Consumer Attitudes to Food Safety in Irelandconsumer attitudes to food safety survey, including children’s perspective on food safety. The findings from the survey into industry

Consumer Attitudes to Food Safety in Ireland

October 2003

Table of contents

TABLE OF CONTENTS Page

1. INTRODUCTION 2. METHODOLOGY

2.1. Research Objectives 2.2. Research Methodology

2.2.1. Quantitative survey of adult and young consumers

2.2.2. Qualitative survey of adult consumers

3. RESULTS

3.1 Food Safety and Hygiene in General 3.1.1 Food Safety in General Context

3.1.2 Food Safety in Context of Other Food Related Issues

3.1.3 Specific Food Safety Concerns

3.1.4 Food Safety Concerns Across Various Sectors

3.1.5 Has Food Safety Improved or Dis-improved?

3.1.6 Eating Habits

3.1.7 Adverse Long-term Health Effects

3.2 Food Purchase

3.3 Regulation of Food Safety Legislation 3.3.1. Consumer Confidence in Food Safety Measures

3.3.2. Consumer Awareness of Food Safety Regulatory Bodies

3.4 Food Labelling 3.4.1. Attention Paid to Labels

3.4.2. Information Sought on Labels

3.4.3. Opinions of Labels on Food

3.5 Information and Complaints 3.5.1. Food Safety Information

3.5.2. Incidence of Making Complaints

2

Table of contents

3.6 Organic Food

3.7 Suggestions for Improvement

3.8 Children’s Perspective on Food Safety

3.8.1. Food Safety in General Context: Children’s Views

3.8.2. Food Safety in Context of Other Food Related Issues:

Children’s Views

3.8.3. Specific Food Safety Concerns: Children’s Views

3.8.4. Food Safety in Restaurants, Cafes, Hotels: Children’s

Views

3.8.5. Children’s Eating Habits

3.8.6. The Frequency of Children Eating Outside the Home

3.8.7. Children’s Sources of Information on Food Safety

3.8.8. Organic Food: Children’s Views

3.8.9. Suggestions for Improvement: Children’s Views

APPENDIX 1: Members of the Food Safety Consultative Council

APPENDIX 2: Members of the Food Safety Consultative Council Market Research Sub-Group

3

Introduction

1. INTRODUCTION

The Food Safety Authority of Ireland’s (FSAI) Food Safety Consultative Council

(FSCC) was established under the Food Safety Authority of Ireland Act, 1998. The

Food Safety Consultative Council comprises of 22 members representing a broad

range of interests drawn from various sectors of the food industry and consumers. It

represents the key stakeholders in Ireland in relation to food production and

consumption, and is a positive mechanism for consumers and the food sector to

debate issues and provide input to the agenda of the FSAI. Twelve of the members are

appointed by the FSAI and the balance are appointed by various Government

Ministers. See Appendix 1 for the list of members of the Food Safety Consultative

Council.

The objectives of the Food Safety Consultative Council are to:

• advise the FSAI Board on specific issues

• enable the FSAI to discharge its function to consult widely for the purposes of

promoting higher food safety standards

• progress the food safety agenda.

The Food Safety Consultative Council believes that attitudes can shape behaviour.

While legal compliance is important, key influences on food safety are the attitudes of

both consumers and the food industry. In order to benchmark consumer attitudes to

food safety, a comprehensive survey using qualitative and quantitative methods was

undertaken in 2002. The survey also identified the attitudes of young consumers,

those in the 10-14 age bracket. Over 800 adults and two hundred young consumers

were surveyed. The results are set down in this report. Attitudes to a wide variety of

food safety issues were examined. These included general concerns, safety of food in

catering establishments, eating habits and any changes due to food safety issues, food

purchasing patterns, awareness, use and opinion of food labels, sources of information

on food safety and organic food.

Consumer attitudes to food safety gained in an impartial manner enable the FSAI to

reassure consumers about the reliability of the controls in place and gain the continued

confidence of consumers in the food supply. The survey results are being used to

inform the strategy of the FSAI. It is proposed to conduct further surveys in the near

4

Introduction

future in order to measure change in consumer attitudes over time and to continue to

help focus the work of the Authority.

Since its establishment the Food Safety Consultative Council has identified progressing

the food safety agenda as one of its objectives. Ireland, particularly since its

membership of the European Union, has a considerable body of legislation dealing with

food and food production. While compliance with legal requirements is fundamental to

food safety, it is not realistic to rely on compliance or enforcement alone to improve

food safety standards. Consumers also have a responsibility in handling and preparing

food to do what is within their own control to protect themselves. Equally by

demanding improved standards, consumers can act as a powerful influence on the

food industry as a whole. In developing the survey methodology, the Council was keen

to ensure that the specific attitudes of young consumers (10-14 years of age) would

also be identified. Attitudes developed in early age can influence behaviour over a

lifetime. Changing attitudes can lead to changes in behaviour. A benchmark of

consumer attitudes to food safety would be useful for the FSAI in developing its

strategy and measuring change.

