Continental Consumers and their Food
Understanding attitudes in France,
Germany, Spain, The Netherlands and Sweden

PERIscope is Bord Bia’s biennial study that has been tracking the
Irish, British and Northern Irish consumer since 2001. In 2006
Bord Bia expanded this study to include consumer views from five
Continental European countries.
– France
– Spain
– Sweden
– The Netherlands
– Germany
Continental PERIscope provides a detailed perspective on how consumers view food related issues and report their behaviours.
The 2008 study expands on the first study undertaken in 2006 and allows us to compare and contrast between countries but also over time. Where possible we have included the Irish, British and
Northern Ireland data to highlight differences between the markets.
The study findings are presented in six booklets, first an analysis and comparison of all countries and then separately findings for each of the individual countries.

A large quantitative study was undertaken through on-line panels of households, thereby effectively and efficiently drawing a nationally representative sample of households across all five countries.
Quotas were set against age, gender, region and social class, additional weighting was applied to ensure a fully representative sample.
Although social class by country is outlined within the profile of sample, its definition differs between countries and therefore is not directly comparable, e.g. the French classing system is based on whether the work is derived from the land, from manufacturing or from service.
The research was conducted amongst a representative sample of adults aged 18+ in France, Germany, Spain, Sweden and the Netherlands.
A sample size of 1,000+ was obtained for each region to ensure comparable statistically robust data at a national level.
Fieldwork was conducted on behalf of Bord Bia by during May and June 2008.

Sample profile – gender
%
2008
(Base: All Adults 18+)
% % % %
Male
48
52
49 50 49
2007
(Base: All Adults 15+)
% % %
50 48 48
Female 52
48
51 50 51
France Germany Netherlands Spain Sweden
50
52 52
ROI NI Britain

Sample profile – age
18-24
25-34
%
12
18
35-44 19
45-54 18
2008
(Base: All Adults 18+)
% % %
11 10
13
17
17
20
20 21
19
16
19
15
18
16
%
11
17
55+ 33
36
33 33
38
France Germany Netherlands Spain Sweden
2007
(Base: All Adults 15+)
% % %
19
21
14
17
21 16
18
19
19
17
15
15
34
26
29
ROI NI Britain

Sample profile – social class
%
2008
(Base: All Adults 18+)
% % % %
ABC1 38
43 42
34
59
2007
(Base: All Adults 15+)
% % %
39
48
54
C2DE 62
57 58
66
41
61
52
46
France Germany Netherlands Spain Sweden
* Definitions of social grade vary between countries and are not directly comparable
ROI NI Britain

Sample profile – household composition
Single
%
15
Dual
36
2008
(Base: All Adults 18+)
% % %
7
22 21
31
37
43
%
20
43
2007
(Base: All Adults 15+)
% % %
14
18 17
23
26
34
63
56
49
3+
49
35
42
62
37
France Germany Netherlands Spain Sweden ROI NI Britain

Sample profile – work status
%
2008
(Base: All Adults 18+)
% % % %
Working full time
Working part time
Student
Other*
42
46
43
53
66
7
7 13
8
21
7
9
9
44
33
29 29
France Germany Netherlands Spain
16
3
15
Sweden
* Other includes housewife, retired, unemployed
2007
(Base: All Adults 15+)
% % %
51
49
40
10
6
33
11
5
35
13
7
40
ROI NI Britain

This section gives a general overview of each of the five countries included in the study in terms of key indicators of economic standpoint and grocery environment.
The figures relate to year end 2007 and are included to contextualise what consumers are facing in each of the countries included in Continental
PERIscope.

GDP growth:
Inflation:
Unemployment:
Grocery growth (value):
Supermarket/hypermarket*:
Hard Discounter*:
Average basket size total grocery**:
All year ending 2007
All year ending 2007
Source: Europanel
**Spend per trip
2.0%
2.5%
8.3%
3.0%
79.6%
5.4%
€30.1

GDP growth:
Inflation:
Unemployment:
Grocery growth (value):
Supermarket/hypermarket*:
Hard Discounter*:
Average basket size total grocery**:
All year ending 2007
All year ending 2007
Source: Europanel
**Spend per trip
2.5%
2.0%
4.0%
1.3%
66.3%
4.7%
€23.0

GDP growth:
Inflation:
Unemployment:
Grocery growth (value):
Supermarket/hypermarket*:
Hard Discounter*:
Average basket size total grocery**:
All year ending 2007
All year ending 2007
Source: Europanel
*share of all FMCG categories
3.8%
4.2%
8.3%
5.3%
60.3%
3.4%
€18.2

