PERIscope 2010
Consumer Eating and Purchasing Study
Understanding attitudes in USA
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 – USA
Male
Gender
Age
Social Class
Region
2010
%
2010
%
2010
%
2010
%
49
18-24
12
25-34
18
35-44
45-54
Female
Lower
19
Mid West
23
South
36
West
22
20
19
51
Upper
55+
53
North East
47
30
Nationally representative of adult population of USA
6.
PERIscope
Profile of sample – household composition
and work status
Household Composition
Work Status
2010
%
2010
%
Single
Dual
3+
19
Working full time
47
Working part time
11
Student
6
Other*
37
32
49
* Other includes housewife, retired, unemployed
7.
Section 1: Food & Cooking
PERIscope
Attitudes to food - I
94
90
86
73
% 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
92
81
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
93
87
69
% applies a lot/
a little
Enjoy eating
out
Only eat out for
special occasions
Important to eat
dinner together
as a family
83
76
75
% applies a lot/
a little
Look for recipes
Food is one of
Enjoy cooking,
on internet
the few
creating great
(Q51)
pleasures I
meals
have left
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
88
54
56
58
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
92
73
% applies a lot/
a little
70
55
Use a lot of
Often eat ready
Pick easy to
Buy hot food from
ready
to eat
prepared/
prepare foods
deli counters
foods
convenience 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
Can’t boil an egg
Can cook basic snacks
(e.g. Beans on toast)
Can cook a
simple dinner
2010
%
Male
%
Female
%
18-24
%
1
5
2
8
1
3
2
11
25-34
%
2
5
35-44
%
45+
%
Main
Shopper
%
0
1
5
1
4
26
28
46
41
22
26
1
28
24
29
34
34
37
Would be confident that
I could produce a
good Sunday dinner
Would enjoy having a
dinner party where I do
all the cooking
43
43
40
31
38
24
26
30
19
24
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of?
28
27
12.
PERIscope
Attitude to cooking
2010
GENDER
2010
%
Male
%
Female
%
A chore – something
that has to be done
18
18
18
Important because
eating well is important
25
27
23
AGE
18-24
%
25-34
%
35-44
%
12
16
16
27
22
24
39
37
42
A passion – I love food
17
18
17
Q.4 And which of these phrases best describes your attitude to cooking?
Main
Shopper
%
21
17
26
39
Good fun at times
45+
%
50
36
23
11
39
20
16
25
40
18
13.
PERIscope
Incidence of attending cooking classes
in past 3 years - 2010
%
Yes Highest Amongst
No
94
25-34’s
8%
35-44’s
8%
Upper
8%
Food is a passion
15%
Entertain at home more
9%
6
Yes
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
Change in
Frequency
%
FREQUENCY
2010
%
More often
Daily +
22
30
67
About the same
Several times
a week
34
Less often
Weekly
12
Monthly +
13
Less often
Never
7
4
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary
ingredients)
11
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 +
2010
%
Male
%
14
12
36
37
Female
%
16
18-24
%
23
25-34
%
23
35-44
%
15
45+
%
7
Main
Shopper
%
14
36
Several times
a week
37
36
31
32
45
17
Weekly
Monthly +
Less often
17
17
10
17
17
11
18
18
9
4
18
19
18
16
21
10
17
17
13
12
10
6
3
8
3
9
4
7
Never
7
7
5
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
AGE
2010
%
Male
%
Female
%
More often
14
14
14
Less often
22
20
23
18-24
%
25-34
%
35-44
%
45+
%
Main
Shopper
%
21
16
15
11
14
14
14
24
25
24
(Base: All Adults 18+, USA)
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
Agree
Slightly
%
Convenience meals are...
Agree
Strongly/Slightly
%
...easy to cook
36
86
...easy to prepare
34
85
...quick to cook
40
...expensive
36
...a good substitute for home
cooking when time is limited
38
85
56
61
(Base: All Adults 18+, USA)
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...
