15-044959/Bord Bia PERIscope 8 Study Ireland & GB ... Bia PERIscope 8 Study Ireland & GB/October 2015 Introduction PERIscope is Bord Bia‟s comprehensive review of food attitudes,

15-044959/Bord Bia PERIscope 8 Study Ireland & GB/October 2015

Introduction

PERIscope is Bord Bia‟s comprehensive review of food attitudes, shopping and cooking trends amongst a

nationally representative sample of adults.

In previous waves of the research, biennial studies were produced for ROI/NI/GB and for other European

countries (including France, Germany, Belgium, Spain, Netherlands, Sweden, New Zealand and the US).

In 2015, the countries were amended and research was also conducted in ROI, GB, France, Germany,

Spain, Netherlands and the US. In addition, China was a new market added this year.

In 2013, Bord Bia took the decision to combine both studies in order to obtain a more detailed perspective

on how consumers view food related issues and report their behaviours across 10 countries. PERIscope

2015 therefore, as in 2013, provides research findings for the ROI/GB and Continental study in one year.

Over the various studies we have held many questions constant to allow tracking over time; we also

include topical issues as they arise.

This deck is designed to provide a thorough flavour of the PERIscope 2015 results for ROI and GB

(NI was not included in the PERIscope 2015 study). The charts included represent the study results.

More detailed information is available in the tabular reports.

2


3Research Method

Face-to-face survey conducted by Ipsos MRBI on behalf of Bord Bia. Interviews in respondents‟

own home by fully trained interviewers.

The research was conducted among a representative sample of adults aged 15+ in the Republic of

Ireland, and 16+ in Great Britain.

Quotas were set on sex, age, region and social class to ensure a representative sample.

Sample sizes:

Republic of Ireland (ROI) 1,008

Great Britain (GB) 1,009

Fieldwork was conducted between June and July 2015.

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).

Where new statements have been added or in instances where question wording and/or format

may have changed, missing data is represented by „n/a‟.


4Contact Details

For further information about Bord Bia‟s PERIscope 2015 study, please email [email protected] or

Tel: 01 6685155.

All content provided in this pack is also available on the Bord Bia website, www.bordbia.ie

mailto:[email protected]

http://www.bordbia.ie/

Summary


Profile of Sample – 2015 (I) 6

49 49

15 15 1322

51 51

19 1728

30

2017

20

211718

32

27

1314

6 -

17 19

ROI GB ROI GB ROI GB

Male

Female

Under 25

25-34

35-44

45-54

55-64

65+

SEX AGE SOCIAL CLASS

(Base: All Adults 15+)

AB

C1

C2

DE

F

%


Profile of Sample – 2015 (II) 7

39 40

9 11

17 10

1621

88

26

32

14 23

58

48

128

ROI GB ROI GB

Single

Dual

3+

Working full time/

self-employed

Working part time

Housewife

Student

Retired

Other

HOUSEHOLD COMPOSITION WORKING STATUS


%


Profile of Sample – ROI (I) 8


22 20 19 19 16 16 15

19 20 21 2122 21

19

12 13 13 13 13 13 13

18 18 19 1819 19

20

26 26 26 28 27 27 28

16 16 15 15 16 16 17

22 23 2325 24 22 20

49 49 50 50 49 49 49

11 12 12 12 13 13 1328 28 28

26 27 30 3251 51 50 50 51 51 51

14 14 14 14 15 15 1712 10 10 8 8 7 6

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

Male

Female

15-24

25-34

35-44

45-54

55-64

65+


AB

C1

C2

DE

F

%


Profile of Sample – ROI (II) 9

43 46 4437 34

39 39

1011

1012

1110 9

25 2016

1821

18 17

12 914 14 14 15 16

8 7

6 8 9 9 8

21 2423 26 26 26 26

8 11

10 11 10 11 14

67 67 63 59 60 59 58

6 514 12 15 13 12

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

Single

Dual

3+

Working full time/

self-employed

Working part time

Housewife

Student

Retired

Other



%


10Profile of Sample – GB (I)


15 14 14 14 15 15 15

18 17 17 18 16 17 17

18 18 18 19 18 17 17

24 25 25 25 25 22 22

16 17 17 17 17 18 18

28 29 29 30 3030 30

48 48 48 48 49 49 49

13 15 15 13 15 14 14

2121 21 18 18 21 21

52 52 52 52 51 51 51

20 19 19 20 20 19 1928 25 25 27 27 27 27

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

Male

Female

16-24

25-34

35-44

45-54

55-64

65+


AB

C1

C2

DE

%


11

40 4438 34 34 37 40

1311

1312 12

1211

13 1212

14 1212 10

18 15 1722 22 21 21

8 57

7 77 8

3233

3431 34

31 32

21 21 2121 23 22 23

50 52 49 47 4348 48

5 7 9 12 11 10 8

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB2013

GB2015

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB2013

GB2015

Single

Dual

3+

Working full time

Working part time

Housewife

Student

Retired

Other



Profile of Sample – GB (II)

%


Incidence Of Food Allergies In The Household – 2015

12

Yes Yes

• Wheat (coeliac condition) 3%

• Eggs 2%

• Nut/peanut 2%

• Milk 2%

• Fish *

• Lactose intolerant 2%

• Shellfish 1%

• Soy *

• Other 1%

Allergies Mentioned:


Q.63a Do you or anybody in your household have any of the following food allergies?

%

10% 11%

ROI 2015

• Nut/peanut 2%

• Eggs 1%

• Milk 2%



• Fish *

• Shellfish 1%

• Soy *

• Other 3%

GB 2015

ROI 2013 (11%) GB 2013 (10%)



• Eggs 1%

• Nut/peanut 1%

• Milk 2%

• Fish *


• Shellfish 1%

• Soy -

• Other 3%

Incidence Of Food Allergies In The Household – ROI

13

Yes YesAllergies

Mentioned:



%

7%

ROI 2011 ROI 2013

11%


• Eggs 1%

• Nut/peanut 1%

• Milk 1%

• Fish 1%


• Shellfish 1%

• Soy *

• Other 2%

New question in 2011


• Eggs 2%

• Nut/peanut 2%

• Milk 2%

• Fish *


• Shellfish 1%

• Soy *

• Other 1%

Yes

10%

ROI 2015


0

11%

Incidence Of Food Allergies In The Household – GB 14

Yes YesAllergies

Mentioned:



%

GB 2011

• Nut/peanut 3%

• Eggs 1%

• Milk 2%



• Fish *

• Shellfish 2%

• Soy *

• Other 3%

GB 2013

0

20%

• Nut/peanut 4%

• Eggs 2%

• Milk 2%



• Fish 1%

• Shellfish 1%

• Soy *

• Other 11%

0

10%


Yes

• Nut/peanut 2%

• Eggs 1%

• Milk 2%



• Fish *

• Shellfish 1%

• Soy *

• Other 3%

GB 2015

Attitudes Towards Food


Attitudes Towards Food: Summary

Historically, adults in ROI have emerged with a slightly healthier attitude towards food, eating more high

fibre products and relying less on convenience meals. However, in many respects GB is beginning to

catch up, becoming increasingly likely to eat high fibre foods and to avoid sugary or sweet foods.

Time continues to be a key constraint in terms of cooking and food. Convenience meals are becoming

even more important for the GB population, over 6 in 10 claim they would often eat „ready prepared‟ /

convenience meals. In addition, almost 8 in 10 people in both GB and ROI continue to pick foods that are

easy to prepare.

Ownership of juicers and smoothie makers remains higher in Ireland than in GB. Grills, food processors

and coffee makers all record increases in ownership across both countries in 2015. Nutri Bullet ownership

stands at 7% in ROI and 4% in GB.

In general, adults in ROI tend to have more kitchen gadgets than those in GB. GB penetration figures for

devices are marginally lower when compared to ROI, with the exception of coffee makers and gas ovens.

Utility ownership amongst Irish adults is increasing, while ownership in GB records similar levels of

decline.

Similar to previous years, Irish adults continue to consume more dairy produce than their GB

counterparts, consuming on average of 3 portions a day. In terms of fruit and vegetable consumption,

again the Irish population continue to eat marginally more, with almost half of Irish adults claiming to eat

between 3-4 portions a day.

16


Utility Ownership In Home – 2015 (I) 17

97

77

25

98

35

9591

3731

97

5448

98

38

9590

28 26

ANYOVEN

Full oven– electric

Full oven– gas

ANYFREEZER

Separatefreezer

unit

Kettle Toaster Juicer Smoothiemaker/

smoothie…

ROI 2015 GB 2015


Q.1 Which of the following do you have in your home?

%


Utility Ownership In Home - 2015 (II) 18

90 88

42

55

4549 49

33

7

94

81

29

4440

4642

37

4

ANY … Grill Deep … Sandwich … Food … Wok Steamer Coffee … Nutri/Magic…

ROI 2015 GB 2015


%



Utility Ownership In Home – ROI (I) 19

97

66

34

96

28

98

72

30

97

33

96

73

26

95

35

99

73

31

97

40

97

77

25

97

34

n/a n/a n/a n/a

39

97

77

25

98

35

ANYOVEN


Full oven– gas

ANY FREEZER

Separate freezer

unit

ROI 2003 ROI 2005 ROI 2007 ROI 2009 ROI 2011 ROI 2013 ROI 2015


%



Utility Ownership In Home – ROI (II) 20

96 94

n/a n/a

84

96 95

n/a n/a

8893 94

n/a n/a

88

96 96

3431

9196 95

34 32

9294 94

29 28

9095

91

37

31

90

Kettle Toaster Juicer Smoothie maker/

smoothieblender

ANYMICROWAVE



%



Utility Ownership In Home – ROI (III) 21

72

65

58

39 3834

29

n/a

82

62 62

41 4239

32

n/a

72

55

64

4540

40

31

n/a

83

54

66

4239

45

25

n/a

81

49

59

4245 45

24

n/a

78

45

56

4246 44

24

n/a

88

42

55

4549 49

33

7

Grill Deep … Sandwich … Food … Wok Steamer Coffee … Nutri/Magic…



%



Utility Ownership In Home – GB (I) 22

99

51 50

99

47

99

47

54

97

41

96

5148

96

42

98

56

45

96

42

98

62

40

96

44

97

5448

98

38

ANY OVEN

Full oven – electric

Full oven– gas

ANY FREEZER

Separate freezer

unit

GB 2005 GB 2007 GB 2009 GB 2011 GB 2013 GB 2015


%



Utility Ownership In Home – GB (II) 23

9894

n/a n/a

9596 94

n/a n/a

9794 92

22 23

9296

91

22 21

959793

2024

949590

28 26

94

Kettle Toaster Juicer Smoothie maker/

smoothieblender

ANYMICROWAVE

GB 2005 GB 2007 GB 2009 GB 2011 GB 2013 GB 2015


%



Utility Ownership In Home – GB (III) 24

83

50

57

5055

45

36

n/a

77

42

54

38

5046

35

n/a

73

34

4640

4944

30

n/a

70

35

47

38

48

39

31

n/a

75

31

41 39

48

40

30

n/a

81

29

4440

4642

37

4

Grill Deep … Sandwich … Food … Wok Steamer Coffee … Nutri/Magic…

GB 2005 GB 2007 GB 2009 GB 2011 GB 2013 GB 2015


%



Utility Ownership In Home – 2015 VS. 2013 Differences (I)

25

= = = 1

-4

1

-3

8

3

-1

-8

8

2

-6-2 -3

8

2

ANYOVEN


Full oven– gas

ANYFREEZER

Separatefreezer

unit

Kettle Toaster Juicer Smoothiemaker/

smoothieblender

ROI 2015 GB 2015




Utility Ownership In Home – 2015 VS. 2013 Differences (II)

26

=

10

-3-1

3 35

9

=

6

-2

31

-2

2

7

ANY MICROWAVE

Grill Deep Fat Fryer

Sandwich maker

Food processor

Wok Steamer Coffee maker

ROI 2015 GB 2015




Attitudes to Food – 2015 (I) 27

93

77

77

80

35

% Applies a lot/a little


I try to eat a lot of fruit and vegetables

I tend to pick foods that are easy to prepare

I like to try new foods

I always try to eat high fibre foods

I rarely have time to eat a proper breakfast

Q.2 I am now going to read out some things people have said about their attitudes to the food they eat.

For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?

92

78

86

76

49

ROI 2015 GB 2015


Attitudes to Food – 2015 (II) 28





63

71

66

48

48

73

73

73

64

48

I think frozen food is as good as fresh in terms of quality

I tend to avoid sugary foods/sweets

I tend to pick foods that are quick to cook

I would often eat „ready prepared‟/ „convenience meals‟

I always try to buy brands that use environmentally

sensitive packaging

ROI 2015 GB 2015


Attitudes to Food – ROI (I) 29


93

77

77

80

35

93

76

79

84

36

92

75

77

81

33

92

76

78

78

39

91

78

80

79

47

90

75

77

79

47

88

78

74

75

49

89

69

78

72

44






ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003

ROI 2001





Attitudes to Food – ROI (II) 30

63

71

66

48

48

68

73

68

48

50

67

71

65

47

48

63

67

69

53

45

76

74

75

64

58

74

70

68

62

48

71

68

72

61

51

58

62

56

58

42





I always try to buy brands that use environmentally sensitive packaging

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003

ROI 2001






Attitudes to Food – GB (I) 31


92

78

86

76

49

92

78

82

75

44

90

78

83

76

43

93

77

85

81

42

92

83

86

79

50

90

82

87

82

56






GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005





Attitudes to Food – GB (II) 32

73

73

73

64

48

74

69

71

56

47

67

69

72

62

46

68

69

70

56

45

78

70

77

65

47

79

75

77

72

49





I always try to buy brands that use environmentally sensitive packaging

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005






Attitudes to Frozen Vs. Chilled Food – 2015 33

105

10

7

5461

1918

6 9

ROI 2015%

GB 2015%

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


Q.81 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet

in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?

11%

27%

20%

25%


Attitudes to Frozen Vs. Chilled Food – ROI 34

13 9 9 10

910 10 10

5552 51

54

1622 23

19

7 7 8 6

ROI 2009%

ROI 2011%

ROI 2013%

ROI 2015%

Frozen food is always better than

chilled food

Frozen food is usually better than

chilled food

About the same


frozen food


frozen food




20%

25%



Attitudes to Frozen Vs. Chilled Food – GB 35

6 6 5 5

8 6 5 7

50 51 5961

22 2422 18

13 12 9 9

GB 2009%

GB 2011%

GB 2013%

GB 2015%

Frozen food is always better than chilled food

Frozen food is usually better than chilled food

About the same


frozen food


frozen food




11%

27%



Average Portions of Dairy Products Eaten Daily – ROI Vs. GB

36


Five+

Four

Three

Two

One

Don‟t know/none

Average 3 3 3 3 3 2 3 2 3 2

Q.63 On average, how many portions of dairy products do you eat everyday?

%

13 10 116 9 9 9 8 9 7

10 14 1114 10 9 8 7 9

7

2427

25 30 28

20 2218

2221

3231

33 31 33

36 3540

3338

18 16 17 16 1723 23 23 24 23

3 2 2 3 2 3 3 3 3 4

ROI 2007 ROI 2009 ROI 2011 ROI 2013 ROI 2015 GB 2007 GB 2009 GB 2011 GB 2013 GB 2015


Portions of Fruit & Vegetables Eaten Every Day – ROI Vs. GB

37

4236

31 29 27 24 2632

2632 30 30

3839

44 4441 47

3834

36

39 38 38

1619 22 23

28 24

28 2831

23 25 24

22

2 2 2 3 3 1 3 2 23

2 2 * * - *1 3 1 1 1 2

- 2 1 - 2 14 2 3 4 3 2

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI2013

ROI2015

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

1-2

3-4

5-67-89+

None

%


Average 3 3 3 3 3 4 3 3 4 3 3 3

Q.62 On average, how many portions of fruit and vegetables do you eat everyday?


Ownership Of An Allotment – ROI Vs. GB 38

Own/rent ….

34

8

5

GB2015

%

GB2013

%

GB2011

%

GB2009

%

Q.16a Do you currently own or rent an allotment?



3

667

ROI2015

%

ROI2013

%

ROI2011

%

ROI2009

%

An allotment


Produce Grown In Allotment – ROI Vs. GB 39

Q.16c Which of the following, if any, do you grow in your allotment ………?

21

26

30

own fruit, such as apples,

berries, etc.

own vegetables, such as

carrots, cauliflower, etc.

own herbs, such as parsley,

basil, etc.

Grow your ….

