Growing the success of Irish food & horticulture
6
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
PERIscope
Introduction
2

PERIscope 6 is Bord Bia‟s biennial study that tracks the Irish, British and Northern Irish consumer.
Data is available from 2001 for the Republic of Ireland, 2003 for Great Britain and 2005 for Northern
Ireland. It provides a detailed perspective on how consumers view food related issues and report their
behaviours. Over the various studies we have held many questions constant to allow tracking over
time; we also include topical issues as they arise in 2011.

This deck is designed to provide a thorough flavour of the PERIscope 6 results. The charts included
represent the study results, but more detailed information is available in the tabular reports.

We hope that by providing you with knowledge of your consumer, you can create actionable
opportunities for marketing and brand development that deliver real competitive advantage.

Please note, there may be discrepancies in some totals due to rounding (e.g. “slightly agree” at 45,
“strongly agree” at 30, “agree” at 76).

For further information about Bord Bia‟s PERIscope 6, please contact Helen King, Senior Business
Analyst: Tel: +353 1 6685155.

All content provided in this pack is also available on the Bord Bia Client portal
https://www.bordbiaperiscope.ie.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
Research Method

Ad-hoc survey conducted by Ipsos MRBI on behalf of Bord Bia.

Face-to-face interviews in respondents‟ own home by fully trained interviewers.

The research was conducted among a representative sample of adults aged 15+ in the
Republic of Ireland, and 16+ in Northern Ireland and Great Britain.

Quotas were set on sex, age, region and social class to ensure a representative sample.

Sample sizes:


Republic of Ireland (ROI)
1,017

Northern Ireland (NI)
1,005

Great Britain (GB)
1,098
Fieldwork was conducted between June and July 2011.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Profile of Sample – 2011 (I)
%
ROI
NI
GB
Under 25
Male
49
48
SOCIAL CLASS
AGE
SEX
49
25-34
ROI
NI
GB
16
17
15
22
17
16
ROI
AB
C1
13
NI
18
GB
25
27
29
18
35-44
18
30
19
C2
17
45-54
Female
51
52
51
55-64
65+
4
24
17
22
18
16
13
15
14
18
15
DE
27
30
27
-
-
20
F
8
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Profile of Sample – 2011 (II)
%
WORKING STATUS
HOUSEHOLD COMPOSITION
Single
Dual
ROI
NI
14
17
GB
ROI
NI
GB
Working full time
34
38
34
Working part time
11
22
26
30
34
Housewife
21
12
14
12
12
7
3+
60
52
43
5
6
Student
9
Retired
10
Other
15
21
23
10
11
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Profile of Sample – ROI (I)
%
AGE
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
15-24
Male
Female
6
SOCIAL CLASS
SEX
49
51
49
51
50
50
50
50
22
16
20
19
19
21
21
19
18
19
15
15
16
49
25-34
19
20
35-44
18
18
45-54
16
16
22
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
AB
12
13
13
13
13
C1
26
26
26
28
27
C2
22
23
23
25
24
28
28
26
27
10
10
8
8
DE
51
55-64
11
12
12
12
13
65+
14
14
14
14
15
F
28
12
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Profile of Sample – ROI (II)
%
WORKING STATUS
HOUSEHOLD COMPOSITION
Single
Dual
ROI
2003
ROI
2005
ROI
2007
ROI
2009
ROI
2011
12
9
14
14
14
21
24
23
ROI
2003
Working full time
26
43
26
ROI
2005
ROI
2007
46
44
ROI
2009
ROI
2011
37
34
11
12
Working part time
3+
7
67
67
63
59
60
Housewife
10
25
11
10
16
18
20
Student
8
7
Retired
Other
8
11
6
5
21
6
8
9
10
11
10
14
12
15
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Profile of Sample – NI (I)
%
NI
2005
Male
48
NI
2007
48
NI
2009
48
NI
2011
48
NI
2005
16-24
13
25-34
18
NI
2007
21
16
35-44
45-54
Female
52
52
52
52
55-64
65+
8
SOCIAL CLASS
AGE
SEX
20
19
NI
2011
16
17
19
17
19
19
18
15
16
17
14
13
14
16
14
NI
2009
15
17
NI
2005
NI
2007
NI
2009
NI
2011
AB
17
16
18
18
C1
30
32
29
29
C2
21
21
22
22
DE
32
31
30
30
18
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Profile of Sample – NI (II)
%
WORKING STATUS
HOUSEHOLD COMPOSITION
Single
NI
2005
NI
2007
NI
2009
NI
2011
18
18
21
17
Working full time
Dual
3+
9
32
50
26
29
56
50
NI
2005
NI
2007
44
45
NI
2009
NI
2011
38
38
12
12
12
14
6
6
21
21
10
10
30
Working part time
11
Housewife
Student
11
3
Retired
20
Other
11
52
11
13
5
16
10
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Profile of Sample – GB (I)
%
SEX
AGE
SOCIAL CLASS
GB
GB
GB GB
GB
2003 2005 2007 2009 2011
GB GB
GB
GB GB
2003 2005 2007 2009 2011
GB
GB GB
GB
GB
2003 2005 2007 2009 2011
16-24
Male
Female
10
48
52
48
52
48
52
48
52
49
51
15
14
14
14
15
25-34
18
17
17
18
16
35-44
18
18
18
19
18
45-54
16
17
17
17
17
55-64
13
15
15
13
15
65+
20
19
19
20
20
AB
24
25
25
25
25
C1
28
29
29
30
30
C2
21
21
21
18
18
DE
28
25
25
27
27
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Profile of Sample – GB (II)
%
WORKING STATUS
HOUSEHOLD COMPOSITION
Single
GB
2003
GB
2005
GB
2007
18
15
17
GB
2009
GB
2011
22
22
Working full time
Dual
32
33
34
31
Housewife
Student
3+
11
52
49
47
GB
2005
40
44
GB
2007
GB
2009
GB
2011
38
34
34
12
12
14
12
7
7
21
23
12
11
34
Working part time
50
GB
2003
13
13
8
43
13
11
12
5
12
7
Retired
21
21
21
Other
5
7
9
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Number of Dependent Children Living in Household - 2011
New question in 2011
ROI 2011
%
NI 2011
%
GB 2011
%
Yes
43
39
36
No
57
61
64
Q.5a And do you have any dependent children living in your household?
12
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Incidence Of Food Allergies In The Household
New question in 2011
%
ROI 2011
NI 2011
GB 2011
7%
10%
20%
Yes
Yes
Yes
Allergies Mentioned:
•
•
•
•
•
•
•
•
•
13
Wheat (Coeliac condition)
Eggs
Nut/peanut
Milk
Fish
Lactose intolerant
Shellfish
Soy
Other
2%
1%
1%
1%
1%
1%
1%
*
2%
•
•
•
•
•
•
•
•
•
Nut/peanut
Wheat (Coeliac condition)
Lactose intolerant
Eggs
Milk
Shellfish
Fish
Soy
Other
4%
2%
1%
1%
1%
1%
*
*
2%
•
•
•
•
•
•
•
•
•
Q.63a Do you or anybody in your household have any of the following food allergies?
Nut/peanut
4%
Eggs
2%
Milk
2%
Wheat (Coeliac condition) 1%
Lactose intolerant
1%
Fish
1%
Shellfish
1%
Soy
*
Other
11%
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Attitudes Towards Food
PERIscope
Attitudes Towards Food: Summary
15

ROI has the most positive attitude towards food in terms of the variety of foodstuffs consumed
i.e. fresh fruit and vegetables, high - fibre foods and dairy products.

ROI positions itself as the healthiest market with increasing amounts of people cooking healthily.
Penetration of steamers and woks continue to increase whereas the penetration of deep fat
fryers continue to decline.

NI emerge as the least health conscious region. They are more likely to think that “frozen food is
as good as fresh food” and they are more likely to consume “ready prepared / convenience
meals”.

The „5 a day‟ message is gaining momentum across all three regions. In addition, ROI
consumers are relatively more favourably disposed towards dairy products compared to their NI
and GB counterparts.

Nearly I in 10 GB residents claim to own / rent an allotment. This figure is lower in ROI and NI.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Utility Ownership In Home (I)
ROI 2011
NI 2011
GB 2011
%
99 98 98
98 98 96
96 95 96
9594
91
81
73
63
56
56
53
48
45
42
31
27
29
34 34
34
2322
20
ANY
OVEN
Full oven
– electric
Full oven
– gas
32
ANY
FREEZER
Separate
Freezer box
freezer section in fridge
attached to
fridge
Separate
freezer
unit
Kettle
Toaster
Juicer
25
21
Smoothie
maker/
smoothie
blender
Q.1 Which of the following do you have in your home?
16
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Utility Ownership In Home (II)
ROI 2011
NI 2011
GB 2011
%
92
95
89
81
76
73
70
67 69
59
52
49 49
47
45
42 42
38
35
20
ANY
MICROWAVE
Microwave
without grill
23
48
41
45
39 39
31
26
Microwave
with grill
24 26
Grill
Deep
Fat Fryer
Sandwich
maker
Food
processor
Wok
Steamer
Coffee
maker
Q.1 Which of the following do you have in your home?
17
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Utility Ownership In Home – ROI (I)
ROI 2003
ROI 2005
ROI 2007
ROI 2009
ROI 2011
%
97
98
99 99
96
96
97
95
97 98
72 73 73 73
66
60
55 56
54
49
48
47 46 48
40
39
34
ANY
OVEN
Full oven
– electric
30
26
33 35
31 29
Full oven
– gas
34
28
ANY
FREEZER
Separate
freezer section
attached to fridge
Freezer box
in fridge
Separate
freezer
unit
Q.1 Which of the following do you have in your home?
18
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Utility Ownership In Home – ROI (II)
ROI 2003
ROI 2005
ROI 2007
ROI 2009
ROI 2011
%
96 96
96 96
93
94 95 94 96 95
84
88 88
91 92
69
68
61
34 34
73
60
31 32
24
n/a n/a n/a
Kettle
Toaster
Juicer
n/a
28
21
24
20
n/a n/a
Smoothie
maker/
smoothie
blender
ANY
MICROWAVE
Microwave
without
grill
Microwave
with
grill
Q.1 Which of the following do you have in your home?
19
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Utility Ownership In Home – ROI (III)
ROI 2003
ROI 2005
ROI 2007
ROI 2009
ROI 2011
%
83 81
82
72
72
65
62
58
55 54
66
62 64
59
49
39 41
45
42 42
42 40
39
38
45
45 45
39 40
34
29
Grill
Deep
Fat Fryer
Sandwich
maker
Food
processor
Wok
Steamer
32 31
25 24
Coffee
maker
Q.1 Which of the following do you have in your home?
20
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Utility Ownership In Home – NI (I)
NI 2005
NI 2007
NI 2009
NI 2011
%
98 99 97 98
94
98 97 98
81 82 82 81
63
58
54
48
41
35
37
33
41
36 34
27
19 17 17 20
ANY
OVEN
Full oven
– electric
Full oven
– gas
ANY
FREEZER
Separate
freezer section
attached to fridge
Freezer box
in fridge
Separate
freezer
unit
Q.1 Which of the following do you have in your home?
21
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Utility Ownership In Home – NI (II)
NI 2005
NI 2007
NI 2009
NI 2011
%
98 99 96
95
95 96 96 94
90
95 93
89
65 67
60 59
36
31
25 25
24 23
n/a n/a
Kettle
Toaster
Juicer
29
23
n/a n/a
Smoothie
maker/
smoothie
blender
ANY
MICROWAVE
Microwave
without
grill
Microwave
with
grill
Q.1 Which of the following do you have in your home?
22
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Utility Ownership In Home – NI (III)
NI 2005
NI 2007
NI 2009
NI 2011
%
88 87
77 76
73
63
62
55
49
53
58
57
55
52
46 45
38
42
45
40
41
43 43
39
43
46
22
Grill
Deep
Fat Fryer
Sandwich
maker
Food
processor
Wok
Steamer
26
Coffee
maker
Q.1 Which of the following do you have in your home?
23
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Utility Ownership In Home – GB (I)
GB 2005
GB 2007
GB 2009
GB 2011
%
99 99
99 97
96 96
96 98
66
56
51
47
51
50
63 62
54
53
48
47
45
41 42 42
30 32 32 31
ANY
OVEN
Full oven
– electric
Full oven
– gas
ANY
FREEZER
Separate
freezer section
attached to fridge
Freezer box
in fridge
Separate
freezer
unit
Q.1 Which of the following do you have in your home?
24
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Utility Ownership In Home – GB (II)
GB 2005
GB 2007
GB 2009
GB 2011
%
98 96
94 96
95 97
94 94 92
91
92
95
68 70 69 69
n/a n/a
Kettle
Toaster
Juicer
28 27
23 21
22 22
24 26
n/a n/a
Smoothie
maker/
smoothie
blender
ANY
MICROWAVE
Microwave
without
grill
Microwave
with
grill
Q.1 Which of the following do you have in your home?
25
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Utility Ownership In Home – GB (III)
GB 2005
GB 2007
GB 2009
GB 2011
%
83
77
73
70
57
50
55
54
46 47
42
Deep
Fat Fryer
50 49 48
38 40 38
34 35
Grill
50
Sandwich
maker
Food
processor
45 46 44
39
Wok
Steamer
36 35
30 31
Coffee
maker
Q.1 Which of the following do you have in your home?
26
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Utility Ownership In Home – 2011 VS. 2009 Differences (I)
ROI 2011
5
2
0 1
-2
GB 2011
5
3
110
0
-1
NI 2011
2
1
0
-1
-3
-6
-2
2
0
0
0
-1
-1 -2 -1
-1
Kettle
Toaster
Juicer
1 0
-2
-6
-9
ANY
OVEN
27
Full oven
– electric
Full oven
– gas
ANY
FREEZER
Separate
freezer
section
attached to
fridge
Freezer box
in fridge
Separate
freezer
unit
Smoothie
maker/
smoothie
blender
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Utility Ownership In Home – 2011 VS. 2009 Differences (II)
ROI 2011
3
1
4
2
-4
ANY
MICROWAVE
28
-4
Microwave
without grill
1
-2 -1 -3
-6
Microwave
with grill
GB 2011
6
4
2
0
NI 2011
Grill
1
-7
Deep
Fat Fryer
Sandwich
maker
1
0
-2
-5 -6
4
0
-5
Food
processor
-1
-4
Wok
-1
-4 -5
Steamer
Coffee
maker
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes to Food – 2011 (I)
% Applies a lot/a little
ROI 2011
NI 2011
GB 2011
Dairy foods (milk/cheese) are an important
part of my diet
92
86
88
I try to eat a lot of fruit and vegetables
92
86
90
84
I enjoy eating out
85
I tend to pick foods that are easy to prepare
75
77
I like to try new foods
77
78
81
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
33
85
78
83
80
48
76
43
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?
29
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes to Food – 2011 (II)
% Applies a lot/a little
ROI 2011
I try to eat foods that are low in fat
NI 2011
GB 2011
72
I think frozen food is as good as fresh in
terms of quality
75
67
I tend to avoid sugary foods/sweets
79
71
I tend to pick foods that are quick to cook
47
I always try to buy brands that use
environmentally sensitive packaging
48
67
65
65
I would often eat „ready prepared‟/
„convenience meals‟
75
69
74
72
64
40
62
46
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?
30
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes to Food – ROI (I)
% Applies a lot/a little
92
90
93
91
91
90
92
92
91
90
88
89
Dairy foods (milk/cheese) are an important part of my diet
I try to eat a lot of fruit and vegetables
84
85
87
83
83
86
I enjoy eating out
I tend to pick foods that are easy to prepare
69
77
78
80
77
74
78
81
78
79
79
75
72
I like to try new foods
I always try to eat high fibre foods
33
I rarely have time to eat a proper breakfast
75
76
78
75
78
39
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
47
47
49
44
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?
31
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes to Food – ROI (II)
% Applies a lot/a little
I try to eat foods that are low in fat
66
67
63
I think frozen food is as good as fresh in terms of quality
58
72
73
77
73
71
76
74
71
71
67
74
70
68
I tend to avoid sugary foods/sweets
62
65
I tend to pick foods that are quick to cook
56
47
I would often eat „ready prepared‟/ „convenience meals‟
I always try to buy brands that use
environmentally sensitive packaging
53
69
75
68
72
64
62
61
58
48
45
58
48
51
42
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
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?
32
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitudes to Food – NI (I)
% Applies a lot/a little
86
85
90
92
86
88
93
89
85
86
89
89
Dairy foods (milk/cheese) are an important part of my diet
I try to eat a lot of fruit and vegetables
I enjoy eating out
77
75
I tend to pick foods that are easy to prepare
I like to try new foods
85
83
80
72
I always try to eat high fibre foods
76
I rarely have time to eat a proper breakfast
88
75
78
73
48
45
62
84
NI 2011
NI 2009
NI 2007
NI 2005
68
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?
33
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitudes to Food – NI (II)
% Applies a lot/a little
75
76
I try to eat foods that are low in fat
77
79
68
I think frozen food is as good as fresh in terms of quality
85
83
65
68
I tend to avoid sugary foods/sweets
78
76
74
70
I tend to pick foods that are quick to cook
74
64
62
I would often eat „ready prepared‟/ „convenience meals‟
I always try to buy brands that use
environmentally sensitive packaging
87
73
71
40
40
54
87
NI 2011
NI 2009
NI 2007
NI 2005
67
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?
34
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitudes to Food – GB (I)
% Applies a lot/a little
88
91
93
90
90
93
92
90
85
83
87
90
Dairy foods (milk/cheese) are an important part of my diet
I try to eat a lot of fruit and vegetables
I enjoy eating out
78
77
I tend to pick foods that are easy to prepare
83
82
83
85
86
87
I like to try new foods
76
81
79
82
I always try to eat high fibre foods
I rarely have time to eat a proper breakfast
43
42
50
GB 2011
GB 2009
GB 2007
GB 2005
56
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?
35
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitudes to Food – GB (II)
% Applies a lot/a little
75
80
78
80
I try to eat foods that are low in fat
67
68
I think frozen food is as good as fresh in terms of quality
69
69
70
I tend to avoid sugary foods/sweets
75
72
70
77
77
I tend to pick foods that are quick to cook
56
I would often eat „ready prepared‟/ „convenience meals‟
I always try to buy brands that use
environmentally sensitive packaging
78
79
62
65
72
46
45
47
49
GB 2011
GB 2009
GB 2007
GB 2005
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?
36
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes to Frozen Vs. Chilled Food – 2011 Vs. 2009
New question in 2009
ROI 2009 ROI 2011
%
%
Frozen food is always better than
chilled food
Frozen food is usually better than
chilled food
13
9
9
20%
NI 2011
%
GB 2009
%
GB 2011
%
5
9
8
6
8
6
6
50
51
22
24
10
55
52
About the same
NI 2009
%
9
18%
13%
55
55
Chilled food is usually better than
frozen food
16
Chilled food is always better than
frozen food
7
22
7
29%
24
19
7
8
36%
27%
13
12
Q.81 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
37
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Average Portions of Dairy Products Eaten Daily
%
Five+
Four
Three
ROI 2007
ROI 2009
ROI 2011
13
10
11
10
24
14
27
11
NI 2007
NI 2009
N1 2011
GB 2007
GB 2009
GB 2011
4
8
9
9
9
8
10
9
8
7
18
20
22
36
36
35
23
23
23
23
3
2
3
2
3
3
3
2
26
18
25
20
38
16
Two
32
31
40
33
15
One
18
16
17
Don‟t know/none
3
3
2
3
2
3
Average
18
17
6
3
28
3
2
Q.63 On average, how many portions of dairy products do you eat everyday?
38
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Portions of Fruit & Vegetables Eaten Every Day
%
ROI
2005
1-2
42
ROI
2007
36
39
3-4
5-6
7-8
9+
None
Average
ROI
2009
ROI
2011
31
29
44
44
NI
2005
NI
2007
36
32
22
23
- 22
2
2 2
12 *
3
3
3
*2 3
16
NI
2011
37
34
GB
2005
26
35
39
22
3
2 1
3
4
18
19
*2 2
* 14
3
GB
2009
GB
2011
26
32
36
34
39
42
28
21
4
GB
2007
32
38
34
38
19
NI
2009
3
4
28
28
31
31
13
31
3
3
4
2
3
23
4
21
3
Q.62 On average, how many portions of fruit and vegetables do you eat everyday?
39
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Ownership Of An Allotment
New question in 2009
ROI
2009
%
ROI
2011
%
NI
2009
%
NI
2011
%
GB
2009
%
GB
2011
%
Own/rent ….
8
8
7
6
5
3
An allotment
Q.16a Do you currently own or rent an allotment?
40
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who have a garden/ allotment)
PERIscope
Produce Grown In Allotment
New question in 2009
ROI 2009
%
ROI 2011
%
NI 2009
%
NI 2011
%
GB 2009 GB 2011
%
%
Grow your ….
own fruit, such as apples, (23)
berries, etc
25
(13)
own vegetables, such as
carrots, cauliflower, etc (27)
26
(15)
14
(22)
23
own herbs, such as parsley,
basil, etc (30)
27
(17)
15
(24)
24
11
(18)
20
Q.16c Which of the following, if any, do you grow in your allotment ………?
41
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Attitudes Towards Cooking
PERIscope
Attitudes Towards Cooking: Summary
43

GB has the greatest level of culinary expertise across all three regions, with two thirds of
residents claiming that they “would be confident to cook a Sunday roast with all the trimmings/
would enjoy hosting a dinner party where they do all the cooking”

GB has the most positive attitude towards cooking. However, 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.

The art of cooking is becoming more important in ROI, with the proportion of those cooking a
meal from scratch on a daily basis increasing. ROI are also spending more time preparing and
cooking the meal.

Similar to 2009, the most popular method of preparing food at home would be oven
baked/roasted/boiling and on the hob across all three markets.

