Summary Presentation of Main Results

Grant Agreement no. 212579 FOCUS-BALKANS: Food Consumer Sciences in the Balkans: Frameworks, Protocols and Networks for a better knowledge of food behaviours

FP7 Cooperation Work Programme: Theme 2 – Food, Agriculture and Fisheries, and Biotechnology Activity 2 Fork to farm FP7 KBBE 2007 2.1-02

DELIVERABLE N°9.2

SUMMARY PRESENTATION OF MAIN RESULTS

October 2011

Editors Jasna Milošević, IPSOS, Serbia

Deliverable lead beneficiaries IPSOS

Co-authors Dominique Barjolle & Delphine Eynaudi, ETHZ, Switzerland

Project co-funded by the European Commission within the Seventh Framework Programme (2007-2013) Dissemination Level PU Public X PP Restricted to other programme participants (including the Commission Services). RE Restricted to a group specified by the consortium (including the Commission Services). CO Confidential, only for members of the consortium (including the Commission Services).

FOCUS-BALKANS DL 9.2_partie1.doc

FP7 KBBE 2007 1 2 GA 212579 TABLE OF CONTENTS Introduction ...... 3 1. Presentation at the 1st open Seminar in Belgrade ...... 4 2. Presentation at the 2nd Open Seminar in Brussels ...... 56

FOCUS-BALKANS DL 9.2_partie1.doc FP7 KBBE 2007 1 3 GA 212579

Introduction The general objective of the Work package 9 is the analysis of the drivers and determinants of food consumption behaviour in the WBC. The aim is to measure the quantitative aspects that are identified in the four qualitative consumer studies, WP 5,6,7,8. The main purpose of this work package is, eventually to quantify with the same methodology the different aspects of food behaviour, image and values that are given to food product by local consumers and that would have been identified in the previous case studies work packages. The objective is to obtain quantifiable data on several aspects: • Understanding of consumer behaviour related to food (main habits, drivers and demands) – consumer purchasing, cooking and eating behaviour and habits, • Understanding of perceptions and attitudes concerning different aspects of food products – health dimensions, modern vs. traditional, attitudes toward special product categories (fruit, vegetables, meat and fish, fat, dairy products, bread…), • Understanding the implication of consumer trends for products in focus of our interest, • Understanding how people live and plan their lives – life style of consumers, • Understanding of consumers’ segmentation (concerning attitudes, demographic profile, psychology, purchasing models). IPSOS lead this quantitative study and frame the data collection process with the appropriate scientific requirements and methods.

FOCUS-BALKANS DL 9.2_partie1.doc FP7 KBBE 2007 1 4 GA 212579 1. Presentation at the 1st open Seminar in Belgrade The 1st Open Seminar took place last October in Belgrade. It focused on the results of the quantitative survey undertaken by IPSOS Strategic Puls, which surveyed over 3 000 consumers in the WBCs. 120 participants attended this seminar, and 4 movies have been made and put on the web site of the project.

1 Consumer quantitative survey Quantitative research in FB

The main aim of quantitative research of WP9 in Focus Balkans project is analysis of drivers and determinants of food consumption behavior in targeted segments (fruit, food with health claims, organic food and traditional food) in WBC

To measure the quantitative aspects that are identified in the four qualitative consumer studies: WP 5, 6, 7, 8

Consumer quantitative survey Quantitative research in Focus Balkans – methodology

Data collection method: ad hoc face-to-face survey, performed at respondents’ home Target population: citizens of WBC aged 18+ Questionnaire size: approx. 20 minutes Sample size: 3085 in total, around 500 per country Sampling frame: based on the data from Census, vital statistics and the migration data Sample type: national representative, 3-staged stratified sample © 2009 Ipsos

