NATIONS UN!ES 05bE.D.l1HEHHbiE ·HALl.HH

COMMISSION tCONO~IQUE

POUR l"EUROPE

3KOHOM 114ECKA.R KOM~ICCH$1

Jlli.R EOPOnbt

SEMINAIRE

COMMITTEE ON AGRICULTURE

Symposium an Product guality in the Agri-Food Sector (Murcia, Spain, 5-9 October 1992)

CEMHHAP

UNITED NATIONS

ECONOMIC COMMISSION

FOR EUROPE

SEMINAR

AGRI/SEH.30/R. 7 26 June 1992

ENGLISH ONLY

TRENDS IN CONSUHER'S ATTITUDES TOWARDS FOOD QUALI TY AND THEIR INFLUENCES ON FOOD CONSUMPTION IN GERM.~

GE. 92- 45326

Transmitted by t he Government of Germany

prepared by

Mr. Ulrich Olte r s dorf Institute of Nutritional Economy and Sociology

Federal Research Ins titute for Nutr i t i on Stuttgart , Germany

AGRI/SEM.30/R.7 page 2

TRENDS IN CONSUMER'S ATTITUDES TOWARDS FOOD QUALITY AND THEIR INFLUENCES ON FOOD CONSUMPTION IN GERMANY

Dr. Ulrich Oltersdorf, Institute of Nutritional Economy and Sociology Federal Research Institute for Nutrition, Stuttgart, Germany.

Introduction

One main aim of the werk of many researchers working in the area of nutrition is guiding the consumer to eat the right foods. The producers are pursueding consumer's choice for theiT own brand; public health nutritionists recommend dietary goals. All want to know what are the determinants of food consumption and food habits, respectively. The multitude of different single factors is known in principle, but not yet their interactions - there is no valid realistic model on food choice. But their are some theories on it, which shall be indicated by the following example.

There is a 11 black box" of motivations, needs and determinants, which influence food intake (Fig.l). The "tool box11 of that "black box" consists of many variables, one of them are the food attributes, which include food quality (Fig.2), which is a topic of this conference and of this report.

Food quality by itself has to be specified further. There are many facets of it (Fig.J). In addition this general view on food quality has to be specified empirically for different foods, for different people (sociodemographic groups, consumer types, etc.) and for specific situations (different meals, institutional feeding, etc.}. Not only the objective facts of food quality are important, but rather more the perceived meanings of the consumers about food aspects. An exarnple for this is the difference in ranking the hazards of modern food consumption given by the experts and by the public (Fig. 4). Attitudes are not stable, but changing with the time, which is a further complication within this research area.

This report will concentrate on some selected aspects of food quality and consumer's attitudes towards them; one of these is rather stable attitude and high rated and is related to hedenie food attributes; the other two attitudes are related to health and ecological attributes, which becarne more important in the last decades. Certain food groups are especially related to these attributes, which can be labeled with "healthy" and "natural", that are frui ts and vegetables. Therefore in the following chapters first informations are pre~ented for trends in such food attitudes in Germany within the last decade; afterwards it will be examinded, whether the observed changes correspond to the observed changes in the consurnption of these food groups.

. '

Fig. 1

r.:-:· .

AGRI/SEM.30/R.7 page 3

The MARS Model (Multiple Automatie Regulatory System) (Bodenstedt, Oltersdorf et al. 1985)

o ) ENVIRONMENT--educational

syu~m -- 1 cultural norms

s .. ~ HOUSEHOLD,s deCJSJOn . ./ , eQuipment

mcome . / media exposure ~11e

6

gender h ammg

age "'--. \ prol;ss1on / phys ical

self image ~ / capaclly

-=--~). PERSON--eaucallOil. 1 - heallll

- f at

- lean ttssue

' •

AGRI/SEM.30/ R.7 page 4

Fig. 2

Fig . 3

The Black Box of Motivation Processes in MARS (Fig.1) (Bodenstedt, Oltersdorf et al. 1985)

black box of motivationprocess

hausehold decisions

food attributes

socio-cultural norms

stock of motivational constructs .. at hand .. active memory

attitudes knowledge preferences

The different Aspects of Feod Quality (Oltersdorf et al. 1989)