Convenience meals/ready prepared meals remain popular from a consumption perspective in NI,
whereas GB is more likely to always have convenience/ready prepared meals in supply at home.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Level of Cooking Expertise – 2011
%
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
ROI 2011
NI 2011
GB 2011
2
9
2
1
11
15
34%
Can cook a simple
dinner (e.g. meat and
three veg.)
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
33
23
46%
44%
29
39
38
38
27
18
15
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
44
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Level of Cooking Expertise – ROI (I)
%
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple
dinner (e.g. meat and
three veg.)
ROI
2001
ROI
2003
ROI
2005
ROI
2007
ROI
2009
ROI
2011
3
6
5
6
3
2
9
16
18
14
19
33
32
32
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
Couldn‟t say
16
29
34
35
38
31
13
1
33
10
1
32
28
14
-
14
-
17
*
38
18
*
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
45
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Level of Cooking Expertise – ROI (II)
%
AGE
SEX
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple
dinner (e.g. meat and
three veg.)
Total
2
9
Male
3
Female
1
4
15-24
21
18
15
5
25-34
2
10
33
35-44
*
6
45+
1
7
29
30
Main
Shopper
1
4
26
32
45
Would be confident that
I could produce a good
Sunday roast with all the
trimmings
49
Couldn‟t say
45
39
18
*
44
36
38
27
Would enjoy having a
dinner party where I do
all the cooking
45
22
26
10
*
-
8
-
19
-
26
19
*
-
24
-
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
46
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Level of Cooking Expertise – NI (I)
%
Can‟t boil an egg
Can cook basic snacks (e.g.
beans on toast)
Can cook a simple dinner (e.g.
meat and three veg.)
NI
2005
NI
2007
10
10
25
31
NI
2009
NI
2011
3
2
16
15
30
29
32
38
19
15
-
-
22
35
Would be confident that I could
produce a good Sunday roast
with all the trimmings
24
21
Would enjoy having a dinner
party where I do all the cooking
Couldn‟t say
10
-
12
-
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
47
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Level of Cooking Expertise – NI (II)
%
AGE
SEX
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple
dinner (e.g. meat and
three veg.)
Total
Male
Female
16-24
25-34
35-44
45+
2
2
1
7
3
1
2
9
1
12
15
25
26
25
32
29
28
27
34
31
46
47
38
Would enjoy having a
dinner party where I do
all the cooking
15
* 7
21
25
Would be confident that
I could produce a good
Sunday roast with all the
trimmings
Main
Shopper
34
30
41
16
17
31
21
10
41
9
17
22
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
48
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Level of Cooking Expertise – GB (I)
%
GB
2003
GB
2005
GB
2007
GB
2009
GB
2011
Can‟t boil an egg
Can cook basic snacks (e.g.
beans on toast)
2
11
3
3
14
1
10
1
11
18
Can cook a simple dinner (e.g.
meat and three veg.)
20
23
23
37
39
28
27
*
*
22
27
Would be confident that I could
produce a good Sunday roast
with all the trimmings
43
Would enjoy having a dinner
party where I do all the cooking
23
27
Couldn‟t say
1
1
33
32
20
-
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
49
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Level of Cooking Expertise – GB (II)
%
AGE
SEX
Total
Male
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
1
11
2
Can cook a simple dinner
(e.g. meat and three veg.)
23
16
Female
*
6
16-24
25-34
3
1
11
16
23
22
45+
Main
Shopper
1
7
1
8
19
20
43
42
30
29
30
-
-
-
35-44
11
23
29
Would be confident that I
could produce a good
Sunday roast with all the
trimmings
45
34
39
41
36
32
23
Would enjoy having a
dinner party where I do all
the cooking
27
Couldn‟t say
*
33
20
*
*
17
-
24
-
Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
50
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude to Cooking – 2011
%
ROI 2011
NI 2011
GB 2011
31
27
A chore – something that has
to be done
26
Important because eating well
is important
36
30
Good fun at times
23
27
A passion – I love food
15
13
28
31
14
Q.5 And which of these phrases best describes your attitude to cooking?
51
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude to Cooking – ROI (I)
%
ROI
2001
A chore – something that has
to be done
ROI
2003
ROI
2005
33
ROI
2007
39
43
ROI
2009
ROI
2011
31
26
40
36
31
Important because eating well
is important
38
34
33
33
23
26
Good fun at times
A passion – I love food
Don‟t know
22
5
2
27%
17
6
1
23%
20
6
1
26%
19
8
-
38%
38%
27%
12
*
15
*
Q.5 And which of these phrases best describes your attitude to cooking?
52
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude to Cooking – ROI (II)
%
AGE
SEX
Total
A chore – something
that has to be done
26
Male Female
15-24
19
33
34
25-34
35-44
45+
Main
Shopper
27
22
25
20
Eating
Out
More
51
Important because
eating well is important
31
38
36
23
34
44
34
Good fun at times
A passion – I love food
Don‟t know
23
15
*
26
19
26
31
25
22
20
12
*
38
21
17
-
13
-
17
22
-
-
11
*
18
17
-
12
-
Q.5 And which of these phrases best describes your attitude to cooking?
53
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude to Cooking – NI
%
A chore – something that has
to be done
NI 2005
NI 2007
43
40
23
Important because eating well
is important
NI 2009
NI 2011
32
31
32
30
32
29
Good fun at times
19
A passion – I love food
5
7
24
27
12
13
Q.5 And which of these phrases best describes your attitude to cooking?
54
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude to Cooking – NI (II)
%
AGE
SEX
Total
Male Female
16-24
25-34
34
32
22
A chore – something
that has to be done
31
40
35-44
45+
27
30
Good fun at times
A passion – I love food
30
13
28
33
29
23
31
30
25
24
11
23
29
31
25
27
Eating
Out More
44
34
Important because
eating well is important
Main
Shopper
15
11
24
27
28
24
15
13
13
17
9
Q.5 And which of these phrases best describes your attitude to cooking?
55
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude to Cooking – GB (I)
%
GB 2005
A chore – something that has
to be done
31
Important because eating
well is important
26
GB 2007
GB 2009
GB 2011
25
27
29
28
31
31
15
14
38
27
Good fun at times
31
27
A passion – I love food
12
8
Q.5 And which of these phrases best describes your attitude to cooking?
56
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude to Cooking – GB (II)
%
AGE
SEX
Total
A chore – something
that has to be done
27
Important because
eating well is important
28
Good fun at times
31
A passion – I love food
14
Male Female
16-24
22
32
35-44
45+
25
27
25
24
24
26
33
34
28
20
28
33
35
29
12
25-34
Main
Shopper
17
11
39
12
33
15
Eating
Out More
32
30
28
26
30
16
16
30
11
Q.5 And which of these phrases best describes your attitude to cooking?
57
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All with dependent children living in household)
PERIscope
Children‟s Level of Interest in Cooking - 2011
New question in 2011
ROI 2011
%
NI 2011
%
More interest
22
22
About the same
53
Less interest
25
Not stated
*
GB 2011
%
27
47
51
31
*
11
11
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?
58
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Cooking & Eating – 2011 (I)
% Applies a lot/a little
ROI 2011
NI 2011
It is important to spend time over dinner as
a family
89
85
83
I only eat out for special occasions
We usually have roast on Sundays
74
I would often make an extra effort to
prepare a special meal
62
I like to have ample time in the kitchen for
cooking/preparing meals
70
I really enjoy cooking and being able to
create a great meal
I regularly look up recipes to give me ideas
on what to cook
GB 2011
65
46
82
74
73
74
71
69
72
67
73
67
48
70
48
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?
59
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Cooking & Eating – 2011 (II)
% Applies a lot/a little
ROI 2011
NI 2011
I don‟t like spending too much time on
cooking
59
GB 2011
57
59
I buy hot food from deli counters in
shops/supermarkets
45
60
51
I eat prepared sandwiches/rolls from deli
counters and shops
44
60
52
What I‟m going to have for dinner is very
often a last minute choice
I‟m too busy to cook meals as often as I
would like
We use a lot of ready to eat foods in our
household
51
40
It‟s often hard to get everyone in the
household to sit down together for a meal
52
37
Cooking is something I have to do, not
something I enjoy
There was too much time spent
cooking/preparing food in my parents‟ time
55
55
40
49
59
41
58
55
56
55
47
50
52
42
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?
60
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Attitude Towards Eating & Cooking – ROI (I)
% Applies a lot/a little
89
88
85
83
81
86
83
79
76
73
75
77
74
ROI 2011
71
69
ROI 2009
71
70
ROI 2007
It is important to spend time over dinner as
a family
I only eat out for special occasions
We usually have roast on Sundays
n/a
62
64
60
63
55
58
I would often make an extra effort to
prepare a special meal
70
67
I like to have ample time in the kitchen for
cooking/preparing meals
62
60
56
58
65
61
59
57
52
58
I really enjoy cooking and being able to
create a great meal
I regularly look up recipes to give me ideas
on what to cook
ROI 2005
ROI 2003
ROI 2001
46
43
41
35 40
40
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?
61
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Eating & Cooking – ROI (II)
% Applies a lot/a little
59
60
63
62
62
65
I don‟t like spending too much time on
cooking
I buy hot food from deli counters in
shops/supermarkets
4345
45
44
I eat prepared sandwiches/rolls from deli
counters and shops
What I‟m going to have for dinner is very
often a last minute choice
I‟m too busy to cook meals as often as I
would like
We use a lot of ready to eat foods in our
household
40
40
50
53
57
49
46
51
51
54
53
52
45
46 50
43
39
3740
47
47
46
42
Cooking is something I have to do, not
something I enjoy
There was too much time spent
cooking/preparing food in my parents‟ time
It‟s often hard to get everyone in the
household to sit down together for a meal
55
5456
4042
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
55
54
61
55
60
55
55
49 53
49
49
48
50
4648
47
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?
62
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Eating & Cooking – NI (I)
% Applies a lot/a little
It is important to spend time over dinner as
a family
71
74
I only eat out for special occasions
We usually have roast on Sundays
56
61
64
I like to have ample time in the kitchen for
cooking/preparing meals
63
59
I really enjoy cooking and being able to
create a great meal
55
I regularly look up recipes to give me ideas
on what to cook
37
59
62
78
78
74
72
64
I would often make an extra effort to
prepare a special meal
81
79
75
69
85
83
NI 2011
NI 2009
NI 2007
NI 2005
67
68
67
48
41
47
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?
63
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Eating & Cooking – NI (II)
% Applies a lot/a little
57
56
I don‟t like spending too much time on
cooking
I buy hot food from deli counters in
shops/supermarkets
What I‟m going to have for dinner is very
often a last minute choice
I‟m too busy to cook meals as often as I
would like
51
67
68
50
50
58
64
Cooking is something I have to do, not
something I enjoy
It‟s often hard to get everyone in the
household to sit down together for a meal
52
70
NI 2011
NI 2009
NI 2007
NI 2005
56
59
41
43
74
52
41
39
71
62
60
57
62
55
56
We use a lot of ready to eat foods in our
household
There was too much time spent
cooking/preparing food in my parents‟ time
60
53
I eat prepared sandwiches/rolls from deli
counters and shops
66
63
64
47
48
50
50
57
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?
64
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Eating & Cooking – GB (I)
% Applies a lot/a little
82
84
80
81
It is important to spend time over dinner as
a family
I only eat out for special occasions
73
73
65
71
71
70
We usually have roast on Sundays
I would often make an extra effort to
prepare a special meal
63
66
I like to have ample time in the kitchen for
cooking/preparing meals
58
I really enjoy cooking and being able to
create a great meal
I regularly look up recipes to give me ideas
on what to cook
75
72
70
79
GB 2011
GB 2009
GB 2007
GB 2005
73
70
62
59
70
69
63
48
46
43
48
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?
65
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Eating & Cooking – GB (II)
% Applies a lot/a little
I don‟t like spending too much time on
cooking
55
62
63
51
53
I buy hot food from deli counters in
shops/supermarkets
57
55
52
52
59
I eat prepared sandwiches/rolls from deli
counters and shops
What I‟m going to have for dinner is very
often a last minute choice
52
41
40
I‟m too busy to cook meals as often as I
would like
We use a lot of ready to eat foods in our
household
48
49
Cooking is something I have to do, not
something I enjoy
There was too much time spent
cooking/preparing food in my parents‟ time
It‟s often hard to get everyone in the
household to sit down together for a meal
59
43
37
64
59
58
61
56
55
59
66
GB 2011
GB 2009
GB 2007
GB 2005
55
55
58
58
52
52
55
42
40
45
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?
66
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Incidence Of Attending/Taking Cooking Classes In Past 3 Years – 2011
New question in 2009
ROI 2011
12%
NI 2011
10%
GB 2011
5%
(9%)
(7%)
(5%)
Yes
Yes
Yes
Higher Amongst:
•
•
•
•
•
Female
15-24 yrs
AB‟s
Entertain more at home nowadays
Students
• Female
• 16-24 yrs
• Entertain more at home
nowadays
• 16-24 yrs
• Not mainly/jointly
responsible for grocery
shopping
• Students
• 3+ household
( ) = 2009 figures
Q.6 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
67
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Markets All Adults 15+)
PERIscope
Frequency of Preparing/Cooking Meals From Scratch – 2011
%
ROI 2011
Once/few times a day
NI 2011
GB 2011
33
33
47
24
Few times a week
30
18
12
Once a week
9
8
Once/few times a month
7
10
Less often
10
Never
7
Average
Once
per week
12
7
7
14
11
Once
per week
Once
per week
Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
68
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Preparing/Cooking Meals From Scratch – ROI
%
ROI
2005
Once/few times a day
Few times a week
35
ROI
2007
ROI
2009
ROI
2011
29
43
47
22
21
Once a week
8
Once/few times a month
9
10
13
20
18
9
9
6
Less often
Never
Average
16
12
11
14
Once
per week
Once
per week
7
13
10
9
7
Once
per week
Once
per week
Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
69
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Preparing/Cooking Meals From Scratch – NI
%
Once/few times a day
Few times a week
NI
2005
NI
2007
25
26
NI
2009
NI
2011
35
33
24
24
19
32
Once a week
12
Once/few times a month
13
11
11
12
Less often
14
14
8
8
6
13
12
10
14
Once
per week
Once
per week
Once
per week
Never
Average
19
Once
per week
10
Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
70
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Preparing/Cooking Meals From Scratch – GB
%
Once/few times a day
GB
2005
GB
2007
23
26
GB
2009
GB
2011
33
39
Few times a week
32
31
30
30
Once a week
15
Once/few times a month
9
Less often
Never
14
12
Average
8
10
10
11
11
10
7
7
6
Once
per week
Once
per week
Once
per week
7
7
11
Once
per week
Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
71
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago – 2011
New question in 2009
ROI 2011
NI 2011
GB 2011
More often
16
16
15
Less often
7
7
17
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?
72
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who drink alcohol)
PERIscope
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago – ROI 2011 Vs. 2009
New question in 2009
ROI 2009
%
ROI 2011
%
More often
15
16
About the same
73
Less often
11
 25-34 yrs, entertaining at home more,
3+ in household
77
7
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?
73
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who drink alcohol)
PERIscope
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago – NI 2011 Vs. 2009
New question in 2009
NI 2009
%
NI 2011
%
More often
13
16
About the same
78
Less often
8
 ABC1’s, 16-24 yrs, can cook,
entertaining at home more
67
17
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?
74
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who drink alcohol)
PERIscope
Frequency Of Cooking Meals From Scratch Compared
To 12 Months Ago – GB 2011 Vs. 2009
New question in 2009
GB 2009
%
GB 2011
%
More often
15
15
About the same
77
77
Less often
8
7
 18-24 yrs, C1’s, can cook, have children
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?
75
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency Of Baking From Scratch – 2011
New question in 2011
%
ROI 2011
NI 2011
GB 2011
64
56
13
11
1
2
1
5
4
5
Once/few times a Few times a week
day
5
7
Once a week
18
12
Once/few times a
month
13
13
55
15
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)?
76
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency Of Using Cake Or Bread Mixes – 2011
New question in 2011
%
ROI 2011
NI 2011
GB 2011
71
-
-
-
Once/few times a
day
-
1
2
Few times a week
2
4
3
Once a week
7
12
12
Once/few times a
month
17
14
69
67
16
Less often
Never
Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home using cake or bread mixes?
77
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who prepare own meals)
PERIscope
Preparation of Food x Volumetric – Overview
(% prepare own meals)
Boiled
Oven baked/roasted
ROI
NI
GB
2011 (70%)
2011 (64%)
2011 (83%)
17
15
14
17
17
14
13
18
On the hob
13
Uncooked/ cold
12
Fried
12
12
12
13
8
12
11
Microwaved
Steamed
9
Stir fry/wok
Other
10
2
13
9
8
9
2
8
1
Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
78
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who prepare own meals)
Preparation of Food in Home – ROI
%
87
Boiled
80
89
91
Oven baked/roasted
59
Uncooked/ cold
49
62
Fried
56
64
On the hob
Microwaved
Steamed
Stir fry/wok
59
40
ROI 2011
ROI 2009
34
45
43
48
42
Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
79
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who prepare own meals)
Preparation of Food in Home – NI
%
80
Boiled
88
94
95
Oven baked/roasted
64
66
Uncooked/ cold
69
Fried
64
77
On the hob
69
67
66
Microwaved
Steamed
Stir fry/wok
NI 2011
NI 2009
41
48
43
47
Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
80
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who prepare own meals)
Preparation of Food in Home – GB
%
78
78
Boiled
92
95
Oven baked/roasted
67
65
Uncooked/ cold
61
58
Fried
71
73
On the hob
71
68
Microwaved
Steamed
Stir fry/wok
GB 2011
GB 2009
46
52
48
52
Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
81
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Using Ready Prepared Ingredients – 2011
%
36
23
25
21
20
15
14
17
16
14
15
17
17
13
12
10
8
6
Once/few times a
day
Few times a week
Once a week
ROI 2011
82
Once/few times a
month
NI 2011
Less often
Never
GB 2011
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Using Ready Prepared Ingredients – ROI (I)
%
6
Once/few times a day
6
8
7
21
Few times a week
21
Once a week
16
19
19
15
16
15
Less often
Never
83
17
25
21
ROI 2011
ROI 2009
ROI 2007
ROI 2005
17
Once/few times a month
23
19
21
20
17
16
17
17
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Using Ready Prepared Ingredients – ROI (II)
%
AGE
SEX
Total
Male
Female
15-24
25-34
35-44
45+
Main
Shopper
Once/few times a day
6
5
8
11
6
8
5
7
Few times a week
23
Once a week
18
20
25
22
26
23
16
24
17
20
14
15
17
20
18
17
19
9
11
84
27
21
19
Never
25
19
24
Less often
29
18
14
Once/few times a month
25
23
12
10
16
9
8
19
12
25
13
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Using Ready Prepared Ingredients – NI (I)
%
Once/few times a day
4
14
11
5
25
Few times a week
22
22
15
18
Once a week
32
18
13
Once/few times a month
Less often
Never
85
8
11
NI 2011
NI 2009
NI 2007
NI 2005
16
16
30
22
13
15
12
17
17
24
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Using Ready Prepared Ingredients – NI (II)
%
AGE
SEX
Total
Male
Female
16-24
25-34
35-44
45+
Main
Shopper
Once/few times a day
14
12
16
15
16
16
12
16
Few times a week
25
21
23
29
30
26
27
14
Once a week
Once/few times a month
15
15
17
17
12
17
16
15
Less often
13
15
16
13
86
17
18
17
17
15
16
18
10
11
10
Never
30
21
13
18
13
9
13
11
20
10
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 16+)
PERIscope
Frequency of Using Ready Prepared Ingredients – GB (I)
%
8
Once/few times a day
4
7
9
31
32
Few times a week
36
35
20
22
23
21
Once a week
14
15
16
16
Once/few times a month
10
Less often
Never
87
GB 2011
GB 2009
GB 2007
GB 2005
12
14
13
9
12
11
10
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Using Ready Prepared Ingredients – GB (II)
%
AGE
SEX
Total
Male
Female
16-24
25-34
35-44
45+
Main
Shopper
Once/few times a day
8
8
9
7
8
11
8
8
Few times a week
36
32
39
39
Once a week
Once/few times a month
Less often
Never
88
31
45
39
17
20
20
23
14
10
12
16
10
14
10
12
9
14
23
17
9
7
14
20
20
15
13
38
9
15
13
7
7
11
13
Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
9
10
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Convenience Meals – 2011 (I)
% agree strongly/slightly
85
Are easy to cook
74
89
85
Are easy to prepare
72
88
86
Are quick to cook
72
86
61
Are expensive
47
47
51
Are filling
Are a good substitute for home
cooked meals when time is limited
47
47
ROI 2011
NI 2011
GB 2011
48
43
53
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.
89
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Convenience Meals – 2011 (II)
% agree strongly/slightly
44
38
40
Taste great
40
45
Have poor quality ingredients
39
32
40
Are good value for money
49
ROI 2011
28
40
Always have at home
44
Have natural ingredients/good for
you
NI 2011
GB 2011
24
18
27
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.
90
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Convenience Meals – ROI (I)
% agree strongly/slightly
85
75
Are easy to cook
80
78
80
Are easy to prepare
77
Are quick to cook
61
63
Are expensive
63
45
Are filling
41
Are a good substitute for home
cooked meals when time is limited
n/a
86
86
85
84
87
86
80
85
85
68
72
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
51
50
48
52
48
47
53
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.
91
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Convenience Meals – ROI (II)
% agree strongly/slightly
44
39
Taste great
44
44
50
40
39
42
41
Have poor quality ingredients
33
32
30
31
Are good value for money
37
38
28
29
Always have at home
35
37
41
Have natural ingredients/ good for
you
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
24
22
28
27
22
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.
92
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Convenience Meals – NI (I)
% Agree Strongly/Slightly
74
83
82
Are easy to cook
66
72
84
Are easy to prepare
74
64
72
82
81
Are quick to cook
65
47
50
Are expensive
65
48
NI 2011
NI 2009
NI 2007
NI 2005
47
44
Are filling
57
49
Are a good substitute for home cooked meals
when time is limited
43
47
61
40
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.
93
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Convenience Meals – NI (II)
% Agree Strongly/Slightly
38
35
Taste great
49
38
45
39
Have poor quality ingredients
31
36
40
40
Are good value for money
58
36
40
40
Always have at home
NI 2011
NI 2009
NI 2007
NI 2005
58
36
Have natural ingredients/good for you
18
21
37
25
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.
94
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Convenience Meals – GB (I)
% Agree Strongly/Slightly
89
89
88
Are easy to cook
84
88
89
Are easy to prepare
84
84
86
87
84
84
Are quick to cook
Are expensive
Are filling
Are a good substitute for home cooked meals
when time is limited
47
49
53
51
47
48
47
45
GB 2011
GB 2009
GB 2007
GB 2005
53
51
56
53
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.
95
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Convenience Meals – GB (II)
% Agree Strongly/Slightly
40
40
40
Taste great
36
39
39
Have poor quality ingredients
34
34
49
46
43
46
Are good value for money
GB 2011
GB 2009
GB 2007
GB 2005
44
39
Always have at home
45
45
Have natural ingredients/good for you
27
27
27
24
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.
96
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Incidence of Eating Convenience Meals – Overview
ROI
2005
More often
11
2007
9
NI
2009
7
2011
2005
2007
17
18
7
GB
2009
2011
2005
10
12
11
2007
2009
2011
7
7
8
25
23
21
Less often
97
31
27
31
30
36
28
35
32
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?
31
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Incidence of Eating Convenience Meals – ROI 2011
SEX
AGE
Total
Male
More often
7
8
5
Less often
36
34
37
98
Female
15-24
25-34
35-44
45+
Main
Shopper
6
7
5
7
39
38
37
14
30
33
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Incidence of Eating Convenience Meals – NI 2011
SEX
More often
Less often
99
AGE
Total
Male
Female
12
13
10
32
30
33
16-24
25-34
16
17
30
30
35-44
45+
Main
Shopper
10
9
11
34
32
34
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Incidence of Eating Convenience Meals – GB 2011
SEX
AGE
Total
Male
Female
More often
8
8
8
Less often
23
23
23
100
16-24
25-34
14
11
21
24
35-44
45+
Main
Shopper
6
6
8
22
24
29
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who would buy a „meal deal‟ from the supermarket)
PERIscope
Frequency Of Buying A „Meal Deal‟ From The Supermarket Compared
To 12 Months Ago - 2011
New question in 2011
ROI 2011
%
More often
NI 2011
%
27
GB 2011
%
28
40
About the same
59
60
47
Less often
12
Not stated
3
12
1
12
1
Q.11a Thinking back to 12 months ago, would you say that you are buying a “meal deal” from the supermarket (i.e. €12 value
deal for dinner, desert and wine) more often, less often or about the same?
101
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home – 2011
ROI
NI
1st/2nd
1st
Taste
29
Quality
45
6
15
5
Freshness
6
16
7
15
10
1st/2nd
1st
47
62
8
45
Healthiness
Ease of preparation
1st/2nd
1st
49
21
GB
65
17
27
44
5
13
16
9
16
9
15
5
17
5
12
9
Enjoyment
5
10
6
Safeness of food
6
11
4
11
3
7
Nutritional value
3
8
2
7
2
6
Value for money
9
Price
3
Variety
1
17
8
4
6
6
1
16
11
6
15
6
15
4
10
1
4
Q.39 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
102
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home – ROI
1st
1st/2nd
29
Taste
Quality
Healthiness
Freshness
Ease of preparation
Enjoyment
Safeness of food
Nutritional value
Value for money
Price
Variety
6
7
8
7
6
6
12
13
10
10
10
8
11
7
5
4
6
5
6
5
7
7
3
3
6
3
9
8
3
3
3
3
2
2
1
1
1
1
21
19
36
33
49
54
52
57
45
42
41
33
15
15
21
16
16
16
18
22
15
13
15
12
10
10
14
13
11
11
14
14
8
9
10
7
9
8
8
9
6
6
37
ROI 2011
ROI 2009
ROI 2007
ROI 2005
17
16
4
5
5
7
Q.39 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
103
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Ranking of Factors Considered Important when
Eating/Preparing Food in Home – NI
1st
Taste
Quality
Healthiness
Freshness
Ease of preparation
Enjoyment
Safeness of food
Nutritional value
Value for money
Price
Variety
1st/2nd
28
8
13
8
13
5
5
3
6
7
10
7
13
9
8
7
10
6
6
8
3
4
4
11
4
2
2
6
4
6
6
7
5
6
3
8
5
1
2
2
1
45
41
35
45
27
33
29
31
12
13
14
16
16
23
17
31
15
12
19
15
17
15
17
8
11
10
17
10
7
6
10
9
16
12
17
13
11
7
13
10
6
7
5
6
62
59
50
NI 2011
NI 2009
NI 2007
NI 2005
Q.39 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
104
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Ranking of Factors Considered Important
when Eating/Preparing Food in Home – GB
1st
Taste
Quality
Healthiness
Freshness
Ease of preparation
Enjoyment
Safeness of food
Nutritional value
Value for money
Price
Variety
17
11
9
12
5
7
6
5
9
8
6
6
5
7
8
4
5
7
7
5
3
2
3
2
2
2
1
2
6
7
5
5
4
3
4
3
1
1
1
1
1st/2nd
47
44
49
53
13
14
12
12
16
16
15
14
9
12
13
10
15
18
19
16
7
5
4
5
6
7
6
6
15
15
11
13
10
9
10
8
4
5
4
5
44
38
38
40
65
61
67
68
GB 2011
GB 2009
GB 2007
GB 2005
Q.39 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
105
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
Food Behaviours At Lunch Time
106
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
Food Behaviours At Lunch Time: Summary
107

The majority of adults across all three regions eat their lunch at home, though figures for ROI are
higher than in NI and GB.

For those who usually eat their lunch in work in ROI and NI, almost half are bringing their own
lunch more often than before. This is only true for one third of people in GB.

Eating out for lunch does not reveal major changes in people‟s behaviours since 2009, with the
majority of people claiming that there has been no change in their eating out habits. However,
GB seems to be the region whose eating out has been least affected, with only 1 in 5 people
eating out less than before.

When exploring the contents of children's lunchboxes, there are some interesting findings across
each of the regions. Sandwiches remain the staple component of the lunchbox, followed by fruit,
juice and yoghurt.

Water is more likely to be found in an ROI lunchbox while cereal bars are more popular in
NI lunchboxes.

Crisps are significantly more popular in the lunchboxes of children in NI and GB and their
presence in ROI lunchboxes has fallen to only 4% in 2011.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Place Where Usually Eat Lunch
New question in 2009
ROI 2011
%
NI 2011
%
At work
35
39
At home
65
61
GB 2011
%
44
56
Q.32 During the week, do you usually eat lunch at work or at home?
108
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits – 2011 Vs. 2009 (I)
New question in 2009
Bring in my own lunch
ROI
2009
%
ROI
2011
%
NI
2009
%
NI
2011
%
Prepare my lunch at work
GB
2009
%
GB
2011
%
ROI
2009
%
15
32
More often
43
49
50
Less often
NI
2009
%
NI
2011
%
9
19
GB
2009
%
GB
2011
%
4
8
14
16
23
23
23
28
13
11
10
10
17
81
58
No change
17
33
47
10
ROI
2011
%
46
42
40
54
62
60
68
76
53
35
Q.32a For lunch at work, have you been doing any of the following more often or less often, or have you made no change?
109
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime Habits – 2011 Vs. 2009 (II)
New question in 2009
Go out to eat lunch
More often
ROI
2009
%
ROI
2011
%
NI
2009
%
NI
2011
%
12
11
10
10
Go out & get sandwich & bring it back to work
GB
2009
%
15
GB
2011
%
ROI
2009
%
ROI
2011
%
NI
2009
%
NI
2011
%
20
18
18
16
8
GB
2009
%
21
22
Less often
36
34
35
36
28
No change
51
54
55
54
12
22
19
66
GB
2011
%
28
28
30
23
54
57
70
66
51
55
54
Q.32a For lunch at work, have you been doing any of the following more often or less often, or have you made no change?
110
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Responsible For Preparing Kids Lunch Box – 2011 Vs. 2009
New question in 2009
%
ROI 2011
25%
NI 2011
GB 2011
16%
18%
(20%)
(16%)
(20%)
Yes
Yes
Yes
Higher Amongst:
• Females
• 35-44 yrs
• Main/joint shopper
( ) = 2009 figures
111
• Females
• 25-44 yrs
• Main/joint shopper
• Females
• 25-44 yrs
• Main/joint shoppers
Q.33 Do you have any children in your household for whom you are responsible for preparing their
lunch pack/ lunch box?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes – 2011 Vs. 2009
New question in 2009
ROI
%
NI
%
4
9
6
13
-
7
11
48
1
2
67
75
10
57
57
9
7
Yoghurt
20
Cheese snack/cheese strings
8
6
29
29
57
55
6
2
2
3
ROI 2011
ROI 2009
54
52
2
4
27
26
28
29
21
20
NI 2011
NI 2009
GB 2011
GB 2009
36
8
9
53
48
32
27
39
37
44
53
Bottle of water
75
67
4
6
60
10
13
Milk
Other
44
46
4
4
Juice
Rice pudding
30
32
71
73
Fruit
Smoothie
90
82
42
36
43
36
26
33
Cereal bars
Popcorn
94
97
94
89
Sandwiches
Crisps
GB
%
13
9
Q.33a What would their lunch boxes usually contain?
112
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Eating in Home
PERIscope
Eating In Home: Summary
114

In stark contrast to GB (28%), ROI (76%) and NI (56%) residents are more likely to eat their
main meal in the kitchen/breakfast room.

More and more of the Irish population are taking responsibility for preparing their own meals,
while NI is taking less responsibility for this.

Across all three markets, more emphasis is being placed on eating together, particularly on a
Sunday.

Incidence of entertaining at home more often has increased across all three countries. GB have
the highest claimed incidence of entertaining at home more often, particularly amongst 25-34
year olds.

Preparation of Italian cuisine emerges as the most popular across each region, followed by BBQ
and Chinese food. Indian and Mexican food are particularly popular in GB.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Where Main Meal Takes Place in the Household – 2011
%
ROI 2011
NI 2011
GB 2011
28
56
Kitchen/breakfast room (where
food is cooked)
76
50
34
Living/dining room/lounge
(usually where the main TV is)
Dining room (dedicated room
for eating/dining)
Other
19
3
-
19
7
*
1
Q.26 Generally, where would the main meal in your household take place?
115
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Where Main Meal Takes Place in the Household – ROI
%
Kitchen/breakfast room (where
food is cooked)
Living/dining room/lounge
(usually where the main TV is)
Dining room (dedicated room
for eating/dining)
Other
ROI
2001
ROI
2003
81
83
16
13
3
-
13
ROI
2005
ROI
2007
ROI
2009
ROI
2011
77
75
79
76
17
18
17
19
3
*
3
-
2
4
1
6
Q.26 Generally, where would the main meal in your household take place?
116
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Where Main Meal Takes Place in the Household – NI
%
NI
2005
Kitchen/breakfast room (where
food is cooked)
Living/dining room/lounge
(usually where the main TV is)
Dining room (dedicated room
for eating/dining)
Other
NI
2007
NI
2009
NI
2011
61
56
32
34
6
1
7
*
40
53
44
30
13
14
4
2
Q.26 Generally, where would the main meal in your household take place?
117
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Where Main Meal Takes Place in the Household – GB
%
GB
2003
GB
2005
GB
2007
GB
2009
GB
2011
Kitchen/breakfast room (where
food is cooked)
26
28
24
30
28
Living/dining room/lounge
(usually where the main TV is)
55
52
50
50
Dining room (dedicated room
for eating/dining)
18
18
20
18
19
Other
1
2
3
2
1
53
Q.26 Generally, where would the main meal in your household take place?
118
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Responsibility for Meal Preparation in the Home – 2011
%
ROI 2011
Always prepare own meal
NI 2011
GB 2011
42
51
55
22
Sometimes prepare own meal
19
28
Someone else prepares meal
28
33
16
Other/couldn‟t say
2
2
1
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?
119
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Responsibility for Meal Preparation in the Home – ROI
%
Always prepare own meal
Sometimes prepare own meal
ROI
2001
ROI
2003
ROI
2005
ROI
2007
ROI
2009
45
43
42
39
42
19
18
20
20
ROI
2011
51
20
19
Someone else prepares meal
34
Other/couldn„t say
1
33
36
36
35
28
5
4
5
3
2
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?
120
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who always prepare own meal)
PERIscope
Profile of Those Responsible for Meal Preparation in the Home – ROI
%
SEX
AGE
SOCIAL CLASS
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
6
7
7
5
6
25-34 18
19
17
23
22
15-24
Male
18
19
23
21
27
35-44 24
Female
82
81
77
79
45-54 20
73
55+ 32
25
18
31
24
17
35
23
23
18
18
32
ABC1 34
40
49
41
C2DE
53
42
40
51
52
8
8
32
F 17
121
37
19
10
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Responsibility for Meal Preparation in the Home – NI
%
NI
2005
NI
2007
Always prepare own meal
43
40
Sometimes prepare own meal
18
29
Someone else prepares meal
37
Other/couldn‟t say
2
29
2
NI
2009
NI
2011
46
42
18
22
33
33
3
2
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?
122
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who always prepare own meal)
PERIscope
Profile of Those Responsible for Meal Preparation in the Home – NI
%
NI
2005
Male
NI
2007
NI
2009
NI
2011
NI
2005
16-24
18
35
SOCIAL CLASS
AGE
SEX
27
NI
2007
8
NI
2009
NI
2011
7
9
20
18
NI
2005
NI
2007
NI
2009
NI
2011
ABC1
45
48
48
45
C2DE
55
53
52
55
21
26
25-34
19
16
35-44
22
23
20
17
Female
82
66
73
74
45-54
55+
17
34
14
34
17
33
17
36
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?
123
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Responsibility for Meal Preparation in the Home – GB
%
GB
2003
Always prepare own meal
Sometimes prepare own meal
Someone else prepares meal
52
21
25
GB
2005
GB
2007
47
46
24
21
GB
2009
GB
2011
56
55
18
26
29
28
23
16
Other
2
3
4
3
1
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?
124
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in the Home – GB
%
GB
2005
Male
Female
23
77
GB
2007
22
78
SOCIAL CLASS
AGE
SEX
GB
2009
30
70
GB
2011
33
GB
2005
GB
2007
GB
2009
GB
2011
16-24
6
7
7
8
25-34
18
19
17
16
35-44
20
17
19
18
45-54
16
16
18
18
GB
2005
ABC1
48
C2DE
52
GB
2007
GB
2009
GB
2011
55
52
49
45
48
51
67
55+
40
40
39
41
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?
125
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Family Eating Habits – 2011
% usually eat together
ROI 2011
NI 2011
87
GB 2011
84
83
76
75
62
59
Weekday Saturday
126
56
Sunday
Weekday Saturday
56
Sunday
Weekday Saturday
Sunday
Q.23 Generally when you are having your main meal of the day (during the week), do all family members usually eat together or is there somebody usually missing?
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Family Eating Habits – ROI
% usually eat together
Weekday
Saturday
Sunday
84
72
59
55
58
59
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
127
78
71
74
72
65
64
63
76
87
60
56
60
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
Q.23 Generally when you are having your main meal of the day (during the week), do all family members usually eat together or is there somebody usually missing?
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Family Eating Habits – NI
% usually eat together
Weekday
Saturday
Sunday
84
76
67
69
63
63
56
NI 2005 NI 2007 NI 2009 NI 2011
128
58
60
70
62
56
NI 2005 NI 2007 NI 2009 NI 2011
NI 2005 NI 2007 NI 2009 NI 2011
Q.23 Generally when you are having your main meal of the day (during the week), do all family members usually eat together or is there somebody usually missing?
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Family Eating Habits – GB
% usually eat together
Weekday
Saturday
Sunday
83
75
62
55
60
65
61
56
GB
GB
GB
GB
GB
2003 2005 2007 2009 2011
129
69
57
60
73
72
68
62
GB
GB
GB
GB
GB
2003 2005 2007 2009 2011
GB
GB
GB
GB
GB
2003 2005 2007 2009 2011
Q.23 Generally when you are having your main meal of the day (during the week), do all family members usually eat together or is there somebody usually missing?
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Members of the Family Missing – 2011
ROI 2011
Usually
somebody
missing %
26%
NI 2011
25%
GB 2011
21%
Q.23 Generally when you are having your main meal of the day (during the week), do all family members
usually eat together or is there somebody usually missing?
130
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Members of the Family Missing – ROI
Usually
somebody
missing %
ROI 2001
ROI 2003
ROI 2005
ROI 2007
ROI 2009
ROI 2011
31%
32%
26%
26%
22%
26%
Q.23 Generally when you are having your main meal of the day (during the week), do all family members
usually eat together or is there somebody usually missing?
131
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Members of the Family Missing – NI
NI 2005
Usually
somebody
missing %
14%
NI 2007
18%
NI 2009
16%
NI 2011
25%
Q.23 Generally when you are having your main meal of the day (during the week), do all family members
usually eat together or is there somebody usually missing?
132
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 16+)
PERIscope
Members of the Family Missing – GB
Usually
somebody
missing %
GB 2003
GB 2005
GB 2007
GB 2009
GB 2011
26%
24%
22%
18%
21%
Q.23 Generally when you are having your main meal of the day (during the week), do all family members
usually eat together or is there somebody usually missing?
133
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Family Sitting Down for Breakfast Together – 2011
ROI 2011
49%
NI 2011
45%
GB 2011
44%
% every morning
Who is most likely
to sit down together
for breakfast?
• Those without
children in house
• Those without
children in house
• Those without
children in house
Q.27 About how often does your family as a whole sit down to a family or group breakfast?
134
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Frequency of Family Sitting Down for Breakfast Together – ROI
%
ROI
2003
Every morning
25
ROI
2005
32
ROI
2007
ROI
2009
25
44
Weekdays only
6
ROI
2011
6
49
8
Weekends only
28
29
6
24
Holidays only
Term time only
Never/don‟t know
6
1
33
6
1
7
8
3
25
24
4
2
29
1
30
19
4
15
Q.27 About how often does your family as a whole sit down to a family or group breakfast?
135
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Family Sitting Down for Breakfast Together – NI
%
NI
2005
NI
2007
NI
2009
NI
2011
47
45
25
Every morning
37
7
Weekdays only
8
32
Weekends only
23
Holidays only
Term time only
5
2
Never/don‟t know
25
7
4
19
4
2
22
1 3
30
20
6
1
26
Q.27 About how often does your family as a whole sit down to a family or group breakfast?
136
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Family Sitting Down for Breakfast Together – GB
%
GB
2003
GB
2005
Every morning
19
18
Weekdays only
3
8
Weekends only
18
Holidays only
Term time only
6
1
25
4
-
Never/don‟t know
53
GB
2007
GB
2009
GB
2011
44
44
3
5
23
5
27
6
1
22
1
45
4
38
27
23
4
*
24
Q.27 About how often does your family as a whole sit down to a family or group breakfast?
137
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Frequency of Eating Various Types of Food – 2011
% Weekly or more frequently
Prepared In Home
Italian
27
17
17
BBQ Food
Mexican
4
5
Indian
4
6
Thai
Vietnamese
Other Ethnic
138
42
55
40
3
1
2
1
2
2
*
1
1
2
1
3
61
63
41
39
44
22
14
12
14
Chinese
French
% Every month or more frequently
31
11
8
10
5
1
1
17
21
21
10
ROI 2011
NI 2011
9
GB 2011
14
7
37
38
35
9
10
3
3
3
4
Q.56 And how often would you eat each of the following types of foods …?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Frequency of Eating Various Types of Food – ROI
% Weekly or more frequently
Prepared In Home
42
40
39
36
Italian
French
Thai
Vietnamese
Other Ethnic
139
41
22
27
20
14
12
17
14
Chinese
Indian
61
58
64
59
17
BBQ Food
Mexican
% Every month or more frequently
4
3
5
4
4
5
4
2
3
4
3
2
1
2
*
*
*
*
*
*
2
1
*
*
47
54
46
31
30
38
33
7
5
5
2
1
1
7
*
3
1
2
2
11
11
19
12
10
12
16
10
10
11
14
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
9
Q.56 And how often would you eat each of the following types of foods …?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Frequency of Eating Various Types – NI
% Weekly or more frequently
Prepared In Home
27
24
23
Italian
Chinese
Indian
French
Thai
Vietnamese
Other Ethnic
41
40
39
17
21
14
15
12
18
10
11
BBQ Food
Mexican
% Every month or more frequently
5
4
4
3
6
5
2
5
1
1
3
*
2
2
2
*
1
*
4
*
1
*
*
*
31
17
19
12
38
37
44
38
52
67
57
25
21
22
18
20
7
9
7
9
55
58
NI 2011
NI 2009
34
NI 2007
NI 2005
12
14
10
3
*
5
*
1
1
*
2
Q.56 And how often would you eat each of the following types of foods …?
140
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Frequency of Eating Various Types – GB
% Weekly or more frequently
Prepared In Home
40
44
Italian
22
17
21
BBQ Food
14
14
Chinese
Mexican
Thai
Vietnamese
Other Ethnic
63
53
51
44
31
38
20
23
8
5
7
7
2
4
2
4
2
3
1
3
1
*
*
*
3
1
*
*
74
76
74
53
49
54
50
45
47
21
28
20
22
14
15
12
17
Indian
French
% Every month or more frequently
35
44
33
37
9
15
7
10
10
16
7
6
GB 2011
GB 2009
GB 2007
GB 2005
3
3
1
*
4
3
2
*
Q.56 And how often would you eat each of the following types of foods …?
141
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Incidence Of Entertaining At Home More Often Nowadays – 2011 Vs.
2009
New question in 2009
ROI 2011
NI 2011
29%
GB 2011
38%
28%
(26%)
(23%)
(22%)
Yes
Yes
Yes
Higher Amongst:
•
•
•
•
•
•
Females
35-44 yrs
Dublin
AB‟s
Can cook
Have children
( ) = 2009 figures
142
•
•
•
•
35-44 yrs
AB‟s
Can cook
Have children
•
•
•
•
25-34 yrs
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All entertaining at home more often)
Types Of Entertaining Doing More Often Nowadays – 2011 Vs.
2009
New question in 2009
ROI
(29%)
(26%)
% Entertaining at home more often 2011
% Entertaining at home more often 2009
Romantic meal in instead of going out
NI
(28%)
(22%)
30
43
32
44
Having friends over instead of going to pub
or restaurant
36
73
72
41
57
57
69
58
31
38
26
ROI 2011
ROI 2009
51
62
58
n/a
76
72
74
A few drinks at home with your partner
instead of going to the pub
55
80
77
64
143
28
82
Family celebrations at home instead
Buying a „meal deal‟ instead of going to a
restaurant
GB
(38%)
(23%)
n/a
NI 2011
NI 2009
Q.10a And which, if any, of these types of entertaining in are you doing more often?
n/a
GB 2011
GB 2009
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Ideas To Make Eating In Different To Usual Dinner – 2011 Vs. 2009
New question in 2009
ROI
%
I usually …
NI
%
66
57
Cook from scratch, make a special meal
Get a takeaway
Try new food, experiment
Buy a „meal deal‟ from the supermarket
Create ambience – table setting, candles, music, etc.
39
41
34
29
22
21
37
37
51
52
55
54
Have wine with your meal/special bottle of wine
Have starter/dessert – more courses
Have an aperitif
21
24
52
49
Be more careful about the meat or fish you serve
Go to speciality/gourmet shop/buy some special
food/ingredients
25
24
ROI 2011
ROI 2009
144
49
55
56
60
37
37
31
30
32
34
42
46
44
49
20
20
32
35
21
20
NI 2011
NI 2009
Q.11 If you decide to eat in instead of going out, but want to make eating in different to your usual dinner,
would you usually do any of the following?
GB
%
66
71
52
51
44
54
36
35
37
43
50
55
53
60
23
27
42
48
25
34
GB 2011
GB 2009
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Eating Out of Home
PERIscope
Eating Out Of Home: Summary
146

