Growing the success of Irish food & horticulture
6
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
PERIscope
Introduction & Methodology
Objective:
• Review Irish, Northern Irish and
British behaviours and attitudes
towards food, shopping and
cooking
• Follow on from previous biennial
surveys conducted from 2001 in
ROI, 2003 in GB and from 2005
in NI
Criteria:
• Face-to-face interviews conducted
in home with 1,000 respondents
in each market
• Aged 15+ in ROI
• Aged 16+ in GB and NI
• Research carried out by
2
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Retrenching Consumers:
Are we reclaiming our lost values?
3
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
2011 shows that many consumers are in transition, and are
approaching a food with a new outlook

Many of our „boom-time‟ behaviours have adjusted in recent years and these
have been demonstrated in much of the data that has been collected in the
2011 wave of research.

Our tendencies for eating out, spending less time together at meal times,
reneging on our cooking duties and recoiling from traditional cooking
behaviours (scratch cooking) have retrenched from their previous heights.

Now, in many areas of our food-related lives, we are reclaiming some of our
previously misplaced and displaced values by:

Increasing our tendency to cook from scratch

Placing more emphasis on spending time together at certain meal
occasions and on specific days of the week

Embracing „time spent cooking‟

Referring to recipes to build our cooking repertoire

Increasing our commitment in the purchase of „local‟ food
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Time together at breakfast has maintained its momentum– however, ROI
consumers continue to embrace this quality time together to a greater extent
% Sitting Down for Breakfast Together Every Morning As A Family
ROI
NI
GB
2011
49%
45%
44%
2009
44%
47%
44%
2005
32%
37%
18%
Q.27 About how often does your family as a whole sit down to a family or group breakfast?
5
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Spending time eating together at weekends has increased in all regions: a
sign that people are using their weekend window to spend time together
% usually eat together
2011
ROI
NI
87%
84%
GB
83%
The importance of the Sunday meal together has returned
2009
2007
2011
84%
72%
70%
69%
68%
72%
76%
62%
75%
Saturdays have also emerged as a good opportunity to spend
time eating together
2009
2007
72%
60%
56%
60%
62%
60%
Q.29 And what about on the weekends – on Saturdays do all the family usually eat the main meal together or not?
Q.30 And on Sundays – do all the family usually eat the meal together or not?
6
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Dinner together as a family is recognised as an important custom in all three
regions - with ROI believing it to be slightly more important than in other regions
ROI
NI
GB
“It is important to spend time over dinner as a family”
Eating dinner together
continues to be important for
ROI consumers, with more and
more placing emphasis on this
behaviour year on year
2005
2007
2009
2011
83%
85%
88%
89%
Though behind ROI in overall
terms, NI consumers have also
continued to place more
importance on eating together
as a family
2005
2007
2009
79%
81%
2011
85%
Spending time over dinner
together is less important
for GB consumers and has
remained fairly consistent
since 2005
2005
2007
81%
80%
2009
2011
84%
82%
71%
% Applies a lot/
a little
Q.34 I am going to read out some things that people have said about eating and cooking. For each one,
please tell me whether that statement applies to you personally a lot, a little or not at all?
7
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI has been refocusing its attention on cooking and unlike NI and GB shows
signs of reversing its attitude on the tradition of time spent cooking
“There was too much time spent cooking/preparing food in my parents‟ time”
% Applies
ROI
NI
„05
„07
„09
„11
53%
55%
42%
40%
„05
48%
„07
57%
GB
„09
39%
„11
„05
47% 55%
„07
52%
„09
43%
„11
52%
Q.34 I am going to read out some things that people have said about eating and cooking. For each one,
please tell me whether that statement applies to you personally a lot, a little or not at all?
8
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI are continuing to place emphasis on preparing their meals from scratch, a
more traditional approach to cooking, while NI and GB show signs of decline
ROI
2005
56%
2007
NI
2009
2011
63%
65%
2005
2007
GB
2009
2011
2005
2007
2009
2011
69%
58%
59%
63%
57%
51%
55%
57%
44%
Prepare meals from
scratch at least a
few times a week
9
16% preparing their
17% preparing their
15% preparing their
food from scratch more
often than 12 months
ago
food from scratch less
often than 12 months
ago
food from scratch more
often than 12 months
ago
(+1 from 2009)
(+9 from 2009)
(no change „09)
Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
Q.8 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from scratch? (i.e. using raw/ fresh/primary ingredients)
more often, less often or about the same?
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Despite low levels of baking activity, baking from scratch is more popular
than using mixes. ROI and GB consumers are more likely to bake than NI
New question in 2011
ROI 2011
NI 2011
64
GB 2011
56
%
Baking from
scratch
1
2
1
Once/few times
a day
Baking using preprepared mixes
-
-
-
Once/few times
a day
5
4
5
Few times a
week
-
1
2
Few times a
week
11
5
7
Once a week
2
4
3
Once a week
13
12
18
13
Once/few times
a month
7
12
Once/few times
a month
15
Less often
Never
71
17
12
13
14
55
69
67
16
Less often
Never
Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home from scratch (i.e. using raw/fresh/primary ingredients)?
Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home using cake or bread mixes?
10
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Our increased propensity to use recipes is indicative of a more considered approach
to cooking; we are also using technology to supplement our recipe consumption
ROI
NI
GB
% applies a lot/ a little
% applies a lot/ a little
% applies a lot/ a little
2007
2009
2011
2007
2009
2011
2007
2009
2011
“I regularly use recipes to
give me ideas on what to
cook”
41
43
46
41
37
48
43
46
48
% used the internet to
download a recipe
22
29
35
34
28
27
25
41
31
% downloaded a food
app
n/a
n/a
18
n/a
n/a
11
n/a
n/a
11
Q.34 I am going to read out some things that people have said about eating and cooking. For each one, please tell me whether that statement applies to
you personally a lot, a little or not at all?
Q.85a When did you last do any of the following on the internet …downloaded a mobile phone food application (apps)?
Q.85a When did you last do any of the following on the internet …downloaded a recipe?
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI‟s commitment to buying local is also a commitment to community, but NI
and GB shoppers interest in this „co-operative‟ behaviour is much less ardent
ROI
2005
2007
2009
NI
2011
2005
2007
GB
2009
2011
27
22
2005
2007
2009
2011
23
22
29
29
34
% saying very
important to buy
local
% saying fairly
important to buy
local
22
28
11
18
12
11
6
32
35
33
39
30
36
79%
58%
62%
36
40
27
31
72%
54%
61%
% purchased few
times/once a
month/ few times/
once a week/ daily
Q.12 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
Q.14 How often would you buy local produce, i.e. products produced in your local area?
12
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Increasingly, consumers are demonstrating a preference for „farm to fork‟
food stuffs, though definitions of „local food‟ remain diverse
% agree slightly/strongly
ROI
I like to know the area
where my food comes
from
NI
75
2011
GB
2011
54
2011
49
48
2009
64
2009
55
2009
2007
65
2007
56
2007
44
Total Yes
Made within close proximity to
where I live
78%
62%
76%
Available in farmers‟ markets
62%
50%
61%
Made in the county in which I live
53%
54%
47%
Made within a 20 mile radius from
where I live
56%
43%
66%
Made within the province in which
I live
29%
47%
25%
Q.15 I am going to read out some statements that people have made about food produced locally in their own area. Using a scale from 1 to 5
where 5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of the following.
Q.13b Which of the following statements best describes your perception of the term „local food‟?
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
So who is the healthiest of them all?
14
PERIscope
There are many ways of analysing both the health attitudes and health behaviours
of consumers but NI tends to be consistently behind ROI and GB on both fronts



