Insights into Health & NutritionEuropean resultsPR survey programme 2010                                                  ...
The European image on health and nutrition   Content                                                 • Introduction and co...
IntroductionAs part of the European PR survey programme, TNS Netherlands has coordinated the topicNutrition & Health withi...
Participating countries                                                         This report contains all study            ...
Sample composition                                                                  Number ofSample size (per country)    ...
A lifestyle segmentation                        Insights into Health & Nutrition                 Part of the European PR s...
INTRODUCTION AND CONCLUSIONSThe results of this study are used to make a segmentation of health awareness, i.e. the extent...
OVERALL CONCLUSIONS ON SEGMENTATION         European insights across the lifestyle segments              Very healthy     ...
Segmentation per country      Compared to the proportional segmentation in Europe, the Italians and Dutch seem to have the...
Diet and health                         Insights into Health & Nutrition                  Part of the European PR survey p...
INTRODUCTION AND CONCLUSIONS  The second chapter focuses on the subject “Diet and health”. This chapter will provide insig...
MORE CONCLUSIONSTransport to work and school could be an opportunity to work on your weight. Although morethan half of the...
CONCLUSIONS ON SEGMENTATION   European insights into diet and health across the lifestyle segmentsEven among those Europea...
The Body Mass Index (BMI)              The Body Mass Index (BMI) is the ratio between the height and weight of your body. ...
BMI results by consumer segments      Men are more often overweight or even obese than women. The older, the heavier also ...
OVERALL RESULTS BEHIND THE BMI     Insights into nutrition habits across the BMI gradationThe responsibility of reducing t...
MORE OVERALL RESULTS BEHIND THE BMI     Insights into health habits across the BMI gradation(Morbidly) obese people visit ...
Exercising and sporting habits           Exercises from medium to high intensity, such as sports, cycling and walking     ...
Self-evaluation of eating habits  Italians most often feel their current diet is adequate to promote their health, while a...
Weight watching  A majority of the European citizens feel they need to watch their weight/be careful about their diet.  Mo...
Special diet usage            During the last twelve months    The Dutch use special diets least, while a third of the Ger...
Usage of products to lose weight   Russia has the highest usage of special products to lose weight; mainly tablets to stop...
Usage of products to lose weight    The Dutch, Germans and people from the United Kingdom use products to lose weight leas...
Transport for usual trips                 For instance to go to work or school     Although people in European countries m...
Transport for usual trips                  For instance to go to work or school         The image of the Netherlands being...
Feeling of being well informed  The Dutch feel best informed when it comes to healthy or unhealthy nutrition. Almost one f...
Search for information      Magazines/newspapers, TV programmes and friends/family are mostly consulted when it comes to  ...
Habits on meals and                               ingredients       Insights into Health & NutritionPart of the European P...
INTRODUCTION AND CONCLUSIONSThis chapter focuses on the habits of the European population when it comes to consuming healt...
MORE CONCLUSIONS   An explanation on the Russian results    This slide contains an additional explanation on the food cons...
Consumption of fruit and vegetables                                                                                       ...
Consumption of meat and fish                                                                                              ...
Consumption of vegetarian and home-cooked meals                     4                    15           4        9          ...
Consumption of cigarettes and alcohol                   22                      26                      16                ...
Eating habit frequency                Breakfast, lunch, dinner and snacks in between    In an average week dinner is eaten...
Eating habits out of home    The habit of eating out of home is highest when it comes to lunch. Especially the Italians an...
Ingredient awareness (TOP)                                                                                                ...
Ingredient awareness (BOTTOM)                                                                       % ingredients ever hea...
The European image on               health and nutrition       Insights into Health & NutritionPart of the European PR sur...
INTRODUCTION AND CONCLUSIONS“The European image on health and nutrition” provides a view on the frame of mind of the Europ...
CONCLUSIONS ON SEGMENTATION    European insights into the image on health and nutrition across the Lifestyle segmentsEurop...
% agree          Health and nutrition statements                                                                          ...
% agree        Health and nutrition statements                                                                            ...
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
Tns Nipo  European Health & food Study Sept. 2010
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Tns Nipo European Health & food Study Sept. 2010

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

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Tns Nipo European Health & food Study Sept. 2010

  1. 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. 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. 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. 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. 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. 6. A lifestyle segmentation Insights into Health & Nutrition Part of the European PR survey programme 6
  7. 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. 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. 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. 10. Diet and health Insights into Health & Nutrition Part of the European PR survey programme 10
  11. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 28. Habits on meals and ingredients Insights into Health & NutritionPart of the European PR survey programme 28
  29. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 39. The European image on health and nutrition Insights into Health & NutritionPart of the European PR survey programme 39
  40. 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. 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. 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. 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

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