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

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Presentation on theme: "PERIscope 5 Irish consumers & their food. PERIscope 5 Eating Shopping Cooking."— Presentation transcript:

1 PERIscope 5 Irish consumers & their food

2 PERIscope 5 Eating Shopping Cooking

3 PERIscope

4 PERIscope 5 Face-to-face, in-home interviews Adults 15+ in ROI 16+ in UK and NI 1,000

5 Scope Food & Cooking EnvironmentEating at home Speciality food Food labelling Organic food Eating out Local food Health & wellbeing Grocery shoppingSegmentation Alcohol

6 Time for family Time for food

7 Cooking from scratch Prepare meals from scratch at least a few times a week (Base: All Adults 15+)

8 Frequency of cooking from scratch More often Less often More often or less often than 12 mths ago? (2009) (Base: All Adults 15+) year olds Urban Entertaining at home New question for 2009 New question for 2009

9 Incidence of eating convenience meals More often Less often (Base: All Adults 15+)

10 It is important to spend time over dinner as a family I often make an extra effort to prepare a special meal We use a lot of ready to eat foods in our household Too much time was spent cooking/preparing food in my parents’ time Family dinners making a comeback Vs Vs (Base: All Adults 15+, 2009 data)

11 Family dining is thriving % Irish who usually eat main meal together Weekday Saturday Sunday 2001 vs 2009 (Base: All Adults 15+) +14%

12 32% Family breakfast % Sitting down for breakfast together every morning 37% 18% 44% 47% 44% 2005 vs 2009 (Base: All Adults 15+)

13 Making time for breakfast % Who rarely have time to eat a proper breakfast (Base: All Adults 15+) ROI only

14 22% 18% 2005 vs 2009 (Base: All Adults 15+) % Of families with someone absent for the main meal of the day Someone missing at mealtime

15 Express yourself in the kitchen

16 “Cooking is good fun at times” “Cooking is a passion – I love food” Attitudes towards cooking (Base: All Adults 15+) ROI & NI catching up on GB +12

17 Cookery courses (9% of population) (7% of population)(5% of population) 2,282,00090,000318,000 Proportion attending cooking classes in past three years (Base: All Adults 15+) New question for 2009 New question for 2009

18 Confident that I could produce a Sunday roast with all the trimmings Enjoy having a dinner party where I do all the cooking Confidence in cooking Level of cooking expertise (%) (Base: All Adults 15+) % 51% 65%

19 Entertaining at home Incidence of entertaining at home more often (%) (Base: All Adults 15+) 26% 22% 23% 2009 ABs, year olds, can cook, have children New question for 2009 New question for 2009

20 (23%)(26%)(22%) Romantic meal in instead of going out Having friends over instead of going to pub or restaurant Family celebrations at home instead Drinks at home with partner instead of going to the pub % E’taining at home more often Entertaining at home Instead of going to the pub (Base: All Adults 15+) New question for 2009 New question for 2009

21 Cook from scratch, make a special meal Have starter/dessert – more courses Wine with your meal/special bottle of wine More careful about the meat/fish you serve Get a takeaway Create ambience – table, candles, music, etc. Try new food, experiment Have an aperitif Gourmet shop for special food/ingredients Buy a ‘meal deal’ from the supermarket Make eating in feel like eating out (Base: All Adults 15+) Ways of making eating at home a bit more special (%)

22 Popularity of eating out Proportion eating out of home more than once per month (%) (Base: All Adults 15+)

23 Eating out midweek Incidence of eating out more often during the week (%) (Base: All Adults 15+)

24 43% 50% 32% Brown-bagging it! “Are you bringing your own lunch to work more often, less often or no change?” (Base: All Adults 15+) New question for 2009 New question for 2009

25 Eating your way to good health Eating your way to good health

26 My diet is very healthy My diet is fairly healthy Consumer perceptions of diet (Base: All Adults 15+) 2007 vs

27 And getting healthier … More healthy Less healthy (Base: All Adults 15+)

28 ROI – Kitchen appliances changes Deep Fat FryerSteamer ROI 2009 – Smoothie Maker 31% Juicer 34% (Base: All Adults 15+) New question for 2009 New question for 2009

29 Negative connotations of healthy foods Healthier foods are always more expensive than other foods Choosing healthy food is very limiting and boring too (Base: All Adults 15+)