ROI believes itself to be the healthiest region

It proves itself on this claim in terms of the variety of foodstuffs that it
consumes in the attempt to be more healthy and the fact that it is less
likely to have convenience meals in the home

However, when analysing such elements as food preparation, attitudes
towards certain food types and claims regarding the role and importance
of diet, ROI and GB emerge with similar viewpoints
NI has unfortunately positioned itself as the least healthy region by being the
region that is:

less likely to avoid sugary foods

less likely to eat fruit and veg

less likely to believe in the correlation between diet and health

eating convenience meals more often now than 12 months ago
However, both ROI and NI suggest that they would like more help from
manufacturers in their efforts to be healthy
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
More ROI consumers describe their diet as healthy and this gap is widening
versus their GB and NI counterparts
ROI
2007
%
My diet is
very
healthy
21
NI
2009
%
2011
%
22
30
2007
%
2009
%
18
GB
2011
%
2007
%
12
17
2009
%
2011
%
23
18
22
84%
My diet is
fairly
healthy
79%
70%
54
57
56
55
58
56
58
61
46
Q.59 How would you describe your diet overall?
16
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
In ROI, „healthier‟ cooking items are growing in terms of ownership and are on
the increase in terms of their use
% ownership
Deep Fat Fryer
'03
'05
'07
'09
Steamer
'11
'03
'05
ROI
65
62
55
'07
'09
Wok
'11
'03
'05
ROI
54
49
34
Food
preparation
39
40
'07
'09
'11
39
45
ROI
45
45
38
42
40
Steamer
„09
„11
Wok
„09
„11
ROI
43%
45%
ROI
42%
48%
NI
48%
41%
NI
47%
43%
52%
46%
52%
48%
GB
GB
Q.1 Which of the following do you have in your home?
Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
17
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
NI stand apart from ROI and GB when expressing their attitudes towards
specific food types

NI
GB
ROI
75%
75%
72%
79%
67%
67%
65%
69%
71%
86%
90%
92%
At first glance it may seem that ROI, NI and GB
consumers share similar attitudes to trying to eat
low fat foods

However, on further analysis we can observe that
they are more likely than GB and ROI to argue that
frozen food is as good as fresh food

Consumers from NI are also less likely than their
GB and ROI counterparts to avoid sugary foods/
sweets

