Tns Nipo European Health & food Study Sept. 2010

Insights into Health & Nutrition
European results
PR survey programme 2010

September 2010
Inspired by the European Health & Nutrition
Part of the European PR survey programme 1
Survey, performed by TNS NIPO

The European image on health and nutrition
Content • Introduction and conclusions
• Health and nutrition statements
Behaviour on consuming organic products
Introduction • Introduction and conclusions
Participating countries • Frequency of organic product usage
Sample composition • Organic product usage
• Motivation for consuming organic products
Diet and health • Triggers for eating more organic products
• Introduction and conclusions • Barriers for never consuming organic products
• The Body Mass Index Taking a close look at medication
• BMI results by consumer segments • Introduction and conclusions
• Overall results behind the BMI • Doctor visit frequency and prescription of chronic
• Exercising and sporting habits medicines
• Self-evaluation of eating habits • Usage of medication without prescription
• Weight watching • Medication via the Internet
• Special diet usage • Opinion and usage of alternative medicine
• Transport for usual trips • Self-diagnosis via Internet or other media
• Feeling of being well informed • Self-diagnosis
• Search for information Unhealthy habits on food and non-food
Habits on meals and ingredients • Introduction and conclusions
• Introduction and conclusions • Responsibility of unhealthy food consumption
• Consumption of fruit and vegetables • Smoking habits
• Consumption of meat and fish • Smoking frequency
• Consumption of vegetarian and home-cooked meals • Alcohol consumption frequency
• Consumption of cigarettes and alcohol • Drug usage
• Eating habit frequency
• Eating habits out of home Target characteristics
• Knowledge of ingredients Appendix


Introduction

As part of the European PR survey programme, TNS Netherlands has coordinated the topic
Nutrition & Health within Europe.

By means of this survey TNS is able to promote its company and expertise in the field of health
and nutrition. A comparison study across countries such as this one is of great value, which
makes this study usable for general press, professional press and clients.

This study focused on the population aged 18 and over in order to understand their usage and
attitudes towards health and nutrition. The sample and fieldwork have been conducted by
Lightspeed.

The study was conducted across seven countries. The respondents were interviewed
throughout July 2010 (for detailed specifications regarding participating countries en sample
composition please see next slide).

Respondents were selected randomly. The respondent base was weighted according to age,
gender, region and Social Economic Status in order to correctly reflect the 18+ population.

Please note: the Russian results are not representative for the total Russian population, as only
Russians who live in cities of at least 100,000 citizens and who have Internet access at home
have been included in the study.


Participating countries

This report contains all study
findings. Charts showing all seven
countries are always ordered
alphabetically. As such each chart
starts with France and ends with
the United Kingdom.

Please note: when the term
“European countries” or
“European results” is used in this
report, we only refer to the
countries which are involved in
this study. The score is an
average of the seven countries.


Sample composition

Number of
Sample size (per country) interviews
Weighted base

France 1125 1125

Germany 1000 1000

Italy 1091 1091

Russia 998 998

Spain 1008 1008

The Netherlands 1159 1159

United Kingdom 1211 1211


A lifestyle segmentation


INTRODUCTION AND CONCLUSIONS

The results of this study are used to make a segmentation of health awareness, i.e. the extent to which one is aware
of ones health and has a healthy or unhealthy lifestyle. This segmentation is carried out based on behavioural
variables like adequacy of people’s diets to promote their health, BMI, consumption of fruit and vegetables,
exercise, smoking and alcohol usage. By awarding ‘penalty points’ to these variables a health score is created.
Few points refer to a healthy lifestyle, many points refer to an unhealthy lifestyle. The appendix includes more
specified information about the segmentation methodology.

The first chapter provides insights into the distribution from healthy to unhealthy people per country. More detailed
results per subject, at a European level, are included in the relevant chapters.

The lifestyle of healthy and unhealthy people differs a lot when looking at habits related to eating,
sporting activities and medication.

People with a healthy lifestyle are generally younger than people with an unhealthy lifestyle.
However, those aged 55 and over are underrepresented in the unhealthy segment.

Additionally, people with a single household have a significantly less healthy lifestyle, as well as
those in the lower income segment.


