Tns Nipo  European Health & food Study Sept. 2010
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Tns Nipo European Health & food Study Sept. 2010

on

  • 6,347 views

TSN NIPO pan European study 2010 on consumers behaviour and opinions on health and food behaviour

TSN NIPO pan European study 2010 on consumers behaviour and opinions on health and food behaviour

Statistics

Views

Total Views
6,347
Views on SlideShare
6,345
Embed Views
2

Actions

Likes
0
Downloads
40
Comments
0

1 Embed 2

http://www.linkedin.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Tns Nipo European Health & food Study Sept. 2010 Presentation Transcript

  • 1. Insights into Health & NutritionEuropean resultsPR survey programme 2010 September 2010 Insights into Health & Nutrition Inspired by the European Health & Nutrition Part of the European PR survey programme 1 Survey, performed by TNS NIPO
  • 2. The European image on health and nutrition Content • Introduction and conclusions • Health and nutrition statements Behaviour on consuming organic productsIntroduction • Introduction and conclusionsParticipating countries • Frequency of organic product usageSample composition • Organic product usage • Motivation for consuming organic productsDiet and health • Triggers for eating more organic products• Introduction and conclusions • Barriers for never consuming organic products• The Body Mass Index Taking a close look at medication• BMI results by consumer segments • Introduction and conclusions• Overall results behind the BMI • Doctor visit frequency and prescription of chronic• Exercising and sporting habits medicines• Self-evaluation of eating habits • Usage of medication without prescription• Weight watching • Medication via the Internet• Special diet usage • Opinion and usage of alternative medicine• Transport for usual trips • Self-diagnosis via Internet or other media• Feeling of being well informed • Self-diagnosis• Search for information Unhealthy habits on food and non-foodHabits on meals and ingredients • Introduction and conclusions• Introduction and conclusions • Responsibility of unhealthy food consumption• Consumption of fruit and vegetables • Smoking habits• Consumption of meat and fish • Smoking frequency• Consumption of vegetarian and home-cooked meals • Alcohol consumption frequency• Consumption of cigarettes and alcohol • Drug usage• Eating habit frequency• Eating habits out of home Target characteristics• Knowledge of ingredients Appendix Insights into Health & Nutrition Part of the European PR survey programme 2
  • 3. IntroductionAs part of the European PR survey programme, TNS Netherlands has coordinated the topicNutrition & Health within Europe.By means of this survey TNS is able to promote its company and expertise in the field of healthand nutrition. A comparison study across countries such as this one is of great value, whichmakes this study usable for general press, professional press and clients.This study focused on the population aged 18 and over in order to understand their usage andattitudes towards health and nutrition. The sample and fieldwork have been conducted byLightspeed.The study was conducted across seven countries. The respondents were interviewedthroughout July 2010 (for detailed specifications regarding participating countries en samplecomposition please see next slide).Respondents were selected randomly. The respondent base was weighted according to age,gender, region and Social Economic Status in order to correctly reflect the 18+ population.Please note: the Russian results are not representative for the total Russian population, as onlyRussians who live in cities of at least 100,000 citizens and who have Internet access at homehave been included in the study. Insights into Health & Nutrition Part of the European PR survey programme 3
  • 4. Participating countries This report contains all study findings. Charts showing all seven countries are always ordered alphabetically. As such each chart starts with France and ends with the United Kingdom. Please note: when the term “European countries” or “European results” is used in this report, we only refer to the countries which are involved in this study. The score is an average of the seven countries. Insights into Health & Nutrition Part of the European PR survey programme 4
  • 5. Sample composition Number ofSample size (per country) interviews Weighted base France 1125 1125 Germany 1000 1000 Italy 1091 1091 Russia 998 998 Spain 1008 1008 The Netherlands 1159 1159 United Kingdom 1211 1211 Insights into Health & Nutrition Part of the European PR survey programme 5
  • 6. A lifestyle segmentation Insights into Health & Nutrition Part of the European PR survey programme 6
  • 7. INTRODUCTION AND CONCLUSIONSThe results of this study are used to make a segmentation of health awareness, i.e. the extent to which one is aware of ones health and has a healthy or unhealthy lifestyle. This segmentation is carried out based on behavioural variables like adequacy of people’s diets to promote their health, BMI, consumption of fruit and vegetables, exercise, smoking and alcohol usage. By awarding ‘penalty points’ to these variables a health score is created. Few points refer to a healthy lifestyle, many points refer to an unhealthy lifestyle. The appendix includes more specified information about the segmentation methodology. The first chapter provides insights into the distribution from healthy to unhealthy people per country. More detailed results per subject, at a European level, are included in the relevant chapters. The lifestyle of healthy and unhealthy people differs a lot when looking at habits related to eating, sporting activities and medication. People with a healthy lifestyle are generally younger than people with an unhealthy lifestyle. However, those aged 55 and over are underrepresented in the unhealthy segment. Additionally, people with a single household have a significantly less healthy lifestyle, as well as those in the lower income segment. Insights into Health & Nutrition Part of the European PR survey programme 7
  • 8. OVERALL CONCLUSIONS ON SEGMENTATION European insights across the lifestyle segments Very healthy Very unhealthy lifestyle lifestyle64% under- /normal weighted, 29% under- /normal weighted,36% overweighted 71% overweightedFollow more special diets All segments feel that Follow less special diets they need to watch theirWalk or cycle for usual trips weight Use car for usual trips40% eat organic products at least 20% eat organic products at leastonce a week once a weekMore likely to use alternative Less likely to use alternative No differences betweenmedicine medicine segments in the frequency of visitingRead food/drinks labels Less likely to read labels doctorExercise on average 7.79 hours a Exercise on average 1.54 hours aweek weekEat more snacks in the morning Eat more snacks in the eveningand afternoon Insights into Health & Nutrition Part of the European PR survey programme 8
  • 9. Segmentation per country Compared to the proportional segmentation in Europe, the Italians and Dutch seem to have the most healthy lifestyle, followed by the French. Based on this segmentation, the Germans and British appear to be least healthy.7550 21 26 21 24 20 2225 17 22 22 21 18 23 22 24 26 15 0 -32 -31 -29 -34 -33 -31 -29 -35-25 -24 -24 -20 -25 -35 -23 -23 -28-50-75 EU FR DE IT RU SP NL UK % very healthy % medium healthy % medium unhealthy % unhealthy Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 9
  • 10. Diet and health Insights into Health & Nutrition Part of the European PR survey programme 10
  • 11. INTRODUCTION AND CONCLUSIONS The second chapter focuses on the subject “Diet and health”. This chapter will provide insights into the health of European citizens by means of their Body Mass Index. It will also answer questions such as: What differences can be found between people who are under- or overweight? Are they conscious of their weight at all and do they use special diets to lose or gain weight? What habits do they have in terms of exercising and sporting activities?This chapter starts with detailed insights into the habits of people who have a low or high Body Mass Index. What are their habits when it comes to eating, drinking and exercising? Are they aware of their own health and what could be a cause of their unhealthy lifestyle? Results show that people from Germany and the United Kingdom have the highest Body Mass Index, i.e. are most overweight. A quarter of the people from these countries as well as from Russia think that their current diet is probably not adequate to promote their health. The Dutch are mostly of the opinion that they eat more or less the right amount of food. In other countries the majority feel they eat more than is good for them. A majority of the Europeans feel they need to watch their weight: this mainly applies to losing weight rather than gaining weight. Half of Europeans are on a special diet in order to work on their weight. People in Germany and Spain mainly claim to follow a high-calorie diet, while the French follow a low-calorie diet in order to reach their optimum weight. Insights into Health & Nutrition Part of the European PR survey programme 11
  • 12. MORE CONCLUSIONSTransport to work and school could be an opportunity to work on your weight. Although morethan half of the Europeans use their car to reach their destination, walking comes in secondplace. Car usage is lowest in Russia: they are more used to travelling by public transport orwalking. The Dutch are very used to using their bicycle.Because of the healthy way of travelling in Russia (on foot) and the Netherlands (by bicycle),these countries have also gained the highest exercise intensity. This could be achieved byengaging in activities such as sports, walking or cycling.In addition to Russia, countries such as Germany, Italy and Spain have the largest number ofsporting citizens. On the other hand, the number of people from the United Kingdom who playsports is very low: half of the people do not even want to participate in any kind of sport. Anotherthird of the people are currently not participating in sporting activities, but do want to. It is worthmentioning that the amount of exercise the British do is still higher on average than it is in Italy,France and Germany. It may just be a different way of exercising, for example walking.Many sources of information could be used in order to know how to live a healthy life. The Dutchfeel the strongest when it comes to being well informed about healthy and unhealthy nutrition.Russians are most active in searching for information, especially on television or by consultingtheir friends and family. The number of sources used by the Russians could mean that they donot rely on merely one or two sources and that they prefer obtaining information through a largernumber of sources, based on which they then form their own opinion. Insights into Health & Nutrition Part of the European PR survey programme 12
