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1
Amárach safetrack Wave 6
Advertising and Corporate
Image Tracking Research
Wave 6
Island of IrelandPrepared by
Amárach ConsultingApril 2006
2
Wave 6 – Methodology OverviewTotal Number of Interviews (IOI -831 ST 6)
(ROI -519 ST 6)
(NI – 312 ST 6)
Sample - Nationally representative - Adults aged 15-74
Fieldwork - In-home face to face interviews
- 52 sampling points in ROI &- 50 sampling points in NI
Note: A new question that hasn’t been asked before is denoted by
RoI
NI
Benchmark – Jan 2003
ST1 - May 2003
ST2 – January 2004
ST3 – June 2004
ST4 – January 2005
ST 5a – June 2005
ST 5b – July 2005
ST-6- January 2006
3
What’s been happening since safetrack 5?
The Irish Consumer
-Avian Flu reaches
Europe
- Growth in functional
foods market
- Growth in organic
foods market
- Fast food giants
McDonald’s reports that
its profits have halved
for 2005
safefood
-A multimedia
Treats Campaign
-Promotion of
counter-intuitive
message “don’t
wash the bird”
- Inclusion of FSAI
questions in
safetrack 6
4
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
5
Food Safety
6
Totally Spontaneous Awareness-Food Safety
Q.9 Best Organisation for Making Consumers Think More Seriously About Food Safety-Unprompted
4%
12%
18%
12%
16% 16%18%
0%
5%
10%
15%
20%
25%
IOI BM IOI ST1 IOI ST2 IOI ST3 IOI ST4 IOI ST5 IOI ST6
safefood Dept of Health Bord Bia Health Boards Government
Base IOI: ST6-573; ST 5a -460; ST4-486; ST3-490; ST2-478; ST1-554; BM-573.
On an Island of Ireland basis, safefood is the organisation that consumers are most likely to associate with making them think
more seriously about food safety
7
Spontaneous Association-Food Safety Promotion
Q.11a Organisation/Company most associated with Food Safety in terms of their promotion in this area-Unprompted
7%
13%16% 15%
21%
16%
20%
0%
5%
10%
15%
20%
25%
IOI BM IOI ST1 IOI ST2 IOI ST3 IOI ST4 IOI ST5 IOI ST6
safefood Bord Bia Dept of Health Health Boards Food Safety Board
safefood are emerging as “leader” in terms of their promotion of food safety
Base :ST6-622; ST 5a -514 ; ST4 525; ST3 507; ST2 516; ST1 582; BM 598
8
Food Safety Regulation
9
Spontaneous Association-Food Safety Regulation
Q.12 Organisations/Companies that oversee Food Safety Regulation in Republic of Ireland/Northern Ireland-Unprompted
22%
14%11%
8% 7%
19%
4%
22%
6%
23%
18%15%
2%
7%
safefood Dept ofHealth
Bord Bia Government Health Boards
IOI NI ROI
Included on behalf of Food Safety Authority of Ireland
Base: IOI-560
safefood are the organisation that consumers associate with overseeing food safety on an Island of Ireland basis.
10
Healthy Eating
11
Totally Spontaneous Association-Healthy Eating
Q.10 Best Company/Organisation for Making Consumers Think More Seriously about Healthy Eating-Unprompted
17%14% 13%
9%
5%
22%
14%
18%
10%
2%3%
14%
1%
6%
12%
Dept of Health safefood Bord Bia Health Boards Government
IOI ROI NI
Base: 560
There is consistent association of safefood with Healthy Eating in both Republic of Ireland and Northern Ireland
12
Spontaneous Association-Healthy Eating Promotion
Q.11b Organisation/Company Consumers Associate with Promotion of Healthy Eating-Unprompted
5% 7%11%
0%5%
10%15%20%25%
IOI ST4 IOI ST5 IOI ST6
Dept of Health Bord Bia safefood Health Boards Irish Heart Foundation
safefood is experiencing steady growth in terms of its association with the promotion of healthy eating.
