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Baltic consumers: life perception, consumption, country differences
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Baltic consumers: life perception, consumption, country differences

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A quick overview of how Baltic people feel about their lives, current financial situation, what they consume, and what differences exist among the three Baltic countries.

A quick overview of how Baltic people feel about their lives, current financial situation, what they consume, and what differences exist among the three Baltic countries.

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Baltic consumers: life perception, consumption, country differences Baltic consumers: life perception, consumption, country differences Presentation Transcript

  • Baltic consumers Life perception, consumption, country differencesPicture retrieved from MediaCom image library
  • Baltic consumersEurobarometer by MediaCom Lithuania, Dec 2011This report presents the first results of the StandardEurobarometer 75 which was carried out from 6May to 26 May 2011. Interviews took place in 33countries or territories: the 27 European UnionMember States, the five candidate countries, andthe Turkish Cypriot Community.The report presents a selection of questions on twodifferent themes: the first focuses on the economiccrisis and how it is perceived by Europeans and thesecond analyses public support for the Europe2020 Strategy.The survey is conducted by TNS Opinion & Socialat the request of the European Commission -Directorate-General for Communication. Source: Eurobarometer 75, retrieved from http://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
  • Baltic consumers by MediaCom Lithuania, Dec 2011General situation Picture retrieved from MediaCom image library
  • Baltic consumersOverall life satisfaction by MediaCom Lithuania, Dec 2011Lithuania has the highestproportion of those who are 100%highly satisfied with theirlives among all three Baltic 80%states. However, around 1/3of population in Lithuania 62% 58%and Latvia are quite 60% 52%unsatisfied. Meanwhile, 44%Estonians’ satisfaction of life 40% 30% 32%even surpasses the EU level! 21% 24% 20% 15% 12% 12% 10% 8%9% 5% 5% 1%0%0%0% 0% Very satisfied Fairly satisfied Not very Not at all Dont knowQuestion: “On the whole are you very satisfied satisfiedsatisfied, fairly satisfied, not verysatisfied or not at all satisfied with the EU average Lithuania Latvia Estonialife you lead?” Source: Eurobarometer 75, 2011, retrieved from Eurobarometer Interactive Search System
  • Baltic consumersOpinion leadership index by MediaCom Lithuania, Dec 2011Lithuanians are the nation withthe strongest opinion 100%leadership index in the region.While the differences among 80%countries are fairly minimal,Estonians are the leastignorant to current affairs – 60%only 13% people claim theyhave no interest in politics 40% 35% 38% 35% 38% 31%whatsoever, a figure which is 28% 27% 24% 23%almost twice smaller than the 20% 21% 20% 18% 17% 18% 14% 13%EU average. 0%The index is estimated by combining Strong Medium Low Not at alltwo sets of questions: respondents’interest in politics and the frequency ofdiscussing politics with people around EU average Lithuania Latvia Estoniathem. Source: Eurobarometer 75, retrieved from http://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
  • Baltic consumersMost important issues by MediaCom Lithuania, Dec 2011Economic situation seems to be THE issue in all analyzed countries. Latvians are relatively moreconcerned about the unemployment than their neighbors, but not more than the average European.Inflation is the problem #2 in Lithuania, while Estonians appear to be worried about terrorism for somereason. Moreover, taxation is a sensitive topic in Lithuania and Latvia. EU 27 LT LV EE Economic situation 43% 40% 42% 44% Unemployment 23% 15% 21% 15% Immigration 20% 20% 19% 17% Rising prices/inflation 17% 22% 12% 15% Terrorism 13% 10% 12% 19% Crime 8% 11% 9% 9% Energy supply 7% 6% 6% 6% The environment 6% 2% 4% 4% Climate change 5% 6% 4% 2% Taxation 4% 7% 7% 4% Pensions 4% 3% 2% 2% Other 1% 1% 2% 1%Source: Eurobarometer 75, retrieved fromhttp://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
  • Baltic consumers by MediaCom Lithuania, Dec 2011Finances
  • Baltic consumersExpectations of the by MediaCom Lithuania, Dec 2011economic situationEstonia, Iceland, andDenmark are the mostoptimistic countries in theEU. Latvia and Lithuania arequite modest, while Greeks,Portuguese, and CzechRepublic do not think theupcoming year will be anybetter.Question: “What are your expectationsfor the year to come: will they bebetter, worse, or the same, when itcomes to the economic situation inyour country?”)Source: Eurobarometer 75, 2011, retrieved fromEurobarometer Interactive Search System
  • Baltic consumersPerception of financial situation by MediaCom Lithuania, Dec 2011Estonians’ satisfaction with the financial situation is very similar to the EU level. Meanwhile, Lithuaniansand Latvians are skeptical about their country’s economy, but quite satisfied about their personalfinances. % of respondents who EU 27 LT LV EE answered that the situation is “good” or Personal job situation 61% 56% 66% 51% Personal financial 64% 50% 49% 66% situationSituation of the national 30% 8% 5% 40% economySource: Eurobarometer 75, retrieved fromhttp://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
