A look at current behaviour & attitudes towards food UK

Transcription

1 A look at current behaviour & attitudes towards food UK Grace Binchy 11 th February Growing the success of Irish food & horticulture

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3 Growing the success of Irish food & horticulture

4 Understanding Millennials for Better Connections

5 A Foodie World Back to Basics Shopping Around Health & Wellbeing

6 A FOODIE WORLD

7 I want to get more enjoyment from the simple things in life; to have experiences that add more fun and meaning For many the economic crisis has created a sense of disconnection and a feeling that life is less fulfilling. As time has gone on people have started to discover the value of what they still have rather than morn what they have lost. Food remains one of life s simplest, accessible and social pleasures. Greater emphasis on new hobbies

8 Increasingly people are taking up more hobbies Percentage of people who have undertaken cookery courses in the last number of years has grown significantly Consumers believe it is important to learn new things in their lives

9 There is a growing enjoyment around % Good Fun % A Passion cooking Attitude towards cooking % % % 12 38% % 15 43% 12 35% 8 46% 15 45% 14 47%

10 Interest in cookery classes % who have attended/taken cooking classes in the past three years France Spain Germany Sweden Belgium NL US NZ

11 Confidence in cooking expertise 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

12 Who is cooking the main meal? 12 Gender breakdown of those mainly/jointly responsible for main meal preparation 61% 39% 60% 40% My children have more interest in cooking compared to my generation 22% 25% 27% 15%

13 Entertaining at home less often % Yes % Yes % % % % % (22%) % Yes Yes Higher Amongst: Females yrs ABC1 s Can cook Have children yrs AB 3+ households Have children Can cook Housewife (Base: All Adults 15+)

14 The Great Bake Off? Baking from scratch % Daily/ weekly % Once/ few times month Less often Never

15 Millennials have firmly added food and drink as a way of expressing who they are becoming.

16 Technology is fueling a new Foodie visual culture.

17 Shopping Motivations 34% 33% They shop because Wanted to pick up ingredients for a new recipe I was trying out compared to 28% of Gen X and 20% of Baby Boomers

18 What are we eating? % Top five cuisines prepared in the home weekly or more frequently Italian BBQ Food (steak, burgers etc) Chinese Mexican 4 9 Indian

19 Scratch cooking on the increase Cooking from scratch % Once a day/ few times a day % Few times per week

20 Usage of ready prepared ingredients 20 Usage of ready prepared ingredients Once/ few times a day Few times a week Once a week

21 Busy Lives % agree strongly/slightly Are easy to cook Are easy to prepare Are quick to cook Are expensive Are filling Are a good substitute for home cooked meals when time is limited

22 Decline of ready to eat foods % agree we use a lot of ready to eat foods in our household

23 ..and is still seen as something of a substitute % agree that convenience meals are a good substitute for home cooked meals when time is limited

24 BACK TO BASICS

25 I am looking for products and brands that are real, authentic and honest, because I know I can trust what's in them and where they come from 30

26 Eating out of home 31 Frequency of eating out of home Few times a week/once a week Few times/ once a month Every few months/less often/ never

27 Eating out during the week % who are eating out more often during the week

28 Eating together as a family % usually eat together Weekday Saturday Sunday Weekday Saturday Sunday

29 Bringing lunch to work is displaying much stronger tendencies than to bring in their own lunch more often than before. This behaviour now represents more than half of adults in. 34 % who bring in their own lunch more often/ less often Bring in my own lunch more often Bring in my own lunch less often

30 Going out for lunch Since 2009, has reduced its lunchtime eating out behaviour notably more than that of. 35 % who go out to eat lunch more often/less often Go out to eat lunch more often Go out to eat lunch less often

31 Buying local foods 36 Frequency of local food purchases Daily/ few times a week/once a week Few times/ once a month Less often/ never

32 Definition of local food 37 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 Made within a 20 mile radius from where I live

33 Local products are of a superior quality % agree that food produced locally results in higher quality products

34 Important to know where food has come from % agree that they like to know the area where their food has come from

35 Local foods offer confidence in food safety % agree that they are more confident in the safety of food produced in their local area

36 Organic Purchasing EVER BOUGHT All Adults 15+ Yes Yes 49% EVER BOUGHT Grocery Shoppers 62% 54% MOST FREQUENT PURCHASES Vegetables Fruit Poultry Dairy produce Vegetables Fruit Dairy produce Poultry Q.58 When was the last time, if ever, you bought any organic food? Q.58a Considering the broad categories of food that I will read out to you, about how often, if at all, do you buy any in organic form?

