Continental PERIscope European Consumers and their Food. Understanding attitudes in Germany

Transcription

1 Continental PERIscope European Consumers and their Food Understanding attitudes in Germany

2 SECTION 1: Profile of Sample

3 Profile of sample Germany GENDER AGE SOCIAL CLASS REGION * % % % % AB 13 Hamburg/ Bremen 17 Male C1 C2 30 Nordrhein/ 23 Westfalen 13 Hessen/ Rheinland-Plaz/ Saarland Baden/ Wurtenburg Female DE Quotas were set against, gender, age and region (interlocking gender and age) in order to have a nationally representative sample based on the most recent population statistics. 44 Bayern Berlin Mecklenburg/ Brandenburg Thurlingen/ Saxony Nationally representative population of Germany

4 Profile of sample household composition and work status HOUSEHOLD COMPOSITION WORK STATUS % % Single 22 Working full time 46 Dual 43 Working part time Student Other 33 * Other includes housewife, retired, unemployed

5 SECTION 1: 2: Food Profile & of Cooking Sample

6 Attitude to food & cooking summary Utility Ownership Food & Cooking Ovens, freezers, kettles, toasters, microwaves, coffee makers and handheld blenders are all owned by approximately 80% of Germans. Germans endeavour to eat a lot of fruit and veg and dairy produce. Meat is an important part of the German Consumer s diet, more so for men (97%) than women (87%). Half of German consumers eat ready prepared/ convenience meals. 8 in 10 are likely to pick foods that are easy to prepare. They are not very likely to eat sandwiches/rolls from deli counters. However, younger Germans are subject to time pressure and are turning to convenient options such as ready meals and prepared foods. They are concerned with food safety, and so look up information on food safety issues. Women (73%) and those aged (71%) are more inclined to say that they really enjoy cooking and being able to create a great meal. Germans believe that it s important to eat dinner together as a family and they report less difficulty in getting the family together than other European countries.

7 Attitude to food & cooking summary Dinner is often a last minute choice for German consumers year olds are most stretched for time and look for easy options such as convenience foods. Not surprisingly females and those over 25 years of age show a greater expertise of skill level in cooking. The younger age cohorts are more likely to think that cooking is good fun at times. 41% of German adults claim to prepare/cook meals from scratch on a daily basis with 10% claiming to do so more often than last year. Younger Germans (18-34yrs) use meal components more frequently and have increased their consumption of convenience meals in the past year year olds are more likely to always have convenience meals at home and claim they taste great, although they are critical of the quality. Frozen convenience meals are considered better value for money, quicker to cook and easier to store, fresh scored better on all other aspects.

8 Utility ownership in home 2008 ANY OVEN Full oven electric Full oven gas 6 % ANY MICROWAVE Microwave without grill Microwave with grill % Espresso Maker Mini Oven Crepe Maker % ANY FREEZER Separate freezer section attached to fridge Freezer box in fridge Separate freezer unit Grill Deep Fat Fryer Sandwich maker Food processor Wok Rice Cooker Tagine Handheld Blender Electric Juicer Fondue/Raclette Kettle 86 Steamer 11 Toaster 89 Coffee maker 82

9 Germans try to eat healthy % Applies Higher among female and 45+ yrs. 72% among year olds. 0 Try to eat a lot of fruit and veg Try to eat foods low in fat Avoid sugary foods & sweets Frozen is as good as fresh Meat important part of diet 2008

10 Dairy foods considered very important % Applies Higher among 45+ yrs. Higher among females Add sauces & dressings to food Try to eat high fibre foods Try to eat nationally made/home grown food Like to try new foods Dairy foods important in diet 2008

11 Easy to prepare food important % Applies Often eat ready prepared/ convenience meals Pick easy to prepare foods Use a lot of ready to eat foods 2008 Buy hot food from deli counters Eat prepared sandwiches/rolls from deli counters Younger Germans (18-34yrs) have significantly higher ratings on each of these attributes.