  • Baltic consumersExpectations for the next 12 by MediaCom Lithuania, Dec 2011months Once again, the optimism of Estonians surpasses all the countries analyzed. Latvians are in the positive anticipation of better financial situation of their families, while Lithuanians’ expectations do not vary from the EU average much. % of respondents who answered that the EU 27 LT LV EE situation will get “better” Your life in general 26% 27% 29% 40% The employment 24% 22% 21% 46% situation in your countryThe economic situation in 23% 23% 19% 44% your country The financial situation of 20% 21% 27% 37% your household Your personal job 19% 15% 21% 31% situation Source: Eurobarometer 75, retrieved from http://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
  • Baltic consumers by MediaCom Lithuania, Dec 2011Food & beveragesconsumption Picture retrieved from MediaCom image library
  • Baltic consumersAssociations with food by MediaCom Lithuania, Dec 2011For Latvians and Estonians freshness and taste of food is slightly more important than for Lithuanians.Lithuanians also do not link eating with having a quality time with friends and family as much as othercountries. Good bargains are more important in Latvia and Estonia, the nutrition of the food is quiteirrelevant for Lithuanians and Latvians. What is more, Estonians are the least concerned about thesafety of food they consume. EU 27 LT LV EESelecting fresh and tasty 53% 58% 63% 65% food Enjoying a meal with 32% 54% 46% 44% friends or family Looking for affordable 47% 44% 54% 53% prices Satisfying your hunger 44% 38% 34% 40% Being concerned about 42% 37% 42% 29% the safety of food Checking calories and 7% 23% 13% 22% nutrientsData Source: Eurobarometer, 2011Base: EU citizens, 15+; N~1000 per country
  • Baltic consumersTop 20 food products by MediaCom Lithuania, Dec 2011Consumed once a week and moreEven though the eating habits of the Baltic people are pretty similar, a few differences still can bespotted. White bread – more popular in Estonia and Lithuania. Lithuanians consume less ham, but morespices and chocolate. Estonians eat relatively more dairy products. LT LV EE Cooking, salad oil 90% 86% 92% White bread 89% 81% 90% Herbs, spices, seasonings 80% 69% 75% Sour cream 79% 81% 80% Ketchup 62% 43% 50% Mayonnaise 58% 48% 53% Cheese 57% 65% 78% Smoked and half-smoked… 54% 51% 56% Macaroni 53% 51% 57% Rice 42% 38% 40% Fish 37% 32% 40% Ham 37% 48% 51% Sweet cookies 36% 37% 32% Yoghurt, yoghurt drinks 35% 34% 47% Sweet cottage cheese 34% 31% 36% Bouillon cubes 30% 32% 31% Chewing gum 30% 33% 37% Spread cheese 28% 31% 48% Mustard 24% 28% 32% Chocolate bars 23% 18% 13% Data Source: TNS Atlas, 2011 spring Base: 15+; N~1500 per country
  • Baltic consumersTop 10 drinks by MediaCom Lithuania, Dec 2011Consumed once a week and moreLithuanians drink lots of bottled water and… beer. Latvians consume almost double amount of instantcoffee than Lithuanians. Juices and milk are one of the most popular beverages in Estonia, while tea isslightly less common. LT LV EE Tea 89% 86% 81% Milk 70% 73% 85% Ground coffee 69% 57% 77% Bottled water 58% 42% 33% Juices 35% 23% 48% Soft drinks 28% 20% 35% Beer 24% 18% 20% Instant coffee 24% 39% 0% Cacao 23% 16% 23% Coffee mix (2 in 1, 3 in 1..) 22% 16% 21% Data Source: TNS Atlas, 2011 spring Base: 15+; N~1500 per country
  • Baltic consumersAverage consumption: by MediaCom Lithuania, Dec 2011agriculture(kg per capita) EU 27 LT LV EE Wheat 110 54 88 53 Rice 4 2 2 5 Oils & fats 16 5 n/a 7 Potatoes 73 93 178 84 Sugar 33 31 37 41 Apples 19 9 n/a 16 Pears 5 1 n/a 3 Oranges 33 10 n/a 30 Fresh 13 3 n/a 12 tomatoes Processed 20 8 n/a 8Data Source: Food: from farm tofork statistics, Eurostat, 2011 tomatoes
  • Baltic consumersAverage consumption: by MediaCom Lithuania, Dec 2011meat & dairy(kg per capita) EU 27 LT LV EE Cattle 15 n/a n/a 14 Poultry 22 n/a n/a 21 Pigs 37 n/a n/a 44 Sheep & 3 n/a n/a 1 goats Drinking 79 144 84 118 milk Butter 4 3 3 6 Cheese 18 13 13 18 Eggs 12 12 15 11Data Source: Food: from farm tofork statistics, Eurostat, 2011
  • Baltic consumersSumming up: by MediaCom Lithuania, Dec 2011Firstly, the current perception andfuture expectations of economic andfinancial situation is pretty positivein the Baltics, with Estonians beingthe most optimistic, and Latviansand Lithuanians a bit more skeptical.Secondly, even though the Balticstates have many similarities, thereexist quite many variations in boththe people’s opinions andconsumption patterns. Thus oneshould be careful when trying to treatthese countries as one unifiedmarket. Source: MediaCom image library
  • Baltic consumers by MediaCom Lithuania, Dec 2011Thank you!Prepared by Agnė PranulytėResearch developer at MediaComE-mail: agne@mediacom.ltOffice: +370-5-260-8463Fax: +370-5-260-8247UAB Trendmark,Islandijos g. 1/Vilniaus g. 31,LT-01401 Vilnius, Lithuaniawww.mediacom.ltwww.mediacom.com Photo by Justina Palinavičiūtė