Continental PERIscope
European Consumers and their Food
Understanding attitudes in Sweden
SECTION
1:
SECTION 1:
Profile of
of Sample
Profile
Sample
Profile of sample – Sweden
(Base: All Adults 18+ - Sweden)
AGE
SOCIAL CLASS
GENDER
2008
%
2006
%
2008
2006
11
11
%
18-24
2008
%
%
AB
Male
49
25-34
17
17
35-44
18
18
51
2006
2008
2006
Norrland
12
12
Svealand
45
45
Gotaland
43
43
%
%
%
27
50
45-54
Female
27
REGION
16
C1
32
32
C2
16
16
16
50
55+
38
38
DE
25
25
Nationally representative population of Sweden
Profile of sample –
household composition and work status
(Base: All Adults 18+ - Sweden)
WORK STATUS
HOUSEHOLD COMPOSITION
2008
2006
20
22
%
Single
Dual
3+
43
37
2008
2006
Working
full time
66
67
Working
part time
16
11
Student
3
Other
15
%
%
%
42
36
5
17
* Other includes housewife, retired, unemployed
SECTION
2:
SECTION 1:
Profile&ofCooking
Sample
Food
Attitude to food & cooking summary points
Swedish consumers have a healthy outlook on food.
They like to try new foods and enjoy eating out. They try to have a healthy
diet by eating fruit and vegetables and avoiding sugar. Meat and dairy are
important to their diet.
They eat less low fat products then in 2006 and are less likely to add
sauces and dressings to food.
Swedish consumers enjoy cooking.
Cooking expertise has increased since 2006. Females have become more
confident in entertaining while males and younger consumers are more
competent in cooking easy dinners. Frequency of using meal components
has declined.
Cooking is now seen as more fun than in 2006, which may be linked with
the increase in cooking skills. 25-34 year olds are most likely to see
cooking as a passion.
Eating with the family is important but it is getting harder to get everyone
together for a meal.
Attitude to food & cooking summary points
Younger Swedish consumers under time pressures
They appear to be using more convenience foods but are also cooking
more from scratch – indicating differing attitudes to food and health
among younger Swedish consumers.
Younger Swedish consumers (under 45 years) are more into convenience
meals and easy to prepare foods. They are also more likely to buy
prepared sandwiches and rolls and are more likely to use meal
components on a weekly basis.
They see cooking as more of a chore and are less likely to make special
meals.
Time pressure is most evident among the younger group. They rarely have
time for breakfast, dinner is often a last minute choice and they pick foods
that are easy to prepare.
Utility ownership in home
(Base: All Adults 18+ - Sweden)
%
%
94
93 ANY MICROWAVE
91 Microwave without grill
90
ANY OVEN
Full oven – electric
3
6
Full oven – gas
2008
2006
Microwave with grill
91
91
%
Espresso Maker
69
64
Mini Oven
23
29
Crepe Maker
52
51
Separate freezer section
attached to fridge
Freezer box in fridge
Deep Fat Fryer
16
15
Separate freezer unit
67
52
67
71
45
52
Food processor
Wok
70
Steamer
75
87 Coffee maker
94
Kettle
Toaster
Tangine
24
41
Sandwich maker
56
52
Rice Cooker
47
60
96
89 Grill
ANY FREEZER
14
26
52
Crepe Maker*
4
5
5
2
13
14
1
2
10
Handheld
Blender*
68
Electric Juicer*
18
Fondue/Raclette*
17
87
Ownership of deep fat fryers and coffee makers has declined since 2006 levels.
* New question added 2008
15
21
Swedish consumers continue to try to eat healthy
(Base: All Adults 18+ - Sweden)
100
90
95
92
90
% Applies
83
81
81
80
87
92
90
70
62
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
Like to try new foods
(Base: All Adults 18+ - Sweden)
100
90
86
80
70
60
91
82
96
% Applies
97
85
77
79
65
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*
Decline in usage of convenience/ready to eat foods
(Base: All Adults 18+ - Sweden)
100
90
85
80
% Applies
82
70
60
50
40
30
20
57
57
45
45
42
Stronger levels evident
among younger age
group (18-44 years)
42
39
33
Stronger among
younger (<45 years)
and females
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
2008
Enjoy cooking and special meals
(Base: All Adults 18+ - Sweden)
100
% Applies
90
85
80
83
79
84
81
70
60
50
52
53
52
50
46
51
40
30
20
Females and younger
(<45) are more likely to
see cooking as a chore.
Those younger (<35
years) are less likely to
make special meals.
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*
Harder to gather family for meal times
(Base: All Adults 18+ - Sweden)
100
90
94
95
90
80
% Applies
77
93
80
70
60
56
50
54
45
40
36
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 pressure impacting on younger attitudes to
cooking
(Base: All Adults 18+ - Sweden)
100
90
% Applies
82
80
82
60
50
30
20
10
89
75
70
40
87
44
43
Stronger
among
those <35.
Highest
among
females and
those <45
years.
62
66
57
62
75
Highest
among
those <45
years.
Higher
among
males.
