2 Introduction

PERIscope 2013 explores consumer behaviours & attitudes towards food, shopping and cooking.

Online survey conducted amongst 1,000 adults aged 18+ in Belgium.

Results are also available across nine other countries.

Survey covers topics such as: Eating at home, attitudes towards cooking, local food,

sustainability, the environment, grocery shopping and health & wellbeing.

Research carried out by Ipsos MRBI.

Please note, there may be discrepancies in relation to some of the ‘total’ figures within this

report. This is due to rounding (e.g. “slightly agree” at 45, “strongly agree” at 30, “agree” at

76).

For further information or queries please visit www.bordbia.ie or email info@bordbia.ie

4

18%

38% 40%

15%

2010 2013

Good Fun A Passion

In Belgium, just over half of all adults continue to have a positive relationship towards cooking.

The Belgians display one of the highest levels of fun with cooking, just behind Germany (47%) and

Sweden (43%).

56% 54%

Attitude towards cooking

5

39 36

26 25

Would enjoy having a dinner party where I do all the cooking

Would be confident that I could produce a good Sunday roast

with all the trimmings

61

Level of cooking expertise

65

2010 2013

Belgium's cooking expertise (on the basis of dinner party hosting and producing meals with all the trimmings), is

in the bottom three countries.

In three years, overall levels of culinary expertise have declined slightly in Belgium.

6

55

26

45

29

% preparing a meal from scratch few times a week % preparing a meal from scratch once/ few times a day

2010 2013

81 74

Just under three quarters of Belgians prepare their meals from scratch few times a day/few times a week , a lower proportion than in 2010.

Compared to other countries in the PERIscope 2013 study, Belgium ranks fifth for

scratch cooking. NZ (81%) ranks first while the US (62%) ranks last.

15 14

9 9

7

On the basis of those who are scratch cooking more often, Belgium is displaying

somewhat poorer levels of scratch cooking than other countries.

Just over one in ten claim to be cooking from scratch more often than 12 months ago, a similar proportion to three years ago.

Frequency of cooking meals from scratch more often or less often compared to 12 months ago

2010 2013

Cooking from scratch more often

Cooking from scratch less often

8

23 18

16

17

5

3

Once a day/ few

times a day

Few times a

week

Once a week

In terms of daily/ weekly usage of ready prepared ingredients, Belgium displays

the lowest usage of ready prepared ingredients.

2010 2013

Since 2010,Belgium has reduced the amount of ready prepared meal components used in the meals that it cooks on a daily/ weekly basis.

Use of ready prepared ingredients

The same proportion of Belgians have taken cooking classes as three years ago whilst the proportion entertaining at home more often has held ground at just over three in ten. 9

10

10 2013

2010

Belgium compares similarly to countries like Spain and NZ in terms of cookery class attendance.

ROI (12%) has the highest cookery class attendance. Regarding entertaining at home, Belgium

ranks in sixth place overall.

% who have attended/taken cooking classes in the past

three years

34

31

% who are entertaining at home more often

nowadays

10

% applies that they ‘enjoy cooking and being able to create a great meal’

2013

2010 83

79

Belgium ranks sixth in terms of the enjoyment levels achieved through creating a great meal.

The enjoyment that Belgian adults obtain from cooking and creating a great meal has decreased slightly since 2010.

11

41 43

64 62

2010 2013 2010 2013

Food Processor Wok

Ownership levels of food processors and woks, amongst Belgian adults, have remained stable over the past three years.

Belgium displays a relatively average ownership level of food processors. In contrast it has the

second highest wok ownership, behind the Netherlands (70%).

70 69

12

I tend to pick foods that are quick to cook

I tend to pick foods that are

easy to prepare

%

Applies

79 77

2010 2013

Belgium ranks amongst the lowest countries when it comes to picking both foods that are quick to prepare

and quick to cook.

Levels of demand for food that is easy to prepare and quick to cook have been maintained at similar levels to 2010.

13

% applies ‘we use a lot of ready to eat foods in our household’

2013

2010 39

35

Belgium displays relatively low usage levels of ready to eat foods, ranking eighth overall,

just ahead of the Netherlands (34%) and Sweden (31%).

Use of ready to eat foods in Belgian households has experienced a slight decline in the past three years.

14

% applies that they ‘would often eat ready prepared/ convenience meals’

2013

2010 48

41

Eating convenience meals in Belgium is a relatively unpopular behaviour, particularly when

compared to countries like the US (71%) and Spain (69%).

