PERIscope 2010
Consumer Eating and Purchasing Study
Understanding attitudes in Sweden
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
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
PERIscope
Introduction and Methodology
2010
2008
2006
France



Germany


Spain



Netherlands



Belgium

Sweden



US

New Zealand

Profile of Sample
PERIscope
Profile of sample – Sweden
Gender
Age
2010 2008 2006
%
%
%
2010 2008 2006
%
%
%
18-24 10
11
11
25-34 17
Male 52
Female 48
49
17
17
50
35-44 18
45-54 16
51
Social Class
50
18
16
2010 2008 2006
%
%
%
38
2010*
%
Stockholm
Upper
50
59
59
23
Östra Mellansverige
18
Småland med öarna
9
18
16
Lower
55+ 39
Region
38
50
41
41
Sydsverige
16
Västsverige
21
Norrland
Norra
Mellansverige
6
7
Nationally representative of adult population of Sweden
* Note: geographic breakout of regions differed in ‘08 & ‘06
PERIscope
Profile of sample – household
composition and work status
Household Composition
Work Status
2010 2008 2006
%
%
%
Single
24
20
2010 2008
%
%
22
Working full time
Dual
42
43
34
37
55
66
67
16
11
5
42
Working part time
Student
3+
2006
%
36
Other*
8
6
30
3
15
17
* Other includes housewife, retired, unemployed
Section 1: Food & Cooking
PERIscope
Attitudes to food - I
93
92
92
95
90
85
76
81
77
79
83
88
94
97
96
81
% applies a lot/ a
little
Try to eat a lot of
fruit and veg
Try to eat foods
low in fat
91
82
84
82
Avoid sugary food
and sweets
86
85
Like to try new
foods
Any Europe
85
72
71
‘10‘08 ‘06
% applies a lot/ a
little
*Buy brands that use
environmentally safe
* New statement added 2010
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?
Try to eat high
fibre foods
Dairy foods
important in diet
PERIscope
Attitudes to food - II
88
90
94
91
90
80
79
92
95
93
80
77
Any Europe
‘10‘08 ‘06
% applies a lot/ a
little
Enjoy eating out
Only eat out for
special occasions
81
81
85
Important to eat
dinner together as
a family
90
79
84
72
62
% applies a lot/ a
little
54
Look for recipes on
*Food is one of
Enjoy cooking,
internet (Q51)
the few pleasures
creating great
I have left
meals
* New statement added 2010
Q.1 The following are things people have said about their attitudes to the food they eat and cooking. For each one,
please indicate whether that statement applies to you personally a lot; a little or not at all?
PERIscope
Attitudes to food - III
75
81
82
82
62
% applies a lot/ a
little
53
47
40
44
51
57
43
43
36
Rarely have time
for a proper
breakfast
Pick foods that
are quick to cook
82
86
85
Too busy to cook
as often as I would
like
39
33
Eat prepared
sandwiches/rolls
from deli counters
82
69
% applies a lot/ a
little
52
57
47
57
47
45
Often eat ready
prepared/ convenience
meals
40
Pick easy to
prepare foods
42
Use a lot of ready
to eat foods
45
45
42
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?
PERIscope
Cooking skills
2010
AGE
GENDER
Any
Europe 2010 2008
%
%
%
Can’t boil an egg
11
2
Can cook basic snacks
(e.g. Beans on toast)
Can cook a
simple dinner
4
5
19
21
Would enjoy having a
dinner party where I do
all the cooking
3-
16
Male
%
1
2
22
Female
%
1
1
18-24
%
15
27
31
1
2
35-44
%
1
1
45+
%
1-
21
20
2
2
13
44
48
54
49
33
31
31
32
48
45
49
41
18
28
43
25
25-34
%
45
49
Would be confident that
I could produce a
good Sunday dinner
2006
%
Main
Shopper
%
31
36
36
26
27
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of?
PERIscope
Attitude to cooking
2010
AGE
GENDER
Any
Europe 2010
%
%
A chore – something
16
that has to be done
Important because
eating well is important
21
2006
%
20
19
25
12
43
54
29
Good fun at times 34
A passion – I love food
13
2008
%
20
14
20
45
16
Male Female
%
%
12
14
26
23
39
18-24 25-34 35-44 45+
%
%
%
%
13
32
15
14
12
12
19
23
26
25
47
41
43
22
21
45
46
Main
Shopper
%
43
23
Q.4 And which of these phrases best describes your attitude to cooking?
