Tns Nipo European Health & food Study Sept. 2010

Insights into Health & Nutrition

Part of the European PR survey programme 1

Insights into Health & Nutrition European results

PR survey programme 2010

September 2010

Inspired by the European Health & Nutrition Survey, performed by TNS NIPO



Content

Introduction

Participating countries

Sample composition

Diet and health

• Introduction and conclusions

• The Body Mass Index

• BMI results by consumer segments

• Overall results behind the BMI

• Exercising and sporting habits

• Self-evaluation of eating habits

• Weight watching

• Special diet usage

• Transport for usual trips

• Feeling of being well informed

• Search for information

Habits on meals and ingredients


• Consumption of fruit and vegetables

• Consumption of meat and fish

• Consumption of vegetarian and home-cooked meals

• Consumption of cigarettes and alcohol

• Eating habit frequency

• Eating habits out of home

• Knowledge of ingredients

The European image on health and nutrition


• Health and nutrition statements

Behaviour on consuming organic products


• Frequency of organic product usage

• Organic product usage

• Motivation for consuming organic products

• Triggers for eating more organic products

• Barriers for never consuming organic products

Taking a close look at medication


• Doctor visit frequency and prescription of chronic medicines

• Usage of medication without prescription

• Medication via the Internet

• Opinion and usage of alternative medicine

• Self-diagnosis via Internet or other media

• Self-diagnosis

Unhealthy habits on food and non-food


• Responsibility of unhealthy food consumption

• Smoking habits

• Smoking frequency

• Alcohol consumption frequency

• Drug usage

Target characteristics

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

Sample size (per country)

1000

1125France

Germany

1211United Kingdom

1159

1008Spain

The Netherlands

998

1091Italy

Russia

1000

1125

1211

1159

1008

998

1091

Number of interviews

Weighted base



A lifestyle segmentationA lifestyle segmentation



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.

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.

INTRODUCTION AND CONCLUSIONS



OVERALL CONCLUSIONS ON SEGMENTATION

European insights across the lifestyle segments

Very healthy lifestyle

Very unhealthylifestyle

64% under- /normal weighted, 36% overweighted

Walk or cycle for usual trips Use car for usual trips

40% eat organic products at leastonce a week

More likely to use alternative medicine

Less likely to use alternative medicine

No differences between segments in the

frequency of visiting doctor

Read food/drinks labels Less likely to read labels

All segments feel that they need to watch their

weight

Eat more snacks in the morning and afternoon

29% under- /normal weighted, 71% overweighted

20% eat organic products at leastonce a week

Follow more special diets Follow less special diets

Exercise on average 7.79 hours a week

Exercise on average 1.54 hours a week

Eat more snacks in the evening



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.

Segmentation per country

22 21 18 23 22 24 2615

21 2417

20 22 21 26

22

-32 -31 -29 -34 -33 -31 -29 -35

-25 -24 -35 -23 -23 -24 -20-28

-75

-50

-25

0

25

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



Diet and healthDiet and health




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.

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?



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.



3 1 4 7 3 2 3

19

20

19 1422

19 17

-16 -20 -16 -15 -16 -19 -19

-14-21

-13 -13 -14-17 -20-1

-3

-1 -2 -1-2 -2

39414449473547

26,726,4125,7124,925,3727,3625,48

F R D E IT R U SP N L UK

% underweight % normal weight % slightly overweight

% overweight % obese % morbidly obese

avg. BM I

The Body Mass Index (BMI)

40

50

60

70

80

90

100

110

120

130

140

150

160

1.5 1.6 1.7 1.8 1.9 2

Length (m)

We

igh

t (k

g)

18 25 30 40BMI =

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.

underweight

normal weight

overweight

obese

morbidly obese

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



BMI results by consumer segments

3 1 510

5 2 1 3 3 6

4337

47

62

55

4235

32

43 42 41

1922

15

11

15

1623

22

17 19 17

1721

13

812

17 1922

16 17 14

16 1714

6 1017 17 21 17 16

16

2 12 1 2 2 1 3 1

11 4 3 2 4 3 2 1 2 5

0

20

40

60

80

100

EU

Mal

eFem

ale

18-2

4 yr

s25

-34

yrs

35-4

4 yr

s45

-54

yrs

55 >

yrs

single

hh

hh 1 to

4 p

.hh >

4 p

.% unknown

% morbidly obese

% obese

% overweight

% slightly overweight

% normal weight

% underweight

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

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.



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.

Insights into Health & Nutricion

Part of the European PR survey programme



3,9

6,04,2

6,44,4 4,2

5,0

7,15,7

6,95,4

3,7 3,04,2

0

2

4

6

8

10

FR DE IT RU SP NL UK

# hours exerciseper week (all)

# hours exerciseper week(sporters only)

22 17 16 17 1025

4625 29 42 28 37

26

3253 54 41 55 52 49

22

0

25

50

75

100


% Yes

% No, but I wouldlike to

% No, and I don'twant to

Exercising and sporting habitsExercises 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.

Q18a/b Base: all respondents

n= 7592 1125 1000 1091 998 1008 1159 1211

Exercise (inclsports)

Play sports on a regular basis



10 8 9 16 10 9 9

30 38 32 23 2453

29

61 54 59 61 6637

62

0

25

50

75

100


% more than good

% about good

% less than good

1 2 1 6 2 2 218 24

1024

16 14 23

63 4759

40 55 56 50

17 26 30 30 27 27 25

0

25

50

75

100


% definitely

% probably

% probably not

% definitely not

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.

Q1/2 Base: all respondents

n= 7592 1125 1000 1091 998 1008 1159 1211



63 73 66 58 65 68 67

2420 27

2928 27 27

13 7 7 12 6 4 6

0

25

50

75

100


% gain weight

% remain

% lose weight

28 22 20 25 31 21 28

46 55 62 54 47 5454

26 23 19 21 21 25 18

0

25

50

75

100


% yes, very careful

% yes, quite careful

% not at all

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%.


n= 7592 1125 1000 1091 998 1008 1159 1211





53

7

4

7

3

7

2

2

1

0

1

22

Special diet usageDuring the last twelve months

Other

Low protein

High carbohydrate

High calorie

Diabetes mellitus

Low sodium

High protein

Fibre enriched

Cholesterol limiting

Low carbohydrate

Low calorie

No special diet 50

28

11

8

17

5

4

5

2

1

7

53

17

8

7

9

3

6

4

3

2

1

8

57

10

8

9

6

4

6

1

2

1

2

12

55

20

5

8

7

3

5

4

2

2

1

7

78

7

5

3

1

3

2

2

1

1

1

4

69

13

5

4

2

2

2

2

1

1

1

8

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.

Q6 Base: all respondents

Sample n= 7592 1125 1000 1091 998 1008 1159 1211

Mean of mentions ø= 1.16 1.08 1.38 1.19 1.18 1.18 1.06 1.08





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

9

9

6

5

2

80None of these

Laxatives

Tablets to stop feeling hungry

Fast weight loss products

Tablets to stop water retention

Tablets to reduce fat absorption

Usage of products to lose weight

6

8

5

9

9

77None of these

Laxatives




Tablets to reduce fat absorption9

10

6

4

4

79None of these

Laxatives





5

5

4

2

2

87None of these

Laxatives






n= 7592 1125 1000 1091 998 1008 1159 1211





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.