The proportion who claim to often eat ready prepared/convenience meals has fallen by seven percentage points in three years.

15

7 6

32 33

More often

Less often

% eating ready meals/ convenience meals more/less often than 12 months ago

2010 2013

One third of Belgians claim to be eating ready meals/ convenience meals less often than 12 months ago, a similar level to 2010.

Belgium compares similarly to Sweden and the Netherlands in its consumption of ready meals/

convenience meals in the last 12 months.

16

% agree that convenience meals… ‘are a good substitute for home cooked meals when time is limited’

2013

2010 57

56

In terms of agreement with the idea that convenience meals can be a good substitute for home

cooked meals, Belgium ranks fifth.

The proportion who consider convenience meals to be a good substitute for home cooked meals when time is limited remains at just over half of all adults.

17

Convenience foods……

… have poor quality ingredients

29% 33% 2010 2013

… taste great

23% 26% 2010 2013

… are expensive

72% 74% 2010 2013

… are good value for money

18% 20% 2010 2013

The majority of Belgians consider convenience foods to be expensive. One third believe that they contain poor quality ingredients. One quarter believe they taste great.

Belgium displays particular low levels of agreement when it comes to claims that convenience meals ‘taste

great’ or are ‘good value for money’.

19

2010 2013

Importance of buying ‘local’ produce when shopping

Total

importance

Very

important

54%

17%

51%

15%

The overall importance of buying local food has fallen slightly in the past three years.

France (73%) places the most importance on buying local. At just over half of all adults, Belgium

ranks eighth, just ahead of NZ (48%) and the Netherlands (27%).

20

17 18

23 28

53 49

7 5

2010 2013

Daily

Few times/ once a week

Few times/ once a month

Less often/ never

Frequency of ‘Local Food’ Purchases

The frequency with which local food is bought in Belgium has remained stable over the past three years. Those who buy local less often (than monthly)/ never is steady.

Sweden, Spain, Germany, and NZ are the most frequent purchasers of local food

purchases on a daily/weekly basis. Belgium ranks fifth overall.

21

More than 4 in 10

believe local

food is food that

is…

45% … made within the county in which I live

Just over one

third believe it is

food that is… 36% … made within a close proximity to where I live

Much less believe

local food to refer

to food that is …

29% … available in farmers’ markets

27% … made within a 20 mile radius from where I live

22% … made within the province I live

6% … made within Europe

In Belgium, ‘local food’ is a proxy primarily for food that is made within one’s home country, or alternatively, within a very close distance from one’s home.

22

Checking for Country of Origin label

26 24

(74) (75)

55 52

19 23 Always check

Sometimes check

NET (check for quality symbol)

Never check

2010 2013

Sweden ranks first (92%) for checking country of origin information. In contrast,

Belgium ranks sixth.

Checking for the country of origin label is done by three quarters of Belgian shoppers.

23

20 26

(80) (74)

59 56

21 18 Always check

Sometimes check

NET (check for quality symbol)

Never check

Checking for Symbol of Quality label

2010 2013

In Belgium, checking for the symbol of quality has fallen over the past three years. The proportion who ‘never check’ represents one quarter of all grocery shoppers.

Belgium ranks third behind, France (76%), ROI (76%), Spain (82%) and Sweden

(82%) for checking the symbol of quality on food products.

24

% applies that ‘it is important to spend time over dinner as a family’

2013

2010 94

92

Overall, spending time eating dinner together as a family is important in all countries, with six out of the

ten countries displaying more than or equal to ninety per cent agreement.

At more than ninety per cent, the importance placed on eating dinner together as a family remains considerably high in Belgium.

55 40

26

% never heard of food miles

% who sometimes try to buy food with low food miles

TOTAL % who buy foods with low food miles

% who buy foods with low food miles in 2013

2010 2013

25

18

34

19

2010 2013

Belgium ranks amongst the highest for awareness of food miles. It ranks joint first with Germany in terms of

purchases of food with low food miles.

Awareness of food miles has shown a significant advancement since 2010. The percentage buying foods with low food miles has risen by nine percentage points in 2013.