OVERALL CONCLUSIONS ON SEGMENTATION
European insights across the lifestyle segments

Very healthy Very unhealthy
lifestyle lifestyle
64% under- /normal weighted, 29% under- /normal weighted,
36% overweighted 71% overweighted

Follow more special diets All segments feel that Follow less special diets
they need to watch their
Walk or cycle for usual trips weight Use car for usual trips

40% eat organic products at least 20% eat organic products at least
once a week once a week

More likely to use alternative Less likely to use alternative
No differences between
medicine medicine
segments in the
frequency of visiting
Read food/drinks labels Less likely to read labels
doctor
Exercise on average 7.79 hours a Exercise on average 1.54 hours a
week week

Eat more snacks in the morning Eat more snacks in the evening
and afternoon


Segmentation per country

Compared to the proportional segmentation in Europe, the Italians and Dutch seem to have the
most healthy lifestyle, followed by the French.
Based on this segmentation, the Germans and British appear to be least healthy.

75

50
21 26
21 24 20 22
25 17 22
22 21 18 23 22 24 26
15
0
-32 -31 -29 -34 -33 -31 -29 -35
-25
-24 -24 -20
-25 -35 -23 -23 -28
-50

-75
EU FR DE IT RU SP NL UK

% very healthy % medium healthy % medium unhealthy % unhealthy

Base: all respondents
n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutrition

Diet and health



The second chapter focuses on the subject “Diet and health”. This chapter will provide insights into the health of
European citizens by means of their Body Mass Index. It will also answer questions such as: What differences can
be found between people who are under- or overweight? Are they conscious of their weight at all and do they use
special diets to lose or gain weight? What habits do they have in terms of exercising and sporting activities?

This chapter starts with detailed insights into the habits of people who have a low or high Body Mass Index. What are
their habits when it comes to eating, drinking and exercising? Are they aware of their own health and what could
be a cause of their unhealthy lifestyle?

Results show that people from Germany and the United Kingdom have the highest Body Mass
Index, i.e. are most overweight. A quarter of the people from these countries as well as from
Russia think that their current diet is probably not adequate to promote their health.

The Dutch are mostly of the opinion that they eat more or less the right amount of food. In other
countries the majority feel they eat more than is good for them.

A majority of the Europeans feel they need to watch their weight: this mainly applies to losing
weight rather than gaining weight. Half of Europeans are on a special diet in order to work on
their weight. People in Germany and Spain mainly claim to follow a high-calorie diet, while the
French follow a low-calorie diet in order to reach their optimum weight.


MORE CONCLUSIONS

Transport to work and school could be an opportunity to work on your weight. Although more
than half of the Europeans use their car to reach their destination, walking comes in second
place. Car usage is lowest in Russia: they are more used to travelling by public transport or
walking. The Dutch are very used to using their bicycle.

Because of the healthy way of travelling in Russia (on foot) and the Netherlands (by bicycle),
these countries have also gained the highest exercise intensity. This could be achieved by
engaging in activities such as sports, walking or cycling.

In addition to Russia, countries such as Germany, Italy and Spain have the largest number of
sporting citizens. On the other hand, the number of people from the United Kingdom who play
sports is very low: half of the people do not even want to participate in any kind of sport. Another
third of the people are currently not participating in sporting activities, but do want to. It is worth
mentioning that the amount of exercise the British do is still higher on average than it is in Italy,
France and Germany. It may just be a different way of exercising, for example walking.

Many sources of information could be used in order to know how to live a healthy life. The Dutch
feel the strongest when it comes to being well informed about healthy and unhealthy nutrition.
Russians are most active in searching for information, especially on television or by consulting
their friends and family. The number of sources used by the Russians could mean that they do
not rely on merely one or two sources and that they prefer obtaining information through a larger
number of sources, based on which they then form their own opinion.


CONCLUSIONS ON SEGMENTATION
European insights into diet and health across the lifestyle segments

Even among those Europeans who have a very healthy lifestyle, a third are slightly overweight.
Still, almost all of these people with a very healthy lifestyle feel that their diet is adequate to
promote their health. 44% of them normally eat the right amount of food, although another 44%
admit that they sometimes eat more than is good for them.

Of those Europeans with a very unhealthy lifestyle, 7 out of 10 are overweight and half of them
are actually aware of the fact that their diet does not support a healthy life. 17% of them admit
that they usually eat more than is good for hem and almost half of this group says they
sometimes do so.

It’s interesting to see that both people with a (very) healthy lifestyle and people with a (very)
unhealthy lifestyle say that they need to be (somewhat) careful about their diet. It seems that
those with a healthy lifestyle are just more successful at it.

Something that is very different between the segments, is the amount of exercise they get. On
average, those with a very healthy lifestyle get almost 8 hours of exercise a week, compared to
about 3 hours for those who have a very unhealthy lifestyle. This also shows in the fact that only
13% of the very unhealthy segment do sports at least once a week, as opposed to 86% of those
with a very healthy lifestyle.

