PERIscope Multi Country Consumers and their Food June 2017

Transcription

1 PERIscope 2017 Multi Country Consumers and their Food June 2017

2 2

3 Introduction PERIscope 2017 explores consumer behaviours & attitudes towards food, shopping and cooking. 1,000 interviews across eight countries (8,000+ interviews in total). 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

4 Overview of Themes Tradition Green Convenience Balancing our modern lives with the need for authenticity Health Increased transparency for consumer and business Value Saving time without sacrifice through single suppliers offering multiple services 4 Understanding how to control our health with the help of technology Value and pricing are more fluid than ever before

5 Country Ranking Summary Tradition Green Convenience Health Value ROI #6 #5 #8 #3 #4 GB #7 #8 #6 #6 #2 France #3 #3 #5 #4 #7 Spain #2 #2 #3 #2 #5 Germany #5 #4 #4 #7 #8 Netherlands #8 #7 #7 #8 #6 US #4 #6 #2 #5 #3 #1 #1 #1 #1 #1 5

6 6 Tradition

7 The Tradition - Multi-Country Thematic Overview The Tradition Desire to try new foods and being open to different behaviours vs. importance of tradition desire to purchase local foods (impact of global trends/changes with Trump and Brexit) (Still) Made Here Why consumers will always love locally made product. Tired of uniform, impersonal, throw-away products and the invisible nature of the global supply chain, consumers crave a stronger connection with what they buy. They are increasingly seeking out authentic and storied products that are made and consumed locally. Near and Far Digital connectivity continues to make the world smaller but, for the much of the world s population, daily life still revolves around a fixed location, such as a city, province or country. Information about events in immediate surroundings remains valuable, while local offerings typically convey eco and social benefit. Embrace Place Don t deny place, embrace it. Brands able to connect products or services to specific locales and celebrate both new and ingrained traditions will prosper. Understanding or at least acknowledging evolving definitions of local in a borderless world might not be easy, but brands prepared to take the risk will gain respect and admiration. Evidence in the Data Importance of Tradition (spending time as a family over meals, enjoyment in cooking and hosting dinner parties) Repertoire of Different Cuisines (enjoyment of new foods and new experiences) Reliance on Local (propensity to buy local vs. previous years) 7

8 The Tradition : Consumer Index Who is striving to balance modernisation and tradition? #1 #2 #3 #4 #5 #6 #7 #8 Spain France US Germany ROI GB Netherlands Desire to try new foods and being open to different behaviours vs. importance of tradition desire to purchase local foods (impact of global trends/changes with Trump and Brexit) 8

9 The Tradition: Multi-Country Thematic Overview The tension between the desire for new and the comfort of tradition is a discernible trend in 2017, with a growing number of adults turning towards the local and familiar. The trend of traditionalism is seen across a wide variety of decisions made day to day. Although traditionalism is ever-present, there remains an open-mindedness to the idea of exploring new foods. With a wider array of cuisines available, it is easier than ever to explore foods from around the world. Though universally, people still tend to limit themselves; only eating out on special occasions. Despite an ever changing world, cooking from scratch and eating together remains a staple for families, with many upping the frequency with which they cook from scratch. The emergence of the locavore is becoming ever more apparent. Local food for consumers means food that is better quality and is transparent in its production practices. A growing number are looking closer to home for groceries and more and more are seeing the importance of purchasing from their local communities. This trend holds true across most countries. 9

10 The Chinese, Spanish and Germans are the most likely to explore new foods The Irish are least experimental I like to try new foods ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 8 # 6 # 7 # 2 # 3 # 5 # 4 # 1 10

11 More than half of those in Spain, the US and rarely have time to eat a proper breakfast I rarely have time to eat a proper breakfast % Applies a lot/a little Ranking ROI 32 # 7 GB 47 # 4 France 37 # 6 Spain 58 # 1 Germany 41 # 5 Netherlands 30 # 8 US # 3 # 2 11

12 Consumers in Spain are the most likely to eat out for special occasions, followed by those in and ROI I only eat out for special occasions ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 3 # 7 # 6 # 1 # 4 # 5 # 8 # 2 12

13 France and Germany share the highest levels of competency and confidence with cooking 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 ROI GB France Spain Germany Netherlands US 13

14 Chinese and continental Europeans ahead of English speaking markets for cooking from scratch Scratch cooking % Once a day/ few times a day % Few times per week Ranking ROI # 6 GB # 8 France # 3 Spain # 1 Germany # 5 Netherlands # 3 US # # 2 14