  • 13. CONCLUSIONS ON SEGMENTATION European insights into diet and health across the lifestyle segmentsEven among those Europeans who have a very healthy lifestyle, a third are slightly overweight.Still, almost all of these people with a very healthy lifestyle feel that their diet is adequate topromote their health. 44% of them normally eat the right amount of food, although another 44%admit that they sometimes eat more than is good for them.Of those Europeans with a very unhealthy lifestyle, 7 out of 10 are overweight and half of themare actually aware of the fact that their diet does not support a healthy life. 17% of them admitthat they usually eat more than is good for hem and almost half of this group says theysometimes do so.It’s interesting to see that both people with a (very) healthy lifestyle and people with a (very)unhealthy lifestyle say that they need to be (somewhat) careful about their diet. It seems thatthose with a healthy lifestyle are just more successful at it.Something that is very different between the segments, is the amount of exercise they get. Onaverage, those with a very healthy lifestyle get almost 8 hours of exercise a week, compared toabout 3 hours for those who have a very unhealthy lifestyle. This also shows in the fact that only13% of the very unhealthy segment do sports at least once a week, as opposed to 86% of thosewith a very healthy lifestyle.When it comes to means of transport for usual trips, it’s clear that those with a healthy lifestyleare much more likely to walk or cycle or even use public transport, whereas the less healthfocused Europeans are more likely to travel by car. Insights into Health & Nutrition Part of the European PR survey programme 13
  • 14. The Body Mass Index (BMI) The Body Mass Index (BMI) is the ratio between the height and weight of your body. The BMI says something about the extent to which your weight poses a risk to your health. Germany and the United Kingdom have the highest number of overweight/obese people, while Russians, Italians and French most often have a normal weight. 160 14 e 19 19 22 150 bes bid ly o 20 19 17 140 mor 2 7 ,3 6 2 6 ,4 1 2 5 ,4 8 2 5 ,3 7 2 4 ,9 2 5 ,7 1 2 6 ,7 130 se obe 120 47 35 47 49 44 41 39Weight (kg) 110 3 1 4 7 3 2 3 100 we ight - 16 -20 - 16 - 15 - 16 - 19 - 19 over - 13 90 - 14 - 13 - 14 -1 -21 -1 -2 -1 - 17 -20 80 ht -2 norm al weig -3 -2 70 60 FR DE IT RU SP NL UK 50 underweight 40 1.5 1.6 1.7 1.8 1.9 2 Length (m) % underweight % no rmal weight % slightly o verweight % o verweight % o bese % mo rbidly o beseBMI = 18 25 30 40 avg. B M I Q32/33 Base: all respondents n= 7407 1114 979 1078 986 993 1120 1137 Insights into Health & Nutrition Part of the European PR survey programme 14
  • 15. BMI results by consumer segments Men are more often overweight or even obese than women. The older, the heavier also seems to hold true. One tenth of youths younger than 24 are underweight. The variations between household sizes are minimal.100 2 1 4 3 2 1 4 3 2 1 1 3 2 1 5 2 6 2 2 1 16 17 10 14 8 17 16 17 17 21 16 12 % unkno wn80 11 17 13 16 17 14 21 17 19 % mo rbidly o bese 15 2260 15 % o bese 19 17 19 17 16 22 23 % o verweight 62 2240 % slightly o verweight 55 47 41 43 42 43 42 % no rmal weight20 37 35 32 % underweight 10 6 3 1 5 5 2 1 3 3 0 EU p. s p. s s s 55 s e e hh yr yr yr yr yr al al 4 4 M m le > 4 4 4 4 > to -2 -3 -4 -5 Fe ng hh 1 18 25 35 45 si Q32/33 Base: all respondents hh n= 7592 3681 3911 913 1357 1518 1336 2468 1318 5829 444 Insights into Health & Nutrition Part of the European PR survey programme 15
  • 16. OVERALL RESULTS BEHIND THE BMI Insights into nutrition habits across the BMI gradationThe responsibility of reducing the consumption of unhealthy food lies with the consumer him- orherself, according to the majority of the overweight part of the population. People who areunderweight and consumers with a normal weight are more often of the opinion that bothgovernment and manufacturers are responsible.Labels on food and drinks provide important information when it comes to living a healthy life.Unfortunately it appears that the European population who are overweight or obese havedifficulties understanding these labels. Mainly those who are underweight pay attention to healthlabels which are printed on food and drink packaging.Another remarkable outcome of this study is that most people who are (morbidly) obese feelthey need to lose weight, while only a quarter of this part of the population are using specialproducts in order to help them lose weight. Products which are mainly used are tablets toreduce fat absorption and tablets to stop water retention. Being (morbidly) obese is not always areason to follow a special diet however. Less than half of this group have followed a special dietduring the last twelve months. These were mainly low-calorie diets.People with a normal weight or who are underweight eat significantly more vegetables,vegetarian and home-cooked food on a daily basis, while people who are (morbidly) obese aremore into eating meat. Unhealthy habits such as smoking are mostly represented by peoplewho are underweight or with normal weight, while alcohol consumption is rather low in both theupper and the lower layer of the BMI. Insights into Health & Nutrition Part of the European PR survey programme 16
  • 17. MORE OVERALL RESULTS BEHIND THE BMI Insights into health habits across the BMI gradation(Morbidly) obese people visit their doctor the most: one fifth have even payed a visit in the pastweek. This group are also being prescribed most with chronic medicines. A quarter are evenprescribed four or more chronic medicines. Although the use of alternive medicines in this groupis equal to the rest, they have significantly less faith in alternative medicine.When purchasing medicines without a prescription, people who are obese mostly buy painkillerswhile underweight people buy more cold or flu remedies without prescription as well as vitamins.Sports activities and exercising are mostly done by people with a normal weight or who areslightly overweight, and least by those who are overweight or even (morbidly) obese. Not verysurprisingly people who are overweight or obese mainly use their car to do their usual trips. Onthe other hand, people with a lower/normal weight are more used to go for a walk or use publictransport.Please note: walking is a very popular means of transport in Russia, but not actually consideredas exercise. Although results show that more than half of the Russians actually engage insporting activities, an estimation of one third of the population doing sporting activities is mostrealistic.The final results in eating habits show that nearly everyone has breakfast, lunch and dinnerduring the weekends. In an average week some meals appear to be missed out. Snacks duringthe morning, afternoon and evening are a particular favourite amongst underweight people andthose with normal weight. Insights into Health & Nutrition Part of the European PR survey programme 17
  • 18. Exercising and sporting habits Exercises from medium to high intensity, such as sports, cycling and walking The Russians and the Dutch have the highest exercise frequency. Half of the English do not play any sports at all and do not even want to. Only 20% of them are actually engaging in sporting activities on a regular basis, at least once a week.10 # hours exercise 7,1 6,9 8 5,7 5,4 per week (all) 4,4 5,0 6 4,2 4 6,0 6,4 2 3,9 4,2 4,2 # hours exercise 3,7 3,0 per week 0 (sporters only) FR DE IT RU SP NL UK Exercise (incl sports)100 % Yes 2275 53 54 41 55 52 49 3250 % No, but I would 25 29 42 26 like to25 28 37 46 22 17 16 17 25 % No, and I dont 0 10 want to FR DE IT RU SP NL UK Play sports on a regular basis Q18a/b Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutricion Insights into Health & Nutrition Part of the European PR survey programme 18
  • 19. Self-evaluation of eating habits Italians most often feel their current diet is adequate to promote their health, while a quarter of the Russians, Germans and British people admit that their diet is probably not very good for their health. In most European countries the majority of the respondents are eating more than is good for them. The Dutch most often claim to be eating the right amount.100 % definitely 17 26 30 30 27 27 2575 % probably50 63 47 40 55 56 50 5925 % probably not 24 24 23 18 10 16 14 0 1 2 1 6 2 2 2 % definitely not FR DE IT RU SP NL UK100 37 % more than good75 61 54 59 61 62 6650 % about good 5325 30 38 32 23 24 29 10 8 9 16 10 9 9 % less than good 0 FR DE IT RU SP NL UK Q1/2 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 19
  • 20. Weight watching A majority of the European citizens feel they need to watch their weight/be careful about their diet. More than half of the Europeans are currently intending to lose weight, especially the Germans. Very few want to gain weight, although in France and Russia this is over 10%.100 26 23 19 21 21 25 18 % yes, very careful 75 50 46 55 62 54 47 54 % yes, quite careful 54 25 28 22 20 25 31 21 28 % not at all 0 FR DE IT RU SP NL UK100 13 7 7 6 4 6 12 20 27 28 27 27 % gain weight75 24 2950 % remain 63 73 66 65 68 6725 58 0 % lose weight FR DE IT RU SP NL UK Q3/4 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 20
  • 21. Special diet usage During the last twelve months The Dutch use special diets least, while a third of the Germans and a fifth of the Spanish have followed a low-calorie diet during the past twelve months. The Germans are also into fibre-enriched diets. A low-calorie diet is mainly used by (morbidly) obese people. No special diet 53 50 53 57 55 78 69 Low calorie 7 28 17 10 20 7 13 Low carbohydrate 4 11 8 8 5 5 5Cholesterol limiting 7 8 7 9 8 3 4 Fibre enriched 3 17 9 6 7 1 2 High protein 7 5 3 4 3 3 2 Low sodium 2 4 6 6 5 2 2 Diabetes mellitus 2 5 4 1 4 2 2 High calorie 1 3 2 2 1 1High carbohydrate 0 2 2 1 2 1 1 Low protein 1 1 1 2 1 1 1 Other 22 7 8 12 7 4 8 Q6 Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutricion Insights into Health & Nutrition Mean of mentions ø= 1.16 1.08 1.38 1.19 1.18 1.18 of the European PR survey programme Part 1.06 1.08 21
