PERIscope. Continental Consumers and their Food. Understanding attitudes in France, Germany, Spain, The Netherlands and Sweden

Transcription

1 PERIscope Continental Consumers and their Food Understanding attitudes in France, Germany, Spain, The Netherlands and Sweden

2 Introduction (1) PERIscope is Bord Bia s biennial study that has been tracking the Irish, British and Northern Irish consumer since In 2006 Bord Bia expanded this study to include consumer views from five Continental European countries. France Spain Sweden The Netherlands Germany Continental PERIscope provides a detailed perspective on how consumers view food related issues and report their behaviours. The 2008 study expands on the first study undertaken in 2006 and allows us to compare and contrast between countries but also over time. Where possible we have included the Irish, British and Northern Ireland data to highlight differences between the markets. The study findings are presented in six booklets, first an analysis and comparison of all countries and then separately findings for each of the individual countries.

3 Introduction (2) A large quantitative study was undertaken through on-line panels of households, thereby effectively and efficiently drawing a nationally representative sample of households across all five countries. Quotas were set against age, gender, region and social class, additional weighting was applied to ensure a fully representative sample. Although social class by country is outlined within the profile of sample, its definition differs between countries and therefore is not directly comparable, e.g. the French classing system is based on whether the work is derived from the land, from manufacturing or from service. The research was conducted amongst a representative sample of adults aged 18+ in France, Germany, Spain, Sweden and the Netherlands. A sample size of 1,000+ was obtained for each region to ensure comparable statistically robust data at a national level. Fieldwork was conducted on behalf of Bord Bia by during May and June 2008.

4 The sample

5 Sample profile gender (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Male Female France Germany Netherlands Spain Sweden ROI NI Britain Germany show a greater male proportion of the population while France, NI and Britain all show a greater female incidence.

6 Sample profile age (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % France Germany Netherlands Spain Sweden ROI NI Britain Germany and Sweden have an older population (55+ years) potentially having more traditional attitudes towards food, cooking and shopping.

7 Sample profile social class (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % ABC C2DE France Germany Netherlands Spain Sweden ROI NI Britain * Definitions of social grade vary between countries and are not directly comparable

8 Sample profile household composition Single (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Dual France Germany Netherlands Spain Sweden ROI NI Britain Irish and Spanish households similarly large in number. More likely to be two occupant households in Germany & Sweden.

9 Sample profile work status (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Working full time Working part time Student Other* France Germany Netherlands Spain Sweden ROI NI Britain Sweden has the largest proportion of adults in full-time employment. * Other includes housewife, retired, unemployed

10 Current Climate This section gives a general overview of each of the five countries included in the study in terms of key indicators of economic standpoint and grocery environment. The figures relate to year end 2007 and are included to contextualise what consumers are facing in each of the countries included in Continental PERIscope.

11 France GDP growth: Inflation: Unemployment: Grocery growth (value): Supermarket/hypermarket*: Hard Discounter*: Average basket size total grocery**: 2.0% 2.5% 8.3% 3.0% 79.6% 5.4% 30.1 All year ending 2007 Source: Europanel *share of all FMCG categories **Spend per trip All year ending 2007 *share of all FMCG categories **spend per trip

12 Sweden GDP growth: Inflation: Unemployment: Grocery growth (value): Supermarket/hypermarket*: Hard Discounter*: Average basket size total grocery**: 2.5% 2.0% 4.0% 1.3% 66.3% 4.7% 23.0 All year ending 2007 Source: Europanel *share of all FMCG categories **Spend per trip All year ending 2007 *share of all FMCG categories **spend per trip

13 Spain GDP growth: Inflation: Unemployment: Grocery growth (value): Supermarket/hypermarket*: Hard Discounter*: Average basket size total grocery**: 3.8% 4.2% 8.3% 5.3% 60.3% 3.4% 18.2 All year ending 2007 Source: Europanel *share of all FMCG categories **Spend per trip All year ending 2007 All year *share ending of all 2007 FMCG categories *share **spend of all per FMCG trip categories **spend per trip

14 Germany GDP growth: Inflation: Unemployment: Grocery growth (value): Supermarket/hypermarket*: Hard Discounter*: Average basket size total grocery**: 2.5% 2.1% 8.7% 1.5% 52.0% 26.5% 12.2 All year ending 2007 Source: Europanel *share of all FMCG categories **Spend per trip All year ending 2007 *share of all FMCG categories **spend per trip