18
In additional, they are also less likely to agree that
they try to eat a lot of fruit and veg
Q.2 I am now going to read out some things people have said about their attitudes to the food they eat. For each one, please tell me whether that statement applies to
you personally a lot; a little or not at all?
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Both ROI and NI are more likely to want to manufacturers to help them to be more
healthy, while NI consumers are more likely to believe that healthy food is boring
% Applies
ROI
NI
GB
2011
change
since
2009
2011
change
since
2009
2011
change
since
2009
If the label says „low fat‟ or „reduced
fat‟, then the product will always be
a healthy choice
66%
0
70%
+2
64%
-3
I am willing to pay more for healthy
food and beverages as long as they
taste good
67%
+1
68%
+4
68%
0
I would like manufacturers to help
me to eat healthy
66%
+5
66%
+6
58%
-3
44%
-3
53%
+2
46%
-2
Choosing healthy food to eat is very
limiting and boring too
Q.78 I am going to read out a number of statements people have said about health and nutrition. I would like you to tell me whether each statement applies to you
personally a lot, a little or not at all.
19
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Time pressures seem to impact more strongly upon consumers in NI and GB and
these pressures are having a knock on effect on the health aspects of their lives
% Applies / % Agrees
ROI
More and more NI and GB consumers are finding
that they…..

rarely have time to sit down and eat a
proper breakfast…….

that it is hard to get everyone in the
household to sit down together for a
meal……
and they wish they had time to exercise
more but they are just too busy…..


They are also would „often eat‟ ready
prepared/ convenience meals
NI
GB
2011
change
since
2009
2011
change
since
2009
2011
change
since
2009
33%
-6
48%
+3
43%
+1
49%
+1
50%
+9
42%
+5
30%
-3
39%
+5
37%
+1
47%
-6
64%
+2
62%
+6
Q.2 I am now going to read out some things people have said about their attitudes to the food they eat. For each one, please tell me whether that statement applies to you
personally a lot; a little or not at all?
Q.34 I am going to read out some things that people have said about eating and cooking. For each one, please tell me whether it applies to you personally a lot, a little or not at all?
Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you agree/disagree with each statement on a scale of 1 to 5
where 5 = Agree Strongly and 1 = Disagree Strongly.
20
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI consumers display a greater resistance to convenience foods, both in
terms of consumption and having these foods available to eat in their homes
ROI
NI
2005
2007
2009
2011
More often
11
9
7
7
Less often
31
% agree strongly/
slightly that they
would always have
convenience meals
at home
37%
27
31
35% 29%
36
28%
2005
2007
17
18
30
35
GB
2009
2011
2005
10
12
11
32
31
28
36% 58% 40%
2007
2009
2011
7
7
8
25
23
21
40%
45%
45% 39%
44%
Q.79 Thinking back to 12 months ago, would you say that you are eating ready made/convenience meals more often, less often or about the same?
Q.80 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals you buy that only need to
be heated up) For each please tell me how strongly you agree or disagree with each statement.
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
In their attempt to be more healthy, ROI consumers are eating a wider variety of
foodstuffs, compared their NI and GB neighbours
ROI
NI
GB
2011 v 2007
2011 v 2007
2011 v 2007
Fresh fruit
98%
+7
98%
-2
93%
-1
Fresh veg/ salad
99%
+8
97%
-2
94%
0
Fish
94%
+12
90%
-1
82%
-1
Low fat options
80%
+18
80%
-3
72%
+5
Products enriched
with vitamins/ minerals
83%
+11
81%
-1
67%
-2
Wholegrain foods
87%
+10
88%
0
80%
+6
Hi-fibre foods
94%
+15
89%
-3
79%
+1
Ireland have been playing the catch up game with other regions and have succeeded.
Compared to ROI and NI, GB is now positioned as the region with the least varied diet.
Q.61 If you were trying to become more healthy which of the following food types would you eat a) more of b) less of?
22
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI have grown more positive about their attitudes towards diet whilst GB &
NI are less convinced about how diet can impact upon their overall health
% Agree 2011
ROI
Change since 2009
NI
GB
ROI
NI
GB
93%
78%
86%
+3
-8
-4
I think that diet and lifestyle are more
important than medication in preventing
heart disease
85%
70%
77%
+3
-3
-2
I have a great deal of control over my
future health
60%
49%
63% +3
-9
+2
To be healthy it is really important to eat
properly
Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
23
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Come Dine with Me?
24
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Each region continues to have a positive attitude towards cooking, GB in
particular

GB has the greatest level of cooking expertise across all three regions.
Therefore, it comes as no surprise that GB are more likely to entertain family
or friends at home instead of going out to eat or drink.

Incidence of entertaining at home has increased across all three markets.
We are embracing the “come dine with me” experience.

Although, NI and ROI have moderate cooking skills, confidence in cooking
skills has increased in ROI and NI since 2009.

In addition, a higher proportion of ROI & NI residents are developing their
cooking skills even further by attending / taking a cooking class.