Consumer quantitative survey THEORETICAL BACKGROUND

The aim of the quantitative survey is not to test one specific theory, but to give more precise data about attitudes toward and consumption of targeted product in WBC. It is difficult for 4 product categories (fruit, organic, traditional products and products with health claims) to find one model which fits for explanation for consumption of all products. Different models are useful for different predictions: . Theory of Planned Behavior (Ajzen & Fishbein, 1980) – strong in predicting rational consumer behavior preceded by cognitive processes, wit high personal involvement . Different dual models: MODE model (Fazio, 1990; Fazio & Towles- Schwen, 1999) & Purchase cube model (Baumgartner, 2002) & In the dual-process model of (Kahneman, 2003) strong in predicting automatic, spontaneous consumer behaviors with low involvement . Situational theories that elaborates importance of situation and context (Meiselman, 2007; Bem, 1970) . ELM model © 2009 Ipsos

Consumer quantitative survey Different motives for dietary choices in West Balkan countries

Consumer quantitative survey High consumption of given products and factors from FCQ

0.5

0.4

Familiarity Ethical concern 0.3

0.2

Organic food 0.1 Traditional dishes Products with health Health Mood Sensory appeal claims -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0

Natural Pr ic e -0.1 Convenience

-0.2

Weight control Fruit -0.3

-0.5

Consumer quantitative survey 0.7 CONSUMPTION OF FRUIT AND FACTORS FROM FCQ 0.6

0.5

0.4

0.3 Sensory appeal Once a day Health 0.2 Natural Once a w eek

0.1 Weight control Mood Convenience 0

-0.1 -0.7 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1Familiarity 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 -0.2 Rarely or never -0.3 Pr ic e Once a month -0.4

-0.5 Ethical concern -0.6

Consumer quantitative survey CONSUMPTION OF ORGANIC AND FACTORS FROM FCQ

0.6

Familiarity 0.5

0.4

0.3 Sensory appeal Rarely or never 0.2

0.1 Ethical concern Once a day Pr ic e

0-0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0.6 Health -0.1 Mood Once a w eek Natural -0.2 Convenience

-0.3 Once a month Weight control -0.4

Consumer quantitative survey CONSUMPTION OF PRODUCTS WITH HEALTH CLAIMS AND FACTORS FROM FCQ

0.8

0.7

0.6

0.5 Ethical concern

0.4

0.3 Familiarity Rarely or never 0.2 Natural 0.1 Once a day Mood Health Sensory appeal -0.8 -0.7 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0

-0.1 Convenience Pr ic e -0.2 Once a w ee k Once a month -0.3

-0.4

-0.5 Weight control

-0.8 Consumer quantitative survey CONSUMPTION OF TRADITIONAL DISHES AND FACTORS FROM FCQ

0.6

0.5

0.4 Familiarity 0.3 Mood Rarely or never Weight control 0.2

Convenience 0.1 -0.6 -0.5 -0.4 -0.3 -0.2Health -0.1 0Natural 0.1 0.2 0.3 0.4 0.5 0.6 Once a day 0

-0.1 Once a w eek

-0.2

Once a m onth -0.3 Sensory appeal

-0.4 Pr ic e

-0.6

Consumer quantitative survey CONSUMTION OF 4 PRODUCTS

64% 60

40 42% fruit 39% organic traditional 34% health claims 30 33% 30% 28% 26% 25% 20 22% 19%

