periscope 5 irish consumers & their food. periscope 5 eating shopping cooking
TRANSCRIPT
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)
(Base: All Adults 15+)
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
(Base: All Adults 15+)
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
(Base: All Adults 15+)
+14%
32%
Family breakfast% Sitting down for breakfast together every morning
37%
18%
44%44%47%47%
44%44%
2005 vs 2009
(Base: All Adults 15+)
Making time for breakfast% Who rarely have time to eat a proper breakfast
(Base: All Adults 15+)
44
4947 47
39
2001 2003 2005 2007 2009
ROI only
22%22%18%18%
2005 vs 2009
(Base: All Adults 15+)
% 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
(Base: All Adults 15+)
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
(Base: All Adults 15+)
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 (%)
(Base: All Adults 15+)
2005 2009 2005 2009 2005 2009
52% 51% 65%
0%23%
Entertaining at homeIncidence of entertaining at home more often (%)
(Base: All Adults 15+)
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
(Base: All Adults 15+)
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
(Base: All Adults 15+)
Ways of making eating at home a bit more special (%)
Popularity of eating outProportion eating out of home more than once per month (%)
(Base: All Adults 15+)
Eating out midweekIncidence of eating out more often during the week (%)
(Base: All Adults 15+)
43%43% 50%50% 32%32%
Brown-bagging it!“Are you bringing your own lunch to work more often, less often or no change?”
(Base: All Adults 15+)
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
(Base: All Adults 15+)
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
(Base: All Adults 15+)
2005 2007 2009 2005 2007 2009 2005 2007 2009
ROI – Kitchen appliances changesDeep Fat Fryer Steamer
ROI 2009 – Smoothie Maker 31% Juicer 34%
(Base: All Adults 15+)
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
(Base: All Adults 15+)
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
(Base: All Adults 15+)
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”)
(Base: All Adults 15+)
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
(Base: All Adults 15+)
2009
I eat to feel good and take control of my life
I eat to enrich/enhance mental alertness and
spiritual well being
(Base: All Adults 15+)
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
(Base: All Adults 15+)
79
0
91
74
0
85
74
0
86
We like to see fresh & natural on labels
(Base: All Adults 15+)
“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
(Base: All Adults 15+)
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
(Base: All grocery shoppers)
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
(Base: All grocery shoppers)
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
(Base: All Adults 15+)
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
(Base: All Adults 15+)
Ownership of an allotment% of respondents who own/rent an allotment
(Base: All Adults 15+)
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 …
(Base: All Adults 15+)
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%
(Base: All Adults 15+)
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
(Base: All Adults 15+)
49%49%
Awareness up – but attitudes /choice?“I am more conscious of the environment in my choice of products today”
2007 vs 2009
(Base: All Adults 15+)
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,
speciality food & local produce
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
(Base: All Adults 15+)
38%38%49%49%
Awareness up – but attitudes /choice?2007 vs 2009
(Base: All Adults 15+)
HIGHEST AMONG:• AB’s• 25-34 year olds• 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•Buy organic,
speciality food & local produce
“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%
(Base: All Adults 15+)
Male involvement …
21% 26% 30%
% Men grocery shopping 2005 – 2009
20% 23% 20%
(Base: All Adults 15+)
Male involvement …
21% 27% 30%
% Men preparing their own meals 2005 – 2009
18% 18% 23%
(Base: All Adults 15+)
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