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Food for thought
This document summarizes findings from a global survey of 7,000 individuals about their attitudes and behaviors related to diet, meals, and food safety concerns. Key findings include: - Half of respondents feel the food they eat could harm their health, with 93% in China feeling this way. - Obesity is the top health concern, with 78% watching what they eat, yet many overweight individuals believe their diets are healthy. - Eating out is common, especially for lunch, with China having the highest rates of eating meals out. - Respondents seek reassurance about food ingredients and quality, and prefer natural foods without preservatives or GMOs. - Most would like to see innovations for
Food for thought
- 1. Food for thought Consumerattitudes, behaviours and concerns on food
- 2. 2 Food forthought This overview into food habits is sourced from Food 360, a report produced in partnership between TNS and SIAL. Methodology Countries: France, Germany, Spain, UK, USA, urban Russia and urban China Urban Russia: towns 100,000+ inhabitants, Urban China (tier 1, 2 and 3 cities): larger & with above average income and education Sample size: c. 1000 in each country Demographic: 18+ (18-55 in China) Fieldwork: June 2012 Data collection: Interviews carried out online
- 3. © 2013 TNS3 Introduction TNS has more conversations with the world’s consumers than anyone else. Here we share some of the findings from our global survey, speaking to 7000 individuals about their attitudes and behaviours relating to diet, mealtimes and concerns. Our love of food and cooking co-exists with worries about food safety. Cooking oil dredged from sewers in China for resale, salmonella in American peanuts, mislabelled horsemeat; there is a media diet of food safety scares and it concerns us. Half of us say we feel it likely that the food we eat will harm our health, a figure that rises to 93% in China! We are also aware that our diet choices affect our health. Obesity is the most mentioned issue with 78% of us watching what we eat. It is perhaps unsurprising therefore that we prefer natural ingredients and find reassurance in words like ‘100% natural’, and ‘no preservatives’.
- 4. 4 Food forthought At my place of work / learning At friends or family Walking, in the street, while shopping or while travelling In a café, bar, restaurant, or fast food restaurant At the cinema or leisure venue 45 30 8 39 9 % of people eating ‘at least one meal’ in each of these places regardless of day Food for thought4 Eating out of home is well established, especially at lunch time. Regardless of meal, China scores morehighly against all measures. Eating at least one meal out (Mon–Fri %) Breakfast Lunch Dinner Eating out is commonplace � 7 country average � Urban China 24 54 55 83 5226
- 5. © 2013 TNS5 Food and health There is a significant belief that food can damage your health. It is highest in China; possibly a legitimate response to the need to improve food safety standards – an issue acknowledged by the Chinese authorities and reflected in the EIU Global Food Security index, where China comes 40th in the world ranking for food quality and safety. French fears may be slightly overplayed – in that same study France takes second spot for quality and safety. I am at risk of the food that I eat damaging my health (%) 93 59 55 44 39 33 33 Urban China France Urban Russia Germany USA Spain UK 40 2 27 21 3 5 17 Food quality and safety country rank* *EIU Global Food Security Index, June – September 2012
- 6. 6 Food forthought Confident yet concerned There is high awareness of the risks that food can pose to health. Germans are the least concerned, Chinese the most. Cancer is a significant concern in China with 60% citing this as a probable risk. Food poisoning is particular concern in Russia and China (74%). Despite high risk awareness most people (84%) are ‘confident in the quality of the food we eat.’ However it is a heavily qualified confidence: only 11% are completely confident in the quality of their food. The main health risks attributed to food (%) Obesity High cholesterol Diabetes Food poisoning Cardiovascular disease High blood pressure Food allergies Lack of calcium Cancer Alzheimers 78 75 58 57 56 51 49 35 34 10
- 7. © 2013 TNS7 84%are confident in the quality of the food we eat Completely confident 11% Fairly confident 73% © 2013 TNS 7
- 8. 8 Food forthought8 Food for thought Are we honest with ourselves? Almost half of us are obese or overweight, yet 81% of us believe that our eating habits are good for our health. Even amongst the obese, that figure is 67%. Paradoxically, the USA and UK, two countries with high obesity levels, are most confident in their assertion that their diet is good for their health. The contradiction in obese people believing their eating habits bring a health benefit is not because of a lack of weight awareness: 77% agree that they eat more than they should. Perhaps there is a poor understanding of how obesity affects health or a belief that food’s nutritional benefits outweigh any negative consequences of being overweight. 67%of the obese or overweight population believe their eating habits are good for their health
- 9. © 2013 TNS9 � I have to watch my weight / be careful what I eat � Overweight or obese* USA Germany UK Spain France Urban Russia Urban China 73 61 76 58 75 57 68 49 71 47 85 47 95 20 Obesity Weight is an issue for most people: 75% said they have to watch what they eat and 64% said they tried to maintain or lose weight during the last year. It is a concern that is not always rational; 35% of those classified as underweight tried to maintain or lose weight. There is irony in the fact that the Chinese, who are the most careful about what they eat, have least cause to be. * The figures refer to the proportion of the adult population who are overweight or obese. Overweight is defined as having a bmi from 25 – 30 and obese as having a bmi greater than 30.