15 The Spanish and Chinese in particular are cooking from scratch more often compared to 12 months ago Frequency of cooking meals from scratch more often or less often compared to 12 months ago ROI GB France Spain Germany Netherlands US Cooking from scratch more often Cooking from scratch less often

16 Eating together as a family during the week is least common in Germany Eating as a family (weekday) Together Somebody Missing N/A - Live alone ROI GB France Spain Germany Netherlands US

17 Majority eat together as a family at the weekends only in the US and the Netherlands is eating as a family as common during the week as at the weekend Eating as a family (weekend) Together Somebody Missing N/A - Live alone ROI GB France Spain Germany Netherlands US

18 The French place the most importance on buying local food Buying local food is very important Total importance of buying local food ROI GB France Spain 67% 55% 79% 75% 24% 22% 35% 27% Germany Netherlands US 64% 35% 60% 76% 15% 7% 23% 29% 18

19 The frequency of local food purchases is highest in and lowest in the Netherlands, GB & ROI Frequency of local food purchases ROI GB France Spain Germany Netherlands US Daily/ few times a week/once a week Few times/ once a month Less often/ never

20 Eating in pubs, restaurants and cafes is relatively less common in the Netherlands, France & Germany Meals or Snacks on the Premises of a Pub/Restaurant/Cafe Incidence last 7 days ROI GB France Spain 52% 52% 36% 65% Germany Netherlands US 40% 32% 61% 71% 21

21 The purchase of takeaway food is most common in and the US Takeaway Meals Eaten Off the Premises Where They Were Prepared Incidence last 7 days ROI GB France Spain 39% 35% 25% 28% Germany Netherlands US 27% 17% 46% 62% 22

22 The French are particularly averse to home delivered food Meals or Snacks Delivered to Your Home Incidence last 7 days ROI GB France Spain 19% 20% 8% 39% Germany Netherlands US 17% 15% 25% 56% 23

23 26 Green

24 Green - Multi-Country Thematic Overview Green Importance of living well, understanding the importance of buying environmentally conscious and organic foods is a key focus for business and consumers. No Room To Hide The digital revolution made the world more transparent. Information about brand practices, processes and procedures is accessible with just a few taps or swipes. The result? Consumers will call out inappropriate, bland or opaque brand behaviour and share it with their peers. Eco-Cycle Recycling, Upcycling, Downcycling, Zero Waste. It doesn t matter what you call it. Just be sure that you adopt a green mindset and eliminate any negative environmental impact your products and services may directly or indirectly cause before, during and after production (this includes the entire consumption cycle too). Squaring the Circle of Environment and Consumption The undeniable paradox exists at the core of much consumer behaviour, as consumers struggle to reconcile their consumerist impulses with their desire to feel good. Evidence in the Data Environmentally Conscious Shoppers Packaging Importance; Consideration of Organic Produce 27

25 Green : Consumer Index Who is engaged with the Power of Green? #1 #2 #3 #4 #5 #6 #7 #8 Spain France Germany ROI US Netherlands GB Importance of living well, understanding the importance of buying environmentally conscious and organic foods is a key focus for business and consumers. 28

26 Power Of Green - Multi-Country Thematic Overview The importance of living well, buying organic and being environmentally conscious with food choices remains at the forefront of people s minds. When it comes to food, the importance of transparency remains evident. Labelling and quality symbols are a major point of interest for many countries, especially in where many people have lost faith in the safety of produce. Across all markets, it seems people place the onus for being environmentally conscious and eco-friendly on themselves rather than on major brands and companies. Purchasing organic produce is a growing trend, especially in Europe. A significant portion of people have bought organic produce the key areas for the majority of markets being poultry, fruit and vegetables but other meats and dairy also figured highly. 29

27 Consumers in ROI and GB lag behind other markets for buying brands that use environmentally sensitive packaging ROI I always try to buy brands that use environmentally sensitive packaging 53 % Applies a lot/a little Ranking # 7 GB 49 # 8 France 75 # 3 Spain 86 # 2 Germany 75 # 3 Netherlands US # 5 # 6 94 # 1 30

28 Checking for quality symbol is most likely in : 1 in 4 in Ireland, France, Spain and the US always check for a symbol of quality Checking for Symbol of Quality label Ranking # 4 # 8 # 3 # 2 # 6 # 7 # 5 # 1 Always check Sometimes check NET (check for quality symbol) (74) (58) (77) (79) (66) (65) (68) Never check (99) 1 ROI GB France Spain Germany Netherlands US 31

