Continental PERIscope
European Consumers and their Food
Understanding attitudes in Spain
SECTION
1:
SECTION 1:
Profile of
of Sample
Profile
Sample
Profile of sample – Spain
(Base: All Adults 18+ - Spain)
AGE
SOCIAL CLASS
GENDER
2008
%
Male
50
2006
2008
2006
18-24
13
13
25-34
20
20
%
49
%
35-44
45-54
Female
50
19
15
2008
2006
AB
19
19
Andalusia
21
C1
15
15
Castilla
11
Cataluna
17
Comunidad
Valencia
12
%
19
%
C2
23
2008*
%
23
15
%
Madrid
Paos
Vasco
51
DE
55+
33
43
16
7
43
33
Nationally representative population of Spain
* Other regions 5% or less
REGION
Other
Regions
25
Profile of sample – household composition and
work status
(Base: All Adults 18+ - Spain)
WORK STATUS
HOUSEHOLD COMPOSITION
2008
2006
Single
7
7
Dual
31
27
%
3+
62
2008
2006
Working
full time (inc.
self employed)
53
56
Working
part time
9
6
Student
9
8
29
30
%
66
%
Other
%
* Other includes housewife, retired, unemployed
SECTION
2:
SECTION 1:
Profile&ofCooking
Sample
Food
Attitude to food & cooking summary points
Consistently high scores evident amongst Spanish for eating a lot of fruit
and veg, trying to eat foods low in fat, as well as meat remaining an
important aspect within their diet.
Overall perception of frozen foods being as good as fresh has increased.
Claimed increase in consumption of nationally made/home grown food,
Spanish becoming more conscious of home grown produce.
The Spanish favour foods that are easy to prepare, one in two eat
convenience meals, however, the likes of deli counters are not a key
purchase location.
Evidence of enjoyment of cooking, making an extra effort for special
meals, enjoyment of dinner as a family occasion.
Females show much greater inclination towards cooking, being skilled
enough to prepared Sunday dinner or a meal for a dinner party. Male
Spaniards are more skilled towards making a simple dinner.
Attitude to food & cooking summary points
Cooking/preparing a meal from scratch is part of the Spanish
lifestyle, six in ten cooking from scratch on a daily basis. There is
also an increase in the proportion cooking from scratch – one fifth
claim to be doing so more often.
Over a quarter are consuming ready meals less often – a greater
proportion amongst females than males. There is declining
agreement that convenience meals are a good substitute for home
cooking. They are seen to be expensive and not good value for
money.
Younger Spanish (18-44 yrs) are more stretched for time and are
more likely to cook less and use ready meals and convenience
foods more.
Healthy trends in Spanish kitchen equipment
(Base: All Adults 18+ - Spain)
UTILITY OWNERSHIP IN HOME
%
%
88
89
78
76
ANY OVEN
Full oven – electric
Full oven – gas
12
20
Freezer box in fridge
Separate freezer unit
Kettle
Microwave without grill
97
96 Grill
28
41
60
63
64
31
73
Food processor
13
18
77
82
23
Wok
17
20
Steamer
18
Coffee maker
48
50
60
63
70
Sandwich maker
%
65
48
Espresso Maker
29
31
Deep Fat Fryer
21
25
Toaster
91
91
ANY MICROWAVE
Microwave with grill
ANY FREEZER
Separate freezer section
attached to fridge
2008
2006
56
Mini Oven
Crepe Maker
Rice Cooker
Tangine
11
16
15
5
3
11
2
34
Handheld
Blender*
86
69
Electric Juicer*
Fondue/Raclette*
24
46
60
76
Ownership of a steamer has increased, deep fat fryer in decline and overall high incidence of
ownership of handheld blender & electric juicer.
* New question added 2008
Healthy attitudes
(Base: All Adults 18+ - Spain)
100
90
93
92
90
% Applies
85
82
80
80
88
86
73
70
60
50
40
30
20
10
0
Try to eat a lot of
fruit and veg
Try to eat foods
low in fat
Avoid sugary
foods & sweets
2006
2008
Frozen is as good
as fresh
Meat important
part of diet
Increased claimed consumption of national
produce
(Base: All Adults 18+ - Spain)
100
90
80
% Applies
91
85
84
84
82
91
90
93
79
Les important
among 18-24 yrs –
88%.