Although eating out of home more often during the week is more popular in GB and NI than ROI,
the percentage of people rarely/never eating out has increased steadily since 2007.

Being too tired and meeting up with friends are the key reasons cited to eat out in each region.

Across all three countries, the frequency of weekly visits to a variety of food outlets has declined
for the majority of food outlets since 2009.

The quality of food offered is the most important factor when eating in a premises out of home.
However, a significant decline is noted amongst NI residents.

Chinese food is the most popular food eaten when dining out of home, particularly in NI, followed
by Italian and BBQ food. Indian food is more popular in NI and GB than ROI.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Eating Out of Home – 2011
%
ROI 2011
NI 2011
Few times/once a week
25
23
Few times/once a month
29
33
27
45
44
44
Every few months/rarely/never
GB 2011
27
* Question altered since
previous wave, hence not
directly comparable
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
147
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Eating Out of Home – ROI
%
Few times/once a week
ROI
2003
ROI
2005
25
26
ROI
2007
39
Few times/once a month
35
ROI
2009
30
ROI
2011
25
29
36
35
32
Every few months/rarely/never
40
45
38
29
34
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
148
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Eating Out of Home – NI
%
NI
2005
Few times/once a week
NI
2007
NI
2009
NI
2011
13
23
25
35
Few times/once a month
36
33
41
34
Every few months/rarely/never
52
44
34
31
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
149
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Eating Out of Home – GB
%
Few times/once a week
Few times/once a month
Every few months/rarely/never
GB
2005
GB
2007
GB
2009
GB
2011
27
31
30
27
36
36
27
35
32
34
35
44
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
150
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Visiting Food Service Outlets - 2011
% Weekly or more frequent
% Monthly or more frequent
25
23
27
Any Food Service Outlet
55
56
55
14
17
19
Fast Food
34
44
40
11
12
14
Middle of the Road Restaurant
36
44
39
3
17
11
Premium Fast Food
35
8
Upmarket Restaurant
Premium Restaurant
20
3
5
6
1
3
2
ROI 2011
NI 2011
GB 2011
13
19
17
2
5
6
Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?
151
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Visiting Food Service Outlets – ROI
% Weekly or more frequent
25
% Monthly or more frequent
55
30
14
Fast Food
11
Middle of the Road Restaurant
13
3
Premium Fast Food
34
23
21
19
20
36
20
19
18
44
45
41
44
48
53
49
46
17
19
7
8
7
8
26
23
24
ROI
ROI
ROI
ROI
ROI
2011
2009
2007
2005
2003
13
3
6
4
Upmarket Restaurant
2
2
1
2
Premium Restaurant 1
1
-
65
71
69
67
36
34
30
Any Food Service Outlet
19
16
14
11
2
1
6
4
4
Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?
152
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Visiting Food Service Outlets – NI
% Weekly or more frequent
% Monthly or more frequent
23
56
35
Any Food Service Outlet
69
71
30
44
17
34
Fast Food
59
57
25
12
44
21
Middle of the Road Restaurant
52
48
11
35
38
39
11
16
Premium Fast Food
7
Upmarket Restaurant
Premium Restaurant
5
4
2
3
2
1
NI 2011
NI 2009
NI 2007
19
17
19
5
4
5
Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?
153
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Frequency of Visiting Food Service Outlets – GB
% Weekly or more frequent
% Monthly or more frequent
55
27
30
Any Food Service Outlet
62
71
36
40
44
47
19
21
25
Fast Food
39
43
46
14
14
16
Middle of the Road Restaurant
20
24
25
8
6
8
Premium Fast Food
17
14
16
6
Upmarket Restaurant
2
6
Premium Restaurant
2
1
2
GB 2011
GB 2009
GB 2007
6
3
4
Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?
154
Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Incidence Of Eating Out More Often During The Week – 2011
ROI 2011
NI 2011
GB 2011
8%
22%
22%
Yes
Yes
Yes
Higher amongst …
•
•
•
•
•
<25 yrs
AB‟s
Basic/no cooking skills
Describe diet as unhealthy
Single person household
• <25 yrs
• Describe diet as unhealthy
• Basic cooking skills
•
•
•
•
<25 yrs
Basic/no cooking skills
AB‟s
Describe diet as unhealthy
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?
155
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Incidence Of Eating Out More Often During The Week – ROI
ROI 2001
ROI 2003
ROI 2005
ROI 2007
18%
18%
ROI 2009
ROI 2011
8%
8%
30%
20%
Yes
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?
156
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Incidence Of Eating Out More Often During The Week – NI
NI 2005
NI 2007
NI 2009
NI 2011
29%
24%
22%
12%
Yes
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?
157
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Incidence Of Eating Out More Often During The Week – GB
GB 2003
GB 2005
GB 2007
GB 2009
GB 2011
22%
17%
17%
15%
10%
Yes
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?
158
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat out more during the week)
Factors Influencing Decision to Eat Out More – 2011
%
ROI 2011
7
28
27
30
27
12
19
No point in cooking just for myself
21
Cheaper to eat out nowadays
21
Not good at cooking/don‟t like cooking
22
No food at home -
39
15
Don‟t want to wait for something to cook/no time to prepare
A treat for the kids
9
30
Chance to meet up with friends/catch up
36
35
21
Working day is longer
More choices of places to eat locally
GB 2011
31
Too tired to make something at home
Just feel like a treat/something different
NI 2011
17
33
14
22
10
36
20
14
10
-
15
6
6
11
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?
159
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat out more during the week)
Factors Influencing Decision to Eat Out More Often
During The Week – ROI (I)
ROI 2001
(% Eating out more) (20%)
ROI 2011
(30%)
(18%)
(18%)
(8%)
(8%)
38
20
9
18
Cheaper to eat out nowadays
9
6
12
11
16
11
8
8
14
24
11
15
12
19
11
13
13
30
18
15
20
18
23
26
25
23
21
28
27
28
18
31
14
34
36
37
3
37
24
27
36
40
Don‟t want to wait for something to cook/no
time to prepare
37
17
37
Just feel like a treat/something different
A treat for the kids
ROI 2009
n/a
Chance to meet up with friends/catch up
Not good at cooking/don‟t like cooking
ROI 2007
32
Working day is longer n/a
No point in cooking just for myself
ROI 2005
20
Too tired to make something at home
More choices of places to eat locally
%
ROI 2003
21
17
21
10
7
22
10
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?
160
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat out more during the week)
Factors Influencing Decision to Eat out More Often
During the Week – ROI (II)
ROI 2001
ROI 2003
20%
30%
Yes
Yes
1. Just feel like a
treat/something
different
2. Chance to meet
up with friends/
catch up
3. Too tired to
make something
at home
4. Don‟t want to
wait for
something to
cook/ no time to
prepare
1. Just feel like a
treat/ something
different
2. Chance to meet
up with friends/
catch up
3. Too tired to make
something at
home
4. Don‟t want to
wait for something
to cook/no time
to prepare
ROI 2005
18%
Yes
1. Too tired to make
something at
home
2. Just feel like a
treat/something
different
3. More choices of
places to eat
locally
4. Chance to meet
up with friends/
catch up
ROI 2007
ROI 2009
ROI 2011
18%
8%
8%
Yes
Yes
Yes
1. Too tired to make
something at
home
2. Chance to meet
up with friends/
catch up
3. Just feel like a
treat/something
different
4. More choices of
places to eat
locally
1. Too tired to make
something at
home
2. Chance to meet
up with friends/
catch up
3. Just feel like a
treat/something
different
4. Don‟t want to
wait for something
to cook/no time
to prepare
1. Too tired to make
something at
home
2. Chance to meet
up with friends/
catch up
3. Not good at
cooking, don‟t like
cooking
4. Working day is
longer
5. No point in
cooking just for
myself
6. Cheaper to eat
out nowadays
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?
161
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat out more during the week)
Factors Influencing Decision to Eat Out More Often
During The Week – NI (I)
%
NI 2005
(% Eating out more)
(24%)
22
Working day is longer
23
NI 2011
(29%)
(12%)
(22%)
More choices of places to eat locally
39
12
No point in cooking just for myself
13
Cheaper to eat out nowadays
17
Not good at cooking/don‟t like cooking
15
4
29
15
27
27
20
33
22
23
28
16
27
20
34
13
39
34
21
21
Don‟t want to wait for something to cook/
no time to prepare
7
16
13
35
35
12
30
Just feel like a treat/something different
A treat for the kids
NI 2009
31
Too tired to make something at home
Chance to meet up with friends/catch up
NI 2007
14
36
19
20
14
14
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?
162
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who eat out more during the week)
PERIscope
Factors Influencing Decision to Eat Out More Often
During the Week – NI (II)
NI 2005
24%
Yes
1.
2.
3.
4.
Chance to meet up
with friends/catch up
Working day is longer
Too tired to make
something at home
More choice of places
to eat out locally
1.
2.
3.
4.
NI 2007
NI 2009
29%
12%
22%
Yes
Yes
Yes
Chance to meet up
with friends/catch up
Don‟t want to wait for
something to cook/no
time to prepare
Too tired to make
something at home
Cheaper to eat out
nowadays than it used
to be
1.
2.
3.
4.
Too tired to make
something at home
Chance to meet up
with friends/catch up
Just feel like a
treat/something
different
Don‟t want to wait for
something to cook/no
time to prepare
NI 2011
1.
2.
3.
4.
Chance to meet up
with friends/catch up
Cheaper to eat out
nowadays than it used
to be
Too tired to make
something at home
Don‟t want to wait for
something to cook/no
time to prepare
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?
163
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat out more during the week)
Factors Influencing Decision to Eat Out More Often
During The Week – GB (I)
%
(% Eating out more)
GB 2005
GB 2007
GB 2009
(17%)
(17%)
(10%)
19
Too tired to make something at home
Working day is longer
Chance to meet up with friends/catch up
A treat for the kids
43
33
23
8
16
28
29
30
21
24
17
15
17
12
24
26
28
36
9
33
29
Cheaper to eat out nowadays
Not good at cooking/don‟t like cooking
14
39
Just feel like a treat/something different
No point in cooking just for myself
35
19
Don‟t want to wait for something to cook/
no time to prepare
(22%)
35
9
More choices of places to eat locally
GB 2011
14
14
41
10
20
15
20
12
6
20
11
6
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?
164
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who eat out more during the week)
PERIscope
Factors Influencing Decision to Eat out More Often
During the Week – GB (II)
GB 2005
1.
2.
3.
4.
GB 2007
GB 2009
GB 2011
17%
17%
10%
22%
Yes
Yes
Yes
Yes
Chance to meet
up with friends/
catch up
Just feel like a
treat/something
different
More choice of
places to eat out
locally
Cheaper to eat
out nowadays
than it used to be
1.
2.
3.
4.
Chance to meet
up with friends/
catch up
Cheaper to eat
out nowadays
than it used to be
Too tired to make
something at
home
Just feel like a
treat/something
different
1.
2.
3.
4.
Too tired to make
something to eat
Just feel like a
treat/something
different
Chance to meet
up with friends/
catch up
More choice of
places to eat out
locally
1.
2.
3.
4.
Too tired to make
something to eat
Just feel like a
treat/something
different
Chance to meet
up with friends/
catch up
More choice of
places to eat out
locally
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?
165
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who ever eat out)
Ranking of Factors Considered Important When Choosing
a Venue to Eat Out In – 2011
1st
Quality of the food offering
1st/2nd
32
44
52
51
17
15
17
Offers value for money
34
Provides healthy options to choose from
4
6
4
14
15
15
Close/convenient location
7
7
6
16
14
14
Restaurant reputation
5
Provide nutritional information on menus
2
5
2
5
10
6
Suitability for children
3
3
4
6
8
9
Accreditation/quality assurance mark
166
4
6
2
ROI 2011
NI 2011
GB 2011
24
31
24
9
15
9
Menu prices
6
67
39
40
23
21
18
11
10
62
10
14
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who ever eat out)
Ranking of Factors Considered Important When Choosing
a Venue to Eat Out In – ROI
1st
44
48
42
44
Quality of the food offering
Offers value for money
Provides healthy options to choose from
Close/convenient location
Restaurant reputation
Menu prices
Provide nutritional information on menus
Suitability for children
Accreditation/quality assurance mark
167
1st/2nd
62
65
57
64
17
16
11
14
4
4
7
5
7
8
9
7
11
6
9
12
9
8
8
6
2
2
5
3
3
5
3
1
4
4
2
5
32
33
39
39
14
17
23
18
16
15
20
16
23
17
20
25
24
22
18
15
ROI 2011
ROI 2009
ROI 2007
ROI 2005
5
2
8
11
9
6
9
6
10
8
5
13
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who ever eat out)
Ranking of Factors Considered Important When Choosing
a Venue to Eat Out In – NI
1st
32
30
Quality of the food offering
Offers value for money
Provides healthy options to choose from
Close/convenient location
Restaurant reputation
Menu prices
Provide nutritional information on menus
Suitability for children
Accreditation/quality assurance mark
168
1st/2nd
52
48
45
43
15
16
15
12
6
4
8
8
7
6
13
6
10
6
17
16
15
10
6
5
5
2
2
3
3
5
3
1
6
3
2
3
65
62
34
37
32
28
15
14
15
19
14
16
15
21
21
5
5
2
5
13
10
18
25
30
NI 2011
NI 2009
NI 2007
NI 2005
32
31
31
9
8
9
6
6
14
17
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who ever eat out)
Ranking of Factors Considered Important When Choosing
a Venue to Eat Out In – GB
1st
51
47
45
55
Quality of the food offering
Close/convenient location
Restaurant reputation
Menu prices
Provide nutritional information on menus
Suitability for children
Accreditation/quality assurance mark
169
67
67
63
17
21
19
16
Offers value for money
Provides healthy options to choose from
1st/2nd
4
6
3
3
6
6
5
5
5
5
7
6
9
8
8
9
2
1
1
1
4
5
4
1
2
1
2
3
72
40
43
41
47
15
16
13
10
14
15
13
13
18
17
20
17
24
24
22
23
GB 2011
GB 2009
GB 2007
GB 2005
6
5
3
4
9
8
9
4
6
5
4
7
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Meals Eaten Out In The Last 7 Days – 2011
%
ROI 2011
NI 2011
GB 2011
% Yes
Meals or snacks on the premises of a
pub/restaurant/café
Takeaway meals eaten off the premises
where they were prepared
Meals or snacks delivered to your home
48
57
26
20
55
37
21
36
23
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
170
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Meals Eaten Out in the Last 7 Days – ROI
Meals or Snacks
on the Premises of
a Pub/Restaurant/Cafe
2011
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2011
Meals or Snacks
Delivered to
Your Home
2011
Incidence last 7 days
48%
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
Frequency in 2011
(no. of times – excl. zero)
26%
20%
(49%)
(63%)
(50%)
(45%)
(50%)
(32%)
(43%)
(29%)
(29%)
(25%)
(17%)
(24%)
(14%)
(15%)
(10%)
2.0
2.2
2.2
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
171
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Who is Eating Where? – ROI
ROI 2003
Meals or
snacks on the
premises of a
pub/restaurant
Takeaway meals
eaten off the
premises where
they were
prepared
Meals or snacks
delivered to your
home
ROI 2005
ROI 2007
ROI 2009
ROI 2011
• 15-24 yrs
• Urban
• 15-24 yrs
• Single
Household
• 15-24 yrs
• Single
• 15-24 yrs
• AB‟s
•
•
•
•
• 15-24 yrs
• 3+ Household
• Urban
• 15-24 yrs
• 3+ Household
• 15-24 yrs
• 15-34 yrs
• 3+ Household
• 15-34 yrs
• C1‟s
• Working
• 25-34 yrs
• 3+ Household
• Urban
• 25-34/35-44
yrs
• 3+ Household
• Urban
• 55-64 yrs
• Single
•
•
•
•
• 15-24 yrs
• Dublin
• Basic/no
cooking skills
• 3+ Household
15-24 yrs
DE‟s
Urban
3+ Household
15-24 YRS
ABC1‟s
Dublin
Working
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
172
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Meals Eaten Out in the Last 7 Days – NI
Meals or Snacks
On the Premises of
a Pub/Restaurant/Cafe
2011
Incidence last 7 days
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2011
Meals or Snacks
Delivered to
Your Home
2011
57%
37%
21%
NI 2009
(55%)
(38%)
(19%)
NI 2007
NI 2005
(64%)
(48%)
(51%)
(31%)
(42%)
(17%)
1.8
1.5
1.4
Frequency in 2011
(no. of times – excl. zero)
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
173
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Who is Eating Where? – NI
NI 2005
Meals or snacks
on the premises
of a pub/restaurant
• 16-24 yrs
• Belfast
Takeaway meals eaten
off the premises where
they were prepared
•
•
•
•
16-24 yrs
C2
Belfast
East of Ulster
Meals or snacks
delivered to your
home
• 45-54 yrs
• DE
• West of Ulster
NI 2009
NI 2007
• 55-64 yrs
• Belfast
• 16-24 yrs
• C2
• Single
• 25-34 yrs
• C1
• Belfast
NI 2011
• 16-25 yrs
• ABC1
• Outer Belfast
•
•
•
•
Male
16-34 yrs
ABC1‟s
Basic/no
cooking skills
•
•
•
•
•
•
16-34 yrs
C1
Not main/joint shopper
North of NI
Basic/no cooking skills
3+ household
• 16-34 yrs
• Rural
• Basic/no
cooking skills
• 3+ household
• Working
•
•
•
•
•
•
16-44 yrs
C1
Not main/joint shopper
East of NI
Basic/no cooking skills
3+ household
•
•
•
•
16-25 yrs
Belfast
Outer Belfast
Basic/no
cooking skills
• 3+ household
• Working
• Students
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
174
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Meals Eaten Out in the Last 7 Days – GB
Meals or Snacks
On the Premises of
a Pub/Restaurant/Cafe
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
Meals or Snacks
Delivered to
Your Home
2011
2011
2011
Incidence last 7 days
55%
36%
23%
GB 2009
GB 2007
GB 2005
(49%)
(64%)
(48%)
(33%)
(51%)
(30%)
(17%)
(42%)
(15%)
Frequency in 2011
(no. of times excl. zero)
2.2
2.1
2.2
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
175
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Who is Eating Where? – GB
GB 2003
Meals or snacks • 15-24
on the premises • ABC1
of a pub/
restaurant
Takeaway meals
• 15-24
eaten off the
• 3+ Household
premises where
they were
prepared
Meals or
snacks
delivered to
your home
176
• 15-34
• 3+ Household
GB 2005
GB 2007
GB 2009
GB 2011
• 15-24
• Unhealthy
Diet
• 16-24
• Urban
• 16-24 yrs
• ABC1
• Basic/no
cooking skills
•
•
•
•
• 15-24
• London/East
Anglia
• 16-24
• Urban
• Male
• 16-34 yrs
• Basic/no
cooking skills
• 3+ household
•
•
•
•
• 25-34
• Unhealthy
Diet
• 55-64
• Married/
Living as
married
•
•
•
•
•
•
•
•
•
Male
16-24 yrs
C1C2
Basic/no
cooking skills
• Kids
• 3+ household
Male
16-44 yrs
ABC1‟s
Basic/no
cooking skills
• Working
• Student
Male
London
16-44 yrs
Basic/no
cooking skills
• 3+ household
• Working
• Student
16-44 yrs
Urban
Yorkshire
London
Basic/no
cooking skills
• 3+ household
• Kids
Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I
mean main meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Frequency of Eating Various Types – 2011
Prepared Out Of Home
% Few times/once a week
10
Chinese
12
10
Italian
Thai
French
Mexican
Vietnamese
Other Ethnic
177
29
17
33
2
1
3
3
1
2
3
1
3
3
*
1
2
*
*
1
42
26
26
23
24
29
26
7
6
6
9
10
BBQ Food
Indian
% Monthly or more frequent
8
8
8
5
7
7
3
1
22
28
11
11
ROI 2011
NI 2011
GB 2011
9
10
12
3
5
1
*
2
Q.56ii And how often would you eat each of the following types of foods …
(ii) Prepared out of home
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Frequency of Eating Various Types – ROI
Prepared Out Of Home
Chinese
Italian
BBQ Food
Indian
Thai
French
Mexican
Vietnamese
Other Ethnic
178
% Few times/once a week
% Monthly or more frequent
29
30
33
26
24
37
26
24
22
39
31
10
10
19
12
10
8
14
8
6
8
15
9
2
3
4
3
1
2
4
1
1
4
1
1
1
1
3
1
*
1
*
*
*
1
1
1
8
9
17
48
25
5
6
15
5
7
7
14
5
3
3
12
5
ROI 2011
ROI 2009
ROI 2007
ROI 2005
1
1
7
1
1
1
4
2
Q.56ii And how often would you eat each of the following types of foods …
(ii) Prepared out of home
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Frequency of Eating Various Types – NI
Prepared Out Of Home
% Few times/once a week
17
17
19
15
Chinese
Italian
7
4
5
7
BBQ Food
Indian
Thai
French
Mexican
Vietnamese
Other Ethnic
179
% Monthly or more frequent
4
3
4
3
2
2
1
2
*
4
*
3
1
3
1
1
1
*
*
*
*
-
42
46
48
43
18
14
25
29
23
29
22
16
22
24
9
9
8
26
13
11
5
11
7
3
5
5
*
*
**
*
*
44
39
NI 2011
18
NI 2009
30
NI 2007
NI 2005
10
13
12
3
9
Q.56ii And how often would you eat each of the following types of foods …
(ii) Prepared out of home
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Frequency of Eating Various Types – GB
Prepared Out Of Home
% Few times/once a week
12
10
14
17
Chinese
Indian
Mexican
Vietnamese
Other Ethnic
180
3
2
2
3
3
2
2
2
3
1
2
3
2
*
*
*
1
1
*
1
39
42
23
26
28
31
26
20
27
32
28
27
28
31
12
10
7
12
14
8
6
11
14
BBQ Food
French
33
34
6
6
8
Italian
Thai
% Monthly or more frequent
7
7
8
9
6
5
6
1
1
*
2
2
1
2
7
5
6
5
11
GB 2011
GB 2009
GB 2007
GB 2005
12
Q.56ii And how often would you eat each of the following types of foods …
(ii) Prepared out of home
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat each food type)
Change in Frequency of Eating Different Types of Cuisine – 2011 (I)
Italian
Increased
ROI
2011
NI
2011
21
19
BBQ Food
GB
2011
ROI
2011
18
NI
2011
5
7
GB
2011
14
5
9
6
ROI
2011
NI
2011
Indian
GB
2011
ROI
2011
NI
2011
GB
2011
24
21
18
12
Decreased
Chinese
16
16
16
12
6
9
13
6
8
13
12
Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?
181
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat each food type)
Change in Frequency of Eating Different Types of Cuisine – 2011 (II)
French
ROI
2011
Increased
Decreased
11
6
NI
2011
Mexican
GB
2011
17
ROI
2011
NI
2011
18
20
5
GB
2011
ROI
2011
24
NI
2011
8
8
6
7
Vietnamese
GB
2011
ROI
2011
9
11
7
7
NI
2011
19
11
6
11
Thai
13
GB
2011
18
5
5
20
Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?
182
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat each food type)
Change in Frequency of Eating Different Types of Cuisine – ROI (I)
Increased
Italian
BBQ Food
Chinese
Indian
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
33
30
24
Decreased
2
4
27
21
4
17
6
21
5
21
4
19
19
19
22
18
15
1
6
8
7
27
9
5
16
16
4
5
10
16
6
13
6
12
13
16
13
Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?
183
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat each food type)
Change in Frequency of Eating Different Types of Cuisine – ROI (II)
French
Mexican
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
Increased
Decreased
6
3
9
8
6
9
7
7
11
6
Thai
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
14
2
13
8
13
7
14
7
18
Vietnamese
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
24
22
16
15
9
8
ROI ROI ROI ROI ROI
2003 2005 2007 2009 2011
2
9
6
10
7
3
1
7
11
6
7
11
1
8
7
Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?
184
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat each food type)
Change in Frequency of Eating Different Types of Cuisine – NI (I)
Italian
BBQ Food
NI
NI
NI
NI
2005 2007 2009 2011
NI
NI
NI
NI
2005 2007 2009 2011
29
Increased
22
16
19
Chinese
19
24
NI
NI
NI
NI
2005 2007 2009 2011
24
18
Indian
18
18
19
21
NI
NI
NI
NI
2005 2007 2009 2011
24
23
13
7
Decreased
4
4
3
7
11
6
5
6
4
8
14
9
6
9
12
22
Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?
185
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat each food type)
Change in Frequency of Eating Different Types of Cuisine – NI (II)
French
Mexican
Thai
NI
NI
NI
NI
2005 2007 2009 2011
NI
NI
NI
NI
2005 2007 2009 2011
Vietnamese
NI
NI
NI
NI
2005 2007 2009 2011
NI
NI
NI
NI
2005 2007 2009 2011
30
18
17
Increased
7
6
Decreased
8
5
16
21
16
5
11
20
11
5
13
8
8
5
21
19
18
9
4
3
6
18
2
7
13
10
20
Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?
186
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat each food type)
Change in Frequency of Eating Different Types of Cuisine – GB (I)
Increased
Decreased
Italian
BBQ Food
Chinese
Indian
GB
GB GB GB
2005 2007 2009 2011
GB
GB GB GB
2005 2007 2009 2011
GB
GB GB
GB
2005 2007 2009 2011
GB
GB GB
GB
2005 2007 2009 2011
20
9
14
13
12
2
5
5
15
9
21
10
10
5
6
14
15
6
4
12
20
12
12
9
6
18
4
11
14
16
9
8
Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?
187
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who eat each food type)
Change in Frequency of Eating Different Types of Cuisine – GB (II)
French
Mexican
GB
GB GB GB
2005 2007 2009 2011
GB
GB GB GB
2005 2007 2009 2011
18
Increased
Decreased
4
10
6
2
3
7
12
6
5
Thai
7
4
GB
GB GB GB
2005 2007 2009 2011
18
10
5
11
6
Vietnamese
11
9
3
12
7
9
7
GB
GB GB GB
2005 2007 2009 2011
5
3
2
9
7
5
8
5
Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?
188
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Eating In Car (Excluding Sweets and Chocolate)
- Overall (I)
In The Car
%
ROI
2005
ROI
2007
ROI
2009
ROI
2011
Less often/
never/don‟t
know
81
77
77
80
Weekly
19
23
22
20
NI
2005
NI
2007
NI
2009
NI
2011
GB
2005
GB
2007
GB
2009
GB
2011
86
82
81
79
78
77
79
83
14
18
19
21
22
23
21
17
Q.22a How often do you eat something other than sweets or chocolate in a car?
189
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Eating At Work (Excluding Sweets and Chocolate)
- Overall (II)
At Work
%
ROI
2005
Less often/
never/ don‟t
know
73
Weekly
27
ROI
2007
ROI
2009
ROI
2011
68
68
73
32
31
27
NI
2005
NI
2007
NI
2009
NI
2011
GB
2005
GB
2007
GB
2009
GB
2011
68
68
69
73
69
67
69
72
32
32
31
26
31
33
31
28
Q.22b How often do you eat something other than sweets or chocolate on the premises where you work?
190
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Location (Most Often) for Eating in Workplace – 2011
Location of Eating
%
% Eat More Than Twice Monthly
ROI
2011
NI
2011
GB
2011
33
30
27
In the canteen
Yes
29
29
29
13
At my desk
21
27
23
In the staff room
27
29
12
13
Outside on a bench/ wall
9
No
72
71
71
15
In the kitchen
Other
ROI 2011
NI 2011
GB 2011
6
7
6
8
9
Q.22c When you eat something other than sweets or chocolate on the premises where you work where would you eat it most often?
191
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Location (Most Often) for Eating in Workplace – ROI
Location of Eating
%
% Eat More Than Twice Monthly
ROI
2005
ROI
2007
ROI
2009
ROI
2011
33
33
31
28
In the canteen
Yes
29
33
32
28
13
At my desk
In the staff room
Outside on a bench/ wall
No
71
67
68
72
In the kitchen
9
6
Other
4
3
18
20
18
23
21
17
22
12
11
14
16
15
11
11
ROI 2011
ROI 2009
ROI 2007
ROI 2005
8
Q.22c When you eat something other than sweets or chocolate on the premises where you work where would you eat it most often?
192
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Location (Most Often) for Eating in Workplace – NI
Location of Eating
%
% Eat More Than Twice Monthly
NI
2005
NI
2007
NI
2009
NI
2011
Yes
34
38
31
29
18
21
At my desk
21
In the staff room
No
66
62
69
6
In the kitchen
Other
5
26
29
22
13
10
16
6
32
27
27
Outside on a bench/ wall
71
30
19
In the canteen
NI 2011
NI 2009
NI 2007
NI 2005
20
13
10
9
8
8
7
Q.22c When you eat something other than sweets or chocolate on the premises where you work where would you eat it most often?
193
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Location (Most Often) for Eating in Workplace – GB
Location of Eating
%
% Eat More Than Twice Monthly
GB
2005
GB
2007
GB
2009
GB
2011
22
19
20
In the canteen
Yes
32
34
31
29
27
27
28
At my desk
30
29
21
23
26
In the staff room
9
Outside on a bench/ wall
No
68
66
69
71
In the kitchen
7
6
5
4
Other
7
2
17
14
13
35
GB 2011
GB 2009
GB 2007
GB 2005
9
5
Q.22c When you eat something other than sweets or chocolate on the premises where you work where would you eat it most often?
194
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Health & Wellbeing
PERIscope
Health & Wellbeing: Summary
196

ROI positions itself as the healthiest region, with more than 4 out of 5 respondents describing their diet as
very/fairly healthy. This trend has increased steadily since 2007.

