PERIscope 2010
Consumer Eating and Purchasing Study
Understanding attitudes in Spain
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 – Spain
Gender
2010
%
Age
2008 2006
%
%
2010
%
18-24 10
Social Class
2008 2006
%
%
13
2010
%
13
AB
Male
Female
49
51
50
50
49
25-34 22
20
24
2008 2006
%
%
19
19
19
45-54 17
15
15
37
C
Barcelona
13
North East
9
East
15
South
19
Madrid
14
Centre
8
43
33
DE
North West
11
North
10
37
45
51
33
19
2010*
%
20
35-44 21
55+ 30
Region
43
31
*note Geographic breakout of regions different in ‘08 & 06
Nationally representative of adult population of Spain
6.
PERIscope
Profile of sample – household composition
and work status
Household Composition
Work Status
2010 2008 2006
%
%
%
Single
9
7
7
Dual
28
31
27
3+
63
62
66
2010 2008
%
%
2006
%
Working full time
51
53
56
Working part time
Student
9
6
9
9
6
8
Other*
34
29
30
* Other includes housewife, retired, unemployed
7.
Section 1: Food & Cooking
PERIscope
Attitudes to food - I
93
94
93
94
92
85
90
90
88
77
80
88
82
93
90
91
% applies a lot/ a
little
Try to eat a lot of
fruit and veg
Try to eat foods
low in fat
90
82
Avoid sugary food
and sweets
94
84
82
Like to try new
foods
93
90
86
Any Europe
72
‘10‘08 ‘06
% applies a lot/ a
little
*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,
9.
please indicate whether that statement applies to you personally a lot; a little or not at all?
Try to eat high
fibre foods
Dairy foods
important in diet
PERIscope
Attitudes to food - II
88
91
90
83
81
90
91
93
86
82
80
92
Any Europe
‘10‘08 ‘06
% applies a lot/ a
little
Enjoy eating out
Only eat out for
special occasions
89
81
83
80
Important to eat
dinner together as
a family
82
72
77
73
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?
* New statement added 2010
10.
PERIscope
Attitudes to food - III
87
83
Any Europe
76
75
72
65
% applies a lot/ a
little
53
47
‘10‘08 ‘06
53
52
53
43
29
Rarely have time
for a proper
breakfast
Pick foods that
are quick to cook
89
82
83
Too busy to cook
as often as I would
like
52
Eat prepared
sandwiches/rolls
from deli counters
84
72
% applies a lot/ a
little
68
71
68
52
58
57
47
39
45
38
Use a lot of ready
Buy hot food from
Often eat ready
Pick easy to
to eat foods
deli counters
prepared/ convenience
prepare foods
meals
Q.1 The following are things people have said about their attitudes to the food they eat and cooking. For each one,
please indicate whether that statement applies to you personally a lot; a little or not at all?
11.
PERIscope
Cooking skills
2010
AGE
GENDER
Any
Europe 2010 2008
%
%
%
Can’t boil an egg
2
2
Can cook basic snacks
(e.g. Beans on toast)
Can cook a
simple dinner
5
4
9
2006
%
2
7
Male
%
8
Female
%
1
9
18-24
%
6
3
15
16
27
25-34
%
30
31
24
23
35-44
%
2
16
45+
%
6
Main
Shopper
%
2
12
14
31
25
31
18
26
51
47
11
12
33
28
Would be confident that
I could produce a
good Sunday dinner
41
52
27
33
53
42
39
36
12
13
31
Would enjoy having a
dinner party where I do
all the cooking
22
33
25
27
11
9
13
8
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of?
12.
PERIscope
Attitude to cooking
(Base: All Adults 18+, Spain)
2010
AGE
GENDER
Any
Europe 2010 2008
%
%
%
A chore – something
16
that has to be done
22
Important because
eating well is important 29
16
27
2006
%
15
Male Female
%
%
20
23
18-24 25-34 35-44 45+
%
%
%
%
29
35
23
20
37
47
38
35
36
Good fun at times 34
30
23
A passion – I love food 21
16
21
20
21
28
41
39
22
Main
Shopper
%
40
33
23
23
15
17
Q.4 And which of these phrases best describes your attitude to cooking?
22
27
9
18
18
18
16
23
17
13.
