PERIscope 5 Irish consumers & their food. PERIscope 5 Eating Shopping Cooking.

PERIscope 5Irish consumers

& their food

PERIscope 5

EatingShoppingCooking

PERIscope 5

20012003200520072009

200520072009

2003200520072009

PERIscope 5

Face-to-face, in-home interviews

Adults 15+ in ROI

16+ in UK and NI

1,000 1,000 1,000

Scope

Food & Cooking EnvironmentEating at home

Speciality food Food labelling

Organic food

Eating out

Local foodHealth & wellbeing

Grocery shopping Segmentation

Alcohol

Time for family

Time for food

Time for family

Time for food

56%

63%

44%

59%55%

69%

Cooking from scratch Prepare meals from scratch at least a few times a week

(Base: All Adults 15+)

2005 2009 2005 2009 2005 2009

+15 +14

118 8

1513

15

Frequency of cooking from scratch

More often

Less often

More often or less often than 12 mths ago? (2009)


25-34 year oldsUrban

Entertaining at home

Newquestionfor 2009

Newquestionfor 2009

3127

31 3035

28 31

2125

11 9 7

17 1810 11

7 7

Incidence of eating convenience meals

More often

Less often


2005 2007 2009 2005 2007 2009 2005 2007 2009

It is important to spend time over dinner as a family

I often make an extra effort to prepare a special meal

We use a lot of ready to eat foods in our household

Too much time was spent cooking/preparing food in my

parents’ time

Family dinners making a comebackVs.

2005Vs.

2005

(Base: All Adults 15+, 2009 data)

+5

+1

-7

-11

+5

+1

-7

-11

+10

+5

-14

-9

+10

+5

-14

-9

+3

+4

-17

-12

+3

+4

-17

-12

Family dining is thriving

59%

64%

% Irish who usually eat main meal together

Weekday

60%

72%

Saturday

78%

84%

Sunday

2001 vs 2009


+14%

32%

Family breakfast% Sitting down for breakfast together every morning

37%

18%

44%44%47%47%

44%44%

2005 vs 2009


Making time for breakfast% Who rarely have time to eat a proper breakfast


44

4947 47

39

2001 2003 2005 2007 2009

ROI only

22%22%18%18%

2005 vs 2009


% Of families with someone absent for the main meal of the daySomeone missing at mealtime

Express yourself in the kitchenExpress yourself in the kitchen

“Cooking is good fun at times”

“Cooking is a passion –

I love food”6

12

5

12 1215

20

26

19

24

3131

Attitudes towards cooking


2005 2009 2005 2009 2005 2009

ROI & NI catching up on GB

+12 +12

Cookery courses

(9% of population) (7% of population) (5% of population)

2,282,00090,000318,000

Proportion attending cooking classes in past three years


Newquestionfor 2009

Newquestionfor 2009

Confident that I could produce a

Sunday roast with all the trimmings

Enjoy having a dinner party where I do all the cooking

Confidence in cooking

14 1710

1927 28

32

35

24

32

3337

Level of cooking expertise (%)


2005 2009 2005 2009 2005 2009

52% 51% 65%

0%23%

Entertaining at homeIncidence of entertaining at home more often (%)


26%26% 22%22% 23%23%

2009

ABs, 25 - 44 year olds, can cook, have children

Newquestionfor 2009

Newquestionfor 2009

(23%)(26%) (22%)

Romantic meal in instead of going out

Having friends over instead of going to pub or restaurant

Family celebrations at home instead

Drinks at home with partner instead of going to the pub

% E’taining at home more often

Entertaining at homeInstead of going to the pub


Newquestionfor 2009

Newquestionfor 2009

Cook from scratch, make a special meal

Have starter/dessert – more courses

Wine with your meal/special bottle of wine

More careful about the meat/fish you serve

Get a takeaway

Create ambience – table, candles, music, etc.

Try new food, experiment

Have an aperitif

Gourmet shop for special food/ingredients

Buy a ‘meal deal’ from the supermarket

Make eating in feel like eating out


Ways of making eating at home a bit more special (%)

Popularity of eating outProportion eating out of home more than once per month (%)


Eating out midweekIncidence of eating out more often during the week (%)


43%43% 50%50% 32%32%

Brown-bagging it!“Are you bringing your own lunch to work more often, less often or no change?”


Newquestionfor 2009

Newquestionfor 2009

Eating your wayto good health

Eating your wayto good health

My diet is very healthy

My diet is fairly healthy

54 5746

56 56 58

2122

22

18 1723

Consumer perceptions of diet


2007 vs 2009

2007 2009 2007 2009 2007 2009

5 4 58 7 5

85 5

2730 28

24

36

26 26 26 24

And getting healthier …

More healthy

Less healthy


2005 2007 2009 2005 2007 2009 2005 2007 2009

ROI – Kitchen appliances changesDeep Fat Fryer Steamer

ROI 2009 – Smoothie Maker 31% Juicer 34%


Newquestionfor 2009

Newquestionfor 2009

Negative connotations of healthy foodsHealthier foods are always more

expensive than other foodsChoosing healthy food is very

limiting and boring too


Aspire to a healthy diet

% AppliesA Lot

% AppliesA Little

47

38

44

43

26

37

57

36

46

43

42

35

44

49

40

34

44

35

%Applies

908792807580797881

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


ROI

NI

GB

The ‘5-a-day’ message is registering

1925

30 2835

2429

3339

I eat at least 5 portions of fruit & veg per day(% saying “applies a lot”)