29 The French and Chinese are the most committed for always checking for country of origin on food products Checking for Country of Origin label Ranking # 5 # 8 # 2 # 3 # 4 # 6 # 6 # 1 Always check Sometimes check NET (check for country of origin) Never check 49 (78) (63) (87) (85) (83) (69) (69) (95) (98) 53 ROI GB France Spain Germany Netherlands US 32

30 Consumers are reasonably conscious of environmental issues in their choice of products % who agree that they are more conscious of environmental issues in their choice of products 61% 52% 66% 65% 50% 47% 54% 72% ROI GB France Spain Germany Netherlands US 33

31 Attitudes towards buying from companies that are aware of the impact of environmental issues is mixed; the Dutch lag behind on this issue % who agree that they prefer to buy from companies that are aware of the impact of environmental issues 71% 55% 44% 58% 62% 49% 41% 52% ROI GB France Spain Germany Netherlands US 34

32 Concern about food wastage varies significantly across markets % who agree that they are concerned about the amount of food they throw away 45% 53% 58% 70% 62% 54% 29% 26% ROI GB France Spain Germany Netherlands US 35

33 Awareness of food miles is relatively low only in Germany, ROI and is the term familiar to the majority of consumers % aware of Food Miles ROI GB France Spain Germany Netherlands US 36

34 Awareness of sustainably produced is high across continental Europe, but significantly lower in ROI and GB % aware of Sustainably Produced ROI GB France Spain Germany Netherlands US 37

35 Awareness of carbon footprint is highest amongst those in France and US and lowest in Spain % aware of Carbon Footprint ROI GB France Spain Germany Netherlands US 38

36 Awareness of food waste as an issue is uniformly high across all countries, specifically and Germany % aware of Food Waste ROI GB France Spain Germany Netherlands US 39

37 Purchasing of organic food is almost universal in, and lowest in GB Ever Bought Organic Food ROI GB France Spain 64% 58% 84% 74% Germany Netherlands US 84% 76% 77% 95% 40

38 44 Convenience

39 Convenience - Multi-Country Thematic Overview Convenience Importance of time, what we traditionally understand by Convenience foods is ever changing newer, healthier options are now available, more than ever before Helpful The demand for convenient and superior service. For busy consumers, convenience is now a prerequisite, and their definition of it becomes ever-more exacting. Synced Services One product, multiple relevant, useful, or fun services. Consumers will reward brands that pull other services their own, or third party into relevant products to enhance the user experience, save them time, provide extra functionality or deliver some straightforward fun. Time Saviours Brands can t go wrong focusing on innovations that save consumers time and make their day-to-day lives simpler and easier. Evidence in the Data Use of ready prepared ingredients, convenience meals and pre-prepared meal components. The proportion of people cooking from scratch and the proportion that utilise pre-prepared food items, with any changing habits that are emerging. Shopping behaviours are also analysed, including the proportion who shop online. 45

40 Convenience - Consumer Index The demand for changing convenience #1 #2 #3 #4 #5 #6 #7 #8 US Spain Germany France GB Netherlands ROI Importance of time, what we traditionally understand by Convenience foods is ever changing newer, healthier options are now available, more than ever before 46

41 Convenience - Multi-Country Thematic Overview Attitudes towards convenience meals continue to vary by country. A majority of people in most countries no longer believe convenience meals taste great or are good value for money, presenting a challenge to produce convenience food that taste better and represent better value. Compared with last year, there is a decline in the use of ready prepared/convenience meals, which are no longer considered a family staple. With the rise of traditionalism; families are more inclined to cook from scratch. Convenience no longer comes in a package/packet but is seen as quick and easy to prepare foods. The most important factors driving food choices are still quality, healthiness, freshness and nutritional value. Though ready prepared/convenience meals are seen as a good substitute for dinner when time is limited, they are not seen as tasting great or as good value for money. The Netherlands remains the most sceptical when it comes to ready prepared/convenience meals. Europeans have mixed thoughts on shopping for groceries online. Downloading/looking up/checking promotional material and recipes is still popular but there remains a resistance to using food apps and sharing recipes on social media. 47