2010
Agree
Slightly
%
...filling
41
...taste great
...something I have always at home
...have poor quality ingredients
37
25
48
34
33
22
63
53
30
...good value for money
...good for you/have natural ingredients
Agree
Strongly/Slightly
%
46
33
(Base: All Adults 18+, USA)
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
92
91
87
63
57
36
30
33
31
26
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
(Base: All Adults 18+, USA)
91
86
62
29
19
6
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
21.
PERIscope
Utility ownership in home - III
77
43
31
33
1
Food
processor
Wok
Q.49 Which of the following do you have in your home?
Steamer
Coffee
Maker
Tagine
(Base: All Adults 18+, USA) 22.
PERIscope
Attitudes to Food & Cooking – Summary
Interest in trying new foods food is very strong with 93% of
Americans enjoy eating out – with seven in ten of them only eating
out on special occasions.
A high proportion (nine in ten) say that they pick foods that are quick
to cook and are easy to prepare, with a high level (three quarters) of
American consumers eating convenience meals.
Americans use a lot of ready to eat foods and a high level purchase
either sandwiches/rolls or hot foods from deli counters (58% and 55%
respectively).
Only three in ten Americans claim to prepare meals from scratch on a
daily basis. Just over half of Americans say they are too busy to cook
as often as they would like.
23.
Section 2: Eating In Home
PERIscope
Responsibility for meal preparation
2010
%
Always prepare own meal
53
Sometimes prepare own meal
36
Someone else prepares meal
Other
9
1
(Base: All Adults 18+, USA)
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare your own
25.
meals or does someone else usually do the meal preparation in your household?
PERIscope
Profile of meal preparer
Gender
Age
2010
%
2010
%
8
18-24
(12)
Male
(49)
Female
(51)
38
25-34
(18)
18
35-44
(20)
22
45-54
(19)
19
55+
(30)
33
62
(Base: All Who Always Prepare Own Meals – 53%)
() 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
2010
%
Oven baked/roasted
22
On the hob/stove
19
Microwaved
17
Boiled
9
Uncooked/cold
9
Fried
8
Steamed
7
Stir fry/wok
Others
6
4
(Base: All Who Always Prepare Own Meals – 53%)
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
27.
PERIscope
Ranking of factors considered important when
eating/preparing food in home - 2010
2010
1st/2nd
%
1st
%
Taste
51
67
Healthiness
9
22
Value for money
9
20
Quality
8
Ease of preparation
6
Price
5
11
Nutritional value
4
13
Freshness
3
9
Enjoyment
3
7
Safeness of food
2
4
Variety
*
2
28
15
Note * is less than 0.5%
(Base: All Adults 18+, USA)
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
16
Weekdays only
10
2
%
3+
%
13
23
13
6
Weekends only
39
33
School holidays only
Holidays away from home
Term time only
1
5
1
1
5
*
Never
27
31
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
44
2
5
2
21
(Base: All Adults 18+, USA) 29.
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
34
66
Having friends over instead of
going to a pub or restaurant
67
Family celebrations
at home instead
65
Romantic meal
instead of going out
37
A few drinks at home with your
partner instead of going to the pub
36
Yes Highest Amongst
18-24’s
46%
25-34’s
44%
35-44’s
43%
With dependent children
47%
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
10
Q.10 And which, if any, of these types of entertaining in are you doing
more often?
30.
PERIscope
Eating in Home – Summary Points
•The principal food preparation methods used are oven baked/roasted,
on the hob/stove and microwaved. Americans use boiling, frying and
stir fry or wok to a lesser extent.
•Only 16% American consumers sit down to a family breakfast every
morning but for one in four this is a weekend event only.
•More than three in ten report entertaining at home instead of going
out more often now. More frequent home entertaining is highest for
those with dependent children.
•For those who entertain at home more often nowadays, typically this
involves 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 of meals (2010)
58
1.53
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)
50
1.29
19
0.42
(Base: All Adults 18+, USA)
Q.25 In the last 7 days, how many of these types of meals, if any, have you eaten? By this I mean main meals, light meals or snacks, excluding
33.
meals eaten in canteens and meals prepared at home or taken from your home.
PERIscope
Incidence of eating lunch at work
Change in Frequency
(Base: All eat lunch at work)
Eat lunch...