2005 2007 2009 2005 2007 2009 2005 2007 2009

Link between food and wellbeing

Good food can enhance body and mind

I consider what I eat to be really important for

my wellbeing

% Agree Slightly/Strongly


2009

I eat to feel good and take control of my life

I eat to enrich/enhance mental alertness and

spiritual well being


Link between food and wellbeing% Agree Slightly/Strongly

2009

What consumers know (and don’t know) about healthy eating

What consumers know (and don’t know) about healthy eating

Lower Food Miles

Organic

Healthy

Fat Free

No pesticides

Superfood

Helps metabolism

Made in…

Energy

Natural

Quality

Calcium

Healthy

More flavour

Nutritional value

Natural

Low

ca

rbo

n fo

otp

rin

t

Fresh

Do consumers know what’s good for them?Fair Trade

Improved

Added benefits

Less Calories

Fat content

Health benefits REDUCED CARBON FOOTPRINT

Omega3

Added nutrients

Low calorific content

Added vitamins

Vitamin-enriched

Plant Sterols

Reduces cholesterol

ProbioticHealth promoting properties

• Fresh fruit• Fresh veg/salad• Fish• Hi-fibre foods• Wholegrain foods• Vitamin/mineral enriched

Products• Products that claim to lower

cholesterol/blood pressure• Lower fat options

What should I eat to be healthy?

• Food or drink containing sugar

• Food containing fats

• Salt in your food

• Carbonated soft drinks

Eat more Eat less

• Bread, cereals, pasta, rice, potatoes

• Milk & dairy products

• Meat

DividedOpinions

(Base: All Adults 15+, All markets summary)

Food labels can cause confusion% Applies

I often find it difficult to understand the

nutritional claims on packaging

I often find it difficult to understand the labelling on food


79

0

91

74

0

85

74

0

86

We like to see fresh & natural on labels


“Fresh”

“Natural”

% Saying important to have on a label

I like to see ‘fresh’ & ‘natural’ on labels

Fresh vegetables

Food cooked/ grown/

produced within the last few

days

No artificial ingredients/

preservatives/ colours

Natural ingredient

s

Natural colour

What does “Fresh” mean? What does “Natural” mean?

But what do these words mean?

Fresh fruit

From nature

Fresh taste


Checking the label

2315 16

2615 18

48

39 33

45

41 35

29

4650

30

44 47

Always check

Sometimes check

Never check / not

sure

Checking forQuality Symbol (%)

Checking forCountry of Origin (%)

Always check

Sometimes check

Never check / not

sure

(Base: All grocery shoppers)

29

4250 51 48

25

18

21 20 23

Quality symbols have grown in relevance

Always check for quality symbol

Sometimes check for quality symbol


ROI only, 2001 – 2009

31

4146 46 45

19

20

23 26 26

Origin has become more important

Always check for country of origin

Sometimes check country of origin

ROI only, 2001 – 2009


Keeping it localKeeping it local

Local produce – quality, safety & healthy

% AgreeROI2005

ROI2009

NI2005

NI2009

GB2005

GB2009

Food produced locally results in higher quality products

62% 67% 51% 68% 45% 63%

More confident in the safety of food produced in my local area

57% 65% 52% 63% 36% 52%

Food produced locally has less preservatives and artificial ingredients

53% 60% 44% 52% 36% 51%

% sayingfairly important

to buy local

% sayingvery important

to buy local

18

28

11

27

6

23

32

33

30

36

27

29

Buying local always important in ROI


NI & GB following suit

2005 2009 2005 2009 2005 2009

50% 61% 41% 63% 33% 52%

3 4 2 7 1 2

3742

37

49

3338

18

1823

15

20

22

Actions speak louder than words

% buying local produce monthly

% buying local produce weekly

% buying local produce daily

2005 2009 2005 2009 2005 2009


Ownership of an allotment% of respondents who own/rent an allotment


Newquestionfor 2009

Newquestionfor 2009

Produce grown

fruit, such as apples, berries, etc

vegetables, such as carrots,

cauliflower, etc

herbs, such as parsley, basil, etc

Newquestionfor 2009

Newquestionfor 2009 Grow your own …


Carbon Footprint aware

Local focus today

Food Miles aware

Sustainability aware

Concerns for the future …

27%27%

30%30%

38%38%

46%46%

% in 2007% in 2007

63%63%

25%25%


Awareness up – but attitudes /choice?“I am more conscious of the environment in my choice of products today”

53%53%

57%57%

2007 vs 2009


49%49%

Awareness up – but attitudes /choice?“I am more conscious of the environment in my choice of products today”