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+ - Sweden)
% Applies
I like to try new foods
96
Important to spend time over dinner as a family
95
I enjoy eating out
94
I try to eat a lot of fruit and veg
92
Meat is an important part of my diet
90
I like to have ample time in the kitchen for
cooking/preparing meals
87
Really enjoy cooking and being able to create a
great meal
85
I tend to pick foods that are easy to prepare
Dairy foods are an important part of my diet
I look for recipes on the internet
85
85
84
Cooking expertise Increasing
(Base: All Adults 18+ - Sweden)
Can't boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple dinner
Total
Gender
Age
Main
Shopper
2008 2006
%
%
–
1
Male Female
%
%
18-24 25-34 35-44 45+
%
%
%
%
–
–
1–
%
2*
4
3
1
5
1
2
7
13
16
3
5
4
13
22
21
14
19
29
36
33
Would be confident that I
could produce a good Sunday 31
dinner
25
36
45
38
34
29
21
Would enjoy having a dinner
party where I do all the
cooking
51
51
43
36
36
36
41
44
Skill levels of Swedish males and younger consumers (18-24 years) are
more in cooking easy dinners than preparing for a dinner party.
47
Cooking has become more fun
(Base: All Adults 18+ - Sweden)
A chore - something
that has to be done
Total
Gender
Age
2008 2006
%
%
Male Female
%
%
18-24 25-34 35-44 45+
%
%
%
%
20
19
16
23
18
21
12
Important because
eating well is important
12
Good fun at times
54
A passion - I love food
Main
Shopper
14
20
13
18
56
45
16
16
9
14
43
53
19
20
18
12
13
61
56
11
12
53
22
11
11
%
Swedish females are more likely to see cooking as a chore than males.
Swedish 25-34 year olds are most likely to consider cooking a passion.
Eating
Out
More
%
24
7
52
61
17
8
Frequency of preparing meals from scratch stable
(Base: All Adults 18+ - Sweden)
Frequency
2008
2006
%
%
Change in Frequency
More often
32
Daily + (7-6)
2008
2006
17
28
37
72
About the same
Less often
Several times
a week (5)
Weekly (4)
Monthly + (3-2)
Less often (1)
Never
Average
38
33
11
9
13
14
5
1
6
1
Several
times
a week
Several
times
a week
63
11
9
38% of 18-24 year olds are more often
preparing a meal from scratch versus
past year.
Frequency of using meal components declined
slightly
(Base: All Adults 18+ - Sweden)
Total
Gender
Age
2008 2006
Male Female
18-24 25-34 35-44 45+
%
Daily + (7-6)
Several times
a week (5)
Weekly (4)
5
%
%
7
4
17
23
22
%
5
13
%
6
%
10
18
23
17
26
20
23
23
%
3
5
12
17
4
9
24
29
24
26
25
14
28
29
23
24
10
%
21
27
Never
4
24
22
Less often (1)
%
21
19
20
Monthly + (3-2)
Main
Shopper
9
15
11
19
14
20
6
5
28
26
11
11
Swedish males and younger consumers (<45 years) are using meals
components on a weekly basis.
Ready meals consumed less often
(Base: All Adults 18+ - Sweden)
Gender
Total
2008 2006
More often
Eat out
more
18-24 25-34 35-44 45+
21
9
27
Less often
Male Female
Main
Shopper
Age
7
29
7
25
11
14
10
25
28
36
9
7
12
16
20
28
29
Convenience meals viewed more positively
(Base: All Adults 18+ - Sweden)
Convenience meals are….
Agree
Slightly
2008
2006
Agree
Strongly
Total
30
32
87
82
…Easy to prepare
39
30
85
81
…Quick to cook
36
34
…Expensive
39
35
…A good substitute for home cooking
when time is limited
37
34
…Easy to cook
90
83
71
68
55
49
Younger consumers (under 35 years) are more positive towards convenience
meals on ease of cooking, speed of cooking and ease of preparation.
But taste perceptions have declined
(Base: All Adults 18+ - Sweden)
Agree
Slightly
Convenience meals are….
31
34
…Filling
24
25
…Taste great
17
26
…Something I always have at home
…As healthy for me as something I
would prepare for myself*
…Good value for money
…Good for you/have natural ingredients*
21
34
26
28
18
19
…Have poor quality ingredients
Agree
Strongly Total
30
20
27
8
11
21
22
17
17
10
41
14
2008
2006
Fresh wins over frozen
Fresh ready
meals better
Frozen ready
meals better
59
Taste
Healthier ingredients
For all the family
Value for money
7
45
5
35
29
22
19
Easy to store
Quick to cook
8
41
37
21
Low in salt
24
6
Lower fat
26
8
Has less preservatives
39
Has less additives
38
16
10
Relatively comparable on speed of cooking and value for money. Frozen
meals are favoured for storage, fresh favoured for all other aspects.
SECTION 2:
Eating In Home
Eating in home summary points
Responsibility for meal preparation rests mainly with Swedish females and
older adults (45+ years).
Frying and microwaving food are considered the worst methods of
preparing food in terms of health however, frying is one of the most
popular methods of preparing food in Sweden.
Oven baked/ roasted and boiling food are considered more healthy and
just over a third of Swedish consumers would prepare food by these
methods.
Swedish consumers look for taste, quality and ease of preparation when
eating or preparing food in their homes. Safety, freshness, value for
money, and nutritional value are of lesser importance.
Responsibility for meal preparation remains
constant
(Base: All Adults 18+ - Sweden)
2008
2006
47
47
38
35
%
Always prepare own meal
Sometimes prepare own meal
Someone else prepares meal
Other
12
3
%
12
6
Males and younger consumers (<45 years) are less likely
to always prepare their own meals.