5

Methodology

2. METHODOLOGY

2.1 Research Objectives

The aim of the research was to provide the Food Safety Consultative Council with an

understanding of consumer attitudes, knowledge and awareness with regard to food

safety and food standards. This study will enable benchmarks to be set against which

future change in attitudes to food safety could be measured. A further survey will be

required before the Council completes its term of office, to determine what changes

have occurred in attitudes during that period. This report details the findings from the

consumer attitudes to food safety survey, including children’s perspective on food

safety. The findings from the survey into industry attitudes to food safety are detailed in

a separate report.

The objectives of carrying out the consumer attitudes to food safety survey were two-

fold:

• firstly, to establish baseline data on consumer attitudes, and;

• secondly, to identify areas for action.

A market research working group was established, comprising of members of the

Consultative Council and FSAI executives. See Appendix 2 for the list of members of

the Food Safety Consultative Council Market Research Sub-Group. The scope of the

project was defined and a list of questions compiled. Following normal tendering

procedures, the project was awarded to Millward Brown Irish Marketing Surveys

Limited (Millward Brown IMS). Millward Brown IMS was commissioned by the Food

Safety Authority of Ireland to undertake a comprehensive programme of research

amongst consumers on attitudes to food safety in Ireland.

2.2. Research Methodology

The methodology was agreed to ensure that the findings of the survey would be

representative of consumers in general. Qualitative and quantitative research was

carried out as outlined in Table 1.

Three separate pieces of research were conducted as follows:

6

Methodology

1. A quantitative survey of adult consumers

2. A quantitative survey of young consumers (children aged 10–14)

3. A qualitative study among adult consumers

Initially five informal interviews with personnel at the FSAI and random members of the

FSCC were carried out in order to inform Millward Brown IMS on key issues and

priorities in relation to food safety.

2.2.1. Quantitative survey of adult and young consumers

The adult consumer quantitative research involved 800 telephone interviews using a

structured questionnaire with adults aged 15 or more. Households were selected for

interview using the randomly dialled numbers methodology. The selection process

ensured a nationally representative sample. Quotas were set based on gender, age,

social class and region, so that the sample was representative of the telephone owning

population (estimated at 90% of all households). The adult consumer research was

carried out between the 12th of April and the 9th of May 2002.

A quantitative survey, using a structured questionnaire was also used to measure the

behaviour, attitudes and opinions of young consumers (children aged 10-14) with

regard to various aspects of food safety. All 200 interviews with children were

conducted face-to-face, in respondents’ own homes. The sample is nationally

representative of the 10-14 year old population in terms of gender, age, social class

and area of residence. 60 sampling points were selected, representative of the actual

size and spread of urban and rural localities nationwide. The children’s consumer

research was carried out from the 4th to the 15th of April 2002.

2.2.2. Qualitative survey of adult consumers

The qualitative research involved ten discussion groups comprising of a mix of gender,

age, class and region, including two groups with farmers. There were also six

accompanied shoppers four in Dublin, one in Cork and one in Galway representing a

mix of supermarkets and a mix of demographics. The qualitative survey of adult

consumers was carried out in April and May of 2002.

7

Methodology

The areas of focus in the qualitative survey were in line with those which the

quantitative consumer questionnaires were designed around.

The report begins with a summary of key findings. More detailed comment and

presentation of results is provided in the main body of the report, which follows the

structure of the questionnaire.

Table 1. Overview of the consumer attitudes to food safety research methodology

Expert Interviews

Consumer Research Qualitative Consumer Research Quantitative

10 group discussions:•Mix of gender, age, class, region•Including 2 groups with farmers

6 accompanied shops:•Mix of supermarkets•Mix of demographics

• 800 telephone interviews with adults aged 15+

• 200 face-to-face interviews with children aged 10 – 14

• Nationally representative samples

Expert Interviews







Expert Interviews


Expert Interviews







8

Results

3. RESULTS

3.1. Food Safety and Hygiene in General

3.1.1. Food Safety in General Context Consumers were given a list of seven general issues and asked to rate these in order

of concern. The results were as shown in Table 2.

Table 2. The percentage of consumers who expressed concerns in relation to a prompted list of general issues.

List of Issues (Base: Adults Aged 15+)

% Consumers Worried

Drugs and drug abuse

80

The health service 67

The environment 64

The safety of the food you buy and eat 53

Racism 48

Crime in your area 44

The education service 42

Of the seven prompted items, food safety rated Number 4 and a total of 53% of

consumers had some degree of worry regarding the safety of food that they buy and

eat. This figure tended to be higher (61%) in females and in the 15-19 and 35-64 age

groups. There were no real differences across the various social classes or regions of

the country.

3.1.2. Food Safety in Context of Other Food Related Issues

Consumers were asked how concerned they were about a list of seven food related

issues and asked to rate these in order of concern. The findings are shown in Table 3.

9

Results

The survey found that the two main food related issues which consumers are worried

about are the safety of food (52%) and the fat content of foods (44%) followed by the

amount of cholesterol in food.