15 The Netherlands GDP growth: Inflation: Unemployment: Grocery growth (value): Supermarket/hypermarket*: Hard Discounter*: Average basket size total grocery**: All year ending 2007 Source: Europanel *share of all FMCG categories **Spend per trip All year ending 2007 *share of all FMCG categories **spend per trip 2.7% 1.6% 4.5% 1.3% 66.7% 16.9% 10.2

16 Emerging themes Cooking styles Healthy living Food values Grocery shopping & food choices Eating out & alcohol patterns

17 Cooking Styles

18 Top 10 attitudes to food Meat, dairy and fruit and vegetables are all important to European diets. Foods that are easy to prepare and low in fat are appealing to all adults. Try to eat a lot of fruit and vegetables. Dairy foods are an important part of my diet (lower within Netherlands). It is important to spend time over dinner as a family. I like to try new foods. I enjoy eating out. I think frozen food is as good as fresh in terms of quality (lower within Sweden and Ireland). Meat is an important part of my diet. I tend to pick foods that are easy to prepare (lower within Netherlands and Germany). I try to eat foods that are low in fat (lower within Sweden & Ireland). I like to have ample time to cook/prepare meals (lower within France, Germany and Ireland).

19 Time pressured lifestyles Convenience remains a strong factor in food choice where we see across all countries that adults are often too busy to cook, dinner is often a last minute choice and there is a greater tendency to pick foods that are quick to cook. There is evidence of a time short society although there is an effort to become healthier in eating patterns there is also a demand for quick meal solutions. In particular French adults report higher usage of convenience meals and ready to eat foods, however, levels remain lower than those amongst Irish and UK consumers.

20 Cooking A chore or a creation Irish and UK adults lag behind their mainland European neighbours in regard to cooking expertise, their skill set falls more into simple dinners. The Dutch and Swedish in particular enjoy dinner party style cooking ideal for premium or connoisseur new/alternative produce/sauces/ accompaniments. They are also not afraid to try new tastes in line with openness to advanced cooking skills. French and Spanish are more passionate about cooking (more so than any other country). Fun in cooking is experienced by the Germans, Dutch and Swedish. Those who feel cooking is important because eating well is important are the French and Irish. Whilst the Irish see cooking as important, they show a low skill set and find it boring whilst our European neighbours are more engaged with cooking and a love of food. The Spanish seek natural, fresh and quality foods while the French want taste but time short options.

21 Cooking from scratch or using meal components Those who enjoy cooking and showed greater cooking expertise are also more likely to cook from scratch: Spanish showing highest incidence 63% Daily Dutch 48% Daily French 44% Daily Cooking methods used vary by each counties cultural background, whilst the Dutch, French and Germans stir fry a lot, the Spanish boil (also stir fry) and the Swedish fry. Steaming is popular in France, and there is increased ownership of a steamer in Spain by younger adults perhaps an emerging health trend for Spain. There is general agreement across all counties that meal times are important to families, to eat dinner together as a family. The French & Spanish find it most difficult in getting everyone around the table (the Spanish due to the larger size household). The Sunday dinner is more likely to occur in Spanish, Irish & UK households.

22 Importance factors when eating or preparing food in the home France Sweden Spain Germany Netherlands Taste Taste Quality Taste Value for Money Quality Quality Healthiness Quality Healthiness Enjoyment Ease of Preparation Freshness Healthiness Freshness Freshness Healthiness Taste Freshness Taste

23 Continental Europeans have greater cooking skills 2008 (Base: All Adults 18+) France Sw eden Spain Germ any Netherlands Ireland 6 Can t boil an egg Can cook basic snacks Can cook a simple dinner Would be confident I could produce a good Sunday dinner Would enjoy having a dinner party where I do all the cooking

24 French and Spanish most passionate 2008 (Base: All Adults 18+) France Sw eden Spain Germ any Netherlands Ireland 10 A chore, something that has to be done Important because eating well is important Good fun at times A passion, I love food

25 I like to try new foods 2008 (Base: All Adults 18+) 90% 96% Spain, Germany Average 92% Sweden

26 Enjoy cooking and creating great meals 2008 (Base: All Adults 18+) France 83% Sweden 85% Spain 80% Germany 67% Netherlands 82% Ireland 59%