Responsibility for meal prep rests with
females and older
(Base: All Adults 18+ - Sweden)
ALWAYS PREPARE OWN MEAL
Age
Gender
2008
%
2006
Male
(49)
37
Female
(51)
63
40
60
2008
%
2006
18-24
(11)
8
9
25-34
(17)
17
14
35-44
(18)
17
20
45+
(54)
58
57
Frying a popular method of food preparation
Preparation
of Food
(Base: All who always prepare own meals - 47%)
2008*
Boiled
16
Oven baked/roasted
18
Uncooked/cold
11
Fried
25
Microwaved
11
Steamed
5
Stir fry/wok
10
4
Others
* Amendment to question in 2008, data not directly comparable to 2006
But considered the least healthy
(Base: All adults 18+ who always prepare their own meals)
Ranking of Methods of
Cooking – Based on
Healthiness of Method
Worst for Health 8
Fried, 6.2
Microwaved, 5.7
Oven baked/roasted, 4
Uncooked, 3.9
Boiled, 3.4
Stirfry/wok, 3.2
Steamed, 2
Ranked from 1 through 8.
1 = Best for health, 8 = Worst for health
Best for Health 1
Taste, quality and ease of prep most important
(Base: All Adults 18+ - Sweden)
Ranking of Factors Considered
Important When Eating/
Preparing Food in Home
1st/2nd
1st
Taste
36
Quality
15
Freshness
6
Healthiness
7
Safeness of food
2
Enjoyment
16
20
6
10
13
23
7
Value for money/Price
3
6
Nutritional value
Presentation
35
3
Ease of preparation
Variety
57
16
9
12
*1
* Amendment to question in 2008, data not directly comparable to 2006
SECTION 3:
Eating Out of Home
Eating out of home summary points
There has been a small decline in the proportion of Swedish consumers
eating out overall and having meals delivered to the home, but a small
increase in the proportion eating takeaway meals.
However, during the week more Swedish consumers are eating out.
(Younger consumers and those in the Gotaland region show a higher
incidence of eating out.)
– Reasons for eating out during the week include being too tired to
prepare a meal at home, the lower cost of eating out, and a better
choice of places to eat.
Frequency of eating at work on a daily basis has declined slightly since
2006 levels. Those in the Gotaland region are least likely to eat at work on
a daily basis. (Perhaps linked with their increased incidence of eating out
during the week.)
– 25-44 year olds are most likely to eat lunch at work on a daily basis.
Typical places to eat lunch at work are the canteen, staff room or at
the desk. Workers in the Gotaland region are least likely to eat at their
desks.
Slight increase in eating out during the week
(Base: All Adults 18+ - Sweden)
“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
13
1.
Too tired to make something at
home (63%)
2.
Chance to meet with friends/catch
up (38%).
3.
More choice of places to eat out
locally (36%).
4.
Just feel like a treat/something
different (30%).
Younger consumers (under 35 years) and those in the Gotaland region
are more likely to eat out during the week.
Tiredness main reason for eating out on
weekdays
(Base: All who eat out more during the week – 17%)
Factors Influencing Decision to
Eat Out More
2008
2006
%
Just feel like a treat/something different
30
5
Chance to meet up with friends/catch up
38
31
36
25
More choices of places to eat locally
Too tired to make something at home
54
Not food at home
29
26
22
31
Working day is longer
Length of time spent commuting to/from work
10
11
Too difficult to decide what to have
Staying out for evening/not going home
A treat for the kids
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
63
1
21
16
20
15
11
26
31
19
27
11
16
17
28
Lower cost of eating out combined with better choice of where to eat may
be facilitating consumers’ desire to treat themselves on a weekday.
Decrease in meals eaten out, increase in takeaway
(Base: All Adults 18+ - Sweden)
Meals Eaten Out in the Last
7 Days – Summary
Meals or snacks on the
premises of the
pub/restaurant/cafe
Mean
%
58
66
2.5 (2.5)
Takeaway meals eaten
off the premises where
they were prepared
Mean
Meals or snacks
delivered to your home
Mean
42
38
1.9 (1.8)
14
19
2.6 (2.1)
Younger consumers (under 45 years) are more likely to eat out and to purchase
takeaway meals.
( ) = 2006
2008
2006
Low frequency of eating in the car
(Base: All Adults 18+ - Sweden)
Frequency of Eating in
Car/at work (Excluding
Sweets and Chocolate)
In the car
2008
2006
Every day (6)
Several times a week (5)
%
3
7
%
Once a week (4)
8
9
17
17
Once a month (3+2)
3
7
At work
2008
%
21
25
17
9
Less often (1)
Never
Average:
44
38
21
26
Once a
month
Once a
month
2006
%
10
17
9
9
26
23
17
17
Weekly Weekly
Consumers in the Gotaland region are least likely to eat at work on a daily basis.
Eating in the car tends to be males and younger
Frequency of Eating in Car
x Demographics (Exc.