42 Eating ready prepared/convenience meals applies to varying extents across the countries I would often eat ready prepared / convenience meals ROI 43 % Applies a lot/a little Ranking # 7 GB 58 # 4 France 44 # 6 Spain 68 # 3 Germany 49 # 5 Netherlands 35 # 8 US 72 # 2 93 # 1 48

43 Those in tend to favour foods that are quick to cook, followed by the US I tend to pick foods that are quick to cook ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 6 # 5 # 8 # 3 # 4 # 7 # 2 # 1 49

44 Chinese and US consumers most inclined to pick foods that are easy to prepare I tend to pick foods that are easy to prepare ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 8 # 5 # 5 # 3 # 4 # 7 # 2 # 1 50

45 There are mixed views towards ready-to-eat foods across the countries We use a lot of ready-to-eat foods in our household % Applies a lot/a little Ranking ROI 35 # 7 GB 53 # 4 France 43 # 6 Spain 60 # 3 Germany 51 # 5 Netherlands 31 # 8 US 66 # 2 84 # 1 51

46 The Germans continue to have a particularly positive relationship with cooking % Good Fun % A Passion Attitude towards cooking (Weekday) ROI GB France Spain 11% 19% 8% 16% 13% 29% 10% 23% 13% 8% 21% 13% Germany Netherlands US 23% 11% 14% 15% 18% 19% 41% 25% 34% 39% 18% 21% 52

47 Cooking at the weekend is more enjoyable in all markets % Good Fun % A Passion Attitude towards cooking (Weekend) ROI GB France Spain 17% 27% 10% 22% 16% 38% 26% 52% 26% 37% 60% 23% Germany Netherlands US 24% 69% 55% 57% 23% 57% 31% 38% 24% 31% 34% 33% 53

48 Usage or ready prepared ingredients is most common in and the US Usage of ready prepared ingredients ROI GB France Spain Germany Netherlands US Once/ few times a day Few times a week Once a week

49 are the pioneers for ordering fresh meal prep kits Frequency of Ordering Fresh Meal Prep Kits ROI GB France Spain Germany Netherlands US Once/ few times a day Few times a week Once a week 1 * *

50 Convenience meals are being consumed less often across all countries apart from ; US consumers are more ambivalent in this regard Eating convenience meals more or less often than 12 months ago ROI GB France Spain Germany Netherlands US More often Less often

51 There continue to be low levels of agreement that convenience meals taste great, although those in the US and are more positively disposed ROI % agree that convenience meals taste great 38 Ranking # 4 GB 41 # 3 France 34 # 7 Spain 38 # 4 Germany 35 # 6 Netherlands 16 # 8 US 52 # 2 61 # 1 57

52 In the main, convenience meals are not typically associated with value for money % agree that convenience meals are good value for money Ranking ROI 31 # 5 GB 44 # 2 France 24 # 7 Spain 36 # 4 Germany 30 # 6 Netherlands 21 # 8 US 43 # 3 55 # 1 58

53 France has a particularly negative attitude towards the quality of convenience meals % agree that convenience meals have poor quality ingredients Ranking ROI GB # 5 # 3 France 56 # 1 Spain 40 # 4 Germany Netherlands # 7 # 8 US 36 # 6 46 # 2 59

54 Convenience meals have a role when time is tight ROI and the Netherlands consumers are less convinced ROI GB % agree that convenience meals are a good substitute for home cooked meals when time is limited Ranking # 7 # 6 France 58 # 3 Spain 57 # 5 Germany Netherlands US # 2 # 8 # 3 # 1 60

55 Chinese order their grocery shopping online more frequently than any other country. Ordering is twice as high in GB as ROI % ever ordered grocery shopping online Ever ordered online 13% 29% 20% 34% 20% 20% 20% 66% Ordering grocery shopping online monthly or more often Ordering grocery shopping online less often than once a month ROI GB France Spain Germany Netherlands US

56 ROI & GB report low incidences of downloading or checking a recipe compared with other markets % ever downloaded/looked up/checked a recipe 32% 39% 75% 74% 78% 70% 74% 85% ROI GB France Spain Germany Netherlands US 62

57 Downloading food apps is still a niche behaviour but is most popular in, followed by US and Spain % ever downloaded a food app 19% 18% 22% 33% 24% 23% 34% 76% ROI GB France Spain Germany Netherlands US 63

58 Downloading a promotional voucher is far less common in ROI and GB than elsewhere % ever downloaded a promotional voucher 15% 22% 60% 58% 46% 50% 56% 81% ROI GB France Spain Germany Netherlands US 64

