Growing the success of Irish food & horticulture · · 2012-11-21Growing the success of Irish food & horticulture 6. ... 16 21 50 56 50 52 11 10 10 12 11 12 21 10 NI 2005 NI 2007

197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence

Growing the success of Irish food & horticulture

6

11-019758/Bia Periscope Study 2011 Master/Sept 2011

PERIscope

2

Introduction

PERIscope 6 is Bord Bia‟s biennial study that tracks the Irish, British and Northern Irish consumer.

Data is available from 2001 for the Republic of Ireland, 2003 for Great Britain and 2005 for Northern

Ireland. It provides a detailed perspective on how consumers view food related issues and report their

behaviours. Over the various studies we have held many questions constant to allow tracking over

time; we also include topical issues as they arise in 2011.

This deck is designed to provide a thorough flavour of the PERIscope 6 results. The charts included

represent the study results, but more detailed information is available in the tabular reports.

We hope that by providing you with knowledge of your consumer, you can create actionable

opportunities for marketing and brand development that deliver real competitive advantage.

Please note, there may be discrepancies in some totals due to rounding (e.g. “slightly agree” at 45,

“strongly agree” at 30, “agree” at 76).

For further information about Bord Bia‟s PERIscope 6, please contact Helen King, Senior Business

Analyst: Tel: +353 1 6685155.

All content provided in this pack is also available on the Bord Bia Client portal

https://www.bordbiaperiscope.ie.

https://www.periscope.ie/

https://www.periscope.ie/


PERIscope

Research Method

Ad-hoc survey conducted by Ipsos MRBI on behalf of Bord Bia.

Face-to-face 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 Northern Ireland and Great Britain.

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

Sample sizes:

Republic of Ireland (ROI) 1,017

Northern Ireland (NI) 1,005

Great Britain (GB) 1,098

Fieldwork was conducted between June and July 2011.


PERIscope

4

49 48 49

16 17 15 1318

25

51 52 51

22 1716

27

29

30

1918

18

24

22

181617

17

27

30 27

1314

15

815 18 20

--

ROI NI GB ROI NI GB ROI NI GB

Male

Female

Under 25

25-34

35-44

45-54

55-64

65+

SEX AGE SOCIAL CLASS

Profile of Sample – 2011 (I)

(Base: All Adults 15+)

AB

C1

C2

DE

F

%


PERIscope

5

34 38 34

1112

12

21 1412

14 1722

96

7

2630

34

10 2123

6052

43

1510 11

ROI NI GB ROI NI GB

Single

Dual

3+

Working full time

Working part time

Housewife

Student

Retired

Other

HOUSEHOLD COMPOSITION WORKING STATUS

Profile of Sample – 2011 (II)


%


PERIscope

6

Profile of Sample – ROI (I)


22 20 19 19 16

19 20 2122

12 13 13 13 13

18 1819

26 26 26 28 27

16 16 15 15 16

22 23 2325 24

49 49 50 50 49

11 12 12 1328 28 28

26 2751 51 50 50 51

14 14 14 15 12 10 10 8 8

21

18 19

12

14

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Male

Female

15-24

25-34

35-44

45-54

55-64

65+


AB

C1

C2

DE

F

%


PERIscope

7

Profile of Sample – ROI (II)

43 46 4437 34

10 1012

11

2516

1821

12 914 14 14

8 7

6 8 9

21 2423 26 26

8

10 11 10

67 67 63 59 60

614 12 15

11

20

11

5

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Single

Dual

3+

Working full time

Working part time

Housewife

Student

Retired

Other



%


PERIscope

8

Profile of Sample – NI (I)

1321

16 17

18

1619 17

20

19 19

17 16 18 18

16

30 32 29 29

48 48 48 48

1414 13 14

21 21 22 22

52 52 52 52

19 15 17

32 31 30 30

18

1516 17

18

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

Male

Female

16-24

25-34

35-44

45-54

55-64

65+


AB

C1

C2

DE


%


PERIscope

9

Profile of Sample – NI (II)

44 4538 38

11 11

12

13

14

18 18 21 17

35

6 6

3226

2930

2016

2150

5650 52

11 10 10

12

1112

21

10

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

Single

Dual

3+

Working full time

Working part time

Housewife

Student

Retired

Other



%


PERIscope

10

Profile of Sample – GB (I)


15 14 14 14 15

18 17 18 16

18 19 18

24 25 25 25 25

16 17 17 17 17

28 29 29 30 30

48 48 48 48 49

13 15 13 15

2121 21 18 18

52 52 52 52 51

20 19 20 2028 25 25 27 27

17

18 18

15

19

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Male

Female

16-24

25-34

35-44

45-54

55-64

65+


AB

C1

C2

DE

%


PERIscope

11

40 4438 34 34

13 1312 12

1312

14 12

18 15 1722 22

8 57

7 7

3233

3431 34

2121

21 2350 52 49 47 43

5 9 12 11

11

12

21

7

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Single

Dual

3+

Working full time

Working part time

Housewife

Student

Retired

Other



Profile of Sample – GB (II)

%


PERIscope

12

36

64

43 39

6157

ROI 2011

%

NI 2011

%

GB 2011

%

Yes

No


Number of Dependent Children Living in Household - 2011

New question in 2011

Q.5a And do you have any dependent children living in your household?


PERIscope

10%

13

Incidence Of Food Allergies In The Household

Yes Yes Yes

• Wheat (Coeliac condition) 2%

• Eggs 1%

• Nut/peanut 1%

• Milk 1%

• Fish 1%

• Lactose intolerant 1%

• Shellfish 1%

• Soy *

• Other 2%

Allergies Mentioned:


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

%

NI 2011 GB 2011

7% 20%


ROI 2011

• Nut/peanut 4%



• Eggs 1%

• Milk 1%

• Shellfish 1%

• Fish *

• Soy *

• Other 2%

• Nut/peanut 4%

• Eggs 2%

• Milk 2%



• Fish 1%

• Shellfish 1%

• Soy *

• Other 11%

Attitudes Towards Food


PERIscope

15

Attitudes Towards Food: Summary

ROI has the most positive attitude towards food in terms of the variety of foodstuffs consumed

i.e. fresh fruit and vegetables, high - fibre foods and dairy products.

ROI positions itself as the healthiest market with increasing amounts of people cooking healthily.

Penetration of steamers and woks continue to increase whereas the penetration of deep fat

fryers continue to decline.

NI emerge as the least health conscious region. They are more likely to think that “frozen food is

as good as fresh food” and they are more likely to consume “ready prepared / convenience

meals”.

The „5 a day‟ message is gaining momentum across all three regions. In addition, ROI

consumers are relatively more favourably disposed towards dairy products compared to their NI

and GB counterparts.

Nearly I in 10 GB residents claim to own / rent an allotment. This figure is lower in ROI and NI.


PERIscope

16


Utility Ownership In Home (I)

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

99

73

29

98

56

48

34

96 95

3432

98

81

20

98

63

27

34

95 94

2325

98

56

45

96

53

31

42

9691

22 21

ROI 2011 NI 2011 GB 2011

%

ANY

OVEN

Full oven

– electric

Full oven

– gas

ANY

FREEZER

Separate

freezer section

attached to

fridge

Freezer box

in fridge

Separate

freezer

unit

Kettle Toaster Juicer Smoothie

maker/

smoothie

blender


PERIscope

17


Utility Ownership In Home (II)

92

73

20

81

49

59

4245 45

24

89

67

23

76

4952

42 4139

26

95

69

26

70

35

47

38

48

39

31

ANY

MICROWAVE

Microwave

without grill

Microwave

with grill

Grill Deep

Fat Fryer

Sandwich

maker

Food

processor

Wok Steamer Coffee

maker

ROI 2011 NI 2011 GB 2011

%



PERIscope

18


Utility Ownership In Home – ROI (I)

66

34

54

48

28

98

30

97

60

3933

73

26

49 47

35

99

73

31

97

55

46

40

99

73

29

98

56

48

34

97 96

72

96 95

ROI 2003 ROI 2005 ROI 2007 ROI 2009 ROI 2011

%

ANY

OVEN

Full oven

– electric

Full oven

– gas

ANY

FREEZER

Separate

freezer section

attached to fridge

Freezer box

in fridge

Separate

freezer

unit



PERIscope

19


Utility Ownership In Home – ROI (II)

94

84

61

24

96

88

68

21

94

88

60

28

96 96

3431

91

69

24

96 95

34 32

92

73

20

n/a

96

n/an/an/a

95

n/a

93

n/a


%


maker/

smoothie

blender

ANY

MICROWAVE

Microwave

without

grill

Microwave

with

grill



PERIscope

72

65

58

39 3834

29

82

62 62

41 4239

32

72

55

64

4540 40

31

83

54

66

4239

45

25

81

49

59

4245 45

24

Grill Deep

Fat Fryer

Sandwich

maker

Food

processor

Wok Steamer Coffee

maker


20


Utility Ownership In Home – ROI (III)

%



PERIscope

21


Utility Ownership In Home – NI (I)

98

81

19

94

54

4137

99

82

17

98

35

48

41

97

82

17

97

58

3336

98

81

20

98

63

27

34

NI 2005 NI 2007 NI 2009 NI 2011

%

ANY

OVEN

Full oven

– electric

Full oven

– gas

ANY

FREEZER

Separate

freezer section

attached to fridge

Freezer box

in fridge

Separate

freezer

unit



PERIscope

22


Utility Ownership In Home – NI (II)

9895

90

60

31

9996 95

59

36

96 96

24 25

93

65

29

95 94

23 25

89

67

23

n/an/a n/an/a

NI 2005 NI 2007 NI 2009 NI 2011

%



maker/

smoothie

blender

ANY

MICROWAVE

Microwave

without

grill

Microwave

with

grill


PERIscope

23


Utility Ownership In Home – NI (III)

88

62

53

4640

55

43

87

73

63

45

58

4346

77

55 57

38

45 43

22

76

4952

42 41 39

26

Grill Deep

Fat Fryer

Sandwich

maker

Food

processor

Wok Steamer Coffee

maker

NI 2005 NI 2007 NI 2009 NI 2011

%



PERIscope

24


Utility Ownership In Home – GB (I)

99

51 50

99

66

30

47

99

47

54

97

63

32

41

96

5148

96

62

32

42

98

56

45

96

53

31

42

GB 2005 GB 2007 GB 2009 GB 2011

%

ANY

OVEN

Full oven

– electric

Full oven

– gas

ANY

FREEZER

Separate

freezer section

attached to fridge

Freezer box

in fridge

Separate

freezer

unit



PERIscope

25


Utility Ownership In Home – GB (II)

9894 95

68

28

96 9497

70

27

94 92

22 23

92

69

24

9691

22 21

95

69

26

n/an/a n/an/a

GB 2005 GB 2007 GB 2009 GB 2011

%



maker/

smoothie

blender

ANY

MICROWAVE

Microwave

without

grill

Microwave

with

grill


PERIscope

26


Utility Ownership In Home – GB (III)

83

50

57

5055

45

36

77

42

54

38

5046

35

73

34

4640

4944

30

70

35

47

38

48

39

31

Grill Deep

Fat Fryer

Sandwich

maker

Food

processor

Wok Steamer Coffee

maker

GB 2005 GB 2007 GB 2009 GB 2011

%



PERIscope

27

0 0

-2

1 1 2

-6

0

-1

0 11

-1

31

5

-6

-2 -1 -2 -1

02

5

-3

0

-9

-1

02

-1

0

-2

ROI 2011 NI 2011 GB 2011

Utility Ownership In Home – 2011 VS. 2009 Differences (I)


ANY

OVEN

Full oven

– electric

Full oven

– gas

ANY

FREEZER

Separate

freezer

section

attached to

fridge

Freezer box

in fridge

Separate

freezer

unit


maker/

smoothie

blender


PERIscope

28

14

-4-2

-5-7

0

6

0

-1-4

2

-6

-1

-6 -5

4

-4 -4

430

2

-3

1 1

-2 -1

-5

1

ANY

MICROWAVE

Microwave

without grill

Microwave

with grill

Grill Deep

Fat Fryer

Sandwich

maker

Food

processor

Wok Steamer Coffee

maker

ROI 2011 NI 2011 GB 2011

Utility Ownership In Home – 2011 VS. 2009 Differences (II)



PERIscope

29

Attitudes to Food – 2011 (I)

92

92

84

75

77

81

33

% Applies a lot/a little


Dairy foods (milk/cheese) are an important

part of my diet

I try to eat a lot of fruit and vegetables

I enjoy eating out

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?

ROI 2011

86

86

85

77

78

80

48

NI 2011

88

90

85

78

83

76

43

GB 2011


PERIscope

30

Attitudes to Food – 2011 (II)





ROI 2011 NI 2011 GB 2011

72

67

71

65

47

48

75

79

65

74

64

40

75

67

69

72

62

46

I try to eat foods that are low in fat

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


PERIscope

31

Attitudes to Food – ROI (I)


92

92

84

75

77

81

33

90

92

85

76

78

78

39

93

91

87

78

80

79

47

91

90

83

75

77

79

47

91

88

83

78

74

75

49

90

89

86

69

78

72

44

Dairy foods (milk/cheese) are an important part of my diet


I enjoy eating out





ROI 2011ROI 2009

ROI 2007ROI 2005

ROI 2003ROI 2001





PERIscope

32

Attitudes to Food – ROI (II)

72

67

71

65

47

48

73

63

67

69

53

45

77

76

74

75

64

58

73

74

70

68

62

48

71

71

68

72

61

51

66

58

62

56

58

42


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



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



ROI 2011ROI 2009ROI 2007ROI 2005ROI 2003ROI 2001






PERIscope

33

Attitudes to Food – NI (I)


86

86

85

77

78

80

48

85

88

86

75

73

72

45

90

93

89

88

85

84

68

92

89

89

75

83

76

62



I enjoy eating out





NI 2011

NI 2009

NI 2007

NI 2005





PERIscope

34

Attitudes to Food – NI (II)

75

79

65

74

64

40

76

68

68

70

62

40

87

85

78

87

73

67

77

83

76

74

71

54








NI 2011

NI 2009

NI 2007

NI 2005






PERIscope

35

Attitudes to Food – GB (I)


88

90

85

78

83

76

43

91

93

83

77

85

81

42

93

92

87

83

86

79

50

90

90

90

82

87

82

56



I enjoy eating out





GB 2011

GB 2009

GB 2007

GB 2005





PERIscope

36

Attitudes to Food – GB (II)

75

67

69

72

62

46

80

68

69

70

56

45

78

78

70

77

65

47

80

79

75

77

72

49








GB 2011

GB 2009

GB 2007

GB 2005






PERIscope

37

5 8 6 6

99

8 6

5555

50 51

24 19

22 24

7 813 12

13 9

910

5552

1622

77

ROI 2009

%

ROI 2011

%

NI 2009

%

NI 2011

%

GB 2009

%

GB 2011

%

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


Attitudes to Frozen Vs. Chilled Food – 2011 Vs. 2009


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?

13%

36%

18%

27%

20%

29%


PERIscope

38

Average Portions of Dairy Products Eaten Daily


Five+

Four

Three

Two

One

Don‟t know/none

Average 3 3 3 3 2 2 2 3 2

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

%

13 10 11

26

49 9 9 8

10 14 11

20

8

10 9 8 7

2427

25

16

18

18 20 2218

3231

33

15

38

36 36 3540

18 16 1717

2823 23 23 23

3 2 2 6 3 3 3 3 3

ROI 2007 ROI 2009 ROI 2011 NI 2007 NI 2009 N1 2011 GB 2007 GB 2009 GB 2011


PERIscope

39

4236

2936 37 34

2632

2632

3839

44 44 3534

3942

3834

36

39

1619 22 23

22 28

18 19

28 2831

23

2 22 2

2 3 2 1 3 1 3 2

3231

1**

22 *131

*21

44-2- 1 324214

ROI

2005

ROI

2007

ROI

2009

ROI

2011

NI

2005

NI

2007

NI

2009

NI

2011

GB

2005

GB

2007

GB

2009

GB

2011

1-2

3-4

5-67-89+

None

%

Portions of Fruit & Vegetables Eaten Every Day


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

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


PERIscope

40

Ownership Of An Allotment

67

An allotment

Own/rent ….

3

8 8

5

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


GB

2011

%

ROI

2011

%

NI

2011

%


GB

2009

%

ROI

2009

%

NI

2009

%


PERIscope

41

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

Produce Grown In Allotment

25

26

27

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)

11

14

15

20

23

24


GB 2011

%

ROI 2011

%

NI 2011

%

GB 2009

%

ROI 2009

%

NI 2009

%

(23)

(27)

(30)

(13)

(15)

(17)

(18)

(22)

(24)

Attitudes Towards Cooking


PERIscope

43

Attitudes Towards Cooking: Summary

GB has the greatest level of culinary expertise across all three regions, with two thirds of residents claiming that they “would be confident to cook a Sunday roast with all the trimmings/ would enjoy hosting a dinner party where they do all the cooking”

GB has the most positive attitude towards cooking. However, confidence in cooking skills has increased in ROI and NI since 2009.

In addition, a higher proportion of ROI & NI residents are developing their cooking skills even further by attending / taking a cooking class.

The art of cooking is becoming more important in ROI, with the proportion of those cooking a meal from scratch on a daily basis increasing. ROI are also spending more time preparing and cooking the meal.

Similar to 2009, the most popular method of preparing food at home would be oven baked/roasted/boiling and on the hob across all three markets.

Convenience meals/ready prepared meals remain popular from a consumption perspective in NI, whereas GB is more likely to always have convenience/ready prepared meals in supply at home.


PERIscope

44

Level of Cooking Expertise – 2011


2 2 1

915

11

3329

23

3838

39

18 15

27

ROI 2011 NI 2011 GB 2011

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% 46%

34%

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


PERIscope

45

Can‟t boil an egg



Can cook a simple


three veg.)




trimmings

Would enjoy having a

dinner party where I do

all the cooking

Couldn‟t say

Level of Cooking Expertise – ROI (I)


%


3 6 5 6 3 2

14

1916 18

169

32

3233

34

29

33

38

3132 28

3538

13 10 14 14 17 18

1 1 **--

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011


PERIscope

46

Level of Cooking Expertise – ROI (II)


Can‟t boil an egg



Can cook a simple


three veg.)




trimmings

Would enjoy having a dinner party where I do

all the cooking

Couldn‟t say

SEX AGE

%


915

4

18

10

33

45

21

45

3230

26

38

27

49

22

36

3944

45

1810

26

819

2619

24

15

32 1*21476

29

-- -*--**

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

Main

Shopper


PERIscope

47

10 103 2

25 22

16 15

31 35

30 29

24 21

32 38

10 1219 15

----

NI

2005

NI

2007

NI

2009

NI

2011

Level of Cooking Expertise – NI (I)


%

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

Couldn‟t say



PERIscope

48

Level of Cooking Expertise – NI (II)



2 2 1 3 1 2 1

1525

7

2621

9 12

29

34

25

31

27

32 28

25

38

30

47

31

3441 41

46

1510

21

917 16 17

22

* 7


Main

Shopper

Can‟t boil an egg



Can cook a simple


three veg.)




trimmings

Would enjoy having a dinner party where I do

all the cooking

SEX AGE

%


PERIscope

49

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

1114 18

10 11

2022

27

23 23

43 33

32

37 39

23 2720

28 27

1 1 **-

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Level of Cooking Expertise – GB (I)


%



PERIscope

50

Level of Cooking Expertise – GB (II)



1 1 1 1

1116

6

23

11 11 7 8

23

29

16

34

22 2319 20

39

32

45

23

4136

43 42

2720

33

1724

30 29 30

-*2 3

-----***


Main

ShopperCan‟t boil an egg



Can cook a simple dinner

(e.g. meat and three veg.)

Would be confident that I

could produce a good


trimmings

Would enjoy having a dinner party where I do all

the cooking

Couldn‟t say

SEX AGE

%


PERIscope

51

%

Attitude to Cooking – 2011


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

2631 27

36 3028

23 2731

15 13 14

ROI 2011 NI 2011 GB 2011


PERIscope

52

3343 39 40

3126

38

3334 33

3136

2217 20 19

26 23

5 6 6 8 12 15

2 1 1 **-

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

%

Attitude to Cooking – ROI (I)

23% 26% 27%



to be done


is important

Good fun at times


Don‟t know


38%27%

38%


PERIscope

53

2633

19

3427

22 25 20

51

36

34

38

23 34

31

44

38

19

2320

26 31 22

26

21

25

18

15 12 17 13 1722

1117 12

--*----**


Main

Shopper

Eating

Out

More

Attitude to Cooking – ROI (II)


%

A chore – something

that has to be done

Important because

eating well is important

Good fun at times


Don‟t know

SEX AGE



PERIscope

54

Attitude to Cooking – NI

43 4032 31

32

2332

30

19

2924

27

5 712 13

NI 2005 NI 2007 NI 2009 NI 2011

%




to be done


is important

Good fun at times



PERIscope

55

3140

22

34 3227 30

23

44

30

25

34

3128

33 29

29

23

2724

30

2524 27 28

31

24

13 11 15 1115 13 13 17

9


Main

Shopper

Eating

Out More

Attitude to Cooking – NI (II)


%


that has to be done

Important because


Good fun at times


SEX AGE



PERIscope

56

Attitude to Cooking – GB (I)

%


to be done

Important because eating

well is important

Good fun at times


3138

25 27

26

27

29 28

31

27

31 31

12 815 14

GB 2005 GB 2007 GB 2009 GB 2011




PERIscope

57

2732

22

3425 27 25 24

32

2828

28

20

2426 33

30

28

3129

3335

39 3326 30

30

14 1217

11 12 15 16 1611


Main

Shopper

Eating

Out More

Attitude to Cooking – GB (II)


%


that has to be done

Important because


Good fun at times


SEX AGE



PERIscope

58

27

51

11

11

22 22

5347

2531

**

ROI 2011

%

NI 2011

%

GB 2011

%

More interest

About the same

Less interest

Not stated

(Base: All with dependent children living in household)

Children‟s Level of Interest in Cooking - 2011


Q.5b Compared to your generation, would you say that your children have more interest, less interest or

about the same level of interest in cooking?