When it comes to means of transport for usual trips, it’s clear that those with a healthy lifestyle
are much more likely to walk or cycle or even use public transport, whereas the less health
focused Europeans are more likely to travel by car.

The Body Mass Index (BMI)

The Body Mass Index (BMI) is the ratio between the height and weight of your body. The BMI says
something about the extent to which your weight poses a risk to your health.
Germany and the United Kingdom have the highest number of overweight/obese people, while
Russians, Italians and French most often have a normal weight.

160 14
e 19 19 22
150 bes
bid ly o 20
19 17
140 mor 2 7 ,3 6 2 6 ,4 1
2 5 ,4 8 2 5 ,3 7 2 4 ,9 2 5 ,7 1 2 6 ,7
130 se
obe
120 47 35 47 49 44 41 39
Weight (kg)

110 3 1 4 7 3 2 3
100 we ight - 16 -20 - 16 - 15 - 16 - 19 - 19
over - 13
90 - 14 - 13 - 14
-1 -21 -1 -2 -1 - 17 -20
80 ht -2
norm al weig -3 -2
70
60 FR DE IT RU SP NL UK

50
underweight

40
1.5 1.6 1.7 1.8 1.9 2
Length (m) % underweight % no rmal weight % slightly o verweight
% o verweight % o bese % mo rbidly o bese
BMI = 18 25 30 40 avg. B M I

Q32/33 Base: all respondents n= 7407 1114 979 1078 986 993 1120 1137

BMI results by consumer segments

Men are more often overweight or even obese than women. The older, the heavier also seems to hold
true. One tenth of youths younger than 24 are underweight.
The variations between household sizes are minimal.

100 2 1 4 3 2
1 4 3 2
1 1
3 2
1 5
2 6 2 2 1
16 17 10
14 8 17 16
17 17 21 16
12 % unkno wn
80 11
17 13 16 17 14
21 17 19 % mo rbidly o bese
15 22
60 15 % o bese
19 17 19 17
16
22 23 % o verweight
62 22
40
% slightly o verweight
55
47 41
43 42 43 42 % no rmal weight
20 37 35
32
% underweight
10 6
3 1 5 5 2 1 3 3
0
EU

p.
s

p.
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s

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55 s
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yr
yr

yr

yr

yr
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-4

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hh
1
18

25

35

45

si

Q32/33 Base: all respondents hh
n= 7592 3681 3911 913 1357 1518 1336 2468 1318 5829 444

OVERALL RESULTS BEHIND THE BMI
Insights into nutrition habits across the BMI gradation

The responsibility of reducing the consumption of unhealthy food lies with the consumer him- or
herself, according to the majority of the overweight part of the population. People who are
underweight and consumers with a normal weight are more often of the opinion that both
government and manufacturers are responsible.

Labels on food and drinks provide important information when it comes to living a healthy life.
Unfortunately it appears that the European population who are overweight or obese have
difficulties understanding these labels. Mainly those who are underweight pay attention to health
labels which are printed on food and drink packaging.

Another remarkable outcome of this study is that most people who are (morbidly) obese feel
they need to lose weight, while only a quarter of this part of the population are using special
products in order to help them lose weight. Products which are mainly used are tablets to
reduce fat absorption and tablets to stop water retention. Being (morbidly) obese is not always a
reason to follow a special diet however. Less than half of this group have followed a special diet
during the last twelve months. These were mainly low-calorie diets.

People with a normal weight or who are underweight eat significantly more vegetables,
vegetarian and home-cooked food on a daily basis, while people who are (morbidly) obese are
more into eating meat. Unhealthy habits such as smoking are mostly represented by people
who are underweight or with normal weight, while alcohol consumption is rather low in both the
upper and the lower layer of the BMI.


MORE OVERALL RESULTS BEHIND THE BMI
Insights into health habits across the BMI gradation

(Morbidly) obese people visit their doctor the most: one fifth have even payed a visit in the past
week. This group are also being prescribed most with chronic medicines. A quarter are even
prescribed four or more chronic medicines. Although the use of alternive medicines in this group
is equal to the rest, they have significantly less faith in alternative medicine.

When purchasing medicines without a prescription, people who are obese mostly buy painkillers
while underweight people buy more cold or flu remedies without prescription as well as vitamins.