59 Using social media to contact a company is relatively limited across all countries apart from. ROI and GB lag behind on usage of social media % ever used social media to contact a company 14% 13% 20% 43% 23% 29% 36% 72% ROI GB France Spain Germany Netherlands US 65

60 Sharing of a recipe via a social media is most popular in, followed by the US and Spain. % ever shared a recipe via a social media 15% 12% 22% 37% 13% 22% 41% 77% ROI GB France Spain Germany Netherlands US 66

61 69 Health

62 Health : Multi-Country Thematic Overview Health We are more able to control and chose our lifestyle than ever before. The importance of our lifestyles when it comes to health is clear majority of people are aware of what they need to do to be healthy, despite more of us dying from obesity related conditions (perception vs. reality). We face challenges in using the wealth of information at our fingertips people are confused about how to be healthy, so look for help through technology or manufacturers. Control During times of crisis or uncertainty, consumers can still take control of their appearance, fitness or mental wellbeing. That sense of control is a powerful motivator and, in challenging times, investing in oneself is the safest investment one can make. Just help them do it Whether it s through rewards, gamification, training programs or motivational alerts, consumers increasingly look to brands to help or encourage them to achieve their goals. For brands, there are dual benefits: extending the consumer relationship post-purchase and basking in the warm glow of shared success. Wellthy Peak physical and mental health as a status symbol. Beyond the immediate benefits of maintaining peak mental and physical wellbeing, healthy consumers also accrue status in the eyes of their peers. Products, services, and experiences that promise wellbeing and let users tell a story will cause delight. Evidence in the Data Help Me Be Healthy (including technology, kids and future of health) Controlling My Own Health Perception vs Reality What I think about my own health vs. reality 70

63 Health : Multi-Country Thematic Overview The desire for healthy food and control over our diets both remain key trends. All countries (and a growing number of adults) understand and acknowledge the importance of a healthy diet, with growing proportions in almost all countries believing their diet to have become more healthy over the past 12 months. Across all countries, people see themselves as healthy. They try to eat high fibre foods, recognise the importance of protein and try to eat as much fruit and veg as possible but when it comes to their children, parents are less concerned. Many place more concern on their own diet than that of their children. Having a good diet is not longer just about being healthy, it now sets the tone for everyday life. There is an belief that eating healthily enhances body and mind and helps individuals take control of their lives. It is increasingly being seen as a status symbol. Despite all this, people are still confused. The general consensus is that we know what to eat to be healthy and will read the nutritional labels on foods but a significant portion still find it difficult to understand nutritional claims and labelling on packaging. We are now looking to technology and manufacturers more than ever to help us eat healthily and make the right choices. 71

64 Health : Consumer Index Who believes in the benefits of healthy eating? #1 #2 #3 #4 #5 #6 #7 #8 Spain ROI France US GB Germany Netherlands 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. 72

65 There is a widespread effort to eat a lot of fruit and vegetables I try to eat a lot of fruit and vegetables ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 3 # 6 # 6 # 1 # 3 # 6 # 5 # 1 73

66 The majority are concerned about their consumption of sugary foods I tend to avoid sugary food/sweets ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 3 # 4 # 7 # 1 # 8 # 5 # 6 # 2 74

67 Hi-Fibre foods are important to most adults I always try to eat high fibre foods ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 4 # 8 # 5 # 1 # 7 # 3 # 6 # 1 75

68 Protein is a popular component of most country s diets with the notable exception of the Netherlands Protein is an important part of my diet ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 4 # 4 # 7 # 2 # 6 # 8 # 3 # 1 76

69 Netherlands, ROI and GB are among the countries which place less emphasis on the importance of their children having a balanced diet I try to ensure that my children have a balanced diet* % agree slightly % agree strongly Ranking ROI # 7 GB # 6 France # 4 Spain # 1 Germany # 3 Netherlands # 8 US # # 2 77 * Based on those with dependent kids in h hold

70 The importance of monitoring sugar intake varies. Only 6 in 10 in Germany and the Netherlands are particularly concerned with the sugar their children consume I am conscious about my children s sugar intake* % agree slightly % agree strongly Ranking ROI # 4 GB # 5 France # 2 Spain # 1 Germany # 7 Netherlands # 8 US # # 3 78 * Based on those with dependent kids in h hold

