PERIscope 5
Irish consumers
& their food
PERIscope 5
Ea7ng
Shopping
Cooking
PERIscope 5
2001
2003
2005
2007
2009
2005
2007
2009
2003
2005
2007
2009
PERIscope 5
1,000
1,000
1,000
Face‐to‐face, in‐home interviews
Adults 15+ in ROI
16+ in UK and NI
Scope
Food & Cooking
Ea7ng at home
Environment
Speciality food
Food labelling
Alcohol
Health & wellbeing
Organic food
Local food
Grocery shopping
Ea7ng out
Segmenta7on
Time for family
Time for food
Cooking from scratch
Prepare meals from scratch at least a few times a week
+15
63%
+14
69%
59%
56%
55%
44%
2005
2009
2005
2009
(Base: All Adults 15+)
2005
2009
Frequency of cooking from scratch
More often or less often than 12 mths ago? (2009)
New
question
for 2009
More often
Less often
15
11
13
8
25-34 year olds
Urban
Entertaining at home
(Base: All Adults 15+)
15
8
Incidence of ea7ng convenience meals
More often
11
Less often
31
2005
17
9
27
2007
18
10
7
11
7
21
31
30
2009
2005
28
31
2009
2005
35
2007
(Base: All Adults 15+)
2007
7
25
2009
Family dinners making a comeback
Vs.
2005
It is important to spend time
over dinner as a family
I often make an extra effort to
prepare a special meal
We use a lot of ready to eat
foods in our household
Too much time was spent
cooking/preparing food in my
parents’ time
+5
+10
+3
+1
+5
+4
-7
-14
-17
-11
-9
-12
(Base: All Adults 15+, 2009 data)
Family dining is thriving
% Irish who usually eat main meal together
2001 vs 2009
84%
64%
59%
Weekday
+14%
72%
78%
60%
Saturday
(Base: All Adults 15+)
Sunday
Family breakfast
% Sitting down for breakfast together every morning
2005 vs 2009
47%
44%
44%
37%
32%
18%
(Base: All Adults 15+)
Making 7me for breakfast
% Who rarely have time to eat a proper breakfast
ROI only
49
44
47
47
39
2001
2003
2005
(Base: All Adults 15+)
2007
2009
Someone missing at meal7me
% Of families with someone absent for the main meal of the day
2005 vs 2009
22%
18%
(Base: All Adults 15+)
Express yourself in the kitchen
AXtudes towards cooking
ROI & NI catching up on GB
+12
+12
31
31
26
“Cooking is good
fun at times”
“Cooking is a
passion –
I love food”
20
24
19
12
6
2005
12
12
2009
2005
15
5
2009
2005
(Base: All Adults 15+)
2009
New
question
for 2009
Cookery courses
Proportion attending cooking classes in past three years
318,000
90,000
2,282,000
(9% of population)
(7% of population)
(5% of population)
(Base: All Adults 15+)
Confidence in cooking
Level of cooking expertise (%)
33
Confident that I
could produce a
Sunday roast with
all the trimmings
Enjoy having a
dinner party where
I do all the cooking
37
32
35
32
24
14
17
2005
2009
27
28
2005
2009
19
10
2005
52%
2009
51%
(Base: All Adults 15+)
65%
Entertaining at home
New
question
for 2009Incidence
of entertaining at home more often (%)
2009
26%
22%
23%
ABs, 25 - 44 year olds, can cook, have children
(Base: All Adults 15+)
New
question
for 2009
Entertaining at home
% E’taining at home more often
Instead of going to the pub
(26%)
(22%)
Romantic meal in
instead of going out
Having friends over instead of
going to pub or restaurant
Family celebrations
at home instead
Drinks at home with partner
instead of going to the pub
(Base: All Adults 15+)
(23%)
Make ea7ng in feel like ea7ng out
Ways of making eating at home a bit more special (%)
Cook from scratch, make a special meal
Have starter/dessert – more courses
Wine with your meal/special bottle of wine
More careful about the meat/fish you serve
Get a takeaway
Create ambience – table, candles, music, etc.
Try new food, experiment
Have an aperitif
Gourmet shop for special food/ingredients
Buy a ‘meal deal’ from the supermarket
(Base: All Adults 15+)
Popularity of ea7ng out
Proportion eating out of home more than once per month (%)
(Base: All Adults 15+)
Ea7ng out midweek
Incidence of eating out more often during the week (%)
(Base: All Adults 15+)
Brown‐bagging it!