GDP growth:
Inflation:
Unemployment:
Grocery growth (value):
Supermarket/hypermarket*:
Hard Discounter*:
Average basket size total grocery**:
All year ending 2007
All year ending 2007
Source: Europanel
**Spend per trip
2.5%
2.1%
8.7%
1.5%
52.0%
26.5%
€12.2

GDP growth:
Inflation:
Unemployment:
Grocery growth (value):
Supermarket/hypermarket*:
Hard Discounter*:
Average basket size total grocery**:
All year ending 2007
All year ending 2007
*share of all FMCG categories
2.7%
1.6%
4.5%
1.3%
66.7%
16.9%
€10.2

§
§
§
§
§

Top 10 attitudes to food
Meat, dairy and fruit and vegetables are all important to European diets. Foods that are easy to prepare and low in fat are appealing to all adults.
• Try to eat a lot of fruit and vegetables.
• Dairy foods are an important part of my diet (lower within
Netherlands).
• It is important to spend time over dinner as a family.
• I like to try new foods.
• I enjoy eating out.
• I think frozen food is as good as fresh in terms of quality (lower within
Sweden and Ireland).
• Meat is an important part of my diet.
• I tend to pick foods that are easy to prepare (lower within Netherlands and Germany).
• I try to eat foods that are low in fat (lower within Sweden & Ireland).
• I like to have ample time to cook/prepare meals (lower within France,
Germany and Ireland).

Time pressured lifestyles
Convenience remains a strong factor in food choice where we see across all countries that adults are often too busy to cook, dinner is often a last minute choice and there is a greater tendency to pick foods that are quick to cook.
There is evidence of a time short society – although there is an effort to become healthier in eating patterns there is also a demand for quick meal solutions.
In particular French adults report higher usage of convenience meals and ready to eat foods, however, levels remain lower than those amongst Irish and UK consumers.

Cooking – A chore or a creation
Irish and UK adults lag behind their mainland European neighbours in regard to cooking expertise, their skill set falls more into “simple dinners”.
The Dutch and Swedish in particular enjoy “dinner party” style cooking – ideal for “premium” or “ connoisseur” new/alternative produce/sauces/ accompaniments. They are also not afraid to try new tastes – in line with openness to advanced cooking skills.
French and Spanish are more passionate about cooking (more so than any other country). Fun in cooking is experienced by the Germans, Dutch and
Swedish. Those who feel cooking is important because eating well is important are the French and Irish.
Whilst the Irish see cooking as important, they show a low skill set and find it boring whilst our European neighbours are more engaged with cooking and a love of food. The Spanish seek natural, fresh and quality foods while the French want taste but time short options.

Cooking from scratch or using meal components
Those who enjoy cooking and showed greater cooking expertise are also more likely to cook from scratch:
– Spanish showing highest incidence – 63% Daily
– Dutch – 48% Daily
– French – 44% Daily
Cooking methods used vary by each counties cultural background, whilst the Dutch, French and Germans stir fry a lot, the Spanish boil (also stir fry) and the Swedish fry. Steaming is popular in France, and there is increased ownership of a steamer in Spain by younger adults perhaps an emerging health trend for Spain.
There is general agreement across all counties that meal times are important to families, to eat dinner together as a family.
The French & Spanish find it most difficult in getting everyone around the table (the Spanish due to the larger size household).
The Sunday dinner is more likely to occur in Spanish, Irish & UK households.

Importance factors when eating or preparing food in the home
→
France
Taste →
→
Sweden
Taste
Quality
→
Spain
Quality →
Germany
Taste
Netherlands
→ Value for
Money
→ Healthiness → Quality → Healthiness → Quality
→ Enjoyment
→ Ease of
Preparation
→ Freshness → Healthiness → Freshness
→ Freshness → Healthiness → Taste → Freshness → Taste

Continental Europeans have greater cooking skills
2008
(Base: All Adults 18+) France Sw eden Spain Germ any Netherlands Ireland
6
Can’t boil an egg
Can cook basic snacks
Can cook a simple dinner
Would be confident I could produce a good
Sunday dinner
Would enjoy having a dinner party where I do all the cooking
41
18
31
44
32 44
27
26
33
35
28
14

French and Spanish most passionate
2008
(Base: All Adults 18+) France Sw eden Spain Germ any Netherlands Ireland
10
40
A chore, something that has to be done
Important because eating well is important
31
Good fun at times
28
A passion, I love food
54
36
51
40
33
23
14
21
17 18
19
8