27

15 15

% never heard of sustainability

% who sometimes try to buy food with sustainable features

TOTAL % who buy foods with sustainable features

% who buy foods with sustainable features in 2013

2010 2013

43

35

48

23

2010 2013

Belgium ranks third for awareness of the term sustainability. It ranks as one of the highest purchasers of

‘sustainable’ products, alongside France, NZ and Germany

Sustainability is a well known term amongst Belgians. The proportion claiming to buy foods with sustainable features has been risen slightly.

33 19

28

% never heard of carbon footprint

% who sometimes try to buy food with low footprint

TOTAL % who buy foods with low footprint

% who buy foods with low footprint in 2013

2010 2013

32

25

41

23

2010 2013

Belgium is behind only NZ for awareness of carbon footprint. Purchases of low footprint products are

highest in Belgium.

The numbers claiming to have never heard of carbon footprint have reduced in the last three years. There has also been a growth in low footprint purchases during this time.

29

% who agree that they are more conscious of environmental issues in

their choice of products

61% 54%

2010 2013

% who agree that they prefer to buy from companies that are aware of the

impact of environmental issues

60% 50%

2010 2013

Belgium ranks joint fifth in terms of its consciousness of environmental issues. The preference of

buying from environmentally aware companies places Belgium in seventh place overall.

Being environmentally conscious and buying from companies who are environmentally aware have both declined since 2010.

The act of buying in smaller packs to avoid waste has risen slightly in popularity in the past three years.

30

53 57

Compared to the Germans, Belgians are much less conscious about cutting

down on food waste. They rank joint sixth overall.

2010 2013

% applies that they ‘buy food in smaller packs because it means less waste’

31

I try to buy Fair Trade products/brands whenever they are available

16

13 2013

2010

60

% applies a lot % NET applies

61

The Belgians rank fifth overall when it comes to efforts to buy Fair Trade products.

Overall, efforts by Belgians, to buy Fair Trade products have remained unchanged since 2010. Only a small percentage admit to concerted efforts to buy Fair Trade.

33

When I shop the first thing I look for is price

35

40

19

19 2013

2010

59

% agree slightly

% agree strongly

54

Looking for price as a ‘first thing’ has average popularity in Belgium compared to all other

countries in the PERIscope 2013 study.

Having price as a primary influencer when grocery shopping has increased in importance in Belgium since 2010.

34

43

47

22

17 2013

2010

64

Quality of fresh food is more important than price

% agree slightly

% agree strongly

65

Belgium displays average agreement levels with the idea that quality is more important than price. It ranks

fifth overall. ROI (79%) has the highest level of agreement while the Netherlands (51%) has the lowest.

Compared to 2010, placing the quality of fresh food ahead of price has maintained the same level of popularity amongst grocery shoppers.

35

42

53

42

26 2013

2010

79

I most often go to the same store but look for the best value for money I can get

% agree slightly

% agree strongly

83

Obtaining value for money in the same store is a very popular shopping

behaviour in Belgium. It ranks third behind NZ (84%) and ROI (81%).

In Belgium, getting value for money in the same store is important for almost eight in ten grocery shoppers.

36

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

% agree slightly

% agree strongly

2013

2010 27

25

12

6 31

39

Belgium ranks sixth in terms of willingness to pay a premium for superior

customer service. Spain (48%) and Sweden (47%) record the highest scores.

Paying more for better customer service is a behaviour that has declined amongst Belgian grocery shoppers since the last wave of research.

37

I tend to buy on impulse if I think products are cheap

% agree slightly

% agree strongly

26

25

9

7 2013

2010

31

35

Belgium ranks eighth in terms of its susceptibility towards buying cheap products

on impulse. Spain (26%) and France (17%) follow thereafter.

Buying products on impulse is a shopping behaviour applicable to just three in ten grocery shoppers.

38

I don’t mind spending time looking for a bargain

29

32

18

15 2013

2010

47

% agree slightly

% agree strongly

47

Compared to most other countries in the PERIscope 2013 study, Belgium's inclination

to spend time looking for a bargain is relatively weak, ranking eighth overall.

Spending time looking for a bargain is a shopping behaviour that has maintained its position among just under half of all grocery shoppers.

3 4

9

17 67

39

How often have they ordered

their grocery shopping online?

13% of Belgian adults

(with internet

access) have

ever ordered their

grocery shopping

online.

Every day/ few

times a week

2-3 times a

month

Once a week

About once a

month

Less often

Just over one in ten Belgians have ordered their grocery shopping online. More than two thirds of these shop online for grocery items less often than once a month.