(Base: All who have a garden/ allotment)

21

20

28


GB

2015

%

ROI

2015

%

GB

2009

%

ROI

2009

%

(23)

(27)

(30)

(18)

(22)

(24)

ROI

2011

%

(25)

(26)

(27)

GB

2011

%

(20)

(23)

(24)

ROI

2013

%

(26)

(25)

(29)

GB

2013

%

(20)

(20)

(28)

Attitudes Towards Cooking


Attitudes Towards Cooking: Summary

As with all previous years, GB adults boast a better level of culinary expertise than those in ROI. Just over a quarter of GB

residents boast the ability to “enjoy having a dinner party where they do all the cooking”, 10 percentage points higher than

their ROI equivalent. While 44% of ROI adults claim lesser culinary ability, though the proportion who “would be confident in

cooking a Sunday roast with all the trimmings” remains stable.

In terms of attitude towards cooking, GB residents remain more positive than ROI adults. While the majority of adults in

both regions are most likely to refer to cooking in the context of eating well. Those in GB continue to be more likely to

consider cooking as a passion.

In many ways, our attitudes and those of the GB population continue to be quite similar. However, here in ROI we are more

likely consider it important to spend time as a family over dinner and are more likely to consider cooking as something we

have to do rather than something we enjoy. The use of ready to eat / pre-prepared meals and food items in GB remains

higher than in Ireland. Similarly, the use of microwaves in cooking remains much higher in Great Britain than in ROI.

Despite GB‟s superior culinary skills, ROI adults remain more likely to prepare / cook meals from scratch, with almost half

claiming to do so at least once a day. The reliance of the GB population on microwave cooking and ready prepared items

lends itself to this pattern.

Convenience meals continue to remain more popular in GB than in ROI, with over half of GB adults believing they are a

good substitute for home cooking when time is limited. Over 4 in 10 claim to always have convenience meals at home,

more than double the proportion in ROI.

Adults in GB appear to be driven more by taste when it comes to food and cooking than those in ROI. 86% of GB adults like

to try new foods and over 6 in 10 rank taste as the most important consideration when cooking at home. Adults in ROI on

the other hand place greater emphasis on healthiness and freshness than their GB counterparts.

41


Level of Cooking Expertise – 2015 42


1 19 11

3323

41

39

1626

ROI 2015 GB 2015

Can‟t boil an egg

Can cook basic snacks (e.g.

beans on toast)

Can cook a simple dinner (e.g.

meat and three veg.)

Would be confident that I could

produce a good Sunday roast

with all the trimmings

Would enjoy having a dinner

party where I do all the cooking

%

44%35%

Q.4 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?


Level of Cooking Expertise – ROI (I) 43

Can‟t boil an eggCan cook basic snacks

(e.g. beans on toast)

Can cook a simple dinner (e.g. meat and

three veg.)

Would be confident that I could produce a good

Sunday roast with all the trimmings

Would enjoy having a dinner party where I do

all the cookingCouldn‟t say


%


3 6 5 6 3 2 2 1

14

1916 18

169 11 9

32

3233

34

29

33 28 33

38

3132 28

3538 41 41

13 10 14 14 17 18 18 16

1 1 - -* * * *

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015


Level of Cooking Expertise – ROI (II) 44


Can‟t boil an egg

Can cook basic snacks


Can cook a simple

dinner (e.g. meat and

three veg.)

Would be confident that

I could produce a good

Sunday roast with all the

trimmings

Would enjoy having a dinner party where I do

all the cooking

Couldn‟t say

SEX AGE

%


1 2 1 4 1 1 1 *9

16

3

27

8 6 63

33

44

23

44

38

31 2830

41

29

52

23

37

44 46 47

169

22

3

15 18 19 19

* - * - * - - *

Total Male Female 15-24 25-34 35-44 45+Main

Shopper


Level of Cooking Expertise – GB (I) 45

Can‟t boil an eggCan cook basic snacks (e.g.

beans on toast)

Can cook a simple dinner (e.g. meat and three veg.)

Would be confident that I could produce a good Sunday roast

with all the trimmings

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

Couldn‟t say

2 3 3 1 1 1 1

1114 18

10 11 10 11

2022

27

23 23 23 23

43 33

32

37 39 38 39

23 2720

28 27 27 26

1 1- * * - -

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB2013

GB2015


%



Level of Cooking Expertise – GB (II) 46



1 2*

2 1 - 1 1

1119

3

26

10 8 8 7

23

33

13

26

29

21 21 21

39

30

48

27

38

41 42 43

2616

36

20 2330 28 29

Total Male Female 16-24 25-34 35-44 45+Main/JointShopper

Can‟t boil an egg

Can cook basic snacks


Can cook a simple dinner

(e.g. meat and three veg.)

Would be confident that I

could produce a good

Sunday roast with all the

trimmings

Would enjoy having a dinner party where I do all

the cooking

SEX AGE

%


Attitude to Cooking – 2015 47


Q.5 And which of these phrases best describes your attitude to cooking?

A chore – something that has

to be done

Important because eating well

is important

Good fun at times

A passion – I love food

27 28

3626

25

27

1118

ROI 2015%

GB 2015%


Attitude to Cooking – ROI (I) 48

3343 39 40

3126 25 27

38

3334 33

3136

3436

2217 20 19

26 23 2725

5 6 6 8 12 15 15 11

2 1 1 - * * * *

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

%

23% 26% 27%


A chore – something that

has to be done

Important because eating

well is important

Good fun at times


Don‟t know


38%27%

38%41%

36%


Attitude to Cooking – ROI (II) 49

2734

20

39

26 23 2621

36

34

39

21

35 3841

38

2523

2831 27 28 22

27

11 814 8 13 10 12 13

* * -1

- - - -

Total Male Female 15-24 25-34 35-44 45+Main/Joint Shopper


%

A chore – something

that has to be done

Important because

eating well is important

Good fun at times


Don‟t know

SEX AGE



Attitude to Cooking – GB (I) 50

%

A chore – something that has

to be done

Important because eating

well is important

Good fun at times


3138

25 27 25 28

26

27

29 28 2826

31

27

31 3130 27

12 815 14 17 18

GB2005

GB2007

GB2009

GB2011

GB2013

GB2015




Attitude to Cooking – GB (II) 51

2835

2128 28 27 28 26

26

25

2824 24 25

2926

2725

2827

32 30 2428

18 1423 21

16 18 19 20



%

A chore – something

that has to be done

Important because

eating well is important

Good fun at times


SEX AGE



Attitude Towards Cooking & Eating – 2015 52

It is important to spend time over dinner as

a family

I only eat out for special

occasions

I really enjoy cooking and being able to

create a great meal

I regularly look up recipes to give me ideas

on what to cook

I don‟t like spending too much time on

cooking

What I‟m going to have for dinner is very

often a last minute choice

I‟m too busy to cook meals as often as I

would like

We use a lot of ready to eat foods in our

household

Cooking is something I have to do, not

something I enjoy

Q.34 I am going to read out some things that people have said about eating and cooking. For each one,

please tell me whether that statement applies to you personally a lot, a little or not at all?



ROI 2015 GB 2015

85

86

65

42

62

50

39

33

61

79

72

64

46

60

57

43

54

55


Attitude Towards Eating & Cooking – ROI (I) 53




85

86

65

42

85

84

70

47

89

83

65

46

88

79

61

43

85

76

59

41

83

73

57

40

81

75

52

35

86

77

58

40

It is important to spend time over dinner as a family

I only eat out for special occasions

I really enjoy cooking and being able to create a great meal

I regularly look up recipes to give me ideas on what to cook

ROI 2015ROI 2013ROI 2011ROI 2009ROI 2007ROI 2005ROI 2003ROI 2001



Attitude Towards Eating & Cooking – ROI (II) 54




62

50

39

33

61

58

52

39

38

58

59

51

40

37

55

60

51

40

40

54

63

54

50

47

61

62

53

46

47

55

62

52

43

46

60

65

45

39

42

55

I don‟t like spending too much time on cooking

What I‟m going to have for dinner is very often a last minute choice

I‟m too busy to cook meals as often as I would like

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

Cooking is something I have to do, not something I enjoy




Attitude Towards Eating & Cooking – GB (I) 55




79

72

64

46

82

72

68

44

82

73

70

48

84

73

69

46

80

65

59

43

81

71

63

48

It is important to spend time over dinner as a family

I only eat out for special occasions

I really enjoy cooking and being able to create a great meal

I regularly look up recipes to give me ideas on what to cook

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005



Attitude Towards Eating & Cooking – GB (II) 56




60

57

43

54

55

56

56

39

52

54

59

59

41

55

55

55

52

40

49

55

62

58

48

59

58

63

61

56

66

58

I don‟t like spending too much time on cooking

What I‟m going to have for dinner is very often a last minute choice

I‟m too busy to cook meals as often as I would like

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

Cooking is something I have to do, not something I enjoy

GB 2015GB 2013GB 2011GB 2009GB 2007GB 2005



Incidence Of Attending/Taking Cooking Classes In Past 3 Years - 2015

57

• 16-24 yrs

• Entertain at home more often

• Students

• Those who purchase organic food

• Female

• 15-24 yrs

• Entertain more at home nowadays

• Students / working part time

Higher Amongst:


Q.6 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?

Yes Yes

9% 5%

ROI

2015

GB

2015

( ) = 2013 figures

(12%) (6%)


Incidence Of Attending/Taking Cooking Classes In Past 3 Years – ROI Vs. GB

58

• 16-24 yrs


• Students

• Those who buy organic food monthly

• Female

• 15-24 yrs

• Entertain more at home nowadays

• Students / working part time

Higher Amongst:


Q.6 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?

Yes Yes

% Yes % Yes

9%

12%

12%

9%

ROI 2009

ROI 2011

ROI 2013

ROI 2015

5%

5%

6%

5%

GB 2009

GB 2011

GB 2013

GB 2015



Frequency of Preparing/Cooking Meals From Scratch – 2015

59

Average Few times a week Few times a week

(Base: All Markets All Adults 15+)

Once/few times a day

Few times a week

Once a week

Once/few times a month

Less often

Never

%

Q.7 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?

45

35

23

30

811

88

98

5 9

ROI 2015 GB 2015


Frequency of Preparing/Cooking Meals From Scratch – ROI

60

3529

4347 48 45

2122

2018 19 23

810

99 8 8

9 13

67 7 816 12

1310 7

911 14

9 7 9 5

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

AverageOnce

per weekOnce

per weekOnce

per week



Few times a week

Once a week


Less often

Never

%


Onceper week

Few times a week

Few times a week


Frequency of Preparing/Cooking Meals From Scratch – GB

61

23 26

3933 36 35

3231

30

30 28 30

15 14

10

12 13 119 8

77 7 8

10 11

77

8 8

11 10 611 8 9

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

AverageOnce

per weekOnce

per weekOnce

per week



Few times a week

Once a week


Less often

Never

%


Onceper week

Few timesa week

Few timesa week


Frequency Of Cooking Meals From Scratch Compared To 12 Months Ago – 2015

62


8 8

17 16

ROI 2015 GB 2015

More often

Less often

Q.8 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from scratch?

(i.e. using raw/ fresh/primary ingredients) more often, less often or about the same?


Frequency Of Cooking Meals From Scratch Compared To 12 Months Ago – ROI

63

15 16 17 17

7377 75 75

11 7 8 8

ROI 2009%

ROI 2011%

ROI 2013%

ROI 2015%

More often

About the same

Less often





Females, 25-54 yrs, ABC1‟s,

entertaining at home more, buy

organic food monthly


Frequency Of Cooking Meals From Scratch Compared To 12 Months Ago – GB

64

15 15 15 16

77 77 77 76

8 7 8 8

GB 2009%

GB 2011%

GB 2013%

GB 2015%

More often

About the same

Less often





16-24 yrs, entertain at home

more often, 3+ in household,

housewives


Frequency Of Baking From Scratch – 2015 65

38 9

14 12

55

15

10

18 19

49


Few timesa week

Once a week


Lessoften

Never

ROI 2015 GB 2015


%

Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home from scratch (i.e. using raw/fresh/primary ingredients)?


Frequency Of Baking From Scratch – ROI 66


%


12 35 7 8

11 9 9

13 15 14

1313 12

56 55 55

ROI 2011 ROI 2013 ROI 2015


Few times a week

Once a week


Less often

Never



Frequency Of Baking From Scratch – GB 67


%


1 1 1

5 3 5

7 810

18 1918

15 1619

55 5249

GB 2011 GB 2013 GB 2015


Few times a week

Once a week


Less often

Never



Frequency Of Using Cake Or Bread Mixes – 2015 68


%

Q.9b How often would you bake (i.e. cakes, biscuits or breads) at home using cake or bread mixes?

1 2 37

13

73

* 2 410

18

65


Few timesa week

Oncea week


Lessoften

Never

ROI 2015 GB 2015


Frequency Of Using Cake Or Bread Mixes – ROI 69


%

- * 1- 122 3

37 7 7

17 14 13

71 74 73

ROI 2011 ROI 2013 ROI 2015Once/few times a day

Few times a weekOnce a week


Less often

Never


Q.9b How often would you bake (i.e. cakes, biscuits or breads) at home using cake or bread mixes?


Frequency Of Using Cake Or Bread Mixes – GB 70


%

- 1 *2 3 23

84

12

19

10

16

16

18

67

52

65

GB 2011 GB 2013 GB 2015Once/few times a day

Few times a weekOnce a week


Less often

Never


Q.9a How often would you bake (i.e. cakes, biscuits or breads) at home using cake or bread mixes?


Preparation of Food x Volumetrics – 2015 Overview 71

14 13

1612

1616

1112

1010

1010

7 12

8 7

8 8

* *

ROI2015 (74%)

GB2015 (80%)

(Base: All who prepare own meals)

Grilled

Boiled

Oven baked/roasted

On the hob

Uncooked/cold

Fried

Microwaved

Steamed

Stir fry/wok

Other

Q.31a Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?

(% prepare own meals)


Preparation of Food in Home – ROI 72

74

84

88

53

55

57

37

42

43

80

81

87

51

54

55

31

40

44

n/a

87

89

59

62

64

40

45

48

n/a

80

91

49

56

59

34

43

42

Grilled

Boiled

Oven baked/roasted

Uncooked/ cold

Fried

On the hob

Microwaved

Steamed

Stir fry/wok

ROI 2015

ROI 2013

ROI 2011

ROI 2009


%


*Change of question wording in 2013


Preparation of Food in Home – GB 73


%

78

73

93

56

57

68

70

43

48

75

69

91

55

55

70

68

37

42

n/a

78

92

67

61

71

71

46

48

n/a

78

95

65

58

73

68

52

52

Grilled

Boiled

Oven baked/roasted

Uncooked/ cold

Fried

On the hob

Microwaved

Steamed

Stir fry/wok

GB 2015

GB 2013

GB 2011

GB 2009




Frequency of Using Ready Prepared Ingredients –2015

74

8

21 21

1715

17

9

35

21

13

1011


Few timesa week

Oncea week


Lessoften

Never

ROI 2015 GB 2015


%

Q.9 When cooking at home how often do you use meal components, that is, ready prepared ingredients that need to be

added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).


Frequency of Using Ready Prepared Ingredients –ROI (I)

75

8

21

21

17

15

17

8

21

21

17

17

16

6

23

21

17

15

17

8

21

19

15

21

16

6

25

19

16

17

17

7

21

16

19

20

17


Few times a week

Once a week


Less often

Never

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005


%

Q.9 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be



Frequency of Using Ready Prepared Ingredients –ROI (II)

76

SEX AGE

%



Few times a week

Once a week


Less often

Never



8 7 8 7 9 9 6 9

2116

2621

3021

17

24

21

17

25

21

1926

20

22

17

19

15

18

15 17

17

17

15

18

1316 13 15

17

14

1722

12 14 14 1122

15

Total Male Female 15-24 25-34 35-44 45+Main

Shopper


Frequency of Using Ready Prepared Ingredients –GB (I)

77

9

35

21

13

10

11

6

31

21

14

14

13

8

36

20

14

10

12

9

31

22

15

12

11

7

32

23

16

14

9

4

35

21

16

13

10


Few times a week

Once a week


Less often

Never

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005


%




Frequency of Using Ready Prepared Ingredients –GB (II)

78

9 8 10 12 9 9 8 9

35 36 3536 39 37

3437

21 1923

23 19 2321

21

13 1412

11 18 14

1213

10 911 9

7 9

119

11 13 9 9 7 814 10


SEX AGE

%



Few times a week

Once a week


Less often

Never




Attitude Towards Convenience Meals – 2015 (I) 79


% agree strongly/slightly

Q.80 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals

you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.