New
question
foryou
2009
“Are
bringing your own lunch to work more often, less often or no change?”
43%
50%
(Base: All Adults 15+)
32%
Ea7ng your way
to good health
Consumer percep7ons of diet
2007 vs 2009
21
23
22
My diet is
very healthy
18
17
56
56
58
2009
2007
2009
22
54
57
2007
2009
46
My diet is
fairly healthy
2007
(Base: All Adults 15+)
And geXng healthier …
36
27
30
28
More healthy
Less healthy
5
4
5
2005
2007
2009
26
24
8
7
5
2005
2007
2009
(Base: All Adults 15+)
26
8
2005
26
24
5
5
2007
2009
New
question
for 2009
ROI – Kitchen appliances changes
Deep Fat Fryer
Steamer
ROI 2009 – Smoothie Maker 31%
(Base: All Adults 15+)
Juicer 34%
Nega7ve connota7ons of healthy foods
Healthier foods are always more
expensive than other foods
Choosing healthy food is very
limiting and boring too
(Base: All Adults 15+)
Aspire to a healthy diet
% Applies
A Lot
47
43
I always try to eat a balanced diet
I try to buy foods that are natural
I try to limit the amount of fast
food I consume
26
%
Applies
% Applies
A Little
57
38
34
43
44
42
49
44
36
44
37
46
ROI
NI
GB
(Base: All Adults 15+)
35
40
35
90
87
92
80
75
80
79
78
81
The ‘5‐a‐day’ message is registering
I eat at least 5 portions of fruit & veg per day
(% saying “applies a lot”)
19
2005
25
2007
35
30
28
2009
2005
24
2007
2009
(Base: All Adults 15+)
29
2005
33
2007
39
2009
Link between food and wellbeing
2009
% Agree Slightly/Strongly
Good food can enhance
body and mind
I consider what I eat to
be really important for
my wellbeing
(Base: All Adults 15+)
Link between food and wellbeing
2009
% Agree Slightly/Strongly
I eat to feel good and
take control of my life
I eat to enrich/enhance
mental alertness and
spiritual well being
(Base: All Adults 15+)
What consumers know (and don’t
know) about healthy ea7ng
Do consumers know what’s good for them?
Low carbon footprint
Fair Trade
Probiotic
Natural Health promoting
properties
y
g
No
r
e
Quality En
Vitamin-enriched
pesticides Nutritional value
Sup
erfo
od
Health benefits
Organic
Less Calories
ts
n
Added vitamins
e
i
r
t
nu
Lower Food
d
e
d
d
Miles A
Healthy
REDUCED CARBON
FOOTPRINT
Natural
Improved
Healthy
Calcium
Low calorific content
Plant Sterols
Fresh
Made in…
Added benefits
Reduces cholesterol
Fat Free
Helps metabolism
More flavour
Fat content
Omega3
What should I eat to be healthy?
Eat more
•
•
•
•
•
•
•
•
Fresh fruit
Fresh veg/salad
Fish
Hi‐fibre foods
Wholegrain foods
Vitamin/mineral enriched
Products
Products that claim to
lower cholesterol/blood
pressure
Lower fat op7ons
Eat less
Divided
Opinions
• Food or drink
• Bread, cereals, pasta,
• Food containing fats
• Milk & dairy products
• Salt in your food
• Meat
containing sugar
• Carbonated sof drinks
(Base: All Adults 15+, All markets summary)
rice, potatoes
Food labels can cause confusion
% Applies
I often find it difficult
to understand the
nutritional claims on
packaging
I often find it difficult
to understand the
labelling on food
(Base: All Adults 15+)
We like to see fresh & natural on labels
“Fresh”
0%
“Natural”
85
91
86
Saying important
0
0 to have on a label
74
79
(Base: All Adults 15+)
74
I like to see ‘fresh’ & ‘natural’ on labels
But what do these words mean?
What does “Fresh” mean?
Fresh
vegetables
Fresh
taste
What does “Natural” mean?