70
60
50
40
30
20
10
0
Add sauces &
dressings to food
Try to eat high
fibre foods
Try to eat
nationally
made/home grown
food
2006
*New attribute added 2008
2008
Like to try new
foods
Dairy foods
important in diet*
Younger favouring easy to prepare foods
(Base: All Adults 18+ - Spain)
% Applies
100
90
84
80
83
70
60
Higher among
males, 18-44 yrs
Higher among
18-44 yrs
57
50
40
52
39
30
20
38
Higher among
18-44 yrs
29
10
0
Often eat ready
prepared/
convenience
meals
Pick easy to
prepare foods
Use a lot of ready Buy hot food from
Buy prepared
to eat foods*
deli counters*
sandwiches/rolls
from deli
counters*
2006
*New attribute added 2008
2008
Enjoy cooking & making extra effort
(Base: All Adults 18+ - Spain)
100
90
% Applies
82
80
80
85
84
85
73
70
60
65
63
57
61
51
50
40
Higher among
Males, 18-24 yrs
30
20
10
0
Have to do
versus enjoy
Enjoy cooking
& creating
great meals
Often look up
info on food
safety issues
2006
*New attribute added 2008
Often make
Only cook now
extra effort for
& again
a special meal
2008
Look for
recipes on
internet*
Meal times important for family time
(Base: All Adults 18+ - Spain)
100
90
80
90
83
81
92
86
% Applies
82
70
69
67
66
60
52
50
40
30
20
10
0
Enjoy eating out
Only eat out for
special occasions
Hard to get
household
together for
mealtimes
2006
2008
Important to eat
Usually have
dinner together as family meal (roast)
a family
on Sunday
Time pressures evident
(Base: All Adults 18+ - Spain)
100
90
87
80
76
70
% Applies
71
68
87
81
79
78
72
60
50
40
30
53
52
Higher among
Males, 18-44 yrs
Higher among
18-44 yrs
20
10
0
Rarely have
time for a
proper
breakfast
Pick foods that Too busy to
are quick to
cook as often
cook
as I would like
2006
Don't like to
spend too
much time
cooking
2008
Like to have
ample time to
cook/prepare
meals
Dinner is often
a last minute
choice
Primary attitudes to food
(Base: All Adults 18+ - Spain)
% Applies
I try to eat a lot of fruit and vegetables
93
Dairy foods are an important part of my diet
93
I try to eat foods that are low in fat
90
I like to try new foods
90
Meat is an important part of my diet
88
Important to spend time over dinner as a family
86
I think frozen food is as good as fresh in terms of quality
85
I enjoy eating out
83
I tend to pick foods that are easy to prepare
83
Dinner is very often a last minute choice
81
Dairy, Fruit &
Veg and meat
all important
aspects of the
Spanish diet.
Good cooking skills
(Base: All Adults 18+ - Spain)
2008
Total
Can't boil an egg
Can cook basic snacks
(e.g. beans on toast)
2008 2006
%
%
2
9
2
7
Gender
Male Female
%
%
2
1
3
14
Main
Shopper
Age
18-24 25-34 35-44 45+
%
%
%
%
3
2
7
1
7
1
9
14
30
31
3*
20
22
Can cook a simple dinner
%
36
31
23
38
36
Would be confident that I
could produce a good Sunday
dinner
32
48
37
35
27
34
30
28
21
Would enjoy having a dinner
party where I do all the
cooking
27
40
38
33
18
25
14
27
32
Cooking considered good fun
(Base: All Adults 18+ - Spain)
A chore - something
that has to be done
Important because
eating well is important
Good fun at times
Total
Gender
Age
2008 2006
%
%
Male Female
%
%
18-24 25-34 35-44 45+
%
%
%
%
16
15
18
15
16
28
24
11
21
17
27
35
36
21
20
26
23
30
38
18
34
36
31
20
22
41
47
23
22
13
Eating
Out
More
%
%
15
12
28
31
26
30
A passion - I love food
Main
Shopper
31
45
26
12
Majority prepare meals from scratch daily
(Base: All Adults 18+ - Spain)
Frequency of
Preparing/Cooking
Meals from Scratch
Frequency
2008
2006
%
%
Change in Frequency
More often
Daily + (7-6)
62
56
Weekly (4)
Monthly + (3-2)
Less often (1)
Never
Average
22
20
8
8
5
3
2
8
4
3
Several
times
a week
Several
times
a week
22
9
70
About the same
80
Less often
Several times
a week (5)
2008
2006
8
10
Low frequency of using ready prepared
ingredients
(Base: All Adults 18+ - Spain)
Daily + (7-6)
Several times
a week (5)
Total
Gender
Age
2008 2006
Male Female
18-24 25-34 35-44 45+
%
%
11
7
19
23
%
14
%
9
%
%
16
15
18
Weekly (4)
17
12
28
23
Never
14
8
11
14
20
20
25
20
23
12
17
25
20
16
13
22
21
20
15
24
19
%
15
17
Less often (1)
%
14
17
20
%
15
23
Monthly (3-2)
Main
Shopper
22
11
24
21
21
19
11
3
11
7
9
18
Older generations less likely to use ready prepared ingredients.
11
Ready meals eaten less often
(Base: All Adults 18+ - Spain)
Increased/Decreased
Consumption of
Convenience Meals
Total
2008 2006
Gender
Male Female
Age
18-24 25-34 35-44 45+
Main
Shopper
More often
20
11
Less often
Eat out
more
26
9
27
13
24
8
14
20
28
13
11
9
10
15
25
26
29
30
Perceptions of convenience meals declining
(Base: All Adults 18+ - Spain)
Convenience meals are….
Agree
Slightly
…Easy to cook
2008
2006
Agree
Strongly
Total
82
32
59
85
…Easy to prepare
35
29
84
…Quick to cook
33
27
84
…Expensive
…A good substitute for home cooking
when time is limited
34
32
39
35
88
87
56
48
58
Spanish differ in attitudes to convenience meals:
-Younger (18-34) always have them at home, see them as
filling but feel the ingredients are of poor quality.
-Older (45+) easy to cook and prepare and good substitute
when time is limited.
79
Viewed as not good value for money
(Base: All Adults 18+ - Spain)
Agree
Slightly
Convenience meals are….
2008
2006
Agree
Strongly Total
…Filling
38
31
56
51
39
33
50
…Taste great
26
27
…Something I always have at home
…Have poor quality ingredients
…As healthy for me as something I
would prepare for myself*
…Good value for money
…Good for you/have natural ingredients*
44
40
43
19
23
11
25
35
15
29
23
28
17
14
36
21
19
Fresh wins over frozen
Fresh ready
meals better
Frozen ready
meals better
Taste
30
15
Healthier ingredients
29
14
For all the family
18
Value for money
19
Easy to store
Quick to cook
Low in salt
Lower fat
17
24
8
50
17
31
18 13
21
14
Has less preservatives
30
23
Has less additives
30
21
Spanish rate fresh ready meals lower than other countries especially on taste and
healthy ingredients.