There is still a divided opinion as to whether respondents should be eating more or less of “bread, cereals,
pasta, rice, potatoes”, “milk & dairy products” and “meat”. Having said that, all regions are aware that they
should consume more “fresh fruit & vegetables”, “fish”, “hi-fibre or wholegrain foods” in order to be more
healthy. While consumption of “salty”, “fatty” or “sugary foods” should be reduced.

ROI see a direct link between eating healthy and being healthy (93%) compared to 78% in NI and 86% in
GB.

There appears to be still quite a bit of confusion surrounding labelling on packs and the various nutritional
claims on them. That said, GB consumers appear to have the greatest overall understanding in terms of
“the nutritional claims on packaging” and “understanding labelling on food”.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Overall Descriptors of Diet – 2011
%
My Diet is …
ROI 2011
NI 2011
GB 2011
12
Very healthy
18
30
84%
58
79%
70%
61
Fairly healthy
55
19
Not sure
Fairly unhealthy
Very unhealthy
Don‟t know
Mean 2011
Mean 2009
Mean 2007
Mean 2005
197
11
9
5
* 1
4.1
3.9
3.9
4.0
9
*1
3.7
3.8
3.8
3.9
Q.59 How would you describe your diet overall?
10
*1
3.9
3.9
3.8
3.8
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Overall Descriptors of Diet – ROI
%
My Diet is …
ROI
2003
ROI
2005
ROI
2007
ROI
2009
Very healthy
25
23
21
22
79%
Fairly healthy
75%
79%
56
54
54
ROI
2011
30
80%
84%
57
55
Not sure
Fairly unhealthy
Very unhealthy
Don‟t know
14
Mean
4.0
5
1
1
1
14
18
4
2
6
1
-
6
1
-
4.0
3.9
3.9
13
9
*
5
1
4.1
Q.59 How would you describe your diet overall?
198
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Overall Descriptors of Diet – NI
%
My Diet is …
NI
2005
NI
2007
NI
2009
Very healthy
22
22
18
68%
NI
2011
12
68%
74%
Fairly healthy
46
Not sure
26
Fairly unhealthy
Very unhealthy
Don‟t know
Mean
-
46
58
18
15
19
2
11
2
1
9
1
*
9
*1
3.9
3.8
3.8
4
70%
56
3.7
Q.59 How would you describe your diet overall?
199
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Overall Descriptors of Diet – GB
%
My Diet is …
GB
2003
GB
2005
GB
2007
Very healthy
15
14
17
75%
80%
61
GB
2009
GB
2011
18
23
71%
80%
56
Fairly healthy
65
Not sure
9
Fairly unhealthy
Very unhealthy
Don‟t know
Mean
8
2
-
8
2
1
10
1
-
7
1
-
3.8
3.8
3.8
3.9
79%
61
58
15
16
11
12
*
10
1
3.9
Q.59 How would you describe your diet overall?
200
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Change in Eating Habits in the Last Year – Overall
%
ROI
2005
ROI
2007
ROI
2009
ROI
2011
NI
2005
NI
2007
NI
2009
NI
2011
GB
2005
GB
2007
GB
2009
GB
2011
26
25
26
26
24
22
5
7
8
5
5
4
36
More healthy
Less healthy
27
5
30
4
28
5
24
24
6
8
7
Q.60 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
201
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Change in Eating Habits in Last Year – ROI (2011)
%
AGE
SEX
Total
More healthy
24
Less healthy
6
Male
Female
15-24
25-34
35-44
28
26
26
28
7
7
6
11
25
22
21
6
45+
Main
Shopper
3
5
Q.60 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
202
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Change in Eating Habits in Last Year – NI (2011)
%
AGE
SEX
Total
Male
Female
16-24
25-34
35-44
45+
Main
Shopper
More healthy
25
24
25
26
25
23
25
27
Less healthy
7
8
6
8
8
6
6
6
Q.60 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
203
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Change in Eating Habits in Last Year – GB (2011)
%
AGE
SEX
More healthy
Less healthy
Total
Male
Female
22
21
22
4
4
5
16-24
25-34
35-44
26
24
24
45+
22
19
7
5
5
Main
Shopper
3
4
Q.60 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
204
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Items Eaten More if Trying to be More Healthy – 2011
ROI 2011
%
%
Eat less of Eat more of
NI 2011
%
Eat less of
%
Eat more of
Food or drink containing sugar 98
1
96
3
Food contains fats 96
3
96
3
Fresh fruit
2
98
Fresh vegetables/salad
*
99
Bread, cereals, pasta, rice, potatoes
Milk and dairy products
Meat
54
50
Fish
5
Salt in your food 95
Lower fat options
2
%
Eat more of
93
3
3
96
4
93
97
2
94
50
46
44
43
60
37
58
44
41
47
36
59
46
39
7
94
90
8
8
89
3
17
%
Eat less of
92
3
44
37
GB 2011
83
82
7
80
17
80
18
72
Products enriched with vitamins/ minerals
12
83
14
81
17
67
Products that claim to lower cholesterol/blood pressure
16
79
13
81
18
66
Carbonated soft drinks 94
Wholegrain foods
Hi-fibre foods
11
4
8
88
5
87
94
78
9
8
88
11
80
7
89
9
79
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?
205
* All others 5% or less
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Items Eaten More if Trying to be More Healthy – ROI
ROI 2007
%
%
Eat less of Eat more of
ROI 2009
%
%
Eat less of Eat more of
ROI 2011
%
%
Eat less of Eat more of
Food or drink containing sugar
92
3
98
1
98
1
Food contains fats
90
3
94
2
96
3
Fresh fruit
2
91
3
96
2
98
Fresh vegetables/salad
2
91
2
95
*
99
47
Bread, cereals, pasta, rice, potatoes
48
40
Milk and dairy products
35
50
Meat
37
48
Salt in your food
83
24
Lower fat options
Products enriched with vitamins/ minerals
Products that claim to lower cholesterol/
blood pressure
Carbonated soft drinks
Wholegrain foods
Hi-fibre foods
50
8
60
50
47
88
5
5
95
69
26
62
44
37
45
90
6
54
55
82
6
Fish
47
38
94
3
80
17
11
72
20
75
12
83
12
72
23
71
16
79
6
79
85
94
8
10
77
13
82
9
79
9
87
5
11
4
87
94
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?
206
* All others 5% or less
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Items Eaten More if Trying to be More Healthy – NI
NI 2007
%
Eat less of
NI 2009
NI 2011
%
Eat more of
%
Eat less of
%
Eat more of
Food or drink containing sugar 92
7
98
1
96
3
Food contains fats 97
2
96
1
96
3
Fresh fruit
1
98
2
97
Fresh vegetables/salad
*
99
1
98
Bread, cereals, pasta, rice, potatoes
51
47
Milk and dairy products
52
47
Meat
44
56
Fish
8
Salt in your food 93
Lower fat options
Products enriched with vitamins/ minerals
Products that claim to lower cholesterol/
blood pressure
Carbonated soft drinks
45
51
44
36
59
6
11
13
83
91
Hi-fibre foods
7
92
91
6
82
88
50
58
17
11
97
37
14
Wholegrain foods
2
45
91
8
96
49
83
90
3
46
15
15
%
Eat more of
50
91
4
%
Eat less of
80
8
90
8
89
17
80
84
14
81
81
13
81
4
12
7
8
88
83
8
88
88
7
89
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?
207
* All others 5% or less
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Items Eaten More if Trying to be More Healthy – GB
GB 2007
%
Eat less of
%
Eat more of
GB 2009
%
%
Eat less of Eat more of
Food or drink containing sugar 94
1
96
1
Food contains fats 90
2
95
2
GB 2011
%
%
Eat less of Eat more of
93
3
92
3
Fresh fruit
2
94
2
96
4
93
Fresh vegetables/salad
1
94
1
97
2
94
Bread, cereals, pasta, rice, potatoes
38
46
47
44
44
43
Milk and dairy products
44
41
45
46
44
41
Meat
46
46
39
38
5
Fish
Salt in your food
Lower fat options
Products enriched with vitamins/ minerals
Products that claim to lower cholesterol/
blood pressure
Carbonated soft drinks
52
83
5
83
38
6
83
4
90
8
88
82
7
19
67
22
72
18
12
69
15
75
17
67
13
69
16
75
18
66
74
9
85
6
78
72
9
Wholegrain foods
13
74
12
82
11
80
Hi-fibre foods
8
78
8
85
9
79
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?
208
* All others 5% or less
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All adults 15+, all markets summary)
Items Eaten More if Trying to Be More Healthy – 2011
More of:
Less of:

Fresh fruit

Food or drink containing sugar

Fresh vegetables/salad

Food containing fats


Fish

Hi-fibre foods


Wholegrain foods

Products enriched with
vitamins/minerals

Products that claim to lower
cholesterol/blood pressure

Lower fat options
Divided Opinions

Bread, cereals, pasta, rice,
potatoes

Milk & dairy products

Meat
Salt in your food
Carbonated soft drinks
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?
209
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Diet – 2011 (I)
% Agree
Slightly
% Agree
Strongly
38
43
37
To be healthy it is really important to eat properly
55
35
48
28
60
44
A good diet can help your mental health
37
33
I think diet and lifestyle are more important than
medication in preventing heart disease
I am conscious of the nutritional benefits of food
I eat to feel good
It doesn‟t matter what I eat, I am fairly healthy
210
50
54
30
30
40
33
44
38
42
48
40
23
32
35
41
45
37
42
39
35
26
26
17
9
15
%
Agree
93
78
86
88
81
82
85
70
77
81
71
72
76
70
63
59
48
50
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.
ROI 2011
NI 2011
GB 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Diet – 2011 (II)
% Agree
Slightly
I eat healthy to take control of my life
41
40
35
I have a great deal of control over my future health
36
35
39
% Agree
Strongly
26
15
20
25
14
24
18
12
14
42
I only eat foods that are healthy and good for me
29
30
19
20
25
40
39
35
I eat for enjoyment and not for health reasons
I wish I had time to exercise but I am just too busy
20
27
25
10
12
13
I am often confused about what I should eat to
stay healthy
28
29
22
11
10
I am concerned about my children becoming
obese
17
24
16
6
16
16
17
%
Agree
67
55
55
60
49
63
60
41
44
59
59
60
30
39
37
39
39
28
33
40
33
ROI 2011
NI 2011
GB 2011
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.
211
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Diet – ROI (I)
% Agree
Slightly
To be healthy it is really important to eat properly
A good diet can help your mental health
I think diet and lifestyle are more important than
medication in preventing heart disease
I am conscious of the nutritional benefits of food
I eat to feel good
It doesn‟t matter what I eat, I am still fairly healthy
I eat healthy to take control of my life
% Agree
Strongly
38
40
43
39
28
33
35
40
30
37
38
32
42
44
39
37
41
40
36
36
42
36
42
38
41
41
36
36
55
50
45
50
60
52
50
46
54
45
46
51
38
30
35
32
35
24
28
33
17
18
22
20
26
19
25
26
%
Agree
93
90
88
89
88
84
85
86
85
82
84
83
81
74
74
69
76
64
64
69
59
54
64
58
67
60
61
62
ROI 2011
ROI 2009
ROI 2007
ROI 2005
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.
212
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Diet – ROI (II)
% Agree
Slightly
36
35
33
I have a great deal of control over my future health
n/a
I eat for enjoyment and not for health reasons
I am often confused about what I should eat to stay
healthy
25
21
26
n/a
42
36
39
33
18
16
19
21
40
36
35
32
19
20
21
21
I only eat foods that are healthy and good for me
I wish I had time to exercise but I am just too busy
% Agree
Strongly
20
20
25
n/a
10
12
18
n/a
28
29
30
n/a
11
11
13
n/a
17
17
19
I am concerned about my children becoming obese
n/a
16
14
16
n/a
%
Agree
60
57
59
n/a
60
52
58
54
59
56
56
53
30
33
44
n/a
39
40
43
n/a
33
31
35
n/a
ROI 2011
ROI 2009
ROI 2007
ROI 2005
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.
213
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Diet – NI (I)
% Agree
Slightly
To be healthy it is really important to eat properly
A good diet can help your mental health
I think diet and lifestyle are more important than
medication in preventing heart disease
43
42
40
34
44
39
41
33
40
36
45
29
43
29
33
37
42
28
27
30
37
27
36
23
23
16
18
26
18
24
26
32
45
44
40
I eat to feel good
29
It doesn‟t matter what I eat, I am still fairly healthy
I eat healthy to take control of my life
39
38
25
32
40
35
30
25
78
86
69
67
81
81
69
60
70
73
72
65
71
67
61
50
70
63
64
55
48
48
31
56
55
49
38
40
35
48
44
45
I am conscious of the nutritional benefits of food
%
Agree
% Agree
Strongly
9
11
6
24
15
14
8
15
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.
214
NI 2011
NI 2009
NI 2007
NI 2005
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Diet – NI (II)
% Agree
Slightly
% Agree
Strongly
35
39
30
I have a great deal of control over my future health
n/a
14
19
13
n/a
29
30
25
31
I only eat foods that are healthy and good for me
12
11
19
15
39
40
41
I eat for enjoyment and not for health reasons
20
18
22
16
29
27
22
I wish I had time to exercise but I am just too busy
I am often confused about what I should eat to stay
healthy
12
12
13
38
n/a
n/a
29
29
27
n/a
10
8
14
n/a
24
19
27
I am concerned about my children becoming obese
n/a
16
17
12
n/a
%
Agree
49
58
43
n/a
41
42
44
46
59
58
63
45
39
34
51
n/a
39
37
41
n/a
40
37
39
n/a
NI 2011
NI 2009
NI 2007
NI 2005
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.
215
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Diet – GB (I)
% Agree
Slightly
To be healthy it is really important to eat properly
A good diet can help your mental health
I think diet and lifestyle are more important than
medication in preventing heart disease
I am conscious of the nutritional benefits of food
I eat to feel good
It doesn‟t matter what I eat, I am still fairly healthy
I eat healthy to take control of my life
37
42
42
43
33
37
42
45
33
38
41
46
40
41
41
42
37
36
38
40
35
36
36
33
35
35
37
34
%
Agree
% Agree
Strongly
86
90
75
74
82
85
73
78
77
79
71
77
72
73
63
63
63
61
55
60
50
51
51
42
55
56
50
46
48
48
33
31
50
47
31
33
44
42
30
31
32
32
22
21
26
25
17
20
15
14
15
9
20
21
13
12
GB 2011
GB 2009
GB 2007
GB 2005
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.
216
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Diet – GB (II)
% Agree
Slightly
% Agree
Strongly
39
39
38
I have a great deal of control over my future health
n/a
n/a
30
29
34
33
I only eat foods that are healthy and good for me
24
22
16
14
17
11
9
35
33
38
39
I eat for enjoyment and not for health reasons
25
24
19
15
25
22
30
I wish I had time to exercise but I am just too busy
n/a
n/a
22
20
24
I am often confused about what I should eat to stay
healthy
13
14
12
n/a
6
9
7
n/a
16
15
22
I am concerned about my children becoming obese
n/a
17
17
13
n/a
%
Agree
63
61
54
n/a
44
46
45
42
60
57
57
54
37
36
42
n/a
28
29
31
n/a
33
32
35
n/a
GB 2011
GB 2009
GB 2007
GB 2005
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.
217
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Wellbeing – 2011
% Agree
Slightly
% Agree
Strongly
%
Agree
38
Good food can enhance body and
mind
43
37
81
41
41
43
77
34
40
I consider what I eat to be really
important for my wellbeing
91
53
37
79
ROI 2011
NI 2011
GB 2011
21
30
64
67
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.
218
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Wellbeing – ROI
% Agree
Slightly
% Agree
Strongly
%
Agree
38
Good food can enhance body and
mind
53
41
44
86
41
44
85
42
44
86
41
I consider what I eat to be really
important for my wellbeing
91
45
40
41
37
30
29
27
79
ROI 2011
ROI 2009
ROI 2007
ROI 2005
75
69
68
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.
219
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Wellbeing – NI
% Agree
Slightly
% Agree
Strongly
%
Agree
43
47
Good food can enhance body and
mind
27
35
72
22
43
41
57
21
45
30
80
32
45
I consider what I eat to be really
important for my wellbeing
77
34
19
11
23
64
NI 2011
NI 2009
NI 2007
NI 2005
64
52
53
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.
220
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Wellbeing – GB
% Agree
Slightly
Good food can enhance body and
mind
% Agree
Strongly
40
41
81
41
42
82
41
46
37
I consider what I eat to be really
important for my wellbeing
%
Agree
40
69
29
75
30
39
38
28
30
19
17
67
GB 2011
GB 2009
GB 2007
GB 2005
69
57
57
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.
221
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes Towards Healthy Options – 2011
% Applies
A Lot
33
30
36
Healthier foods are always more expensive than
other foods
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
45
47
42
20
19
21
45
51
43
25
22
22
I would like manufacturers to help me eat
healthy
I find there are never enough healthy food
options when shopping
Choosing healthy food to eat is very limiting and
boring too
72
76
75
67
68
68
66
70
64
66
66
58
40
46
43
44
53
46
39
46
39
22
21
26
I am willing to pay more for healthy food and
beverages as long as they taste good
%
Applies
% Applies
A Little
40
44
36
10
11
12
29
35
31
11
16
15
34
37
31
ROI 2011
NI 2011
GB 2011
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.
222
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes Towards Healthy Options – ROI
% Applies
A Lot
33
33
34
36
40
Healthier foods are always more expensive than
other foods
22
22
I am willing to pay more for healthy food and
beverages as long as they taste good
n/a
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
I would like manufacturers to help me eat
healthy
I find there are never enough healthy food
options when shopping
Choosing healthy food to eat is very limiting and
boring too
% Applies
A Little
33
28
20
18
27
25
25
25
22
32
32
28
10
10
20
17
15
11
13
15
16
16
n/a
%
Applies
72
73
73
75
76
67
66
73
71
n/a
66
66
71
75
70
66
61
69
69
69
40
41
53
48
46
44
47
52
50
49
39
40
39
39
36
45
43
40
43
45
47
44
50
45
40
38
37
37
41
29
31
33
31
31
34
34
37
34
33
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
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.
223
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Health Options – NI
% Applies
A Lot
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
I would like manufacturers to help me eat
healthy
I find there are never enough healthy food
options when shopping
Choosing healthy food to eat is very limiting and
boring too
46
48
42
40
47
45
48
45
51
46
47
43
44
39
30
29
Healthier foods are always more expensive than
other foods
I am willing to pay more for healthy food and
beverages as long as they taste good
%
Applies
% Applies
A Little
41
28
21
19
24
21
19
21
27
24
22
21
47
39
11
13
13
16
16
15
16
13
32
20
35
31
53
37
37
36
NI 2011
NI 2009
NI 2007
NI 2005
53
40
76
77
83
68
68
64
72
66
70
68
74
67
66
60
69
59
46
44
66
53
53
51
69
53
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.
224
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Healthy Options – GB
% Applies
A Lot
Healthier foods are always more expensive than
other foods
I am willing to pay more for healthy food and
beverages as long as they taste good
n/a
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
I would like manufacturers to help me eat
healthy
n/a
I find there are never enough healthy food
options when shopping
Choosing healthy food to eat is very limiting and
boring too
36
34
31
31
30
26
27
20
20
n/a
21
23
19
24
18
22
25
19
21
39
41
45
44
39
42
42
45
48
43
45
n/a
12
13
9
9
11
15
15
14
12
13
%
Applies
% Applies
A Little
46
41
36
37
44
47
31
30
34
37
29
31
33
36
41
35
55
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
75
75
76
75
69
68
68
65
68
n/a
64
67
74
70
59
58
61
63
68
n/a
43
43
43
46
40
46
48
50
53
48
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.
225
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Calories/Fat Content – 2011
% Applies
A Lot
I would like to see more low fat products
I am more concerned about what I eat and
drink to control my weight
I am more concerned about fat content than
calories
I always look for a low fat option when
buying food products
I always think of the calories in what I eat
%
Applies
% Applies
A Little
23
24
24
36
43
35
58
22
22
25
37
46
40
59
24
18
28
34
40
37
19
20
23
37
40
37
16
22
19
66
59
68
65
57
59
64
ROI 2011
NI 2011
GB 2011
57
61
61
51
36
36
34
58
53
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.
226
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Calories/Fat Content – ROI
% Applies
A Lot
I would like to see more low fat products
I am more concerned about what I eat and
drink to control my weight
n/a
I am more concerned about fat content than
calories
I always look for a low fat option when
buying food products
I always think of the calories in what I eat
% Applies
A Little
23
22
31
30
26
22
22
31
28
n/a
24
20
28
29
22
19
19
27
23
19
16
14
18
18
15
%
Applies
36
33
42
40
38
37
40
36
39
34
40
38
38
35
37
38
37
36
35
36
35
37
32
30
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
58
60
73
70
64
59
62
67
67
n/a
57
59
66
67
57
57
58
64
59
54
51
49
55
50
45
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.
227
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Calories/Fat Content – NI
% Applies
A Lot
24
27
32
24
I would like to see more low fat products
I am more concerned about what I eat and
drink to control my weight
I am more concerned about fat content than
calories
22
21
31
30
18
20
20
28
I always look for a low fat option when
buying food products
20
19
19
22
22
I always think of the calories in what I eat
14
22
22
% Applies
A Little
43
37
44
40
46
44
44
38
40
37
44
35
40
39
47
34
NI 2011
NI 2009
NI 2007
NI 2005
36
31
38
38
%
Applies
66
64
76
64
68
65
75
68
59
58
64
63
61
58
66
56
58
46
60
60
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.
228
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Calories/Fat Content – GB
% Applies
A Lot
I would like to see more low fat products
I am more concerned about what I eat and
drink to control my weight
n/a
I am more concerned about fat content than
calories
I always look for a low fat option when
buying food products
I always think of the calories in what I eat
24
29
21
22
29
25
24
21
22
28
29
21
22
27
23
22
20
21
25
19
19
17
17
17
%
Applies
% Applies
A Little
n/a
35
35
40
45
32
40
38
45
46
37
37
43
46
31
37
41
41
42
32
34
33
38
40
31
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
59
64
61
67
61
65
62
66
68
n/a
64
66
64
68
58
61
63
61
63
57
53
52
55
57
48
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.
229
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Balanced/Healthy Diet – 2011
% Applies
A Lot
%
Applies
% Applies
A Little
54
37
42
I always try to eat a balanced diet
45
54
35
42
43
45
46
28
30
I try to buy foods that are natural
52
I try to limit the amount of fast food I consume
31
37
43
49
I try to buy products that have added vitamins &
minerals
I eat at least 5 portions of fruit and veg per day
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible
33
23
21
16
40
41
37
32
26
32
40
41
39
17
19
16
30
26
25
38
33
37
ROI 2011
NI 2011
GB 2011
19
24
20
91
87
89
85
74
76
83
80
82
63
61
52
72
67
72
55
52
53
50
50
45
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.
230
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Balanced/Healthy Diet – ROI
% Applies
A Lot
54
47
49
44
48
42
38
38
41
36
52
44
44
40
40
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
I try to buy products that have added vitamins &
minerals
I eat at least 5 portions of fruit and veg per day
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible
23
20
19
18
16
32
30
25
19
22
17
15
15
14
12
30
27
24
25
24
% Applies
A Little
37
43
40
45
43
43
42
45
40
39
31
35
37
39
35
40
37
43
39
32
40
39
39
39
42
38
37
40
36
30
19
21
23
21
19
%
Applies
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
91
90
89
89
91
85
80
83
81
75
83
79
81
79
75
63
56
62
57
48
72
69
64
57
64
55
52
55
50
42
50
48
47
46
43
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.
231
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Balanced/Healthy Diet – NI
% Applies
A Lot
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
I try to buy products that have added vitamins &
minerals
I eat at least 5 portions of fruit and veg per day
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible
% Applies
A Little
42
43
48
34
28
26
38
20
37
37
43
31
21
19
13
14
26
24
35
28
19
13
11
14
26
27
27
17
%
Applies
45
44
43
53
45
49
38
44
43
40
40
38
41
38
42
35
41
41
41
44
33
34
43
36
NI 2011
NI 2009
NI 2007
NI 2005
24
18
20
30
87
87
91
87
74
75
76
64
80
78
83
69
61
57
55
49
67
65
76
72
52
47
54
50
50
45
47
47
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.
232
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Balance/Healthy Diet – GB
% Applies
A Lot
% Applies
A Little
I always try to eat a balanced diet
I try to buy foods that are natural
39
45
23
24
32
49
46
37
38
44
16
18
10
14
10
32
39
33
29
32
I eat at least 5 portions of fruit and veg per day
I always check the nutritional labelling on foods
before buying them
I try to give the children as much veg as possible
52
30
36
I try to limit the amount of fast food I consume
I try to buy products that have added vitamins &
minerals
54
57
16
17
13
15
15
25
30
18
23
22
%
Applies
35
34
49
43
38
46
44
50
51
43
33
35
40
40
33
37
39
43
42
28
39
36
35
42
40
37
38
37
38
28
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
20
19
25
28
18
89
92
88
88
90
76
80
73
75
75
82
81
77
78
77
52
56
53
56
38
72
75
68
71
72
53
55
50
53
43
45
49
43
51
40
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.
233
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Nutrition and Wellness – 2011
% Applies
A Lot
I eat to feel good and take control of my life
I eat to enrich/enhance mental alertness and spiritual
well being
49
52
44
82
78
31
45
76
48
39
70
3
8
6
75
63
46
28
30
26
18
14
17
I very rarely nibble between meals
My diet is mainly vegetarian
33
26
31
23
23
There are not enough product options for people
who suffer food intolerances
%
Applies
% Applies
A Little
43
43
16
40
57
15
18
35
39
50
11
14
14
57
ROI 2011
NI 2011
GB 2011
14
23
20
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.
234
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Nutrition & Wellness – ROI
% Applies
A Lot
33
28
31
32
I eat to feel good and take control of my life
n/a
n/a
45
46
45
41
n/a
n/a
28
30
38
31
35
40
40
40
40
36
18
21
23
30
26
16
21
18
17
18
There are not enough product options for people
who suffer food intolerances
I very rarely nibble between meals
3
6
6
6
4
%
Applies
49
50
43
45
31
26
28
27
I eat to enrich/enhance mental alertness and spiritual
well being
My diet is mainly vegetarian
% Applies
A Little
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
11
13
14
13
14
82
78
74
77
n/a
76
72
73
68
n/a
46
51
61
61
61
57
61
58
57
54
14
19
20
19
18
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.
235
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Nutrition and Wellness – NI
% Applies
A Lot
% Applies
A Little
26
22
25
22
I eat to feel good and take control of my life
52
48
49
49
23
15
19
22
I eat to enrich/enhance mental alertness and spiritual
well being
48
45
47
47
14
21
12
18
There are not enough product options for people
who suffer food intolerances
30
28
36
32
15
15
11
I very rarely nibble between meals
35
35
39
38
25
8
My diet is mainly vegetarian
3
%
Applies
78
70
74
71
70
NI 2011
NI 2009
NI 2007
NI 2005
14
9
7
9
29
26
60
66
69
43
49
48
50
50
50
50
63
23
12
36
35
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.
236
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Nutrition and Wellness – GB
% Applies
A Lot
31
30
I eat to feel good and take control of my life
n/a
23
25
16
16
I eat to enrich/enhance mental alertness and spiritual
well being
n/a
There are not enough product options for people
who suffer food intolerances
I very rarely nibble between meals
My diet is mainly vegetarian
44
42
50
52
19
24
n/a
%
Applies
% Applies
A Little
39
39
42
46
n/a
17
19
15
18
26
18
20
12
17
10
6
5
5
7
7
26
28
35
39
29
39
35
43
46
46
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
14
12
16
19
11
75
72
69
76
n/a
63
64
58
62
n/a
43
47
50
57
55
57
54
55
63
56
20
18
21
26
18
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.
237
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Health Products/Labelling – 2011
% Applies
A Lot
%
Applies
% Applies
A Little
42
52
22
I believe that products with claimed health
benefits work
24
26
13
13
15
60
64
41
36
17
18
94
38
22
I often find it difficult to understand the labelling
on food
91
51
41
I often find it difficult to understand the
nutritional claims on packaging
94
47
46
I am confident that the food in the supermarket
is safe
53
32
ROI 2011
NI 2011
GB 2011
39
34
56
65
52
65
51
54
67
50
65
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.
238
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Health Products/Labelling – ROI
% Applies
A Lot
46
47
39
46
44
I am confident that the food in the supermarket
is safe
38
42
40
40
n/a
n/a
24
24
27
23
23
I often find it difficult to understand the labelling
on food
32
36
35
38
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
11
51
53
58
13
13
19
n/a
n/a
%
Applies
47
46
51
45
45
22
23
26
24
I often find it difficult to understand the
nutritional claims on packaging
I believe that products with claimed health
benefits work
% Applies
A Little
n/a
n/a
94
93
90
91
89
60
64
66
64
n/a
56
60
62
61
34
65
67
77
n/a
n/a
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.
239
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Health Products/Labelling – NI
% Applies
A Lot
% Applies
A Little
41
34
31
39
I am confident that the food in the supermarket
is safe
51
59
51
48
22
21
I often find it difficult to understand the
nutritional claims on packaging
41
42
36
39
35
28
26
25
32
29
I often find it difficult to understand the labelling
on food
NI 2007
NI 2005
54
46
21
n/a
NI 2011
NI 2009
39
38
41
36
13
13
I believe that products with claimed health
benefits work
%
Applies
62
n/a
91
93
82
87
64
63
71
67
65
63
73
65
67
59
83
n/a
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.
240
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Health Products/Labelling – GB
% Applies
A Lot
% Applies
A Little
42
45
52
48
I am confident that the food in the supermarket
is safe
55
53
33
39
43
48
n/a
I believe that products with claimed health
benefits work
36
33
43
45
17
21
13
17
I often find it difficult to understand the
nutritional claims on packaging
I often find it difficult to understand the labelling
on food
%
Applies
n/a
18
20
13
16
20
15
12
9
n/a
n/a
34
34
41
44
33
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
50
50
50
n/a
n/a
94
93
88
92
91
53
54
56
62
n/a
52
53
54
60
53
65
62
59
n/a
n/a
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.
241
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Environmental Issues
PERIscope
Environmental Issues: Summary

The overall awareness of the term „sustainability‟ has increased in ROI (47%) and GB (52%)
since 2009, however it has decreased to 37% in NI.