12 Enjoy cooking and often make an effort for special meals % Applies Lower among males Higher among yrs old Have to do versus enjoy Enjoy cooking & creating great meals Often look up info on food safety issues Often make extra effort for a special meal Only cook now & again Look for recipes on internet 2008

13 Difficult to gather family for meal times Lower among 45+ yrs. 77 % Applies Enjoy eating out Only eat out for special occasions Hard to get household together for mealtimes Important to eat dinner together as a family Usually have family meal (roast) on Sunday 2008

14 Time pressure evident % Applies % among year olds Rarely have time for a proper breakfast Pick foods that are quick to cook Too busy to cook as often as I would like Don't like to spend too much time cooking Like to have ample time to cook/prepare meals Dinner is often a last minute choice 2008

15 Primary attitudes to food % Applies Dairy foods are an important part of my diet I try to eat a lot of fruit and veg I like to try new foods Meat is an important part of my diet I enjoy eating out I add sauces and dressings to food Important to spend time over dinner as a family I think frozen food is as good as fresh in terms of quality I always try to eat high fibre foods I try to eat foods that are low in fat Dinner is very often a last minute choice

16 Females and over 25 s show greater cooking skills Can't boil an egg Can cook basic snacks (e.g. beans on toast) Can cook a simple dinner Total Gender Age Main Shopper 2008 Male Female % % % % % % % % Would be confident that I could produce a good Sunday dinner Would enjoy having a dinner party where I do all the cooking year olds and males have weaker cooking skills.

17 Cooking seen as fun, especially among younger Attitude to Cooking A chore - something that has to be done Important because eating well is important Total Main Shopper Eating Out More Gender Age 2008 Male Female % % % % % % % % 19 % 28 Good fun at times A passion - I love food year olds and females are more likely to think that cooking is good fun at times.

18 Two in five likely to prepare from scratch daily Frequency of Preparing/Cooking Meals from Scratch Frequency Change in Frequency 2008 % 2008 More often 10 Daily + (7-6) 41 About the same 78 Less often 12 Several times a week (5) 33 Weekly (4) Monthly + (3-2) Less often (1) Never Average Several times a week 24% of year olds are less likely to prepare a meal from scratch.

19 Younger frequently using meal components Frequency of Using Ready Prepared Ingredients Daily + (7-6) Total Gender Age 2008 Male Female % % % % % % % % Main Shopper Several times a week (5) Weekly (4) Monthly + (3-2) Less often (1) Never

20 Younger have increased consumption of ready meals Increased/Decreased Consumption of Convenience Meals Total Gender Age 2008 Male Female Main Shopper Eat out more More often Less often

21 Convenience meals seen as quick and easy 2008 Convenience meals are. Agree Slightly Agree Strongly Total Easy to cook Easy to prepare Quick to cook Expensive A good substitute for home cooking when time is limited Females (56%) are slightly more inclined to think that convenience meals are expensive.

22 Convenience meals a filling option 2008 Convenience meals are. Agree Slightly Agree Strongly Total Filling Taste great Something I always have at home Have poor quality ingredients As healthy for me as something I would prepare for myself Good value for money Good for you/have natural ingredients % of year olds think that convenience meals taste great 50% always have them at home. However, they are more critical of the quality of the ingredients.

23 Fresh ready meals preferred but frozen quicker, easier to store and better value Taste Healthier ingredients For all the family Value for money Easy to store Quick to cook Low in salt Lower fat Has less preservatives Has less additives Fresh ready Frozen ready meals better meals better

24 SECTION 2: Eating In Home

25 Eating in home summary Just over half (52%) are always responsible for meal preparation the responsibility generally resting with females. Germans are most likely to wok/stir fry their food followed by boiling. Steamed followed by stir fry are considered the best options for health. The primary consideration for meal preparation is taste. Secondary considerations are: Quality Freshness Healthiness Among year olds taste is considered the most important while freshness is considered more important for the 45+ age group as a consideration factor in meal preparation.

26 1 in 2 always prepare own meal Responsibility for Meal Preparation in the Home 2008 % Always prepare own meal 52 Sometimes prepare own meal 32 Someone else prepares meal Other 13 3

27 Responsibility of meal prep lies with females Profile of Those Responsible for Meal Preparation in the Home ALWAYS PREPARE OWN MEAL Gender Age Work Status Male (52) % (11) (17) % 7 15 Work full Time (46) % (20) 21 Work part Time (13) 17 Female (48) (52) 57 Other (41) 51 The older age cohorts (45+) are most likely to always prepare their own meals.