27 Often make extra effort for a special meal 2008 (Base: All Adults 18+) France 83% Sweden 83% Spain 85% Germany 72% Netherlands 87% Ireland 60%

28 I tend to pick foods that are quick to cook 2008 (Base: All Adults 18+) 77% 89% Spain Average 82% France

29 I m too busy to cook as often as I would like 2008 (Base: All Adults 18+) 60% 67% Netherlands Average 63% France, Spain

30 Dinner is often a last minute choice 2008 (Base: All Adults 18+) 75% 87% Sweden Average 82% France

31 On the go food used more in France, Ireland and UK % Applies (Base: All Adults 18+) (Base: All Adults 15+) Buy hot food from deli counters Buy prepared sandwiches/ rolls from deli counter France Sweden Spain Germany Netherlands ROI NI Britain

32 Ready meals an option when time is short 2008 (Base: All Adults 18+) % Agree Slightly /Strongly A good substitute for home cooking when time is limited Taste great Something I always have at home Have poor quality ingredients Good value for money France Sweden Spain Germany Netherlands

33 Fresh ready meals favoured over frozen, frozen appeals for storage 2008 (Base: All Adults 18+) % Agree Slightly /Strongly Fresh Frozen Better Better Fresh Frozen Better Better Fresh Frozen Better Better Fresh Frozen Better Better Fresh Frozen Better Better Taste Quick to Cook Value for Money Easy to Store For all the Family Sweden France Germany Spain Netherlands

34 Fresh ready meals seen as healthier 2008 (Base: All Adults 18+) % Agree Slightly /Strongly Fresh Frozen Better Better Fresh Frozen Better Better Fresh Frozen Better Better Fresh Frozen Better Better Fresh Frozen Better Better Healthier Ingredients Low in Salt Lower in Fat Less Preservatives Less Additives France Sweden Spain Germany Netherlands

35 Using meal components/ ready prepared ingredients 2008 (Base: All Adults 18+) % Applies France Sw eden Spain Germ any Netherlands Ireland Daily Weekly Monthly Less often / never

36 Often eat ready prepared / convenience meals 2008 (Base: All Adults 18+) % Agrees strongly/slightly France Sweden 45% 58% Spain 52% Germany 51% Netherlands 49% Ireland 64%

37 Use a lot of ready to eat foods 2008 (Base: All Adults 18+) % Agrees strongly/slightly France 56% Sweden 42% Spain 39% Germany 46% Netherlands 49% Ireland 47%

38 I add sauces and dressing to food % Applies (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % France Sweden Spain Germany Netherlands ROI NI Britain French are more likely to add sauces/dressings than in 2006 and Swedish are less likely to use either versus 2006 levels.

39 Responsibility for meal preparation varies across countries (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Always prepare own meal Sometimes prepare own meal Someone else prepares meal Other France Sweden Spain Germany Netherlands ROI NI Britain

40 Dinner with the family is important across all countries % Applies 2008 (Base: All Adults 18+) Important to eat dinner together as a family Hard to get household together for mealtimes Usually have Sunday dinner France Sweden Spain Germany Netherlands French and Spanish households find it most difficult to get the family together at meal times. Traditional Sunday family meals are most popular in Spain.

41 Healthy Living

42 Consumers moving towards healthier lifestyle Perceived good health is highest amongst the Dutch, ROI & UK where adults are more likely to say they are very healthy compared to their continental neighbours. The move to a healthier lifestyle among consumers across the countries is becoming evident: Sugary foods are being avoided (range 70% 84% applies). Eating more low fat foods (Ireland and Britain lower, Spain and France highest). Including more hi-fibre foods. Cutting back on consumption of convenience/ready meals this is most evident in Netherlands, Spain and Sweden.

43 Consumers moving towards healthier lifestyle When trying to become healthier, the Spanish are most receptive towards lower cholesterol products, other countries would increase the intake of these type of products but not to the same extent. The Swedish are least inclined towards vitamin and mineral enriched products a split between those that would eat more of and less of. Fish has a huge health appeal across continental Europe, Ireland also shows a high rating of fish but not as dramatic as other countries. There is a varied reaction to carbohydrates such as bread, cereals, pasta, etc. in terms of whether they contribute to a healthy diet or not. Respondents in Germany & Netherlands would heavily support consumption of these, Spain to a lesser extent and all others remain split. For milk & dairy, France, Germany, Netherlands & Spain are in favour of eating more of while Sweden, ROI & UK are unsure.

