frozen foods - a look at the uk's frozen food habits
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Frozen FoodsA look at the UK’s frozen food habits in conjunction with The Grocer
32%
60%
8%
32% of the British public consider frozen food to be worse than fresh food, rising to a peak of 39% amongst those aged 25-34 year olds. However, the jury is still out for the majority with 6 in 10 perceiving
them to be neck-and-neck.
Q1. What’s your opinion of frozen food in general?Base: All respondents (2007)
Better than fresh foodWorse than fresh food
About on par with fresh food
Opinions of Frozen Food
57%
33%
17%
13%
12%
10%
10%
9%
8%
7%
6%
5%
5%
9%
The main reason why the 32% people consider frozen food to be worse than fresh food is that the quality is perceived to be lower.
Reasons Why Frozen Food is Worse Than Fresh Food
Lower quality
I'm a scratch cook!
Frozen food is dodgy.. look at the horsemeat scandal!
Frozen food packaging is often damaged or frosted over
The food I like to eat isn't available frozen
Not much choice of products
Frozen food is heavy and inconvenient to take home
The way it is displayed in store is unwelcoming
Lack of decent brands to choose from
The labelling on frozen food isn't very good/clear
The freezer section of the store is too cold
The food is too cheap... I'd be embarrassed to serve it in my home!
Frozen food is old fashioned
Other Q3. If worse, why?Base: All respondents who said frozen food is worse (635)
For the 8% who thought frozen food was better than fresh food, around half perceived it to be fresher or more nutritious, more convenient and creates less waste
Reasons Why Frozen Food is Better Than Fresh Food
Frozen food is fresher
More convenient
Avoids food wastage
Freezing preserves nutritional value better
Better value for money
Higher quality
More choice of products
Other
50%
47%
46%
45%
43%
29%
24%
2%
Q2. If better, why?Base: All respondents who said frozen food is better (162)
30% of Brits turn their nose up at frozen food saying ‘It is not for people like me!’. 15% buy frozen food online to avoid the hassle
70%
30%
Frozen food is for people like me and my family
Frozen food is for other people, it‘s not really my thing
The practicalities of buying frozen food do not bother me
I buy frozen food online and get it delivered because it takes the hassle
out of it
I don’t buy frozen food
I avoid buying frozen food in store because it’s heavy, impractical and has begun to thaw by the time I get home
69%
15%
9%
8%
Attitudes and Behaviour Towards Frozen Food
Those from the South West were significantly more likely than other regions to perceive frozen
food as being for other people
Q4. Which ONE of these statements do you most agree with?Q5. Thinking of the practicalities of buying frozen food, which of the following statements apply to you?
Base: All respondents (2007)
Up to 27% of 25-44 year olds buy frozen food online for convenience.
Other:2%
43% claimed that nothing would encourage them to buy more frozen food! For those who are open to the idea, it is products such as complicated puddings, you can’t cook yourself
and high quality, diet specific ready meals that see the greatest levels of interest.
Nothing would encourage me to buy more frozen
food:
43%
Premium Meat:
16%
Which of the following premium product developments would encourage you to buy more frozen food?
Q6. Which of the following premium product developments would encourage you to buy more frozen food?Base: All respondents who buy frozen food (1836)
Complicated puddings you can’t cook yourself:
29%
High quality, diet specific ready meals:
21%
Complicated patisserie style products:
17%
Unusual fruit and vegetables:
15%
Exotic meat:
12%
Appendix –Approach & Demographics
7© Harris Interactive
• We conducted an online omnibus survey with 2,007 adults aged 16+ across England, Scotland, and Wales between 3rd-12th February 2015
• The Harris Global Omnibus interviews members of the general public who have opted in and voluntarily agreed to participate in online research studies. Through careful recruitment and management, we are able to rapidly survey large numbers of the general population and accurately represent the views of the nation.
• We have over 400,000 active panellists in the UK and our panel is used solely for market and opinion research. Members are contacted at random and invited to take part in a survey.
Approach and Panel
© Harris Interactive 8
Omnibus Audience – a representative sample
12%
9%
4%
9%
9%17%
9%
5%
14%
12%
© Harris Interactive 9
• The results of the study were weighted to best reflect the size and shape of the population of Great Britain
• This means that the results in this report reflect an audience that is as true as possible of the population with the same age, gender and regional profile. The audience profile is detailed below.
• Of course not everyone in GB has internet access, but online panel research results are considered to be extremely accurate. In fact, according to the British Polling Council, Harris Interactive was the most accurate online polling company during the last UK elections in 2010: http://www.britishpollingcouncil.org/press100508.html
N/A
Gender Age
Region
49% 51%
12%
17%
19%17%
35%16 - 2425 - 3435 - 4445 - 5455+
Lucia Juliano | Head of Consumer & Retail Research | LJuliano@harrisinteractive.co.uk079 89 39 22 51 | 0161 242 1365 | 0161 242 1360
For Further Information please contact :
© Harris Interactive
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