students
11%
Cooking a passion
12%
6
Yes
(Base: All Adults 18+, New Zealand)
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
2010
%
% in
Change
Frequency
More often
Daily +
17
47
73
About the same
Several times
a week
29
Less often
Weekly
9
Monthly +
Less often
8
5
2
Never
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary
ingredients)
10
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
2010
AGE
GENDER
Daily +
Several times
a week
2010
%
Male
%
6
8
28
28
Female
%
4
18-24
%
25-34
%
35-44
%
11
7
7
27
25
35
45+
%
4
Main
Shopper
%
6
22
28
41
23
Weekly
24
22
26
19
Monthly +
22
20
Never
14
15
6
7
22
23
18
Less often
14
6
25
32
26
22
19
15
16
12
4
10
4
14
4
9
13
6
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
2010
%
GENDER
Male
%
Female
%
18-24
%
More often
7
8
7
14
Less often
32
29
34
35
AGE
25-34
%
35-44
%
Main
Shopper
%
45+
%
10
8
4
6
25
28
35
32
(Base: All Adults 18+, New Zealand)
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
2010
Convenience meals are...
Agree
Slightly
%
Agree
Strongly/Slightly
%
...easy to cook
41
80
...easy to prepare
41
81
...quick to cook
43
79
...expensive
35
...a good substitute for home
cooking when time is limited
35
65
45
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
2010
Convenience meals are...
Agree
Slightly
%
...filling
25
...taste great
23
...something I have always at home
...have poor quality ingredients
...good value for money
...good for you/have natural ingredients
20
Agree
Strongly/Slightly
%
32
28
28
27
39
16 19
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
Utility ownership in home - I
96
94
92
94
84
67
46
43
30
11
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
20.
PERIscope
Utility ownership in home - II
91
82
74
45
21
11
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+, New Zealand) 21.
PERIscope
Utility ownership in home - III
55
53
46
36
1
Food
processor
Wok
Q.49 Which of the following do you have in your home?
Steamer
Coffee
Maker
Tagine
(Base: All Adults 18+, New Zealand) 22.
PERIscope
Attitudes to Food & Cooking - Summary
Interest in trying new foods is high and the majority of
consumers see cooking great meals as an enjoyable
experience. 7 in 10 search the internet for new recipes.
Just over half of consumers say that they eat ready meals
since they are too busy to cook as often as they would like.
Over half of New Zealanders claim to prepare meals from
scratch on a daily basis with a high proportion also use meal
components weekly.
4 in 10 perceive convenience meals of having poor quality
ingredients and expense is an issue for most.
23.
Section 2: Eating In Home
PERIscope
Responsibility for meal preparation
2010
%
Always prepare own meal
45
Sometimes prepare own meal
35
Someone else prepares meal
15
Other
3
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
Male
(48)
Female
(52)
Gender
Age
2010
%
2010
%
31
18-24
(12)
25-34
(18)
6
16
35-44
(19)
20
45-54
(19)
20
55+
(32)
39
69
() Profile all adults 18+
(Base: All Who Always Prepare Own Meals 45%)
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
2010
%
On the hob/stove
19
Oven baked/roasted
18
Boiled
14
Stir fry/wok
13
Steamed
10
Microwaved
9
Uncooked/cold
8
Fried
7
Others
2
(Base: All Who Always Prepare Own Meals 45%)
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/2nd
%
1st
%
Taste
59
44
Value for money
10
23
Quality
9
26
Healthiness
9
22
Freshness
6
14
Nutritional value
6
14
Ease of preparation
4
10
Enjoyment
4
10
Price
4
10
Safeness of food
4
6
Variety
*
3
Note * is less than 0.5%
Q.24 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the three most
28.
important factors where 1 is the most important consideration.
PERIscope
Frequency of family sitting down together for
breakfast
Number in Household
All Adults
%
Every morning
20
Weekdays only
7
2
%
3+
%
16
27
9
5
Weekends only
32
32
34
School holidays only
Holidays away from home
Term time only
1
6
1
Never
34
2
3
*
8
30
32
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
1
29.