28 Prepare food in variety of ways Preparation of Food (Base: All who always prepare own meals - 52%) 2008 % Boiled 17 Oven baked/roasted Uncooked/cold Fried Microwaved Steamed A variety of cooking methods are used by the Germans they like to stir-fry, boil, oven bake, fry etc. Stir fry/wok Others 19 3

29 Steaming healthiest, microwaving most unhealthy Ranking of Methods of Cooking Based on Healthiness of Method (Base: All adults 18+ who always prepare their own meals) Worst for Health 8 Microwaved, 5.7 Fried, 5.4 Stir-fry and steaming are considered the healthiest methods of cooking however steaming only accounts for 12% of cooking time. Oven baked/roasted, 4.7 Boiled, 4.1 Uncooked, 3.4 Stirfry/wok, 2.8 Steamed, 2.2 Ranked from 1 through 8. 1 = Best for health, 8 = Worst for health Best for Health 1

30 Taste most important Ranking of Factors Considered Important When Eating/Preparing Food in Home Taste 1st 1 st /2 nd Quality Freshness Healthiness Safeness of food 1 2 Enjoyment Ease of preparation 6 12 Value for money/price Variety 5 11 Nutritional value Presentation

31 SECTION 3: Eating Out of Home

32 Eating out of home summary Germans are eating out more often during the week, with increases likely to be male and younger adults (18-34 years). Primary reasons driving midweek eating out is not wanting to wait for something to cook, it s a chance to meet with friends, and it s a treat/something different. Just under 1 in 2 Germans have eaten meals or snacks on the premises of the pub/restaurant/cafe in the last 7 days year olds have a higher incidence of eating in a cafe/bar, eating takeaway, and having food delivered. 29% of Germans eat in the workplace several times a week or more often, with the primary location for this being at their desk.

33 Younger eating out more midweek Factors Influencing Incidence Do you find you are eating out during the week more often or not? 8% % Yes 1. Don t want to wait for something to cook/no time to prepare (37%) 2. Chance to meet with friends/catch up (36%). 3. Just feel like a treat/something different (32%) 4. More choice of places to eat out locally (27%). 5. Working day is longer (27%). Consumers eating out more often during the week are more likely to profile as male, and younger (18-34 years).

34 No time to prepare leads to eating out more Factors Influencing Decision to Eat Out More (Base: All who eat out more during the week 8%) % 2008 Just feel like a treat/something different Chance to meet up with friends/catch up More choices of places to eat locally Too tired to make something at home Not food at home Working day is longer Length of time spent commuting to/from work Too difficult to decide what to have Staying out for evening/not going home A treat for the kids Don t want to wait for something to cook/no time to prepare No point in cooking just for myself Not good at cooking/don t like cooking Cheaper to eat out nowadays

35 Half have eaten out in past week Meals Eaten Out in the Last 7 Days Summary 2008 % Meals or snacks on the premises of the pub/restaurant/cafe Mean (2.0) Takeaway meals eaten off the premises where they were prepared Mean (2.0) Meals or snacks delivered to your home 18 Mean (2.1) Younger (18-34yrs) are eating out more (61%), eating takeaways more (56%) and having food delivered (27%) compared with older consumers (35+yrs).

36 On average eat in car once a month Frequency of Eating in Car/at work (Excluding Sweets and Chocolate) In the car At work Every day (6) Several times a week (5) Once a week (4) Once a month (3+2) % % Less often (1) Average: Once a month Twice a month year olds are most likely to eat in their cars and in work while those aged 55+ are least likely as this age group will have older/retired within it.

37 2 in 5 never eat in car Frequency of Eating in Car x Demographics (Exc. Sweets and Chocolates) Daily + (6) Several times a week (5) Weekly (4) Monthly + (3-2) Total Gender Age 2008 Male Female % % % % % % % Less often (1) Never year olds are more likely than all other to eat in their car on a monthly basis.

38 Younger consumers more likely to eat in work Frequency of Eating at Work x Demographics (Excluding Sweets and Total Chocolate) Gender Age Daily + (6) Several times a week (5) Weekly (4) Monthly + (3-2) Less often (1) Never 2008 Male Female % % % % % % % year olds are most likely to eat in work several times a week.