There has been an increase in awareness in ROI (65%) and GB (78%) for „carbon footprint‟.
This is higher amongst AB‟s and older age groups.


Food miles are showing some growth in ROI and NI. Those who always/actively/sometimes
consider buying food with low food miles has increased between 2009 and 2011 in ROI (23%)
and NI (16%).


243
The most popular perception of the term is “a measure of environmental damage”.
Overall understanding of the term refers to “the distance that food has to travel from
producer to shop”.
ROI (62%) and GB (55%) consumers agree that they are “more conscious of environmental
issues in their choice of products nowadays”.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Awareness of Sustainability – 2011
ROI 2011
NI 2011
47%
(% Aware 2009)
37%
GB 2011
52%
Yes
Yes
Yes
(41%)
(40%)
(47%)
In 2011, Higher Amongst:
•
•
•
•
•
35-44 year olds
AB‟s
Can cook
Entertain at home more
Buy organic, speciality food
& local produce
•
•
•
•
45-54 yrs
ABC1‟s
Can cook
Entertain at home more
• 35-44 year olds
• ABs
• Buy organic, speciality
food & local produce
Q.82 Which of the following have you ever heard of?
244
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of sustainability)
Understanding of the Term Sustainability – Spontaneous (2011)
Total
%
% Aware
ROI 2011
( %)
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
34
Production practices which do not have
a future affect on the environment
Other
Don‟t know
GB 2011
( %)
34
24
Ensuring that future generations have
what we have today
Consumption practices which do not
have a future effect on the environment
NI 2011
( %)
31
31
14
11
9
20
8
17
5
1
15
13
6
11
22
Q.83 What do you understand the term “Sustainability” to mean?
245
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of sustainability)
Understanding of the Term Sustainability – ROI
2011
GENDER
TOTAL
2007
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
38
Production practices which do not have
a future affect on the environment
Other
Don‟t know
3
9
34
24
29
20
9
2011
%
28
26
Ensuring that future generations have
what we have today
Consumption practices which do not
have a future effect on the environment
2009
%
14
19
9
9
5
3
16
15
AGE
Male
Female
15-24 25-34 35-44
45+
%
%
%
%
%
35
32
19
42
34
33
27
21
20
25
23
25
14
15
13
14
18
13
8
11
18
5
10
9
8
3
5
8
4
5
10
20
25
10
14
15
%
Q.83 What do you understand the term “Sustainability” to mean?
246
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of sustainability)
Understanding of the Term Sustainability – NI
2011
GENDER
TOTAL
2007
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
2009
%
34
Production practices which do not have
a future affect on the environment
20
41
Consumption practices which do not
have a future effect on the environment
2
Don‟t know
2
31
18
14
Other
34
31
10
Ensuring that future generations have
what we have today
2011
%
11
11
4
17
1
18
11
AGE
Male
Female
16-24 25-34 35-44
45+
%
%
%
%
%
35
33
42
29
29
36
32
30
21
36
34
31
11
11
4
10
11
14
16
17
19
25
18
11
1
1
-
-
1
1
10
12
15
8
13
10
%
Q.83 What do you understand the term “Sustainability” to mean?
247
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of sustainability)
Understanding of the Term Sustainability – GB
2011
GENDER
TOTAL
2007
%
2009
%
2011
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
21
25
Production practices which do not have
a future affect on the environment
23
23
Ensuring that future generations have
what we have today
Consumption practices which do not
have a future effect on the environment
Other
Don‟t know
18
14
9
13
10
11
23
20
8
13
6
21
22
AGE
Male
Female
16-24 25-34 35-44
45+
%
%
%
%
%
31 33
29
24
37
39
28
20
20
26
16
19
20
9
7
8
10
9
8
16
10
18
16
7
13
6
6
8
7
6
6
19
26
15
18
20
25
%
Q.83 What do you understand the term “Sustainability” to mean?
248
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Awareness of the Term Carbon Footprint – 2011
ROI 2011
NI 2011
57%
65%
Yes
(% Aware 2009)
GB 2011
(64%)
78%
Yes
Yes
(62%)
(75%)
IN 2011, Higher Amongst:
•
•
•
•
35-44 year olds
AB‟s
Can cook
Buy organic, speciality
food & local produce
•
•
•
•
25-34 yrs
AB‟s
Have internet access
Responsible for grocery shopping
•
•
•
•
•
Males
35-44 year olds
AB
Rural
Have internet access
Q.82 Which of the following have you ever heard of?
249
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of carbon footprint)
Understanding of the Term Carbon Footprint – Spontaneous (2011)
Total
%
% Aware
ROI 2011
( %)
The amount of carbon dioxide which is emitted
before a product reaches the market
34
An individuals effect on the environment brought
about by the consumption of products
Don‟t know
16
40
-
13
29
15
37
2
GB 2011
( %)
36
15
A measure of environmental damage
Other
NI 2011
( %)
34
7
11
16
Q.84 What do you understand the term “Carbon Footprint” to mean?
250
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint – ROI
2011
GENDER
TOTAL
2007
%
2009
%
The amount of carbon dioxide
which is emitted before a
product reaches the market
33
An individuals effect on the
environment brought about by
the consumption of products
33
A measure of environmental
damage
Other
Don‟t know
27
8
34
16
27
3
2011
%
15
39
5
37
2
14
13
AGE
Male
Female
15-24 25-34 35-44
45+
%
%
%
%
%
%
35
33
32
38
35
32
14
16
17
16
14
13
40
35
31
34
42
39
3
1
3
1
3
2
10
16
17
10
9
15
Q.84 What do you understand the term “Carbon Footprint” to mean?
251
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint – NI
2011
GENDER
TOTAL
2007
%
The amount of carbon dioxide
which is emitted before a
product reaches the market
An individuals effect on the
environment brought about by
the consumption of products
A measure of environmental
damage
Other -
Don‟t know -
2009
%
30
2011
%
36
21
27
24
44
15
39
2
40
-
12
11
AGE
Male
Female
15-24 25-34 35-44
45+
%
%
%
%
%
39
33
31
37
46
33
14
16
12
19
16
15
39
42
45
42
31
42
-
-
-
1
-
-
10
11
16
5
9
13
%
Q.84 What do you understand the term “Carbon Footprint” to mean?
252
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint – GB
2011
GENDER
TOTAL
2007
%
The amount of carbon dioxide
which is emitted before a
product reaches the market
2009
%
23
An individuals effect on the
environment brought about by
the consumption of products
Other
Don‟t know
18
25
7
16
38
5
17
29
28
29
A measure of environmental
damage
2011
%
34
7
15
16
AGE
Male
Female
15-24 25-34 35-44
45+
%
%
%
%
%
33
25
31
30
33
26
18
15
15
14
13
19
34
34
40
34
37
30
5
8
3
7
9
7
12
20
13
14
9
20
%
Q.84 What do you understand the term “Carbon Footprint” to mean?
253
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes Towards Food Miles – 2011
%
ROI 2011
I have never heard of it before today
I have heard of it but do not consider
it important
I consider the term to be a fad
I sometimes try to buy food with low
food miles
I actively/ always try to buy food with
low food miles
Don‟t know
254
NI 2011
GB 2011
57
58
19
23
47
23
7
8
8
15
11
8
*
5
-
*
Q.76 Thinking specifically about „Food Miles‟, which of the following statements best describes you‟re attitude
towards the term?
11
2
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes towards Food Miles – ROI
%
ROI
2007
ROI
2009
62
56
ROI
2011
47
I have never heard of it before today
In 2011, Highest Amongst
 15-24 yrs, DE’s
23
I have heard of it but do not consider it important
16
23
7
I consider the term to be a fad
I sometimes try to buy food with low food miles
I actively/ always try to buy food with low food miles
Don‟t know
255
9
10
3
3
7
15
9
4
*
8
*
 AB’s
 35-44 yrs, AB’s
Q.76 Thinking specifically about „Food Miles‟, which of the following statements best describes you‟re attitude
towards the term?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitudes towards Food Miles – NI
%
NI
2007
I have never heard of it before today
NI
2009
NI
2011
In 2011, Highest Amongst
37
57
 DE’s, 65+ yrs
72
I have heard of it but do not consider it important
18
I consider the term to be a fad
12
19
I sometimes try to buy food with low food miles
26
I actively/ always try to buy food with low food miles
Don‟t know
256
6
*
13
8
5
8
2
*
11
5
-
 ABC1’s
 AB’s
Q.76 Thinking specifically about „Food Miles‟, which of the following statements best describes you‟re attitude
towards the term?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitudes towards Food Miles – GB
%
GB
2007
I have never heard of it before today
69
GB
2009
63
16
I have heard of it but do not consider it important
16
I consider the term to be a fad
I sometimes try to buy food with low food miles
I actively/ always try to buy food with low food miles
Don‟t know
7
6
1 1
257
GB
2011
58
In 2011, Highest Amongst
 Females, DE’s, basic/no cooking skills,
don’t buy local produce, nor speciality
food, nor organic food
23
7
8
10
3
*
11
2
-
 65+ yrs, AB’s, can cook, buy local
produce, organic & healthy diet
 65+ yrs, rural, buy local produce &
organic food
Q.76 Thinking specifically about „Food Miles‟, which of the following statements best describes you‟re attitude
towards the term?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All aware of the term food miles)
Understanding of the Term Food Miles – Spontaneous (Overall)
ROI
2007
% Aware (38%)
ROI
2009
ROI
2011
(44%)
(53%)
The distance that food
has to travel from (70)
producer to shop
(65)
An indication of
(15)
environmental impact
(23)
(1)
(1)
Don‟t know (15)
(11)
Other
NI
2007
79
14
2
6
NI
2009
NI
2011
GB
2007
GB
2009
GB
2011
(63%) (28%)
(43%)
(31%)
(36%)
(43%)
(69)
(83)
(12)
(6)
(2)
(1)
(18)
(10)
(61)
(80)
(15)
(11)
(1)
(-)
(6)
(10)
65
23
-
11
79
11
2
10
Q.77 What do you understand the term “Food Miles” to mean?
258
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Statements Regarding Environmental Issues - 2011
% Agree
Slightly
% Agree
Strongly
38
I am more conscious of
environmental issues in my choice
of products today
24
32
13
36
18
33
I prefer to buy from companies that
are aware of the impact of
environmental issues
22
26
13
32
17
%
Agree
62
46
55
55
40
49
ROI 2011
NI 2011
GB 2011
Q.71 Please tell me how strongly you agree or disagree with the following statements?
259
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Statements Regarding Environmental Issues - Overview (I)
I am more conscious of environmental issues in my choice of products today
%
Agrees
ROI
2011
ROI
2009
ROI
2007
%
Agrees
62
NI 2011
53
NI 2009
56
NI 2007
In 2011, Higher Amongst:
•
•
•
•
45-54 yrs
AB‟s
Responsible for grocery shopping
Buy organic, speciality food &
local produce
%
Agrees
46
49
53
GB
2011
55
GB
2009
57
GB
2007
45
In 2011, Higher Amongst:
In 2011, Higher Amongst:
• Females
• 25-34 yrs
• AB‟s
• 55-64 yrs
• AB‟s
• Responsible for grocery
shopping
• Buy organic, speciality food &
local produce
Q.71 Please tell me how strongly you agree or disagree with the following statements?
260
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Statements Regarding Environmental Issues – Overview (II)
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agrees
ROI
2011
55
%
Agrees
%
Agrees
NI
2011
40
GB
2011
49
50
ROI
2009
49
NI
2009
38
GB
2009
ROI
2007
51
NI
2007
36
GB
2007
In 2011, Higher Amongst:
In 2011, Higher Amongst:
• AB‟s
• 35-44 year olds
• Responsible for grocery
shopping
• Buy organic, speciality
food & local produce
• Females
• 45-54 yrs
• AB‟s
35
In 2011, Higher Amongst:
• 55-64 year olds
• AB‟s
• Buy organic & local
produce
Q.71 Please tell me how strongly you agree or disagree with the following statements?
261
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Fair Trade Products – 2011
%
Applies
a little
%
Applies
a lot
14
47
14
44
15
49
30
17
47
28
17
45
19
52
34
I wish there was more Fair Trade
products/brands available in store
30
33
The higher price of Fair Trade products
puts me off buying them
33
37
I try to buy Fair Trade products/brands
whenever they are available
%
Applies
48
11
32
16
48
34
16
50
ROI 2011
NI 2011
GB 2011
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.
262
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Fair Trade Products – ROI
%
Applies
a little
%
Applies
a lot
I wish there was more Fair Trade
products/brands available in store
34
29
36
31
30
14
17
15
14
12
The higher price of Fair Trade products
puts me off buying them
30
28
29
26
26
17
19
17
15
13
47
47
46
41
39
I try to buy Fair Trade products/brands
whenever they are available
37
36
33
32
25
11
11
12
11
9
48
48
45
43
34
%
Applies
47
46
51
45
42
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
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.
263
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Fair Trade Products – NI
I wish there was more Fair Trade
products/brands available in store
The higher price of Fair Trade products
puts me off buying them
I try to buy Fair Trade products/brands
whenever they are available
%
Applies
a little
%
Applies
a lot
30
14
44
29
14
44
43
20
44
15
28
17
45
27
19
47
31
28
29
12
32
16
29
12
26
29
28
15
%
Applies
63
59
59
41
48
41
55
43
NI 2011
NI 2009
NI 2007
NI 2005
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.
264
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Fair Trade Products – GB
I wish there was more Fair Trade
products/brands available in store
The higher price of Fair Trade products
puts me off buying them
I try to buy Fair Trade products/brands
whenever they are available
%
Applies
a little
%
Applies
a lot
33
33
34
37
20
15
17
9
10
10
33
31
31
36
21
19
23
15
11
12
34
30
33
37
21
16
17
12
11
15
%
Applies
49
50
43
47
30
52
54
46
47
33
50
48
45
48
36
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
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.
265
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Grocery Shopping
PERIscope
Grocery Shopping: Summary

Across each region, the majority of all grocery shoppers (55%) continues to be female. However, in ROI
and GB, the number of males involved in grocery shopping has been steadily increasing. GB has the
highest proportion of male grocery shoppers, at 44%.

While quality considerations remain important when shopping for grocery items, looking for the best value
for money is equally, if not more important. In fact, looking for a bargain, watching out for announcements of
promotions and general price considerations have all increased in importance in recent years.

Similar to previous waves, „fresh‟ remains the most important statement on a food label. „Natural‟ and
„grown without pesticides‟ also continue to hold weight, albeit to a lesser extent.

Awareness of super foods has declined across all regions, while functional foods seem to have suffered a
similar fate, except in ROI, where there has been a significant increase in awareness. ROI has also
improved its awareness of fair trade products, ethical products and glycemic index.

ROI consumers continue to be more aware of quality symbols and country of origin and this is illustrated by
those claiming to always or sometimes check labels for this information.