10

9

6

5

5

79None of these

Laxatives





5

3

5

4

2

86None of these

Laxatives





3

2

5

3

1

89None of these

Laxatives





Usage of products to lose weight


n= 7592 1125 1000 1091 998 1008 1159 1211





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.

114

302732

61

car

walking

public tr

ansport

bicycle

motorbike

taxiother

334

5245

26

car

walking

public tr

ansport

bicycle

motorbike

taxiother

111015

2938

65

car

walking

public tr

ansport

bicycle

motorbike

taxiother

22

45

74

1113

car

walking

public tr

ansport

bicycle

motorbike

taxiother

Transport for usual tripsFor instance to go to work or school


Sample n= 7592 1125 1000 1091 998 1008 1159 1211






1217

3042

67

car

walking

public tr

ansport

bicycle

motorbike

taxiother

2

32

4949

614

car

walking

public tr

ansport

bicycle

motorbike

taxiother

49

29

12

52

1 1 5

car

walking

public tr

ansport

bicycle

motorbike

taxiother

Transport for usual tripsFor 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.


Sample n= 7592 1125 1000 1091 998 1008 1159 1211






3313 11 10 16

41 40

5564 67 66 64

51 51

12 23 21 24 20 8 9

0

25

50

75

100


% regularly

% every now andthen

% never

28 21 28 28 2910 13

72 79 72 72 7190 87

0

25

50

75

100


% well informed

% very badlyinformed

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.

How well-informed people feel they are regarding healthy/ unhealthy nutrition

Search information on nutrition in sources other than product labels

Q15a/b Base: all respondents

n= 7592 1125 1000 1091 998 1008 1159 1211





43

53

25

38

47

28

9

6

14

16

21

13

5

Search for information

Other sources

Other websites

Radio programmes

Shops

Governmental organisations

Social media

Food manufacturers

Books

Healthcare professionals

Consumer associations

Friends/family

TV programmes

Magazines/newspapers

Q16 Base: respondents using sources for information

Sample n= 5756 758 882 970 906 856 666 718


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

56

56

52

36

27

35

16

12

6

12

17

20

11

45

36

32

44

39

29

24

21

11

9

7

20

7

43

50

50

36

34

46

26

39

18

11

12

22

11

30

25

39

27

49

33

18

17

7

12

10

31

6

32

34

39

45

27

21

40

7

17

12

5

23

8

38

33

35

32

30

30

25

9

19

13

9

27

4



Habits on meals and Habits on meals and

ingredientsingredients




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.

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.



MORE CONCLUSIONSAn 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.



2 6 4 1 5 1 3

30

5432

2736 43 33

68 64 7258 56 64

40

8.59 5.37 8.47 8.71 6.26 6.11 7.60


Consumption of fruit and vegetables

VE

GE

TA

BL

ES

FR

UIT

Russians have the highest

frequency of eating

vegetables: three quarters of

the respondents eat

vegetables daily. Only 40% of

the Germans eat vegetables

on a daily basis, although this

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.

Germany and Russia have

the lowest number of people

consuming fruit on a daily

basis.

% daily

% weekly

% less often

weekly avg.

8 9 3 5 8 9 8

3143

23

4727

37 31

6274

4865

54 6148

8.06 6.33 10.51 6.60 8.33 7.09 8.13



n= 7592 1125 1000 1091 998 1008 1159 1211



Consumption of meat and fish

ME

AT

FIS

HIn addition to the relatively

low frequency of eating

vegetables and fruit,

Germans also eat meat and

fish less often than people

in other European countries.

One tenth even eat meat

less than weekly. It appears

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

and fish every day.

Fish consumption seems to

be significantly higher in

Spain than in other

countries. A quarter eat fish

on a daily basis.

4 10 7 7 5 4 7

53

76 8059 58 62 62

4313

34 37 34 3014

5.87 3.38 3.37 5.42 4.01 5.38 4.71


% daily

% weekly

% less often

weekly avg.

2237

2034

9

3623

7463

7660

68

6271

5 5 6 23 2 51

1.97 1.14 2.18 1.99 2.99 1.48 1.98



n= 7592 1125 1000 1091 998 1008 1159 1211



Consumption of vegetarian and home-cooked meals

VE

GE

TA

RIA

NH

OM

E-C

OO

KE

D

The relatively high

vegetable consumption in

Russia reflects the high

score on vegetarian meals.

Consumption of vegetarian

meals in France is rather

low.

Cooking meals at home on

a daily basis is most

common in Italy and

Russia.

% daily

% weekly

% less often

weekly avg.

81

53 56 5163

7861

15

42 35 3726

1932

4 9 12 11 3 84

0.87 1.63 1.95 2.33 1.55 0.87 1.63


6 6 5 4 3 4 4

4052

22 23 3254 45

5573 73 65

43 5143

8.23 5.4410.52 11.60 9.52 5.80 6.63



n= 7592 1125 1000 1091 998 1008 1159 1211



Consumption of cigarettes and alcohol

CIG

AR

ET

TE

SA

LC

OH

OL

Although Russians claim to

have a healthy diet and

exercising habits, cigarette

consumption is also highest

in this country. Two out of

five people smoke on a

daily basis.

Alcohol consumption is

highest in The Netherlands.

On average, half of the

Europeans claim to drink

alcohol less than once a

week.

% daily

% weekly

% less often

weekly avg.

75 67 7059 65 67

79

23 4

4

193

322 26

3716

3018

30

3.79 5.00 4.25 6.35 3.20 5.15 3.02


49 52 56 56 54 47 41

3438 31 39

29 38 47

17 13 5 17 15 129

2.47 1.82 2.26 1.43 2.26 2.48 2.40



n= 7592 1125 1000 1091 998 1008 1159 1211



5,75,2

6,0 5,8

1,6

2,8

2,2

6,0

6,76,4

1,3

5,6 5,65,4

1,8

2,4

0,7

1,92,41,9

2,5

4,9

6,4

5,76,1

6,1

6,1

5,8

3,4

3,1

2,2

3,0

6,15,86,26,2

3,7

2,33,3

1,3

2,9

1,0

0

1

2

3

4

5

6

7


# breakfasts per week # morning snacks per week

# lunches per week # afternoon snacks per week

# dinners per week # evening snacks per week

Eating habit frequencyBreakfast, 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.


n= 7592 1125 1000 1091 998 1008 1159 1211



2,1 1,91,6

1,7

2,8

3,4

1,82,3

0,81,01,3

1,0

2,3

1,51,9

1,61,3

1,31,4

2,4

1,4

0

1

2

3

4

5

6

7


# breakfasts per week # lunches per week # dinners per week

Eating habits out of home


n= 7592 1125 1000 1091 998 1008 1159 1211

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.