13% 10 12%

4% 6% 0 2%

Consumer quantitative survey By your opinion (four products) + -

1234567 Bad Good

Pleasant Unpleasant

Unhealthy Healthy

Convenient Inconvenient for for consumption consumption

Tasteless Tasty

Fruits Organic food Traditional dishes Products with health claims

15 Consumer quantitative survey FRUIT

Consumer quantitative survey How often do you consume fruit? – Country

73% 70 69% 69%

62% 60 59%

52% Serbia 50 Macedonia Montenegro BIH 40 41% Croatia Slovenia 35%

30 31% 29%

23% 23% 20

10 7% 5% 5%

70 68%

60 59%

40 Male Female 34%

26%

70 69%

65%

60 57%

18-34 40 35-54 35% 55+

30 29%

26%

72%

64%

60 60%

50 Elementary or less Secondary

40 Higher or University

33%

30% 30

25% 20

10 5%

64%

60% 60

40 Mediteranian Continental 32%

30 30%

10 7%

65%

63%

40 Yes No

30 30% 30%

Organic food is produced without adding pesticides, fertilizers, genetically modified organism and any other chemicals. The examples are: organic bread, honey, organic fruit and vegetables. Organic food has to have organic label, certification from official relevant institution. © 2009 Ipsos

Consumer quantitative survey How often do you consume organic food? - Country

45% 44%

37% 37%

34% 33% 33% Serbia 31% 30 Macedonia 28% 28% Montenegro 26% 27% BIH 24% 25% Croatia Slovenia

20 20% 20%

16% 17% 14%

0 Once a day Once a week Once a month Rarely or never 24 Consumer quantitative survey How would you personally define the term “organic food”? Organic food is produced….

Base: Total target population

without adding pesticides, fertilizers and any 44% other chemica

on the family farms with the traditional techniques 24% of produ

according to procedures and techniques that are 11% defined by t

provides the health to the people; contribute to 10% the environ

without using the genetically modified organism. 10%

25 Consumer quantitative survey Where do you most often buy the organic food?

Base: Total target population

On the green markets 27% 20%

Directly from the farmers 19% 20% Yes

11% In the supermarkets/ hypermarkets 18% On the green markets

In the specialized shops for the 4% 7% Directly from the organic food farmers

On the Internet 0% In the supermarkets/ hypermarkets 30% Other 12% activity agricultural Own In the specialized shops for the organic food 18% I do not consume organic food at all 16% No

21% Don''t know 2%

26 Consumer quantitative survey What is the main types of organic food you consume the most

Multiple answers; Base: Total target population

Fresh fruits 57%

Fresh vegetables 57%

Milk and dairy products 42%

Honey 33%

Bread 21%

The other products made out of 13% crops

Soft drinks 9%

Children food 3%

Other 1%

27 Consumer quantitative survey How often do you consume organic food? - Gender

34% 32% 30 29%

27% 26% 26%

Male Female 20

12% 12%

0 Once a day Once a week Once a month Rarely or never 28 Consumer quantitative survey How often do you consume organic food? - Age

37%

34%

32% 30 28% 27% 27% 26% 26% 24% 18-34 35-54

20 55+

14%

0 Once a day Once a week Once a month Rarely or never 29 Consumer quantitative survey How often do you consume organic food? - Education

36%

35 34%

32%

29% 30 31% 29%

26%

25 23% Elementary or less 22% Secondary

20 Higher or University

15 13%

12% 10 11%

0 Once a day Once a week Once a month Rarely or never 30 Consumer quantitative survey How often do you consume organic food? - Mediteranian/ Continental

40 38%

35 33%

27% 27% 25% 25

21% Mediteranian Continental 20

12% 12%

0 Once a day Once a week Once a month Rarely or never 31 Consumer quantitative survey How often do you consume organic food? – agricultural HH

44%

30% 30 28% Yes 27% No

24% 23% 20

14%

0 Once a day Once a week Once a month Rarely or never 32 Consumer quantitative survey TRADITIONAL PRODUCTS

Under traditional dishes we mean meals that are eaten throughout the year or at certain times of the year. It may also be connected with various celebrations and special occasions. Traditional meals are prepared and cooked according to old recipes that are transmitted from one generation to other, and they are prepared with care - in a way that belongs to national heritage. The meals are prepared from natural ingredients and are typical for specific places, regions or a country. These are dishes that are cooked or prepared either at home or in the home of family members and friends, or in a restaurant - like for example Sarma and cicvara/pita FOR BiH, Sarma and Grah FOR CROATIA, Sarma and Podvarak FOR MONTENEGRO, Sarma and Cevapcici FOR SERBIA, Ricet and Jota FOR SLOVENIA, Tavce gravce, sarma, punjena paprika FOR MACEDONIA. (In each country the questtionare will contain only the examples specified for that country). © 2009 Ipsos

Consumer quantitative survey How often do you consume traditional dishes?-Country

60 59%

50 47% 48% 46%

42% 42% 41% 40 38% 39% Serbia Macedonia 35% 34% Montenegro BIH 30 Croatia 26% Slovenia

14% 15% 13% 13% 13% 10 9% 10% 5% 6% 4% 3% © 2009 Ipsos 0 0% Once a day Once a week Once a month Rarely or never 34 Consumer quantitative survey Here is a list of items. Please indicate which 4 items are most related to traditional dishes in your opinion.

Multiple answers; Base: Total target population

50% Homemade 70% 15% Serbia 3% Family 50% 7% Tasty 50% 49% Healthy 45% 21% Macedonia 11% Heritage 37% 16% Country 29% 31% Family Safe 17% 12% Montenegro 8% Trust 15% 6% Everyday Everyday 12%

Country 64% 12% Special occasions 9% On-farm BIH production Local 11% 5% 6% No additives 11% Cheap 49% On-farm production 10% 10% Croatia Unpolluted Environment 8% 9% 6% Cheap 8% 57% Small scale of production 3% 5% Slovenia Well-known brand 2% 24% 4% © 2009 Ipsos Refusal 1%

35 Consumer quantitative survey How often do you consume traditional dishes? - Gender

43%

40% 40 40% 39%

30 Male Female

13%

14% 10

0 Once a day Once a week Once a month Rarely or never 36 Consumer quantitative survey How often do you consume traditional dishes? - Age

44% 44%

42% 40 41%

38%

33%

30 18-34 35-54 55+

16%

13%

10 12% 7%

0 Once a day Once a week Once a month Rarely or never 37 Consumer quantitative survey How often do you consume traditional dishes? - Education

46% 46%

42%

40 38% 36%

35%

30 Elementary or less Secondary Higher or University

15%

13%

10 12% 7% 6%

0 Once a day Once a week Once a month Rarely or never 38 Consumer quantitative survey How often do you consume traditional dishes? - Mediteranian/ Continental

42%

40% 40

34% 33%

30 Mediteranian Continental

20 19%

14% 13%

0 Once a day Once a week Once a month Rarely or never 39 Consumer quantitative survey How often do you consume traditional dishes? Agricultural HH

50 48%

42%

40 40%

35%

30 Yes No

16%

10 7% 8%

0 Once a day Once a week Once a month Rarely or never 40 Consumer quantitative survey HEALTH CLAIMS I will explain what we mean by products with health claims and I will give you some examples. Health claims that we see on product packages are claims that link a nutrient to a normal functioning of the body or a specific disease. An example of a health claim - High in calcium, Calcium helps build strong bones. Adequate calcium throughout life, as part of a well-balanced diet, may reduce the risk of osteoporosis. Please look at the picture of products with health claims. © 2009 Ipsos

Consumer quantitative survey How often do you consume products with health claims?-Country

38%

35% 35 35%

33% 32% 32% 31% 30 30% 27% 27% 26% 26% Serbia 25 24% 25% Macedonia 23% Montenegro 20% BIH 20 18% 19% Croatia 19% 19% Slovenia 18%

15 15% 14%

13% 10

0 Once a day Once a week Once a month Rarely or never 42 Consumer quantitative survey How often do you consume products with health claims?- Gender

36% 35

32%

27%

25 23% Male 22% Female 20 19% 22% 19%

0 Once a day Once a week Once a month Rarely or never 43 Consumer quantitative survey How often do you consume products with health claims?- Age

40 38%

34%

30% 30

27% 27% 25% 24% 18-34 21% 35-54 20% 20 55+ 19% 19% 17%

0 Once a day Once a week Once a month Rarely or never 44 Consumer quantitative survey How often do you consume products with health claims?- Education

40 39%

37%

32%

32% 30 27% 26%

Elementary or less 21% 21% Secondary

20 Higher or University 18% 19%

15%

14%

0 Once a day Once a week Once a month Rarely or never 45 Consumer quantitative survey How often do you consume products with health claims?- Mediteranian/ Continental

41%

33%

30 Mediteranian 26% Continental

22% 23% 19% 20 18%

17%

0 Once a day Once a week Once a month Rarely or never 46 Consumer quantitative survey How often do you consume products with health claims?- agricultural HH

36%

30 28% 30% 27%

22% Yes 20% No 20 19%

19%

0 Once a day Once a week Once a month Rarely or never 47 Consumer quantitative survey DoW – WP9 deliverable

D9.1 Report with frequencies and basic socio-demographic cross – tabulation with key findings and indication of statistical significance Month 30 (June) - delivered D9.2 Summary presentation of main results Month 30 (June) D9.3 Datasets in SPSS or ASCII format. Month 30 (June) - delivered © 2009 Ipsos

Consumer quantitative survey Processing of the data- WP9 status

Datasets in SPSS delivered – October 2010 Report with frequencies and basic socio-demographic cross tabulation and indication of statistical significance delivered – October 2010 Summary presentation with main results in PPT delivered Data available to all partners © 2009 Ipsos

Consumer quantitative survey Time table for future IPSOS activities on WP9

Draft WP9 deliverable in Word - to be delivered in May Your comments on WP9 deliverable by the end of May Final deliverable in June (Month 30 according to DoW) . Theoretical background, and tables . Importance of different motives for dietary choices in West Balkan countries: comparison between countries in the region and with Western European countries – factor analysis of Food Choice Questionnaire (FCQ) . Food choice differences in respect to different socio-demographic factors. Regression analysis to be used in order to estimate the influence of different socio-demographic factors and attitudes for selected food consumption (health concerns, ethical concerns, impulsive food consumption behavior) . Analyzing factors in impulsive food consumption scale © 2009 Ipsos

Consumer quantitative survey Discussion on further use of WP9 data

Any questions, comments, suggestions ….. Your involvement in further WP9 analysis . In publishing . In presenting data on the next Open Seminar . In analyzing the data for the future projects . In presenting data on the scientific conferences © 2009 Ipsos

Consumer quantitative survey FP7 KBBE 2007 1 56 GA 212579

2. Presentation at the 2nd Open Seminar in Brussels On the 23rd of September 2011, the 2nd Open Seminar of FOCUS BALKANS took place down town of Brussels. A wide range of stakeholders, including food supply chain representatives and policy makers have been invited in order to share with the FOCUS-BALKANS consortium members the most recent results related to food consumer science in the WBCs. There were also present representatives of the European Commission to better understand the needs for future projects and research in the region. In the end of all, more than 80 participants took part in the seminar. Results and key-findings about traditional food and the consumption of organic products in the WBCs have been presented and discussed with specialists (two professors) in order to disseminate recommendations and raise awareness about food consumption patterns in the region.

FOCUS-BALKANS DL 9.2.doc

Consumer quantitative survey MOTIVES, VALUES, FOOD CHOICES

1 Consumer quantitative survey Quantitative research in FB

To measure the quantitative aspects that are identified in the four qualitative consumer studies: WP 5, 6, 7, 8

Consumer quantitative survey THEORETICAL BACKGROUND

Consumer quantitative survey CONTEXT OF THE STUDY

Social factors food-external stimuli or non- food effects

Food consumption Inter individual: knowledge, specific preferences and health Individual factors status

Interpersonal: norms of in-groups and culture

Substantial empirical evidence exists regarding the importance of different factors underlying food choice in Western Europe. Research results on eating habits and food choice in the Western Balkan Countries (WBCs) remain scarce © 2009 Ipsos

Consumer quantitative survey Structure of the questionnaire

Mediator variables

Independent variables For food in general Dependent variables Values and motives (FCQ) For each product in general Beliefs Perceived control (impulsive Attitudes Sociodemographic food consumtpion scale)

variables Intention fo consumtpion

For each product in general Health status Frequency of consumption

Consumer quantitative survey Quantitative research in Focus Balkans – methodology

Consumer quantitative survey FOOD CHOICE QUESTIONNIARE

Steptoe et al. (1995) developed a protocol, the Food Choice Questionnaire (FCQ), which has been used widely to assess the impact of different motives on food choice

FCQ has been successfully implemented as a whole or partially in:

 urban, English speaking populations and,

Consumer quantitative survey MAIN CONCLUSION

 The ranking of food choice motives across WBC's was similar

 Factor analysis revealed eight factors compared to nine in the original FCQ model

Consumer quantitative survey Structure of factors

Original factors in FCQ WBC factors (Steptoe, 1995)

1. Health 1. Health & natural content 2. Convenience 2. Purchase Convenience 3. Price Sensitivity 3. Preparation Convenience 4. Mood 4. Price Sensitivity 5. Sensory appeal 5. Mood 6. Sensory appeal 6. Natural content 7. Weight control 7. Weight control 8. Familiarity & Ethical concern 8. Familiarity 9. Ethical concern © 2009 Ipsos

Consumer quantitative survey Serbia FRYOM Montenegro BIH Croatia Slovenia

Purchase Sensory appeal Sensory appeal Sensory appeal Sensory appeal Sensory appeal convenience

Health & Purchase Purchase Health & Natural Price Natural Sensory convenience convenience Content Content appeal

Health & Natural Health & Natural Health & Natural Purchase Purchase Health & Natural Content Content Content convenience convenience Content

Purchase Price Price Price Price Preparation convenience convenience

Preparation Preparation Mood convenience convenience Mood Mood Price

Preparation Mood Weight Preparation Preparation Weight convenience convenience convenience

Weight Weight Mood Weight Weight Mood © 2009 Ipsos Familiarity Familiarity Familiarity Familiarity Familiarity Familiarity ðical concern ðical concern ðical concern ðical concern ðical concern ðical concern

Consumer quantitative survey Italy Greece Romania Hungary Belgium GB

Natural content Natural content Sensory appeal Sensory appeal Sensory appeal Sensory appeal

Natural Health Health Price Health Natural content Content

Sensory appeal Sensory appeal Health Convenience Health Price

Price Price Price Price Convenience Convenience

Natural Weight control Mood Weight control Health Natural content content

Convenience Convenience Mood Weight control Weight control Weight control

Mood Weight control Convenience Mood Mood Mood

Familiarity Familiarity Familiarity Ethical concern Ethical concern Familiarity

Consumer quantitative survey FIVE CLUSTERS

Unconcerned Food enthusiasts food consumers

High in all factors: SA, preparation convenience, Least emphasis on all factors, weak weight control, women, highest level of interest in food, man, rural households, knowledge, and high fruit, traditional dishes lowest level of educaton, FRYOM, and functional food production Montenegro

Price orientated WBC consumer Purchase convenient and distressed consumer Great emphasisi on purchase convenience factor, Most emphais on price, suggesting highest income, male, highest incidence of obesity, income and time constrains, lowest high consumption of traditional food, Crioatian HH income, higher incidence of obesity, Serbian HH Health orientated consumer Health and natural content factor important, female, highest level of education, smaller HH,

Consumer quantitative survey From a public health perspective three clusters raise concern:

Description: food knowledge and fruit consumption unconcerned consumers below average Message: promote more balanced diets

Description: fruit consumption is low, “low income” consuming relatively unhealthy food for comfort price oriented and distressed Message: public health campaigns should stress consumers both the financial and health benefits from reducing fatty food intake and increasing consumption of fruit and vegetables

Consumer quantitative survey 4 PRODUCT CATEGORIES:

Consumer quantitative survey CONSUMTION OF 4 PRODUCTS - WBC

2% 4% 6% 22% 13% 26%

30% Rarely or 12% 19% never Once a month 42% Once a week 28% 34% Once a day 64%

39% 33% 25%

Consumer quantitative survey By your opinion (four products) + -

Bad Good

Pleasant Unpleasant

Unhealthy Healthy

Convenient Inconvenient for for consumption consumption

Tasteless Tasty

Fruits Organic food Traditional dishes Products with health claims

16 Consumer quantitative survey FRUIT

Consumer quantitative survey How often do you consume fruit? – Country

2% 1% 1% 1% 2% 2% 2% Rarely or never 3% 7% 5% 5% 5% Once a month 23% 29% 23% Once a week 31% 35% 41% Once a day

at least once a week

73% 69% 69% 62% 59% 52%

18 Consumer quantitative survey Knowledge about fruit

STATEMENTS ABOUT FRUIT TRUE A medium sized apple contains more calories than a medium sized 40% banana Eating fruit is only beneficial for the health when also vegetables are 50% eaten daily Adding an extra piece of fruit to the diet results in weight loss 44%

Consumer quantitative survey ORGANIC

Consumer quantitative survey How often do you consume organic food? - by country Organic food is understood as food without adding pesticides, fertilizers and any other chemicas

Rarely or never 11% 20% 17% Once a month 28% 10% 37% Once a week 45% 16% 14% Once a day 12% 34% 12% 9% 28% 33% 26% at least 20% 25% once a week

21 Consumer quantitative survey How would you personally define the term “organic food”? Organic food is produced….

Base: Total target population

without adding pesticides, fertilizers and any 44% other chemica

on the family farms with the traditional techniques 24% of produ

according to procedures and techniques that are 11% defined by t

provides the health to the people; contribute to 10% the environ

without using the genetically modified organism. 10%

22 Consumer quantitative survey What is the main types of organic food you consume the most

Multiple answers; Base: Total target population

Fresh fruits 57%

Fresh vegetables 57%

Milk and dairy products 42%

Honey 33%

Bread 21%

The other products made out of 13% crops

Soft drinks 9%

Children food 3%

Other 1%

23 Consumer quantitative survey Where do you most often buy the organic food?

Base: Total target population

On the green markets 27% 20%

Directly from the farmers 19% 20% Yes

11% In the supermarkets/ hypermarkets 18% On the green markets

In the specialized shops for the 4% 7% Directly from the organic food farmers

On the Internet 0% In the supermarkets/ hypermarkets 30% Other 12% activity agricultural Own In the specialized shops for the organic food 18% I do not consume organic food at all 16% No

21% Don''t know 2%

24 Consumer quantitative survey TRADITIONAL PRODUCTS

Consumer quantitative survey The examples of the traditional food in each country:

Consumer quantitative survey How often do you consume traditional dishes? -Country

0% 0% 3% 4% 5% 6% 9% Refusal 13% 10% 13% Rarely or never 14% 13% Once a month Once a week 35% 26% Once a day

39% 42% 41% 46%

at least once a 47% week

59% 48% 42% 38% 34%

15%

Consumer quantitative survey Which 4 items are most related to traditional dishes in your opinion.

Multiple answers; Base: Total target population

50% Homemade 70% 15% Serbia 3% Family 50% 7% Tasty 50% 49% Healthy 45% 21% Macedonia 11% Heritage 37% 16% Country 29% 31% Family Safe 17% 12% Montenegro 8% Trust 15% 6% Everyday Everyday 12%

28 Consumer quantitative survey Knowledge about traditional food

STATEMENTS ABOUT TRADITIONAL FOOD TRUE

Food with a Geographical Indication does not have to comply with the 44% national hygiene regulations Food with a Geographical Indication is processed in the area specified 71%

There are no foods with Geographical Indication in 34%

Consumer quantitative survey HEALTH CLAIMS

I will explain what we mean by products with health claims and I will give you some examples. Health claims that we see on product packages are claims that link a nutrient to a normal functioning of the body or a specific disease.