IOI Base: ST6- 613; ST5-511 ; ST4-491
13
SummaryFood Safety:
• safefood is the organisation that makes consumers think more seriously about food safety.
• safefood are emerging as the leader in terms of their promotion in the area of food safety.
Healthy Eating:
• safefood is the second organisation that consumers were most likely to report as making them think more seriously about healthy eating.
• The association of safefood in terms of their promotion of Health Eating is steadily increasing.
safefood Associations are consistent between ROI and NI
14
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
15
safefood was the organisation that
consumers were most likely to recall
having heard advertising about food
safety and healthy eating in a variety
of media…
16
Unaided Recall of Advertising
Awareness of safefood Advertising and Promotion of Food Safety and Healthy Eating
21%
11% 10% 11% 12%
TV-Healthy Eating Newspapers-Healthy Eating
Radio-HealthyEating
Radio-Food Safety Leaflets andPromotional
Literature- FoodSafety
Base: IOI
Consumers were most likely to recall having heard safefood advertising on television about healthy eating
17
safefood Advertising Awareness
I. Treats Campaign
II. Treats TV
III. Salt Radio Ad
IV. Christmas Leaflet
V. Treats PR
VI. Turkey PR
VII. Turkey Audio
18
Treats Campaign
19
Treats Campaign
•53% of respondents on the Island of Ireland have seen these images.
• Respondents in Northern Ireland were more likely to report having seen the images (60%) than those in the Republic of Ireland (50%).
20
Q.19a Place/Media where consumers recall having seen the images-Unprompted
9%
1%
4%
14%
18%
76%
6%
10%
10%
16%
79%
10%
2%
16%
19%
75%
Don't know/Can'tremember
Other
Bus (NI Only)
Billboard
Newspaper
Television
IOI NI ROI
Base: Those who recalled seeing the image: IOI (444), NI (187), ROI (257)
Treats Campaign-Media AwarenessConsumers were most likely to recall that they had seen the
images on television
21
Awareness of safefood’s Involvement
Q.19b Organisation/Company involved in the images-Unprompted
14%
27%
9%4%
47%
8%
24%
13%
2%
54%
16%
28%
7% 5%
43%
Food SafetyPromotion Board
safefood safefood, FoodSafety Promotion
Board
Other Don't remember
IOI NI ROI
Base: Those who recalled seeing the image: IOI (444), NI (187), ROI (257)
One in two consumers on the Island of Ireland recalled safefood’s involvement in the images.
A total of 50% recalled
safefood’s involvement
22
Main Message Communicated by Treats Campaign
Q.19c Main Message Communicated by Treats Campaign-Unprompted-Top 5
6%
14%
19%
24%
28%
Healthy Eating/Healthy Diet
Pack/Eat a Healthy Lunch
Eat good food/Give kids healthy food
Eat less junk foods/Don't fill up kids with junkfoods
Importance of not eating/giving children toomany sweet things in lunch boxes
Base: Recalled Lunchbox Ad-416
The main message that consumers interpreted from the campaign was the importance of not giving children too many
treats in their lunchboxes
23
Rating of Treats Campaign
Q.19d Those that believe the Treats (Lunchbox) Campaign was
good/very good at the following-Prompted
IOI
Getting the point across in a clear way 84%
Encouraging you to cut down on treats 82%
Making you aware of the nutritional value of treats 81%
Encouraging you to eat more fresh food 80%
Informing you about the potential long-term effects of treats 78%
Being hard-hitting 73%
Delivering a message of relevance to you 69%
Base: IOI-Those who had recalled the images from the Treats Campaign (444)
24
Behavioural Impact of Treats Campaign
They (the campaign messages and ads) have made me
think more about the nutritional value of treats and
as a result of the campaign
24% have already changed their behaviour
32% plan to change their behaviour
13% plan to find out more about this issue in the
near future
24% say that it is unlikely they will look into it any
furtherBase: Those who recalled seeing the images: IOI (444)
25
Treats TV Advertising
26
27
Awareness of TV Lunchbox Advertisement
Q.20 Recall TV ad
46%54%