  • 22. Usage of products to lose weight Russia has the highest usage of special products to lose weight; mainly tablets to stop feeling hungry, to stop water retention and laxatives.Tablets to reduce fat absorption 9 Tablets to reduce fat absorption 5 Tablets to stop water retention 9 Tablets to stop water retention 5 Fast weight loss products 6 Fast weight loss products 4 Tablets to stop feeling hungry 5 Tablets to stop feeling hungry 2 Laxatives 2 Laxatives 2 None of these 80 None of these 87Tablets to reduce fat absorption 9 Tablets to reduce fat absorption 6 Tablets to stop water retention 10 Tablets to stop water retention 8 Fast weight loss products 6 Fast weight loss products 5 Tablets to stop feeling hungry 4 Tablets to stop feeling hungry 9 Laxatives 4 Laxatives 9 None of these 79 None of these 77 Q5 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutricion Insights into Health & Nutrition Part of the European PR survey programme 22
  • 23. Usage of products to lose weight The Dutch, Germans and people from the United Kingdom use products to lose weight least. Tablets to reduce fat absorbtion are mostly used by the Spanish, French and Italians.Tablets to reduce fat absorption 10 Tablets to reduce fat absorption 3 Tablets to stop water retention 9 Tablets to stop water retention 2 Fast weight loss products 6 Fast weight loss products 5 Tablets to stop feeling hungry 5 Tablets to stop feeling hungry 3 Laxatives 5 Laxatives 1 None of these 79 None of these 89Tablets to reduce fat absorption 5 Tablets to stop water retention 3 Fast weight loss products 5 Tablets to stop feeling hungry 4 Laxatives 2 None of these 86 Q5 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutricion Insights into Health & Nutrition Part of the European PR survey programme 23
  • 24. Transport for usual trips For instance to go to work or school Although people in European countries mostly use their car for usual trips, Russians are more used to using public transport (train, metro, bus, tram). The Italians have the highest motorbike penetration. 74 61 45 32 30 27 22 11 3 1 4 1 1 r ica r ng ort cle ke tax i er ca ng ort cle ke tax er l ki sp y rbi oth l ki sp bic y rbi oth wa n bic to wa tra n to tra mo ic mo bl ic bl pu pu 65 52 45 38 29 26 15 10 1 1 4 3 3 r ica r ing ort le i ke tax i e r ca ng ort cle ke tax er al k sp yc orb oth l ki sp bic y rbi oth n bic t wa tra n to w tra mo ic mo b l ic bl pu pu Q19 Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutricion Insights into Health & Nutrition Mean of mentions ø= 1.49 1.57 1.55 1.59 1.31 1.42 of the European PR survey programme Part 1.48 1.50 24
  • 25. Transport for usual trips For instance to go to work or school The image of the Netherlands being a “bike country” is confirmed. The Spanish are, more so than respondents in other countries, used to going to work or school on foot. 49 49 49 52 32 29 6 12 4 1 1 1 5 2 r i ica ng ort cle i ke tax er ca r ng ort cle i ke tax er l ki sp bic y orb oth l ki sp bic y orb oth wa ran t wa ran t ct mo ct mo bl i bl i pu pu 67 42 30 7 1 2 1 r ica ing ort cle i ke tax er al k n sp bic y torb oth w tra mo b l ic pu Q19 Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutricion Insights into Health & Nutrition Mean of mentions ø= 1.49 1.57 1.55 1.59 1.31 1.42 of the European PR survey programme Part 1.48 1.50 25
  • 26. Feeling of being well informed The Dutch feel best informed when it comes to healthy or unhealthy nutrition. Almost one fifth of the people from the United Kingdom even feel very well informed. Most Russians search for information regarding nutrition using sources other than product labels.100 % well informed 75 72 79 72 72 71 50 90 87 25 % very badly 28 21 28 28 29 informed 0 10 13 FR DE IT RU SP NL UK How well-informed people feel they are regarding healthy/ unhealthy nutrition100 12 8 9 % regularly 23 21 24 2075 55 51 5150 64 % every now and 64 67 66 then25 41 40 33 % never 13 11 10 16 0 FR DE IT RU SP NL UK Search information on nutrition in sources other than product labels Q15a/b Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutricion Insights into Health & Nutrition Part of the European PR survey programme 26
  • 27. Search for information Magazines/newspapers, TV programmes and friends/family are mostly consulted when it comes to searching for information about nutrition. Magazines/newspapers 43 56 45 43 30 32 38 TV programmes 53 56 36 50 25 34 33 Friends/family 25 52 32 50 39 39 35 Consumer associations 38 36 44 36 27 45 32 Healthcare professionals 47 27 39 34 49 27 30 Books 28 35 29 46 33 21 30 Food manufacturers 9 16 24 26 18 40 25 Social media 6 12 21 39 17 7 9Governmental organisations 14 6 11 18 7 17 19 Shops 16 12 9 11 12 12 13 Radio programmes 21 17 7 12 10 5 9 Other websites 13 20 20 22 31 23 27 Other sources 5 11 7 11 6 8 4 Q16 Base: respondents using sources for information Sample n= 5756 758 882 970 906 856 666 718 Insights into Health & Nutricion Insights into Health & Nutrition Mean of mentions ø= 3.32 3.17 3.55 3.24 3.99 3.04 3.10 European PR survey programme Part of the3.04 27
  • 28. Habits on meals and ingredients Insights into Health & NutritionPart of the European PR survey programme 28
  • 29. INTRODUCTION AND CONCLUSIONSThis chapter focuses on the habits of the European population when it comes to consuming healthy food such as vegetables, fruit, meat and fish. A few unhealthy habits will also be discussed, such as the consumption of cigarettes, alcohol and drugs on a daily or weekly basis.Another part of this chapter will provide insights into the frequency of consuming meals such as breakfast, lunch, dinner and snacks in between. The habits of eating out of home as well as the knowledge of specific ingredients will conclude this chapter. On an overall perspective the fact that the Russians eat many vegetables and vegetarian meals is visible. They are used to eating a larger than average number of snacks during the day and they often eat out of home. Although Russians have the highest cigarette consumption, their consumption of alcohol is relatively low. Please note however that these results are only true for the urban online population. The habits of German people are remarkable because their consumption of vegetables, fruit, and meat seems to be the lowest. None of the German respondents eats fish on a daily basis. This may suggest that they have the most varied diet; it does not necessarily mean that they eat less healthily. Their alcohol and cigarette consumption is average. Ingredient awareness is high in all countries: vitamins, glucose and omega-3 are top of the list. Hydrogen oil, polyphenol and stevia close the list when it comes to awareness. Insights into Health & Nutrition Part of the European PR survey programme 29
  • 30. MORE CONCLUSIONS An explanation on the Russian results This slide contains an additional explanation on the food consumption of Russian respondents, as they appear to be rather different from the other countries.Results show that Russians consume vegetables most frequently compared to other countries;three quarters of the Russian respondents eat vegetables on a daily basis. This may be explainedby the high potato consumption. If all respondents had taken potatoes into consideration whenanswering the questions about vegetables, the percentage of consumers would probably havebeen even higher than the current 70%. Also, a seasonality effect is possible as fieldwork wasconducted in May - June. In spring and summer Russian people intensively consume vegetablesbecause of the new harvest.Russians also eat vegetarian meals more frequently than people in other countries. This seems tobe directly linked to the habit of consuming vegetables.The general perception of Russia as a “drinking nation” is difficult to check with this online survey.The sample consists of regular Internet users (as they are part of Access panel) and therefore thesample cannot correctly represent the urban offline population, not to mention the population inrural areas. Actual heavy alcohol consumers do not take part in marketing surveys, especially viaInternet. The alcohol consumption results are therefore not representative for the Russianpopulation.The fact that home-cooked meals are consumed by most Russians every day is not surprising,since Russian people are used to taking home-cooked food with them and eat it at their workplace.Having lunch out of home is typical for employed people; they eat breakfast and dinner at home. Insights into Health & Nutrition Part of the European PR survey programme 30
  • 31. Consumption of fruit and vegetables Russians have the highest frequency of eating 40VEGETABLES 58 56 vegetables: three quarters of 68 64 72 64 the respondents eat vegetables daily. Only 40% of 54 36 43 the Germans eat vegetables 30 32 33 27 on a daily basis, although this 8.59 8.47 8.71 7.60 2 6 5.37 4 1 5 6.26 1 6.11 3 does not necessarily mean FR DE IT RU SP NL UK they eat a smaller amount of vegetables in a week. Italy seems to be a country with a high fruit consumption. 62 48 48 54 61 Germany and Russia have 74 65 the lowest number of people consuming fruit on a dailyFRUIT 43 47 37 basis. 31 27 31 23 10.51 8 8.06 9 6.33 5 6.60 8 8.33 9 7.09 8 8.13 % daily 3 FR DE IT RU SP NL UK % weekly % less often weekly avg. Q7 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 31
  • 32. Consumption of meat and fish In addition to the relatively low frequency of eating 14 13 vegetables and fruit, 34 37 34 30 43 Germans also eat meat and fish less often than peopleMEAT 76 80 53 59 58 62 62 in other European countries. One tenth even eat meat 4 5.87 10 3.38 7 3.37 7 5.42 5 4.01 4 5.38 7 4.71 less than weekly. It appears FR DE IT RU SP NL UK Germany is home to a large number of vegetarians or that they vary a great deal in what they eat and therefore do not eat meat 5 1 5 6 23 2 5 and fish every day. 63 60 62 74 76 71 Fish consumption seems to 68 be significantly higher inFISH 37 34 36 Spain than in other 22 20 23 1.97 1.14 2.18 1.99 9 2.99 1.48 1.98 countries. A quarter eat fish FR DE IT RU SP NL UK on a daily basis. % daily % weekly Q7 Base: all respondents % less often n= 7592 1125 1000 1091 998 1008 1159 1211 weekly avg. Insights into Health & Nutrition Part of the European PR survey programme 32
