Agricultural food and beverage products in Canada, …...Amongst those who consume agricultural food...

Agricultural

food and beverage products

in Canada, Japan, China,

United Arab Emirates

and the Kingdom of Saudi Arabia

REPORT

September – December 2018

Prepared by

Survey conducted by Kantar Public Brussels on behalf of TNS Political & Social at the request of the European Commission, Consumers, Health, Agriculture and Food Executive Agency

This document does not represent the point of view of the European Commission. The interpretations and opinions contained in it are solely those of the authors.

Project Number: 2019.2486

Title: Agricultural food and beverage products in Canada, Japan, China, United Arab Emirates and

the Kingdom of Saudi Arabia

Linguistic version Media/Volume Catalogue number ISBN DOI

EN PDF PDF/Volume_01 EB-04-19-391-EN-N 978-92-9478-198-7 10.2818/760660

© European Union (*), 2019 Reuse is authorised provided the source is acknowledged. The reuse policy of European Commission documents is regulated by Decision 2011/833/EU (OJ L 330, 14.12.2011, p. 39).

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Agricultural food and beverage products in Canada, Japan, China, United Arab Emirates and the Kingdom of Saudi Arabia

REPORT

TABLE OF CONTENTS

INTRODUCTION ................................................................................................................ 2

KEY FINDINGS ................................................................................................................... 3

I. CONSUMPTION OF FOOD AND BEVERAGES .................................................................... 5

1. Origin of products ............................................................................................................ 5

2. Type of product consumed ............................................................................................. 17

3. Consumption of European products ................................................................................ 32

II.OPINIONS ABOUT EU FOOD AND BEVERAGE PRODUCTS .............................................. 44

III. CONSUMER PURCHASING BEHAVIOUR ....................................................................... 52

1. General factors............................................................................................................... 52

2. Perception of EU products .............................................................................................. 64

3. Interest in starting to consuming products from the EU ................................................... 72

IV. QUALITY LABELS ........................................................................................................ 78

1. The product’s origin ....................................................................................................... 78

2. Knowledge of quality labels ............................................................................................ 87

3. Knowledge of European Quality labels ............................................................................ 93

CONCLUSION ................................................................................................................ 106

ANNEXES

Technical specifications

Questionnaire

Tables

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INTRODUCTION

Agricultural products are a key part of the European economy, and an important component of trade between the EU and the rest of the world. In 2017, exports in agricultural products were valued at 137.2 billion euros, with trade in agricultural products between the EU and non-member countries accounting for 7.4 % of the total EU international trade.1Promoting European agricultural products internationally on behalf of DG AGRI is one of the key roles for The Consumers, Health, Agriculture and Food Executive Agency (CHAFEA). CHAFEA also provides a range of information and support to European producers wishing to take advantage of the steady growth in the international trade of EU agricultural products (e.g www.agripromotion.eu)..

This survey was commissioned by Consumers, Health, Agriculture and Food Executive Agency on behalf of DG AGRI to explore the perceptions of European agricultural food and beverage products in five countries outside of Europe: Canada, China, Japan, the Kingdom of Saudi Arabia (KSA) and the United Arab Emirates (UAE).

The survey covers the following areas:

Respondents’ consumption of agricultural food and beverage products from their own country, as well as countries within and outside of the EU;

Consumption of various agricultural product groups from any source, and also from EU countries;

Perceptions of European agricultural food and beverage products;

Factors influencing the purchase of agricultural food and beverage products in general;

Factors that would influence current consumers of EU products to consume more;

Level of interest amongst non-consumers in starting to consume these products from the EU.

Attention paid to the origin of agricultural food and beverage products;

Awareness of quality labels in general, and EU labels in particular.

In the Kingdom of Saudi Arabia alcohol was completely banned for the purposes of consumption, importing, brewing and selling. Our previous experiences when attempting to interview respondents on this topic indicate that people would not consider to participate in any survey touching on this topic and are very sensitive about the illegal aspects of alcohol. Therefore the second item asking about the consumption of ‘wines and spirits’ in questions Q3 and Q4 was removed in agreement with Chafea and not asked of respondents interviewed only in this country.

Note: the abbreviations of the countries used in this report correspond to:

Canada CA

China CN

Japan JP

Kingdom of Saudi Arabia KSA

United Arab Emirates UAE

We wish to thank the people throughout the countries interviewed who have given their time to take

part in this survey. Without their active participation, this study would not have been possible.

1https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Extra-EU_trade_in_agricultural_goods&stable=0&redirect=no

https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Extra-EU_trade_in_agricultural_goods&stable=0&redirect=no

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KEY FINDINGS

Respondents in the UAE and Canada are the biggest consumers of agricultural food and

beverage products from both EU and non-EU countries

With the exception of the United Arab Emirates (UAE), the majority of respondents in each country consume agricultural food and beverage products from their country daily. Proportions range from 71% in Japan to 37% in the UAE.

Consumption of agricultural food and beverage products from the European Union varies considerably across countries. Consumption is highest in the UAE (78%) and Canada (66%), and lowest in China (33%). The UAE and Canada are the only countries where more than two thirds consume these products from the EU at least once a week.

Respondents in the UAE and Canada are also the most likely to be regular consumers of agricultural food or beverage products from countries outside the EU. In both of these countries the majority do so at least once a week.

In each country, consumption of agricultural food and beverage products is heavily skewed towards local (regional / same country) products. In China consumption of food from another country is rare, with the majority never doing this. In other countries respondents are most likely to consume agricultural food and beverage products from countries outside the EU than from countries within the EU.

In each country fruits and vegetables, meat and meat products and dairy are the three categories most likely to be consumed at least once a week. Fruits and vegetables are most mentioned in all but one country – in Saudi Arabia dairy is slightly more likely to be consumed at least once a week.

Wines and spirits are the least consumed category in each country.

Amongst those who consume agricultural food and beverage products from the EU, fruit and vegetables are the most likely to be consumed at least once a week in the UAE, while dairy products including cheese is the most mentioned in the other four countries. In Canada, China and Japan fruit and vegetables and meat and meat products make up the top three categories of EU products consumed at least weekly, while in Saudi Arabia dairy, fruit and vegetables and confectionary appear in the top three.

Safe, tasty and good quality are frequently associated with agricultural food and

beverage products from the EU

In every country, at least half of all respondents agree agricultural food and beverage products from the EU are safe, ranging from 79% in the UAE to 50% in China.

Good quality and tasty are also frequently mentioned in each country except China.

Respondents in the UAE are the most likely to be very positive about EU agricultural food and beverage products (81%), followed by those in Canada (73%) and Saudi Arabia (59%). This compares to 42% in China and 37% in Japan.

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Quality and price are the most influential factors when purchasing agricultural food and

beverage products

Quality is the most influential factor when purchasing and agricultural food and beverage product in four countries, and the second most influential in the fifth (Japan).

Price is the only other factor that is in the top three for all countries, although proportions range from 56% in Canada to 34% in China.

Safety assurances is one of the three most influential factors in Japan (62%) and China (51%), while health aspects are in the top three for Saudi Arabia (45%) and the UAE (38%).

Canada is the only country where taste is one of the three most influential factors (51%).

Amongst current consumers of EU agricultural food and beverage products, better quality, less expensive or having better taste emerge as the most broadly influential in encouraging people to consume more.

The UAE (67%) is the only country where the majority who don’t currently consume these products form the EU would be interested in starting to do so. At least four in ten of these respondents in Saudi Arabia (47%) and Canada (44%) say they are interested, followed by 33% in China and 29% in Japan.

Awareness of quality labels in general, and EU labels in particular, is low

In every country except China, the majority respondents look at the origin of the agricultural food and beverage products they buy at least sometimes, although proportions range from 80% in the UAE to 43% in China.

In every country except China more than one in five always do this.

Only a minority in each country say they are familiar with any quality labels, ranging from 46% in Saudi Arabia to just 12% in China.

Amongst respondents who are aware of quality labels, those in China (40%) are the most likely to have at least heard of the European Protected Designation of Origin (PDO) label, followed by 34% in Japan, 31% in the UAE, 30% in Canada and 24% in Saudi Arabia.