Sweets and Chocolates)
(Base: All Adults 18+ - Sweden)
Gender
Total
Daily + (6)
Several times
a week (5)
Weekly (4)
Monthly + (3-2)
Less often (1)
Never
2008
%
3
7
8
2006
%
3
7
9
Male
%
Female
%
18-24
%
25-34
%
5
9
*6
9
4
6
6
7
10
2
7
13
17
17
44
38
21
Age
26
11
48
18
4
5
8
15
26
38
45
46
39
21
45+
%
5
12
22
*
35-44
%
43
23
29
20
15
23
25-44 year olds highest frequency of eating in
work
(Base: All Adults 18+ - Sweden)
Frequency of Eating at
Work x Demographics
(Excluding Sweets and
Total
Chocolate)
2008
%
Daily + (6)
Several times
a week (5)
Weekly (4)
Monthly + (3-2)
Less often (1)
Never
21
Gender
Age
2006
%
Male
%
Female
%
25
22
21
18-24
%
25-34
%
35-44
%
15
24
19
28
19
17
9
10
26
17
17
15
20
9
23
17
17
10
9
13
27
14
15
21
11
9
7
25
17
45+
%
13
20
18
7
6
7
13
16
16
19
22
32
21
12
9
Staff room, desk and canteen most for eating
lunch at work
Location (Most Often) for
Eating in Workplace
(Base: All Adults 18+ - Sweden)
% eat more than twice monthly
2008
2006
Location of Eating
%
25
In the canteen
32
%
34
In the staff room
2008
52
18
Yes
25
22
At my desk
2006
51
Outside on a bench/wall
3
16
Workers in Gotaland are least likely to
eat at their desks.
In the kitchen
11
6
SECTION
4:
SECTION 1:
Profile
of Wellbeing
Sample
Health
and
Attitude towards diet and wellbeing summary
points
Three quarters of Swedish consumers consider their diets to be healthy.
Four in ten have changed their eating habits to become more healthy in the
past year.
– Older consumers claim to have healthier diets than younger (under
35years).
Fresh fruit and vegetables, fish, wholegrain and hi-fibre foods are all
considered good to eat if trying to become more healthy. Dairy foods,
meat, breads, cereals and pasta, along with enriched products, are seen as
contributing to both healthy and unhealthy diets.
Swedish consumers try to eat a balanced diet and see a good diet as
important to mental health. They look for natural foods and try to limit fast
food. However, they fall short on eating their 5 a day compared to some
other countries.
They believe that healthy foods are more expensive but if they taste good
they are willing to pay more.
Compared with 2006 Swedish consumers have less confidence that low fat
foods are always the healthy choice.
Attitude towards diet and wellbeing summary
points
Swedish parents are conscious of controlling their children's intake of
sugary and fatty foods. Swedish women are more concerned about the fat
content of food and are more likely to seek out low fat options to help
manage their weight.
There may be an opportunity in the market for products targeting people
who suffer food intolerances, with over eight in ten Swedish consumers
feeling there are not enough options for people who suffer food
intolerances.
Overall there appears to be a decline in the nutritional awareness of food
among Swedish consumers. In particular, under 35’s are less conscious of
the nutritional benefits.
Swedish females are more likely to check the nutritional labels on foods.
In 2008 they appear to have more difficulty understanding labelling and
nutritional claims on food packages.
Three quarters consider diet healthy
Overall
Descriptors of Diet
My Diet is …
Very Healthy (5)
(Base: All Adults 18+ - Sweden)
Gender
TOTAL
Male Female
AGE
2008
2006
%
%
%
%
18-24 25-34 35-44
%
%
%
45+
%
6
6
6
5
6
8
4
5
58
70
52
Fairly Healthy (4)
69
64
70
67
75
23
Not Sure (3)
Fairly Unhealthy (2)
Very Unhealthy (1)
16
8
1
20
18
18
12
–
6
*
17
10
1
18
19
–
12
2
15
8
*
5
*
Older consumers (35+ years) claim to have healthier diets than younger.
Four in ten claim more healthy eating
(Base: All Adults 18+ - Sweden)
Change in Eating
Habits in Last Year
Gender
Total
2008
2006
43
44
Male Female
44
42
18-24 25-34 35-44
44
42
45+
46
43
34
More healthy
Less healthy
Main
Shopper
Age
8
6
6
3
10
15
17
12
Younger Swedish consumers (<35 years) are more likely to claim their diet is
less healthy than older consumers.
8
Less sure about products enriched or claiming
health benefits
(Base: All Adults 18+ - Sweden)
Items Eaten More if Trying
to be More Healthy
% Eat less of
Fresh vegetables/salads
2008
2006
% Eat more of
98
99
97
98
93
95
Fresh fruit
Fish
71
Products which claim to lower blood pressure/cholesterol
31
20
Products enriched with vitamins and minerals/oligo elements
44
Lower fat foods
69
80
56
18
20
23
Milk and dairy products
53
57
47
43
Bread, cereals, pasta, rice, potatoes
53
45
50
57
47
55
50
53
Meat
Carbonated soft drinks
94
95
78
94
98
95
97
Foods low in salt
Food or drinks containing sugar
Food containing fats
Wholegrain foods*
Hi-fibre foods*
•New question added 2008
•Change in wording in 2008
6
22
6
5
7
8
All others 5% or less
82
80
77
93
92
Strong link with food and health and wellness
(Base: All Adults 18+ - Sweden)
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
† Base: Those with children
Agree
Strongly
2008
2006
Total
36
26
23
32
57
82
à Stronger belief among
females
88
42
49
43
47
65
83
86
37
45
37
àYounger Swedish (<35
years) less conscious
of nutritional benefits
of food.