  • 33. Consumption of vegetarian and home-cooked meals 4 15 4 9 12 11 3 19 8 42 26 32VEGETARIAN 35 37 The relatively high 81 78 vegetable consumption in 53 56 63 61 51 Russia reflects the high 0.87 1.63 1.95 2.33 1.55 0.87 1.63 score on vegetarian meals. FR DE IT RU SP NL UK Consumption of vegetarian meals in France is rather low. Cooking meals at home on 43 43 a daily basis is most 55 51HOME-COOKED 73 73 65 common in Italy and Russia. 52 54 45 40 22 10.52 23 11.60 32 9.52 % daily 6 8.23 6 5.44 5 4 3 4 5.80 4 6.63 FR DE IT RU SP NL UK % weekly % less often weekly avg. Q7 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 33
  • 34. Consumption of cigarettes and alcohol 22 26 16 18 30 37 30 3 2 Although Russians claim toCIGARETTES 4 19 3 3 4 have a healthy diet and 75 79 exercising habits, cigarette 67 70 59 65 67 consumption is also highest 3.79 5.00 4.25 6.35 5.15 in this country. Two out of 3.20 3.02 five people smoke on a FR DE IT RU SP NL UK daily basis. Alcohol consumption is highest in The Netherlands. 17 9 13 5 17 15 12 On average, half of the 38 31 39 29 Europeans claim to drink 34 38 47 alcohol less than once aALCOHOL week. 49 52 56 56 54 47 41 2.47 2.48 2.40 % daily 1.82 2.26 1.43 2.26 FR DE IT RU SP NL UK % weekly % less often weekly avg. Q7 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 34
  • 35. Eating habit frequency Breakfast, lunch, dinner and snacks in between In an average week dinner is eaten at least six days. Breakfast is sometimes replaced by morning snacks, especially in Russia. However, on average Europeans eat breakfast five days a week. Snack consumption in the morning is lowest. Snack consumption in the evening varies greatly from country to country. 6,77 6,2 6,4 6,4 6,2 6,0 5,8 6,1 6,1 6,16 6,1 5,7 5,8 5,6 5,6 6,0 5,85 5,7 5,4 4,9 5,24 3,7 3,4 3,0 2,8 2,93 2,2 3,3 3,1 1,6 2,32 2,5 2,4 2,2 1,9 2,4 1,8 1,91 1,0 1,3 0,7 1,30 FR DE IT RU SP NL UK # breakfasts per week # morning snacks per week # lunches per week # afternoon snacks per week # dinners per week # evening snacks per week Q34 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 35
  • 36. Eating habits out of home The habit of eating out of home is highest when it comes to lunch. Especially the Italians and Russians lunch out of home the most. Interestingly, it was found that they also eat home-cooked meals most often. There are two explanations for this: either they eat certain meals at home and certain meals out of home, or they bring their home-cooked meals to work or school. The Dutch score rather low. Not even one breakfast a week is eaten out of home: lunch and dinner are eaten only out of home one and a half times a week.7654 3,4 2,83 2,3 2,3 2,4 1,7 1,8 1,92 1,4 1,6 1,5 1,3 2,1 1,9 1,41 1,3 1,6 1,3 1,0 0,8 1,00 FR DE IT RU SP NL UK # breakfasts per week # lunches per week # dinners per week Q35 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 36
  • 37. Ingredient awareness (TOP) % ingredients ever heard of % ingredients look for The awareness of many ingredients is high. When people (sometimes) look for certain ingredients when buying food or drinks, they mostly look for vitamins. Vitamins 87 92 75 92 81 89 90 43 40 38 52 37 30 28 82 84 70 90 77 83 88 Glucose 2 18 9 16 10 13 9 92 86 76 52 85 83 90 Omega-3 50 31 39 15 38 21 32 79 90 60 89 70 84 83 Vegetable fat 16 31 9 34 16 26 13 79 88 61 88 68 81 78 Animal fat 30 21 3 25 7 10 15 79 61 70 79 78 77 83 Antioxidants 28 28 31 17 19 16 33 76 91 56 86 70 68 61 Fruit sugar 9 16 12 11 5 24 15 79 77 73 81 75 58 55 Mineral salt 16 6 5 3 17 28 20 84 79 46 80 54 44 57Trace elements 29 7 4 5 30 18 9 77 72 40 61 67 59 48 Palm oil 2 17 4 3 7 9 5 Q12a Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211 Mean of mentions ø= 11.05 13.89 10.71 10.14 12.64 10.13 9.82 10.13 Q12b Base: respondents who are aware Sample n= 7389 Health & Nutrition 975 1102 1184 Insights into 1097 982 1058 991 Part of the European PR survey programme 37 Mean of mentions ø= 2.95 3.01 3.32 2.94 4.15 2.73 2.47 2.21
  • 38. Ingredient awareness (BOTTOM) % ingredients ever heard of % ingredients look for The French and Russians are, much more than people in other countries, aware of quick- and slow- burning sugars. The Germans are especially aware of hydrogen oil, while people in the United Kingdom are into probiotics. Aspartame 83 32 66 80 36 55 49 10 13 11 28 6 18 11 Probiotics 40 51 53 55 43 43 76 6 9 15 14 8 5 16 Bifidus 86 13 63 31 83 44 34 27 2 18 6 35 4 4 GMO 86 14 69 73 45 17 21 2 7 11 54 3 4 2 Quick-burning 78 29 20 88 31 26 11 sugar 3 6 1 16 3 5 1 85 22 17 91 29 21 14Slow-burning sugar 26 5 2 17 4 3 1 45 69 36 4 22 29 30 Hydrogen oil 1 24 5 1 3 9 5 41 14 42 20 17 10 22 Polyphenol 3 3 8 5 2 1 1 29 18 10 12 6 4 3 Stevia 8 2 0 2 1 0 3 2 3 1 3 5 2 29 32 29 14 26 46 44 None of these Q12a Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211 Mean of mentions ø= 11.05 13.89 10.71 10.14 12.64 10.13 9.82 10.13 Q12b Base: respondents who are aware Sample n= 7389 Health & Nutrition 975 1102 1184 Insights into 1097 982 1058 991 Part of the European PR survey programme 38 Mean of mentions ø= 2.95 3.01 3.32 2.94 4.15 2.73 2.47 2.21
  • 39. The European image on health and nutrition Insights into Health & NutritionPart of the European PR survey programme 39
  • 40. INTRODUCTION AND CONCLUSIONS“The European image on health and nutrition” provides a view on the frame of mind of the European population. To what extent are people healthy-minded and do they care about their own health? How do they judge the role of the government and what is their perspective of information on packaging? Eating healthier can reduce the risk of getting cancer according to the majority of the European population. German and Dutch people have a slightly different opinion: ‘A varied diet also reduces the number of supplements such as vitamin pills, iron tablets, that is needed,’ say three quarters of the respondents. Labels on food and drinks can help to eat more healthily. Especially Italian, Russian and Spanish consumers pay attention to these health labels, but two fifths believe that the labels are difficult to understand. Information about ingredients, calories, additives, fat or sugar content is read by only a quarter or a maximum of two fifths of the citizens. The safety of food and drinks has never been as good as it is now say three quarters of the consumers in Spain and the United Kingdom. Only one third of the Russians and one fifth of the Dutch share this view. Especially the French believe that the focus on health issues in the media is too high: half of them think that unhealthy food should be surtaxed. German and Dutch people agree least with the statement that unhealthy food should be surtaxed. Insights into Health & Nutrition Part of the European PR survey programme 40
  • 41. CONCLUSIONS ON SEGMENTATION European insights into the image on health and nutrition across the Lifestyle segmentsEuropeans with a healthy lifestyle are more than those with an unhealthy lifestyle of the opinionthat eating healthy food reduces the chance of getting cancer. In addition to that, they agree thatunhealthy food should be surtaxed.Health-labels printed on food/drinks packages are mostly getting the attention from those whoare living a healthy lifestyle. People with a very healthy lifestyle are also aware of the fact thatlabels on food/drinks can help them eat healthier.People living an unhealthy lifestyle are, more than people with a healthy lifestyle, of the opinionthat labels on food/drinks are difficult to understand. Significantly more unhealthy living peoplenever seem to read the information on food packages about ingredients, calories, additives, fator sugar content.These people with an unhealthy lifestyle even agree more than healthy people, that there is toomuch focus on health issues in the media. They finally think that you don’t need supplementssuch as vitamin pills and iron tablets if you eat a varied diet. Insights into Health & Nutrition Part of the European PR survey programme 41
  • 42. % agree Health and nutrition statements % disagree ‘Eating healthier can reduce the risk of you ‘Labels on food/drinks can help me to eat getting cancer’ more healthily’ 78 74 64 7589 80 87 88 86 77 82 88 86 83 22 26 36 2511 20 13 12 14 23 18 12 14 17FR DE IT RU SP NL UK FR DE IT RU SP NL UK ‘Labels on food/drinks are difficult to ‘I pay attention to health labels which are understand’ printed on food/drinks packaging’ 58 56 59 55 45 60 5272 65 65 81 80 79 69 42 44 41 45 55 40 4828 35 35 19 20 21 31FR DE IT RU SP NL UK FR DE IT RU SP NL UK Q13 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 42
  • 43. % agree Health and nutrition statements % disagree ‘I never read the information on food/drinks ‘The safety of food/drinks has never been as packaging about ingredients, calories, good as it is now’ additives, fat or sugar content’ 28 40 38 34 32 25 35 41 3460 48 54 77 73 72 60 62 66 68 75 65 59 6640 52 46 23 27FR DE IT RU SP NL UK FR DE IT RU SP NL UK ‘There is too much focus on health issues in ‘It is impossible to eat healthy food in the media’ fastfood restaurants’ 45 36 48 48 53 5265 55 62 69 55 62 79 87 55 64 52 52 47 4835 45 38 31 45 38 21 13FR DE IT RU SP NL UK FR DE IT RU SP NL UK Q13 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 43
  • 44. % agree Health and nutrition statements % disagree ‘Generally people are healthier than ever’ ‘Deep frozen vegetables are less healthy than fresh vegetables’ 38 26 39 41 18 24 44 40 22 33 46 48 49 90 74 82 76 78 67 54 52 62 51 61 59 56 60 10 FR DE IT RU SP NL UK FR DE IT RU SP NL UK ‘When you eat a varied diet you don’t need ‘Unhealthy food should be surtaxed’supplements such as vitamin pills, iron tablets, etc.’ 30 33 45 65 60 53 61 67 63 89 83 86 84 78 70 67 55 35 40 47 39 33 37 11 17 14 16 22 FR DE IT RU SP NL UK FR DE IT RU SP NL UK Q13 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 44
  • 45. Behaviour on consumingorganic products Insights into Health & Nutrition Part of the European PR survey programme 45