44 Consumers linking food and wellness There is cross country agreement of with the following statements: Good food can enhance body and mind. To be healthy, it is important to eat properly. I think diet and lifestyle are more important than medication in preventing heart disease. A good diet can help your mental health. All countries agree that frying and using a microwave are the least healthy methods of cooking food. Steaming (popular amongst the French) and stir-frying (popular in France, Germany and Netherlands) are both seen as healthy methods. Ownership of kitchen utensils perhaps reflects the more to healthier diets with a decline in ownership of deep fat fryers, most notable among Swedish, Spanish and Dutch adults. There is also Increasing ownership of an electric juicer, especially in Spain.

45 ROI & UK claim to have healthier diets (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % (82) Very healthy (72) (73) 10 (74) (75) (75) (68) (73) Fairly healthy France Germany Netherlands Spain Sweden ROI NI Britain Continental neighbours less likely to say very healthy.

46 Eating healthier France Sweden Spain Germany Netherlands % claiming to eat healthier nowadays

47 Spanish more likely to increase consumption of lower cholesterol products Eat more or less of if trying to become more healthy (Base: All Adults 18+) (Base: All Adults 15+) % Applies Products which claim to lower blood pressure/ cholesterol More Less Products enriched More with vitamins and Less minerals France Sweden Spain Germany Netherlands ROI NI Britain

48 Claimed increases of fish consumption Eat more or less of if trying to become more healthy (Base: All Adults 18+) (Base: All Adults 15+) Fish More Less Meat More Less France Sweden Spain Germany Netherlands ROI NI Britain

49 Polarised views of cereals (Base: All Adults 18+) (Base: All Adults 15+) Bread/Cereals/Pasta/Rice/Potatoes More Less Milk & Dairy More Less France Sweden Spain Germany Netherlands ROI NI Britain Milk and dairy being consumed more on the Continent.

50 Frying and microwaving seen as worst for health Ranking Methods of Cooking Healthiness I 2008 (Base: All Adults 18+) 1 = Best for Health 8 = Worst for Health Boiled Oven baked Uncooked Fried Microwaved Steamed Stir fry/wok France Germany Netherlands Spain Sweden

51 Stir-frying popular in France, Germany and Netherlands Cooking Methods Used Boiled Oven baked Uncooked Fried Microwaved Steamed Stir fry/wok Other 2008 (Base: All Adults 18+) % % % % % France Germany Netherlands Spain Sweden

52 Healthy trends in kitchen equipment? % ownership France Sweden Spain Germany Netherlands microwave deep fat fryer n/a steamer n/a 9 14 electric juicer wok n/a 74 74

53 Avoid sugary foods & sweets % Agree strongly/slightly France Sweden Spain Germany Netherlands vs na

54 Try to eat foods low in fat % Agree strongly/slightly France Sweden Spain Germany Netherlands vs na

55 Try to eat high fibre foods % Agree strongly/slightly France Sweden Spain Germany Netherlands vs na

56 If the label says Low Fat or Reduced Fat then the product will always be a healthy choice % Agree strongly/slightly vs France Sweden Spain Germany Netherlands

57 Concerned about my children being obese % Agree strongly/slightly France Sweden Spain Germany Netherlands

58 Conscious of controlling my children s intake of sugary or fatty foods % Agree strongly/slightly 83% 93% Netherlands Average 88% France

59 I would take my child to see a GP/nutritionist if he/she was showing signs of being overweight. % Agree strongly/slightly France 76% Sweden 54% Spain 84% Germany 63% * Base: Those with children Netherlands 34%

60 I would like manufacturers to help me eat healthily. % Agree strongly/slightly France Sweden Spain Germany Netherlands vs na

61 Healthier foods are always more expensive % Agree strongly/slightly France Sweden Spain Germany Netherlands vs na

62 There are not enough product options for people who suffer food intolerances. % Agree strongly/slightly France Sweden Spain Germany Netherlands

63 Strong links with food and mental wellness % Agree / Strongly Agree France Sweden Spain Germany Netherlands Good food can enhance body and mind A good diet can help your mental health I consider what I eat to be really important for my mental wellbeing I eat to enrich/enhance mental alertness & spiritual wellbeing