Delivery of groceries to the home has not seen any major movements, though more are now placing
deliveries over the phone. GB are also still more likely to have ever bought food items via the internet
(28%), while ROI remain quite far behind (9%).
267
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers – 2011
%
ROI
2011
Male
(49)
38
NI
2011
SOCIAL CLASS
AGE
SEX
GB
2011
34
44
ROI
2011
NI
2011
GB
2011
15-24
7
10
10
25-34
23
18
17
ABC1
ROI
2011
NI
2011
42
44
GB
2011
53
35-44
22
19
19
Female
(51)
45-54
62
18
19
18
66
C2DE
50
56
56
47
55+
30
34
37
F
( ) = Total 2011 Sample
268
8
-
-
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers – ROI
%
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
15-24
(16)
Male
(49)
Female
(51)
27
73
( ) = Total 2011 Sample
269
26
74
30
70
SOCIAL CLASS
AGE
SEX
32
68
33
67
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
7
8
7
9
8
7
38 25-34 22
(22)
21
21
20
24
23 ABC1
(41)
35-44 23
(19)
23
25
22
22
22
45-54 19
(16)
62
19
17
18
18
55+ 29
(27)
29
30
15
34
28
C2DE
(51)
40
40
39
39
49
50
51
52
10
10
10
9
42
42
51
50
7
8
30
F
(8)
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Mainly/Jointly Responsible)
PERIscope
Profile of Grocery Shoppers – NI
%
NI
2005
Male
(48)
38
NI
2007
38
NI
2009
32
NI
2011
34
16-24
(17)
25-34
(17)
35-44
(18)
Female
(52)
62
62
69
66
45-54
(17)
55+
(32)
( ) = Total 2011 Sample
270
SOCIAL CLASS
AGE
SEX
NI
2005
NI
2007
16
16
18
20
17
29
NI
2009
NI
2011
8
10
20
18
18
22
19
17
19
NI
2005
NI
2007
NI
2009
ABC1
(47)
44
46
49
C2DE
(53)
56
54
51
NI
2011
44
20
17
29
33
56
34
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Mainly/Jointly Responsible)
PERIscope
Profile of Grocery Shoppers – GB
%
GB
GB
GB
GB
GB
2003 2005 2007 2009 2011
Male
(49)
34
30
31
39
44
GB
GB
GB
GB
GB
2003 2005 2007 2009 2011
16-24
(15)
25-34
(16)
35-44
(18)
Female
(51)
66
70
69
45-54
(17)
61
271
8
7
7
8
10
19
19
19
19
17
21
16
19
19
20
18
16
18
18
19
36
39
GB
GB
GB
GB
GB
2003 2005 2007 2009 2011
ABC1 52
(54)
C2DE
(46) 48
56
55+
(35)
( ) = Total 2011 Sample
SOCIAL CLASS
AGE
SEX
37
35
50
50
37
56
53
53
44
46
47
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?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who have a wheat allergy)
PERIscope
Frequency Of Purchasing Wheat (Gluten) Free Food - 2011
New question in 2011
ROI 2011
%
Weekly
NI 2011
%
50
GB 2011
%
50
67
Less often/never/don‟t know
50
50
33
* Caution small base
272
Q.63b And how often, if at all, would you or somebody in your household purchase wheat (gluten) free food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Responsibility for Grocery Shopping – 2011
%
ROI 2011
NI 2011
GB 2011
43
Mainly responsible
51
55
18
Jointly responsible with
someone else
20
28
39
Someone else
responsible
28
17
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?
273
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Responsibility for Grocery Shopping – ROI
%
ROI
2001
ROI
2003
ROI
2005
ROI
2007
ROI
2009
Mainly responsible
47
45
43
41
46
Jointly responsible with
someone else
10
12
14
16
ROI
2011
51
16
20
Someone else
responsible
43
43
43
43
38
28
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?
274
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Responsibility for Grocery Shopping – NI
%
NI
2005
NI
2007
NI
2009
Mainly responsible
47
47
50
Jointly responsible with
someone else
13
18
13
Someone else
responsible
40
35
37
NI
2011
43
18
39
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?
275
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 16+)
PERIscope
Responsibility for Grocery Shopping – GB
%
GB
2003
GB
2005
GB
2007
Mainly responsible
48
45
45
Jointly responsible with
someone else
18
21
Someone else
responsible
34
34
GB
2009
GB
2011
55
55
25
28
20
17
21
34
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?
276
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 15+)
Attitudes Towards Grocery Shopping – 2011 (I)
Quality of fresh food is more important
than price
%
Agree
Slightly
40
45
37
%
Agree
Strongly
38
22
32
40
43
39
38
78
28
37
71
I most often go to the same store but
look for the best value for money I can
get
I will pay a bit more for grocery shopping
to get superior customer service
I don‟t mind spending time when looking
for a bargain
I watch for announcements for sales or
promotions on grocery
34
28
24
13
11
14
%
Agree
79
67
70
76
47
38
38
36
38
32
19
22
26
55
37
36
24
23
23
61
26
ROI 2011
NI 2011
GB 2011
61
58
59
49
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.
277
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Grocery Shoppers 15+)
PERIscope
Attitudes Towards Grocery Shopping – 2011 (II)
When I shop the first thing I look for is
price
The most important thing is price when
grocery shopping
There is no difference between the main
supermarkets
I tend to buy on impulse if I think they
are cheap
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
%
Agree
Slightly
39
43
33
%
Agree
Strongly
21
24
29
34
37
28
16
19
22
32
32
27
35
35
33
29
27
21
ROI 2011
NI 2011
GB 2011
%
Agree
60
67
62
50
56
50
12
13
14
44
14
16
20
49
13
14
14
42
44
41
51
53
40
36
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.
278
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 15+)
Attitudes Towards Grocery Shopping – ROI (I)
%
%
Agree
Agree
Slightly Strongly
%
Agree
79
77
83
82
82
Quality of fresh food is more important
than price
40
38
42
37
39
38
40
41
45
43
I most often go to the same store but
look for the best value for money I can
get
40
39
45
40
39
38
42
28
31
39
I will pay a bit more for grocery shopping
to get superior customer service
34
30
36
31
36
13
16
16
19
18
47
45
52
50
54
I don‟t mind spending time when looking
for a bargain
36
33
32
31
32
19
21
17
22
20
55
53
49
53
52
I watch for announcements for sales or
promotions on grocery
37
30
32
29
29
24
25
16
22
18
61
56
48
51
47
78
81
73
71
78
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.
279
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 15+)
Attitudes Towards Grocery Shopping – ROI (II)
%
%
Agree
Agree
Slightly Strongly
When I shop the first thing I look for is
price
39
33
39
35
38
21
26
18
19
23
The most important thing is price when
grocery shopping
34
28
29
27
31
16
20
16
19
22
There is no difference between the main
supermarkets
32
30
30
26
26
12
15
20
18
14
I tend to buy on impulse if I think they
are cheap
35
28
38
26
34
14
17
15
16
13
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
29
25
24
20
25
13
17
14
13
13
%
Agree
60
59
57
54
61
50
48
45
46
53
44
45
50
44
40
49
45
53
42
47
42
42
38
33
38
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
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.
280
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 16+)
Attitude Towards Grocery Shopping – NI (I)
%
Agree
Slightly
%
Agree
Strongly
Quality of fresh food is more important than
price
45
39
43
36
22
30
21
29
67
69
64
65
I most often go to the same store but look for
the best value for money I can get
43
47
49
35
28
29
16
37
71
76
65
72
I will pay a bit more for grocery shopping to get
superior customer service
28
25
31
24
11
7
17
12
I don‟t mind spending time when looking for a
bargain
38
37
39
28
22
17
14
21
61
54
53
49
23
16
15
23
59
I watch for announcements for sales or
promotions on grocery
36
31
46
30
%
Agree
38
32
48
36
47
61
53
NI 2011
NI 2009
NI 2007
NI 2005
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.
281
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 16+)
Attitude Towards Grocery Shopping – NI (II)
%
Agree
%
Agree
Slightly
%
Agree
Strongly
When I shop the first thing I look for is
price
43
42
41
28
24
21
13
23
67
63
54
51
The most important thing is price when
grocery shopping
37
36
22
26
19
14
10
23
56
50
There is no difference between the main
supermarkets
32
31
31
14
13
12
10
16
I tend to buy on impulse if I think they
are cheap
35
39
31
32
16
13
24
23
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
27
26
26
21
14
11
5
13
32
49
44
43
41
30
51
52
55
55
40
37
31
34
NI 2011
NI 2009
NI 2007
NI 2005
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.
282
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 16+)
Attitude Towards Grocery Shopping – GB (I)
Quality of fresh food is more important
than price
I most often go to the same store but
look for the best value for money I can
get
I will pay a bit more for grocery
shopping to get superior customer
service
I don‟t mind spending time when
looking for a bargain
I watch for announcements for sales
or promotions on grocery
%
Agree
Slightly
%
Agree
Strongly
37
38
39
43
40
32
34
27
27
40
39
41
50
43
40
37
35
23
23
39
24
28
26
28
26
14
15
10
6
12
32
36
38
35
37
26
21
17
17
25
26
30
35
35
33
23
21
15
15
27
%
Agree
70
71
66
70
80
76
77
73
66
79
38
42
36
34
38
58
57
55
52
62
49
51
50
50
60
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
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.
283
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 16+)
Attitude Towards Grocery Shopping – GB (II)
%
Agree
Slightly
%
Agree
Strongly
When I shop the first thing I look for is
price
33
33
41
36
37
29
28
15
16
27
The most important thing is price
when grocery shopping
28
32
32
31
30
22
20
15
12
22
There is no difference between the
main supermarkets
27
25
31
27
24
14
11
13
5
8
I tend to buy on impulse if I think they
are cheap
33
37
40
39
37
20
20
15
11
19
I compare prices between outlets to
see where I can buy the cheapest
fresh food, even if I have to travel
21
25
24
22
18
14
13
11
7
11
%
Agree
62
61
56
52
64
50
52
47
43
52
41
36
44
32
32
53
57
55
50
56
36
38
35
29
29
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
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.
284
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Grocery Shoppers 15+)
PERIscope
Attitudes to Food Shopping – 2011
%
Applies
a little
%
Applies
a lot
46
Products in the chilled cabinet are
always fresher
61
15
49
22
71
49
20
68
50
I much prefer to buy products from
the chilled cabinet
62
11
47
23
49
32
35
Where possible I buy multi-pack
products
62
28
57
54
18
37
23
35
67
27
29
35
70
68
19
36
I buy food in smaller packs because
it means less waste
%
Applies
30
60
65
ROI 2011
NI 2011
GB 2011
Q.45 And now about food shopping generally – please tell me whether these statements apply
to you a lot, a little or not at all?
285
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 15+)
Attitudes Towards Food Shopping – ROI
%
%
Applies Applies
a little
a lot
46
45
45
42
51
31
15
17
28
30
23
11
50
41
47
43
46
32
11
15
23
28
20
8
I buy food in smaller packs because it
means less waste
36
31
28
30
37
28
32
33
35
38
37
37
Where possible I buy multi-pack
products
35
33
36
33
35
32
18
26
30
33
13
12
Products in the chilled cabinet are
always fresher
I much prefer to buy products from the
chilled cabinet
(*ROI 2007 figures taken from all adults base)
%
Applies
61
61
73
72
74
42
62
56
70
71
66
40
67
65
63
68
74
65
54
59
66
66
48
44
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
ROI 2001
Q.45 And now about food shopping generally – please tell me whether these statements apply
to you a lot, a little or not at all?
286
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 16+)
Attitudes Towards Food Shopping – NI
%
%
Applies Applies
a little
a lot
%
Applies
Products in the chilled cabinet are
always fresher
49
52
61
49
22
21
8
24
71
74
69
73
I much prefer to buy products from the
chilled cabinet
47
52
59
53
23
20
13
24
70
72
72
77
I buy food in smaller packs because it
means less waste
35
34
49
34
27
30
20
26
62
64
69
60
Where possible I buy multi-pack
products
37
44
55
35
23
23
19
28
60
67
74
63
(*ROI 2007 figures taken from all adults base)
NI 2011
NI 2009
NI 2007
NI 2005
Q.45 And now about food shopping generally – please tell me whether these statements apply
to you a lot, a little or not at all?
287
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 16+)
Attitudes Towards Food Shopping – GB
%
%
Applies Applies
a little
a lot
%
Applies
Products in the chilled cabinet are
always fresher
49
46
51
56
20
26
19
17
68
71
70
73
I much prefer to buy products from the
chilled cabinet
49
47
52
58
19
24
16
18
68
71
68
76
I buy food in smaller packs because it
means less waste
29
32
34
38
28
28
23
23
Where possible I buy multi-pack
products
35
33
37
43
30
31
31
29
(*ROI 2007 figures taken from all adults base)
57
60
57
61
65
64
68
72
GB 2011
GB 2009
GB 2007
GB 2005
Q.45 And now about food shopping generally – please tell me whether these statements apply
to you a lot, a little or not at all?
288
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All mainly/jointly responsible for grocery shopping)
Recent Change In Food Shopping Habits – 2011 Vs. 2009
NI
ROI
Less
Often
%
Spreading my shopping across a number of
shops to get the best value
17
13
Shopping in discount retailers such as Aldi or
Lidl
Buying some of my food from suppliers who
sell at your door
9
10
16
16
22
19
14
17
11
11
9
12
20
16
13
15
17
18
Buying in bulk
Buying from farmers markets
Buying food items on promotion
Buying online
Travelling further to shop to get better value
Buying foods that are familiar to me from
when I was growing up
I find that I‟m eating what my mother or
grandmother would cook
ROI 2011
ROI 2009
More
Often
%
Less
Often
%
32
35
50
48
3
4
17
20
25
23
51
49
3
4
12
18
31
29
31
25
20
13
17
11
20
11
17
13
20
14
13
11
14
11
19
14
14
12
14
12
NI 2011
NI 2009
GB
More
Often
%
Less
Often
%
30
32
34
33
More
Often
%
9
8
30
27
27
31
11
6
10
5
6
4
4
6
11
11
21
17
13
16
17
13
14
9
12
49
40
10
14
10
8
10
4
35
38
7
5
15
13
13
10
8
11
12
16
15
12
10
16
13
13
8
34
20
31
22
GB 2011
GB 2009
Q.47 Thinking about your food shopping lately, have you been doing any of the following more often or less often, or have you made no change?
289
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Importance of Food Labels when Shopping – 2011 (I)
Fresh
ROI
2011
NI
2011
50
Very important
Natural
GB
2011
51
ROI
2011
Grown without pesticides
NI
2011
GB
2011
32
32
43
ROI
2011
30
30
71
48
33
35
42
29
37
Neither/nor
Not at all important
GB
2011
45
35
Fairly important
NI
2011
30
22
17
18
6
3
9
12
15
9
7
5
12
3
15
18
22
7
6
15
Q.64 When shopping for foods, how important or not are the following statements on labels?
290
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Importance of Food Labels when Shopping – 2011 (II)
Good source of calcium
ROI
2011
Very important
35
NI
2011
GB
2011
29
25
Helps build strong bones
ROI
2011
34
NI
2011
GB
2011
29
25
Fairly important
37
41
16
23
Not at all important
7
5
16
NI
2011
GB
2011
25
30
46
35
37
41
33
23
22
Neither/nor
ROI
2011
36
37
42
20% less fat
19
23
8
6
20
22
22
7
6
16
14
Q.64 When shopping for foods, how important or not are the following statements on labels?
291
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Importance of Food Labels when Shopping – 2011 Vs. 2009 Vs.
2007
% Very Important
ROI
NI
71
67
69
Fresh
Natural
Grown without pesticides
Good source of calcium
Helps build strong bones
20% less fat
43
42
47
50
57
34
36
42
37
32
43
ROI 2011
ROI 2009
ROI 2007
51
62
53
31
32
35
25
45
40
50
35
35
43
GB
32
39
53
30
39
29
30
35
31
29
30
25
30
24
29
31
25
30
21
25
31
30
31
27
17
18
51
NI 2011
NI 2009
NI 2007
GB 2011
GB 2009
GB 2007
Q.64 When shopping for foods, how important or not are the following statements on labels?
292
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Understanding of the Word “Fresh” – 2011
ROI 2011
Spontaneous
%
NI 2011
Total
%
Spontaneous
%
Fresh vegetables (43)
80
(33)
Fresh fruit (37)
79
(28)
Fresh taste (18)
Free from preservatives (12)
Food cooked/grown/produced
(24)
within the last few days
53
44
52
(15)
(14)
(27)
Total
%
GB 2011
Spontaneous
%
Total
%
76
(45)
82
75
(41)
82
51
41
50
(14)
49
(15)
47
(27)
55
Nutritionally better for you (9)
38
(11)
41
(10)
39
Short shelf life (10)
38
(11)
40
(13)
41
Kept in the fridge (9)
32
(12)
42
(8)
39
(6)
43
Made from scratch (8)
39
(11)
34
Q.65 When you think about food what do you understand the word “Fresh” to mean?
293
Q.66 And which, if any of the following would you associate with “Fresh” in terms of food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Understanding of the Word “Fresh” – ROI
Spontaneous
%
43
47
48
37
39
35
Fresh vegetables
Fresh fruit
Fresh taste
Free from preservatives
Food cooked/grown/produced
within the last few days
Nutritionally better for you
Short shelf life
Kept in the fridge
Made from scratch
Total
%
18
22
20
12
12
13
24
22
16
9
11
9
10
12
15
9
7
9
8
10
8
80
84
80
79
80
76
ROI 2011
ROI 2009
ROI 2007
53
54
55
44
40
37
52
50
36
38
37
35
38
39
35
32
31
33
39
41
30
Q.65 When you think about food what do you understand the word “Fresh” to mean?
294
Q.66 And which, if any of the following would you associate with “Fresh” in terms of food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Understanding of the Word “Fresh” – NI
Spontaneous
%
Fresh vegetables
Fresh fruit
Fresh taste
Free from preservatives
Food cooked/grown/produced
within the last few days
Nutritionally better for you
Short shelf life
Kept in the fridge
Made from scratch
Total
%
33
38
34
28
31
34
15
18
20
14
11
16
27
21
10
11
10
6
11
9
6
12
8
10
11
13
6
76
82
77
75
80
76
37
41
41
37
28
20
22
NI 2011
NI 2009
NI 2007
51
53
50
47
41
35
40
32
42
29
31
34
41
22
Q.65 When you think about food what do you understand the word “Fresh” to mean?
295
Q.66 And which, if any of the following would you associate with “Fresh” in terms of food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Understanding of the Word “Fresh” – GB
Spontaneous
%
45
45
41
41
37
36
Fresh vegetables
Fresh fruit
Free from preservatives
Food cooked/grown/produced
within the last few days
Short shelf life
Kept in the fridge
Made from scratch
82
84
83
82
81
82
14
13
17
15
11
13
Fresh taste
Nutritionally better for you
Total
%
27
22
20
5
5
20
10
13
8
10
8
6
8
6
7
5
GB 2011
GB 2009
GB 2007
49
45
49
47
41
38
55
46
39
31
28
41
32
36
39
32
33
43
32
30
Q.65 When you think about food what do you understand the word “Fresh” to mean?
296
Q.66 And which, if any of the following would you associate with “Fresh” in terms of food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Understanding of the Word “Natural” – 2011
ROI 2011
Spontaneous
%
No artificial ingredients/
(43)
preservatives/colours
Total
%
Natural ingredients (36)
From nature (18)
NI 2011
Spontaneous
%
GB 2011
Total
%
Spontaneous
%
Total
%
75
(45)
70
(48)
78
74
(22)
68
(33)
74
49
(19)
48
(13)
47
Natural colour (7)
39
(8)
45
(13)
49
Not fortified with additional (9)
ingredients
37
(17)
45
(14 )
49
Nutritionally better for you (12)
42
(10)
47
(8)
38
(6)
36
(3)
29
297
Produced organically (10)
33
(5)
Produced locally (10)
37
(9)
23
32
Q.67 When you think about food what do you understand the word “Natural” to mean?
Q.68 And which, if any of the following would you associate with “Natural” in terms of food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Understanding of the Word “Natural” – ROI
Spontaneous
%
43
37
43
36
36
37
No artificial ingredients/ preservatives/colours
Natural ingredients
Not fortified with additional ingredients
Nutritionally better for you
Produced organically
Produced locally
298
75
64
71
74
73
68
18
22
17
From nature
Natural colour
Total
%
7
13
13
9
7
9
12
13
10
10
7
8
10
9
4
ROI 2011
ROI 2009
ROI 2007
22
21
49
56
42
39
45
40
37
38
37
42
44
33
33
32
37
33
Q.67 When you think about food what do you understand the word “Natural” to mean?
Q.68 And which, if any of the following would you associate with “Natural” in terms of food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 16+)
PERIscope
Understanding of the Word “Natural” – NI
Spontaneous
%
No artificial ingredients/ preservatives/colours
30
22
29
24
19
18
29
Natural ingredients
From nature
Natural colour
Not fortified with additional ingredients
Nutritionally better for you
Produced organically
Produced locally
299
Total
%
45
43
70
73
63
68
70
62
8
9
4
17
9
12
10
9
8
5
6
10
9
4
5
NI 2011
NI 2009
NI 2007
48
50
48
45
36
33
45
46
46
47
36
25
23
29
24
32
21
19
Q.67 When you think about food what do you understand the word “Natural” to mean?
Q.68 And which, if any of the following would you associate with “Natural” in terms of food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 16+)
PERIscope
Understanding of the Word “Natural” – GB
Spontaneous
%
33
28
34
Natural ingredients
Natural colour
Not fortified with additional ingredients
Nutritionally better for you
Produced organically
Produced locally
300
78
80
80
74
69
74
48
54
51
No artificial ingredients/ preservatives/colours
From nature
Total
%
13
11
12
13
12
10
14
11
12
8
4
6
6
4
4
3
3
2
GB 2011
GB 2009
GB 2007
47
38
41
49
45
48
49
44
42
38
33
37
36
26
23
29
20
14
Q.67 When you think about food what do you understand the word “Natural” to mean?
Q.68 And which, if any of the following would you associate with “Natural” in terms of food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes Towards Superfoods – 2011
%
ROI 2011
NI 2011
GB 2011
I have never heard of it before today
48
52
55
I have heard of it, but do not consider it
important when buying food
22
16
I consider the term to be a fad, it does
not impact upon my shopping habits
8
9
I sometimes try to buy Superfoods
17
19
-
4
11
2
I actively/always try to buy Superfoods
21
10
5
Q.72 Thinking specifically about Superfoods, which of the following statements best describes your attitudes towards Superfoods?
301
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitudes Towards Superfoods – ROI
%
ROI 2007
I have never heard of it before today
I have heard of it, but do not consider it
important when buying food
57
21
ROI 2011
52
48
 Males, 65+ yrs, C2DE‟s
22
 55-64 yrs, C1‟s
24
8
I consider the term to be a fad, it does
not impact upon my shopping habits
I sometimes try to buy Superfoods
I actively/always try to buy Superfoods
Higher Amongst …
ROI 2009
9
11
11
2
9
3
17
 AB‟s
 Females, 35-44 yrs, AB‟s
5
Q.72 Thinking specifically about Superfoods, which of the following statements best describes your attitudes towards Superfoods?
302
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitudes Towards Superfoods – NI
%
NI 2007
I have never heard of it before today
NI 2009
NI 2011
Higher Amongst …
39
52
 65+ yrs, DE‟s
67
I have heard of it, but do not consider it
important when buying food
23
16
I consider the term to be a fad, it does
not impact upon my shopping habits
15
I sometimes try to buy Superfoods
20
I actively/always try to buy Superfoods
3
14
9
 35-44 yrs, AB‟s
6
19
 Females, 35-44 yrs, AB‟s
10
2
4
Q.72 Thinking specifically about Superfoods, which of the following statements best describes your attitudes towards Superfoods?
303
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitudes Towards Superfoods – GB
%
I have never heard of it before today
I have heard of it, but do not consider it
important when buying food
I consider the term to be a fad, it does
not impact upon my shopping habits
I sometimes try to buy Superfoods
I actively/always try to buy Superfoods
Higher Amongst …
GB 2007
GB 2009
GB 2011
62
57
55
 65+ year olds, C2DEs
17
21
 ABC1‟s
10
10
 ABC1‟s
12
11
2
20
8
8
2
3
 35-44 year olds, ABC1s
Q.72 Thinking specifically about Superfoods, which of the following statements best describes your attitudes towards Superfoods?
304
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All aware of “Superfoods”)
PERIscope
Understanding of Term Superfoods – 2011
ROI 2011
NI 2011
GB 2011
Total
%
Total
%
Total
%
40
45
38
Are healthy for you
34
Are high in nutritional value
Are nutritionally better for you
26
Have natural ingredients
18
Help fight off disease
15
Help boost energy
Have added vitamins or
minerals
24
17
23
25
23
17
25
11
28
19
14
10
16
13
Are free from preservatives
11
17
7
Are free from artificial
colours/ flavours
10
16
7
305
Q.73a What do you understand the term “Superfoods” to mean?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Foods described as Superfoods – Overview (I)
%
ROI ROI
2007 2009
ROI
2011
NI
NI
2007 2009
Fish (37) (36)
31
Broccoli (31) (28)
26
Other vegetables (26) (28)
30
20
Wholegrain foods (26) (21)
Spinach (24) (23)
High Fibre foods (23) (18)
17
14
(24)
(24)
(34)
(21)
(31)
(33)
(26)
(20)
(27)
(16)
(19)
(14)
Other fruit (22) (25)
22
(29)
(35)
Nuts and seeds (22) (25)
21
(14)
(20)
Red meat (20) (15)
15
(12)
(10)
Beans and lentils (17) (17)
15
(17)
(14)
306
NI
2011
GB GB
2007 2009
20
25
31
12
23
9
36
18
7
22
Q.74 What foods, if any, would you regard as Superfoods? Probe fully; Any others?
GB
2011
(31)
(22)
20
(27)
(16)
19
(23)
(25)
(24)
(15)
(26)
(13)
(22)
(9)
(25)
(29)
(20)
(13)
(7)
(8)
(9)
(9)
21
12
14
8
24
18
6
13
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Foods described as Superfoods – Overview (II)
%
ROI ROI
2007 2009
ROI
2011
NI
2007
NI
2009
(24)
(15
(9)
(9)
(6)
(8)
Blueberries
(16)
(21)
White meat
(15)
(14)
Dairy products
(15)
(21)
Green tea
(12)
(8)
7
(15)
(5)
Pomegranate
(11)
(9)
7
(11)
(7)
Soy
(11)
(9)
(10)
(4)
Walnuts
(9)
(10)
(6)
(5)
Acai
(3)
(3)
(9)
(3)
Other
(9)
(4)
(11)
(4)
Don‟t know
(9)
(20)
(5)
(23)
307
21
11
15
3
6
2
12
21
NI
2011
25
5
7
4
13
3
5
11
4
21
Q.74 What foods, if any, would you regard as Superfoods? Probe fully; Any others?
GB
2007
GB
2009
GB
2011
(23)
(18)
(10)
(6)
(7)
(6)
6
(9)
(5)
6
(16)
(10)
5
(6)
(3)
6
(9)
(4)
6
(3)
(3)
(9)
(12)
(20)
(25)
19
8
3
15
23
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Likelihood of Buying Superfoods in the Future – 2011
%
ROI 2011
NI 2011
GB 2011
18
Very likely (5)
26
31
52%
50%
64%
32
25
Fairly likely (4)
Not sure (3)
Fairly unlikely (2)
Very unlikely (1)
Average
33
35
30
19
4
13
3.7
7
7
3.5
7
10
3.5
Q.75 How likely are you to buy Superfoods i.e. (foods that have naturally occurring high doses of nutrition) in the future?
308
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Likelihood of Buying Superfoods in the Future – ROI
%
Very likely (5)
Fairly likely (4)
ROI 2007
ROI 2009
19
22
36
ROI 2011
Higher Amongst …
31
 Females, 35-44 yrs, AB‟s
33
 Main/joint shoppers
19
 Male, 15-24 yrs
30
25
Not sure (3)
30
7
Fairly unlikely (2)
6
Very unlikely (1)
9
Average
3.5
4
16
13
3.4
3.7
 C2‟s
 Males, DE‟s
Q.75 How likely are you to buy Superfoods i.e. (foods that have naturally occurring high doses of nutrition) in the future?
309
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Likelihood of Buying Superfoods in the Future – NI
%
NI 2007
Very likely (5)
13
Fairly likely (4)
33
Not sure (3)
36
Fairly unlikely (2)
11
Very unlikely (1)
7
Average
3.3
Higher Amongst …
NI 2009
NI 2011
18
18
 AB‟s, main/joint shopper, can cook,
entertain more at home nowadays
31
32
 Main/joint shopper, can cook
35
 65+ yrs, basic/no cooking skills, not
responsible for grocery shopping
35
5
12
3.4
7
 DE‟s
7
 65+ yrs, DE‟s
3.5
Q.75 How likely are you to buy Superfoods i.e. (foods that have naturally occurring high doses of nutrition) in the future?
310
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Likelihood of Buying Superfoods in the Future – GB
%
GB 2007
Very likely (5)
21
Fairly likely (4)
30
Higher Amongst …
GB 2009
GB 2011
28
26
 ABs, can cook, entertain more at
home nowadays, buy local & organic
food, have healthy diet
25
25
 25-34‟s, have healthy diet
Not sure (3)
33
31
30
Fairly unlikely (2)
6
7
7
Very unlikely (1)
10
9
10
Average
3.5
3.6
3.5
 Basic cooking skills
 Unlikely to buy local organic or functional foods,
describe their diet as unhealthy
 65+ yrs, never buy speciality foods, buy
organic or functional foods less often/never,
describe their diet as unhealthy
Q.75 How likely are you to buy Superfoods i.e. (foods that have naturally occurring high doses of nutrition) in the future?
311
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
Definition x Different Food Types

Functional Food
(i.e. foods that are enriched with active components, e.g. vitamins/soya/omega that offer you health
benefits, e.g. healthy heart, reduced cholesterol).

Ethical/Fair Trade Products
(i.e. produce that are sourced through a system which ensures a reasonable return to the producer).

Food which has been irradiated
(i.e. radiation applied to eliminate harmful bacteria).

Glycemic Index
(i.e. a measure of how quickly the body‟s digestive system breaks down carbohydrates into
glucose).

Glycemic Load of a Serving of Food
(i.e. gives the weight of glucose which gives the same glycemic response).
312
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Awareness of Different Food Types – 2011
Total Aware
%
ROI
2011
NI
2011
49
Functional foods
Ethical products
Glycemic index
26
34
70
Fair trade products
63
44
30
GB
2011
87
34
22
54
30
Q.69 Which of the following have you ever heard of?
313
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Awareness of Different Food Types – 2011 Vs. 2009 Vs. 2007
Total Aware
%
ROI
NI
49
26
38
Functional foods
GB
34
32
63
36
50
70
63
70
Fair trade products
54
31
27
56
45
30
24
66
34
33
27
84
72
44
Glycemic index
87
68
62
Ethical Products
37
31
22
ROI 2011
ROI 2009
ROI 2007
20
28
30
NI 2011
NI 2009
NI 2007
34
24
GB 2011
GB 2009
GB 2007
Q.69 Which of the following have you ever heard of?
314
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Likelihood of Buying Functional Foods in the Future – 2011
%
ROI 2011
Very likely (5)
14
Fairly likely (4)
26
Not sure (3)
31
Fairly unlikely (2)
9
NI 2011
GB 2011
9
12
28
24
41
35
11
7
Very unlikely (1)
Mean
19
3.1
14
17
3.1
3.0
Q.70 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
315
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Likelihood of Buying Functional Foods in the Future – ROI
%
Very likely (5)
ROI
2003
ROI
2005
ROI
2007
ROI
2009
ROI
2011
12
12
11
11
14
40%
40%
28
28
34
35
25
36%
25
37%
40%
26
Fairly likely (4)
33
44
31
Not sure (3)
16
11
10
14
12
3.1
3.1
3.2
Fairly unlikely (2)
Very unlikely (1)
Mean
11
9
19
19
3.0
3.1
8
Q.70 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
316
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Likelihood of Buying Functional Foods in the Future – NI
%
NI
2005
NI
2007
NI
2009
NI
2011
Very likely (5)
10
8
11
9
Fairly likely (4)
13
23%
30
Not sure (3)
33
Fairly unlikely (2)
9
Very unlikely (1)
35
38
15
9
Mean
2.5
3.1
38%
38%
27
28
38
41
10
7
14
14
3.1
3.1
37%
Q.70 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
317
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Likelihood of Buying Functional Foods in the Future – GB
%
GB
2003
GB
2005
GB
2007
GB
2009
GB
2011
Very likely (5)
10
8
10
13
12
Fairly likely (4)
25
25
Not sure (3)
32
35
Fairly unlikely (2)
13
12
35%
33%
35%
25
39
9
Very unlikely (1)
Mean
33%
20
36
36%
24
35
13
11
20
20
17
18
17
2.9
2.9
3.0
3.0
3.0
Q.70 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
318
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Grocery Shoppers 15+)
PERIscope
Checking for Symbol of Quality – 2011
%
ROI 2011
Always check
Sometimes check
NI 2011
GB 2011
10
14
45
36
32
49
45
Never check
Don‟t know
49
19
*
-
1
Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
319
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Grocery Shoppers 15+)
PERIscope
Checking Symbol of Quality – ROI
%
ROI
2001
Always check
25
Sometimes check
29
ROI
2003
ROI
2005
ROI
2007
ROI
2009
18
21
20
23
ROI
2011
32
42
50
51
48
49
Never check
43
40
28
Don‟t know
3
-
1
28
1
29
19
*
*
Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
320
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Grocery Shoppers 16+)
PERIscope
Checking for Symbol of Quality – NI
%
NI
2005
NI
2007
Always check
12
9
Sometimes check
38
Never check
52
50
38
Don‟t know
-
1
NI
2009
NI
2011
15
10
39
45
45
45
1
-
Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
321
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 16+)
Checking for Symbol of Quality – GB
%
GB
2003
GB
2005
GB
2007
9
10
GB
2009
GB
2011
16
14
33
36
Always check
17
Sometimes check
30
41
40
Never check
53
49
49
50
49
1
1
*
1
Don‟t know
-
Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
322
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Grocery Shoppers 15+)
PERIscope
Checking for Country of Origin – 2011
%
ROI 2011
Always check
Sometimes check
NI 2011
GB 2011
11
13
46
38
36
45
44
Never check
Don‟t know
48
19
*
-
1
Q.46b And to what extent do you check for country of origin, i.e. what country the food was produced in?
323
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Grocery Shoppers 15+)
PERIscope
Checking for Country of Origin – ROI
%
Always check
ROI
2001
ROI
2003
ROI
2005
ROI
2007
ROI
2009
19
20
23
26
26
ROI
2011
36
Sometimes check
31
41
46
46
45
45
Never check
44
37
Don‟t know
30
27
28
19
6
1
1
1
2
*
Q.46b And to what extent do you check for country of origin, i.e. what country the food was produced in?
324
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Grocery Shoppers 16+)
PERIscope
Checking for Country of Origin – NI
%
NI
2005
NI
2007
NI
2009
NI
2011
Always check
15
12
15
11
Sometimes check
36
41
46
43
44
56
Never check
49
31
Don‟t know
-
1
1
-
Q.46b And to what extent do you check for country of origin, i.e. what country the food was produced in?
325
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Grocery Shoppers 16+)
Checking for Country of Origin – GB
%
GB
2003
GB
2005
GB
2007
10
11
41
39
GB
2009
GB
2011
13
Always check
18
Sometimes check
31
Never check
50
48
49
47
48
Don‟t know
1
1
1
*
1
18
35
38
Q.46b And to what extent do you check for country of origin, i.e. what country the food was produced in?
326
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All mainly/jointly responsible for grocery shopping)
Incidence of Supermarket Delivering Groceries to Home – 2011
%
ROI 2011
Yes
No
12
88
NI 2011
GB 2011
20
22
80
78
Q.41 Have you ever had groceries delivered by the supermarket to your home?
327
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All mainly/jointly responsible for grocery shopping)
Incidence of Supermarket Delivering Groceries to Home – ROI
%
ROI
2001
ROI
2003
ROI
2005
ROI
2007
ROI
2009
ROI
2011
Yes
19
16
14
13
11
12
87
81
84
86
No
89
88
Q.41 Have you ever had groceries delivered by the supermarket to your home?
328
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All mainly/jointly responsible for grocery shopping)
PERIscope
Incidence of Supermarket Delivering Groceries to Home – NI
%
NI
2005
Yes
NI
2007
9
NI
2009
NI
2011
16
20
84
80
34
No
91
66
Q.41 Have you ever had groceries delivered by the supermarket to your home?
329
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All mainly/jointly responsible for grocery shopping)
PERIscope
Incidence of Supermarket Delivering Groceries to Home – GB
%
GB
2003
GB
2005
GB
2007
Yes
16
15
16
No
84
85
GB
2009
GB
2011
25
22
75
78
84
Q.41 Have you ever had groceries delivered by the supermarket to your home?
330
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who are responsible for shopping and who have had groceries delivered)
Frequency of Groceries Delivered to the Home – 2011
%
ROI 2011
(12%)
NI 2011
(20%)
Once/a few times a
week
19
20
Once/a few times a
month
30
GB 2011
(22%)
14
39
42
Less often
51
35
Don‟t know/can‟t recall
-
3
46
*
Q.42 How often do you have groceries delivered to your home?
331
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who are responsible for shopping and
who have had groceries delivered)
PERIscope
Frequency of Groceries Delivered to the Home – ROI
%
ROI 2003
(16%)
Once/a few times a
week
40
ROI 2005
(14%)
ROI 2007
(13%)
ROI 2009
(11%)
ROI 2011
(12%)
27
23
19
44
30
15
38
Once/a few times a
month
22
19
53
Less often
36
35
Don‟t know/can‟t recall
2
2
* Caution small base
332
35
5
4
51
-
Q.42 How often do you have groceries delivered to your home?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who are responsible for shopping and
who have had groceries delivered)
Frequency of Groceries Delivered to the Home – NI
%
NI 2005
(9%)
Once/a few times a
week
17
NI 2007
(34%)
NI 2009
(16%)
10
15
NI 2011
(20%)
20
37
Once/a few times a
month
36
40
42
46
Less often
Don‟t know/can‟t recall
48
43
-
35
7
1
3
Q.42 How often do you have groceries delivered to your home?
333
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who are responsible for shopping and
who have had groceries delivered)
PERIscope
Frequency of Groceries Delivered to the Home – GB
%
GB 2003
(16%)
GB 2005
(15%)
Once/a few times a
week
10
8
Once/a few times a
month
16
Less often
GB 2007
(16%)
GB 2009
(25%)
GB 2011
(22%)
16
12
14
31
41
39
45
46
3
*
30
60
52
49
Don‟t know/can‟t recall
15
10
4
Q.42 How often do you have groceries delivered to your home?
334
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: Groceries ever delivered to the home)
PERIscope
Method of Placing Order – 2011
%
How Grocery Order Was Placed
ROI 2011
(12%)
Over the phone
19
Over the internet
31
Just delivered
48
Don‟t know
2
NI 2011
(20%)
GB 2011
(22%)
5
5
56
60
40
34
-
1
Q.43 And considering the last time you had your groceries delivered, did you place the order for groceries over the phone, placed the order by
internet, or would you have shopped in the store yourself and simply asked for the groceries to be delivered?
335
( ) % have had groceries delivered
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: Groceries ever delivered to the home)
PERIscope
Method of Placing Order – ROI
%
How Grocery Order Was Placed
Over the phone
Over the internet
ROI 2001
(19%)
ROI 2003
(16%)
9
2
10
1
ROI 2005
(14%)
23
12
ROI 2007
(13%)
ROI 2009
(11%)
15
10
24
35
ROI 2011
(12%)
19
31
Just delivered
89
89
65
61
54
48
Q.43 And considering the last time you had your groceries delivered, did you place the order for groceries over the phone, placed the order by
internet, or would you have shopped in the store yourself and simply asked for the groceries to be delivered?
336
( ) % have had groceries delivered
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: Groceries ever delivered to the home)
PERIscope
Method of Placing Order – NI
%
How Grocery Order Was Placed
NI 2005
(9%)
NI 2007
(34%)
Over the phone
12
9
Over the internet
34
Just delivered
54
35
NI 2009
(16%)
NI 2011
(20%)
1
5
58
56
40
40
56
Q.43 And considering the last time you had your groceries delivered, did you place the order for groceries over the phone, placed the order by
internet, or would you have shopped in the store yourself and simply asked for the groceries to be delivered?
337
( ) % have had groceries delivered
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: Groceries ever delivered to the home)
Method of Placing Order – GB
%
How Grocery Order Was Placed
GB 2003
(16%)
GB 2005
(15%)
Over the phone
5
9
Over the internet
27
52
GB 2007
(16%)
GB 2009
(25%)
GB 2011
(22%)
2
3
5
65
60
75
Just delivered
68
39
34
33
22
Q.43 And considering the last time you had your groceries delivered, did you place the order for groceries over the phone, placed the order by
internet, or would you have shopped in the store yourself and simply asked for the groceries to be delivered?
338
( ) % have had groceries delivered
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Internet Usage – 2011
%
Regular Access
ROI 2011
NI 2011
Yes, have regular
access
74
70
No, do not have
regular access
26
30
GB 2011
80
20
Q.85 Do you have regular access, either at home, or at work to the internet?
339
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Internet Usage – ROI
%
Downloaded
a Recipe*
Regular Access
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
Downloaded a
Mobile Phone App
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
11
9
ROI
2011
Bought
Anything
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
14
22
18
29
1
5
7
6
9
24
34
35
48
51
62
68
63
58
65
74
89 91 86
49
98 99 95
93 94 91
78
82
71
65
76
66
52
38
32
*Change in wording in 2011
340
ROI ROI ROI ROI ROI ROI
2001 2003 2005 2007 2009 2011
2
Yes 39 37
No 61 63
Bought Food
37
42
35
26
Q.85 Do you have regular access, either at home, or at work to the internet?
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?
Q.85b Have you ever bought anything on the internet?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Q.85c And have you ever bought any food items via the internet?
PERIscope
(Base: All Adults 16+)
Internet Usage – NI
%
Regular Access
NI NI NI NI
2005 2007 2009 2011
Downloaded a
Downloaded
Mobile Phone App
a Recipe*
NI NI NI NI
NI
2005 2007 2009 2011
2011
Bought
Anything
NI NI NI NI
2005 2007 2009 2011
11
14
34
28
Bought Food
NI NI NI NI
2005 2007 2009 2011
11
14
16
86
84
25
27
Yes 47
52
70
63
69
70
71
80
89
86
66
No 53
37
30
72
89
75
73
48
30
31
29
20
*Change in wording in 2011
341
Q.85 Do you have regular access, either at home, or at work to the internet?
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?
Q.85b Have you ever bought anything on the internet?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Q.85c And have you ever bought any food items via the internet?
PERIscope
(Base: All Adults 16+)
Internet Usage – GB
%
Regular Access
GB GB GB GB GB
2003 2005 2007 2009 2011
Downloaded
a Recipe*
Downloaded a
Mobile Phone App
GB GB GB GB GB
2003 2005 2007 2009 2011
GB
2011
Bought
Anything
Bought Food
GB GB GB GB GB
2003 2005 2007 2009 2011
GB GB GB GB GB
2003 2005 2007 2009 2011
10
11
15 16
25
15 15
31
31
25
41
Yes 51
58
60 57
65 69
70
80
83
78
90
89
85 84
75
68
85 85
69
75
59
No 49
42
35
40 43
31
30
20
*Change in wording in 2011
342
17
22
Q.85 Do you have regular access, either at home, or at work to the internet?
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?
Q.85b Have you ever bought anything on the internet?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Q.85c And have you ever bought any food items via the internet?
(Base: All with internet access)
PERIscope
Frequency of Downloading a Mobile Phone Food Application
%
Past week
Past month
Past 6 months
Longer ago
Never
ROI 2011
2
6
4
5
82
NI 2011
2
3
3
3
GB 2011
89
89
2 1
4
3
Q.85a Do you ever use the internet to look up recipes?
343
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Buying Local
PERIscope
Buying Local: Summary
345

ROI continues their trend of placing more importance on buying local produce when shopping for
food. their incidence of buying local produce is also higher than in NI and GB, though those
buying local a few times/once a month in NI is almost on a par with ROI figures.