PERIscope
Incidence of attending cooking classes
in past 3 years - 2010
%
No
91
9
Yes
Yes Highest Amongst
Single household
13%
Working
12%
Main Grocery shopper
12%
Can cook well
12%
Cooking a passion
15%
Entertain at home
more often
18%
Always prepare food
12%
European Average
Yes
8%
(Base: All Adults 18+, Spain)
* New question in 2010
Q.5 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
14.
PERIscope
Incidence of preparing meals from scratch
(Base: All Adults 18+, Spain)
Any
Europe
%
FREQUENCY
2010
%
2008
%
‘10
‘08
‘06
Change in
Frequency
2006
%
%
29
22
More often
9
Daily +
48
51
62
56
62
70
About the same
80
Several times
a week
Weekly
Monthly +
Less often
Never
28
8
8
6
3
21
7
9
6
5
22
20
8
5
32
8
8
4
3
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary
ingredients)
Less often
9
8
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
Any
Europe 2010
%
%
7
12
2008 2006
%
%
11
7
Male Female
%
%
11
18-24 25-34 35-44
%
%
%
12
23
21
19
19
23
20
14
18
25
Weekly
Monthly +
Less often
19
22
21
14
19
23
17
20
19
15
20
23
14
20
21
14
19
26
10
12
14
12
14
11
5
12
14
19
13
12
22
28
20
15
20
15
12
17
19
29
20
26
14
Never
18
45+
%
Main
Shopper
%
6
14
6
10
23
17
11
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
GENDER
Any
Europe
%
2010
%
2008
%
2006
%
Male
%
More often
7
8
11
9
8
9
Less often
32
25
26
27
25
25
AGE
Female 18-24
%
%
20
23
25-34
%
35-44
%
45+
%
Main
Shopper
%
14
8
4
9
21
22
29
25
(Base: All Adults 18+, Spain)
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
Any Europe
Convenience meals are...
...easy to cook
Agree
Slightly
%
Agree
Strongly/Slightly
%
47
44
83
...quick to cook
46
82
...a good substitute for home
cooking when time is limited
37
40
Agree
Slightly
%
83
...easy to prepare
...expensive
Spain
2010
63
56
Agree
Strongly/Slightly
%
45
43
40
-1
81
40
34
+ / - vs 2008
%
48
58
81
-3
80
-4
-8
0
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
Convenience meals are...
Any Europe
Spain
2010
Agree
Slightly
%
...filling
Agree
Strongly/Slightly
%
32
Agree
Slightly
%
43
Agree
Strongly/Slightly
%
37
23
...something I have always at home
24
34
23
31
...have poor quality ingredients
22
32
22
30
...good value for money
...good for you/have natural ingredients
19
23
13 16
28
37
26
17
-2
54
...taste great
28
+ / - vs 2008
%
-13
-9
5
4
33
21
0
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals you buy that only need to be heated up). For
each, please indicate whether you agree strongly/slightly or disagree strongly/slightly with each statement
19.
PERIscope
Utility ownership in home - I
97 95 97 96
85
Any Europe
88 88 89
‘10‘08 ‘06
82
78 76
77 75 77
73
71
70
60
55
55
52
46
38
36
37
28
36
24
20
17
42
41
21
25
15 13
12
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
Kettle
18
Toaster
*Smoothie
Maker/
Smoothie
blender
* New statement added 2010
20.
PERIscope
Utility ownership in home - II
Any Europe
89
91
91
‘10‘08 ‘06
91
70
61
45
63
64
62
60
48
45
48
47
50
63
51
44
39
32
Any
Microwave
29
31
Microwave
without
grill
31
Microwave
with
grill
Q.49 Which of the following do you have in your home?
Grill
Deep fat
fryer
Sandwich
Maker
21.
PERIscope
Utility ownership in home - III
Any Europe
‘10‘08 ‘06
85
81
76
60
59
56
46
45
36
34
33
24
23
20
17
20
18
4
Food
processor
Wok
Q.49 Which of the following do you have in your home?
Steamer
Coffee
Maker
1
2
Tagine
(Base: All Adults 18+, Spain)
22.
PERIscope
Attitudes to Food & Cooking – Summary
•Interest in trying new foods remains consistently high, suggesting a strong
adventurous streak among Spanish consumers regarding food.
•Nine in every ten make at least some attempt to buy brands that use
environmentally safe packaging, significantly ahead of the European average.
•Eating dinner together as a family is reportedly an almost universal aspiration,
with virtually all Spanish consumers believing this is important.