71 On average, 3 in 10 parents have a significant difficulty getting their children to eat vegetables I find it difficult to get my kids to eat vegetables with their dinner* % agree slightly % agree strongly Ranking ROI # 3 GB # 6 France # 5 Spain # 1 Germany # 7 Netherlands # 8 US # # 2 79 * Based on those with dependent kids in h hold

72 For the first time, is the most health conscious country. Only 6 in 10 Germans consider their diet to be healthy 80 Diet Perceptions in each country NET Healthy Describe their diet as very healthy Describe their diet as fairly healthy ROI GB France Spain Germany Netherlands US 80

73 Consumers across all markets believe their eating habits are becoming healthier 81 Changes in eating habits in last 12 months ROI GB France Spain Germany Netherlands US My eating habits are more healthy My eating habits are less healthy

74 Childhood obesity records varying levels of concern across the countries I am concerned about my children becoming obese* % agree slightly % agree strongly Ranking ROI # 5 GB # 4 France # 6 Spain # 1 Germany # 7 Netherlands # 8 US # # 2 82 * Based on those with dependent kids in h hold

75 There are high levels of understanding across all countries that food and health are inextricably linked % agree that To be healthy it is important to eat properly ROI 88 GB 87 France 93 Spain 91 Germany 83 Netherlands 83 US

76 Taking control of one s life through healthy eating records good levels of agreement, particularly in ROI, Spain and France I eat healthy to take control of my life % agree ROI GB France Spain Germany Netherlands US

77 There is almost universal understanding of the role eating well plays in enhancing body and mind Good food can enhance body and mind % agree ROI GB France Spain Germany Netherlands US

78 The link between diet and mental well-being is made by the majority of consumers, though more tenuously in the Netherlands I consider what I eat to be really important for my mental well-being % agree ROI GB France Spain Germany Netherlands US

79 Eating for enjoyment and not for health reasons varies across the countries the majority of Dutch adults reject this concept I eat for enjoyment and not for health reasons % agree ROI GB France Spain Germany Netherlands US

80 Almost half in and ROI are often confused about what they should eat to stay healthy levels of confusion are much lower in other markets I am often confused about what I should eat to stay healthy % agree ROI GB France Spain Germany Netherlands US

81 Over half of the population in each country claim to always check the nutritional information on the food they buy; ROI and GB report the lowest levels of checking % applies that they always check the nutritional labelling on food before buying them Ranking # 7 # 8 # 4 # 2 # 6 # 4 # 3 # 1 62% 53% 65% 88% 63% 65% 78% 93% ROI GB France Spain Germany Netherlands US 91

82 The Chinese are the most likely to use wearable technology to help track their health; elsewhere, usage is more limited I use wearable technology such as Fitbit, Apple watches etc. to help me be healthy % agree ROI GB France Spain Germany Netherlands US

83 English speaking markets have the least difficultly in understanding nutritional claims on food packaging, though in all markets, there are considerable levels of confusion % applies that they often find it difficult to understand nutritional claims on packaging Ranking ROI 62 # 6 GB 55 # 7 France 78 # 3 Spain 85 # 1 Germany Netherlands # 5 # 4 US 55 # 7 81 # 2 93

84 GB, France and Germany are the least likely to check the label for sugar content on foods ROI GB France Spain Germany Netherlands US % applies that they I always check the label for sugar content on foods before buying them Ranking # 5 # 6 # 6 # 2 # 6 # 3 # 4 90 # 1 94

85 Over 4 in 5 in Spain and believe that if the label says low fat or reduced sugar on the product, it will be a healthy choice, in sharp contrast to attitudes in other markets % applies that they If the label says low fat or reduced sugar then the product will always be a healthy choice Ranking ROI 56 # 3 GB 54 # 4 France 38 # 8 Spain 81 # 2 Germany 39 # 7 Netherlands US # 5 # 5 87 # 1 95

86 Most agree that food labelling on food is difficult to understand; difficulty is most pronounced in non-english speaking countries ROI GB France Spain Germany Netherlands US % applies that they often find it difficult to understand labelling on food Ranking # 6 # 8 # 3 # 1 # 5 # 4 # 7 81 # 2 96

87 Reliance on manufacturers to help with healthy eating is common in most countries I would like manufacturers to help me to eat healthy % Applies a lot % Applies a little NET % Applies Ranking ROI # 5 GB # 7 France # 3 Spain # 1 Germany # 2 Netherlands # 4 US # # 1 97

