07.05.2008
At the presentation of a study " Eating habits and buying preferences of residents", conducted by the Estonian Institute of Economic Research on the order of the Estonian Ministry of Agriculture, it became aware that consumers still respect domestic food products, which are preferred by 73% of respondents.
The Minister of Agriculture, Helir-Valdor Seeder admitted that food has become a center point of the society. The minister says that the demand for food products is growing all over the world and also, food production as well as food safety are gaining more attention in the European Union policy.
„During the first months of this year, export growth has been lead by the food industry. Growth in export is definitely a positive thing, since a limited internal market does not enable endless growht," says Seeder.
The study showed that preferring domestic food products to exported ones has become more difficult. Establishing the origin of the product is mainly hindered by product information being in small letters, also, information about the origin of raw materials is not found on the packaging. The consumer, however, would like to find information on the packaging about the raw material, country of origin and the producer.
It was also found out that domestic food products have a customary taste, are fresh, trustworthy and healthy. Compared to previous years, domestic food is less characterized by a decreasing content of supplements and good price. Moreover, assessments on wholesomeness and high quality have decreased.
In making the decision to buy a certain food product, consumers value freshness (96%), taste (93%) and quality (92%). Wholesomeness, a good price and ingredients are also very important. A known trademark has become increasingly important. The consumers believe more in the trademark and have given up exploring the ingredients.
With the highest quality, consumers find domestic milk and milk products (75%), bread products (72%) and products of the milling industry (71%).
The frequency of buying food products has not changed during the year. 95% of residents buys food at least twice a week. With a year, the percentage of daily food buyers has decreased a little and the percentage of people shopping for food 2-3 times a week increased a little.
Buying food from big supermarkets is becoming more common. The main reason for this is a continuously spreading chain trading in the different areas of Estonia. In supermarkets, the consumers mostly value food products of good quality, cleanliness and decency of the shop and also pleasant service and good prices.
Three consumers out of four (76%) have changed their buying habits in 2007 due to the rise in the prices of food products. Mainly this consists in looking at the prices more carefully and often and buying cheaper products. Checking the prices and buying cheaper products mostly affects everyday goods, for example, milk and milk products, meat, bread and pastry, fish and fish products.
If the prices of food products continue rise this year and exceed the 5% level, the consumers will change their buying behaviour and habits even more. If the price rise will be 6-11%, the habits of 58% of the consumers will change, for 11-20% and over 20% price rise, change will affect the habits of 84% and 92% of consumers, respectively.
The results of the study can be found on the webpage of the Ministry of Agriculture http://www.agri.ee/?id=28549.
Additional information:
Karina Loi
Press Officer for the Ministry of Agriculture
Phone: + 372 625 6254
GSM: + 372 52 91 403
E-mail: karina dot loi at agri dot ee karina dot loi at agri dot ee [email protected]