Irish attitudes towards food highlighted in new research
Bord Bia has released new research highlighting Irish consumers' changing attitudes to grocery shopping and meal preparation
30 October 2013
This week Bord Bia released its findings from new research into Irish consumers’ changing behaviours and attitudes towards grocery shopping and meal preparation. Bord Bia’s biennial PERIscope study has, since 2001, been exploring consumer attitudes towards topics such as eating at home, cooking, local food, the environment, and health and wellbeing.
People have become more cash savvy according to PERIscope with 81% of people now looking for the best value for money compared with only 71% in 2005. 79% of those surveyed feel that quality, especially in relation to fresh food, is more important than price. The results also show that people have become more health conscious when it comes to their eating habits with three quarters obeying the five fruit a day rule.
There has also been a direct move away from convenience food, resulting in a decline from 62% in 2005 to just 48%. This is closely linked to a growing trend in people becoming more interested in cooking and finding more enjoyment in preparing meals. 70% of Irish respondents enjoy being able to cook a great meal and 15% consider food to be a passion. Tighter budgets have also seen one in four people turn to entertaining at home.
Where our food comes from continues to be highly important to Irish consumers with 70% thinking it is important to buy local and 77% of regularly checking the country of origin for products we pick up in the supermarket. Quality assurance is also key for Irish consumers with three quarters of those studied checking for quality symbols such as Bord Bia’s Quality Mark. The area of traceability is equally as important given events earlier in the year.
The majority of Irish respondents (85%) feel they have a healthy diet which is up from 79% in 2005. With the desire to eat more healthily and lead healthier lives, 67% of people would like manufacturers to help them to eat healthier. In the overall study, Irish consumers claim to be the healthiest when it comes to diet.