An example of a health claim - High in calcium, Calcium helps build strong bones. Adequate calcium throughout life, as part of a well-balanced diet, may reduce the risk of osteoporosis. Please look at the picture of products with health claims. © 2009 Ipsos

Consumer quantitative survey Examples fo products with health claims in each coutnry:

BIH:

Croatia:

Montenegro:

Serbia:

Slovenia:

Consumer quantitative survey How often fo you consume health cliams products - country

Rarely or never 14% 13% 19% Once per month 26% 27% 31% Once per week

18% 25% Once per day 19% 15% 18% 20%

35% 33% 35% 38% 32% 30% at least once a week 32% 27% 26% 24% 23% 19%

Consumer quantitative survey Knowledge about the health claim producs

STATEMENTS ABOUT THE HEALTH CLAIM PRODUCTS TRUE Vitamin A helps absorb calcium 69% Vitamin C fights colds and has anticancer power 93% Carbohydrates convert to sugar and fuel the body 84%

Polyunsaturated fats are more likely to raise people's blood cholesterol level than 65% saturated fat Risk of high blood pressure is most likely to be reduced by eating a diet with less salt 90% © 2009 Ipsos

Consumer quantitative survey FRUIT

Fact: apple is a national fruit. WBC region is very suitable for growing fruit

Develop a habit of eating fruit out of home (no water available)

Consumer quantitative survey Effective health claim

Focus on general well being Linked health benefit to common complain Avoid targeting to specific population Avoid overly scientific claim Avoid unrealistic promises No more then one claim per product © 2009 Ipsos

Consumer quantitative survey TRADITIONAL DISHES

Facts: Traditional dishes are usually home-made. They are not often bought ready-made and consumers may be reluctant to packaging. Long time preparation of traditional dishes is a barrier of consumption Targeting urban active and/or young people because ready-cooked dishes are attractive for them? Development of ready-to-eat traditional dishes sold in supermarkets? © 2009 Ipsos

Consumer quantitative survey ORGANIC

Fact: knowledge about organic does not exist

Consumer quantitative survey References:

Eertmans, A., Victoir, A., Notelaers, G., Vansant G, & Van den Bergh, O. (2006). The Food Choice Questionnaire: Factorial invariant over western urban populations?, Food Quality and Preference, 17, 344-352 Lindeman, M., & Väänänen, M. (2000). Measurement of ethical food choice models. Appetite, 34. 55-59 Fotopoulos C., Krystallis A., Vassallo M., & Pagiaslis A. (2009). Food Choice Questionnaire (FCQ) revisited. Suggestions for the development of an enhanced general food motivation model. Appetite, 52. 199-208 Honkanen P., & Frewer L. (2009). Russian consumers’ motives for food choice. Appetite, 52. 363–371.Januszewska, R., Pieniak, Z., & Verbeke, W. (2011). Food choice questionnaire revisited in four countries. Does it still measure the same? Appetite 57, 94-98 Steptoe, A., Pollard, T., & Wardle, J. (1995). Development of a Measure of the Motives Underlying the Selection of Food: the Food Choice Questionnaire. Appetite, 25, 267–284 Januszewska, R., Pieniak, Z., & Verbeke, W. (2011). Food choice questionnaire revisited in four countries. Does it still measure the same? Appetite 57, 94-98 Biloukha, O., & Utermohlen, V. (2000). Correlates of food consumption and perceptions of food in an educated urban population in Ukraine. Food Quality and Preference, 11, 475–

Consumer quantitative survey Thank you for attention!

Questions?

All project partners contributed to WP9

Consumer quantitative survey