PERIscope

59

Attitude Towards Cooking & Eating – 2011 (I)

It is important to spend time over dinner as

a family

I only eat out for special occasions

We usually have roast on Sundays

I would often make an extra effort to

prepare a special meal

I like to have ample time in the kitchen for

cooking/preparing meals

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

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 2011 NI 2011 GB 2011

89

83

74

62

70

65

46

85

74

74

69

67

67

48

82

73

71

72

73

70

48


PERIscope

60

Attitude Towards Cooking & Eating – 2011 (II)



I don‟t like spending too much time on

cooking

I buy hot food from deli counters in

shops/supermarkets

I eat prepared sandwiches/rolls from deli

counters and shops

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

There was too much time spent

cooking/preparing food in my parents‟ time

It‟s often hard to get everyone in the

household to sit down together for a meal



ROI 2011 NI 2011 GB 2011

59

45

44

51

40

37

55

40

49

57

60

60

55

52

58

56

47

50

59

51

52

59

41

55

55

52

42


PERIscope

61

Attitude Towards Eating & Cooking – ROI (I)




89

83

74

62

70

65

46

88

79

71

64

67

61

43

85

76

69

60

62

59

41

83

73

71

63

60

57

81

75

70

55

56

52

35

86

77

58

58

58

4040

n/a

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003

ROI 2001



a family








create a great meal


on what to cook


PERIscope

62

Attitude Towards Eating & Cooking – ROI (II)





I don‟t like spending too much time on cooking

I buy hot food from deli counters in shops/supermarkets

I eat prepared sandwiches/rolls from deli counters and shops

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

There was too much time spent cooking/preparing food in my parents‟ time

It‟s often hard to get everyone in the household to sit down together for a meal

59

45

44

51

40

37

55

40

49

60

43

50

51

40

40

54

42

48

63

55

53

54

50

47

61

55

50

62

54

57

53

46

47

55

53

46

62

56

49

52

43

46

60

49

48

65

45

46

45

39

42

55

49

47



PERIscope

63

Attitude Towards Eating & Cooking – NI (I)




85

74

74

69

67

67

48

81

78

72

61

63

59

37

79

78

64

64

68

62

41

71

83

75

56

59

55

47

NI 2011

NI 2009

NI 2007

NI 2005



a family








create a great meal


on what to cook


PERIscope

64

Attitude Towards Eating & Cooking – NI (II)














57

60

60

55

52

58

56

47

50

56

53

57

51

41

50

52

39

41

66

71

74

67

68

70

64

57

50

63

62

62

56

50

64

59

48

43

NI 2011

NI 2009

NI 2007

NI 2005


PERIscope

65

Attitude Towards Eating & Cooking – GB (I)




82

73

71

72

73

70

48

84

73

70

70

70

69

46

80

65

75

63

58

59

43

81

71

79

66

62

63

48

GB 2011

GB 2009

GB 2007

GB 2005



a family








create a great meal


on what to cook


PERIscope

66

Attitude Towards Eating & Cooking – GB (II)




59

51

52

59

41

55

55

52

42

55

53

52

52

40

49

55

43

37

62

57

59

58

48

59

58

52

40

63

55

64

61

56

66

58

55

45

GB 2011

GB 2009

GB 2007

GB 2005












PERIscope

67

Incidence Of Attending/Taking Cooking Classes In Past 3 Years – 2011

• Female

• 16-24 yrs

• Entertain more at home

nowadays

• 16-24 yrs

• Not mainly/jointly

responsible for grocery

shopping

• Students

• 3+ household

• Female

• 15-24 yrs

• AB‟s

• Entertain more at home nowadays

• Students

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

ROI 2011 NI 2011 GB 2011

12% 10% 5%

( ) = 2009 figures

(9%) (7%) (5%)


PERIscope

68

Frequency of Preparing/Cooking Meals From Scratch – 2011

Average Onceper week

Onceper week

Onceper 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)?

47

33 33

18

2430

9

12

12

7

8

7

10

107

714 11

ROI 2011 NI 2011 GB 2011


PERIscope

69

3529

4347

2122

2018

810

99

9 13

6716 12

1310

11 149 7

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Frequency of Preparing/Cooking Meals From Scratch – ROI


Onceper week

Onceper week



Few times a week

Once a week


Less often

Never

%


Onceper week


PERIscope

70

25 2635 33

19

3224 24

12

11 11 1213

14 8 814

6 1310

1912 10 14

NI

2005

NI

2007

NI

2009

NI

2011

Frequency of Preparing/Cooking Meals From Scratch – NI


Onceper week

Onceper week



Few times a week

Once a week


Less often

Never

%


Onceper week


PERIscope

71

23 26

3933

3231

30

30

15 14

10

129 8

77

10 11

77

11 10 611

GB

2005

GB

2007

GB

2009

GB

2011

Frequency of Preparing/Cooking Meals From Scratch – GB


Onceper week

Onceper week



Few times a week

Once a week


Less often

Never

%


Onceper week


PERIscope

72

Frequency Of Cooking Meals From Scratch Compared To 12 Months Ago – 2011


7

15

17

7

1616

ROI 2011 NI 2011 GB 2011

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?



PERIscope

73

15 16

7377

11 7

ROI 2009

%

ROI 2011

%

More often

About the same

Less often

(Base: All who drink alcohol)

Frequency Of Cooking Meals From Scratch Compared To 12 Months Ago – ROI 2011 Vs. 2009




25-34 yrs, entertaining at home more,

3+ in household


PERIscope

74

13 16

7867

817

NI 2009

%

NI 2011

%

More often

About the same

Less often


Frequency Of Cooking Meals From Scratch Compared To 12 Months Ago – NI 2011 Vs. 2009




ABC1’s, 16-24 yrs, can cook,

entertaining at home more


PERIscope

75

15 15

77 77

8 7

GB 2009

%

GB 2011

%

More often

About the same

Less often


Frequency Of Cooking Meals From Scratch Compared To 12 Months Ago – GB 2011 Vs. 2009




18-24 yrs, C1’s, can cook, have children


PERIscope

76

Frequency Of Baking From Scratch – 2011

15

11 13 13

56

2 4 5

12 13

64

15 7

1815

55

Once/few times a

day

Few times a week Once a week Once/few times a

month

Less often Never

ROI 2011 NI 2011 GB 2011


%


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


PERIscope

77

Frequency Of Using Cake Or Bread Mixes – 2011


%


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

27

17

71

14

12 14

69

2 3

1216

67

-- - -

Once/few times a

day


month

Less often Never

ROI 2011 NI 2011 GB 2011


PERIscope

78

141517

171718

131413

1212

12

111312

13128

98

9

9810

22 1

2011 (83%)2011 (64%)2011 (70%)

Preparation of Food x Volumetric – Overview

ROI NI GB

(Base: All who prepare own meals)

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)


PERIscope

79

87

89

59

62

64

40

45

48

80

91

49

56

59

34

43

42

ROI 2011

ROI 2009

Preparation of Food in Home – ROI


Boiled

Oven baked/roasted

Uncooked/ cold

Fried

On the hob

Microwaved

Steamed

Stir fry/wok

%



PERIscope

80

80

94

64

69

77

67

41

43

88

95

66

64

69

66

48

47

NI 2011

NI 2009

Preparation of Food in Home – NI


Boiled

Oven baked/roasted

Uncooked/ cold

Fried

On the hob

Microwaved

Steamed

Stir fry/wok

%



PERIscope

81

Preparation of Food in Home – GB


Boiled

Oven baked/roasted

Uncooked/ cold

Fried

On the hob

Microwaved

Steamed

Stir fry/wok

%


78

92

67

61

71

71

46

48

78

95

65

58

73

68

52

52

GB 2011

GB 2009


PERIscope

82

6

2321

1715

17

14

25

15 16

13

17

8

36

20

14

1012

Once/few times a

day


month

Less often Never

ROI 2011 NI 2011 GB 2011

Frequency of Using Ready Prepared Ingredients – 2011


%

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.).


PERIscope

83

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 2011

ROI 2009

ROI 2007

ROI 2005

Frequency of Using Ready Prepared Ingredients – ROI (I)


%




PERIscope

84

SEX AGE

%

Frequency of Using Ready Prepared Ingredients – ROI (II)



Few times a week

Once a week


Less often

Never



6 5 8 116 8 5 7

2320

2525

29 25

18

27

21

18

24 22 2623

19

24

17

14

20 14

1920

16

17

15

19

11

9

10 16

18

12

1723

1219

9 8

25

13


Main

Shopper


PERIscope

85

14

25

15

16

13

17

11

30

18

13

11

17

4

22

32

22

8

12

5

22

18

16

15

24


Few times a week

Once a week


Less often

Never

NI 2011

NI 2009

NI 2007

NI 2005

Frequency of Using Ready Prepared Ingredients – NI (I)


%




PERIscope

86

14 12 16 15 16 16 12 16

2521

29 30 26 27

23

30

15

14

15 15 17 18

13

16

16

16

1712 17 17

17

18

1315

1010

11 9

15

11

17 2113

1813 13

2010


Main

Shopper

SEX AGE

%

Frequency of Using Ready Prepared Ingredients – NI (II)



Few times a week

Once a week


Less often

Never




PERIscope

87

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 2011

GB 2009

GB 2007

GB 2005

Frequency of Using Ready Prepared Ingredients – GB (I)


%




PERIscope

88

8 8 9 7 8 11 8 8

36 3239 39

45 39

3138

2017

23 2016 23

20

20

14

15

1410

1213

17

15

1013

79

97

119

12 14 10 149 7

13 10


Main

Shopper

SEX AGE

%

Frequency of Using Ready Prepared Ingredients – GB (II)



Few times a week

Once a week


Less often

Never




PERIscope

89

Attitude Towards Convenience Meals – 2011 (I)


% 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.

85

85

86

61

51

48

74

72

72

47

47

43

89

88

86

47

47

53

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 2011

NI 2011

GB 2011


PERIscope

90

44

40

32

28

24

38

45

40

40

18

40

39

49

44

27

Taste great

Have poor quality ingredients

Are good value for money

Always have at home

Have natural ingredients/good for

you

ROI 2011

NI 2011

GB 2011

Attitude Towards Convenience Meals – 2011 (II)






PERIscope

91

Attitude Towards Convenience Meals – ROI (I)





85

85

86

61

51

48

75

78

77

63

45

41

80

80

80

68

50

86

84

85

63

48

53

87

72

52

47

n/a

85

86

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 2011ROI 2009ROI 2007ROI 2005ROI 2003


PERIscope

92

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


Attitude Towards Convenience Meals – ROI (II)






PERIscope

93

Attitude Towards Convenience Meals – NI (I)

74

72

72

47

47

43

83

84

82

50

44

47

82

74

81

65

57

61

66

64

65

48

49

40

NI 2011NI 2009NI 2007NI 2005

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

% Agree Strongly/Slightly





PERIscope

94

Attitude Towards Convenience Meals – NI (II)

Taste great



Always have at home

Have natural ingredients/good for you





38

45

40

40

18

35

39

40

40

21

49

31

58

58

37

38

36

36

36

25

NI 2011NI 2009NI 2007NI 2005


PERIscope

95

Attitude Towards Convenience Meals – GB (I)

89

88

86

47

47

53

89

89

87

49

48

51

88

84

84

53

47

56

84

84

84

51

45

53

GB 2011GB 2009GB 2007GB 2005





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


PERIscope

96

Attitude Towards Convenience Meals – GB (II)

40

39

49

44

27

40

39

46

39

27

40

34

43

45

27

36

34

46

45

24

GB 2011GB 2009GB 2007GB 2005





Taste great



Always have at home

Have natural ingredients/good for you


PERIscope

97

3127

31 3035

28 31

2125

11 9 7

17 18

10 117 7

23

3236

812

7

2005 2007 2009 2011 2005 2007 2009 2011 2005 2007 2009 2011

Incidence of Eating Convenience Meals – Overview

More often

Less often

ROI NI 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?


PERIscope

98

Incidence of Eating Convenience Meals – ROI 2011

SEX AGE


More often

Less often



36 34 3730 33

39 38 37

7 8 5

14

6 7 5 7


Main

Shopper


PERIscope

99

Incidence of Eating Convenience Meals – NI 2011


32 30 33 30 3034 32 34

12 13 1016 17

10 9 11


Main

Shopper

SEX AGE

More often

Less often




PERIscope

100

Incidence of Eating Convenience Meals – GB 2011


SEX AGE

More often

Less often



23 23 23 2124

29

22 24

8 8 814

116 6 8


Main

Shopper


PERIscope

101

28

60

123 1 1

27

40

59

47

12 12

ROI 2011

%

NI 2011

%

GB 2011

%

More often

About the same

Less often

Not stated

(Base: All who would buy a „meal deal‟ from the supermarket)

Frequency Of Buying A „Meal Deal‟ From The Supermarket Compared To 12 Months Ago - 2011


Q.11a Thinking back to 12 months ago, would you say that you are buying a “meal deal” from the supermarket (i.e. €12 value

deal for dinner, desert and wine) more often, less often or about the same?


PERIscope

102

29

21

6

6

10

5

6

3

9

3

1

Ranking of Factors Considered Important When Eating/Preparing Food in Home – 2011

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?

49

45

15

16

15

10

11

8

17

8

4

45

8

5

7

9

6

4

2

6

6

1

62

27

12

16

15

17

11

7

16

11

6

47

17

5

9

5

5

3

2

6

4

1

65

44

13

16

9

15

7

6

15

10

4

ROI

1st 1st/2nd

NI

1st 1st/2nd

GB


PERIscope

103

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


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

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 2011ROI 2009ROI 2007ROI 2005




PERIscope

104

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

45

8

5

7

9

6

4

2

6

6

1

41

13

5

10

8

6

4

2

6

3

2

28

8

3

7

7

8

11

6

7

8

2

35

13

6

13

10

3

4

4

5

5

1


62

27

12

16

15

17

11

7

16

11

6

59

33

13

23

12

15

10

6

12

7

7

45

29

14

17

19

17

17

10

17

13

5

50

31

16

31

15

8

10

9

13

10

6

NI 2011

NI 2009

NI 2007

NI 2005



Taste

Quality

Healthiness

Freshness

Ease of preparation

Enjoyment

Safeness of food

Nutritional value

Value for money

Price

Variety

1st 1st/2nd


PERIscope

105

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

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


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 2011GB 2009GB 2007GB 2005



Taste

Quality

Healthiness

Freshness

Ease of preparation

Enjoyment

Safeness of food

Nutritional value

Value for money

Price

Variety

1st 1st/2nd


PERIscope

106

Food Behaviours At Lunch Time


PERIscope

107

Food Behaviours At Lunch Time: Summary

The majority of adults across all three regions eat their lunch at home, though figures for ROI are

higher than in NI and GB.

For those who usually eat their lunch in work in ROI and NI, almost half are bringing their own

lunch more often than before. This is only true for one third of people in GB.

Eating out for lunch does not reveal major changes in people‟s behaviours since 2009, with the

majority of people claiming that there has been no change in their eating out habits. However,

GB seems to be the region whose eating out has been least affected, with only 1 in 5 people

eating out less than before.

When exploring the contents of children's lunchboxes, there are some interesting findings across

each of the regions. Sandwiches remain the staple component of the lunchbox, followed by fruit,

juice and yoghurt.

Water is more likely to be found in an ROI lunchbox while cereal bars are more popular in

NI lunchboxes.

Crisps are significantly more popular in the lunchboxes of children in NI and GB and their

presence in ROI lunchboxes has fallen to only 4% in 2011.


PERIscope

108

44

56

35 39

6165

ROI 2011

%

NI 2011

%

GB 2011

%

At work

At home


Place Where Usually Eat Lunch


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


PERIscope

109

50 47

15 179

19

4 8

10 17

23 23

23

28

1416

40 35

62 6068

53

8176

4349

32 33

1310

1110

58 54

4246

ROI

2009

%

ROI

2011

%

NI

2009

%

NI

2011

%

GB

2009

%

GB

2011

%

ROI

2009

%

ROI

2011

%

NI

2009

%

NI

2011

%

GB

2009

%

GB

2011

%

More often

Less often

No change

(Base: All who usually eat lunch at work)

Change In Frequency Of Workplace Lunchtime Habits – 2011 Vs. 2009 (I)


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


PERIscope

110

10 1020 18 18 16

2112

35 36

2828 28 30 23

22

55 54 51 55 54 54 5766

8151112

343619

22

51 54

7066

ROI

2009

%

ROI

2011

%

NI

2009

%

NI

2011

%

GB

2009

%

GB

2011

%

ROI

2009

%

ROI

2011

%

NI

2009

%

NI

2011

%

GB

2009

%

GB

2011

%

More often

Less often

No change

(Base: All who usually eat lunch at work)

Change In Frequency Of Workplace Lunchtime Habits – 2011 Vs. 2009 (II)


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


PERIscope

111

Responsible For Preparing Kids Lunch Box – 2011 Vs. 2009

Yes Yes Yes

• Females

• 25-44 yrs

• Main/joint shopper

• Females

• 25-44 yrs

• Main/joint shoppers

• Females

• 35-44 yrs

• Main/joint shopper

Higher Amongst:


Q.33 Do you have any children in your household for whom you are responsible for preparing their

lunch pack/ lunch box?

New question in 2009 %

ROI 2011 NI 2011 GB 2011

25% 16% 18%

( ) = 2009 figures

(20%) (16%) (20%)


PERIscope

112

Usual Contents Of Kids Lunch Boxes – 2011 Vs. 2009

94

26

4

6

71

7

48

10

39

44

2

20

8

89

33

9

13

73

11

60

13

37

53

3

36

9

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

Rice pudding

Cheese snack/cheese strings

Other


GB

%

ROI

%

NI

%

94

42

43

4

67

10

57

9

32

57

6

27

13

97

36

36

75

4

57

7

27

55

2

26

9

-

NI 2011

NI 2009

90

30

44

1

75

4

53

8

29

54

2

28

21

82

32

46

67

6

48

6

29

52

4

29

20

2

GB 2011

GB 2009

Eating in Home


PERIscope

114

Eating In Home: Summary

In stark contrast to GB (28%), ROI (76%) and NI (56%) residents are more likely to eat their

main meal in the kitchen/breakfast room.

More and more of the Irish population are taking responsibility for preparing their own meals,

while NI is taking less responsibility for this.

Across all three markets, more emphasis is being placed on eating together, particularly on a

Sunday.

Incidence of entertaining at home more often has increased across all three countries. GB have

the highest claimed incidence of entertaining at home more often, particularly amongst 25-34

year olds.

Preparation of Italian cuisine emerges as the most popular across each region, followed by BBQ

and Chinese food. Indian and Mexican food are particularly popular in GB.


PERIscope

115

76

56

28

19

34

50

3 7

19

1- *

ROI 2011 NI 2011 GB 2011

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 – 2011


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


PERIscope

116

81 8377 75

79 76

16 1317 18

17 19

3 3 4 63 3

-*121-

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Where Main Meal Takes Place in the Household – ROI

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

%




PERIscope

117

53

40

61 56

30

44

32 34

13 146 74 2 1 *

NI

2005

NI

2007

NI

2009

NI

2011

Where Main Meal Takes Place in the Household – NI

%




food is cooked)




for eating/dining)

Other


PERIscope

118

26 28 2430 28

55 5253

50 50

18 18 20 18 19

1 2 3 2 1

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Where Main Meal Takes Place in the Household – GB

%




food is cooked)




for eating/dining)

Other


PERIscope

119

5142

55

19

22

28

2833

16

2 2 1

ROI 2011 NI 2011 GB 2011

Always prepare own meal

Sometimes prepare own meal

Someone else prepares meal

Other/couldn‟t say

%


Responsibility for Meal Preparation in the Home – 2011

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?


PERIscope

120

Responsibility for Meal Preparation in the Home – ROI





Other/couldn„t say



45 43 42 39 4251

2019 18 20

20

19

3433 36 36

3528

5 4 5 3 21

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

%


PERIscope

121

6 7 5 6

18 17 23 22

2425

2423 23

3440 37

42 40

18 19 23 2127

20 1718 18 49 41

5351 52

82 81 77 7973

32 35 32 32

17 1910 8 8

7

19

18

31

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Male

Female

15-24

25-34

35-44

45-54

55+


ABC1

C2DE

F

%

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

(Base: All who always prepare own meal)


PERIscope

122

Responsibility for Meal Preparation in the Home – NI





Other/couldn‟t say



%

43 4046 42

1829 18 22

3729

33 33

2 232

NI

2005

NI

2007

NI

2009

NI

2011


PERIscope

123

8

21

7

20

22

17

23 20

18

3527 26

1714 17

45 48 48 45

82

6673 74

34 34 33

55 53 52 55

9

16

19 18

17

36

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

Male

Female

16-24

25-34

35-44

45-54

55+


ABC1

C2DE

%

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





PERIscope

124

5247 46

56 55

2124

21

1828

25 2629

2316

12 343

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Responsibility for Meal Preparation in the Home – GB





Other



%


PERIscope

125

6 7 7

17

20 17 19 18

23 2230 33

16 16 18

4855 52 49

77 7870 67

40 40 39

5245 48 51

8

1918 16

18

41

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

Male

Female

16-24

25-34

35-44

45-54

55+


ABC1

C2DE

%

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





PERIscope

126

59

76

87

Weekday Saturday Sunday

56

62

84


56

75

83


Family Eating Habits – 2011

ROI 2011

% usually eat together

NI 2011 GB 2011


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?


PERIscope

127

7174 72

8487

78

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Family Eating Habits – ROI


55

6358

645959

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011






56

6560

7276

60

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011


PERIscope

128

Family Eating Habits – NI


69 70

84

76

NI 2005 NI 2007 NI 2009 NI 2011






6056

6258

NI 2005 NI 2007 NI 2009 NI 2011

63 63

56

67

NI 2005 NI 2007 NI 2009 NI 2011


PERIscope

129

Family Eating Habits – GB



62 60 615655

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

6560 62

75

57

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

73 7268

83

69

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011






PERIscope

130

26%

ROI 2011

Members of the Family Missing – 2011


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?

21%

Usually

somebody

missing % 25%

GB 2011NI 2011


PERIscope

131

31%

Members of the Family Missing – ROI


26%32%

ROI 2003ROI 2001

26%



Usually

somebody

missing % 22% 26%

ROI 2005 ROI 2007 ROI 2009 ROI 2011


PERIscope

132

14%

Members of the Family Missing – NI


18%



Usually

somebody

missing %16%

NI 2009NI 2007NI 2005

25%

NI 2011


PERIscope

133

22%24%26%

Members of the Family Missing – GB




Usually

somebody

missing %18%

GB 2009GB 2007GB 2005GB 2003

21%

GB 2011


PERIscope

134

Frequency of Family Sitting Down for Breakfast Together – 2011

% every morning

• Those without

children in house

Who is most likely

to sit down together

for breakfast?