91
80
83
And strong links with diet and mental health
(Base: All Adults 18+ - Sweden)
Agree
Slightly
80
42
I consider what I eat to be really
important for my mental
wellbeing
78
48
69
43
35
35
78
45
49
46
I eat to feel good
70
45
I eat for enjoyment and not for
health reasons
Total
51
A good diet can help your mental
health
I eat healthy to take control of my
life
Agree
Strongly
29
79
36 à 39% Neither/Nor
45
2008
2006
62
à Lower (58%) among 1824 year olds
Decline in confidence in healthy eating regimes
(Base: All Adults 18+ - Sweden)
Agree
Slightly
It’s not the type of food you eat that
causes health problems, it’s more the
amount you eat of those foods
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
29
24
I only eat foods that are healthy and
good for me
There is no such thing as healthy
foods anymore
Agree
Strongly
Total
36
à 35-44 year olds have lowest
agreement levels on this
43
statement.
34
43
38
6
8
17
50
21
18
16
22
27
à 32% of 18-24 year olds agree
with this statement
50
36
26
39
41
54
2008
2006
Willingness to pay more but need help from
manufacturers
(Base: All Adults 18+ - Sweden)
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
Applies
A Lot
2008
2006
Total
51
89
90
47
50
80
76
42
50
80 à Males willing to pay
more
79
47
If the label says ‘Low Fat’ or
‘Reduced Fat’ then the product
will always be a healthy choice
44
Choosing healthy food to eat is
very limiting and boring too
46
47
44
50
58
59 à Males agree more
56
Opportunity for product options for food
intolerances
(Base: All Adults 18+ - Sweden)
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
Applies
A Lot
2008
2006
Total
87
48
49
93
81
45
49
79
57
86
54
81
55
81
52
72
Weight management important, especially for
females
(Base: All Adults 18+ - Sweden)
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
I always look for a low fat option
when buying food products
I am more concerned about fat
content than calories
Applies
A Little
•New question added 2008
†Base: Those with children
Applies
A Lot
Total
77
45
48
81
47
76
77
50
51
49
67
65
48
69 à Especially females
47
70
46
49
I am conscious of controlling my
children’s intake of sugary or
fatty foods* †
2008
2006
49
66 à Especially females
68
85
Try to eat a balanced diet but fall short on eating
‘5 a Day’
(Base: All Adults 18+ - Sweden)
Applies
A Little
Applies
A Lot
2008
2006
Total
I try to buy foods that are natural
46
43
89 à Weaker among 18-24
88
I always try to eat a balanced diet
49
49
90 à Weaker among 18-24
88
90
I try to limit the amount of fast
food I consume
39
41
90
I eat at least 5 portions of fruit
and veg per day
42
38
53 à Males less likely to eat
‘5 a Day’
51
I try to buy products that have
added vitamins
38
46
I always check the nutritional
labelling on foods before buying
them
48
51
46
56
67 à Females more likely to
check labels
70
Slight increase in difficulty understanding food
labels
(Base: All Adults 18+ - Sweden)
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
Applies
A Lot
2008
2006
Total
56
51
54
53
46
49
42
77
69
à
78 à
75
74
70
75
Females have
more difficulty
with food labels
SECTION 5:
Environmental Issues
Environmental Awareness
Awareness of ‘food miles’ and ‘carbon footprint’ are considerably lower
than awareness of ‘sustainability’.
– Older Swedish consumers (55+years) have higher awareness of food
miles and carbon footprint. Food miles has the stronger impact on
older consumers shopping habits.
Over three-quarters of Swedish consumers are aware of sustainability and
half claim it has an impact on their shopping habits. Marketing products as
‘sustainable’ offers a competitive edge in Sweden.
Swedish consumers are conscious of environmental issues and prefer to
buy from companies that are aware of the impact of these issues.
However , they are less likely to be active in looking out for recycled
packaging when they are selecting food products.
– Females are older (55+ years) Swedish consumers are more
environmentally aware.
Six in ten unaware of ‘food miles’
Awareness and
Understanding of
‘Food Miles’
(Base: All adults 18+ Years - Sweden)
Awareness
%
Understanding
(All aware of Food miles 39%)
%
Never heard of it
Heard of it but not important
when buying food
It’s a fad and doesn’t
impact on shopping
Sometimes try to buy food
with low food miles
Actively/always try to buy
food with no food miles
61
Unaware
An indication of
environmental impact
5
11
13
10
72
Distance food has to travel
from producer to shop
28
16% Aware
– No impact
on shopping
23% Aware
– Impact on
shopping
Older Swedish consumers (55+ years)
have higher awareness of Food Miles
and are more likely to claim it impacts
on their shopping.
Higher awareness for sustainability and impact
on shopping
Awareness and
Understanding of
‘Sustainability’
(Base: All adults 18+ Years - Sweden)
Awareness
%
Never heard of it
23
Heard of it but not
important when buying
food
20
It’s a fad and doesn’t
impact on shopping
9
Sometimes try to buy food
with sustainability features
22
Actively/always try to buy
food with sustainability
features
26
Unaware
29% Aware
– No impact
on shopping
48% Aware
– Impact on
shopping
Understanding
(All aware of sustainability 77%)
%
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
38
27
Ensuring future generations
have what we have today
17
Consumption practices
which do not have a future
effect on the environment
17
1 in 2 unaware of ‘carbon footprint’
Awareness and
Understanding of
‘Carbon Footprint’
(Base: All adults 18+ Years - Sweden)
Awareness
%
Never heard of it
51
Heard of it but not
important when buying
food
10
It’s a fad and doesn’t
impact on shopping
15
Sometimes try to buy food
with low carbon footprint
12
Actively/always try to buy
food with no carbon
footprint
12
Unaware
Understanding
(All aware of carbon footprint 49%)
%
Measure of environmental
damage
43
Amount of carbon dioxide
which is emitted before a
product reaches market
25% Aware
– No impact
on shopping
24% Aware
– Impact on
shopping
An individuals effect on the
environment by
consumption of products
38
19
Older Swedish consumers (55+ years)
have higher awareness of carbon
footprint but it has less of an impact on
shopping than food miles.