Table 3. The percentage of consumers who expressed concerns in relation to prompted food related issues.

List of Food Related Issues (Base: Adults Aged 15+)

% Consumers

Worried

Safety of food

52

Fat content of foods 44

The amount of cholesterol in food 42

That you get enough vitamins 38

Calorie content 34

That you are over eating 33

Eating enough fibre 29

3.1.3. Specific Food Safety Concerns

Consumers were given a list of nine specific food safety related issues and were asked

how concerned they were about each issue. As shown in Table 3 consumers cited their

primary concern as being pesticide and herbicide residues in food, followed by BSE

and food poisoning.

10

Results

Table 3. The percentage of consumers who expressed concerns in relation to a prompted list of specific food safety concerns.

List of Specific Food Safety Concerns (Base: Adults Aged 15+)

% Consumers

Worried

Pesticide and herbicide residues

70

BSE/Mad Cow Disease 67

Food poisoning 65

Antibiotic residues 63

Genetically modified food 62

Food irradiation 62

Additives 62

Animal welfare 60

Microorganisms

55

Qualitative survey of adult consumers: The main concern about food safety, expressed

in the qualitative research phase, was in relation to eating out, specific concerns were

expressed about unhygienic premises and poor staff training. Consumers also

expressed concerns about buying meat, especially beef, and more recently chicken.

However, consumer concerns in relation to food safety identified in the qualitative

research were often vague or unspecified.

3.1.4. Food Safety Concern Across Various Sectors

Irish farms

36% of consumers are concerned about food production on Irish farms (Figure 1). As

shown in Figure 4a, the main issues causing concern for consumers in relation to food

production on Irish farms include the use of chemicals, animal diseases such as Bovine

Spongiform Encephalopathy (BSE) and Foot and Mouth Disease and microorganisms

such as E. coli and Salmonella.

11

Results

Very worried

Worried

Somewhat worried

Neither

Not very worried

Not worried

Not worried at all

Don't know

9%

10% 17%

14%

14%

14%

21%

1%

Total worried = 36%

Base: Adults Aged 15+

Very worried

Worried

Somewhat worried

Neither

Not very worried

Not worried

Not worried at all

Don't know

9%

10% 17%

14%

14%

14%

21%

1%

Total worried = 36%


Figure 1. How worried are you about the safety of food that's produced on Irish farms nowadays?

Shops and supermarkets

37% of consumers are concerned about food safety in shops and supermarkets (Figure

2). As shown in Figure 4b the main issues causing concern for consumers in relation to

food safety in shops and supermarkets include sell by date/freshness of product,

traceability and hygiene/handling of food.

Very worried

Not worried at all

Don't know

8%

10% 19%

18%

18%

13%

14%

1%

Worried

Somewhat worried

Neither

Not very worried

Not worried

Total worried = 37%


Very worried

Not worried at all

Don't know

8%

10% 19%

18%

18%

13%

14%

1%

Worried

Somewhat worried

Neither

Not very worried

Not worried

Total worried = 37%

Base: Adults Aged 15+ Figure 2. How worried are you about the safety of food that you buy in shops and

supermarkets nowadays?

12

Results

Catering sector

49% of consumers are concerned about food safety in the catering sector, specifically

restaurants, cafes and hotels (Figure 3). As shown in Figure 4c the main issues

causing concern for consumers regarding the safety of food in the catering sector

include hygiene/handling and preparation of food, whether the food is cooked properly

and the origin of the food.

Very worried

Not worried at all

Don't know

13%

15%

21%

18%

14% 11%

8%

1%

Worried

Somewhat worried

Neither

Not very worried

Not worried

Total worried = 49%


Very worried

Not worried at all

Don't know

13%

15%

21%

18%

14% 11%

8%

1%

Worried

Somewhat worried

Neither

Not very worried

Not worried

Total worried = 49%

Very worried

Not worried at all

Don't know

13%

15%

21%

18%

14% 11%

8%

1%

Worried

Somewhat worried

Neither

Not very worried

Not worried

Total worried = 49%

Very worried

Not worried at all

Don't know

13%

15%

21%

18%

14% 11%

8%

1%

Worried

Somewhat worried

Neither

Not very worried

Not worried

Total worried = 49%


Figure 3. How worried are you about the safety of food you get in restaurants, cafes or hotels nowadays?

Thus, consumers concerns in relation to food safety vary depending on the sector. The

highest concern among consumers in relation to food safety was in the catering sector

where almost half of those surveyed expressed concerns. The specific concerns of

consumers did vary depending on the sector with the key concerns for consumers

including the use of chemicals in farming, BSE, sell-by dates, traceability and general

hygiene/handling of food.

13

Results

Figure 4. Unprompted consumer concerns about (a) food production on Irish farms and food safety in (b) shops and supermarkets and (c) in the catering sector.