•Ease of preparation and ease and speed of cooking are perceived to be the
main advantages of convenience meals. On the downside, expense is an issue,
though slightly less so than in 2008. Fewer are now likely to consider they taste
great and three in ten believe that they have poor quality ingredients.
23.
Section 2: Eating In Home
PERIscope
Responsibility for meal preparation
Any
Europe
%
2010
%
41
Always prepare own meal
52
31
Sometimes prepare own meal
28
Someone else prepares meal
16
Other
2
2008
%
44
33
2006
%
39
37
25
21
20
2
2
4
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
2010
%
Male
(49)
Female
(51)
26
74
Age
2008
%
30
70
(Base: All Who Always Prepare Own Meals – 59%)
2010
%
7
2008
%
6
18
18
35-44
(22)
22
20
45+
(47)
53
56
18-24
(10)
25-34
(22)
() 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
(Base: All Who Always Prepare Own Meals – 59%)
Any
Europe
%
On the hob/stove
2010
%
17
Oven baked/roasted
19
13
Boiled
2008
%
n/a
16
20
12
15
22
Uncooked/cold
11
15
12
Fried
11
13
14
Microwaved
8
8
10
Steamed
6
8
11
Stir fry/wok
Others 2
13
6
3
16
3
* 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
34
Quality
49
25
Healthiness
2008
1st
%
1st/2nd
13
46
15
19
30
16
Value for money
6
Nutritional value
5
12
Freshness
4
11
Enjoyment
3
8
6
Safeness of food
2
7
6
Ease of preparation
2
8
7
Variety
2
5
5
Price
2
5
n/a
19
6
8
12
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
%
Every morning
All Adults
%
2
%
17
22
32
3+
%
33
7
6
Weekdays only
5
4
40
38
Weekends only
School holidays only
Holidays away from home
Term time only
Never
36
2
5
1
19
37
3
5
*
2
2-
25
21
3
7
1
25
* 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
%
No
Yes
Types of entertaining doing more often nowadays
(Base: those entertaining at home more often)
%
71
Having friends over instead of
going to a pub or restaurant
29
65
Family celebrations
at home instead
Yes Highest Amongst
18-24’s
25-34’s
AB’s
Students
Cook well
Cooking a passion
Sometimes prepare food
36%
33%
37%
34%
34%
42%
36%
54
Romantic meal
instead of going out
25
A few drinks at home with your
partner instead of going to the pub
European Average
Yes
41%
Q.9 Some people are entertaining at home more often nowadays instead of going out to eat or
drink. Do you find that you are entertaining at home more often, or not?
Other
17
4
* New question added 2010
Q.10 And which, if any, of these types of entertaining in are you doing
more often?
30.
PERIscope
Eating in Home – Summary
•The main food preparation methods used are on the hob/stove, oven
baking/roasting, boiling, uncooked/cold and fried. Changes since 2008
include a downturn in stir frying.
•Almost one in three consumers sits down to a family breakfast every
morning, somewhat below the European average. For almost four in ten
this is a weekend event only.
•In a new question to establish the incidence of entertaining at home
instead of going out, three in ten report that they do this more often now,
below the European average of four in ten.
•For those who entertain at home more often nowadays, this is most likely
to involve 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
‘10
‘08
‘06
Meals Eaten Out in the Last 7
Days - Summary
Any Europe
%
Meals or snacks on the premises of the
pub/restaurant/cafe
Average number of meals (2010)
Spain
%
44
55
68
75
1.04
1.43
Takeaway meals eaten off the premises
where they were prepared
27
26
27
35
Average number of meals (2010)
0.68
16
Meals or snacks delivered to your home
Average number of meals (2010)
0.62
0.52
28
27
24
1.23
Q.25 In the last 7 days, how many of these types of meals, if any, have you eaten? By this I mean main meals, light meals or snacks, excluding
33.
meals eaten in canteens and meals prepared at home or taken from your home.
PERIscope
Incidence of eating lunch at work
Eat lunch...
Change in Frequency
%
(Base: All eat lunch at work)
About
the same
%
More
%
... Bring in own lunch
... at home
(64)
15
31
75
... Prepare my lunch
(make sandwich in work) 11
... Go out to eat lunch
... at work
(36)
54
Less
%
21
35
69
17
48
25
... Go out and get a sandwich
and bring it back to work 11
() bracketed figures denote European average
Q.16 During the week, do you usually eat lunch at work or at home?