39 Work desk primary location for eating Location (Most Often) for Eating in Workplace 2008 % eat more than twice monthly Location of Eating % In the canteen % 43 Yes In the staff room 17 At my desk 47 Women, and those over the age of 35 are more likely to eat at their desk. Those aged years old, and males are more likely to eat in the canteen when at work. Outside on a bench/wall In the kitchen 7 8

40 SECTION 1: 4: Health Profile and of Wellbeing Sample

41 Attitude towards diet and wellbeing summary Just under three quarters of German consumers describe their diet as being fairly healthy this is higher among females and the 45+ age bracket. Of all age groups the year olds are more likely to claim that their diet has become more healthy over the past year (also more likely to claim less healthy however). In order to try and be more healthy, Germans would eat more fresh fruit and vegetables, wholegrain foods, hi-fibre foods and fish, but would eat less meat. Germans realise that in order to be healthy, it is important to eat properly, they believe that good food can enhance the body and mind and that a good diet can help their mental health.

42 Attitude towards diet and wellbeing summary 9 in 10 German consumers would like manufacturers to help them eat healthily, they also associate healthy food with being expensive food. 91% of Germans always try to eat a balanced diet and they try to limit the amount of fast food that they consume, however a lower proportion actually consume 5 portions of fruit and veg each day. Those aged 45+ are more likely to try buy organic and Fair Trade. Females and older Germans (45+yrs) are more concerned about controlling their weight and see low fat products as important in weight management. Males and older consumers have more difficulty in understanding nutritional labels and packaging.

43 Females claim to have a healthier diet Overall Descriptors of Diet My Diet is Very Healthy (5) TOTAL Gender AGE 2008 Male Female % % % % % % % Fairly Healthy (4) Not Sure (3) Fairly Unhealthy (2) Very Unhealthy (1) The 45+ age cohort claim to have a healthier diet than all other age cohorts year olds are most likely to say that they have an unhealthy diet.

44 1 in 3 claim to have changed to healthier eating Change in Eating Habits in Last Year Total Gender Age 2008 Male Female Main Shopper More healthy Less healthy year olds show the greatest level of eating habits having become more healthy over the last year. However they also show the highest less healthy eating habits.

45 Eating less fatty foods and meat Items Eaten More if Trying to be More Healthy Fresh vegetables/salads 2008 % Eat less of % Eat more of 2 98 Fresh fruit Fish Products which claim to lower blood pressure/cholesterol Products enriched with vitamins and minerals/oligo elements Lower fat foods Milk and dairy products Bread, cereals, pasta, rice, potatoes Meat Carbonated soft drinks Foods low in salt Food or drinks containing sugar Food containing fats Clear divisions across all food types as to whether they would increase or decrease consumption. Wholegrain foods Hi-fibre foods

46 Important to eat properly 2008 Agree Slightly Agree Strongly Total I am concerned about my children being obese * To be healthy, it is important to eat properly I am conscious of the nutritional benefit of food Females and 45+yrs more aware Good food can enhance body and mind I think diet and lifestyle are more important than medication in preventing heart disease German support for theory that healthy body is important for a healthy mind. * Base: Those with children

47 Strong link of diet to mental health 2008 Agree Slightly Agree Strongly Total A good diet can help your mental health I consider what I eat to be really important for my mental wellbeing I eat healthy to take control of my life I eat to feel good I eat for enjoyment and not for health reasons 30 39

48 Concerned about amounts of food rather than type I only eat foods that are healthy and good for me Agree Slightly 27 Agree Strongly 35 Total Stronger among 45+yrs 2008 It s not the type of food you eat that causes health problems, it s more the amount you eat of those foods There is no such thing as healthy foods anymore It doesn t matter what I eat, I am still fairly healthy Stronger among younger 18-24yrs I ll think about eating healthy when I get older I would take my child to see a GP/nutritionist if he/she was showing signs of being overweight* * Base: Those with children

49 Would like help from manufacturers Applies A Little Applies A Lot Total 2008 Healthier foods are always more expensive than other foods I would like manufacturers to help me to eat healthy 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 Choosing healthy food to eat is very limiting and boring too Less enthusiasm for low fat foods among 18-34yr olds. They also see healthy food as boring.

50 Opportunity to meet need for those with food intolerances 2008 Applies A Little Applies A Lot Total I eat to feel good and take control of my life I very rarely nibble between meals There are not enough product options for people who suffer food intolerances I eat to enrich/enhance mental alertness and spiritual wellbeing year olds are more likely to snack between meals. Strong support of mental alertness and spiritual wellbeing and healthy eating for Germans.