Fresh
fruit
Food cooked/
grown/ produced
within the last
few days
(Base: All Adults 15+)
No artificial ingredients/
preservatives/ colours
Natural
ingredients
Natural
colour
From
nature
Checking the label
Always
check
Checking for
Quality Symbol (%)
Checking for
Country of Origin (%)
15
15
18
41
35
44
47
23
Always
check
39
Sometimes
check
29
26
33
Sometimes
check
48
46
Never check
/ not sure
16
45
50
Never check
/ not sure
(Base: All grocery shoppers)
30
Quality symbols have grown in relevance
ROI only, 2001 – 2009
21
20
23
50
51
48
18
Always check for
quality symbol
25
42
Sometimes check
for quality symbol
29
(Base: All grocery shoppers)
Origin has become more important
ROI only, 2001 – 2009
23
26
26
46
46
45
20
Always check for
country of origin
19
41
Sometimes check
country of origin
31
(Base: All grocery shoppers)
Keeping it local
Local produce – quality, safety & healthy
% Agree
ROI
2005
ROI
2009
NI
2005
NI
2009
GB
2005
GB
2009
Food produced locally
results in higher quality
products
62%
67%
51%
68%
45%
63%
More confident in the
safety of food produced in
my local area
57%
65%
52%
63%
36%
52%
Food produced locally has
less preservatives and
artificial ingredients
53%
60%
44%
52%
36%
51%
Buying local always important in ROI
NI & GB following suit
36
33
% saying
fairly important
to buy local
29
32
30
27
% saying
very important
to buy local
28
27
23
18
11
2005
50%
2009
61%
2005
41%
(Base: All Adults 15+)
6
2009
63%
2005
2009
33%
52%
Ac7ons speak louder than words
15
18
% buying local
produce monthly
18
22
23
20
49
% buying local
produce weekly
% buying local
produce daily
37
42
37
33
38
3
4
2
7
1
2
2005
2009
2005
2009
2005
2009
(Base: All Adults 15+)
Ownership of an allotment
New
question
for 2009%
of respondents who own/rent an allotment
(Base: All Adults 15+)
New
question
for 2009
Produce grown
Grow your own …
fruit, such as
apples, berries, etc
vegetables, such
as carrots,
cauliflower, etc
herbs, such as
parsley, basil, etc
(Base: All Adults 15+)
Local focus today
Concerns for the future …
% in
2007
27%
Sustainability
aware
25%
30%
Carbon Footprint
aware
46%
38%
Food Miles
aware
63%
(Base: All Adults 15+)
Awareness up – but aXtudes /choice?
“I am more conscious of the environment in my choice of products today”
2007 vs 2009
57%
53%
49%
(Base: All Adults 15+)
Awareness up – but aXtudes /choice?
“I am more conscious of the environment in my choice of products today”
2007 vs 2009
HIGHEST AMONG:
• Females
• 25‐34 yrs
• ABC1’s
• Responsible for
grocery shopping
• Buy organic,
speciality food &
local produce
HIGHEST AMONG:
• Females
• 35‐44 yrs
• AB’s
• Responsible for
grocery shopping
(Base: All Adults 15+)
HIGHEST AMONG:
• 55‐64 yrs
• AB’s
• Responsible for
grocery shopping
• Buy organic,
speciality food &
local produce
Awareness up – but aXtudes /choice?
“I prefer to buy from companies that are aware of the impact of environmental issues”
2007 vs 2009
50%
49%
38%
(Base: All Adults 15+)
Awareness up – but aXtudes /choice?