81

82

80

60

47

42

86

82

84

48

47

54

Are easy to cook

Are easy to prepare

Are quick to cook

Are expensive

Are filling

Are a good substitute for home cooked meals when time is limited

ROI 2015

GB 2015


Attitude Towards Convenience Meals – 2015 (II) 80

43

42

31

23

25

40

35

46

43

29

Taste great

Have poor quality ingredients

Are good value for money

Always have at home

Have natural ingredients/ good for you

ROI 2015

GB 2015






Attitude Towards Convenience Meals – ROI (I) 81





81

82

80

60

47

42

81

81

80

59

45

42

85

85

86

61

51

48

75

78

77

63

45

41

80

80

80

68

50

47

86

84

85

63

48

53

86

87

85

72

52

n/a

Are easy to cook

Are easy to prepare

Are quick to cook

Are expensive

Are filling


ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003


Attitude Towards Convenience Meals – ROI (II) 82

43

42

31

23

25

42

44

30

28

23

44

40

32

28

24

39

39

30

29

22

44

42

31

35

28

44

41

37

37

27

50

33

38

41

22

Taste great



Always have at home

Have natural ingredients/ good for you

ROI 2015ROI 2013ROI 2011ROI 2009ROI 2007ROI 2005ROI 2003






Attitude Towards Convenience Meals – GB (I) 83

86

82

84

48

47

54

87

86

85

47

42

49

89

88

86

47

47

53

89

89

87

49

48

51

88

84

84

53

47

56

84

84

84

51

45

53

Are easy to cook

Are easy to prepare

Are quick to cook

Are expensive

Are filling


GB 2015GB 2013GB 2011GB 2009GB 2007GB 2005

% Agree Strongly/Slightly





Attitude Towards Convenience Meals – GB (II) 84

40

35

46

43

29

37

37

42

37

24

40

39

49

44

27

40

39

46

39

27

40

34

43

45

27

36

34

46

45

24

Taste great



Always have at home

Have natural ingredients/good for you

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005






Incidence of Eating Convenience Meals – ROI Vs. GB

85

3127

3136 35

31 31

2125 23 25 24

11 9 7 7 6 511

7 7 8 8 7

2005 2007 2009 2011 2013 2015 2005 2007 2009 2011 2013 2015

More often

Less often

ROI GB


Q.79 Thinking back to 12 months ago, would you say that you are eating ready

made/convenience meals more often, less often or about the same?

%


Incidence of Eating Convenience Meals – ROI 2015

86

SEX AGE


More often

Less often



31 2933

23

3136

31 33

5 7 4 6 6 6 4 5



Incidence of Eating Convenience Meals – GB 2015

87


SEX AGE

More often

Less often



24 23 24 26 24 23 23 24

7 96

10 96 7 7



Ranking of Factors Considered Important When Eating/Preparing Food in Home – 2015

88

32

20

11

9

6

3

7

4

6

3

*

1st 1st/2nd

Taste

Quality

Healthiness

Freshness

Ease of preparation

Enjoyment

Safeness of food

Nutritional value

Value for money

Price

Variety


Q.39 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the

following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?

50

40

25

19

10

8

13

11

13

7

3

44

14

7

8

4

5

5

5

5

2

1

61

39

17

16

8

15

10

10

14

7

4

ROI1st 1st/2nd

GB


Ranking of Factors Considered Important When Eating/Preparing Food in Home – ROI

89


32

20

11

9

6

3

7

4

6

3

*

27

21

10

8

6

4

7

4

8

3

1

29

21

6

6

10

5

6

3

9

3

1

36

19

7

6

8

4

5

3

8

3

1

33

12

8

10

11

6

7

6

3

2

1

41

13

7

10

7

5

7

3

3

2

1

Taste

Quality

Healthiness

Freshness

Ease of preparation

Enjoyment

Safeness of food

Nutritional value

Value for money

Price

Variety

1st 1st/2nd

50

40

25

19

10

8

13

11

13

7

3

46

41

20

19

10

10

16

10

16

8

3

49

45

15

16

15

10

11

8

17

8

4

54

42

15

16

13

10

11

9

16

9

5

52

33

21

18

15

14

14

10

9

6

5

57

37

16

22

12

13

14

7

8

6

7

ROI 2015ROI 2013ROI 2011ROI 2009ROI 2007ROI 2005




Ranking of Factors Considered Important when Eating/Preparing Food in Home – GB

90

44

14

7

8

4

5

5

5

5

2

1

49

15

5

6

5

6

3

3

4

3

1

47

17

5

9

5

5

3

2

6

4

1

44

11

7

8

7

7

2

2

7

3

1

49

9

6

6

8

7

3

1

5

4

1

53

12

5

6

4

5

2

2

5

3

1


61

39

17

16

8

15

10

10

14

7

4

68

37

12

14

9

21

6

7

13

7

4

65

44

13

16

9

15

7

6

15

10

4

61

38

14

16

12

18

5

7

15

9

5

67

38

12

15

13

19

4

6

11

10

4

68

40

12

14

10

16

5

6

13

8

5

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005



Taste

Quality

Healthiness

Freshness

Ease of preparation

Enjoyment

Safeness of food

Nutritional value

Value for money

Price

Variety

1st 1st/2nd

Food Behaviours At Lunch Time


Food Behaviours At Lunch Time: Summary

The majority of adults across all ROI and GB eat their lunch at home. However, in GB there has been a 5

percentage point increase in those eating at work since 2013.

Among those who do eat their lunch in work, there appears to be a slight shift in behaviour across both

ROI and GB. The proportion of adults bringing in their lunch records a decline this year, more so in ROI

than in GB.

Interestingly, there appears to be a growing trend in people buying their lunches more often, both in going

out to eat and bringing something back to the office to eat.

The contents of children's lunchboxes in ROI and GB, as with all previous years, remain broadly similar

across a number of key components, including sandwiches and fruit.

However, due to the restrictions on unhealthy items in many Irish schools, only 7% of lunchboxes in

Ireland contain crisps. This is significantly different in GB, where crisps are included in 50% of

lunchboxes. This is the highest proportion recorded since the start of this research.

In Ireland, juice continues to record a further decline this year while it remains the most popular

drink in GB lunchboxes at 54%. The most popular drink in Ireland, is water as almost 7 in 10

lunchboxes now contain a bottle of water, an increase of 19 percentage points since 2013.

Milk is also more popular in ROI than in GB, which is a continuing trend. Yoghurt and cheese

products however are more likely to be found in lunchboxes in GB than in ROI.

92


Place Where Usually Eat Lunch – 2015 93

3542

6558

ROI 2015%

GB 2015%

At work

At home


Q.32 During the week, do you usually eat lunch at work or at home?


Place Where Usually Eat Lunch – ROI 94

36 35 38 35

64 65 62 65

ROI 2009%

ROI 2011%

ROI 2013%

ROI 2015%

At work

At home





Place Where Usually Eat Lunch – GB 95

3844

3742

6256

6358

GB 2009%

GB 2011%

GB 2013%

GB 2015%

At work

At home





Change In Frequency Of Workplace Lunchtime Habits – ROI Vs. GB (I)

96

4349

5544

32 3339

34

15 17 13 114 8 6 7

1110

11

9

1013

910

23 2326

20

1416

14 13

46 4234

4658 54 51 55

62 60 6269

8176 81 80

ROI2009

%

ROI2011

%

ROI2013

%

ROI2015

%

GB2009

%

GB2011

%

GB2013

%

GB2015

%

ROI2009

%

ROI2011

%

ROI2013

%

ROI2015

%

GB2009

%

GB2011

%

GB2013

%

GB2015

%

More often

Less often

No change

(Base: All who usually eat lunch at work)


Q.32a For lunch at work, have you been doing any of the following more often or less often, or have you made no change?

Bring in my own lunch Prepare my lunch at work


Change In Frequency Of Workplace Lunchtime Habits – ROI Vs. GB (II)

97

12 11 8 12 158 8 12

20 18 16 17 2112 11 15

36 34 36 28 1922 23

20

2828 30

2223

22 24 20

51 54 56 6066 70 69 68

51 55 5361 57

66 65 65

ROI2009

%

ROI2011

%

ROI2013

%

ROI2015

%

GB2009

%

GB2011

%

GB2013

%

GB2015

%

ROI2009

%

ROI2011

%

ROI2013

%

ROI2015

%

GB2009

%

GB2011

%

GB2013

%

GB2015

%

More often

Less often

No change

(Base: All who usually eat lunch at work)


Q.32a For lunch at work, have you been doing any of the following more often or less often, or have you made no change?

Go out to eat lunch Go out & get sandwich & bring it back to work


Responsible For Preparing Kids Lunch Box – 2015 98

Yes Yes

• Females

• 35-44 yrs

• C2’s

• Entertain at home more

often

• Females

• 35-44 yrs

• Can cook


• Housewives

Higher Amongst:


Q.33 Do you have any children in your household for whom you are responsible for preparing their lunch pack/ lunch box?

%

27% 20%

( ) = 2013 figures

(24%) (18%)

ROI 2015 GB 2015


Responsible For Preparing Kids Lunch Box – ROI Vs. GB

99

Higher Amongst:


Yes Yes

(12%)(5%)

% Yes % Yes

ROI 2009

ROI 2011

ROI 2013

ROI 2015

20%

25%

24%

27%

20%

18%

18%

20%

GB 2009

GB 2011

GB 2013

GB 2015

• Females

• 35-44 yrs

• C2’s

• Entertain at home more

often

• Females

• 35-44 yrs

• Can cook


• Housewives


Q.33 Do you have any children in your household for whom you are responsible for preparing their lunch pack/ lunch box?


Usual Contents Of Kids Lunch Boxes – 2015 100

89

31

7

5

73

10

34

15

67

52

30

9

(Base: All who pack kids lunch boxes)

Q.33a What would their lunch boxes usually contain?

Sandwiches

Cereal bars

Crisps

Popcorn

Fruit

Smoothie

Juice

Milk

Bottle of water

Yoghurt

Cheese snack/cheese strings

Other

GB

%

ROI

%

87

41

50

5

79

14

54

7

45

62

40

18


Usual Contents Of Kids Lunch Boxes – ROI Vs. GB 101

89

31

7

5

73

10

34

15

67

52

30

9

90

26

5

5

74

10

47

13

48

54

14

9

94

26

4

6

71

7

48

10

39

44

20

8

89

33

9

13

73

11

60

13

37

53

36

9

ROI 2015

ROI 2013

ROI 2011

ROI 2009

(Base: All who pack kids lunch boxes)

Q.33a What would their lunch boxes usually contain?

Sandwiches

Cereal bars

Crisps

Popcorn

Fruit

Smoothie

Juice

Milk

Bottle of water

Yoghurt

Cheese snack/cheese strings

Other


GB

%

ROI

%

87

41

50

5

79

14

54

7

45

62

40

18

93

32

46

2

75

6

52

5

37

55

32

16

90

30

44

1

75

4

53

8

29

54

28

21

82

32

46

2

67

6

48

6

29

52

29

20

GB 2015

GB 2013

GB 2011

GB 2009

Eating in Home


Eating In Home: Summary

GB and ROI continue to record slightly different behaviours when it comes to eating at home.

Almost half of GB adults claim to eat their main meal in front of the TV. This is only the case among 12%

of Irish adults. However in 2015, 35% of the GB population claim to eat in the kitchen/breakfast room

(where food is cooked), an increase of 10 percentage points since 2013 and is the highest incidence

recorded since 2003.

The proportion of adults who take responsibility for cooking remains broadly similar across both markets.

However, in keeping with previous years the proportion of males who claim responsibility for always

cooking their own meals is maintained.

As was the case in previous waves, the proportion of those eating together on weekdays remains

consistent, while growing numbers are eating together on the weekends across both ROI and GB. It also

remains more likely for a family member to be missing from the main meal in ROI than GB.

Adults in GB are far more likely to entertain at home more often in 2015 than their Irish counterparts. Over

3 in 10 GB adults claim to be entertaining at home more often, an increase of 9 percentage points since

2013 and 7% more often than adults in ROI.

In terms of the types of activities, hosting family celebrations at home records the greatest increase in GB,

along with having a few drinks at home with their partner instead of in a pub. Those purchasing a „meal

deal‟ instead of going to a restaurant in GB records a 13 percentage point increase this wave.

103


Where Main Meal Takes Place in the Household – 2015

104

84

35

12

49

214

21

ROI 2015 GB 2015

Kitchen/breakfast room (where food is cooked)

Living/dining room/lounge (usually where the main TV is)

Dining room (dedicated room for eating/dining)

Other

%


Q.26 Generally, where would the main meal in your household take place?


Where Main Meal Takes Place in the Household– ROI

105

81 8377 75

79 76 80 84

16 1317 18

17 19 16 12

3 3 4 63 3 4 2

- 1 2 1 * - * 2

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

Kitchen/breakfast room (where

food is cooked)

Living/dining room/lounge

(usually where the main TV is)

Dining room (dedicated room

for eating/dining)

Other

%




Where Main Meal Takes Place in the Household – GB

106

26 28 2430 28 25

35

55 5253

50 50 54

49

18 18 20 18 19 1814

1 2 3 2 1 3 1

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

%



Kitchen/breakfast room (where

food is cooked)

Living/dining room/lounge

(usually where the main TV is)

Dining room (dedicated room

for eating/dining)

Other


Responsibility for Meal Preparation in the Home– 2015

107

51 56

2324

2220

3 1

ROI 2015 GB 2015

Always prepare own meal

Sometimes prepare own meal

Someone else prepares meal

Other/couldn‟t say

%


Q.31 Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare

your own meals or does someone else usually do the meal preparation in your household?


Responsibility for Meal Preparation in the Home– ROI

108





Other/couldn„t say



45 43 42 39 4251 48 51

2019 18 20

20

19 2323

3433 36 36

3528 28 22

1 5 4 5 3 21 3

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

%


Profile of Those Responsible for Meal Preparation in the Home – ROI

109

6 7 7 5 6 7 4

18 19 17 23 22 1919

2425

2423 23 23

21

3440 37

42 40 3844

18 19 23 2127 29 29

20 1817

18 18 1717

49 4153

51 52 5550

82 81 77 7973 71 71

32 31 35 32 32 3438

17 1910 8 8 7 6

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

Male

Female

15-24

25-34

35-44

45-54

55+


ABC1

C2DE

F

%

(Base: All who always prepare own meal)




Responsibility for Meal Preparation in the Home– GB

110

5247 46

56 55 54 56

2124

21

1828

2224

25 2629

2316

23 20

2 3 4 3 1 1 1

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015





Other



%


Profile of Those Responsible for Meal Preparation in the Home – GB

111

6 7 7 8 8 9

18 19 17 16 18 16

20 17 19 18 17 18

23 2230 33 32 33

16 16 18 18 18 18

4855 52 49 52 50

77 7870 67 63 67

40 40 39 41 39 39

5245 48 51 48 50

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

Male

Female

16-24

25-34

35-44

45-54

55+


ABC1

C2DE

%

(Base: All who always prepare own meal)




Family Eating Habits – 2015 112

54

76

88

Weekday Saturday Sunday

57

78

86


ROI 2015

% usually eat together

GB 2015


Q.23 Generally when you are having your main meal of the day (during the week), do all family members usually eat together or is there somebody usually missing?

Q.29 And what about on the weekends – on Saturdays do all the family usually eat the main meal together or not?

Q.30 And on Sundays – do all the family usually eat the meal together or not?


Family Eating Habits – ROI 113

78

7174 72

8487 85

88

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015


5955

6358

6459 57

54

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015






6056

6560

7276

7076

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015


Family Eating Habits – GB 114



55

62 60 6156 56 57

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

57

6560 62

75 7378

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

6973 72

68

83 84 86

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015






Members of the Family Missing – 2015 115

0

28%

ROI 2015


Q.23 Generally when you are having your main meal of the day (during the week), do all family members

usually eat together or is there somebody usually missing?

0

21%Usually

somebody

missing %

GB 2015


Members of the Family Missing – ROI 116

31%


26%32%

ROI 2003ROI 2001

26%



Usually

somebody

missing %

22% 26%

ROI 2005 ROI 2007

ROI 2009 ROI 2011

27% 28%

ROI 2013 ROI 2015


Members of the Family Missing – GB 117

22%24%26%




Usually

somebody

missing %

18%

GB 2009

GB 2007GB 2005GB 2003

21%

GB 2011

22%

GB 2013

21%

GB 2015


Frequency of Family Sitting Down for Breakfast Together – 2015

118

% every morning

• Those without children in house

• 65+ years

• Retired

Who is most likely

to sit down together

for breakfast?


49% 43%

Q.27 About how often does your family as a whole sit down to a family or group breakfast?

GB 2015ROI 2015

• Those without children in house

• 65+ years

• Retired


Frequency of Family Sitting Down for Breakfast Together – ROI

119

2532

25

4449 48 49

6

8

6

67 7 8

29

24

28

2524 25 25

66

8

44 4 6

11 3

21 1

133 29 30

19 15 14 11

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

Every morning

Weekdays only

Weekends only

Holidays only

Term time only

Never/don‟t know

%




Frequency of Family Sitting Down for Breakfast Together – GB

120

Every morning

Weekdays only

Weekends only

Holidays only

Term time only

Never/don‟t know



%

19 1823

44 44 45 433 85

3 5 6 7

18

2527

2223 22 27

6

46

44 3

3

1

-

1

1* * 1

5345

38

27 24 2419

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015


• Females

• 35-44 yrs

• 3+ households

• Have children

• Can cook

• Housewife / Working part time

• Main / joint grocery shopper

Incidence Of Entertaining At Home More Often Nowadays – 2015

121

Yes Yes

• Females

• 35-44 yrs

• ABC1’s

• Can cook

• Have children

• Working part time

Higher Amongst:


Q.10 Some people are entertaining at home more often nowadays instead of going out to eat or drink.

