Healthy Food Shopping and Eating Habits

During October we worked with our partners Myinsightsontime ( to gain insights on the topic of healthy food shopping and eating!

To gather these insights we distributed a 20 question survey to a select group of 410 Irish consumers directly via email. Over 7 days it generated 163 complete responses. Myinsightsontime then ran an online focus group with 23 women from across Ireland on their private platform.

5 Key Stats on Healthy Food Shopping and Eating Habits

76% of people buy ready meals at least once a month

80% of respondents try to include a healthy snack in their lunch

77% of respondents say price is the most important factor to them when shopping for healthy products in supermarkets.

59% of respondents are happy with nutrition labelling

87% try to cook all their meals from scratch

5 Key Insights on Healthy Food Shopping and Eating Habits

Ready Meals

“I find things like the Chinese ready meals there is nothing in them and the stir fry we make from scratch is so nice. The same for lasagne, the shop bought ones are horrible and the ones we make are so fresh and tasty, there is no comparison. I do on occasion buy beef or chicken pies that I pick up in the fridge aisle. We would have them with chips.“

Lunch Habits 

“I bring my lunch to work every day now but prior to Covid I would have eaten out for lunch 1 – 2 days a week. I am just eating and going straight back to work so only taking about 20 mins most days.”

Purchasing of Healthy Food Products

“When purchasing, I prefer as close to the natural product as possible so little to no processing. Low sugar content and local Irish produce are also factors for me.”

Nutrition Labelling

“More traffic light labelling for consumers, more transparency regarding sugar and sweeteners, transparency around a typical portion size for an adult and a better system of identifying exactly how much protein, fat etc is required by adults/kids.”

Healthy Food Approach

“Try not to buy too many sweets. Shops have great offers on unhealthy items but not enough offers on good healthy food products. I cook from scratch as much as possible and limit takeaways to twice a month unless they go to their Nanny’s LOL.”

Recommendations for Brands

  • Consider using taste panels to ensure your ready meals are hitting the right note with consumers. Draw attention to the naturalness & healthfulness of your ready meals.
  • Provide a wide range of/deals on healthy dry snacks such as popcorn & cereal bars & dairy, because these categories are considered important add-ons for lunch.
  • Buyers are seeking more healthy options and deals will always drive sales, particularly as Price is the top deciding factor.

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