Food for thoughtConsumer attitudes, behavioursand concerns on food
2 Food for thoughtThis overview into food habits is sourcedfrom Food 360, a report produced inpartnership between TNS and ...
© 2013 TNS 3IntroductionTNS has more conversationswith the world’s consumersthan anyone else. Here weshare some of the fin...
4 Food for thoughtAt my place ofwork / learningAt friends or familyWalking, in the street, whileshopping or while travelli...
© 2013 TNS 5Food and healthThere is a significant belief that food candamage your health. It is highest in China;possibly ...
6 Food for thoughtConfident yet concernedThere is high awareness of the risks thatfood can pose to health. Germans arethe ...
© 2013 TNS 784%are confident in the quality of the food we eatCompletely confident 11%Fairly confident 73%© 2013 TNS 7
8 Food for thought8 Food for thoughtAre we honest with ourselves?Almost half of us are obeseor overweight, yet 81% of usbe...
© 2013 TNS 9� I have to watch my weight / be careful what I eat� Overweight or obese*USA Germany UK Spain France UrbanRuss...
10 Food for thoughtWe seek reassuranceConsumers want to know what is in thefood they eat and where it is from.Russians fin...
© 2013 TNS 11Seeking innovations for healthHealthy innovations top our listConsumers would like to see foodcompanies direc...
12 Food for thoughtSeeking innovations for tasteWould you find it beneficial for foodbrands to innovate or invest furthera...
© 2013 TNS 13We want to be good citizensEating ethically carries an aura of virtueand, when prompted, we express interesti...
14 Food for thoughtFurther analysis now available...Want a more in-depth UKsegmentation analysis of people’sattitudes to f...
© 2013 TNS 15How TNS can helpAs the world’s leading custom researchcompany, TNS is a trusted advisor to animpressive portf...
TNS6 More London PlaceLondon SE1 2QYUnited Kingdomt +44 (0)20 7656 5294www.tnsglobal.comTwitter: @tns_ukTNS UK is part of ...
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Food for thought

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Food for Thought

‘Food for thought’, is a study conducted by TNS UK across a number of key European markets, Russia, China, and the US, speaking to 7000 individuals about their attitudes and behaviours relating to diet, mealtimes and health concerns.