Do you find that you are entertaining at home more often, or not?

(22%)

ROI 2015 GB 2015

0%

25%

0

32%


Incidence Of Entertaining At Home More Often Nowadays – ROI Vs. GB

122

Yes Yes

• Females

• 35-44 yrs

• 3+ households

• Have children

• Can cook

• Housewife / Working part time

• Main / joint grocery shopper

• Females

• 35-44 yrs

• ABC1’s

• Can cook

• Have children

• Working part time

Higher Amongst:


Q.10 Some people are entertaining at home more often nowadays instead of going out to eat or drink.

Do you find that you are entertaining at home more often, or not?


(22%)

% Yes % Yes

ROI 2009

ROI 2011

ROI 2013

ROI 2015

26%

29%

27%

25%

23%

38%

23%

32%

GB 2009

GB 2011

GB 2013

GB 2015


Types Of Entertaining Doing More Often Nowadays –2015

123

36

74

71

61

23

Romantic meal in instead of going out

Having friends over instead of going to pub

or restaurant

Family celebrations at home instead

A few drinks at home with your partner

instead of going to the pub

Buying a „meal deal‟ instead of going to a

restaurant

(Base: All entertaining at home more often)

37

79

80

62

49

Q.10a And which, if any, of these types of entertaining in are you doing more often?

GB

(32%)

ROI

(25%)% Entertaining at home more often 2015


Types Of Entertaining Doing More Often Nowadays –ROI Vs. GB

124

36

74

71

61

23

40

74

74

61

26

30

82

74

58

26

32

77

64

58

n/a

ROI 2015ROI 2013ROI 2011ROI 2009

Romantic meal in instead of going out

Having friends over instead of going to pub

or restaurant

Family celebrations at home instead

A few drinks at home with your partner

instead of going to the pub

Buying a „meal deal‟ instead of going to a

restaurant

(Base: All entertaining at home more often)

37

79

80

62

49

36

77

73

55

36

28

55

51

41

31

36

76

72

57

n/a

GB 2015

GB 2013

GB 2011

GB 2009Q.10a And which, if any, of these types of entertaining in are you doing more often?

New question in 2009 GB

(32%)

(23%)

(38%)

(23%)

ROI

(25%)

(27%)

(29%)

(26%)

% Entertaining at home more often 2015




Eating Out Of Home


Eating Out Of Home: Summary

In GB eating out of home has always been more popular than in ROI. 37% of GB adults are now visiting

food service outlets weekly, compared to 31% in ROI. However, ROI adults appear to be eating out of

home with increasingly frequency since 2013.

The types of restaurants frequented varies slightly between the two markets – in GB fast food restaurants

are most popular on a weekly basis, though middle of the road restaurants e.g. Chinese, café style, pub

grub etc. are showing increasingly popularity since 2013. While in ROI, middle of the road outlets remain

marginally more popular.

As a new addition in 2015, „Quick serve‟ outlets, have emerged as more popular in GB than ROI. 16% of

adults in GB visiting „Quick serve‟ outlets, such as Giraffe, at least once a month compared with 9% in

ROI.

Adults in GB are becoming increasingly more interested in restaurants which provide healthy menu

options. This factor records a 7 percentage point increase in 2015.

When choosing to eat out, eating in a restaurant/pub/café remains the most common activity. In fact, this

records an increase in both weekly incidence for ROI and GB, with over half of Irish adults now claiming

to have eaten in a restaurant/pub/café in the past seven days. In addition the frequency of eating out in

ROI has increased to 2.2 times per week.

126


Frequency of Visiting Food Service Outlets - 2015 127

Any Food Service Outlet

Fast Food

Middle of the Road Restaurant

Premium Fast Food

Upmarket Restaurant

Premium Restaurant

„Quick serve‟ outlets


31

14

16

4

5

2

4

37

25

17

9

5

4

6

Q.18 Thinking about each of these types of food service outlets, approximately how often do you visit each of these types of outlets?

% Weekly or more frequent

65

33

41

15

14

4

9

69

45

46

27

15

8

16

ROI 2015

GB 2015

% Monthly or more frequent


Frequency of Visiting Food Service Outlets – ROI 128


31

14

16

4

5

2

4

23

14

12

2

3

1

n/a

25

14

11

3

3

1

n/a

30

23

20

7

6

2

n/a

36

21

19

8

4

1

n/a

34

19

18

7

2

1

n/a

30

20

13

8

2

-

n/a

% Weekly or more frequent % Monthly or more frequent


65

33

41

15

14

4

9

52

31

37

12

12

3

n/a

55

34

36

17

13

2

n/a

65

44

48

19

19

6

n/a

71

45

53

26

16

4

n/a

69

41

49

23

14

4

n/a

67

44

46

24

11

1

n/a

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003


Fast Food


Premium Fast Food

Upmarket Restaurant

Premium Restaurant



Frequency of Visiting Food Service Outlets – GB 129

37

25

17

9

5

4

6

30

20

13

7

3

1

n/a

27

19

14

8

6

2

n/a

30

21

14

6

2

1

n/a

36

25

16

8

6

2

n/a

69

45

46

27

15

8

16

58

39

42

20

11

3

n/a

55

40

39

20

17

6

n/a

62

44

43

24

14

3

n/a

71

47

46

25

16

4

n/a

GB 2015GB 2013GB 2011GB 2009GB 2007


% Weekly or more frequent % Monthly or more frequent



Fast Food


Premium Fast Food

Upmarket Restaurant

Premium Restaurant



Ranking of Factors Considered Important When Choosing a Venue to Eat Out In – 2015

130

Quality of the food offering

Offers value for money

Provides healthy options to choose from

Close/convenient location

Restaurant reputation

Menu prices

Provide nutritional information on menus

Suitability for children

Accreditation/quality assurance mark

1st 1st/2nd

(Base: All who ever eat out)

45

16

5

6

8

10

2

5

2

46

18

7

7

6

6

2

6

2

65

42

17

12

18

24

5

8

6

64

43

18

16

15

18

7

11

6

ROI 2015

GB 2015

Q.20 Thinking about when you eat in a premises out of home, can you rank the following factors from 1 to 9 where 1 is the

most important consideration to 9 which is the least important consideration?


Ranking of Factors Considered Important When Choosing a Venue to Eat Out In – ROI

131






Menu prices




1st 1st/2nd




65

42

17

12

18

24

5

8

6

64

43

16

11

20

24

7

7

8

62

39

14

16

23

24

5

6

10

65

39

17

15

17

22

8

9

8

57

32

23

20

20

18

11

6

5

64

33

18

16

25

15

9

2

13

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

45

16

5

6

8

10

2

5

2

43

20

5

7

7

11

3

4

3

44

17

4

7

11

9

2

3

4

48

16

4

8

6

8

2

5

4

42

11

7

9

9

8

5

3

2

44

14

5

7

12

6

3

1

5


Ranking of Factors Considered Important When Choosing a Venue to Eat Out In – GB

132






Menu prices




1st 1st/2nd




64

43

18

16

15

18

7

11

6

67

41

11

20

18

22

4

10

6

67

40

15

14

18

24

6

9

6

67

43

16

15

17

24

5

8

5

63

41

13

13

20

22

3

9

4

72

47

10

13

17

23

4

4

7

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

46

18

7

7

6

6

2

6

2

49

17

3

9

7

7

1

5

1

51

17

4

6

5

9

2

4

2

47

21

6

6

5

8

1

5

1

45

19

3

5

7

8

1

4

2

55

16

3

5

6

9

1

1

3


Meals Eaten Out In The Last 7 Days – 2013 133

52

33

15

Meals or snacks on the premises of a

pub/restaurant/café

Takeaway meals eaten off the premises

where they were prepared

Meals or snacks delivered to your home


ROI 2015

%

GB 2015

Q.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main

meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.

% Yes

57

39

24


Meals Eaten Out in the Last 7 Days – ROI 134

15%33%

(50%)

52%

Meals or Snacks

on the Premises of

a Pub/Restaurant/Cafe

Incidence last 7 days

Takeaway Meals Eaten

Off the Premises Where

They Were Prepared

Meals or Snacks

Delivered to

Your Home

Frequency in 2015

(no. of times – excl. zero)2.2 1.7 1.9

(63%)ROI 2007


(43%) (24%)

ROI 2005 (50%) (29%) (14%)



ROI 2003

ROI 2001 (25%) (10%)

(45%) (29%) (15%)

2015 2015 2015

(49%)ROI 2009 (32%) (17%)

(48%)ROI 2011 (28%) (20%)

(44%)ROI 2013 (25%) (14%)


Who is Eating Where? – ROI 135

Meals or

snacks on

the premises

of a pub/

restaurant

Takeaway

meals eaten

off the

premises

where

they were

prepared

Meals or

snacks

delivered to

your home

• 15-24 • Urban

• 15-24• 3+ H’hold• Urban

• 25-34• 3+ H’hold• Urban

ROI 2003

• 15-24• Single

H’hold

• 15-24• 3+ H’hold

• 25-34/35-44• 3+ H’hold• Urban

ROI 2005

• 15-24• Single

• 15-24

• 55-64• Single

ROI 2007

• 15-34• 3+ H’hold

• 15-24• DE’s• Urban• 3+ H’hold

ROI 2009

• 15-24• AB’s




• 15-34 • C1’s • Working

• 15-24 • Dublin • Basic/no

cooking skills

• 3+ H’hold

ROI 2011

• 15-24• ABC1’s• Dublin• Working

ROI 2013

• 25-34• ABC1’s• Working

• 15-34• Basic

cooking skills

• Students

• 15-24• Dublin• 3+ H’hold

• 25-34• AB’s• Munster • Working

• 15-34• Basic

cooking skills

• Students

• 15-24 • Dublin• 3+ H’hold• Students

ROI 2015


Meals Eaten Out in the Last 7 Days – GB 136

57%

Meals or Snacks

On the Premises of

a Pub/Restaurant/Cafe

Takeaway Meals Eaten

Off the Premises Where

They Were Prepared

Meals or Snacks

Delivered to

Your Home

2.0 1.7 1.4


Incidence last 7 days

Frequency in 2015

(no. of times excl. zero)

(64%)GB 2007 (51%) (42%)

39% 24%



(48%)GB 2005 (30%) (15%)

2015 2015 2015

(49%)GB 2009 (33%) (17%)

(55%)GB 2011 (36%) (23%)

(54%)GB 2013 (35%) (21%)


Who is Eating Where? – GB 137

• 15-24• ABC1

• 15-24• 3+ H’hold

• 15-34• 3+ H’hold

• 15-24• Unhealthy

Diet

• 15-24• London/

East Anglia

• 25-34• Unhealthy

Diet

• 16-24• Urban

• 16-24• Urban

• 55-64• Married/

Living as married

GB 2005 GB 2007 GB 2009GB 2003

Meals or

snacks

on the

premises

of a pub/

restaurant

Takeaway

meals eaten

off the

premises

where

they were

prepared

Meals or

snacks

delivered to

your home

• 16-24• ABC1• Basic/no

cooking skills

• Male• 16-34• Basic/no

cooking skills

• 3+ H’hold

• Male• 16-24• C1C2• Basic/no

cooking skills

• Kids

• 3+ H’holdQ.17 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I

mean main meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.


• Male• 16-44• ABC1’s• Basic/no

cooking skills• Working• Student

• Male

• London

• 16-44

• Basic/no

cooking skills

• 3+ H’hold

• Working

• Student

• Basic/no cooking skills

• 3+ H’hold• Kids

GB 2011 GB 2013

• Under 25

• ABC1’s

• Not responsible for

grocery shopping

• Basic/no cooking

skills

• Unhealthy diet

• Working

• Male• 16-44• Not responsible for

grocery shopping• Basic/no cooking

skills• Unhealthy diet• 3+ H’hold• Working

• Under 25• Not responsible for

grocery shopping• Unhealthy diet• Basic/no cooking

skills• 3+ H’hold

GB 2015

• Male

• 16-24

• ABC1’s

• Not responsible for

grocery shopping

• Basic/no cooking

skills

• Unhealthy diet

• Working

• Male• 16-44• Not responsible for


skills• Unhealthy diet• Students

• 16-44• Not responsible for


skills• Unhealthy diet• Students

Health & Wellbeing


Health & Wellbeing: Summary

Irish adults continue to position themselves as very healthy, with 87% of respondents claiming their diet is very / fairly

healthy. This figure has been consistently rising since 2003. In comparison, while the majority of GB adults also

believe their diet is healthy, this figure is lower than that of GB and remains static since 2013, at 78%.

Over a quarter of adults in both ROI and GB believe their diet has become more healthy in the past 12 months. In ROI

this is led by females, aged 25-34 years old, while in GB it is the youngest age group, 16-24 years, leading this

change.

The importance of “low fat” products and options has recorded a decline among adults in ROI this year. Those who

would like to see more low fat products records a 10 percentage point decrease and those who always look for a low

fat option when purchasing food records a 9 percentage point decrease. Similarly when looking to be more healthy,

ROI adults are less likely to rely on products enriched with vitamins/minerals or which claim to lower cholesterol/blood

pressure. Adults in GB on the other hand are more likely in 2015 to eat more of these products if looking to improve

their health. Fish also records a 7 percentage point increase among these GB respondents.

Adults in ROI continue to have a more positive outlook on healthy eating than their GB counterparts. ROI adults

appear to have a greater understanding of the benefits of eating healthily, looking to enhance mental alertness,

spiritual wellbeing, to take control of their lives and ensuring to eat a balanced diet.

Interestingly, almost half of Irish adults claim to often be confused about what they should eat to stay healthy, while

less than 3 in 10 GB adults believe they are confused. However, this figure is continuing to rise in both markets. Over

half the adults in both markets continue to find it difficult to understand food labelling and nutritional claims on

packaging.

Similar proportions of ROI and GB adults with dependent children claim to ensure their kids have balanced diets and

are conscious about their kids‟ sugar intake. Parents in ROI are more likely than their GB neighbours to find it difficult

to get their kids to eat vegetables with their dinner.

139


26 22

61

56

9

12

49

*1

*-

ROI 2015 GB 2015

Mean 2015 4.1 3.9Mean 2013 4.1 3.9Mean 2011 4.1 3.9Mean 2009 3.9 3.9Mean 2007 3.9 3.8Mean 2005 4.0 3.8

Overall Descriptors of Diet – 2015 140

My Diet is …

78%


%

Very healthy

Fairly healthy

Not sureFairly unhealthyVery unhealthy

Don‟t know

Q.59 How would you describe your diet overall?

87%


Overall Descriptors of Diet – ROI 141

25 23 21 2230 28 26

54 5654

57

55 57 61

14 14 1813

9 9 95 4 6 6 5 5 41 1

1 1 1 1*1 2 - - * * *

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

75%79%79%


Mean 4.0 4.0 3.9 3.9 4.1 4.1 4.1

%

Very healthy

Fairly healthy

Not sure

Fairly unhealthy

Very unhealthy

Don‟t know

My Diet is …


80%84% 85% 87%


Overall Descriptors of Diet – GB 142

15 14 1723

18 1722

6561 56

5861 62 56

915 16

1211 12 12

8 8 10 7 10 8 92 2 1 1 1 1 1- 1 - - * * -

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

Mean 3.8 3.8 3.8 3.9 3.9 3.9 3.9

%

Very healthy

Fairly healthy

Not sure

Fairly unhealthyVery unhealthy

Don‟t know


My Diet is …


80%75% 71%

80% 79% 78% 78%


Change in Eating Habits in the Last Year – ROI Vs. GB

143

5 4 5 6 5 48

5 5 4 6 5

2730 28

24

3027 26 26 24 22 23

26

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

More healthy

Less healthy


Q.60 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?

%


Change in Eating Habits in Last Year – ROI (2015) 144

4 4 47

4 63 4

2724

3026

2925 27 27


More healthy

Less healthy


SEX AGE

%



Change in Eating Habits in Last Year – GB (2015) 145

5 5 47 8

3 3 4

26 25 27 29 27 26 2528


More healthy

Less healthy


SEX AGE

%



Items Eaten More if Trying to be More Healthy – 2015

146

Food or drink containing sugar

Food contains fats

Fresh fruit

Fresh vegetables/salad

Bread, cereals, pasta, rice, potatoes

Milk and dairy products

Meat

Fish

Salt in your food

Lower fat options

Products enriched with vitamins/ minerals

Products that claim to lower cholesterol/blood pressure

Carbonated soft drinks

Wholegrain foods

Hi-fibre foods

High protein diet*

% %

Eat less of Eat more of

ROI 2015 GB 2015


Q.61 If you were trying to become more healthy which of the following food types would you eat a) more of b) less of?