22
67
* New question added 2010
Q.17For lunch at work, have you been doing any of the following more often or
less often, or have you made no change?
34.
PERIscope
Responsibility for and content of children's
lunch boxes
Responsibility for
child's lunchbox
Yes
(17)
Content of Lunchbox
(Base: All responsible for child’s lunchbox)
%
%
21
Sandwiches
63
Fruit
62
Juice
52
Bottle of water
39
Smoothie
35
Yoghurt
34
Cereal bars
No
(83)
79
28
Cheese snack/cheese strings
21
Milk
19
() 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?
Crisps
7
Rice Pudding
7
Popcorn
5
Other
17
* New question added in 2010
Q.19 What would their lunch boxes usually contain?
35.
PERIscope
Incidence and frequency of drinking alcohol
INCIDENCE
Any
Europe ‘10
%
%
‘08
%
PROPORTIONConsumed with Food
Any
2008
Europe 2010
%
%
%
FREQUENCY
Any
Europe
%
‘06
%
Daily+
2010
%
2008
%
2006
%
81-100%
18
28
28
69
67
26
27
25
41-60%
21-40%
Less often
Yes
12
11
11
13
25
12
28
Monthly+
13
26
26
61
0-20%
24
7
38
12
56
Weekly
10
25
65
15
27
61-80%
Several times
a week
17
16
14
17
2
5
5
15
41
23
Average
41%
38%
36.
PERIscope
Attitudes to alcohol
Agree
Slightly
%
Agree
Strongly/
Slightly
%
27
68
I always have a drink of alcohol/wine when I
have dinner at a restaurant
36
68
23
53
14
I am drinking more alcohol at home these
days than before
15
I prefer the restaurant to recommend wine
rather than choosing the wine myself*
15
I tend to purchase more of my alcohol from specialist off
licences/supermarkets than pubs these days*
‘10
‘08
‘06
27
20
16
43
24
23
65
* 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
• Lunching at home is a particular feature of the Spanish lifestyle, with
three in every four normally doing so, well ahead of the European
average. For many of those who eat lunch at work, habits are reported
to have changed in the last twelve months.
• Over half say they are now more likely to bring in their own lunch, half
say they are less likely to go out to eat lunch and two in three report that
they are less likely to buy a sandwich to bring back to eat at work.
• The proportion of alcohol consumed with food is very similar to the
European average.
• Likelihood of consuming alcohol/wine when eating out is unchanged
since 2008 but the proportion agreeing that they are drinking more
alcohol at home these days than before is slightly up.
38.
Section 4: Health and Wellbeing
PERIscope
Diet perceptions
2010
GENDER
My Diet is...
Any
Europe 2010
%
%
Very Healthy
8
Fairly Healthy
63
AGE
2008
%
2006
%
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
10
7
10
9
10
12
8
10
10
49
56
64
67
64
71
65
74
26
Not Sure
Fairly Unhealthy
Very Unhealthy
21
6
1
20
5
*
19
6
1
Q.29 How would you describe your diet overall?
12
7
*
21
5
-
29
19
6
-
59
13
24
13
6
-
6
1
340.
PERIscope
Eating habits in last year
Change in Eating
Habits in Last Year
2010
GENDER
TOTAL
AGE
Any
Europe
%
2010
%
2008
%
2006
%
Male
%
Female
%
More healthy
29
33
30
36
32
35
Less healthy
6
5
4
4
6
5
18-24
%
46
13
25-34
%
35-44
%
45+
%
Main
Shopper
%
33
31
32
35
9
7
1
5
(Base: All Adults 18+, Spain)
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...
Strongly
/Slightly
83
Slightly
47
85
89
92
77
80
49
30
38
37
89
77
82
46
48
32
81
36
83
To be healthy, it is
important to eat properly
I am conscious of the
nutritional benefit of food
77
30
Good food can enhance
body and mind
28
77
58
51
44
22
‘10 ‘08 ‘06
90
26
34
24
#I am concerned about my
children being obese
Agree...
Strongly/
slightly
Slightly
51
35
51
31
46
51
33
32
54
43
33
16
12
It’s not the type of food
but amount
# Base: those with children
14
8
33
18
I’ll think about eating
healthy when older
27
23
9
*I wish I had time to
exercise
23
18
28
20
*I am often confused re:
what I should eat
* New statement added 2010
Q.2 The following are things people have said about their diet and general well-being. Please indicate how much you agree/disagree with
each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly
42.
