A History of the Ministry of Information, 1939-46

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35 35

SECTION VI
FOOD GROUPS OF WHICH PEOPLE WOULD LIKE MORE, OR OF WHICH THEY WOULD BE PREPARED TO TAKE LESS

As stated in the introduction, there are doubts about the significance of the absolute figures which resulted from the hardship question. In order to check these results, a slightly different question, having the same purpose, was asked at the end of each interview:-

“From the following six groups, of which would you like to buy more than you can buy at present, and of which would you not mind if less were available in the shops?

1. Breakfast cereals or porridge

2. Ready prepared baking mixtures

3 Cornflour, blancmange

4. Jam

5. Bought cakes

6. Custard powder

The results are presented in the next table.

Table 1

Of which groups would you like to buy more, and of which would you much mind if less were available?

Would like to buy more Would not mind if less were available People who are satisfied with the position as it is, or those who have no opinion
% % %
Breakfast cereals & porridge 31 32 37
Ready-made baking mixtures 11 69 20
Cornflour & blancmange, etc. 33 43 24
Jam 68 10 22
Bought Cakes 26 46 28
Custard Powder 41 24 35
SAMPLE 4398 4398 4398

In this table the proportions which would not mind if less were available include those who do not use the commodity at all. In the previous sections the proportions saying that cuts in supply would cause hardship are based on the numbers using. Direct comparison between the hardship results and those above is therefore not possible.

The order of hardship attached to a decrease in supplies of the different foods is however the same in the two cases:

1. Jam

2. Custard powder

3. Blancmange and Breakfast Cereals

4 Bought cakes

5. Ready-made baking mixtures

This order of rank is the same for all three questions on the subject. From this it may be said that the results obtained from the hardship question are a good indication as to which cut in the supplies of the different food groups would cause the greatest hardship.

36 36

GROUP DIFFERENCES

It can, in general, be said that the group differences on this question in accordance with the group differences in the actual use of the individual foods,

and also correspond to the differences in the hardship experienced if cuts in supplies were made.

Regional differences

The most outstanding differences are in London and Scotland. The smallest number of housewives who would not mind if cuts were made in the supplies of all the foods under investigation is in London. In Scotland, the reverse is the case; here, the greatest number of housewives would accept a cut in supplies of all foods, with the exception of jam. How far these differences are caused by certain attitudes of housewives, the Scottish housewives being more ready to make sacrifices than the Londoners, or how far they are caused by local differences of distribution and supply, or by both, is not possible for us to decide. It is certainly interesting that these differences are not marked in the first part of the question “Would you like to buy more?”.

Table 2

Of which would you like to buy more, and of which would you not mind if less were available?

WOULD LIKE TO BUY MORE WOULD NOT MIND IF LESS AVAILABLE THOSE WHO ARE SATISFIED WITH THE PRESENT POSITION OR DID NOT EXPRESS ANY OPINION
North East Midlands London South Scotland North East Midlands London South Scotland North East Midlands London South Scotland
% % % % % % % % % % % % % % % % % %
Breakfast Cereals & Porridge 32 31 33 30 30 25 36 40 31 17 31 32 32 29 36 53 39 43
Ready-made Baking Mixture 8 15 18 11 12 3 76 66 64 49 66 89 16 19 18 40 22 8
Cornflour, Blancmange 29 29 45 37 32 17 52 51 37 24 38 58 19 20 18 39 30 25
Jam 76 61 65 66 64 70 9 17 11 4 13 10 15 22 24 30 23 20
Bought Cakes 30 33 31 14 24 17 47 46 44 41 39 69 23 21 25 45 37 14
Custard Powder 36 42 45 55 44 24 28 29 18 9 21 43 36 29 37 36 35 33
SAMPLE 1368 410 975 601 615 429 1368 410 975 601 615 429 1368 410 975 601 615 429

Class differences

Class differences are not very significant. So far as they exist, they seem to indicate that housewives in the upper income group want more prepared desserts, including custard powder, but want less of all the other foods discussed.

Table 3

Of which would you like to buy more, and of which would you not mind if less were available?

WOULD LIKE TO BUY MORE WOULD NOT MIND IF LESS AVAILABLE THOSE WHO ARE SATISFIED WITH PRESENT POSITION OR DID NOT EXPRESS ANY OPINION
A & B C & D A & B C & D A & B C & D
% % % % % %
Breakfast Cereals & Porridge 30 31 27 34 43 35
Ready-made Baking Mixtures 13 76 67 18 20
Cornflour, Blancmange 37 32 38 46 25 22
Jam 63 70 12 10 25 20
Bought Cakes 7 28 50 45 43 27
Custard Powder 38 30 23 25 39 45
SAMPLE 1035 3261 1035 3261 1035 3261
37 37

Differences in families with and without children

A greater number of housewives with children want more breakfast cereals, more jam, and more custard powder. No significant difference exists for the other foods among these groups.

Table 4

Of which would you like to buy more, and of which would you not mind if less were available?

WOULD LIKE TO BUY MORE WOULD NOT MIND IF LESS AVAILABLE THOSE WHO ARE SATISFIED WITH THE PRESENT POSITION, OR WHO DID NOT EXPRESS ANY OPINION
With Children under 3 yrs. With Children 3 - 14 yrs. Without Children With Children under 3 yrs. With Children 3 - 14 yrs. Without Children With Children under 3 yrs. With Children 3 - 14 yrs. Without Children
% % % % % % % % %
Breakfast Cereals & Porridge 38 37 25 23 24 39 39 39 36
Ready-made Baking Mixture 12 13 10 65 69 70 23 18 20
Cornflour, Blancmange 36 36 30 41 42 45 23 22 25
Jam 71 72 65 10 8 11 19 20 24
Bought Cakes 25 29 25 47 44 47 28 27 28
Custard Powder 48 47 35 18 19 29 34 34 36
SAMPLE 793 1307 2298 793 1307 2298 793 1307 2298
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