87

82

92

79

79

79

76

79

84

77

43

2

50

16

3

28

9

3

30

2

Ingredient awareness (TOP)

Palm oil

Trace elements

Mineral salt

Fruit sugar

Antioxidants

Animal fat

Vegetable fat

Omega-3

Glucose

Vitamins

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

92

84

86

90

88

61

91

77

79

59

40

18

31

31

25

16

24

17

18

9

75

70

76

60

61

70

56

73

46

48

38

9

39

9

7

33

15

28

9

5

92

90

52

89

88

79

86

81

80

72

52

16

15

34

30

28

16

20

29

17

81

77

85

70

68

78

70

75

54

40

37

10

38

16

10

31

12

16

7

4

89

83

83

84

81

77

68

58

44

61

30

13

21

26

21

17

11

6

4

3

90

88

90

83

78

83

61

55

57

67

28

9

32

13

15

19

5

5

5

7

% ingredients ever heard of

% ingredients look for

Q12a Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211


Q12b Base: respondents who are aware Sample n= 7389 1097 982 1058 991 975 1102 1184




83

40

86

86

78

85

45

41

29

3

10

6

27

2

3

26

1

3

8

29

Ingredient awareness (BOTTOM)

None of these

Stevia

Polyphenol

Hydrogen oil

Slow-burning sugar

Quick-burning

sugar

GMO

Bifidus

Probiotics

Aspartame

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.

32

51

13

14

29

22

69

14

18

2

13

9

2

7

6

5

24

3

2

32

66

53

63

69

20

17

36

42

10

3

11

15

18

11

1

2

5

8

0

29

80

55

31

73

88

91

4

20

12

1

28

14

6

54

16

17

1

5

2

14

36

43

83

45

31

29

22

17

6

3

6

8

35

3

3

4

3

2

1

26

55

43

44

17

26

21

29

10

4

5

18

5

4

4

5

3

9

1

0

46

49

76

34

21

11

14

30

22

3

2

11

16

4

2

1

1

5

1

44

% ingredients ever heard of

% ingredients look for

Q12a Base: all respondents Sample n= 7592 1125 1000 1091 998 1008 1159 1211


Q12b Base: respondents who are aware Sample n= 7389 1097 982 1058 991 975 1102 1184




The European image on The European image on

health and nutrition health and nutrition




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.

“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?




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.



Health and nutrition statements

11 20 13 12 14 23 18

89 80 87 88 86 77 82


‘Eating healthier can reduce the risk of you getting cancer’

22 26 1236

14 25 17

78 74 8864

86 75 83


‘Labels on food/drinks can help me to eat more healthily’

28 35 42 44 35 41 45

72 65 58 56 65 59 55


‘Labels on food/drinks are difficult to understand’

5540

19 20 2148

31

4560

81 80 7952

69


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

% agree

% disagree


n= 7592 1125 1000 1091 998 1008 1159 1211




40 52 4672

2360

27

60 48 5428

7740

73


‘The safety of food/drinks has never been as good as it is now’

62 66 68 75 65 59 66

38 34 32 25 35 41 34


‘I never read the information on food/drinks packaging about ingredients, calories,

additives, fat or sugar content’

3555 64 52 52 47 45

6545 36 48 48 53 55


‘There is too much focus on health issues in the media’

38 4821 13

31 45 38

62 5279 87

69 55 62


‘It is impossible to eat healthy food in fastfood restaurants’

% agree

% disagree


n= 7592 1125 1000 1091 998 1008 1159 1211




54 52 62 7451 61 59

46 48 38 2649 39 41


‘Generally people are healthier than ever’

82 7656

10

6078 67

18 24 44

90

40 22 33


‘Deep frozen vegetables are less healthy than fresh vegetables’

3511 17

4014 16 22

6589 83

6086 84 78


‘When you eat a varied diet you don’t need supplements such as vitamin pills, iron tablets, etc.’

4770

39 33 3767 55

5330

61 67 6333 45


‘Unhealthy food should be surtaxed’

% agree

% disagree


n= 7592 1125 1000 1091 998 1008 1159 1211



Behaviour on consuming Behaviour on consuming

organic productsorganic products




The organic industry continues to grow worldwide. This chapter gives a closer look into the habits of organic product

usage in Europe. How often do people use organic products and which products are favourite? What is the

motivation for consuming organic products, the barriers for not eating many organic products and what are the

reasons for never intending to use organic products?

Organic food and drinks are products which have been produced according to certain restrictions with regard to the

environment, scenery, animal welfare and production methods.

The highest organic product usage is achieved by the Italian and German population. At an

overall level a quarter of the Europeans eat organic products on a weekly basis: mainly organic

vegetables, fruit and eggs.

The healthy character as well as the better taste are the main reasons for consuming organic

products. Dutch people mainly eat organic products because they are better for the animals.

The high price is both a barrier when it comes to eating more organic products as it is to start

eating them at all.

Please note: results have indicated that Russian and European consumers have a different understanding of the

term “organic” food. Russians do understand the term, but they seem to have a slightly different standard, yet

perceptional (i.e. they are not aware of the official term “organic”). They think more about “innocent” products

which do not contain harmful ingredients. Russian results in this chapter have been treated as indicative. Note

that the fieldwork was done during the summer period when many people consume fruits and vegetables grown

on their dacha (country house with a piece of land where it is common to plant different types of vegetables and

berries). Not surprisingly they trust what they grow there.



MORE CONCLUSIONS

Regular versus occasional and non-organic product users

Half of the Europeans eat organic products on a regular basis, i.e. with a minimum frequency of

once a month. A quarter never eat organic products. The habits in relation to food and nutrition

are quite different between organic and occasional or non-organic product users. Regular users

seem to have a healthier lifestyle and are more health conscious.

Regular users are generally younger than occasional and non-users and have a lower BMI.

Although they are of the opinion that their diet is adequate to promote their health, they still need

to lose weight. However, they need to lose less weight than occasional and non-users.

Occasional and non-users use more diets and products to lose weight, but they eat significantly

fewer vegetables, less fruit and fish and fewer vegetarian meals than organic product users.

Furthermore, organic product users feel better informed when it comes to healthy or unhealthy

nutrition. They also search for information with regard to nutrition on a more regular basis. Their

exercise frequency is higher and they even play sports more regularly. Their means of transport

for school and work consists significantly more often of public transport, riding a bicycle or

simply walking. Occasional and non-users are more used to transporting themselves by car

compared to regular organic food users.

In relation to nutrition, regular users of organic products are, more than occassional and non-

users, used to diagnosing themselves by using Internet or literature. They are also more used to

checking their own cholesterol level, blood pressure or their weight.



34

15 1911

26 32 26

17

26 20

6

2419

20

3

2 3

1

2 22

5

3 5

2

3 55

19

25 25

24

2022

24

1723 17

40

1414 17

6 6 11 11 6 615

3,33 3,91 4,92 7,61 4,64 3 3,420

25

50

75

100


% never % less often % once every half year

% quarterly % monthly % weekly

% daily monthly avg.

Frequency of organic product usageNote: Russian results are indicative due to a different understanding of the term “organic”

German and Italian consumers seem to have the highest frequency of organic product usage. More than a quarter consume organic products on a weekly basis. One tenth of the Italians even consume organic products daily.

Eating organic products seems to be less common in France, Spain and the Netherlands.


n= 7592 1125 1000 1091 998 1008 1159 1211



51

46

39

25

23

22

17

22

28

22

15

14

18

4

3

Organic product usageNote: Russian results are indicative due to a different understanding of the term “organic”

Sauces

Delicatessen

Other products

Rice

Pasta

Other dairy products

Juice

Bread

Milk

Potatoes

Meat/chicken

Oil (olive, sunflower oil)

Eggs

Fruit

Vegetables 58

55

53

34

25

36

24

21

20

18

14

11

11

7

6

55

51

38

40

20

25

20

18

23

15

20

19

12

9

8

81

74

71

67

70

74

64

66

48

49

52

54

11

17

21

57

54

52

53

42

43

40

41

35

22

34

36

8

22

14

51

38

48

32

42

25

23

17

20

21

14

13

11

3

4

57

43

42

18

31

27

27

16

16

13

12

11

7

5

6

Vegetables, fruit and eggs are the most consumed organic products. Results are quite similar across the different countries. Organic delicatessen and sauces are consumed least.

Q9 Base: respondents eating organic products

Sample n= 5804 776 868 879 892 746 758 885

Mean of mentions ø=4.56 3.49 3.95 3.73 8.17 5.52 3.61 3.33



6

3

8

4

17

52

75

Other reasons

Fashionable

Common in peer group

Better for animals

Better for environment

Taste better

Healthier

13

3

9

11

26

25

58

Other reasons

Fashionable


Better for animals


Taste better

Healthier

26

3

3

28

31

30

46

Other reasons

Fashionable


Better for animals


Taste better

Healthier

13

6

10

15

41

30

58

Other reasons

Fashionable


Better for animals


Taste better

Healthier

Reasons for consuming organic productsNote: Russian results are indicative due to a different understanding of the term “organic”

Organic products are mostly eaten because of their healthy character. The better taste and the environmentally friendly aspect are the next most important reasons.

Q10 Base: respondents eating organic products at least once a month

Sample n= 5804 776 868 879 892 746 758 885




27

2

4

26

26

36

35

Other reasons

Fashionable


Better for animals


Taste better

Healthier

Reasons for consuming organic products

13

5

6

11

24

22

58

Other reasons

Fashionable


Better for animals


Taste better

Healthier

23

2

5

39

32

33

33

Other reasons

Fashionable


Better for animals


Taste better

Healthier

For organic product users from the Netherlands animal welfare is a much more important reason to consume these products than it is for other countries.

Q10 Base: respondents eating organic products at least once a month

Sample n= 5804 776 868 879 892 746 758 885




11

12

50

10

15

7

35

5

8

9

Other

If they looked better

If they became more hygienic

Better visibility in shops

Guarantee of no bugs

More information on advantages

Better taste

Better availability

A larger offer

Lower prices

7

5

17

12

16

19

13

22

30

67

Other






Better taste

Better availability

A larger offer

Lower prices

14

13

3

14

11

9

10

19

15

74

Other






Better taste

Better availability

A larger offer

Lower prices

8

6

5

11

14

14

14

13

22

86

Other






Better taste

Better availability

A larger offer

Lower prices

Triggers for eating more organic productsNote: Russian results are indicative due to a different understanding of the term “organic”

The price is the most important barrier for not eating organic products on a regular basis. A larger offer and better availability could also increase organic product usage.

Q11 Base: respondents eating organic products, but less than once a month

Sample n= 1889 326 101 289 323 272 282 296




9

10

3

8

11

8

11

17

24

81

Other






Better taste

Better availability

A larger offer

Lower prices

6

8

8

21

14

19

17

37

23

70

Other






Better taste

Better availability

A larger offer

Lower prices

3

8

4

10

9

10

12

20

13

91

Other






Better taste

Better availability

A larger offer

Lower prices

Triggers for eating more organic products

The lack of availability of organic products is a reason for not eating many organic products for four out of ten Spanish consumers.

Q11 Base: respondents eating organic products, but less than once a month

Sample n= 1889 326 101 289 323 272 282 296




7

1

6

2

4

2

7

36

30

59

Other reasons

They can contain bugs

Not as hygienic as non-organic

Look not as nice as non-organic

Not a wide offer

Not available where I shop

I wasn't aware of them

They are only fashion

They are a waste of money

Too expensive

Barriers for never consuming organic productsNote: Russian results are indicative due to a different understanding of the term “organic”

The price is also a barrier for non-users. Non-users are of the opinion that organic products are a waste of money and that they are only fashion.

Q11b Base: respondents who have never eaten organic products

Sample n= 1799 401 115 133 326 349 263 212

Mean of mentions ø= 1.48 1.52 1.49 1.56 1.34 1.43 1.48

11

5

3

5

7

2

27

48

62

Other reasons




Not a wide offer





Too expensive

20

1

9

3

13

12

7

21

16

48

Other reasons




Not a wide offer





Too expensive

15

1

3

4

14

41

42

9

11

18

Other reasons




Not a wide offer





Too expensive



Barriers for never consuming organic products

The price is a barrier especially for the Dutch and the respondents in the United Kingdom. Awareness needs most attention in Spain.

10

4

2

3

4

2

1

18

32

73

Other reasons




Not a wide offer





Too expensive

20

1

2

6

10

18

23

14

6

36

Other reasons




Not a wide offer





Too expensive

21

3

1

5

5

4

19

19

65

Other reasons




Not a wide offer





Too expensive

Q11b Base: respondents who have never eaten organic products

Sample n= 1799 401 115 133 326 349 263 212

Mean of mentions ø= 1.48 1.52 1.49 1.56 1.34 1.43 1.48



Taking a close look Taking a close look

at medicationat medication



This chapter, which takes a close look at medication, mainly focuses on the habit of visiting a doctor, the use of

chronic medicines and medicines without any prescription. Which medicines are used and do people have faith in

alternative medication?

The opinion about and the usage of alternative medicines will also be discussed and questions about self-medication

and self-diagnosis will be answered. What habits do Europeans have when it comes to checking weight, blood

pressure and cholesterol level?

Alternative medicine is another way of taking care of yourself when feeling ill. Alternative medicine includes therapies

such as chiropractic treatment, herbalism, traditional Chinese medicine, hypnosis, homeopathy and acupuncture.


On average it appears that one third of the Europeans have visited their doctor in the past

month. Another third have seen their doctor longer than six months ago. The frequency of doctor

visits is highest in Germany, while it is lowest in Russia and the Netherlands.

Half of the European population have been prescribed chronic medication. The amount of

prescibed medication is lowest in Russia: only one fifth use one or more chronic medicines. The

fact that only the Russian urban online population has been included will give a somewhat

distorted picture of the situation in Russia as a whole (where usage of chronic medication is

higher).



MORE CONCLUSIONS

Medicines can also be used without any prescription from a doctor. Painkillers, cold or flu remedies

and laxatives are the most used medicines without prescription. The usage of these medicines is

highest in Russia. The Russians as well as the Italians also use surprisingly more eye drops than

people in other countries. The usage of ear drops on the other hand is very low in Spain and the

United Kingdom.

Yet not everyone seems to have confidence in alternative medicine. The United Kingdom citizens

have least faith, while half of the French have complete faith in alternative medication. With an

average of two fifths usage of alternative medicine is relatively high. The number of Spanish users is

below average.

Self-diagnosis is another possibility to diagnose yourself. German respondents are most active when

it comes to self-diagnosis, both via the Internet as well as through other media such as books and

literature. The Russians and Dutch diagnose themselves least.

The habits of self-diagnosis vary somewhat across the countries. The Italians are most used to

checking their cholesterol level, blood pressure and weight at home. Three quarters of the Russians

say that they check their blood pressure at home; this is a surprisingly high score in comparison with

the other European countries. It is highly unlikely that such a high number of Russians own a device

for measuring their blood pressure. It is possible that respondents measure their blood pressure by

borrowing the device from someone else, or that they included cases when the doctor visited them at

home and measured their blood pressure.




European insights into the habits of using medication across the Lifestyle segments

Some medicines are available without a doctor’s prescription. People who are living a healthy

lifestyle have bought more vitamins and homeopathics than people with an unhealthy lifestyle,

while those with an unhealthy lifestyle seem to have bought more painkillers during the last

twelve months.

Although the frequency of visiting a doctor is not very different between the segments,

Europeans with an unhealthy lifestyle use significantly more medicines for a long time (chronic)

than people with a healthy lifestyle. They are especially more likely to use more than three

different medications chronically.

It seems that people with a healthy lifestyle are also more open to different ways of staying

healthy. For instance, we see that they are more likely to have (some) faith in alternative

medicine and also use it more.

Those living a healthy lifestyle also diagnose themselves via Internet or literature slightly more

than those who live relatively less healthily.The habit of self-diagnosis by checking your blood

pressure, your cholesterol level or your weight is also more common among those who live very

healthily.



10 8 1228

1427 215 11 9

20

7

151413 16 16

17

13

12 1625 19 25

19

19

20 2134 23

2510

2717 19

13 22 13 720 9 10

4,35 4,66 5,23 9,1 5,01 8,24 7,180

25

50

75

100


% last week

% last month

% last 3 months

% last 6 months

% last year

% longer ago

monthly avg.

53 55 6080

57 56 55

47 45 4020

43 44 45

0

25

50

75

100


% users

% non-users

Doctor visit frequency and prescription of chronic medicines

The French visit their doctor most often. Half of the French have visited their doctor in the last month.

Usage of chronic prescription medication is lowest in Russia. However, the composition of the Russian sample is only representative of the urban online population and it is therefore assumed that this group includes fewer users of chronic medication than the average total population.


n= 7592 1125 1000 1091 998 1008 1159 1211



45 48 55 53 58 61 70

55 52 45 47 42 39 30

0

25

50

75

100


% faith

% little/no faith

Opinion and usage of alternative medicine

56 53 57 57 67 57 63

44 47 43 43 33 43 37

0

25

50

75

100


% users

% non-users

The French and Germans have most faith in alternative medicine. This also reflects the high usage of alternative medicine for both countries.

Spain and the United Kingdom have least faith in alternative medicine: usage is low.

Q29/29a Base: all respondents

n= 7592 1125 1000 1091 998 1008 1159 1211



10

12

4

9

8

12

28

63

59

56

None of these

Other

Sleep-inducing drugs

Ear drops

Laxatives

Homeopathics

Eye drops

Vitamins

Cold or flu remedies

Painkillers

24

4

3

6

8

14

24

24

39

44

None of these

Other


Ear drops

Laxatives

Homeopathics

Eye drops

Laxatives


Painkillers

41

8

3

4

5

14

7

18

24

30

None of these

Other


Ear drops

Laxatives

Homeopathics

Eye drops

vitamins


Painkillers

Usage of medication without prescription

29

8

4

3

4

14

12

25

31

44

None of these

Other

Sleep inducing drugs

Ear drops

Laxatives

Homeopathic remedies

Eye drops

Vitamins


Painkillers

Although the usage of chronic medicines is rather low in Russia, their usage of over-the-counter medication is high. This might be typical for computer users, not for the whole urban population.


n= 7592 1125 1000 1091 998 1008 1159 1211



30

6

3

6

3

15

5

34

21

50

None of these

Other


Ear drops

Laxatives

Homeopathics

Eye drops

Vitamins


Painkillers

23

5

4

7

6

4

14

35

39

52

None of these

Other


Ear drops

Laxatives

Homeopathics

Eye drops

Vitamins


Painkillers

37

5

4

4

6

3

13

16

26

37

None of these

Other


Ear drops

Laxatives

Homeopathics

Eye drops

Vitamins


Painkillers

Usage of medication without prescription

In Spain usage of medicines such as painkillers, cold or flu remedies, vitamins and homeopathic remedies is significantly lower than it is in other European countries.


n= 7592 1125 1000 1091 998 1008 1159 1211



97

53

9587

95 9789

3

38

512

5 311

09

1

0

25

50

75

100


% never % every now and then % always

Medication via the Internet

Half of the Germans buy medicines via the Internet. Please note that it is known from previous research among a representative German sample (including offline), that this is lower (24%). However, this is still much higher than the figures of the other countries.

The French and Dutch are least used to using the Internet to buy their medicines.


n= 7592 1125 1000 1091 998 1008 1159 1211



The Germans use Internet the most in order to check themselves for certain diseases.

Other media are mostly used by the Germans as well as the Russians.

Overall, the Dutch, French and Spanish self-diagnose the least.

54

63

62

49

52

50

61

16

18

15

20

13

16

18

11

9

10

13

24

13

8

13

5

5

10

5

8

8

6

4

8

8

6

12

5

0% 20% 40% 60% 80% 100%

UK

NL

SP

RU

IT

DE

FR

% never % once % twice

% 3-5 times % more often

Self-diagnosis via Internet or other mediaOther media such as books and literature

68

78

69

55

60

62

71

13

11

14

21

12

12

13

7

6

8

11

21

8

7

7

2

4

6

3

9

5

4

3

5

7

4

9

4

0% 20% 40% 60% 80% 100%

UK

NL

SP

RU

IT

DE

FR

% never % once % twice

% 3-5 times % more often

INTERNET OTHER MEDIA


n= 7592 1125 1000 1091 998 1008 1159 1211



Self-diagnosisChecking your own cholesterol level, blood pressure and weight

96 9474

97 90 99 95

4 6 26 3 10 1 5


Checking your cholesterol level

7852

24 3061

79 76

2248

76 7039 21 24


Checking your blood pressure

12 15 7 14 23 16 21

88 85 93 86 77 84 79


Checking your weight

% yes

% no

Italy has a relatively high level of self-diagnosis. In the Netherlands this is less of a habit where the level of self-diagnosis is lowest. Russians are most used to checking their own blood pressure, although it is suspected that they may have also thought of the doctor measuring their blood pressure at home.

Q30b Base: all respondents

n= 7592 1125 1000 1091 998 1008 1159 1211



Unhealthy habits on Unhealthy habits on

food and nonfood and non--foodfood




Having seen many results of healthy habits and how to keep yourself healthy, this final chapter will provide further

insights into the European world of unhealthy habits. Who is responsible for unhealthy food consumption? And

what do our unhealthy lives look like in terms of cigarette, alcohol and drug usage?

All countries have differing opinions when it comes to who is most responsible for reducing the

consumption of unhealthy food. Overall, most people believe that the consumer him- or herself

is most responsible. Two fifths of the Russians feel that the government is most responsible for

reducing the consumption of unhealthy food. Italian citizens believe however that the media are

second most responsible. A significant part of the population also blame manufacturers.

Previous results have shown that almost a third of the Europeans smoke. Traditional cigarettes

are still the most common way of smoking. Hand-rolled cigarettes come in second, with the

highest usage in the Netherlands, the United Kingdom and Germany respectively. The number

of cigarettes being smoked during the day is highest for the hand-rolled variant.

The number of people drinking alcohol is largest in the Netherlands and the United Kingdom.

These countries also have the highest frequency of consuming alcohol with a consumption of

eight glasses a week.

It needs to be taken into account that the actual usage of drugs, alcohol and cigarettes is

probably higher, but not everyone will have admitted this.



2 1 5 1 5 2 412

610

40

15

57

6

2

5

2

3

25

12

3

11

2

8

33

33 69 28

2639

70 58

4

3

21 1 9

34

3116 20

2821 15 18

0

10

20

30

40

50

60

70

80

90

100


% manufacturers

% the media

% the consumer

% consumer organisations

% retailers

% government

% others

Responsibility of unhealthy food consumption

The opinion about who is most responsible for reducing the consumption of unhealthy food varies greatly from country to country.

Previous results have shown that Russians most often think that unhealthy food should be surtaxed. They also believe that manufacturers and the government are responsible for unhealthy food consumption. The Dutch and Germans most often think they are responsible themselves.


n= 7592 1125 1000 1091 998 1008 1159 1211



7673

86

94

83

6066

18

27

11 2 11

3832

10 4 5 3 5 8 53 2 3 3 2 20

10

20

30

40

50

60

70

80

90

100


% cigarettes % hand-rolled cigarettes % cigars % pipe

Smoking habits

Ordinary cigarettes still have the highest penetration among smokers, especially in Russia.

Hand-rolled cigarettes are far behind: they are mostly used by the Dutch and people from the United Kingdom.

Q23 Base: respondents who (sometimes) smoke

n= 2464 314 328 349 423 374 405 271



13,0

15,6

13,9

13,1

17,5

16,1

13,3

6,05,3 4,9 4,9

2,8

3,63,0 3,2 2,7

12,714,013,4

12,0

3,8

7,4 10,0

5,1

9,9

5,5

9,3

1,60

2

4

6

8

10

12

14

16

18

20


# cigarettes per day # hand-rolled cigarettes per day

# cigars per day # pipes per day

Smoking frequencyAmong people who (sometimes) smoke

Hand-rolled cigarettes have the highest usage frequency among smokers (if base is large enough), especially in Germany and the Netherlands.

Ordinary cigarettes are somewhat lagging behind: they are mostly used by the Germans.

Q24 Base: respondents who (sometimes) smoke

Cigarettes n= 1821 216 233 277 394 300 233 168 Cigars n= 89 27 6 8 6 14 22 7

Hand-rolled n= 462 53 93 37 10 40 147 83 Pipes n= 31 8 1 6 8 2 1 5

Atttention:low base!



5,6 5,34,0

5,65,0

6,8

6,26,9

8,2 8,0

6,7

6,9

4,65,3

0

2

4

6

8

10

12

14

16

18

20


# glasses a week (incl. non-drinkers - 0 glasses) # glasses a week (drinkers only - min. 1 glass)

Alcohol consumption frequencyAmong people who (sometimes) drink alcohol

The Dutch and people from the United Kingdom drink most during the week, with an average of more than one glass a day.

Italian and Spanish people drink least with an average of five glasses a week.

Q21 Base: respondents who (sometimes) drink alcohol

All n= 5937 897 822 772 798 743 898 1007

Drinkers only n= 5036 802 632 682 649 692 745 833



1 5 3 3

98 91 92 94 92

1 5 6 6 5

0

25

50

75

100

FR RU SP NL UK

% no answer % never % daily or less

Drug usageSubject not applicable for Germany and Italy

18

6

24

14

8

13

8

9

6

1

2

1

7

6

2

9

25

4

8

7

5

20

6

7

22

6

18

1

10

19

14

16

9

56

67

42

77

86

0 25 50 75 100

UK

NL

SP

RU

FR

% no answer % other % heroin

% mushrooms % speed % ecstasy

% cocaine % cannabis

Drug usage is relatively low, even in the Netherlands where drug usage is tolerated. It is likely to be higher in reality; people may not want to admit using drugs.

Cannabis appears to be favourite among users.

Q36 Base: all respondents n= 5501 1125 998 1008 1159 1211

Q37 Base: respondents who are using drugs n= 240 24 45 69 52 50

Atttention:low base!



Target characteristicsTarget characteristics



2

3

14

19

12

17

18

16

0

2

4

18

21

11

16

15

12

0

Education

Primaire

Collège (6ème, 5ème, 4ème, 3ème)

Technique court (CAP, BEP)

Secondaire: seconde, 1ère, Terminale,

niveau Bac ou Brevet professionnel

Technique supérieur (IUT, BTS)

Supérieur 1er cycle (Bac + 1 ou 2)

Supérieur 2ème cycle (Bac + 3 ou 4)

Supérieur 3ème cycle (Bac + 5 et plus)

I have never been to school

19

44

18

14

5

19

46

17

13

4

Size of HH

1

2

3

4

5>

14

16

19

18

33

11

16

18

18

38

Age

18-24

25-34

35-44

45-54

55 >

52

48

48

52

Gender

Male

Female

Unweighted

Weighted

[label]

Socio-demographicsFrance

0

2

6

15

34

1

11

15

2

13

0

3

5

12

40

1

15

10

2

13

Occupation

Agriculteur, viticulteur, forestier, etc.

Artisan, commerçant, chef d’entreprise

Cadre, profession intellectuelle supérieure

Profession intermédiaire

Employé

Ouvrier

Retraité ou pré retraité

Elève ou étudiant

A la recherche d'un premier emploi

Sans activité professionelle

4

5

8

12

15

12

22

7

3

12

4

6

10

14

15

11

20

6

2

12

Income per month

Under € 1,000

€ 1,000 to € 1,200

€ 1,200 to € 1,500

€ 1,500 to € 2,000

€ 2,000 to € 2,500

€ 2,500 to € 3,000

€ 3,000 to € 4,500

€ 4,500 to € 6,000

€ 6,000 or more

Don’t know/no answer

Unweighted

Weighted



3

16

30

19

31

5

21

32

18

24

Education

Volks-/Grund-/Hauptschule ohne

abgeschlossene Lehre/Berufsausbildung

Volks-/Grund-/Hauptschule mit

abgeschlossener

Lehre/Berufsausbildung

Mittlere Reife/weiterführende Schule

ohne Abitur

Abitur, Hochschulreife ohne Studium

Studium (Universität, Hochschule, etc.)

29

44

15

9

2

29

43

15

10

2

Size of HH

1

2

3

4

5>

9

16

19

19

38

9

13

20

18

40

Age

18-24

25-34

35-44

45-54

55 >

49

51

49

51

Gender

Male

Female

Unweighted

Weighted

[label]

Socio-demographicsGermany

7

43

6

5

28

6

5

4

44

4

6

28

6

7

Occupation

Selbständig / Freiberufler

Angestellter

Beamter

Arbeitslos / arbeitssuchend

Im Ruhestand

Student

Hausfrau / Hausmann

10

8

11

5

10

10

12

9

6

6

11

11

10

13

5

9

10

12

7

7

5

12

Income per year

Under € 11,400

€ 11,401 to € 15,500

€ 15,501 to € 21,200

€ 21,201 to € 23,800

€ 23,801 to € 29,500

€ 29,501 to € 35,200

€ 35,201 to € 46,600

€ 46,601 to € 59,000

€ 59,001 to € 70,000

€ 70,000 or more


UnweightedWeighted



0

1

7

43

3

13

33

0

1

8

46

3

13

30

Education

Senza titolo

Scuola elementare

Scuola media inferiore

Scuola media superiore

Corsi professionali

Università senza laurea

Laurea

13

28

28

24

6

13

29

29

23

6

Size of HH

1

2

3

4

5>

10

19

18

18

36

9

16

20

17

38

Age

18-24

25-34

35-44

45-54

55 >

48

52

48

52

Gender

Male

Female

UnweightedWeighted[label]

Socio-demographicsItaly

12

41

12

4

14

10

8

11

41

11

4

16

9

8

Occupation

Lavoratore autonomo/freelance

Lavoratore dipendente

Lavoratore statale

Disoccupato/in cerca di lavoro

In pensione

Studente

Casalinga/casalingo

5

6

13

9

13

10

10

6

3

3

21

5

6

13

9

13

11

10

6

4

3

21

Income per year

Under € 11,400

€ 11,401 to € 15,500

€ 15,501 to € 21,200

€ 21,201 to € 23,800

€ 23,801 to € 29,500

€ 29,501 to € 35,200

€ 35,201 to € 46,600

€ 46,601 to € 59,000

€ 59,001 to € 70,000

€ 70,000 or more


UnweightedWeighted



1

20

68

11

1

20

68

11

EducationДо 8-9 классов (начальное, неполноесреднее)Школа, гимназия, колледж, ПТУ, техникум, училище (среднее общееили среднее специальное)Не менее 3 курсов вуза (высшее илинезаконченное высшее,)Аспирантура, 2 высших, ученаястепень8

25

34

23

11

7

23

34

24

12

Size of HH

1

2

3

4

5>

21

23

22

20

14

25

29

22

17

7

Age

18-24

25-34

35-44

45-54

55 >

49

51

49

51

Gender

Male

Female

Unweighted

Weighted

[label]

Socio-demographicsRussia

20

34

25

4

6

5

5

2

21

34

24

4

6

5

6

2

OccupationРаботаю на себя/ работаю по контрактамработаю в частном сектореработаю в государственном секторебезработный /ищу работупенсионер (неработающий/ поинвалидности)студентзанимаюсь домашним хозяйствомДругое0

7

49

43

1

0

1

7

50

39

3

Income per yearНе хватает денег на едуХватает на еду, но не на одежХватает на еду и одежду, но не на дорогиевещиМогут покупать дорогие вещи, но не все, чтозахотятПолный достаток, не ограничены всредствах

Unweighted

Weighted



0

0

3

15

47

17

17

0

0

0

0

30

17

49

15

15

0

1

Education

No sabe leer (analfabeto)

Sin estudios. Sabe leer o Estudios Primarios incompletos

Enseñanza de Primer Grado

Enseñanza de Segundo Grado/1er. Ciclo

Enseñanza de Segundo Grado/2er.Ciclo

Enseñanza de Tercer Grado

Enseñanza de Tercer Grado Universitario

Other

No answer

8

30

31

25

5

9

31

31

24

4

Size of HH

1

2

3

4

5>

17

24

15

16

28

9

20

20

17

34

Age

18-24

25-34

35-44

45-54

55 >

48

52

49

51

Gender

Male

Female

Unweighted

Weighted

[label]

Socio-demographicsSpain

7

38

8

14

13

11

10

7

39

8

13

15

7

11

Occupation

Autónomo/a, por cuenta propia

Trabajador asalariado

Funcionario

Desempleado/buscando trabajo

Jubilado/a

Estudiante

Amo/a de casa

12

11

15

7

11

8

8

4

2

2

20

12

12

15

8

11

8

8

4

3

2

18

Income per year

Under € 11,400

€ 11,401 to € 15,500

€ 15,501 to € 21,200

€ 21,201 to € 23,800

€ 23,801 to € 29,500

€ 29,501 to € 35,200

€ 35,201 to € 46,600

€ 46,601 to € 59,000

€ 59,001 to € 70,000

€ 70,000 or more


Unweighted

Weighted



2

12

16

29

12

24

5

1

8

11

29

16

29

7

Education

Geen onderwijs/basisonderwijs

Lbo/vbo/vmbo

Mavo/eerste 3 jaar havo of vwo/vmbo

Mbo

Havo/vwo

Hbo/w.o. bachelor of kandidaats

W.o.-doctoraal of master

23

42

14

15

6

21

43

16

21

6

Size of HH

1

2

3

4

5>

6

13

22

22

37

11

16

20

19

34

Age

18-24

25-34

35-44

45-54

55 >

46

54

49

51

Gender

Male

Female

Unweighted

Weighted

[label]

Socio-demographicsThe Netherlands

5

41

4

7

22

3

16

7

42

6

6

22

5

12

Occupation

Zelfstandig ondernemer/freelancer

Werkzaam in loondienst

Werkzaam bij de overheid

Werkloos/werkzoekend

Gepensioneerd of VUT

Studerend/schoolgaand

Huisvrouw/huisman

6

7

7

6

8

15

9

8

5

4

25

5

5

6

7

7

14

10

10

6

5

25

Income per year

Under € 11,400

€ 11,401 to € 15,500

€ 15,501 to € 21,200

€ 21,201 to € 23,800

€ 23,801 to € 29,500

€ 29,501 to € 35,200

€ 35,201 to € 46,600

€ 46,601 to € 59,000

€ 59,001 to € 70,000

€ 70,000 or more


UnweightedWeighted



30

20

24

15

5

7

31

21

23

14

5

6

Education

Degree or higher

A level/AS level

GCSE

Vocational / trade apprenticeship

qualification

Other

None of these

21

43

17

13

6

20

42

17

14

6

Size of HH

1

2

3

4

5>

11

14

19

15

41

11

17

20

17

35

Age

18-24

25-34

35-44

45-54

55 >

48

52

48

52

Gender

Male

Female

UnweightedWeighted[label]

Socio-demographicsUnited Kingdom

7

41

6

6

28

4

8

6

44

6

6

25

5

8

Occupation

Self-employed/freelance

Salaried employment

Working for government

Unemployed/looking for a job

Retired

Student

Housewife/househusband

34

25

16

6

1

18

33

25

17

7

1

17

Income per year

Under £20,000

£20,001 to £34,999

£35,000 to £59,999

£60,000 to £99,999

£100,000 or more


UnweightedWeighted



AppendixAppendix



QUESTIONNAIRE (1/3)

Background questions

Main questionnaire

Q1. Do you believe your diet is adequate to promote your health?