Sports activities and exercising are mostly done by people with a normal weight or who are
slightly overweight, and least by those who are overweight or even (morbidly) obese. Not very
surprisingly people who are overweight or obese mainly use their car to do their usual trips. On
the other hand, people with a lower/normal weight are more used to go for a walk or use public
transport.

Please note: walking is a very popular means of transport in Russia, but not actually considered
as exercise. Although results show that more than half of the Russians actually engage in
sporting activities, an estimation of one third of the population doing sporting activities is most
realistic.

The final results in eating habits show that nearly everyone has breakfast, lunch and dinner
during the weekends. In an average week some meals appear to be missed out. Snacks during
the morning, afternoon and evening are a particular favourite amongst underweight people and
those with normal weight.


Exercising and sporting habits
Exercises from medium to high intensity, such as sports, cycling and walking

The Russians and the Dutch have the highest exercise frequency.
Half of the English do not play any sports at all and do not even want to. Only 20% of them are
actually engaging in sporting activities on a regular basis, at least once a week.
10 # hours exercise
7,1 6,9
8 5,7 5,4 per week (all)
4,4 5,0
6 4,2
4 6,0 6,4
2 3,9 4,2 4,2 # hours exercise
3,7 3,0 per week
0 (sporters only)
FR DE IT RU SP NL UK
Exercise (incl
sports)

100 % Yes
22
75 53 54 41 55 52 49
32
50 % No, but I would
25 29 42 26 like to
25 28 37 46
22 17 16 17 25 % No, and I don't
0 10
want to
Play sports on
a regular basis

Q18a/b Base: all respondents
n= 7592 1125 1000 1091 998 1008 1159 1211 Insights into Health & Nutricion

Self-evaluation of eating habits

Italians most often feel their current diet is adequate to promote their health, while a quarter of the
Russians, Germans and British people admit that their diet is probably not very good for their health.
In most European countries the majority of the respondents are eating more than is good for them.
The Dutch most often claim to be eating the right amount.
100 % definitely
17 26 30 30 27 27 25
75
% probably
50 63 47 40 55 56 50
59
25 % probably not
24 24 23
18 10 16 14
0 1 2 1 6 2 2 2
% definitely not

100
37 % more than good
75 61 54 59 61 62
66
50 % about good
53
25 30 38 32 23 24 29
10 8 9 16 10 9 9 % less than good
0

Q1/2 Base: all respondents

Weight watching

A majority of the European citizens feel they need to watch their weight/be careful about their diet.
More than half of the Europeans are currently intending to lose weight, especially the Germans. Very
few want to gain weight, although in France and Russia this is over 10%.

100
26 23 19 21 21 25 18 % yes, very careful
75
50 46 55 62 54 47 54 % yes, quite careful
54
25
28 22 20 25 31 21 28 % not at all
0

100 13 7 7 6 4 6
12
20 27 28 27 27 % gain weight
75 24 29
50 % remain
63 73 66 65 68 67
25 58

0 % lose weight

Q3/4 Base: all respondents

Special diet usage
During the last twelve months

The Dutch use special diets least, while a third of the Germans and a fifth of the Spanish have followed
a low-calorie diet during the past twelve months. The Germans are also into fibre-enriched diets.
A low-calorie diet is mainly used by (morbidly) obese people.

No special diet 53 50 53 57 55 78 69

Low calorie 7 28 17 10 20 7 13

Low carbohydrate 4 11 8 8 5 5 5

Cholesterol limiting 7 8 7 9 8 3 4

Fibre enriched 3 17 9 6 7 1 2

High protein 7 5 3 4 3 3 2

Low sodium 2 4 6 6 5 2 2
Diabetes mellitus 2 5 4 1 4 2 2

High calorie 1 3 2 2 1 1

High carbohydrate 0 2 2 1 2 1 1

Low protein 1 1 1 2 1 1 1

Other 22 7 8 12 7 4 8

Q6 Base: all respondents
Sample n= 7592 1125 1000 1091 998 1008 1159 1211
Insights into Health & Nutricion
Mean of mentions ø= 1.16 1.08 1.38 1.19 1.18 1.18 of the European PR survey programme
Part 1.06 1.08 21

Usage of products to lose weight

Russia has the highest usage of special products to lose weight; mainly tablets to stop feeling hungry,
to stop water retention and laxatives.