Yes No
Base: IOI (831)
28
Salt Radio Advertisement
29
Awareness of Salt Radio Advertisement
Q.21 Recall having heard Salt Radio Advertisement
28%
72%
43%57%
Yes No
ST5 ST6
Base: IOI-831
Repeating a campaign significantly increases recall
30
Awareness of Promotional Literature/Leaflet
31
Promotional Literature Awareness
Q.22 Recall having seen Promotional leaflet
35%
65%
Yes No
Base: IOI-831
Almost 2 in 5 consumers (35%) recall having seen this promotional literature
32
Turkey Radio Advertisement
33
Awareness of Turkey Radio Advertisement
Q.25a Recall having heard Turkey Radio Advertisement
45%
55%
Yes No
Base: IOI-831
Almost 1 in 2 consumers (45%) recall having heard this advertisement
34
Overall Impressions of Turkey Advertisement
Q.25b Overall Impressions of the advertisement-Top 5
10%
12%
13%
14%
48%
Good ad, put it into practice
Cook Turkey well
Gave new information
Got the point across
Do not wash poultry, it's safer
Base: IOI-Those who recalled having heard Turkey radio ad-306
Almost 1 in 2 consumers (48%) correctly interpreted the message that it is safer not to wash poultry
35
Rating the Advertisement
Q.25c Those that believe the Turkey Radio Ad was good/very
good at the following-Prompted
1. Getting the point across in a clear way 89%
2. Really capturing your interest 81%
3. Delivering a message of relevance to you 79%
4. Being hard-hitting 79%
5. Telling you something you didn’t already know 75%
Base: IOI-Those who recalled having heard Turkey radio ad-306
36
Advertising Awareness: Prompted Recall Summary
Summary of Prompted Awareness of safefood ads53%
46% 43% 45%35%
TreatsCampaign
Treats TV Salt Radio Ad Turkey RadioAd
ChristmasPromotional
Leaflet
37
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
38
Treats Campaign
39
Awareness of News Stories
Q.23a Those who have seen or heard anything about treats news
stories-prompted
25%
75%
Yes No
Base: IOI-831
1 in 4 consumers recalled having seen or heard something about the treats news stories
40
Awareness of safefood’s Involvement-Unprompted
Q.23b Those who recalled the company/organisation involved in the news stories-Unprompted
13%
34%
18%
3%
35%
Food SafetyPromotion Board
safefood safefood,FoodSafety Promotion
Board
Other Don't remember
Base: IOI-Those who recalled seeing the news stories (203)
65% recalled safefood’s
involvement
More than 3 in 5 consumers recalled safefood’s involvement in the campaign
41
Main Message of the Treats News Stories
Q.23d Main Message of the Treats News Stories-Top 5-
Unprompted
1. Sweets/Treats are bad for you/our children 18%
2. Avoid feeding our children junk foods 17%
3. About obesity in children 15%
4. Importance of eating healthy foods 14%
5. Feeding our children the proper foods 7%
Base: Those who recalled having seen the treats stories and gave an answer (195)
42
“Don’t Wash your Turkey” Campaign
43
Awareness of Turkey News Stories
Q.24a Those who have seen or heard anything about the Turkey
News Stories
40%
60%
Yes No
Base: IOI-831
2 in 5 consumers recalled having seen or heard something about the turkey news stories
44
Awareness of safefood’s Involvement-Unprompted
Q.23b Those who recalled the company/organisation involved in the news stories-Unprompted
14%
40%
11%
3%
33%
Food SafetyPromotion Board
safefood safefood,FoodSafety Promotion
Board
Other Don't remember
Base: IOI-Those who have seen/heard Turkey news stories (312)
65% of consumers recalled safefood’s involvement in the news stories
45
Main Message Communicated
Q.24d Main Message communicated by the news stories –Top
4-Unprompted
1. You get germs from washing turkey/Don’t wash the
bird
63%
2. Cook the turkey well 12%
3. Be careful with food preparation and cooking 9%
4. New ideas to improve quality and reduce bacteria 7%
Base: IOI-Those who have seen/heard Turkey news stories (312)
46
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
47
Sources of Information on Healthy EatingQ.26 Top 5 Sources of Information on Healthy Eating-Unprompted
IOI
ST5
IOI ST
6