“I prefer to buy from companies that are aware of the impact of environmental issues”
2007 vs 2009
HIGHEST AMONG:
• AB’s
• 25‐34 year olds
• Responsible for
grocery shopping
• Buy organic,
speciality food &
local produce
HIGHEST AMONG:
• Females
• 35‐44 yrs
• AB’s
• Responsible for
grocery shopping
(Base: All Adults 15+)
HIGHEST AMONG:
• 55‐64 yrs
• AB’s
• Buy organic,
speciality food &
local produce
Shopping for groceries
Responsibility for shopping has evolved
Responsibility for
grocery shopping %
ROI
2005
ROI
2009
NI
2007
NI
2009
GB
2005
GB
2009
Mainly responsible
43%
46%
47%
50%
45%
55%
Jointly responsible with
someone else
14%
16%
13%
13%
21%
25%
Someone else responsible
43%
38%
40%
37%
34%
20%
(Base: All Adults 15+)
Male involvement …
% Men grocery shopping 2005 – 2009
21%
26%
30%
20%
23%
20%
(Base: All Adults 15+)
Male involvement …
% Men preparing their own meals 2005 – 2009
21%
27%
30%
18%
18%
23%
(Base: All Adults 15+)
Consumers looking for beher value
% Less often / % More often
Spreading my shopping across a
number of shops to get the best value
Less
More
Less
More
Shopping in discount retailers
Buying in bulk
Buying food items on promotion
Travelling further to shop
to get better value
(Base: All mainly / jointly responsible for grocery shopping, 2009 data)
Less
More
Price is not always the most important …
% Agree a lot / a little
2007 vs 2009
Quality of fresh food is more
important than price
77
-5
69
+4 71
-9
45
-9
32
-4 42
+4
56 +9
47
-10 51
-9
When I shop the first thing I
look for is price
59
-2
63 +12 61
-3
The most important thing is
price when grocery shopping
48
-5
50
nc
I will pay a bit more for grocery
shopping to get superior
customer service
I watch for announcements for
sales or promotions on grocery
(Base: All Grocery Shoppers 15+)
+1 52
Chilled category losing its edge?
Vs.
2005
Products in the
chilled cabinet are
always fresher
I much prefer to buy
products from the
chilled cabinet
-11
-1
-2
-15
-5
-5
(Base: All Grocery Shoppers, 2009 data)
Frozen versus chilled
ROI 2009
%
NI 2009
%
Frozen food is always
better than chilled food
13
5
9
Frozen food is usually
better than chilled food
9
22%
GB 2009
%
14%
Chilled food is usually
better than frozen food
Chilled food is always
better than frozen food
14%
50
55
About the same
6
8
55
22
24
16
23%
7
31%
7
(Base: All Adults15+, 2009 data)
35%
13
Take‐aways
Family & Fun
Families ea7ng together more,
confidence & enjoyment are increasing
… more emo7onally engaged
…moving away from convenience?
Family & Fun
Families ea7ng together more,
ttoooo!!
n
u
f
n
u
s
iinngg
k
r
k
HHoommee iis f
e
g
r
lloonnge
o
n
o
e
n
c
n
ie ce
CCoonnvveennien
uucciiaall
r
c
r
l
c
l
ti l
TTiimmee sstil
confidence & enjoyment are increasing
kk??
o
o
c
o
o
e
c
m
NNBB::
kk hhoome
c
i
u
c
q
i
u
r
ss ffoor q
i
s
ll??
a
a
i
b
i
s
c
a
a
AA b
e
i
p
c
s
ooookk spe
c
e
c
m
o
e
MMaakkee hhom
… more emo7onally engaged
Convenience factors?
Healthy Foods
Perceived no7on / aspira7on to eat
healthy … but messages confusing
Espousing the link to overall wellbeing
Healthy Foods
HEALTH CREDENTIALS
Perceived no7on / aspira7on to eat
Pitching your credentials?
healthy … but messages
confusing
Simple?
Effective?
Balanced, holistic message?
Espousing the link to overall wellbeing
Local Food
Increasing posi7ve percep7on of
locally produced food with
consumers wan7ng to know the
source of their food
Local Food
Increasing posi7ve percep7on of
Is
al
Is loc
??
locproduced
al aa USP
USP for
for you
you
locally
food
with
Par
Partt of
?? know the
of the
the com
commun
consumers
wan7ng
to
munity
ity
Soc
Social
ial,, eco
econom
nomic,
ic, env
enviro
ironme
nment?
nt?
source of their food
Do
Do you
you hav
havee loc
local
al cre
creden
dentia
tials?
ls?
Are
Are you
you pus
pushin
hingg tha
thatt mes
messag
sage?
e?
Environment
Greater awareness of language /
terminology … but no significant
increase in posi7ve abtudes / choice
A r e you
pushin g your
Environment
Gr een
cr ed en tials?
Greater awareness of language /
terminology … but no significant
increase in posi7ve abtudes / choice
The shopper has changed
Profile ‐ males involved
Focus on value
Value ≠ Price
The shopper has changed
CO MMUNICATIO N
Profile ‐ males
involved
?
e
v
i
Effect
tion?
Your value proposi
m ea n ?
e
lu
a
v
s
e
o
d
t
a
h
W
ce points?
Consumer referen
Focus on value
Value ≠ Price
Helen King
5 November 2009