Tablets to reduce fat absorption 9 Tablets to reduce fat absorption 5

Tablets to stop water retention 9 Tablets to stop water retention 5

Fast weight loss products 6 Fast weight loss products 4

Tablets to stop feeling hungry 5 Tablets to stop feeling hungry 2

Laxatives 2 Laxatives 2

None of these 80 None of these 87








Usage of products to lose weight

The Dutch, Germans and people from the United Kingdom use products to lose weight least.
Tablets to reduce fat absorbtion are mostly used by the Spanish, French and Italians.







Tablets to reduce fat absorption 5

Tablets to stop water retention 3

Fast weight loss products 5

Tablets to stop feeling hungry 4

Laxatives 2

None of these 86


Transport for usual trips
For instance to go to work or school

Although people in European countries mostly use their car for usual trips, Russians are more used to
using public transport (train, metro, bus, tram). The Italians have the highest motorbike penetration.

74
61
45
32 30
27
22
11
3 1 4 1 1

r i
ca
r ng ort cle ke tax
i er ca ng ort cle ke tax er
l ki sp y rbi oth l ki sp bic
y rbi oth
wa n bic to wa tra
n to
tra mo ic mo
bl ic bl
pu pu

65
52
45
38
29 26
15 10
1 1 4 3 3

r i
ca
r
ing ort le i ke tax
i e r ca ng ort cle ke tax er
al k sp yc
orb oth l ki sp bic
y rbi oth
n bic t wa tra
n to
w tra mo ic mo
b l ic bl
pu pu
Sample n= 7592 1125 1000 1091 998 1008 1159 1211
Part 1.48 1.50 24

Transport for usual trips
For instance to go to work or school

The image of the Netherlands being a “bike country” is confirmed. The Spanish are, more so than
respondents in other countries, used to going to work or school on foot.

49 49 49 52

32 29
6 12
4 1 1 1 5
2

r i i
ca ng ort cle i ke tax er ca
r ng ort cle i ke tax er
l ki sp bic
y
orb oth l ki sp bic
y
orb oth
wa ran t wa ran t
ct mo ct mo
bl i bl i
pu pu

67

42
30
7 1 2 1

r i
ca ing ort cle i ke tax er
al k n sp bic
y
torb oth
w tra mo
b l ic
pu
Sample n= 7592 1125 1000 1091 998 1008 1159 1211
Part 1.48 1.50 25

Feeling of being well informed

The Dutch feel best informed when it comes to healthy or unhealthy nutrition. Almost one fifth of the
people from the United Kingdom even feel very well informed.
Most Russians search for information regarding nutrition using sources other than product labels.

100
% well informed
75
72 79 72 72 71
50 90 87

25 % very badly
28 21 28 28 29 informed
0 10 13
FR DE IT RU SP NL UK How well-informed
people feel they are
regarding healthy/
unhealthy nutrition

100 12 8 9 % regularly
23 21 24 20
75
55 51 51
50 64 % every now and
64 67 66
then
25 41 40
33 % never
13 11 10 16
0
FR DE IT RU SP NL UK Search information
on nutrition in
sources other than
product labels
Q15a/b Base: all respondents

Search for information

Magazines/newspapers, TV programmes and friends/family are mostly consulted when it comes to
searching for information about nutrition.

Magazines/newspapers 43 56 45 43 30 32 38
TV programmes 53 56 36 50 25 34 33
Friends/family 25 52 32 50 39 39 35
Consumer associations 38 36 44 36 27 45 32
Healthcare professionals 47 27 39 34 49 27 30

Books 28 35 29 46 33 21 30

Food manufacturers 9 16 24 26 18 40 25

Social media 6 12 21 39 17 7 9

Governmental organisations 14 6 11 18 7 17 19

Shops 16 12 9 11 12 12 13

Radio programmes 21 17 7 12 10 5 9

Other websites 13 20 20 22 31 23 27

Other sources 5 11 7 11 6 8 4

Q16 Base: respondents using sources for information
Sample n= 5756 758 882 970 906 856 666 718 Insights into Health & Nutricion
Mean of mentions ø= 3.32 3.17 3.55 3.24 3.99 3.04 3.10 European PR survey programme
Part of the3.04 27

Habits on meals and
ingredients



This chapter focuses on the habits of the European population when it comes to consuming healthy food such as
vegetables, fruit, meat and fish. A few unhealthy habits will also be discussed, such as the consumption of
cigarettes, alcohol and drugs on a daily or weekly basis.

Another part of this chapter will provide insights into the frequency of consuming meals such as breakfast, lunch,
dinner and snacks in between. The habits of eating out of home as well as the knowledge of specific ingredients
will conclude this chapter.