36Chemicals/fertilisers/sprays%

211615

BSE/foot and mouth disease/E. coli/SalmonellaHygiene on farms/pollutionDrugs used on animals/angel dust/hormones

127

55544443

Meat in generalWhat animals eat

Malpractice on farmsGM and processed foodsBeefAbuse of animals/chickens reared in factoriesDairy products/pasteurisationPoultryContaminated food produce

Imported meat

(a) Consumer concerns about food production on Irish farmsBase: All Worried (36%)

36Chemicals/fertilisers/sprays%

211615

BSE/foot and mouth disease/E. coli/SalmonellaHygiene on farms/pollutionDrugs used on animals/angel dust/hormones

127

55544443

Meat in generalWhat animals eat

Malpractice on farmsGM and processed foodsBeefAbuse of animals/chickens reared in factoriesDairy products/pasteurisationPoultryContaminated food produce

Imported meat

(a) Consumer concerns about food production on Irish farmsBase: All Worried (36%)

21Sell by date/freshness%

1918

14

Where food comes from

Hygiene

Processed food/additives/chemicals

128

555

4333

Pesticides/sprays

How food is prepared/produced

Contaminated food

BSE/viruses

GM foods

Safety of meatDrugs used on animals

How food is transported/stored safely

Is food packaged properly

(b) Consumer concerns about food safety in shops and supermarketsBase: All Worried (37%)

21Sell by date/freshness%

1918

14

Where food comes from

Hygiene

Processed food/additives/chemicals

128

555

4333

Pesticides/sprays

How food is prepared/produced

Contaminated food

BSE/viruses

GM foods

Safety of meatDrugs used on animals

How food is transported/stored safely

Is food packaged properly

(b) Consumer concerns about food safety in shops and supermarketsBase: All Worried (37%)

59Hygiene/handling of food

%

161615

Food cooked properly

Where food comes from/imported

Preparation of food

97

55443

BSE/viruses/food poisoning

Food storage

Food is what they say it is

Quality of food

Can't see kitchens

Reheating of food

Chemicals/additives

(c) Consumer concerns about food safety in the catering sectorBase: All Worried (49%)


%

161615



Preparation of food

97

55443


Food storage


Quality of food

Can't see kitchens

Reheating of food

Chemicals/additives

(c) Consumer concerns about food safety in the catering sector


%

161615



Preparation of food

97

55443


Food storage


Quality of food

Can't see kitchens

Reheating of food

Chemicals/additives

(c) Consumer concerns about food safety in the catering sectorBase: All Worried (49%)

14

Results

3.1.5. Has Food Safety Improved or Dis-improved?

More than half (53%) of consumers surveyed considered that food is safer now than it

was 10 years ago (30% considered it to be less safe), as shown in Figure 5. Reasons

cited for food being more safe included issues such as public awareness is much

higher, scientific advances allow much greater hygiene, regulation and policing have

much improved, and safety is increasingly an economic imperative. Concerns by those

who believe that food is less safe include issues such as “the greater distances that

food travels” and “the lack of knowledge of the source of food”.

Much more safe

A little more safe

About the same

A little less safe

Much less safe

Don't know

30% 23%

14%

18%

12%

3%

30%less safe

53%safer

Base: Adults Aged 15+Much more safe

A little more safe

About the same

A little less safe

Much less safe

Don't know

30% 23%

14%

18%

12%

3%

30%less safe

53%safer


Figure 5. Do you think that the food you buy or eat nowadays is more or less safe than it was 10 years ago?

Qualitative survey of adult consumers: No clear consensus was reached in the

qualitative research phase as to whether or not consumers think food these days is

safer or less safe than it used to be. However, the following views were expressed by

consumers in the qualitative research as to why they believe food to be safer or less

safe nowadays:

Safer Public awareness is much higher

Scientific advances allow much greater hygiene

Regulation and enforcement have much improved

Safety is increasingly an economic imperative for producers, processors, etc.

15

Results

Less Safe Food is travelling much greater distances

We know less and less where our food comes from

Food production is increasingly controlled by profit-focused big business

Food preparation is increasingly entrusted to very young and/or foreign staff

who may be inadequately trained

3.1.6. Eating Habits

Consumers were asked if they had stopped eating any particular food in the past few

years. One in three adults (32%) reported that they had stopped eating some kind of

food in the last few years. Of the 32% of consumers who reported that they had

stopped eating a particular food, a range of foods featured with the highest being beef

and meat, 22% and 19% respectively. The extensive range of foods which consumers

reported that they had stopped eating is listed in Table 4. Those who had stopped

eating particular foods cited a variety of reasons including “bad for you/your health”

(30%), “BSE” (20%), “went off the taste of it” (13%), and “don’t trust it” (11%).

32%

68%

Yes

No


32%

68%

Yes

No

32%

68%

Yes

No


Figure 6. Have you stopped eating any particular food in the last few years?

16

Results

Table 4. List of food which consumers spontaneously reported they have stopped eating in the last few years.

What foods have you stopped eating in the last few years?


