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

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

Introduction (1) PERIscope is Bord Bia s biennial study that has been tracking the Irish, British and Northern Irish consumer since 2001. In 2006 Bord Bia expanded this study to include consumer views from five Continental European countries. 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.

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.

The sample

Sample profile gender 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Male 48 52 49 50 49 50 48 48 Female 52 48 51 50 51 50 52 52 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.

Sample profile age 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % 18-24 12 11 10 13 11 19 21 14 25-34 35-44 45-54 18 17 17 20 19 20 21 19 18 16 19 15 17 18 16 21 16 19 19 15 15 17 18 17 55+ 33 36 33 33 38 26 29 34 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.

Sample profile social class 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % ABC1 38 43 42 34 59 39 48 54 C2DE 62 57 58 66 41 61 52 46 France Germany Netherlands Spain Sweden ROI NI Britain * Definitions of social grade vary between countries and are not directly comparable

Sample profile household composition Single 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % 7 15 14 22 21 20 18 17 Dual 36 43 37 31 43 23 26 34 3+ 49 35 42 62 37 63 56 49 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.

Sample profile work status 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Working full time 42 46 43 53 66 51 49 40 Working part time Student Other* 7 7 44 13 21 8 9 7 9 33 29 29 16 3 10 11 6 5 33 35 13 7 40 15 France Germany Netherlands Spain Sweden ROI NI Britain Sweden has the largest proportion of adults in full-time employment. * Other includes housewife, retired, unemployed

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.

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

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

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

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

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

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

Cooking Styles

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).

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.

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.

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.

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

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 31 33 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 41 18 44 32 44 27 26 35 28 14

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 31 40 Important because eating well is important Good fun at times A passion, I love food 28 54 36 51 40 33 23 14 21 17 18 19 8

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

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

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%

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

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

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

On the go food used more in France, Ireland and UK 2008 2007 % Applies (Base: All Adults 18+) (Base: All Adults 15+) Buy hot food from deli counters 49 45 38 35 47 55 71 57 Buy prepared sandwiches/ rolls from deli counter 46 39 29 29 49 53 72 57 France Sweden Spain Germany Netherlands ROI NI Britain

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 78 55 58 49 51 Taste great 35 21 51 44 26 Something I always have at home 40 26 40 40 19 Have poor quality ingredients 26 30 25 28 16 Good value for money 22 21 29 36 21 France Sweden Spain Germany Netherlands

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 52 14 59 7 30 15 39 18 46 10 Quick to Cook 19 47 37 21 17 31 23 38 24 31 Value for Money35 28 29 22 19 24 19 28 32 13 Easy to Store 12 63 19 41 8 50 11 60 10 63 For all the Family 37 15 35 8 18 17 26 16 26 12 Sweden France Germany Spain Netherlands

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 47 16 45 5 29 14 35 21 35 12 Low in Salt 38 13 24 6 18 13 22 14 28 11 Lower in Fat 34 14 26 8 21 14 21 15 24 8 Less Preservatives 53 18 39 16 30 23 37 26 37 15 Less Additives 50 15 38 10 30 21 36 21 35 13 France Sweden Spain Germany Netherlands

Using meal components/ ready prepared ingredients 2008 (Base: All Adults 18+) % Applies France Sw eden Spain Germ any Netherlands Ireland 5 6 4 5 6 11 Daily 37 44 53 36 37 44 Weekly Monthly 24 23 21 26 16 Less often / never 25 33 27 17 31 32 34

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%

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%

I add sauces and dressing to food % Applies 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % 84 65 86 88 88 77 87 86 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.

Responsibility for meal preparation varies across countries 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Always prepare own meal 57 47 45 52 55 39 40 46 Sometimes prepare own meal Someone else prepares meal Other 27 38 14 12 33 20 32 28 13 13 20 36 29 21 29 29 2 3 2 3 4 5 2 4 France Sweden Spain Germany Netherlands ROI NI Britain

Dinner with the family is important across all countries % Applies 2008 (Base: All Adults 18+) Important to eat dinner together as a family 93 95 87 87 88 Hard to get household together for mealtimes 69 45 66 48 48 Usually have Sunday dinner 60 56 69 56 48 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.

Healthy Living

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.

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.

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.

ROI & UK claim to have healthier diets 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % (82) Very healthy (72) (73) 10 (74) (75) (75) 5 8 7 6 21 (68) (73) 17 22 Fairly healthy 67 65 72 67 69 54 46 56 France Germany Netherlands Spain Sweden ROI NI Britain Continental neighbours less likely to say very healthy.