PERIscope
Attitudes towards diet - II
Agree...
Strongly/
slightly
70
Slightly
44
77
36
Any Europe
81
79
42
59
64
42
38
32
A good diet can help your
mental health
‘10 ‘08 ‘06
50
54
50
37
36
36
I eat to feel good and take
control of my life*
45
40
38
30
31
28
I eat for enjoyment and
not health reasons
Agree...
Strongly/
slightly
Slightly
67
74
73
57
57
39
45
36
32
I consider what I eat to be
really important for my
mental well being
40
60
66
63
45
33
34
I eat healthy to take
control of my life
(Base: All Adults 18+, Spain)
* Note: statement slightly different in ‘08 & ‘06
Q.2 The following are things people have said about their diet and general well-being. Please indicate how much you agree/disagree with
each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly
43.
PERIscope
Attitudes towards healthy options - I
Any Europe
Applies a
lot/little
Applies a
little
89
95
96
95
87
95
57
49
I try to buy foods that are
natural
Applies a
little
88
82
45
53
93
87
91
39
47
33
I always try to eat a
balanced diet
72
46
93
34
30
Applies a
lot/little
49
47
42
93
‘10 ‘08‘06
93
83
38
64
44
46
72
71
48
44
32
I try to limit the amount
of fast food I consume
I eat at least 5 portions of
fruit and veg per day
93
94
76
53
51
28
37
40
33
20
I always check the
nutritional labelling on
foods before buying them
# Base: those with children
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
Applies a
lot/little
Applies a
little
Any Europe
84
51
85
51
89
49
84
46
86
85
75
50
86
83
69
49
52
50
55
52
64
49
43
Healthier foods are
always more expensive
than other foods
Applies a
lot/little
81
Applies a
little
44
95
93
I am willing to pay more
for healthy food and
beverages as long as
they taste good
93
80
42
30
38
I would like
manufacturers to help
me eat healthy
47
46
68
51
87
77
77
72
51
50
49
50
48
70
51
48
46
Choosing healthy food
to eat is very limiting
and boring too
87
‘10 ‘08 ‘06
73
46
89
50
I eat to enrich/enhance
mental alertness and
spiritual well being
91
42
88
57
43
44
81
56
75
50
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
Applies a
lot/a little
Applies a
little
88
88
75
47
Applies a
little
48
91
48
88
71
44
89
87
66
46
I am more concerned
about what I eat and drink
to control my weight
nowadays
Applies a
lot/a little
91
85
42
43
45
46
I would like to see more
low fat products
91
80
82
81
52
48
79
59
44
52
38
45
46
46
Any Europe
‘10 ‘08 ‘06
51
47
I find there are never
enough healthy food
options when shopping
73
66
51
83
75
55
40
46
I always look for a low fat
I am more concerned
I always think about the
option when buying food
about fat content than
calories in what I eat*
products
calories
* 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
46.
statement applies to you personally a lot, a little or not at all.
PERIscope
Awareness of different foods
86
Aware %
85
Any Europe
82
74
71
62
72
70
‘10 ‘08 ‘06
39
15
Functional foods
Fair Trade
Products*
35
31
Glycemic Index
19
Food which has been
irradiated
64
41
23
61
34
Ethical Products
*Note Fair Trade/ Ethical Products in ‘06 & ‘08
Q.31 Which of the following have you ever heard of?
(Base: All Adults 18+, Spain)
47.
PERIscope
Awareness of different foods x demographics
(Base: All Adults 18+, Spain)
‘10
‘08
‘06
GENDER
Male
%
AGE
Female
%
18-24
%
68
Functional foods
84
86
65
70
71
Fair Trade products
Food which has
been irradiated
Glycemic index
Ethical Products
78
89
85
17
26
22
30
31
29
68
80
81
76
73
70
14
19
17
Q.31 Which of the following have you ever heard of?
75
84
83
84
87
69
70
77
90
87
71
76
71
12
23
21
37
32
36
55
77
73
68
70
16
21
13
36
32
37
61
45+
%
67
18
20
20
38
39
34
63
35-44
%
70
64
60
21
29
22
40
31
40
59
25-34
%
33
28
33
56
66
48.
