Table of Contents
Executive Summary
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- Changes in Chinese diets and food shopping habits
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- Figure 1: Growth of urban and rural per capita volume food consumption by type, 2000-11
- The consumer
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- Figure 2: Consumer attitudes towards food purchasing, May 2013
- Key trends
- Traditional and modern food retail continue to compete
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- Figure 3: Frequency of food buying by type of outlet, May 2013
- Home prepared food increasingly important depending on occasion
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- Figure 4: Changes in preparing, eating and buying meals, May 2013
- Consumers becoming more inclined to experiment when cooking
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- Figure 5: Changes in consumer cooking methods, May 2013
- Healthy eating driving food choices
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- Figure 6: Changes in consumer eating habits in the past 12 months, May 2013
- What we think
Changes in Chinese Diets and Food Shopping Habits
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- Key points
- Consumers trying a wealth of new products
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- Figure 7: Urban and rural per capita volume food consumption by type, 2000-11
- Significant changes in diet over the last decade
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- Figure 8: Growth of urban and rural per capita volume food consumption by type, 2000-11
- Rapid growth in retail food spending
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- Figure 9: Per capita retail spending on food by sector, 2008-13
- A steady stream of new products has undermined loyalty…
- … but has also opened new opportunities for suppliers
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- Figure 10: Growth in per capita retail spending on food by sector, 2008-13
- Increased wages allow consumers to experiment with more expensive products
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- Figure 11: Per capita retail food spending as a proportion of average urban wages, 2008-13
- Growth in prices and spending by sector
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- Figure 12: Average price per volume unit of retail food products by sector, 2008-13
- The link between food scares and import costs
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- Figure 13: Growth in average price per volume unit of retail food products by sector, 2008-13
- The rise in spending on eating out
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- Figure 14: Full-service and fast-food restaurant revenues and outlets in China, 2008-13
- New Chinese cuisines
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- Figure 15: Types of domestic Chinese cuisine eaten at a full service restaurant in the past 12 months, August 2012
- Foreign food invasion and overseas travel influence
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- Figure 16: Types of foreign cuisine eaten at a full service restaurant in the past 12 months, August 2012
- Foreign travel has exposed the Chinese middle class to new flavours
- Fusion food
The Impact of Grocery Retail Chains
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- Key points
- The significance of modern organised grocery retailing
- Expansion has paused as leading firms invest in infrastructure
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- Figure 17: Supermarkets’ and hypermarkets’ retail market significance, 2007-12
- Convenience stores competing as foodservice outlets
- 7-Eleven’s City Café sub-brand shows the importance of driving footfall
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- Figure 18: Convenience store outlets and retail sales, 2008-12
- The growth of online retail
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- Figure 19: China e-commerce market value split by C2C and B2C, 2007-12
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- Figure 20: Total B2C online retail market breakdown, by broad product sectors by value, 2010-12
- The proportion of consumers buying food online has doubled in a year
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- Figure 21: Percentage of online shoppers who have made purchases, by sector, 2010 and 2011
Food Safety and Health Concerns
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- Key points
- Food safety is a major issue for brands, retailers and consumers
- Online media mean that news of scandals can spread rapidly
- The drive to increase exports will lead to improvements in food safety
- Safety scandals more of a problem in domestic markets
- A resurgence in vegetarian food
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- Figure 22: Types of cuisine eaten at a full service restaurant in the past 12 months, by repertoire of cuisine types, August 2012
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- Figure 23: Attitudes towards full service restaurants, August 2012
- Health is a key driver behind the adoption of vegetarianism
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- Figure 24: Household diet, by demographics, March 2012
- The desire for organic food and the rise of the “urban farmer”
- Retailers respond to consumer demand for organic and health foods
- Health and waste concerns over full-service restaurants
The Consumer
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- Key points
- Where Chinese consumers buy food most often
- The continuing appeal of the wet market
- Grocery chains can capitalise on the appeal of wet markets
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- Figure 25: Frequency of food buying by type of outlet, May 2013
- Changes in meals prepared at home or out of home
- A move towards preparing breakfast and dinner at home
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- Figure 26: Changes in preparing, eating and buying meals, May 2013
- Changes in cooking methods
- Consumers demonstrate a more cosmopolitan approach to eating