ROI residents are getting more involved in general with more than half of
respondents claiming to be

Mainly responsible for the grocery shop

Responsible for preparing their own meal
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Each region continues to be more emotionally engaged and passionate about
cooking nowadays, particularly GB. However, NI and ROI are catching up
ROI
2005
%
NI
2009
%
2011
%
38%
2005
%
2009
%
2011
%
31
31
31
27
46%
43%
40%
38%
20
45%
36%
19
24%
12
6
2011
%
24
26%
cooking is a passion
– I love food
2009
%
23
26
cooking is good fun
at times
2005
%
GB
15
12
13
12
15
14
5
Q.5 And which of these phrases best describes your attitude to cooking?
26
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
GB has the most confidence in its cooking skills, but ROI and NI have not given
up on improving these skills
ROI
2007
%
would be confident that I
could produce a good
Sunday roast with all the
trimmings
would enjoy having a
dinner party where I do
all the cooking
2009
%
35
NI
2011
%
2007
%
38
2009
%
32
GB
2011
%
38
2007
%
2009
%
2011
%
37
39
28
27
32
28
21
14
17
18
19
12
15
20
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
27
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
More and more of the Irish population are taking responsibility for preparing
their own meals, while NI is taking less responsibility for this
Always Prepare My Own Meals (%)
ROI
NI
GB
56%
55%
2009
2011
51%
39%
2007
46%
42%
2009
40%
2011
2007
2009
42%
2011
46%
2007
Q.31 Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
28
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
The popularity of cooking lessons and courses continues to grow in ROI and NI,
while it is static in GB; a sign perhaps of their confidence in their cooking skills
ROI
2011
12%
2009
(9%)
Yes
GB
NI
2011
2011
2009
10%
2009
5%
(7%)
Yes
(5%)
Yes
Higher Amongst:
Females, 15-24yr olds
Females, 16-24yr olds
16-24yr olds
AB‟s
Entertain more at home
nowadays
Not mainly responsible for
grocery shopping
Entertain more at home
nowadays
Students
Students
3+ households
Q.6 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
29
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Incidence of entertaining at home more often nowadays has increased
across all three regions, particularly in GB
ROI
2009
2011
Yes
26%
Yes
29%
Females, 35-44 yr olds
AB‟s
Dublin
Can cook
Have children
Incidence of
entertaining at home
more often nowadays
35-44 yr olds
NI
Yes
22%
No
28%
AB‟s
Can cook
Have children
25-34 yr olds
GB
No
38%
Yes
23%
London, Yorkshire
3+ households
Have children
Q.10 Some people are entertaining at home more often nowadays instead of going out to eat or drink. Do you find that you are entertaining at home more often, or not?
30
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Involvement in grocery shopping continues to expand, especially in ROI, while
men also continue to increase their involvement in the grocery shopping task
Responsibility for Grocery Shopping (%)
ROI
2009
Mainly responsible
46%
NI
2011
51%
2011
25%
2009
21%
2009
50%
GB
2011
43%
2009
2011
55%
55%
32%
30%
More men are mainly responsible for
grocery shopping in ROI and GB
2005
20%
20%
Q.40 Thinking now of shopping for groceries for the household , are you mainly responsible for the grocery shopping, jointly responsible with someone else or is
someone else responsible?
31
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Currently, children's interest in cooking is fairly consistent across each region,
though children in GB seem slightly more interested than others
New question in 2011
More interest
compared to your
generation
ROI
NI
GB
2011
2011
2011
%
%
%
22
53
About the same as
your generation
27
22
47
51
Q.5b Compared to your generation, would you say that your children have more interest, less interest or about the same level of interest in cooking?
32
(Base: All with dependent children living in household)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Is there anybody out there?
33
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Eating in may be the new eating out, as our likelihood to frequent food service
outlets declines overall

While eating out remains much more popular in NI and GB than in ROI, it is
no longer regarded with the same casual approach as has been the case in
previous studies.

It has become a more considered behaviour and as a result it has lost
many diners who would have previously eaten out on a weekly or monthly
basis. Indeed, there number of consumers eating out every few months/
rarely/ never has increased steadily since 2007.

All food service establishments have felt the impact, though fast food
restaurants and middle of the road restaurants seem to have been hardest hit
in terms of weekly visits.

Despite the current climate, it is interesting to note that when consumers do
eat out, they are still astutely focused on the quality of the food, rather than
swayed by value and prices alone.

Our drinking behaviours have also changed.