% %

Beef 22 Vegetables 3

Meat 19 Offal 2

Fried, fatty food 7 Dairy products 2

Butter 7 Cabbage 2

Fast food 7 Tomatoes 2

Sugar/sweet products 7 Sausages 2

Pork 6 Potatoes 1

Eggs 6 Fruit 1

Milk 6 Crisps 1

Chicken 5 Curry 1

Fish/shellfish 5 Chinese food 1

Bread 5 Tea/coffee 1

Cheese 5 Turnips 1

Lamb/mutton 4 Wheat 1

Processed food

4

3.1.7. Adverse Long-term Health Effects

A total of 53% of consumers expressed concern regarding adverse long-term health

effects of food consumed nowadays. Concerns expressed by consumers included

cancer (32% concerned), unknown long-term effects of GMOs and mass production

(24% concerned), heart disease (15% concerned) and obesity (13% concerned).

17

Results

Very worried

Not worried at all

Don't know

14%

13%

26%

14%

10% 9%

13%

1%

Worried

Somewhat worried

Neither

Not very worriedNot worried

Total worried = 53%


Very worried

Not worried at all

Don't know

14%

13%

26%

14%

10% 9%

13%

1%

Worried

Somewhat worried

Neither

Not very worriedNot worried

Total worried = 53%


Figure 6. How worried are you about the adverse long-term health effects of the food we eat nowadays?

3.2. Food Purchase

Consumers were asked to state whether they agree or disagree with a list of questions

relating to the food that they purchase, including questions relating to the choice of the

food available, whether they prefer to buy Irish food and whether they are prepared to

pay more for Irish food or not. Consumers were also asked if they find it easy to find

the best before dates on food. The list of specific questions relating to food purchase is

listed in Table 5.

The survey found that many consumers agree (87%) that there is a lot of choice

relating to the food available for purchase. 78% of consumers surveyed cited that they

prefer to buy Irish food rather than food from another country, with 86% of consumers

reporting that they prefer to buy meat that’s produced in Ireland. This finding is in line

with the findings of a recent Agri Aware survey of 499 Irish consumers throughout the

country which found that 81% of consumers surveyed stated that they try to buy Irish

food when shopping1.

1 Bogue, P. (2002). The price, country of origin and traceability of food – the Irish perspective. Agri-Aware, Dublin, Ireland. http://www.agriaware.ie

18

http://www.agriaware.ie/

Results

Although many consumers reported that they prefer to buy Irish food, of note was the

finding that many consumers (65%) are not prepared to pay more for food produced in

Ireland rather than food produced in another country.

When consumers were asked whether they find it easy to locate the best before dates

on food, 68% of consumers agreed that they did find it easy to locate the best before

dates on food.

Table 5. Consumer attitudes to food purchase.

Consumers were prompted to state whether they agree or disagree with the following statements:

(Base: Adults Aged 15+)

% of consumers who agree*

There is a lot of choice in the food you can buy 87

I prefer to buy meat that’s produced in Ireland 86

I prefer to buy Irish food rather than food from another country 78

I’m prepared to pay more for Irish food rather than food from

another country

65

The best before dates on food are easy to find 68

*The remainder of the percentage is made up of those consumers who disagree,

neither agree or disagree with the statement or those who don’t know.

3.3 Regulation of Food Safety Legislation

3.3.1. Consumer Confidence in Food Safety Measures

Consumers were asked how confident they are in the food safety measures that are

currently in place (Table 6). 61% of respondents cited that they are confident in the

food safety measures currently in place with one in five consumers (21%) reporting that

they are not confident in the current food safety measures.

Respondents cited the top four reasons for their lack of confidence in the current food

safety measures as follows: regulations are not enforced (18%); consumers are not

well informed (14%); the regulations/standards are not adhered to (11%) and also

19

Results

based on their own personal experience (11%). Other respondents felt that media

reports and a lack of trust in imported food also contribute to their lack of confidence in

the current food safety measures.

Table 6. Consumer confidence in the food safety measures currently in place

Consumer confidence in the food safety measures currently in place (Base: Adults Aged 15+)

%

Confident in food safety measures

61

Not confident in food safety measures 21

Don’t know/neither confident or not confident

18

3.3.2. Consumer Awareness of Food Safety Regulatory Bodies

Consumers were asked to spontaneously name any organisations which oversee food

safety regulation in Ireland. Many consumers were unable to spontaneously name any

organisation that oversees food safety regulation in Ireland. Of those consumers who

did spontaneously name organisations whom they think oversee food safety

regulations, consumers mentioned Bord Bia most frequently (22%), followed by the

Food Safety Authority of Ireland (FSAI) (8%) and the Health and Safety Authority

(HSA) (8%) and the Department of Agriculture and Food (DAF) (6%) (Figure 7).