49% 45% 44%

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

GB 2011NI 2011ROI 2011

• Those without

children in house

• Those without

children in house


PERIscope

135

2532

25

4449

6

8

6

67

29

24

28

2524

66

8

44

11 3

233 29 30

19 15

1

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Every morning

Weekdays only

Weekends only

Holidays only

Term time only

Never/don‟t know

%

Frequency of Family Sitting Down for Breakfast Together – ROI




PERIscope

136

37

25

47 45

8

7

74

23

32

22

19

54

3

62

21

2530

2026

1

NI

2005

NI

2007

NI

2009

NI

2011

Frequency of Family Sitting Down for Breakfast Together – NI



Every morning

Weekdays only

Weekends only

Holidays only

Term time only

Never/don‟t know

%


PERIscope

137

19 1823

44 443 85

3 5

18

2527

2223

6

46

44

1

1

5345

38

27 24

*

1

-

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Every morning

Weekdays only

Weekends only

Holidays only

Term time only

Never/don‟t know

Frequency of Family Sitting Down for Breakfast Together – GB



%


PERIscope

138

Frequency of Eating Various Types of Food – 2011

(Base: All grocery shoppers)

Prepared In Home

Italian

BBQ Food

Chinese

Mexican

Indian

French

Thai

Vietnamese

Other Ethnic

% Weekly or more frequently % Every month or more frequently

42

17

14

4

4

3

1

2

27

17

12

5

6

1

2

1

1

40

22

14

8

14

2

2

1

3

*

61

41

31

11

10

10

5

1

3

55

39

37

17

21

7

9

3

1

63

44

38

21

35

9

10

3

4

ROI 2011

NI 2011

GB 2011

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


PERIscope

139

Frequency of Eating Various Types of Food – ROI


Prepared In Home


% Weekly or more frequently % Every month or more frequently

42

17

14

4

4

3

1

2

40

22

12

3

5

4

2

1

39

27

17

5

4

3

36

20

14

4

2

2

**

*

*

*

*

*

*

Italian

BBQ Food

Chinese

Mexican

Indian

French

Thai

Vietnamese

Other Ethnic

61

41

31

11

10

10

5

1

3

58

47

30

11

12

11

5

1

1

64

54

38

19

16

14

9

7

2

59

46

33

12

10

7

2

2

*



PERIscope

140

Frequency of Eating Various Types – NI


27

17

12

5

6

1

2

1

1

41

21

18

4

5

1

2

24

14

10

4

2

3

2

4

23

15

11

3

5

*

*

**

*

*

*

55

39

37

17

21

7

9

3

1

67

52

44

19

22

9

12

1

58

57

38

25

18

34

14

5

40

38

31

12

20

7

10

2

*

*

*

NI 2011

NI 2009

NI 2007

NI 2005


Prepared In Home % Weekly or more frequently % Every month or more frequently

Italian

BBQ Food

Chinese

Mexican

Indian

French

Thai

Vietnamese

Other Ethnic


PERIscope

141

Frequency of Eating Various Types – GB


40

22

14

8

14

2

2

1

3

44

17

14

5

15

4

3

1

53

21

20

7

12

2

1

51

31

23

7

17

4

3

**

*

*

*

63

44

38

21

35

9

10

3

4

74

53

50

28

44

15

16

3

3

76

49

45

20

33

7

7

1

2

74

54

47

22

37

10

6

*

*

GB 2011GB 2009GB 2007GB 2005


Prepared In Home % Weekly or more frequently % Every month or more frequently

Italian

BBQ Food

Chinese

Mexican

Indian

French

Thai

Vietnamese

Other Ethnic


PERIscope

28%

142

Incidence Of Entertaining At Home More Often Nowadays – 2011 Vs. 2009

Yes Yes Yes

• 35-44 yrs

• AB‟s

• Can cook

• Have children

• 25-34 yrs

• London, Yorkshire

• 3+ households

• Have children

• Females

• 35-44 yrs

• Dublin

• AB‟s

• Can cook

• Have children

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?


ROI 2011 NI 2011 GB 2011

29%38%

( ) = 2009 figures

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


PERIscope

143

Types Of Entertaining Doing More Often Nowadays – 2011 Vs. 2009

30

82

74

58

26

32

77

64

58

n/a

ROI 2011

ROI 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)

43

73

72

57

38

44

80

62

69

n/a

NI 2011

NI 2009

28

55

51

41

31

36

76

72

57

n/a

GB 2011

GB 2009

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


GB

(38%)

(23%)

ROI

(29%)

(26%)

NI

(28%)

(22%)

% Entertaining at home more often 2011

% Entertaining at home more often 2009


PERIscope

144

Ideas To Make Eating In Different To Usual Dinner – 2011 Vs. 2009

66

39

34

22

37

51

55

21

52

25

57

41

29

21

37

52

54

24

49

24

ROI 2011

ROI 2009

I usually …


49

56

37

31

32

42

44

20

32

21

55

60

37

30

34

46

49

20

35

20

NI 2011

NI 2009

66

52

44

36

37

50

53

23

42

25

71

51

54

35

43

55

60

27

48

34

GB 2011

GB 2009

Q.11 If you decide to eat in instead of going out, but want to make eating in different to your usual dinner,

would you usually do any of the following?

Cook from scratch, make a special meal

Get a takeaway

Try new food, experiment

Buy a „meal deal‟ from the supermarket

Create ambience – table setting, candles, music, etc.

Have wine with your meal/special bottle of wine

Have starter/dessert – more courses

Have an aperitif

Be more careful about the meat or fish you serve

Go to speciality/gourmet shop/buy some special food/ingredients


GB

%

ROI

%

NI

%

Eating Out of Home


PERIscope

146

Eating Out Of Home: Summary

Although eating out of home more often during the week is more popular in GB and NI than ROI,

the percentage of people rarely/never eating out has increased steadily since 2007.

Being too tired and meeting up with friends are the key reasons cited to eat out in each region.

Across all three countries, the frequency of weekly visits to a variety of food outlets has declined

for the majority of food outlets since 2009.

The quality of food offered is the most important factor when eating in a premises out of home.

However, a significant decline is noted amongst NI residents.

Chinese food is the most popular food eaten when dining out of home, particularly in NI, followed

by Italian and BBQ food. Indian food is more popular in NI and GB than ROI.


PERIscope

147

25 2327

29 33 27

45 44 44

ROI 2011 NI 2011 GB 2011

Few times/once a week

Few times/once a month

Every few months/rarely/never

%


Frequency of Eating Out of Home – 2011

* Question altered since

previous wave, hence not

directly comparable

Q.19 How often do you eat a meal or snack out of home in venues such as restaurants, cafes, pubs, etc.?


PERIscope

148

25 26

3930

25

35 36

32

35

29

40 3829

3445

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Frequency of Eating Out of Home – ROI


%






PERIscope

149

13

2535

23

36

41

34

33

52

34 31

44

NI

2005

NI

2007

NI

2009

NI

2011

Frequency of Eating Out of Home – NI


%






PERIscope

150

27 31 30 27

3635 32

27

36 34 3544

GB

2005

GB

2007

GB

2009

GB

2011

Frequency of Eating Out of Home – GB


%






PERIscope

151

Frequency of Visiting Food Service Outlets - 2011

Any Food Service Outlet

Fast Food

Middle of the Road Restaurant

Premium Fast Food

Upmarket Restaurant

Premium Restaurant


25

14

11

3

3

1

23

17

12

11

5

3

27

19

14

8

6

2

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

55

34

36

17

13

2

56

44

44

35

19

5

55

40

39

20

17

6

ROI 2011

NI 2011

GB 2011

% Monthly or more frequent



PERIscope

152

Frequency of Visiting Food Service Outlets – ROI


Fast Food


Premium Fast Food

Upmarket Restaurant

Premium Restaurant


25

14

11

3

3

1

30

23

20

7

6

2

36

21

19

8

4

1

34

19

18

7

2

1

30

20

13

8

2

-

% Weekly or more frequent % Monthly or more frequent



55

34

36

17

13

2

65

44

48

19

19

6

71

45

53

26

16

4

69

41

49

23

14

4

67

44

46

24

11

1



PERIscope

153

56

44

44

35

19

5

69

59

52

38

17

4

71

57

48

39

19

5

NI 2011NI 2009NI 2007

Frequency of Visiting Food Service Outlets – NI


Fast Food


Premium Fast Food

Upmarket Restaurant

Premium Restaurant


23

17

12

11

5

3

35

34

21

16

4

2

30

25

11

7

2

1





PERIscope

154

27

19

14

8

6

2

30

21

14

6

2

1

36

25

16

8

6

2

55

40

39

20

17

6

62

44

43

24

14

3

71

47

46

25

16

4

GB 2011GB 2009GB 2007

Frequency of Visiting Food Service Outlets – GB


Fast Food


Premium Fast Food

Upmarket Restaurant

Premium Restaurant






PERIscope

155

22%

Incidence Of Eating Out More Often During The Week – 2011


• <25 yrs

• AB‟s

• Basic/no cooking skills

• Describe diet as unhealthy

• Single person household

• <25 yrs


• Basic cooking skills

8%

• <25 yrs


• AB‟s


Higher amongst …

ROI 2011 NI 2011 GB 2011

Yes Yes Yes

Q.21 Some people nowadays are eating out more often in the evenings during the week instead of making

something to eat at home. Do you find that you are eating out during the week more often or not?

22%


PERIscope

156

Incidence Of Eating Out More Often During The Week – ROI

18% 18%

8%

20%

30%

8%





Yes

ROI 2011


PERIscope

157

Incidence Of Eating Out More Often During The Week – NI

24%

29%

12%

22%




NI 2005 NI 2007 NI 2009

Yes

NI 2011


PERIscope

158

Incidence Of Eating Out More Often During The Week – GB

17%

10%

15%17%

22%




GB 2003 GB 2005 GB 2007 GB 2009

Yes

GB 2011


PERIscope

35

7

39

27

27

33

22

36

20

14

-

159

36

9

28

30

17

14

10

15

6

6

11

31

21

30

15

12

19

21

21

22

10

-

Factors Influencing Decision to Eat Out More – 2011

Too tired to make something at home

Working day is longer

Chance to meet up with friends/catch up

Just feel like a treat/something different

More choices of places to eat locally

Don‟t want to wait for something to cook/no time to prepare

No point in cooking just for myself

Cheaper to eat out nowadays

Not good at cooking/don‟t like cooking

A treat for the kids

No food at home

(Base: All who eat out more during the week)

ROI 2011

%

NI 2011 GB 2011

Q.21a Which, if any, of these factors are influencing your eating out more often during the week instead of something to eat at home?


PERIscope

160

20

37

40

3

20

9

18

9

6

n/a

32

36

37

18

23

11

18

11

8

n/a

Factors Influencing Decision to Eat Out More OftenDuring The Week – ROI (I)

ROI 2003ROI 2001 ROI 2005

%











ROI 2007


ROI 2009

38

17

27

36

28

25

12

20

16

8

37

24

34

27

26

24

15

13

13

11

37

14

28

23

14

18

11

17

10

7


(% Eating out more) (20%) (30%) (18%) (18%) (8%) (8%)

31

21

30

15

12

19

21

21

22

10

ROI 2011


PERIscope

161

18%

Factors Influencing Decision to Eat out More Often During the Week – ROI (II)

Yes Yes


YesYes

1. Too tired to make something at home

2. Just feel like a treat/something different

3. More choices of places to eat locally

4. Chance to meet up with friends/ catch up

1. Just feel like a treat/ something different



4. Don‟t want to wait for something to cook/no time to prepare




4. Don‟t want to wait for something to cook/ no time to prepare




4. More choices of places to eat locally

20% 18%30%

ROI 2005ROI 2003ROI 2001 ROI 2007 ROI 2009

Yes


8%





8%

ROI 2011

Yes



3. Not good at cooking, don‟t like cooking

4. Working day is longer

5. No point in cooking just for myself

6. Cheaper to eat out nowadays


PERIscope

22

23

30

13

21

12

13

17

15

4

162

31

12

39

21

15

34

20

28

13

16

35

16

34

29

20

27

23

14

19

14

Factors Influencing Decision to Eat Out More Often During The Week – NI (I)

NI 2005

%











NI 2007


NI 2009


(% Eating out more) (24%) (29%) (12%) (22%)

35

7

39

27

27

33

22

36

20

14

NI 2011


PERIscope

163

29%

Factors Influencing Decision to Eat Out More Often During the Week – NI (II)

Yes


Yes

1. Chance to meet up with friends/catch up

2. Working day is longer


4. More choice of places to eat out locally




4. Cheaper to eat out nowadays than it used to be

24%

Yes


12%





Yes

22%

NI 2005 NI 2007 NI 2009 NI 2011






PERIscope

164

19

9

39

33

29

23

8

28

12

16

Factors Influencing Decision to Eat Out More Often During The Week – GB (I)

GB 2005

%











GB 2007


GB 2009


(% Eating out more) (17%) (17%) (10%) (22%)

35

19

43

33

26

24

17

41

20

20

35

14

24

29

21

15

14

20

12

11

36

9

28

30

17

14

10

15

6

6

GB 2011


PERIscope

17%17% 10% 22%

165

Factors Influencing Decision to Eat out More Often During the Week – GB (II)









Yes Yes Yes



1. Too tired to make something to eat




GB 2007GB 2005 GB 2009 GB 2011

Yes

1. Too tired to make something to eat





PERIscope

166

Ranking of Factors Considered Important When Choosing a Venue to Eat Out In – 2011

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)

44

17

4

7

11

9

2

3

4

32

15

6

7

10

15

5

3

6

51

17

4

6

5

9

2

4

2

62

39

14

16

23

24

5

6

10

52

34

15

14

21

31

10

8

14

67

40

15

14

18

24

6

9

6

ROI 2011

NI 2011

GB 2011

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?


PERIscope

167

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






Menu prices




1st 1st/2nd




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 2011

ROI 2009

ROI 2007

ROI 2005

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


PERIscope

168

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






Menu prices




1st 1st/2nd




52

34

15

14

21

31

10

8

14

65

37

14

16

21

25

5

9

6

45

32

15

30

32

18

5

5

6

62

28

19

15

31

13

9

2

17

NI 2011NI 2009NI 2007NI 2005

32

15

6

7

10

15

5

3

6

48

16

4

6

6

10

2

5

3

30

15

8

13

17

6

2

3

2

43

12

8

6

16

5

3

1

3


PERIscope

169

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






Menu prices




1st 1st/2nd




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 2011

GB 2009GB 2007

GB 2005

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


PERIscope

170

48

26

20

Meals Eaten Out In The Last 7 Days – 2011

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 2011

%

NI 2011 GB 2011

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

37

21

55

36

23


PERIscope

171

20%26%

(50%)

48%

Meals Eaten Out in the Last 7 Days – ROI

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 2011

(no. of times – excl. zero)

2.0 2.2 2.2

(63%)ROI 2007


(43%) (24%)

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



ROI 2003

ROI 2001 (25%) (10%)

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

2011 2011 2011

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


PERIscope

172

Who is Eating Where? – ROI

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 yrs

• Urban

• 15-24 yrs

• 3+ Household

• Urban

• 25-34 yrs

• 3+ Household

• Urban

ROI 2003

• 15-24 yrs

• Single

Household

• 15-24 yrs

• 3+ Household

• 25-34/35-44

yrs

• 3+ Household

• Urban

ROI 2005

• 15-24 yrs

• Single

• 15-24 yrs

• 55-64 yrs

• Single

ROI 2007

• 15-34 yrs

• 3+ Household

• 15-24 yrs

• DE‟s

• Urban

• 3+ Household

ROI 2009

• 15-24 yrs

• AB‟s




• 15-34 yrs

• C1‟s

• Working

• 15-24 yrs

• Dublin

• Basic/no

cooking skills

• 3+ Household

ROI 2011

• 15-24 YRS

• ABC1‟s

• Dublin

• Working


PERIscope

173

57%

Meals Eaten Out in the Last 7 Days – NI

Meals or Snacks

On the Premises of




They Were Prepared

Meals or Snacks

Delivered to

Your Home

1.8 1.5 1.4



Frequency in 2011

(no. of times – excl. zero)

(64%)NI 2007 (51%) (42%)



(48%)NI 2005 (31%) (17%)

37% 21%

(55%)NI 2009 (38%) (19%)

2011 2011 2011


PERIscope

174

Who is Eating Where? – NI

• 16-24 yrs

• Belfast

• 16-24 yrs

• C2

• Belfast

• East of Ulster

• 45-54 yrs

• DE

• West of Ulster

• 55-64 yrs

• Belfast

• 16-24 yrs

• C2

• Single

• 25-34 yrs

• C1

• Belfast

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

NI 2005 NI 2007 NI 2009

• 16-25 yrs

• ABC1

• Outer Belfast

• 16-34 yrs

• C1

• Not main/joint shopper

• North of NI


• 3+ household

• 16-44 yrs

• C1

• Not main/joint shopper

• East of NI


• 3+ household




• Male

• 16-34 yrs

• ABC1‟s

• Basic/no

cooking skills

• 16-34 yrs

• Rural

• Basic/no

cooking skills

• 3+ household

• Working

• 16-25 yrs

• Belfast

• Outer Belfast

• Basic/no

cooking skills

• 3+ household

• Working

• Students

NI 2011


PERIscope

175

55%

Meals Eaten Out in the Last 7 Days – GB

Meals or Snacks

On the Premises of




They Were Prepared

Meals or Snacks

Delivered to

Your Home

2.2 2.1 2.2



Frequency in 2011

(no. of times excl. zero)

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

36% 23%



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

2011 2011 2011

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


PERIscope

176

Who is Eating Where? – GB

• 15-24

• ABC1

• 15-24

• 3+ Household

• 15-34

• 3+ Household

• 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 yrs

• ABC1

• Basic/no

cooking skills

• Male

• 16-34 yrs

• Basic/no

cooking skills

• 3+ household

• Male

• 16-24 yrs

• C1C2

• Basic/no

cooking skills

• Kids

• 3+ household

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.


• Male

• 16-44 yrs

• ABC1‟s

• Basic/no

cooking skills

• Working

• Student

• Male• London• 16-44 yrs• Basic/no

cooking skills• 3+ household• Working• Student

• 16-44 yrs• Urban • Yorkshire• London• Basic/no

cooking skills• 3+ household• Kids

GB 2011


PERIscope

177

10

10

6

2

1

1

1

17

7

9

8

3

2

3

1

12

6

10

8

3

3

3

2

*

*

*1

Frequency of Eating Various Types – 2011

Chinese

Italian

BBQ Food

Indian

Thai

French

Mexican

Vietnamese

Other Ethnic


Prepared Out Of Home % Few times/once a week % Monthly or more frequent

29

26

24

8

5

7

3

1

1

42

26

29

22

11

7

10

3

33

23

26

28

11

9

12

5

2*

ROI 2011

NI 2011

GB 2011

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

(ii) Prepared out of home


PERIscope

178

10

10

6

2

1

1

1

10

8

8

3

2

4

1

1

19

14

15

4

4

1

3

1

12

8

9

3

1

1

1

1

*

*1**

Frequency of Eating Various Types – ROI

Chinese

Italian

BBQ Food

Indian

Thai

French

Mexican

Vietnamese

Other Ethnic

Prepared Out Of Home % Few times/once a week % Monthly or more frequent

29

26

24

8

5

7

3

1

1

30

24

22

9

6

7

3

1

1

48

37

39

17

15

14

12

7

4

33

26

31

25

5

5

5

1

2

ROI 2011ROI 2009ROI 2007ROI 2005





PERIscope

179

Frequency of Eating Various Types – NI

Prepared Out Of Home

17

7

9

8

3

2

3

1

17

4

7

4

2

1

19

14

13

3

2

4

3

1

15

5

9

4

1

1

*

*

-

**-

*

*

% Few times/once a week % Monthly or more frequent

Chinese

Italian

BBQ Food

Indian

Thai

French

Mexican

Vietnamese

Other Ethnic

42

26

29

22

11

7

10

3

46

18

23

16

5

3

5

48

44

39

22

18

30

13

9

43

25

29

24

11

5

12

*

*

**

*

*

NI 2011

NI 2009

NI 2007

NI 2005





PERIscope

180

Frequency of Eating Various Types – GB

Prepared Out Of Home

12

6

10

8

3

3

3

2

1

10

6

7

6

2

2

1

1

14

8

12

11

2

2

2

17

12

14

14

3

2

3

*

*

**

1

33

23

26

28

11

9

12

5

2

34

26

20

27

7

6

7

1

2

39

28

27

28

7

5

5

1

1

42

31

32

31

8

6

6

2

*

GB 2011GB 2009GB 2007GB 2005

Chinese

Italian

BBQ Food

Indian

Thai

French

Mexican

Vietnamese

Other Ethnic

% Few times/once a week % Monthly or more frequent





PERIscope

181

Change in Frequency of Eating Different Types of Cuisine – 2011 (I)

(Base: All who eat each food type)

57

59

6 6

139

6

13 128

21 19

12

18 1814

16

21

1216

24

16

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

Increased

Decreased

Italian BBQ Food Chinese Indian

Q.57 Has your consumption of the following types of foods/cuisines increased, decreased or stayed the same over the last two years?


PERIscope

182

Change in Frequency of Eating Different Types of Cuisine – 2011 (II)


611

5 8 8 6 713

7 7

20

5

1117

6

18 20

11

2419

9 1118

5

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

Increased

Decreased

French Mexican Thai Vietnamese



PERIscope

183

Change in Frequency of Eating Different Types of Cuisine – ROI (I)


2 4 4 6 5 4 6 8 7 9

15 5

1013

4 6 6

12 13

30

2421

1721 21 19 19 19 18

33

27 27

15 16 16

22

1613

16

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Increased

Decreased




PERIscope

184

Change in Frequency of Eating Different Types of Cuisine – ROI (II)


38 9 7 6

28 7 7 8

29 6

10 71

117 8 7

6 9 6 711 14 13 13 14

18 1622

159

24

37 6

1

11

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Increased

Decreased




PERIscope

185

4 4 37

116 5 6 4

148 9 6

22

912

2229

16 19 1924

18 1824

18 19 21 23

713

24

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

Change in Frequency of Eating Different Types of Cuisine – NI (I)


Increased

Decreased




PERIscope

186

Change in Frequency of Eating Different Types of Cuisine – NI (II)


Increased

Decreased


8

16

511

5

13

5 8 59 6

13

37 10

20

7

18

6

1721

1611

20 18

30

8

19

4

21

2

18

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011



PERIscope

187

Change in Frequency of Eating Different Types of Cuisine – GB (I)


92 5 5

95 6 6

12

49 6

114

9 8

2014 13 12 15

10 1014

2115 12 12

20 1814 16

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

Increased

Decreased




PERIscope

188

Change in Frequency of Eating Different Types of Cuisine – GB (II)


Increased

Decreased


10

27 5 7 4 5 6 9

37 7 9

28 5

4 6 3 6

1812 10 11

1811 12

95 3

7 5

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011



PERIscope

189

Frequency of Eating In Car (Excluding Sweets and Chocolate) - Overall (I)

81 77 77 8086 82 81 79 78 77 79 83

19 23 22 2014 18 19 21 22 23 21 17

ROI

2005

ROI

2007

ROI

2009

ROI

2011

NI

2005

NI

2007

NI

2009

NI

2011

GB

2005

GB

2007

GB

2009

GB

2011

Less often/

never/don‟t

know

Weekly


In The Car

%

Q.22a How often do you eat something other than sweets or chocolate in a car?


PERIscope

190

Less often/

never/ don‟t

know

Weekly

Frequency of Eating At Work (Excluding Sweets and Chocolate)- Overall (II)


At Work

%

Q.22b How often do you eat something other than sweets or chocolate on the premises where you work?