64 Dutch becoming more convinced % Agree strongly/slightly A good diet can help your mental health I eat to enrich/enhance mental alertness & spiritual wellbeing I consider what I eat to be really important for my mental wellbeing

65 Grocery Shopping & Food Choices Grocery shopping Local food Environmental and ethical choices Labelling

66 Grocery shopping attitudes Attitudes to shopping are similar across the countries however, there are some notable differences: Shopping is often planned around the weekly menu. Consumers shop in the same store but look for the best value by opting for private label brands and taking advantage of sales and promotions. Price is important in all countries particularly for the Netherlands where quality of fresh food is less important than price. Spanish, Swedish and Irish consumers place a premium on quality of fresh food. Dutch consumers are more price sensitive and have the highest level of interest in sales and promotions. Impulse purchasing is strongest among Swedish and Irish consumers and weakest among the Spanish. Spanish and Swedish are more likely to rate branded products as superior to private label brands (the Dutch favour private label potentially from the financial perspective). Pester power from children is more evident among French and German consumers.

67 Buying Local For the majority of consumers in all countries," local refers to the province or the county in which they live. The French have a more mixed response citing province, farmers markets and close proximity to where I live. Local food is most important to the French, Spanish and Irish (almost six in ten scoring it very/fairly important). The Dutch are strongly indifferent to local food with one third rating it neither/nor and a fifth scoring it as not at all important. Similarly the Dutch show the lowest levels of purchasing frequency local food is really not something that the Dutch take time to seek out or purchase where as the Spanish are conscious of buying local, on average they buy weekly with a fifth buying daily. The French, Germans and Swedish on average buy local weekly.

68 Environmental terminology Awareness levels for environmental terms differs across countries. The majority of countries are not aware of food miles; of those that are aware, they predominantly relate it to distance food has to travel from producer to shop. There is much greater awareness of the term sustainability and it has some impact on the way consumers purchase their food. Sustainability impacts on almost half of all Swedish shoppers choices and over a third of French shoppers choices. Firstly all countries understand sustainability to mean Meeting the needs of present without compromising future generations needs and secondly production practices that have no future effect on the environment. The Spanish are most aware of the term carbon footprint ( 67%) while only 39% of Dutch adults have ever heard of it. One quarter of all Spanish, German and Swedish adults claim that carbon footprints impact on their shopping choices.

69 Food labelling European adults find it difficult to understand labelling and the nutrition claims on food. They would also like manufcaturers to help them eat more healthy. There is a greater incidence of always checking for country of origin with the majority citing they want to know where their food comes from, this is quite strong amongst the Swedes with almost half always checking country of origin. The French & Spanish are most likely to check for a quality symbol. A large proportion of Dutch adults do not look for either a quality symbol or for country or origin. Fresh as a label component is very important with an average of nine in ten adults across the countries stating they think it is very important. The highest ratings of fresh being very important are amongst Irish & Swedish adults. Natural as a label component achieves a marginally lower score on importance, except for the Spanish where natural is very important.

70 French & German shop less frequently Frequency of Grocery Shopping Daily Several times a week (Base: All Adults 18+) % % % % % Weekly Monthly/ Less often France Sweden Spain Germany Netherlands

71 Joint responsibility for shopping more across Continent Responsibility for Grocery Shopping (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Mainly responsible Jointly responsible Someone else responsible France Sweden Spain Germany Netherlands ROI NI Britain

72 Definition of local food France Sweden Spain Germany Netherlands 1 st Available in farmers markets Made within the province in which I live Made within the province in which I live Made within the province in which I live Made within a 20km radius of where I live 2 nd Made within the province in which I live Made within the county in which I live Made within the county in which I live Made within a 20km radius of where I live Made within the county in which I live

73 I like to know the area where my food comes from. % Agree strongly/slightly 72% 63% 70% 69% 21% France Sweden Spain Germany Netherlands

74 Food produced locally results in higher quality products. % Agree strongly/slightly 58% 59% 56% 53% 26% France Sweden Spain Germany Netherlands

75 Local food is fresher and more nutritious. % Agree strongly/slightly 51% 55% 53% 60% 22% France Sweden Spain Germany Netherlands