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- Figure 27: Changes in consumer cooking methods, May 2013
- Changes in eating habits
- Chinese consumers are looking for healthier eating options
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- Figure 28: Changes in consumer eating habits in the past 12 months, May 2013
- Attitudes towards purchasing food
- 64% worry about the level of food safety
- Retailers and manufacturers need to improve communication with customers
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- Figure 29: Consumer attitudes towards food purchasing, May 2013
- Attitudes towards eating food
- Eating is a social event for Chinese consumers
- Food and packaging waste is a concern for two fifths of respondents
- Nutritional information significant for consumer food choice
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- Figure 30: Consumer attitudes towards food consumption, May 2013
Key Issues in the Market – Traditional and Modern Food Retail Continue to Compete
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- Key points
- Wet markets continue to compete with modern grocery retailers
- Price, accountability and freshness: key selling points for wet markets
- Half of respondents eat at a restaurant at least once a week
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- Figure 31: Frequency of food buying, by type of outlet, May 2013
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- Figure 32: Frequency of food buying, by type of outlet, May 2013
- Convenience paramount for younger, more affluent respondents
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- Figure 33: Frequency of foodservice food buying two to three times a week or more, by type of outlet, by Changes in preparing, eating and buying meals, May 2013
- Food shopping habits vary by age group
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- Figure 34: Frequency of food buying by type of outlet, by gender and age group, May 2013
- Income level more significant for eating out than food shopping
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- Figure 35: Frequency of food buying by type of outlet, by monthly household income group, May 2013
- Married-with-kids consumers are more frequent food buyers
- Convenience is tempting consumers away from traditional ways of shopping
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- Figure 36: Frequency of food buying by type of outlet, by marital status and children in home, May 2013
- Differing food buying patterns seen in lower tier cities
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- Figure 37: Frequency of food buying by type of outlet, by city tier, May 2013
- What it means
Key Issues in the Market – Home Prepared Food Increasingly Important Depending on Occasion
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- Key points
- Breakfast and dinner see more home cooking
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- Figure 38: Changes in preparing, eating and buying meals, May 2013
- Breakfast and dinner see more home cooking
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- Figure 39: Changes in preparing, eating and buying breakfast, by changes in consumer cooking methods, May 2013
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- Figure 40: Changes in preparing, eating and buying dinner, by attitudes towards cooking, May 2013
- Figure 41: Changes in preparing, eating and buying lunch, by attitudes towards cooking, May 2013
- Fast food chains need to continue to broaden breakfast menus
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- Figure 42: Food outlets used at least three times a week, by changes in preparing, eating and buying breakfast and dinner, May 2013
- Figure 43: Time of day of eating or having takeaway at fast food restaurants, March 2012
- Demographic differences in eating out and home cooking
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- Figure 44: Changes in preparing, eating and buying meals, by gender and age group, May 2013
- Affluence allows consumers to take the easy option
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- Figure 45: Changes in preparing, eating and buying meals, by monthly household income group, May 2013
- Married with kids couples home cooking more, eating out less
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- Figure 46: Changes in preparing, eating and buying meals, by marital status and children in home, May 2013
- Differences in cooking and eating out by city tier
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- Figure 47: Changes in preparing, eating and buying meals, by city tier, May 2013
- What it means
Key Issues in the Market – Consumers Becoming More Inclined to Experiment When Cooking
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- Key points
- The majority of consumers enjoy cooking at home
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- Figure 48: Changes in consumer cooking methods, May 2013
- Changes in what consumers enjoy cooking at home
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- Figure 49: Changes in consumer cooking methods, by changes in consumer eating habits in the past 12 months, May 2013
- Demographic differences in what consumers enjoy cooking at home
- Combining cooking and socialising
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- Figure 50: Changes in consumer cooking methods, by gender and age group, May 2013
- Higher earners are looking to broaden their culinary knowledge
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- Figure 51: Changes in consumer cooking methods, by gender and age group, May 2013
- Health benefits are key to consumers who have kids
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- Figure 52: Changes in consumer cooking methods, by marital status and children in home, May 2013
- Education leads to culinary curiosity
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- Figure 53: Changes in consumer cooking methods, by level of education, May 2013
- City tier differences in what consumers enjoy cooking at home
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- Figure 54: Changes in consumer cooking methods, by city tier, May 2013
- What it means