Females and older more environmentally aware
(Base: All Adults 18+ - Sweden)
Agree
Slightly
I am more conscious of environmental
issues in my choice of products today
37
I prefer to buy from companies aware of the
impact of environmental issues
36
Agree
Strongly
62
56
For environmental reasons I…
…Select foods that have
packaging which can be
recycled
31
47
…Select foods with minimal
packaging
31
47
…Select foods which used
recycled material for its
packaging
* New question added 2008
24
Total
36
SECTION 6:
Grocery Shopping
Attitudes towards grocery shopping summary
points
Swedish shoppers are shopping more frequently than in 2006. Shopping
on average several times a week compared with more weekly shopping in
2006.
Swedish grocery shoppers profile matches that of the food preparer profile
– female and older (45+ years).
Shoppers seem more price conscious in 2008.
– They are more likely to spend time looking for a bargain.
– More likely to agree that the first thing they look for is price.
– Younger consumers (18-24 years) in particular are more price
conscious.
Swedish shoppers are more likely to purchase multipacks than in 2006.
Products from the chill cabinet are preferred in Sweden as they are seen
as fresher.
Awareness of ethical/fair trade products and the Glycemic Index have
increased versus 2006 levels. Seven in ten Swedish consumers are now
aware of both.
Shopping more frequently vs. 2006
Responsibility for
Grocery Shopping’
(Base: All Adults 18+ - Sweden)
Responsibility
2008
%
Frequency
2006
Daily + (5)
Mainly Responsible
51
2008
(92%)
8
2006
(92%)
5
39
53
Several times a week (4)
63
37
Jointly responsible
with someone else
41
39
Weekly (3)
Someone else responsible
8
8
Monthly + (2)
Less often (1)
Average
24
41
Several
times a
week
11
8
Once a
week
Profile as female and older (45+)
(Base: All main responsible for grocery shopping – 2006 - 53%, 2008 – 51%)
GENDER
Male
(49)
Female
(51)
( ) = Total Population
2008
2006
%
%
34
66
37
AGE
2008
18-24
(11)
2006
%
%
9
8
15
25-34
(17)
18
35-44
(18)
16
45-54
(16)
17
18
55+
(38)
40
41
18
63
Greater interest in sales and promotions
(Base: All Adults 18+ - Sweden)
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
Agree
Strongly Total
45
64
44
64
42
64
75
41
62
37
20
27
30
17
39
25
Females and 18-24 year olds rate price/value as most important.
2008
2006
Price becoming more important
(Base: All Adults 18+ - Sweden)
Agree
Agree
Slightly Strongly Total
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
46
31
30
28
25
25
27
22
24
40
37
33
29
34
31
34
Younger consumers (18-24 years) are more likely to comparison shop and are most
conscious of price.
2008
2006
Low usage of internet shopping
(Base: All Adults 18+ - Sweden)
Agree
Agree
Slightly Strongly Total
46
I tend to buy on impulse if I think
things are cheap
I am prepared to pay a charge for
home delivery
In the past year I have been using
the internet more for shopping
39
15
12
19
18
11
13
8
11
59
58
2008
2006
Half consider private label as good as branded
(Base: All Adults 18+ - Sweden)
Agree
Agree
Slightly Strongly
I shop daily as I don’t have a car
and shop on foot/bike*
8
11
My local shop delivers my
groceries*
9
13
I’d often buy foods because the
children asked for them*†
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
26
Total
28
42
41
51
55
Preference for multi-packs and chilled cabinet
(Base: All Adults 18+ - Sweden)
Applies
A Little
I much prefer to buy products
from the chilled cabinet
Where possible I buy multi-pack
products
Products in the chilled cabinet
are always fresher
I buy food in smaller packs
because it means less waste
Applies
A Lot
2008
2006
Total
63
89
67
56
47
89
51
70
59
81
54
43
44
62
55
57
Significant increase in awareness of ethical/fair
trade products and GI
(Base: All Adults 18+ - Sweden)
% Aware
59
Functional foods
63
76
Ethical/fair trade products
44
60
Food which has been
irradiated
58
72
Glycemic index
61
Glycemic loading of a
serving of food
37
39
2008
2006
Greater awareness of ethical/fair trade across all
ages & gender
(Base: All Adults 18+ - Sweden)
Awareness of Different
Food Types – II
2008
2006
Gender
Male
Functional foods (59)
Ethical/fair trade products
(76)
Female
59
59
18-24
58
67
73
44
Food which has been
irradiated (60)
69
57
Glycemic index (72)
65
55
Glycemic loading of a
serving of food (37)
Age
32
39
25-34
60
64
79
44
52
58
65
64
77
60
68
44
45
47
50
49
53
57
61
68
73
34
39
87
45+
77
51
78
66
42
40
35-44
85
67
40
42
74
68
34
45
56
61
72
40
68
60
67
53
38
37
Decline in likelihood to purchase functional food
Likelihood of Buying
Functional Food
Very Likely (5)
Fairly Likely (4)
(Base: All Adults 18+ - Sweden)
2008
2006
9
13
28
37
Unsure (3)
38
32
Fairly Unlikely (2)
Very Unlikely (1)
Average
18
12
7
6
3.1
Unsure
3.4
Unsure
SECTION 7:
Local Food
Attitudes towards local food summary points
Local food has become more important to Swedish consumers. Over half
see it as important to them. In line with this frequency of purchasing local
food on a weekly basis has increased slightly versus 2006 levels.
