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PERIscope 5

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  1. PERIscope 5 Irish consumers & their food

  2. PERIscope 5 Eating Shopping Cooking

  3. PERIscope 5 2001 2003 2005 2007 2009 2003 2005 2007 2009 2005 2007 2009

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

  5. Scope Eating at home Environment Food & Cooking Alcohol Food labelling Speciality food Local food Health & wellbeing Organic food Grocery shopping Segmentation Eating out

  6. Time for family Time for food

  7. Cooking from scratch Prepare meals from scratch at least a few times a week +15 +14 2005 2009 2005 2009 2005 2009 (Base: All Adults 15+)

  8. New question for 2009 Frequency of cooking from scratch More often or less often than 12 mths ago? (2009) More often Less often 25-34 year olds Urban Entertaining at home (Base: All Adults 15+)

  9. 2005 2005 2005 2007 2007 2007 2009 2009 2009 Incidence of eating convenience meals More often Less often (Base: All Adults 15+)

  10. Vs. 2005 +5 +1 -7 -11 +10 +5 -14 -9 +3 +4 -17 -12 Family dinners making a comeback 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 (Base: All Adults 15+, 2009 data)

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

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

  13. 2001 2003 2005 2007 2009 Making time for breakfast % Who rarely have time to eat a proper breakfast ROI only (Base: All Adults 15+)

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

  15. Express yourself in the kitchen

  16. 2009 2005 2009 2005 2009 2005 Attitudes towards cooking ROI & NI catching up on GB +12 +12 “Cooking is good fun at times” “Cooking is a passion – I love food” (Base: All Adults 15+)

  17. New question for 2009 318,000 90,000 2,282,000 Cookery courses Proportion attending cooking classes in past three years (9% of population) (7% of population) (5% of population) (Base: All Adults 15+)

  18. 2005 2009 2005 2009 2005 2009 Confidence in cooking Level of cooking expertise (%) Confident that I could produce a Sunday roast with all the trimmings Enjoy having a dinner party where I do all the cooking 52%51% 65% (Base: All Adults 15+)

  19. New question for 2009 Entertaining at home Incidence of entertaining at home more often (%) 2009 26% 22% 23% ABs, 25 - 44 year olds, can cook, have children (Base: All Adults 15+)

  20. New question for 2009 Entertaining at home Instead of going to the pub (26%) (22%) (23%) % E’taining at home more often (Base: All Adults 15+)

  21. Make eating in feel like eating out Ways of making eating at home a bit more special (%) (Base: All Adults 15+)

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

  25. Eating your way to good health

  26. Consumer perceptions of diet 2007 vs 2009 My diet is very healthy My diet is fairly healthy 2007 2009 2007 2009 2007 2009 (Base: All Adults 15+)

  27. And getting healthier … More healthy Less healthy 2005 2007 2009 2005 2007 2009 2005 2007 2009 (Base: All Adults 15+)

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

  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. ROI NI GB Aspire to a healthy diet % Applies A Lot % Applies A Little (Base: All Adults 15+)

  31. The ‘5-a-day’ message is registering I eat at least 5 portions of fruit & veg per day (% saying “applies a lot”) 2005 2007 2009 2005 2007 2009 2005 2007 2009 (Base: All Adults 15+)

  32. Link between food and wellbeing 2009 % Agree Slightly/Strongly (Base: All Adults 15+)

  33. Link between food and wellbeing 2009 % Agree Slightly/Strongly (Base: All Adults 15+)

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

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

  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? Divided Opinions Eat more Eat less • Bread, cereals, pasta, rice, potatoes • Milk & dairy products • Meat • Food or drink containing sugar • Food containing fats • Salt in your food • Carbonated soft drinks (Base: All Adults 15+, All markets summary)

  37. Food labels can cause confusion % Applies (Base: All Adults 15+)

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

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

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

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

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

  43. Keeping it local

  44. Local produce – quality, safety & healthy

  45. Buying local always important in ROI NI & GB following suit % saying fairly important to buy local % saying very important to buy local 2005 2009 2005 2009 2005 2009 33% 52% 61% 41% 63% 50% (Base: All Adults 15+)

  46. Actions speak louder than words % buying local produce monthly % buying local produce weekly % buying local produce daily 2005 2009 2005 2009 2005 2009 (Base: All Adults 15+)

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

  48. New question for 2009 Produce grown Grow your own … (Base: All Adults 15+)

  49. % in 2007 27% 25% 30% 46% 38% 63% Local focus today Concerns for the future … Sustainability aware Carbon Footprint aware Food Miles aware (Base: All Adults 15+)

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