Less than one third of respondents in each country have ever heard of the European Protected Geographic Indication (PGI) label, with proportions ranging from 32% in the UAE to 20% in Canada.

Respondents in Japan (29%) and the UAE (27%) are the most likely to have at least heard of the European Traditional Speciality Guaranteed label (TSG), while those in Canada (14%) are the least likely to have done so.

The European Organic Products label has the highest awareness of any of the quality labels asked about. In Japan almost eight in ten (79%) have at least heard of it, followed by 56% in the UAE, 50% in China, 44% in Saudi Arabia and 31% in Canada.

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I. CONSUMPTION OF FOOD AND BEVERAGES

This first part of the report explores the origin of the agricultural food and beverage products consumed by respondents. It then considers respondents’ consumption of a range of food and beverage product types including fruits and vegetables and dairy. Finally, the consumption of products from the EU in a range of categories will be discussed.

1. Origin of products

Respondents were asked how frequently they consume agricultural food or beverage products from a range of sources2. With the exception of the United Arab Emirates (UAE), the majority of respondents in each country consume agricultural food or beverage products from their country daily, with those in Japan (71%) and Canada (70%) the most likely to say this. In the UAE, 37% consume these products from their region or country daily, while almost as many (36%) consume them about once a week. The UAE is the only country where more than one in ten say they consume these products from their region or country once a month or less, or never (15% and 4% respectively).

Base: all respondents (N= 4,368)

2 Q2 How often do you consume agricultural food or beverage products from...? 2.1 Your region or country; 2.2 Countries in the European

Union; 2.3 Countries outside the European Union.

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Consumption of agricultural food or beverage products from the European Union varies considerably across countries. Respondents in the UAE are the most likely to say they consume them daily (9%) or about once a week (30%), followed by those in Canada (daily: 6%, about once a week: 21%). In contrast, the most common answer in China (56%), Japan (43%) and Saudi Arabia (38%) is that they never consume these products from EU countries.


Respondents in the UAE and Canada are also the most likely to be regular consumers of agricultural food or beverage products from countries outside the EU. More than one quarter in Canada say they do so daily (27%) or about once a week (28%), while in the UAE 22% do so daily and 35% about once a week. In contrast, the majority (57%) in China never consume these products from countries outside the EU, while a further 27% do so about once a month or less. In Saudi Arabia respondents are most likely to say they never consume such products (32%), or that they do so once a month or less often (26%).


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The picture that emerges from these results is that in each country, consumption of

agricultural food and beverage products is heavily skewed towards local (regional / same

country) products. In China consumption of food from another country is rare, with the

majority never doing so. In other countries respondents are most likely to consume

agricultural food and beverage products from countries outside the EU than from

countries within it.

Socio-demographic analysis

Canada

There are few socio-demographic differences in amongst respondents in Canada who consume agricultural food or beverage products from their region or country at least once a week. Of note is that Boomers (93%) and those in Gen X (90%) are more likely to do this than Millennials (86%) and those born before 1946 (85%). Also, English (92%) and French (91%) speakers are more likely to do this than those from other nationalities (72%).

Respondents in Canada who consume agricultural food or beverage products from the EU at least once a week are most likely to be:

Millennials (31%), Gen X (30%) or Boomers (28%),

Those living in households with at least two people,

Managers (33%), the self-employed (31%) or other white collars (30%),

Respondents in Canada who consume agricultural food or beverage products from a country outside the EU at least once a week are most likely to be:

Gen X (63%) or Boomers (61%),

Those living in households with two (56%) or three (60%) people,

Managers (71%),

English speakers (61%) rather than French speakers (41%) or other nationalities (50%).

It is also worth noting that amongst respondents in Canada who ever consume products from the EU:

91% consume products from their country or region at least once a week,

41% consume products from the EU at least once a week,

63% consume products from a country outside the EU at least once a week.

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China3

Respondents in China who consume agricultural food or beverage products from their own

region/country at least once a week are most likely to be found in the following groups:

Millennials (86%) or Gen X (85%),

Those living in large towns (89%),

The self-employed (93%).

Given the low level of regular consumption of products from the EU or other countries, it is not surprising there are almost no notable socio-demographic differences for these questions. However, the results do suggest those in large towns are the most likely to consume products from other countries at least once a week.

It is worth noting that amongst respondents in China who ever consume products from the EU:

91% consume products from their own country or region at least once a week,



3 Due to lower overall sample size, the socio-demographic analysis of the results in China for all questions is more limited. In particular the results for those born before 1946 are not included (n=22), and the broader occupation scale of self-employed, working and not working is used. Care should be taken interpreting all socio-demographic analyses for China.

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Base: all respondents (N= 325)

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Japan

There are no notable socio-demographic differences in amongst respondents in Japan who consume agricultural food or beverage products from their region or country at least once a week.

Respondents in Japan who consume agricultural food or beverage products from the EU at least once a week are most likely to be Millennials (24%), living in large towns (20%), or self-employed (21%).

Respondents in Japan who consume agricultural food or beverage products from a country

outside the EU at least once a week are most likely to be Gen X (38%) or Millennials (37%), or living in large towns (37%).

It is also worth noting that amongst respondents in Japan who ever consume products from the EU:




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Saudi Arabia4

Respondents in Saudi Arabia who consume agricultural food or beverage products from their

region or country at least once a week are most likely to be:

Boomers or Gen X (both 86%) rather than Millennials (79%)5,

Living in household with at least two people,

Arabic speakers (86%) rather than Arabic speakers from other countries (75%)6.

Respondents in Saudi Arabia who consume agricultural food or beverage products from the EU at least once a week are most likely to be male (22%), or other Arabic speakers (22%). Not surprisingly, respondents with a positive opinion about EU products are more likely to consume them at least once a week than those with a negative view.

Respondents in Saudi Arabia who consume agricultural food or beverage products from a country

outside the EU at least once a week are most likely to be male (30%), living in large towns (29%), managers (43%), or other Arabic speakers (33%).

It is also worth noting that amongst respondents in Saudi Arabia who ever consume products from the EU:




4 Due to sample size limitations the broader occupation scale of self-employed, working and not working is used for Saudi Arabia. 5 Due to very low sample size (n=6) the generation born before 1946 will not be included in any comparisons for Saudi Arabia in this report. 6 Due to very low sample size (n=18) other English speakers will not be included in any comparisons for Saudi Arabia in this report.

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UAE

Respondents in the UAE who consume agricultural food or beverage products from their region or

country at least once a week are most likely to be Boomers (81%)7, employees (75%) or Arabic speakers (90%)8.

Respondents in the UAE who consume agricultural food or beverage products from the EU at least once a week are most likely to be found amongst Boomers (45%), Millennials (41%), other English speakers (41%) or other Arabic speakers (38%).

Respondents in the UAE who consume agricultural food or beverage products from countries outside the EU at least once a week are most likely to be found in the following groups:

Men (61%),

Boomers (72%),


Employees (63%),

Other Arabic speakers (59%) or other English speakers (57%).

It is also worth noting that amongst respondents in the UAE who ever consume products from the EU:




7 Due to very low sample size (n=36) the generation born before 1946 will not be included in any comparisons for the UAE in this report. The results for boomers should be interpreted with caution due to low sample size (n=94). 8 Due to low sample size (n=89) the results for Arabic speakers in the UAE should be interpreted with caution.

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2. Type of product consumed

All respondents were asked how often they consume a range of product categories9. Across all countries more than nine in ten ever consume meat and meat products. In fact, in all countries at least eight in ten do so at least once a week, ranging from 86% in Canada to 80% in China and Japan.

Looking at more frequent consumption, Japan is the only country where a minority consume meat and meat products several times a week or more (47%). In contrast, 78% in Canada say this: 47% consume meat and meat products daily, and 31% do so several times a week.


9 Q3 Please tell me how often you consume each of these product categories? 3.1 Meat and meat products; 3.2 Wines and spirits; 3.3 fruit and vegetables; 3.4 Dairy products including cheese; 3.5 Confectionary.

