The findings of the latest Eurobarometer poll indicate over 90% of European Union (EU) citizens consider quality and price their chief consideration when buying food products, lznios.lt reported on 13 August. The survey showed a product’s country of origin proved important to over 71% of participants, and 41% responded that established brand preference influenced purchase choices.
According to a European Commission press release, the Eurobarometer survey interviewed more than 26,500 people from all 27 EU countries- those interviewed were all over 15 years of age and were drawn from different social groups, providing a comprehensive insight into the buying habits of European consumers.
Survey organizers stressed that European consumers are becoming increasingly familiar with quality-assurance logos used in the EU market, with over two-thirds of Europeans paying close attention to the standard of products and expressing commitment to brands they associate with quality. The study revealed one of the most successful examples of logo recognition is the official EU logo for ecologically sustainable products, which was recognized by 24% of respondents only two years after it was adopted.
In response to survey questions on food resources, three-quarters of EU residents expressed concern regarding global food shortages, but nearly 60% maintained that all EU Members are able to meet the food needs of their own populations. The survey suggests that the majority of EU citizens consider a focus on local agriculture to be an effective way of ensuring food security, seeing agriculture as contributing not only to the preservation of rural areas but also as having a positive impact on the national landscape.
Like citizens of most other EU countries, Lithuanians overwhelmingly supported the idea that the EU should produce more food for its own consumption and rely less on imports from other countries- 81% of the Lithuanian population responded accordingly, reflecting the overall EU average. Meanwhile, more than 73% of Lithuanians identified food quality as a central consideration when purchasing food products, slightly above the EU average of 65%. However price featured as the single most important factor when choosing food items, with 95% of Lithuanians placing the cost of food above other factors. In other European countries, this figure ranged from 98% in Bulgaria and Greece to 72% in the Netherlands.
While more than 80% of Lithuanian residents surveyed indicated that the source country of production is important, over half stated that they return to a known brand or manufacturer’s name when choosing certain foods, with 41% of survey participants focusing on brand alone. The report indicates that as in the EU, 76% of Lithuanians look for food labeled as being of exceptional quality. However, only 21% reported constantly looking for these high-quality accredited products, while the remaining 45% responded that such labeling is only an occasional consideration when shopping.
Translated by Laura Bojarskaitė
Edited by Rick Whateley