  • 46. INTRODUCTION AND CONCLUSIONSThe organic industry continues to grow worldwide. This chapter gives a closer look into the habits of organic product usage in Europe. How often do people use organic products and which products are favourite? What is the motivation for consuming organic products, the barriers for not eating many organic products and what are the reasons for never intending to use organic products?Organic food and drinks are products which have been produced according to certain restrictions with regard to the environment, scenery, animal welfare and production methods. The highest organic product usage is achieved by the Italian and German population. At an overall level a quarter of the Europeans eat organic products on a weekly basis: mainly organic vegetables, fruit and eggs. The healthy character as well as the better taste are the main reasons for consuming organic products. Dutch people mainly eat organic products because they are better for the animals. The high price is both a barrier when it comes to eating more organic products as it is to start eating them at all. Please note: results have indicated that Russian and European consumers have a different understanding of the term “organic” food. Russians do understand the term, but they seem to have a slightly different standard, yet perceptional (i.e. they are not aware of the official term “organic”). They think more about “innocent” products which do not contain harmful ingredients. Russian results in this chapter have been treated as indicative. Note that the fieldwork was done during the summer period when many people consume fruits and vegetables grown on their dacha (country house with a piece of land where it is common to plant different types of vegetables and berries). Not surprisingly they trust what they grow there.Health & Nutrition Insights into Part of the European PR survey programme 46
  • 47. MORE CONCLUSIONS Regular versus occasional and non-organic product usersHalf of the Europeans eat organic products on a regular basis, i.e. with a minimum frequency ofonce a month. A quarter never eat organic products. The habits in relation to food and nutritionare quite different between organic and occasional or non-organic product users. Regular usersseem to have a healthier lifestyle and are more health conscious.Regular users are generally younger than occasional and non-users and have a lower BMI.Although they are of the opinion that their diet is adequate to promote their health, they still needto lose weight. However, they need to lose less weight than occasional and non-users.Occasional and non-users use more diets and products to lose weight, but they eat significantlyfewer vegetables, less fruit and fish and fewer vegetarian meals than organic product users.Furthermore, organic product users feel better informed when it comes to healthy or unhealthynutrition. They also search for information with regard to nutrition on a more regular basis. Theirexercise frequency is higher and they even play sports more regularly. Their means of transportfor school and work consists significantly more often of public transport, riding a bicycle orsimply walking. Occasional and non-users are more used to transporting themselves by carcompared to regular organic food users.In relation to nutrition, regular users of organic products are, more than occassional and non-users, used to diagnosing themselves by using Internet or literature. They are also more used tochecking their own cholesterol level, blood pressure or their weight. Insights into Health & Nutrition Part of the European PR survey programme 47
  • 48. Frequency of organic product usage Note: Russian results are indicative due to a different understanding of the term “organic” German and Italian consumers seem to have the highest frequency of organic product usage. More than a quarter consume organic products on a weekly basis. One tenth of the Italians even consume organic products daily. Eating organic products seems to be less common in France, Spain and the Netherlands.100 6 6 6 6 11 15 11 17 14 17 23 17 14 75 19 22 40 20 24 5 25 25 3 3 5 50 2 2 5 3 5 2 17 2 3 19 24 20 20 24 26 25 34 2 1 32 6 26 26 15 19 3,33 3,91 4,92 11 7,61 4,64 3 3,42 0 FR DE IT RU SP NL UK % never % less often % once every half year % quarterly % monthly % weekly % daily monthly avg. Q8 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 48
  • 49. Organic product usage Note: Russian results are indicative due to a different understanding of the term “organic” Vegetables, fruit and eggs are the most consumed organic products. Results are quite similar across the different countries. Organic delicatessen and sauces are consumed least. Vegetables 51 58 55 81 57 51 57 Fruit 46 55 51 74 54 38 43 Eggs 39 53 38 71 52 48 42Oil (olive, sunflower oil) 25 34 40 67 53 32 18 Meat/chicken 23 25 20 70 42 42 31 Potatoes 22 36 25 74 43 25 27 Milk 17 24 20 64 40 23 27 Bread 22 21 18 66 41 17 16 Juice 28 20 23 48 35 20 16 Other dairy products 22 18 15 49 22 21 13 Pasta 15 52 34 14 12 14 20 Rice 14 54 36 13 11 11 19 Other products 18 11 8 11 7 11 12 Delicatessen 4 17 22 3 5 7 9 Sauces 3 14 4 6 6 8 21 Q9 Base: respondents eating organic products Sample n= 5804 776 868 879 892 746 758 885 Insights into Health & Nutrition Mean of mentions ø=4.56 3.49 3.95 3.73 8.17 5.52 3.61 European PR survey programme Part of the3.33 49
  • 50. Reasons for consuming organic products Note: Russian results are indicative due to a different understanding of the term “organic” Organic products are mostly eaten because of their healthy character. The better taste and the environmentally friendly aspect are the next most important reasons. Healthier 58 Healthier 46 Taste better 30 Taste better 30 Better for environment 41 Better for environment 31 Better for animals 15 Better for animals 28Common in peer group 10 Common in peer group 3 Fashionable 6 Fashionable 3 Other reasons 13 Other reasons 26 Healthier 58 Healthier 75 Taste better 25 Taste better 52 Better for environment 26 Better for environment 17 Better for animals 11 Better for animals 4Common in peer group 9 Common in peer group 8 Fashionable 3 Fashionable 3 Other reasons 13 Other reasons 6 Q10 Base: respondents eating organic products at least once a month Sample n= 5804 776 868 879 892 746 758 885 Insights into Health & Nutrition Mean of mentions ø=1.59 1.68 1.72 1.45 1.65 1.38 1.67 European PR survey programme Part of the1.55 50
  • 51. Reasons for consuming organic products For organic product users from the Netherlands animal welfare is a much more important reason to consume these products than it is for other countries. Healthier 58 Healthier 33 Taste better 22 Taste better 33Better for environment 24 Better for environment 32 Better for animals 11 Better for animals 39Common in peer group 6 Common in peer group 5 Fashionable 5 Fashionable 2 Other reasons 13 Other reasons 23 Healthier 35 Taste better 36Better for environment 26 Better for animals 26Common in peer group 4 Fashionable 2 Other reasons 27 Q10 Base: respondents eating organic products at least once a month Sample n= 5804 776 868 879 892 746 758 885 Insights into Health & Nutrition Mean of mentions ø=1.59 1.68 1.72 1.45 1.65 1.38 1.67 European PR survey programme Part of the1.55 51
  • 52. Triggers for eating more organic products Note: Russian results are indicative due to a different understanding of the term “organic” The price is the most important barrier for not eating organic products on a regular basis. A larger offer and better availability could also increase organic product usage. Lower prices 86 Lower prices 74 A larger offer 22 A larger offer 15 Better availability 13 Better availability 19 Better taste 14 Better taste 10More information on advantages 14 More information on advantages 9 Guarantee of no bugs 14 Guarantee of no bugs 11 Better visibility in shops 11 Better visibility in shops 14 If they became more hygienic 5 If they became more hygienic 3 If they looked better6 If they looked better 13 Other 8 Other 14 Lower prices 67 Lower prices 9 A larger offer 30 A larger offer 8 Better availability 22 Better availability 5 Better taste 13 Better taste 35More information on advantages 19 More information on advantages 7 Guarantee of no bugs 16 Guarantee of no bugs 15 Better visibility in shops 12 Better visibility in shops 10 If they became more hygienic 17 If they became more hygienic 50 If they looked better 5 If they looked better12 Other 7 Other 11 Q11 Base: respondents eating organic products, but less than once a month Sample n= 1889 326 101 289 323 272 282 296 Insights into Health & Nutrition Mean of mentions ø= 1.92 1.91 1.82 2.08 1.61 2.23 1.81 European PR survey programme Part of the 1.80 52
  • 53. Triggers for eating more organic products The lack of availability of organic products is a reason for not eating many organic products for four out of ten Spanish consumers. Lower prices 70 Lower prices 81 A larger offer 23 A larger offer 24 Better availability 37 Better availability 17 Better taste 17 Better taste 11More information on advantages 19 More information on advantages 8 Guarantee of no bugs 14 Guarantee of no bugs 11 Better visibility in shops 21 Better visibility in shops 8 If they became more hygienic 8 If they became more hygienic 3 If they looked better8 If they looked better10 Other 6 Other 9 Lower prices 91 A larger offer 13 Better availability 20 Better taste 12More information on advantages 10 Guarantee of no bugs 9 Better visibility in shops 10 If they became more hygienic 4 If they looked better8 Other 3 Q11 Base: respondents eating organic products, but less than once a month Sample n= 1889 326 101 289 323 272 282 296 Insights into Health & Nutrition Mean of mentions ø= 1.92 1.91 1.82 2.08 1.61 2.23 1.81 European PR survey programme Part of the 1.80 53
  • 54. Barriers for never consuming organic products Note: Russian results are indicative due to a different understanding of the term “organic” The price is also a barrier for non-users. Non-users are of the opinion that organic products are a waste of money and that they are only fashion. Too expensive 59 Too expensive 62 They are a waste of money 30 They are a waste of money 48 They are only fashion 36 They are only fashion 27 I wasnt aware of them 7 I wasnt aware of them Not available where I shop 2 Not available where I shop 2 Not a wide offer 4 Not a wide offer 7Look not as nice as non-organic 2 Look not as nice as non-organic 5 Not as hygienic as non-organic 6 Not as hygienic as non-organic 3 They can contain bugs 1 They can contain bugs 5 Other reasons 7 Other reasons 11 Too expensive 48 Too expensive 18 They are a waste of money 16 They are a waste of money 11 They are only fashion 21 They are only fashion 9 I wasnt aware of them 7 I wasnt aware of them 42 Not available where I shop 12 Not available where I shop 41 Not a wide offer 13 Not a wide offer 14Look not as nice as non-organic 3 Look not as nice as non-organic 4 Not as hygienic as non-organic 9 Not as hygienic as non-organic 3 They can contain bugs 1 They can contain bugs 1 Other reasons 20 Other reasons 15Q11b Base: respondents who have never eaten organic productsSample n= 1799 401 115 133 326 349 263 212 Insights into Health & Nutrition Part of the European PR survey programmeMean of mentions ø= 1.48 1.52 1.49 1.56 1.34 1.43 1.48 54