2007 vs 2009


HIGHEST AMONG:• Females• 25-34 yrs • ABC1’s• Responsible for

grocery shopping• Buy organic,

speciality food & local produce

HIGHEST AMONG:• Females• 35-44 yrs• AB’s• Responsible for

grocery shopping

HIGHEST AMONG:•55-64 yrs•AB’s•Responsible for

grocery shopping•Buy organic,


Awareness up – but attitudes /choice?“I prefer to buy from companies that are aware of the impact of environmental issues”

50%50%

2007 vs 2009


38%38%49%49%

Awareness up – but attitudes /choice?2007 vs 2009


HIGHEST AMONG:• AB’s• 25-34 year olds• Responsible for

grocery shopping• Buy organic,


HIGHEST AMONG:• Females• 35-44 yrs• AB’s• Responsible for

grocery shopping

HIGHEST AMONG:•55-64 yrs•AB’s•Buy organic,


“I prefer to buy from companies that are aware of the impact of environmental issues”

Shopping for groceriesShopping for groceries

Responsibility for shopping has evolved

Responsibility for grocery shopping %

ROI2005

ROI2009

NI2007

NI2009

GB2005

GB2009

Mainly responsible 43% 46% 47% 50% 45% 55%

Jointly responsible with someone else

14% 16% 13% 13% 21% 25%

Someone else responsible 43% 38% 40% 37% 34% 20%


Male involvement …

21% 26% 30%

% Men grocery shopping 2005 – 2009

20% 23% 20%


Male involvement …

21% 27% 30%

% Men preparing their own meals 2005 – 2009

18% 18% 23%


Consumers looking for better value

Spreading my shopping across a number of shops to get the best value

Shopping in discount retailers

Buying in bulk

Buying food items on promotion

Travelling further to shop to get better value

Less More

(Base: All mainly / jointly responsible for grocery shopping, 2009 data)

% Less often / % More often

Less More Less More

Quality of fresh food is more important than price 77 -5 69 +4 71 -9

I will pay a bit more for grocery shopping to get superior

customer service 45 -9 32 -4 42 +4

I watch for announcements for sales or promotions on

grocery 56 +9 47 -10 51 -9

When I shop the first thing I look for is price 59 -2 63 +12 61 -3

The most important thing is price when grocery shopping 48 -5 50 +1 52 nc

Price is not always the most important …% Agree a lot / a little

(Base: All Grocery Shoppers 15+)

2007 vs 2009

Chilled category losing its edge?

Products in the chilled cabinet are

always fresher

I much prefer to buy products from the

chilled cabinet

(Base: All Grocery Shoppers, 2009 data)

-1-1

-5-5

-2-2

-5-5

-11-11

-15-15

Vs.2005Vs.

2005

13 5 6

9

9 8

55

55 50

1624

22

7 713

ROI 2009%

NI 2009%

GB 2009%

Frozen food is always better than chilled food

Frozen food is usually better than chilled food

About the same

Chilled food is usually better than frozen food

Chilled food is always better than frozen food

Frozen versus chilled

14%

35%

14%

31%

22%

23%

(Base: All Adults15+, 2009 data)

Take-awaysTake-aways

Family & FunFamily & Fun

Families eating together more,

confidence & enjoyment are increasing

… more emotionally engaged

…moving away from convenience?

Families eating together more,

confidence & enjoyment are increasing

… more emotionally engaged

Convenience factors?

Family & FunFamily & Fun

Home is fun to

o!

Convenience no

longer king

Time still cru

cial

NB:

A basis for qu

ick home-cook?

Make home-cook

special?

Home is fun to

o!

Convenience no

longer king

Time still cru

cial

NB:

A basis for qu

ick home-cook?

Make home-cook

special?

Perceived notion / aspiration to eat healthy … but messages confusing

Espousing the link to overall wellbeing

Healthy FoodsHealthy Foods

Perceived notion / aspiration to eat healthy … but messages confusing

Espousing the link to overall wellbeing

Healthy FoodsHealthy Foods

HEALTH CREDENTIALS

Pitching your credentials?Simple?

Effective?Balanced, holistic message?

Increasing positive perception of locally produced food with

consumers wanting to know the source of their food

Local FoodLocal Food

Increasing positive perception of locally produced food with

consumers wanting to know the source of their food

Local FoodLocal Food

Do you have local credentials?

Are you pushing that message?

Is local a USP for you?

Part of the community?Social, economic, environment?

Do you have local credentials?

Are you pushing that message?

Is local a USP for you?

Part of the community?Social, economic, environment?

Greater awareness of language /

terminology … but no significant

increase in positive attitudes / choice

EnvironmentEnvironment

Greater awareness of language /

terminology … but no significant

increase in positive attitudes / choice

EnvironmentEnvironmentAre you pushing

your Green credentials

?

Profile - males involved

Focus on value

Value ≠ Price

The shopper has changed The shopper has changed

Profile - males involved

Focus on value

Value ≠ Price

The shopper has changed The shopper has changed

COMMUNICATION

Effective?

Your value proposition?

What does value mean?

Consumer reference points?

Tom Collins

PERIscope 5 Irish consumers & their food. PERIscope 5 Eating Shopping Cooking.

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Transcript of PERIscope 5 Irish consumers & their food. PERIscope 5 Eating Shopping Cooking.