7368 68 73

68 68 69 73 69 67 69 72

2732 31 27

32 32 31 26 31 33 31 28

ROI

2005

ROI

2007

ROI

2009

ROI

2011

NI

2005

NI

2007

NI

2009

NI

2011

GB

2005

GB

2007

GB

2009

GB

2011


PERIscope

191

29 29 29

72 71 71

ROI

2011

NI

2011

GB

201133

13

23

12

15

6

30

21

27

13

6

8

27

27

29

9

7

9

ROI 2011

NI 2011

GB 2011

Location (Most Often) for Eating in Workplace – 2011


% Eat More Than Twice Monthly

In the canteen

At my desk

In the staff room

Outside on a bench/ wall

In the kitchen

Other

Location of Eating

%

Q.22c When you eat something other than sweets or chocolate on the premises where you work where would you eat it most often?

Yes

No


PERIscope

192

28

72

3229 33

6871 67

ROI

2005

ROI

2007

ROI

2009

ROI

2011 33

13

23

12

15

6

33

18

21

11

11

8

31

20

17

14

11

4

28

18

22

16

9

3

ROI 2011

ROI 2009

ROI 2007

ROI 2005

Location (Most Often) for Eating in Workplace – ROI



In the canteen

At my desk

In the staff room


In the kitchen

Other

Location of Eating

%


Yes

No


PERIscope

193

29

71

3134 38

6966 62

NI

2005

NI

2007

NI

2009

NI

2011 30

21

27

13

6

8

19

26

27

10

13

8

32

29

6

16

10

5

18

21

22

20

9

7

NI 2011

NI 2009

NI 2007

NI 2005

Location (Most Often) for Eating in Workplace – NI



In the canteen

At my desk

In the staff room


In the kitchen

Other

Location of Eating

%


Yes

No


PERIscope

194

29

71

3132 34

6968 66

GB

2005

GB

2007

GB

2009

GB

2011 27

27

29

9

7

9

22

28

21

17

6

7

19

35

23

14

5

2

20

30

26

13

4

5

GB 2011

GB 2009

GB 2007

GB 2005

Location (Most Often) for Eating in Workplace – GB



In the canteen

At my desk

In the staff room


In the kitchen

Other

Location of Eating

%


Yes

No

Health & Wellbeing


PERIscope

196

Health & Wellbeing: Summary

ROI positions itself as the healthiest region, with more than 4 out of 5 respondents describing their diet as

very/fairly healthy. This trend has increased steadily since 2007.

There is still a divided opinion as to whether respondents should be eating more or less of “bread, cereals,

pasta, rice, potatoes”, “milk & dairy products” and “meat”. Having said that, all regions are aware that they

should consume more “fresh fruit & vegetables”, “fish”, “hi-fibre or wholegrain foods” in order to be more

healthy. While consumption of “salty”, “fatty” or “sugary foods” should be reduced.

ROI see a direct link between eating healthy and being healthy (93%) compared to 78% in NI and 86% in

GB.

There appears to be still quite a bit of confusion surrounding labelling on packs and the various nutritional

claims on them. That said, GB consumers appear to have the greatest overall understanding in terms of

“the nutritional claims on packaging” and “understanding labelling on food”.


PERIscope

197

30

1218

55

58

61

9

1911

5 9 10

1 1 1***

ROI 2011 NI 2011 GB 2011

Overall Descriptors of Diet – 2011

My Diet is …

79%70%


Mean 2011 4.1 3.7 3.9

Mean 2009 3.9 3.8 3.9

Mean 2007 3.9 3.8 3.8

Mean 2005 4.0 3.9 3.8

%

Very healthy

Fairly healthy

Not sureFairly unhealthyVery unhealthy

Don‟t know

Q.59 How would you describe your diet overall?

84%


PERIscope

198

25 23 21 2230

54 5654

57

55

14 1418

139

5 4 6 6 51 1 1 11

*--21

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Overall Descriptors of Diet – ROI

75%79%79%


Mean 4.0 4.0 3.9 3.9 4.1

%

Very healthy

Fairly healthy

Not sure

Fairly unhealthy

Very unhealthy

Don‟t know

My Diet is …


80% 84%


PERIscope

199

Overall Descriptors of Diet – NI


%

Very healthy

Fairly healthy

Not sure

Fairly unhealthy

Very unhealthy

Don‟t know

22 22 1812

46 46 5658

2618

15 19

411

9 92 1 1-

**12

NI

2005

NI

2007

NI

2009

NI

2011

Mean 3.9 3.8 3.8 3.7

My Diet is …


68% 68%

74% 70%


PERIscope

200

15 14 1723

18

6561 56

5861

915 16

1211

8 8 10 7 102 2 1 1 1

*--1-

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Mean 3.8 3.8 3.8 3.9 3.9

%

Very healthy

Fairly healthy

Not sure

Fairly unhealthyVery unhealthy

Don‟t know

Overall Descriptors of Diet – GB


My Diet is …


80%75% 71%

80% 79%


PERIscope

201

5 4 58 7 5

85 5

2730 28

24

36

26 26 26 24

476

222524

ROI

2005

ROI

2007

ROI

2009

ROI

2011

NI

2005

NI

2007

NI

2009

NI

2011

GB

2005

GB

2007

GB

2009

GB

2011

Change in Eating Habits in the Last Year – Overall

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?

%


PERIscope

202

Change in Eating Habits in Last Year – ROI (2011)

6 6 611

7 73 5

2421

28 26 26 28

2225


Main

Shopper

More healthy

Less healthy


SEX AGE

%



PERIscope

203

Change in Eating Habits in Last Year – NI (2011)

7 8 6 8 8 6 6 6

25 24 25 26 25 23 25 27


Main

Shopper

More healthy

Less healthy


SEX AGE

%



PERIscope

204

Change in Eating Habits in Last Year – GB (2011)

4 4 5 7 5 5 3 4

22 21 2226 24 24

1922


Main

Shopper

More healthy

Less healthy


SEX AGE

%



PERIscope

205

17

12

16

94

95

50

37

54

96

98

2

11

4

5

*

94

47

60

44

99

98

94

87

79

83

80

5

3

1

3

Items Eaten More if Trying to be More Healthy – 2011

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

% %

Eat less of Eat more of

* All others 5% or less

ROI 2011 NI 2011 GB 2011


46

37

36

89

88

96

96

7

13

14

17

7

8

2

3

89

88

81

81

80

90

59

58

50

96

97

8

8

3

3

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

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?

% %


% %



PERIscope

206

Items Eaten More if Trying to be More Healthy – ROI


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


ROI 2007 ROI 2009



9

10

12

11

24

79

83

6

37

35

47

2

2

90

92 3

6

79

77

72

72

62

48

50

38

91

91

3

82

6

% %


% %


98

94

3

2

48

40

50

90

8

9

13

85

26

20

23

8

87

82

71

75

69

5

88

45

55

47

95

96

2

1

ROI 2011

% %


17

12

16

94

95

50

37

54

96

98

2

11

4

5

*

94

47

60

44

99

98

94

87

79

83

80

5

3

1

3


PERIscope

207

Items Eaten More if Trying to be More Healthy – NI


Food contains fats

Fresh fruit




Meat

Fish

Salt in your food

Lower fat options




Wholegrain foods

Hi-fibre foods


NI 2007 NI 2009



7

90

15

17

11

15

93

8

44

52

51

*

1

97

92 7

2

88

92

8

83

82

91

56

47

47

99

98

4

83

% %


% %


8

12

91

13

11

14

91

6

51

49

45

1

2

96

98

88

83

4

81

84

80

6

91

44

45

50

98

97

1

1

NI 2011

% %


46

37

36

89

88

96

96

7

13

14

17

7

8

2

3

89

88

81

81

80

90

59

58

50

96

97

8

8

3

3


PERIscope

208

Items Eaten More if Trying to be More Healthy – GB


Food contains fats

Fresh fruit




Meat

Fish

Salt in your food

Lower fat options




Wholegrain foods

Hi-fibre foods


GB 2007 GB 2009



8

74

13

12

13

19

83

5

46

44

38

1

2

90

94 1

2

74

78

9

69

69

83

38

41

46

94

94

5

67

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

% %


% %


GB 2011

% %


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


PERIscope

209

Items Eaten More if Trying to Be More Healthy – 2011

Fresh fruit


Fish

Hi-fibre foods

Wholegrain foods

Products enriched with

vitamins/minerals

Products that claim to lower

cholesterol/blood pressure

Lower fat options


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)



PERIscope

210

Attitude Towards Diet – 2011 (I)

% Agree

Slightly

% Agree

Strongly

To be healthy it is really important to eat properly

A good diet can help your mental health

I think diet and lifestyle are more important than

medication in preventing heart disease

I am conscious of the nutritional benefits of food

I eat to feel good

It doesn‟t matter what I eat, I am fairly healthy


38

28

30

42

41

42

43

44

40

48

45

39

37

33

33

40

37

35

55

60

54

38

35

17

35

37

30

23

26

9

48

50

44

32

26

15

ROI 2011

NI 2011

GB 2011

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

93

78

86

88

81

82

85

70

77

81

71

72

76

70

63

59

48

50


PERIscope

211

Attitude Towards Diet – 2011 (II)

I eat healthy to take control of my life

I have a great deal of control over my future health

I only eat foods that are healthy and good for me

I eat for enjoyment and not for health reasons

I wish I had time to exercise but I am just too busy

I am often confused about what I should eat to

stay healthy

I am concerned about my children becoming

obese


41

36

42

40

20

28

17

40

35

29

39

27

29

24

35

39

30

35

25

22

16



% Agree

Slightly

% Agree

Strongly

26

25

18

19

10

11

16

15

14

12

20

12

10

16

20

24

14

25

13

6

17

ROI 2011

NI 2011

GB 2011

%Agree

67

55

55

60

49

63

60

41

44

59

59

60

30

39

37

39

39

28

33

40

33


PERIscope

212

Attitude Towards Diet – ROI (I)






I eat to feel good

It doesn‟t matter what I eat, I am still fairly healthy



% Agree

Slightly

% Agree

Strongly

38

28

30

42

41

42

41

40

33

37

44

40

36

41

43

35

38

39

36

42

36

39

40

32

37

36

38

36

55

60

54

38

35

17

26

50

52

45

30

24

18

19

45

50

46

35

28

22

25

50

46

51

32

33

20

26

ROI 2011ROI 2009ROI 2007ROI 2005



%Agree

93908889888485868582848381747469766464695954645867606162


PERIscope

213

Attitude Towards Diet – ROI (II)





I am often confused about what I should eat to stay

healthy

I am concerned about my children becoming obese


% Agree

Slightly

% Agree

Strongly

36

42

40

20

28

17

35

36

36

20

29

17

33

39

35

25

30

19

33

32

n/a

n/a

n/a

n/a

25

18

19

10

11

16

21

16

20

12

11

14

26

19

21

18

13

16

21

21

n/a

n/a

n/a

n/a

ROI 2011ROI 2009ROI 2007ROI 2005



%Agree

60

57

59

n/a

60

52

58

54

59

56

56

53

30

33

44

n/a

39

40

43

n/a

33

31

35

n/a


PERIscope

214

43

44

40

48

45

39

40

42

39

36

44

44

38

35

40

41

45

45

40

25

30

34

33

29

32

29

32

25

Attitude Towards Diet – NI (I)









I eat to feel good



% Agree

Slightly

% Agree

Strongly

35

37

30

23

26

9

15

43

42

37

23

18

11

14

29

28

27

16

24

6

8

33

27

36

18

26

24

15

NI 2011NI 2009NI 2007NI 2005

%Agree

78866967818169607073726571676150706364554848315655493840


PERIscope

35

29

39

27

29

24

39

30

40

22

29

19

30

25

41

38

27

27

31

29

n/a

n/a

n/a

n/a

215

Attitude Towards Diet – NI (II)









healthy


% Agree

Slightly

% Agree

Strongly

14

12

20

12

10

16

19

11

18

12

8

17

13

19

22

13

14

12

15

16

n/a

n/a

n/a

n/a

NI 2011NI 2009NI 2007NI 2005

%Agree

49

58

43

n/a

41

42

44

46

59

58

63

45

39

34

51

n/a

39

37

41

n/a

40

37

39

n/a


PERIscope

216

Attitude Towards Diet – GB (I)




37

33

33

40

37

35

35

42

37

38

41

36

36

35

42

42

41

41

38

36

37

43

45

46

42

40

33

34






I eat to feel good



% Agree

Slightly

% Agree

Strongly

48

50

44

32

26

15

20

48

47

42

32

25

14

21

33

31

30

22

17

15

13

31

33

31

21

20

9

12

GB 2011GB 2009GB 2007GB 2005

%Agree

86907574828573787779717772736363636155605051514255565046


PERIscope

217

Attitude Towards Diet – GB (II)









healthy


% Agree

Slightly

% Agree

Strongly

24

14

25

13

6

17

22

17

24

14

9

17

16

11

19

12

7

13

9

15

n/a

n/a

n/a

n/a

GB 2011GB 2009GB 2007GB 2005

%

Agree

63

61

54

n/a

44

46

45

42

60

57

57

54

37

36

42

n/a

28

29

31

n/a

33

32

35

n/a

39

30

35

25

22

16

39

29

33

22

20

15

38

34

38

30

24

22

33

39

n/a

n/a

n/a

n/a


PERIscope

218

Attitude Towards Wellbeing – 2011

Good food can enhance body and

mind

I consider what I eat to be really

important for my wellbeing


% Agree

Slightly

% Agree

Strongly

38

41

43

43

40

37



53

37

34

21

41

30

ROI 2011

NI 2011

GB 2011

%

Agree

91

77

81

79

64

67


PERIscope

219

Attitude Towards Wellbeing – ROI





mind



38

41

41

45

41

40

42

41

% Agree

Slightly

% Agree

Strongly%

Agree

91

86

85

86

79

75

69

68

53

37

44

30

44

29

44

27

ROI 2011

ROI 2009

ROI 2007

ROI 2005


PERIscope

220

Attitude Towards Wellbeing – NI




% Agree

Slightly

% Agree

Strongly%

Agree

77

80

72

57

64

64

52

53


mind



43

43

47

45

45

41

35

30

34

21

32

19

27

11

22

23

NI 2011

NI 2009

NI 2007

NI 2005


PERIscope

221

Attitude Towards Wellbeing – GB




% Agree

Slightly

% Agree

Strongly%

Agree

81

82

69

75

67

69

57

57


mind



40

37

41

39

41

38

46

40

41

30

42

30

28

19

29

17

GB 2011

GB 2009

GB 2007

GB 2005


PERIscope

222

Attitudes Towards Healthy Options – 2011

Healthier foods are always more expensive than

other foods

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


39

45

45

40

29

34

46

47

51

44

35

37

39

42

43

36

31

31

ROI 2011

NI 2011GB 2011

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

72

76

75

67

68

68

66

70

64

66

66

58

40

46

43

44

53

46

33

22

20

25

10

11

30

21

19

22

11

16

36

26

21

22

12

15


PERIscope

223

Attitudes Towards Healthy Options – ROI

% Applies

A Lot

% Applies

A Little


33

22

20

25

10

11

33

22

18

22

10

13

34

33

27

32

20

15

36

28

25

32

17

16

40

25

28

15

16

n/a

39

45

45

40

29

34

40

43

47

38

31

34

39

40

44

37

33

37

39

43

50

37

31

34

36

45

41

31

33

n/a





other foods






healthy




boring too

%Applies

72

7373757667667371n/a6666717570666169696940415348464447525049


PERIscope

224

Attitude Towards Health Options – NI




30

21

19

22

11

16

29

19

21

21

13

15

41

24

27

47

13

16

28

21

24

39

16

13

46

47

51

44

35

37

48

45

46

39

31

36

42

48

47

32

53

53

40

45

43

20

37

40

NI 2011NI 2009NI 2007NI 2005


other foods






healthy




boring too

% Applies

A Lot

% Applies

A Little

%Applies

767783686864726670687467666069594644665353516953


PERIscope

225

Attitude Towards Healthy Options – GB




36

26

21

22

12

15

34

27

23

25

13

15

31

20

19

19

9

14

31

20

24

21

9

12

30

18

11

13

n/a

n/a

39

42

43

36

31

31

41

42

45

37

30

33

45

45

55

44

34

36

44

48

46

47

37

41

39

41

29

35

n/a

n/a

GB 2011GB 2009GB 2007GB 2005GB 2003


other foods






healthy




boring too

% Applies

A Lot

% Applies

A Little

%Applies

757576756968686568n/a646774705958616368n/a43434346404648505348


PERIscope

226

% Applies

A Lot

% Applies

A Little

Attitude Towards Calories/Fat Content – 2011

I would like to see more low fat products

I am more concerned about what I eat and drink to control my weight

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




36

37

34

37

36

43

46

40

40

36

35

40

37

37

34

ROI 2011

NI 2011

GB 2011

23

22

24

19

16

24

22

18

20

22

24

25

28

23

19

%

Applies

58

66

59

59

68

65

57

59

64

57

61

61

51

58

53


PERIscope

227

% Applies

A Lot

23

22

24

19

16

22

22

20

19

14

31

31

28

27

18

30

28

29

23

18

26

22

19

n/a

15

36

37

34

37

36

33

40

40

38

35

42

36

38

37

37

40

39

38

36

32

38

35

35

n/a

30


Attitude Towards Calories/Fat Content – ROI




%Applies

586073706459626767n/a575966675757586459545149555045






% Applies

A Little


PERIscope

228

Attitude Towards Calories/Fat Content – NI




24

22

18

20

22

27

21

20

19

14

32

31

20

19

22

24

30

28

22

22

43

46

40

40

36

37

44

37

39

31

44

44

44

47

38

40

38

35

34

38

NI 2011

NI 2009NI 2007

NI 2005

% Applies

A Lot

% Applies

A Little






%

Applies

66

64

76

64

68

65

75

68

59

58

64

63

61

58

66

56

58

46

60

60


PERIscope

229

Attitude Towards Calories/Fat Content – GB




35

40

37

37

34

35

38

37

41

33

40

45

43

41

38

45

46

46

42

40

31

32

31

n/a

32

GB 2011GB 2009GB 2007GB 2005GB 2003

% Applies

A Lot

% Applies

A Little






%Applies

596461676165626668n/a646664685861636163575352555748

24

25

28

23

19

29

24

29

22

19

21

21

21

20

17

22

22

22

21

17

29

27

25

17

n/a


PERIscope

230

Attitude Towards Balanced/Healthy Diet – 2011


% Applies

A Lot

% Applies

A Little

54

42

52

23

32

17

30

42

28

37

21

26

19

26

54

30

49

16

32

16

25

37

43

31

40

40

38

19

45

45

43

41

41

33

24

35

46

33

37

39

37

20

ROI 2011

NI 2011

GB 2011



%Applies

9187

89

85

74

76

83

80

82

63

61

52

72

67

72

55

52

53

50

50

45

I always try to eat a balanced diet

I try to buy foods that are natural

I try to limit the amount of fast food I consume

I try to buy products that have added vitamins &

minerals

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

I always check the nutritional labelling on foods

before buying them

I try to give the children as much veg as possible


PERIscope

231

Attitude Towards Balanced/Healthy Diet – ROI





minerals



before buying them



% Applies

A Lot

% Applies

A Little

54

42

52

23

32

17

30

47

38

44

20

30

15

27

49

38

44

19

25

15

24

44

41

40

18

19

14

25

48

36

40

16

12

24

22

37

43

31

40

40

38

19

43

42

35

37

39

37

21

40

45

37

43

39

40

23

45

40

39

39

39

36

21

43

39

35

32

42

19

30

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003



%Applies

9190898991858083817583798179756356625748726964576455525550425048474643


PERIscope

232

Attitude Towards Balanced/Healthy Diet – NI


42

28

37

21

26

19

26

43

26

37

19

24

13

27

48

38

43

13

35

11

27

34

20

31

14

28

14

17

45

45

43

41

41

33

24

44

49

40

38

41

34

18

43

38

40

42

41

43

20

53

44

38

35

44

36

30

NI 2011NI 2009NI 2007NI 2005



%Applies

87879187747576648078836961575549676576725247545050454747





minerals



before buying them


% Applies

A Lot

% Applies

A Little


PERIscope

233

Attitude Towards Balance/Healthy Diet – GB


54

30

49

16

32

16

25

57

36

46

18

39

17

30

39

23

37

10

33

13

18

45

24

38

14

29

15

23

52

32

44

10

32

15

22







minerals



before buying them


% Applies

A Lot

% Applies

A Little%

Applies 89

9288

88

90

76

80

73

75

75

82

81

77

78

77

52

56

53

56

38

72

75

68

71

72

53

55

50

53

43

45

49

43

51

40

35

46

33

37

39

37

20

34

44

35

39

36

38

19

49

50

40

43

35

37

25

43

51

40

42

42

38

28

38

43

33

28

40

28

18

GB 2011GB 2009GB 2007GB 2005GB 2003


PERIscope

234

Attitude Towards Nutrition and Wellness – 2011


33

31

18

16

3

26

23

14

15

8

31

23

17

18

6



% 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

I very rarely nibble between meals

My diet is mainly vegetarian

%Applies

82

78

75

76

70

63

46

43

43

57

50

57

14

23

20

49

45

28

40

11

52

48

30

35

14

44

39

26

39

14

ROI 2011

NI 2011

GB 2011


PERIscope

235

Attitude Towards Nutrition & Wellness – ROI



well being






33

31

18

16

3

28

26

21

21

6

31

28

23

18

6

32

27

30

17

6

26

18

4

n/a

n/a

49

45

28

40

11

50

46

30

40

13

43

45

38

40

14

45

41

31

40

13

35

36

14

n/a

n/a




% Applies

A Lot

% Applies

A Little %Applies

82

7874

77

n/a

76

72

73

68

n/a

46

51

61

61

61

57

61

58

57

54

14

19

20

19

18


PERIscope

236

Attitude Towards Nutrition and Wellness – NI


26

23

14

15

8

22

15

21

15

3

25

19

12

11

7

22

22

18

25

9

52

48

30

35

14

48

45

28

35

9

49

47

36

39

29

49

47

32

38

26

NI 2011

NI 2009

NI 2007

NI 2005



% Applies

A Lot

% Applies

A Little



well being





%Applies

78

70

7471

70

60

66

69

43

49

48

50

50

50

50

63

23

12

36

35


PERIscope

237

Attitude Towards Nutrition and Wellness – GB


31

23

17

18

6

30

25

19

20

5

19

16

15

12

5

24

16

18

17

7

26

10

7

n/a

n/a

44

39

26

39

14

42

39

28

35

12

50

42

35

43

16

52

46

39

46

19

29

46

11

n/a

n/a

GB 2011GB 2009GB 2007GB 2005GB 2003





well being





% Applies

A Lot

% Applies

A Little

%Applies

75726976n/a63645862n/a434750575557545563562018212618


PERIscope

238

Attitude Towards Health Products/Labelling – 2011


47

38

32

51

51

41

39

54

42

36

34

50

ROI 2011

NI 2011

GB 2011



% 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

I believe that products with claimed health

benefits work

%Applies

94

91

94

60

64

53

56

65

52

65

67

65

46

22

24

13

41

22

26

13

52

17

18

15


PERIscope

239

Attitude Towards Health Products/Labelling – ROI


is safe




on food


benefits work


46

22

24

13

47

23

24

13

39

26

27

19

46

23

44

n/a

24

n/a

23

n/a

47

38

32

51

46

42

36

53

51

40

35

58

45

40

38

45

n/an/a

11

n/a




% Applies

A Lot

% Applies

A Little%

Applies

94

93

90

91

89

60

64

66

64

n/a

56

60

62

61

34

65

67

77

n/a

n/a


PERIscope

240

Attitude Towards Health Products/Labelling – NI


41

22

26

13

34

21

25

13

31

35

32

21

28

29

n/a

39

51

41

39

54

59

42

38

46

51

36

41

62

39

36

48

n/a

NI 2011

NI 2009

NI 2007

NI 2005



% Applies

A Lot

% Applies

A Little


is safe




on food


benefits work

%Applies

91

93

82

87

64

63

71

67

65

63

73

65

67

59

83

n/a


PERIscope

241

Attitude Towards Health Products/Labelling – GB


52

17

18

15

48

21

20

12

33

13

13

9

39

17

16

48

20

n/an/a

n/a

42

36

34

50

45

33

34

50

55

43

41

50

53

44

43

n/a

45

n/a

33

n/a

GB 2011GB 2009GB 2007GB 2005GB 2003



% Applies

A Lot

% Applies

A Little


is safe




on food


benefits work

%Applies

9493889291

53

54

56

62

n/a

52

53

54

60

53

65

62

59

n/a

n/a

Environmental Issues


PERIscope

243

Environmental Issues: Summary

The overall awareness of the term „sustainability‟ has increased in ROI (47%) and GB (52%)

since 2009, however it has decreased to 37% in NI.