17
13
21
17
PERIscope
Incidence of attending cooking classes
in past 3 years - 2010
%
No
90
10
Yes
Yes Highest Amongst
18-24’s
22%
Students
17%
A passion for cooking
19%
Entertain more at home
16%
European Average
Yes
8%
(Base: All Adults 18+, Sweden)
* 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?
PERIscope
Incidence of preparing meals from scratch
Any
Europe
%
FREQUENCY
2010
%
2008
%
Change in
Frequency
2006
%
%
17
17
More often
32
Daily +
48
44
‘10
‘08
‘06
28
37
75
72
About the same
38
Several times
a week
Weekly
Monthly +
Less often
Never
28
63
33
33
Less often
8
8
6
3
9
8
6
1
11
9
13
14
5
1
6
1
8
11
9
(Base: All Adults 18+, Sweden)
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary
ingredients)
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?
PERIscope
Use of meal components
2010
GENDER
Daily +
Several times
a week
Any
Europe 2010
%
%
7
21
5
24
2008 2006
%
%
5
7
Male Female
%
%
5
6
AGE
18-24 25-34 35-44
%
%
%
10
Monthly +
23
25
Never
3
5
24
23
35
40
18
19
19
22
18
22
20
19
16
18
21
26
22
22
23
21
10
24
7
23
24
10
4
23
7
18
13
24
22
22
Less often
5
14
17
30
Weekly
9
45+
%
Main
Shopper
%
20
20
31
25
7
24
15
13
18
2
5
4
10
7
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be added together for a
meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.)
PERIscope
Frequency of convenience meal usage
2010
TOTAL
GENDER
Any
Europe
%
2010
%
2008
%
2006
%
More often
7
5
9
7
4
Less often
32
35
27
29
36
Male Female
%
%
AGE
18-24
%
25-34
%
35-44
%
5
10
11
4
34
34
27
29
Main
45+ Shopper
%
%
2
5
40
35
(Base: All Adults 18+, Sweden)
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?
PERIscope
Attitudes to convenience meals - I
Any Europe
Agree
Slightly
%
Convenience meals are...
...easy to cook
Agree
Strongly/
Slightly
%
47
Sweden
Agree
Slightly
%
Agree
Strongly/
Slightly
%
83
35
82
5
4
2010
...easy to prepare
44
83
36
81
...quick to cook
46
82
38
82
...expensive
...a good substitute for home
cooking when time is limited
37
40
63
56
37
32
+ / - vs 2008
%
-8
0
71
44
-11
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
PERIscope
Attitudes to convenience meals - II
Any Europe
Convenience meals are...
Agree
Strongly/
Slightly
%
Agree
Slightly
%
...filling
32
43
2010
Sweden
Agree
Strongly/
Slightly
%
Agree
Slightly
%
31
21
23
...something I have
always at home
24
34
34
22
32
32
...have poor quality ingredients
...good value for money
...good for you/have
natural ingredients
19
23
13 16
8
39
3
24
...taste great
28
+ / - vs 2008
%
11 14
8 10
32
58
23
53
-7
-4
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
PERIscope
Utility ownership in home - I
97 98 96
94 93
85
88
87
91 90
90
89
46
52
56
76
52
43
42
37
17
36
14 16 15
2 3
Full Oven
- Electric
‘10‘08 ‘06
87
70
67
52 51
94
75 77
75
71
Any
Oven
Any Europe
6
Full Oven
- Gas
Any
Freezer
Q.49 Which of the following do you have in your home?
Separate
freezer
section
attached
to fridge
Freezer
box
in fridge
Separate
Freezer
unit
Kettle
Toaster
*Smoothie
Maker/
Smoothie
blender
* New utility 2010
PERIscope
Utility ownership in home - II
Any Europe
89
91
91
91
‘10‘08 ‘06
69
64
64
64
67
60
54
45
51
47
45
41
39
29
28
23
Any
Microwave
Microwave
without
grill
52
47
Microwave
with
grill
23
Grill
24
Deep fat
fryer
Sandwich
Maker
(Base: All Adults 18+, Sweden)
Q.49 Which of the following do you have in your home?
PERIscope
Utility ownership in home - III
Any Europe
85
‘10‘08‘06
87
84
71
67
52
45
44
52
45
36
33
30
26
13
14
4
Food
processor
Wok
Steamer
Coffee
Maker
1
1
2
Tagine
(Base: All Adults 18+, Sweden)
Q.49 Which of the following do you have in your home?
