Paula Donoghue, Consumer Insights and Innovation, Bord Bia-Irish Food Board
In our series looking at PERIscope 2013, we identified five key themes emerging from the research:
- A Foodie World
- Back to Basics
- The Environment
- Shopping Around
- Health & Wellness
As well as seeing a greater interest in cooking highlighted in previous Food Alert
We are seeing a ‘back to basics’ approach to buying and preparing food. People want to spend more time with the family, and are seeking out local and seasonal ingredients and produce, with transparency being seen as a strong mark of quality and trust.
Seven out of ten people in Ireland believe buying local food is important(up from 50% eight years go). We are also buying local food more often, with half of the population buying at least once a week.
Three out of four people in Ireland are seeking out country of origin labelling and Quality marks on packs as a sign of trust. Out of the ten countries we looked at, Ireland ranked second in terms of looking for Quality Marks, and fifth in importance when looking for Country of Origin labelling.
We also looked at the consumer’s awareness of the environment and whether or not it was a key driver in purchase decisions.
There is increasing awareness in both Ireland and Great Britain around environmental terms such as food miles, carbon footprint and sustainability. However, markets such as France and New Zealand still have the highest levels of awareness.
The environment continues to be of importance to consumers in many of the markets. Almost six out of ten people in Ireland are conscious of environmental issues when it comes to buying groceries.
About the research:
PERIscope 2013 is our biennial study looking at consumer eating, shopping and cooking habits which was launched in October. The research covers 10 markets, and full reports for each market are available here.