SECTION 2:
Eating In Home
Eating in home summary points
Over four in ten are responsible for their own mean preparation,
one third share meal preparation whilst one fifth have their meals
prepared for them by someone else.
Meal preparation is predominantly female and higher amongst
older age groups.
The Spanish like to boil and stir-fry their foods, frying is also high.
For health steaming and boiling are perceived as best.
Quality & healthiness are top of the list of priorities for Spanish
when ranking what's important to food. Taste is more important to
younger Spanish while freshness is more important to older
Spanish consumers.
One fifth rely on someone else to prepare meals
(Base: All Adults 18+ - Spain)
2008
2006
Always prepare own meal
44
39
Sometimes prepare own meal
33
Someone else prepares meal
21
20
2
4
%
Other
%
37
Slight increase evident in proportion preparing their own meal, over four in ten.
Female are meal preparers
(Base: All Adults who prepare own meal – 44%)
Male
(50)
Female
(50)
Gender
Age
%
%
30
18-24
(13)
6
25-34
(20)
18
35-44
(19)
20
45+
(48)
56
70
Boiling most popular food preparation
Preparation
of Food
(Base: All who always prepare own meals - 44%)
2008
Boiled
22
Oven baked/roasted
12
Uncooked/cold
12
Fried
14
Microwaved
10
Steamed
11
Stir fry/wok
16
Others
3
* Amendment to question in 2008, data not directly comparable to 2006
Steaming & boiling considered healthiest
(Base: All adults 18+ who always prepare their own meals)
Ranking of Methods of
Cooking – Based on
Healthiness of Method
Worst for health
Fried, 6.4
Microwave, 5.2
Stirfry/wok, 4.4
Uncooked, 4.0
Oven baked/roasted, 3.8
Boiled/Boil in bag, 2.6
Steamed, 1.7
Ranked from 1 through 8.
1 = Best for health, 8 = Worst for health
Best for health
Quality & healthiness top priorities
Ranking of Factors Considered
Important When
Eating/Preparing Food in Home
(Base: All Adults 18+ - Spain)
1st/2nd
1st
19
Quality
34
32
16
Healthiness
Freshness
12
Taste
13
27
25
8
Nutritional value
20
Value for money/Price
6
Safeness of food
6
11
Enjoyment
6
12
Variety
5
12
Ease of preparation
Presentation
14
11
7
2
3
Taste is rated higher among 18-34 year olds while freshness is rated higher amongst 45+ yrs.
* Amendment to question in 2008, data not directly comparable to 2006
SECTION 3:
Eating Out of Home
Eating out of home summary points
The Spanish are eating out less in 2008. Midweek dining out has
decreased and is seen now as more of a treat or a chance to meet
up with friends.
Fewer Spanish report that they have eaten out in a cafe or bar or
have had a takeaway meal in the past week compared with 2006.
Frequency of eating at work has remained stable but frequency of
eating in the car has reduced.
Decline in midweek eating out
(Base: All Adults 18+ - Spain)
“Do you find you are eating out
during the week more often or
not?”
Factors Influencing Incidence
17
%
Incidence of Eating Out More Often
During the Week
%
2008
2006
Yes
17
27
40% among 1824 yr olds
1.
Just feel like a treat/something
different (50%).
2.
Chance to meet with friends/catch
up (47%).
3.
Staying out for the evening/going
somewhere else late so I don’t want
to go home (25%).
4.
Working day is longer (22%).
Not as high a proportion increasing their eating out
patterns as 2006, however key reasons remain the same.
Eating out a treat & something sociable
(Base: All who eat out more during the week – 17%)
Factors Influencing Decision to
Eat Out More
%
50
43
47
42
Just feel like a treat/something different
Chance to meet up with friends/catch up
25
Staying out for evening/not going home
Working day is longer
Too tired to make something at home
Length of time spent commuting to/from work
More choices of places to eat locally
No food at home
Don’t want to wait for something to cook/no time to prepare
No point in cooking just for myself
Not good at cooking/don’t like cooking
Cheaper to eat out nowadays
Too difficult to decide what to have
A treat for the kids
7
22
21
21
23
19
20
18
21
13
11
10
9
18
9
9
9
13
8
6
8
8
40
2008
2006
Marginal decrease in takeaway & pub meals
(Base: All Adults 18+ - Spain)
Meals Eaten Out in the Last
7 Days – Summary
Meals or snacks on the
premises of the pub/
restaurant/cafe
Mean
Takeaway meals eaten
off the premises where
they were prepared
Mean
Meals or snacks
delivered to your home
Mean
Mean based on % of those who ate out
( ) = 2006
%
68
75
2.7 (2.8)
27
35
1.8 (1.9)
27
24
2.0 (2.0)
2008
2006
Reduced incidence of eating in the car
(Base: All Adults 18+ - Spain)
Frequency of Eating in
Car/at work (Excluding
Sweets and Chocolate)
Every day (6)
Several times a week (5)
Once a week (4)
Once a month (3+2)
Less often (1)
In the car
2008
2006
%
%
1
2
4
6
At work
2008
1
3
4
8
40
19
22
%
13
17
11
12
8
8
15
Never
Average:
68
Once a
month
2006
%
7
8
15
61
Once a
month
45
41
Once a
week
Once a
week
44
45+ least likely to eat in car
Frequency of Eating in Car
x Demographics (Exc.