– Local food is seen as safer and of better quality.
There is a increased need to know where food originates from among
Swedish consumers. More Swedish consumers claim to ‘always’ check
for country of origin in 2008.
Swedish consumers consider local food to be food made either within their
local county or province.
Local food means produced in the local province
or in Sweden
(Base: All adults 18+ Years - Sweden)
Understanding of
the Term “Local
Food”
% First Mention
Made within a 20km radius from where I
live
Available in farmers markets
Made within the county in which I live
11
54
2
36
77
21
49
Made within the province in which I live
Made in Europe
57
16
Made within close proximity to where I live
Total
1 4
74
Buying local food has become more important
(Base: All Adults 18+ - Sweden)
Overall
Importance of
Buying Local
Produce
Total
Gender
2008 2006
Male Female
%
Very Important (5)
16
%
9
%
%
14
Main
Shopper
Age
18-24 25-34 35-44 45+
%
%
%
%
%
17
21
17
17
14
15
39
28
33
34
43
38
32
29
24
27
11
10
10
9
9
10
30
Fairly Important (4)
38
38
37
Neither/Nor (3)
20
26
26
25
10
Not very Important (2) 10
15
Not at all Important (1) 10
9
12
10
9
10
21
13
5
Frequency of purchasing local increased slightly
(Base: All Adults 18+ - Sweden)
Frequency of
Buying Local
Produce
Total
2008 2006
Daily + (6)
%
2
Several times
a week (5)
19
Weekly (4)
23
32
Never
Male Female
18-24 25-34 35-44 45+
%
3
3
20
24
%
1
18
20
%
28
34
4
15
23
25
29
29
21
4
28
3
17
4
%
2
27
Monthly + (3-2)
Less often (1)
Age
%
14
Main
Shopper
Gender
%
%
%
16
19
18
1
1
22
25
19
35
34
24
21
14
3
6
8
2
18
36
31
23
22
23
3
2
3
Males are more likely to purchase local food than females.
Greater desire to know origin of food
(Base: All Adults 18+ - Sweden)
Attitude Towards
Food Produced
Locally in Own Area
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
I am more confident in the safety
of food produced in my local area
Local food is fresher and more
nutritious*
Agree
Strongly
43
Total
63
26
50
27
40
26
41
27
42
23
40
40
15
59
25
56
41
27
34
40
55
Local food is seen as safer and better quality.
* New attribute added 2008
2008
2006
SECTION 8:
Food Labelling
Attitudes towards food labelling summary points
Swedish consumers are more likely to ‘always’ check for country of origin
but less likely to always check for a quality symbol.
The addition of ‘Fresh’ on a label is very important to Swedish consumers
and is more important than ‘natural’. Fresh is associated with Vegetables
and fruit, food cooked, produced or grown in the last few days and food
that is free of preservatives.
Given Swedish consumers preference for products from the chilled cabinet
and their preference of fresh over frozen produce - marketing ‘fresh’
produce and placing it a chill cabinet offers more potential for this market.
High incidence of checking labels
Checking of Food
Labelling –
When Buying Food
(Base: All Grocery Shoppers)
Symbol of Quality
2008
Always Check
19
%
2006
Country of Origin
2008
2006
26
47
Sometimes Check
%
41
63
59
48
45
Never Check
18
15
8
11
‘Fresh’ on labels very important
(Base: All adults 18+ Years - Sweden)
Impact of “Fresh” on
Labels when
Shopping
%
Fresh - Prompted Associations
%
86
Vegetables & fruit
Very important
Cooked/grown/produced within
last few days
66
74
62
Free from preservatives
53
Nutritionally better for you
93%
Fairly important
Tasty
45
Kept in the fridge
43
Short shelf life
42
27
Made from scratch/home-baked
Neither/nor
Not at all important
6
1
37
‘Natural’ important too but less so
(Base: All adults 18+ Years - Sweden)
Impact of ‘Natural’
on Labels when
Shopping
%
Natural - Prompted Associations
Very important
No artificial
ingredients/preservatives/colours
43
%
83
Unprocessed/unrefined
83%
Fairly important
40
79
From nature
71
Not fortified with artificial
Ingredients
Produced organically
69
45
Nutritionally better for you
Produced locally
Neither/nor
16
Not at all important
1
39
22
‘Natural’ in Sweden implies no additives or colour
and a food that is unprocessed/unrefined.
SECTION 9:
Attitude Towards Alcohol
Attitudes towards alcohol summary
Incidence of drinking alcohol has increased since 2006, however frequency
of drinking alcohol on a weekly basis remains stable.
– Females and younger Swedish consumers (under 45 years) have a
lower frequency of drinking alcohol.
– Swedish consumers appear to drink more at the weekends than during
the week.
