2020 식품소비행태조사 기초분석보고서 } : 한국농촌경제연구원

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연구보고서

2020 식품소비행태조사 기초분석보고서

2021.05.21 78413

과제성격

기타(E16-2020)
저자

이계임, 김상효; 허성윤; 신성용; 박인호
등록일

2021.05.21
연구주제

식품소비.

원문보기 좋아요

요약문

식품소비 관련 통계는 지출액이나 개별 식품의 구입행태 등의 조사로 한정되어 있어서 빠르게 변화하는 소비자의 식품소비 트렌드를 파악하는 데 한계가 있었다. 사회적 여건 변화에 대응하여 식품소비행태를 구체적으로 파악하고, 식품산업 발전과 식품의 원활한 수급 및 식품자원의 효율적 이용을 위해서는 대표성 있는 식품소비조사 표본을 구축하여 식품소비행태에 대한 주기적이고 체계적인 조사·분석이 필요하다.

한국농촌경제연구원에서는 2013년부터 객관적이고 신뢰할만한 식품소비행태 통계를 구축하기 위해 ‘식품소비행태조사’를 실시하고 있으며, 통계청의 인구주택총조사 자료를 이용하여 표본에서 전국적인 대표성을 확보하고자 하였다. ‘식품소비행태조사’는 2013년부터 2017년까지 제1기 조사가 진행되었고, 2018년부터 표본틀을 안정적으로 개선하고 조사문항을 보완하여 제2기 조사를 진행하고 있다. 조사 내용은 가구 내 식품소비행태뿐만 아니라 외식 행태, 라이프 스타일, 농식품 소비지 역량과 식품의 표시·안전성 등 식생활 전반에 관한 인식을 포함하고, 올해는 코로나19의 확산으로 인한 변화까지 담고자 하였다.

Background of Research
As a response to the changing food consumption behaviors, it is necessary to conduct multi-faceted surveys on a continued basis to identify the food consumption trends. However, the government approved statistics regarding food consumption have focused only on the survey on food spending, while the surveys on other areas remained very insufficient. So far there hasn’t been a survey performed to show the overall aspects of food consumption behaviors.
To understand food consumption behaviors in detail and to use them as a useful base of analysis in production and developing a related policy, the representative sampling for food consumption surveys needs to be pursued, being conducted on a regular basis.

Method of Research
For the 2020 survey, we designed a composite sample using newly extracted sample households from Statistics Korea as well as the samples of the 2019 survey.
The areas included in the survey are the consumers’ food consumption patterns (with regards to food choices, nutrition, health, etc.); food purchase and consumption behaviors; food consumer characteristics; eating out patterns; consumers’ self-evaluation on their food consumption patterns; the current status of food consumption education and promotion; and key policy issues. In this study, a two-step survey is designed. First, the household- level survey is designed to ask questions to the main food purchaser of a household regarding the family’s food consumption and the characteristics of the household. Secondly, the household member-level survey is designed to ask questions to any household members (13∼74 years of age) their food consumption status outside of home and individual perceptions on food consumption. When the respondents are adolescents, a different set of questionnaire was used considering their limited experience in terms of food consumption compared with adults.

Research Results and Implications
The survey has found that 36.0% of the households surveyed buy foods two to three times per week and 45.1% of them buy foods once a week, which indicates that the majority(81.1%) of the households surveyed purchase foods once to three times per week. For the question on the most-visited place for grocery shopping, 31.2% of the households answered they visit medium or small-sized community grocery stores, followed by large-scaled discount stores(30.2%) and medium or small-sized stores operated by big enterprise(16.2%). 51.2% of the households surveyed buy their foods on the online grocery shop and they gave 3.79 points and 3.80 points on a five-point scale as a score for the satisfaction with online shopping regarding to price level and quality respectively. Eco-friendly food buyers who account for 55.6% of the respondents scored 3.48 points for the satisfaction with the eco-friendly foods in the respect of price level and 3.65 points of quality. 78.3% of the surveyed households consume functional foods: in particular, vitamin(59.9%) and ginseng(37.3%) are consumed at high percentages.
For the frequency of rice purchase, households who purchase rice every two to three months account for 58.0%. 43.5% of the households surveyed replied that they buy vegetables once a week and 53.6% of households tend to buy vegetables in bulk compared to in small-package. And 48.7% of households buy fruits once a week. Adult household members prefer apples and watermelons, while the household members aged 20 or below prefer strawberries and bananas compared to other fruits. The survey also revealed that consumers mainly concern about freshness, price and the country of origin of products when they buy fruits or vegetables. For fruits, sweetness is also highly considered. Buying meat products, consumers mainly consider freshness, the country of origin and price. 29.4% of the households surveyed have no intention to purchase imported beef from the United States, while a relatively high percentage of the respondents(46.4%) have an intention to eat imported beef from Australia. 41.2% of the households surveyed answered ‘no intention to eat’ for imported pork. For kimchi consumption, 47.4% of households obtain kimchi from their ‘family members or relatives’, and 40.0% of households make it by themselves.
For the satisfaction level on food consumption, households surveyed gave 3.50 points on a five-point scale. At the individual level, adults’ satisfaction score is 3.60 while adolescents’ is 3.67. Adults are interested in whether food ingredients are domestically produced(3.44 points), locally produced (3.29 points) and eco-friendly produced(3.23 points). Adolescents showed relatively lower levels of interest in the same respects; for the matter of whether it is domestically producted(3.30 points), locally produced(3.10 points) or eco-friendly produced(3.09 points).
Households who eat out by family once per two weeks account for 28.5%, and 34.0% of households consider food taste as the most important factor to choose restaurants. About 74.9% of the households surveyed use food delivery or take-out services for family dining. The primary choices of delivery/take-out foods are chicken dishes(34.3%) including fried chicken. Households do not utilize delivery/take-out services because of high prices(22.4%), waiting-time(19.7%), and over-use of chemical seasoning(15.9%).
36.5% of adolescents and 50.1% of adults are interested in food safety issues, and 63.0% of the adults expressed that they are willing to pay higher prices for food safety. Adults assessed Korea's overall food safety as 79.9 points out of 100 point, while adolescents did it as 77.1 points.
For the question on who should play the most important role in food safety management, the food producers top the list followed by the central government, local government, food distributors and food retailers. Concerning the food labeling, adult consumers mostly check prices and the the country of origin when they purchase vegetables and meat products, check expiry date and the country of origin as the priority consideration for processed foods. Concerning the awareness of food labeling programs, the country of origin labeling(94.2%) and the organic farming certification (91.4%) are the most well known. 39.6% of the adult respondents chose lower grades of elementary school as the best timing for basic food education, followed by higher grades of elementary school(21.0%), middle school students(17.5%) and early childhood(16.4%).
Consumer Behavior Survey for Foods is expected to provide the basis for the establishment of food policies and for market analysis. In order to improve the credibility and usability of the survey outcomes, feedback will be collected from the users of statistics improving the survey system accordingly. In addition, follow-up management and disclosure of survey statistics will be conducted.

Researchers: Lee Kyei-im, Kim Sang-hyo, Heo Seong-yoon, Shin Seong-Yong and Park In-ho
Research period: 2020. 1. ∼ 2020. 12.
E-mail address: lkilki@krei.re.kr