30 Aspire to a healthy diet % Applies A Lot % Applies A Little % Applies I always try to eat a balanced diet I try to buy foods that are natural I try to limit the amount of fast food I consume (Base: All Adults 15+) ROI NI GB

31 The ‘5-a-day’ message is registering I eat at least 5 portions of fruit & veg per day (% saying “applies a lot”) (Base: All Adults 15+)

32 Link between food and wellbeing Good food can enhance body and mind I consider what I eat to be really important for my wellbeing % Agree Slightly/Strongly (Base: All Adults 15+) 2009

33 I eat to feel good and take control of my life I eat to enrich/enhance mental alertness and spiritual well being (Base: All Adults 15+) Link between food and wellbeing % Agree Slightly/Strongly 2009

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

35 Lower Food Miles Organic Healthy Fat Free No pesticides Superfood Helps metabolism Made in… Energy Natural Quality Calcium Healthy More flavour Nutritional value Natural Low carbon footprint Fresh Do consumers know what’s good for them? Fair Trade Improved Added benefits Less Calories Fat content Health benefits REDUCED CARBON FOOTPRINT Omega3 Added nutrients Low calorific content Added vitamins Vitamin-enriched Plant Sterols Reduces cholesterol Probiotic Health promoting properties

36 Fresh fruit Fresh veg/salad Fish Hi-fibre foods Wholegrain foods Vitamin/mineral enriched Products Products that claim to lower cholesterol/blood pressure Lower fat options What should I eat to be healthy? Food or drink containing sugar Food containing fats Salt in your food Carbonated soft drinks Eat moreEat less Bread, cereals, pasta, rice, potatoes Milk & dairy products Meat Divided Opinions (Base: All Adults 15+, All markets summary)

37 Food labels can cause confusion % Applies I often find it difficult to understand the nutritional claims on packaging I often find it difficult to understand the labelling on food (Base: All Adults 15+)

38 We like to see fresh & natural on labels (Base: All Adults 15+) “Fresh” “Natural” % Saying important to have on a label

39 I like to see ‘fresh’ & ‘natural’ on labels Fresh vegetables Food cooked/ grown/ produced within the last few days No artificial ingredients/ preservatives/ colours Natural ingredient s Natural colour What does “Fresh” mean? What does “Natural” mean? But what do these words mean? Fresh fruit From nature Fresh taste (Base: All Adults 15+)

40 Checking the label Always check Sometimes check Never check / not sure Checking for Quality Symbol (%) Checking for Country of Origin (%) Always check Sometimes check Never check / not sure (Base: All grocery shoppers)

41 Quality symbols have grown in relevance Always check for quality symbol Sometimes check for quality symbol (Base: All grocery shoppers) ROI only, 2001 – 2009

42 Origin has become more important Always check for country of origin Sometimes check country of origin ROI only, 2001 – 2009 (Base: All grocery shoppers)

43 Keeping it local

44 Local produce – quality, safety & healthy % Agree ROI 2005 ROI 2009 NI 2005 NI 2009 GB 2005 GB 2009 Food produced locally results in higher quality products 62% 67% 51% 68% 45% 63% More confident in the safety of food produced in my local area 57% 65% 52% 63% 36% 52% Food produced locally has less preservatives and artificial ingredients 53% 60% 44% 52% 36% 51%

45 % saying fairly important to buy local % saying very important to buy local Buying local always important in ROI (Base: All Adults 15+) NI & GB following suit % 61%41%63% 33%52%

46 Actions speak louder than words % buying local produce monthly % buying local produce weekly % buying local produce daily (Base: All Adults 15+)

47 Ownership of an allotment % of respondents who own/rent an allotment (Base: All Adults 15+) New question for 2009 New question for 2009

48 Produce grown fruit, such as apples, berries, etc vegetables, such as carrots, cauliflower, etc herbs, such as parsley, basil, etc New question for 2009 New question for 2009 Grow your own … (Base: All Adults 15+)

49 Carbon Footprint aware Local focus today Food Miles aware Sustainability aware Concerns for the future … 27% 30% 38% 46% % in 2007 % in % 25% (Base: All Adults 15+)

50 Awareness up – but attitudes /choice? “I am more conscious of the environment in my choice of products today” 53% 57% 2007 vs 2009 (Base: All Adults 15+) 49%