- 10. 10 Food forthought We seek reassurance Consumers want to know what is in the food they eat and where it is from. Russians find the most reassurance in knowing about their food, with scores of 71% for product ingredients and 56% for place of manufacture. ‘Organic’ labelling is reassuring to Russians (41%) but less so elsewhere, least of all in the UK (15%). The Chinese place most trust in the presence of a quality label (67%) and brand (57%). Furthermore, consumers are reassured more by what is not in their food than by what is. They do not want preservatives (77%) or pesticides (76%), artificial flavourings (72%), antibiotics (71%) or genetic modification (69%). They want natural ingredients (79%). Elements found most reassuring regarding food quality Product ingredients Origin/place of manufacture Information on packaging Product appearance Place where you bought the product The brand Presence of a quality label Producer’s / shop’s info on the product Price Organically produced Opinions of other consumers 55% 46% 45% 41% 40% 36% 36% 28% 25% 25% 21% 10 Food for thought
- 11. © 2013 TNS11 Seeking innovations for health Healthy innovations top our list Consumers would like to see food companies direct their creative energies towards making foods that bring health benefits. Natural food scores highly but consumers also want foods that makes us healthier, keeps us slim, and are free of allergens. At a country level, the desire for foods with medical benefits is strongest in Russia and China and weakest in the USA, the UK and Germany. Would you find it beneficial for food brands to innovate or invest further along these lines? Well-being Natural health Natural 82%More natural food products / ingredients Medical Health 76%Preventative health food products which maintain / boost your health Diet/slimming 64%Products which help with keeping your figure, weight loss or the fight against obesity
- 12. 12 Food forthought Seeking innovations for taste Would you find it beneficial for food brands to innovate or invest further along these lines? Authenticity 73%Authentic products produced using traditional skills Storage 73%Improved length of time the product stays fresh and retains its taste characteristics Sensations 65%Diversity of tastes, flavours, colours, textures Traditional Convenience Pleasure Traditional foods appeal A preference for authentic production methods echoes our desire for simple, natural ingredients. We want our food prepared by artisans. But we also want food that stays fresh longer, is faster to prepare and comes in a diversity of tastes, textures and colours. In other words we want our food produced by an 18th century miller with a PHD in Food Technology! The evident tension here provides opportunity for innovation.
- 13. © 2013 TNS13 We want to be good citizens Eating ethically carries an aura of virtue and, when prompted, we express interest in food innovations that respect the environment, are locally sourced and do not exploit the workers. We want to be good citizens. However, the reality of what we do doesn’t always match our high ideals. For example, although 74% want more environmentally friendly foods, when asked what they actually prefer to buy, only 50% said they bought food with less or recyclable packaging. Environmentally Friendly 74%I would like more food products which respect the environment preserve natural resources Would you find it beneficial for food brands to innovate or invest further along these lines? Seeking innovations for sustainability Local 74%I would like more food products made in my region or close by Ethical 66%I would like more food products made while respecting the workers’ and / or producers’ rights
- 14. 14 Food forthought Further analysis now available... Want a more in-depth UK segmentation analysis of people’s attitudes to food? If you would like to learn more about all six clusters or to get more depth about the UK data and segmentations, please contact Colin Moyer on +44 (0) 207 656 5121 – colin.moyer@tnsglobal.com Age, education, number of children and time to cook all help determine our attitudes to food and cooking. TNS’ additional analysis 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 are inspired by TV chefs. But they are younger, often with children and their busy lives mean that they don’t have time to spend cooking every day or to ensure that they have a balanced diet. Family Feeders 19% One cluster in focus:
- 15. © 2013 TNS15 How TNS can help As the world’s leading custom research company, TNS is a trusted advisor to an impressive portfolio of FMCG food companies providing information and insights which are vital inputs to their future planning and growth. TNS advises clients on specific growth strategies around innovation, brand strategy, and shopper research – helping FMCG companies solve the most pressing business issues at every stage of a product’s lifecycle. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world. TNS is part of Kantar, one of the world’s largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information.
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