PERIscope
Incidence of entertaining at home more often
nowadays - 2010
%
No
Yes
Types of entertaining doing more often nowadays
(Base: those entertaining at home more often)
%
34
66
Having friends over instead of
going to a pub or restaurant
75
Family celebrations
at home instead
Yes Highest Amongst
18-24’s
38%
25-34’s
43%
3+ in household
37%
Dependant children
39%
Housewife
42%
Cooking a passion
47%
67
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
41
22
12
Q.10 And which, if any, of these types of entertaining in are you doing
more often?
30.
PERIscope
Eating in Home – Summary
Women and the over 35’s make up the bulk of those who
always prepare meals.
The principal food preparation methods used are on the
hob/stove, oven baking/roasting and boiling.
3 in 10 New Zealanders claim never to sit down to a family
breakfast and 2 in 10 do so every morning.
One third of consumers report to entertain at home more
often, involving having friends over instead of going to a pub
or restaurant, and holding family celebrations at home
instead of going out.
31.
Section 3: Eating Out of Home
PERIscope
Consumption of meals prepared
out of home
Meals Eaten Out in the Last 7
Days - Summary
%
Meals or snacks on the premises of the
pub/restaurant/cafe
Average number meals (2010)
50
1.03
Takeaway meals eaten off the premises
where they were prepared
Average number of meals (2010)
Meals or snacks delivered to your home
Average number of meals (2010)
52
0.98
9
0.18
(Base: All Adults 18+, New Zealand)
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...
%
... at home
48
Change in Frequency
(Base: All eat lunch at work)
About
Les
the
More
s
same
%
%
%
... Bring in own lunch
... Prepare my lunch
(make sandwich in work)
45
16
... Go out to eat lunch 14
... at work
40
15
57
45
27
41
52
... Go out and get a sandwich
and bring it back to work 13
Q.16 During the week, do you usually eat lunch at work or at home?
51
36
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
Sandwiches
Fruit
Cereal bars
23
91
90
71
Bottle of water
Yoghurt
52
52
Crisps
Cheese snack/cheese strings
No
77
37
Juice
Popcorn
23
16
Milk
5
Rice Pudding
Smoothie
3
Other
Q.18 Do you have any children in your household for whom you are
responsible for preparing their lunch pack/ lunch box?
41
2
34
Q.19 What would their lunch boxes usually contain?
35.
PERIscope
Incidence and frequency of drinking alcohol
FREQUENCY
INCIDENCE
‘10
%
2010
%
Daily+
73
25
Weekly
21
Less often
(Base: All Adults 18+, New Zealand)
2010
%
14
Several times
a week
Monthly+
Yes
PROPORTIONConsumed with Food
81-100%
22
61-80%
15
41-60%
16
21-40%
13
0-20%
34
26
14
Average
48%
36.
PERIscope
Attitudes to alcohol
Agree
Strongly/
Slightly
%
(Base: All Who Drink Alcohol, New Zealand)
Agree
Slightly
%
I always have a drink of alcohol/wine when I
have dinner at a restaurant
I am drinking more alcohol at home these
days than before
I prefer the restaurant to recommend wine
rather than choosing the wine myself
I tend to purchase more of my alcohol from specialist off
licences/supermarkets than pubs these days
32
23
47
45
8 10
35
69
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
1 in 2 claim to have eaten out in pubs, restaurants or cafes in
the last 7 days .
Only 1 in 2 consumers eat lunch at home and half of those
who eat in the workplace report a greater tendency to bring in
their own lunch from home.
Three quarters of New Zealanders drink alcohol with 6 in 10
doing so on a weekly basis, and half of those consuming
alcohol with food.
Almost 1 in 2 adults always consume alcohol at a restaurant.
Just under half report that they drink more at home than
before.
38.
Section 4: Health and Wellbeing
PERIscope
Diet perceptions
2010
GENDER
My Diet is...
Very Healthy
2010
%
10
Mal
e
%
9
AGE
Female
%
18-24
%
25-34
%
35-44
%
10
7
7
7
45+
%
12
51
Fairly Healthy
67
66
62
67
67
72
17
Not Sure
Fairly Unhealthy
Very Unhealthy
13
14
11
10
1
9
1
10
2
Q.29 How would you describe your diet overall?
19
14
11
2
10
3
20
5
9
7
40.