%
About
the same
%
More
%
... Bring in own lunch
... at home
56
33
11
59
... Prepare my lunch
(make sandwich in work)
20
... Go out to eat lunch 13
... at work
Less
%
58
39
22
48
41
... Go out and get a sandwich
and bring it back to work 11
Q.16 During the week, do you usually eat lunch at work or at home?
50
39
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)
%
Sandwiches
Yes
94
Fruit
22
80
Juice
69
Crisps
66
Cheese snack/cheese strings
55
Bottle of water
53
Yoghurt
No
40
Cereal bars
78
Milk
Popcorn
32
12
Smoothie
7
Rice Pudding
7
Other
Q.18 Do you have any children in your household for whom you are
responsible for preparing their lunch pack/ lunch box?
37
16
Q.19 What would their lunch boxes usually contain?
35.
PERIscope
Incidence and frequency of drinking alcohol
INCIDENCE
FREQUENCY
PROPORTIONConsumed with Food
‘10
%
2010
%
2010
%
Daily+
Several times
a week
60
81-100%
14
61-80%
11
41-60%
15
21-40%
18
0-20%
42
Average
40%
22
Weekly
21
Monthly+
30
Less often
Yes
15
13
36.
PERIscope
Attitudes to alcohol
Agree
Strongly/
Slightly
%
(Base: All Who Drink Alcohol, USA)
Agree
Slightly
%
I always have a drink of alcohol/wine when I
have dinner at a restaurant
18
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
27
22
11
32
16
33
57
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
•The proportions eating out in pubs, restaurants or cafés and those getting
takeaway meals is very high. Half of Americans had takeaway meals in the
last week.
•Three in every five American consumers eat lunch at home, with just one
in ten eating lunch at work. Among those who have lunch at work nearly
three in five claim they are now more likely to bring in their own lunch.
•Incidence of drinking alcohol is modest at six in ten. Among those who
drink alcohol, the frequency of drinking at least weekly is at almost six in
ten. The proportion of alcohol consumed with food is on average 40%.
•The likelihood of consuming alcohol/wine when eating out is low at only
one in four. One in three agrees that they are drinking more alcohol at
home these days than before.
38.
Section 4: Health and Wellbeing
PERIscope
Diet perceptions
(Base: All Adults 18+, USA)
2010
GENDER
My Diet is...
AGE
2010
%
Male
%
Female
%
18-24
%
25-34
%
35-44
%
45+
%
Very Healthy
10
9
11
10
11
8
10
Fairly Healthy
65
65
63
65
15
15
9
1
11
*
56
65
68
18
Not Sure
14
16
13
Fairly Unhealthy
10
1
9
1
10
1
Very Unhealthy
Q.29 How would you describe your diet overall?
14
2
13
8
1
40.
PERIscope
Eating habits in last year
Change in Eating
Habits in Last Year
2010
TOTAL
GENDER
2010
%
Male
%
More healthy
35
30
Less healthy
6
5
AGE
45+
%
Main
Shopper
%
Female
%
18-24
%
25-34
%
35-44
%
40
34
35
36
35
36
7
6
7
8
5
6
(Base: All Adults 18+, USA)
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
Slightly
86
85
75
49
52
51
49
29
To be healthy, it is
important to eat properly
I am conscious of the
nutritional benefit of food
Good food can enhance
body and mind
#I am concerned about my
children being obese
Agree...
Strongly/
slightly
Slightly
51
36
It’s not the type of food
but amount
31
29
23
23
20
16
I’ll think about eating
healthy when older
I wish I had time to
exercise
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
80
60
Slightly
46
46
32
42
A good diet can help your
mental health
I eat to feel good and take
control of my life
I eat for enjoyment and
not health reasons
Agree...