On an overall perspective the fact that the Russians eat many vegetables and vegetarian meals is
visible. They are used to eating a larger than average number of snacks during the day and they
often eat out of home. Although Russians have the highest cigarette consumption, their
consumption of alcohol is relatively low. Please note however that these results are only true for
the urban online population.

The habits of German people are remarkable because their consumption of vegetables, fruit, and
meat seems to be the lowest. None of the German respondents eats fish on a daily basis. This
may suggest that they have the most varied diet; it does not necessarily mean that they eat less
healthily. Their alcohol and cigarette consumption is average.

Ingredient awareness is high in all countries: vitamins, glucose and omega-3 are top of the list.
Hydrogen oil, polyphenol and stevia close the list when it comes to awareness.


MORE CONCLUSIONS
An explanation on the Russian results

This slide contains an additional explanation on the food consumption of Russian respondents, as they
appear to be rather different from the other countries.

Results show that Russians consume vegetables most frequently compared to other countries;
three quarters of the Russian respondents eat vegetables on a daily basis. This may be explained
by the high potato consumption. If all respondents had taken potatoes into consideration when
answering the questions about vegetables, the percentage of consumers would probably have
been even higher than the current 70%. Also, a seasonality effect is possible as fieldwork was
conducted in May - June. In spring and summer Russian people intensively consume vegetables
because of the new harvest.

Russians also eat vegetarian meals more frequently than people in other countries. This seems to
be directly linked to the habit of consuming vegetables.

The general perception of Russia as a “drinking nation” is difficult to check with this online survey.
The sample consists of regular Internet users (as they are part of Access panel) and therefore the
sample cannot correctly represent the urban offline population, not to mention the population in
rural areas. Actual heavy alcohol consumers do not take part in marketing surveys, especially via
Internet. The alcohol consumption results are therefore not representative for the Russian
population.

The fact that home-cooked meals are consumed by most Russians every day is not surprising,
since Russian people are used to taking home-cooked food with them and eat it at their workplace.
Having lunch out of home is typical for employed people; they eat breakfast and dinner at home.

Consumption of fruit and vegetables

Russians have the highest
frequency of eating
40
VEGETABLES

58 56 vegetables: three quarters of
68 64 72 64
the respondents eat
vegetables daily. Only 40% of
54
36 43 the Germans eat vegetables
30 32 33
27 on a daily basis, although this
8.59 8.47 8.71 7.60
2 6 5.37 4 1 5 6.26 1 6.11 3
does not necessarily mean
they eat a smaller amount of
vegetables in a week.

Italy seems to be a country
with a high fruit consumption.
62
48 48 54 61 Germany and Russia have
74 65
the lowest number of people
consuming fruit on a daily
FRUIT

43 47 37 basis.
31 27 31
23 10.51
8 8.06 9 6.33 5 6.60 8 8.33 9 7.09 8 8.13 % daily
3
FR DE IT RU SP NL UK % weekly
% less often
weekly avg.
n= 7592 1125 1000 1091 998 1008 1159 1211

Consumption of meat and fish

In addition to the relatively
low frequency of eating
14 13 vegetables and fruit,
34 37 34 30
43
Germans also eat meat and
fish less often than people
MEAT

76 80
53 59 58 62 62 in other European countries.
One tenth even eat meat
4 5.87 10 3.38 7 3.37 7 5.42 5 4.01 4 5.38 7 4.71 less than weekly. It appears
FR DE IT RU SP NL UK Germany is home to a large
number of vegetarians or
that they vary a great deal
in what they eat and
therefore do not eat meat
5 1 5 6 23 2 5
and fish every day.
63 60 62
74 76 71
Fish consumption seems to
68
be significantly higher in
FISH

37 34 36 Spain than in other
22 20 23
1.97 1.14 2.18 1.99 9 2.99 1.48 1.98 countries. A quarter eat fish
FR DE IT RU SP NL UK on a daily basis.
% daily
% weekly
Q7 Base: all respondents % less often
n= 7592 1125 1000 1091 998 1008 1159 1211 weekly avg.

Consumption of vegetarian and home-cooked meals

4
15 4 9 12 11 3
19 8
42 26 32
VEGETARIAN

35 37
The relatively high
81 78 vegetable consumption in
53 56 63 61
51 Russia reflects the high
0.87 1.63 1.95 2.33 1.55 0.87 1.63 score on vegetarian meals.
FR DE IT RU SP NL UK Consumption of vegetarian
meals in France is rather
low.

Cooking meals at home on
43 43
a daily basis is most
55 51
HOME-COOKED

73 73 65 common in Italy and
Russia.
52 54 45
40
22 10.52 23 11.60 32
9.52 % daily
6 8.23 6 5.44 5 4 3 4 5.80 4 6.63
% less often
weekly avg.
n= 7592 1125 1000 1091 998 1008 1159 1211

Consumption of cigarettes and alcohol

22 26 16 18
30 37 30 3
2 Although Russians claim to
CIGARETTES

4 19
3 3
4 have a healthy diet and
75 79 exercising habits, cigarette
67 70 59 65 67
consumption is also highest
3.79 5.00 4.25 6.35 5.15 in this country. Two out of
3.20 3.02
five people smoke on a
daily basis.

Alcohol consumption is
highest in The Netherlands.
17 9 13 5 17 15 12 On average, half of the
38 31 39
29
Europeans claim to drink
34 38 47
alcohol less than once a
ALCOHOL

week.
49 52 56 56 54 47 41
2.47 2.48 2.40 % daily
1.82 2.26 1.43 2.26
% less often
weekly avg.
n= 7592 1125 1000 1091 998 1008 1159 1211

Eating habit frequency
Breakfast, lunch, dinner and snacks in between

In an average week dinner is eaten at least six days. Breakfast is sometimes replaced by morning
snacks, especially in Russia. However, on average Europeans eat breakfast five days a week.
Snack consumption in the morning is lowest. Snack consumption in the evening varies greatly from
country to country.
6,7
7 6,2 6,4 6,4
6,2 6,0 5,8 6,1 6,1
6,1
6 6,1 5,7
5,8
5,6 5,6 6,0 5,8
5 5,7 5,4
4,9 5,2
4 3,7
3,4 3,0
2,8 2,9
3 2,2 3,3 3,1
1,6 2,3
2 2,5 2,4 2,2
1,9 2,4
1,8 1,9
1 1,0 1,3
0,7 1,3
0

# breakfasts per week # morning snacks per week
# lunches per week # afternoon snacks per week
# dinners per week # evening snacks per week
n= 7592 1125 1000 1091 998 1008 1159 1211

Eating habits out of home

The habit of eating out of home is highest when it comes to lunch. Especially the Italians and
Russians lunch out of home the most. Interestingly, it was found that they also eat home-cooked
meals most often. There are two explanations for this: either they eat certain meals at home and
certain meals out of home, or they bring their home-cooked meals to work or school.
The Dutch score rather low. Not even one breakfast a week is eaten out of home: lunch and dinner
are eaten only out of home one and a half times a week.
7

6

5

4 3,4
2,8
3 2,3
2,3 2,4
1,7 1,8 1,9
2 1,4 1,6 1,5
1,3 2,1 1,9 1,4
1 1,3 1,6 1,3
1,0 0,8 1,0
0

# breakfasts per week # lunches per week # dinners per week
n= 7592 1125 1000 1091 998 1008 1159 1211

Ingredient awareness (TOP) % ingredients ever heard of
% ingredients look for

The awareness of many ingredients is high. When people (sometimes) look for certain ingredients
when buying food or drinks, they mostly look for vitamins.

Vitamins 87 92 75 92 81 89 90
43 40 38 52 37 30 28
82 84 70 90 77 83 88
Glucose
2 18 9 16 10 13 9
92 86 76 52 85 83 90
Omega-3
50 31 39 15 38 21 32
79 90 60 89 70 84 83
Vegetable fat
16 31 9 34 16 26 13
79 88 61 88 68 81 78
Animal fat 30 21
3 25 7 10 15
79 61 70 79 78 77 83
Antioxidants 28 28 31 17 19
16 33
76 91 56 86 70 68 61
Fruit sugar 9 16 12 11 5
24 15
79 77 73 81 75 58 55
Mineral salt 16 6 5
3 17 28 20
84 79 46 80 54 44 57
Trace elements 29 7 4 5
30 18 9
77 72 40 61 67
59 48
Palm oil 2 17 4 3 7
9 5

Q12a Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211
Mean of mentions ø= 11.05 13.89 10.71 10.14 12.64 10.13 9.82 10.13
Q12b Base: respondents who are aware Sample n= 7389 Health & Nutrition 975 1102 1184
Insights into 1097 982 1058 991

Ingredient awareness (BOTTOM) % ingredients ever heard of
% ingredients look for

The French and Russians are, much more than people in other countries, aware of quick- and slow-
burning sugars. The Germans are especially aware of hydrogen oil, while people in the United Kingdom
are into probiotics.