51 Concerned with controlling what they eat 2008 I am more concerned about what I eat and drink to control my weight nowadays Applies A Little 46 Applies A Lot Total 82 I would like to see more low fat products I find there are never enough healthy food options when shopping I always look for a low fat option when buying food products I am more concerned about fat content than calories I am conscious of controlling my children s intake of sugary or fatty foods* Females and 45+yrs most interested in low fat options and fat content. * Base: Those with children

52 Majority try to eat a balanced diet and limit fast food Attitudes Towards Balanced/Healthy Diet I try to buy foods that are natural I always try to eat a balanced diet Applies A Little Applies A Lot Total Higher ratings among females and older (45+yrs) I try to limit the amount of fast food I consume I eat at least 5 portions of fruit and veg per day I try to buy products that have added vitamins I always check the nutritional labelling on foods before buying them 47 64

53 Labelling could be improved Attitude Towards Products/Labelling 2008 I often find it difficult to understand the labeling on food Applies A Little 48 Applies A Lot 64 Total I often find it difficult to understand the nutritional claims on packaging I try to buy Fair Trade products/brands whenever they are available I try to buy organic foods where possible Older (45+yrs) buy more organic than Fair Trade. Generally difficulty in understanding labelling on food, in particular males and older consumers experience greater difficulty.

54 SECTION 5: Environmental Issues

55 Attitude towards environmental issues Awareness of Food miles is not strong and has little impact on German consumers shopping habits. Sustainability and Carbon Footprint are better known with 2 in 5 aware and a quarter claiming they have an impact on shopping habits. Germans are more conscious of environmental issues and they are more likely to select foods that have minimal packaging rather than look for recycled packaging.

56 Over 2 in 3 unaware of food miles (Base: All adults 18+ Years Germany) Awareness % Understanding Never heard of it 68 (All aware of Food miles 32%) % Distance food has to travel from producer to shop 75 Heard of it but not important when buying food It s a fad and doesn t impact on shopping Sometimes try to buy food with low food miles Actively/always try to buy food with no food miles % Aware No impact on shopping 14% Aware Impact on shopping An indication of environmental impact 25

57 2 in 5 unaware of carbon footprint 2008 (Base: All adults 18+ Years Germany) Awareness % Understanding Never heard of it 40 Unaware (All aware of carbon footprint 60%) % Measure of environmental damage 19 Heard of it but not important when buying food It s a fad and doesn t impact on shopping Sometimes try to buy food with low carbon footprint Actively/always try to buy food with no carbon footprint % Aware No impact on shopping 25% Aware Impact on shopping Amount of carbon dioxide which is emitted before a product reaches market An individuals effect on the environment by consumption of products 14 67

58 Greater awareness & consideration of sustainability (Base: All adults 18+ Years Germany) Awareness % Never heard of it Heard of it but not important when buying food It s a fad and doesn t impact on shopping Understanding Unaware (All aware of sustainability 62%) % Meeting needs of present without compromising the 45 ability of future generations to meet their needs 36% Aware No impact on shopping Production practices that do not have a future effect on environment Ensuring future generations have what we have today Sometimes try to buy food with sustainability features Actively/always try to buy food with sustainability features % Aware Impact on shopping Consumption practices which do not have a future effect on the environment 8

59 High consciousness of environmental issues Agree Slightly Agree Strongly Total I am more conscious of environmental issues in my choice of products today I prefer to buy from companies aware of the impact of environmental issues For environmental reasons I Select foods that have packaging which can be recycled Select foods with minimal packaging Select foods which used recycled material for its packaging Older consumers (45+yrs) are more aware of environmental issues.

60 SECTION 6: Grocery Shopping

61 Attitude towards grocery shopping German consumers profile more as weekly rather than daily shoppers. Shoppers tend to be female and slightly older (35+years). German shoppers are promotionally driven and are aware of price when shopping, however, unlike the Dutch price in not their only focus. Younger Germans (18-34 yrs) are more price conscious and are more likely to impulse buy if they think something is cheap. Private label products are seen as equal to branded products by two-thirds of German consumers. Multipacks and products from the chill cabinet are appealing to Germans. Awareness of Functional foods and ethical/fair Trade products is strong. Females show stronger awareness of the Glycemic Index than males. Despite the high levels of awareness of Functional foods, over one third of consumers are unsure of whether they would purchase them.