% %

Eat less of Eat more of

*New statement

added in 2015

28

7

14

88

19

15

29

91

6

42

36

53

2

3

96

98

64

89

80

9

74

78

65

6

91

52

59

42

97

96

2

1

31

11

16

87

21

17

26

85

8

45

48

51

1

3

92

95

60

82

77

7

69

74

68

8

87

47

44

42

96

94

3

2


6

11

90

16

12

22

94

8

47

40

52

2

3

96

98

n/a

1

3

96

98

46

58

51

91

5

76

86

92

88

7

82

*

5

4

11

2

98

96

54

37

50

95

94

16

12

17

n/a

3

1

3

5

80

83

79

87

94

98

99

44

60

47

94

23

20

26

85

13

9

8

90

50

40

48

2

3

94

98

n/a

1

2

96

95

47

55

45

88

5

69

75

71

82

87

8

Items Eaten More if Trying to be More Healthy– ROI

147


Food contains fats

Fresh fruit




Meat

Fish

Salt in your food

Lower fat options


Products that claim to lower cholesterol/ blood pressure


Wholegrain foods

Hi-fibre foods

High protein diet*

* All others 5% or less

ROI 2007 ROI 2009



9

10

12

11

24

79

83

6

37

35

47

2

2

90

92

n/a

3

6

79

77

72

72

62

48

50

38

91

91

3

82

6

% %

Eat Eat

less of more of

ROI 2011 ROI 2013 ROI 2015% %

Eat Eat

less of more of

% %

Eat Eat

less of more of

% %

Eat Eat

less of more of

% %

Eat Eat

less of more of

28

7

14

88

19

15

29

91

6

42

36

53

2

3

96

98

64

89

80

9

74

78

65

6

91

52

59

42

97

96

2

1


Items Eaten More if Trying to be More Healthy– GB

148

n/a

78

18

17

18

83

8

46

44

44

92

93

9

11

2

4 93

94

43

41

39

82

72

67

66

80

79

7

9

3

3

* All others 5% or less



8

74

13

12

13

19

83

5

46

44

38

1

2

90

94 1

2

74

n/a

78

9

69

69

83

38

41

46

94

94

5

67

n/a

8

85

16

15

12

22

90

6

52

45

47

1

2

95

96 1

2

82

85

6

75

75

88

38

46

44

97

96

4

72

n/a

9

13

83

20

16

19

85

8

50

46

50

2

3

91

95 2

3

92

95

35

39

35

80

4

69

67

63

5

76

80


Food contains fats

Fresh fruit




Meat

Fish

Salt in your food

Lower fat options


Products that claim to lower cholesterol/ blood pressure


Wholegrain foods

Hi-fibre foods

High protein diet*

GB 2007 GB 2009% %

Eat Eat

less of more of

GB 2011 GB 2013 GB 2015% %

Eat Eat

less of more of

% %

Eat Eat

less of more of

% %

Eat Eat

less of more of

% %

Eat Eat

less of more of

31

11

16

87

21

17

26

85

8

45

48

51

1

3

92

95

60

82

77

7

69

74

68

8

87

47

44

42

96

94

3

2


Items Eaten More if Trying to Be More Healthy – 2015

149


Fresh fruit

Hi-fibre foods

Fish

Wholegrain foods

Products enriched with

vitamins/minerals

Products that claim to lower

cholesterol/blood pressure

Lower fat options

High protein foods


Food containing fats

Salt in your food


More of: Less of:

Bread, cereals, pasta, rice,

potatoes

Milk & dairy products

Meat

Divided Opinions

(Base: All adults 15+, all markets summary)



Dieting / Eating Regimes – ROI vs GB 2015 150


Q.61a Which of these eating regimes are you currently following?

New question added in 2015

59

3

1

1

4

5

9

30

51

2

*

1

4

4

8

41

None

Other

High fat

Low G.I.

Low carb

High protein

Low fat

A balanced diet

% Currently Following Eating Regime

ROI 2015

GB 2015

*Responses <1% in both countries not shown


33

37

36

34

27

26

37

33

29

33

20

23

59

36

26

27

18

26

42

25

14

27

9

17

ROI 2015

GB 2015

Attitude Towards Diet – 2015 151

% Agree

Slightly

% Agree

Strongly

To be healthy it is really important to eat properly

I eat healthy to take control of my life

I only eat foods that are healthy and good for me

I eat for enjoyment and not for health reasons

I am often confused about what I should eat to stay

healthy

I am concerned about my children becoming obese


Q.3 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you

agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.

%

Agree

92

79

73

57

62

43

62

61

46

29

52

40




Attitude Towards Diet – ROI 152


% Agree

Slightly

% Agree

Strongly

33

37

36

34

27

26

38

47

43

34

27

17

38

41

42

40

28

17

40

41

36

36

29

17

43

36

39

35

30

19

39

36

33

32

n/a

n/a

59

36

26

27

18

26

53

22

18

21

8

14

55

26

18

19

11

16

50

19

16

20

11

14

45

25

19

21

13

16

50

26

21

n/a

n/a

n/a

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

%Agree

9291939088897369676061626261605258546255595656534635394043n/a5231333135n/a






healthy



Attitude Towards Diet – GB 153




37

33

29

33

20

23

37

35

28

34

20

18

37

35

30

35

22

16

42

35

29

33

20

15

42

37

34

38

24

22

43

34

33

39

n/a

n/a






healthy


% Agree

Slightly

% Agree

Strongly

42

25

14

27

9

17

50

18

13

24

6

14

48

20

14

25

6

17

48

21

17

24

9

17

33

13

11

19

7

13

31

12

9

15

n/a

n/a

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

%Agree

7987869075745753555650464342444645426158605757542926282931n/a4031333235n/a


Attitude Towards Wellbeing – 2015 154

Good food can enhance body and

mind

I consider what I eat to be really

important for my wellbeing


% Agree

Slightly

% Agree

Strongly

32

39

39

35



58

40

43

26

ROI 2015

GB 2015

%

Agree

89

81

79

61


Attitude Towards Wellbeing – ROI 155





mind



32

39

44

46

38

41

41

45

41

40

42

41

% Agree

Slightly

% Agree

Strongly

58

40

46

33

53

37

44

30

44

29

44

27

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

%

Agree

89

90

91

86

85

86

79

79

79

75

69

68


Attitude Towards Wellbeing – GB 156




% Agree

Slightly

% Agree

Strongly


mind



39

35

37

40

40

37

41

39

41

38

46

40

43

26

45

29

41

30

42

30

28

19

29

17

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

%

Agree

81

83

81

82

69

75

61

69

67

69

57

57


24

18

31

12

14

23

20

26

14

19

Attitudes Towards Healthy Options – 2015 157

I am willing to pay more for healthy food and

beverages as long as they taste good

If the label says “Low Fat” or “Reduced Fat”,

then the product will always be a healthy choice

I would like manufacturers to help me eat

healthy

I find there are never enough healthy food

options when shopping

Choosing healthy food to eat is very limiting and

boring too

% Applies

A Lot

% Applies

A Little


38

39

34

27

31

41

41

36

31

35

ROI 2015

GB 2015

Q.78a I am going to read out a number of statements people have said about health and nutrition.

I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.

%

Applies

62

64

58

61

65

63

39

44

45

54







healthy




boring too

Attitudes Towards Healthy Options – ROI 158

% Applies

A Lot

% Applies

A Little




24

18

31

12

14

19

22

26

14

11

22

20

25

10

11

22

18

22

10

13

33

27

32

20

15

28

25

32

17

16

n/a

25

28

15

16

38

39

34

27

31

46

45

41

32

36

45

45

40

29

34

43

47

38

31

34

40

44

37

33

37

43

50

37

31

34

n/a

45

41

31

33

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003

%Applies

626667667371n/a58676666717570656766616969693946404153484645474447525049


Attitude Towards Healthy Options – GB 159


23

20

26

14

19

22

17

25

11

13

26

21

22

12

15

27

23

25

13

15

20

19

19

9

14

20

24

21

9

12

n/a

18

n/a

11

13

41

41

36

31

35

45

46

33

30

31

42

43

36

31

31

42

45

37

30

33

45

55

44

34

36

48

46

47

37

41

n/a

41

n/a

29

35

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

GB 2003






healthy




boring too

% Applies

A Lot

% Applies

A Little%

Applies 646668686568n/a61646467747059635758616368n/a4441434343464054434648505348




20

24

18

15

21

25

23

22

Attitude Towards Calories/Fat Content – 2015 160

% Applies

A Lot

% Applies

A Little

I would like to see more low fat products

I am more concerned about fat content than calories

I always look for a low fat option when buying food products

I always think of the calories in what I eat


35

33

36

33

34

38

37

36

ROI 2015

GB 2015

%

Applies

55

55

57

62

53

61

48

59




Attitude Towards Calories/Fat Content – ROI 161

% Applies

A Lot

20

24

18

15

25

22

22

15

23

24

19

16

22

20

19

14

31

28

27

18

30

29

23

18

26

22

19

15

35

33

36

33

40

40

40

37

36

34

37

36

33

40

38

35

42

38

37

37

40

38

36

32

38

35

35

30

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003


%Applies

55

65

58

6073

70

64

57

63

57

5966

67

57

53

62

57

58

64

59

54

48

52

5149

55

50

45

% Applies

A Little








21

25

23

22

22

22

20

16

24

28

23

19

29

29

22

19

21

21

20

17

22

22

21

17

29

27

25

17

Attitude Towards Calories/Fat Content – GB 162


34

38

37

36

35

38

39

33

35

37

37

34

35

37

41

33

40

43

41

38

45

46

42

40

32

31

32

31

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

GB 2003

% Applies

A Lot

% Applies

A Little%

Applies

5556

59

6461

67

61

62

6064

66

64

68

58

61

60

61

63

61

63

57

59

50

53

52

55

5748








Attitude Towards Balanced/Healthy Diet – 2015 163


% Applies

A Lot

% Applies

A Little

66

56

23

15

32

56

49

18

17

29

29

30

40

40

18

31

32

33

41

16

ROI 2015

GB 2015

%Applies

94

87

86

82

63

52

55

57

49

45

I always try to eat a balanced diet

I try to limit the amount of fast food I consume

I try to buy products that have added vitamins &

minerals

I always check the nutritional labelling on foods

before buying them

I try to give the children as much veg as possible




Attitude Towards Balanced/Healthy Diet – ROI 164


% Applies

A Lot

% Applies

A Little

66

56

23

15

32

53

52

24

22

31

54

52

23

17

30

47

44

20

15

27

49

44

19

15

24

44

40

18

14

25

48

40

16

12

24

29

30

40

40

18

40

34

41

41

20

37

31

40

38

19

43

35

37

37

21

40

37

43

40

23

45

39

39

36

21

43

35

32

30

19

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003






minerals


before buying them


%

Applies

9493919089899186868379817975636463566257485562555255504249515048474643


Attitude Towards Balance/Healthy Diet – GB 165


56

49

18

17

29

51

46

16

17

28

54

49

16

16

25

57

46

18

17

30

39

37

10

13

18

45

38

14

15

23

52

44

10

15

22

% Applies

A Lot

% Applies

A Little

31

32

33

41

16

37

33

37

36

18

35

33

37

37

20

34

35

39

38

19

49

40

43

37

25

43

40

42

38

28

38

33

28

28

18

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

GB 2003

%Applies

8788899288889082788281777877525452565356385753535550534345464549435140






minerals


before buying them



Attitude Towards Nutrition and Wellness – 2015 166


% Applies

A Lot

% Applies

A Little

I eat to feel good and take control of my life

I eat to enrich/enhance mental alertness and

spiritual well being

There are not enough product options for people

who suffer food intolerances

My diet is mainly vegetarian

%Applies

85

77

79

69

39

36

17

21



44

40

15

4

36

30

13

8

41

39

24

13

41

39

24

13

ROI 2015

GB 2015


Attitude Towards Nutrition & Wellness – ROI 167


44

40

15

4

29

30

21

5

33

31

18

3

28

26

21

6

31

28

23

6

32

27

30

6

n/a

n/a

26

4

41

39

24

13

53

47

33

11

49

45

28

11

50

46

30

13

43

45

38

14

45

41

31

13

n/a

n/a

35

14

ROI 2015ROI 2013ROI 2011ROI 2009ROI 2007ROI 2005

% Applies

A Lot

% Applies

A Little

%

Applies

858182787477n/a797776727368n/a3953465161616117161419201918










Attitude Towards Nutrition and Wellness – GB 168


36

30

13

8

29

24

16

7

31

23

17

6

30

25

19

5

19

16

15

5

24

16

18

7

n/a

n/a

26

7

41

39

24

13

48

39

21

13

44

39

26

14

42

39

28

12

50

42

35

16

52

46

39

19

n/a

n/a

29

11

GB 2015GB 2013GB 2011GB 2009GB 2007GB 2005GB 2003

% Applies

A Lot

% Applies

A Little

%Applies

777775726976n/a696363645862n/a3637434750575521202018212618










Attitude Towards Health Products/Labelling – 2015

169


31

35

33

41

33

32

ROI 2015

GB 2015

% Applies

A Lot

% Applies

A Little

I am confident that the food in the supermarket

is safe

I often find it difficult to understand the

nutritional claims on packaging

I often find it difficult to understand the labelling

on food

%Applies

95

94

59

52

56

50

64

25

22

53

19

18




Attitude Towards Health Products/Labelling – ROI

170


64

25

22

46

19

21

46

22

24

47

23

24

39

26

27

46

24

23

44

n/a

23

31

35

33

46

42

38

47

38

32

46

42

36

51

40

35

45

40

38

45

n/a

11

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003

% Applies

A Lot

% Applies

A Little

%Applies

95

9294

93

90

91

89

59

61

60

64

66

64

n/a

56

59

56

60

62

61

34




is safe




on food


53

19

18

40

20

20

52

17

18

48

21

20

33

13

13

39

17

16

48

n/a

20


is safe




on food

Attitude Towards Health Products/Labelling – GB

171


41

33

32

49

38

35

42

36

34

45

33

34

55

43

41

53

45

44

43

n/a

33

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

GB 2003

Q.78 I am going to read out a number of statements people have said about health and nutrition. I would like you to

tell me whether each statement applies to you personally a lot, a little or not at all.

% Applies

A Lot

% Applies

A Little

%Applies

94

89

94

9388

92

91

52

57

53

54

56

62

n/a

50

55

52

53

54

60

53


Attitude Towards Children‟s Health & Nutrition – 2015

172

(Base: All those with dependent children)


I try to ensure that my children have a balanced diet

I am conscious about my children‟s sugar intake

I find it difficult to get my kids to eat vegetables with their dinner

78

75

41

79

74

35

Q.86 The following are some statements which people have made about children‟s health and well-being. Using a scale from 1 to 5, where

5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of these statements.


Environmental Issues


Environmental Issues: Summary

Awareness of the term “Sustainably Produced” is marginally higher among GB adults, with almost half

claiming awareness. Both countries have broadly similar understanding of the term, with a slightly higher

proportion of GB adults believing it refers to “consumption practices which do not have a future effect on

the environment”.

Almost three quarters of adults in both ROI and GB are aware of the term “Carbon Footprint”. This is the

highest level of awareness recorded among Irish adults since the question was introduced in 2009.

Awareness of “Food Miles” records an increase across both markets, with 6 in 10 Irish adults claiming

awareness of the term compared with 54% of GB adults. “The distance that food has to travel from

producer to shop” continues to be the most universally understood definition.

Broadly ROI and GB adults claim very similar levels of understanding across the new terms. At least three

quarters of adults claim they are aware of “Food Waste” and “Animal Welfare”, while almost half are

aware of “Conserving Resources” in terms of food production.

Adults in ROI continue to consider environmental issues when buying food products, more so than their

GB counterparts. Almost 6 in 10 Irish adults claim to be more conscious of environmental issues in their

choice of products and over half prefer to buy from companies that are aware of the impact of

environmental issues.

174


Awareness of Sustainably Produced* - 2015 175

• 25-34 yrs

• AB’s

• Buy organic produce

In 2015, Higher Amongst:

• 35-44 yrs; 55-64 yrs

• AB’s

• Can cook




41

47

49

42

ROI 2009

ROI 2011

ROI 2013

ROI 2015

47

52

47

48

GB 2009

GB 2011

GB 2013

GB 2015

%

Aware

%

Aware


Q.82 Which of the following have you ever heard of? *Amended in 2015


Understanding of the Term Sustainably Produced* – Spontaneous (2015)

176

Total

%

GB 2015

(48%)

ROI 2015

(42%)

34

30

11

9

6

12

% Aware

(Base: All aware of sustainably produced)

33

31

10

15

8

9

Q.83 What do you understand the term “Sustainably Produced” to mean?