There has been an increase in awareness in ROI (65%) and GB (78%) for „carbon footprint‟.

This is higher amongst AB‟s and older age groups.

The most popular perception of the term is “a measure of environmental damage”.

Food miles are showing some growth in ROI and NI. Those who always/actively/sometimes

consider buying food with low food miles has increased between 2009 and 2011 in ROI (23%)

and NI (16%).

Overall understanding of the term refers to “the distance that food has to travel from

producer to shop”.

ROI (62%) and GB (55%) consumers agree that they are “more conscious of environmental

issues in their choice of products nowadays”.


PERIscope

244

Awareness of Sustainability – 2011

Yes Yes Yes

• 45-54 yrs

• ABC1‟s

• Can cook

• Entertain at home more

• 35-44 year olds

• ABs

• Buy organic, speciality

food & local produce

• 35-44 year olds

• AB‟s

• Can cook

• Entertain at home more

• Buy organic, speciality food

& local produce

In 2011, Higher Amongst:

52%


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

(% Aware 2009) (41%) (40%) (47%)

37%47%

ROI 2011 NI 2011 GB 2011


PERIscope

245

Understanding of the Term Sustainability – Spontaneous (2011)

Total

%

GB 2011

( %)

ROI 2011

( %)

NI 2011

( %)

34

24

14

9

5

15

% Aware

(Base: All aware of sustainability)

34

31

11

17

1

11

31

20

8

13

6

22

Q.83 What do you understand the term “Sustainability” 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


PERIscope

246

28

29

19

9

3

16

Understanding of the Term Sustainability – ROI



GENDER AGE

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

% % % % % %

35 32 19 42 34 33

27 21 20 25 23 25

14 15 13 14 18 13

8 11 18 5 10 9

8 3 5 8 4 5

10 20 25 10 14 15







what we have today



Other

Don‟t know

38

26

20

9

3

9

2007

%

TOTAL

2009

%

2011

34

24

14

9

5

15

2011

%


PERIscope

34

31

11

17

1

11

247

Understanding of the Term Sustainability – NI



31

20

18

11

4

18

GENDER AGE

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

% % % % % %

35 33 42 29 29 36

32 30 21 36 34 31

11 11 4 10 11 14

16 17 19 25 18 11

1 1 - - 1 1

10 12 15 8 13 10







what we have today



Other

Don‟t know

34

10

41

14

2

2

2007

%

TOTAL

2009

%

2011

2011

%


PERIscope

25

23

14

13

11

21

31

20

8

13

6

22

248

Understanding of the Term Sustainability – GB



GENDER AGE

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

% % % % % %

33 29 24 37 39 28

20 20 26 16 19 20

9 7 8 10 9 8

16 10 18 16 7 13

6 6 8 7 6 6

19 26 15 18 20 25







what we have today



Other

Don‟t know

21

23

18

9

10

23

2007

%

TOTAL

2009

%

2011

2011

%


PERIscope

249

Awareness of the Term Carbon Footprint – 2011


• 25-34 yrs

• AB‟s

• Have internet access

• Responsible for grocery shopping

• Males

• 35-44 year olds

• AB

• Rural

• Have internet access

• 35-44 year olds

• AB‟s

• Can cook



IN 2011, Higher Amongst:

65%57% 78%

Yes Yes Yes


(% Aware 2009) (64%) (62%) (75%)

GB 2011NI 2011ROI 2011


PERIscope

250

Understanding of the Term Carbon Footprint – Spontaneous (2011)

(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 2011

( %)

ROI 2011

( %)

NI 2011

( %)

34

15

37

2

13

% Aware

36

15

40

11

-

29

16

34

7

16

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


PERIscope

34

15

37

2

13

251

Understanding of the Term Carbon Footprint – ROI

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

(Base: All aware of Carbon Footprint)


27

16

39

5

14

33

33

27

3

8

2007

%

TOTAL

2009

%

GENDER AGE

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

% % % % % %

35 33 32 38 35 32

14 16 17 16 14 13

40 35 31 34 42 39

3 1 3 1 3 2

10 16 17 10 9 15

2011

2011

%


PERIscope

36

15

40

11

-

252

Understanding of the Term Carbon Footprint – NI










damage

Other

Don‟t know

21

24

39

2

12

30

27

44

-

-

2007

%

TOTAL

2009

%

GENDER AGE

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

% % % % % %

39 33 31 37 46 33

14 16 12 19 16 15

39 42 45 42 31 42

- - - 1 - -

10 11 16 5 9 13

2011

2011

%


PERIscope

29

16

34

7

16

23

29

25

7

17

253

Understanding of the Term Carbon Footprint – GB










damage

Other

Don‟t know

28

18

38

5

15

2007

%

TOTAL

2009

%

GENDER AGE

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

% % % % % %

33 25 31 30 33 26

18 15 15 14 13 19

34 34 40 34 37 30

5 8 3 7 9 7

12 20 13 14 9 20

2011

2011

%


PERIscope

254

4757 58

23

19 23

7

8815

1111

8 5 2*-*

ROI 2011 NI 2011 GB 2011


%

I have never heard of it before today

I have heard of it but do not consider it important

I consider the term to be a fad

I sometimes try to buy food with low food miles

I actively/ always try to buy food with low food miles

Don‟t know

Attitudes Towards Food Miles – 2011

Q.76 Thinking specifically about „Food Miles‟, which of the following statements best describes you‟re attitude

towards the term?


PERIscope

255

Attitudes towards Food Miles – ROI


62 5647

16 23

23

97

7

10 9

15

34 8

3**

ROI

2007

ROI

2009

ROI

2011

%




I sometimes try to buy food with low food milesI actively/ always try to buy food with low food miles

Don‟t know

In 2011, Highest Amongst


towards the term?

AB’s

15-24 yrs, DE’s

35-44 yrs, AB’s


PERIscope

256

Attitudes towards Food Miles – NI


37

72

57

18

13

1912

5

826

811

6 2 5-* *

NI

2007

NI

2009

NI

2011

%




I sometimes try to buy food with low food miles

I actively/ always try to buy food with low food milesDon‟t know



towards the term?

DE’s, 65+ yrs

ABC1’s

AB’s


PERIscope

257

6963

58

1616

23

77 8

610 11

1 3 2-

1*

GB

2007

GB

2009

GB

2011

%

Attitudes towards Food Miles – GB


Females, DE’s, basic/no cooking skills, don’t buy local produce, nor speciality food, nor organic food


towards the term?




I consider the term to be a fadI sometimes try to buy food with low food miles

I actively/ always try to buy food with low food milesDon‟t know

65+ yrs, AB’s, can cook, buy local produce, organic & healthy diet

65+ yrs, rural, buy local produce & organic food


PERIscope

79

14

2

6

258

79

11

2

10

65

23

11

-

Understanding of the Term Food Miles – Spontaneous (Overall)

% Aware (53%) (43%) (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.77 What do you understand the term “Food Miles” to mean?

(70)

(15)

(1)

(15)

(38%)

ROI

2007

(61)

(15)

(1)

(6)

(63%)

NI

2007

(69)

(12)

(2)

(18)

(31%)

GB

2007

(44%)

ROI

2009

(65)

(23)

(1)

(11)

ROI

2011

(28%)

NI

2009

NI

2011

(80)

(11)

(-)

(10)

(83)

(6)

(1)

(10)

GB

2009

(43%)

GB

2011


PERIscope

259

Statements Regarding Environmental Issues - 2011


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

62

46

55

55

40

49

38

33

32

26

36

32

ROI 2011

NI 2011

GB 2011

24

22

13

13

18

17


PERIscope

260

Statements Regarding Environmental Issues - Overview (I)

• 45-54 yrs

• AB‟s

• Responsible for grocery shopping

• Buy organic, speciality food &

local produce

In 2011, Higher Amongst:

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

• Females

• 25-34 yrs

• AB‟s

• 55-64 yrs

• AB‟s

• Responsible for grocery

shopping

• Buy organic, speciality food &

local produce



49

53

46NI 2011

NI 2009

NI 2007

53

56

62ROI

2011

ROI

2009

ROI

2007

57

45

55GB

2011

GB

2009

GB

2007

%

Agrees

%

Agrees

%

Agrees

In 2011, Higher Amongst: In 2011, Higher Amongst:


PERIscope

261

Statements Regarding Environmental Issues – Overview (II)

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

• AB‟s

• 35-44 year olds

• Responsible for grocery

shopping



• Females

• 45-54 yrs

• AB‟s

• 55-64 year olds

• AB‟s

• Buy organic & local

produce



49

51

55ROI

2011

ROI

2009

ROI

2007

50

35

49GB

2011

GB

2009

GB

2007

%

Agrees

%

Agrees

%

Agrees

In 2011, Higher Amongst: In 2011, Higher Amongst: In 2011, Higher Amongst:

38

36

40 NI

2011

NI

2009

NI

2007


PERIscope

262

Attitude Towards Fair Trade Products – 2011


%

Applies

47

44

49

47

45

52

48

48

50

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 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

34

30

37

30

28

32

33

33

34

ROI 2011

NI 2011

GB 2011

14

17

11

14

17

16

15

19

16


PERIscope

263

Attitude Towards Fair Trade Products – ROI


%

Applies

34

39

42

43

41

45

45

46

51

48

47

46

48

47

47




%

Applies

a little

%

Applies

a lot



34 14

29 17

36 15

31 14

30 12



30 17

28 19

29 17

26 15

26 13



37 11

36 11

33 12

32 11

25 9


PERIscope

264

Attitude Towards Fair Trade Products – NI



43

41

59

55

59

63

41

47

48

45

44

44

NI 2011

NI 2009

NI 2007

NI 2005

%

Applies

a little

%

Applies

a lot



30 14

29 14

43 20

44 15



28 17

27 19

31 28

29 12



32 16

29 12

26 29

28 15


%

Applies


PERIscope

265

Attitude Towards Fair Trade Products – GB


%

Applies

36

33

30

48

47

47

45

46

43

48

54

50

50

52

49

GB 2011GB 2009GB 2007GB 2005GB 2003



%

Applies

a little

%

Applies

a lot



33 15

33 17

34 9

37 10

20 10



33 19

31 23

31 15

36 11

21 12



34 16

30 17

33 12

37 11

21 15

Grocery Shopping


PERIscope

267

Grocery Shopping: Summary

Across each region, the majority of all grocery shoppers (55%) continues to be female. However, in ROI

and GB, the number of males involved in grocery shopping has been steadily increasing. GB has the

highest proportion of male grocery shoppers, at 44%.

While quality considerations remain important when shopping for grocery items, looking for the best value

for money is equally, if not more important. In fact, looking for a bargain, watching out for announcements of

promotions and general price considerations have all increased in importance in recent years.

Similar to previous waves, „fresh‟ remains the most important statement on a food label. „Natural‟ and

„grown without pesticides‟ also continue to hold weight, albeit to a lesser extent.

Awareness of super foods has declined across all regions, while functional foods seem to have suffered a

similar fate, except in ROI, where there has been a significant increase in awareness. ROI has also

improved its awareness of fair trade products, ethical products and glycemic index.

ROI consumers continue to be more aware of quality symbols and country of origin and this is illustrated by

those claiming to always or sometimes check labels for this information.

Delivery of groceries to the home has not seen any major movements, though more are now placing

deliveries over the phone. GB are also still more likely to have ever bought food items via the internet

(28%), while ROI remain quite far behind (9%).


PERIscope

268

7 10 10

23 18 17

2219 18

42 4453

38 3444

1819

19

5056

47

62 6656

30 34 37

8 --

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

Male

(49)

Female

(51)

15-24

25-34

35-44

45-54

55+


ABC1

C2DE

F

%

(Base: All Mainly/Jointly Responsible)

Profile of Grocery Shoppers – 2011

( ) = Total 2011 Sample 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?


PERIscope

269

7 8 7 9 8 7

22 21 21 20 24 23

23 23 25 2222 22

40 40 39 39 42 42

27 26 30 32 3338

19 19 1715

18 1849 50 51 52

51 5073 74 70 68 67

62

29 29 30 3428 30

10 10 10 9 7 8

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Male

(49)

Female

(51)

15-24

(16)

25-34

(22)

35-44

(19)

45-54

(16)

55+

(27)


ABC1

(41)

C2DE

(51)

F

(8)

%


Profile of Grocery Shoppers – ROI

( ) = Total 2011 Sample Q.40 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery



PERIscope

270

16 168 10

18 18

20 18

20 2022 19

44 46 4944

38 3832 34

17 1717 19

56 54 5156

62 6269 66

29 29 33 34

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

Male

(48)

Female

(52)

16-24

(17)

25-34

(17)

35-44

(18)

45-54

(17)

55+

(32)


ABC1

(47)

C2DE

(53)

%


( ) = Total 2011 Sample

Profile of Grocery Shoppers – NI

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



PERIscope

271

8 7 7 8 10

19 19 19 19 17

21 19 19 20 18

52 5056 53 53

34 30 3139

44

1616 18 18 19

48 5044 46 47

66 70 6961

56

36 39 37 35 37

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Male

(49)

Female

(51)

16-24

(15)

25-34

(16)

35-44

(18)

45-54

(17)

55+

(35)


ABC1

(54)

C2DE

(46)

%


( ) = Total 2011 Sample

Profile of Grocery Shoppers – GB




PERIscope

272

50

50

50

67

33

50

ROI 2011

%

NI 2011

%

GB 2011

%

Weekly

Less often/never/don‟t know

(Base: All who have a wheat allergy)

Frequency Of Purchasing Wheat (Gluten) Free Food - 2011


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


PERIscope

273

5143

55

20

18

28

28

39

17

ROI 2011 NI 2011 GB 2011

Mainly responsible

Jointly responsible with

someone else

Someone else

responsible

Responsibility for Grocery Shopping – 2011




%


PERIscope

274

47 45 43 4146

51

10 12 14 1616

20

43 43 43 4338

28

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Mainly responsible

Jointly responsible with someone else

Someone else responsible




Responsibility for Grocery Shopping – ROI

%


PERIscope

275

47 47 5043

1318 13

18

4035 37 39

NI

2005

NI

2007

NI

2009

NI

2011

Mainly responsible






Responsibility for Grocery Shopping – NI

%


PERIscope

276

48 45 4555 55

18 21 21

25 28

34 34 34

20 17

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Mainly responsible






Responsibility for Grocery Shopping – GB

%


PERIscope

277

(Base: All Grocery Shoppers 15+)

%Agree

79

67

70

78

71

76

47

38

38

55

61

58

61

59

49

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

Attitudes Towards Grocery Shopping – 2011 (I)

40

40

34

36

37

45

43

28

38

36

37

39

24

32

26 ROI 2011

NI 2011

GB 2011

38

38

13

19

24

22

28

11

22

23

32

37

14

26

23


PERIscope

278




%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

Attitudes Towards Grocery Shopping – 2011 (II)

39

34

32

35

29

43

37

32

35

27

33

28

27

33

21 ROI 2011

NI 2011

GB 2011

21

16

12

14

13

24

19

13

16

14

29

22

14

20

14

%Agree

60

67

62

50

56

50

44

44

41

49

51

53

42

40

36


PERIscope

279


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




%Agree

Slightly

%Agree

Strongly


40 3838 4042 4137 4539 43


get

40 3839 4245 2840 3139 39


34 1330 1636 1631 19

36 18


36 1933 2132 1731 2232 20


37 2430 2532 1629 2229 18

Attitudes Towards Grocery Shopping – ROI (I)

%

Agree


PERIscope

280


%

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




%Agree

Slightly

%Agree

Strongly

When I shop the first thing I look for is price

39 2133 2639 1835 1938 23

The most important thing is price when grocery shopping

34 1628 2029 1627 1931 22

There is no difference between the main supermarkets

32 1230 1530 2026 1826 14

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

35 1428 1738 1526 1634 13

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


29 1325 1724 1420 1325 13

Attitudes Towards Grocery Shopping – ROI (II)


PERIscope

281

Attitude Towards Grocery Shopping – NI (I)


%

Agree



%Agree

Slightly

%Agree

Strongly


45 2239 3043 2136 29

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

43 2847 2949 1635 37


28 1125 731 1724 12


38 2237 1739 1428 21


36 2331 1646 1530 23 53

49

36

72

65

61

53

48

65

64

47

54

32

76

69

59

61

38

71

67

NI 2011NI 2009NI 2007NI 2005


PERIscope

282

Attitude Towards Grocery Shopping – NI (II)




%Agree

Slightly

%Agree

Strongly

When I shop the first thing I look for is

price

43 2442 2141 1328 23

The most important thing is price when

grocery shopping

37 1936 1422 1026 23

There is no difference between the main

supermarkets

32 1331 1231 1014 16

I tend to buy on impulse if I think they

are cheap

35 1639 1331 2432 23

I compare prices between outlets to see

where I can buy the cheapest fresh


27 1426 1126 521 13 34

55

30

49

51

31

55

41

32

54

37

52

43

50

63

40

51

44

56

67

NI 2011NI 2009NI 2007NI 2005

%

Agree


PERIscope

283

Attitude Towards Grocery Shopping – GB (I)


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

GB 2011GB 2009GB 2007GB 2005GB 2003



%Agree

Slightly

%Agree

Strongly

37 32


38 3439 2743 2740 40


get

39 3741 3550 2343 2340 39

24 14

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

service

28 1526 1028 626 12


32 2636 2138 1735 1737 25

26 23


30 2135 1535 1533 27

%

Agree


PERIscope

284

Attitude Towards Grocery Shopping – GB (II)




%Agree

Slightly

%Agree

Strongly

When I shop the first thing I look for is price

33 2933 2841 1536 1637 27

The most important thing is price when grocery shopping

28 2232 2032 1531 1230 22

There is no difference between the main supermarkets

27 1425 1131 1327 524 8

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

33 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

21 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

GB 2011GB 2009GB 2007GB 2005GB 2003

%

Agree


PERIscope

285

Attitudes to Food Shopping – 2011


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

46

50

36

35

49

47

35

37

49

49

29

35

ROI 2011

NI 2011

GB 2011

15

11

32

18

22

23

27

23

20

19

28

30

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

61

71

68

62

70

68

67

62

57

54

60

65


PERIscope

286

%

Applies

%Applies a little

%Applies

a lot

Products in the chilled cabinet are always fresher

46 1545 1745 2842 3051 2331 11

I much prefer to buy products from the chilled cabinet

50 1141 1547 2343 2846 2032 8

I buy food in smaller packs because it means less waste

36 3231 3328 3530 3837 3728 37

Where possible I buy multi-pack products

35 18

33 2636 3033 3335 1332 12

Attitudes Towards Food Shopping – ROI

(*ROI 2007 figures taken from all adults base)



44

65

40

42

48

74

66

74

66

68

71

72

66

63

70

73

54

67

62

61

59

65

56

61




PERIscope

287

%Applies a little

%Applies

a lot


always fresher

49 22

52 21

61 8

49 24

I much prefer to buy products from the

chilled cabinet

47 23

52 20

59 13

53 24

I buy food in smaller packs because it

means less waste

35 27

34 30

49 20

34 26


products

37 23

44 23

55 19

35 28

Attitudes Towards Food Shopping – NI




63

60

77

73

74

69

72

69

67

64

72

74

60

62

70

71

NI 2011

NI 2009

NI 2007

NI 2005


%

Applies


PERIscope

288

%Applies a little

%Applies

a lot


always fresher

49 20

46 26

51 19

56 17

I much prefer to buy products from the

chilled cabinet

49 19

47 24

52 16

58 18

I buy food in smaller packs because it

means less waste

29 28

32 28

34 23

38 23


products

35 30

33 31

37 31

43 29

Attitudes Towards Food Shopping – GB




72

61

76

73

68

57

68

70

64

60

71

71

65

57

68

68

GB 2011

GB 2009

GB 2007

GB 2005


%

Applies


PERIscope

289

14

14

12

14

12

19

14

11

13

11

14

20

13

17

11

20

11

17

13

20

22

31

20

34

30

32

4

13

15

10

40

49

17

21

6

5

33

34

13

12

Recent Change In Food Shopping Habits – 2011 Vs. 2009

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

10

12

10

13

8

13

10

8

10

5

914

11

11

6

10

6

11

8

9

13

16

15

16

30

27

8

12

11

7

38

35

17

16

4

4

31

27

13

14

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

Buying from farmers markets

Buying food items on promotion

Buying online

Travelling further to shop to get better value

Buying foods that are familiar to me from

when I was growing up

I find that I‟m eating what my mother or

grandmother would cook

17

14

19

22

16

16

109

13

17

11

11

9

12

16

20

13

15

17

18

3

4

49

51

23

25

20

17

4

3

48

50

35

32

25

31

29

31

18

12

Less

Often

%

More

Often

%

Less

Often

%

More

Often

%

Less

Often

%

More

Often

%

ROI NI GB

ROI 2011ROI 2009

NI 2011NI 2009

GB 2011GB 2009


PERIscope

290

Importance of Food Labels when Shopping – 2011 (I)

Fresh Natural Grown without pesticides

71

50 5143

32 32

45

30 30

18

35 3037

48

35

29

4233

612

9 12 15

17

18 22

22

3 39 7 5

157 6

15

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

Very important

Fairly important

Neither/nor

Not at all important

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



PERIscope

291

Importance of Food Labels when Shopping – 2011 (II)

Good source of calcium Helps build strong bones 20% less fat

3529 25

3429 25

37

2530

41

42

37

3741

36

3346 35

16 23

22

19 23

23

22 22

20

7 516

8 616

7 614

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

Very important

Fairly important

Neither/nor

Not at all important




PERIscope

292

43

42

43

50

47

69

32

36

35

40

42

67

37

34

35

45

43

71

ROI 2011ROI 2009ROI 2007

ROI

Importance of Food Labels when Shopping – 2011 Vs. 2009 Vs. 2007


NI GB

% Very Important

Fresh

Natural

Grown without pesticides

Good source of calcium

Helps build strong bones

20% less fat51

18

17

29

25

31

31

31

30

39

35

57

25

29

29

30

32

50

NI 2011NI 2009NI 2007

27

21

24

31

53

53

31

30

30

35

39

62

30

25

25

30

32

51

GB 2011GB 2009GB 2007



PERIscope

293

76

75

51

41

50

41

40

42

34

Understanding of the Word “Fresh” – 2011

Fresh vegetables

Fresh fruit

Fresh taste

Free from preservatives

Food cooked/grown/produced

within the last few days

Nutritionally better for you

Short shelf life

Kept in the fridge

Made from scratch


80

79

53

44

52

38

38

32

39

Q.65 When you think about food what do you understand the word “Fresh” to mean?