Sweets and Chocolates)
(Base: All Adults 18+ - Spain)
Gender
Total
Daily + (6)
Several times
a week (5)
Weekly (4)
Monthly + (3-2)
2008
%
1
2
4
6
2006
%
1
3
4
8
Male
%
* 3
3
6
19
19
22
Age
Female
%
1
2
4
7
18
18-24
%
1
4
6
16
25-34
%
1
3
6
35-44
%
2 *
3
6
45+
%
2*
2
2
16
9
23
21
19
Less often (1)
78
68
61
69
68
54
60
66
No difference between male/female frequency of
eating at work
(Base: All Adults 18+ - Spain)
Frequency of Eating at
Work x Demographics
(Excluding Sweets and
Total
Chocolate)
2008
%
Daily + (6)
13
Several times
a week (5)
11
Weekly (4)
8
Monthly + (3-2)
8
Less often (1)
15
Gender
2006
%
17
12
7
8
15
Age
Male
%
Female
%
13
14
10
12
8
10
7
6
18-24
%
10
35-44
%
45+
%
17
14
13
12
16
8
4
4
11
7
13
17
15
8
15
14
15
12
18
13
Never
25-34
%
13
56
45
41
44
47
32
35
37
Retired segments
reducing frequency
of 45+ age groups
Canteen & at desk – 2 primary locations for
eating at work
Location (Most Often) for
Eating in Workplace
(Base: All Adults 18+ - Spain)
2008
2006
Location of Eating
%
30
In the canteen
19
% eat more than twice monthly
%
27
24
At my desk
2008
36
Yes
17
In the staff room
2006
32
36
13
13
In the kitchen
Outside on a bench/wall
8
7
SECTION
4:
SECTION 1:
Profile
of Wellbeing
Sample
Health
and
Attitude towards diet and wellbeing summary
points
Spanish are very conscious of being healthy eaters and the impact that
this has on having a healthy mind, they are also conscious of weight and
watching the food and beverages they consume.
Relate healthy foods with being expensive but would pay extra for healthy
foods that taste great.
They are conscious of reducing the consumption of ready meals and
favouring of low fat options.
They also feel there are not enough options for those who suffer food
intolerances, and would like manufacturers to help them to have healthy
eating options.
The Spanish are conscious of their children’s weight, looking to control
sugar intake and would be very much in favour of talking to a consultant if
their child showed signs of obesity.
Endeavour to check food labelling for nutritional value but struggle to
always understand the nutritional claims.
One in five not sure if diet is healthy or not
(Base: All Adults 18+ - Spain)
My Diet is …
Very Healthy (5)
Fairly Healthy (4)
Gender
TOTAL
Male Female
2008
2006
%
%
%
%
%
%
%
%
7
10
7
8
5
7
6
9
61
56
64
67
71
Not Sure (3)
Fairly Unhealthy (2)
Very Unhealthy (1)
AGE
18-24 25-34 35-44
6
1
22
12
7
*
6
1
64
70
74
23
19
25
23
16
6
*
45+
10
1
11
1
Overall the Spanish believe themselves to be very/fairly
healthy however one fifth aren't sure – an increase since 2006.
12
7
*
4
1
Eating healthier
(Base: All Adults 18+ - Spain)
Change in Eating
Habits in Last Year
Gender
Total
2008
2006
Male Female
More healthy
30
Less healthy
4
4
18-24 25-34 35-44
38
36
29
31
4
4
Main
Shopper
Age
34
28
8
45+
9
5
Three in ten believing their eating habits are more
healthy then last year – mostly 18-24 year olds.
27
1
33
3
Consistent in foods eaten more of to be healthy
(Base: All Adults 18+ - Spain)
Fresh vegetables/salads
% Eat less of
2008
2006
% Eat more of
Fresh fruit
-3
Fish
-5
Hi-fibre foods*
-8
97
97
97
97
95
93
92
-15
92
Foods low in salt **
Wholegrain foods*
Milk and dairy products
Products enriched with vitamins and
minerals/oligo elements
Bread, cereals, pasta, rice, potatoes
Food or drinks containing sugar
Food containing fats
*New question added 2008
**Change in wording in 2008 All others 5% or less
80
85
88
82
77
81
69
80
66
73
-20
-15
-12
-18
-23
-19
-31
-20
-34
-27
Lower fat foods
Carbonated soft drinks
83
-20
Products which claim to lower blood
pressure/cholesterol
Meat
-3
34
43
-66
-57
-93
-87
-93
-93
-94
-95
7
13
7
7
6
Healthy attitude but some declines
(Base: All Adults 18+ - Spain)
Agree
Slightly
I am concerned about my children
being obese *
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 think diet and lifestyle are more
important than medication in
preventing heart disease
* Those with children
Agree
Strongly
34
2008
2006
Total
58
77
24
89
37
22
92
46
77
32
44
30
38
32
86% 45+ yrs
89
83
90
80
84
Good diet important for healthy mind
(Base: All Adults 18+ - Spain)
Agree
Slightly
A good diet can help your mental
health
I consider what I eat to be really
important for my mental wellbeing
I eat healthy to take control of my life
Agree
Strongly
I eat for enjoyment and not for health
reasons
Total
79
42
81
32
74
45
32
73
45
66
63
34
37
I eat to feel good
2008
2006
50
34
31
28
54
40
38
Mental
wellbeing
Weight a big concern for parents
(Base: All Adults 18+ - Spain)
Agree
Slightly
2008
2006
Agree
Strongly
Total
I only eat foods that are healthy and
good for me
35
36
49
It’s not the type of food you eat that
causes health problems, it’s more the
amount you eat of those foods
33
32
46
51
There is no such thing as healthy foods
anymore
It doesn’t matter what I eat, I am still
fairly healthy
I’ll think about eating healthy when I
get older
I would take my child to see a GP/
nutritionist if he/she was showing
signs of being overweight *
*New question added 2008
Base: Those with children
54
24
19
35
23
18
15
22
21
33
9
62% 45+ yrs
54
62% 18-24 year olds
18
44
84
Healthy foods expensive but worth it
(Base: All Adults 18+ - Spain)
Applies
A Little
Healthier foods are always more
expensive than other foods
I would like manufacturers to help
me to eat healthy
I am willing to pay more for