2008
(Base: All Adults 18+)
I like to try new foods
Spain, Germany Average 92% Sweden

Enjoy cooking and creating great meals
2008
(Base: All Adults 18+)
France 83%
Sweden
Spain
Germany
Netherlands
Ireland
67%
85%
80%
82%
59%

Often make extra effort for a special meal
2008
(Base: All Adults 18+)
France 83%
Sweden
Spain
Germany
Netherlands
Ireland
83%
85%
72%
87%
60%

I tend to pick foods that are quick to cook
2008
(Base: All Adults 18+)
Spain Average 82% France

2008
(Base: All Adults 18+)
I’m too busy to cook as often as I would like
Netherlands Average 63% France, Spain

Dinner is often a last minute choice
2008
(Base: All Adults 18+)
Sweden Average 82% France

On the go food used more in France, Ireland and UK
2008
(Base: All Adults 18+)
% Applies
2007
(Base: All Adults 15+)
Buy hot food from deli counters
Buy prepared sandwiches/ rolls from deli counter
49
46
45 38
39 29
35
29
47
49
55
53
71
72
57
57
France Sweden Spain Germany Netherlands ROI NI Britain

Ready meals an option when time is short
2008
(Base: All Adults 18+) % Agree Slightly
/Strongly
A good substitute for home cooking when time is limited
Taste great 35
78
21
55 58
51
49
44
Something I always have at home
Have poor quality ingredients
Good value for money
France
22
40
26
26
30
21
Sweden
40
25
Spain
29
40
28
26
19
16
51
Germany
36 21
Netherlands

Fresh ready meals favoured over frozen, frozen appeals for storage
Taste 52
Fresh Frozen
Better Better
14
2008
(Base: All Adults 18+)
% Agree Slightly
/Strongly
59
Fresh Frozen
Better Better
7 30
Fresh Frozen
Better Better
15
39
Fresh Frozen
Better Better
18 46
Fresh Frozen
Better Better
10
Quick to Cook 19 47 37 21 17 31 23 38 24 31
Value for Money 35 28 29 22 19 24 19 28 32 13
Easy to Store 12 63 19 41 8 50 11 60
10 63
For all the
Family
37
France
15 35
Sweden
8 18
Germany
17 26
Spain
16 26 12
Netherlands

Fresh ready meals seen as healthier
Healthier
Ingredients
47
Fresh Frozen
Better Better
16 45
2008
(Base: All Adults 18+)
Fresh Frozen
Better Better
5
Fresh Frozen
Better Better
29 14
% Agree Slightly
/Strongly
Fresh Frozen
Better Better
35 21
Fresh Frozen
Better Better
35 12
Low in Salt 38 13 24 6 18 13 22 14 28 11
Lower in Fat 34 14 26 8 21 14 21 15 24 8
Less
Preservatives
53
Less Additives
50
18 39 16
France
15 38 10
Sweden
30 23 37 26 37 15
30
Spain
21 36 21 35
Germany Netherlands
13

Using meal components/ ready prepared ingredients
2008
(Base: All Adults 18+)
France
5
Spain
4
Germ any Netherlands
5
11
% Applies
Sw eden
6
Ireland
6
37
Daily
37
44 44
53
36
Weekly
Monthly
24
21
26
16
23
Less often / never
25
33 34
27
31 32
17

Often eat ready prepared / convenience meals
2008
(Base: All Adults 18+)
France
% Agrees strongly/slightly
Sweden 45%
58%
Spain
Germany
Netherlands
Ireland
52%
51%
49%
64%

Use a lot of ready to eat foods
2008
(Base: All Adults 18+)
France
% Agrees strongly/slightly
Sweden
Spain
Germany
Netherlands
Ireland
56%
42%
39%
46%
49%
47%

%
I add sauces and dressing to food
2008
(Base: All Adults 18+)
% % %
% Applies
%
2007
(Base: All Adults 15+)
% % %
84
65
86 88 88
77
87 86
France Sweden Spain Germany Netherlands ROI NI Britain

Responsibility for meal preparation varies across countries
%
2008
(Base: All Adults 18+)
% % % %
2007
(Base: All Adults 15+)
% % %
Always prepare own meal
57
47
45
52
55
39 40
46
Sometimes prepare own meal
27
Someone else prepares meal
Other
14
2
France
38
12
3
Sweden
33
32
28
20
2
Spain
13 13
3 4
Germany Netherlands
20
29
21
36
5
ROI
29
2
NI
29
4
Britain