We are generally not drinking as much as our 2007 selves and we are
also less likely to drink alcohol when we are out for a meal.
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Eating out during the week is much less popular in ROI than in NI and GB,
however, many of the diner characteristics in each region are similar
ROI
NI
GB
2011
2011
2011
8%
22%
22%
Yes
Yes
Yes
Higher Amongst:
<25 yrs
<25 yrs
<25 yrs
ABs
Basic/ no cooking skills
ABs
Basic/ no cooking skills
Describe diet as unhealthy
Basic/ no cooking skills
Describe diet as unhealthy
Describe diet as unhealthy
Single person household
Q.21 Some people nowadays are eating out more often in the evenings during the week instead of making something to eat at home. Do you find that you are eating
out during the week more often or not?
35
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Unsurprisingly, in all three regions, people are eating out less often than they
did in 2009
% eating out a
few times/ once
a week
ROI
NI
GB
change since 2009
-5
-12
-3
2011
25
23
27
-6
-1
-5
29
33
27
+11
+13
+9
45
44
44
change since 2009
% eating out few
times/ once a
month
% eating out
every few
months/ rarely/
never
2011
change since 2009
2011
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
36
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Eating behaviours in ROI and GB are returning to 2005 levels; while the numbers
eating out rarely or never in these regions have reached unprecedented levels
ROI
NI
GB
2005
2007
2009
2011
2005
2007
2009
2011
2005
2007
2009
2011
Few times/ once a
week
26
39
30
25
13
25
35
23
27
31
30
27
Every few months/
rarely/ never
38
29
34
45
52
34
31
44
36
34
35
44
The % of people rarely/ never eating
out is higher in ROI and GB in 2011
than has been previously recorded
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
37
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
The frequency of weekly visits to a variety of food outlets has declined for the
majority of establishments since 2009
% eating out weekly or more frequent
2011
2009
25
Any Food service
outlet (restaurant/ café/
pub etc)
27
17
19
11
Middle of the road
restaurant
12
14
2009
-4
3
Premium Fast Food
11
-3
8
-9
14
Fast Food
-5
-12
23
2011
-17
3
-2
6
-9
-9
1
Premium Restaurant
+2
+1
+4
-1
3
2
0
-5
-3
5
Upmarket Restaurant
ROI
NI
GB
+1
+3
Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
38
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Being too tired and meeting up with friends are the key reasons to eat out in
each region; however there are some distinctions between the regions also
ROI
2011
% applies
Too tired to make something at home
#1
31
Chance to meet up with friends/catch up
#2
30
Not good at cooking/ don‟t like cooking
#3
22
2011
% applies
Chance to meet up with friends/catch up
#1
39
Cheaper to eat out nowadays
#2
36
Too tired to make something at home
#3
35
2011
% applies
Too tired to make something at home
#1
36
Just feel like a treat/ something different
#2
30
Chance to meet up with friends/catch up
#3
28
NI
GB
Q.21a Which, if any, of these factors are influencing your eating out more often during the week instead of something to eat at home?
39
(Base: All who eat out more during the week)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Longer working days have impacted significantly on ROI reasons to eat out
while, cheaper food service offerings have risen dramatically in NI
ROI
NI
GB
2011
change
since
2009
2011
change
since
2009
2011
change
since
2009
Too tired to make something at home
31
-6
35
0
36
+1
Working day is longer
21
+7
7
-9
9
-5
Chance to meet up with friends/catch up
30
+2
39
+5
28
+4
Just feel like a treat/something different
15
-8
27
-2
30
+1
More choices of places to eat locally
12
-2
27
+7
17
-4
Don‟t want to wait for something to cook/no time to
prepare
19
+1
33
+6
14
-1
No point in cooking just for myself
21
+10
22
-1
10
-4
Cheaper to eat out nowadays
21
+4
36
+22
15
-5
Not good at cooking/don‟t like cooking
22
+12
20
+1
6
-6
A treat for the kids
10
+3
14
0
6
-5
Q.21a Which, if any, of these factors are influencing your eating out more often during the week instead of something to eat at home?
40
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Even in a climate of early bird menus and discount coupons, those who are
eating out are still focused on the quality of the food in the restaurant
1st ranking
2011
2009
4
44
Quality of food offering
16
32
51
17
15
Offers value for money
17
11
Restaurant reputation
10
4
The importance of the quality of the food
offering as fallen dramatically for NI
respondents
1
1
The search for value for money is relatively
consistent across ROI, NI and GB
4
5
4
The reputation of the restaurant has become
more important for ROI and NI consumers
5
1
9
Menu prices
15
9
41
4
The actual menu prices are a stronger
influencer for NI consumers.
1
Q.20 Thinking about when you eat in a premises out of home, can you rank the following factors from 1 to 9 where 1 is the most important consideration to 9 which is the
least important consideration?
(Base: All who ever eat out)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Drinking alcohol when eating out decreased across the board since 2007,
alongside our weekly consumption of alcohol outside the home
%
Agree
Slightly
29
26
31
27
I always have
a drink
(alcohol/wine)
when I have
dinner in a
restaurant
%
Agree
Strongly
24
28
28
35
40
33
45
33
20
28
24
31
30
29
34
33
34
37
35
37
% Drinking daily/ few
times a week/ weekly
%
Agree
52
54
59
62
ROI 2011
2007
2009
2011
81%
73%
70%
80%
75%
69%
76%
79%
77%
ROI 2009
ROI 2007
ROI 2005
60
61
69
64
64
65
69
70
Q.38 The following are some statements which people have made about drinking alcohol. Using a scale from 1 to 5 where 5 = agree strongly and 1 = disagree
strongly, please tell me whether you agree or disagree with each of the following?
Q.36 About how often do you have an alcoholic drink either at home or in someone else‟s home or on licensed premises such as a pub, bar, club, hotel etc.?
42
(Base: All who ever eat out)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
The evolving shopper?
43
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Shopping behaviours in ROI, NI and GB display a large amount of variance:
however, consumers seem to have adjusted to their new shopping environments