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Canada is the only country where the majority (88%) ever consume wines and spirits; 42% do so at least once a week and 8% do so daily. In Japan (49%) and China (44%) more than four in ten consume wines and spirits, while in the UAE this figure drops to just 18%. Japan is the only other country other than Canada where at least weekly consumption is higher than 10% (15%).

More than one third in the UAE say they don’t know how often they consume wines and spirits.

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10 Question Q3.2 was not asked to the respondents in the Kingdom of Saudi Arabia.

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More than nine in ten in each country consume fruit and vegetables, with Japan (82%) the only country where fewer than nine in ten consume fruit and vegetables at least once a week. More frequent consumption is variable. A large majority (78%) in Canada consume fruit and vegetables daily, followed by 65% in the UAE, 51% in China, 48% in Saudi Arabia and 17% in Japan.


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China (83%) is the only country where fewer than nine in ten respondents consume dairy products including cheese. Almost half in China (49%) consume dairy at least once a week, compared to 69% in Japan, 89% in the UAE, 92% in Canada and 93% in Saudi Arabia. The most dramatic differences between the two Asian countries and the other countries in the study is for daily consumption. Majorities in Canada (66%), Saudi Arabia (60%) and the UAE (57%) consume dairy products daily, compared to 11% in Japan and 15% in China.


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Consumption of confectionary is the most varied of all the food groups asked about, ranging from 97% in Canada 92% in the UAE and 91% in Saudi Arabia to 82% in Japan and 57% in China. Apart from China, where just 9% consume confectionary at least once a week, in the other countries around six in ten do so. Daily consumption is lowest in China (2%), followed by Japan (6%), Canada (13%), the UAE (15%) and Saudi Arabia (17%).


A broad overview of these results illustrates that in each country fruits and vegetables, meat and meat products and dairy are the three categories most likely to be consumed at least once a week. Fruits and vegetables are most mentioned in all but one country – in Saudi Arabia dairy is slightly more likely to be consumed at least once a week.

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Socio-demographic analysis11

The socio-demographic analysis focuses on those who consume each product category regularly (at least once a week).

Canada

Men are more likely to say they consume wines and spirits at least once a week (45% vs 40% of women).

Millennials are the least likely to say they consume meat or meat products at least once a week (78%), but the most likely to say this about confectionary (65%). Boomers and Gen X (both 50%) are more likely to consume wines and spirits at least once a week, compared to those born before 1946 (39%) or Millennials (31%).

Respondents in rural villages are the most likely to consume meat and meat products at least once a week (92%).

Respondents living in two-person households are the most likely to consume wines and spirits at least once a week (48%), while those households with 1-3 people are the most likely to say this about confectionary.

The self-employed (54%) are the most likely to consume wines and spirits at least once a week, while managers, the self-employed (both 64%) and other white collars (67%) are the most likely to consume confectionary at least once a week.

English speakers (89%) and French speakers (90%) are more likely than other nationalities (76%) to say they eat meat and meat products at least once a week. French speakers, on the other hand, are the least likely to regularly consume confectionary.

In addition, respondents who consume products from the EU are more likely to regularly consume wines and spirits (from any country) than those who do not consume products from the EU (47% vs 32%).

11 Question Q3.2 was not asked to the respondents in the Kingdom of Saudi Arabia.

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China

Men are more likely to consume wines and spirits at least once a week (12% vs 2% of women), while women are more likely to consume dairy products (52% vs 45%).

Gen X (85%) are more likely than other age groups to consume meat and meat products at least once a week.

Those living in towns are more likely to consume meat and meat products, fruits and vegetables and dairy products at least once a week, compared to those living in rural villages.

The self-employed and employees are the most likely to consume fruit and vegetables and dairy products at least once a week.

In addition, respondents who consume products from the EU are more likely to regularly consume meat and meat products, and fruits and vegetables (from any country) than those who do not consume products from the EU.

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Japan

Women are more likely to consume each product category at least once a week, with the exception of wine and spirits. For example, 89% say they consume meat and meat products at least once a week, compared to 70% of men.

Millennials are more likely than other age groups to consume confectionary at least once a week (67%).

Those living in smaller households (1-2 people) are more likely to consume fruit and vegetables at least once a week, compared to those in larger households.

Housepersons are more likely than those in other groups to consume fruit and vegetables at least once a week (94%).

In addition, respondents who consume products from the EU are more likely to regularly consume meat and meat products, wine and spirits and dairy (from any country) than those who do not consume products from the EU.

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Saudi Arabia

Women are more likely to consume confectionary at least once a week (73% vs 59% of men).

Boomers (93%) are more likely than Gen X (81%) or Millennials (82%) to consume meat and meat products at least once a week. Millennials are the most likely to consume confectionary (73%) regularly, but the least likely to say this about fruits and vegetables.

Respondents living in towns are the most likely to consume fruits and vegetables at least once a week.

Those living in households with at least two people are the most likely to regularly consume fruits and vegetables, while those in two-person households are the most likely to consume confectionary regularly (73%).

The retired (95%)12, managers (89%) and other white-collar workers (87%) are the most likely to consume meat and meat products regularly.

Arabic speakers are more likely to consume confectionary regularly than other Arabic speakers (67% vs 59%).

In addition, respondents who consume products from the EU are more likely to regularly consume meat and meat products, or confectionary (from any country) than those who do not consume products from the EU.

12 Results for retired persons should be interpreted with caution due to low sample size (n=55).

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UAE

Men are more likely to consume meat and meat products at least once a week compared to women (86% vs 80%), but the reverse is true for confectionary (59% vs 64% of women).

Millennials are the least likely to consume meat and meat products or dairy at least once a week. Gen X and Millennials (both 9%) are more likely to consume wines and spirits at least once a week than Boomers13 (3%), but Boomers are the most likely to consume confectionary at least once a week (70%).

Respondents living in large towns are the most likely to say they consume meat and meat products (86%), dairy (92%) or confectionary (62%) at least once a week.

The self-employed are the most likely to say they consume meat and meat products at least once a week (92%).

Other English speakers are the most likely to consume wines and spirits at least once a week (15%), but they are the least likely to say this about dairy (83%). Arabic speakers are the most likely to regularly consume confectionary (72%), while other Arabic speakers are the most likely to regularly consume meat and meat products (92%).

In addition, respondents who consume products from the EU are more likely to regularly consume meat and meat products or confectionary (from any country) than those who do not consume products from the EU.

13 Results for Boomers should be interpreted with caution due to low sample size (n=94).

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3. Consumption of European products

Respondents who said they consumed agricultural food or beverage products from the EU14 were asked about their consumption of EU products in each category15. Canada (72%) and the UAE (61%) are the only countries where a majority of this group of respondents ever consume meat or meat products from the EU. Only a minority in Saudi Arabia (39%), China (45%) and Japan (46%) say the same. When it comes to more frequent consumption, respondents in the UAE are the most likely to eat EU meat or meat products at least once a week (30%), followed by those in Saudi Arabia (12%), Japan (11%), Canada (9%) and China (4%).

Base: respondents consuming food and bevarages products from countries in the European Union (N= 1,545)

14 For full results see section 1 15 Q4 Please tell me how often you consume each of these product categories from the European Union? 4.1 Meat and meat product from the European Union from the European Union; 4.2 Wines and spirits from the European Union; 4.3 Fruit and vegetables from the European Union; 4.4 Dairy products including cheese from the European Union; 4.5 Confectionary from the European Union.

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Canada (84%) is the only country where a majority of this group of respondents consume wine and spirits from the EU. This compares to 47% in China, 41% in Japan and 16% in the UAE. Respondents in Canada are also the most regular consumers, with 22% consuming wine or spirits from the EU at least once a week, compared to 8% in Japan and the UAE and 3% in China.

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16 Question Q4.2 was not asked to the respondents in the Kingdom of Saudi Arabia

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Consumption of fruit and vegetables from the EU is varied. It is highest in the UAE (85%) and Canada (77%), but a majority in Saudi Arabia (61%) and China (51%) also consume fruit and vegetables from the EU. At the other end of the scale 34% of this group in Japan say the same.

Weekly consumption is also highly variable. More than half (54%) in the UAE consume fruit and vegetables from the EU at least once a week, compared to a minority in the other countries: Saudi Arabia (23%), Canada (16%), Japan (9%) and China (7%). The UAE is the only country where more than one in twenty consume fruit and vegetables from the EU daily (15%).


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The majority of respondents that consume agricultural food or beverage products from the EU consume EU dairy products including cheese, with proportions ranging from 83% in Canada and 71% in the UAE to 65% in China, 61% in Saudi Arabia and 60% in Japan. However, only a minority in each country consume this category at least once a week, with those in the UAE (45%) and Saudi Arabia (32%) the most likely to say this. In fact, 12% in the UAE consume these products daily. At the other end of the scale 24% in Canada, 14% in Japan and 9% in China also consume EU dairy products at least once a week.


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The majority of respondents in Canada (83%), the UAE (74%) and Saudi Arabia (65%) consume confectionary from the EU, compared to 43% in Japan and 42% in China. Consumption at least once a week is highest in the UAE (41%) and considerably lower in Saudi Arabia (25%), Canada (12%), Japan (5%) and China (3%). Daily consumption is highest in the UAE (5%).


Looking across all categories shows amongst those who consume agricultural food and beverage products from the EU, fruit and vegetables is the category most likely to be consumed at least once a week in the UAE, while dairy products including cheese is the most mentioned in the other four countries.

Top three product categories from the EU that are consumed at least once a week:

Canada China Japan Saudi Arabia UAE

Dairy including cheese (24%)




Fruit and vegetables (54%)

Meat and meat products (22%)



Confectionary (25%)






Confectionary (41%)

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Socio-demographic analysis17

The socio-demographic analysis focuses on those who consume products from the EU regularly (at least once a week).

Canada

Men are more likely to consume wine and spirits from the EU at least once a week, compared to women (24% vs 19%).

The younger the respondent, the more likely they are to consume meat and meat products from the EU at least once a week. Boomers are the most regular consumers of wines and spirits (26%), while Millennials are the most likely to consume fruits and vegetables (23%) or confectionary (18%) from the EU at least once a week.

Those living in large towns are the most likely to consume products from the EU in each category at least once a week, with the exception of wines and spirits which are most likely to be consumed at least weekly by those living in rural villages.

Respondents living in households with 3+ people are the most likely to consume meat and meat products from the EU at least once a week, while those in 2-3 person households are the most likely to say this about wines and spirits.

French speakers (44%) are more likely than English speakers (18%) and other nationalities (12%) to consume EU wines and spirits at least once a week, while other nationalities are the most likely to consume EU fruits and vegetables, dairy products or confectionary at least once a week.

Respondents who are most influenced by authenticity when making purchasing decisions are more likely to consume wine and spirits or dairy from the EU at least once a week, compared to those who are most influenced by other factors.

17 Question Q4.2 has not been asked to the respondents in the Kingdom of Saudi Arabia.

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Base: respondents consuming food and bevarages products from countries in the European Union (N= 667)

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China

Due to the small number of respondents in China who consume products from the EU (106), a socio-demographic analysis was not possible.

Japan

Women are more likely than men to consume dairy products from the EU at least once a week (18% vs 10%).

Millennials are the generation most likely to consume meat and meat products (15%) or fruits and vegetables (15%) from the EU at least once a week.

Those living in large towns (18%) are the most likely to consume dairy from the EU at least once a week.


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Saudi Arabia

Men are more likely to consume fruits and vegetables from the EU at least once a week (27% vs 17% of women), while women are more likely than men to say this about confectionary from the EU (28% vs 23%).

Boomers18 (37%) are the most likely to consume dairy from the EU at least once a week, while Millennials are the most likely to consume confectionary from the EU regularly (32%).

Employees are the most likely to consume fruits and vegetables from the EU at least once a week (27%).

Arabic speakers are more likely to consume confectionary from the EU at least once a week, compared to other Arabic speakers (28% vs 18%).

Respondents who are most influenced by authenticity when making purchasing decisions are more likely to consume confectionary from the EU at least once a week, compared to those who are most influenced by other factors.

18

Due to low sample size (n=73) care should be taken when interpreting the results for Boomers in Saudi Arabia.

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UAE

Men are more likely to consume fruit and vegetables from the EU at least once a week, compared to women (56% vs 49%).

Boomers are the most likely to consume dairy (62%) or confectionary (49%) from the EU at least once a week, but they are the least likely to consume fruits and vegetables from the EU at least once a week (44%)19.

Respondents living in large towns are more likely than those living in smaller towns to regularly consume products from the EU in each category, with the exception of fruits and vegetables and dairy20.

Respondents living in households of four or more people are the most likely to consume dairy from the EU at least once a week.

The self-employed are more likely to regularly consume products from the EU in each category, compared to employees and those who are not working.

Other English speakers are the most likely to consume fruits and vegetables (59%) or wines and spirits (14%) from the EU regularly. Along with Arabic speakers21 they are the most likely to consume confectionary from the EU at least once a week. Arabic speakers are the most likely to consume dairy from the EU at least once a week (55%).

19 Care should be taken when interpreting the results for Boomers due to low sample size (n=75). 20 Rural villages not included in the analysis due to very low sample size (n=30). 21 Care should be taken when interpreting the results for Arabic speakers due to low sample size (n=55).

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REPORT

II.OPINIONS ABOUT EU FOOD AND BEVERAGE PRODUCTS

All respondents were asked the extent to which they agreed on a range of characteristics applied to agricultural food or beverage products from the EU: safety, quality, diversity, authenticity, nutrition value, taste, health, value for money, animal-welfare and environmental friendliness22.

A broad overview of the results shows good quality is the most widely agreed characteristic in the UAE (85%) and Canada (78%), while in Saudi Arabia respondents are most likely to agree these EU products are diverse (71%). In Japan the most agreed upon characteristics are authentic and

safe (both 53%), while in China it is healthy (51%).


22 Q6 To what extent do you agree or disagree that agricultural food or beverage products from the European Union are…? 6.1 Safe; 6.2 Good quality; 6.3 Diverse; 6.4 Authentic; 6.5 Nutritious; 6.6 Tasty; 6.7 Healthy; 6.8 Good value for money; 6.9 Animal-welfare friendly; 6.10 Environmentally friendly.

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The results show that a majority of respondents in the UAE agree that each aspect asked about is a characteristic of agricultural food or beverage products from the EU, and the same is true in Saudi Arabia. In Canada the majority agrees in each case with the exception of products being animal welfare-friendly. In Japan the only characteristics agreed on by at least half are authentic, safe (both 53%) and tasty (50%), while in China healthy (51%) and safe (50%) are the only characteristics at least half agree on.

Looking across the characteristics, safe is the only one agreed on by at least half of the respondents in each country, although it is one of the three most mentioned attributes in only three of the five countries (Japan, China and UAE). Tasty and good quality are the only characteristics that are in the three most mentioned in four out of five countries.

There are two characteristics that do not feature in the top three in any country: good value for money and animal welfare-friendly – although at least one quarter in each country agree agricultural food and beverage products from the EU match these characteristics.


Q6

Safe

Hea

lthy

Envi

ronm

enta

lly f

rien

dly

Good q

ualit

y

Div

erse

Tast

y

Auth

entic

Nutr

itio

us

Good v

alu

e fo

r m

oney

Anim

al w

elfa

re-f

rien

dly

TOTAL 51 50 49 47 44 43 42 46 39 36

CA 72 72 55 78 68 75 71 73 52 44

CN 50 51 49 45 43 40 39 45 39 35

JP 53 36 39 44 39 50 53 40 27 31

KSA 56 58 62 65 71 68 55 60 50 54

UAE 79 80 76 85 80 80 76 79 66 65

1st MOST FREQUENTLY MENTIONED ITEM

2nd MOST FREQUENTLY MENTIONED ITEM

3rd MOST FREQUENTLY MENTIONED ITEM

To what extent do you agree or disagree that agricultural food or beverage products from the European Union are…?

Total "agree" (READ OUT - ONE ANSWER ONLY)

(%)

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REPORT

The overall agreement levels for the various characteristics in the previous section were combined to provide an overview of attitudes to agricultural food or drink products from the EU. It highlights that respondents in the UAE are the most likely to be very positive about EU agricultural food and beverage products, followed by those in Canada and Saudi Arabia. However, Saudi Arabia also has the highest proportion of respondents who are negative (25%), followed by Japan (20%).

In Japan, although the largest proportion of respondents are positive, opinion is more evenly divided between positive, moderate and negative than in other countries. Furthermore, more than one in five say they don’t know. In China on the other hand almost all respondents are either positive (42%), or say they don’t know (40%). Very few are negative (5%) or moderate (13%).



Canada

Respondents in Canada who have a very positive attitude to agricultural food and beverage products from the EU are most likely to: Be men (75%),

Be born in 1946 or later,

Live in large towns (75%),

Live in households with 4+ people (82%),

Be other white-collar workers (79%) or managers (78%),

Consume food or beverage products from the EU (81%),

Be other nationality (79%) rather than an English or French speaker (71%).

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China

Respondents in China who have a very positive attitude to agricultural food and beverage products from the EU are most likely to: Be Millennials (59%) or Gen X (43%),

Live in towns (62%),

Be self-employed (60%) or employees (56%),

Consume agricultural food and beverage products from the EU (72%).


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Japan Respondents in Japan who have a very positive attitude to agricultural food and beverage products from the EU are most likely to be found in the following groups: Men (43%),

Millennials (45%) or Gen X (44%),


The self-employed (48%),

Those who consume agricultural food and beverage products from the EU (47%).


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REPORT

Saudi Arabia Respondents in Saudi Arabia who have a very positive attitude to agricultural food and beverage products from the EU are most likely to be found in the following groups: Men (62%),

Those living in small/medium (61%) or large towns (60%),

Managers (81%),

Those who consume agricultural food and beverage products from the EU (68%),

Other Arabic speakers (65%).


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UAE Respondents in the UAE who have a very positive attitude to agricultural food and beverage products from the EU are most likely to be found in the following groups: Women (85%),

Living in small/mid-sized towns (84%),

Those who consume agricultural food and beverage products from the EU (84%),

Other English speakers (86%).


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III. CONSUMER PURCHASING BEHAVIOUR

This part of the report explores a range of factors that influence purchasing. The factors that most influence the choice of agricultural food and beverages will be discussed, as well as perceptions of EU products and the level of interest in consuming these products from the EU.

1. General factors influencing purchasing behaviour

Respondents were asked about the factors that most influence their decision to buy an agricultural food or beverage product23. Quality is the most mentioned factor in four of the five countries, while in Japan safety assurances are the most influential.


23 Q5 When purchasing agricultural food or beverages, which of the following most influence your decision to buy a product?

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The results highlight quality as having the broadest influence – it is the most influential factor when purchasing an agricultural food and beverage product in four countries, and the third most influential in the fifth (Japan). Price is the only other factor that is in the top three for all countries, although proportions range from 56% in Canada to 34% in China.

Safety assurances and health aspects are in the top three for two countries each. Canada is the

only country where taste is one of the three most influential factors when making a purchasing decision, and the only country where taste is mentioned by at least half.

Authenticity is most likely to be a factor for respondents in Japan (22%), while those in Canada

are the most likely to mention environmental friendliness (21%) or animal welfare (14%). None of these factors appear in the top three in any country.


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Canada

Women are more likely to be influenced by safety assurances (17% vs 11% of men), health aspects (37% vs 30%), or the fact that the product is environmentally friendly (24% vs 19%). Men are more likely to be influenced by taste (54% vs 47% of women) and price (61% vs 52%).

Gen X and those born before 1946 (both 65%) are the most likely to be influenced by quality, while Gen X are the least likely to be influenced by taste (45%). Those born before 1946 (38%) and Millennials (37%) are the most likely to be influenced by health aspects, and Millennials are also the most likely to be influenced by price (65%).

The less urbanized the respondent’s environment, the more likely they are to be influenced by quality. Those living in towns are the most likely to be influenced by price.

Respondents living in households with 2-3 persons are the most likely to be influenced by safety assurances or quality, while those in 1-2 person households are more likely to be influenced by environmentally friendly products than those living in larger households.

Employees are the most likely to say they are most influenced by taste (55%) or price (63%), while the self-employed are the most likely to say they are influenced by a product’s environmental friendliness.

English speakers and other nationalities are more likely then French speakers to be influenced by safety assurances and health aspects. French speakers are more likely than other groups to be influenced by authenticity, while English speakers are the least likely to say their purchasing decisions are influenced by quality.

In addition, respondents who consume products from the EU are more likely than those who do not to say their decisions are influenced by quality (61% vs 56%), taste (51% vs 46%) or environmental friendliness (24% vs 16%).

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China

Women are more likely to say they are influenced by quality (58% vs 46% of men) or taste (20% vs 14%), while men are more likely to be influenced by the environmental friendliness of the product (15% vs 10%).

Millennials and those from Gen X are more likely to say they are influenced by safety assurances and quality, compared to Boomers. Millennials are more likely than other age groups to mention taste (24%), while Gen X are the most likely to be influenced by price (41%). Boomers (16%) and Gen X (17%) are more likely to be influenced by environmentally friendly assertions than Millennials (10%).

Respondents living in large towns are the most likely to mention safety assurances (63%), quality (57%), authenticity (12%), taste (24%) and price (41%). However, they are the least likely to say they would be influenced by environmentally friendly claims.

The self-employed are the most likely to mention safety assurances (58%), health aspects (34%) and price (42%). Employees are the most likely to mention taste (25%), while those who are not working are the most likely to be influenced by environmentally friendly claims (19%).

In addition, respondents who consume products from the EU are more likely than those who do not to say their decisions are influenced by safety assurances (60% vs 50%), quality (59% vs 48%), authenticity (14% vs 4%), taste (23% vs 13%).

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Japan

Women are more likely to say their purchasing decision is most influenced by safety assurances (70% vs 55% of men) or health aspects (23% vs 16%). Men are more likely to mention price, compared to women (58% vs 49%).

Millennials are the most likely to mention taste (50%) or price (69%). Those from Gen X are also more likely than older age groups to mention price, and they are the most likely to mention quality (51%). Boomers are the most likely to say they are influenced by safety assurances (69%), while those born before 1946 are most likely to be influenced by health aspects (29%).

Respondents living in towns are more likely to be influenced by safety assurances, quality or taste than those living in rural villages. Those living in villages, on the other hand, are the most likely to be influenced by price (58%). Authenticity is most likely to be mentioned by those living in large towns (27%).

Price is more likely to be mentioned by employees than other occupation groups.

In addition, respondents who consume products from the EU are more likely than those who do not to say their purchasing decisions are influenced by safety assurances (70% vs 59%), taste (43% vs 33%) and price (58% vs 46%).

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Saudi Arabia

Men are more likely to say their purchasing decision is most influenced by safety assurances, compared to women (22% vs 17%).

Gen X are the most likely to mention quality (79%), while millennials are more likely to mention taste (45%) than other generations. Boomers are the most likely to mention a product being environmentally friendly (17%), but they are the least likely to mention price (38%).

Respondents living in towns are the most likely to say their decision is influenced by quality or safety assurances, and those in large towns are also the most likely to be influenced by price (46%).

Respondents living in households with at least two people are the most likely to be influenced by quality or price, while those living in 1-2 person households are the most likely to be influenced by taste.

Retired persons and students are the most likely to be influenced by health aspects, while unemployed persons are the most likely to be influenced by taste24.

In addition, respondents who consume products from the EU are more likely than those who do not to say their purchasing decisions are influenced by price (46% vs 39%) or safety assurance (24% vs 16%).

24 Due to low sample size, care should be taken when interpreting the results for the unemployed (n=89).

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UAE

Women are more likely than men to say their purchasing decision is most influenced by the product being environmentally friendly (15% vs 10%).

