PERIscope 2015 explores consumer behaviours & attitudes towards food, shopping and cooking.

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2 Introduction 2 PERIscope 2015 explores consumer behaviours & attitudes towards food, shopping and cooking. The research was conducted among a representative sample of adults aged 15+ in the Republic of Ireland, and 16+ in Great Britain. Republic of Ireland () 1,008 Great Britain () 1,009 Survey covers topics such as: Eating at home, attitudes towards cooking, local food, sustainability, the environment, grocery shopping and health & wellbeing. A Consumer Trend Index was created based on the relevant and most indicative questions. This allowed for each country to be ranked within each emerging theme. The ranking is provided at the start of each thematic section. Research carried out by Ipsos MRBI. Please note, there may be discrepancies in relation to some of the total figures within this report. This is due to rounding (e.g. slightly agree at 45, strongly agree at 30, agree at 76). For further information or queries please visit or info@bordbia.ie

3 State of the Nations & 3 Ireland is emerging from one of the profound socio-economic readjustments in its 100 year history. In 2015, Ireland has definitively commenced its path back to growth that was so dramatically halted in The Irish consumer is still yet to determine exactly what this gradual and inconsistent return to growth means in terms of their attitude towards food today. However, this report provides some of the key signposts. There are still uncertainties. Ireland is small open economy. The growth is inconsistent inconsistent in terms of the sectors that are growing, as well as inconsistent in terms of where the recovery is strongest in the country. With a political election looming, our political landscape is likely to be volatile for the next 6 months. This re-emergence into growth is one of the most exciting times for the food industry in Ireland in decades. This report, and the supporting summary report, can be seen as a new baseline of knowledge for the food industry moving forward. Where the Irish consumer is now? How has this changed since 2013? Where are the opportunities? What might this new Irish consumer look like, value and demand from food in the next decade? Great Britain isn t in quite the same place. Arguably they are further along their distinctive path to recovery. Their recession was not as deep and didn t last as long. Unlike Ireland, their political landscape has been framed for the next five years. There is considerable evidence in this report that the UK consumer is further along the distinctive path to growth that they have been plotting for the last 12 months.

4 Overview of Themes 4 The Power of Food Back to Work Love Local Understanding the health benefits of eating well Changing shopping & working habits Why local, is and will remain loved Easier Living Joyning Better Business? Importance of technology & convenience for busy lives Using food and cooking to create social, sharing experiences Does better business impact on consumer purchase behaviour?

5 The Power of Food

6 The Power of Food : Consumer Index 6 Who believes in the benefits of healthy eating? #1 #2 #3 #4 #5 #6 #7 #8 China Spain Netherlands US France Germany The benefits and rewards of a healthy diet are cutting through to varying degrees across each of the markets, understanding the implications of healthy eating is the focus for this theme. Attitudes towards healthy food options, eating habits, perception of diet and the importance of healthy option labelling of food have been addressed.

7 The Power of Food : & Overview 7 Ireland perceives itself as the healthiest of all the countries in this study. In contrast, Great Britain is one of the lowest. This is one theme where there is a large divergence in attitudes between Great Britain and Ireland. Irish consumers appear to have internalised the importance of eating healthily. They are more likely to believe that healthy food has a beneficial impact on their well-being, mental health, body and mind. There are signs of healthier trends in Ireland which support this distinction. The Irish continue to eat more fruit and vegetables than those in Great Britain. Irish adults are also less likely to believe that convenience food can deliver on a variety of benefits including value for money, quality of ingredients, taste and health. Irish children also appear to be given healthy lunches for school. Though this is likely to be driven by school policies, the impact can be seen in absence of unhealthy items for lunch boxes. The Irish like to believe in the power of food and its ability to be able to impact their well being. Great Britain appear to show signs of increased pressure on lifestyle they are the least likely of any of the countries studied to believe that to be healthy it is important to eat healthily.

8 continues to perceive itself to be healthier than and while s levels of healthiness have been rising since 2007, seems to have stagnated somewhat. 8 Diet Perceptions in each country NET Healthy Describe their diet as very healthy Describe their diet as fairly healthy claims to be the most healthy country across the PERIscope 2015 study. makes it into the top five, behind China, the Netherlands and Spain.

9 In, just under three in ten adults believe their eating habits to be more healthy than one year ago, which is lower than in In this is just over a quarter and is an improvement from Changes in eating habits in last 12 months My eating habits are more healthy My eating habits are less healthy Adults in display the lowest level of agreement across all the countries that their eating habits have become more healthy in the last 12 months, with and France also emerging in the bottom three.

10 In, more than nine in ten respondents agree that to be healthy it is important to eat properly. In, this is almost eight in ten, which has experienced a gradual decrease since % agree that To be healthy it is important to eat properly 89% 88% 90% 93% 91% 92% % 75% 90% 86% 86% 79%, along with France and Spain, has the highest levels of agreement, that it is important to eat properly for one s health.

11 Taking control of one s life through food continues to be a concept more popular in than in. In, the concept has grown steadily in popularity since I eat healthy to take control of my life % agree slightly % agree strongly % agree slightly % agree strongly displays the highest level of agreement with the concept of eating to take control of one s life, while is at the other end of the spectrum, agreeing the least.

12 The connection between good quality food benefiting body and mind is slightly more credible in than but has remained strong in both countries. 12 Good food can enhance body & mind % Agree ranks third from highest in terms of agreeing that what one eats is important for mental wellbeing, behind France and Spain. The lowest levels of agreement are evident in and the Netherlands.

13 The importance of what one eats and mental wellbeing is found to have higher levels of agreement in than in. Since 2005, support for this concept has grown and remained constant in. 13 I consider what I eat to be really important for my mental well-being % Agree and Spain rank highest in terms of agreeing that what one eats is important for mental wellbeing. The lowest level of agreement is evident in the Netherlands (55%).

14 Concerns about childhood obesity are consistent in, with only a slight decrease in There has been a larger reduction in levels of agreement in I am concerned about my children becoming obese % agree slightly % agree strongly % agree slightly % agree strongly shows the third highest level of concern about childhood obesity. Spain displays considerably more concern (78%).

15 and respondents with dependent children show high proportions are aware of important factors in their children s nutrition. 15 % Agree strongly / slightly 2015 I try to ensure that my children have a balanced diet I am conscious about my children s sugar intake When compared to the other countries, ranks 7 th and 5 th when ensuring their children have balanced diets. For looking at sugar intake conscientiousness, ranks 4 th and ranks 5 th most concerned.

16 Similar proportions of people in and agree that convenience meals taste great. This attitude has grown slightly in since 2013 while in it has been stable. 16 % agree that convenience meals taste great Adults in & do not think convenience meals taste as great as countries like China (56%) and US (50%).

17 are consistently less convinced that convenience meals are good value for money when compared to. 17 % agree that convenience meals are good value for money is ranked second highest after China (51%) in their agreement that convenience meals are good value for money.

18 have a higher proportion of respondents believing that convenience meals have poor quality ingredients than in. Both countries have seen little change in this agreement in the past ten years. 18 % agree that convenience meals have poor quality ingredients France (55%) display the strongest agreement with the concept that convenience meals have poor quality ingredients. The Netherlands agree the least with this statement (24%).

19 efforts to check nutritional labelling on food have diminished since 2013 and returned to levels seen in s efforts have improved slightly. 19 % applies that they always check nutritional labelling on food before buying it % applies a lot NET % applies % applies a lot NET % applies check the nutritional labelling on food before buying the least in PERIscope are the second least likely to check.

20 A majority of and adults continue to find it difficult to understand nutritional labelling, with a greater proportion in claiming to struggle. 20 % applies that they find it difficult to understand nutritional labelling % applies a lot NET % applies % applies a lot NET % applies finds it the least difficult to understand nutritional labelling as it displays the lowest level of agreement with the statement above, far behind Spain (84%) with the highest level of agreement.

21 Similar difficulties are seen when understanding labelling on food, with slightly higher numbers in finding it difficult than in. A gradual decrease in difficulty is seen in both countries since % applies that they find it difficult to understand labelling on food % applies a lot NET % applies % applies a lot NET % applies once more displays the least difficulty associated with understanding the labelling on food. Spain (84%) remains in first position.

22 Higher proportions in would like manufacturers to help with healthy eating. There has been an increase in support of this agreement since has had static agreement since I would like manufacturers to help me eat healthy 69% 69% 61% 66% 67% 65% % 57% 58% 61% 63% 63% The support for manufacturers involvement in healthy eating is lowest in, while it is the highest in Spain at 95%.

23 Back to Work

24 Back to Work : Consumer Index 24 Whose workplace habits are changing? #1 #2 #3 #4 #5 #6 #7 #8 US Netherlands France Spain Germany China The question has arisen across all markets is the recession coming to an end? Behaviours relating to shopping, workplace habits and trends that are emerging have been analysed in this section in the context of changing shopping habits as well as attitudes towards price and value for money.

25 Back to Work & Overview 25 The Irish attitude towards food in the work environment is an interesting economic barometer. Both Great Britain and Ireland are amongst the most successful economies in Europe and both countries lead the rankings for this theme. More employees are buying their lunch at work, fewer are bringing their own lunch to work. Lunch time spend appears to be on the increase. Of those who are buying their lunch there are increases in those eating out and those bringing purchased lunch back to the office. The potential increase in spending power is also being reflected in attitudes towards price and quality. Whilst still being important, the number of individuals claiming that price is the first thing they look at, is declining. The proportion of people who strongly agree that the quality of fresh produce is important is also on the increase. This suggests that people s focus on price is potentially relaxing as they have more disposable income.

26 Just over a third of adults continue to eat lunch at work. There are higher proportions of adults in eating lunch at work, which has risen since % Eating lunch at work and display average proportions of respondents eating lunch at work. China (56%) has the highest proportion, while France (30%) has the lowest.

27 There has been a decrease among adults in bringing their own lunch to work more often. This proportion remains higher than the proportion of adults bringing their lunch to work more often. 27 % Bringing own lunch in to work More often Less often ranks in the bottom three, with the Netherlands and China, for the proportion of respondents bringing their own lunch to work more often.

28 There was also a decline in the percentage of adults going out to eat lunch at work less often. There are less respondents reducing this behaviour than in. 28 % Going out to eat lunch at work More often Less often The French (62%) have the highest proportion going out to eat lunch at work less often. is reducing this behaviour the least.

29 Grocery shoppers in and are almost equally concerned about price when shopping for food. s preoccupation with price had been steadily increasing but records a decrease in When I shop the first thing I look for is price % agree slightly % agrees strongly % agree slightly % agrees strongly and are ranked in the top three countries who prioritise price when shopping. The US (63%) are most inclined to look for price first.

30 believes, more strongly than, that quality of food is more important than price. 30 Quality of fresh food is more important than price % agree slightly % agrees strongly % agree slightly % agrees strongly With regard to placing quality above price, ranks third across the PERIscope 2015 study. Spain and China are more supportive of this idea while ranks sixth.

31 The practice of looking for value for money has partially maintained popularity since 2009, when the behaviour gained considerable momentum compared to previous years. 31 I most often go to the same store but look for the best value for money I can get % agree slightly % agrees strongly % agree slightly % agrees strongly ranks second and ranks fifth when it comes to looking for the best value for money.

32 Less than half of grocery shoppers are willing to pay more for better customer service. However, continuously tends to have a higher willingness than to pay for such a premium. 32 I will pay a bit more for grocery shopping to get superior customer service % agree slightly % agrees strongly % agree slightly % agrees strongly Spain (58%) and China (56%) display most willingness to pay more for good customer service. ranks third while is fifth. The Dutch are the least willing to pay more.

33 grocery shoppers continue to be more impulsive than grocery shoppers. records a 6 percentage point drop between 2013 and this year. 33 % agree strongly % agree slightly I tend to buy on impulse if I think products are cheap % 53 15% 28% 45 17% 35% 49 14% 34% 46 12% 30% 40 10% 40% 55 14% 57 37% 20% 53 33% 20% 39% 54 15% 32% 49 17% are the most likely to buy on impulse, while is third most likely.

34 Willingness to spend time looking for a bargain has increased in since 2007, though records a marginal drop this year. Behaviour in, in the same period, has remained relatively stable. 34 I don t mind spending time looking for a bargain % agree slightly % agrees strongly % agree slightly % agrees strongly The US are the most willing to spend time looking for a bargain. and rank second and fourth respectively.

35 shoppers frequent discount retailers more often than those in. There has been in decrease in shoppers utilising discount retailers more often, while has seen an increase. 35 % Shopping in Discount Retailers More often Less often is ranked first in shopping in discount retailers more often, despite the decrease recorded. China is ranked highest for its shoppers shopping in discount retailers less often (59%).

36 are also spreading their shopping across a number of shops to get better value more often than. There has been a reduction in the proportion of shoppers who do so more often. 36 % Spreading shopping across a number of shops to get the best value More often Less often Both and are similar to France, the Netherlands, Germany and the US when considering spreading shopping across a number of shops for better value more often.

37 Almost equal proportions of shoppers travel further to shop, more or less often across both and. 37 % Travelling further to shop to get better value More often Less often China are changing their behaviour regarding travelling for better value the most.

38 Scratch cooking levels in and in 2015 are quite similar. Levels have been increasing marginally in both and over the past few years. 38 Cooking from scratch % Once a day/ few times a day % Few times per week Alongside the US, and rank amongst the lowest in terms of daily/ weekly scratch cooking. ranks the lowest overall.

39 Generally, scratch cooking seems to have remained similar year on year. records a marginal increase in the proportion scratch cooking more often. 39 Frequency of cooking meals from scratch more often or less often compared to 12 months ago Cooking from scratch more often Cooking from scratch less often and rank similarly to the Netherlands and Germany for the frequency of cooking meals from scratch more often.

40 Love Local

41 Love Local : Consumer Index 41 Where is local produce on the rise? #1 #2 #3 #4 #5 #6 #7 #8 China Spain France Germany US Netherlands The focus of this theme is why local is, and will remain loved and the importance of transparency when it comes to food production and purchase. The importance of transparency, knowing the source of your food has emerged as a central trend in the food and drinks industries over the past few years. This theme manifests in attitudes towards locally produced food, cooking from scratch, importance of pre prepared or convenience foods and the frequency of purchasing local food.

42 Love Local & Overview 42 Ireland s love affair with local produce is evolving. We remain considerably ahead of Great Britain in our beliefs about the importance of buying local produce but the growth in people who believe it is important has levelled off. The local message in Ireland has two distinct variations. The first relates to the importance of retailers emphasising their local credentials through their support of local Irish suppliers to their stores. The second relates to the importance of grocery spend in locally owned stores and the positive benefit that has on the local community. Given the length of time that local has been emphasised it is possible that the message reach has been maximised. The importance of local peaked in 2011, at a time when concern about employment and the Irish economy was paramount. It is quite possible that the growth in the economy has weakened the direction connection between local and Irish consumers. In addition to this virtually all the retailers have their own version of a local message and this ubiquity can limit the distinctiveness of the message - it has become a hygiene factor. What is clear is that local as a message is still relevant 30% of Irish shoppers believe it is very important to buy local produce. Moving forward, it may well be the case that some features need to be combined with local in order to keep the message fresh for Irish shoppers a local+ message of some kind.

43 The importance of buying local food has increased in both regions since remains much further ahead of, even with a decline in importance since Buying local food is very important Total importance of buying local food % 57% 61% 18% 22% 28% 73% 70% 68% 34% 32% 30% 33% 6% 43% 12% 23% 52% 22% 51% 22% 53% 19% 52% France (77%), Spain (69%) and place the most importance on buying local food. ranks only higher than the Dutch, at only 34% importance.

44 and are in overall agreement about what the term local food actually means. 44 Defining what local food actually means Total% Made within close proximity to where I live Available in farmers markets Made within the county I live Chart Title Made within a 20 mile radius from where I live Made within the province in which I live Made within Europe

45 Despite a slight decrease in the proportion buying at least weekly in, the frequency of local purchases in continues to be above that in. 45 Frequency of local food purchases Daily/ few times a week/once a week Few times/ once a month Less often/ never has the lowest proportion buying local food daily/few times a week/once a week and the highest proportion less often/never buying local food.

46 Checking for the symbol of quality is much more common in than in. Overall levels of vigilance in both regions have not changed dramatically since Checking for Symbol of Quality label Always check Sometimes check (50) (49) (50) (57) (57) (56) NET (check for quality symbol) Never check (71) (71) (71) (81) (76) (74) China (98%) is responsible for the highest level of checking for the symbol of quality. In, this label carries the least weight for grocery shoppers.

47 The importance of food sources in is evident in its higher propensity to check for country of origin. Those who never check this information in continues to be almost double that of. 47 Checking for Country of Origin label Always check Sometimes check NET (check for quality symbol) Never check (71) (71) (71) (81) (76) (74) (50) (49) (50) (57) (58) (57) shows the least likelihood for checking for country of origin on food products while China (95%) shows the most. ranks in the middle of all eight countries.

48 Both and display consistent levels of confidence that the food available in supermarkets is safe. in particular demonstrates an increase in confidence recorded since % agree that I am confident that the food in the supermarket is safe 91% 90% 93% 94% 92% 95% % 88% 93% 94% 89% 94% and rank second and third when compared to all the other PERIscope countries. France records the lowest level of confidence in the food produced in supermarkets (64%).

49 Easier Living

50 Easier Living : Consumer Index 50 Who is under the most time pressure? #1 #2 #3 #4 #5 #6 #7 #8 China Spain US Germany France Netherlands It is all about making the consumers life easier. Companies need to be part of the solution, not part of the problem. We have utilised statements relating to the use of ready prepared ingredients, convenience meals and pre prepared meal components. Time is a key criterion for this theme the focus is on attitudes towards foods that are easy and quick to cook, easy to prepare, as well as those with a willingness to spend time cooking and eating a proper breakfast.

51 Easier Living : & Overview 51 Ireland s economic recovery has yet to place significant pressure on the time we spend preparing and consuming food. The return to Value for Time, a key feature of Celtic Tiger Ireland, has yet to emerge. Evidence of this pressure can be seen in Great Britain, where they are finding it harder to fit in a proper breakfast and to cook as often as they would like. They are more likely to state they are eating more convenience meals as well as believing they are a good substitute when time is limited. Other evidence of pressure in Great Britain is their online grocery purchasing behaviour which continues to outstrip behaviour in Ireland. These are all trends that we can expect to come under pressure in Ireland as the Irish economy continues to lift. We have been under pressure to fit the time for food in the recent past; that is likely to return. The brands, products and services that help to meet these demands in the UK and prepare themselves for the as yet latent need in Ireland are likely to succeed into the future.

52 Both and have approximately four in ten respondents who feel too busy to cook as often as they would like, with recording an increase in I m too busy to cook as often as I would like % Applies Both and rank quite low for feeling busy to cook as often as they would like, only higher than the Netherlands (38%).

53 More respondents than those in do not have enough time to eat a proper breakfast. The levels of respondents feeling too busy for breakfast have declined since 2007, but has seen a rise once more in I rarely have time to eat a proper breakfast % Applies is ranked as second position, following Spain (59%), of those who feel they rarely have time to eat a proper breakfast.

54 While consumption has declined since the high levels of 2005, more than 6 in 10 of the adult population in eat ready meals often. consumption is much lower. 54 % agree that they would often eat ready prepared/ convenience meals and rank fourth and fifth respectively, but are far behind China, where 90% of respondents claim to often eat ready prepared/convenience meals.

55 Similar to all previous years, usage of ready prepared ingredients is higher among adults in than in. The main difference between the two regions is in relation to weekly usage. 55 Usage of ready prepared ingredients Once/ few times a day Few times a week Once a week Usage of ready prepared ingredients on a daily/weekly basis is highest in the China, followed by the US and. ranks sixth.

56 Across both and, the desire continues to be for food that is easy to prepare. 56 I tend to pick foods that are easy to prepare % Applies All countries across the PERIscope 2015 study are interested in food that is easy to prepare. and fare similarly to most other countries. China (94%) places the most emphasis on food that is easy to prepare.

57 Adults in are less concerned about foods that are quick to cook than their counterparts. Time pressures continue to be more evident in the behaviour of adults than those in. 57 I tend to pick foods that are quick to cook % Applies The countries studied are also interested in food that does not take long to cook. is ranked as the one of the least likely to pick foods that are quick to cook, alongside the Netherlands (73%) and France (63%).

58 In the past ten years the popularity of ready to eat foods has declined in both regions. Usage of these foods remains much higher in than in 58 and records an increase this year. % agree we use a lot of ready to eat foods in our household s usage of ready to eat foods in the household is one of the lowest of the PERIscope 2015 study, with the Netherlands.

59 Viewing convenience meals as a good substitute for home cooking records an increase this year among adults in. Those in continue to be less convinced. 59 % agree that convenience meals are a good substitute for home cooked meals when time is limited demonstrates the least amount of agreement with this statement. China displays a much higher level (70%).

60 More people in than are claiming to eat ready meals/ convenience meals less often than 12 months ago. 60 % eating ready meals/ convenience meals more/less often than 12 months ago More often Less often France (34%) and have the highest proportion of adults claiming to eat convenience meals less often. The US (23%), Spain (24%) and have the lowest.

61 continues to have a higher proportion of people shopping for groceries online. Those in are also more frequent online shoppers. 61 % ever ordered their grocery shopping online How often are they ordering their grocery shopping online? 13% Daily/few times a week Once a week 2-3 times a month Once a month Less often 30% China has the highest proportion of online grocery shoppers (71%). They are also the most frequent online grocery shoppers. Daily/few times a week Once a week 2-3 times a month Once a month Less often

62 and have a similar proportion of people who have used the internet to download a recipe with both cohorts displaying very similar activity levels % Downloaded Recipe 27% Downloaded Recipe Most recent download activity 4% 9% 7% 4% 4% 9% 7% 6% Past Past Past 6 Longer Past Past Past 6 Longer Week Month Months Ago Week Month Months Ago & have the lowest reported incidence of using the internet to download a recipe. In comparison, nearly 8 in ten adults in China claim to have used the internet to download a recipe.

63 Downloading specific food apps is not a particularly popular activity in either region, with both regions recording a decrease in this behaviour since % Downloaded Food App 13% Downloaded Food App Most recent download activity 1% 4% 4% 3% 1% 3% 4% 4% Past Past Past 6 Longer Past Past Past 6 Longer Week Month Months Ago Week Month Months Ago Downloading Food Apps is a behaviour that is yet to be established amongst the majority in all countries. China is the only country with a majority who have downloaded a food app (72%).

64 Joyning

65 Joyning : Consumer Index 65 Who is searching to feel connected? #1 #2 #3 #4 #5 #6 #7 #8 France Germany China Netherlands Spain US The desire for connection, new ways to be satisfied and using food as a social experience. This theme focuses on trying new foods and having new experiences, new ways of connecting with people and with food. The attitudes of those who enjoy spending time cooking to create a great meal and who consider it important to spend time together as a family over meals including breakfast and dinner, have been included. Additional areas for focus include those who consider that they have good levels of cooking expertise, those who like cooking/preparing meals and hosting dinner parties.

66 Joyning : & Overview 66 Ireland and Great Britain appear to have taken a step back in our love affair with food as a social bond. At the heart of this appears to be our poor opinions of our cooking expertise. In addition to not believing we have the necessary skills in the kitchen, we also don t appear to particularly enjoy or demonstrate a passion for cooking. Great Britain enjoy trying new foods more than the Irish. The Irish driver for food preparation is related to the demand to eat well, not necessarily about the enjoyment we take from food. Great Britain appear to be somewhat more passionate about the food they produce. We still value the importance of sitting down as a family. However, this doesn t appear to translate into a broader need to bond with friends and our communities at the dinner table.

67 display a more negative attitude towards cooking than and are also the least positive about cooking within PERIscope % Good Fun % A Passion Attitude towards cooking % % % 12 38% % % 11 43% 12 35% 8 46% 15 45% 14 47% 17 45% displays the least enjoyment when it comes to cooking of all the countries in PERIscope is also among the countries which record lower levels of fun or passion.

68 Approximately eight in ten adults in & like to try new foods, but displays a higher level of agreement with this statement. 68 % agree I like to try new foods is the least inclined to try new foods, while is ranked fifth.

69 Similar proportions of and respondents eat for enjoyment rather than health and both countries have seen these proportions increase since % agree I eat for enjoyment and not for health reasons 53% 56% 56% 59% 55% 62% % 57% 57% 60% 58% 61% and rank second and third respectively of the eight countries surveyed in PERIscope 2015 when it comes to eating for enjoyment.

70 s level of cooking confidence records a decrease this wave and still remains below that of who consider themselves to be more accomplished dinner party hosts. 70 Level of cooking expertise Would enjoy having a dinner party where I do all the cooking Would be confident that I could produce a good Sunday roast with all the trimmings ranks third when it comes to creating meals with all the trimmings but yet it is one of the lowest ranking countries compared to all others on both of the dimensions above. ranks fourth highest overall.

71 The proportion of people who have attended/taken cooking classes has dropped in both countries, somewhat more so in than, though adults in are more likely to attend classes than those in. 71 % who have attended/taken cooking classes in the past three years China has the highest attendance in cooking classes (20%). has the lowest attendance overall.

72 While, enjoyment among those in creating a great meal has increased overall since 2005, there has been a decline in this most recent study. s enjoyment has also declined in the past few years. 72 % who agree that they enjoy being able to create a great meal Of all the countries surveyed, those in get the least enjoyment from creating a great meal, followed closely by.

73 In 2015, the proportions of people who are entertaining at home more often has dropped marginally in. However, has seen an increase in this behaviour since % who are entertaining at home more often nowadays is ranked the lowest for the proportion of people who are entertaining at home more often.

74 More than eight in ten adults in & almost eight in ten in consider spending time over dinner as a family to be important. 74 % applies It is important to spend time over dinner as a family While spending time together as a family at mealtime is important in all countries, certain countries seem to hold this practice in higher regard. ranks the lowest in agreement however.

75 Both countries display similar trends when it comes to eating as a family. Sunday is the most likely day for eating together, whereas a Weekday is least likely. 75 % usually eat together Weekday Saturday Sunday Weekday Saturday Sunday Sundays are marginally more popular for eating together in than in, while families in are marginally more likely to eat together on a Weekday or a Saturday compared to.

76 Better Business?

77 Better Business? : Consumer Index 77 Who is concerned about environmental issues? #1 #2 #3 #4 #5 #6 #7 #8 China Spain Germany France Netherlands US The concept that good business will be good for business in an economic sense is the focus of this theme. We have analysed attitudes towards environmental concerns, terminology and ongoing issues, including awareness, understanding and propensity to purchase. Changing behaviours towards these issues will also be included in order to demonstrate development in this area.

78 Better Business? : & Overview 78 Environmental issues in Great Britain and Ireland appear to be struggling somewhat for traction among the population. It has been pointed out that it is extremely difficult for first world countries to engage with concerns about these issues the benefits of reduced food miles, fair trade and sustainable production have not been translated meaningfully. The Irish population currently appears to be focused on two key issues both of which relate to individual homes food waste and water charges. Both of these concerns relate very much to how these issues impact me directly, often with a focus on the direct financial cost. Broader environmental issues are conceptual and don t impact us, the consumer, directly. As a consequence they appear to have limited impact on purchase behaviour.

79 In, the commitment to conscious consideration of environmental issues when choosing what products to buy appears to be waning. Those in remain more likely to make this consideration. 79 % who agree that they are more conscious of environmental issues in their choice of products 56% 53% 62% 58% 57% 45% 57% 55% 54% 51% s consciousness of environmental issues when choosing products ranks fourth in the PERIscope 2015 study. displays average levels of agreement with the statement.

80 The percentage of people who prefer to buy from environmentally conscious companies is also declining in, but has remained steady since 2013 in. 80 % who agree that they prefer to buy from companies that are aware of the impact of environmental issues 54% 51% 49% 55% 54% 35% 50% 49% 48% 43% Buying from companies that are environmentally conscious is most popular in China and Spain. shows average agreement levels while ranks second last behind the Dutch regarding this behaviour.

81 Adults in remain more likely to purchase Fair Trade products than those in. These efforts record further declines in I try to buy Fair Trade products/brands whenever they are available % applies a lot NET % applies % applies a lot NET % applies Efforts to buy Fair Trade products are lowest in, while efforts in China are more than twice as strong (93%).

82 Awareness of carbon footprint is identical in and. s awareness level continues to show signs of advancement. 82 % aware of carbon footprint * New question wording for & in 2013 When it comes to carbon footprint, and have greater awareness levels than Spain, Germany, the Netherlands and China. However, they still have some ground to make on the US (82%).

83 Awareness of sustainable production is higher in than in. While remains steady, records a decline and returns to awareness levels recorded in % aware of sustainably produced * New question wording for & in 2013 & 2015 and rank second last and last respectively, when it comes to awareness of sustainability. All other countries have awareness of above 70%, with Germany highest at 94%.

84 and record very similar levels of awareness for the three new issues this year. Adults in are marginally more aware of Animal Welfare and Food waste than their counterparts. 84 % aware 2015 Animal Welfare Food Waste Conserving Resources 45 45

85 displays a slightly higher tendency than to buy food in smaller packs. Both countries have increased efforts in this area since 2007, but has diminished efforts when compared to I buy food in smaller packs because it means less waste % Applies and rank fourth and (joint) sixth respectively when it comes to the proportion who claim to buy food in smaller packs because it means less waste.

86 Equal proportions of and respondents endeavour to buy brands that use environmentally sensitive packaging. This rate has remained relatively stable in both countries since % agree that I always try to buy brands that use environmentally sensitive packaging 48% 58% 45% 48% 50% 48% % 47% 45% 46% 47% 48% and rank in the bottom two countries of PERIscope 2015 for trying to buy environmentally sensitive brands. China is observed to have the highest levels of effort (92%).

87