Strongly/slightly
68
Slightly
46
41
I consider what I eat to be
really important for my
mental well being
I eat healthy to take
control of my life
61
(Base: All Adults 18+, USA)
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
88
Applies a lot/little
87
72
Applies a little
65
48
56
50
42
I try to buy foods that are
natural
I always try to eat a
balanced diet
I try to limit the amount
of fast food I consume
I eat at least 5 portions of
fruit and veg per day
93
Applies a lot/little
79
Applies a little
44
50
24
17
I always check the
nutritional labelling on
foods before buying them
My diet is mainly
vegetarian
#I try to give the children
as much vegetables as
possible
# Base: those with children
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
84
74
68
46
51
54
44
Healthier foods are
always more expensive
than other foods
I am willing to pay more
for healthy food and
beverages as long as they
taste good
Choosing healthy food to
eat is very limiting and
boring too
Applies a little
Applies a lot/little
I eat to enrich/enhance
mental alertness and
spiritual well being
77
61
Applies a little
50
46
I would like
manufacturers to help
me eat healthy
44
I very rarely nibble
between meals
52
37
There are not enough
product options for
people who suffer food
intolerances
56
47
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
78
Applies a little
46
44
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
Applies a lot/a little
73
69
65
Applies a little
47
47
46
69
54
40
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
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
Aware %
54
50
43
Functional foods
Fair Trade
products
Food which has been
irradiated
61
46
Glycemic index
Ethical Products
(Base: All Adults 18+, USA)
Q.31 Which of the following have you ever heard of?
47.
PERIscope
Awareness of different foods x demographics
(Base: All Adults 18+, USA)
GENDER
Male
%
Functional foods
Fair Trade products
Female
%
55
44
Food which has
been irradiated
55
Glycemic index
55
Ethical Products
AGE
48
Q.31 Which of the following have you ever heard of?
18-24
%
52
25-34
%
49
43
40
45
41
67
43
35-44
%
52
43
49
47
46
32
59
45+
%
59
44
44
62
47
61
55
44
64
45
48.
PERIscope
Attitudes towards Fair Trade Products
60
Applies a lot/little
Applies a little
48
38
40
54
41
I try to buy Fair Trade
products/brands when
ever they are available
The higher price of Fair
Trade products puts me
off buying
I wish there were more Fair
Trade products/
brands available
(Base: All Adults 18+, USA)
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)
Fairly Likely (4)
Unsure (3)
Fairly Unlikely (2)
Very Unlikely (1)
Average
14
34
37
9
5
3.4
(Base: All Adults 18+, USA)
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+, USA)
2010
AGE
GENDER
Frozen food ...
...is always better
than chilled
...is usually better
than chilled
...about the same
...chilled food is usually
better than frozen
2010
%
Male
%
Female
%
18-24
%
25-34
%
3
10
3
10
3
11
2
10
1
8
61
62
58
60
61
22
24
21
35-44
%
1
6
45+
%
4
13
66
61
26
28
23
19
...always better
3
3
3
3
3
3
3
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?
Main
Shopper
%
3
10
61
23
3
51.
PERIscope
Attitudes to chilled cabinet
Applies a lot/ a little
Applies a little
69
55
I much prefer to buy
products from the chilled
cabinet
Applies a lot/ a little
Applies a little
69
55
Products in the chilled
cabinet are always fresher
79
55
Where possible I buy
multi-pack products
61
43
I buy food in smaller packs
because it means less
waste
Q.48 And now about food shopping generally – please tell me whether these statements apply to you a lot, a little or not at all?
52.
PERIscope
Health & Wellbeing - Summary
 Three quarters of American consumers consider their diet to be very or
fairly healthy and agree that it is important to eat properly to be healthy
and that good food can enhance the body and mind, but fewer are as
conscious of the nutritional benefits of food.
 Despite some scepticism regarding the healthiness of ‘low fat’ or
‘reduced fat’ products with just over half of American consumers
accepting that they will always be a healthy choice.
 Many (seven in ten) would still like to see more low fat products
available to them, and more than seven in ten report that they always
look for low fat options when buying food.
 Two thirds say they always think about the calories in what they eat and
many are reporting to nibble between meals. Only one quarter of
Americans opt for a vegetarian diet.
53.