PERIscope
Attitudes to Food & Cooking - Summary
 A sense of adventure regarding food is almost unanimous, with
virtually all saying they like to try new foods, ahead of the
European average.
 New for 2010, along with their other European counterparts, seven
in ten aim to buy brands that use environmentally safe packaging.
 Virtually all enjoy eating out though the majority suggest that they
only eat out for special occasions.
 The incidence of preparing meals from scratch has increased with
more saying they do this on at least a daily basis.
 Using a lot of ready to eat foods and eating ready prepared or
convenience meals is below the European average.
Section 2: Eating In Home
PERIscope
Responsibility for meal preparation
Any
Europe
%
2010
%
2008
%
2006
%
47
47
47
35
Always prepare own meal
52
Sometimes prepare own meal
28
36
38
Someone else prepares meal
16
13
2
3
12
3
Other
12
6
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own
meals or does someone else usually do the meal preparation in your household?
PERIscope
Profile of meal preparer
Gender
Age
2010 2008 2006
%
%
%
Male
(52)
Female
(48)
40
60
37
63
40
60
2010
%
18-24
8
(10)
25-34
(17) 18
2008 2006
%
%
8
9
17
14
35-44
(18)
15
17
20
45+
(55)
59
58
57
() Profile all adults 18+
(Base: All Who Always Prepare Own Meals – 47%)
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own
meals or does someone else usually do the meal preparation in your household?
PERIscope
Methods of food preparation in home
Any
Europe
%
Fried
20
Oven baked/roasted
13
On the hob/stove
16
18
18
n/a
8
8
11
11
7
11
13
6
10
Stir fry/wok
Others
25
21
14
17
Uncooked/cold
Steamed
2008
%
22
11
Boiled
Microwaved
2010
%
6
1
5
2
2
4
* Amendment to question in 2008, data not directly comparable to 2006
(Base: All Who Always Prepare Own Meals – 47%)
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
PERIscope
Ranking of factors considered important when
eating/preparing food in home - 2010
2010
1st
1st/2nd
%
%
Taste
41
2008
1st
%
55
36
Quality
12
Value for money
11
21
7
Healthiness
9
20
7
Price
9
19
n/a
Enjoyment
7
16
6
Ease of preparation
4
Freshness
3
5
6
Nutritional value
2
7
6
Safeness of food
1
3
2
Variety
1
6
3
37
15
10
13
(Base: All Adults 18+, Sweden)
Q.24 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the three most
important factors where 1 is the most important consideration.
PERIscope
Frequency of family sitting down together
for breakfast
Number in Household
Any Europe
%
All Adults
%
2
%
3+
%
20
Every morning
Weekdays only
32
38
48
6
2
50
5
4
Weekends only
36
37
School holidays only
Holidays away from home
Term time only
Never
34
2
5
1
19
1
7
*
12
*5
9
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
2
9
2
11
* New question added 2010
PERIscope
Incidence of entertaining at home more often
nowadays - 2010
%
No
Types of entertaining doing more often nowadays
(Base: those entertaining at home more often)
%
Yes
72
28
Having friends over instead of
going to a pub or restaurant
82
Family celebrations
at home instead
Yes Highest Amongst
18-34’s
Upper income
Dependent children
3+ in household
Housewife
Cooking a passion
33%
33%
33%
33%
36%
44%
62
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?
36
Romantic meal
instead of going out
Other
32
8
* New question added 2010
Q.10 And which, if any, of these types of entertaining in are you doing
more often?
PERIscope
Eating in Home – Summary
The principal food preparation methods used are frying,
boiling and oven baking/roasting; frying as a method is double
the European average.
Nearly one in four Swedish consumers sits down to a family
breakfast every morning but for an almost identical proportion
this is a weekend event only.
In a new question to establish the incidence of entertaining at
home instead of going out, over one quarter of Swedish
consumers reported that they did this more often now, highest
among the youngest age group
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
Any Europe
%
‘10
‘08
‘06
Sweden
%
51
58
44
66
Average number of meals (2010)
1.04
1.36
Takeaway meals eaten off the premises
where they were prepared
Average number of meals (2010)
27
42
38
0.68
0.6
16
Meals or snacks delivered to your home
Average number of meals (2010)
32
0.52
13
14
19
0.63
(Base: All Adults 18+, Sweden)
Q.25 In the last 7 days, how many of these types of meals, if any, have you eaten? By this I mean main meals, light meals or snacks, excluding
meals eaten in canteens and meals prepared at home or taken from your home.