1. Department of Health/Department of Health, Social
Services and Public Safety
20% 31%
2. safefood, The Food Safety Promotion Board 24% 30%
3. The Government 13% 25%
4. Local Health Board 17% 22%
5. Local GP 27% 21%
Base-IOI-831
48
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
49
Logo Recognition
Bases: IOI BM – 900; ST1 – 827; ST2-863; ST3 – 828; ST 4 – 819; ST 5a- 811; ST 6-831
Q.27 % who recognise safefood logo
51%61% 59%
74%64%
69%
IOI ST 1 IOI ST 2 IOI ST 3 IOI ST 4 IOI ST 5 IOI ST 6
Almost 7 in 10 consumers recognise the safefood logo
50
Evaluating safefood
% of respondents who agreed with the following statements
safefood is responsive to public concerns regarding
healthy eating
68%
safefood provides me with good advice on healthy
eating
69%
I think safefood should spend more on promoting
healthy eating
65%
safefood uses science based research and
information to ensure the quality and credibility of its
messages
49%
safefood doesn’t hold back on telling people the
realities
60%
safefood is an expert on healthy eating who tells it
like it is
61%
Base: IOI- ST6-831
51
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
52
The Booster Survey
• A Booster sample was interviewed to ensure that a
robust sample size for analysis was achieved.
• The sample comprised parents of children aged 1-12
and who were responsible for preparing their
child/children’s meals.
Natural Fallout: 144
Booster: 261
Total Sample: 405
53
Foods Parents Consider as Treats
Q.2 Foods Parents Consider a Treat for their child/children-Unprompted
1%
6%
13%
15%
24%
25%
27%
42%
46%
49%
Meat
Nuts
Cakes
Fruit
Fast food
Fizzy drinks
Biscuits
Crisps
Sweets
Chocolate
Base: IOI-Those who have children aged 1-12 and are responsible for preparing their child’s meals (405)
Chocolates, sweets and crisps were the foods parents were most likely to consider as treats for their children
54
Foods Children Consider as Treats
Q.3 Foods Parents think their child/children consider as a treat-Unprompted
1%
3%
5%
13%
19%
27%
30%
47%
50%
50%
Meat
Nuts
Fruit
Cakes
Biscuits
Fast food
Fizzy drinks
Crisps
Sweets
Chocolate
Base: IOI-Those who have children aged 1-12 and are responsible for preparing their child’s meals (405)
There is a strong correlation between foods parents consider a treat for their children and what they think their children consider as a treat…but not when it comes to fruit
55
Frequency of giving treats
Q.5 Frequency Parents reported giving their children treats in the form of food and drink
7%
29%
15%
31%
11%
4% 3%
More than once aday
Once a day Most days of theweek
One to two daysa week
Less than once aweek
It depends/varies Don't know
Base: IOI-Those who have children aged 1-12 and are responsible for preparing their child’s meals (405)
36% of parents give their children treats in the form of food and drink at least once a day
56
Types of Treats
Q.6 Frequency that parents reported their children ate the following
types of foods
More than
once a day
Once a day 1-2 Days a
Week
Less than once
a week
Most days of
the week
Biscuits 4% 28% 37% 20% 5%
Sweets 2% 19% 48% 20% 4%
Chocolate 1% 15% 44% 30% 3%
Cakes 0% 6% 24% 48% 4%
Crisps 4% 16% 42% 22% 7%
Fizzy drinks 4% 14% 30% 26% 4%
Squash
drinks
13% 32% 22% 14% 10%Base: IOI-Those who have children aged 1-12 and are responsible for preparing their child’s meals (405)
13%
57
Long-term Effects of Treats
Q.8 Long-term effects of too many treats for children-Unprompted
2%4%3%
6%13%15%16%
19%37%
62%70%
Don't know
No long term effects
Other
Cancer
Cholesterol
Coronary Heart Disease
Bad skin
Diabetes
Hyperactivity
Dental Problems
Obesity/Weight Problems
Base: IOI-Those who have children aged 1-12 and are responsible for preparing their child’s meals (405)
Parents are more likely to regard obesity, dental and hyperactivity as the long-term consequences of obesity,
rather than issues such as CHD and cancer
58
Treats- A Summary
• Sweets and chocolate are the foods that parents are
most likely to consider a treat for their children.