PERIscope
Eating habits in last year
Change in Eating
Habits in Last Year
2010
TOTAL
More healthy
Less healthy
GENDER
AGE
Main
Shopper
%
2010
%
Male
%
Female
%
18-24
%
25-34
%
35-44
%
33
32
34
29
33
33
34
34
9
6
12
10
4
20
14
9
45+
%
(Base: All Adults 18+, New Zealand)
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
88
Slightly
47
To be healthy, it is
important to eat properly
79
55
I am conscious of the
nutritional benefit of food
86
51
Good food can enhance
body and mind
53
36
#I am concerned about my
children being obese
Agree...
Strongly/
slightly
60
Slightly
42
28
20
It’s not the type of food
but amount
I’ll think about eating
healthy when older
34
27
I wish I had time to
exercise
25
20
I am often confused re:
what I should eat
# Base: those with children
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
83
Slightly
48
51
38
A good diet can help your
mental health
42
33
I eat to feel good and take
control of my life
I eat for enjoyment and
not health reasons
Agree...
Strongly/
slightly
Slightly
66
45
I consider what I eat to be
really important for my
mental well being
57
41
I eat healthy to take
control of my life
Q.2 The following are things people have said about their diet and general well-being. Please indicate how much you agree/disagree with
each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly
43.
PERIscope
Attitudes towards healthy options - I
91
Applies a
lot/little
82
Applies a
little
53
51
I try to buy foods that are
natural
I always try to eat a
balanced diet
Applies a
lot/little
Applies a
little
86
79
51
41
I try to limit the amount of
fast food I consume
I eat at least 5 portions of
fruit and veg per day
92
75
48
24
19
I always check the
nutritional labelling on
foods before buying them
# Base: those with children
My diet is mainly
vegetarian
34
#I try to give the children
as much vegetables as
possible
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
Applies a
lot/little
87
72
Applies a
little
43
Healthier foods are
always more expensive
than other foods
Applies a
lot/little
Applies a
little
77
53
62
48
44
I am willing to pay more
for healthy food and
beverages as long as they
taste good
70
53
41
I would like
manufacturers to help me
eat healthy
56
Choosing healthy food to
eat is very limiting and
boring too
I eat to enrich/enhance
mental alertness and
spiritual well being
59
65
54
38
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
Attitudes towards healthy options - III
Applies a
lot/a little
Applies a
little
Applies a
lot/a little
Applies a
little
78
68
57
48
43
43
I am more concerned
about what I eat and
drink to control my
weight nowadays
I would like to see more
low fat products
I find there are never
enough healthy food
options when shopping
73
69
48
47
53
42
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
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
79
Aware %
58
41
Functional foods
Fair Trade
products
60
Glycemic index
Q.31 Which of the following have you ever heard of?
Food which has been
irradiated
58
Ethical Products
(Base: All Adults 18+, New Zealand)47.
PERIscope
Awareness of different foods x demographics
GENDER
Male
%
Functional foods
Female
%
56
Fair Trade products
Food which has
been irradiated
AGE
18-24
%
60
77
46
Glycemic index
54
Ethical Products
57
25-34
%
50
81
36
Q.31 Which of the following have you ever heard of?
60
54
81
30
66
35-44
%
61
57
77
30
50
45+
%
83
35
60
51
61
77
50
67
60
64
58
(Base: All Adults 18+, New Zealand) 48.
PERIscope
Attitudes towards Fair Trade products
Applies a
lot/little
Applies a
little
71
57
44
I try to buy Fair Trade
products/brands when
ever they are available
65
46
43
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+, New Zealand)
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
Likelihood to purchase functional foods
2010
%
Very Likely (5)
13
Fairly Likely (4)
34
Unsure (3)
34
Fairly Unlikely (2)
13
Very Unlikely (1)
6
Average
3.4
(Base: All Adults 18+, New Zealand)
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
Frozen food ...
...is always better
than chilled
201
0
%
6
...is usually better
than chilled
10
...about the same
61
GENDER
Mal
e
Female
%
%
5
8
10
2010
AGE
18-24 25-34
35-44
%
%
%
3
5
6
15
10
12
16
54
54
58
22
...always better
than frozen
3
8
4
6
15
56
22
16
8
55
57
...chilled food is usually
better than frozen
45+
%
Main
Shopper
%
25
22
22
2
5
6
13
56
15
19
6
6
Q.13 Now I would like you to think about frozen and chilled food. By chilled food I
mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
51.