Section 5: Environmental Issues
PERIscope
Impact of environmental issues
2010
%
2010
%
...strongly/slightly
55
53
...slightly
35
Agree
30
I am more conscious of
environmental issues in
my choice of products
today
I prefer to buy from
companies that are
aware of the impact of
environmental issues
(Base: All Adults 18+, USA)
Q.41 Please tell me how strongly you agree or disagree with the following statements?
55.
PERIscope
Attitudes towards packaging and labelling
Applies a lot/little
Applies a little
51
38
I often find it difficult to
understand the labelling
on food
55
41
I often find it difficult to
understand the nutritional
claims on packaging
(Base: All Adults 18+, USA)
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)
2010
%
Never heard of it
78
Distance food has to
travel from producer to
shop
An indication of
environmental impact
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
70
18
7
7
5
3
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (a) Food miles
(Base: All Adults 18+, USA)
Q.43a What do you understand the term ‘Food Miles’ to mean?
57.
PERIscope
Awareness/understanding of sustainability
2010
%
Never heard of it
36
Heard of it but not
important when buying
food
25
It’s a fad and doesn’t
impact on shopping
14
Sometimes try to buy
food with sustainability
features
Actively/always try to
buy food with
sustainability features
22
Understanding
(Base: All aware of sustainability)
2010
%
Meeting needs of present
without compromising the
38
ability of future generations
to meet their needs
Production practices that
do not have a future
effect on environment
Ensuring future
generations have what
we have today
Consumption practices
which do not have a
future effect on the
environment
24
14
10
4
Q.42 Which of the following statements best describes your attitude
towards each of these terms? (b) Sustainability
(Base: All Adults 18+, USA)
Q.44a What do you understand the term ‘Sustainability’ to mean?
58.
PERIscope
Awareness/understanding of carbon footprint
2010
%
Understanding
Never heard of it
26
(Base: All aware of carbon footprint)
2010
%
Amount of carbon dioxide
which is emitted before a
product reaches market
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
35
30
An individual’s effect on the
environment by
consumption of products
29
22
Measure of environmental
damage
25
19
4
(Base: All Adults 18+, USA)
Q.42 Which of the following statements best describes your attitude
Q.45a 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
%
Made within close
proximity to where I live
57
Made within a 20 mile radius
from where I live
47
Available in farmers markets
68
Made within the county in which I live
15
Made within the province in which I live
Other
10
1
(Base: All Adults 18+, USA)
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
%
19
16
Female
%
18-24
%
10
21
25-34
%
35-44
%
45+
%
Main
Shopper
%
16
19
21
19
41
39
39
40
32
28
31
30
8
3
9
4
6
3
8
4
34
Fairly Important
39
39
38
38
Neither/Nor
Not very important
Not at all important
31
32
8
4
8
5
31
13
7
3
6
Q.26 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
61.
PERIscope
Frequency of buying local food
(Base: All Adults 18+, USA)
2010
AGE
GENDER
2010
%
Daily+
Several times a week
2
12
Weekly
37
Monthly+
Less often
Never
Male
%
2
11
Female
%
1
13
18-24
%
2
9
40
34
39
31
28
34
33
13
12
13
5
6
4
25-34
%
35-44
%
12
2
10
30
36
3
33
45+
%
1
Main
Shopper
%
14
2
12
39
38
29
31
32
8
15
14
12
12
10
6
5
4
5
Q.27 How often would you buy local produce, i.e. products produced in your local area?
62.
PERIscope
Environmental Issues - Summary
Just over half of Americans claim to be more conscious of environmental
issues in their choice of products, a similar proportion claim to prefer to buy
from companies aware of the impact of environmental issues.
Awareness of environmental food terms is also low (with the exception of
carbon footprint). Only one in every four Americans are aware of food miles.
But over six in ten are aware of sustainability and seven in ten of carbon
footprint
Only one in ten American consumers claims to buy local food at least several
times a week with half reporting at least weekly frequency.
Understanding of the term ‘local food’ centres primarily on its availability in
farmers’ markets and on its being produced either in close proximity to or
within a twenty mile radius of where respondents live.
63.