37 Checking for Country of Origin Checking for Country of Origin label Always check Sometimes check NET (check for quality symbol) Never check

38 Checking for Quality labels Checking for Symbol of Quality label Always check Sometimes check NET (check for quality symbol) Never check

39 Shopping Around

40 and less gender balanced for Both and have experienced similar shifts in the gender balance of grocery shoppers since shopping 49 Gender breakdown of those mainly/jointly responsible for grocery shopping % 32% 33% 38% 40% 70% 68% 67% 62% 60% 70% 30% 69% 31% 61% 39% 56% 44% 59% 41%

41 Increasingly concerned about price 50 When I shop the first thing I look for is price % agree slightly % agree strongly % agree slightly % agree strongly

42 Quality over price 51 Quality of fresh food is more important than price % agree slightly % agree strongly % agree slightly % agree strongly

43 Buying on Impulse 52 I tend to buy on impulse if I think products are cheap % agree slightly % agree strongly % agree slightly % agree strongly

44 Watching for promotions 53 I watch for announcements for sales promotions on grocery % agree slightly % agree strongly % agree slightly % agree strongly

45 Spending time looking for bargains I don t mind spending time looking for a bargain 54 % agree slightly % agrees strongly % agree slightly % agrees strongly

46 Special Offers 39% 36% Look up special offers on the grocery store website compared to 28% of Baby Boomers

47 Offline Research 32% 22% Browse through inserts/grocery store magazines compared to 34% of Baby Boomers

48 AIB have this new thing on their app where it breaks down your expenditure. If I go out for dinner and lunches and stuff it tells you how much you ve spent on food alone year old

49 Shopping behaviour is changing Spreading my shopping across a number of shops to get the best value More often Less often Shopping in discount retailers such as Aldi or Lidl More often Less often Buying food items on promotion More often Less often

50 Online grocery shopping % ever ordered their grocery shopping online How often are they ordering their grocery shopping online? 9% 28% 59

51 Ever downloaded a recipe 60 38% Downloaded Recipe 36% Downloaded Recipe Most recent download activity 7% 12% 11% 9% 8% 12% 10% 6% Past Past Past 6 Longer Past Past Past 6 Longer Week Month Months Ago Week Month Months Ago

52 Ever downloaded an app 61 20% Downloaded Food App 17% Downloaded Food App Most recent download activity 3% 6% 5% 5% 3% 5% 5% 3% Past Past Past 6 Longer Past Past Past 6 Longer Week Month Months Ago Week Month Months Ago

53 Technology is creating a tipping point in consumer behaviour By 2015, 3 in 4 will own a smartphone By 2015, 1 in 4 will own a tablet 4G = 5 x download speeds

54 Technology: allowing brands to have fun and connect or share with people

55 Technology : challenging the traditional bricks and mortar Pop up shops/vans 24 hour convenience.. Tesco Gatwick 64

56 Technology: Apps, maps, etc, qr codes all allowing people to manage the purchase risk

57 HEALTH & WELLBEING

58 I want a balanced approach to health and wellness, to have greater control through the choices I make 67

59 Perception of health 68 Diet Perceptions in each country NET Healthy Describe their diet as very healthy Describe their diet as fairly healthy

60 Eating healthier 69 Changes in eating habits in last 12 months My eating habits are more healthy My eating habits are less healthy

61 Concerns about childhood obesity 70 I am concerned about my children becoming obese % agree slightly % agree strongly % agree slightly % agree strongly

62 Low fat options 71 % agree that always look for low fat options when buying food products

63 Checking calories 72 % agree that think of the calories in what they eat

64 Low fat = healthy? 73 % agree that if a label says low fat/reduced fat then the product will always be the healthy choice

65 Being healthy 74 I eat healthy to take control of my life 2013 % agree slightly % agree strongly 69 % agree slightly % agree strongly

66 Healthy diet, healthy mind 75 % Agree - A good diet can help mental health

67 Checking nutritional labelling % applies that they always check the nutritional labelling on food before buying them

68 Would like manufacturers to help 77 I would like manufacturers to help me to eat healthy % agree slightly % agree strongly % agree slightly % agree strongly

69 Willing to pay more for healthy foods I am willing to pay more for healthy foods & beverages (as long as they taste good) % applies a lot NET % applies 66 % applies a lot NET % applies

70 Low Gluten Free purchases 79 Weekly Less often Frequency of purchase of Gluten Free products Frequency of purchase of Free From products Never/ don t know

71 Millennials & health Sometimes I choose the healthy option, but only if it s convenient and easy GenX BB 44% 45% 51% 51% The foods I choose are closely linked to my fitness regime GenX BB 39% 29% 41% 37% Currently on a diet GenX BB 26% 17% 33% 36% Top 5 High Protein 11% Vegetarian 9% Gluten free 8% Juicing 7% Dairy free 7%

72 FOOD FOR THOUGHT

73 Food for thought.

74 END! Thank You.