PERIscope
Attitudes to chilled cabinet
Applies a lot/ a little
74
57
50
58
I much prefer to buy
products from the chilled
cabinet
Where possible I buy
multi-pack products
Applies a little
Applies a lot/ a little
Applies a little
53
45
Products in the chilled
cabinet are always fresher
(Base: All Adults 18+, New Zealand)
51
36
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 and Wellbeing - Summary
8 in 10 New Zealanders consider their diet to be very/fairly
healthy and believe strongly that it is important to eat
properly to be healthy.
9 in 10 claim to eat a balanced diet, limiting the fast food
they eat due to their concern over weight. 8 in 10 reported
to watch what they eat and drink and said they were more
concerned about fat content than calories.
One quarter of New Zealanders claim to have a vegetarian
diet.
Awareness of Fair Trade products is high at 8 in 10, two
thirds report that they would like to see more products
available, however high prices can act as a deterrent.
53.
Section 5: Environmental Issues
PERIscope
Impact of environmental issues
Agree
2010
%
2010
%
...strongly/slightly
...slightly
60
36
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?
57
34
I prefer to buy from
companies that are
aware of the impact of
environmental issues
55.
PERIscope
Attitudes towards packaging and labelling
Applies a
lot/little
Applies a
little
70
47
I often find it difficult to
understand the labelling
on food
75
49
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
2010
%
Understanding
(Base: All aware of food miles)
Never heard of it
2010
%
49
Distance food has to
travel from producer to
shop
Heard of it but not important when
buying food
17
It’s a fad and doesn’t impact on
shopping
19
Sometimes try to buy food with low
food miles
Actively/always try to buy food with
low food miles
An indication of
environmental impact
72
22
13
2
(Base: All Adults 18+, New Zealand)
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (a) Food miles
Q.43a What do you understand the term ‘Food Miles’ to mean?
57.
PERIscope
Awareness/understanding of sustainability
2010
%
Never heard of it
16
Understanding
(Base: All aware of sustainability)
Heard of it but not important
when buying food
It’s a fad and doesn’t
impact on shopping
Sometimes try to buy food
with sustainability features
Actively/always try to buy
food with sustainability
features
33
17
28
6
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (b) Sustainability
2010
%
Meeting needs of present
without compromising the
ability of future generations
to meet their needs
44
Production practices that
do not have a future
effect on environment
20
Ensuring future
generations have what
we have today
18
Consumption practices
which do not have a
future effect on the
environment
7
Q.44a What do you understand the term ‘Sustainability’ to mean?
58.
PERIscope
Awareness/understanding of carbon footprint
2010
%
Never heard of it
9
Understanding
(Base: All aware of carbon footprint)
2010
%
Heard of it but not
important when buying
food
38
Amount of carbon dioxide
which is emitted before a
product reaches market
Measure of environmental
damage
It’s a fad and doesn’t
impact on shopping
Actively/always try to buy food
with low carbon footprint
27
27
An individual’s effect on the
environment by
consumption of products
Sometimes try to buy food
with low carbon footprint
48
17
22
5
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (c) Carob Footprint
(Base: All Adults 18+, New Zealand)
Q.45a What do you understand the term ‘Carbon Foot print’ to mean?
59.
PERIscope
Understanding of the term ‘local food’
2010
%
45
Made within close proximity to where I live
Made within a 20 mile radius
from where I live
39
Available in farmers markets
50
Made within the county in which I live
43
Made within the province in which I live
22
Made within Australasia
3
Other
1
(Base: All Adults 18+, New Zealand)
Q.28 Which of the following statements best describes your perception of the term ‘Local Food’?
60.
PERIscope
Overall importance of buying local produce
2010
AGE
GENDER
Very Important
2010
%
Male
%
15
12
Female
%
18-24
%
4
18
25-34
%
35-44
%
10
13
20
Fairly Important
30
45+
%
21
Main
Shopper
%
16
29
27
34
33
32
32
39
Neither/Nor
40
37
40
38
33
20
Not very important
12
13
Not at all important
6
8
10
5
35
14
16
12
7
4
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?
36
11
6
61.
PERIscope
Frequency of buying local food
2010
AGE
GENDER
2010
%
Daily+
1
Several times a week
19
Male
%
1
18
Female
%
2
18-24
%
11
20
25-34
%1
35-44
%1
16
19
45+
%
2
22
Main
Shopper
%1
20
34
33
Weekly
37
38
39
36
28
Monthly+
23
22
Less often
16
17
4
5
Never
20
22
18
15
8
Q.27 How often would you buy local produce, i.e. products produced in your local area?