Belgium ranks fifth for the percentage of people who have ordered their shopping online. It is

considerably behind Spain (30%) and GB (28%).

40

13%

Downloaded

Food App

66%

Downloaded

Recipe

16% 18% 19% 13% 2% 3% 4% 4%

Past

Week

Past

Month

Past 6

Months

Longer

Ago

Past

Week

Past

Month

Past 6

Months

Longer

Ago

Most recent download activity

Using the internet to access recipes is done by two thirds of Belgians. Downloading food apps is much less popular.

Belgium is in the bottom four for the percentage of people who have downloaded a recipe. It ranks in

the bottom two for the percentage who have downloaded a food app.

42

Diet Perceptions

66 70

7 6

76

2010 2013

NET ‘Healthy’

Describe their diet as ‘very’ healthy

Describe their diet as ‘fairly’ healthy

73

Belgium ranks in the top six for perceptions of health.

Diet perceptions in Belgium have shown slight signs of improvement compared to that of 2010.

28 25

6 6

43

My eating habits are more healthy

My eating habits are less healthy

Changes in eating habits in last 12 months

2010 2013

Belgium ranks seventh overall when it comes to claims that its eating habits are

healthier than before.

One quarter of Belgians believe their eating habits to be more healthy in the last 12 months; a slight decline on 2010 levels.

20

21

44

I eat at least 5 portions of fruit and veg per day

% applies a lot NET % applies

Five countries claim to have more than seven in ten adults who make efforts to eat the

recommended ‘5 a day’. Belgium falls outside this cohort and is positioned sixth overall.

2013

2010

67

65

Efforts to eat at least 5 portions of fruit and veg each day are displayed by just over two thirds of Belgian adults.

45

92

88

78

92

79

Dairy foods

(milk/cheese) are an

important part of my

diet

I try to eat a lot of fruit

and vegetables

I always try to eat high

fibre foods

To be healthy it is

important to eat

properly

I always try to eat a

balanced diet

% applies

In Belgium, dairy foods and high-fibre foods are consumed much less than fruit and veg. The majority believe having a balanced diet and eating properly are important.

46

I try to limit the amount of fast food that I consume

2013

2010 59

58

30

34 92

89

% applies a lot % applies a little

While all countries are making efforts to reduce fast food consumption, Belgium

and Spain (94%) claim to be making the most effort.

Endeavours to limit fast food consumption in Belgium are applicable to more than nine in ten adults.

47

% applies that ‘always look for low fat options when buying

food products’

2013

2010 71

66

54

57

54

49

% applies that they ‘think of the calories in

what they eat’

% applies that ‘if a label says ‘low fat/reduced fat’ then the product

will always be the healthy choice’

2013

2010

2013

2010

Belgium displays relatively average tendencies to look for low fat products when shopping. Its level of

assertion regarding low fat equalling the healthy choice is also average. It ranks third overall for the amount of

thought given to the calories in the food eaten.

There has been a slight decline in both the proportion claiming to always look for low fat options and the proportion who believe that low fat equals the healthy choice.

48

I am concerned about my children becoming obese

2013

2010 34

35

25

14

% agree slightly % agree strongly

49

59

Belgium ranks second in terms of concern about one’s children becoming obese. Its

levels of concern are similar to that of the US (48%) and NZ (46%).

Concerns about ones children becoming obese have fallen from just under six in ten in 2010 to just under five in ten in 2013.

49

Sandwiches

Cereal bars

Crisps

Fruit

Yoghurt

Cheese Snack

Juice

Milk

Bottle of Water 59

14

39

16

18

57

1

22

93

2010

Content of kids’ lunchboxes

53

11

29

14

18

51

3

18

85

2013

In relative terms, the fruit content of kids lunchboxes in Belgium is amongst some of the lowest in the study.

Sandwiches, fruit and water are the most popular lunchbox components in Belgium. Juice has seen the biggest decline in usage in the past three years.

9

9

50

Choosing healthy food to eat is limiting and boring

% applies a lot NET % applies

Belgium ranks sixth for its assertion that healthy food equals food that is limiting and boring.

It is therefore one of the more positive countries when it comes to healthy foods.

2013

2010

46

48

The belief that choosing healthy food is limiting and boring is an opinion that is applicable to just under half of Belgian adults.