PERIscope
Incidence of eating lunch at work
Eat lunch...
Change in Frequency
%
(Base: All eat lunch at work)
About
the same
%
More
%
... at home
(64)
... Bring in own lunch
46
... Prepare my lunch
(make sandwich in work)
... at work
(36)
33
6
... Go out to eat lunch
54
... Go out and get a sandwich
and bring it back to work
() bracketed figures denote European average
Q.16 During the week, do you usually eat lunch at work or at home?
47
62
19
6
20
32
47
60
Less
%
34
34
* 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?
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)
No
(83)
%
7
93
Fruit
Sandwiches
Bottle of water
Juice
Yoghurt
Rice Pudding
Milk
Smoothie
Cheese snack/cheese strings
Cereal bars
Crisps
Popcorn
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?
80
72
49
48
45
28
24
11
10
7
4
4
32
* New question added in 2010
Q.19 What would their lunch boxes usually contain?
PERIscope
Incidence and frequency of drinking alcohol
PROPORTIONConsumed with Food
Any
2008
Europe 2010
%
%
%
FREQUENCY
INCIDENCE
Any
Europe
%
‘10
%
‘08
%
Any
Europe 2010
%
%
‘06
%
5
Daily+
2008
%
5
2006
%
3
81-100%
18
20
25
84
74
Several times
a week
17
20
61-80%
13
41-60%
12
24
25
25
67
19
28
28
21
60
21-40%
Weekly
Less often
Yes
13
25
18
37
Monthly+
32
35
32
0-20%
24
7
13
16
13
45
17
14
16
Average
41%
14
20
57%
(Base: All Adults 18+, Sweden)
PERIscope
Attitudes to alcohol
(Base: All Who Drink Alcohol, Sweden)
Agree
Strongly/
Slightly
%
Agree
Slightly
%
25
I always have a drink of alcohol/wine when I
have dinner at a restaurant
15
22
21
47
23
I am drinking more alcohol
at home these days than before
34
23
30
17
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*
‘10
‘08
‘06
38
37
27
33
34
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
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 Swedish consumers eat lunch at work, well ahead
of the European average. 1 in 3 say they are now more likely to
bring in their own lunch than previously.
, incidence of drinking alcohol has declined significantly in
2010 and is now below the European average.
The European average for daily consumption is more than
three times the level noted among Swedish adults.
The proportion of alcohol consumed with food is higher on
average among Swedish consumers than for Europeans as a
whole.
One person in three agrees that they are drinking more
alcohol at home these days than before
Section 4: Health and Wellbeing
PERIscope
Diet perceptions x demographics
2010
My Diet is...
GENDER
Any
Europe 2010
%
%
Very Healthy
8
9
2008
%
2006
%
6
6
AGE
Male
%
Female
%
11
7
18-24
%
5
57
Fairly Healthy
63
63
69
64
60
25-34
%
35-44
%
6
4
55
58
45+
%
12
66
68
22
Not Sure
Fairly Unhealthy
Very Unhealthy
21
17
6
1
10
1
16
8
1
Q.29 How would you describe your diet overall?
18
12
-
17
11
1
22
25
17
9
1
14
15
2
1
12
12
1
7
-
PERIscope
Eating Habits in last year
Change in Eating
Habits in Last Year
2010
TOTAL
Any
Europe
%
More healthy
Less healthy
2010
%
29
28
6
6
AGE
GENDER
2008
%
2006
%
43
44
8
6
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
Main
Shopper
%
29
27
28
29
27
28
28
5
8
9
9
11
3
6
(Base: All Adults 18+, Sweden)
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?
PERIscope
Attitudes towards diet - I
Any Europe
Agree...
Strongly
/Slightly
83
81
82
88
77
57
Slightly
47
42
42
To be healthy, it is
important to eat properly
49
83
43
65
49
83
82
43
48
I am conscious of the
nutritional benefit of food
51
47
40
‘10 ‘08 ‘06
91
86
85
37
Good food can enhance
body and mind
28
40
36
30
32
26
23
#I am concerned about my
children being obese
Agree...