38
28
24
3
38
18
5
19
3
23
14
16
2
3
62.
PERIscope
Environmental Issues - Summary
6 in 10 claim to be more conscious of environmental issues
in their product choice.
There is a good awareness of food miles, sustainability and
the carbon footprint .
Buying local food is important however a sizeable
proportion claim that it is not important.
Half of consumers claim to purchase local food at least
weekly and only 1 in 5 claim to purchase at least several
times a week.
Understanding of the term “local food” centres on its
availability in farmers’ markets.
63.
Section 6: Grocery Shopping and Food Labeling
PERIscope
Incidence and profile of grocery shoppers
2010
%
Mainly responsible
for grocery shopping
Gender
2010
%
Male
(48)
Female
(52)
29
49
18-24
(12)
25-34
(18)
Age
2010
%
4
18
35-44
(19)
22
45-54
(19)
21
55+
(32)
35
71
() Total New Zealand 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
84
57
41
40
I most often go to the
same store but look for
the best value for money I
can get
(Base: All Adults 18+, New Zealand)
Quality of fresh food is
more important than price
Agree…
Strongly/Slightly
64
59
Slightly
38
38
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
Attitudes to grocery shopping - II
Agree…
Strongly/Slightly
62
56
Slightly
37
34
20
16
When I shop the first thing
I look for is price
Agree…
Strongly/Slightly
Slightly
34
21
The most important thing
is price when grocery
shopping
39
29
I will pay a bit more for
grocery shopping to get a
superior customer service
23
17
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
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
%
Spreading my shopping across a
number of shops to get best value
29
Shopping in discount retailers
30
Buying in bulk
17
55
14
56
49
13
Less
Often
%
54
26
Buying food items on promotion
Travelling further to get better value
No
Change
%
18
39
66
12
21
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
%
Buying some of my food from
suppliers who sell at your door 3
Buying from farmers markets
No
Change
%
Less
Often
%
82
15
20
Buying online 5
62
81
17
14
Buying foods that are familiar to me
from when I was growing up
19
63
18
I find that I am eating what my
mother or grandmother would cook
21
60
19
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
Always Check
Sometimes Check
Never Check
Symbol of Quality
Country of Origin
2010
%
2010
%
21
58
20
29
51
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
Fresh
2010
%
Good
source of
calcium
2010
%
21
30
Helps to build
strong bones
2010
%
Grown
without
pesticides
2010
%
19
20% less
fat
2010
%
20
32
56
43
Fairly Important
34
45
34
30
Neither/Nor
Not at all important
35
38
36
33
28
21
4
8
2
6
7
Q.36 When shopping for foods, how important or not are the following statements on labels
6
12
71.
PERIscope
Importance of and associations
with ‘fresh’ on a label
Impact of ‘fresh’ on Labels when Shopping
2010
%
Very Important
Fairly Important
56
34
Fresh – Prompted Associations
2010
%
Fresh Vegetables
97
Fresh Fruits
97
Food cooked/grown in the
last few days
Made from scratch/home
baked
42
Free from preservatives
41
Fresh taste
39
Kept in the fridge
31
Nutritionally better for you
31
Short shelf life
Neither/Nor
Not at all important
50
24
8
2
Q.36 When shopping for foods, how important or not are the following
statements on labels?
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
2010
%
Natural – prompted Associations
2010
%
Very important
30
Natural ingredients
88
No artificial ingredients/
preservatives/colours
Fairly important
45
79
Natural colour
60
From nature
57
Not fortified with artificial
ingredients
53
Produced organically
Nutritionally better for you
Neither/nor
34
21
Produced locally
Not at all important
43
20
4
Q.36 When shopping for foods, how important or not are the following
statements on labels?
Q.38 Which, if any, of the following would you associate with
‘Natural’ in terms of food?
73.
PERIscope
Grocery Shopping - Summary
Price remains the most important factor to over half of
consumers yet there is less of a tendency to compare prices
between outlets.
The opposite half report that fresh food is more important
than price.
Over half say that there has been no change in their
shopping habits with only 1 in 3 claiming to spread their
shopping across a number of shops.
A sizeable proportion report that they never check quality
symbols or country of origin.
The addition of “fresh” on labels is more important to
consumers than “natural”
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