Gen X (37%) and Millennials (36%) are more likely to mention taste than Boomers (24%)25.

Respondents living in large towns are more likely to mention health aspects than those living in smaller towns, but the reverse is true for price and taste.

Those living in 1-2 person households are the most likely to mention price.

The self-employed are the most likely to mention quality (73%).

Arabic speakers26 are the most likely to mention safety assurances (41%), health aspects (54%) and environmental friendliness (24%), but they are the least likely to mention price (25%).

In addition, respondents who consume products from the EU are more likely than those who do not to say their purchasing decisions are influenced by safety assurances (26% vs 20%), but the reverse is true for environmental friendliness (10% vs 16%).

25 Due to low sample size, care should be taken when interpreting the results for Boomers (n=94). 26 Due to low sample size, care should be taken when interpreting the results for Arabic speakers (n=89).

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2. Perception of EU products

Respondents who said they consumed agricultural food or beverage products from the EU were asked about their interest in consuming more agricultural food and beverage products from the EU under specific conditions, such as the product being of better quality or less expensive27.

In Saudi Arabia and the UAE respondents most often say they would be interested in consuming more of these products if they are of better quality, while in Japan and Canada respondents would be interested if the products were less expensive. For respondents in China, offering safety assurances would be most persuasive.


27 Q7a Would you say that you are interested in consuming more agricultural food and beverage products from the European Union if these products...?

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REPORT

Products being of better quality or less expensive are amongst the three most mentioned

factors in all five countries, while better taste is one of the three most mentioned factors in three

countries. China is the only country where offering safety assurances features in the top three, while being a healthy choice is the third most mentioned item in the UAE. These five

characteristics are the only ones that appear in the top three in any country.

At least one in five of these respondents in Canada (28%), Saudi Arabia (27%) and the UAE (21%) say they would be interested in consuming more of these products from the EU if they are environmentally friendly, while Japan is the only country where more than one in five (27%)

says this about offering reliable assurances of authenticity. Those in Canada (21%) are the most likely to say they would be interested in consuming more if the products take care of animal welfare.



Amongst respondents who said they consumed agricultural food or beverage products from the EU:

Canada

Women are more likely to be interested in consuming more agricultural food and beverage products from the EU if they offered safety assurances (16% vs 11% of men), are a health choice (31% vs 26%) or take care of animal welfare (25% vs 18%). Men are more likely to mention better taste (36% vs 31% of women) or being less expensive (56% vs 42%).

Millennials are the most likely to say they would consume more of these products if they are better quality (42%) or take care of animal welfare (29%). Gen X and Millennials are the

Q7a

Are

of

bet

ter

qualit

y

Off

er s

afe

ty a

ssura

nce

s

Are

les

s ex

pensi

ve

Tast

e bet

ter

Are

a h

ealthy

choic

e

Are

envi

ronm

enta

lly f

rien

dly

Off

er r

elia

ble

ass

ura

nce

s of

auth

entici

ty

Take

care

of

anim

al w

elfa

re

Oth

er (

SPO

NTA

NEO

US)

Don’t K

now

TOTAL 39 37 37 27 27 17 15 6 8 11

CA 36 14 49 33 29 28 15 21 8 7

CN 37 39 34 26 27 17 13 5 8 12

JP 45 30 54 31 27 12 27 3 3 5

KSA 49 24 41 32 32 27 14 17 3 5

UAE 46 24 41 27 33 21 8 14 2 2

Would you say that you are interested in consuming more agricultural food and beverage products from

the European Union if these products...?

(READ OUT - MAX. 3 ANSWERS)

(%)

1st MOST FREQUENTLY MENTIONED ITEM

2nd MOST FREQUENTLY MENTIONED ITEM

3rd MOST FREQUENTLY MENTIONED ITEM

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REPORT

most likely to mention environmental friendliness. Those born before 1946 are the least likely to mention products being less expensive (31%) or a healthy choice (23%).

Respondents living in large towns are most likely to mention safety assurances (17%), less expensive products (53%) and those that take care of animal welfare (24%). Those in rural villages are the most likely to mention reliable assurances of authenticity (21%) or better taste (39%).

Managers (40%) and other white collars (38%) are the most likely to mention better taste, while other white collars are the most likely to mention environmental friendliness (35%).

French speakers are the most likely to interested in consuming more agricultural food and beverage products from the EU if they are environmentally friendly (38%). English speakers are the most likely to mention better taste (36%), but the least likely to mention better quality (34%). Respondents of other nationalities are the most likely to mention products that are a healthy choice (41%).


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China

Due to the small number of respondents in China who consume products from the EU (106), socio-demographic analysis was not possible.

Japan

Women are more likely to be interested in consuming more agricultural food and beverage products from the EU if they offered almost all of these aspects. The exceptions are the product being less expensive (46% vs 64% of men) or the product tasting better (27% vs 36% of men). There are no differences when it comes to animal welfare.

Millennials are the most likely to mention the products being less expensive (66%) or tasting better (45%), but they are the least likely to mention safety assurances (20%). Those in Gen X are the most likely to mention reliable assurances of authenticity (34%). Boomers are the most likely to mention better quality (51%) or the product being a healthy choice (31%).

Those living in large towns are the most likely to mention better taste (41%), while those in towns are more likely to mention the product being less expensive, compared to those in rural villages.

The self-employed are the most likely to mention products being a healthy choice (36%) or of better quality (49%). Other white-collar workers are the most likely to mention products being less expensive (63%).


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Saudi Arabia

Women are more likely to be interested in consuming more agricultural food and beverage products from the EU if they are environmentally friendly (34% vs 22% of men) or take care of animal welfare (21% vs 14%).

Millennials are most likely to mention better quality (53%), better taste (38%) or taking care of animal welfare (21%). Gen X are the most likely to mention the product being less expensive (44%), while Boomers are the most likely to mention being a healthy choice (45%).

Respondents living in large towns are the most likely to be interested if the products are less expensive (45%), while those in rural villages are the most likely to mention better taste (50%), products being environmentally friendly (34%) or offering safety assurances (34%).

Those living in 1-2 person households are the most likely to mention products being less expensive or a healthy choice, while those in households of two or more are the most likely to mention safety assurances.

Managers are the most likely to mention products being less expensive (53%).

Arabic speakers are more likely to mention better quality (51% vs 44% of other Arabic speakers) or taking care of animal welfare (19% vs 12%), but they are less likely to mention products being less expensive (39% vs 44% of other Arabic speakers).

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REPORT

UAE

Women are more likely to be interested in consuming more agricultural food and beverage products from the EU if they are environmentally friendly (25% vs 19% of men).

Boomers are the most likely to mention better quality (55%), a healthy choice (39%), or products offering reliable assurances of authenticity (16%)28. Gen X are the most likely to mention products that are less expensive (45%), but the least likely to mention taking care of animal welfare. Millennials are the most likely to mention better taste (30%).

Respondents living in large towns are more likely to mention better quality than those in smaller towns (49% vs 40%), but the reverse is true for environmental friendliness (17% vs 24%).

Respondents living in 1-2 person households are the most likely to mention products that are less expensive.

Employees are the most likely to mention better quality (48%), less expensive (44%) or being a healthy choice (36%), while those who are not working are the most likely to mention environmental friendliness (30%).

Respondents who are positive about EU products are more likely to mention better taste, and less likely to mention safety assurances than those with a negative opinion.

Arabic speakers are the most likely to mention better quality (57%), and along with other Arabic speakers they are the most likely to mention safety assurances. Other Arabic speakers are the most likely to mention products that are less expensive (46%).

28 Due to low sample size, care should be taken when interpreting the results for Boomers (n=75).

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3. Interest in starting to consuming products from the EU

Respondents who said they do not currently consume agricultural food and beverage products from the EU were asked if they were interested in doing so. The UAE (67%) is the only country where a majority are interested. At least four in ten of these respondents in Saudi Arabia (47%) and Canada (44%) say they are interested, followed by 33% in China and 29% in Japan.