  • 55. Barriers for never consuming organic products The price is a barrier especially for the Dutch and the respondents in the United Kingdom. Awareness needs most attention in Spain. Too expensive 36 Too expensive 65 They are a waste of money 6 They are a waste of money 19 They are only fashion 14 They are only fashion 19 I wasnt aware of them 23 I wasnt aware of them Not available where I shop 18 Not available where I shop 4 Not a wide offer 10 Not a wide offer 5Look not as nice as non-organic 6 Look not as nice as non-organic 5 Not as hygienic as non-organic 2 Not as hygienic as non-organic 1 They can contain bugs 1 They can contain bugs 3 Other reasons 20 Other reasons 21 Too expensive 73 They are a waste of money 32 They are only fashion 18 I wasnt aware of them 1 Not available where I shop 2 Not a wide offer 4Look not as nice as non-organic 3 Not as hygienic as non-organic 2 They can contain bugs 4 Other reasons 10Q11b Base: respondents who have never eaten organic productsSample n= 1799 401 115 133 326 349 263 212 Insights into Health & Nutrition Part of the European PR survey programmeMean of mentions ø= 1.48 1.52 1.49 1.56 1.34 1.43 1.48 55
  • 56. Taking a close look at medication Insights into Health & NutritionPart of the European PR survey programme 56
  • 57. INTRODUCTION AND CONCLUSIONS This chapter, which takes a close look at medication, mainly focuses on the habit of visiting a doctor, the use of chronic medicines and medicines without any prescription. Which medicines are used and do people have faith in alternative medication?The opinion about and the usage of alternative medicines will also be discussed and questions about self-medication and self-diagnosis will be answered. What habits do Europeans have when it comes to checking weight, blood pressure and cholesterol level?Alternative medicine is another way of taking care of yourself when feeling ill. Alternative medicine includes therapies such as chiropractic treatment, herbalism, traditional Chinese medicine, hypnosis, homeopathy and acupuncture. On average it appears that one third of the Europeans have visited their doctor in the past month. Another third have seen their doctor longer than six months ago. The frequency of doctor visits is highest in Germany, while it is lowest in Russia and the Netherlands. Half of the European population have been prescribed chronic medication. The amount of prescibed medication is lowest in Russia: only one fifth use one or more chronic medicines. The fact that only the Russian urban online population has been included will give a somewhat distorted picture of the situation in Russia as a whole (where usage of chronic medication is higher). Insights into Health & Nutrition Part of the European PR survey programme 57
  • 58. MORE CONCLUSIONSMedicines can also be used without any prescription from a doctor. Painkillers, cold or flu remediesand laxatives are the most used medicines without prescription. The usage of these medicines ishighest in Russia. The Russians as well as the Italians also use surprisingly more eye drops thanpeople in other countries. The usage of ear drops on the other hand is very low in Spain and theUnited Kingdom.Yet not everyone seems to have confidence in alternative medicine. The United Kingdom citizenshave least faith, while half of the French have complete faith in alternative medication. With anaverage of two fifths usage of alternative medicine is relatively high. The number of Spanish users isbelow average.Self-diagnosis is another possibility to diagnose yourself. German respondents are most active whenit comes to self-diagnosis, both via the Internet as well as through other media such as books andliterature. The Russians and Dutch diagnose themselves least.The habits of self-diagnosis vary somewhat across the countries. The Italians are most used tochecking their cholesterol level, blood pressure and weight at home. Three quarters of the Russianssay that they check their blood pressure at home; this is a surprisingly high score in comparison withthe other European countries. It is highly unlikely that such a high number of Russians own a devicefor measuring their blood pressure. It is possible that respondents measure their blood pressure byborrowing the device from someone else, or that they included cases when the doctor visited them athome and measured their blood pressure. Insights into Health & Nutrition Part of the European PR survey programme 58
  • 59. CONCLUSIONS ON SEGMENTATION European insights into the habits of using medication across the Lifestyle segmentsSome medicines are available without a doctor’s prescription. People who are living a healthylifestyle have bought more vitamins and homeopathics than people with an unhealthy lifestyle,while those with an unhealthy lifestyle seem to have bought more painkillers during the lasttwelve months.Although the frequency of visiting a doctor is not very different between the segments,Europeans with an unhealthy lifestyle use significantly more medicines for a long time (chronic)than people with a healthy lifestyle. They are especially more likely to use more than threedifferent medications chronically.It seems that people with a healthy lifestyle are also more open to different ways of stayinghealthy. For instance, we see that they are more likely to have (some) faith in alternativemedicine and also use it more.Those living a healthy lifestyle also diagnose themselves via Internet or literature slightly morethan those who live relatively less healthily.The habit of self-diagnosis by checking your bloodpressure, your cholesterol level or your weight is also more common among those who live veryhealthily. Insights into Health & Nutrition Part of the European PR survey programme 59
  • 60. Doctor visit frequency and prescription of chronic medicines The French visit their doctor most often. Half of the French have visited their doctor in the last month. Usage of chronic prescription medication is lowest in Russia. However, the composition of the Russian sample is only representative of the urban online population and it is therefore assumed that this group includes fewer users of chronic medication than the average total population.100 13 13 7 9 10 22 10 20 % last week 17 19 75 34 25 19 23 27 20 21 % last month 50 25 17 19 19 12 16 % last 3 months 25 20 15 25 16 16 13 14 13 9 7 % last 6 months 5 11 28 9,1 14 5,01 27 8,24 21 7,18 0 10 4,35 8 4,66 12 5,23 % last year FR DE IT RU SP NL UK % longer ago monthly avg.100 2075 47 45 40 43 44 45 % users50 8025 53 55 60 57 56 55 % non-users 0 FR DE IT RU SP NL UK Q26/27 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 60
  • 61. Opinion and usage of alternative medicine The French and Germans have most faith in alternative medicine. This also reflects the high usage of alternative medicine for both countries. Spain and the United Kingdom have least faith in alternative medicine: usage is low.100 42 39 30 75 55 52 45 47 % faith 50 61 70 25 48 55 53 58 % little/no faith 45 0 FR DE IT RU SP NL UK100 44 47 43 43 33 43 3775 % users50 56 53 57 57 67 57 6325 % non-users 0 FR DE IT RU SP NL UK Q29/29a Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 61
  • 62. Usage of medication without prescription Although the usage of chronic medicines is rather low in Russia, their usage of over-the- counter medication is high. This might be typical for computer users, not for the whole urban population. Painkillers 30 Painkillers 44Cold or flu remedies 24 Cold or flu remedies 31 vitamins 18 Vitamins 25 Eye drops 7 Eye drops 12 Homeopathics 14 Homeopathic remedies 14 Laxatives 5 Laxatives 4 Ear drops 4 Ear drops 3Sleep-inducing drugs 3 Sleep inducing drugs 4 Other 8 Other 8 None of these 41 None of these 29 Painkillers 44 Painkillers 56Cold or flu remedies 39 Cold or flu remedies 59 Laxatives 24 Vitamins 63 Eye drops 24 Eye drops 28 Homeopathics 14 Homeopathics 12 Laxatives 8 Laxatives 8 Ear drops 6 Ear drops 9Sleep-inducing drugs 3 Sleep-inducing drugs 4 Other 4 Other 12 None of these 24 None of these 10 Q25 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 62
  • 63. Usage of medication without prescription In Spain usage of medicines such as painkillers, cold or flu remedies, vitamins and homeopathic remedies is significantly lower than it is in other European countries. Painkillers 37 Painkillers 50Cold or flu remedies 26 Cold or flu remedies 21 Vitamins 16 Vitamins 34 Eye drops 13 Eye drops 5 Homeopathics 3 Homeopathics 15 Laxatives 6 Laxatives 3 Ear drops 4 Ear drops 6Sleep-inducing drugs 4 Sleep-inducing drugs 3 Other 5 Other 6 None of these 37 None of these 30 Painkillers 52Cold or flu remedies 39 Vitamins 35 Eye drops 14 Homeopathics 4 Laxatives 6 Ear drops 7Sleep-inducing drugs 4 Other 5 None of these 23 Q25 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 63
  • 64. Medication via the Internet Half of the Germans buy medicines via the Internet. Please note that it is known from previous research among a representative German sample (including offline), that this is lower (24%). However, this is still much higher than the figures of the other countries. The French and Dutch are least used to using the Internet to buy their medicines.100 0 3 5 1 5 3 9 12 11 75 38 50 97 95 95 97 87 89 25 53 0 FR DE IT RU SP NL UK % never % every now and then % always Q31 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 64
  • 65. Self-diagnosis via Internet or other media Other media such as books and literatureThe Germans use Internet the most in order to check themselves for certain diseases.Other media are mostly used by the Germans as well as the Russians.Overall, the Dutch, French and Spanish self-diagnose the least. INTERNET OTHER MEDIA FR 61 18 8 8 5 FR 71 13 7 54 DE 50 16 13 8 12 DE 62 12 8 9 9 IT 52 13 24 5 6 IT 60 12 21 34 RU 49 20 13 10 8 RU 55 21 11 6 7 SP 62 15 10 5 8 SP 69 14 8 45 NL 63 18 9 54 NL 78 11 6 23 UK 54 16 11 13 6 UK 68 13 7 7 4 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% % never % once % twice % never % once % twice % 3-5 times % more often % 3-5 times % more often Q30 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 65