76 I am more confident in the safety of food produced in my local area. % Agree strongly/slightly 48% 56% 47% 52% 20% France Sweden Spain Germany Netherlands

77 Buying local is important except for the Dutch % Agree strongly/slightly very / fairly France Sweden Spain Germany Netherlands +15% +10% neither / nor not very / not at all

78 Spanish lead the way in purchasing % applies France Sweden Spain Germany Netherlands daily 2% 2% 20% 3% 2% several times a week 16% 19% 28% 22% 9% weekly 31% 23% 28% 34% 16% monthly 30% 32% 17% 24% 20% less often/ never 20% 31% 6% 17% 52%

79 I am more conscious of environmental issues in my choice of products today % Agree strongly/slightly France Sweden Spain Germany Netherlands

80 Prefer to buy from companies aware of environmental issues % Agree strongly/slightly France Sweden Spain Germany Netherlands

81 % Agree strongly/slightly For environmental reasons I select food with recyclable packaging For environmental reasons I select food with minimal packaging France Sweden Spain Germany Netherlands

82 Low awareness of food miles % applies France Sw eden Spain Germ any Netheralands Never heard of it before today Heard of it but don t consider it important It s a fad Sometimes buy food with low food miles Actively try to buy low-miles food

83 But good understanding of food miles % applies France Sweden Spain Germany Netherlands Distance food has to travel from producer to shop An indication of environmental impact

84 Higher awareness of carbon foot print but little impact % applies France Sw eden Spain Germ any Netheralands Never heard of it before today Heard of it but don t consider it important It s a fad Sometimes buy food with low carbon footprint Actively try to buy low carbon foot print food

85 Also good understanding of carbon footprint % applies % France Sweden Spain Germany Netherlands Measure of environmental impact Amount of carbon dioxide omitted before product reaches market Individuals effect on environment by consumption of products

86 Much greater awareness & impact of sustainability France Sw eden Spain Germ any Netheralands % applies Never heard of it before today Heard of it but don t consider it important It s a fad Sometimes buy food with sustainability features Actively try to buy food with sustainability features

87 And understanding % applies Meeting needs of present without compromising future generations needs 40% 38% 45% 52% 35% Production practices that have no effect on the environment 31% 27% 27% 25% 26% Ensuring future generations have what we have today 22% 17% 20% 12% 28%

88 Irish least likely to buy fair-trade % applies I try to buy Fairtrade when available Try to buy organic where possible n/a France Sweden Spain Germany Netherlands ROI

89 Find it difficult to understand the labelling on food % agree strongly / slightly 70% 77% 78% 64% 75% France Sweden Spain Germany Netherlands

90 Always check the nutritional labelling % agree strongly / slightly 82% 71% 67% 64% 70% France Sweden Spain Germany Netherlands

91 Often find it difficult to understand nutritional claims on packaging % agree strongly / slightly 74% 78% 80% 62% 67% France Sweden Spain Germany Netherlands

92 Spanish and French most likely to check for a symbol of quality % % % % % % % % Always check Sometimes check Never check France Sweden Spain Germany Netherlands ROI NI Britain

93 Dutch and British consumers least concerned about origin % % % % % % % % Always check Sometimes check Never check France Sweden Spain Germany Netherlands ROI NI Britain

94 Fresh important to include on labels especially in Sweden and Ireland % % % % % % % % (92) (93) (91) (88) (90) (93) (87) (84) Very important Fairly important France Sweden Spain Germany Netherlands ROI NI Britain Fresh is associated with fruit & vegetables, foods free from preservatives, foods that have been cooked/grow in the last few days and food with a short shelf life.

95 Natural important too % % % % % % % % (85) (83) (90) (77) (71) (87) (80) (75) Very important Fairly important France Sweden Spain Germany Netherlands ROI NI Britain Natural is associated with unprocessed/unrefined food and with absence of ingredients/preservatives or colours.