Base: respondents not consuming food and bevarages products from countries in the European Union (N= 2,823)

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REPORT


Canada29

Due to low sample size, only a limited analysis could be performed.

Amongst respondents in Canada who do not currently consume agricultural food and beverage products from the EU, those interested in starting to do so are most likely to be found in the following groups:

Millennials (60%)30,

Those living in large (49%) or small/mid-sized towns (45%),

Those of other nationalities (62%).

Base: respondents not consuming food and bevarages products from countries in the European Union (N= 333)

29 Due to low sample size in some cells (50-100) results for generation, urbanisation and nationality should be interpreted with caution.

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REPORT

China

Amongst respondents in China who do not currently consume agricultural food and beverage products from the EU, those interested in starting to do so are most likely to be found in the following groups:

Men (37%),

Millennials (50%),


Employees (56%) and the self-employed (51%).


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REPORT

Japan

Amongst respondents in Japan who do not currently consume agricultural food and beverage products from the EU, those interested in starting to do so are most likely to be found in the following groups:

Millennials (47%),

Those living in towns of any size (32%),

Managers (38%)31,

Those who are positive about EU products.


31 Result should be interpreted with caution due to low base size (n=63)

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REPORT

Saudi Arabia

Amongst respondents in Saudi Arabia who do not currently consume agricultural food and beverage products from the EU, those interested in starting to do so are most likely to be found in the following groups:

Millennials (54%)32,


Other Arabic speakers (54%),

Those who are positive about EU products (69%).


32 Boomers are not included in the analysis due to low sample size (n=43).

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UAE

Amongst respondents in the UAE who do not currently consume agricultural food and beverage products from the EU, those interested in starting to do so are most likely to be found in the following groups33:

Women (78%),

Gen X (70%),

Those living in small/mid-sized towns34 (77%),



33 Occupation is not included in the analysis due to low sample size in multiple cells 34 Care should be taken interpreting the results for small/mid-sized towns due to low sample size (n=70).

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REPORT

IV. QUALITY LABELS

This final section of the report explores the attention consumers pay to the origin of the agricultural food or beverage products they buy. It also reviews their familiarity with quality labels in general, and with EU specific labels in particular.

1. The product’s origin

All respondents were asked how often they look at the origin of the agricultural food or beverage products they buy35. In every country except China, the majority respondents look at the origin of these products at least sometimes, although proportions range from 80% in the UAE to 43% in China.

Respondents in the UAE (33%) are the most likely to say they always look at the origin when they buy these products, followed by 30% in Japan and around one quarter in Saudi Arabia (25%) or Canada (24%). Just one in ten (10%) in China say the same. In fact, in China almost one third (32%) of respondents say they never look at the product origin – the largest proportion by a considerable margin.


35 Q1 Thinking about your usual purchases of agricultural food or beverage products how often do you look at the origin of the products you buy?

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REPORT


The socio-demographic analysis for this question focuses on those who look at product origin at least sometimes.

Canada

Respondents in Canada who look at the origin of the agricultural food and beverage products they buy at least sometimes are most likely to be found in the following groups:

Women (78%),

Those born before 1946 (79%), Boomers (79%) and Gen X (77%),


Those who consume products from the EU (80%),

English speakers (78%).

In addition, respondents whose purchasing decisions are influenced by environmental aspects (83%) or safety assurances (81%) are more likely to at least sometimes look at the origin of products than those who are influenced by authenticity (76%), quality (73%) or price (67%).

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REPORT

China

Respondents in China who look at the origin of the agricultural food and beverage products they buy at least sometimes are most likely to be found in the following groups:

Women (45%),

Gen X (53%),


Employees (50%),

Those who consume products from the EU (62%).


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REPORT

Japan

Respondents in Japan who look at the origin of the agricultural food and beverage products they buy at least sometimes are most likely to be found in the following groups:

Women (79%),

Boomers (75%) and those in Gen X (73%),



In addition, respondents whose purchasing decisions are influenced by safety assurances (79%) or authenticity (79%) are more likely to at least sometimes look at the origin of products than those who are influenced by quality (70%) or price (65%)36.

36 Environmental friendliness not included in the analysis due to very low sample size (n=41).

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REPORT

Saudi Arabia

Respondents in Saudi Arabia who look at the origin of the agricultural food and beverage products they buy at least sometimes are most likely to be found in the following groups:

Boomers (80%),

Those living in towns,

Those living in households with 1-3 people,

Arabic speakers (69%)


In addition, respondents whose purchasing decisions are influenced by authenticity (82%) are more likely to at least sometimes look at the origin of products than those who are influenced by other factors (65%-73%).

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REPORT


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REPORT

UAE

Respondents in the UAE who look at the origin of the agricultural food and beverage products they buy at least sometimes are most likely to be found in the following groups:

Boomers (87%)37,




37 Due to low sample size (n=94) care should be taken when interpreting the results for Boomers.

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REPORT

2. Knowledge of quality labels

All respondents were asked their familiarity with quality labels for agricultural food and beverage products38. Only a minority in each country say they are familiar with any quality labels, ranging from 46% in Saudi Arabia to just 12% in China.


38 Q8 Are you familiar with any quality labels for agricultural food and beverage products?

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REPORT


In most countries there are only a few notable differences between socio-demographic groups.

Canada Respondents who are familiar with any quality labels for agricultural food and beverage products are most likely to be found amongst Boomers or Gen X (both 40%), or the self-employed (45%).


89


REPORT

China

Respondents in China who are familiar with any quality labels are most likely to be found amongst men (16%), Gen X (16%) or the self-employed (18%).


90


REPORT

Japan

Respondents in Japan who are familiar with any quality labels are most likely to be found amongst women (26%), Boomers (29%), those living in large towns (31%) or other white-collar workers (27%).


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REPORT

Saudi Arabia

Respondents in Saudi Arabia who are familiar with any quality labels are most likely to be found amongst

Boomers or Millennials (both 48%),

The unemployed (56%), the self-employed39 (53%) or retired persons (52%),

Those who are most influenced by environmental friendliness (55%) or safety assurances (50%) when making purchasing decisions.


39 Care should be taken when interpreting the results for the self-employed due to low sample size (n=72)

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REPORT

UAE Respondents in the UAE who are familiar with any quality labels are most likely to be found amongst Boomers (55%), those who consume products from the EU (42%) and Arabic speakers (57%)40.


40 Care should be taken interpreting the results for the following groups due to low sample size: Boomers (n=94), Arabic speakers (n=89).

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REPORT

3. Knowledge of European Quality labels

Respondents who said they were familiar with quality labels were asked if they had heard of a range of European Quality labels41.

Respondents in this group in China42 (40%) are the most likely to have at least heard of the European Protected Designation of Origin (PDO) label, compared to more than three in ten in Japan (34%), the UAE (31%) and Canada (30%) and 24% in Saudi Arabia.

Respondents in China are also the most likely to have heard of the PDO label and know what it is (27%), while those in Saudi Arabia (5%) are the least likely to say this. China is the only country where respondents are more likely to say they know what this label is, rather than having heard of it but not knowing what it is.

There is a high level of ‘don’t know’ responses in China (20%).

Base: respondents familiar with quality labels (N= 611)

41 Q9.1 Have you ever heard of these labels? 9.1 The European Protected Designation of Origin (PDO) label; 9.2 The European Protected Geographical Indication (PGI) label; 9.3 The European Traditional Speciality Guaranteed (TSG) label; 9.4 The European Organic Products label. 42 Caution should be used when interpreting the results for China, due to very low sample size (n=38).

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The chart below shows the results of this question based on all survey respondents.

Those in Canada (6%) are the most likely to say they have heard of the the European Protected Designation of Origin (PDO) label and know what it is, followed by those in the UAE (5%). This compares to 2% in Saudi Arabia. In Canada a further 5% have heard of this label but don’t know what it is – equal to Japan (5%) but slightly lower than in the UAE (7%) or Saudi Arabia (9%).

Respondents in Canada are the third most likely to say they have never heard of this label (25%).