healthy food and beverages as
long as they taste good
If the label says ‘Low Fat’ or
‘Reduced Fat’ then the product
will always be a healthy choice
Choosing healthy food to eat is
very limiting and boring too
2008
2006
Applies
A Lot
Total
49
89
46
84
93
42
93
38
85
52
50
83
56
81
50
75
64
49
46
51
Higher amongst 45+ yrs
Not enough options for food intolerances
(Base: All Adults 18+ - Spain)
Applies
A Little
I eat to feel good and take
control of my life
I very rarely nibble between
meals
There are not enough product
options for people who suffer
food intolerances
I eat to enrich/enhance mental
alertness and spiritual wellbeing
2008
2006
Applies
A Lot
Total
88
53
50
81
51
77
77
50
50
89
42
51
48
91
73
70
Weight conscious & looking for healthy options
(Base: All Adults 18+ - Spain)
Applies
A Little
I am more concerned about what I eat and
drink to control my weight nowadays
48
46
I would like to see more low fat products
45
46
Applies
A Lot
2008
2006
Total
88
85
89
87
I find there are never enough healthy food
options when shopping
51
47
I always look for a low fat option when
buying food products
51
45
80
52
48
82
81
I am more concerned about fat content
than calories
I am conscious of controlling my
children’s intake of sugary or fatty foods*
* New question added 2008
40
75
Higher amongst
45+ yrs
83
88
92
Aim for balanced, healthy diet
(Base: All Adults 18+ - Spain)
Applies
A Little
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
Applies
A Lot
Total
96
42
57
95
49
47
93
93
91
39
38
93
I eat at least 5 portions of fruit and
veg per day
48
44
I try to buy products that have added
vitamins
49
49
I always check the nutritional
labelling on foods before buying them
2008
2006
53
53
72
71
Higher amongst 18-44 yrs
62
74
82
76
Increases in difficulty of understanding labels
(Base: All Adults 18+ - Spain)
Applies
A Little
I often find it difficult to understand
the labeling on food
I often find it difficult to understand
the nutritional claims on packaging
I try to buy Fair Trade products/
brands whenever they are available
I try to buy organic foods where
possible*
* New question added 2008
2008
2006
Applies
A Lot
54
Total
78
50
64
Higher amongst 45+ yrs
80
56
45
54
51
56
57
74
71
77
SECTION 5:
Environmental Issues
Environmental issues summary points
Three in ten Spaniards are aware of food miles while one fifth claim it
impacts on shopping. The Spanish understand food miles to be the
distance food travels from producer to shop.
Significantly more are aware of sustainability – 73% aware, 28% of which
consider sustainability when conducting their shopping. Half of all aware
agree that sustainability is “meeting the needs of present without
compromising the ability of future generations to meet their needs.”
Two thirds of Spanish consumers are aware of carbon footprint with one
fifth looking to buy products with low/no carbon footprint when doing their
shopping.
There is and overall claimed increased awareness of environmental issues
when shopping.
Largely unaware of food miles
(Base: All adults 18+ Years)
Awareness
%
Understanding
(All aware of food miles 31%)
%
Never heard of it
69
Unaware
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 no food miles
4
8
12% Aware
– No impact
on shopping
9
19% Aware
– Impact on
shopping
10
74
26
Almost three in ten influenced by sustainability
(Base: All adults 18+ Years)
Awareness
%
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 sustainability features
Actively/always try to buy
food with sustainability
features
27
Unaware
20
25
17
11
45% Aware
– No impact
on shopping
28% Aware
– Impact on
shopping
Understanding
(All aware of sustainability 73%)
%
Meeting needs of present
without compromising the
ability of future generations
to meet their needs
Production practices that do
not have a future effect on
environment
52
25
Ensuring future generations
have what we have today
12
Consumption practices
which do not have a future
effect on the environment
11
Two thirds aware of carbon footprint
(Base: All adults 18+ Years)
Awareness
%
Never heard of it
Heard of it but not important
when buying food
33
Understanding
(All aware of carbon footprint 67%)
%
Amount of carbon dioxide
which is emitted before a
product reaches market
20
It’s a fad and doesn’t
impact on shopping
21
Sometimes try to buy food
with low carbon footprint
14
Actively/always try to buy
food with no carbon
footprint
Unaware
12
41% Aware
– No impact
on shopping
26% Aware
– Impact on
shopping
70
An individuals effect on the
environment by
consumption of products
15
Measure of environmental
damage
15
Claimed environmentally friendly behaviour
(Base: All Adults 18+ - Spain)
Agree
Slightly
I am more conscious of environmental issues
in my choice of products today
40
I prefer to buy from companies aware of the
impact of environmental issues
39
Agree
Strongly
Total
71
63
For environmental reasons I…
…Select foods that have packaging
which can be recycled
36
…Select foods with minimal
packaging
33
54
…Select foods which used recycled
material for its packaging
32
53
* New question added 2008
60
SECTION 6:
Grocery Shopping
Grocery shopping summary points
Grocery shopping is split by those who shop weekly – four in ten and
those who shop several times a week – also four in ten, main responsibility
for grocery shopping falls to females.