Dinner with the family is important across all countries
% Applies
2008
(Base: All Adults 18+)
Important to eat dinner together as a family
Hard to get household together for mealtimes
69
Usually have
Sunday dinner
France
60
93
Sweden
45
56
95
Spain
66
69
87
48
Germany
56
87
48
48
Netherlands
88

Consumers moving towards healthier lifestyle
Perceived good health is highest amongst the Dutch, ROI & UK where adults are more likely to say they are very healthy compared to their continental neighbours.
The move to a healthier lifestyle among consumers across the countries is becoming evident:
– Sugary foods are being avoided (range 70% – 84% applies).
– Eating more low fat foods (Ireland and Britain lower, Spain and France highest).
– Including more hi-fibre foods.
– Cutting back on consumption of convenience/ready meals – this is most evident in Netherlands, Spain and Sweden.

Consumers moving towards healthier lifestyle
When trying to become healthier, the Spanish are most receptive towards
“lower cholesterol” products, other countries would increase the intake of these type of products but not to the same extent.
The Swedish are least inclined towards vitamin and mineral enriched products – a split between those that would eat more of and less of.
Fish has a huge “health” appeal across continental Europe, Ireland also shows a high rating of fish but not as dramatic as other countries.
There is a varied reaction to carbohydrates such as bread, cereals, pasta, etc. in terms of whether they contribute to a healthy diet or not.
Respondents in Germany & Netherlands would heavily support consumption of these, Spain to a lesser extent and all others remain split.
For milk & dairy, France, Germany, Netherlands & Spain are in favour of eating more of while Sweden, ROI & UK are unsure.

Consumers linking food and wellness
There is cross country agreement of with the following statements:
– Good food can enhance body and mind.
– To be healthy, it is important to eat properly.
– I think diet and lifestyle are more important than medication in preventing heart disease.
– A good diet can help your mental health.
All countries agree that frying and using a microwave are the least healthy methods of cooking food.
Steaming (popular amongst the French) and stir-frying (popular in France,
Germany and Netherlands) are both seen as healthy methods.
Ownership of kitchen utensils perhaps reflects the more to healthier diets with a decline in ownership of deep fat fryers, most notable among
Swedish, Spanish and Dutch adults. There is also Increasing ownership of an electric juicer, especially in Spain.

ROI & UK claim to have healthier diets
%
Very healthy
(72)
5
2008
(Base: All Adults 18+)
% % %
(73)
8
(82)
10 (74)
7
%
(75)
6
2007
(Base: All Adults 15+)
% % %
(75)
21
(68)
22
(73)
17
Fairly healthy 67 65
72
67
69
54
46
56
France Germany Netherlands Spain Sweden ROI NI Britain

France Sweden
% claiming to eat healthier nowadays
Spain Germany Netherlands

Spanish more likely to increase consumption of lower cholesterol products
2008
(Base: All Adults 18+)
% Applies
2007
(Base: All Adults 15+)
Eat more or less of if trying to become more healthy
Products which claim to lower Ø
More blood pressure/ cholesterol
Ø
Less
33
67
31
69
20
80
28
72
27
73
28
72
17
83
31
69
Products enriched with
Ø
More vitamins and
Less minerals
33
France
67
Sweden
56
44
Spain
31
69
32
68
30
70
Germany Netherlands
28
ROI
72
18
NI
82
31
69
Britain

Claimed increases of fish consumption
Eat more or less of if trying to become more healthy
2008
(Base: All Adults 18+)
2007
(Base: All Adults 15+)
Fish
Ø
More
Ø
Less
7
93
7
Meat
Ø
More
41 50
Ø
Less
France
59
Sweden
50
93
5
95
10
90
9
91
18
34 26 34
Spain
66 74 66
Germany Netherlands ROI
48
37
82
9
91
17
NI
56
44
38
Britain
46
83

Polarised views of cereals
2008
(Base: All Adults 18+)
2007
(Base: All Adults 15+)
Bread/Cereals/Pasta/Rice/Potatoes
Ø
More 55 47
Ø
Less 45 53
Milk & Dairy
Ø
More
Ø
Less 23
France
77 47
Sweden
53
34
23
Spain
66
77
28
19
Germany
72
81
17
83
76
38
47
50
24
Netherlands ROI
35
47
51
47
46
38
41
NI
52
Britain
44

Frying and microwaving seen as worst for health
Ranking Methods of
Cooking – Healthiness I
1 = Best for Health
8 = Worst for Health
Boiled
Oven baked
Uncooked
Fried
Microwaved
Steamed
Stir fry/wok
4.1
4.3
3.3
6.7
1.5
4.9
3.5
4.1
4.7
3.4
5.4
2.2
5.7
2.8
2008
(Base: All Adults 18+)
3.5
4.5
4.0
6.0
2.3
5.5
2.3
2.6
3.8
4.0
6.4
1.7
5.2
4.4
3.3
4.2
3.7
6.3
2.0
5.5
3.3
France Germany Netherlands Spain Sweden

Stir-frying popular in France, Germany and Netherlands
Cooking Methods Used
Boiled
Oven baked
Uncooked
Fried
Microwaved
Steamed
Stir fry/wok
Other
2008
(Base: All Adults 18+)
% % % %
9
17 18
22
15
15 13
12
14
6
11 11
12
13 14 15
14
18
9 10
5
10
12
11
23 19
24
16
2 3 3
France Germany Netherlands Spain
%
15
17
11
24
13
5
11
4
Sweden

Healthy trends in kitchen equipment?
% ownership microwave
2008
France
92
Sweden
91
Spain Germany Netherlands
91 80 90 deep fat fryer 2008
2006 steamer 2008
2006 electric juicer
59
59
46
50
34
24
41
52
87
18
50
60
46
18
69
36 n/a
11 n/a
24
71
81
9
14
29 wok
2008
2006
39
30
45
52
17
20
42 n/a
74
74

% Agree strongly/slightly
France vs. 2006
-1
Sweden
+1
Spain
-2
Germany na
Netherlands
+5

% Agree strongly/slightly
France vs. 2006
+3
Sweden
-9
Spain
---
Germany na
Netherlands
-4

% Agree strongly/slightly
France vs. 2006
+4
Sweden
-10
Spain
+2
Germany na
Netherlands
---

If the label says ‘Low Fat’ or ‘Reduced
Fat’ then the product will always be a healthy choice
% Agree strongly/slightly
2006
2008 vs. 2006
France Sweden
Spain Germany Netherlands

% Agree strongly/slightly
France Sweden
Spain Germany Netherlands

% Agree strongly/slightly
Netherlands Average 88% France

I would take my child to see a
GP/nutritionist if he/she was showing signs of being overweight.
% Agree strongly/slightly
France 76%
54% Sweden
Spain
Germany
Netherlands
63%
84%
34%
* Base: Those with children

I would like manufacturers to help me eat healthily.
% Agree strongly/slightly
France vs. 2006
-1
Sweden
+4
Spain
---
Germany Netherlands na +3

Healthier foods are always more expensive
% Agree strongly/slightly
France vs. 2006
+5
Sweden
-1
Spain
+5
Germany Netherlands na +4

There are not enough product options for people who suffer food intolerances.
% Agree strongly/slightly
2006
2008
France Sweden
Spain Germany Netherlands

Strong links with food and mental wellness
% Agree /
Strongly Agree
Good food can enhance body and mind
A good diet can help your mental health
I consider what I eat to be really important for my mental wellbeing
I eat to enrich/enhance mental alertness & spiritual wellbeing
France
88
81
74
75
Sweden
86
80
69
81
Spain Germany
Netherlands
83
79
74
73
82
80
63
88
80
72
60
61

Dutch becoming more convinced…
% Agree strongly/slightly
A good diet can help your mental health
I eat to enrich/enhance mental alertness & spiritual wellbeing
I consider what I eat to be really important for my mental wellbeing

Grocery shopping attitudes
Attitudes to shopping are similar across the countries however, there are some notable differences:
Shopping is often planned around the weekly menu. Consumers shop in the same store but look for the best value by opting for private label brands and taking advantage of sales and promotions.
Price is important in all countries particularly for the Netherlands where quality of fresh food is less important than price. Spanish, Swedish and Irish consumers place a premium on quality of fresh food.
Dutch consumers are more price sensitive and have the highest level of interest in sales and promotions.
Impulse purchasing is strongest among Swedish and Irish consumers and weakest among the Spanish.
Spanish and Swedish are more likely to rate branded products as superior to private label brands (the Dutch favour private label potentially from the financial perspective).
Pester power from children is more evident among French and German consumers.

Buying Local
• For the majority of consumers in all countries," local” refers to the province or the county in which they live. The French have a more mixed response citing province, farmers markets and close proximity to where I live.
• Local food is most important to the French, Spanish and Irish (almost six in ten scoring it very/fairly important). The Dutch are strongly indifferent to local food with one third rating it neither/nor and a fifth scoring it as not at all important.
• Similarly the Dutch show the lowest levels of purchasing frequency – local food is really not something that the Dutch take time to seek out or purchase where as the Spanish are conscious of buying local, on average they buy weekly with a fifth buying daily.
• The French, Germans and Swedish on average buy local weekly.

Environmental terminology
• Awareness levels for environmental terms differs across countries. The majority of countries are not aware of food miles; of those that are aware, they predominantly relate it to “distance food has to travel from producer to shop”.
• There is much greater awareness of the term sustainability and it has some impact on the way consumers purchase their food. Sustainability impacts on almost half of all Swedish shoppers choices and over a third of French shoppers choices.
• Firstly all countries understand sustainability to mean “Meeting the needs of present without compromising future generations needs” and secondly
“production practices that have no future effect on the environment”.
• The Spanish are most aware of the term “carbon footprint” ( 67%) while only
39% of Dutch adults have ever heard of it. One quarter of all Spanish, German and Swedish adults claim that carbon footprints impact on their shopping choices.

Food labelling
• European adults find it difficult to understand labelling and the nutrition claims on food. They would also like manufcaturers to help them eat more healthy.
• There is a greater incidence of “always checking” for country of origin with the majority citing they want to know where their food comes from, this is quite strong amongst the Swedes with almost half always checking country of origin. The French & Spanish are most likely to check for a quality symbol.
• A large proportion of Dutch adults do not look for either a quality symbol or for country or origin.
• Fresh as a label component is very important with an average of nine in ten adults across the countries stating they think it is very important. The highest ratings of fresh being very important are amongst Irish & Swedish adults.
• Natural as a label component achieves a marginally lower score on importance, except for the Spanish where natural is very important.

French & German shop less frequently
Frequency of Grocery Shopping
Daily
Several times a week
%
3
30
%
8
2008
(Base: All Adults 18+)
%
14
%
3
42
42
63
Weekly
54
41
38
Monthly/
Less often
13
France
24
4
Sweden
6
Spain
14
Germany
%
12
55
30
3
Netherlands

Joint responsibility for shopping more across Continent
Responsibility for Grocery Shopping
%
2008
(Base: All Adults 18+)
% % % %
2007
(Base: All Adults 15+)
% % %
Mainly responsible
54
51
46
50
59
41
47
45
Jointly responsible
40
41
44
40
32
Someone else responsible
6
France
8
Sweden
10
Spain
10 9
Germany Netherlands
16
18 21
43
35 34
ROI NI Britain

Definition of local food
France Sweden Spain Germany
Netherlands
1 st
2 nd
Available in farmers’ markets
Made within the province in which I live
Made within the province in which I live
Made within the county in which I live
Made within the province in which I live
Made within the county in which I live
Made within the province in which I live
Made within a 20km radius of where I live
Made within a
20km radius of where I live
Made within the county in which I live

I like to know the area where my food comes from.
% Agree strongly/slightly
72%
63%
70%
69%
France Sweden
21%
Spain Germany Netherlands

Food produced locally results in higher quality products.
% Agree strongly/slightly
58%
59%
56%
53%
26%
France Sweden
Spain Germany Netherlands

Local food is fresher and more nutritious.
% Agree strongly/slightly
60%
55%
53%
51%
22%
France Sweden
Spain Germany Netherlands

I am more confident in the safety of food produced in my local area.
% Agree strongly/slightly
56%
52%
48%
47%
20%
France Sweden Spain Germany
Netherlands

Buying local is important…except for the Dutch
% Agree strongly/slightly
France Sweden Spain Germany
+15% very / fairly neither
/ nor not very
/ not at all
Netherlands
+10%

Spanish lead the way in purchasing…
% applies France Sweden daily several times a week weekly monthly less often/ never
2%
16%
31%
30%
20%
2%
19%
23%
32%
31%
Spain
20%
Germany
3%
Netherlands
2%
28%
28%
17%
6%
22%
34%
24%
17%
9%
16%
20%
52%

I am more conscious of environmental issues in my choice of products today
% Agree strongly/slightly
France Sweden
Spain Germany Netherlands

% Agree strongly/slightly
France Sweden
Spain Germany Netherlands

% Agree strongly/slightly
For environmental reasons I select food
recyclable packaging
For environmental reasons I select food
minimal packaging
France Sweden
Spain Germany Netherlands

Low awareness of food miles
France Sw eden
% applies
Spain Germ any Netheralands
Never heard of it before today
Heard of it but don’t consider it important
It’s a fad
Sometimes buy food with low food miles
Actively try to buy low-miles food
68
5
12
7
8
61
69 68 68
5
11
13
10
4
8
9
10
7
11
7
7
7
10
7
8

But good understanding of food miles
% applies
France Sweden
Spain
Distance food has to travel from producer to shop
An indication of environmental impact
39
61
28
72
25
75
Germany
26
74
Netherlands
34
66

Higher awareness of carbon foot print but little impact
France Sw eden Spain
% applies
Germ any Netheralands
27 27
38
51
Never heard of it before today
Heard of it but don’t consider it important
It’s a fad
Sometimes buy food with low carbon footprint
Actively try to buy low carbon foot print food
53
12
19
10
7
10
15
12
12
20
25
17
11
22
14
16
10
30
13
15
14

Also good understanding of carbon footprint
% applies
%
France Sweden Spain Germany Netherlands
20
Measure of environmental impact
Amount of carbon dioxide omitted before product reaches market
Individuals effect on environment by consumption of products
22
58
19
43
38
19
14
67
15
15
70
21
25
54

Much greater awareness & impact of sustainability
France Sw eden Spain Germ any Netheralands
% applies
11
23
27 27
38
28
Never heard of it before today
20
20
30
Heard of it but don’t consider it important
22
26
9
It’s a fad 25
22
13
14
Sometimes buy food with sustainability features
21
Actively try to buy food with sustainability features
26
17
16
15
14
11 10
14

And understanding…
% applies
Meeting needs of present without compromising future generations needs
Production practices that have no effect on the environment
Ensuring future generations have what we have today
22%
40%
31%
38%
27%
17%
27%
45%
20%
25%
52% 35%
26%
12% 28%

Irish least likely to buy fair-trade
% applies
I try to buy Fairtrade when available
Try to buy organic where possible
72 74 61 74 63
France
65
Sweden
75
Spain
72 77 55 n/a
Germany Netherlands
ROI
45

Find it difficult to understand the labelling on food
% agree strongly / slightly
77%
70%
78%
75%
64%
France Sweden
Spain Germany Netherlands

Always check the nutritional labelling
% agree strongly / slightly
71%
67%
82%
64%
70%
France Sweden
Spain Germany Netherlands

Often find it difficult to understand nutritional claims on packaging
% agree strongly / slightly
78%
74%
80%
67%
62%
France Sweden
Spain Germany Netherlands

Spanish and French most likely to check for a symbol of quality
% % % % % % % %
9
14
12
Always check 23
19 20
27
10
40
52
62
51
63
66
Sometimes check
62
58
50
39
Never check
15
18
France Sweden
36
15
19
Spain Germany Netherlands
27
ROI NI Britain

Dutch and British consumers least concerned about origin
% % % % % % % %
12 12 11
26
Always check
33
30 31
47
39
49
56
46
Sometimes check
51
Never check
55
57
45
16
France
8
Sweden
39
15
12
Spain Germany Netherlands
28
ROI
32
50
NI Britain

‘Fresh’ important to include on labels – especially in
Sweden and Ireland
%
(92)
%
(93)
%
(91)
%
(88)
%
(90)
%
(93)
%
(84)
%
(87)
31
Very important 55
66 62
55
53
59 69
Fairly important 36
27
29 29
35
France Sweden Spain Germany Netherlands
53
34
24
ROI NI Britain

Natural important too
Very important
%
(85)
%
(83)
%
(90)
43
43
59
%
(77)
%
(71)
34 23
%
(87)
% %
47
(80)
25
(75)
31
43
48
Fairly important 42
40
31
France Sweden Spain Germany Netherlands
40
55
44
ROI NI Britain

Awareness of food terms vary
Functional foods
Ethical/fair-trade products
Irradiated foods
36
Glycemic index 38
Glycemic loading of a serving of food
30
France
65
93
37
Sweden
59
% Aware
76
60
72
23
Spain
31
27
87
72
45
32
74
66
15
35
35
19
Germany
11
Netherlands
75

Germans least likely to buy fair-trade
% agree strongly / slightly
72
I try to buy Fairtrade when available
74 74 61 63
Try to buy organic where possible
France
65
Sweden
75
Spain
77
Germany
72 55
Netherlands

When I shop the first thing I look for is price
% agree strongly / slightly
France
58% vs. 2006
+1
Sweden 46%
Spain
Germany
Netherlands
46%
54%
53%
+6
+7 na
-2

The most important thing when grocery shopping is price
% agree strongly / slightly
France
Sweden 37%
50% vs. 2006
---
+4
Spain
Germany
35%
24%
+10 na
Netherlands 45%
-2

