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Baltic consumers

                                                Life perception,
                                                consumption, country
                                                differences




Picture retrieved from MediaCom image library
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
Baltic consumers
                    by MediaCom Lithuania, Dec 2011




General situation




                        Picture retrieved from MediaCom image library
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
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
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
Baltic consumers
           by MediaCom Lithuania, Dec 2011




Finances
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
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
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
Baltic consumers
                   by MediaCom Lithuania, Dec 2011




Food & beverages
consumption




                       Picture retrieved from MediaCom image library
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
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
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
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
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
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
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

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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
  • 7. Baltic consumers by MediaCom Lithuania, Dec 2011 Finances
  • 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