  • 66. Self-diagnosis % yes Checking your own cholesterol level, blood pressure and weight % noItaly has a relatively high level of self-diagnosis. In the Netherlands this is less of a habit where the levelof self-diagnosis is lowest. Russians are most used to checking their own blood pressure, although it issuspected that they may have also thought of the doctor measuring their blood pressure at home. Checking your cholesterol level Checking your blood pressure 4 6 26 3 10 1 5 22 39 21 24 48 76 7096 94 97 90 99 95 78 79 74 61 76 52 24 30FR DE IT RU SP NL UK FR DE IT RU SP NL UK Checking your weight 88 85 93 86 77 84 79 12 15 7 14 23 16 21 FR DE IT RU SP NL UK Q30b Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 66
  • 67. Unhealthy habits on food and non-food Insights into Health & NutritionPart of the European PR survey programme 67
  • 68. INTRODUCTION AND CONCLUSIONSHaving seen many results of healthy habits and how to keep yourself healthy, this final chapter will provide further insights into the European world of unhealthy habits. Who is responsible for unhealthy food consumption? And what do our unhealthy lives look like in terms of cigarette, alcohol and drug usage? All countries have differing opinions when it comes to who is most responsible for reducing the consumption of unhealthy food. Overall, most people believe that the consumer him- or herself is most responsible. Two fifths of the Russians feel that the government is most responsible for reducing the consumption of unhealthy food. Italian citizens believe however that the media are second most responsible. A significant part of the population also blame manufacturers. Previous results have shown that almost a third of the Europeans smoke. Traditional cigarettes are still the most common way of smoking. Hand-rolled cigarettes come in second, with the highest usage in the Netherlands, the United Kingdom and Germany respectively. The number of cigarettes being smoked during the day is highest for the hand-rolled variant. The number of people drinking alcohol is largest in the Netherlands and the United Kingdom. These countries also have the highest frequency of consuming alcohol with a consumption of eight glasses a week. It needs to be taken into account that the actual usage of drugs, alcohol and cigarettes is probably higher, but not everyone will have admitted this. Insights into Health & Nutrition Part of the European PR survey programme 68
  • 69. Responsibility of unhealthy food consumption The opinion about who is most responsible for reducing the consumption of unhealthy food varies greatly from country to country. Previous results have shown that Russians most often think that unhealthy food should be surtaxed. They also believe that manufacturers and the government are responsible for unhealthy food consumption. The Dutch and Germans most often think they are responsible themselves.100 % manufacturers 90 16 20 21 15 18 31 3 28 3 % the media 80 4 1 9 70 4 21 % the consumer 60 26 50 33 39 70 58 % consumer organisations 69 28 2 40 2 % retailers 30 8 12 11 20 40 3 % government 6 5 3 3 10 15 3 5 10 12 2 2 7 2 6 5 5 5 2 4 % others 0 1 1 FR DE IT RU SP NL UK Q14 Base: all respondents n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition Part of the European PR survey programme 69
  • 70. Smoking habits Ordinary cigarettes still have the highest penetration among smokers, especially in Russia. Hand-rolled cigarettes are far behind: they are mostly used by the Dutch and people from the United Kingdom.100 90 94 80 86 83 70 76 73 60 66 60 50 40 38 30 32 20 27 18 10 10 3 4 2 11 5 3 2 3 3 11 5 2 8 5 2 0 FR DE IT RU SP NL UK % cigarettes % hand-rolled cigarettes % cigars % pipe Q23 Base: respondents who (sometimes) smoke n= 2464 314 328 349 423 374 405 271 Insights into Health & Nutrition Part of the European PR survey programme 70
  • 71. Smoking frequency Among people who (sometimes) smoke Hand-rolled cigarettes have the highest usage frequency among smokers (if base is large enough), especially in Germany and the Netherlands. Ordinary cigarettes are somewhat lagging behind: they are mostly used by the Germans.20 17,518 16,116 14,0 13,1 13,4 13,314 15,6 12,712 13,9 12,0 13,010 9,9 7,4 10,0 8 6,0 9,3 5,3 4,9 4,9 6 5,5 4 2,8 3,8 5,1 2 3,6 3,2 Atttention: 3,0 2,7 ! low base 1,6 0 FR DE IT RU SP NL UK # cigarettes per day # hand-rolled cigarettes per day # cigars per day # pipes per day Q24 Base: respondents who (sometimes) smoke Cigarettes n= 1821 216 233 277 394 300 233 168 Insights into Health & Nutrition 89 27 6 8 6 14 22 7 Cigars n= Hand-rolled n= 462 53 93 37 10 40 147 83 of the European PR survey programme 1 6 8 2 1 5 Part Pipes n= 31 8 71
  • 72. Alcohol consumption frequency Among people who (sometimes) drink alcohol The Dutch and people from the United Kingdom drink most during the week, with an average of more than one glass a day. Italian and Spanish people drink least with an average of five glasses a week.201816141210 8,2 8,0 6,9 6,9 8 6,2 5,3 6 4,6 6,8 6,7 4 5,6 5,3 5,6 5,0 2 4,0 0 FR DE IT RU SP NL UK # glasses a week (incl. non-drinkers - 0 glasses) # glasses a week (drinkers only - min. 1 glass) Q21 Base: respondents who (sometimes) drink alcohol All n= 5937 897 822 772 798 743 898 1007 Insights into Health & Nutrition Drinkers only n= 5036 802 632 682 649 692 745 833 European PR survey programme Part of the 72
  • 73. Drug usage Subject not applicable for Germany and ItalyDrug usage is relatively low, even in the Netherlands where drug usage is tolerated. It is likely to behigher in reality; people may not want to admit using drugs.Cannabis appears to be favourite among users. 9 86 1 6 FR 4100 1 1 5 6 6 5 8 77 16 18 20 RU 25 7 75 6 14 42 14 6 5 SP 9 50 98 91 9 92 94 92 24 67 19 7 22 NL 2 1 25 8 6 56 10 78 UK 2 6 ! Atttention: low base 0 1 5 3 3 13 18 FR RU SP NL UK 0 25 50 75 100 % no answer % other % heroin % mushrooms % speed % ecstasy % no answer % never % daily or less % cocaine % cannabis Q36 Base: all respondents n= 5501 1125 998 1008 1159 1211 Q37 Base: respondents who are using drugs n= 240 24 45 69 52 50& Nutrition Insights into Health Part of the European PR survey programme 73
  • 74. Target characteristics Insights into Health & Nutrition Part of the European PR survey programme 74
  • 75. Socio-demographics France [label] Weight Unweig ed htedGenderMale 48 52Female 52 48 Weighted UnweighAge ted18-24 11 1425-34 16 16 Occupation35-44 18 19 Agriculteur, viticulteur, forestier, etc. 0 045-54 18 18 Artisan, commerçant, chef d’entreprise 3 255 > 38 33 Cadre, profession intellectuelle supérieure 5 6 Profession intermédiaire 12 15Education Employé 40 34Primaire 2 2 Ouvrier 1 1Collège (6ème, 5ème, 4ème, 3ème) 4 3 Retraité ou pré retraité 15 11Technique court (CAP, BEP) 18 14 Elève ou étudiant 10 15Secondaire: seconde, 1ère, Terminale, 21 19 A la recherche dun premier emploi 2 2niveau Bac ou Brevet professionnel Sans activité professionelle 13 13Technique supérieur (IUT, BTS) 11 12Supérieur 1er cycle (Bac + 1 ou 2) 16 17 Income per monthSupérieur 2ème cycle (Bac + 3 ou 4) 15 18 Under € 1,000 4 4Supérieur 3ème cycle (Bac + 5 et plus) 12 16 € 1,000 to € 1,200 6 5I have never been to school 0 0 € 1,200 to € 1,500 10 8 € 1,500 to € 2,000 14 12Size of HH € 2,000 to € 2,500 15 151 19 19 € 2,500 to € 3,000 11 122 46 44 € 3,000 to € 4,500 20 223 17 18 € 4,500 to € 6,000 6 74 13 14Insights into 6,000 or more € Health & Nutrition 2 35> 4 Part of the European PR survey answer 5 Don’t know/no programme 12 75 12
  • 76. Socio-demographics Germany [label] Weight Unweig ed htedGenderMale 49 49Female 51 51Age Weighted Unweighted18-24 9 925-34 13 16 Occupation35-44 20 19 Selbständig / Freiberufler 4 745-54 18 19 Angestellter 44 4355 > 40 38 Beamter 4 6 Arbeitslos / arbeitssuchend 6 5Education Im Ruhestand 28 28Volks-/Grund-/Hauptschule ohne 5 3 Student 6 6abgeschlossene Lehre/Berufsausbildung Hausfrau / Hausmann 7 5Volks-/Grund-/Hauptschule mit 21 16abgeschlossener Income per yearLehre/Berufsausbildung 32 30 Under € 11,400 11 10Mittlere Reife/weiterführende Schuleohne Abitur € 11,401 to € 15,500 10 8Abitur, Hochschulreife ohne Studium 18 19 € 15,501 to € 21,200 13 11Studium (Universität, Hochschule, etc.) 24 31 € 21,201 to € 23,800 5 5 € 23,801 to € 29,500 9 10Size of HH € 29,501 to € 35,200 10 101 29 29 € 35,201 to € 46,600 12 122 43 44 € 46,601 to € 59,000 7 93 15 15 € 59,001 to € 70,000 7 64 10 9 € 70,000 or more 5 6 Insights into Health & Nutrition5> 2 2 Don’t know/no answer 12 11 76 Part of the European PR survey programme
  • 77. Socio-demographics Italy [label] Weighted UnweightedGenderMale 48 48Female 52 52 Weighted UnweightedAge18-24 9 10 Occupation25-34 16 19 Lavoratore autonomo/freelance 11 1235-44 20 18 Lavoratore dipendente 41 4145-54 17 18 Lavoratore statale 11 1255 > 38 36 Disoccupato/in cerca di lavoro 4 4 In pensione 16 14Education Studente 9 10Senza titolo 0 0 Casalinga/casalingo 8 8Scuola elementare 1 1Scuola media inferiore 8 7 Income per yearScuola media superiore 46 43 Under € 11,400 5 5Corsi professionali 3 3 € 11,401 to € 15,500 6 6Università senza laurea 13 13 € 15,501 to € 21,200 13 13Laurea 30 33 € 21,201 to € 23,800 9 9 € 23,801 to € 29,500 13 13Size of HH € 29,501 to € 35,200 11 101 13 13 € 35,201 to € 46,600 10 102 29 28 € 46,601 to € 59,000 6 63 29 28 € 59,001 to € 70,000 4 34 23 24 € 70,000 or more 3 3 Insights into Health & Nutrition5> 6 6 Don’t know/no answer 21 21 77 Part of the European PR survey programme
  • 78. 78 of Part 11 the European PR survey programme 12 5> 0 3 ха вт сд ерс 23Insights into Health & Nutrition в ы н е ч и н а рг о е н к о т а т с о д й ы н л о П , 24 4 т ято хаз 34 34 3 1 39 о т ч е с в е н о н и щ е в е иг о р о д ь т а п ук о п т уг о М , , 25 23 2 43 и ще в 8 7 1 49 50 еи г ор о д а н ен он уд же д о и уд е ан т е а та вХ , Size of HH 7 7 же д о а н е н он уд е ан т е а та вХ , 0 1 уде а н ге не д те а та в х е Н ьне петс Income per year 11 11 яанечу хишсыв арутнарипсА , ,2 еешсыв еоннечноказен ,) е о гур Д 68 68 или еешсыв азув восрук еенем еН ( 3 2 2 мо в тсйя з ох м ин ша мо д ьс ю а ми наз )е о нь л аи цепс е е нд е рс и л и 5 6 тне дутс е е щ бо е ен д е рс е щ и л и чу муки нхет ( , 20 20 , У Т П ж д е л ло к яи з а н ми г а л ок Ш , , , 5 5 и тсо нд и л а вни ) 6 6 оп й и щ ю а то ба р ен ре но иснеп / ( е е нд ерс ) 1 1 е о нл о пен е о нь л ач а н в осса л к о Д , ( 8-9 4 4 утобар ущи йынтобарзеб / Education 25 24 е р от ке с мо нне в тср ад усо г в юа то ба р 34 34 е р о тк ес мо нтса ч в юа то ба р 14 7 55 > 20 21 м а тк ар т но к оп ю а то ба р я бе с ан ю а то ба Р / 20 17 45-54 Occupation 22 22 35-44 23 29 25-34 ted ted 21 25 18-24Unweigh Weigh Age 51 51 Female 49 49 Male Gender hted ed Unweig Weight [label] Russia Socio-demographics