Spontaneous

%

Total

%

ROI 2011

Spontaneous

%

Total

%

NI 2011

Spontaneous

%

Total

%

GB 2011

Q.66 And which, if any of the following would you associate with “Fresh” in terms of food?

(43)

(37)

(18)

(12)

(24)

(9)

(10)

(9)

(8)

82

82

49

47

55

39

41

39

43

(33)

(28)

(15)

(14)

(27)

(11)

(11)

(12)

(11)

(45)

(41)

(14)

(15)

(27)

(10)

(13)

(8)

(6)


PERIscope

294

Understanding of the Word “Fresh” – ROI

Fresh vegetables

Fresh fruit

Fresh taste





Short shelf life

Kept in the fridge

Made from scratch


43

37

18

12

24

9

10

9

8

47

39

22

12

22

11

12

7

10

48

35

20

13

16

9

15

9

8

ROI 2011

ROI 2009

ROI 2007


Spontaneous

%

Total

%


80

79

53

44

52

38

38

32

39

84

80

54

40

50

37

39

31

41

80

76

55

37

36

35

35

33

30


PERIscope

295

Understanding of the Word “Fresh” – NI

Fresh vegetables

Fresh fruit

Fresh taste





Short shelf life

Kept in the fridge

Made from scratch


33

28

15

14

27

11

11

12

11

38

31

18

11

21

10

9

8

13

34

34

20

16

10

6

6

10

6

NI 2011

NI 2009

NI 2007


Spontaneous

%

Total

%


76

75

51

41

50

41

40

42

34

82

80

53

41

47

35

32

29

41

77

76

37

37

28

20

22

31

22


PERIscope

296

Understanding of the Word “Fresh” – GB

Fresh vegetables

Fresh fruit

Fresh taste





Short shelf life

Kept in the fridge

Made from scratch


45

41

14

15

27

10

13

8

6

45

37

13

11

22

5

8

6

7

41

36

17

13

20

5

10

8

5

GB 2011

GB 2009

GB 2007


Spontaneous

%

Total

%


82

82

49

47

55

39

41

39

43

84

81

45

41

46

31

32

32

32

83

82

49

38

20

28

36

33

30


PERIscope

297

Understanding of the Word “Natural” – 2011

No artificial ingredients/

preservatives/colours

Natural ingredients

From nature

Natural colour

Not fortified with additional

ingredients


Produced organically

Produced locally


Q.67 When you think about food what do you understand the word “Natural” to mean?

Q.68 And which, if any of the following would you associate with “Natural” in terms of food?

ROI 2011 NI 2011 GB 2011

75

74

49

39

37

42

33

37

Spontaneous

%

Total

%

Spontaneous

%

Total

%

Spontaneous

%

Total

%

(43)

(36)

(18)

(7)

(9)

(12)

(10)

(10)

70

68

48

45

45

47

23

32

78

74

47

49

49

38

36

29

(45)

(22)

(19)

(8)

(17)

(10)

(5)

(9)

(48)

(33)

(13)

(13)

(14 )

(8)

(6)

(3)


PERIscope

298

Understanding of the Word “Natural” – ROI


43

36

18

7

9

12

10

10

37

36

22

13

7

13

7

9

43

37

17

13

9

10

8

4

ROI 2011

ROI 2009

ROI 2007

Spontaneous

%

Total

%

75

74

49

39

37

42

33

37

64

73

56

45

38

44

32

33

71

68

42

40

37

33

22

21



No artificial ingredients/ preservatives/colours

Natural ingredients

From nature

Natural colour

Not fortified with additional ingredients



Produced locally


PERIscope

299

Understanding of the Word “Natural” – NI


45

22

19

8

17

10

5

9

43

29

18

9

9

9

6

4

30

24

29

4

12

8

10

5

NI 2011

NI 2009

NI 2007

Spontaneous

%

Total

%

70

68

48

45

45

47

23

32

73

70

50

36

46

36

29

21

63

62

48

33

46

25

24

19




Natural ingredients

From nature

Natural colour




Produced locally


PERIscope

300

Understanding of the Word “Natural” – GB


48

33

13

13

14

8

6

3

54

28

11

12

11

4

4

3

51

34

12

10

12

6

4

2

GB 2011

GB 2009

GB 2007

Spontaneous

%

Total

%

78

74

47

49

49

38

36

29

80

69

38

45

44

33

26

20

80

74

41

48

42

37

23

14




Natural ingredients

From nature

Natural colour




Produced locally


PERIscope

301

Attitudes Towards Superfoods – 2011

-

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


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


48 52 55

22 16

21

8 9

1017 19

115 4 2

ROI 2011 NI 2011 GB 2011

%


PERIscope

302

Attitudes Towards Superfoods – ROI

Higher Amongst …

%









Males, 65+ yrs, C2DE‟s

55-64 yrs, C1‟s

AB‟s

Females, 35-44 yrs, AB‟s


5748

21

22

9

8

11

17

2 5

52

24

11

9

3

ROI 2007 ROI 2009 ROI 2011


PERIscope

303

39

67

52

23

14

16

15

6

9

20

10

19

3 2 4

NI 2007 NI 2009 NI 2011

Attitudes Towards Superfoods – NI

Higher Amongst …

%



65+ yrs, DE‟s

35-44 yrs, AB‟s










PERIscope

304

Attitudes Towards Superfoods – GB

Higher Amongst …

62 57 55

20

17 21

8

10 10

812 11

2 3 2

GB 2007 GB 2009 GB 2011

%









65+ year olds, C2DEs

ABC1‟s

ABC1‟s

35-44 year olds, ABC1s



PERIscope

305

Understanding of Term Superfoods – 2011

(Base: All aware of “Superfoods”)

Are healthy for you

Are high in nutritional value

Are nutritionally better for you

Have natural ingredients

Help fight off disease

Help boost energy

Have added vitamins or

minerals

Are free from preservatives

Are free from artificial

colours/ flavours

ROI 2011 NI 2011 GB 2011

Q.73a What do you understand the term “Superfoods” to mean?

Total

%Total

%

Total

%

40

34

26

18

15

24

17

11

10

45

23

25

23

17

25

11

17

16

38

28

19

14

10

16

13

7

7


PERIscope

306

Foods described as Superfoods – Overview (I)


31

26

30

20

17

14

22

21

15

15

Fish

Broccoli

Other vegetables

Wholegrain foods

Spinach

High Fibre foods

Other fruit

Nuts and seeds

Red meat

Beans and lentils

ROI

2011

20

25

31

12

23

9

36

18

7

22

NI

2011

20

19

21

12

14

8

24

18

6

13

GB

2011

Q.74 What foods, if any, would you regard as Superfoods? Probe fully; Any others?

(37)

(31)

(26)

(26)

(24)

(23)

(22)

(22)

(20)

(17)

(24)

(34)

(31)

(26)

(27)

(19)

(29)

(14)

(12)

(17)

ROI

2007

%

(31)

(27)

(23)

(24)

(26)

(22)

(25)

(20)

(7)

(9)

NI

2007

GB

2007

(36)

(28)

(28)

(21)

(23)

(18)

(25)

(25)

(15)

(17)

ROI

2009

(24)

(21)

(33)

(20)

(16)

(14)

(35)

(20)

(10)

(14)

NI

2009

(22)

(16)

(25)

(15)

(13)

(9)

(29)

(13)

(8)

(9)

GB

2009


PERIscope

307

21

11

15

7

7

3

6

2

12

21

25

5

7

4

13

3

5

11

4

21

19

8

6

6

5

6

6

3

15

23

Foods described as Superfoods – Overview (II)


Blueberries

White meat

Dairy products

Green tea

Pomegranate

Soy

Walnuts

Acai

Other

Don‟t know

ROI

2009

Q.74 What foods, if any, would you regard as Superfoods? Probe fully; Any others?

(16)

(15)

(15)

(12)

(11)

(11)

(9)

(3)

(9)

(9)

ROI

2007

(24)

(9)

(6)

(15)

(11)

(10)

(6)

(9)

(11)

(5)

%

(23)

(10)

(7)

(9)

(16)

(6)

(9)

(3)

(9)

(20)

NI

2007

GB

2007

NI

2009

GB

2009

GB

2011

NI

2011

ROI

2011

(21)

(14)

(21)

(8)

(9)

(9)

(10)

(3)

(4)

(20)

(15

(9)

(8)

(5)

(7)

(4)

(5)

(3)

(4)

(23)

(18)

(6)

(6)

(5)

(10)

(3)

(4)

(3)

(12)

(25)


PERIscope

308

Likelihood of Buying Superfoods in the Future – 2011


31

1826

33

3225

19

35 30

47

7

137 10

ROI 2011 NI 2011 GB 2011

Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)

Average 3.7 3.5 3.5

%

Q.75 How likely are you to buy Superfoods i.e. (foods that have naturally occurring high doses of nutrition) in the future?

64%

52%50%


PERIscope

309

Higher Amongst …

19 2231

36 30

33

30

25

19

6

74

916 13

ROI 2007 ROI 2009 ROI 2011

%

Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)


Likelihood of Buying Superfoods in the Future – ROI


Main/joint shoppers

Male, 15-24 yrs

C2‟s

Males, DE‟s


Average 3.5 3.4 3.7


PERIscope

310

Higher Amongst …

1318 18

3331 32

36 3535

11 57

712

7

NI 2007 NI 2009 NI 2011

Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)


Likelihood of Buying Superfoods in the Future – NI


AB‟s, main/joint shopper, can cook,

entertain more at home nowadays

Main/joint shopper, can cook

65+ yrs, basic/no cooking skills, not

responsible for grocery shopping

DE‟s

65+ yrs, DE‟s

Average 3.3 3.4 3.5

%


PERIscope

311

Higher Amongst …

2128 26

3025 25

33 31 30

6 7 7

10 9 10

GB 2007 GB 2009 GB 2011

%

Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)


Likelihood of Buying Superfoods in the Future – GB


ABs, can cook, entertain more at

home nowadays, buy local & organic

food, have healthy diet

25-34‟s, have healthy diet

Basic cooking skills

Unlikely to buy local organic or functional foods,

describe their diet as unhealthy

65+ yrs, never buy speciality foods, buy

organic or functional foods less often/never,

describe their diet as unhealthyAverage 3.5 3.6 3.5


PERIscope

312

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).

Ethical/Fair Trade Products

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

Food which has been irradiated

(i.e. radiation applied to eliminate harmful bacteria).

Glycemic Index

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

glucose).

Glycemic Load of a Serving of Food

(i.e. gives the weight of glucose which gives the same glycemic response).


PERIscope

313

Awareness of Different Food Types – 2011


49

70

44

30

ROI

2011

NI

2011

GB

2011

Functional foods

Fair trade products

Ethical products

Glycemic index


Total Aware

%

26

63

34

22

34

87

54

30


PERIscope

314

Awareness of Different Food Types – 2011 Vs. 2009 Vs. 2007


Functional foods

Fair trade products

Ethical Products

Glycemic index


Total Aware

%

NI ROI

49

70

44

30

38

70

33

27

63

62

27

24ROI 2011

ROI 2009

ROI 2007

GB

26

63

34

22

32

68

31

20

50

72

45

28NI 2011

NI 2009

NI 2007

34

87

54

30

36

84

56

34

37

66

31

24GB 2011

GB 2009

GB 2007


PERIscope

315

Likelihood of Buying Functional Foods in the Future – 2011


149 12

2628 24

31 4135

9

711

1914 17

ROI 2011 NI 2011 GB 2011

Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)

Mean 3.1 3.1 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?


PERIscope

12 12 11 11 14

28 2825 25

26

34 35 4433

31

16 118

11 9

10 14 1219 19

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

316

Likelihood of Buying Functional Foods in the Future – ROI


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

%

40% 40% 36%



37% 40%


PERIscope

317

10 8 11 9

13

30 27 28

33

38 38 419

1510 735

914 14

NI

2005

NI

2007

NI

2009

NI

2011

Likelihood of Buying Functional Foods in the Future – NI


Very likely (5)

Fairly likely (4)

Not sure (3)

Fairly unlikely (2)

Very unlikely (1)

Mean 2.5 3.1 3.1 3.1

%

23%

38%



38% 37%


PERIscope

318

10 8 10 13 12

25 25 25 20 24

32 3539

3635

13 129

13 11

20 20 17 18 17

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Likelihood of Buying Functional Foods in the Future – GB


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

%



35% 33% 35% 33% 36%


PERIscope

319

Checking for Symbol of Quality – 2011


32

10 14

49

45 36

19

4549

1* -

ROI 2011 NI 2011 GB 2011

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?


PERIscope

320

2518 21 20 23

32

29 42

50 51 48

49

4340

28 28 2919

3 1 1**-

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Checking Symbol of Quality – ROI


Always check

Sometimes check

Never check

Don‟t know


%


PERIscope

321

12 915

10

3852 39 45

5038

45 45

1 1 --

NI

2005

NI

2007

NI

2009

NI

2011

Always check

Sometimes check

Never check

Don‟t know

%


Checking for Symbol of Quality – NI



PERIscope

322

179 10

16 14

3041 40

33 36

53 49 49 50 49

1 1 1*-

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Checking for Symbol of Quality – GB

Always check

Sometimes check

Never check

Don‟t know



%


PERIscope

323

36

11 13

45

46 38

19

4448

1* -

ROI 2011 NI 2011 GB 2011

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

Checking for Country of Origin – 2011


Always check

Sometimes check

Never check

Don‟t know

%


PERIscope

324

Checking for Country of Origin – ROI



Always check

Sometimes check

Never check

Don‟t know

%

19 20 23 26 2636

31

4146

46 45

45

44

3730 27 28

19

6 2 *111

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011


PERIscope

325

15 12 15 11

36

5641 46

49

31

43 44

1 1--

NI

2005

NI

2007

NI

2009

NI

2011

Checking for Country of Origin – NI



Always check

Sometimes check

Never check

Don‟t know

%


PERIscope

326

1810 11

1813

3141 39

3538

50 48 49 47 48

1 1 1 1*

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Checking for Country of Origin – GB



Always check

Sometimes check

Never check

Don‟t know

%


PERIscope

327

1220 22

8880 78

ROI 2011 NI 2011 GB 2011

Incidence of Supermarket Delivering Groceries to Home – 2011


Yes

No

%

Q.41 Have you ever had groceries delivered by the supermarket to your home?


PERIscope

328

19 16 14 13 11 12

8189 88878684

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

Incidence of Supermarket Delivering Groceries to Home – ROI


Yes

No

%



PERIscope

329

9

34

16 20

9180

84

66

NI

2005

NI

2007

NI

2009

NI

2011


Yes

No

%


Incidence of Supermarket Delivering Groceries to Home – NI


PERIscope

330

16 15 1625 22

847875

8485

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011


Yes

No

%


Incidence of Supermarket Delivering Groceries to Home – GB


PERIscope

331

19 2014

30

42

39

5135

46

3- *

ROI 2011

(12%)

NI 2011

(20%)

GB 2011

(22%)

Frequency of Groceries Delivered to the Home – 2011

(Base: All who are responsible for shopping and who have had groceries delivered)

Once/a few times a

week

Once/a few times a

month

Less often

Don‟t know/can‟t recall

%

Q.42 How often do you have groceries delivered to your home?


PERIscope

332

40 44

27 23 19

2219

15

38

30

36 35

53

3551

2 2 5 4 -

ROI 2003

(16%)

ROI 2005

(14%)

ROI 2007

(13%)

ROI 2009

(11%)

ROI 2011

(12%)

Frequency of Groceries Delivered to the Home – ROI

(Base: All who are responsible for shopping and

who have had groceries delivered)

* Caution small base

%


Once/a few times a

week

Once/a few times a

month

Less often



PERIscope

333

1710

1520

40

3736

42

43

4648

35

71 3-

NI 2005

(9%)

NI 2007

(34%)

NI 2009

(16%)

NI 2011

(20%)

%

Frequency of Groceries Delivered to the Home – NI




Once/a few times a

week

Once/a few times a

month

Less often



PERIscope

334

10 816 12 14

1630

31 41 39

60

52

4945 46

1510

4 3 *

GB 2003

(16%)

GB 2005

(15%)

GB 2007

(16%)

GB 2009

(25%)

GB 2011

(22%)

%

Frequency of Groceries Delivered to the Home – GB




Once/a few times a

week

Once/a few times a

month

Less often



PERIscope

335

19

5 5

31 56 60

48

40 34

2 1-

ROI 2011

(12%)

NI 2011

(20%)

GB 2011

(22%)

Method of Placing Order – 2011

(Base: Groceries ever delivered to the home)

How Grocery Order Was Placed

%

Q.43 And considering the last time you had your groceries delivered, did you place the order for groceries over the phone, placed the order by

internet, or would you have shopped in the store yourself and simply asked for the groceries to be delivered?

Over the phone

Over the internet

Just delivered

Don‟t know

( ) % have had groceries delivered


PERIscope

336

9 10

2315

10192 1

12 24 35

31

5448

89

6165

89

ROI 2001

(19%)

ROI 2003

(16%)

ROI 2005

(14%)

ROI 2007

(13%)

ROI 2009

(11%)

ROI 2011

(12%)

Method of Placing Order – ROI




%



Over the phoneOver the internet

Just delivered


PERIscope

337

12 91 5

3435

5856

54 56

40 40

NI 2005

(9%)

NI 2007

(34%)

NI 2009

(16%)

NI 2011

(20%)




%



Over the phone

Over the internet

Just delivered

Method of Placing Order – NI


PERIscope

338

Method of Placing Order – GB




%



Over the phone

Over the internet

Just delivered

5 92 3 5

27

52 65

7560

68

3933

22

34

GB 2003

(16%)

GB 2005

(15%)

GB 2007

(16%)

GB 2009

(25%)

GB 2011

(22%)


PERIscope

339

74 7080

26 3020

ROI 2011 NI 2011 GB 2011

Internet Usage – 2011

Regular Access

%

Yes, have regular access

No, do not have regular access


Q.85 Do you have regular access, either at home, or at work to the internet?


PERIscope

340

39 37

5162

6874

11 914

2229

35

1824

34

48

6358

65

2 1 5 7 6 9

61

3226

89 9186

7871

65

8276

66

52

3742

35

98 99 95 93 94 91

63

49

38

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2011

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2001

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011


Q.85a When did you last do any of the following on the internet …downloaded a mobile phone food application (apps)?

Q.85a When did you last do any of the following on the internet …downloaded a recipe?

Q.85b Have you ever bought anything on the internet?

Q.85c And have you ever bought any food items via the internet?

Internet Usage – ROI


Regular Access

Downloaded

a Recipe*

Bought

Anything Bought Food

%

Yes

No

*Change in wording in 2011

Downloaded a

Mobile Phone App


PERIscope

341






Internet Usage – NI


Yes

No

47

7063

70

14

3428 27

11

52

69 7180

11

2514 16

53

86

6672 73

89

48

31 2920

89

7586 84

3037

30

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011


Regular AccessDownloaded

a Recipe*

Bought


%

Downloaded a

Mobile Phone App


PERIscope

342

5158

65 6980

15 1625

4131

11

60 57

70

8378

1015 15

3125

49

20

85 8475

5968

89

40 43

30

1722

9085 85

6975

4235

31

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

GB

2011

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

GB

2003

GB

2005

GB

2007

GB

2009

GB

2011

Internet Usage – GB







Yes

No


Regular Access

Downloaded

a Recipe*

Bought


%

Downloaded a

Mobile Phone App


PERIscope

343

16 3

43 4

53 3

8289 89

222

ROI 2011 NI 2011 GB 2011

Frequency of Downloading a Mobile Phone Food Application

%

Past weekPast month

Past 6 monthsLonger ago

Never

(Base: All with internet access)

Q.85a Do you ever use the internet to look up recipes?

Buying Local


PERIscope

345

Buying Local: Summary

ROI continues their trend of placing more importance on buying local produce when shopping for

food. their incidence of buying local produce is also higher than in NI and GB, though those

buying local a few times/once a month in NI is almost on a par with ROI figures.

Consumers‟ understanding or interpretation of what the term „local‟ actually means tends to be

slightly different across each region, though the majority believe local to mean that the food is

made within close proximity to where they live. ROI consumers associate farmers markets with

local, while GB think that it has more to do with food that is made within a 20 miles radius of

where they live.

Statements regarding the characteristics of local food, related to its quality, its lack of

preservatives, its health proponents, and its traceability resonate much higher with ROI

consumers, thereby explaining why it is held in higher esteem in this region. Indeed ROI‟s

agreement with these statements continue to show improvement in 2011, while in others they

may have declined.

It is interesting in this context to observe that more ROI consumers perceive local foods to be

more expensive than their NI or GB counterparts.