• 36% of parents give their children treats in the form
of food and drink at least once a day.
• At an unprompted level, obesity/weight gain, dental
problems and hyperactivity are what parents
consider to be the long-term effects of too many
treats.
59
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
60
Concerns about Food Safety Issues
Q.29 Food Safety Issues Consumers are most concerned about-Unprompted-Top 5
5%
5%
7%
7%
9%
Sell by/Best BeforeDate/Ensure freshness
fat Content
Listeria/Food Poisoning
Chicken and Poultry ingeneral
Additives/E-numbers/Dyes/Pesticides
Base: IOI-646
The presence of additives/e-numbers etc is the food safety issue of most concern to consumers
61
Changes in Concerns
Food Related Issue Consumers are most concerned about-Top 5-Unprompted-ST4 and ST5
2%
15%
6%
4%
1%
16%
9%
6%
5%
4%
1%
7%
5%
1%
5%
Cleanliness of kitchens in restaurants/take-aways
Listeria/food poisoning
Sell by/best before date/ensure freshness
Chicken/pork preparation
Fat content/fatty acids
ST4 ST5b ST6
Base: ST4 – 819; ST5b-816
There have been significant changes in food safety concerns since ST 5
62
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
63
Healthy Eating Messages
Q.30 % of respondents who agreed with the following statements
45%
46%
47%
60%
I often get confusedabout the many
different messagesabout healthy eating
Over the past sixmonths, I have becomemore aware of healthy
eating issues
ST 5 ST 6
Base: IOI-ST 5-816, ST 6-831
Consumers are reporting that they are becoming increasingly aware of healthy eating issues.
64
Attitudes towards Healthy Eating
Q.31 Attitude that best describes attitudes to healthy eating
18%
40%
26%
7% 8%
24%
41%
20%
6% 6%
Very Concerned Quite Concerned Neither Concernednor unconcerned
Not VeryConcerned
Not at allConcerned
ST 5 ST 6
Base: IOI-ST 5-816, ST 6-831
There are growing numbers of consumers who are concerned about healthy eating
65
Healthy Eating Issue Most Concerned About
Q. 32 Healthy Eating issue most concerned about-Top 5-Unprompted
0%
6%
6%
9%
12%
4%
5%
7%
17%
17%
Eating Healthy Meals
Avoiding Obesity/Weight Gain
Preservatives/Additives/Colourings
Salt/Sugar Intake
Fats in Food/Fat Content
ST 5 ST 6
Base: IOI-Full Base
Fats in food and fat content are the healthy eating issues that consumers are most concerned about when it comes
to healthy eating issues.
66
Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation
Section 4: Sources of Information
Section 5: safefood Brand Development
Section 6: Treats
Section 7: Food Safety
Section 8: Healthy Eating
Section 9:Consumer Focussed Review: Fruit and Salad Vegetables
67
Daily Portions
Q.33 Number of portions of fruit and vegetables Consumers think a person should eat daily-Unprompted
1% 3%10%
16%
44%
6%1% 1% 1%
17%
1 2 3 4 5 6 7 8 10 Don'tknow
Base: IOI (831)
Five or more: 53%
More than half of consumers know that a person should eat five or more portions of fruit and vegetables daily.