Dramatic shifts in shopping behaviour seen between 2007 and 2009 have
been replaced by one of two behaviours

A less dramatic continuation of adjusting attitudes – either up or down
2007

2009
2011
2007
2009
2011
A recovery towards attitudes displayed in 2007
2007
2009
2011
- These shifts differ considerably depending on region
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI customers agree that service and promotions are important but are
weaker in their convictions than in 2007
I will pay a bit more for grocery
shopping to get superior service
2007
2009
2009
2011
% Agree
% Agree
Slightly
% Agree
Strongly
2011
47%
34%
13%
2009
45%
30%
16%
2007
52%
36%
16%
Agreement overall has increased but the strength of
agreement has weakened
2011
I watch for announcements for sales
or promotions on grocery
2007
ROI
ROI
% Agree
% Agree
Slightly
% Agree
Strongly
2011
61%
37%
24%
2009
56%
30%
25%
2007
48%
32%
16%
ROI consumers continue to look for bargains.
Q.44 I am going to read out a list of things that people have said about grocery shopping. Please tell me how much you agree or disagree with each statement.
(Base: All Grocery Shoppers 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
NI customers have regained some of their willingness to pay for superior service
but are more focused on price than ever before
I will pay a bit more for grocery
shopping to get superior service
2007
2009
2011
When I shop, the first thing I look for
is price
2007
2009
2011
NI
% Agree
% Agree
Slightly
% Agree
Strongly
2011
38%
28%
11%
2009
32%
25%
7%
2007
48%
31%
17%
NI are starting from a lower base than ROI but growth in
agreement is also matched by a stronger sense of conviction
NI
% Agree
% Agree
Slightly
% Agree
Strongly
2011
67%
43%
24%
2009
63%
42%
21%
2007
54%
41%
13%
More and more NI consumers are displaying an invigorated
focus on the price of their groceries
Q.44 I am going to read out a list of things that people have said about grocery shopping. Please tell me how much you agree or disagree with each statement.
(Base: All Grocery Shoppers 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
GB customers are less convinced about the differences between the main
supermarkets but they have bounced back
There is no difference between the
main supermarkets
2007
2009
2011
GB
2009
2011
% Agree
Slightly
% Agree
Strongly
2011
41%
27%
14%
2009
36%
25%
11%
2007
44%
31%
13%
GB consumers are returning to 2007 opinions about the
homogeneity of supermarkets
I will pay a bit more for grocery
shopping to get superior service
2007
% Agree
GB
% Agree
% Agree
Slightly
% Agree
Strongly
2011
38%
24%
14%
2009
42%
28%
15%
2007
36%
26%
10%
Despite a slight upturn in 2009, GB consumers are now less
likely than to pay more to get superior service
Q.44 I am going to read out a list of things that people have said about grocery shopping. Please tell me how much you agree or disagree with each statement.
(Base: All Grocery Shoppers 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI shoppers are more likely to agree that the quality of fresh food is more
important to them than price – but do their beliefs reflect their actions?
ROI
2011
% Agree
v
79%
GB
67%
70%
2009
(+2)
(-2)
(-1)
2011
38%
22%
32%
2009
(-2)
(-8)
(-2)
2011
40%
45%
37%
2009
(+2)
(+6)
(-1)
% Agree strongly
% Agree slightly
NI
NI have weakened in the strength of
agreement since 2009
Q.44 I am going to read out a list of things that people have said about grocery shopping. Please tell me how much you agree or disagree with each statement.
(Base: All Grocery Shoppers 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
A food by any other name?
49
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI consumers are more likely to check for label information compared to NI
& GB consumers

Consumers in ROI place much more emphasis than NI and GB consumers
on checking label information in terms of:

“Quality symbols”

“Country of origin”
- This suggests that Bord Bia‟s “quality symbol” and “country of origin”
campaign are driving awareness levels in ROI


ROI consumers also place high importance on statements related to the food
product itself. For example:

“Fresh”