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Less than one third of respondents in each country have ever heard of the European Protected Geographic Indication (PGI) label, with proportions ranging from 32% in the UAE to 20% in Canada. With the exception of Canada, in each country respondents are more likely to say they have heard of the PGI label but don’t know what it is than they are to say they know what it is. In Canada the same proportion gives each of these responses (both 10%).

Once again, there is a relatively high level of ‘don’t know’ responses in China (26%).


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Respondents in Canada (4%) are the second most likely to say they have heard of the European Protected Geographic Indication (PGI) label and know what it is, after those in the UAE (5%). They are, however, much less likely than those in Saudi Arabia and the UAE to say they have heard of the label but don’t know what it is (3% vs 10% and 8%). Respondents in Canada (28%) are the second most likely to say they have not heard of this label.


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Respondents in Japan (29%) and the UAE (27%) are the most likely to have at least heard of the European Traditional Speciality Guaranteed label (TSG), while those in Canada (14%) are the least likely to have at least heard of this. The UAE is the only country where more than one in ten (11%) say they have heard of the TSG label and know what it is.


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Along with those in Saudi Arabia, respondents in Canada (both 2%) are the second most likely to say they have heard of the European Traditional Speciality Guaranteed label (TSG) and know what it is. A further 3% in Canada say they have heard of it but don’t know what it is – coampred to 9% in Saudi Arabia and 7% in the UAE. Respondents in Canada (31%) are the second most likely to say they have not heard of this label.


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The European Organic Products label has the highest awareness of any of the quality labels asked about. In Japan almost eight in ten (79%) have at least heard of it, followed by 56% in the UAE, 50% in China, 44% in Saudi Arabia and 31% in Canada. The proportion who have heard of it and know what it is is also relatively high in each country, ranging from 41% in Japan to 18% in Saudi Arabia.


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Respondents in Canada (7%) are the second least likely to say they have heard of the European Organic Products label and know what it is: notably lower than the UAE (15%). Respodnents in Canada are also the second least likely to have heard of the label but don’t know what it is (4%).

Along with those in Saudi Arabia, respondents in Canada are, however, the most likely to say they have never heard of this label (both 24%).


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Canada43

Due to low sample size, only a limited socio-demographic analysis could be performed.

Women are more likely than men to have heard of the European Organic Products label.

Millennials (27%) or those in Gen X (26%) are the most likely to have heard of the PGI label, while Millennials are the most likely to have heard of the European Organic Products label (44%).

Those living in rural villages are more likely to have heard of the PDO (35%) or TSG (20%) labels compared to those living in towns.

French speakers are the most likely to have heard of the PDO label (46%). Other nationalities are the most likely to have heard of the TSG label (22%), while French speakers (30%) and other nationalities (26%) are more likely to have heard of the PGI label than English speakers (15%).

Not surprisingly, those who consume products from the EU are more likely to be aware of each label than those who do not.

43 Due to low sample size in some cells (50-100) results for generation, urbanisation and nationality should be interpreted with caution. Those born before 1946 not included in the discussion due to very low sample size (43).

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Base: respondents familiar with quality lables (N= 364)

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China

Due to an extremely low sample size (38), no socio-demographic analysis could be performed.

Japan


Men are more likely to have heard of the PDO (42% vs 29% of women) and the PGI labels (27% vs 19%), while women are more likely to have heard of the European Organic Products label (83% vs 73% of men).

Respondents living in large towns are more likely to have heard of each label than those living in smaller towns, with the exception of the PDO44.

Respondents who consume products from the EU are more likely to have heard of the PGI (27% vs 17% who do not consume them) or TSG labels (31% vs 24%).


44 Care should be taken interpreting this result due to low sample size for large towns (n=86).

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Saudi Arabia


Boomers are the most likely to have heard of each label, with the exception of the TSG45. Those in Gen X are the most likely to have heard of the TSG (29%), and they are also more likely to have heard of the European Organic Products label than millennials (47% vs 40%).

Those living in large towns are more likely than those in smaller towns to have heard of each label

Employees are the most likely to have heard of each label, compared to those who are not working.

Respondents who consume products from the EU are more likely to have heard of each label, compared to those who do not consume them. For instance, 50% of those who consume products from the EU have heard of the European Organic Products label, compared to 36% who never consume EU products.


45 Care should be taken interpreting this result due to low sample size for Boomers (n=55).

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UAE


Men are more likely to say they have at least heard of the PDO (33% vs 24% of women) and PGI (34% vs 27%) labels, while women are more likely to say this about the European Organic Products label (61% vs 55% of men).

Those in Gen X are the most likely to have heard of the PDO label (37%) or the PGI label (35%).

Respondents living in large towns are more likely to have heard of each label than those living in smaller towns - with the exception of the PGI label, which those in small/mid-sized towns are most likely to have heard of.

The self-employed are the most likely to have heard of the PGI label (50%), while those who are not working are most likely to have heard of the TSG label (33%).

Other English speakers are the most likely to have heard of each of these labels.

Respondents who consume products from the EU are more likely to have heard of each label, compared to those who do not consume them. For instance, 32% of those who consume products from the EU have heard of the PDO label, compared to 23% of those who never consume EU products.

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CONCLUSION

The results highlight considerable diversity in the consumption of agricultural food and beverage products across the markets in this study.

Not surprisingly, in each country, consumption of these products is heavily skewed towards local (regional / same country) products. Respondents in the United Arab Emirates are the most likely to consume European agricultural food and beverage products, and to do so frequently. However they are even more likely to frequently consume these products from countries outside of Europe. Canada is the other country where a significant proportion consume EU products regularly – however here too these products from non-EU countries are more regularly and more widely consumed. In China, on the other hand, consumption of any foreign agricultural products is relatively rare.

Across all countries, fruits and vegetables, meat and meat products, and dairy are the categories most likely to be consumed at least once a week. Fruits and vegetables are the most consumed in all countries except Saudi Arabia. However, when the focus switches specifically to regular consumption of products from the EU, dairy is the most mentioned in each country except the UAE. In Canada, Japan and China dairy, meat and meat products, and fruits and vegetables are three most regularly consumed categories of products from the EU. In Saudi Arabia and the UAE, on the other hand, dairy, fruits and vegetables and confectionary are the three most regularly consumed categories of EU products.

Respondents across all countries generally have a good opinion of agricultural food and beverage products from the EU, with “good quality”, “tasty” and “safe” amongst the most frequently mentioned characteristics of these products. A broader perspective shows respondents in the UAE have the most positive opinions about EU products – in line with the fact that they have the highest proportion of consumers and regular consumers. Majorities in Canada and Saudi Arabia are also very positive about EU agricultural food and beverage products.

As well as having the highest proportion of existing consumers, in the UAE more than two thirds of current non-consumers of EU agricultural food and beverage products would be interested in starting to consume these products form the EU. Furthermore, the UAE is the only country where the majority of this group feels this way. No more than one third of these respondents in Japan and China express an interest in starting to consume EU products.

When it comes to encouraging existing consumers of EU agricultural food and beverage products to consume more, better quality, lower costs and better taste are widely mentioned in all countries. China is the only country where offering safety assurances would be broadly influential. These results tie in with the fact that across all countries, quality and price are the most widely mentioned factors influencing purchasing decisions of agricultural products.

In many areas respondents in China seem less positive about EU agricultural food and beverage products, and thus consumption is low. However, when interpreting these results it is important to take into account both the limited sample, and also the high proration of respondents that answered “don’t know” in a number of questions.

The proportion of respondents who at least sometimes look at the origin of the agricultural food and beverage products they buy ranges from a large majority in the UAE to just over four in ten in China. Familiarity with quality labels in general, and European labels in particular, is also highly variable. Awareness is also low, with the European Organic Products label the only one at least half in any country has heard of.

The results clearly highlight the need for country-level awareness of consumers’ habits and interests when planning to market European products internationally. The wide variation in opinions

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across countries indicates tailoring marketing campaigns to local conditions may be more successful than adopting a “one size fits all” approach.

Date post:	04-Jun-2020
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Agricultural food and beverage products in Canada, …...Amongst those who consume agricultural food...

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