51

I would like manufacturers to help me to eat healthy

2013

2010 34

30

47

50 80

81

% applies a lot % applies a little

Spain (94%), Germany (88%), France (81%) and Belgium rank as the top

four countries that would like manufacturers to help them to eat healthy.

The Belgians continue to maintain a strong preference for having manufacturers help them to eat healthy.

21

20

52

I am willing to pay a bit more for healthy food and beverages (as long as they taste good)

There are six countries in which more than 70% of adults are willing to pay more

for healthy food and beverages. Belgium falls just outside this group.

2013

2010

69

76

Willingness to pay a premium for healthy foods is a behaviour that has declined substantially in popularity in the past three years.

% applies a lot NET % applies

53

I eat healthy to take control of my life

% agree slightly % agree strongly

2013

2010 45

46

16

20 65

61

Belgium ranks in the top three in terms of agreeing that it eats healthy to take control of life.

Eating healthy to take control of one’s life is a concept relevant to almost two thirds of Belgians.

67 69

54

A good diet can help your mental health

68 75

2010 2013

% Agree

I eat to enhance mental alertness and spiritual

wellbeing

Belgium displays one of the lowest levels of support for the idea that a good diet can help your mental

health. It ranks much higher (third) in its belief that what one eats can be important for spiritual wellbeing.

The relationship between diet and mental health and the link between food and spiritual well-being are viewed with increasing strength in Belgium.

55

74

69 2013

2010

% applies that they ‘always check the nutritional labelling on food before buying them’

Belgium's propensity to check the nutritional labelling on food before purchase

ranks fourth overall.

The Belgian grocery shopper of 2013 is slightly less inclined, than in 2010, to check the nutritional labelling on food prior to purchase.

56

% applies that they ‘often find it difficult to understand

nutritional claims on packaging’

76

74 2013

2010 75

73

% applies that they ‘often find it difficult to understand labelling

on food’

Belgium ranks third both in terms of difficulty in understanding nutritional claims

on packing and in understanding labelling on food.

Since 2010, Belgians are continuing to find it difficult to understand nutritional claims on packaging and food labelling.

57

91 80

5

8

4 12

Weekly

Less often

Never/ don’t know

Frequency of purchase of

Gluten Free products

Frequency of purchase of

‘Free From’ products

2013 2013

Purchases of gluten free products are amongst the lowest of all countries surveyed. Belgium ranks fifth for

purchases of ‘free from’ food.

Gluten free products are much less popular than ‘free from’ products. Weekly purchases of ‘free from’ products are three times that of gluten free products.

TAKEAWAYS

13-035911/Bia Periscope Study 2013 Multicountry Report

# 1 Building the food

relationship

• Can see the fun in cooking

but lack confidence to

advance expertise or extend

to social dimension.

• Scope to advance scratch

cooking, particularly in

context of low usage of

convenience foods and

negative attitudes towards

this food type.

• Opportunity to advance skills,

confidence and enjoyment

through technology

inspiration.

13-035911/Bia Periscope Study 2013 Multicountry Report

#2

Local failing to

connect

• ‘Local’ concept weak in

importance and

consideration.

• Failing to connect with the

origin of food as a shopping

influencer or decision aid.

• Disengaged with concept of

sourcing and transparency.

• Potential to enhance

importance of local by

connecting benefits to quality

and value.

13-035911/Bia Periscope Study 2013 Multicountry Report

#3 Environmental

connections

• High levels of engagement

with food miles, sustainability

and carbon footprint.

• Articulating what matters

through purchases of these

products.

• Will respond to specific

environmental subject (i.e.

carbon footprint) more so than

sweeping environmental label.

13-035911/Bia Periscope Study 2013 Multicountry Report

#4

Helping the

shopper

• Slightly disengaged with

shopping for food.

• Potential to be motivated by

triggers (price promos) in-store

are somewhat unpredictable.

• Value for money dominates

the grocery shopping psyche.

• In-store experience affected

by high levels of difficulty in

understanding food

information/ labelling and

need for manufacturers to

provide more help.

13-035911/Bia Periscope Study 2013 Multicountry Report

#5 Interlocking

consumer health

• Evidence of a disconnection

between desire to be healthy

and efforts to be healthy.

• Relatively detached from

‘healthy’ (re: low fat, high fibre,

‘5 a day’), connection to

mental health. Both affecting

willingness to pay and appetite

for these products.

• Seeking help from

manufactures in the area of

health.