Meeting the needs of the present without compromising

the ability of future generations to meet their needs

Production practices which do not have a future affect on

the environment

Ensuring that future generations have what we have today

Consumption practices which do not have a future effect

on the environment

Other

Don‟t know

*Amended in 2015


34

30

11

9

6

12

31

26

13

13

4

18

28

29

19

9

3

16

34

24

14

9

5

15

38

26

20

9

3

9

Understanding of the Term Sustainably Produced* – ROI

177



GENDER AGE

Male Female

15-

24

25-

34

35-

44 45+

% % % % % %

32 36 41 40 26 34

29 32 25 28 33 31

11 10 10 8 10 12

9 9 9 9 12 8

7 4 8 4 10 4

12 11 8 11 11 13

Meeting the needs of the

present without compromising

the ability of future generations

to meet their needs

Production practices which do

not have a future affect on the

environment

Ensuring that future

generations have what we

have today

Consumption practices which

do not have a future effect on

the environment

Other

Don‟t know

2007

%

TOTAL

2009

%

2015

2011

%

2013

%

2015

%

*Amended in 2015


25

23

14

13

11

21

21

23

18

9

10

23

31

20

8

13

6

22

36

18

16

10

12

14

33

31

10

15

8

9

Understanding of the Term Sustainably Produced* – GB

178



GENDER AGE

Male Female 16-24 25-34 35-44 45+

% % % % % %

31 34 31 37 27 34

35 26 35 31 31 29

8 11 11 11 6 10

17 13 17 13 16 15

8 9 5 4 9 10

8 11 10 9 13 8

2007

%

TOTAL

2009

%

2011

%

2015

2013

%Meeting the needs of the

present without compromising

the ability of future generations

to meet their needs

Production practices which do

not have a future affect on the

environment

Ensuring that future

generations have what we

have today

Consumption practices which

do not have a future effect on

the environment

Other

Don‟t know

2015

%

*Amended in 2015


Awareness of the Term Carbon Footprint – 2015 179

• 35-54 yrs

• AB’s

• Responsible for grocery shopping



• Females

• 34-44 yrs; 55-64 yrs

• Can cook


• Healthy diet

• Main/joint grocery shopper


64

65

68

72

ROI 2009

ROI 2011

ROI 2013

ROI 2015

75

78

75

72

GB 2009

GB 2011

GB 2013

GB 2015

%

Aware

%

Aware


Q.82 Which of the following have you ever heard of?


Understanding of the Term Carbon Footprint – Spontaneous (2015)

180

(Base: All aware of Carbon Footprint)

The amount of carbon dioxide which is emitted

before a product reaches the market

An individuals effect on the environment brought

about by the consumption of products

A measure of environmental damage

Other

Don‟t know

Total

%

GB 2015

(72%)

ROI 2015

(72%)

43

12

36

2

7

% Aware

39

19

31

6

9

Q.84 What do you understand the term “Carbon Footprint” to mean?


43

12

36

2

7

33

33

27

3

8

27

16

39

5

14

34

15

37

2

13

Understanding of the Term Carbon Footprint – ROI

181

32

14

39

3

15

The amount of carbon dioxide

which is emitted before a

product reaches the market

An individuals effect on the

environment brought about by

the consumption of products

A measure of environmental

damage

Other

Don‟t know



2007

%

TOTAL

2009

%

GENDER AGE

Male Female 15-24 25-34 35-44 45+

% % % % % %

43 44 42 45 44 43

13 11 14 10 15 10

34 37 33 36 34 37

2 3 2 2 4 2

8 6 9 6 4 8

2015

2011

%

2013

%

2015

%


25

13

40

9

15

39

19

31

6

9

Understanding of the Term Carbon Footprint – GB

182

29

16

34

7

16

23

29

25

7

17



28

18

38

5

15

2007

%

TOTAL

2009

%

GENDER AGE

Male Female 15-24 25-34 35-44 45+

% % % % % %

43 36 40 38 42 39

18 20 20 20 16 19

32 30 31 33 31 30

5 7 2 6 9 6

8 9 10 6 6 10

2015

2011

%

2013

%

The amount of carbon dioxide

which is emitted before a

product reaches the market

An individuals effect on the

environment brought about by

the consumption of products

A measure of environmental

damage

Other

Don‟t know

2015

%


Awareness of the Term Food Miles – 2015 183

• Females

• 55-64 yrs

• AB’s



• Working full time


• 25-34 yrs

• AB’s


• Dual person household


60ROI 2015 54GB 2015

%

Aware

%

Aware




Understanding of the Term Food Miles– Spontaneous (ROI Vs. GB)

184

85

11

1

4

81

11

5

3

% Aware (60%) (36%)

(Base: All aware of the term food miles)

The distance that food has to

travel from producer to shop

An indication of environmental

impact

Other

Don‟t know

Q.84a What do you understand the term “Food Miles” to mean?

(70)

(15)

(1)

(15)

(38%)

ROI

2007

(69)

(12)

(2)

(18)

(31%)

GB

2007

(44%)

ROI

2009

(65)

(23)

(1)

(11)

ROI

2015

(83)

(6)

(1)

(10)

GB

2009

(54%)

GB

2015

(53%)

ROI

2011

(79)

(14)

(2)

(6)

(43%)

GB

2011

(79)

(11)

(2)

(10)


(49%)

ROI

2013

(82)

(6)

(*)

(12)

(45%)

GB

2013

(85)

(5)

(2)

(8)


Awareness of the Term Food Waste – 2015 185

• 45-54 yrs

• Living in Munster

• Buy local produce



• 55-64 yrs

• Buy local produce


• Working full-time


79ROI 2015 75GB 2015

%

Aware

%

Aware



*New term added in 2015


Understanding of the Term Food Waste – Spontaneous (ROI Vs. GB)

186

(Base: All aware of term food waste)

% Aware ROI (79%) GB (75%)

Food that is bought but not consumed and

thrown away

Food that goes out of date before it is consumed

Excess food packaging

Other

Don‟t know

74

22

2

1

4

76

19

6

3

3

ROI 2015

GB 2015

Q.84c What do you understand the term “Food Waste” to mean?



Awareness of the Term Conserving Resources – 2015

187

• 35-44 yrs

• Living in Dublin

• Entertain more at home


• 55-64 yrs

• Living in South West

• Who can cook


45ROI 2015 45GB 2015

%

Aware

%

Aware





Awareness of the Term Animal Welfare – 2015 188

• Females

• Living in rural areas

• Living in Munster

• With dependent kids


• Females

• 55-64 yrs

• Living in South West


79ROI 2015 76GB 2015

%

Aware

%

Aware





Statements Regarding Environmental Issues – 2015

189


I am more conscious of

environmental issues in my choice

of products today

I prefer to buy from companies that

are aware of the impact of

environmental issues

Q.71 Please tell me how strongly you agree or disagree with the following statements?

% Agree

Slightly

% Agree

Strongly

%

Agree

57

51

54

43

37

33

31

26

ROI 2015

GB 2015

20

21

19

17


Statements Regarding Environmental Issues – ROI Vs. GB (I)

190

• Females

• 45-54 yrs

• AB’s





I am more conscious of environmental issues in my choice of products today

• Females

• 55-64 yrs

• AB’s

• Can cook





57

58

62

53

56

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

51

54

55

57

45

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

%

Agree

%

Agree



Statements Regarding Environmental Issues – ROI Vs. GB (II)

191

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

• Females

• AB’s

• 35-54 year olds



• AB’s

• Buy organic & local produce




%

Agree

%

Agree

In 2015, Higher Amongst: In 2015, Higher Amongst:

54

54

55

49

51

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

43

48

49

50

35

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007


Attitude Towards Fair Trade Products – 2015 192


%

Applies

42

48

41

51

45

50

Q.78c I am now going to read out a number of statements people have said about Fair Trade products.


%

Applies

a little

%

Applies

a lot

I wish there was more Fair Trade

products/brands available in store

The higher price of Fair Trade products

puts me off buying them

I try to buy Fair Trade products/brands

whenever they are available

25

22

28

30

27

35

ROI 2015

GB 2015

17

19

17

18

24

15


Attitude Towards Fair Trade Products – ROI 193


%

Applies

34

39

42

43

41

45

45

46

51

48

47

46

48

47

47

48

52

49

45

41

42

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003

%

Applies

a little

%

Applies

a lot



25 17

35 14

34 14

29 17

36 15

31 14

30 12



22 19

31 21

30 17

28 19

29 17

26 15

26 13

28 17



34 14

37 11

36 11

33 12

32 11

25 9




Attitude Towards Fair Trade Products – GB 194


%

Applies

36

33

30

48

47

47

45

46

43

48

54

50

50

52

49

54

54

52

50

51

48

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

GB 2003

%

Applies

a little

%

Applies

a lot



30 18

36 16

33 15

33 17

34 9

37 10

20 10

27 24



34 20

33 19

31 23

31 15

36 11

21 12

35 15



41 12

34 16

30 17

33 12

37 11

21 15



Grocery Shopping


Grocery Shopping: Summary

The majority of grocery shoppers continue to be females. However, males in GB are more likely to be involved in grocery

shopping when compared to ROI.

Approximately three quarters of shoppers in both regions continue to look for the best value for money in the same shop.

Quality remains more important than price when it comes to fresh food, though ROI shoppers are more likely to believe this

than their GB neighbours.

In general, GB shoppers are more likely to be “bargain hunters” than those in ROI. Almost half of GB shoppers claim to

watch for announcements on sales/promos. They are more likely to buy products on impulse if they are cheap, to purchase

multi pack products and are marginally more likely to spend time looking for a bargain.

With regards to changing shopping habits, fewer ROI shoppers claim to spread their shopping across several shops more

often, and almost half claim to be shopping more in discounters, perhaps suggesting that discounters are being used more

often as the main shop. A small proportion of ROI respondents are buying in bulk more often, buying food items on

promotion and travelling further to shop in order to get better value. In comparison, it appears that growing proportions of

GB shoppers are going to discounters and spreading their shopping to get better value.

ROI shoppers remain more likely to check food produce for symbols of quality and country of origin than their GB

counterparts.

Online shopping is lower in ROI than GB, with 3 in 10 GB shoppers claiming to have ever ordered their grocery shopping

online, with over 60% ordering at least monthly. By contrast, just 13% of ROI shoppers have ever shopped online.

Supermarkets and convenience stores are the most visited shops by both ROI and GB shoppers. ROI visit their local

butchers more frequently, with 67% making purchases over past two weeks when compared with 33% of GB shoppers.

Similar proportions have made purchases in speciality/gourmet shops, though GB shoppers have visited more of these

types of shops than those in ROI.

196


Profile of Grocery Shoppers – 2015 197

7 10

2018

22 17

4353

3843

1918

51

47

6257

33 36

6

ROI 2015

GB 2015

ROI 2015

GB 2015

ROI 2015

GB 2015

Male

Female

15-24

25-34

35-44

45-54

55+


ABC1

C2DE

F

%

(Base: All Mainly/Jointly Responsible)

Q.40 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery

shopping, jointly responsible with someone else or is someone else responsible?


Profile of Grocery Shoppers – ROI 198

7 8 7 9 8 7 8 7

22 21 21 20 24 23 2220

23 23 25 2222 22 23

22

40 40 39 39 42 42 40 43

27 26 30 32 3338 40 38

19 19 1715

18 18 1719

49 50 51 5251 50 53 51

73 74 70 68 6762 60 62

29 29 30 3428 30 30 33

10 10 10 9 7 8 7 6

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

Male

Female

15-24

25-34

35-44

45-54

55+


ABC1

C2DE

F

%





Profile of Grocery Shoppers – GB 199

8 7 7 8 10 9 10

19 19 19 19 17 18 18

21 19 19 20 18 18 17

52 5056 53 53 50 53

34 30 3139

44 41 43

1616 18 18 19 19 18

48 5044 46 47 50 47

66 70 6961

56 59 57

36 39 37 35 37 35 36

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

GB 2003

GB 2005

GB 2007

GB 2009

GB 2011

GB 2013

GB 2015

Male

Female

16-24

25-34

35-44

45-54

55+


ABC1

C2DE

%





Frequency Of Purchasing Wheat (Gluten) Free Food – 2015

200

4 5 4 33 4 4 5

93 91 92 91

ROI 2013%

ROI 2015%

GB 2013%

GB 2015%

Weekly

Less often

Never/don‟t know


Q.63b And how often, if at all, would you or somebody in your household purchase wheat (gluten) free food?


Frequency Of Purchasing „Free From‟ – 2015 201

8 8 5 8

5 86

9

87 8490

83

ROI 2013%

ROI 2015%

GB 2013%

GB 2015%

Weekly

Less often

Never/don‟t know


Q.63c And how often, if at all, would you or somebody in your household purchase food with a „free from‟ label (free from food is

food that has been designed to exclude one or more ingredients to which people can have intolerances or allergies or who do not

wish to consume certain products due to lifestyle choice. These ingredients may include dairy, eggs, nuts and wheat.).



Responsibility for Grocery Shopping – 2015 202

51 54

21

28

2718

ROI 2015 GB 2015

Mainly responsible

Jointly responsible with

someone else

Someone else

responsible




%


Responsibility for Grocery Shopping – ROI 203

47 45 43 4146

51 49 51

10 12 14 1616

20 23 21

43 43 43 4338

28 28 27

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

Mainly responsible

Jointly responsible with someone else

Someone else responsible




%


Responsibility for Grocery Shopping – GB 204

48 45 4555 55 52 54

18 21 21

25 2825

28

34 34 34

20 1723

18

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

Mainly responsible

Jointly responsible with someone else

Someone else responsible




%


Attitudes Towards Grocery Shopping – 2015 (I) 205

(Base: All Grocery Shoppers 15+)

%Agree

77

68

78

74

42

36

53

57

52

46

Q.44 I am going to read out a list of things that people have said about grocery shopping.

Please tell me how much you agree or disagree with each statement.

%Agree

Slightly

%Agree

Strongly

Quality of fresh food is more important than price

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

get

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

I don‟t mind spending time when looking for a bargain

I watch for announcements for sales or promotions on grocery

36

37

28

32

31

35

40

26

33

27ROI 2015

GB 2015

41

41

14

21

21

32

34

11

24

19


Attitudes Towards Grocery Shopping – 2015 (II) 206




%Agree

Slightly

%Agree

Strongly

When I shop the first thing I look for is

price

The most important thing is price when

grocery shopping

There is no difference between the main

supermarkets

I tend to buy on impulse if I think they

are cheap

I compare prices between outlets to see

where I can buy the cheapest fresh

food, even if I have to travel

36

28

22

30

25

31

28

26

32

25ROI 2015

GB 2015

23

20

16

10

18

27

21

12

17

13

%Agree

60

58

47

49

38

38

40

49

43

39


Attitudes Towards Grocery Shopping – ROI (I) 207


47

52

54

78

82

51

53

50

71

82

48

49

52

73

83

56

53

45

81

77

61

55

47

78

79

58

55

43

81

79

52

53

42

78

77




%Agree

Slightly

%Agree

Strongly

Quality of fresh food is more important

than price

36 4140 3940 3838 4042 4137 4539 43

I most often go to the same store but

look for the best value for money I can

get

37 4144 3740 3839 4245 2840 3139 39

I will pay a bit more for grocery shopping

to get superior customer service

28 1432 1134 1330 1636 1631 1936 18

I don‟t mind spending time when looking

for a bargain

32 2137 1836 1933 2132 1731 2232 20

I watch for announcements for sales or

promotions on grocery

31 2137 2037 2430 2532 1629 2229 18

%

Agree


Attitudes Towards Grocery Shopping – ROI (II) 208


%

Agree

38

47

40

53

61

33

42

44

46

54

38

53

50

45

57

42

45

45

48

59

42

49

44

50

60

46

46

39

51

64

43

40

38

47

60




%Agree

Slightly

%Agree

Strongly36 23

When I shop the first thing I look for is price

39 2639 2133 2639 1835 1938 23

28 20

The most important thing is price when grocery shopping

33 1834 1628 2029 1627 1931 22

22 16

There is no difference between the main supermarkets

29 1132 1230 1530 2026 1826 14

30 10

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

34 1235 1428 1738 1526 1634 13

25 18

I compare prices between outlets to see where I can buy the cheapest fresh

food, even if I have to travel

30 1629 1325 1724 1420 1325 13


Attitude Towards Grocery Shopping – GB (I) 209


60

62

38

79

80

50

52

34

66

70

50

55

36

73

66

51

57

42

77

71

49

58

38

76

70

44

57

33

76

66

46

57

36

74

68

GB 2015GB 2013GB 2011GB 2009GB 2007GB 2005GB 2003



%Agree

Slightly

%Agree

Strongly

Quality of fresh food is more important

than price

35 3234 3237 3238 3439 2743 2740 40

I most often go to the same store but

look for the best value for money I can

get

40 3439 3739 3741 3550 2343 2340 39

I will pay a bit more for grocery

shopping to get superior customer

service

26 1123 1024 1428 1526 1028 626 12

I don‟t mind spending time when

looking for a bargain

33 2435 2132 2636 2138 1735 1737 25

I watch for announcements for sales

or promotions on grocery

27 1928 1726 2330 2135 1535 1533 27

%

Agree


Attitude Towards Grocery Shopping – GB (II) 210




%Agree

Slightly

%Agree

Strongly

When I shop the first thing I look for is

price

31 2734 2733 2933 2841 1536 1637 27

The most important thing is price

when grocery shopping

28 2130 2028 2232 2032 1531 1230 22

There is no difference between the

main supermarkets

26 1228 1627 1425 1131 1327 524 8

I tend to buy on impulse if I think they

are cheap

32 1739 1533 2037 2040 1539 1137 19

I compare prices between outlets to

see where I can buy the cheapest

fresh food, even if I have to travel

25 1322 1321 1425 1324 1122 718 11 29

56

32

52

64

29

50

32

43

52

35

55

44

47

56

38

57

36

52

61

36

53

41

50

62

35

54

44

49

61

39

49

38

49

58

GB 2015GB 2013GB 2011GB 2009GB 2007GB 2005

%

Agree


Attitudes to Food Shopping – 2015 211


Products in the chilled cabinet are

always fresher

I much prefer to buy products from

the chilled cabinet

I buy food in smaller packs because

it means less waste

Where possible I buy multi-pack

products

%

Applies

a little

%

Applies

a lot

44

45

31

31

50

49

33

35

ROI 2015

GB 2015

19

15

35

16

22

23

29

25

Q.45 And now about food shopping generally – please tell me whether these statements apply to you a lot, a little or not at all?

