1) The document summarizes survey results from the 2011 Eurobarometer report regarding perceptions of life, consumption habits, and country differences among Baltic consumers in Estonia, Latvia, and Lithuania.
2) Key findings include Estonians reporting the highest life satisfaction and optimism about the future, while Lithuanians and Latvians were more skeptical. Financial perceptions varied, with Estonians and Lithuanians more satisfied than Latvians.
3) Consumption patterns were largely similar across countries but some differences included higher white bread and beer consumption in Lithuania, more dairy and instant coffee in Latvia, and more juices and milk in Estonia.
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Baltic consumers: life perception, consumption, country differences
1. Baltic consumers
Life perception,
consumption, country
differences
Picture retrieved from MediaCom image library
2. Baltic consumers
Eurobarometer by MediaCom Lithuania, Dec 2011
This report presents the first results of the Standard
Eurobarometer 75 which was carried out from 6
May to 26 May 2011. Interviews took place in 33
countries or territories: the 27 European Union
Member States, the five candidate countries, and
the Turkish Cypriot Community.
The report presents a selection of questions on two
different themes: the first focuses on the economic
crisis and how it is perceived by Europeans and the
second analyses public support for the Europe
2020 Strategy.
The survey is conducted by TNS Opinion & Social
at the request of the European Commission -
Directorate-General for Communication.
Source: Eurobarometer 75, retrieved from http://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
3. Baltic consumers
by MediaCom Lithuania, Dec 2011
General situation
Picture retrieved from MediaCom image library
4. Baltic consumers
Overall life satisfaction by MediaCom Lithuania, Dec 2011
Lithuania has the highest
proportion of those who are 100%
highly satisfied with their
lives among all three Baltic
80%
states. However, around 1/3
of population in Lithuania 62%
58%
and Latvia are quite 60%
52%
unsatisfied. Meanwhile, 44%
Estonians’ satisfaction of life 40% 30%
32%
even surpasses the EU level!
21% 24%
20% 15%
12% 12%
10%
8%9%
5% 5%
1%0%0%0%
0%
Very satisfied Fairly satisfied Not very Not at all Don't know
Question: “On the whole are you very satisfied satisfied
satisfied, fairly satisfied, not very
satisfied or not at all satisfied with the EU average Lithuania Latvia Estonia
life you lead?”
Source: Eurobarometer 75, 2011, retrieved from Eurobarometer Interactive Search System
5. Baltic consumers
Opinion leadership index by MediaCom Lithuania, Dec 2011
Lithuanians are the nation with
the strongest opinion 100%
leadership index in the region.
While the differences among
80%
countries are fairly minimal,
Estonians are the least
ignorant to current affairs – 60%
only 13% people claim they
have no interest in politics 40% 35%
38%
35%
38%
31%
whatsoever, a figure which is 28% 27%
24% 23%
almost twice smaller than the 20% 21%
20%
18%
17% 18%
14% 13%
EU average.
0%
The index is estimated by combining Strong Medium Low Not at all
two sets of questions: respondents’
interest in politics and the frequency of
discussing politics with people around
EU average Lithuania Latvia Estonia
them. Source: Eurobarometer 75, retrieved from
http://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
6. Baltic consumers
Most important issues by MediaCom Lithuania, Dec 2011
Economic situation seems to be THE issue in all analyzed countries. Latvians are relatively more
concerned about the unemployment than their neighbors, but not more than the average European.
Inflation is the problem #2 in Lithuania, while Estonians appear to be worried about terrorism for some
reason. Moreover, taxation is a sensitive topic in Lithuania and Latvia.
EU 27 LT LV EE
Economic situation 43% 40% 42% 44%
Unemployment 23% 15% 21% 15%
Immigration 20% 20% 19% 17%
Rising prices/inflation 17% 22% 12% 15%
Terrorism 13% 10% 12% 19%
Crime 8% 11% 9% 9%
Energy supply 7% 6% 6% 6%
The environment 6% 2% 4% 4%
Climate change 5% 6% 4% 2%
Taxation 4% 7% 7% 4%
Pensions 4% 3% 2% 2%
Other 1% 1% 2% 1%
Source: Eurobarometer 75, retrieved from
http://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
8. Baltic consumers
Expectations of the by MediaCom Lithuania, Dec 2011
economic situation
Estonia, Iceland, and
Denmark are the most
optimistic countries in the
EU. Latvia and Lithuania are
quite modest, while Greeks,
Portuguese, and Czech
Republic do not think the
upcoming year will be any
better.
Question: “What are your expectations
for the year to come: will they be
better, worse, or the same, when it
comes to the economic situation in
your country?”)
Source: Eurobarometer 75, 2011, retrieved from
Eurobarometer Interactive Search System
9. Baltic consumers
Perception of financial situation by MediaCom Lithuania, Dec 2011
Estonians’ satisfaction with the financial situation is very similar to the EU level. Meanwhile, Lithuanians
and Latvians are skeptical about their country’s economy, but quite satisfied about their personal
finances.
% of respondents who EU 27 LT LV EE
answered that the
situation is “good” or
Personal job situation 61% 56% 66% 51%
Personal financial 64% 50% 49% 66%
situation
Situation of the national 30% 8% 5% 40%
economy
Source: Eurobarometer 75, retrieved from
http://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
10. Baltic consumers
Expectations for the next 12 by MediaCom Lithuania, Dec 2011
months
Once again, the optimism of Estonians surpasses all the countries analyzed. Latvians are in the positive
anticipation of better financial situation of their families, while Lithuanians’ expectations do not vary from
the EU average much.