“Natural”
Despite the fact that ROI deem the above statements as important on labels,
GB consumers have the greatest overall understanding in terms of “the
nutritional claims on packaging” and “understanding labelling on food”.
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
In stark contrast to NI and GB consumers, there is a growing proportion of ROI
shoppers who claim to always check for a quality symbol when buying food produce
% Who Always Check For A Quality Symbol
ROI
NI
GB
+9
-5
-2
32%
20%
23%
15%
9%
2007
2009
2011
2007
2009
10%
10%
2011
2007
16%
14%
2009
2011
Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of produce?
51
(Base: All grocery shoppers)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI grocery shoppers are also more likely to always check for the country of
origin compared to their NI and GB counterparts
% Who Always Check For Country of Origin
ROI
NI
GB
+10
-4
-5
36%
26%
26%
12%
2007
2009
2011
2007
15%
2009
18%
11%
11%
2011
2007
13%
2009
2011
Q.46b And to what extent do you check for country of origin i.e. what country the food was produced in?
52
(Base: All grocery shoppers)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Statements like “Fresh” and “Natural" displayed on food labels are far more
important for ROI customers than NI and GB customers
% Very Important
ROI
69%
67%
NI
GB
57%
62%
71%
FRESH
50%
53%
2011
2007
51%
31%
2007
47%
2009
2011
2007
2009
2009
2011
53%
42%
43%
35%
32%
2009
2011
25%
39%
32%
NATURAL
2007
2009
2011
2007
2007
2009
2011
Q.64 When shopping for foods, how important or not are the following statements on labels?
53
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
GB consumers have a greater understanding of the nutritional claims on packs
& food labelling. Although some confusion still exists, ROI is making headway
ROI
% Applies
2009
NI
2011
2009
GB
2011
2009
2011
I often find it difficult to understand
the nutritional claims on packaging
64%
60%
63%
64%
54%
53%
I often find it difficult to understand
the labelling on food
60%
56%
63%
65%
53%
52%
Q.78 I am going to read out a number of statements people have said about health and nutrition. I would like you to tell me whether each statement applies to you
personally a lot, a little or not at all?
54
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Where is the environment in all of
this?
55
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
There have been movements in the levels of awareness regarding environmental
issues and the extent to which we are conscious about these issues

The overall awareness of the term Sustainability has increased in ROI and
GB since 2009.

Consumers in all three regions appear to have evolved their understanding of
the term Carbon Footprint since 2007: an understanding that has seen a shift
away from the idea that Carbon Footprint refers to an individual‟s effect on
the environment to a more general measurement of environmental damage.

The term Food Miles appears to be entering the consideration of a growing
number of shoppers in ROI and NI – though this growth is off a small base.

ROI and GB shoppers are growing in their consciousness of the environment
in their choice of product. This also coincides with growth in incidence of
Organic produce in both regions.

It is interesting to note the fewer consumers in GB and NI are likely to
spontaneously describe Organic produce as a specialty food. In contrast this
figure has increased in ROI.
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
ROI awareness of sustainability has grown. GB leads in terms of awareness of
both sustainability and carbon footprint
% aware of terms in 2011
Sustainability……………..
versus 2009
ROI
NI
GB
47%
37%
52%
+6
-3
+5
ROI and GB
awareness of this
term have both
increased since
2009
Awareness of both terms, and hence the
traction gained by these terms, has
struggled across most regions
GB awareness
remains ahead of
NI and ROI for
both terms
Carbon footprint…………
versus 2009
65%
+1
57%
78%
-5
+3
Q.82 Which of the following have you ever heard of?
57
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
The understanding of the term „carbon footprint‟ has shifted from an
individuals responsibility to a more collective, broader term
ROI
2011 % aware
15%
NI
GB
15%
16%
Carbon footprint means….. ….An individuals effect on the
environment brought about by the consumption of products
2007
33%
27%
29%
-18
-12
-13
Q.84 What do you understand the term “Carbon Footprint” to mean?
58
(Base: All aware of carbon footprint)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Food miles are showing some signs of growth as a differentiator in ROI and NI
while ROI and GB are the most environmentally conscious
% agree
2009

Those who always/ actively/ sometimes
consider buying food with low food miles has
increased between 2009 and 2011 in ROI and
NI.

ROI
+10
23%
13%
NI
+6
Figures in GB have stayed static at 13%.
10%
2007
% agree
2011
62%
56%

+10
GB
55%
45%
ROI and GB consumers are the most
conscious about the environment – a
cognisance that has been present since 2007