%Applies

62

72

60

72

66

62

47

60


Attitudes Towards Food Shopping – ROI 212

%

Applies

%Applies a little

%Applies

a lot


always fresher

44 1945 2246 1545 1745 2842 3051 2331 11

I much prefer to buy products from the

chilled cabinet

45 1548 1850 1141 1547 2343 2846 2032 8

I buy food in smaller packs because it

means less waste

31 3531 3936 3231 3328 3530 3837 3728 37


products

31 1631 2835 1833 2636 3033 3335 1332 12


44

65

40

42

48

74

66

74

66

68

71

72

66

63

70

73

59

65

56

61

54

67

62

61

58

70

66

68

47

66

60

62



(*ROI 2007 figures taken from all adults base)


Attitudes Towards Food Shopping – GB 213

%Applies a little

%Applies

a lot


always fresher

50 22

51 19

49 20

46 26

51 19

56 17

I much prefer to buy products from the

chilled cabinet

49 23

47 22

49 19

47 24

52 16

58 18

I buy food in smaller packs because it

means less waste

33 29

33 29

29 28

32 28

34 23

38 23


products

35 25

40 26

35 30

33 31

37 31

43 29

(*ROI 2007 figures taken from all adults base)


72

61

76

73

68

57

68

70

64

60

71

71

65

57

68

68

66

62

69

70

60

62

72

72

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005


%

Applies


19

22

22

16

16

16

18

10

10

9

10

6

13

17

16

12

20

17

19

12

4

3

4

2

48

50

58

51

35

32

42

31

11

11

12

13

6

10

8

6

6

11

9

7

8

9

12

11

17

16

12

10

4

4

3

3

31

27

27

35

27

30

23

28

Recent Change In Food Shopping Habits – ROI Vs. GB (I)

214

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

Q.47 Thinking about your food shopping lately, have you been doing any of the following more often or less

often, or have you made no change?

Spreading my shopping across a

number of shops to get the best value

Shopping in discount retailers such as

Aldi or Lidl

Buying some of my food from suppliers

who sell at your door

Buying in bulk

Less

Often

%

More

Often

%

Less

Often

%

More

Often

%

ROI GB

ROI 2011

ROI 2009

GB 2011

GB 2009


ROI 2013 GB 2013

ROI 2015 GB 2015


Recent Change In Food Shopping Habits – ROI Vs. GB (II)

215

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

Q.47 Thinking about your food shopping lately, have you been doing any of the following more often or less

often, or have you made no change?

Buying from farmers markets

Buying food items on promotion

Buying online

Travelling further to shop to get better

value

Less

Often

%

More

Often

%

Less

Often

%

More

Often

%

ROI GB New question in 2009

ROI 2011

ROI 2009

ROI 2013

ROI 2015

16

20

22

11

12

9

12

6

11

11

11

10

17

14

21

15

18

12

16

10

4

3

4

3

49

51

51

35

23

25

22

15

8

13

11

10

5

10

9

8

8

10

11

11

9

14

11

11

12

11

10

8

8

7

6

7

38

35

33

24

14

13

12

10

GB 2011

GB 2009

GB 2013

GB 2015


Importance of Food Labels when Shopping – ROI 2015

216


Added

Low/reduced GMO Low/reduced High High Reduced vitamins/

sugar free fat protein fat salt minerals

3427

33 33 3543

32

36

27

36 34 25

29

34

15

24

16 19

20

1520

1421

14 1317

12 14

1 1 2 1 2 1 1

Very important

Fairly important

Neither/nor

Not at all important

Don‟t know

Q.64 When shopping for foods, how important or not are the following statements on labels?

Statements changed in 2015


Importance of Food Labels when Shopping – GB 2015

217


Added

Low/reduced GMO Low/reduced High High Reduced vitamins/

sugar free fat protein fat salt minerals

33

19

3226

33 36

25

32

20

32

2925

30

30

13

26

15

21 17

13

21

21

35

21 24 2621 25

- * - - - - -

Very important

Fairly important

Neither/nor

Not at all important

Don‟t know




Importance of Food Labels when Shopping – ROI Vs. GB

218




55

66

57

55

65

39

66

65

72

61

67

69

53

71

Added vitamins/minerals

Reduced salt

High fat

High protein

Low/reduced fat

GMO free

Low/reduced sugar

% Very/fairly important

ROI 2015

GB 2015


Attitudes Towards Superfoods – 2015 219

-

Q.72 Thinking specifically about Superfoods, which of the following statements best describes your attitudes towards Superfoods?

I have never heard of it before today

I have heard of it, but do not consider it

important when buying food

I consider the term to be a fad, it does

not impact upon my shopping habits

I sometimes try to buy Superfoods

I actively/always try to buy Superfoods


3339

3029

1414

1814

4 4

ROI 2015 GB 2015

%


Attitudes Towards Superfoods – ROI 220

Higher Amongst …

%









Males, 65+ yrs, C2DE‟s

25-34 yrs, AB‟s

Females, 25-44 yrs, C1‟s


5752

4843

33

2124

2226

30

9 11

8 1014

11 9

17 16 18

2 3 5 4 4

ROI 2007 ROI 2009 ROI 2011 ROI 2013 ROI 2015


Attitudes Towards Superfoods – GB 221

Higher Amongst …

%









Males, 65+ year olds,

DEs

Females, 25-34 year olds,

ABC1‟s, Buy organic

produce


6257 55 53

39

20

17 2119

29

8

10 1012

14

812 11 13 14

2 3 2 3 4

GB 2007 GB 2009 GB 2011 GB 2013 GB 2015


Definition x Different Food Types

Functional Food

(i.e. foods that are enriched with active components, e.g. vitamins/soya/omega that offer you health

benefits, e.g. healthy heart, reduced cholesterol).

Fair Trade Products

(i.e. produce that is sourced through a system which ensures a reasonable return to the producer).

Glycemic Index

(i.e. a measure of how quickly the body‟s digestive system breaks down carbohydrates into glucose).

Ethical Products

(i.e. foods which are kinder to the environment and/or fairer to the producer).

222


Awareness of Different Food Types – 2015 223


41

76

44

33

ROI

2015

GB

2015

Functional foods

Fair trade products

Ethical products

Glycemic index


Total Aware

%

34

85

53

35


Awareness of Different Food Types – ROI Vs. GB 224



Total Aware

%

ROI

41

76

44

33

41

74

38

31

49

70

44

30

38

70

33

27

63

62

27

24

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

GB

34

85

53

35

30

84

49

28

34

87

54

30

36

84

56

34

37

66

31

24

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

Functional foods

Fair trade products

Ethical products

Glycemic index


Likelihood of Buying Functional Foods in the Future –2015

225


10 12

25 20

37 40

12 10

16 18

ROI 2015 GB 2015

Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)

Mean 3.0 3.0

%

Q.70 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you

health benefits e.g. healthy heart, reduced cholesterol) in the future?


Likelihood of Buying Functional Foods in the Future –ROI

226

12 12 11 11 14 13 10

28 2825 25

26 2625

34 35 4433

31 3537

16 118

11 99 12

10 14 1219 19 16 16

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015


Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)

Mean 3.1 3.1 3.2 3.0 3.1 3.1 3.0

%

40% 40% 36%



37% 40% 39% 35%


Likelihood of Buying Functional Foods in the Future –GB

227

10 8 10 13 12 13 12

25 25 25 20 24 2320

32 3539

3635 39

40

13 129

13 1111

10

20 20 17 18 17 15 18

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015


Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)

Mean 2.9 2.9 3.0 3.0 3.0 3.1 3.0

%



35% 33% 35% 33% 36% 36% 33%


Checking for Symbol of Quality – 2015 228


28

16

46

40

24

44

1 *

ROI 2015 GB 2015

Always check

Sometimes check

Never check

Don‟t know

%

Q.46a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?


Checking Symbol of Quality – ROI 229

2518 21 20 23

32 29 28

29 42

50 51 48

4947 46

4340

28 28 2919

24 24

3 -1 1

* * *1

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015


Always check

Sometimes check

Never check

Don‟t know


%


Checking for Symbol of Quality – GB 230

179 10

16 1421

16

3041 40

33 36

3640

53 49 49 50 4944 44

-1 1 * 1 * *

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

Always check

Sometimes check

Never check

Don‟t know



%


Checking for Country of Origin – 2015 231

31

17

43

40

25

43

1 *

ROI 2015 GB 2015

Q.46b And to what extent do you check for country of origin, i.e. what country the food was produced in?


Always check

Sometimes check

Never check

Don‟t know

%


Checking for Country of Origin – ROI 232



Always check

Sometimes check

Never check

Don‟t know

%

19 20 23 26 2636 33 31

31

4146

46 45

4544

43

44

3730 27 28

19 23 25

6 1 1 12

* *1

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015


Checking for Country of Origin – GB 233

1810 11

1813

2517

3141 39

3538

3340

50 48 49 47 4842 43

1 1 1*

1*

*

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015



Always check

Sometimes check

Never check

Don‟t know

%


Incidence of Ordering Grocery Shopping Online –2015

234

13

30

87

70

ROI 2015 GB 2015

%

Yes

No

(Base: All Grocery Shoppers)

Q.41 Have you ever ordered your grocery shopping online?

Question changed in 2015

Previous years not comparable


Frequency of Ordering Grocery Shopping Online –2015

235

1722

25

39

53

36

4 3

ROI 2015(13%)

GB 2015(30%)

%

At least weekly

Once/twice a month

Less often

Don‟t know/can‟t recall

(Base: All responsible for shopping & ever ordered

grocery shopping online)

Q.42 How often do you purchase your groceries online?



Method of Placing Order Online – 2015 236

84 85

13 15

2 -

ROI 2015(13%)

GB 2015(30%)

%

Over the internet

Mobile phone app

Don‟t know/can‟t recall

(Base: All responsible for shopping & ever ordered

grocery shopping online)


Q.43 And considering the last time you ordered your groceries online, did you place the order for groceries

by internet / website or via a mobile phone app?


Types of Shops Purchased In Over Past 2 Weeks – ROI 2015

237

74%97%

Supermarket

Any purchases

in past 2 weeks

Convenience Store

Mean no. of shops

visited (excl. zero)3.4 3.0

Q.48 How many of the following types of shop have you made purchases in over the past two weeks?

20152015

67%

Local Butchers

2.3

2015

55%

Discounters

2.5

2015

(Base: All Grocery Shoppers}



Types of Shops Purchased In Over Past 2 Weeks – ROI 2015

238

27%51%

Local Fruit/Veg Shop

Any purchases

in past 2 weeks

Farmers Market

Mean no. of shops



2015 2015

15%

Speciality/Gourmet Shop

1.7

2015




Types of Shops Purchased In Over Past 2 Weeks – GB 2015

239

64%98%

Supermarket

Any purchases

in past 2 weeks

Convenience Store

Mean no. of shops



2015 2015

48%

Discounters

2.7

2015

44%


2.2

2015




Types of Shops Purchased In Over Past 2 Weeks– GB 2015

240

19%33%

Local Butchers

Any purchases

in past 2 weeks

Farmers Market

Mean no. of shops



2015 2015

15%

Speciality/Gourmet Shop

2.1

2015




Types of Shops Visiting More Frequency – ROI Vs. GB 2015

241



Supermarket

Discounter

Local Butchers


Convenience Store

Farmers Market

Speciality/Gourmet Food Store

41

36

22

13

12

10

5

41

28

8

11

15

8

4

ROI 2015

GB 2015

Q.48a And which types of shops are you visiting more frequently nowadays compared to a year ago?



Channel Image – ROI 2015

Speciality/Gourmet

Food Store

•Great customer service

•Wine

•Range of products available

Supermarket


•Availability of offers/ promos

•Has good parking

Convenience Store

•Location/convenience

•Fast service/no queues


Discounter

•Price

•Availability of offers/promos

•Has good parking


•Fruit/veg selection



Farmers Market




Local Butchers

•Meat/poultry selection



Q.49 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of

shops, the description applies. Each time, you can mention as many or as few shops as you wish.

(Base: All grocery shoppers)



Channel Image – GB 2015

Speciality/Gourmet

Food Store




Supermarket

•Has good parking

•Wine


Convenience Store




Discounter

•Price

•Availability of offers/promos






Farmers Market




Local Butchers




Q.49 I am going to read out a number of descriptions and for each please tell me to which, if any of these types of

shops, the description applies. Each time, you can mention as many or as few shops as you wish.

(Base: All grocery shoppers)



Internet Usage – ROI 244

11 914

2229

35 38

24

8991 86

78

7165 62

76

ROI 2001

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

(Base: All Adults 15+)**

Downloaded a Recipe*

%

Yes

No

*Change in wording in 2011

** Filter on internet access removed in 2015

Q.43a In terms of the statement on this card, when did you last do any of the following over the Internet?


Internet Usage – ROI (II) 245

18 2012

1710

209 11

82 8088

8390

8091 89

ROI 2011

ROI 2013

ROI 2015

ROI 2013

ROI 2015

ROI 2013

ROI 2015

ROI 2015



Downloaded a

Promotional Voucher

Use Social Media To

Contact a Company

%

Yes

No


Downloaded a

Mobile Phone App

**Filter on Internet usage removed in 2015

Share A Recipe

Via Social Media


Internet Usage – GB (I) 246

15 1625

4131

3627

85 8475

59 6864

73

GB 2003

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015


Yes

No


%

Downloaded a Recipe*




Internet Usage – GB (II) 247

1117 13

2921 17

11 10

8983 87

7179 83

89 90

GB 2011

GB 2013

GB 2015

GB 2013

GB 2015

GB 2013

GB 2015

GB 2015


Yes

No


%

Downloaded a

Promotional Voucher

Use Social Media To

Contact a Company

Downloaded a

Mobile Phone App



Share A Recipe

Via Social Media


Frequency of Downloading / Using Internet – 2015 (I)

248

1 1 4 44 3

9 94 4

7 7

3 4

4 6

88 87

76 73

1* * *

ROI 2015 GB 2015 ROI 2015 GB 2015

%

Past weekPast month

Past 6 monthsLonger ago

Never

Don‟t know

(Base: All Adults)**


Downloaded a Mobile

Phone Food Application

Downloaded

a Recipe



Frequency of Downloading / Using Internet – 2015 (II)

249

* 3 * 1 1 137

3 3 4 33

6

3 4 3 33

5

3 3 3 3

90

79

91 89 89 90

**

* ** *

ROI 2015 GB 2015 ROI 2015 GB 2015 ROI 2015 GB 2015

%

Past weekPast month


Never

Don‟t know

(Base: All Adults)**

Downloaded a

Promotional Voucher

Use Social Media To

Contact a Company



Share A Recipe

Via Social Media


Frequency of Downloading a Mobile Phone Food Application – ROI

250

2 3 16 6

4

4 54

5 5

3

82 8088

ROI 2011 ROI 2013 ROI 2015

%

Past weekPast month


Never





Frequency of Downloading a Mobile Phone Food Application – GB

251

13

12

534

543

34

8983 87

GB 2011 GB 2013 GB 2015

%

Past weekPast month


Never





Frequency of Downloading a Recipe – ROI 252

5 7 4

13 129

11 11

7

69

4

65 62

76

ROI 2011 ROI 2013 ROI 2015

%

Past week

Past month

Past 6 months

Longer ago

Never





Frequency of Downloading a Recipe – GB 253

4 8 4

1012

9

9

10

7

8

6

6

6864

73

GB 2011 GB 2013 GB 2015

%

Past week

Past month

Past 6 months

Longer ago

Never





Online Grocery Shopping – 2015 254

2 3

1518

5

16

13

30

19

23

87

7053

36

4 3

ROI 2015 GB 2015 ROI 2015 GB 2015

%

Yes

No

(Base: All Adults)

Q.41 Have you ever ordered your grocery shopping online?