FOOO TECkNOlOOY

BROO.V.TO\..OOI'

NUTRinON PHYSIOI...OQY FOCO CkEUISTRY

AHTHAOPO~OGY

I'O..X~ORE

\

AGRI/SEM.30/R. 7 page 5

Fig . 4 Different Ranking of Feod Hazards by the Experts and by the Public (Lee, 1989)

·_.·:·The · Experts . ~;._,r-1. Microbial Safet}t"~~J:}>' 2. Over-nutrition·· · =· ··:·t :>

Non-microbial ··safety a. Contaminants .:·; .:; ',~ b. Natural toxins · '-' :: · ·

: A,. ·-· he • Js ·~:.;, ... c. ~-- c mtea : ~.< ·, · d. Food additives :··

Trends in Food Attitudes in Germany within the Last Decade.

This report has to face with the problern that a comparison of actual survey data is complicated by the fact of the re-union of Germany in 199 o. For reasons of comparabili ty most data are related to the area of the 11 old countries (West Germany) of the former Federal Republic of Germany (FRG); in order. to indicate the seen variations of different attitudes it is helpful to showalso some informations of the new Germany, which includes another f i ve German countries ( East Germany) of the former German Democratic Republic (GDR) .

Hedonic aspects of food quality - the pleasures o f eating - can be regarded as rather stable over the time and within different population groups; all of us prefer tasty foods, one wants to enjoy the meals (Fig. 5) . Nevertheless one has to recognize differences in the evaluati1n of the consumer, depending whether aspects of food quality are considered in the context of "nutrition" in general or in the context of "eating (having a meal)" as such (Fig. 6). In both cases the hedonic aspects are leading, but in case of "nutrition" health aspects are almest equally high rated. The picture could be further diversified by looking into the data for different food groups, andfor different population segments, andfor different eating situations.

AGRI/SEM.30/R. 7 page 6

Fig. 5 Aspects considered relating Nutrition. Statements of the Population in East and West Germany (IGLO-Forum, 1991)

%

100,-------------------------------------------------------------------~

80

60

40

20

A B c 0

A = la3ty D = vilamin rich C = fal reduced D = caloric conscious E = rich in dicla r y Ciber r = wilhoul preser,·ative a genls G = sall reduce d ll = no answers

E F G

DWEST VJ EAST

H

(IGLO· Foru m, 1991 ; N:1936 ln WEST and 978 ln EAST)

Fig. 6 Associations with "Nutri tion " and "Ea ting" by the West German Population (IGLO-Forum, 1989)

%

Chemlstry Vollwertkost Health Pieölsure Dle tlng Hunger Mlscellötneous

0 Eating ~ Nutrition

! .

AGRI/SEM.30/R.7 page 7

It is interesting to note, that the health aspects of food became very important within the last decade (Fig.7) . Giving the alternative of a "healthy", or of a "tasty" meal, it seems that nowadays the majority prefers the "healthy" meal (Fig.8).

Fig. 7 Change of Attitude towards Healthy Nutrition

%

by the West German Population between 1978 and 1988 (CMA, 1989)

80~----------------------------------------~

60

40

20

1978 1983

D A!!ZJs Dc~o

A = Pay much attention on it B = Pay some attention on it C = lt is not so important D = lt's not a concern

1988

(N=1969; CMA, 1989 "How lmpor lanl ls for you a heal!y nulrl!lon?j

Fig. 8 Preference for a Healthy or a Tasty Meal within the West German Population in 1978/79 and 1989 (IGLO-Forum, 1989)

%

50~----------------------------------------~

40

heallhy undeelded las ly

0 1978/ 79 ~ 1989

AGRI/SEM.30/R . 7 page 8

The health aspects of foods have to be differentiated further. Wi thin the last decade new concerns appeared which can be labelled with words like "natural", "bio", 11 green" and "ecological". Regarding the priorities of problems seen by the German population - environmental problems are ranking today as hig~ as economical problems (Fig.9); two thirds oftheGerman households have positive ratings regarding "environmental consciousness", even one third shows relavant activities in this area (Fig.10). Each "food scandal" and each "ecological catastrophe" increases these attitudes. Germany has high ratings within Europe regarding ecological concerns (Fig.ll).