Section 6: Grocery Shopping and Food Labeling
PERIscope
Incidence and profile of grocery shoppers
2010
%
Mainly responsible
for grocery shopping
(Base: All Adults 18+, USA)
Gender
2010
%
Male
(49)
Female
(51)
39
66
18-24
(12)
25-34
(18)
Age
2010
%
8
19
35-44
(20)
21
45-54
(19)
19
55+
(30)
32
61
() Total American 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
83
64
Slightly
39
42
I most often go to the
same store but look for
the best value for money I
can get
Quality of fresh food is
more important than price
65
Agree…
Strongly/Slightly
75
Slightly
36
40
I don’t mind spending
I watch for
time when looking for a
announcements for sales
bargain
(Base: All Adults 18+, USA)
or promotions on grocery
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
66.
each statement.
PERIscope
Attitudes to grocery shopping - II
Agree…
Strongly/Slightly
61
Slightly
37
50
When I shop the first thing
I look for is price
Agree…
Strongly/Slightly
Slightly
46
28
32
The most important thing
is price when grocery
shopping
41
30
30
21
I will pay a bit more for
grocery shopping to get a
superior customer service
24
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
(Base: All Adults 18+, USA)
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
More
Often
%
Spreading my shopping across a
number of shops to get best value
30
Shopping in discount retailers
57
41
13
19
52
25
Buying food items on promotion
Less
Often
%
51
38
Buying in bulk
Travelling further to get better value
No
Change
%
18
48
68
10
11
19
(Base: All Adults 18+, USA)
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 5
Buying from farmers markets
Buying online
No
Change
%
Less
Often
%
79
16
26
9
59
78
15
13
Buying foods that are familiar to me
from when I was growing up
19
66
15
I find that I am eating what my
mother or grandmother would cook
21
62
18
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
Symbol of Quality
Country of Origin
2010
%
2010
%
Always Check
18
18
Sometimes Check
53
49
29
33
(Base: All Grocery Shoppers, USA)
Never Check
Q.39a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
Q.39b And to what extent do you check for country of origin, i.e. what country the food was produced in?
70.
PERIscope
Importance of statements on labels
(Base: All Adults 18+, USA)
Natural
2010
%
Very Important
Fresh
2010
%
27
Good source
of calcium
2010
%
27
Helps to
build strong
bones
2010
%
25
Grown without
pesticides
2010
%
20%
less fat
2010
%
23
35
55
Fairly Important
37
45
39
42
34
33
Neither/Nor
29
24
Not at all important
7
11
2
4
27
25
6
6
Q.36 When shopping for foods, how important or not are the following statements on labels?
30
8
71.
PERIscope
Importance of and associations
with ‘fresh’ on a label
Impact of ‘fresh’ on Labels when Shopping
2010
%
Fresh – Prompted Associations
2010
%
Very Important
Fairly Important
Neither/Nor
Not at all important
Fresh Vegetables
94
Fresh Fruits
94
55
33
Fresh taste
52
Food cooked/grown in the
last few days
49
Free from preservatives
46
Made from scratch/home
baked
38
Nutritionally better for you
35
Kept in the fridge
11
2
Q.36 When shopping for foods, how important or not are the following
statements on labels?
Short shelf life
29
22
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
27
82
Natural ingredients
No artificial
ingredients/preservatives/colours
Fairly important
37
78
From nature
56
Not fortified with artificial
ingredients
55
Natural colour
Neither/nor
29
Produced organically
35
Nutritionally better for you
33
Produced locally
Not at all important
7
Q.36 When shopping for foods, how important or not are the following
statements on labels?
44
20
Q.38 Which, if any, of the following would you associate with
‘Natural’ in terms of food?
73.
PERIscope
Grocery Shopping – Summary
Americans have a strong tendency to most often shop in the same
store but look for the best value for money (83%).
Four in ten Americans also report to impulse buy when products are
cheap, with a considerable proportion (three quarters) also watching
for announcements for sales or promotions on grocery products. Two
thirds also say they don’t mind spending time looking for a bargain
Checking for quality symbols and country of origin may not be as
pertinent to American consumers, with a high proportion reporting
that they never check quality symbols or country of origin.
The addition of ‘fresh’ on a label is significantly more important to
American consumers than is ‘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