Incidence of drinking alcohol has increased
Incidence of Drinking Alcohol
INCIDENCE
(Base: All Adults 18+ - Sweden)
FREQUENCY
(74%)
% Drink Alcohol (84%)
2008
2006
Daily+ (7-6)
84
Several times
a week (5)
25
Weekly (4)
19
2008
3
20
81 – 100%
32
61 – 80%
21
41 – 60%
13
21 – 40%
14
0 -20%
20
74
2008
28
2006
Yes
1.
5
PROPORTION –
Of food occasions where
alcohol is consumed
Monthly+ (3-2)
35
32
Higher amongst
25-54 year olds
Less often (1)
Average
16
17
Weekly
Weekly
Females and younger (<45 years) have lower frequency of drinking alcohol.
Decline in drinking alcohol when dining out
Attitude Towards
Drinking Alcohol
(Base: All who drink alcohol)
Agree
Agree
Slightly Strongly
I always have a drink of
alcohol/wine when I have dinner
at a restaurant
15
22
23
17
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
Total
47
21
I am drinking more alcohol at
home these days than before
30
37
18-24 year olds are more
likely to agree with
these statements.
1 3
5
2008
2006
7
26
39
Study Summary
Key Lifestyle Trends
Swedish Consumers Enjoy
Cooking
Actively Changing to More
Healthy Eating
Shopping – More Often
and More Price Conscious
Younger Consumers
Healthy vs.Unhealthy
Key Lifestyle Trends
Swedish Consumers Enjoy Cooking
Cooking is seen as more fun and the level of cooking expertise has
strengthened since 2006.
Swedish cooks are now more capable of preparing more sophisticated
meals and like to make an extra effort for special meals.
Taste, quality, and ease of preparation are what Swedish consumers are
looking for when they prepare foods at home. New foods also appeal to
Swedish consumers.
Actively Changing to More Healthy Eating
Swedish consumers try to eat a balanced diet and generally consider their
diet to be healthy. Four in ten have changed their eating habits to become
more healthy in the past year.
Fresh fruit and vegetables, fish, wholegrain and hi-fibre are all considered
good to eat. However, the Swedish lag other countries in eating their five
fruit and vegetables per day, which may present and opportunity for
providers.
Dairy, meat, breads, pasta and cereals, along with enriched products are
considered both healthy and unhealthy .
Swedish consumers are more likely to question the healthiness of low fat
products in 2008.
Key Lifestyle Trends
Changes in shopping patterns
Swedish shoppers are now shopping more frequently – perhaps to
purchase more fresh/healthy produce. On average they shop several times
per week versus shopping weekly.
Fresh has become increasingly important to Swedish consumers and they
appear to have stronger interest in products from the chill cabinet than
from the frozen section.
Shoppers have become more price conscious than in 2006. They are more
likely to look at price first and to spend time looking for bargains.
Key Lifestyle Trends
Younger Swedish – healthy versus unhealthy?
There are conflicting trends among younger Swedish consumers
(under 45 years); while some are cooking more from scratch and have
improved cooking skills versus 2006 levels, others see cooking more as a
chore and are less likely to make an effort for special meals. Younger
Swedish consumers are also more likely to buy convenience meals, use
meal components and to buy ready to eat foods such as prepared
sandwiches and rolls.
Time pressure appears to be an issue among younger Swedish consumers
and may be impacting food choices. They are more likely to skip breakfast
and dinner is often a last minute choice.
Young Swedish consumers are less aware of the nutritional benefits of
food and are less interested in their health and wellness. They are less
likely to eat a balanced diet and to seek out natural foods.
Looking for when they shop....
Strong preference for ‘Fresh’ products – adding ‘fresh’ to a label is important
Swedish consumers show a strong interest in seeing ‘fresh’ on a food
label. It conveys that the food is cooked, produced or grown in the last
few days and that it is free from preservatives.
There is also strong preference for products that are stocked in the
chilled cabinet versus the frozen section. Fresh ready meals are preferred
over frozen for their taste and healthier ingredients. Swedish consumers
are less likely to agree that frozen foods are as good as fresh in 2008.
Potential for luxury/more exotic food ranges
With improved cooking skills and the Swedish tradition of entertaining at
home, Swedish consumers may be interested in different or more luxury
foods which can be prepared for special dinners.
Swedish consumers are very interested in trying new foods. They
generally look for taste, quality, and ease of preparation when preparing
food in the home. If the food is a healthy option, Swedish consumers are
willing to pay a premium.
Looking for when they shop....
Improvements in labelling
Labelling appears to be causing some confusion in Sweden,
especially among females. Improving nutritional labels to make
them clearer and easier to understand may offer manufacturers a
competitive edge.
Swedish consumers are very aware of sustainability and
ethical/FairTrade products If a product can add this to its label it will
be advantageous.
Environmental concerns are high in Swedish consumers minds so
this is also worthwhile emphasising, if applicable.
Food intolerances
There appears to be a gap in the Swedish market in terms of the
product ranges available for consumers with food intolerances.
Further research to determine the exact requirements may be
necessary.
There is high awareness of the Glycemic Index in Sweden and it
may be worth while adding the glycemic index of a food to labels,
and marketing foods as low GI where relevant.
Looking for when they shop....
Awareness and Interest in local food may be a barrier to Imported
food products
Swedish consumers have a strong awareness and interest in
local food. They see it as better for health. This may act as a
barrier to imported food which would be seen as not as fresh or
tasty.
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.
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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.