These finding suggest that some confusion may exist among consumers as to which

organisation oversees food safety regulation in Ireland. Also, there appears to be

confusion among consumers as to the differences between the roles of the FSAI and

the HSA. The FSAI is the national body with responsibility for co-ordinating the

enforcement of food safety legislation in Ireland. The FSAI is responsible for:

• putting consumer interests first and foremost;

• providing advice to Ministers, regulators, the food industry and consumers on food

safety issues;

• ensuring the co-ordinated and seamless delivery of food safety services to an

agreed high standard by the various State agencies involved;

20

Results

• ensuring that food complies with legal requirements, or where appropriate, with

recognised codes of good practice;

• working with the food industry to gain its commitment in the production of safe food;

• setting food standards based on sound science and risk assessment;

• risk management in association with frontline agencies and the food sector, and

communicating risks to consumers, public health professionals and the food

industry.

3

3

3

4

6

8

8

22

0 10 20 3

% spontaneous answers

0

Bord Bia

Food Safety Authority of IrelandHealth and Safety Authority

Department of Agriculture & Food

Health boardsFood Safety Promotion Board

Bord Iascaigh Mhara

Bord Glas


Figure 7. Can you tell me the names of any organisations that oversee food safety regulation in Ireland?

Consumers were also prompted with a list of organisations and asked if they had ever

heard of the organisations. The findings are outlined in Figure 8. It is heartening to note

that as many as 60% of adults recognise the FSAI, a very positive finding given the

relative newness of the organisation. A high proportion of consumers (95%) cited that

they had heard of the Department of Agriculture and Food (Figure 8).

Qualitative survey of adult consumers: When consumers were asked in the qualitative

research to identify who they think is responsible for ensuring food safety, the most

common reply in these groups was “The Health and Safety”. Prompted with the name

21

Results

of the Food Safety Authority, many claimed to recognise the name however, all were

extremely vague about the organisation and its role. It was also identified that if one

wished to contact those responsible for ensuring food safety, few would know how.

46

60

71

73

86

86

95

0 10 20 30 40 50 60 70 80 90 100

% prompted answers

Department of Agriculture & Food

Bord Bia

Health and Safety Authority

Bord Iascaigh Mhara

Bord Glas

Food Safety Authority of Ireland

Food Safety Promotion Board


Figure 8. Which of these organisations have you ever heard of?

3.4. Food Labelling

3.4.1. Attention Paid to Labels

A key finding of the survey showed that 83% of consumers reported that they pay

attention to the labels on the food that they buy in shops or supermarkets. 45% of

these consumers cited that they pay a lot of attention and a further 38% pay a little

attention to food labels (Figure 9). The highest proportion of those who pay a lot of

attention to food labels in shops and supermarkets included women, 25 to 49 years of

age, parents and those who look after the grocery shopping for their household.

22

Results

1%

None at all

Don't know

A lot

16% 38%

45%

A little


1%

None at all

Don't know

A lot

16% 38%

45%

A little


Figure 9. In general, how much attention do you pay to the labels on food that you buy in shops or supermarkets?

3.4.2. Information Sought on Labels

As outlined previously in section 3.1.4., 37% of consumers cited that they are

concerned about food safety in shops and supermarkets with the main issues causing

concern for consumers including sell by date/freshness of product, traceability and

hygiene/handling of food. These findings are in line with those reported by consumers

when they were asked what they look for on the food labels in shops or supermarkets.

36% of consumers spontaneously answered that they look for the best before date on

the food they buy in shops and supermarkets. When consumers were prompted with a

list of things that they may look for on food labels, 90% of consumers reported that they

look for the best before date on food they buy in shops and supermarkets.

As outlined in Figure 10 and Figure 11, a high proportion of consumers also reported

that they look for the price, the guaranteed Irish mark, identification as to where the

food is produced, the fat content, the calorie content and additives and preservatives

on the food labels in shops or supermarkets.

Of note was the finding that 66% of consumers, when prompted (14% answered

spontaneously), cited that they look for the guaranteed Irish mark and 60% look for

identification as to where the food is produced (21% answered spontaneously) (Figure

10 and 11). In section 3.2 on consumer attitudes to food purchase, many consumers

(78%) reported that they prefer to buy Irish food. Thus, it appears that many consumers 23

Results

want to buy Irish food and are prepared to check food labels for the origin of the food in

order to do so.

33

46

1011

1214

1621

2531

36

0 10 20 30

% spontaneous answers

40

Best before date

Additives

Fat content

Where it's produced

Preservatives

Guaranteed Irish

Price

Calorie content

Manufacturer's name

Ingredients

Sugar content

Monosodium glutamate/colourings/E numbers

Gluten free


Figure 10. What if anything, do you look for on the labels of food you buy in shops or supermarkets?

24

Results

7

17

41

5256

57

60

60

66

73

90

0 10 20 30 40 50 60 70 80 90 100

% prompted answers

Best before date

Price

Guaranteed Irish

Where it's produced

Additives

Fat content

Manufacturer's name

Preservatives

Calorie content

Gluten free

Ingredients


Figure 11. Which of the following do you usually look for on the labels - the best before date, price, guaranteed Irish, where it's produced, additives, fat content, manufacturer's name, preservatives, calorie content, gluten free, ingredients?