Fig. 9 Ranking of Problems into the Opinion of the West German Population between 1980 and 1988 (Lebensmittel-Zeitung, 1992)

% 100

A = Joblessness

B = Env lronmental Protec:tlon

C = Pension Reform - 0 = Peace (Treatles wllh the East) 80 E = Terrorlsm

F = Problems wllh Forelgners G = Governmental Oebts

60 - H = Ec:onomlc Stablllly I = Ensurlng of Energy Resources

J = Stable Prlcea, lnlla tlon

40 -

-rT 20

r ~- m fffil ~~ n r n..n r lk, ~ ~~ I I I I 0

A B c 0 E F G H J

D 198o 0 1982 01984 ~ 198s U 1988

\ \

\ I

'

!·

AGRI/SEM.30/R.7 page 9

Fig. 10 Development of a "Environmental Conciousness" within the West German Population (Lebensmittel-Zeitung, 1992)

% 140~------------------------------------------------~

120

100

80

60

40

20

0 1982

glycol ln wln • egg-noodle-ocandol

1984 1986

/

1987 1988

Algu P .. t; Oeath ol s .. lo(Norlll Se:a) Veal Sc:andal

1989 1990

rz2l environmental activ 0 somehow conscious

1991

Fig. 11 The Comparison of "Environmental Conciousness" of the Population of different European Countries (GfK, 1991)

%

Germany Norway Sweden Swllzer land Auslrla llaly Greal Brllaln Franc:•

lZ2l environmental activ [l somehow conscious

AGRI/SEM.30/R.7 page 10

Consumers have different attitudes towards the different food groups. It is quite obviously, fruits and vegetables are recognized highly as healthy (Fig.l2). This positive attitudes can be found in almest all population segments; that refers e.g. to different age groups · {Fig .12; showing ·younger people have even higher ratings) and different German regions (Fig .13). Fruits and vegetable arefurther labelledas "fresh" {Fig.14), and 11 fresh" is highly associated with "natural11 and "pure" {Fig.15). Even more fruits and vegetables arenot only "healthy" and "fresh", they arealso "tasty", especially fruits (Fig.16).

Fig. 12 What are Healthy Feods according to the Opinion of the West German Population {IGLO-Forum, 1989)

o/o 100~-------------------------------------------.

80

60

40

20

A B c 0 E F G H

A = Frults B = Vegelables

C = Milk producls

0 = S:1lad E = Flsh

F = Polato

G = ~ead H = Rlce I= Meal J = Mnrgarlne

K = Egg

L = Butler

J K

014-33 y of age ~ 34-35 y of age 0 over 54 y of age

- ..

L

\ \

AGRI/SEM.30/R.7 page 11

Fig. 13 What are Healthy Foods according to the Opinion of the East and West German Population (IGLO-Forum, 1991)

% 80~----------------------------------------------~

60

40

20

A B c D E F G

A = Vagatabt .. B = Frults C = Salads 0 = Flsh E =Milk F,. Maat

G = Brown Braad H = Poultry I = Yoghurt J = Potato

H J

Owest German fZJ East German

(IGLO-Forum, 1991) (N = 1936 ln West and = 978 ln East Germany)

Fig. 14 What are Fresh Foods according to the Opinion of the West German Population (Lebensmittel-Zeitung, 1992)

% 100~----------------------------------------~

80

60

40

20

" B c D E F

A • Frults B • Vegelables/SAiada C • Milk/Milk Producta 0 • Maat E • Braad

F • Egg G • Sau•oge H • Ash

I • S...tter

G H

(N = 1200; labansmlttai·Zeltung, 1992)

AGRI/SEM.30/R.7 page 12

Fig. 15 Associations with 11 Fresh 11 by the West German Population in 1981 and 1987 (Lebensmittel-Zeitung, 1992}