Q2. Which of the following best describes your eating habits?

Q3. Do you have to watch your weight/be careful about your diet?

Q4. Currently, do you intend to gain/remain/lose weight?

Q5. Have you used any of the following in the past 12 months to help you lose weight?

Q6. Have you followed a special diet during the last 12 months?

Q7. How often do you:

• 1. eat vegetables?

• 2. eat fruit?

• 3. eat meat?

• 4. eat fish?

• 5. eat a vegetarian meal?

• 6. eat a home-cooked meal?

• 7. smoke?

• 8. drink alcohol?

Q8. How often, if ever, do you consume organic products?

Q9. What types of organic food or drinks do you consume?

Q10. Why do you consume organic products?

Q11a. Which of the following would encourage you to consume more organic products?

Q11b. What is the reason why you do NOT consume organic products?

Q12. Below you see some ingredients.

• Which of these ingredients have you ever have heard of?

• Which of these ingredients do you (sometimes) look for when you buy your food or drinks? (e.g. by reading the labels)

Q13. To what extent do you agree or disagree with the following statements?

Q14. In your opinion, who is most responsible for reducing the consumption of unhealthy food?

Q15a. How well-informed do you feel you are when it comes to healthy or unhealthy nutrition?

Q15b. Do you ever search for information on nutrition in sources other than product labels? (for example on the internet or with family, friends or doctors)

Q16. Which source(s) of information do you use?

Q17. What is your opinion about your own health?



QUESTIONNAIRE (2/3)

Q18a. How many hours per week do you exercise (medium to high intensity, like sports, cycling, walking at a medium to high pace)?

Q18b. Do you play sport on a regular basis (at least once a week)?

Q19. Which means of transport (if any) do you use for your usual trips, for instance to go to work or to school?

Q21. In one of the previous questions you said you (sometimes) drink alcohol. How many glasses of alcohol did you drink during the last seven days? (Count a pint or a half-litre glass as two glasses)

Q23. In one of the previous questions you said you (sometimes) smoke. What do you smoke?

Q24. On average, how many < answer previous question> do you smoke per day?

Q25. Some medicines you can get without a prescription from your doctor. Which of the following have you bought for yourself in the last 12 months –without consulting a doctor?

Q26. When did you last visit a doctor (GP or specialist) for a consultation?

Q27. Has your doctor prescribed you drugs that you have to take for a long time (chronic) and if so, how many do you take currently? (Note: the contraceptive Pill should not be regarded as a medicine)

Q29. What is your opinion about alternative medicine?

Q29a. Have you ever used alternative medicine?

Q30a. These days it is possible to find a lot of information on the internet. Some people use this to diagnose themselves for a certain disease. How often, if ever, have you self diagnosed…

• 1. over the internet

• 2. through other media like books and literature

Q30b. Do you ever do any of the following at home?

• 1. check your cholesterol level

• 2. check your blood pressure

• 3. check your weight

Q31. Do you ever buy medicines over the internet?

Q32. Please fill in your height.

Q33. Please fill in how much you weigh.

Q34. What are your general eating habits per week (in an average week)?

• Breakfast

• Snacking in the morning

• Lunch

• Snacking in the afternoon

• Dinner

• Snacking in the evening



QUESTIONNAIRE (3/3)

Q35. How many times do you eat out-of-home in an average week?

• Breakfast

• Lunch

• Dinner

Background questions

Q38. What is your occupation?

Q39. What is your highest level of education?

Q40. What is your household’s gross income on a yearly basis? This is the sum of all incomes from paid employments, benefits and pensions of all people in your household per year.

Q41. How many members are in your household (including yourself)?

Q42. In which region do you live?

Additional drugs usage questions

Q36. How often do you use drugs (like cannabis, cocaine etc.), if ever?

Q37. Which drugs do you use?



SEGMENTATION METHODOLOGY (1/2)

The lifestyle segmentation is realized by means of behavorial variables, including the BMI and a selection of questions. The selected questions are referring most to the extent to which one is living a healthy life. Habits with a negative impact on health are having a higher score than habits with a neutral or positive impact. Using this method a health score was calculated for each respondent.

The following variables and corresponding scores have been used to calculate the individual health scores:

BMI

• Underweight (0)

• Normal weight (0)

• Slight overweight (0)

• Overweight (1)

• Obese (2)

• Morbidly obese (4)

Q1. Adequate diet to promote health

• Definitely (0)

• Probably (1)

• Probably not (1)

• Definitely not (2)

Q7_1, 2. Vegetables/fruit consumption

• At least 2-3 times a day (0)

• Once a day (0)

• 4-6 times a week (0)


• Once a week (1)

• Less than once a week (2)

• Never (2)

Q7_7. Smoking habits

• At least 2-3 times a day (3)

• Once a day (1)



• Once a week (1)

• Less than once a week (0)

• Never (0)



SEGMENTATION METHODOLOGY (1/2)

The total distribution of respondents with scores varying from 0 to 20 have been divided, on a European level, into four equal groups. The country specific segmentation was developed by using the same classification.

• Score 0 to 2: Very healthy lifestyle (EU: 22%)

• Score 3 to 4: Medium healthy lifestyle (EU: 21%)

• Score 5 to 7: Medium unhealthy lifestyle (EU: 32%)

• Score 8 to 20: Unhealthy lifestyle (EU: 25%)

Q18a. Hours exercise per week

• 0 (3)

• 1 (3)

• 2 (2)

• 3 (1)

• 4 or more (0)

Q18b. Playing sports on a regular basis

• Yes, more than 4 times a week (0)

• Yes, 2-3 times a week (0)

• Yes, once a week (1)

• No, but I would like to (2)

• No, and I don’t want to (2)

Q19. Means of transport for usual trips

• Bicycle (0)

• Car (2)

• Walking (0)

• Public transport (1)

• Motorbike (1)

• Taxi (2)

• Other (0)

Q21a. Alcohol consumption

• 0-15 (0)

• 16-20 (1)

• 21-30 (2)

• More than 31 (3)



QUESTIONS & CONTACT

If you have any questions about this report, please contact TNS NIPO in The Netherlands:

Petra Kramer

• Research Consultant Health & Welfare

• +31 (0)20 5225 413

• [email protected]

Desirée van der Veen

• Research Executive Consumer

• +31 (0)20 5225 731

• [email protected]

Tns Nipo European Health & food Study Sept. 2010

Documents

Transcript of Tns Nipo European Health & food Study Sept. 2010