http://www.tnsglobal.com/other-news/food-thought

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Food for thought

  1. 1. Food for thoughtConsumer attitudes, behavioursand concerns on food
  2. 2. 2 Food for thoughtThis overview into food habits is sourcedfrom Food 360, a report produced inpartnership between TNS and SIAL.MethodologyCountries: France, Germany, Spain, UK,USA, urban Russia and urban ChinaUrban Russia: towns 100,000+ inhabitants,Urban China (tier 1, 2 and 3 cities): larger &with above average income and educationSample size: c. 1000 in each countryDemographic: 18+ (18-55 in China)Fieldwork: June 2012Data collection: Interviews carried out online
  3. 3. © 2013 TNS 3IntroductionTNS has more conversationswith the world’s consumersthan anyone else. Here weshare some of the findingsfrom our global survey,speaking to 7000 individualsabout their attitudes andbehaviours relating to diet,mealtimes and concerns.Our love of food and cooking co-existswith worries about food safety. Cooking oildredged from sewers in China for resale,salmonella in American peanuts, mislabelledhorsemeat; there is a media diet of foodsafety scares and it concerns us. Half of ussay we feel it likely that the food we eat willharm our health, a figure that rises to 93%in China!We are also aware that our diet choicesaffect our health. Obesity is the mostmentioned issue with 78% of us watchingwhat we eat. It is perhaps unsurprisingtherefore that we prefer natural ingredientsand find reassurance in words like ‘100%natural’, and ‘no preservatives’.
  4. 4. 4 Food for thoughtAt my place ofwork / learningAt friends or familyWalking, in the street, whileshopping or while travellingIn a café, bar, restaurant,or fast food restaurantAt the cinemaor leisure venue4530 8399% of people eating ‘at least one meal’in each of these places regardless of dayFood for thought4Eating out of home is wellestablished, especially at lunch time.Regardless of meal, China scoresmorehighly against all measures.Eating at least one meal out (Mon–Fri %)BreakfastLunchDinnerEating out is commonplace� 7 country average � Urban China24 5455 835226
  5. 5. © 2013 TNS 5Food and healthThere is a significant belief that food candamage your health. It is highest in China;possibly a legitimate response to the needto improve food safety standards – an issueacknowledged by the Chinese authoritiesand reflected in the EIU Global Food Securityindex, where China comes 40th in the worldranking for food quality and safety. Frenchfears may be slightly overplayed – in thatsame study France takes second spot forquality and safety.I am at risk of the foodthat I eat damaging my health (%)93595544393333UrbanChinaFranceUrbanRussiaGermanyUSASpainUK40227213517Food quality andsafety country rank**EIU Global Food Security Index, June – September 2012
  6. 6. 6 Food for thoughtConfident yet concernedThere is high awareness of the risks thatfood can pose to health. Germans arethe least concerned, Chinese the most.Cancer is a significant concern in Chinawith 60% citing this as a probable risk.Food poisoning is particular concern inRussia and China (74%). Despite highrisk awareness most people (84%) are‘confident in the quality of the food weeat.’ However it is a heavily qualifiedconfidence: only 11% are completelyconfident in the quality of their food.The main health risksattributed to food (%)ObesityHigh cholesterolDiabetesFood poisoningCardiovascular diseaseHigh blood pressureFood allergiesLack of calciumCancerAlzheimers78755857565149353410
  7. 7. © 2013 TNS 784%are confident in the quality of the food we eatCompletely confident 11%Fairly confident 73%© 2013 TNS 7
  8. 8. 8 Food for thought8 Food for thoughtAre we honest with ourselves?Almost half of us are obeseor overweight, yet 81% of usbelieve that our eating habitsare good for our health.Even amongst the obese, that figure is 67%.Paradoxically, the USA and UK, two countrieswith high obesity levels, are most confidentin their assertion that their diet is good fortheir health.The contradiction in obese people believingtheir eating habits bring a health benefit isnot because of a lack of weight awareness:77% agree that they eat more than theyshould. Perhaps there is a poor understandingof how obesity affects health or a belief thatfood’s nutritional benefits outweigh anynegative consequences of being overweight.67%of the obese or overweightpopulation believe their eatinghabits are good for their health
  9. 9. © 2013 TNS 9� I have to watch my weight / be careful what I eat� Overweight or obese*USA Germany UK Spain France UrbanRussiaUrbanChina73 61 76 58 75 57 68 49 71 47 85 47 95 20ObesityWeight is an issue for most people: 75%said they have to watch what they eat and64% said they tried to maintain or loseweight during the last year. It is a concernthat is not always rational; 35% of thoseclassified as underweight tried to maintainor lose weight. There is irony in the factthat the Chinese, who are the most carefulabout what they eat, have least cause to be.* The figures refer to the proportion of the adultpopulation who are overweight or obese. Overweightis defined as having a bmi from 25 – 30 and obese ashaving a bmi greater than 30.