PERIscope
Attitudes towards Fair Trade products
(Base: All Adults 18+, Spain)
Any Europe
‘10 ‘08 ‘06
Applies a
lot/little
Applies a
little
83
66
47
50
81
74
71
54
51
I try to buy Fair Trade
products/brands when
ever they are available
46
92
89
76
43
The higher price of Fair
Trade products puts me
off buying*
47
42
I wish there were more Fair
Trade products/brands
available*
* New statements added 2010
Q.33 I am going to read out a number of statements people have said about packaging and labelling on food. I would like you to state
whether each statement applies to you personally a lot, a little or not at all.
49.
PERIscope
Likelihood to purchase functional foods
Any
Europe
%
Very Likely (5)
9
2010
%
2008
%
14
14
2006
%
33
Fairly Likely (4)
29
40
Unsure (3)
34
41
37
32
32
Fairly Unlikely (2)
14
Very Unlikely (1)
11
9
5
Average
3.1
3.5
14
19
6
5
2
3.4
4.0
(Base: All Adults 18+, Spain)
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
(Base: All Adults 18+, Spain)
2010
%
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
Main
Shopper
%
6
6
5
6
6
5
6
6
12
13
11
11
10
13
12
53
57
49
56
50
55
...chilled food is usually
better than frozen 20
22
23
22
Frozen food ...
Any
Europe
%
2010
AGE
GENDER
...is always better
7
than chilled
...is usually better
than chilled 15
...about the same
19
59
47
19
28
25
19
55
22
...always better 7
9
6
5
5
5
4
4
4
than frozen
Q.13 Now I would like you to think about frozen and chilled food. By chilled food I
mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
51.
PERIscope
Attitudes to chilled cabinet
Applies a lot/ a little
82
Applies a little
57
91
62
90
74
60
78
63
Any Europe
66
52
I much prefer to buy
products from the chilled
cabinet
84
77
51
51
‘10 ‘08 ‘06
45
Where possible I buy
multi-pack products
88
Applies a lot/ a little
Applies a little
76
74
56
58
64
64
52
Products in the chilled
cabinet are always fresher
73
60
43
51
48
47
39
38
I buy food in smaller packs
because it means less
waste
(Base: All Adults 18+, Spain)
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
•Three in every four Spanish consumers consider their diet to be very or
fairly healthy, and believe that it is important to eat properly to be healthy
and similarly are very conscious of the nutritional benefits of food.
•The vast majority claim that they would always look for a low fat option
when buying products and would like to see more low fat products being
made available.
•One in two Spanish consumers claim to have a mainly vegetarian diet, well
above the average for other European countries.
•Awareness of Fair Trade products remains very high and is consistent with
previous years. More than four in every five would try to buy Fair Trade
products whenever they are available and an even higher proportion would
like to see more Fair Trade products/brands available.
53.
Section 5: Environmental Issues
PERIscope
Impact of environmental issues
Agree
Any
Europe
%
2010
%
2008
%
Any
Europe
%
2010
%
2008
%
64
63
71
66
...strongly/slightly
58
...slightly
36
56
40
34
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
35
39
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
Applies a
little
74
46
83
46
78
54
75
64
50
I often find it difficult to
understand the labelling
on food
84
80
56
46
45
57
45
I often find it difficult to
understand the nutritional
claims on packaging
(Base: All Adults 18+, Spain)
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
2010
%
62
76
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
69
An indication of
environmental impact
8
12
12
5
Distance food has to
travel from producer to
shop
48
33
74
26
4
8
9
9
32
2008
%
9
10
(Base: All Adults 18+, Spain)
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
Never heard of it
Any
Europe
%
2010
%
16
12
2008
%
Understanding
(Base: All aware of sustainability)
27
Heard of it but not
important when buying
food
24
34
20
It’s a fad and doesn’t
impact on shopping
Sometimes try to buy
food with sustainability
features
29
Actively/always try to
buy food with
sustainability features
8
25
7
Meeting needs of present
without compromising the
ability of future generations
to meet their needs
2008
%
49
Production practices that
do not have a future
effect on environment
24
22
2010
%
24
52
25
25
17
11
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (b) Sustainability
Ensuring future
generations have what
we have today
10
12
Consumption practices
which do not have a
future effect on the
environment
9
11
Q.44 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
%
33
Never heard of it
45
Amount of carbon dioxide
which is emitted before a
product reaches market
63
2008
%
52
70
20
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 carbon footprint
Actively/always try to buy
food with low carbon
footprint
17
Measure of environmental
damage
16
15
An individual’s effect on the
environment by
consumption of products
16
15
21
17
16
5
16
10
7
4
14
12
(Base: All Adults 18+, Spain)
Q.42 Which of the following statements best describes your attitude
Q.44 What do you understand the term ‘Carbon Foot print’ to mean? 59.