Qualitative survey of adult consumers: Many consumers reported in the qualitative

research phase that they had only recently become aware of the amount of food which

is imported into Ireland, having previously assumed, for example, that restaurant food

was of Irish origin.

Also in the qualitative research it was found that consumers often tended to be of the

opinion that Irish produce is superior to imported produce, and that imported food,

especially from outside the EU, was often regarded with suspicion by consumers. This

particularly applied to meat products. In the qualitative research consumers also raised

questions about the hygiene standards of produce from abroad.

Consumers also expressed concerns about shipping food over long distances and the

efficiency of temperature control during transportation of food over long journeys.

25

Results

In relation to food origin one of the main concerns was lack of traceability, consumers

worried that without knowing exactly where food comes from, it is impossible to be sure

of the quality standards used in its production. In the qualitative research farmers were

particularly likely to be irritated at what they perceived as importers being subjected to

much less quality control than they were themselves. It was also identified that there is

a growing awareness among consumers that much of the food marketed and

consumed in Ireland is imported.

3.4.3. Opinions of Labels on Food

Consumers were asked whether they think the labels on food have too much or too

little information and whether the information on food labels is clear or confusing for

them (Table 7).

Half of consumers surveyed (50%) think that food labels contain the right amount of

information. However, 3 in 10 adults feel that there is too little information on the labels

on food.

Just over half of consumers surveyed (51%) reported that they find the information on

labels clear. However, 4 in 10 adults considered that the information provided on food

labels is confusing.

Table 7. Opinions of Labels on Food (Base: Adults Aged 15+)

Do you think the labels on food

have too much or too little information?

%

Do you think the information on the labels on food is clear or is it

confusing?

%

The right amount of information 50 Information on labels is clear 51

Too little information 31 Information on labels is confusing 41

Too much information 11 Neither clear nor confusing 6

Don’t know 7 Don’t know 4

26

Results

Qualitative survey of adult consumers: It was identified in the qualitative research that

although in theory consumers favour including the maximum amount of information on

food labels, in practice they often find this information difficult to understand. Many

consumers expressed their frustration at being unable to understand information given

to them on food labels.

3.5. Information and Complaints

3.5.1. Food Safety Information Many consumers (69%) feel they are either very well informed or fairly informed about

food safety information (Figure 12). However, three in ten consumers feel that they are

not well informed about food safety. This figure tended to be highest amongst males,

under 25’s, students, those in households with five plus family members and those

residing in Dublin.

When adults were asked where they get their information on food safety the survey

found that the two main source of information where adults obtain their food safety

information were in newspapers/magazines (52%) and on the television (40%).

1% Don't know

Not well at all7%

23%

56% 13%

Not very well

Fairly well

Very well


1% Don't know

Not well at all7%

23%

56% 13%

Not very well

Fairly well

Very well

1% Don't know

Not well at all7%

23%

56% 13%

Not very well

Fairly well

Very well


Figure 12. How well informed do you think you are in terms of food safety information?

27

Results

Table 8. Consumer sources of information on food safety (Base: Adults Aged 15+)

Information source (prompted)

%

Newspapers/magazines

52

Television 40

Supermarket 14

Labels on food 12

Friends/peers/work colleagues 10

School/college 10

Books 10

Organisations 10

Word of mouth 9

Leaflets 9

Medical people 6

Parents 5

The internet 5

Radio 4

3.5.2. Incidence of Making Complaints

Consumers were asked if they have ever made a complaint about food hygiene in a

supermarket, shop, hotel, restaurant or bar. 40% of adults surveyed reported that they

had previously made a complaint about food hygiene in a shop, hotel, restaurant or bar

(60% had not previously made a complaint). Consumers more likely to file a complaint

about food hygiene included 35-49 year olds, ABC1 social classes, those residing in

Dublin and those who are retired.

Consumers cited that they most frequently file their complaint directly with the hotel,

restaurant or bar in question (65%) or with the shop or supermarket in question (38%).

28

Results

Qualitative survey of adult consumers: Very few consumers interviewed as part of the

qualitative research had ever attempted to report a concern about food safety to the

authorities, although some of the few who did recalled a very positive result.

3.6. Organic Food

Consumers were asked if they ever buy or eat organic food nowadays. As shown in

Figure 13, 54% of consumers said that they did buy or eat organic food. Of those

consumers who reported that they did buy or eat organic food 11% reported that they

did so a lot of the time. Those consumers who reported that they did buy or eat organic

food a lot included mainly women, 15-19 years old, AB social classes and students.

More than one third of adults (36%) said they would buy or consume more organic food

if it was cheaper, and one in five said that they would consume more organic food if it

was more widely available (Table 9). However, 13% of consumers said that nothing

would make them buy or eat organic food.

Six in ten (61%) consumers in the survey cited that they perceive organic food to be

safer than regular food, with 32% reporting that they consider organic food to be much

safer than regular food. 65% of those consumers who reported that they consume

organic food a lot reported that they regard organic food to be safer than regular food.