NI
-7
53%
16%
“I am more conscious of environmental
issues in my choice of products today”
+6
ROI
2011
46%
In contrast NI consumers continued to
take less notice of environmental issues
when making their choice of products
Q.76 Thinking specifically about „Food Miles‟, which of the following statements best describes you‟re attitude towards the term?
Q.71 Please tell me how strongly you agree or disagree with the following statements?
59
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
GB and NI shows growth in incidence of buying organic, though GB is less likely
to consider it a speciality food
ROI
Bought organic in the last three
months
Organic spontaneously
mentioned as a speciality food
2011
48%
NI
GB
31%
45%
2009
(+5)
(0)
(+3)
2011
22%
15%
9%
2009
(+2)
(-3)
(-2)
Q.58 When was the last time, if ever, you bought any organic food?
Q.49 What types of food would you consider/describe as speciality foods?
(Base: All Adults 15+)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
What are the implications for
industry?
61
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Understanding ROI Consumers – What‟s on their list?
ROI
Something that will suit everyone when we sit down
for a family dinner
Food that will allow me to be creative in the kitchen
(need to improve cooking skills further!)
Raw ingredients that I can use to make my meals
from scratch
Food that is ‘local’ and good quality
Food that I can be sure about where it has come from
More low fat options, more high fibre foods, more fish,
more products enriched with vitamins and minerals,
more wholegrain foods
Food products that are on promotion
* Maintain a sense of control this week (REMINDER:
healthy diet / eat properly!)
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Understanding NI Consumers – What‟s on their list?
NI
Food that is quick, and easy (fits with changes in my
lifestyle)
- Am under a bit of pressure this week won’t
necessarily
have time to cook from scratch
Something for the weekend (Saturday and
Sunday eating together)
Something for ‘family’ dinner
Ingredients for my new recipe
Some ‘local’ produce
Frozen food supplies
Convenience meals for now and as back-up (just to
have –
just
in case!)
* Keep an eye on prices!!
*Try to make time to exercise this week!
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Understanding Consumers – What‟s on their list?
GB
 Reminder: eating together at weekend (get something for
this? Ask others what they want.)
 Get some ‘healthy food’
 More wholegrain foods and more low fat options
 Ingredients for new recipe (what else can I do with
this………..I fancy experimenting)
 Ready prepared/ convenience meals (need to have some in
stock also)
 Having people over for dinner this week so check what I
need for entertaining!
*Stay healthy!
*Haven't baked in a month or so…. Try to bake this
week?
*REMEMBER: Meeting Lucy and co. for dinner on Wed
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Communicating to Consumers – How to get into their
trolley? ROI
The art of cooking is becoming more important



We are embracing scratch cooking
approaches more and more
More of us are taking cooking lessons and
slightly more of us are entertaining more at
home
We are displaying a greater appreciation
for time spent cooking
Labelling matters (more so than ever
before)

Country of Origin is checked by over
one third of ROI consumers (36%)

Quality Symbol is checked much
more by ROI consumers (32%) than
in other regions
More emphasis is being placed on „eating
together‟

ROI are maximising time spent eating
together on Saturdays and Sundays

There is an increased emphasis on
spending time over dinner as a family
The health component is a strong consideration

ROI believe that they have healthy diets
(84%)

They see the direct link between eating
healthy and being healthy (93%)
Certain food characteristics are very
important



Fresh (71%) and natural carry weight
(43%) for ROI consumers when
making their purchase decisions
Local also matters (34%)
Environmental issues are also more
important for consumers in ROI
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Communicating to Consumers – How to get into their
trolley? NI
More emphasis is being placed on „eating
together‟


NI, though slightly behind other regions
are also indicating a renewed emphasis
on time spent eating together at
weekends, more so on Sundays


Compared to other regions, NI are less
healthy

However, they do demonstrate that they
have an understanding of what constitutes
a healthy choice (low fat/ reduced fat/
certain food types etc)

They also display a willingness to pay
more for healthy food as long as it tastes
good
They too are placing increased emphasis
on spending time over dinner as a family
Labelling has minimal impact

NI place less emphasis on healthy foods
Country of Origin labels and
Quality symbols tend to be
checked infrequently
The importance of labels such as
„fresh‟ and „natural‟ also appear to
be declining
NI display a high level of engagement
with certain food types

Frozen foods carry a strong level of
credibility

Convenience meals/ ready
prepared remain popular from a
consumption perspective
But, cooking still matters in NI

More NI consumers now believe that cooking is fun and their confidence in cooking (i.e. Sunday
roast with all the trimmings) has also risen

More are entertaining at home and there has been a rise in the numbers taking cooking classes
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
PERIscope
Communicating to Consumers – How to get into their
trolley? GB
More emotionally engaged about cooking


GB display the most positive attitude
towards cooking and they demonstrate
high levels of confidence in their cooking
skills and ability
Through their greater likelihood to
entertain at home more often, they are
fully embracing the “come dine with me”
experience
GB display high level of engagement
with certain food types

Wholegrain foods

Low fat options

Hi-Fibre foods
Labelling has minimal impact

Country of Origin and Quality symbols
tend to be checked by a minority of
consumers

Food labels which display statements
such as “Fresh” and Natural” are also of
less importance in GB
GB is attempting to strike a balance between
their healthy intentions and their
consumption behaviours

GB, although slightly behind ROI, also
describe their diet as healthy (79%)

While they are more likely to always
have convenience / ready prepared
meals at home (44%), they also
understand what they should be doing
to be healthy (i.e. eating properly)
Emphasis is being placed on “eating
together”

A greater emphasis is placed on time
spent eating together, particularly on
Sundays

Slightly less importance is placed on
spending time over dinner as a
family, compared to ROI and NI but
82% still believe this to be important
11-019758/Bord Bia Periscope Study 2011 – SUMMARY SEPTEMBER 2011
Growing the success of Irish food & horticulture
6
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence