HEALTHY EATING REPORT QUANTITATIVE RESEARCH TOP L I NE RESUL TS | - PowerPoint PPT Presentation

HEALTHY EATING REPORT QUANTITATIVE RESEARCH TOP L I NE RESUL TS | AUGUST 2 0 1 9

Research Background Research Goals Healthy eating is increasingly gaining The aim of this study is to better comprehend the consumer attitudes towards healthy importance in consumers’ life worldwide. eating quantifying some of the findings of After conducting an exploratory the qualitative research of 2018 like: qualitative study in 9 countries, Global • Attitudes on habits towards healthy eating decided to dib deeper into the findings, • Healthy eating trends understand attitudes towards healthy eating and highlight differences in • Opportunities and threats consumer motives across 16 countries in 4 continents. HEALTHY EATING TOP LINE REPORT _ page: 2

Methodology Target Group CAWI (Computer Assisted Web Interviewing) The study was conducted in June – July, • Aged: 18 – 65 2019, in 16 countries including: Brazil • National representative Canada sample China Croatia • Requirement: Healthy Eating Czech Rep. is important to me. Germany Greece Hungary Japan Romania Russia Slovakia Thailand The Philippines Turkey USA With a sample of approx. 500 respondents per country. Respondents were those who paid attention to healthy eating . HEALTHY EATING TOP LINE REPORT _ page: 3

WEIGHTING Sample Composition REGION COUNTRY SAMPLE (% of the total sample) Canada 500 6.20% North America USA 501 10.20% South America Brazil 500 10.20% Weighted Sample Czech Rep 500 3.00% Slovakia 500 3.00% Germany 500 6.20% 16% 33% Hungary 500 3.00% 10% Europe Romania 520 3.00% Croatia 500 3.00% 41% Russia 500 10.20% Greece 500 3.00% Turkey 500 6.20% China 500 10.20% Japan 504 10.20% Asia North America South America Europe Asia The Philippines 500 6.20% Thailand 469 6.20% *Weighting was conducted based on the population of each country, with countries below 30 million people multiplied by 1, those between 30-100 million multiplied by 2, and those over 100 million multiplied by 3. HEALTHY EATING TOP LINE REPORT _ page 4

What did Qual Show Us Few differences are perceived between Good health is all about balance and the terms Bio and Organic and the term, mental health is a key component of this. ‘Functional Food’ has little or no Trying to eat healthily all the time is currency/ meaning. Organic is the more actually counter productive. widely understood term, taken broadly to mean free off chemicals and Hydration is seen as critically important to fertilisers. good health. When functional food is explained, Participants are turning away from the participants are fine with highlighting convenience of processed foods and health giving properties of foods which prepared meals and recognising that occur naturally, but are suspicious about home cooked food using fresh ingredients foods which are ‘engineered’ to provide is better for them and their families. health benefits: this appears unnatural. There is also a move away from artificial Overall, participants are willing to pay sweeteners back to healthier, more marginally (but not substantially) more natural sugars for healthier foods (including bio and organic), but have concerns around paying for what’s on the label rather than a higher quality product with more nutritional benefits. HEALTHY EATING TOP LINE REPORT _ page: 5

Main Findings HEALTHY EATING TOP LINE REPORT _ page: 6

Q 7. Do you or any family member who lives with you suffer from any of the following chronic decease/ condition? Total Europe N. America S. America Asia [Ν=] 7994 4520 1001 500 1973 Stress 25% 24% 31% 35% 20% CHRONIC Hypertension / high blood pressure 17% 16% 18% 16% 17% DISEASES Gastrointestinal problems/ Digestive disorders 15% 16% 14% 17% 15% (Respondents about themselves) Obesity 13% 15% 14% 16% 10% Depression 13% 9% 27% 16% 8% Joint problems / osteoporosis / osteoarthritis (knee, hip, other) 13% 14% 15% 13% 11% Stress appears to be the number one Vitamin/mineral deficiency 12% 14% 10% 14% 12% disease respondents suffer from especially in North and South High cholesterol / dyslipidemia 12% 10% 14% 19% 11% America. North America suffers heavily from Arthritis 11% 7% 18% 6% 13% depression especially compared to Europe and Asia. Lung disease: Asthma, COPD (Bronchitis, Emphysema) 9% 8% 12% 11% 8% The percentage of Asian Food intolerance(s) (e.g. lactose, gluten intolerance) 8% 6% 14% 12% 7% respondents not suffering from any major disease is higher for Asia. Psychiatric disorders (Bipolar/anxiety/schizophrenia) 7% 4% 13% 15% 5% Depression: Canada 25% Eating Disorders (e.g. anorexia, bulimia) 4% 2% 4% 4% 6% Alcohol related issues: China 27% None of the above 37% 36% 32% 28% 43% None of the above: Turkey 52% ALL RESPONDENTS HEALTHY EATING TOP LINE REPORT _ page: 7

Q11. What does ‘’eating healthy’’ mean to you? ; Total Europe N. America S. America Asia [Ν=] 7994 4520 1001 500 1973 Eating more fruits and vegetables 68% 70% 64% 85% 62% Understanding Well balanced diet 66% 68% 61% 70% 65% “ Healthy Eating fresh 60% 67% 58% 63% 51% Eating ” Natural foods 52% 62% 45% 54% 42% Low sugar 52% 56% 49% 80% 40% Eating home foods 50% 55% 45% 62% 43% Avoiding fried food 48% 51% 49% 79% 36% Eating more fruits and vegetables Eating high fiber foods 43% 41% 37% 71% 40% and having a well balanced diet are the factors considered more as Low fat 41% 41% 36% 63% 36% constituting healthy eating. Avoiding trans fat foods 37% 34% 37% 68% 30% In Europe Eating fresh and Natural Avoid canned food 36% 38% 26% 75% 25% foods are considered more important than North America and Asia. Whole grains 35% 39% 41% 57% 21% Whole grains and low sodium foods Organic foods 35% 37% 31% 39% 35% are considered more important in N. America. Low sodium 33% 21% 38% 71% 33% Low sugar diets and avoiding fried Low calorie foods 27% 22% 27% 30% 30% foods are more important to S. America. Low carbs 26% 22% 34% 38% 23% Avoiding fried food: Czech Rep 79% To avoid animal protein 10% 9% 10% 11% 12% Organic foods: Russia 57% ALL RESPONDENTS HEALTHY EATING TOP LINE REPORT _ page: 8

Q 12. How would you describe your own health in general? Q 13. How often do you have a full medical or health check up; Q14. How often do you exercise? 44% Total 38% Europe Excellent/ Very good health N. America 52% condition S. America 51% HEALTH Asia 46% SITUATION 63% Total 50% Europe Medic/ Health check at least People from North and South N. America 70% once a year America perceive their health as S. America 79% better especially compared with those in Europe. Asia 72% People from Asia and S. America are much more likely to perform a Medic/ Health check at least once per year than those in Europe. 10.68 People in N. America are the ones Total exercising more often. 9.21 Europe Exercise frequency (times a N. America 13.10 month) Excellent/ very good condition: The Philippines 58% S America 10.80 Asia 11.24 Exercise frequency: China 16.22 ALL RESPONDENTS HEALTHY EATING TOP LINE REPORT _ σελίδα : 9

Q 16b. Could you please identify serving and portion sizes of vegetables, carbohydrate and meat (protein) for each meal? Total Europe N. America S. America Asia MAIN MEAL COMPOSITION [Ν=] 3281 1574 431 197 1079 Vegetables 2: Carbohydrate 1: Meat(protein) 1 44% 38% 48% 41% 50% Vegetables 1: Carbohydrate 2: Meat(protein) 1 31% 34% 28% 30% 30% In Asia vegetables constitute a bigger portion of one’s main meal especially when compared to Vegetables 1: Carbohydrate 1: Meat(protein) 2 22% 24% 21% 21% 19% Europe. ALL RESPONDENTS HEALTHY EATING TOP LINE REPORT _ σελίδα : 10

Q17a. During the last 6 months, would you say you’re eating healthier than before? Q 17b. Which of the following actions have you taken in the last 6 months in order to eat healthier? 59% 59% Total 57% 53% 46% Europe ACTIONS N. America TAKEN THE S. America LAST 6 Asia MONTHS Definetely/ Somewhat Healthier Diet Total Europe N. America S. America Asia [Ν=] 7994 4520 1001 500 1973 Consuming more fruits and Consume more fruits and vegetables 67% 68% 57% 71% 69% vegetables is the most common action taken by respondents to eat Reduce sugar intake 57% 64% 50% 73% 50% healthier especially in S. America Prepare more meals at home 53% 49% 52% 55% 56% and Asia. Reduce/ eliminated processed foods 43% 37% 44% 66% 42% Actions like reducing sugar intake is not so common in N. America like it Consume more fish/ poultry 36% 37% 30% 38% 38% is in Europe and S. America. Reduce carbohydrates intake 34% 32% 33% 43% 35% In Asia reducing the intake of red meats is more common. Reduce or eliminate the intake of red meats 22% 17% 22% 17% 27% Reduce/ eliminated processed foods: Reduce the amount of animal protein 18% 15% 15% 11% 23% Japan 19% Consume less dairy products 17% 15% 19% 24% 17% Reduce carbohydrate intake: Join a healthy food delivery service 10% 5% 11% 8% 14% Hungary 59% THOSE WHO HAVE IMPROVED THEIR DIET COMPARED TO 6 MONTHS PRIOR HEALTHY EATING TOP LINE REPORT _ page: 11