88 There is widespread acknowledgement of the main foods people should eat more of to be healthier. The French are also advocates of dairy products as healthy food options New question in 2017 ROI GB France Food or drink containing sugar Food contains fats Fresh fruit Fresh vegetables/salad Bread, cereals, pasta, rice, potatoes Milk and dairy products Meat Fish Salt in your food Lower fat options Products enriched with vitamins/ Products that claim to lower Carbonated soft drinks Wholegrain foods Hi-fibre foods High protein diet Eat less of % Eat more of % Eat less of % Eat more of % Eat less of % Eat more of %

89 Reducing fat is universally seen as a healthy change, but choosing lower fat options is not the clear cut solution New question in 2017 Spain Germany Netherlands Eat less of % Eat more of % Eat less of % Eat more of % Eat less of % Eat more of % Food or drink containing sugar Food contains fats Fresh fruit Fresh vegetables/salad Bread, cereals, pasta, rice, potatoes Milk and dairy products Meat Fish Salt in your food Lower fat options Products enriched with vitamins/ Products that claim to lower Carbonated soft drinks Wholegrain foods Hi-fibre foods High protein diet

90 In, more respondents believe eating more carbohydrates, such as bread and rice would make them healthier New question in 2017 US Food or drink containing sugar Food contains fats Fresh fruit Fresh vegetables/salad Bread, cereals, pasta, rice, potatoes Milk and dairy products Meat Fish Salt in your food Lower fat options Products enriched with vitamins/ minerals Products that claim to lower cholesterol/ Carbonated soft drinks Wholegrain foods Hi-fibre foods High protein diet Eat less of % Eat more of % Eat less of % Eat more of %

91 103 Value

92 Value - Multi-Country Thematic Overview Value Pricing is more fluid and flexible than ever before, what value means is constantly evolving and the way in which it manifests is variable Currencies of Change Why good behaviour should no longer (just) be its own reward. Show us a consumer who isn t trying to improve their lifestyle (or on some level aware of the need to). But a very real blend of high costs, oh-so-human inertia and inconvenience mean action is often lacking. Brands that return to a tried and tested route discounts and deals will be welcomed with open arms. Human Pricing Time and location were previously two key influences on price, but now consumers increasingly expect brands and retailers to take a more human stance, tailoring discounts to in-the-moment needs and individual lifestyles, and even offering comparatively sympathetic payment plans. Recommerce Consumers are unlocking the value of their past purchase. Novel brand buy-backs, exchange schemes, online platforms and mobile marketplaces offer smart and convenient options for consumers keen to unlock the value of their past purchases and trade in to trade up, alleviate financial strains, and/or quell environmental and ethical concerns. Evidence in the Data Entertaining at Home Lunchtime Habits 104 Shopper Behaviour

93 Value - Multi-Country Thematic Overview Those in the Netherlands are most likely to entertain at home, this ties into the rise of traditionalism as they were the least likely to eat out on special occasions. Amongst the rest of the countries, there is a split in the definition of entertaining at home, with half believing it is having friends over and the other half using it to mean family celebrations. The likelihood to eat at work has fallen from previous years, and those who do eat at work would now rather bring their own home-made lunch, instead of going out for food or buying lunch out and bringing it back to the office. The definition of value is changing again; it no longer equates to price. Quality over price has become the new mantra price is no longer the first thing that people consider when purchasing food; quality and freshness are now front of mind. Though people will go to a few grocery stores to achieve the best value for money, they won t travel further than usual for it. This strengthens the idea that the definition of value has evolved; now more than ever, the desire for a singular location with multiple options to purchase quality goods is the ideal. 105

94 Value - Consumer Index A Changing Value Equation #1 #2 #3 #4 #5 #6 #7 #8 GB US ROI Spain Netherlands France Germany Pricing is more fluid and flexible than ever before, what value means is constantly evolving and the way in which it manifests is variable 106

95 7 in 10 Dutch & Chinese claim to be entertaining at home more often nowadays % who are entertaining at home more often nowadays ROI GB France Spain Germany Netherlands US 107

96 Group activities are the most popular reasons for entertaining at home more often across most countries, reinforcing food as a social experience Most popular activities when entertaining at home Having friends over instead of going to a pub/restaurant Family celebrations at home instead France (73%) Germany (71%) Spain (60%) Netherlands (37%) ROI (86%) GB (77%) (70%) US (63%) 108