62 On average shop once a week Responsibility Frequency 2008 % Daily + (5) 2008 % 3 Mainly Responsible 50 Several times a week (4) 42 Jointly responsible with someone else 40 Weekly (3) 41 Someone else responsible 10 Monthly + (2) Less often (1) 8 6 Average Once a week

63 Grocery shopping profile closely matches main food preparer (Base: All main responsible for grocery shopping %) Profile of Grocery Shoppers Male (52) GENDER (11) (17) AGE % % (19) 22 Female (48) (16) (37) 34 ( ) = Total German Population

64 Shopping promotionally driven 2008 Agree Slightly Agree Strongly Total I most often go to the same store but look for the best value for money I can get Quality of fresh food is more important than price I watch for announcements for sales or promotions on grocery I don t mind spending time when looking for a bargain Younger (18-24yrs) are most likely to spend time bargain hunting and will trade off quality for cost savings.

65 Will look out for prices 2008 Agree Slightly Agree Strongly Total When I shop the first thing I look for is price The most important thing is price when grocery shopping Germans will look out for price but it is not the most important thing I will pay a bit more for grocery shopping to get superior customer service I compare prices between outlets to see where I can buy the cheapest fresh food even if I have to travel Younger Germans are more price conscious. Those 55+yrs are least motivated by price.

66 Low incidence of home delivery or shopping online 2008 Agree Slightly Agree Strongly Total I tend to buy on impulse if I think things are cheap I am prepared to pay a charge for home delivery In the past year I have been using the internet more for shopping Low incidence of home delivery or increase in shopping online. Younger yrs more likely to be enticed by cheap offers.

67 Private label as good as branded Agree Slightly Agree Strongly Total I shop daily as I don t have a car and shop on foot/bike % Among year olds My local shop delivers my groceries 5 7 I d often buy foods because the children asked for them* I feel the private label brands are just as good as the branded ones I plan my grocery shopping around the meals I m going to prepare that week *Base: Those with children

68 Prefer chilled cabinet 2008 Applies A Little Applies A Lot Total I much prefer to buy products from the chilled cabinet Where possible I buy multi-pack products Products in the chilled cabinet are always fresher I buy food in smaller packs because it means less waste 38 49

69 Three quarters aware of functional foods 2008 % Aware Functional foods 74 Ethical/fair trade products 66 Food which has been irradiated 45 Glycemic index 32 Glycemic loading of a serving of food 19

70 Greater awareness amongst females % Aware 2008 Gender Age Male Female Functional foods Ethical/fair trade products Food which has been irradiated Glycemic index Glycemic loading of a serving of food

71 One third likely to buy functional food Likelihood of Buying Functional Food 2008 Very Likely (5) Fairly Likely (4) % likely to buy function food. Average unsure. Unsure (3) 37 Fairly Unlikely (2) Very Unlikely (1) 20 8 Average 3.1 Unsure

72 SECTION 7: Local Food

73 Attitude towards local foods Over half of Germans see local food as important to them. Older consumers (45+ years) are more likely to see local food as important and purchase it more frequently. Initial thoughts relate local to county or province but also, upon consideration, within a 20km radius is also considered local. Local food is seen as superior in terms of its freshness, nutritional content, quality, and safety. Germans like to check the farm name on their meat. Younger Germans (18-24yrs) are less enthusiastic about local food.

74 Local means county or province Understanding of the Term Local Food (Base: All adults Germany) % First Mention Total Made within close proximity to where I live Made within a 20km radius from where I live Available in farmers markets Made within the county in which I live Made within the province in which I live Made in Europe Other

75 Over half consider buying local food as important Overall Importance of Buying Local Produce Total Gender Age 2008 Male Female % Main Shopper % % % % % % % Very Important (5) Fairly Important (4) Neither/Nor (3) Not very Important (2) Not at all Important (1) Buying local increases in importance as you move through each of the age cohorts.

76 Greater frequency of purchasing local as one gets older Frequency of Buying Local Produce Total Gender Age Main Shopper Daily + (6) Several times a week (5) 2008 Male Female % % % % % % % % Weekly (4) Monthly + (3-2) Less often (1) Never Men are more likely to buy local produce weekly+.