  • 79. Socio-demographics Spain [label] Weigh Unweig ted htedGenderMale 49 48Female 51 52Age Weighte Unweigh18-24 9 17 d ted25-34 20 2435-44 20 15 Occupation45-54 17 16 Autónomo/a, por cuenta propia 7 755 > 34 28 Trabajador asalariado 39 38 Funcionario 8 8Education Desempleado/buscando trabajo 13 14No sabe leer (analfabeto) 0 0 Jubilado/a 15 13Sin estudios. Sabe leer o Estudios Primarios incompletos 0 0 Estudiante 7 11Enseñanza de Primer Grado 30 3 Amo/a de casa 11 10Enseñanza de Segundo Grado/1er. Ciclo 17 15Enseñanza de Segundo Grado/2er.Ciclo 49 47 Income per yearEnseñanza de Tercer Grado 15 17 Under € 11,400 12 12Enseñanza de Tercer Grado Universitario 15 17 € 11,401 to € 15,500 12 11Other 0 0 € 15,501 to € 21,200 15 15No answer 1 0 € 21,201 to € 23,800 8 7 € 23,801 to € 29,500 11 11Size of HH € 29,501 to € 35,200 8 81 9 8 € 35,201 to € 46,600 8 82 31 30 € 46,601 to € 59,000 4 43 31 31 € 59,001 to € 70,000 3 24 24 25 € 70,000 or more Insights into Health & Nutrition 2 25> Part of the European5 survey programme answer 4 PR Don’t know/no 18 79 20
  • 80. Socio-demographics The Netherlands [label] Weighte Unweigh d tedGenderMale 49 46Female 51 54 Weighted UnweightedAge18-24 11 6 Occupation25-34 16 13 Zelfstandig ondernemer/freelancer 7 535-44 20 22 Werkzaam in loondienst 42 4145-54 19 22 Werkzaam bij de overheid 6 455 > 34 37 Werkloos/werkzoekend 6 7 Gepensioneerd of VUT 22 22Education Studerend/schoolgaand 5 3Geen onderwijs/basisonderwijs 1 2 Huisvrouw/huisman 12 16Lbo/vbo/vmbo 8 12Mavo/eerste 3 jaar havo of vwo/vmbo 11 16 Income per yearMbo 29 29 Under € 11,400 5 6Havo/vwo 16 12 € 11,401 to € 15,500 5 7Hbo/w.o. bachelor of kandidaats 29 24 € 15,501 to € 21,200 6 7W.o.-doctoraal of master 7 5 € 21,201 to € 23,800 7 6 € 23,801 to € 29,500 7 8Size of HH € 29,501 to € 35,200 14 151 21 23 € 35,201 to € 46,600 10 92 43 42 € 46,601 to € 59,000 10 83 16 14 € 59,001 to € 70,000 6 54 21 15 € 70,000 or more 5 4 Insights into Health & Nutrition5> 6 6 Part of the European PR survey answer Don’t know/no programme 25 25 80
  • 81. Socio-demographics United Kingdom [label] Weighted UnweightedGenderMale 48 48Female 52 52Age18-24 11 1125-34 17 1435-44 20 1945-54 17 15 Weighted Unweighted55 > 35 41 OccupationEducation Self-employed/freelance 6 7Degree or higher 31 30 Salaried employment 44 41A level/AS level 21 20 Working for government 6 6GCSE 23 24 Unemployed/looking for a job 6 6Vocational / trade apprenticeship 14 15 Retired 25 28qualification 5 5 Student 5 4Other 6 7 Housewife/househusband 8 8None of these Income per yearSize of HH Under £20,000 33 341 20 21 £20,001 to £34,999 25 252 42 43 £35,000 to £59,999 17 163 17 17 £60,000 to £99,999 7 64 14 13 £100,000 or more 1 1 Insights into Health & Nutrition5> 6 6 Don’t know/no answer 17 18 81 Part of the European PR survey programme
  • 82. Appendix Insights into Health & NutritionPart of the European PR survey programme 82
  • 83. QUESTIONNAIRE (1/3) Q8. How often, if ever, do you consume organicBackground questions products?Main questionnaire Q9. What types of organic food or drinks do you consume? Q1. Do you believe your diet is adequate to promote Q10. Why do you consume organic products? your health? Q11a. Which of the following would encourage you to Q2. Which of the following best describes your consume more organic products? eating habits? Q11b. What is the reason why you do NOT consume Q3. Do you have to watch your weight/be careful organic products? about your diet? Q12. Below you see some ingredients. Q4. Currently, do you intend to gain/remain/lose • Which of these ingredients have you ever have weight? heard of? Q5. Have you used any of the following in the past • Which of these ingredients do you (sometimes) 12 months to help you lose weight? look for when you buy your food or drinks? (e.g. by reading the labels) Q6. Have you followed a special diet during the last 12 months? Q13. To what extent do you agree or disagree with the following statements? Q7. How often do you: Q14. In your opinion, who is most responsible for • 1. eat vegetables? reducing the consumption of unhealthy food? • 2. eat fruit? Q15a. How well-informed do you feel you are when it • 3. eat meat? comes to healthy or unhealthy nutrition? • 4. eat fish? Q15b. Do you ever search for information on nutrition • 5. eat a vegetarian meal? in sources other than product labels? (for example on • 6. eat a home-cooked meal? the internet or with family, friends or doctors) • 7. smoke? Q16. Which source(s) of information do you use? • 8. drink alcohol? Q17. What is your opinion about your own health? Insights into Health & Nutrition Part of the European PR survey programme 83
  • 84. QUESTIONNAIRE (2/3)Q18a. How many hours per week do you exercise Q29. What is your opinion about alternative medicine?(medium to high intensity, like sports, cycling, walking Q29a. Have you ever used alternative medicine?at a medium to high pace)? Q30a. These days it is possible to find a lot ofQ18b. Do you play sport on a regular basis (at least information on the internet. Some people use this toonce a week)? diagnose themselves for a certain disease. How often,Q19. Which means of transport (if any) do you use for if ever, have you self diagnosed…your usual trips, for instance to go to work or to • 1. over the internetschool? • 2. through other media like books and literatureQ21. In one of the previous questions you said you Q30b. Do you ever do any of the following at home?(sometimes) drink alcohol. How many glasses ofalcohol did you drink during the last seven days? • 1. check your cholesterol level(Count a pint or a half-litre glass as two glasses) • 2. check your blood pressureQ23. In one of the previous questions you said you • 3. check your weight(sometimes) smoke. What do you smoke? Q31. Do you ever buy medicines over the internet?Q24. On average, how many < answer previous Q32. Please fill in your height.question> do you smoke per day? Q33. Please fill in how much you weigh.Q25. Some medicines you can get without a Q34. What are your general eating habits per week (inprescription from your doctor. Which of the following an average week)?have you bought for yourself in the last 12 months – • Breakfastwithout consulting a doctor? • Snacking in the morningQ26. When did you last visit a doctor (GP or • Lunchspecialist) for a consultation? • Snacking in the afternoonQ27. Has your doctor prescribed you drugs that you • Dinnerhave to take for a long time (chronic) and if so, howmany do you take currently? (Note: the contraceptive • Snacking in the eveningPill should not be regarded as a medicine) Insights into Health & Nutrition Part of the European PR survey programme 84
  • 85. QUESTIONNAIRE (3/3) Q35. How many times do you eat out-of-home in an average week? • Breakfast • Lunch • DinnerBackground questions Q38. What is your occupation? Q39. What is your highest level of education? Q40. What is your household’s gross income on a yearly basis? This is the sum of all incomes from paid employments, benefits and pensions of all people in your household per year. Q41. How many members are in your household (including yourself)? Q42. In which region do you live?Additional drugs usage questions Q36. How often do you use drugs (like cannabis, cocaine etc.), if ever? Q37. Which drugs do you use? Insights into Health & Nutrition Part of the European PR survey programme 85
  • 86. SEGMENTATION METHODOLOGY (1/2)The lifestyle segmentation is realized by means of behavorial variables, including the BMI and a selection ofquestions. The selected questions are referring most to the extent to which one is living a healthy life. Habitswith a negative impact on health are having a higher score than habits with a neutral or positive impact. Usingthis method a health score was calculated for each respondent.The following variables and corresponding scores have been used to calculate the individual health scores:BMI Q7_1, 2. Vegetables/fruit consumption• Underweight (0) • At least 2-3 times a day (0)• Normal weight (0) • Once a day (0)• Slight overweight (0) • 4-6 times a week (0)• Overweight (1) • 2-3 times a week (0)• Obese (2) • Once a week (1)• Morbidly obese (4) • Less than once a week (2) • Never (2)Q1. Adequate diet to promote health• Definitely (0) Q7_7. Smoking habits• Probably (1) • At least 2-3 times a day (3)• Probably not (1) • Once a day (1)• Definitely not (2) • 4-6 times a week (1) • 2-3 times a week (1) • Once a week (1) • Less than once a week (0) • Never (0) Insights into Health & Nutrition Part of the European PR survey programme 86
  • 87. SEGMENTATION METHODOLOGY (1/2)Q18a. Hours exercise per week Q19. Means of transport for usual trips• 0 (3) • Bicycle (0)• 1 (3) • Car (2)• 2 (2) • Walking (0)• 3 (1) • Public transport (1)• 4 or more (0) • Motorbike (1) • Taxi (2)Q18b. Playing sports on a regular basis • Other (0)• Yes, more than 4 times a week (0)• Yes, 2-3 times a week (0) Q21a. Alcohol consumption• Yes, once a week (1) • 0-15 (0)• No, but I would like to (2) • 16-20 (1)• No, and I don’t want to (2) • 21-30 (2) • More than 31 (3)The total distribution of respondents with scores varying from 0 to 20 have been divided, on a European level,into four equal groups. The country specific segmentation was developed by using the same classification.• Score 0 to 2: Very healthy lifestyle (EU: 22%)• Score 3 to 4: Medium healthy lifestyle (EU: 21%)• Score 5 to 7: Medium unhealthy lifestyle (EU: 32%)• Score 8 to 20: Unhealthy lifestyle (EU: 25%) Insights into Health & Nutrition Part of the European PR survey programme
  • 88. QUESTIONS & CONTACTIf you have any questions about this report, please contact TNS NIPO in The Netherlands: Petra Kramer • Research Consultant Health & Welfare • +31 (0)20 5225 413 • petra.kramer@tns-nipo.com Desirée van der Veen • Research Executive Consumer • +31 (0)20 5225 731 • desiree.van.der.veen@tns-nipo.com Insights into Health & Nutrition Part of the European PR survey programme 88