Key Issues in the Market – Healthy Eating Driving Food Choices
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- Key points
- Consumers are choosing healthier eating habits
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- Figure 55: Changes in consumer eating habits in the past 12 months, May 2013
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- Figure 56: Changes in consumer eating habits in the past 12 months (first three purchasing concerns), by Consumer attitudes to food purchasing, May 2013
- Healthy eaters also tend to be open to new ingredients
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- Figure 57: Changes in consumer eating habits in the past 12 months (second three purchasing concerns), by Consumer attitudes towards food purchasing, May 2013
- Health conscious consumers sensitive to product marketing
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- Figure 58: Changes in consumer eating habits in the past 12 months, by consumer attitudes towards food purchasing, May 2013
- Healthy eating by demographic groups
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- Figure 59: Changes in consumer eating habits in the past 12 months, by gender and age group, May 2013
- Consumers “trade up” to healthier foods
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- Figure 60: Changes in consumer eating habits in the past 12 months, by monthly household income group, May 2013
- Healthy eating by level of education
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- Figure 61: Changes in consumer eating habits in the past 12 months, by level of education, May 2013
- Healthy eating higher among married couples with children
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- Figure 62: Changes in consumer eating habits in the past 12 months, by marital status and children in home, May 2013
- Healthy eating common across city tiers
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- Figure 63: Changes in consumer eating habits in the past 12 months, by city tier, May 2013
- What it means
Appendix – Where Consumers Buy Food
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- Figure 64: Frequency of food buying by type of outlet, May 2013
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- Figure 65: Frequency of food buying by type of outlet, May 2013
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- Figure 66: Most popular frequency of food buying at supermarkets, by demographics, May 2013
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- Figure 67: Next most popular frequency of food buying at supermarkets, by demographics, May 2013
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- Figure 68: Most popular frequency of food buying at hypermarkets, by demographics, May 2013
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- Figure 69: Next most popular frequency of food buying at hypermarkets, by demographics, May 2013
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- Figure 70: Most popular frequency of food buying at convenience stores, by demographics, May 2013
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- Figure 71: Next most popular frequency of food buying at convenience stores, by demographics, May 2013
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- Figure 72: Most popular frequency of food buying from vending machines, by demographics, May 2013
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- Figure 73: Next most popular frequency of food buying from vending machines, by demographics, May 2013
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- Figure 74: Most popular frequency of food buying at wet markets, by demographics, May 2013
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- Figure 75: Next most popular frequency of food buying at wet markets, by demographics, May 2013
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- Figure 76: Most popular frequency of food buying from cafés/tea houses, by demographics, May 2013
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- Figure 77: Next most popular frequency of food buying from cafés/tea houses, by demographics, May 2013
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- Figure 78: Most popular frequency of food buying at restaurants, by demographics, May 2013
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- Figure 79: Next most popular frequency of food buying at restaurants, by demographics, May 2013
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- Figure 80: Most popular frequency of food buying for home delivery or take-away, by demographics, May 2013
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- Figure 81: Next most popular frequency of food buying for home delivery or take-away, by demographics, May 2013
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- Figure 82: Most popular frequency of food buying from online food retailers, by demographics, May 2013
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- Figure 83: Next most popular frequency of food buying from online food retailers, by demographics, May 2013
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- Figure 84: Frequency of food buying by type of outlet, by changes in prepared breakfast at home, May 2013
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- Figure 85: Frequency of food buying by type of outlet, by changes in eaten breakfast out of home, May 2013
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- Figure 86: Frequency of food buying by type of outlet, by changes in bought take-away, May 2013
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- Figure 87: Frequency of food buying by type of outlet, by changes in prepared lunch at home, May 2013
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- Figure 88: Frequency of food buying by type of outlet, by changes in eating lunch out of home, May 2013
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- Figure 89: Frequency of food buying by type of outlet, by changes in bought take-away lunch, May 2013
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- Figure 90: Frequency of food buying by type of outlet, by changes in prepared dinner at home, May 2013