% of respondents who
answered that the
EU 27 LT LV EE
situation will get “better”
Your life in general 26% 27% 29% 40%
The employment 24% 22% 21% 46%
situation in your country
The economic situation in 23% 23% 19% 44%
your country
The financial situation of 20% 21% 27% 37%
your household
Your personal job 19% 15% 21% 31%
situation
Source: Eurobarometer 75, retrieved from
http://ec.europa.eu/public_opinion/archives/eb/eb75/eb75_en.pdf
11. Baltic consumers
by MediaCom Lithuania, Dec 2011
Food & beverages
consumption
Picture retrieved from MediaCom image library
12. Baltic consumers
Associations with food by MediaCom Lithuania, Dec 2011
For Latvians and Estonians freshness and taste of food is slightly more important than for Lithuanians.
Lithuanians also do not link eating with having a quality time with friends and family as much as other
countries. Good bargains are more important in Latvia and Estonia, the nutrition of the food is quite
irrelevant for Lithuanians and Latvians. What is more, Estonians are the least concerned about the
safety of food they consume.
EU 27 LT LV EE
Selecting fresh and tasty 53%
58% 63% 65%
food
Enjoying a meal with 32%
54% 46% 44%
friends or family
Looking for affordable 47%
44% 54% 53%
prices
Satisfying your hunger 44% 38% 34% 40%
Being concerned about 42%
37% 42% 29%
the safety of food
Checking calories and 7%
23% 13% 22%
nutrients
Data Source: Eurobarometer, 2011
Base: EU citizens, 15+; N~1000 per country
13. Baltic consumers
Top 20 food products by MediaCom Lithuania, Dec 2011
Consumed once a week and more
Even though the eating habits of the Baltic people are pretty similar, a few differences still can be
spotted. White bread – more popular in Estonia and Lithuania. Lithuanians consume less ham, but more
spices and chocolate. Estonians eat relatively more dairy products.
LT LV EE
Cooking, salad oil 90% 86% 92%
White bread 89% 81% 90%
Herbs, spices, seasonings 80% 69% 75%
Sour cream 79% 81% 80%
Ketchup 62% 43% 50%
Mayonnaise 58% 48% 53%
Cheese 57% 65% 78%
Smoked and half-smoked… 54% 51% 56%
Macaroni 53% 51% 57%
Rice 42% 38% 40%
Fish 37% 32% 40%
Ham 37% 48% 51%
Sweet cookies 36% 37% 32%
Yoghurt, yoghurt drinks 35% 34% 47%
Sweet cottage cheese 34% 31% 36%
Bouillon cubes 30% 32% 31%
Chewing gum 30% 33% 37%
Spread cheese 28% 31% 48%
Mustard 24% 28% 32%
Chocolate bars 23% 18% 13%
Data Source: TNS Atlas, 2011 spring
Base: 15+; N~1500 per country
14. Baltic consumers
Top 10 drinks by MediaCom Lithuania, Dec 2011
Consumed once a week and more
Lithuanians drink lots of bottled water and… beer. Latvians consume almost double amount of instant
coffee than Lithuanians. Juices and milk are one of the most popular beverages in Estonia, while tea is
slightly less common.
LT LV EE
Tea 89% 86% 81%
Milk 70% 73% 85%
Ground coffee 69% 57% 77%
Bottled water 58% 42% 33%
Juices 35% 23% 48%
Soft drinks 28% 20% 35%
Beer 24% 18% 20%
Instant coffee 24% 39% 0%
Cacao 23% 16% 23%
Coffee mix (2 in 1, 3 in 1..) 22% 16% 21%
Data Source: TNS Atlas, 2011 spring
Base: 15+; N~1500 per country
15. Baltic consumers
Average consumption: by MediaCom Lithuania, Dec 2011
agriculture
(kg per capita)
EU 27 LT LV EE
Wheat 110 54 88 53
Rice 4 2 2 5
Oils & fats 16 5 n/a 7
Potatoes 73 93 178 84
Sugar 33 31 37 41
Apples 19 9 n/a 16
Pears 5 1 n/a 3
Oranges 33 10 n/a 30
Fresh 13 3 n/a 12
tomatoes
Processed 20 8 n/a 8
Data Source: Food: from farm to
fork statistics, Eurostat, 2011 tomatoes
16. Baltic consumers
Average consumption: by MediaCom Lithuania, Dec 2011
meat & dairy
(kg per capita)
EU 27 LT LV EE
Cattle 15 n/a n/a 14
Poultry 22 n/a n/a 21
Pigs 37 n/a n/a 44
Sheep & 3 n/a n/a 1
goats
Drinking 79 144 84 118
milk
Butter 4 3 3 6
Cheese 18 13 13 18
Eggs 12 12 15 11
Data Source: Food: from farm to
fork statistics, Eurostat, 2011
17. Baltic consumers
Summing up: by MediaCom Lithuania, Dec 2011
Firstly, the current perception and
future expectations of economic and
financial situation is pretty positive
in the Baltics, with Estonians being
the most optimistic, and Latvians
and Lithuanians a bit more skeptical.
Secondly, even though the Baltic
states have many similarities, there
exist quite many variations in both
the people’s opinions and
consumption patterns. Thus one
should be careful when trying to treat
these countries as one unified
market.
Source: MediaCom image library
18. Baltic consumers
by MediaCom Lithuania, Dec 2011
Thank you!
Prepared by Agnė Pranulytė
Research developer at MediaCom
E-mail: agne@mediacom.lt
Office: +370-5-260-8463
Fax: +370-5-260-8247
UAB Trendmark,
Islandijos g. 1/Vilniaus g. 31,
LT-01401 Vilnius, Lithuania
www.mediacom.lt
www.mediacom.com
Photo by Justina Palinavičiūtė