towards each of these terms? (c) Carob Footprint
PERIscope
Understanding of the term ‘local food’
2010
%
2008*
%
50
Made within close proximity to where I live
Made within a 20 mile radius
from where I live
42
19
27
24
Available in farmers markets
28
27
Made within the county in which I live
67
41
Made within the province in which I live
68
Made in Europe
3
7
Other
-
5
(Base: All Adults 18+, Spain)
*Note question asked differently in 2008
Q.27 Which of the following statements best describes your perception of the term ‘Local Food’?
60.
PERIscope
Overall importance of buying local produce
(Base: All Adults 18+, Spain)
2010
AGE
GENDER
Any
Europe 2010
%
%
Very Important
16
Fairly Important
36
16
41
2008
%
2006
%
18
16
40
42
Male Female
%
%
18
41
15
41
18-24 25-34 35-44
%
%
%
18
13
27
36
41
34
33
33
20
18
44
46
Neither/Nor 30
30
12
45+
%
Main
Shopper
%
38
34
34
30
Not very important 10
Not at all important
Q.27
7
5
3
7
5
6
3
4
4
6
3
12
2
42
6
7
7
2
3
2
How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
33
5
2
61.
PERIscope
Frequency of buying local food
(Base: All Adults 18+, Spain)
2010
GENDER
Daily+
Any
Europe 2010
%
%
8
2008
%
8
20
Several times a week
23
2006
%
12
25
Male Female
%
%
9
27
AGE
18-24 25-34 35-44
%
%
%
7
8
8
9
23
24
20
21
30
23
29
45+
%
Main
Shopper
%
8
9
29
25
32
28
Weekly
28
30
30
28
23
21
Never
5
26
24
20
17
5
1
31
23
19
22
11
2
11
2
19
12
3
32
29
Monthly+ 22
Less often 15
30
7
1
11
3
14
14
13
4
5
6
Q.28 How often would you buy local produce, i.e. products produced in your local area?
15
2
62.
PERIscope
Environmental Issues - Summary
• The proportion claiming to be more conscious of environmental issues in their
choice of products has declined slightly since 2008 but is ahead of the European
average. Preference for buying from companies aware of the impact of
environmental issues is unchanged since 2008.
• Awareness of food miles and carbon footprint appears to have declined in
2010, but knowledge of sustainability has improved.
• Most Spanish consumers are now aware of sustainability. Though one in three
of those aware doubt its importance when food shopping, a similar proportion
do give it some credence when buying food.
• Approaching three in five attest to the importance of buying local produce but
the proportion buying local food at least weekly is down somewhat on 2008.
• Understanding of the term ‘local food’ centres primarily on its being produced
either in close proximity to or within the province where respondents live.
63.
Section 6: Grocery Shopping and Food Labeling
PERIscope
Incidence and profile of grocery shoppers
2010
%
Mainly responsible
for grocery shopping
2008
%
46
Gender
2010 2008 2006
%
%
%
Male
(49)
Female
(51)
29
71
31
69
29
71
2006
%
46
38
18-24
(10)
25-34
(22)
2010
%
Age
2008 2006
%
%
5
5
4
20
18
16
20
22
20
20
37
38
35-44
(21)
23
45-54
(17)
19
55+
(30)
32
() Total Spanish 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
77
Slightly
70
47
41
31
61
40
I most often go to the
same store but look for
the best value for money I
can get
Agree…
Strongly/Slightly
69
70
Slightly
39
37
81
75
66
66
43
40
40
67
37
‘10 ‘08 ‘06
70
45
Any Europe
40
Quality of fresh food is
more important than price
45
28
51
28
45
50
31
31
I watch for
I don’t mind spending
announcements for sales
time when looking for a
or promotions on grocery
bargain
(Base: All Adults 18+, Spain)
Q.47 The following are a list of things that people have said about grocery shopping. Please tell me how much you agree or disagree with
each statement.