77 Older more conscious of locally produced foods Agree Slightly Agree Strongly Total 2008 I like to know the area where my food comes from % amongst 45+ age group I only buy meat that is fully traceable When buying meat I always check the label for the farm name Food produced locally results in higher quality products year olds significantly behind the norm in terms of attitudes towards food locally produced. I am more confident in the safety of food produced in my local area Local food is fresher and more nutritious 41 60

78 SECTION 8: Food Labelling

79 Attitude towards labelling German s are more likely to always check for country of origin than a symbol of quality. Younger Germans (18-24 yrs) are less interested in country of origin and one fifth claim they never check for it. The appearance of Fresh on a label is more important to Germans that Natural. Fresh implies vegetables or fruit, food which has been grown in the past few days, is free from preservatives and is nutritionally superior. Natural is associated with a product that is unprocessed/unrefined, has no artificial colours or ingredients, is from nature and is not fortified with any artificial ingredients. Both Fresh and Natural are more important to older Germans (45+years) than younger adults.

80 More likely to check for country of origin than quality symbol Checking of Food Labelling When Buying Food (Base: All Grocery Shoppers) Symbol of Quality Country of Origin % % Always Check Sometimes Check Never Check Stronger (21%) among 18-24yr olds.

81 Fresh is important on the label Impact of Fresh on labels when shopping % (Base: All adults Germany) Fresh - Prompted Associations % Vegetables & fruit 94 Food cooked grown in the last few days 69 Very important 59 Free from preservatives 66 Nutritionally better for you 65 88% Important Made from scratch/home-baked 45 Short shelf life 41 Fairly important 29 Tasty 41 Neither/nor Not at all important 9 3 Kept in the fridge 39

82 Natural less important than Fresh Impact of Natural on Labels when Shopping % (Base: All adults Germany) Natural - Prompted Associations Very important 34 Unprocessed/unrefined % 81 No artificial ingredients/ preservatives/colours 80 77% From nature 75 Fairly important 43 Not fortified with artificial ingredients 72 Nutritionally better for you 60 Produced organically 22 Neither/nor 19 Produced locally 17 Not at all important 4

83 SECTION 9: Attitude Towards Alcohol

84 Attitudes towards alcohol summary points Three-quarters of Germans drink alcohol. Frequency of drinking alcohol is strongest among those 35 years and over. Drinking while dining out is popular among Germans. Older Germans (35+ yrs) drink more while dining while younger Germans and more likely to drink without food. They also report they are drinking more alcohol at home than before.

85 Just under two thirds drink alcohol weekly Incidence of Drinking Alcohol INCIDENCE FREQUENCY % Drink Alcohol (74%) 2008 PROPORTION Consumed with Food 2008 Daily+ (7-6) % Several times a week (5) % 41 60% Yes Weekly (4) % Higher amongst yrs and males. Monthly+ (3-2) Less often (1) % 31 Average Weekly Frequency of drinking alcohol is stronger among those 35+ years.

86 Seven in ten enjoy a drink while dining out Attitude Towards Drinking Alcohol (Base: All who drink alcohol) 2008 I always have a drink of alcohol/wine when I have dinner at a restaurant Agree Slightly 42 Agree Strongly Total 70 I am drinking more alcohol at home these days than before I often have a drink at lunch time 3 4 I often have a drink when dining at home on a weekday I often have a drink when dining at home at weekends Males are more likely to drink when dinning out or at home than females. Younger (18-34yrs) are drinking more at home but not while dining.

87 Study Summary

88 Key lifestyle trends Desire for Healthy Eating Germans Enjoy Cooking Older Consumers more Altruistic (45+ yrs) and concerned with Weight Management Younger Consumers Under Time Pressure (18-34 yrs)

89 Key lifestyle trends Desire for Healthy Eating Germans aim for a healthy lifestyle. They try to eat lots of fruit and vegetables, they look for low fat options and try to include wholegrain and hi fibre products in their diet. Just under one third have changed their diet to become more healthy in the past year. Increasing in take of fruit and vegetables along with hi fibre, low fat and wholegrain and dairy products are all seen as ways of becoming healthier. Reducing meat and fatty foods are seen as routes to a healthy lifestyle. Like the French, Germans are more likely to believe that it is not the type of food you eat but the amount you eat that has health consequences. Germans have a strong awareness of the impact that food has on both physical and mental well being. Germans Enjoy Cooking Germans enjoy cooking and generally see it as fun. They like to make an extra effort with special meals, however Germans are not as passionate about cooking and food as the French and Spanish.) They cook from scratch on a daily basis. Taste is very important to Germans when they are cooking/preparing food. Local produce is important to them and they also like to know where their food comes from. Fresh food is also of great importance.