51 Awareness up – but attitudes /choice? “I am more conscious of the environment in my choice of products today” 2007 vs 2009 (Base: All Adults 15+) HIGHEST AMONG: Females yrs ABC1’s Responsible for grocery shopping Buy organic, speciality food & local produce HIGHEST AMONG: Females yrs AB’s Responsible for grocery shopping HIGHEST AMONG: yrs AB’s Responsible for grocery shopping Buy organic, speciality food & local produce

52 Awareness up – but attitudes /choice? “I prefer to buy from companies that are aware of the impact of environmental issues” 50% 2007 vs 2009 (Base: All Adults 15+) 38% 49%

53 Awareness up – but attitudes /choice? 2007 vs 2009 (Base: All Adults 15+) HIGHEST AMONG: AB’s year olds Responsible for grocery shopping Buy organic, speciality food & local produce HIGHEST AMONG: Females yrs AB’s Responsible for grocery shopping HIGHEST AMONG: yrs AB’s Buy organic, speciality food & local produce “I prefer to buy from companies that are aware of the impact of environmental issues”

54 Shopping for groceries

55 Responsibility for shopping has evolved Responsibility for grocery shopping % ROI 2005 ROI 2009 NI 2007 NI 2009 GB 2005 GB 2009 Mainly responsible43% 46% 47% 50% 45% 55% Jointly responsible with someone else 14% 16% 13% 21% 25% Someone else responsible43% 38% 40% 37% 34% 20% (Base: All Adults 15+)

56 Male involvement … 21%26%30% % Men grocery shopping 2005 – %23%20% (Base: All Adults 15+)

57 Male involvement … 21%27%30% % Men preparing their own meals 2005 – % 23% (Base: All Adults 15+)

58 Consumers looking for better value Spreading my shopping across a number of shops to get the best value Shopping in discount retailers Buying in bulk Buying food items on promotion Travelling further to shop to get better value LessMore (Base: All mainly / jointly responsible for grocery shopping, 2009 data) % Less often / % More often LessMoreLessMore

59 Quality of fresh food is more important than price I will pay a bit more for grocery shopping to get superior customer service I watch for announcements for sales or promotions on grocery When I shop the first thing I look for is price The most important thing is price when grocery shopping nc Price is not always the most important … % Agree a lot / a little (Base: All Grocery Shoppers 15+) 2007 vs 2009

60 Chilled category losing its edge? Products in the chilled cabinet are always fresher I much prefer to buy products from the chilled cabinet (Base: All Grocery Shoppers, 2009 data) Vs Vs. 2005

61 Frozen food is always better than chilled food Frozen food is usually better than chilled food About the same Chilled food is usually better than frozen food Chilled food is always better than frozen food Frozen versus chilled 14% 35% 14% 31% 22% 23% (Base: All Adults15+, 2009 data)

62 Take-aways

63

64 Family & Fun Families eating together more, confidence & enjoyment are increasing … more emotionally engaged …moving away from convenience?

65 Families eating together more, confidence & enjoyment are increasing … more emotionally engaged Convenience factors? Family & Fun Home is fun too! Convenience no longer king Time still crucial NB: A basis for quick home-cook? Make home-cook special? Home is fun too! Convenience no longer king Time still crucial NB: A basis for quick home-cook? Make home-cook special?

66

67 Perceived notion / aspiration to eat healthy … but messages confusing Espousing the link to overall wellbeing Healthy Foods

68 Perceived notion / aspiration to eat healthy … but messages confusing Espousing the link to overall wellbeing Healthy Foods HEALTH CREDENTIALS Pitching your credentials? Simple? Effective? Balanced, holistic message?

69

70 Increasing positive perception of locally produced food with consumers wanting to know the source of their food Local Food

71 Increasing positive perception of locally produced food with consumers wanting to know the source of their food Local Food Do you have local credentials? Are you pushing that message? Is local a USP for you? Part of the community? Social, economic, environment? Do you have local credentials? Are you pushing that message? Is local a USP for you? Part of the community? Social, economic, environment?

72

73 Greater awareness of language / terminology … but no significant increase in positive attitudes / choice Environment

74 Greater awareness of language / terminology … but no significant increase in positive attitudes / choice Environment Are you pushing your Green credentials?

75

76 Profile - males involved Focus on value Value ≠ Price The shopper has changed

77 Profile - males involved Focus on value Value ≠ Price The shopper has changed COMMUNICATION Effective? Your value proposition? What does value mean? Consumer reference points?

78

79 Tom Collins


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