Q.42 How often do you purchase your groceries online?

Ever Ordered? How Often?

Every day/few times a week

About once a week

2-3 times a month

About once a month

Less often

Not stated


Buying Local


Buying Local: Summary

While almost 7 in 10 ROI adults believe buying local produce is important, just over half of GB adults feel

this way about locally produced products.

Almost half of ROI adults claim to purchase locally produced food at least once a week. Less than 4 in 10

GB adults do the same.

The vast majority of both ROI and GB adults believe the term “local food” refers to food made within a

close proximity of where they live. Slightly more ROI adults believe it refers to food produced in their own

county, while just over 1 in 5 think it is food produced within their respective countries.

As more regular purchasers of local food, ROI adults appear to have greater understanding and a more

positive attitude towards local food, with over 7 in 10 believing local food to be of higher quality, feel more

confident in the safety of locally produced food and preferring to know the source of their food.

Despite the clear support for local food in the ROI market, both regions have almost equal perceptions

regarding local foods being more expensive.

256


Importance of Buying Local Produce when Food Shopping – 2015

257

30

19

38

33

21

25

6

11

513

ROI 2015 GB 2015

%


Very Important (5)

Fairly Important (4)

Neither/nor (3)

Not very important (2)

Not at all important (1)

Mean Score 3.8 3.3

Q.12 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?


Importance of Buying Local Produce when Food Shopping – ROI Vs. GB

258

%

Very Important (5)

Fairly Important (4)

Neither/nor (3)

Not very important (2)

Not at all important (1)

18 2228

34 32 30

612

23 22 22 19

3235

33

3938 38

27

31

29 29 3133

3126 23

17 21 21

3627

22 23 24 25

10 10 9

6 6 6

14 1514 13 11 11

9 7 83 3 5

17 15 12 12 12 13

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015


Q.12 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?

Mean Score 3.4 3.5 3.6 3.9 3.9 3.8 2.9 3.1 3.4 3.4 3.4 3.3


Frequency of Purchasing Local Produce – ROI Vs. GB

259

%

3 3 4 3 4 2 1 1 2 2 2 2

37 3742

51 48 48

33 3438 36 39 39

18 2118

2522 23

20 2222 23

22 22

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

GB 2005

GB2007

GB 2009

GB 2011

GB 2013

GB 2015

Q.14 How often would you buy local produce, i.e. products produced in your local area?


Few times/once a

month

Few times/once a

week

Daily

Less often/never (42) (40) (33) (20) (26) (26) (46) (43) (37) (36) (35) (37)


Understanding of the Term “Local Food” – 2015 260


Made within a close proximity to where I live

Available in farmers markets

Made within the county in which I live

Made within a 20 mile radius from where I live

Made within the province in which I live

Made within the country in which I live

Made within Europe

Q.13a What do you understand the term “local food” to mean?Q.13b Which of the following statements best describes your perception of the term „local food‟?

71

57

50

53

25

22

5

Spontaneous

%

Total

%

ROI 2015

Spontaneous

%

Total

%

GB 2015

(52)

(36)

(21)

(22)

(7)

(10)

(1)

(53)

(31)

(19)

(27)

(7)

(8)

(1)

73

57

44

57

23

21

11


Understanding of the Term “Local Food” – ROI 261

% Yes

52

36

21

22

7

10

1

54

29

25

17

7

n/a

1

45

30

19

17

8

n/a

1

50

31

19

14

7

n/a

1

46

29

17

17

7

n/a

*

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

Spontaneous % Total %









Made within Europe

71

57

50

53

25

22

5

80

65

61

61

37

n/a

9

78

62

53

56

29

n/a

5

75

66

49

54

26

n/a

5

69

46

44

42

25

n/a

2


Understanding of the Term “Local Food” – GB 262

% Yes

53

31

19

27

7

8

1

49

23

18

24

5

n/a

2

47

22

21

25

5

n/a

1

51

24

15

17

4

n/a

1

39

19

26

18

7

n/a

1

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

Spontaneous % Total %









Made within Europe

73

57

44

57

23

21

11

74

54

47

60

18

n/a

9

76

61

47

66

25

n/a

9

76

55

40

53

18

n/a

7

69

51

50

51

20

n/a

2


Understanding of the Term “Local Food” – 2015 263


Q.15 I am going to read out some statements that people have made about food produced locally in their own area. Using a scale from 1 to 5

where 5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of the following.

75

71

70

67

68

68

60

54

73

61

49

49

47

50

45

38

34

66

ROI 2015

GB 2015

Food produced locally results in higher quality

products

I like to know the area where my food comes from

I am more confident in the safety of food produced in my local area

Only the best ingredients are included in locally produced products

I think food produced locally has less preservatives and artificial ingredients

I feel food produced in my local area is better for my health

I only buy meat that is fully traceable

When buying meat I always check the label for the farm name

Local produce tends to be more expensive

% Agree slightly/strongly


Attitude Towards Food Produced Locally – ROI 264






products


I am more confident in the safety of food produced

in my local area

Only the best ingredients are included in locally

produced products

I think food produced locally has less preservatives

and artificial ingredients

I feel food produced in my local area is better for my

health


When buying meat I always check the label for the

farm name

Local products tend to be more expensive

75

71

70

67

68

68

60

54

73

79

76

77

71

70

71

63

59

69

75

75

75

68

70

70

61

56

69

67

64

65

58

60

59

53

46

61

72

65

69

67

66

64

58

48

69

62

62

57

56

53

51

52

45

n/a

ROI 2015ROI 2013

ROI 2011ROI 2009

ROI 2007ROI 2005


Attitude Towards Food Produced Locally – GB 265





products


I am more confident in the safety of food produced in my local area

Only the best ingredients are included in locally produced products

I think food produced locally has less preservatives and artificial ingredients

I feel food produced in my local area is better for my health


When buying meat I always check the label for the farm name

Local products tend to be more expensive


61

49

49

47

50

45

38

34

66

60

53

51

48

53

47

38

35

68

58

49

50

47

51

41

33

31

65

63

48

52

51

51

44

31

32

67

55

44

42

48

45

38

30

29

65

45

37

36

39

36

33

25

24

n/a

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

GB 2005

Artisan, Ethnic & Organic Foods


Artisan, Ethnic & Organic Foods: Summary

In GB, consumers are most likely to consider artisan produce to be of high quality and better than ordinary

food. While Irish adults appear to have a greater understanding of how artisan products are made – by

small scale producers and with a commitment to tradition. In addition, more ROI consumers appear to find

artisan products expensive, though they also demonstrate a greater desire for access to such produce

locally.

Similar proportions of ROI and GB adults claim to have ever eaten traditional (Irish/British) cuisine and

BBQ food (steaks/burgers). However, as GB is a more ethnically diverse country, it is not surprising that

the incidence and frequency of eating Chinese, Indian, Mexican and Asian style foods is much higher than

in ROI.

Just over 6 in 10 Irish grocery shoppers claim to have ever bought organic food. This is a higher

proportion that in GB, where half of shoppers have every purchased organic. However, both regions

record a slight decrease in purchase activity when compared to 2013.

As with all previous years, vegetables and fruit remain two of the most commonly purchased types of

organic food, while yoghurt and poultry also continue to be popular organic food items. This year also

sees a slight increase in organic beef being purchased weekly and monthly across both regions.

ROI adults continue to purchase organic food marginally more regularly than in GB. Almost a quarter of

adults in ROI claim to have purchased organic food in the past week in comparison to 1 in 5 among GB

adults. It is also interesting to note that over half of GB respondents claim to have never purchased any

organic food in 2015, a slight increase since 2013.

267


Definition – Artisan Food 268

Artisan Food

Artisan products are products that are high-

quality and distinctive, produced in small

quantities, usually by hand and using

traditional methods. For example: farmhouse

cheeses, breads, cured meats

and preserves.


Attitude Towards Artisan Foods – 2015 (I) 269


Q.53 The following are some statements which people have made about artisan products/ foods. Using a scale from 1 to 5,

where 5 = agree strongly and 1 = disagree strongly, please tell me whether you agree or disagree with each of these statements

about artisan products/food.

47

60

59

62

43

55

48

48

41

37

ROI 2015

GB 2015


I find artisan produce to be of high

quality and better than ordinary food

Artisan products are

made/produced by small scale

producers

Artisan products are made with a

commitment to tradition

I find artisan products expensive

Artisan products should always be

available to me locally



Ever Eaten Ethnic Foods – ROI Vs. GB 2015 270


89

77

74

66

38

32

30

26

26

25

13

ROI

2015

Traditional (Irish/British)

Pizzas/Pastas

BBQ Food

Chinese

Indian

Tapas/Sharing

Burritos/Tacos

French

Thai

Noodle Bar (Asian)

Sushi/Japanese

Q.56 And how often do you eat each of the following types of foods where 1 = more than once a week and 7= never?

Ever Eaten

%

92

83

75

76

65

37

44

30

35

35

23

GB

2015



Frequency of Eating Ethnic Food – 2015 271


% Weekly or more frequently % Every month or more frequently

67

32

28

12

5

4

4

4

3

4

1

68

43

30

19

16

5

7

3

4

7

3

Q.56 And how often would you eat each of the following types of foods …?


Traditional (Irish/British)

Pizzas/Pastas

BBQ Food

Chinese

Indian

Tapas/Sharing

Burritos/Tacos

French

Thai

Noodle Bar (Asian)

Sushi/Japanese

80

60

52

34

17

9

12

8

10

12

3

82

68

54

46

39

13

19

10

13

17

7


Organic Purchasing Behaviour – 2015 272

Yes54%

ROI 2015

Q.58 When was the last time, if ever, you bought any organic food?

Yes47%

EVER BOUGHT

All Adults 15+

MOST FREQUENT

PURCHASES


Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?

EVER BOUGHT

Grocery Shoppers 62% 50%

• Vegetables

• Fruit

• Dairy produce

• Poultry

• Beef

GB 2015

• Vegetables

• Fruit

• Poultry

• Dairy produce

• Beef


Organic Purchasing Behaviour – ROI 273

• Vegetables

• Fruit

• Poultry

• Dairy

produce

Yes

30%

ROI 2003

EVER BOUGHT

All Adults 15+

MOST

FREQUENT

PURCHASES

Yes

38%

Yes

46%


EVER BOUGHT

Grocery Shoppers 40% 51% 59% 61% 66% 62% 62%



• Vegetables

• Fruit

• Dairy

products

• Poultry

• Vegetables

• Fruit

• Poultry

• Dairy

products

Yes

50%

• Vegetables

• Dairy

products

• Fruit

• Poultry

Yes

57%

• Vegetables

• Fruit

• Poultry

• Dairy

produce

Yes

54%

ROI 2005 ROI 2007 ROI 2009 ROI 2011 ROI 2013

• Vegetables

• Fruit

• Poultry

• Dairy

produce

Yes

54%

ROI 2015

• Vegetables

• Fruit

• Poultry

• Beef


Organic Purchasing Behaviour – GB 274

Yes

49%


EVER BOUGHT

All Adults 15+

MOST FREQUENT

PURCHASES



EVER BOUGHT

Grocery Shoppers 47% 49% 53% 59% 54% 50%

• Vegetables

• Fruit

• Poultry

• Dairy

products

• Vegetables

• Dairy

products

• Fruit

• Poultry

Yes

39%

GB 2007GB 2005 GB 2009

Yes

40%

GB 2011

• Vegetables

• Fruit

• Dairy

products

• Poultry

Yes

56%

• Vegetables

• Fruit

• Dairy

produce

• Poultry

Yes

49%

GB 2013

• Vegetables

• Fruit

• Dairy

produce

• Poultry

Yes

47%

GB 2015

• Vegetables

• Fruit

• Dairy produce

• Poultry

• Beef


Frequency of Buying Various Types of Food in Organic Form – 2015 (I)

275

Vegetables

Fruit

Poultry

Yoghurt

Cheese

Milk/cream

Butter/other dairy spreads

% Monthly or more often

(Base: All who buy organic food)


70

58

44

35

25

25

18

62

56

37

37

33

35

26

% Weekly

42

35

19

16

12

14

8

33

30

12

19

13

18

11

ROI 2015

GB 2015


Frequency of Buying Various Types of Food in Organic Form – 2015 (II)

276

Beef

Cereals

Pasta

Lamb

Bacon

Pork

Venison

% Weekly




11

7

7

3

6

4

1

8

12

8

3

5

4

1

ROI 2015

GB 2015

25

15

17

15

15

14

2

28

23

21

21

20

19

5


42

35

19

16

12

14

8

33

27

15

15

8

7

4

40

31

18

14

9

8

4

40

33

15

15

10

8

6

40

31

13

17

14

15

11

26

22

17

-

-

-

-

32

16

14

-

-

-

-


Frequency of Buying Various Types of Food in Organic Form – ROI (I)

277

Vegetables

Fruit

Poultry

Yoghurt

Cheese

Milk/cream





70

58

44

35

25

25

18

64

52

38

32

23

15

11

72

58

50

33

27

15

10

68

58

44

33

31

15

14

72

60

41

32

30

24

24

63

53

42

-

-

-

-

60

41

35

-

-

-

-

% Weekly


Frequency of Buying Various Types of Food in Organic Form – ROI (II)

278

Beef

Cereals

Pasta

Lamb

Bacon

Pork

Venison

11

7

7

3

6

4

1

6

4

3

2

2

1

-

7

4

5

2

3

2

*

9

6

5

3

4

3

*

7

10

9

4

6

3

1

9

7

4

5

5

4

1

6

4

4

4

3

1

1

ROI 2015

ROI 2013

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003

% Weekly



25

15

17

15

15

14

2

20

13

14

11

8

7

1

22

10

13

15

13

11

1

22

15

16

17

12

11

1

28

20

12

20

15

15

4

27

17

16

16

15

15

6

19

13

12

13

10

8

2



Frequency of Buying Various Types of Food in Organic Form – GB (I)

279

Vegetables

Fruit

Poultry

Yoghurt

Cheese

Milk/cream


33

30

12

19

13

18

11

28

28

8

10

9

15

6

26

23

8

9

8

12

6

34

30

9

15

12

17

8

28

27

7

14

10

17

7

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

% Weekly % Monthly or more often



62

56

37

37

33

35

26

67

59

28

30

26

30

16

59

52

28

31

28

29

20

66

59

32

32

30

33

22

69

67

36

37

34

37

23


Frequency of Buying Various Types of Food in Organic Form – GB (II)

280

Beef

Cereals

Pasta

Lamb

Bacon

Pork

Venison

% Weekly




8

12

8

3

5

4

1

5

4

5

3

3

3

-

3

7

6

2

4

2

1

4

9

7

2

3

1

*

2

5

3

2

2

2

*

GB 2015

GB 2013

GB 2011

GB 2009

GB 2007

28

23

21

21

20

19

5

22

12

15

15

15

15

-

18

15

18

14

15

15

1

22

17

19

14

15

15

*

26

18

18

15

17

16

*


When Last Bought Organic Food – 2015 281

24 20

1311

4

5

33

9

8

4653

ROI 2015 GB 2015

%

Past week

Past month

Past 3 monthsPast 6 months

Longer ago

Never




When Last Bought Organic Food – ROI 282

10 1117

25 24 22 24711

14

1218

16 13

3

5

5

66

5 4

2

3

3

33

2 3

6

8

7

5

68 9

7062

5450

43 46 46

ROI 2003

ROI 2005

ROI 2007

ROI 2009

ROI 2011

ROI 2013

ROI 2015

%

Past weekPast month


Longer ago

Never




When Last Bought Organic Food – GB 283

%

Past week

Past month


Longer ago

Never



13 1624 20 21 20

12 9

12 17 14114 6

68

55

32

23

337 5

6

8

78

61 6050

43 49 53

GB 2005

GB 2007

GB 2009

GB2011

GB2013

GB2015


Incidence of Dependent Children 284

4637

5363

ROI 2015 GB 2015

%

Yes

No

(Base: All Adults)

Q. Classification

Data not comparable to previous years

Documents

15-044959/Bord Bia PERIscope 8 Study Ireland & GB ... Bia PERIscope 8 Study Ireland & GB/October 2015 Introduction PERIscope is Bord Bia‟s comprehensive review of food attitudes,