90 Key lifestyle trends Younger Germans Under Time Pressure year old Germans have less time to dedicate to cooking and preparing food. They look for quick options and use meal components and ready meals more often. They also eat out more often and eat more takeaways. They snack more between meals. However, while they feel they can deal with health issues later in life they also claim that they are trying to become more healthy. Younger Germans are a bit more price conscious and are more motivated by promotional offers to buy on impulse. Younger Germans are more likely to shop on a daily basis than older due to a lack of transport.

91 Key lifestyle trends Older Germans Concerned with Weight and the Environment Older Germans (45+ yrs) are more interested in using low fat foods as part of their diet to control their weight. They are more health conscious and this is reflected in their higher incidence of cooking from scratch and lower incidence of using convenience meals. They actively seek out natural foods and look for balance in their diet. Local foods are very important to them and older Germans purchase local foods more frequently, finding them fresher and more nutritious. Older Germans are more aware of the environment and are more interested in purchasing organic and Fair Trade products. They are less price conscious so are willing to pay more for better service and healthier products.

92 What they are looking for when shopping Healthy Food Healthy options that are quick to prepare and cook are appealing to Germans. Convenience meals that are in the chilled cabinet and that contain fresh and healthy ingredients offer most potential. The younger market will be won over with value for money and multipack offers while the older market may be more interested in more sophisticated options (given their better cooking skills) and organic ingredients. Clear Labelling Germans report some difficulty with understanding labelling on food, in particular nutritional labelling. They would like manufacturers to help them eat healthily so would appreciate clearer /easier to understand labels. Information on portion size may also be useful given Germans belief that portion control is important to healthy eating. Men and older consumers (45+ yrs) have most issues with clarity of labelling. Less Packaging on Food Environmental awareness is high among Germans but less in terms of looking for recyclable packaging and more in terms of looking for food products that use less packaging.

93 Opportunities/challenges for manufacturers Premium/Added Value Products Older Germans (45+ yrs) are less price conscious and offer more potential for luxury healthy foods. Low fat and organic products appeal to them as do Fair trade. They have good cooking skills and enjoy creating great meals more specialised produce will appeal more. Fast, Quick & Healthy Convenience products appeal to younger Germans (18-34 yrs). Taste as well as value for money are important to them. Fresh ready meals with healthy ingredients will have strong appeal. Microwave cooking is seen as unhealthy in Germany, focusing on other methods of preparation such as baking, boiling or grilling may fit more with the health image.

94 Appendix (1) PERIscope is Bord Bia s biennial study that has been tracking the Irish, British and Northern Irish consumer since In 2006 Bord Bia expanded this study to include consumer views from five Continental European countries. France Spain Sweden The Netherlands Germany Continental PERIscope provides a detailed perspective on how consumers view food related issues and report their behaviours. The 2008 study expands on the first study undertaken in 2006 and allows us to compare and contrast between countries but also over time. Where possible we have included the Irish, British and Northern Ireland data to highlight differences between the markets. The study findings are presented in six booklets, first an analysis and comparison of all countries and then separately findings for each of the individual countries.

95 Appendix (2) A large quantitative study was undertaken through on-line panels of households, thereby effectively and efficiently drawing a nationally representative sample of households across all five countries. Quotas were set against age, gender, region and social class, additional weighting was applied to ensure a fully representative sample. Although social class by country is outlined within the profile of sample, its definition differs between countries and therefore is not directly comparable, e.g. the French classing system is based on whether the work is derived from the land, from manufacturing or from service. The research was conducted amongst a representative sample of adults aged 18+ in France, Germany, Spain, Sweden and the Netherlands. A sample size of 1,000+ was obtained for each region to ensure comparable statistically robust data at a national level. Fieldwork was conducted on behalf of Bord Bia by during May and June 2008.