Consumers‟ understanding or interpretation of what the term „local‟ actually means tends to be
slightly different across each region, though the majority believe local to mean that the food is
made within close proximity to where they live. ROI consumers associate farmers markets with
local, while GB think that it has more to do with food that is made within a 20 miles radius of
where they live.

Statements regarding the characteristics of local food, related to its quality, its lack of
preservatives, its health proponents, and its traceability resonate much higher with ROI
consumers, thereby explaining why it is held in higher esteem in this region. Indeed ROI‟s
agreement with these statements continue to show improvement in 2011, while in others they
may have declined.

It is interesting in this context to observe that more ROI consumers perceive local foods to be
more expensive than their NI or GB counterparts.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Importance of Buying Local Produce when Food Shopping – 2011
%
ROI 2011
Very Important (5)
NI 2011
GB 2011
22
22
34
29
40
Fairly Important (4)
39
23
27
Neither/nor (3)
Not very important (2)
Not at all important (1)
Mean Score
13
17
6
3
3.9
8
3
3.7
12
3.4
Q.12 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
346
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Importance of Buying Local Produce when Food Shopping
%
ROI
2005
Very Important (5) 18
ROI
2007
22
ROI
2009
28
ROI
2011
NI
2005
NI
2007
11
11
NI
2009
GB
2005
GB
2007
6
27
34
NI
2011
33
36
33
Not at all important (1)
Mean Score
9
9
7
8
6
3
3.4
3.5
3.6
3.9
29
22
23
14
13
40
21
3.1
27
27
23
17
10
29
36
5
Not very important (2) 10
22
31
36
35
26
23
12
22
Fairly Important (4) 32
Neither/nor (3) 31
GB
2011
27
30
39
GB
2009
19
27
12
12
14
3.2
14
15
8
3
17
15
6
12
12
3.7
3.7
2.9
3.1
3.4
3.4
Q.12 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
347
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Frequency of Purchasing Local Produce
%
ROI
2005
ROI
2007
ROI
2009
ROI
2011
NI
2005
25
Few times/once a
month
Few times/once a
week
Daily
18
21
18
42
NI
2007
NI
2009
30
15
GB
2005
GB
2007
GB
2009
GB
2011
20
22
22
23
33
34
38
36
2
1
1
2
2
(28)
(46)
(43)
(37)
(36)
24
23
49
51
37
3
3
4
3
2
2
(40)
(33)
(20)
(38)
(23)
37
46
45
37
Less often/never (42)
NI
2011
7
(27)
Q.14 How often would you buy local produce, i.e. products produced in your local area?
348
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Understanding of the Term “Local Food” – 2011
ROI 2011
Spontaneous
%
Made within a close proximity
to where I live
(45)
Available in farmers markets
(30)
Made within the county in
which I live
(19)
Made within a 20 mile radius
from where I live
(17)
Made within the province in
which I live
(8)
Made within Europe
(1)
Total
%
78
62
GB 2011
Spontaneous
%
Total
%
Spontaneous
%
Total
%
(35)
62
(47)
76
(18)
50
(22)
53
(27)
54
(21)
56
(16)
43
(25)
(26)
47
(5)
29
5
NI 2011
(2)
10
(1)
61
47
66
25
9
Q.13a What do you understand the term “local food” to mean?
349
Q.13b Which of the following statements best describes your perception of the term „local food‟?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Understanding of the Term “Local Food” – ROI
% Yes
Total %
Spontaneous %
Made within a close proximity to where I live
46
53
49
44
19
19
17
Made within the county in which I live
56
54
17
14
17
Made within a 20 mile radius from where I live
1
Made within Europe 1
*
62
66
30
31
29
Available in farmers markets
Made within the province in which I live
78
75
69
45
50
46
42
29
26
25
8
7
7
ROI 2011
ROI 2009
ROI 2007
5
5
2
Q.13a What do you understand the term “local food” to mean?
350
Q.13b Which of the following statements best describes your perception of the term „local food‟?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Understanding of the Term “Local Food” – NI
% Yes
Total %
Spontaneous %
Made within a close proximity to where I live
Available in farmers markets
62
67
68
35
36
40
50
44
46
18
15
22
54
27
25
Made within the county in which I live
67
33
17
Made within a 20 mile radius from where I live
43
48
16
11
14
35
47
26
25
Made within the province in which I live
59
22
12
2
Made within Europe 1
1
NI 2011
NI 2009
NI 2007
10
7
3
Q.13a What do you understand the term “local food” to mean?
351
Q.13b Which of the following statements best describes your perception of the term „local food‟?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Understanding of the Term “Local Food” – GB
% Yes
Total %
Spontaneous %
76
76
47
51
Made within a close proximity to where I live
69
39
61
55
51
22
24
19
Available in farmers markets
47
40
50
21
15
26
Made within the county in which I live
66
25
Made within the province in which I live
53
51
17
18
Made within a 20 mile radius from where I live
25
5
4
7
1
Made within Europe 1
1
18
20
GB 2011
GB 2009
GB 2007
9
7
2
Q.13a What do you understand the term “local food” to mean?
352
Q.13b Which of the following statements best describes your perception of the term „local food‟?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Understanding of the Term “Local Food” – 2011
% Agree slightly/strongly
Food produced locally results in higher quality
products
58
I like to know the area where my food comes from
49
I am more confident in the safety of food produced
in my local area
47
I think food produced locally has less preservatives
and artificial ingredients
When buying meat I always check the label for the
farm name
Local products tend to be more expensive
41
33
31
68
70
55
70
56
ROI 2011
NI 2011
GB 2011
61
39
38
75
66
53
51
I feel food produced in my local area is better for my
health
I only buy meat that is fully traceable
75
54
50
Only the best ingredients are included in locally
produced products
75
64
56
55
69
65
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.
353
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Food Produced Locally – ROI
% Agree slightly/strongly
Food produced locally results in higher quality
products
67
62
75
64
65
62
I like to know the area where my food comes from
I am more confident in the safety of food produced
in my local area
65
69
57
Only the best ingredients are included in locally
produced products
60
53
I feel food produced in my local area is better for my
health
59
51
75
68
67
58
56
I think food produced locally has less preservatives
and artificial ingredients
70
66
70
64
61
53
58
52
56
46
48
45
I only buy meat that is fully traceable
When buying meat I always check the label for the
farm name
Local products tend to be more expensive
75
72
61
n/a
69
69
ROI 2011
ROI 2009
ROI 2007
ROI 2005
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.
354
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Food Produced Locally – NI
% Agree slightly/strongly
Food produced locally results in higher quality
products
59
51
54
55
56
47
I like to know the area where my food comes from
I am more confident in the safety of food produced
in my local area
56
52
53
57
45
53
55
52
57
44
56
54
52
48
Only the best ingredients are included in locally
produced products
I think food produced locally has less preservatives
and artificial ingredients
I feel food produced in my local area is better for my
health
34
I only buy meat that is fully traceable
Local products tend to be more expensive
46
44
43
55
55
n/a
66
63
39
38
34
31
When buying meat I always check the label for the
farm name
64
68
61
NI 2011
NI 2009
NI 2007
NI 2005
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.
355
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Food Produced Locally – GB
% Agree slightly/strongly
Food produced locally results in higher quality
products
45
49
48
44
I like to know the area where my food comes from
37
I am more confident in the safety of food produced
in my local area
36
Only the best ingredients are included in locally
produced products
I think food produced locally has less preservatives
and artificial ingredients
36
I feel food produced in my local area is better for my
health
I only buy meat that is fully traceable
25
When buying meat I always check the label for the
farm name
24
Local products tend to be more expensive
n/a
33
33
31
30
50
52
42
39
58
63
55
47
51
48
45
51
51
41
44
38
31
32
29
65
67
65
GB 2011
GB 2009
GB 2007
GB 2005
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.
356
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Speciality Foods
PERIscope
Speciality Foods: Summary
358

In ROI, consumers are most likely to regard farmhouse cheese, smoked salmon and organic
food as „speciality‟. In NI, the top mentions for speciality food are smoked salmon, fresh seafood
and homemade bread, while in GB smoked salmon, sushi and pate are the top mentions.

GB consumers are less likely to associate certain food types with the „speciality‟ label; an
illustration of their higher consumption of these foods and subsequently their view that they are
more mainstream than specialist. Indeed, the % of GB consumers that have „ever bought‟
speciality foods (as defined by this study) is higher for all categories, except smoked salmon,
handmade bread and handmade chocolates.

The movement of these products into the mainstream may gain further momentum in the future
as the % of „ever bought‟ for each food type has increased across the board in ROI. Ni
consumers seem to be less engaged with the category overall.

The two main values associated with speciality foods continue to be „expensive‟ and „high
quality‟.

While speciality foods have retained their stature as a „treat for the family‟ or as a „treat for
myself‟, they also represent foods that are of high quality. However, they have declined
considerably as a food that can be used as „a gift‟.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Spontaneous Mention of Foods considered to be
Speciality Foods – 2011 (I)
% Mentioned
Organic food
22
15
9
Smoked Salmon
Handmade chocolates
18
14
18
Handmade bread
12
22
18
15
Farmhouse Cheese
11
ROI 2011
18
17
16
8
9
20
25
14
Sushi
359
21
14
Pate
Imported cheese
20
20
15
Fresh seafood
24
25
NI 2011
GB 2011
14
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Spontaneous Mention of Foods considered to be
Speciality Foods – 2011 (II)
% Mentioned
Herb Breads
15
15
8
12
Cured Meats
Duck
15
16
9
Fresh Juices/Smoothies
5
7
7
11
Preserves/jam/honey
6
10
Fresh condiments
Sun dried Tomatoes
8
7
Foie Gras
360
14
12
12
3
9
Fresh Pasta
20
11
5
10
ROI 2011
NI 2011
13
GB 2011
14
13
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All grocery shoppers)
PERIscope
Spontaneous Mention of Foods considered to be
Speciality Foods – 2011 (III)
% Mentioned
7
Olive Oil
9
8
7
Salami
17
4
6
Deli Food
12
10
6
Balsamic Vinegar
10
4
6
Oils/Mustards/Relishes
9
4
5
6
Micro Brewed Beer
3
361
ROI 2011
NI 2011
GB 2011
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Spontaneous Mention of Foods considered to be
Speciality Foods – ROI (I)
% Mentioned
22
20
26
23
24
23
26
23
20
18
25
21
18
17
22
15
15
17
18
21
18
22
17
21
25
23
17
18
18
14
16
12
Organic food
Smoked Salmon
Handmade chocolates
Handmade bread
Fresh seafood
Pate
Farmhouse Cheese
Sushi
Imported cheese
362
8
8
12
ROI 2011
ROI 2009
ROI 2007
ROI 2005
15
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Spontaneous Mention of Foods considered to be
Speciality Foods – ROI (II)
% Mentioned
15
13
15
13
12
16
12
14
15
14
11
13
Herb Breads
Cured Meats
Duck
Fresh Juices/Smoothies
7
7
11
13
9
12
10
11
9
10
Preserves/jam/honey
Condiments
Sun dried Tomatoes
Fresh Pasta
7
ROI 2011
ROI 2009
ROI 2007
ROI 2005
10
9
9
9
10
8
9
Foie Gras
7
363
10
10
10
10
14
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Spontaneous Mention of Foods considered to be
Speciality Foods – NI (I)
% Mentioned
Organic food
9
15
18
17
18
20
22
18
Smoked Salmon
11
10
Handmade chocolates
Handmade bread
Fresh seafood
Pate
Farmhouse Cheese
Sushi
Imported cheese
364
9
7
7
25
29
21
15
16
14
22
21
20
18
22
14
12
10
15
17
10
11
14
11
10
22
NI 2011
NI 2009
NI 2007
NI 2005
20
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Spontaneous Mention of Foods considered to be
Speciality Foods – NI (II)
% Mentioned
7
Herb Breads
9
12
11
Cured Meats
Duck
Fresh Juices/Smoothies
Preserves/jam/honey
2
3
8
20
16
16
5
7
8
6
6
6
6
Sun dried Tomatoes
6
6
Foie Gras
365
4
Fresh condiments
Fresh Pasta
15
13
6
7
5
7
7
6
14
9
11
12
12
10
13
NI 2011
NI 2009
NI 2007
NI 2005
13
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Spontaneous Mention of Foods considered to be
Speciality Foods – GB (I)
% Mentioned
9
Organic food
Smoked Salmon
Handmade chocolates
Handmade bread
Fresh seafood
Pate
Farmhouse Cheese
Sushi
Imported cheese
366
11
15
15
15
20
18
14
11
16
13
12
10
9
12
14
13
13
16
15
12
13
18
11
12
8
8
16
11
16
16
9
8
10
12
24
GB 2011
GB 2009
GB 2007
GB 2005
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Spontaneous Mention of Foods considered to be
Speciality Foods – GB (II)
% Mentioned
8
7
6
8
Herb Breads
11
15
10
Cured Meats
8
9
6
8
Duck
Fresh Juices/Smoothies
Preserves/jam/honey
2
3
6
5
5
4
5
Fresh condiments
Sun dried Tomatoes
Fresh Pasta
Foie Gras
367
15
5
5
8
7
7
3
4
3
3
GB 2011
GB 2009
GB 2007
GB 2005
6
6
5
7
7
10
13
13
Q.49 What types of food would you consider/describe as speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All grocery shoppers)
PERIscope
Types of Food Considered „Speciality Food‟
– Prompted and Ever Bought – 2011 (I)
ROI 2011
NI 2011
52
Pate
58
47
40
45
38
40
54
34
32
57
46
50
61
41
31
37
22
41
12
40
30
37
6
36
16
32
45
Considered
Ever Bought
368
41
40
53
Fresh condiments
60
38
55
Preserves/jam/honey
42
40
63
Cured Meats
Oil/mustards/relishes
48
44
Farmhouse Cheese
Micro brewed beer
GB 2011
27
35
Considered
Ever Bought
52
Considered
Ever Bought
Q.50 And which, if any of the following would you consider to be speciality foods?
Q.51 Which of the following have you ever bought?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All grocery shoppers)
PERIscope
Types of Food Considered „Speciality Food‟
– Prompted and Ever Bought – 2011 (II)
ROI 2011
NI 2011
63
Smoked Salmon
Herb Breads
34
46
65
55
36
21
32
33
35
45
26
34
31
34
63
39
55
55
64
Handmade bread
48
36
57
29
28
35
46
369
40
29
72
Considered
Ever Bought
50
49
52
Fresh Juices/Smoothies
55
38
60
31
Olive oil
57
58
58
Handmade chocolates
Balsamic vinegar
GB 2011
58
28
Considered
Ever Bought
Considered
Ever Bought
Q.50 And which, if any of the following would you consider to be speciality foods?
Q.51 Which of the following have you ever bought?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Types of Food Considered „Speciality Food‟
– Prompted and Ever Bought – ROI (I)
% Considered
% Ever Bought
52
53
54
56
Pate
57
54
51
53
48
48
48
Farmhouse Cheese
Cured Meats
Preserves/jam/honey
Fresh condiments
Micro brewed beer
Oil/mustards/relishes
370
44
41
41
43
63
45
44
42
40
38
55
33
35
40
39
37
40
57
54
54
54
50
47
51
48
41
32
37
43
36
36
31
38
ROI 2011
ROI 2009
ROI 2007
ROI 2005
23
25
22
7
7
8
31
12
Q.50 And which, if any of the following would you consider to be speciality foods?
Q.51 Which of the following have you ever bought?
39
37
38
45
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All grocery shoppers)
PERIscope
Types of Food Considered „Speciality Food‟
– Prompted and Ever Bought – ROI (II)
% Considered
% Ever Bought
Smoked Salmon
55
Herb Breads
63
60
60
60
60
48
51
51
34
33
35
35
61
58
63
Handmade chocolates
72
72
Balsamic vinegar
Olive oil
43
45
44
43
55
49
371
46
50
31
27
30
26
Handmade bread
Fresh Juices/Smoothies
40
77
35
33
36
38
34
33
30
28
35
38
41
35
58
64
63
ROI 2011
ROI 2009
ROI 2007
ROI 2005
Q.50 And which, if any of the following would you consider to be speciality foods?
Q.51 Which of the following have you ever bought?
41
52
50
51
47
46
46
48
57
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Types of Food Considered „Speciality Food‟
– Prompted and Ever Bought – NI (I)
% Considered
% Ever Bought
48
Pate
43
38
Farmhouse Cheese
32
Cured Meats
27
Fresh condiments
Micro brewed beer
Oil/mustards/relishes
372
19
47
54
38
50
36
34
35
46
42
41
45
30
34
29
34
32
31
37
22
54
NI 2011
NI 2009
NI 2007
NI 2005
28
6
7
61
60
69
50
24
38
8
35
39
65
44
46
35
57
40
40
66
51
47
48
33
Preserves/jam/honey
40
43
56
23
Q.50 And which, if any of the following would you consider to be speciality foods?
Q.51 Which of the following have you ever bought?
48
49
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Types of Food Considered „Speciality Food‟
– Prompted and Ever Bought – NI (II)
% Considered
% Ever Bought
58
Smoked Salmon
51
67
49
47
43
45
Herb Breads
55
60
59
Olive oil
373
51
37
59
28
26
28
52
39
39
44
43
55
54
NI 2011
NI 2009
NI 2007
NI 2005
51
63
28
36
26
28
28
26
26
37
21
31
33
Handmade bread
Fresh Juices/Smoothies
71
47
25
20
23
21
33
33
19
57
35
29
Handmade chocolates
Balsamic vinegar
38
42
64
20
Q.50 And which, if any of the following would you consider to be speciality foods?
Q.51 Which of the following have you ever bought?
50
44
61
58
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Types of Food Considered „Speciality Food‟
– Prompted and Ever Bought – GB (I)
% Considered
Pate
Farmhouse Cheese
Cured Meats
Preserves/jam/honey
Fresh condiments
Micro brewed beer
Oil/mustards/relishes
374
30
27
% Ever Bought
42
39
42
42
41
38
36
34
32
29
60
58
61
58
57
45
44
64
63
54
52
55
54
61
58
65
62
24
26
37
37
40
38
37
33
31
36
27
30
25
26
72
GB 2011
GB 2009
GB 2007
GB 2005
40
40
45
41
16
10
9
12
Q.50 And which, if any of the following would you consider to be speciality foods?
Q.51 Which of the following have you ever bought?
52
52
56
57
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All grocery shoppers)
PERIscope
Types of Food Considered „Speciality Food‟
– Prompted and Ever Bought – GB (II)
% Considered
% Ever Bought
57
59
55
58
Smoked Salmon
50
53
47
44
Herb Breads
65
68
71
65
Handmade chocolates
32
33
33
33
34
37
28
27
Balsamic vinegar
Olive oil
Handmade bread
Fresh Juices/Smoothies
375
55
50
50
54
37
36
50
50
19
20
40
37
41
42
36
36
55
57
GB 2011
GB 2009
GB 2007
GB 2005
29
30
Q.50 And which, if any of the following would you consider to be speciality foods?
Q.51 Which of the following have you ever bought?
48
47
45
42
63
59
56
60
39
48
46
45
58
54
57
58
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
Definition – Speciality Food
Speciality Food
Speciality food is defined as handmade or
hand crafted food typically using quality
ingredients from local or small scale
producers.
376
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Speciality Foods – 2011 (I)
% Agree Strongly/Slightly
52
Are crafted
70
58
64
For special occasions
Better quality than 'ordinary' food
69
71
63
Commitment to tradition
51
53
50
70
74
72
68
62
57
Look, smell and taste superb
83
76
62
Naturally grown ingredients
Small-scale producers
82
82
70
Expensive
Handmade
81
72
High Quality
67
65
65
ROI 2011
NI 2011
GB 2011
64
63
58
Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,
cured meat e.g. salami, handmade chocolate etc. 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 these statements about speciality food.
377
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Speciality Foods – 2011 (II)
% Agree Strongly/Slightly
52
Sold through specialist outlets
Up-market Packaging
Niche, i.e. limited supply
Bought mainly as gifts
Are for people like me
Widely available through retail outlets
Part of everyday eating
28
25
Are mainly imported
15
Are a trend/fad that will pass
Don‟t know, I am not aware of
speciality foods
3
9
22
52
55
50
43
51
41
38
35
49
47
52
46
43
54
33
39
37
34
63
64
60
ROI 2011
NI 2011
GB 2011
28
12
Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,
cured meat e.g. salami, handmade chocolate etc. 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 these statements about speciality food.
378
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Speciality Foods – ROI (I)
% Agree Strongly/Slightly
High Quality
Expensive
Naturally grown ingredients
Handmade
Commitment to tradition
For special occasions
Small-scale producers
Look, smell and taste superb
Better quality than 'ordinary' food
Are crafted
81
79
79
66
82
76
77
80
78
76
67
74
71
62
71
64
73
70
60
70
65
71
66
59
74
67
68
74
68
68
62
68
66
59
67
59
68
66
54
65
59
65
60
53
63
54
64
61
53
74
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,
cured meat e.g. salami, handmade chocolate etc. 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 these statements about speciality food.
379
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Attitude Towards Speciality Foods – ROI (II)
% Agree Strongly/Slightly
Sold through specialist outlets
50
Packaging up-market
Niche, i.e. limited supply
41
40
Bought mainly as gifts
Are for people like me
32
36
Widely available through retail outlets
38
33
31
35
28
22
25
22
31
30
28
15
23
23
25
19
Part of everyday eating
Are mainly imported
Are a trend/fad that will pass
Don‟t know, I am not aware of
speciality foods
3
5
13
14
50
45
51
45
49
63
64
63
58
63
60
60
61
61
49
53
47
49
44
49
43
46
45
49
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
18
Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,
cured meat e.g. salami, handmade chocolate etc. 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 these statements about speciality food.
380
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Speciality Foods – NI (I)
% Agree Strongly/Slightly
72
72
High Quality
48
70
Expensive
55
Naturally grown ingredients
Handmade
Commitment to tradition
43
Small-scale producers
58
59
36
47
51
35
Look, smell and taste superb
40
35
56
57
54
40
Better quality than 'ordinary' food
Are crafted
52
55
38
For special occasions
62
63
53
51
50
49
77
74
75
73
64
66
64
68
64
65
66
NI 2011
NI 2009
NI 2007
NI 2005
68
56
Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,
cured meat e.g. salami, handmade chocolate etc. 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 these statements about speciality food.
381
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Speciality Foods – NI (II)
% Agree Strongly/Slightly
52
Sold through specialist outlets
38
Packaging up-market
Niche, i.e. limited supply
Bought mainly as gifts
Are for people like me
Widely available through retail outlets
Part of everyday eating
Are mainly imported
Are a trend/fad that will pass
Don‟t know, I am not aware of
speciality foods
11
5
15
9
8
58
60
52
43
41
34
43
37
42
27
38
34
32
29
47
41
58
40
43
37
26
28
28
27
24
24
37
29
49
33
22
NI 2011
NI 2009
NI 2007
NI 2005
20
13
Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,
cured meat e.g. salami, handmade chocolate etc. 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 these statements about speciality food.
382
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Speciality Foods – GB (I)
% Agree Strongly/Slightly
High Quality
Expensive
Naturally grown ingredients
Handmade
51
Commitment to tradition
53
54
50
Better quality than 'ordinary' food
Are crafted
48
63
62
62
68
65
55
56
52
58
54
52
83
83
70
68
57
59
Small-scale producers
73
70
69
69
59
56
63
61
57
For special occasions
Look, smell and taste superb
74
67
82
82
72
74
71
GB 2011
GB 2009
GB 2007
GB 2005
64
67
Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,
cured meat e.g. salami, handmade chocolate etc. 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 these statements about speciality food.
383
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Attitude Towards Speciality Foods – GB (II)
% Agree Strongly/Slightly
64
63
Sold through specialist outlets
52
55
60
54
50
51
50
47
Packaging up-market
Niche, i.e. limited supply
41
41
35
34
37
39
Bought mainly as gifts
Are for people like me
39
Widely available through retail outlets
39
39
39
Part of everyday eating
Are mainly imported
Are a trend/fad that will pass
Don‟t know, I am not aware of
speciality foods
12
11
13
13
21
22
32
34
34
36
28
37
28
29
44
52
54
54
51
46
GB 2011
GB 2009
GB 2007
GB 2005
Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,
cured meat e.g. salami, handmade chocolate etc. 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 these statements about speciality food.
384
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Reasons for Buying Speciality Foods – 2011 (I)
Main Reason
As a treat for the family
%
Any Reason
27
58
26
57
27
49
25
47
35
As a treat for myself
57
34
52
15
I appreciate the high quality of
these foods
42
8
26
9
35
7
29
9
As a gift
28
4
20
6
For dinner parties/entertaining
at home
8
4
ROI 2011
NI 2011
GB 2011
24
24
22
Ranked on ROI 2011 any reason
385
Q.55 Which of the following best describes the main reason you choose to buy speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Reasons for Buying Speciality Foods – 2011 (II)
Main Reason
I like to know where my food
comes from
2
1
*
I only buy good food
3
2
3
%
Any Reason
17
11
7
14
10
13
5
4
To use everyday
14
11
9
20
I dislike processed food
2
1
1
10
9
8
I only buy naturally produced
food
1
*
*
11
Only for use at the weekends
1
1
2
6
7
ROI 2011
NI 2011
GB 2011
7
9
8
Ranked on ROI 2011 any reason
386
Q.55 Which of the following best describes the main reason you choose to buy speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Reasons for Buying Speciality Foods – ROI (I)
Main Reason
%
Any Reason
27
26
58
56
20
As a treat for the family
48
52
46
47
51
50
49
28
20
25
29
33
30
As a treat for myself
20
I appreciate the high quality of
these foods
As a gift
36
15
10
11
9
8
7
9
10
9
42
32
36
30
24
29
32
37
35
20
For dinner parties/entertaining
at home
6
7
5
7
8
45
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
24
25
22
25
27
Ranked on ROI 2011 any reason
387
Q.55 Which of the following best describes the main reason you choose to buy speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who buy speciality foods)
PERIscope
Reasons for Buying Speciality Foods – ROI (II)
Main Reason
I like to know where my food
comes from
I only buy good food
To use everyday
I dislike processed food
I only buy naturally produced
food
Only for use at the weekends
2
1
1
1
2
3
3
3
4
3
5
6
3
3
3
2
1
1
1
2
1
*
1
1
1
1
1
2
-
%
Any Reason
17
12
13
13
12
14
11
13
12
11
14
13
12
11
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
8
10
8
10
10
10
11
6
8
6
8
7
8
13
8
5
Ranked on ROI 2011 any reason
388
Q.55 Which of the following best describes the main reason you choose to buy speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Reasons for Buying Speciality Foods – NI (I)
%
Main Reason
Any Reason
26
24
23
23
As a treat for the family
57
51
58
43
35
32
As a treat for myself
57
54
44
74
34
I appreciate the high quality of
these foods
As a gift
For dinner parties/entertaining
at home
59
8
10
26
32
32
4
4
27
9
8
6
5
28
32
32
23
8
6
13
12
NI 2011
N 2009
NI 2007
NI 2005
24
26
42
27
Ranked on ROI 2011 any reason
389
Q.55 Which of the following best describes the main reason you choose to buy speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who buy speciality foods)
PERIscope
Reasons for Buying Speciality Foods – NI (II)
Main Reason
I like to know where my food
comes from
I only buy good food
To use everyday
I dislike processed food
I only buy naturally produced
food
Only for use at the weekends
1
1
*
1
Any Reason
11
11
14
10
2
3
2
3
4
9
3
5
1
1
1
1
*
1
1
2
2
1
%
NI 2011
NI 2009
NI 2007
NI 2005
10
12
15
13
11
16
13
11
9
7
19
8
6
5
9
3
9
9
15
9
Ranked on ROI 2011 any reason
390
Q.55 Which of the following best describes the main reason you choose to buy speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Reasons for Buying Speciality Foods – GB (I)
Main Reason
49
50
56
49
34
31
35
34
As a treat for myself
52
53
60
57
9
11
8
8
I appreciate the high quality of
these foods
35
39
33
31
4
5
7
7
4
For dinner parties/entertaining
at home
Any Reason
27
23
23
25
As a treat for the family
As a gift
%
7
8
7
20
18
31
29
GB 2011
GB 2009
GB 2007
GB 2005
22
28
33
28
Ranked on ROI 2011 any reason
391
Q.55 Which of the following best describes the main reason you choose to buy speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Reasons for Buying Speciality Foods – GB (II)
Main Reason
I like to know where my food
comes from
I only buy good food
I only buy naturally produced
food
Only for use at the weekends
Any Reason
*
1
1
1
7
7
8
8
3
4
4
3
13
13
13
11
9
9
7
9
To use everyday
I dislike processed food
%
1
1
*
1
*
1
*
*
2
3
2
1
20
18
17
17
8
8
4
11
GB 2011
GB 2009
GB 2007
GB 2005
7
5
3
4
8
13
13
11
Ranked on ROI 2011 any reason
392
Q.55 Which of the following best describes the main reason you choose to buy speciality foods?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who buy speciality foods)
PERIscope
Average Spend (Including Zero) On Speciality Food Per Month
ROI 2011
NI 2011
€26 (£23)
GB 2011
€25 (£22)
€22 (£19)
393
Q.54 In an average month, approximately how much (in Euro) would you spend on speciality food?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – 2011 (I)
Fresh Juices/
Smoothies
%
2-3 times/
once a
month 46
51
Handmade
Bread
%
Cured
Meats
%
Preserves/
Jam/Honey
%
48
49
54
40
52
48
51
Weekly 32
29
30
ROI NI GB
2011 2011 2011
394
Farmhouse
Cheese
%
24
19
ROI NI GB
2011 2011 2011
61
54
23
12
63
16
18
ROI NI GB
2011 2011 2011
9
9
13
8
ROI NI
GB
2011 2011 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
64
56
11
13
51
ROI NI
GB
2011 2011 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – 2011 (II)
Herb
Breads
%
2-3 times/
once a 45
month
53
Weekly 11
11
Fresh
Condiments
%
42
39
6
ROI NI GB
2011 2011 2011
395
10
47
Olive
Oil
%
60
48
5
10
ROI NI GB
2011 2011 2011
4
56
4
54
7
ROI NI GB
2011 2011 2011
48
8
Smoked
Salmon
%
Pate
%
54
47
6
41
39
5
7
ROI NI
GB
2011 2011 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
46
10
5
ROI NI
GB
2011 2011 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – 2011 (III)
Micro-brewed
Beer
%
55
2-3 times/
once a
month
16
Weekly
4
ROI
2011
396
Oil/Mustard
Relishes
%
30
1
NI
2011
53
Handmade
Chocolates
%
Balsamic
Vinegar
%
51
29
2
GB
2011
3
4
6
ROI
2011
NI
2011
GB
2011
12
1
ROI
2011
16
17
1
NI
2011
2
GB
2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
36
42
37
2
ROI
2011
1
NI
2011
3
GB
2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – ROI (I)
Fresh Juices/
Smoothies
%
2-3 times/
43
once a
month
43
47
Handmade
Bread
%
Cured
Meats
%
Preserves/
Jam/Honey
%
Farmhouse
Cheese
%
46
47
48
46
49
48
45
40
69
59
58
49
63
51
48
51
16
16
13
47
Weekly 38
32
31
32
ROI ROI ROI ROI
2005 2007 2009 2011
397
25
23
27
24
ROI ROI ROI ROI
2005 2007 2009 2011
16
14
21
23
ROI ROI ROI ROI
2005 2007 2009 2011
12
14
10
9
ROI ROI ROI ROI
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
10
ROI ROI ROI ROI
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – ROI (II)
Herb
Breads
%
2-3 times/
once a 45
month
Weekly
7
50
38
Fresh
Condiments
%
45
43
45
42
54
57
56
Smoked
Salmon
%
60
50
47
Pate
%
48
38
12
11
11
ROI ROI ROI ROI
2005 2007 2009 2011
398
53
Olive
Oil
%
7
11
12
10
ROI ROI ROI ROI
2005 2007 2009 2011
6
6
5
4
ROI ROI ROI ROI
2005 2007 2009 2011
5
6
7
8
ROI ROI ROI ROI
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
43
39
39
39
5
6
8
7
ROI ROI ROI ROI
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – ROI (III)
Micro-brewed
Beer
%
Oil/Mustard
Relishes
%
60
2-3 times/
once a
month 28
55
34
52
Handmade
Chocolates
%
55
5
2
2
4
ROI ROI ROI ROI
2005 2007 2009 2011
399
41
45
2
2
38
36
3
2
31
16
Weekly
Balsamic
Vinegar
%
13
4
6
7
3
ROI ROI ROI ROI
2005 2007 2009 2011
2
23
1
15
2
12
1
ROI ROI ROI ROI
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
ROI ROI ROI ROI
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – NI (I)
Fresh Juices/
Smoothies
%
2-3 times/
once a 41
month
Handmade
Bread
%
Cured
Meats
%
Preserves/
Jam/Honey
%
45
45
51
58
48
56
48
54
60
71
61
54
52
64
60
Weekly 45
35
21
79
52
61
64
40
29
NI
NI
NI
NI
2005 2007 2009 2011
400
Farmhouse
Cheese
%
29
24
19
NI
NI
NI
NI
2005 2007 2009 2011
25
14
20
26
16
NI
NI
NI
NI
2005 2007 2009 2011
12
18
7
9
NI
NI
NI
NI
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
17
8
11
NI
NI
NI
NI
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – NI (II)
Herb
Breads
%
2-3 times/
once a n/a
month
Fresh
Condiments
%
54
n/a
52
Olive
Oil
%
55
53
48
Weekly
11
NI
NI
NI
NI
2005 2007 2009 2011
401
56
n/a 14
5
NI
NI
NI
NI
2005 2007 2009 2011
1
4
NI
NI
NI
NI
2005 2007 2009 2011
50
47
8
10
42
45
4
69
54
20
10
n/a
56
49
n/a 25
11
Pate
%
58
65
53
Smoked
Salmon
%
12
1
6
6
NI
NI
NI
NI
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
n/a
4
NI
NI
NI
NI
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – NI (III)
Micro-brewed
Beer
%
Oil/Mustard
Relishes
%
Handmade
Chocolates
%
Balsamic
Vinegar
%
63
2-3 times/
once a
month
76
34
-
4
3
1
45
44
42
2
1
31
30
NI
NI
NI
NI
2005 2007 2009 2011
402
53
36
28
Weekly
52
56
57
1
1
4
4
NI
NI
NI
NI
2005 2007 2009 2011
1
6
18
16
*
1
NI
NI
NI
NI
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
19
-
NI
NI
NI
NI
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – GB (I)
Fresh Juices/
Smoothies
%
2-3 times/
once a
month
46
48
40
Handmade
Bread
%
49
33
37
GB GB GB GB
2005 2007 2009 2011
44
51
30
25
13
403
Farmhouse
Cheese
%
57
50
14
12
12
GB GB GB GB
2005 2007 2009 2011
21
17
57
48
65
41
37
32
Preserves/
Jam/Honey
%
48
51
Weekly
Cured
Meats
%
56
60
50
54
19
18
5
GB GB GB GB
2005 2007 2009 2011
45
4
6
8
GB GB GB GB
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
20
23
13
GB GB GB GB
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – GB (II)
Herb
Breads
%
Fresh
Condiments
%
54
2-3 times/
once a
month
42
48
Weekly
6
5
41
39
7
6
GB GB GB GB
2005 2007 2009 2011
404
Olive
Oil
%
Pate
%
55
56
47
58
51
9
Smoked
Salmon
%
6
11
10
GB GB GB GB
2005 2007 2009 2011
4
2
50
54
48
35
5
7
GB GB GB GB
2005 2007 2009 2011
6
45
41
41
4
5
5
GB GB GB GB
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
9
49
7
44
46
5
5
GB GB GB GB
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy speciality foods)
Frequency of Buying Speciality Foods – GB (III)
Micro-brewed
Beer
%
Oil/Mustard
Relishes
%
56
2-3 times/
once a
month 28
Weekly
-
22
23
1
7
51
Balsamic
Vinegar
%
51
37
29
2
GB
GB
GB
GB
2005 2007 2009 2011
405
58
Handmade
Chocolates
%
3
2
4
6
GB
GB
GB
GB
2005 2007 2009 2011
18
19
15
17
1
*
1
2
GB
GB
GB
GB
2005 2007 2009 2011
Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?
2
34
1
36
37
3
3
GB
GB
GB
GB
2005 2007 2009 2011
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Organic Food
PERIscope
Organic Food: Summary
407