Strongly/
slightly
Slightly
51
35
60
42
43
34
39
38
It’s not the type of food
but amount
# Base: those with children
50
50
16
12
20
15
36
26
I’ll think about eating
healthy when older
33
23
29
22
*I wish I had time to
exercise
23
18
19
16
*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
PERIscope
Attitudes towards diet - II
Agree...
80
Strongly/
slightly
70
Slightly
44
79
78
66
51
42
39
59
63
42
41
70
65
50
45
46
62
46
36
36
45
29
A good diet can help your
mental health
Any Europe
I eat to feel good and take
control of my life*
I eat for enjoyment and
not health reasons
‘10 ‘08 ‘06
Agree...
Strongly/
slightly
Slightly
*Note statement slightly different in ‘08 & ‘06
69
57
39
56
35
48
78
57
43
I consider what I eat to be
really important for my
mental well being
40
49
45
49
33
35
35
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
PERIscope
Attitudes towards healthy options - I
Applies a
lot/little
Applies a
little
89
90
89
88
87
88
90
88
87
90
90
64
49
49
46
43
47
51
49
49
33
I try to buy foods that are
natural
Applies a
lot/little
Applies a
little
86
I always try to eat a
balanced diet
36
39
I try to limit the amount of
fast food I consume
93
72
46
66
67
70
45
48
51
40
# Base: those with children
44
53
51
39
42
38
I eat at least 5 portions of
fruit and veg per day
Any Europe
‘10 ‘08 ‘06
27
18
My diet is mainly
vegetarian*
51
94
55
28
20
I always check the
nutritional labelling on
foods before buying them
41
#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.
PERIscope
Attitudes towards healthy options - II
Any Europe
‘10 ‘08 ‘06
Applies a
lot/little
84
Applies a
little
51
83
52
89
75
81
75
49
44
74
80
79
68
55
51
47
Healthier foods are
always more expensive
than other foods
Applies a
lot/little
Applies a
little
81
90
80
50
47
50
I am willing to pay more
for healthy food and
beverages as long as
they taste good
76
80
42
47
80
81
50
I would like
manufacturers to help
me eat healthy
47
46
45
79
49
I very rarely nibble
between meals
43
52
41
59
46
56
67
49
50
48
86
81
57
54
72
55
52
48
44
Choosing healthy food to
eat is very limiting and
boring too
72
64
I eat to enrich/enhance
mental alertness and
spiritual well being
57
43
50
40
37
44
58
47
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.
PERIscope
Attitudes towards healthy options - III
Applies a lot/a little
Applies a little
75
47
75
48
77
Applies a little
71
44
62
47
76
66
45
48
I am more concerned
about what I eat and drink
to control my weight
nowadays
Applies a lot/a little
Any Europe
81
42
40
47
50
I would like to see more
low fat products
69
70
66
48
47
46
I always look for a low fat
option when buying food
products
57
77
54
42
66
68
46
49
I am more concerned
about fat content than
calories
59
44
67
55
51
65
49
‘10 ‘08 ‘06
42
I find there are never
enough healthy food
options when shopping
71
55
40
40
I always think about the
calories in what I eat*
* New statement added 2010
Q.32 I am going to read out a number of statements people have said about health and nutrition. I would like you to state whether each
statement applies to you personally a lot, a little or not at all.
PERIscope
Awareness of different foods
89
82
Aware %
62
71
Any Europe
76
63
59
57
44
Functional foods
72
61
58
‘10 ‘08 ‘06
39
Fair Trade
Products*
73
60
Food which has been
irradiated
64
70
41
Glycemic index
*Note: Fair Trade/Ethical Products in ‘08+’06
Q.31 Which of the following have you ever heard of?
Ethical Products
(Base: All Adults 18+, Sweden)
PERIscope
Awareness of different foods x demographics
GENDER
Male
%
Functional foods
71
59
59
18-24
%
Food which has
been irradiated
65
69
57
Glycemic index
63
65
55
25-34
%
72
58
67
87
73
44
Ethical Products
AGE
Female
%
Fair Trade products
‘10
‘08
‘06
35-44
%
69
60
64
92
79
69
65
64
93
44
44
48
52
58
41
47
50
41
49
53
72
Q.31 Which of the following have you ever heard of?
69
75
68
73
78
68
60
68
87
37
45
83
78
66
77
45+
%
74
56
61
91
77
51
55
57
61
89
72
40
78
85
67
75
74
68
69
68
65
68
60
70
67
53
70
(Base: All Adults 18+, Sweden)
PERIscope
Attitudes towards Fair Trade products
Any Europe
Applies a
lot/little
Applies a
little
66
71
74
70
47
49
46
49
I try to buy Fair Trade
products/brands when
ever they are available
81
80
76
77
46
49
47
47
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+, Sweden)
* 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.
PERIscope
Likelihood to purchase functional foods
Any
Europe
%
2010
%
2008
%
2006
%
Very Likely (5)
9
9
9
13
Fairly Likely (4)
29
28
28
37
Unsure (3)
37
38
38
32
Fairly Unlikely (2)
14
15
18
12
Very Unlikely (1)
11
9
7
6
Average
3.1
3.1
3.1
3.4
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?
PERIscope
Attitudes to frozen food
2010
AGE
GENDER
Frozen food ...
Any
Europe
%
...is always better
7
than chilled
...is usually better
than chilled 15
...about the same 50
...chilled food is usually
better than frozen
20
2010
%
Male
%
Female
%
18-24
%
10
10
9
6
13
12
13
48
24
14
25-34
%
5
9
53
28
19
7
45+
%
13
10
14
51
42
35-44
%
46
30
10
13
47
51
22
Main
Shopper
%
27
21
48
23
...always better 7
9
8
7
7
7
6
5
5
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?
PERIscope
Attitudes to chilled cabinet
82
85
89
Applies a lot/ a little
Applies a little
57
61
63
77
67
56
I much prefer to buy
products from the chilled
cabinet
Applies a lot/ a little
74
75
Applies a little
56
55
52
86
89
Any Europe
70
61
47
51
Where possible I buy
multi-pack products
81
59
62
54
Products in the chilled
cabinet are always fresher
60
57
55
57
43
44
43
44
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?
‘10 ‘08 ‘06
PERIscope
Health & Wellbeing – Summary
Over seven in ten Swedish consumers consider their diet to be
healthy and they are conscious of the nutritional benefits of food
and believe that good food can enhance the body and mind.
Scepticism regarding the healthiness of ‘low fat’ or ‘reduced fat’
products has increased and this perhaps is reflected in the smaller
proportions favouring more low fat products and always looking
for low fat options when buying food.
Just over one in four Swedish consumers claim to have a mainly
vegetarian diet.
Seven in ten aspire to buy Fair Trade products whenever they
are available and three in four would like to see more Fair Trade
products/brands available.
Section 5: Environmental Issues
PERIscope
Impact of environmental issues
Agree
...strongly/slightly
Any
Europe
%
58
...slightly
36
2010
%
2008
%
61
62
Any
Europe
%
2010
%
61
56
38
37
I am more conscious of
environmental issues in
my choice of products
today
Q.41 Please tell me how strongly you agree or disagree with the following statements?
2008
%
34
56
36
36
I prefer to buy from
companies that are
aware of the impact of
environmental issues
(Base: All Adults 18+, Sweden)
PERIscope
Attitudes towards packaging and labelling
Any Europe
‘10 ‘08 ‘06
Applies a
lot/little
Applies a
little
77
74
46
63
47
56
69
51
I often find it difficult to
understand the labelling
on food
75
46
78
75
54
53
66
47
I often find it difficult to
understand the nutritional
claims on packaging
(Base: All Adults 18+, Sweden)
* 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.
PERIscope
Awareness/understanding of food miles
Any
Europe
%
2010
%
2008
%
Understanding
(Base: All aware of food miles)
2010
%
Never heard of it
Heard of it but not important
when buying food
It’s a fad and doesn’t impact on
shopping
Sometimes try to buy food with
low food miles
Actively/always try to buy food
with low food miles
62
69
5
8
5
12
12
5
61
11
11
4
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (a) Food miles
Distance food has to
travel from producer to
shop
An indication of
environmental impact
2008
%
66
14
72
28
11
13
10
(Base: All Adults 18+, Sweden)
Q.43 What do you understand the term ‘Food Miles’ to mean?
PERIscope
Awareness/understanding of sustainability
Any
Europe
%
Never heard of it
2010
%
It’s a fad and doesn’t
impact on shopping
Understanding
(Base: All aware of sustainability)
16
27
Heard of it but not
important when buying
food
2008
%
24
14
24
19
20
9
22
Sometimes try to buy
food with sustainability
features
29
Actively/always try to
buy food with
sustainability features
8
2010
%
23
31
26
Meeting needs of present
without compromising the
ability of future generations
to meet their needs
45
Production practices that
do not have a future
effect on environment
27
Consumption practices
which do not have a
future effect on the
environment
Ensuring future
generations have what
we have today
2008
%
12
5
38
27
17
17
10
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (b) Sustainability
Q.44 What do you understand the term ‘Sustainability’ to mean?
PERIscope
Awareness/understanding of carbon footprint
Any
Europe
%
2010
%
2008
%
Understanding
(Base: All aware of carbon footprint)
Never heard of it
45
52
2010
%
51
Measure of environmental
damage
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
17
16
5
8
15
19
6
10
15
12
12
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (c) Carob Footprint
Amount of carbon dioxide
which is emitted before a
product reaches market
An individual’s effect on the
environment by
consumption of products
2008
%
41
25
18
19
43
38
Q.44 What do you understand the term ‘Carbon Foot print’ to mean?
PERIscope
Understanding of the term ‘local food’
2010
%
2008*
%
68
Made within close proximity to where I live
Made within a 20 mile radius
from where I live
48
Available in farmers markets
46
Made within the county in which I live
Other
54
36
22
Made within the province in which I live
Made in Europe
57
77
34
6
1
74
4
1
*Note question asked differently in 2008
Q.27 Which of the following statements best describes your perception of the term ‘Local Food’?
PERIscope
Overall importance of buying local produce
2010
Any
Europe 2010
%
%
Very Important
16
15
GENDER
2008
%
16
2006
%
9
Male Female
%
%
15
14
AGE
18-24 25-34 35-44
%
%
%
8
9
11
45+
%
Main
Shopper
%
19
15
30
Fairly Important
36
44
38
41
47
50
47
43
43
44
37
Neither/Nor 30
26
26
26
Not very important
10
8
Not at all important
7
7
27
10
10
15
9
9
9
7
5
27
9
5
25
29
26
10
9
9
7
7
6
Q.26 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
26
8
7
PERIscope
Frequency of buying local food
(Base: All Adults 18+, Sweden)
2010
GENDER
Daily+
Any
Europe 2010
%
%
8
21
Several times a week
2006
%
19
14
2
3
22
20
18-24 25-34 35-44
%
%
%
45+
%
26
22
20
21
21
23
23
29
36
30
30
28
27
23
20
27
26
24
32
28
28
25
32
28
22
Monthly+ 22
13
Less often 15
Never
Male Female
%
%
Main
Shopper
%
23
30
Weekly
2008
%
AGE
5
7
4
21
4
28
12
14
16
17
13
12
13
3
7
4
7
3
4
4
3
7
8
3
8
3
7
3
Q.27 How often would you buy local produce, i.e. products produced in your local area?
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.
Awareness of food miles and carbon footprint remains well below
knowledge of sustainability.
Three quarters of Swedish consumers are aware of sustainability
and two in five claim it has an impact of their shopping.
Understanding of the term ‘local food’ as ‘made in close proximity
to where I live’ is higher than in 2008, but far fewer interpret the
term as meaning made in their local county or province.
Three in every four report at least weekly purchasing frequency of
local food.
Section 6: Grocery Shopping and Food Labeling
PERIscope
Incidence and profile of grocery shoppers
2010
%
Mainly responsible
for grocery shopping
2008
%
48
2006
%
51
Gender
2010 2008 2006
%
%
%
Male
(52)
Female
(48)
44
56
34
66
37
53
2010
%
18-24
(10)
25-34
(17)
Age
2008 2006
%
%
7
9
8
17
18
15
35-44
(18)
18
16
18
45-54
(16)
18
17
18
55+
(39)
41
40
41
63
() Total Swedish 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?
PERIscope
Attitudes to grocery shopping - I
Any Europe
Agree…
Strongly/Slightly
Slightly
‘10 ‘08 ‘06
78
41
72
41
72
64
64
61
45
44
40
I most often go to the
same store but look for
the best value for money I
can get
43
75
64
42
41
Quality of fresh food is
more important than
price
Agree…
Strongly/Slightly
69
Slightly
39
58
32
62
45
37
27
20
I watch for
announcements for sales
or promotions on grocery
28
35
39
23
30
25
17
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.
PERIscope
Attitudes to grocery shopping - II
Any Europe
Agree…
Strongly/Slightly
Slightly
‘10 ‘08 ‘06
52
33
40
25
46
31
40
30
When I shop the first thing
I look for is price
45
30
27
Slightly
38
24
47
27
19
31
34
33
22
24
25
I compare prices between
outlets to see where I can
but the cheapest fresh
food even if I have to
travel
37
28
33
35
25
24
The most important thing
is price when grocery
shopping
Agree…
Strongly/Slightly
38
59
58
46
39
33
I tend to buy on impulse if
I think things are cheap
46
30
34
29
25
27
I will pay a bit more for
grocery shopping to get a
superior customer service
27
19
24
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.
PERIscope
Recent changes in shopping habits - I
More
Often
%
No
Change
%
Spreading my shopping across a
number of shops to get best value
22
51
27
Shopping in discount retailers
21
54
25
Buying in bulk
Buying food items on promotion
Travelling further to get better value 6
16
58
23
26
57
67
Less
Often
%
21
27
* 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?
PERIscope
Recent changes in shopping habits - II
More
Often
%
Buying some of my food from
suppliers who sell at your door 4
Buying from farmers markets
12
Buying online 3
No
Change
%
Less
Often
%
72
24
68
75
20
21
Buying foods that are familiar to me
from when I was growing up
13
65
22
I find that I am eating what my
mother or grandmother would cook
13
64
23
* New question added 2010
Q.40 Thinking about your food shopping lately, have you been doing any of the following more often or less often, or have you made no
change?
PERIscope
Checking of quality and country of origin
Any
Europe
%
Always Check
19
Symbol of Quality
2010
%
2008
%
17
19
2006
%
Any
Europe
%
26
25
Country of Origin
2010
%
2008
%
34
47
Sometimes Check
61
63
63
59
45
21
20
18
15
41
54
54
Never Check
2006
%
48
21
12
8
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
PERIscope
Importance of statements on labels
Natural
2010
%
2008
%
Fresh
2010
%
2008
%
Good
source of
calcium*
2010
%
12
Very Important
30
24
29
38
48
29
24
5
2010
%
10
11
42
16
1
20% less fat*
66
40
Not at all important
Grown
without
pesticides*
2010
%
35
62
Neither/Nor
2010
%
29
43
Fairly Important
Helps to build
strong bones*
7
2
52
27
6
1
22
10
Q.36 When shopping for foods, how important or not are the following statements on labels
13
37
24
5
* New statements added 2010
PERIscope
Importance of and associations with
‘fresh’ on a label
Impact of ‘fresh’ on Labels when Shopping
Any
Europe
%
Very Important
Fairly Important
Neither/Nor
Not at all important
58
30
10
2
2010
%
62
29
7
2
2008
%
Fresh – Prompted Associations
2010
%
Fresh Vegetables*
94
Fresh Fruits
93
86
n/a
48
Free from preservatives
66
2008
%
Food cooked/grown
in the last few days
40
Fresh taste
38
Short shelf life
27
Made from scratch/
home baked
27
Kept in the fridge
24
Nutritionally better for you
23
62
74
45
42
37
43
27
6
1
Q.36 When shopping for foods, how important or not are the following
statements on labels?
53
*Note question asked differently in 2008
*Note fruit and vegetables in ‘08
Q.37 And which, if any, of the following would you associate
with “Fresh” in terms of food?
PERIscope
Importance of and associations with
‘natural’ on a label
Impact of ‘Natural’ on Labels when Shopping
Any
Europe
%
Very important
Fairly important
34
41
2010
%
2008
%
29
43
42
40
Neither/nor
21
24
Natural – Prompted Associations
2010
%
2008
%
Natural ingredients
80
No artificial ingredients/
preservatives/colours
79
Not fortified with
artificial ingredients
83
65
From nature
55
Natural colour
54
Produced organically
n/a
69
71
n/a
35
Nutritionally better for you
26
Produced locally
22
45
39
22
16
Not at all important
4
5
1
Q.36 When shopping for foods, how important or not are the following
statements on labels?
*Note question asked differently in 2008
Q.38 Which, if any, of the following would you associate with
‘Natural’ in terms of food?
PERIscope
Grocery Shopping - Summary
While price remains the most important thing for over one third
when grocery shopping, there is less of a tendency to look at price
first and to compare prices between outlets.
The proportion agreeing that quality of fresh food is more
important than price has increased since 2008 and a higher
proportion are willing to pay a bit more for superior customer
service.
The proportions reporting that they always check for quality
symbols and country of origin have declined somewhat since 2008.
The addition of ‘fresh’ on a label is more important to Swedish
consumers than is ‘natural’.
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