PERIscope

346

34

22 22

39

4029

17

27

23

6 8

13

3 312

ROI 2011 NI 2011 GB 2011

Importance of Buying Local Produce when Food Shopping – 2011

%


Very Important (5)

Fairly Important (4)

Neither/nor (3)

Not very important (2)

Not at all important (1)

Mean Score 3.9 3.7 3.4

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


PERIscope

347

%

Very Important (5)

Fairly Important (4)

Neither/nor (3)

Not very important (2)

Not at all important (1)

18 2228

34

11 11

2722

612

23 22

3235

33

39

3036

3640

27

31

29 29

3126 23

17

3327

1927

3627

22 23

10 10 9

6

512

128

14 1514 13

9 7 83

2114

6 3

17 15 12 12

ROI

2005

ROI

2007

ROI

2009

ROI

2011

NI

2005

NI

2007

NI

2009

NI

2011

GB

2005

GB

2007

GB

2009

GB

2011

Importance of Buying Local Produce when Food Shopping


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 3.1 3.2 3.7 3.7 2.9 3.1 3.4 3.4


PERIscope

348

%

3 3 4 3 2 27

2 1 1 2 2

37 3742

51

3745

49

46

33 3438 36

18 23

30 1524

20 2222 2321

18

25

ROI

2005

ROI

2007

ROI

2009

ROI

2011

NI

2005

NI

2007

NI

2009

NI

2011

GB

2005

GB

2007

GB

2009

GB

2011

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

Frequency of Purchasing Local Produce


Few times/once a

month

Few times/once a

week

Daily

Less often/never (42) (40) (33) (20) (38) (23) (27) (28) (46) (43) (37) (36)


PERIscope

349

Understanding of the Term “Local Food” – 2011


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 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‟?

78

62

53

56

29

5

Spontaneous

%

Total

%

ROI 2011

Spontaneous

%

Total

%

NI 2011

Spontaneous

%

Total

%

GB 2011

(45)

(30)

(19)

(17)

(8)

(1)

62

50

54

43

47

10

(35)

(18)

(27)

(16)

(26)

(2)

(47)

(22)

(21)

(25)

(5)

(1)

76

61

47

66

25

9


PERIscope

350

78

62

53

56

29

5

75

66

49

54

26

5

69

46

44

42

25

2

Understanding of the Term “Local Food” – ROI

% Yes

45

30

19

17

8

1

50

31

19

14

7

1

46

29

17

17

7

* ROI 2011

ROI 2009

ROI 2007

Spontaneous % Total %


Made within a close proximity to where I live


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 Europe




PERIscope

351

62

50

54

43

47

10

67

44

67

48

59

7

68

46

33

35

22

3

Understanding of the Term “Local Food” – NI

% Yes

35

18

27

16

26

2

36

15

25

11

25

1

40

22

17

14

12

1NI 2011

NI 2009

NI 2007








Made within Europe




PERIscope

352

76

61

47

66

25

9

76

55

40

53

18

7

69

51

50

51

20

2

Understanding of the Term “Local Food” – GB

% Yes

47

22

21

25

5

1

51

24

15

17

4

1

39

19

26

18

7

1GB 2011GB 2009GB 2007








Made within Europe




PERIscope

353

Understanding of the Term “Local Food” – 2011


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

75

75

68

70

70

61

56

69

64

54

66

53

55

56

39

38

55

58

49

50

47

51

41

33

31

65

ROI 2011NI 2011GB 2011

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 products tend to be more expensive

% Agree slightly/strongly


PERIscope

354

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 2011ROI 2009ROI 2007ROI 2005

Attitude Towards Food Produced Locally – ROI






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



PERIscope

355

64

54

66

53

55

56

39

38

55

68

55

63

57

52

54

34

34

55

59

56

56

45

57

52

46

31

61

51

47

52

53

44

48

44

43

n/a

NI 2011NI 2009NI 2007NI 2005

Attitude Towards Food Produced Locally – NI





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




PERIscope

356

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 2011GB 2009GB 2007GB 2005

Attitude Towards Food Produced Locally – GB





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



Speciality Foods


PERIscope

358

Speciality Foods: Summary

In ROI, consumers are most likely to regard farmhouse cheese, smoked salmon and organic

food as „speciality‟. In NI, the top mentions for speciality food are smoked salmon, fresh seafood

and homemade bread, while in GB smoked salmon, sushi and pate are the top mentions.

GB consumers are less likely to associate certain food types with the „speciality‟ label; an

illustration of their higher consumption of these foods and subsequently their view that they are

more mainstream than specialist. Indeed, the % of GB consumers that have „ever bought‟

speciality foods (as defined by this study) is higher for all categories, except smoked salmon,

handmade bread and handmade chocolates.

The movement of these products into the mainstream may gain further momentum in the future

as the % of „ever bought‟ for each food type has increased across the board in ROI. Ni

consumers seem to be less engaged with the category overall.

The two main values associated with speciality foods continue to be „expensive‟ and „high

quality‟.

While speciality foods have retained their stature as a „treat for the family‟ or as a „treat for

myself‟, they also represent foods that are of high quality. However, they have declined

considerably as a food that can be used as „a gift‟.


PERIscope

359


Q.49 What types of food would you consider/describe as speciality foods?

22

24

20

18

15

18

25

18

8

15

25

18

21

22

20

14

17

14

9

20

14

12

14

15

11

16

9

ROI 2011

NI 2011

GB 2011

Organic food

Smoked Salmon

Handmade chocolates

Handmade bread

Fresh seafood

Pate

Farmhouse Cheese

Sushi

Imported cheese

% Mentioned

Spontaneous Mention of Foods considered to be Speciality Foods – 2011 (I)


PERIscope

360


Herb Breads

Cured Meats

Duck

Fresh Juices/Smoothies

Preserves/jam/honey

Fresh condiments

Sun dried Tomatoes

Fresh Pasta

Foie Gras

% Mentioned


Spontaneous Mention of Foods considered to be Speciality Foods – 2011 (II)

15

12

15

7

11

10

7

9

14

15

20

16

7

14

12

12

13

13

8

11

9

5

6

8

3

5

10

ROI 2011

NI 2011

GB 2011


PERIscope

361


Olive Oil

Salami

Deli Food

Balsamic Vinegar

Oils/Mustards/Relishes

Micro Brewed Beer

% Mentioned


Spontaneous Mention of Foods considered to be Speciality Foods – 2011 (III)

7

7

6

6

6

5

9

17

12

10

9

6

8

4

10

4

4

3

ROI 2011

NI 2011

GB 2011


PERIscope

362

22

24

20

18

15

18

25

18

8

20

23

18

17

17

22

23

14

8

26

26

25

22

18

17

17

16

12

23

23

21

15

21

21

18

12

15

ROI 2011

ROI 2009

ROI 2007

ROI 2005

Spontaneous Mention of Foods considered to be Speciality Foods – ROI (I)


% Mentioned

Organic food

Smoked Salmon

Handmade chocolates

Handmade bread

Fresh seafood

Pate

Farmhouse Cheese

Sushi

Imported cheese



PERIscope

363

Spontaneous Mention of Foods considered to be Speciality Foods – ROI (II)


% Mentioned

Herb Breads

Cured Meats

Duck


Preserves/jam/honey

Condiments

Sun dried Tomatoes

Fresh Pasta

Foie Gras


15

12

15

7

11

10

7

9

14

13

16

14

10

13

11

10

10

10

15

12

11

10

9

9

9

8

10

13

14

13

7

12

10

9

9

7

ROI 2011

ROI 2009

ROI 2007

ROI 2005


PERIscope

364

15

25

18

21

22

20

14

17

14

18

18

11

9

21

14

12

10

11

17

20

29

15

16

18

10

22

10

9

22

10

7

7

22

15

11

20

NI 2011

NI 2009

NI 2007

NI 2005

Spontaneous Mention of Foods considered to be Speciality Foods – NI (I)


% Mentioned

Organic food

Smoked Salmon

Handmade chocolates

Handmade bread

Fresh seafood

Pate

Farmhouse Cheese

Sushi

Imported cheese



PERIscope

365

15

20

16

7

14

12

12

13

13

7

12

8

2

6

6

6

6

7

13

11

4

8

9

6

10

7

7

9

16

5

3

11

6

6

5

6

NI 2011

NI 2009

NI 2007

NI 2005

Spontaneous Mention of Foods considered to be Speciality Foods – NI (II)


% Mentioned

Herb Breads

Cured Meats

Duck


Preserves/jam/honey

Fresh condiments

Sun dried Tomatoes

Fresh Pasta

Foie Gras



PERIscope

366

Spontaneous Mention of Foods considered to be Speciality Foods – GB (I)


% Mentioned

Organic food

Smoked Salmon

Handmade chocolates

Handmade bread

Fresh seafood

Pate

Farmhouse Cheese

Sushi

Imported cheese


9

20

14

12

14

15

11

16

9

11

15

11

10

13

12

12

11

8

15

18

16

9

13

13

8

16

10

15

24

13

12

16

18

8

16

12

GB 2011

GB 2009

GB 2007

GB 2005


PERIscope

367

8

11

9

5

6

8

3

5

10

7

15

6

5

5

5

4

7

7

6

10

8

2

5

7

6

3

13

8

8

15

3

4

7

6

3

13

GB 2011

GB 2009

GB 2007

GB 2005

Spontaneous Mention of Foods considered to be Speciality Foods – GB (II)


% Mentioned

Herb Breads

Cured Meats

Duck


Preserves/jam/honey

Fresh condiments

Sun dried Tomatoes

Fresh Pasta

Foie Gras



PERIscope

368

Types of Food Considered „Speciality Food‟ – Prompted and Ever Bought – 2011 (I)


Pate

Farmhouse Cheese

Cured Meats

Preserves/jam/honey

Fresh condiments

Micro brewed beer

Oil/mustards/relishes

ROI 2011 NI 2011

Q.50 And which, if any of the following would you consider to be speciality foods?

Q.51 Which of the following have you ever bought?

52

63

53

40

50

41

36

44

55

40

57

31

12

45

Considered

Ever Bought

48

38

47

34

41

30

32

40

40

38

46

22

6

35

Considered

Ever Bought

42

41

45

32

37

37

27

60

58

54

61

40

16

52

Considered

Ever Bought

GB 2011


PERIscope

369

Types of Food Considered „Speciality Food‟ – Prompted and Ever Bought – 2011 (II)


Smoked Salmon

Herb Breads

Handmade chocolates

Balsamic vinegar

Olive oil

Handmade bread


ROI 2011 NI 2011



63

60

72

35

34

64

35

58

34

46

31

52

57

46

Considered

Ever Bought

58

49

55

33

31

55

28

38

29

21

26

39

36

28

Considered

Ever Bought

GB 2011

57

50

65

32

34

55

29

55

40

36

45

63

48

58

Considered

Ever Bought


PERIscope

52

63

53

40

50

41

36

53

57

48

39

47

32

36

54

54

48

37

51

37

31

56

51

48

40

48

43

38

ROI 2011

ROI 2009

ROI 2007

ROI 2005

370

Types of Food Considered „Speciality Food‟ – Prompted and Ever Bought – ROI (I)


Pate

Farmhouse Cheese

Cured Meats

Preserves/jam/honey

Fresh condiments

Micro brewed beer


% Considered



% Ever Bought

44

55

40

57

31

12

45

41

45

38

54

23

7

39

41

44

33

54

25

7

37

43

42

35

54

22

8

38


PERIscope

371

Types of Food Considered „Speciality Food‟ – Prompted and Ever Bought – ROI (II)


Smoked Salmon

Herb Breads

Handmade chocolates

Balsamic vinegar

Olive oil

Handmade bread


% Considered



63

60

72

35

34

64

35

60

55

63

33

33

55

38

60

61

77

36

30

63

41

60

58

72

38

28

49

35

ROI 2011

ROI 2009ROI 2007

ROI 2005

58

34

46

31

52

57

46

48

33

40

27

45

50

46

51

35

50

30

44

51

48

51

35

43

26

43

47

41

% Ever Bought


PERIscope

372

Types of Food Considered „Speciality Food‟ – Prompted and Ever Bought – NI (I)


Pate

Farmhouse Cheese

Cured Meats

Preserves/jam/honey

Fresh condiments

Micro brewed beer


% Considered



48

38

47

34

41

30

32

56

47

48

35

45

34

31

43

32

33

27

35

29

19

66

51

46

42

54

34

39

NI 2011

NI 2009

NI 2007

NI 2005

40

40

38

46

22

6

35

43

54

50

60

28

7

48

57

65

61

69

50

38

49

40

44

36

37

24

8

23

% Ever Bought


PERIscope

373

Types of Food Considered „Speciality Food‟ – Prompted and Ever Bought – NI (II)


Smoked Salmon

Herb Breads

Handmade chocolates

Balsamic vinegar

Olive oil

Handmade bread


% Considered



% Ever Bought

58

49

55

33

31

55

28

64

47

60

33

33

54

20

51

43

71

19

25

44

26

67

45

59

47

39

43

26

NI 2011

NI 2009

NI 2007

NI 2005

38

29

21

26

39

36

28

42

37

37

28

51

50

44

57

51

59

52

63

61

58

35

23

28

21

28

26

20


PERIscope

374

Types of Food Considered „Speciality Food‟ – Prompted and Ever Bought – GB (I)


Pate

Farmhouse Cheese

Cured Meats

Preserves/jam/honey

Fresh condiments

Micro brewed beer


% Considered



42

41

45

32

37

37

27

39

38

44

29

37

33

30

42

30

36

24

40

31

25

42

27

34

26

38

36

26

GB 2011

GB 2009

GB 2007

GB 2005

60

58

54

61

40

16

52

58

57

52

58

40

10

52

61

64

55

65

45

9

56

72

63

54

62

41

12

57

% Ever Bought


PERIscope

375

Types of Food Considered „Speciality Food‟ – Prompted and Ever Bought – GB (II)


Smoked Salmon

Herb Breads

Handmade chocolates

Balsamic vinegar

Olive oil

Handmade bread


% Considered



% Ever Bought

57

50

65

32

34

55

29

59

53

68

33

37

57

30

55

47

71

33

28

50

19

58

44

65

33

27

50

20

GB 2011

GB 2009

GB 2007

GB 2005

55

40

36

45

63

48

58

50

37

36

37

59

39

54

50

41

48

36

56

46

57

54

42

47

42

60

45

58


PERIscope

376

Definition – Speciality Food

Speciality Food

Speciality food is defined as handmade or

hand crafted food typically using quality

ingredients from local or small scale

producers.


PERIscope

377

High Quality

Expensive

Naturally grown ingredients

Handmade

Commitment to tradition

For special occasions

Small-scale producers

Look, smell and taste superb

Better quality than 'ordinary' food

Are crafted

Attitude Towards Speciality Foods – 2011 (I)


Q.53 The following are some statements which people have made about speciality foods e.g. traditional farmhouse cheese,

cured meat e.g. salami, handmade chocolate etc. 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 speciality food.

81

82

76

71

70

74

68

67

65

63

72

70

62

52

58

64

51

57

53

50

82

83

69

63

70

72

62

65

64

58

ROI 2011

NI 2011

GB 2011



PERIscope

378




Sold through specialist outlets

Up-market Packaging

Niche, i.e. limited supply

Bought mainly as gifts

Are for people like me

Widely available through retail outlets

Part of everyday eating

Are mainly imported

Are a trend/fad that will pass

Don‟t know, I am not aware of speciality foods

Attitude Towards Speciality Foods – 2011 (II)


63

60

50

41

49

46

33

25

15

3

52

52

43

38

47

43

28

37

22

9

64

55

51

35

52

54

39

34

28

12

ROI 2011

NI 2011

GB 2011



PERIscope

379

High Quality

Expensive


Handmade






Are crafted

Attitude Towards Speciality Foods – ROI (I)






81

82

76

71

70

74

68

67

65

63

74

76

67

64

65

67

62

59

59

54

79

77

74

73

71

68

68

68

65

64

79

71

70

66

74

66

66

60

61

66

78

62

60

59

68

59

54

53

53

80



PERIscope

380


Packaging up-market






Are mainly imported



Attitude Towards Speciality Foods – ROI (II)






63

60

50

41

49

46

33

25

15

3

64

50

45

40

44

36

31

22

23

5

63

60

51

49

49

45

35

31

23

13

58

45

53

43

49

28

30

25

14

63

61

49

47

32

38

22

28

19

18

61



PERIscope

381

High Quality

Expensive


Handmade






Are crafted

Attitude Towards Speciality Foods – NI (I)






72

70

62

52

58

64

51

57

53

50

72

74

63

55

59

68

56

54

51

49

77

75

73

64

66

64

65

66

68

56

48

43

38

36

47

35

40

40

35

55

NI 2011

NI 2009

NI 2007

NI 2005


PERIscope

382


Packaging up-market






Are mainly imported



Attitude Towards Speciality Foods – NI (II)






52

52

43

38

47

43

28

37

22

9

58

43

37

34

41

37

27

29

15

8

60

41

42

32

58

26

24

49

11

5

38

27

29

40

28

24

33

20

13

34

NI 2011

NI 2009

NI 2007

NI 2005


PERIscope

383

High Quality

Expensive


Handmade






Are crafted

Attitude Towards Speciality Foods – GB (I)






82

83

69

63

70

72

62

65

64

58

82

83

69

61

68

74

62

71

67

54

74

73

59

57

57

68

53

55

56

52

67

56

51

59

63

54

50

52

48

70

GB 2011

GB 2009

GB 2007

GB 2005


PERIscope

384


Packaging up-market






Are mainly imported



Attitude Towards Speciality Foods – GB (II)






64

55

51

35

52

54

39

34

28

12

63

60

50

34

54

51

39

36

29

11

52

54

41

37

44

39

32

28

21

13

47

41

39

39

46

34

37

22

13

50

GB 2011

GB 2009

GB 2007

GB 2005


PERIscope

385

As a treat for the family

As a treat for myself

I appreciate the high quality of

these foods

As a gift

For dinner parties/entertaining

at home

Reasons for Buying Speciality Foods – 2011 (I)

(Base: All who buy speciality foods)

Main Reason Any Reason

Q.55 Which of the following best describes the main reason you choose to buy speciality foods?

27

25

15

7

6

26

35

8

9

8

27

34

9

4

4

ROI 2011

NI 2011

GB 2011

%

58

47

42

29

24

57

57

26

28

24

49

52

35

20

22

Ranked on ROI 2011 any reason


PERIscope

386

I like to know where my food

comes from

I only buy good food

To use everyday

I dislike processed food

I only buy naturally produced

food

Only for use at the weekends


2

3

5

2

1

1

1

2

4

1

1

3

9

1

2

*

*

*

ROI 2011

NI 2011

GB 2011

%

Reasons for Buying Speciality Foods – 2011 (II)




17

14

14

10

11

7

11

10

11

9

6

9

7

13

20

8

7

8


PERIscope

387

Reasons for Buying Speciality Foods – ROI (I)




27

25

15

7

6

26

29

10

9

7

20

33

11

10

5

28

30

9

9

7

20

20

8

20

8


58

47

42

29

24

56

51

32

32

25

48

50

36

37

22

52

49

30

35

25

46

36

24

45

27

%




these foods

As a gift


at home



PERIscope

388


2

3

5

2

1

1

1

3

6

1

1

1

3

3

1

1

1

1

4

3

1

2

2

3

3

2

1

*

-

-


%

Reasons for Buying Speciality Foods – ROI (II)



17

14

14

10

11

7

12

11

13

8

6

8

13

13

12

10

8

13

13

12

11

10

6

8

12

11

8

10

8

5


comes from


To use everyday



food




PERIscope

389

Reasons for Buying Speciality Foods – NI (I)




26

35

8

9

8

24

32

10

8

6

23

44

4

6

13

23

34

4

5

12

NI 2011

N 2009

NI 2007

NI 2005

57

57

26

28

24

51

54

32

32

26

58

74

32

32

42

43

59

27

23

27

%





these foods

As a gift


at home


PERIscope

390


1

2

4

1

1

1

3

9

1

1

2

2

3

1

2

1

3

5

1

1

*

-

*

-

NI 2011NI 2009NI 2007NI 2005

11

10

11

9

6

9

11

12

16

7

5

9

14

15

13

19

9

15

10

13

11

8

3

9

%

Reasons for Buying Speciality Foods – NI (II)





comes from


To use everyday



food



PERIscope

391

Reasons for Buying Speciality Foods – GB (I)




27

34

9

4

4

23

31

11

5

7

23

35

8

7

8

25

34

8

7

7

GB 2011

GB 2009

GB 2007

GB 2005

%

49

52

35

20

22

50

53

39

18

28

56

60

33

31

33

49

57

31

29

28





these foods

As a gift


at home


PERIscope

392


3

9

1

2

1

4

9

1

1

3

1

4

7

2

1

3

9

1

1

*

*

*

*

*

GB 2011

GB 2009

GB 2007

GB 2005

%

Reasons for Buying Speciality Foods – GB (II)



7

13

20

8

7

8

7

13

18

8

5

13

8

13

17

4

3

13

8

11

17

11

4

11



comes from


To use everyday



food



PERIscope

393

Average Spend (Including Zero) On Speciality Food Per Month

€26

€22

€25

ROI 2011


Q.54 In an average month, approximately how much (in Euro) would you spend on speciality food?

NI 2011 GB 2011

(£22)

(£19)

(£23)


PERIscope

394

Frequency of Buying Speciality Foods – 2011 (I)

32 29 3024

1912

2316 18

9 9 813 11 13

46 51 48

4954

51

40 52 48 63 6154

5164 56

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011


2-3 times/

once a

month

Weekly

Fresh Juices/ Handmade Cured Preserves/ Farmhouse

Smoothies Bread Meats Jam/Honey Cheese

% % % % %

Q.52 How often do you buy each of the following items (ask for each item bought at Q.51)?


PERIscope

395

Frequency of Buying Speciality Foods – 2011 (II)



2-3 times/

once a

month

Weekly

Herb Fresh Olive Smoked

Breads Condiments Oil Salmon Pate

% % % % %

11 116 10

510

4 4 7 8 6 5 7 105

4553

39

42 4847 60 56 54 48 54

41 39

47

46

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011


PERIscope

396

Frequency of Buying Speciality Foods – 2011 (III)

4 1 2 3 4 61 1 2 2 1 3

1630 29

55 53 51

12 16 17

36 42 37

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011

ROI

2011

NI

2011

GB

2011



2-3 times/

once a

month

Weekly

Micro-brewed Oil/Mustard Handmade Balsamic

Beer Relishes Chocolates Vinegar

% % % %


PERIscope

397

Frequency of Buying Speciality Foods – ROI (I)

3832 31 32

25 23 27 2416 14

21 23

12 14 10 9 1016 16 13

43

43 47 46

47 4846 49

48 4945 40

6959

58 63

47

51 48 51

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011


2-3 times/

once a

month

Weekly



% % % % %



PERIscope

398

Frequency of Buying Speciality Foods – ROI (II)



2-3 times/

once a

month

Weekly



% % % % %

712 11 11 7 11 12 10 6 6 5 4 5 6 7 8 5 6 8 7

45

50

3845

45

5343

42 54 57 56 60

38

50 47 48

43 39 39 39

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011


PERIscope

399

Frequency of Buying Speciality Foods – ROI (III)



2-3 times/

once a

month

Weekly



% % % %

5 2 2 4 4 6 7 3 2 1 2 1 2 2 3 2

28 34 31

16

5560

5255

1323

1512

41 4538 36

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011

ROI

2005

ROI

2007

ROI

2009

ROI

2011


PERIscope

400

Frequency of Buying Speciality Foods – NI (I)

45

21

3529 29

40

2419

25

1420 16

12

26

7 918

817

11

41

58

4551 48

45

48 54

5671

5452 64

60

6061

61 7952 64

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011


2-3 times/

once a

month

Weekly



% % % % %



PERIscope

401

Frequency of Buying Speciality Foods – NI (II)



2-3 times/

once a

month

Weekly



% % % % %

25

11 11 14 105 1

20

4 4 1

126 6 4 8 10

54

52 53

65

53

4849

58

56 56

45

55

42

54

69

50 47

n/an/a

n/a

n/a

n/an/a

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011


PERIscope

402

Frequency of Buying Speciality Foods – NI (III)



2-3 times/

once a

month

Weekly



% % % %

4 3 1 1 1 4 4 16

1

19

2 1

57

3628 30

56

76

52 53

31

34

18 16

45

63

44 42

-*-

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011

NI

2005

NI

2007

NI

2009

NI

2011


PERIscope

403

Frequency of Buying Speciality Foods – GB (I)

32 33 3730

13 14 12 12

25 21 17 18

5 4 6 8

19 20 2313

46 48 4048

37

51

4151

4950

4448

6560

5054

57 5745

56

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011


2-3 times/

once a

month

Weekly



% % % % %



PERIscope

404

Frequency of Buying Speciality Foods – GB (II)



2-3 times/

once a

month

Weekly



% % % % %

6 5 7 6 9 611 10

4 2 5 7 6 4 5 5 9 7 5 5

42 48 41 39

5456

5547 58

5150

54

3545 41 41

48 4944 46

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011


PERIscope

405

Frequency of Buying Speciality Foods – GB (III)



2-3 times/

once a

month

Weekly



% % % %

17

2 3 2 4 61 1 2 2 1 3 3

28 23

22 29

56 58 51 51

18 19 15 17

3734

36 37

*-

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

GB

2005

GB

2007

GB

2009

GB

2011

Organic Food


PERIscope

407

Organic Food: Summary

Over half of all consumers in ROI and GB claim to have „ever bought‟ organic food, a figure

that has continued to increase in both regions since 2005. less consumers in NI claim to have

interacted with the sector.