Over half of all consumers in ROI and GB claim to have „ever bought‟ organic food, a figure
that has continued to increase in both regions since 2005. less consumers in NI claim to have
interacted with the sector.

Purchases of organic food in the past week/past month are higher in ROI than in GB or NI.
These types of purchases continue to increase in ROI, and have done so steadily since 2003.
in contrast, past week/past month purchases have declined in NI since 2007, while in GB they
show signs of stagnating.

Vegetables and fruit continue to be the two most commonly purchased organic food types,
although monthly or more often purchases of poultry in ROI are quite a bit ahead of NI, and GB
particularly.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Organic Purchasing Behaviour
ROI 2011
NI 2011
GB 2011
EVER BOUGHT
All Adults 15+
Yes
57%
EVER BOUGHT
Grocery Shoppers
MOST FREQUENT
PURCHASES
66%
•
•
•
•
Vegetables
Fruit
Poultry
Dairy produce
Yes
56%
Yes
36%
43%
•
•
•
•
Vegetables
Fruit
Poultry
Dairy produce
59%
•
•
•
•
Vegetables
Fruit
Dairy produce
Poultry
Q.58 When was the last time, if ever, you bought any organic food?
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
408
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Organic Purchasing Behaviour – ROI
ROI 2003
ROI 2005
ROI 2007
Yes
30%
Yes
38%
Yes
46%
ROI 2009
ROI 2011
EVER BOUGHT
All Adults 15+
EVER BOUGHT
Grocery Shoppers
MOST
FREQUENT
PURCHASES
•
•
•
•
40%
Vegetables
Dairy products
Fruit
Poultry
51%
•
•
•
•
Vegetables
Fruit
Dairy products
Poultry
Yes
50%
59%
•
•
•
•
Vegetables
Fruit
Poultry
Dairy products
Yes
57%
61%
•
•
•
•
66%
Vegetables
Fruit
Poultry
Dairy produce
•
•
•
•
Vegetables
Fruit
Poultry
Dairy produce
Q.58 When was the last time, if ever, you bought any organic food?
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
409
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Organic Purchasing Behaviour – NI
NI 2005
NI 2007
NI 2009
NI 2011
Yes
25%
Yes
53%
Yes
39%
Yes
36%
30%
44%
50%
EVER BOUGHT
All Adults 15+
EVER BOUGHT
Grocery Shoppers
MOST FREQUENT
PURCHASES
•
•
•
•
Vegetables
Dairy products
Fruit
Poultry
•
•
•
•
Vegetables
Fruit
Dairy products
Poultry
•
•
•
•
Vegetables
Fruit
Dairy produce
Poultry
43%
•
•
•
•
Vegetables
Fruit
Poultry
Dairy produce
Q.58 When was the last time, if ever, you bought any organic food?
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
410
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Organic Purchasing Behaviour – GB
GB 2005
GB 2007
GB 2009
Yes
39%
Yes
40%
Yes
49%
47%
49%
53%
GB 2011
EVER BOUGHT
All Adults 15+
EVER BOUGHT
Grocery Shoppers
MOST FREQUENT
PURCHASES
•
•
•
•
Vegetables
Fruit
Dairy products
Poultry
•
•
•
•
Vegetables
Fruit
Poultry
Dairy products
•
•
•
•
Vegetables
Dairy products
Fruit
Poultry
Yes
56%
59%
•
•
•
•
Vegetables
Fruit
Dairy produce
Poultry
Q.58 When was the last time, if ever, you bought any organic food?
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
411
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in Organic Form – 2011 (I)
% Weekly
% Monthly or more often
40
Vegetables
28
26
Milk/cream
58
24
23
66
52
18
50
10
8
41
28
14
10
9
Yoghurt
Cheese
59
31
Fruit
Poultry
72
76
9
10
8
8
9
33
43
31
27
ROI 2011
NI 2011
GB 2011
42
28
15
32
29
12
Butter/other dairy spreads
4
6
6
10
29
20
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
412
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in Organic Form – 2011 (II)
% Weekly
% Monthly or more often
7
7
Beef
22
28
3
18
4
6
7
Cereals
10
23
15
5
3
6
13
Pasta
Lamb
2
2
2
15
19
14
3
4
4
13
Bacon
Pork
2
3
2
*
Venison 1
1
22
18
22
ROI 2011
NI 2011
GB 2011
15
11
19
15
1
7
6
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
413
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in Organic Form – ROI (I)
% Weekly
% Monthly or more often
Vegetables
26
Fruit
22
16
18
15
13
17
14
14
15
17
Poultry
Yoghurt
-
9
10
14
Cheese
-
8
8
Milk/cream
-
4
6
Butter/other dairy spreads
-
15
11
40
40
40
32
31
33
31
41
35
33
33
32
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
50
27
31
30
15
15
10
14
-
44
41
42
53
72
68
72
63
60
58
58
60
24
24
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
414
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who buy organic food)
PERIscope
Frequency of Buying Various Types of Food in Organic Form – ROI (II)
Beef
Cereals
Pasta
Lamb
Bacon
Pork
Venison
% Weekly
7
9
7
9
6
4
6
10
7
4
5
5
9
4
4
2
3
4
5
4
3
4
6
5
3
2
3
3
4
1
*
1*
1
1
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
% Monthly or more often
22
22
28
27
19
10
15
20
17
13
13
16
12
16
12
15
17
20
16
13
13
12
15
15
10
11
11
15
15
8
1
1
4
6
2
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
415
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in Organic Form – NI (I)
% Weekly
% Monthly or more often
28
32
Vegetables
31
24
Fruit
29
28
10
8
10
Poultry
Cheese
n/a
6
5
Butter/other dairy spreads
n/a
17
17
9
11
12
12
NI 2011
NI 2009
NI 2007
NI 2005
43
62
42
68
n/a
27
32
n/a
18
n/a
81
58
n/a
29
86
41
49
28
76
69
66
65
10
n/a
Milk/cream
59
42
15
n/a
7
45
31
10
11
Yoghurt
66
58
29
57
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
416
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in Organic Form – NI (II)
% Weekly
Beef
Cereals
Pasta
Lamb
Bacon
Pork
Venison
7
5
5
5
6
3
8
10
3
3
8
7
2
2
1
2
4
3
4
5
3
3
1
2
1
*
1
% Monthly or more often
19
28
45
14
14
14
13
NI 2011
NI 2009
NI 2007
NI 2005
23
41
42
22
37
37
19
21
22
31
30
11
3
51
36
19
32
32
7
10
28
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
417
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in Organic Form – GB (I)
% Weekly
% Monthly or more often
26
Vegetables
59
34
66
69
28
23
Fruit
Poultry
52
30
27
59
67
8
9
7
28
32
36
9
31
32
15
14
Yoghurt
37
8
Cheese
12
10
12
17
17
Milk/cream
Butter/other dairy spreads
6
8
7
28
30
34
GB 2011
GB 2009
GB 2007
29
33
37
20
22
23
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
418
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who buy organic food)
Frequency of Buying Various Types of Food in Organic Form – GB (II)
% Weekly
Beef
% Monthly or more often
3
4
2
18
22
26
7
9
5
Cereals
15
17
18
6
7
Pasta
18
19
18
3
Lamb
2
2
2
Bacon
4
3
2
Pork
2
1
2
Venison
1
*
*
14
14
15
15
15
17
GB 2011
GB 2009
GB 2007
15
15
16
6
5
3
Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?
419
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
When Last Bought Organic Food – 2011
%
ROI
2011
NI
2011
14
Past week
24
GB
2011
20
12
Past month
18
Past 3 months
Past 6 months
Longer ago
6
3
6
5
2
3
17
8
3
8
64
Never
43
43
Q.58 When was the last time, if ever, you bought any organic food?
420
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
When Last Bought Organic Food – ROI
%
Past week
Past month
Past 3 months
Past 6 months
Longer ago
Never
ROI
2003
ROI
2005
10
11
7
2 3
6
70
ROI
2007
17
11
5
3
8
62
ROI
2009
ROI
2011
25
24
12
18
14
5
3
7
54
6
3
5
6
3
6
50
43
Q.58 When was the last time, if ever, you bought any organic food?
421
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
When Last Bought Organic Food – NI
%
NI
2005
NI
2007
NI
2009
NI
2011
Past week
8
10
Past month
Past 3 months
Past 6 months
Longer ago
15
14
9
1 2
4
19
12
12
13
4
2
5
5
2
3
61
64
6
5
Never
75
47
Q.58 When was the last time, if ever, you bought any organic food?
422
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
When Last Bought Organic Food – GB
%
GB
2005
GB
2007
13
16
Past week
Past month
Past 3 months
Past 6 months
Longer ago
Never
3
12
9
4
6
2
5
7
61
GB
2009
GB
2011
24
20
12
17
6
2
6
8
3
8
60
50
43
Q.58 When was the last time, if ever, you bought any organic food?
423
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Alcohol
PERIscope
Alcohol: Summary
425

Approximately 7 in 10 adults in ROI and GB consume alcohol nowadays. In NI, the figure
drops to just over 6 in 10.

In each region, alcohol consumption is highest amongst 25-44 year olds.

Of those consuming alcohol, daily and weekly consumption tends to be higher in GB.
However, daily and weekly consumption have declined in all regions since 2009.

ROI now has the largest proportion of alcohol drinkers consuming alcohol less often than
once a month. The % of people drinking alcohol with food has also declined in ROI since
the last wave of research.

The purchase of alcohol from supermarkets or off licences as opposed to pubs has
remained the standard for over 6 in 10 consumers in each of the regions.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All Adults 15+)
PERIscope
Incidence of Drinking Alcohol
ROI 2011
NI 2011
GB 2011
No
28%
No
36%
No
30%
Yes
72%
Yes
64%
Yes
70%
Higher amongst …
• 25-44 yrs
426
• 25-34 yrs
• 25-34 yrs
Q.35 Do you, yourself ever drink any alcoholic drinks, either at home (i.e. in your own home or
someone else‟s home) or on licensed premises such as a pub, club, bar, hotel or elsewhere?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 15+)
Incidence of Drinking Alcohol – ROI
ROI 2003
ROI 2005
ROI 2007
ROI 2009
No
31%
No
28%
No
30%
No
30%
No
28%
Yes
72%
Yes
70%
Yes
70%
Yes
72%
Yes
69%
ROI 2011
Higher amongst …
• 18-34 yr olds
427
• 25-44 yr olds
• 25-34 yr olds
• 25-44 yr olds
Q.35 Do you, yourself ever drink any alcoholic drinks, either at home (i.e. in your own home or
someone else‟s home) or on licensed premises such as a pub, club, bar, hotel or elsewhere?
• 25-44 yr olds
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All Adults 16+)
Incidence of Drinking Alcohol – NI & GB
Higher
amongst …
NI 2005
NI 2007
No
23%
No
23%
No
31%
No
36%
Yes
77%
Yes
77%
Yes
69%
Yes
64%
• 25-34 yrs
428
NI 2011
• 25-44 yrs
• 25-34 yrs
GB 2009
GB 2011
GB 2005
GB 2007
No
22%
No
28%
No
30%
No
30%
Yes
72%
Yes
70%
Yes
70%
Yes
78%
Higher
amongst …
• 35-44 yrs
NI 2009
• 25-34 yrs
• 35-54 yrs
• 25-34 yrs
• 25-34 yrs
Q.35 Do you, yourself ever drink any alcoholic drinks, either at home (i.e. in your own home or
someone else‟s home) or on licensed premises such as a pub, club, bar, hotel or elsewhere?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who drink alcohol)
PERIscope
Frequency of Drinking Any Alcohol – 2011
%
ROI 2011
(72% )
% Drink Alcohol 
Daily/several times a week
Weekly
28
42
NI 2011
(64% )
GB 2011
(70% )
36
45
33
32
2-3 times/once a month
Less often
Average
429
19
11
Once
a week
24
17
6
6
Once
a week
Once
a week
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.?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who drink alcohol)
Frequency of Drinking Any Alcohol – ROI
%
ROI 2005
(72%)
% Drink Alcohol 
Daily/several times a week
42
ROI 2007
(70%)
40
ROI 2009
(70%)
ROI 2011
(72%)
32
28
41
Weekly
40
41
19
430
42
19
2-3 times/once a month
14
13
Less often
4
6
8
11
Average
Once
a week
Once
a week
Once
a week
Once
a week
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.?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who drink alcohol)
Frequency of Drinking Any Alcohol – NI
%
NI 2005
(77%)
% Drink Alcohol 
Daily/several times a week
NI 2007
(77%)
40
NI 2009
(69%)
44
NI 2011
(64%)
36
57
Weekly
33
33
31
23
2-3 times/once a month
24
Less often
3
Average
431
Once
a week
16
4
Once a week/
several times a week
20
5
Once
a week
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.?
24
6
Once
a week
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who drink alcohol)
PERIscope
Frequency of Drinking Any Alcohol – GB
%
GB 2003
(77%)
% Drink Alcohol 
Daily/several times a week
Weekly
58
GB 2005
(78%)
GB 2007
(72%)
GB 2009
(70%)
54
53
22
26
GB 2011
(70%)
45
63
22
32
23
432
16
2-3 times/once a month
14
Less often
6
10
4
Average
Once
a week
Once
a week
15
17
8
6
6
Once
a week
Once
a week
Once
a week
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.?
11-019758/Bia Periscope Study 2011 Master/Sept 2011
(Base: All who drink alcohol)
PERIscope
Proportion of Alcohol Consumed with Food – 2011
%
ROI
2011
51%+
26-50%
12
NI
2011
GB
2011
21
23
14
23
0-25%
48
36
None/don‟t know
24
26
21
38
16
Q.37 In an average month, thinking of all the occasions you consume alcohol, approximately what
proportion of the occasions of drinking alcohol is with food?
433
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who drink alcohol)
Proportion of Alcohol Consumed with Food – ROI, NI & GB
%
ROI
2007
51%+
26-50%
9
ROI
2009
ROI
2011
NI
2007
16
12
8
15
14
17
NI
2009
NI
2011
GB
2007
17
21
18
23
27
GB
2009
GB
2011
27
23
25
18
24
0-25%
50
48
45
None/don‟t know
26
24
21
53
26
14
44
20
36
21
41
35
38
13
15
16
Q.37 In an average month, thinking of all the occasions you consume alcohol, approximately what
proportion of the occasions of drinking alcohol is with food?
434
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who drink alcohol)
Attitudes Towards Alcohol – 2011
%
Agree
Slightly
%
Agree
Strongly
34
I tend to purchase more of my alcohol
from specialist off licenses/ supermarkets
than pubs these days
38
I always have a drink (alcohol/wine) when I
have dinner in a restaurant
62
28
66
34
20
30
60
34
25
34
23
62
52
24
40
I am drinking more alcohol at home these
days than before
I prefer the restaurant to recommend a
wine rather than choosing the wine myself
28
28
29
%
Agree
64
14
39
15
48
17
40
15
3
17
13
2
15
14
5
20
ROI 2011
NI 2011
GB 2011
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?
435
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who drink alcohol)
Attitudes Towards Alcohol – ROI
I tend to purchase more of my alcohol
from specialist off licenses/ supermarkets
than pubs these days
I always have a drink (alcohol/wine) when I
have dinner in a restaurant
I am drinking more alcohol at home these
days than before
I prefer the restaurant to recommend a
wine rather than choosing the wine myself
%
Agree
Slightly
%
Agree
Strongly
34
34
31
28
28
29
26
31
27
33
25
25
25
25
21
15
17
13
19
18
28
26
30
32
26
24
28
28
35
33
14
14
15
18
13
3
5
18
11
10
%
Agree
62
60
61
60
54
52
54
59
62
66
39
39
40
43
34
17
23
31
30
28
ROI 2011
ROI 2009
ROI 2007
ROI 2005
ROI 2003
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?
436
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who drink alcohol)
Attitudes Towards Alcohol – NI
%
Agree
Slightly
%
Agree
Strongly
38
32
36
21
28
37
24
27
40
33
45
33
20
28
24
31
I am drinking more alcohol at home these
days than before
34
29
39
26
15
19
18
20
I prefer the restaurant to recommend a
wine rather than choosing the wine myself
13
13
13
15
2
3
3
13
I tend to purchase more of my alcohol
from specialist off licenses/ supermarkets
than pubs these days
I always have a drink (alcohol/wine) when I
have dinner in a restaurant
%
Agree
66
70
60
48
60
61
69
64
48
49
57
46
15
16
16
28
NI 2011
NI 2009
NI 2007
NI 2005
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?
437
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All who drink alcohol)
Attitudes Towards Alcohol – GB
I tend to purchase more of my alcohol
from specialist off licenses/ supermarkets
than pubs these days
I always have a drink (alcohol/wine) when I
have dinner in a restaurant
I am drinking more alcohol at home these
days than before
I prefer the restaurant to recommend a
wine rather than choosing the wine myself
%
Agree
Slightly
28
31
27
33
27
30
29
34
33
26
%
Agree
Strongly
34
33
37
25
34
34
37
35
37
45
23
22
29
24
24
17
15
8
13
14
14
14
14
10
10
5
4
6
2
3
%
Agree
62
65
64
58
61
64
65
69
70
71
40
37
37
37
38
20
18
20
12
13
GB 2011
GB 2009
GB 2007
GB 2005
GB 2003
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?
438
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
Image Profiling Of Store Type
439
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
Image Profiling
440

Why do image profiling………?

And what does it reveal……..?

Some brands/companies get high scores for all attributes because they are better known
brands/companies.

Some attributes score high for all brands/companies because they are generic to all
brands/companies.

Image profiling strips away the noise to reveal the underlying image contours.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – 2011
ROI 2011
NI 2011
Attributes Associated
 Cheap – Discount store
 Local – Local fruit & veg store
Attributes Associated
 Cheap – Discount store
 Local – Convenience store, local fruit &
veg store, local butchers
GB 2011
Attributes Associated

Cheap – Discount store

Local – Local fruit & veg store

Friendly – Local butchers

Friendly – Local butchers

Friendly – Local butchers

Enjoyable to shop – Farmers‟ market

Enjoyable to shop – Farmers‟ market

Enjoyable to shop – Farmers‟ market

Near to me – Convenience store

Near to me – Convenience store

Near to me – Convenience store

Lots of variety/choice/ has everything
– Supermarket


High quality fresh food – Farmers‟
market

For special occasion –
Speciality/gourmet store

Opening hours suit me –
Supermarket, Convenience store

Has good parking – Supermarket

Food you can trust – Farmers‟
market/local butchers

Fast service/no queues –
Convenience store/local butchers
441

Lots of variety/choice/has everything
– Supermarket
 High quality fresh food – Local
 High quality fresh food – Local fruit
butchers, farmers‟ market, local fruit &
& veg store
veg store
 For special occasion – Speciality/
 For special occasion – Speciality/
gourmet store
gourmet store
 Opening hours suit me – Supermarket  Opening hours suit me – Supermarket
 Has good parking – Supermarket
 Has good parking – Supermarket
 Food you can trust – Farmers‟ market/
 Food you can trust – Local butchers
local butchers
 Fast service/no queues – Local
 Fast service/no queues – Local
butchers
butchers
Lots of variety/choice/ has
everything – Supermarket
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – ROI (I)
New question in 2009
442
Speciality/
gourmet
food store
Supermarket
Convenience Discount
store
store
Local fruit Farmers
& veg store market
Local
butchers
Cheap
-7
-6
-9
51
-6
-7
-15
Local
-9
-26
9
-8
15
7
12
Friendly
-5
-20
7
-12
8
6
17
Enjoyable to shop
1
-3
-2
-5
2
6
2
Near to me
-9
-8
16
-2
4
-6
5
Lots of variety/choice/ has everything
-3
34
-4
1
-8
-6
-14
High quality fresh food
6
-8
-13
-12
9
12
6
For special occasion
41
-8
-9
-10
-9
-2
-3
Opening hours suit me
-8
8
8
2
-9
-10
-11
Has good parking
-8
31
-1
7
-10
-8
-12
Food you can trust
2
-5
-8
-7
4
7
7
Fast service/no queues
-2
-8
6
-5
1
1
6
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – ROI (II)
New question in 2009
Speciality/
gourmet
food store
Negative
Cheap
Local
Friendly
Positive
Negative
Positive
-5
41
For special occasion
Has good parking
-8
Food you can trust
-12
-2
1
-8
-13
-12
-8
-9
-10
5
31
-5
-8
Positive
-5
-4
8
2
-2
7
16
34
6
-8
-8
-8
-3
Opening hours suit me
9
-2
-3
-9
Negative
51
-20
1
Discount
store
-9
-26
High quality fresh food
443
Positive
-6
-9
Lots of variety/choice/ has everything
Fast service/no queues
Negative
-7
Enjoyable to shop
Near to me
Convenience
store
Supermarket
2
-1
7
-8
-7
6
-5
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – ROI (III)
New question in 2009
Local fruit
& veg store
Negative
Cheap
Positive
-6
Positive
2
Near to me
4
6
17
2
-6
5
-6
-14
9
High quality fresh food
12
6
-8
12
6
For special occasion
-9
Opening hours suit me
-9
-10
-11
Has good parking
-10
-8
-12
Food you can trust
Fast service/no queues
-2
-3
4
1
Positive
7
8
Enjoyable to shop
Negative
-15
15
Friendly
444
Negative
Local
butchers
-7
Local
Lots of variety/choice/ has everything
Farmers
market
7
1
7
6
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – NI (I)
New question in 2009
445
Speciality/
gourmet
food store
Supermarket
Convenience Discount
store
store
Local fruit Farmers
& veg store market
Local
butchers
Cheap
-9
-3
-3
51
-13
-5
-18
Local
-11
-27
14
-5
14
1
14
Friendly
-6
-27
10
-4
10
2
14
Enjoyable to shop
3
-1
-3
-4
1
6
-2
Near to me
-9
-7
21
-2
1
-4
1
Lots of variety/choice/
-3
37
-6
-3
-9
-3
-13
High quality fresh food
9
-21
-18
-11
17
9
14
For special occasions
43
-12
-13
-8
-10
0
0
Opening hours suit me
-7
26
10
-2
-10
-6
-12
Has good parking
-7
42
-3
0
-12
-5
-15
Food you can trust
0
-11
-10
-8
10
6
14
Fast service/no queues
-4
2
2
-4
0
-1
4
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – NI (II)
New question in 2009
Speciality/
gourmet
food store
Negative
Cheap
-9
Local
-11
Friendly
Near to me
Lots of variety/choice/ has everything
Positive
Negative
Positive
14
10
21
-3
Opening hours suit me
-7
Has good parking
-7
Food you can trust
-21
-12
42
-3
-11
-13
-8
10
2
-2
-3
0
-10
-11
-2
-18
26
0
-4
-6
37
43
-5
-4
-7
9
Positive
-4
-3
-1
-9
Negative
51
-27
3
Discount
store
-3
-27
For special occasion
446
Positive
-3
High quality fresh food
Fast service/no queues
Negative
-6
Enjoyable to shop
Convenience
store
Supermarket
-8
2
-4
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – NI (III)
New question in 2009
Local fruit
& veg store
Negative
Cheap
Positive
Negative
Local
butchers
Positive
-5
-13
Negative
Positive
-18
Local
14
1
14
Friendly
10
2
14
Enjoyable to shop
1
Near to me
1
Lots of variety/choice/ has everything
1
-4
-3
-13
17
9
For special occasion
-10
Opening hours suit me
-10
-6
Has good parking
-12
-5
14
0
Food you can trust
Fast service/no queues
-2
6
-9
High quality fresh food
447
Farmers
market
10
0
0
-12
-15
6
-1
14
4
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – GB (I)
New question in 2009
448
Speciality/
gourmet
food store
Supermarket
Convenience Discount
store
store
Local fruit Farmers
& veg store market
Local
butchers
Cheap
-10
-2
-5
44
-6
-10
-12
Local
-9
-25
12
-5
14
4
9
Friendly
-2
-25
7
-5
9
6
12
Enjoyable to shop
3
-6
-3
-3
1
6
2
Near to me
-8
-8
20
-1
2
-6
1
Lots of variety/choice/ has everything
-3
35
-6
-2
-8
-7
-10
High quality fresh food
8
-15
-14
-10
10
10
10
For special occasion
31
-9
-12
-8
-7
1
3
Opening hours suit me
-7
29
10
-3
-10
-8
-11
Has good parking
-7
41
-5
-1
-11
-7
-12
Food you can trust
4
-9
-8
-6
4
9
5
Fast service/no queues
-1
-6
3
0
2
1
2
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – GB (II)
New question in 2009
Speciality/
gourmet
food store
Negative
Cheap
-10
Local
-9
Friendly
Lots of variety/choice/ has everything
-2
Negative
Positive
Positive
8
-15
31
Opening hours suit me
-7
Has good parking
-7
20
35
-9
4
Food you can trust
-1
-9
-6
-1
-2
-6
-14
-10
-12
-8
29
10
41
-5
-3
-3
-8
-3
Positive
-5
7
-6
-8
Negative
44
12
3
Discount
store
-5
-25
For special occasion
449
Negative
-25
High quality fresh food
Fast service/no queues
Convenience
store
-2
Enjoyable to shop
Near to me
Positive
Supermarket
-3
-5
-1
-8
-6
3
0
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
PERIscope
(Base: All grocery shoppers)
Image Profiling Of Store Type – GB (III)
New question in 2009
Local fruit
& veg store
Negative
Cheap
Positive
-6
Friendly
Enjoyable to shop
1
Near to me
2
High quality fresh food
For special occasion
450
Negative
-8
Positive
Has good parking
-11
Positive
14
4
9
9
6
12
2
6
1
-6
-10
-7
10
10
-7
-10
Negative
-12
10
Opening hours suit me
Local
butchers
-10
Local
Lots of variety/choice/ has everything
Farmers
market
3
1
-11
-8
-12
-7
Food you can trust
4
Fast service/no queues
2
5
9
1
2
Q.48 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of
shops, the description applies. Each time, you can mention as many or as few shops as you wish.
11-019758/Bia Periscope Study 2011 Master/Sept 2011
Growing the success of Irish food & horticulture
6
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence