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

Transcription

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

2 SECTION 1: Profile of Sample

3 Profile of sample Sweden Male GENDER AGE SOCIAL CLASS REGION % % % % % % % % Norrland AB C Svealand C Female Gotaland DE Nationally representative population of Sweden

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

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

6 Attitude to food & cooking summary points Swedish consumers have a healthy outlook on food. They like to try new foods and enjoy eating out. They try to have a healthy diet by eating fruit and vegetables and avoiding sugar. Meat and dairy are important to their diet. They eat less low fat products then in 2006 and are less likely to add sauces and dressings to food. Swedish consumers enjoy cooking. Cooking expertise has increased since Females have become more confident in entertaining while males and younger consumers are more competent in cooking easy dinners. Frequency of using meal components has declined. Cooking is now seen as more fun than in 2006, which may be linked with the increase in cooking skills year olds are most likely to see cooking as a passion. Eating with the family is important but it is getting harder to get everyone together for a meal.

7 Attitude to food & cooking summary points Younger Swedish consumers under time pressures They appear to be using more convenience foods but are also cooking more from scratch indicating differing attitudes to food and health among younger Swedish consumers. Younger Swedish consumers (under 45 years) are more into convenience meals and easy to prepare foods. They are also more likely to buy prepared sandwiches and rolls and are more likely to use meal components on a weekly basis. They see cooking as more of a chore and are less likely to make special meals. Time pressure is most evident among the younger group. They rarely have time for breakfast, dinner is often a last minute choice and they pick foods that are easy to prepare.

8 Utility ownership in home ANY OVEN Full oven electric Full oven gas ANY FREEZER Separate freezer section attached to fridge Freezer box in fridge Separate freezer unit Kettle Toaster % ANY MICROWAVE Microwave without grill Microwave with grill Grill Deep Fat Fryer Sandwich maker Food processor Wok Steamer Coffee maker % Espresso Maker Mini Oven Crepe Maker Rice Cooker Tangine Crepe Maker* Handheld Blender* Electric Juicer* Fondue/Raclette* % 68 Ownership of deep fat fryers and coffee makers has declined since 2006 levels. * New question added 2008

9 Swedish consumers continue to try to eat healthy % Applies 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

10 Like to try new foods % Applies 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* *New attribute added 2008

11 Decline in usage of convenience/ready to eat foods % Applies Often eat ready prepared/ convenience meals Stronger levels evident among younger age group (18-44 years) Pick easy to prepare foods Use a lot of ready to eat foods Buy hot food from deli counters Stronger among younger (<45 years) and females Buy prepared sandwiches/rolls from deli counters

12 Enjoy cooking and special meals % Applies Females and younger (<45) are more likely to see cooking as a chore Those younger (<35 years) are less likely to make special meals. 0 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* *New attribute added 2008

13 Harder to gather family for meal times % 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

14 Time pressure impacting on younger attitudes to cooking Stronger among those < Highest among females and those <45 years. 62 % Applies 57 Higher among males Highest among those <45 years. 0 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

15 Primary attitudes to food % Applies I like to try new foods Important to spend time over dinner as a family I enjoy eating out I try to eat a lot of fruit and veg Meat is an important part of my diet I like to have ample time in the kitchen for cooking/preparing meals Really enjoy cooking and being able to create a great meal I tend to pick foods that are easy to prepare Dairy foods are an important part of my diet I look for recipes on the internet

16 Cooking expertise Increasing Can't boil an egg Can cook basic snacks (e.g. beans on toast) Can cook a simple dinner Would be confident that I could produce a good Sunday dinner Total Male Female % 1 % % % % 1 1 % % % % 3 2* Gender Age Main Shopper 38 Would enjoy having a dinner party where I do all the cooking Skill levels of Swedish males and younger consumers (18-24 years) are more in cooking easy dinners than preparing for a dinner party.

17 Cooking has become more fun A chore - something that has to be done Total Gender 23 Age Male Female % % % % % % % % Main Shopper % Eating Out More % 24 Important because eating well is important Good fun at times A passion - I love food Swedish females are more likely to see cooking as a chore than males. Swedish year olds are most likely to consider cooking a passion.

18 Frequency of preparing meals from scratch stable Frequency Change in Frequency Daily + (7-6) % % More often About the same Several times a week (5) Less often 9 11 Weekly (4) Monthly + (3-2) Less often (1) Never % of year olds are more often preparing a meal from scratch versus past year. Average Several times a week Several times a week

19 Frequency of using meal components declined slightly Total Gender Age Main Shopper Daily + (7-6) Several times a week (5) Weekly (4) Monthly + (3-2) Male Female % % % % % % % % % Less often (1) Never Swedish males and younger consumers (<45 years) are using meals components on a weekly basis.

20 Ready meals consumed less often Total Gender Age Male Female Main Shopper Eat out more More often Less often

21 Convenience meals viewed more positively 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 Younger consumers (under 35 years) are more positive towards convenience meals on ease of cooking, speed of cooking and ease of preparation.

22 But taste perceptions have declined 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* 8 11 Good value for money Good for you/have natural ingredients* 10 14

23 Fresh wins over frozen 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 meals better Frozen ready meals better Relatively comparable on speed of cooking and value for money. Frozen meals are favoured for storage, fresh favoured for all other aspects.

24 SECTION 2: Eating In Home

25 Eating in home summary points Responsibility for meal preparation rests mainly with Swedish females and older adults (45+ years). Frying and microwaving food are considered the worst methods of preparing food in terms of health however, frying is one of the most popular methods of preparing food in Sweden. Oven baked/ roasted and boiling food are considered more healthy and just over a third of Swedish consumers would prepare food by these methods. Swedish consumers look for taste, quality and ease of preparation when eating or preparing food in their homes. Safety, freshness, value for money, and nutritional value are of lesser importance.

26 Responsibility for meal preparation remains constant % % Always prepare own meal Sometimes prepare own meal Someone else prepares meal Other Males and younger consumers (<45 years) are less likely to always prepare their own meals.

27 Responsibility for meal prep rests with females and older ALWAYS PREPARE OWN MEAL Gender Age % % Male (49) (11) (17) (18) Female (51) (54) 58 57

28 Frying a popular method of food preparation Preparation of Food (Base: All who always prepare own meals - 47%) 2008* Boiled 16 Oven baked/roasted Uncooked/cold Fried Microwaved Steamed Stir fry/wok Others * Amendment to question in 2008, data not directly comparable to 2006

29 But considered the least healthy Ranking of Methods of Cooking Based on Healthiness of Method (Base: All adults 18+ who always prepare their own meals) Worst for Health 8 Fried, 6.2 Microwaved, 5.7 Oven baked/roasted, 4 Uncooked, 3.9 Boiled, 3.4 Stirfry/wok, 3.2 Steamed, 2 Ranked from 1 through 8. 1 = Best for health, 8 = Worst for health Best for Health 1

30 Taste, quality and ease of prep most important Ranking of Factors Considered Important When Eating/ Preparing Food in Home Taste 1st 1 st /2 nd Quality Freshness 6 16 Healthiness 7 20 Safeness of food 2 3 Enjoyment 6 10 Ease of preparation Value for money/price 7 16 Variety 3 9 Nutritional value 6 12 Presentation * 1 * Amendment to question in 2008, data not directly comparable to 2006

31 SECTION 3: Eating Out of Home

32 Eating out of home summary points There has been a small decline in the proportion of Swedish consumers eating out overall and having meals delivered to the home, but a small increase in the proportion eating takeaway meals. However, during the week more Swedish consumers are eating out. (Younger consumers and those in the Gotaland region show a higher incidence of eating out.) Reasons for eating out during the week include being too tired to prepare a meal at home, the lower cost of eating out, and a better choice of places to eat. Frequency of eating at work on a daily basis has declined slightly since 2006 levels. Those in the Gotaland region are least likely to eat at work on a daily basis. (Perhaps linked with their increased incidence of eating out during the week.) year olds are most likely to eat lunch at work on a daily basis. Typical places to eat lunch at work are the canteen, staff room or at the desk. Workers in the Gotaland region are least likely to eat at their desks.

33 Slight increase in eating out during the week Do you find you are eating out during the week more often or not? Factors Influencing Incidence Incidence of Eating Out More Often During the Week 17% % Yes 1. Too tired to make something at home (63%) 2. Chance to meet with friends/catch up (38%). 3. More choice of places to eat out locally (36%). 4. Just feel like a treat/something different (30%). Younger consumers (under 35 years) and those in the Gotaland region are more likely to eat out during the week.

34 Tiredness main reason for eating out on weekdays Factors Influencing Decision to Eat Out More (Base: All who eat out more during the week 17%) 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 1 5 % Lower cost of eating out combined with better choice of where to eat may be facilitating consumers desire to treat themselves on a weekday.

35 Decrease in meals eaten out, increase in takeaway Meals Eaten Out in the Last 7 Days Summary Meals or snacks on the premises of the pub/restaurant/cafe % Mean 2.5 (2.5) Takeaway meals eaten off the premises where they were prepared Mean 1.9 (1.8) Meals or snacks delivered to your home Mean (2.1) Younger consumers (under 45 years) are more likely to eat out and to purchase takeaway meals. ( ) = 2006

36 Low frequency of eating in the car Frequency of Eating in Car/at work (Excluding Sweets and Chocolate) Every day (6) Several times a week (5) Once a week (4) % In the car At work % % % Once a month (3+2) Less often (1) Never Average: Once a month Once a month Weekly Weekly Consumers in the Gotaland region are least likely to eat at work on a daily basis.

37 Eating in the car tends to be males and younger 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 Male Female % % % % % % % % * * Less often (1) Never

38 25-44 year olds highest frequency of eating in work Frequency of Eating at Work x Demographics (Excluding Sweets and Total Chocolate) Gender Age Male Female % % % % % % % % Daily + (6) Several times a week (5) Weekly (4) Monthly + (3-2) Less often (1) Never

39 Staff room, desk and canteen most for eating lunch at work Location (Most Often) for Eating in Workplace % eat more than twice monthly Location of Eating % In the canteen % 52 Yes In the staff room At my desk Workers in Gotaland are least likely to eat at their desks. Outside on a bench/wall In the kitchen

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

41 Attitude towards diet and wellbeing summary points Three quarters of Swedish consumers consider their diets to be healthy. Four in ten have changed their eating habits to become more healthy in the past year. Older consumers claim to have healthier diets than younger (under 35years). Fresh fruit and vegetables, fish, wholegrain and hi-fibre foods are all considered good to eat if trying to become more healthy. Dairy foods, meat, breads, cereals and pasta, along with enriched products, are seen as contributing to both healthy and unhealthy diets. Swedish consumers try to eat a balanced diet and see a good diet as important to mental health. They look for natural foods and try to limit fast food. However, they fall short on eating their 5 a day compared to some other countries. They believe that healthy foods are more expensive but if they taste good they are willing to pay more. Compared with 2006 Swedish consumers have less confidence that low fat foods are always the healthy choice.

42 Attitude towards diet and wellbeing summary points Swedish parents are conscious of controlling their children's intake of sugary and fatty foods. Swedish women are more concerned about the fat content of food and are more likely to seek out low fat options to help manage their weight. There may be an opportunity in the market for products targeting people who suffer food intolerances, with over eight in ten Swedish consumers feeling there are not enough options for people who suffer food intolerances. Overall there appears to be a decline in the nutritional awareness of food among Swedish consumers. In particular, under 35 s are less conscious of the nutritional benefits. Swedish females are more likely to check the nutritional labels on foods. In 2008 they appear to have more difficulty understanding labelling and nutritional claims on food packages.

43 Three quarters consider diet healthy Overall Descriptors of Diet My Diet is Very Healthy (5) TOTAL Gender AGE Male Female % % % % % % % % Fairly Healthy (4) Not Sure (3) Fairly Unhealthy (2) Very Unhealthy (1) * * * Older consumers (35+ years) claim to have healthier diets than younger.

44 Four in ten claim more healthy eating Change in Eating Habits in Last Year Total Gender Age Male Female Main Shopper More healthy Less healthy Younger Swedish consumers (<35 years) are more likely to claim their diet is less healthy than older consumers.

45 Less sure about products enriched or claiming health benefits Items Eaten More if Trying to be More Healthy Fresh vegetables/salads 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 Wholegrain foods* Hi-fibre foods* New question added 2008 Change in wording in 2008 All others 5% or less % Eat less of % Eat more of

46 Strong link with food and health and wellness I am concerned about my children being obese Agree Slightly Agree Strongly Total To be healthy, it is important to eat properly Stronger belief among females I am conscious of the nutritional benefit of food Good food can enhance body and mind Younger Swedish (<35 years) less conscious of nutritional benefits of food. I think diet and lifestyle are more important than medication in preventing heart disease Base: Those with children

47 And strong links with diet and mental health A good diet can help your mental health Agree Slightly Agree Strongly Total 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 Lower (58%) among year olds I eat for enjoyment and not for health reasons % Neither/Nor 45 62

48 Decline in confidence in healthy eating regimes I only eat foods that are healthy and good for me It s not the type of food you eat that causes health problems, it s more the amount you eat of those foods Agree Slightly Agree Strongly Total year olds have lowest agreement levels on this statement There is no such thing as healthy foods anymore It doesn t matter what I eat, I am still fairly healthy % of year olds agree with this statement 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 New question added 2008 Base: Those with children

49 Willingness to pay more but need help from manufacturers Healthier foods are always more expensive than other foods Applies A Little Applies A Lot Total 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 Males willing to pay more 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 Males agree more

50 Opportunity for product options for food intolerances I eat to feel good and take control of my life Applies A Little Applies A Lot Total 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

51 Weight management important, especially for females I am more concerned about what I eat and drink to control my weight nowadays Applies A Little Applies A Lot 77 Total 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 Especially females I am more concerned about fat content than calories Especially females I am conscious of controlling my children s intake of sugary or fatty foods* New question added 2008 Base: Those with children

52 Try to eat a balanced diet but fall short on eating 5 a Day I try to buy foods that are natural Applies A Little Applies A Lot Total Weaker among I always try to eat a balanced diet Weaker among I try to limit the amount of fast food I consume I eat at least 5 portions of fruit and veg per day Males less likely to eat 5 a Day I try to buy products that have added vitamins I always check the nutritional labelling on foods before buying them Females more likely to check labels

53 Slight increase in difficulty understanding food labels I often find it difficult to understand the labeling on food I often find it difficult to understand the nutritional claims on packaging Applies A Little Applies A Lot Total Females have more difficulty with food labels I try to buy Fair Trade products/brands whenever they are available I try to buy organic foods where possible* * New question added 2008

54 SECTION 5: Environmental Issues

55 Environmental Awareness Awareness of food miles and carbon footprint are considerably lower than awareness of sustainability. Older Swedish consumers (55+years) have higher awareness of food miles and carbon footprint. Food miles has the stronger impact on older consumers shopping habits. Over three-quarters of Swedish consumers are aware of sustainability and half claim it has an impact on their shopping habits. Marketing products as sustainable offers a competitive edge in Sweden. Swedish consumers are conscious of environmental issues and prefer to buy from companies that are aware of the impact of these issues. However, they are less likely to be active in looking out for recycled packaging when they are selecting food products. Females are older (55+ years) Swedish consumers are more environmentally aware.

56 Six in ten unaware of food miles Awareness and Understanding of Food Miles (Base: All adults 18+ Years - Sweden) Awareness % Understanding Never heard of it 61 Unaware (All aware of Food miles 39%) % Distance food has to travel from producer to shop 72 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 23% Aware Impact on shopping An indication of environmental impact 28 Older Swedish consumers (55+ years) have higher awareness of Food Miles and are more likely to claim it impacts on their shopping.

57 Higher awareness for sustainability and impact on shopping Awareness and Understanding of Sustainability (Base: All adults 18+ Years - Sweden) Awareness % Never heard of it 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 sustainability features Actively/always try to buy food with sustainability features Unaware 29% Aware No impact on shopping 48% Aware Impact on shopping Understanding (All aware of sustainability 77%) % Meeting needs of present without compromising the 38 ability of future generations to meet their needs Production practices that do not have a future effect on environment Ensuring future generations have what we have today Consumption practices which do not have a future effect on the environment

58 1 in 2 unaware of carbon footprint Awareness and Understanding of Carbon Footprint Awareness % (Base: All adults 18+ Years - Sweden) Understanding Never heard of it 51 Unaware (All aware of carbon footprint 49%) % Measure of environmental damage 43 Heard of it but not important when buying food It s a fad and doesn t impact on shopping % Aware No 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 Sometimes try to buy food with low carbon footprint Actively/always try to buy food with no carbon footprint % Aware Impact on shopping Older Swedish consumers (55+ years) have higher awareness of carbon footprint but it has less of an impact on shopping than food miles.

59 Females and older more environmentally aware 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 * New question added 2008

60 SECTION 6: Grocery Shopping

61 Attitudes towards grocery shopping summary points Swedish shoppers are shopping more frequently than in Shopping on average several times a week compared with more weekly shopping in Swedish grocery shoppers profile matches that of the food preparer profile female and older (45+ years). Shoppers seem more price conscious in They are more likely to spend time looking for a bargain. More likely to agree that the first thing they look for is price. Younger consumers (18-24 years) in particular are more price conscious. Swedish shoppers are more likely to purchase multipacks than in Products from the chill cabinet are preferred in Sweden as they are seen as fresher. Awareness of ethical/fair trade products and the Glycemic Index have increased versus 2006 levels. Seven in ten Swedish consumers are now aware of both.

62 Shopping more frequently vs Responsibility for Grocery Shopping Responsibility % Daily + (5) Frequency (92%) (92%) 8 5 Mainly Responsible Several times a week (4) Jointly responsible with someone else Weekly (3) Someone else responsible 8 8 Monthly + (2) Less often (1) Average 41 Several times a week 8 Once a week

63 Profile as female and older (45+) (Base: All main responsible for grocery shopping %, %) GENDER AGE % % % % (11) Male (49) (17) (18) (16) Female (51) (38) ( ) = Total Population

64 Greater interest in sales and promotions I most often go to the same store but look for the best value for money I can get Agree Slightly Agree Strongly Total 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 Females and year olds rate price/value as most important.

65 Price becoming more important When I shop the first thing I look for is price Agree Slightly Agree Strongly 40 Total The most important thing is price when grocery shopping 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 consumers (18-24 years) are more likely to comparison shop and are most conscious of price.

66 Low usage of internet shopping I tend to buy on impulse if I think things are cheap Agree Slightly Agree Strongly Total I am prepared to pay a charge for home delivery In the past year I have been using the internet more for shopping

67 Half consider 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* 8 11 My local shop delivers my groceries* 9 13 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* New question added 2008 Base: Those with children

68 Preference for multi-packs and chilled cabinet 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

69 Significant increase in awareness of ethical/fair trade products and GI % Aware Functional foods Ethical/fair trade products Food which has been irradiated Glycemic index Glycemic loading of a serving of food 37 39

70 Greater awareness of ethical/fair trade across all ages & gender Awareness of Different Food Types II Gender Age Male Female Functional foods (59) Ethical/fair trade products (76) Food which has been irradiated (60) Glycemic index (72) Glycemic loading of a serving of food (37)

71 Decline in likelihood to purchase functional food Likelihood of Buying Functional Food Very Likely (5) 9 13 Fairly Likely (4) Unsure (3) Fairly Unlikely (2) Very Unlikely (1) Average 3.1 Unsure 3.4 Unsure

72 SECTION 7: Local Food

73 Attitudes towards local food summary points Local food has become more important to Swedish consumers. Over half see it as important to them. In line with this frequency of purchasing local food on a weekly basis has increased slightly versus 2006 levels. Local food is seen as safer and of better quality. There is a increased need to know where food originates from among Swedish consumers. More Swedish consumers claim to always check for country of origin in Swedish consumers consider local food to be food made either within their local county or province.

74 Local food means produced in the local province or in Sweden Understanding of the Term Local Food (Base: All adults 18+ Years - Sweden) % First Mention Total Made within close proximity to where I live Made within a 20km radius from where I live Available in farmers markets 2 36 Made within the county in which I live Made within the province in which I live Made in Europe 1 4

75 Buying local food has become more important Overall Importance of Buying Local Produce Very Important (5) 16 9 Total Gender Age Male Female Main Shopper % % % % % % % % % Fairly Important (4) Neither/Nor (3) Not very Important (2) Not at all Important (1)

76 Frequency of purchasing local increased slightly Frequency of Buying Local Produce Total Gender Age Main Shopper Daily + (6) Several times a week (5) Male Female % % % % % % % % % Weekly (4) Monthly + (3-2) Less often (1) Never Males are more likely to purchase local food than females.

77 Greater desire to know origin of food Attitude Towards Food Produced Locally in Own Area I like to know the area where my food comes from Agree Slightly Agree Strongly 50 Total 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 I am more confident in the safety of food produced in my local area Local food is fresher and more nutritious* * New attribute added Local food is seen as safer and better quality.

78 SECTION 8: Food Labelling

79 Attitudes towards food labelling summary points Swedish consumers are more likely to always check for country of origin but less likely to always check for a quality symbol. The addition of Fresh on a label is very important to Swedish consumers and is more important than natural. Fresh is associated with Vegetables and fruit, food cooked, produced or grown in the last few days and food that is free of preservatives. Given Swedish consumers preference for products from the chilled cabinet and their preference of fresh over frozen produce - marketing fresh produce and placing it a chill cabinet offers more potential for this market.

80 High incidence of checking labels Checking of Food Labelling When Buying Food (Base: All Grocery Shoppers) Symbol of Quality Country of Origin % % Always Check Sometimes Check Never Check

81 Fresh on labels very important Impact of Fresh on Labels when Shopping % (Base: All adults 18+ Years - Sweden) Fresh - Prompted Associations % Vegetables & fruit 86 Very important 66 93% Cooked/grown/produced within last few days Free from preservatives Nutritionally better for you Tasty Kept in the fridge Fairly important 27 Short shelf life Made from scratch/home-baked Neither/nor Not at all important 6 1

82 Natural important too but less so Impact of Natural on Labels when Shopping % (Base: All adults 18+ Years - Sweden) Natural - Prompted Associations Very important 43 No artificial ingredients/preservatives/colours % 83 Unprocessed/unrefined 79 Fairly important 40 83% From nature Not fortified with artificial Ingredients Produced organically Nutritionally better for you Produced locally 22 Neither/nor Not at all important 16 1 Natural in Sweden implies no additives or colour and a food that is unprocessed/unrefined.

83 SECTION 9: Attitude Towards Alcohol

84 Attitudes towards alcohol summary Incidence of drinking alcohol has increased since 2006, however frequency of drinking alcohol on a weekly basis remains stable. Females and younger Swedish consumers (under 45 years) have a lower frequency of drinking alcohol. Swedish consumers appear to drink more at the weekends than during the week.

85 Incidence of drinking alcohol has increased Incidence of Drinking Alcohol FREQUENCY % Drink Alcohol (84%) (74%) INCIDENCE Daily+ (7-6) 5 3 PROPORTION Of food occasions where alcohol is consumed Several times a week (5) % 32 Weekly (4) % Yes 1. Higher amongst year olds Monthly+ (3-2) Less often (1) % 21 40% 0-20% Average Weekly Weekly Females and younger (<45 years) have lower frequency of drinking alcohol.

86 Decline in drinking alcohol when dining out Attitude Towards Drinking Alcohol (Base: All who drink alcohol) Agree Slightly Agree Strongly Total I always have a drink of alcohol/wine when I have dinner at a restaurant I am drinking more alcohol at home these days than before I often have a drink at lunch time* year olds are more likely to agree with these statements. I often have a drink when dining at home on a weekday* 5 7 I often have a drink when dining at home at weekends* * New question added 2008

87 Study Summary

88 Key Lifestyle Trends Swedish Consumers Enjoy Cooking Actively Changing to More Healthy Eating Shopping More Often and More Price Conscious Younger Consumers Healthy vs.unhealthy

89 Key Lifestyle Trends Swedish Consumers Enjoy Cooking Cooking is seen as more fun and the level of cooking expertise has strengthened since Swedish cooks are now more capable of preparing more sophisticated meals and like to make an extra effort for special meals. Taste, quality, and ease of preparation are what Swedish consumers are looking for when they prepare foods at home. New foods also appeal to Swedish consumers. Actively Changing to More Healthy Eating Swedish consumers try to eat a balanced diet and generally consider their diet to be healthy. Four in ten have changed their eating habits to become more healthy in the past year. Fresh fruit and vegetables, fish, wholegrain and hi-fibre are all considered good to eat. However, the Swedish lag other countries in eating their five fruit and vegetables per day, which may present and opportunity for providers. Dairy, meat, breads, pasta and cereals, along with enriched products are considered both healthy and unhealthy. Swedish consumers are more likely to question the healthiness of low fat products in 2008.

90 Key Lifestyle Trends Changes in shopping patterns Swedish shoppers are now shopping more frequently perhaps to purchase more fresh/healthy produce. On average they shop several times per week versus shopping weekly. Fresh has become increasingly important to Swedish consumers and they appear to have stronger interest in products from the chill cabinet than from the frozen section. Shoppers have become more price conscious than in They are more likely to look at price first and to spend time looking for bargains.

91 Key Lifestyle Trends Younger Swedish healthy versus unhealthy? There are conflicting trends among younger Swedish consumers (under 45 years); while some are cooking more from scratch and have improved cooking skills versus 2006 levels, others see cooking more as a chore and are less likely to make an effort for special meals. Younger Swedish consumers are also more likely to buy convenience meals, use meal components and to buy ready to eat foods such as prepared sandwiches and rolls. Time pressure appears to be an issue among younger Swedish consumers and may be impacting food choices. They are more likely to skip breakfast and dinner is often a last minute choice. Young Swedish consumers are less aware of the nutritional benefits of food and are less interested in their health and wellness. They are less likely to eat a balanced diet and to seek out natural foods.

92 Looking for when they shop... Strong preference for Fresh products adding fresh to a label is important Swedish consumers show a strong interest in seeing fresh on a food label. It conveys that the food is cooked, produced or grown in the last few days and that it is free from preservatives. There is also strong preference for products that are stocked in the chilled cabinet versus the frozen section. Fresh ready meals are preferred over frozen for their taste and healthier ingredients. Swedish consumers are less likely to agree that frozen foods are as good as fresh in Potential for luxury/more exotic food ranges With improved cooking skills and the Swedish tradition of entertaining at home, Swedish consumers may be interested in different or more luxury foods which can be prepared for special dinners. Swedish consumers are very interested in trying new foods. They generally look for taste, quality, and ease of preparation when preparing food in the home. If the food is a healthy option, Swedish consumers are willing to pay a premium.

93 Looking for when they shop... Improvements in labelling Labelling appears to be causing some confusion in Sweden, especially among females. Improving nutritional labels to make them clearer and easier to understand may offer manufacturers a competitive edge. Swedish consumers are very aware of sustainability and ethical/fairtrade products If a product can add this to its label it will be advantageous. Environmental concerns are high in Swedish consumers minds so this is also worthwhile emphasising, if applicable. Food intolerances There appears to be a gap in the Swedish market in terms of the product ranges available for consumers with food intolerances. Further research to determine the exact requirements may be necessary. There is high awareness of the Glycemic Index in Sweden and it may be worth while adding the glycemic index of a food to labels, and marketing foods as low GI where relevant.

94 Looking for when they shop... Awareness and Interest in local food may be a barrier to Imported food products Swedish consumers have a strong awareness and interest in local food. They see it as better for health. This may act as a barrier to imported food which would be seen as not as fresh or tasty.

95 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.

96 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.