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

Spanish more likely to increase consumption of lower cholesterol products Eat more or less of if trying to become more healthy 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % Applies Products which claim to lower blood pressure/ cholesterol More Less 33 67 31 69 20 80 28 72 27 73 28 72 17 83 31 69 Products enriched More with vitamins and Less minerals 33 67 44 56 31 69 32 68 France Sweden Spain Germany Netherlands ROI NI Britain 30 70 28 72 18 82 31 69

Claimed increases of fish consumption Eat more or less of if trying to become more healthy 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) Fish More 93 93 95 90 91 82 91 83 Less 7 7 5 10 9 18 9 17 Meat More 41 50 34 26 34 48 56 38 Less 59 50 66 74 66 37 44 46 France Sweden Spain Germany Netherlands ROI NI Britain

Polarised views of cereals 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) Bread/Cereals/Pasta/Rice/Potatoes More 55 47 66 72 83 38 47 46 Less 45 53 34 28 17 47 51 38 Milk & Dairy More 77 47 77 81 76 50 47 41 Less 23 53 23 19 24 35 52 44 France Sweden Spain Germany Netherlands ROI NI Britain Milk and dairy being consumed more on the Continent.

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 4.1 4.1 3.5 2.6 3.3 Oven baked 4.3 4.7 4.5 3.8 4.2 Uncooked 3.3 3.4 4.0 4.0 3.7 Fried 6.7 5.4 6.0 6.4 6.3 Microwaved 4.9 5.7 5.5 5.2 5.5 Steamed 1.5 2.2 2.3 1.7 2.0 Stir fry/wok 3.5 2.8 2.3 4.4 3.3 France Germany Netherlands Spain Sweden

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+) % % % % % 9 17 18 15 22 15 15 13 17 12 14 11 11 11 6 12 13 14 15 14 24 9 10 18 10 5 12 11 13 24 5 23 19 16 11 2 3 4 3 4 France Germany Netherlands Spain Sweden

Healthy trends in kitchen equipment? % ownership France Sweden Spain Germany Netherlands microwave 2008 92 91 91 80 90 deep fat fryer 2008 2006 59 59 24 41 50 60 36 n/a 71 81 steamer 2008 2006 46 50 52 87 46 18 11 n/a 9 14 electric juicer 34 18 69 24 29 wok 2008 2006 39 30 45 52 17 20 42 n/a 74 74

Avoid sugary foods & sweets % Agree strongly/slightly France Sweden Spain Germany Netherlands vs. 2006-1 +5 +1-2 na

Try to eat foods low in fat % Agree strongly/slightly France Sweden Spain Germany Netherlands vs. 2006 +3-4 -9 --- na

Try to eat high fibre foods % Agree strongly/slightly France Sweden Spain Germany Netherlands vs. 2006 +4 --- -10 +2 na

If the label says Low Fat or Reduced Fat then the product will always be a healthy choice % Agree strongly/slightly 2006 2008 vs. 2006 France Sweden Spain Germany Netherlands

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

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

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%

I would like manufacturers to help me eat healthily. % Agree strongly/slightly France Sweden Spain Germany Netherlands vs. 2006-1 +3 +4 --- na

Healthier foods are always more expensive % Agree strongly/slightly France Sweden Spain Germany Netherlands vs. 2006 +5 +4-1 +5 na

There are not enough product options for people who suffer food intolerances. % Agree strongly/slightly 2006 2008 France Sweden Spain Germany Netherlands

Strong links with food and mental wellness % Agree / Strongly Agree France Sweden Spain Germany Netherlands Good food can enhance body and mind 88 86 83 82 80 A good diet can help your mental health 81 80 79 80 72 I consider what I eat to be really important for my mental wellbeing 74 69 74 63 60 I eat to enrich/enhance mental alertness & spiritual wellbeing 75 81 73 88 61

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

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

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.

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.

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.

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.

French & German shop less frequently Frequency of Grocery Shopping Daily Several times a week 3 30 8 2008 (Base: All Adults 18+) % % % % % 14 3 42 12 63 42 55 Weekly 54 41 Monthly/ Less often 13 24 38 4 6 France Sweden Spain Germany Netherlands 14 30 3

Joint responsibility for shopping more across Continent Responsibility for Grocery Shopping 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) % % % % % % % % Mainly responsible 54 51 46 50 59 41 47 45 16 18 21 Jointly responsible 40 41 44 40 32 43 35 34 Someone else responsible 6 8 10 10 9 France Sweden Spain Germany Netherlands ROI NI Britain