Aspartame 83 32 66 80 36 55 49
10 13 11 28 6 18 11
Probiotics 40 51 53 55 43 43 76
6 9 15 14 8 5 16
Bifidus 86 13 63 31 83 44 34
27 2 18 6 35 4 4
GMO 86 14 69 73 45 17 21
2 7 11 54 3 4 2
Quick-burning 78 29 20 88 31 26 11
sugar 3 6 1 16 3 5 1
85 22 17 91 29 21 14
Slow-burning sugar 26 5 2 17 4 3 1
45 69 36 4 22 29 30
Hydrogen oil 1 24 5 1 3 9 5
41 14 42 20 17 10 22
Polyphenol 3 3 8 5 2 1 1
29 18 10 12 6 4 3
Stevia 8 2 0 2 1 0
3 2 3 1 3 5 2
29 32 29 14 26 46 44
None of these

Q12a Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211
Q12b Base: respondents who are aware Sample n= 7389 Health & Nutrition 975 1102 1184
Insights into 1097 982 1058 991

The European image on
health and nutrition



“The European image on health and nutrition” provides a view on the frame of mind of the European population. To
what extent are people healthy-minded and do they care about their own health? How do they judge the role of the
government and what is their perspective of information on packaging?

Eating healthier can reduce the risk of getting cancer according to the majority of the European
population. German and Dutch people have a slightly different opinion: ‘A varied diet also
reduces the number of supplements such as vitamin pills, iron tablets, that is needed,’ say three
quarters of the respondents.

Labels on food and drinks can help to eat more healthily. Especially Italian, Russian and
Spanish consumers pay attention to these health labels, but two fifths believe that the labels are
difficult to understand. Information about ingredients, calories, additives, fat or sugar content is
read by only a quarter or a maximum of two fifths of the citizens.

The safety of food and drinks has never been as good as it is now say three quarters of the
consumers in Spain and the United Kingdom. Only one third of the Russians and one fifth of the
Dutch share this view.

Especially the French believe that the focus on health issues in the media is too high: half of
them think that unhealthy food should be surtaxed. German and Dutch people agree least with
the statement that unhealthy food should be surtaxed.

CONCLUSIONS ON SEGMENTATION
European insights into the image on health and nutrition across the Lifestyle segments

Europeans with a healthy lifestyle are more than those with an unhealthy lifestyle of the opinion
that eating healthy food reduces the chance of getting cancer. In addition to that, they agree that
unhealthy food should be surtaxed.

Health-labels printed on food/drinks packages are mostly getting the attention from those who
are living a healthy lifestyle. People with a very healthy lifestyle are also aware of the fact that
labels on food/drinks can help them eat healthier.

People living an unhealthy lifestyle are, more than people with a healthy lifestyle, of the opinion
that labels on food/drinks are difficult to understand. Significantly more unhealthy living people
never seem to read the information on food packages about ingredients, calories, additives, fat
or sugar content.

These people with an unhealthy lifestyle even agree more than healthy people, that there is too
much focus on health issues in the media. They finally think that you don’t need supplements
such as vitamin pills and iron tablets if you eat a varied diet.


% agree
Health and nutrition statements
% disagree

‘Eating healthier can reduce the risk of you ‘Labels on food/drinks can help me to eat
getting cancer’ more healthily’

78 74 64 75
89 80 87 88 86 77 82 88 86 83

22 26 36 25
11 20 13 12 14 23 18 12 14 17
FR DE IT RU SP NL UK FR DE IT RU SP NL UK

‘Labels on food/drinks are difficult to ‘I pay attention to health labels which are
understand’ printed on food/drinks packaging’

58 56 59 55 45 60 52
72 65 65 81 80 79 69

42 44 41 45 55 40 48
28 35 35 19 20 21 31



% agree
Health and nutrition statements
% disagree

‘I never read the information on food/drinks
‘The safety of food/drinks has never been as packaging about ingredients, calories,
good as it is now’ additives, fat or sugar content’

28 40 38 34 32 25 35 41 34
60 48 54
77 73
72 60 62 66 68 75 65 59 66
40 52 46
23 27


‘There is too much focus on health issues in ‘It is impossible to eat healthy food in
the media’ fastfood restaurants’

45 36 48 48 53 52
65 55 62 69 55 62
79 87
55 64 52 52 47 48
35 45 38 31 45 38
21 13


Tns Nipo European Health & food Study Sept. 2010

Tns Nipo European Health & food Study Sept. 2010

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