97 Similar proportions in each country are eating lunch at work apart from Spain and New codes added in 2017 % eating lunch at work ROI GB France Spain Germany Netherlands US

98 The most common place to eat lunch is at home, with the exception of New codes added in 2017 % eating lunch at home ROI GB France Spain Germany Netherlands US

99 There is a broad trend towards bringing lunch in to work more often Bringing in own lunch to work ROI GB France Spain Germany Netherlands US More often Less often

100 Preparing lunch at work is something consumers are doing less of, on balance Prepare my lunch (make a sandwich) at work ROI GB France Spain Germany Netherlands US More often Less often

101 Going out to eat lunch at work less often is the norm, except in Going out to eat lunch at work ROI GB France Spain Germany Netherlands US More often Less often

102 Consumers are going out to get a sandwich and bringing it back to work less often nowadays Go out and get a sandwich and bring it back to work ROI GB France Spain Germany Netherlands US More often Less often

103 Only in is eating lunch in the workplace canteen becoming more popular From the workplace canteen ROI GB France Spain Germany Netherlands US More often Less often

104 Those in the US, France & GB are the most price conscious When I shop the first thing I look for is price % agree slightly % agree strongly Ranking ROI # 4 GB # 3 France # 2 Spain # 7 Germany # 4 Netherlands # 6 US # # 8 116

105 The importance of quality over price when it comes to fresh food is generally acknowledged Quality of fresh food is more important than price % agree slightly % agree strongly Ranking ROI # 3 GB # 4 France # 6 Spain # 1 Germany # 7 Netherlands # 8 US # # 2 117

106 Looking for the best value within the same store is a common behaviour across most countries and strongest in France and the US I most often go to the same store but look for the best value for money I can get % agree slightly % agree strongly Ranking ROI # 3 GB # 4 France # 1 Spain # 6 Germany # 7 Netherlands # 5 US # # 8 118

107 Willingness to pay more for better customer service is relatively low in all countries I will pay a bit more for grocery shopping to get superior customer service % agree slightly % agree strongly Ranking ROI # 3 GB # 4 France # 5 Spain # 1 Germany # 7 Netherlands # 8 US # # 1 119

108 Impulse shopping for cheap products is most uncommon in France. Only a very small minority do this habitually % Agree Slightly % Agree Strongly I tend to buy on impulse if I think products are cheap ROI GB France Spain 11% 10% 4% 5% 25% 36% 49% 16% 15% 20% 24% 33% Germany Netherlands US 27% 4% 7% 12% 34% 32% 40% 41% 28% 28% 29% 12% 120

109 The US are the most willing to spend time bargain hunting I don t mind spending time looking for a bargain % agree slightly % agree strongly Ranking ROI # 5 GB # 4 France # 8 Spain # 6 Germany # 3 Netherlands # 2 US # # 7 121

110 The majority across all markets believe that products from the chilled cabinets are always fresher Products in the chilled cabinet are always fresher ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 4 # 5 # 3 # 1 # 6 # 8 # 7 # 2 122

111 Europeans have a relatively consistent opinion on products from the chilled cabinet I much prefer to buy products from the chilled cabinet ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 5 # 3 # 4 # 1 # 6 # 7 # 8 # 2 123

112 At least 6 in 10 buy smaller packs because it means less waste; in Europe, Germany leads the way I buy food in smaller packs because it means less waste ROI GB France Spain Germany Netherlands US % Applies a lot/a little Ranking # 3 # 6 # 6 # 3 # 2 # 8 # 5 # 1 124

113 In all markets except Germany, more than half of shoppers buy multi pack products where possible, but propensity varies by country Where possible I buy multi-pack products % Applies a lot/a little Ranking ROI 53 # 7 GB France # 5 # 3 Spain 83 # 1 Germany 47 # 8 Netherlands 56 # 6 US # 4 # 2 125

114 Consumers are shopping more often in discounters on balance; half of Irish shoppers are doing so more often % Shopping in Discount Retailers ROI GB France Spain Germany Netherlands US More often Less often

115 In all markets, a significant minority are spreading their shopping to get value for money only in Germany is the opposite pattern evident % Spreading shopping across a number of shops to get the best value ROI GB France Spain Germany Netherlands US More often Less often

116 Greater proportions of shoppers claim to be travelling further to shop less often % Travelling further to shop to get better value ROI GB France Spain Germany Netherlands US More often Less often

117 129