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

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

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

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

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

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

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%

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

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

% 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

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 68 61 69 68 68 It s a fad Sometimes buy food with low food miles Actively try to buy low-miles food 5 5 11 4 7 7 12 8 11 10 13 9 7 7 7 8 10 10 7 8

But good understanding of food miles % applies France Sweden Spain Germany Netherlands Distance food has to travel from producer to shop 61 72 75 74 66 An indication of environmental impact 39 28 25 26 34

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 27 38 53 51 20 22 12 10 25 15 14 19 12 17 16 10 7 12 11 10 27 30 13 15 14

Also good understanding of carbon footprint % applies % France Sweden Spain Germany Netherlands Measure of environmental impact 20 43 19 15 21 Amount of carbon dioxide omitted before product reaches market 58 38 67 70 54 Individuals effect on environment by consumption of products 22 19 14 15 25

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 11 28 26 21 14 23 20 9 22 26 27 38 20 22 25 14 17 16 11 10 27 30 13 15 14

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%

Irish least likely to buy fair-trade % applies I try to buy Fairtrade when available 72 74 61 74 63 45 Try to buy organic where possible 65 75 72 77 55 n/a France Sweden Spain Germany Netherlands ROI

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

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

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

Spanish and French most likely to check for a symbol of quality % % % % % % % % Always check 23 19 27 14 12 20 9 10 Sometimes check 62 63 58 66 62 51 52 40 Never check 15 18 15 19 36 27 39 50 France Sweden Spain Germany Netherlands ROI NI Britain

Dutch and British consumers least concerned about origin % % % % % % % % Always check 33 47 30 31 12 49 26 12 11 56 39 46 Sometimes check Never check 51 16 45 8 55 57 15 12 39 28 32 50 France Sweden Spain Germany Netherlands ROI NI Britain

Fresh important to include on labels especially in Sweden and Ireland % % % % % % % % (92) (93) (91) (88) (90) (93) (87) (84) Very important 55 66 62 59 55 69 31 53 53 Fairly important 36 27 29 29 35 24 34 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.

Natural important too % % % % % % % % (85) (83) (90) (77) (71) (87) (80) (75) Very important 43 43 59 34 23 47 25 31 Fairly important 42 40 31 43 48 40 55 44 France Sweden Spain Germany Netherlands ROI NI Britain Natural is associated with unprocessed/unrefined food and with absence of ingredients/preservatives or colours.

Awareness of food terms vary % Aware Functional foods 65 59 87 74 75 Ethical/fair-trade products 93 76 72 66 35 Irradiated foods 36 60 23 45 35 Glycemic index 38 72 31 32 15 Glycemic loading of a serving of food 30 37 France Sweden Spain Germany Netherlands 27 19 11

Germans least likely to buy fair-trade % agree strongly / slightly I try to buy Fairtrade when available 72 74 74 61 63 Try to buy organic where possible 65 75 77 72 55 France Sweden Spain Germany Netherlands

When I shop the first thing I look for is price % agree strongly / slightly France 58% vs. 2006 +1 Sweden 46% +6 Spain 46% +7 Germany 54% na Netherlands 53% -2

The most important thing when grocery shopping is price % agree strongly / slightly France 50% vs. 2006 --- Sweden 37% +4 Spain 35% +10 Germany 24% na Netherlands 45% -2

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%

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

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

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

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

Multi vs. smaller packs % applies 2008 (Base: All Grocery Shoppers) Where possible I buy multi packs 89 89 66 83 75 I buy food in smaller packs because it means less waste 72 55 48 49 52 France Sweden Spain Germany Netherlands

Eating out & alcohol patterns

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.

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

Spanish and Dutch more frequent daily alcohol drinkers % applies Monthly % % % % % 14 18 25 35 Weekly 49 25 50 53 31 44 Daily+ 18 14 24 28 5 France Germany Netherlands Spain Sweden

Spanish and Dutch more frequent daily alcohol drinkers % applies Monthly % % % % % 14 25 24 35 53 25 Weekly 49 50 44 31 Daily+ 18 5 28 14 18 France Sweden Spain Germany Netherlands

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

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

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

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

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

Eating out in pubs/restaurants/cafes more popular amongst Spanish, Irish and Swedish Meals Eaten Out in last 7 Days 2008 2007 (Base: All Adults 18+) (Base: All Adults 15+) Meals or snacks on premises of pub/ restaurant/cafe 47 58 68 49 43 63 Takeaway meals eaten off the premises where they were prepared 32 42 27 36 27 43 Meals or snacks delivered to your home 15 14 27 18 14 24 France Sweden Spain Germany Netherlands ROI

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.