  10. 10. 10 Food for thoughtWe seek reassuranceConsumers want to know what is in thefood they eat and where it is from.Russians find the most reassurance inknowing about their food, with scores of71% for product ingredients and 56% forplace of manufacture. ‘Organic’ labellingis reassuring to Russians (41%) but less soelsewhere, least of all in the UK (15%).The Chinese place most trust in the presenceof a quality label (67%) and brand (57%).Furthermore, consumers are reassured moreby what is not in their food than by whatis. They do not want preservatives (77%) orpesticides (76%), artificial flavourings (72%),antibiotics (71%) or genetic modification(69%).They want natural ingredients (79%).Elements found most reassuringregarding food qualityProduct ingredientsOrigin/place of manufactureInformation on packagingProduct appearancePlace where you boughtthe productThe brandPresence of a quality labelProducer’s / shop’s infoon the productPriceOrganically producedOpinions of other consumers55%46%45%41%40%36%36%28%25%25%21%10 Food for thought
  11. 11. © 2013 TNS 11Seeking innovations for healthHealthy innovations top our listConsumers would like to see foodcompanies direct their creative energiestowards making foods that bring healthbenefits. Natural food scores highly butconsumers also want foods that makes ushealthier, keeps us slim, and are free ofallergens. At a country level, the desire forfoods with medical benefits is strongest inRussia and China and weakest in the USA,the UK and Germany.Would you find it beneficial for foodbrands to innovate or invest furtheralong these lines?Well-beingNatural healthNatural82%More natural food products / ingredientsMedicalHealth76%Preventative health food products whichmaintain / boost your healthDiet/slimming64%Products which help with keeping your figure,weight loss or the fight against obesity
  12. 12. 12 Food for thoughtSeeking innovations for tasteWould you find it beneficial for foodbrands to innovate or invest furtheralong these lines?Authenticity73%Authentic products produced using traditional skillsStorage73%Improved length of time the product stays freshand retains its taste characteristicsSensations65%Diversity of tastes, flavours, colours, texturesTraditionalConveniencePleasureTraditional foods appealA preference for authentic productionmethods echoes our desire for simple,natural ingredients. We want our foodprepared by artisans. But we also want foodthat stays fresh longer, is faster to prepareand comes in a diversity of tastes, texturesand colours. In other words we want ourfood produced by an 18th century millerwith a PHD in Food Technology!The evident tension here providesopportunity for innovation.
  13. 13. © 2013 TNS 13We want to be good citizensEating ethically carries an aura of virtueand, when prompted, we express interestin food innovations that respect theenvironment, are locally sourced and do notexploit the workers. We want to be goodcitizens. However, the reality of what wedo doesn’t always match our high ideals.For example, although 74% want moreenvironmentally friendly foods, when askedwhat they actually prefer to buy, only 50%said they bought food with less or recyclablepackaging.Environmentally Friendly74%I would like more food products which respect theenvironment preserve natural resourcesWould you find it beneficial for foodbrands to innovate or invest furtheralong these lines?Seeking innovations for sustainabilityLocal74%I would like more food productsmade in my region or close byEthical66%I would like more food products made whilerespecting the workers’ and / or producers’ rights
  14. 14. 14 Food for thoughtFurther analysis now available...Want a more in-depth UKsegmentation analysis of people’sattitudes to food?If you would like to learn more about all six clusters or to get more depth aboutthe UK data and segmentations, please contact Colin Moyer on+44 (0) 207 656 5121 – colin.moyer@tnsglobal.comAge, education, number of children and time to cook all helpdetermine our attitudes to food and cooking. TNS’ additionalanalysis of the UK, divides the nation into six distinct clusters;Wholesome Diners, Culinary Connoisseurs, Mobile Millennials,Rapid Refuelers, Modern Feasters and Family Feeders.This group loves cooking and areinspired by TV chefs. But they areyounger, often with children and theirbusy lives mean that they don’t havetime to spend cooking every day or toensure that they have a balanced diet.Family Feeders19%One cluster in focus:
  15. 15. © 2013 TNS 15How TNS can helpAs the world’s leading custom researchcompany, TNS is a trusted advisor to animpressive portfolio of FMCG foodcompanies providing information andinsights which are vital inputs to their futureplanning and growth.TNS advises clients on specific growthstrategies around innovation, brand strategy,and shopper research – helping FMCGcompanies solve the most pressing businessissues at every stage of a product’s lifecycle.With a presence in over 80 countries,TNS has more conversations with theworld’s consumers than anyone else andunderstands individual human behavioursand attitudes across every cultural, economicand political region of the world.TNS is part of Kantar, one of the world’slargest insight, information and consultancygroups. Please visit www.tnsglobal.comfor more information.
  16. 16. TNS6 More London PlaceLondon SE1 2QYUnited Kingdomt +44 (0)20 7656 5294www.tnsglobal.comTwitter: @tns_ukTNS UK is part of TNS Global, the world’s biggest research company.TNS delivers precise plans to help our clients grow.Whatever your challenge TNS UK can help:n Innovation Product Developmentn Brand Communicationsn Retail Shoppern Stakeholder Managementn Qualitativen AutomotiveAbout TNS UK

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