Purchases of organic food in the past week/past month are higher in ROI than in GB or NI.

These types of purchases continue to increase in ROI, and have done so steadily since 2003.

in contrast, past week/past month purchases have declined in NI since 2007, while in GB they

show signs of stagnating.

Vegetables and fruit continue to be the two most commonly purchased organic food types,

although monthly or more often purchases of poultry in ROI are quite a bit ahead of NI, and GB

particularly.


PERIscope

408

Yes

57%

Organic Purchasing Behaviour

ROI 2011

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

Yes

56%

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 66% 43% 59%

• Vegetables

• Fruit

• Poultry

• Dairy produce

• Vegetables

• Fruit

• Dairy produce

• Poultry

GB 2011NI 2011

• Vegetables

• Fruit

• Poultry

• Dairy produce

Yes

36%


PERIscope

409

• Vegetables

• Fruit

• Poultry

• Dairy produce

Yes

30%

Organic Purchasing Behaviour – ROI

ROI 2003

EVER BOUGHT

All Adults 15+

MOST

FREQUENT

PURCHASES

ROI 2005 ROI 2007 ROI 2009

Yes

38%

Yes

46%


EVER BOUGHT

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



• Vegetables

• Fruit

• Dairy products

• Poultry

• Vegetables

• Fruit

• Poultry

• Dairy products

Yes

50%

ROI 2011

• Vegetables

• Dairy products

• Fruit

• Poultry

Yes

57%

• Vegetables

• Fruit

• Poultry

• Dairy produce


PERIscope

410

Yes

25%

Organic Purchasing Behaviour – NI


Yes

53%

EVER BOUGHT

All Adults 15+

MOST FREQUENT

PURCHASES



EVER BOUGHT

Grocery Shoppers 30% 44% 50% 43%

• Vegetables

• Fruit

• Dairy products

• Poultry

• Vegetables

• Fruit

• Dairy produce

• Poultry

NI 2009NI 2007NI 2005

Yes

39%

NI 2011

• Vegetables

• Dairy products

• Fruit

• Poultry

• Vegetables

• Fruit

• Poultry

• Dairy produce

Yes

36%


PERIscope

Yes

49%

411

Organic Purchasing Behaviour – GB


EVER BOUGHT

All Adults 15+

MOST FREQUENT

PURCHASES



EVER BOUGHT

Grocery Shoppers 47% 49% 53% 59%

• 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


PERIscope

412

Frequency of Buying Various Types of Food in Organic Form – 2011 (I)

Vegetables

Fruit

Poultry

Yoghurt

Cheese

Milk/cream

Butter/other dairy spreads

% Monthly or more often

(Base: All who buy organic food)


72

58

50

33

27

15

10

76

66

41

43

42

32

29

59

52

28

31

28

29

20

% Weekly

40

31

18

14

9

8

4

28

24

10

10

10

9

6

26

23

8

9

8

12

6

ROI 2011

NI 2011

GB 2011


PERIscope

413

Frequency of Buying Various Types of Food in Organic Form – 2011 (II)

Beef

Cereals

Pasta

Lamb

Bacon

Pork

Venison

% Weekly




7

4

5

2

3

2

7

6

3

2

4

3

1

3

7

6

2

4

2

1

*

ROI 2011

NI 2011

GB 2011

22

10

13

15

13

11

1

28

23

22

19

22

19

7

18

15

18

14

15

15

6


PERIscope

414

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

Vegetables

Fruit

Poultry

Yoghurt

Cheese

Milk/cream





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

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

-

-

-

-

-

-

-

-

ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003


PERIscope

415

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

Beef

Cereals

Pasta

Lamb

Bacon

Pork

Venison

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 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003

% Weekly



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



PERIscope

416

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

Vegetables

Fruit

Poultry

Yoghurt

Cheese

Milk/cream


% Weekly % Monthly or more often



28

24

10

10

10

9

6

32

29

8

11

7

11

5

45

42

10

17

17

12

12

31

28

15

n/a

n/a

n/a

n/a

NI 2011

NI 2009

NI 2007

NI 2005

76

66

41

43

42

32

29

66

59

31

28

29

27

18

86

81

58

62

68

58

57

69

65

49

n/a

n/a

n/a

n/a


PERIscope

417

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

Beef

Cereals

Pasta

Lamb

Bacon

Pork

Venison

% Weekly




28

23

22

19

22

19

7

19

14

14

14

13

11

3

51

41

37

31

36

32

28

45

42

37

21

30

32

10

7

6

3

2

4

3

1

5

3

3

2

3

3

5

8

8

1

4

1

5

10

7

2

5

2

1

*-

NI 2011

NI 2009

NI 2007

NI 2005


PERIscope

418

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

Vegetables

Fruit

Poultry

Yoghurt

Cheese

Milk/cream


26

23

8

9

8

12

6

34

30

9

15

12

17

8

28

27

7

14

10

17

7

GB 2011

GB 2009

GB 2007

% Weekly % Monthly or more often



59

52

28

31

28

29

20

66

59

32

32

30

33

22

69

67

36

37

34

37

23


PERIscope

419

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

Beef

Cereals

Pasta

Lamb

Bacon

Pork

Venison

% Weekly




3

7

6

2

4

2

1

4

9

7

2

3

1

2

5

3

2

2

2

**

GB 2011

GB 2009

GB 2007

18

15

18

14

15

15

6

22

17

19

14

15

15

5

26

18

18

15

17

16

3


PERIscope

420

2414

20

18

12

17

6

5

8

3

2

3

6

3

8

43

64

43

ROI

2011

NI

2011

GB

2011

%

Past week

Past month

Past 3 monthsPast 6 months

Longer ago

Never

When Last Bought Organic Food – 2011




PERIscope

421

10 1117

25 24711

14

1218

35

5

66

3

3

33

6

8

75

6

43

2

70

5054

62

ROI

2003

ROI

2005

ROI

2007

ROI

2009

ROI

2011

%

Past weekPast month


Longer ago

Never

When Last Bought Organic Food – ROI




PERIscope

422

8 1015 14

9

19 12 122

13

4 5

6

2 2

4

5

5 3

1

756461

47

NI

2005

NI

2007

NI

2009

NI

2011

%

Past week

Past monthPast 3 monthsPast 6 months

Longer ago

Never

When Last Bought Organic Food – NI




PERIscope

423

%

Past week

Past month


Longer ago

Never

When Last Bought Organic Food – GB



13 1624 20

12 9

12 174 6

68

2

23

7 5

68

3

61

4350

60

GB

2005

GB

2007

GB

2009

GB

2011

Alcohol


PERIscope

425

Alcohol: Summary

Approximately 7 in 10 adults in ROI and GB consume alcohol nowadays. In NI, the figure

drops to just over 6 in 10.

In each region, alcohol consumption is highest amongst 25-44 year olds.

Of those consuming alcohol, daily and weekly consumption tends to be higher in GB.

However, daily and weekly consumption have declined in all regions since 2009.

ROI now has the largest proportion of alcohol drinkers consuming alcohol less often than

once a month. The % of people drinking alcohol with food has also declined in ROI since

the last wave of research.

The purchase of alcohol from supermarkets or off licences as opposed to pubs has

remained the standard for over 6 in 10 consumers in each of the regions.


PERIscope

426

No

28%

Yes

72%

Incidence of Drinking Alcohol

ROI 2011

• 25-34 yrs • 25-34 yrs


No

36%

Yes

64%

No

30%

Yes

70%

Q.35 Do you, yourself ever drink any alcoholic drinks, either at home (i.e. in your own home or

someone else‟s home) or on licensed premises such as a pub, club, bar, hotel or elsewhere?

Higher amongst …

GB 2011NI 2011

• 25-44 yrs


PERIscope

427

No

28%

Yes

72%

Incidence of Drinking Alcohol – ROI

ROI 2003

• 25-44 yr olds • 25-44 yr olds


ROI 2005

• 25-34 yr olds

ROI 2007 ROI 2009

No

31%

Yes

69%

No

30%

Yes

70%



Higher amongst …

No

30%

Yes

70%

ROI 2011

• 25-44 yr olds

No

28%

Yes

72%

• 18-34 yr olds


PERIscope

428

Incidence of Drinking Alcohol – NI & GB




No

23%

Yes

77%

No

23%

Yes

77%

• 35-54 yrs• 25-34 yrs • 25-34 yrs

No

22%

Yes

78%

No

28%

Yes

72%

No

30%

Yes

70%

No

31%

Yes

69%

Higher

amongst …

Higher

amongst …

• 25-34 yrs

NI 2009NI 2007NI 2005 NI 2011

• 35-44 yrs• 25-34 yrs • 25-44 yrs

GB 2009GB 2007GB 2005

• 25-34 yrs

GB 2011

No

30%

Yes

70%

No

36%

Yes

64%


PERIscope

429

2836

45

4233

32

1924

17

116 6

ROI 2011

(72%)

NI 2011

(64%)

GB 2011

(70%)

Daily/several times a week

Weekly

2-3 times/once a month

Less often

%

Frequency of Drinking Any Alcohol – 2011


Q.36 About how often do you have an alcoholic drink either at home or in someone else‟s home or

on licensed premises such as a pub, bar, club, hotel etc.?

% Drink Alcohol

Average Oncea week

Oncea week

Oncea week


PERIscope

430

42 4032 28

40 41

4142

14 1319

19

4 6 8 11

ROI 2005

(72%)

ROI 2007

(70%)

ROI 2009

(70%)

ROI 2011

(72%)


Weekly


Less often

%

Frequency of Drinking Any Alcohol – ROI




% Drink Alcohol

Average Oncea week

Oncea week

Oncea week

Oncea week


PERIscope

431

40

57

4436

33

23

31

33

2416

2024

3 4 5 6

NI 2005

(77%)

NI 2007

(77%)

NI 2009

(69%)

NI 2011

(64%)


Weekly


Less often

%

Frequency of Drinking Any Alcohol – NI




% Drink Alcohol

Average Oncea week

Once a week/several times a week

Oncea week

Oncea week


PERIscope

432

5863

54 5345

2223

22 2632

1410

1615 17

6 4 8 6 6

GB 2003

(77%)

GB 2005

(78%)

GB 2007

(72%)

GB 2009

(70%)

GB 2011

(70%)


Weekly


Less often

%

Frequency of Drinking Any Alcohol – GB




% Drink Alcohol

Average Oncea week

Oncea week

Oncea week

Oncea week

Oncea week


PERIscope

433

Proportion of Alcohol Consumed with Food – 2011


1221 23

14

2324

48

3638

2621

16

ROI

2011

NI

2011

GB

2011

51%+

26-50%

0-25%

None/don‟t know

Q.37 In an average month, thinking of all the occasions you consume alcohol, approximately what

proportion of the occasions of drinking alcohol is with food?

%


PERIscope

434

Proportion of Alcohol Consumed with Food – ROI, NI & GB


916 12 8

17 21 1827 23

15

17

14 25

18

23 27

2424

50

45

48

53 4436

41 3538

2621

26

1420 21

13 15 16

ROI

2007

ROI

2009

ROI

2011

NI

2007

NI

2009

NI

2011

GB

2007

GB

2009

GB

2011

51%+

26-50%

0-25%

None/don‟t know

Q.37 In an average month, thinking of all the occasions you consume alcohol, approximately what

proportion of the occasions of drinking alcohol is with food?

%


PERIscope

%Agree

Slightly

%Agree

Strongly

%Agree

I tend to purchase more of my alcohol

from specialist off licenses/ supermarkets

than pubs these days

62

66

62

I always have a drink (alcohol/wine) when I

have dinner in a restaurant

52

60

64

I am drinking more alcohol at home these

days than before

39

48

40

I prefer the restaurant to recommend a

wine rather than choosing the wine myself

17

15

20

435

Attitudes Towards Alcohol – 2011

Q.38 The following are some statements which people have made about drinking alcohol. 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?

14

23

30

28

13

34

40

38

15

25

29

34

ROI 2011

NI 2011

GB 2011

5

17

34

34

2

15

20

28

3

14

24

28



PERIscope

436

%

Agree

%Agree

Slightly

%Agree

Strongly

34 28




34 26

31 30

28 32

28 26

29 24



26 28

31 28

27 35

33 33

25 14


days than before

25 14

25 15

25 18

21 13

15 3



17 5

13 18

19 11

18 10

Attitudes Towards Alcohol – ROI

28

34

66

54

30

43

62

60

31

40

59

61

17

39

52

6260

54

39

23ROI 2011

ROI 2009

ROI 2007

ROI 2005

ROI 2003





PERIscope

437

%

Agree

%Agree

Slightly

%Agree

Strongly

38 28




32 37

36 24

21 27

40 20



33 28

45 24

33 31

34 15


days than before

29 19

39 18

26 20

13 2



13 3

13 3

15 13

Attitudes Towards Alcohol – NI

28

46

64

48

16

57

69

60

15

48

60

66

70

61

49

16NI 2011

NI 2009

NI 2007

NI 2005





PERIscope

438

%

Agree %

AgreeSlightly

%Agree

Strongly




28 34

31 33

27 3733 25

27 34



30 34

29 37

34 35

33 3726 45


days than before

23 1722 1529 8

24 1324 14



14 5

14 414 6

10 2

10 3

Attitudes Towards Alcohol – GB

13

38

71

61

12

37

70

58

20

37

69

64

20

40

64

62

65

65

37

18GB 2011GB 2009 GB 2007 GB 2005GB 2003





PERIscope

439

Image Profiling Of Store Type


PERIscope

440

Image Profiling

Why do image profiling………?

And what does it reveal……..?

Some brands/companies get high scores for all attributes because they are better known

brands/companies.

Some attributes score high for all brands/companies because they are generic to all

brands/companies.

Image profiling strips away the noise to reveal the underlying image contours.


PERIscope

441

Image Profiling Of Store Type – 2011

Attributes Associated

Cheap – Discount store

Local – Local fruit & veg store

Friendly – Local butchers

Enjoyable to shop – Farmers‟ market

Near to me – Convenience store

Lots of variety/choice/has everything– Supermarket

High quality fresh food – Local butchers, farmers‟ market, local fruit & veg store

For special occasion – Speciality/ gourmet store

Opening hours suit me – Supermarket

Has good parking – Supermarket

Food you can trust – Farmers‟ market/ local butchers

Fast service/no queues – Local butchers



Local – Local fruit & veg store




Lots of variety/choice/ has everything – Supermarket

High quality fresh food – Farmers‟ market

For special occasion –Speciality/gourmet store

Opening hours suit me –Supermarket, Convenience store


Food you can trust – Farmers‟market/local butchers

Fast service/no queues –Convenience store/local butchers



Local – Convenience store, local fruit & veg store, local butchers




Lots of variety/choice/ has everything – Supermarket

High quality fresh food – Local fruit & veg store

For special occasion – Speciality/ gourmet store

Opening hours suit me – Supermarket


Food you can trust – Local butchers

Fast service/no queues – Local butchers

Q.48 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.


GB 2011 NI 2011 ROI 2011


PERIscope

442

Image Profiling Of Store Type – ROI (I)

Speciality/

gourmet

food store

Super-

market

Convenience

store

Discount

store

Local fruit

& veg store

Farmers

market

Local

butchers

Cheap -7 -6 -9 51 -6 -7 -15

Local -9 -26 9 -8 15 7 12

Friendly -5 -20 7 -12 8 6 17

Enjoyable to shop 1 -3 -2 -5 2 6 2

Near to me -9 -8 16 -2 4 -6 5

Lots of variety/choice/ has everything -3 34 -4 1 -8 -6 -14

High quality fresh food 6 -8 -13 -12 9 12 6

For special occasion 41 -8 -9 -10 -9 -2 -3

Opening hours suit me -8 8 8 2 -9 -10 -11

Has good parking -8 31 -1 7 -10 -8 -12

Food you can trust 2 -5 -8 -7 4 7 7

Fast service/no queues -2 -8 6 -5 1 1 6






PERIscope

443

Speciality/

gourmet

food store Supermarket

Convenience

store

Discount

store

Cheap

Local

Friendly

Enjoyable to shop

Near to me

Lots of variety/choice/ has everything

High quality fresh food

For special occasion

Opening hours suit me

Has good parking

Food you can trust

Fast service/no queues -2

2

-8

-8

-7

-9

-5

1

-9

-3

6

41

Image Profiling Of Store Type – ROI (II)




Negative Positive Negative Positive Negative Positive Negative Positive

-6

-26

-20

-3

-8

-8

-8

-8

-5

8

31

34

6

-8

-1

5

-9

-13

-4

16

-2

7

9

-9

-5

-7

7

2

-10

-12

1

-2

-5

-12

-8

51



PERIscope

444

Local fruit

& veg store

Farmers

market

Local

butchers

Cheap

Local

Friendly

Enjoyable to shop

Near to me





Has good parking

Food you can trust

Fast service/no queues

Image Profiling Of Store Type – ROI (III)




Negative Positive Negative Positive Negative Positive

1

4

-10

-9

-9

9

-8

4

2

8

15

-6

1

7

-8

-10

-2

12

-6

-6

6

6

7

-7

6

7

-12

-11

-3

-14

5

2

17

12

-15

6



PERIscope

445

Image Profiling Of Store Type – NI (I)

Speciality/

gourmet

food store

Super-

market

Convenience

store

Discount

store

Local fruit

& veg store

Farmers

market

Local

butchers

Cheap -9 -3 -3 51 -13 -5 -18

Local -11 -27 14 -5 14 1 14

Friendly -6 -27 10 -4 10 2 14

Enjoyable to shop 3 -1 -3 -4 1 6 -2

Near to me -9 -7 21 -2 1 -4 1

Lots of variety/choice/ -3 37 -6 -3 -9 -3 -13


For special occasions 43 -12 -13 -8 -10 0 0

Opening hours suit me -7 26 10 -2 -10 -6 -12

Has good parking -7 42 -3 0 -12 -5 -15


Fast service/no queues -4 2 2 -4 0 -1 4






PERIscope

446

Speciality/

gourmet


Convenience

store

Discount

store

Cheap

Local

Friendly

Enjoyable to shop

Near to me





Has good parking

Food you can trust

Fast service/no queues -4

0

-7

-7

-9

-11

-6

3

-9

-3

9

43

Image Profiling Of Store Type – NI (II)





2

-11

42

26

-3

-27

-27

-1

-7

37

-21

-12

2

-10

-3

10

-3

14

10

-3

21

-6

-18

-13

-4

-8

0

-2

-8

-11

-3

-2

-4

-4

-5

51



PERIscope

447

Local fruit

& veg store

Farmers

market

Local

butchers

Cheap

Local

Friendly

Enjoyable to shop

Near to me





Has good parking

Food you can trust


Image Profiling Of Store Type – NI (III)




Negative Positive Negative Positive Negative Positive

0

10

-12

-10

-13

14

10

1

1

-9

17

-10

-1

6

-5

-6

-5

1

2

6

-4

-3

9

0

4

14

-15

-12

-18

14

14

-2

1

-13

14

0



PERIscope

448

Image Profiling Of Store Type – GB (I)

Speciality/

gourmet

food store

Super-

market

Convenience

store

Discount

store

Local fruit

& veg store

Farmers

market

Local

butchers

Cheap -10 -2 -5 44 -6 -10 -12

Local -9 -25 12 -5 14 4 9

Friendly -2 -25 7 -5 9 6 12

Enjoyable to shop 3 -6 -3 -3 1 6 2

Near to me -8 -8 20 -1 2 -6 1

Lots of variety/choice/ has everything -3 35 -6 -2 -8 -7 -10


For special occasion 31 -9 -12 -8 -7 1 3

Opening hours suit me -7 29 10 -3 -10 -8 -11

Has good parking -7 41 -5 -1 -11 -7 -12


Fast service/no queues -1 -6 3 0 2 1 2






PERIscope

449

Speciality/

gourmet


Convenience

store

Discount

store

Cheap

Local

Friendly

Enjoyable to shop

Near to me





Has good parking

Food you can trust


-2

-1

4

-7

-7

31

8

-3

-8

3

-9

-10

Image Profiling Of Store Type – GB (II)



-25

-6

-9

41

29

-9

-15

35

-8

-6

-25

-2

7

3

-8

-5

10

-12

-14

-6

20

-3

12

-5

0

-6

-1

-3

-8

-10

-2

-1

-3

-5

-5

44





PERIscope

450

Local fruit

& veg store

Farmers

market

Local

butchers

Cheap

Local

Friendly

Enjoyable to shop

Near to me





Has good parking

Food you can trust


9

2

4

-11

-10

-7

10

-8

2

1

14

-6

Image Profiling Of Store Type – GB (III)



10

1

-8

-7

9

1

-7

-6

6

6

4

-10


Negative Positive Negative Positive


12

2

5

-12

-11

3

10

-10

1

2

9

-12

Negative Positive

197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence

Growing the success of Irish food & horticulture

6

Documents

Growing the success of Irish food & horticulture · · 2012-11-21Growing the success of Irish food & horticulture 6. ... 16 21 50 56 50 52 11 10 10 12 11 12 21 10 NI 2005 NI 2007