96 Awareness of food terms vary % Aware Functional foods Ethical/fair-trade products Irradiated foods Glycemic index Glycemic loading of a serving of food France Sweden Spain Germany Netherlands

97 Germans least likely to buy fair-trade % agree strongly / slightly I try to buy Fairtrade when available Try to buy organic where possible France Sweden Spain Germany Netherlands

98 When I shop the first thing I look for is price % agree strongly / slightly France 58% vs Sweden 46% +6 Spain 46% +7 Germany 54% na Netherlands 53% -2

99 The most important thing when grocery shopping is price % agree strongly / slightly France 50% vs Sweden 37% +4 Spain 35% +10 Germany 24% na Netherlands 45% -2

100 Dutch are bargain hunters % agree strongly / slightly France Sweden Spain Germany Netherlands Watch for announcements for sales or promotions on grocery 72% 62% 66% 77% 81% Buy on impulse if I think its cheap 45% 59% 17% 45% 39% Compare price between outlets to see where I can buy cheapest food even if I need to travel 44% 31% 53% 35% 38% Quality of fresh food is more important than price 52% 64% 69% 55% 47% I will pay more a bit more for grocery shopping to get superior customer service 23% 29% 38% 28% 18%

101 Private labels are just as good as branded % agree strongly / slightly 63% 51% 56% 68% 67% France Sweden Spain Germany Netherlands

102 I think frozen is as good as fresh % agree strongly / slightly 91% 85% 87% 91% 76% 62% France Sweden Spain Germany Netherlands ROI

103 Products in the chilled cabinets are always fresher % agree strongly / slightly 69% 81% 64% 78% 75% 73% France Germany Netherlands Spain Sweden ROI

104 I much prefer to buy products from the chilled cabinet % agree strongly / slightly 79% 89% 74% 82% 82% 70% France Germany Netherlands Spain Sweden ROI

105 Multi vs. smaller packs % applies 2008 (Base: All Grocery Shoppers) Where possible I buy multi packs I buy food in smaller packs because it means less waste France Sweden Spain Germany Netherlands

106 Eating out & alcohol patterns

107 Eating Out and alcohol patterns There is a higher incidence amongst the Spanish, Swedish and Irish for having eaten out in the past 7 days. Although there is a decrease for Spain in the incidence of eating out, it is still a very large part of their culture. The main reasons for eating out more: A treat/something different. Don't want to wait for something to cook. Chance to meet up with friends. Too tired to make something at home (longer working days). More choice of places. Amongst those surveyed, the Swedes and the French have the highest incidence of drinking alcohol. The Spanish and Dutch claim to drink alcohol on a daily basis more often than the other countries surveyed.

108 Swedes and French highest incidence of drinking alcohol % drink alcohol 81% 65% 74% 78% 84% France Sweden Spain Germany Netherlands 70% 77% 72% ROI NI Britain

109 Spanish and Dutch more frequent daily alcohol drinkers % applies Monthly % % % % % Weekly Daily France Germany Netherlands Spain Sweden

110 Spanish and Dutch more frequent daily alcohol drinkers % applies Monthly % % % % % Weekly Daily France Sweden Spain Germany Netherlands

111 Always drink alcohol when having dinner at a restaurant % applies France Sweden Spain Germany Netherlands

112 I am drinking more alcohol at home these days % applies France Sweden Spain Germany Netherlands

113 I often have a drink at lunchtime % applies France Sweden Spain Germany Netherlands

114 I often have a drink when dining at home on weekday % applies France Sweden Spain Germany Netherlands

115 % applies I often have a drink when dining at home on weekend France Sweden Spain Germany Netherlands

116 Eating out in pubs/restaurants/cafes more popular amongst Spanish, Irish and Swedish Meals Eaten Out in last 7 Days (Base: All Adults 18+) (Base: All Adults 15+) Meals or snacks on premises of pub/ restaurant/cafe Takeaway meals eaten off the premises where they were prepared Meals or snacks delivered to your home France Sweden Spain Germany Netherlands ROI

117 Main reasons for eating out France Germany Netherlands Chance to meet up with friends. A treat/something different. More choice of places to eat out locally. Don t want to wait for something to cook. Working day is longer. Don t want to wait for something to cook. Chance to meet up with friends. Just feel like a treat/ something different. More choice of places to eat out locally. Working day is longer. Just feel like a treat/ something different. Chance to meet up with friends. More choice of places to eat out locally. Too tired to make something at home. Spain Sweden Ireland Just feel like a treat/ something different. Chance to meet up with friends. Staying out for the evening. Working day is longer. Too tired to make something at home. Chance to meet up with friends. More choice of places to eat out locally. Just feel like a treat/ something different. Too tired to make something at home. Chance to meet up with friends. Just feel like a treat/ something different. More choice of places to eat out locally.

118