Quality is important but Spanish shoppers also looking for best value.
Price is not the most important factor but they look out for price
promotions and some compare prices between outlets (one in two).
Younger Spanish shoppers (18-34 years) are more price conscious.
Weekly shopping is planned around the meals for the week, little evidence
of impulse ‘bargain’ purchasers.
Three quarters of Spanish shoppers prefer buying products from the
chilled cabinet.
High awareness of functional foods and fair trade products whilst glycemic
index, glycemic loading and irradiated food show low awareness –
between one fifth and three tenths.
Shop several times a week
(Base: All Adults 18+ - Spain)
Responsibility
2008
Mainly Responsible
46
%
Frequency
2008
(90%)
2006
(86%)
Daily + (5)
14
14
Several times a week (4)
42
42
Weekly (3)
38
37
5
1
6
1
2006
38
48
Jointly responsible
with someone else
44
Someone else responsible
10
14
Monthly + (2)
Less often (1)
Average
Several
Several
times a week times a week
Females mainly responsible for grocery
shopping
(Base: All mainly responsible for grocery shopping – 2006 - 38%, 2008 – 46%)
GENDER
Profile of
Grocery
Shoppers
2008
2006
%
%
31
29
Male
(50)
AGE
2008
18-24
(13)
25-34
(20)
35-44
(19)
45-54
(15)
69
Female
(50)
( ) = Total Spanish Population
%
2006
%
5
4
18
16
20
22
20
20
37
38
71
55+
(33)
Looking for value and quality
(Base: All Adults 18+ - Spain)
Agree
Slightly
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
I watch for announcements for
sales or promotions on grocery
I don’t mind spending time when
looking for a bargain
2008
2006
Agree
Strongly
Total
70
47
75
40
70
45
81
40
43
66
40
66
31
31
Lower amongst 18-44 yrs
45
50
Price is not most important but increasing
(Base: All Adults 18+ - Spain)
Agree
Slightly
When I shop the first thing I look for
is price
The most important thing is price
when grocery shopping
I will pay a bit more for grocery
shopping to get superior customer
service
I compare prices between outlets to
see where I can buy the cheapest
fresh food even if I have to travel
Agree
Strongly
Total
46
33
30
Younger (18-34 yrs)
are more price
conscious
39
35
26
20
2008
2006
25
27
33
37
47
35
30
53
47
Little impulse buying
(Base: All Adults 18+ - Spain)
I tend to buy on impulse if I think
things are cheap/if the price is
low
I am prepared to pay a charge for
home delivery
Agree
Agree
Slightly Strongly
13
15
17
24
18
In the past year I have been using
the internet more for shopping
14
Total
28
20
Younger Spanish 18-34 are more likely to impulse shop
and more likely to shop on internet.
2008
2006
Organised in weekly shopping and meals
(Base: All Adults 18+ - Spain)
Agree
Slightly
I shop daily as I don’t have a car and
shop on foot/bike*
13
I feel the private label brands are just
as good as the branded ones*
I plan my grocery shopping around the
meals I’m going to prepare that week*
*New question added 2008
+Base: Those with children
19
32
My local shop delivers my groceries*
I’d often buy foods because the
children asked for them*+
Agree
Strongly Total
14
60
18
37
42
55
67
Younger (18-24)
least likely to
plan meals
Favour the chilled cabinet
(Base: All Adults 18+ - Spain)
Applies
A Little
Where possible I buy multi-pack
products
Total
74
63
78
66
51
84
45
64
52
Products in the chilled cabinet
are always fresher
I buy food in smaller packs
because it means less waste
Applies
A Lot
60
I much prefer to buy products
from the chilled cabinet
2008
2006
76
64
39
48
38
47
Less driven by
multi-packs
Similar awareness of food terms to 2006
(Base: All Adults 18+ - Spain)
2008
2006
% Aware
86
85
Functional foods
72
70
Ethical/fair trade products
Glycemic index
High awareness
31
34
Glycemic loading of a serving of food
27
20
Food which has been irradiated
23
19
Low awareness
Little variation in awareness by gender or age
(Base: All Adults 18+ - Spain)
2008
2006
% Aware
Gender
Male
31
29
18-24
89
85
70
71
Ethical/fair trade
products (72)
Glycemic index (31)
Female
84
86
Functional foods (86)
Age
80
81
73
70
31
40
25-34
84
87
64
60
39
34
35-44
84
83
70
77
32
37
45+
90
87
68
70
32
36
76
71
28
33
Glycemic loading of a
serving of food (27)
28
18
26
21
34
21
26
21
25
18
26
20
Food which has been
irradiated (23)
26
22
19
17
29
22
20
20
21
13
23
21
Decrease in purchase interest for functional
foods
(Base: All Adults 18+ - Spain, aware of functional food – 86%)
Likelihood of Buying
Functional Food
Very Likely (5)
2008
2006
14
33
Fairly Likely (4)
34
41
Unsure (3)
32
Fairly Unlikely (2)
14
Very Unlikely (1)
6
5
2
3.4
Unsure
4.0
Fairly Likely
Average
19
SECTION 7:
Local Food
Local food summary points
Local means within the province for Spaniards, the county is a second
consideration of the meaning.
Increasing importance in line with increasing age, high proportion of 34-44
year olds saying neither/nor to local produce.
56% buy weekly, 20% buy daily – high frequency of purchasing local
produce, highest amongst 45+ age bracket.
Spanish like to know origin of food, most significant increases – more
likely to believe in the quality of local produce, always check farm name on
meat.
Those living in the Madrid area are less likely to see local food as very
important and report weaker attitudes to local food, and purchase it with
less frequency.
Local food is within the province or country
(Base: All adults 18+ Years)
Understanding of
the Term “Local
Food”
Total
% First Mention
42
15
Made within close proximity to where I live
Made within a 20km radius from where I live
6
27
Available in farmers markets
9
28
22
Made within the county in which I live
67
42
Made within the province in which I live
7
Made in Europe
3
Other
2 5
68
Local important to six in ten
(Base: All Adults 18+ - Spain)
Overall
Importance of
Buying Local
Produce
Very Important (5)
Total
Gender
2008 2006
Male Female
%
%
%
%
18
16
17
19
58%
18-24 25-34 35-44 45+
%
11
37
40
Fairly Important (4)
42
42
38
32
Neither/Nor (3)
30
33
30
Not at all Important (1)
7
5
6
3
5
6
%
%
%
%
16
18
21
21
66%
35
8
4
35
45
42
24
26
6
4
7
4
33
31
40
10
Not very Important (2)
Main
Shopper
Age
10
9
7
4
3
Increasing importance in line with increasing age, high proportion
of 34-44 year olds saying neither/nor to local produce.
One fifth buy local produce daily
(Base: All Adults 18+ - Spain)
Frequency of
Buying Local
Produce
Total
2008 2006
%
Daily + (6)
20
%
Age
Male Female
18-24 25-34 35-44 45+
%
%
22
19
12
28
Monthly + (3-2)
Less often (1)
Never
%
%
14
16
16
17
30
5
1
30
28
28
7
1
27
22
16
4
2
21
28
25
19
%
29
29
28
25
31
29
%
26
25
56%
Weekly (4)
%
25
32
Several times
a week (5)
Main
Shopper
Gender
19
6
1
7
3
23
7
1
22
5
1
Highest frequency amongst 45+ age bracket.
30
12
14
4
1
5
1
Increase in positive perceptions of local
(Base: All Adults 18+ - Spain)
Agree
Slightly
I like to know the area where my
food comes from
I only buy meat that is fully traceable
When buying meat I always check
the label for the farm name
Food produced locally results in
higher quality products
56
26
55
33
23
43
57
39
34
20
38
16
56
24
33
25
Local food is fresher and more
nutritious*
36
Total
70
44
I am more confident in the safety of
food produced in my local area
* New question added 2008
Agree
Strongly
2008
2006
47
38
53
SECTION 8:
Food Labelling
Attitudes towards labelling & alcohol summary
points
Three in ten Spanish always check the country of origin, the Spanish are
more likely than any of the other countries to always check for a quality
symbol.
Nine in ten rate “fresh” as being very/fairly important, through this
presentation the Spanish have cited the importance of fresh, cooking from
scratch, frequency of shopping implying they buy fresh foods several
times a week. They associate “fresh” with fruit and vegetables.
Again “natural” is rated as very important to the Spanish, for them it
means no artificial ingredients, not fortified, not processed.
Spanish on average drinking several times a week, just under four in ten
Spanish consume alcohol with 80%+ of food occasions.
One fifth often drinking during lunch time, over a quarter drink when
dining at home mid week. Part of the Spanish lifestyle and culture.
Three in ten always check country of origin
(Base: All Grocery Shoppers)
Symbol of Quality
2008
Always Check
%
2006
27
Country of Origin
2008
30
40
Sometimes Check
58
55
51
Never Check
15
9
15
%
2006
35
54
11
Nine in ten rate fresh very important
(Base: All adults 18+ - Spain)
Impact of ‘Fresh’ on
Labels when Shopping
%
Fresh - Prompted Associations
%
93
Vegetables & fruit
55
Free from preservatives
Very important
61
91%
Nutritionally better for you
33
Short shelf life
30
Made from scratch/home-baked
Fairly important
Neither/nor
Not at all important
Kept in the fridge
30
8
1
40
Short shelf life
24
18
90% claim natural very/fairly Important
(Base: All adults 18+ - Spain)
Impact of ‘Natural’ on
Labels when Shopping
%
Natural - Prompted Associations
%
Very important
58
90%
No artificial
ingredients/preservatives/colours
Not fortified with artificial
ingredients
Unprocessed/unrefined
57
From nature
57
81
68
35
Nutritionally better for you
Fairly important
Neither/nor
Not at all important
21
Produced organically
32
9
1
Produced locally
9
SECTION 9:
Attitude Towards Alcohol
Alcohol part of daily/weekly routine
(Base: All Adults 18+ - Spain)
INCIDENCE
FREQUENCY
% Drink Alcohol (65%)
2008
28
Daily+ (7-6)
2008
27
81 – 100%
38
61 – 80%
12
41 – 60%
12
21 – 40%
15
0 -20%
23
69
65
Several times
a week (5)
2008
Singles,
males and
those eating
out more
27
25
53%
2006
Yes
1.