% 80~---------------------------------------------,

60

40

20

A B c

0 1981 l?.211987

A • Nature, Foreat, Air, Waler B • Cleanlne .. end Hygiene

(clean clo lh ) C • Food :~nd Be•er11gea D • Feeling, Comfort,

heelthy Appeorence E • New, You lh

D E

(N = 1200; Lebensm lllel Zeitung, 1992)

Fig. 16 What are Healthy and Tasty Feods according to the Opinion of the East and West German Population (IGLO­Forum, 1991)

%

70

60

50

40

30

20

10

0 A B c D e

A = Veget01b les

B = Frulls

C = Salad

0 = Flsh E = Meal F = Poullr y

G =Milk H = Cheese

I .. Yoghurt J • Brown Bre01d

F G H J

0 East Germany rzLlwest Germany (N = 1938 ln West and 978 ln E :~s l Ge rmany; IGLO·Forum, 1991)

' ' AGR1/SEM.30/R.7 page 13

Considering these informations about the trends in attitudes towards food quality within the German population, the consumption of foods with such positive images as fruits and vegetables, should have been increased considerably in Germany within the last decade.

Trends of Consumption of Fruits and Vegetab1es in Germany within the Last Decade.

The gross statistical food consumption data show only a smooth slight increase regarding fruits and vegetables (Fig.17). Compared with the other European countries the consumption in Germany is rather low, especially regarding vegetables (Fig.18).

Fig. 17 Annual per caput Consumption of Fruits and Vegetables in West Germany between 1950 and 1990 (OGE, 1988; BML, 1991) Fruits

kg 100

a

60 Vegetables

40 .-. .. · .. /' ······· .. · ' ' ,. .. '-·- _,... ./ . -......; , __ __".. ... ~ 20

.... ...... ·······••· .. ········ ... .......... ···--·· .. .... __.. .. - .•........ -...... Ci trus ... ~ ...

0 50151 55156 so t 61 es t ss 10 1n 75116 80181 sst ss ~9-1

Fig. 18 Annual per caput Consumption of Fruits and Vegetables in selected European Countries in 1985 and 1988

kg/year (BML, 1991)

300 B/ L • Belgl um/Luxemb . CK • o . nm .. rk

Vegetables - Fruits F • Frence

c • Cermany 250 UK • Creat Brltaln GR • Gr••c•

- IRL • Irel and I - ll.aly

200 Nl • NeU\erhnd

f\ p • Portugal

150 - E • Spaln

100 -

-

' lf Im II] ~ ' ' ' ' ' ' I '

50

0 B/ L DK F D UK GR IRL I NL p E EC B/ L DK F D UK GR IRL I NL p E EC

year

• 79/80 &Sl8S/86 rzLj 87/ 88

16

14

12

10

8

6

4

2

0

AGRIISEM.30/R.7 page 14

Referring different groups of vegetables and fruits there is also no indication for a comparative remarkable increase, which could be related to the observed attitude changes (Fig.l9). In former years "rough" vegetables (like cabbages) decreased, and "finer" ones increased; these trends did not continue within the last decade. The consumption within different economic hausehold grpups and within different German regions shows also no specific trends, except some specialities which are related with the German re-union, like the substantial decrease in the formerly high cabbage consumption in the east of Germany; and the substantial increase of the consumption of bananas in these parts.

Fig. 19 Annual per caput Consumption of selected Vegetables in West Germany between 1980 and 1990 (ZMP, 1991)

kg

A B c D E F G

A = Cabbage 8 = Red Cabbage C = Savoy Cabbage D = Cauliflower E = Carrots F = Spinach G = Asparagus H = Peas I = Beans J = Lettuce K = Chicory L = Onions M = Tomatoes N = Cucumbers 0 = Champignons

H J K L M N 0

• 1981/82 01983/84 IZZl1985/86 lSSJ 1987/88 01988/ 89 81989/ 90 ~ 1990/ 91

AGRIISEM.30/R.7 page 15

The survey of the gross statistical food data indicates only the appearance and substantial increase of sorne "novel", exotic fruits (like kiwi, Fig.20) and vegetables (like salad "lollo rossa").