68
Salad Consumption
• 73% of consumers reported that they eat salads
• 45% of those who eat salads add dressing always,
while 34% sometimes add dressing.
• Almost 3 in 10 consumers (29%) always choose a low
fat option, while 43% reported that they sometimes
chose a low fat option.
69
Issues of Concern
Q.37 Issues of concern to consumers about the production, preparation and consumption of fruit and salad vegetables-Unprompted-Top 5
5%
15%
25%
30%
4%Packaging
Free from Parasites
Freshness
Washed properly
Too manysprays/Pesticides/Insecticides
used
Base: IOI-505 (Sample reduced as it excludes those who gave no response)
The issue of most concern to consumers when it comes to the preparation, production and consumption of fruit and salad
vegetables id the use of too many sprays/pesticides and insecticides
70
Buying Fruit and Salad Vegetables
Q.40 % of Consumers who reported that the following were effective at assuring them of the safety of the product-Prompted
29%
43%
50%
51%
70%
Place of purchase
Packaging
Labelled as organic
Country of Origin
No bruising or blemishes
Base: IOI (831)
Appearance is an indication of the safety of fruit and salad vegetables for consumers
71
Conclusions
• The tracking data illustrate that safefood has experienced
considerable success in terms of consumer associations
of safefood as an organisation prompting both food safety
and healthy eating.
• Consumer recall of various campaigns has been
accompanied by significant behavioural changes,
demonstrating safefood’s effectiveness of communicating
important messages to a wide audience.
72
Looking to the future…
• safefood is emerging as a leader when it comes to
promoting food safety and healthy eating messages.
• A continued consumer-focussed approach will further
strengthen this position.
• As well as a source of information, it is also likely that
consumers will regard safefood as a “facilitator of change”,
i.e. providing them with the necessary advice as to how to
positively change their behaviours.
73
Thank You
Amárach Consulting
37 Northumberland Road
Dublin 4(T) +353-1- 660 5506
(F) +353-1- 660 5508
(w) www.amarach.com
74
Appendix
FSAI Questions
75
Positioning “Food Safety” as a Concern
% of Consumers who are worried about the following issues-Prompted
79%
76%
67%
65%
55%
54%
52%
0% 20% 40% 60% 80% 100%
Crime
Health Services
Food Safety
Environment
Education System
Food Produced on Irish Farms
Racism
Base: 519
Source: safetrack 6
76
Irish Produce
% who agreed with the following
73%
70%
53%
0% 20% 40% 60% 80%
Prefer to buy meat produced in Ireland
Prefer to buy fruit and vegetables grown inIreland
Prepared to pay more for Irish produced foodrather than food produced in another country
77
Confidence in Food Safety Measures in Irish Food Industry
Confidence about the Food Safety Measures that are in place in Irish Industry at present
3% 3%
29%
43%
16%
0%
10%
20%
30%
40%
50%
1 2 3 4 5
Not at all confident Very Confident
Source: safetrack 6 Base:
78
Organic Foods: Purchasing Behaviour
Frequency of Purchasing Organic Foods
6%
38%
56%
0%
20%
40%
60%
Always Sometimes Never
Source: safetrack 6
79
Organic Foods: Purchasing Behaviour
Reasons why consumers buy
organic foods-Unprompted
Reasons why consumers don’t
buy organic foods-
Unprompted
Base: Buys Organic Food (340)
Base: Doesn’t buy organic foods (438)
Source: safetrack 6
1. No preservatives/additives/colourings etc-28%
2. Tastes better-21%
3. Fresher-8%
4. Produced Locally-6%
5. Safer to eat-5%
1. Cost-54%
2. No particular reason-10%
3. No different to non-organic foods-9%
4. Don’t do shopping-9%
5. Hard to get-8%
80