(69%)
2006
PROPORTION –
Consumed with Food
26
Weekly (4)
26
Monthly+ (3-2)
14
17
Less often (1)
5
5
Average
Several Several times
times a week a week
Seven in ten always drink when dining out
Attitude Towards
Drinking Alcohol
(Base: All who drink alcohol)
Agree
Slightly
I always have a drink of alcohol/wine
when I have dinner at a restaurant
I am drinking more alcohol at home
these days than before
Agree
Strongly
23
53
20
16
I often have a drink at lunch time*
I often have a drink when dining at
home on a weekday*
I often have a drink when dining at
home at weekends*
* New question added 2008
43
11
21
17
27
32
Total
68
36
15
2008
2006
48
Study Summary
Key Lifestyle Trends
Healthy Eating is Key to
Spanish Diet – Low fat,
balance, fresh, natural
Strength of Local Food
having impact on shopping
habits
Economic Climate
Impacting Shopping –
more price conscious and
eating out less
Younger Consumers more
open to prepared food
Key Lifestyle Trends
Healthy Eating is Key to the Spanish Lifestyle
Spanish consumers are very conscious of what they eat. They are very
aware of the impact that good food has on both physical and mental
health. They are also very weight conscious and favour low fat options.
Fruit and vegetables form an important part of their diet along with meat
and dairy products. Fresh and natural foods are very important to the
Spanish shopper – as a result local food is very popular. Quality and
healthiness, along with freshness and taste are the key qualities Spanish
look for when buying/preparing food. The Spanish passion for food
translates into a love of cooking. Cooking from scratch is dominant in
Spain with over six in ten cooking from scratch on a daily basis. Marketing
of fresh ‘raw’ products offers most potential in the Spanish market.
Key Lifestyle Trends
Younger Spanish – more open to ready meals?
Younger Spanish (18-44 yrs) are more time poor and favour convenience
ready meals, ready to eat foods, prepared sandwiches/rolls and hot food
from deli counters more than older consumers. They also have stronger
interest in foods that are quick to cook and report that they are too busy to
cook as often as they would like. However, while they are more likely to
have convenience meals in their home and see them as filling, they do not
rate the ingredients highly. Overall Spanish consumers are not as positive
about fresh ready meals versus other European consumers especially on
taste and healthy ingredients. This may be due to the Spanish palate being
more used to fresh ingredients which are cooked from scratch or it could
be that the fresh ready meals on offer in Spain fall below that of other
European countries in terms of quality and taste. There is however,
potential for a range of high quality ready meals which use fresh
ingredients aimed at the younger Spanish consumer.
Key Lifestyle Trends
Economic Climate Impacting Shopping and Eating Out in Spain
Spanish shoppers have become more price aware than in 2006, likely as a
result of the economic downturn. They are more likely to put price first
than in 2006 and are to comparison shop for fresh food. This increased
interest in price will be interesting to monitor in the future – will Spanish
consumers continue to shop locally for the freshest, best quality raw
ingredients or will they trade off quality for price and use multiples more to
keep within budget?
The Spanish are eating out and purchasing takeaway meals less than in
2006. Midweek dining out has declined and is now seen as more of a treat
than in the past. This decline in eating out may also be related to the aim
of a more healthy lifestyle. Just under one-third of Spanish consumers
feel they have become more healthy in their eating patterns in the past
year.
Key Lifestyle Trends
Strength of Local Food Impacting Shopping
Purchasing local food is very important to Spanish consumers. They see
‘local’ as food that is produced within the county or province in which they
live. Frequency of purchasing local food is high, with one fifth buying
local food on a daily basis. Older Spaniards (45+yrs) are more interested
in local food than younger.
Spanish shoppers are very interested in knowing where their food comes
from and check both for quality labels and for country of origin. Their
interest in local food has strengthened since 2006 with more purchasing
meat that is fully traceable. Local food is more strongly associated with
high quality, fresh, and safe produce.
Look for when shopping....
Fresh & Natural Ingredients
Spanish have a taste for fresh foods and they also love cooking.
Offering a range of fresh produce, possibly from the dairy and meat
ranges, which have some quality guarantee may work well. Low fat
versions will also appeal to the Spanish.
Clarity in Labelling
Nutrition labelling on products is an area that could be improved. A
high proportion of Spaniards look at nutritional labels but there is
also a high degree of confusion about the nutritional claims on
packaging. This confusion is strongest among older consumers.
Convenient Meal Options
While cooking meals from scratch is a big part of the Spanish
lifestyle there is also an increasing need for more time saving meal
options, especially among younger Spanish (18-44 yrs). Whether it is
meal components or ready made meals the emphasis should be on
foods that are use fresh and natural ingredients.
Opportunities/challenges for manufacturers
Fresh & Natural Ready Meals
Younger Spanish consumers are looking for meal options that help
save time. Current fresh and frozen ready meals do not have a strong
following in Spain – they are seen as adequate for emergencies but with
improvement in taste and healthiness of ingredients could offer more
potential.
Local Food Barrier to Imported Food?
The Spanish interest in local food could act as a barrier to imported
foods. The Spanish place a high regard on the freshness and quality of
local food. One way of overcoming this may be to partner meal
solutions with a local food eg: Irish meat combined with regional
Spanish vegetables in a recipe. Or using Irish produce in a typically
Spanish way eg: a selection of Irish cheese as tapas. Using local shops
for distribution rather than multiples may also help convey a ‘fresh’
image. Consumers in Madrid appear to put less emphasis on the
importance of local food and may be a good area to initially launch
products.
Opportunities/challenges for manufacturers
Low Fat Highly Motivating to Spanish
Spanish consumers love low fat foods. High quality low fat options will
do particularly well. Emphasising the quality of ingredients and the
source of the product, in addition to convening the freshness of the
product will make it more attractive to the Spanish market.
Appendix (1)
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.
Appendix (2)
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.