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- Figure 91: Frequency of food buying by type of outlet, by changes in eaten dinner out of home, May 2013
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- Figure 92: Frequency of food buying by type of outlet, by changes in bought take-away dinner, May 2013
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- Figure 93: Frequency of food buying by type of outlet, by changes in consumer cooking methods, May 2013
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- Figure 94: Frequency of food buying by most popular type of outlet, by consumer attitudes towards food purchasing, May 2013
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- Figure 95: Frequency of food buying by next most popular type of outlet, by consumer attitudes towards food purchasing, May 2013
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Appendix – Changes in Meals Prepared at Home or Out of Home
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- Figure 96: Changes in preparing, eating and buying meals, May 2013
- Figure 97: Changes in prepared breakfast at home, by demographics, May 2013
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- Figure 98: Changes in eaten breakfast out of home, by demographics, May 2013
- Figure 99: Changes in bought take-away breakfast, by demographics, May 2013
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- Figure 100: Changes in prepared lunch at home, by demographics, May 2013
- Figure 101: Changes in eaten lunch out of home, by demographics, May 2013
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- Figure 102: Changes in bought take-away lunch, by demographics, May 2013
- Figure 103: Changes in prepared dinner at home, by demographics, May 2013
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- Figure 104: Changes in eaten dinner out of home, by demographics, May 2013
- Figure 105: Changes in bought take-away dinner, by demographics, May 2013
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- Figure 106: Changes in preparing, eating and buying meals, by changes in consumer cooking methods, May 2013
- Figure 107: Changes in preparing, eating and buying meals, by most popular changes in consumer eating habits in the past 12 months, May 2013
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- Figure 108: Changes in preparing, eating and buying meals, by next most popular changes in consumer eating habits in the past 12 months, May 2013
- Figure 109: Changes in preparing, eating and buying meals, by most popular consumer attitudes to food consumption, May 2013
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- Figure 110: Changes in preparing, eating and buying meals, by next most popular consumer attitudes to food consumption, May 2013
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Appendix – Changes in Cooking Methods
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- Figure 111: Changes in consumer cooking methods, May 2013
- Figure 112: Most popular changes in consumer cooking methods, by demographics, May 2013
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- Figure 113: Next most popular changes in consumer cooking methods, by demographics, May 2013
- Figure 114: Changes in consumer cooking methods, by most popular changes in consumer eating habits in the past 12 months, May 2013
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- Figure 115: Changes in consumer cooking methods, by next most popular changes in consumer eating habits in the past 12 months, May 2013
- Figure 116: Changes in consumer cooking methods, by most popular consumer attitudes towards food purchasing, May 2013
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- Figure 117: Changes in consumer cooking methods, by next most popular consumer attitudes towards food purchasing, May 2013
- Figure 118: Changes in consumer cooking methods, by most popular consumer attitudes towards food consumption, May 2013
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- Figure 119: Changes in consumer cooking methods, by next most popular consumer attitudes towards food consumption, May 2013
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Appendix – Changes in Eating Habits
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- Figure 120: Changes in consumer eating habits in the past 12 months, May 2013
- Figure 121: Changes in consumer eating habits in the past 12 months, by most popular consumer attitudes towards food purchasing, May 2013
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- Figure 122: Changes in consumer eating habits in the past 12 months, by next most popular consumer attitudes towards food purchasing, May 2013
- Figure 123: Changes in consumer eating habits in the past 12 months, by most popular consumer attitudes towards food consumption, May 2013
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- Figure 124: Changes in consumer eating habits in the past 12 months, by next most popular consumer attitudes to food consumption, May 2013
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Appendix – Attitudes Towards Purchasing Food
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- Figure 125: Consumer attitudes towards food purchasing, May 2013
- Figure 126: Consumer attitudes towards food purchasing, by most popular consumer attitudes towards food consumption, May 2013
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- Figure 127: Consumer attitudes towards food purchasing, by next most popular consumer attitudes towards food consumption, May 2013
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Appendix – Attitudes Towards Eating Food
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- Figure 128: Consumer attitudes towards food consumption, May 2013
- Figure 129: Most popular consumer attitudes towards food consumption, by demographics, May 2013
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- Figure 130: Next most popular consumer attitudes towards food consumption, by demographics, May 2013
- Figure 131: Other consumer attitudes towards food consumption, by demographics, May 2013
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