Fig. 20 Annual per caput Consumption of selected Fruits in West Germany between 1981 and 1989 (ZMP, 1990)

% 700

59.1100 to 5.500 to

~) - ~ 600

500 -r-

100

- 34.200 to

1-~

J ~ t: - ~ r- t: 671.000 to t= ~

t 1- 1-

- ~ t= t: t= ~

r-t\ 1-

~ ~

1- ~ f= ~ t: - rJ ~ ::: ..... ~ t= r:-~ . . ~ ~ I ::: I ~ t: · ~

~ ~ '--~ I : ~ - ;: : ~ = 1-

I " = - '/ : ~ r; , " ~ - -I r

400

300

200

0 Bananas Plnaapplas Mangoaa Klwla

01981 fll 19a2 01983 ts3 19a4 0 19as D 198s l8a 1987 § 1988 • 1989

(!ndu- 1980 = 100; ZMP, 1990)

AGRI/SEM.30/R.7 page 16

Conclusions

One could conclude the observed changes in food attitudes have no influence on the consumption of fruits and vegetables. The reason could be seen in methodological aspects (e.g. the used questionnaires were invalid) and/or in theoretical aspects (the food choice models are invalid andfor too crude) . Both has to be recognized.

One obvious methodological problem is the high seasonal variation in the consumption of fruits an4 vegetables. The major problern in studying the relationships öetween food attitudes and food consumption is the choice of appropriate models for such investigations; such models have to be rather complex and differentiated. Between the attitudes and food habit changes are complex and differentiated relations. Studies have to be more specific for selected segments and for the different food uses.

Within the processes of research, which use the gross statistical data, all such differentiations are amalgamated. All tomatoes and all apples, respectively are put into same categories, irrespectively whether it is an product of the "food industry" or of "alternatively organically grown" origin. Tomatoes and apples are used in different ways; they are eaten raw 1 used in salads, consumed as juice 1 rnash and in baked products. Consumers have build their own irnages according the origin of the product, where it is sold, for what and for whorn it is used.

Specific marketing studies and food habit surveys can indicate a distinct correlation between the above mentioned food attitude changes and special food consurnptions. Seme few examples should illustrate this.

In the general trend towards the preference for environrnentally sound products (Fig.21), there arealso clear indications that more consumers use "natural" "eco"-food (Fig.22). Trend products are also healthy foods, which e.g. are energy-reduced foods ("light products"), non-alcoholic beverages (including juices) and fresh salads (offered at counters).

I I

/

AGRIISEM.30/R. 7 page 17

Fig. 21 Change in Preference for environrnentally sound Products within the West German Population between 1981 and 1991 (EMNID, 1992)

%

1981 1983 1987 1991

0 I am unconcerned ~ I prefer to buy it

Fig. 22 Part of Purchases of different Food Groups, which is of "Natural" Origin, by the West German Population in 1984 and 1989 (Lebensmittel-Zeitung, 1992)

(o/o of consumers, who bought such products wlthln the last

year ln generat <G>; o/c of consumers who bought such products wlthln the last

o • 1" d t < F>) % year, more frequently compared wlth Nnorma pro uc s

80~--~~~------~----~----------------AA~=:BB~re~a~dr-------~ B = Fresh Fruits C = Fresh Vegetables D = Jam, Honey E = Ceraals F =- Juices

60 1984; 1989 *

G = Milk Products H = Potatoes

40

20

A A B B C C 0 0 E E

eL] normal (F} Ogeneral (G)

AGRI/SEM.30/R. 7 page 18

\ This report tried to show 1 that in Germany the food attitudes 1 \

which can be labelled by "healthy" 1 "natural" and "tasty" became . even more important during the last decade. This gives producers and retailers 1 who offer products 1 which have such images a fairly good chance to suceed in the tight food market. Specific designed marketing surveys and food habit research are necessary tools in this regard.

•

AGRI/SEM.30/R.7 page 19

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AGRI/SEM.30/R.7 page 20

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~-·

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