Dutch are bargain hunters…
% agree strongly / slightly
France
Watch for announcements for sales or promotions on grocery
Buy on impulse if I think its cheap
Compare price between outlets to see where I can buy cheapest food even if
I need to travel
Quality of fresh food is more important than price
I will pay more a bit more for grocery shopping to get superior customer service
72%
45%
44%
52%
23%
Sweden
62%
59%
31%
64%
29%
Spain
66%
17%
53%
69%
38%
Germany
Netherlands
77%
45%
35%
55%
28%
81%
39%
38%
47%
18%

Private labels are just as good as branded
% agree strongly / slightly
63%
51%
56%
68%
67%
France Sweden Spain Germany Netherlands

I think frozen is as good as fresh
% agree strongly / slightly
91%
85%
62%
87%
91%
76%
France Sweden Spain Germany Netherlands ROI

Products in the chilled cabinets are always fresher
% agree strongly / slightly
81%
69%
64%
78%
75%
73%
France Sweden Spain Germany Netherlands ROI

I much prefer to buy products from the chilled cabinet
% agree strongly / slightly
89%
79%
74%
82% 82%
70%
France Sweden Spain Germany Netherlands ROI

Multi vs. smaller packs
% applies
2008
(Base: All Grocery Shoppers)
Where possible I buy multi packs
89 89 66 83 75
I buy food in smaller packs because it means less waste
France
72
Sweden
55
Spain
48 49 52
Germany Netherlands

Eating Out and alcohol patterns
There is a higher incidence amongst the Spanish, Swedish and Irish for having eaten out in the past 7 days. Although there is a decrease for Spain in the incidence of eating out, it is still a very large part of their culture.
The main reasons for eating out more:
– A treat/something different.
– Don't want to wait for something to cook.
– Chance to meet up with friends.
– Too tired to make something at home (longer working days).
– More choice of places.
Amongst those surveyed, the Swedes and the French have the highest incidence of drinking alcohol. The Spanish and Dutch claim to drink alcohol on a daily basis more often than the other countries surveyed.

Swedes and French highest incidence of drinking alcohol
% drink alcohol
81%
65%
74% 78%
84%
France
Sweden
70%
ROI
Spain
77%
NI
Germany
72%
Britain
Netherlands

Spanish and Dutch more frequent daily alcohol drinkers
% applies
%
Monthly
25
% %
18
%
14
%
35
25
53
50
Weekly
49
Daily+
18
France
31
14
Germany
24
Netherlands
28
Spain
44
5
Sweden

Spanish and Dutch more frequent daily alcohol drinkers
% applies
%
Monthly
25
Weekly
49
Daily+
18
France
%
35
44
5
Sweden
%
14
53
28
Spain
% %
24
25
50
31
14
Germany
18
Netherlands

% applies
Always drink alcohol when having dinner at a restaurant
France Sweden
Spain Germany Netherlands

% applies
I am drinking more alcohol at home these days
France Sweden
Spain Germany Netherlands

% applies
I often have a drink at lunchtime
France Sweden
Spain Germany Netherlands

I often have a drink when dining at home on weekday
% applies
France Sweden
Spain Germany Netherlands

I often have a drink when dining at home on weekend
% applies
France Sweden
Spain Germany Netherlands

Eating out in pubs/restaurants/cafes more popular amongst Spanish, Irish and Swedish
Meals Eaten Out in last 7 Days
2008
(Base: All Adults 18+)
2007
(Base: All Adults 15+)
Meals or snacks on premises of pub/ restaurant/cafe
Takeaway meals eaten off the premises where they were prepared
Meals or snacks delivered to your home
France
47
32
15 14
Sweden
58
42
Spain
27
27
68
18
49
36
14
43
27
Germany Netherlands ROI
24
43
63

Main reasons for eating out
France
Chance to meet up with friends.
A treat/something different.
More choice of places to eat out locally.
Don’t want to wait for something to cook.
Working day is longer.
Germany
Don’t want to wait for something to cook.
Chance to meet up with friends.
Just feel like a treat/ something different.
More choice of places to eat out locally.
Working day is longer.
Spain
Just feel like a treat/ something different.
Chance to meet up with friends.
Staying out for the evening.
Working day is longer.
Sweden
Too tired to make something at home.
Chance to meet up with friends.
More choice of places to eat out locally.
Just feel like a treat/ something different.
Netherlands
Just feel like a treat/ something different.
Chance to meet up with friends.
More choice of places to eat out locally.
Too tired to make something at home.
Ireland
Too tired to make something at home.
Chance to meet up with friends.
Just feel like a treat/ something different.
More choice of places to eat out locally.