66.
PERIscope
Attitudes to grocery shopping - II
Any Europe
Agree…
Strongly/Slightly
Slightly
‘10 ‘08 ‘06
52
53
33
34
46
33
39
30
45
30
43
29
26
35
25
20
When I shop the first thing
I look for is price
Agree…
Strongly/Slightly
Slightly
52
38
24
29
53
35
47
45
35
The most important thing
is price when grocery
shopping
37
29
33
27
24
I will pay a bit more for
grocery shopping to get a
superior customer service
47
30
33
25
24
17
17
27
28
13
19
19
I tend to buy on impulse if
I compare prices between
There is no difference
I think things are cheap
outlets to see where I can
between the main
but the cheapest fresh
supermarkets*
food even if I have to
* New statement added 2010
travel
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
67.
each statement.
PERIscope
Recent changes in shopping habits - I
Spreading my shopping across a
number of shops to get best value
Shopping in discount retailers
Buying in bulk
No
Change
%
Less
Often
%
49
28
22
42
21
Buying food items on promotion
Travelling further to get better value
More
Often
%
32
40
46
16
26
39
28
43
26
41
* New question added 2010
Q.40 Thinking about your food shopping lately, have you been doing any of the following more often or less often, or have you made no
change?
68.
PERIscope
Recent changes in shopping habits - II
More
Often
%
Buying some of my food from
suppliers who sell at your door
Buying from farmers markets
Buying online
Buying foods that are familiar to me
from when I was growing up
I find that I am eating what my
mother or grandmother would cook
No
Change
%
11
Less
Often
%
44
20
45
42
11
38
47
26
31
42
43
39
31
30
* 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
%
2008
%
25
27
2006
%
Country of Origin
Any
Europe
%
2010
%
2008
%
25
29
30
56
66
40
Sometimes Check
61
63
2006
%
35
54
58
54
51
Never Check
21
12
15
21
9
15
15
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?
11
70.
PERIscope
Importance of statements on labels
(Base: All Adults 18+, Spain)
Natural
2010
%
2008
%
Fresh
2010
%
2008
%
Good
source of
calcium*
2010
%
29
Very Important
54
58
60
Helps to build
strong bones*
2010
%
29
Grown
without
pesticides*
2010
%
40
36
32
Neither/Nor
Not at all important
33
12
1
32
9
1
30
9
1
2010
%
33
61
40
Fairly Important
20% less fat*
36
8
1
26
28
5
6
38
24
23
4
5
* 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
2010
%
Fresh vegetables*
89
Fresh fruits
85
Free from preservatives
Very Important
Fairly Important
Neither/Nor
Not at all important
58
30
10
2
60
30
9
1
61
30
8
1
Q.36 When shopping for foods, how important or not are the following
statements on labels?
2008
%
93
n/a
38
55
Food cooked/grown
in the last few days
34
27
Fresh taste
30
30
Kept in the fridge
27
Nutritionally better for you
24
Made from scratch/
home baked
21
Short shelf life
19
18
33
24
40
*Note vegetables and fruit 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
%
Very important
2010
%
Natural – Prompted Associations
2010
%
2008
%
Natural ingredients
81
No artificial ingredients/
preservatives/colours
34
54
58
Not fortified with artificial
ingredients
22
Produced organically
4
12
1
9
Not at all important
1
Q.36 When shopping for foods, how important or not are the following
statements on labels?
35
n/a
17
32
21
57
27
Produced locally
Neither/nor
68
49
Natural colour
33
81
55
Nutritionally better for you
41
n/a
70
From nature
Fairly important
2008
%
11
21
9
*Note question asked differently in 2008
Q.38 Which, if any, of the following would you associate with
‘Natural’ in terms of food?
73.
PERIscope
Grocery Shopping – Summary
•There is increased emphasis on price, with higher proportions than in 2008
now agreeing that price is the most important thing and the first thing they
look for when shopping.
•Though the majority continue to agree that quality of fresh food is more
important than price, this also is in slow decline
•Half of Spanish consumers report that they spread their shopping across a
number of shops more often now in order to get the best value; likewise
significant proportions claim that they buy food items on promotion and
shop at discount retailers more frequently now.
•Shopping habits that have reportedly declined include travelling further to
get better value, buying online and from suppliers at the door, each
mentioned by at least two in five as something they do less of now.
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