The latest Bord Bia PERIscope (Purchasing and Eating in the Republic of Ireland) research shows that 56 percent of Irish consumers are more conscious of environmental issues when selecting food products. 51 percent of consumers also commented that they prefer to buy from companies that are aware of their impact on the environment. The research was presented at Bord Bia’s annual Food and Drink Industry Day, which took place at the IMI in Dublin today.
Despite consumers awareness of environmental issues, emerging food terms such as ‘sustainability’, ‘carbon footprints’ and 'food miles' are yet to be fully embraced and understood by consumers. Only 30 percent of Irish consumers were aware of the term ‘carbon footprint’ while two thirds of consumers had never heard of the term ‘food miles’.
Bord Bia’s, Chief Executive Aidan Cotter, in introducing the day’s keynote speaker, David Gregory, Technical Director, Marks & Spencer, commented that the retail sector is a major driver of environmental solutions to meet emerging consumer concerns. Marks & Spencer presented their five year business-wide eco plan ‘Plan A’ which outlined that by 2012 they will become carbon neutral; send no waste to landfill; extend their sustainable sourcing; set new standards in ethical trading and help customers and employees live a healthier lifestyle.
The PERIscope research also revealed that convenience remains a strong consumer driver with busy lifestyles impacting on food choice. 75 percent of Irish consumers said they choose food that is quick and easy to prepare - a 20 percentage point increase in just 6 years. Hectic routines are also impacting on meal preparation with one in two Irish adults saying they are too busy to cook as often as they’d like and almost 50 percent using ready-to-eat foods. Cooking from scratch is also on the decline with only 3 out of 10 consumers preparing meals from scratch.
Health and wellness continues to be high on the consumer agenda. With increasingly demanding lifestyles, consumers are recognising that food is also a key factor in their mental performance. 73 percent of consumers in Ireland (+5% vs. 2005) said they ‘eat to enrich or enhance their mental alertness and spiritual wellbeing’ compared with only 58 percent in Great Britain.
Today’s consumers are also increasingly concerned about eating healthier. 3 in 10 Irish consumers said they have changed their eating habits in the last year to be healthier. The healthier eating regime means that 77 percent eat foods that are low in fat and 8 out of ten try to limit the amount of fast food they eat. Almost three quarters of Irish adults also said they would be willing to pay more for healthy food.
Organic food was has steadily increased in awareness and popularity with the overall incidence of purchasing organic food in Ireland up from 30 percent in 2003 to 46 percent in 2007. Consumer spending on organic produce has also increased with the average monthly spend of €40 in ROI, up from €29 in 2003. The most frequently purchased food types continue to be vegetables, fruit, poultry and dairy products. The primary reasons for buying organic food in Ireland remains consistent with health perceptions, higher quality and lack of chemicals/pesticides the three top reasons.
PERIscope is designed to track changing consumer lifestyles and compare the behaviour of Irish consumers to those in Northern Ireland and Britain, Ireland’s largest food and drink export market. The research demonstrates how attitudes are changing in relation to food and drink preferences and habits and provides Irish food and drink companies with vital information to formulate more effective marketing strategies tailored to the consumer dynamics in each market.