11%

Don't know

A little

2%

44%

43% A lot

No


11%

Don't know

A little

2%

44%

43% A lot

No


Figure 13. Do you ever buy or eat organic food nowadays?

29

Results

Table 9. What might make you buy or eat (more) organic food nowadays? (Base: Adults Aged 15+)

Factors which consumers reported when

prompted as likely to motivate organic food consumption

%

If it was cheaper

36

More widely available 19

Nothing would make me buy it 13

Advertised/promoted more 8

If I knew more about it 7

Healthier/more nutritious/better quality 7

Safer 5

No sprays/pesticides 5

Better taste 4

3229

17

104

8

05

10152025303540

%

Organic

muc

h safe

r

Organic

a litt

le sa

fer

Both th

e sam

e

Regula

r food

a litt

le sa

fer

Regula

r food

muc

h safe

r

Don’t k

now

(Base: Adults Aged 15+)

Figure 14. Which do you think is safer - organic food or regular food?

Qualitative survey of adult consumers: It was identified in the qualitative research that

in theory, it was agreed that the less chemicals used in food production the better, and

30

Results

chemicals are widely believed, by farmers as well as consumers, to be overused.

However, the negative effects of their overuse fail to impinge on the consumer.

3.7. Suggestions for Improvement

Consumers were asked in an unprompted question what they thought could be done to

improve food safety measures in Ireland. There was a wide variety of responses to this

question from consumers (as shown in Figure 14). 13% of consumers said that food

safety measures in Ireland are fine as they are and the most common suggestions for

improvement included more inspections, more information on food safety, stricter

regulations, more emphasis on hygiene, more advertising campaigns, more

education/awareness, and improved labelling, particularly regarding best before dates.

Of note was the fact that the need for more information and education in relation to

food safety was a recurring theme in the consumer’s spontaneous responses.

13

12

11

10

9

8

7

7

6

3

3

Nothing/fine as they are

%

More inspections

More information on food safety

Stricter regulations

Emphasise hygiene

More advertisementsMore education/awarenessin the homeClear sourcing informationBest before dates clear/moreinformation on labels More fresh/organic/gluten free/vegetarian foodMore home grown food

Stop the use of drugs on animalsStop using strong chemicals/sprays/fertilizer on farm

2

2

2

2

1

1

1

5

17

%

Better storage of food

Better training for staffCut down on additives/preservatives in foodBetter packing of food

More control on BSE and other viruses

Others

Don't know

13

12

11

10

9

8

7

7

6

3

3


%

More inspections



Emphasise hygiene



2

2

2

2

1

1

1

5

17

%




Others

Don't know

13

12

11

10

9

8

7

7

6

3

3


%

More inspections



Emphasise hygiene



2

2

2

2

1

1

1

5

17

%




Others

Don't know


2

2

2

2

1

1

1

5

17

%




Others

Don't know

Figure 14. What do you think could be done to improve food safety measures in Ireland (unprompted question)?

Qualitative survey of adult consumers: The main suggestions for improvement which

emerged from the qualitative research groups and accompanied shops were as follows:

31

Results

Continued or increased vigilance and enforcement (a) at the point of production

(b) in relation to imported foods and (c) at catering outlets

Without overloading the public with information, occasional information “top-

ups” on facts and best practices – some felt editorial content in consumer

oriented television programmes would have the most impact. It was felt that

publicising ways of accessing information would also help

An easy point of access for people who have a complaint or serious concern to

express.

Publication of the outcome of these complaints, supporting confidence that

action will be taken and that it is worth complaining.

32

Results

3.8. Children’s Perspective on Food Safety

3.8.1. Food Safety in General Context: Children’s Views Children aged 10-14 were given a list of five general issues and asked to rate these in

order of how happy or unhappy they were nowadays about each issue. The results

were as shown in Table 10.

Table 10. The percentage of children aged 10 to 14 years old who expressed their unhappiness in relation to a prompted list of general issues.

List of Issues (Base: 10-14 Year Olds)

% Children Unhappy

Drugs and drug abuse

76

Racism 60

The environment 24

The education system 14

The safety of the food you buy and eat 14

The survey found that from the list of five prompted issues the main concerns of

children aged between 10 to 14 years were drugs and drug abuse and racism.

Similarly, in the adult consumer research 80% of adult consumers reported that they

were worried about drugs and drug abuse. 48% of adult consumers raised concerns

about racism.

Of much lower concern to children were the environment, the education system and

the safety of the food they buy and eat. Of the five prompted items, only a small

proportion (14%) of children cited that they were unhappy with the safety of the food

they buy and eat. This represents a substantially lower level of concern regarding food

safety than reported earlier among adults, where the level of concern was 53%.

3.8.2. Food Safety in Context of Other Food Related Issues: Children’s Views

Children aged 10-14 were given a list of specific food related issues and asked to

express how happy or unhappy they were about the issues. Children expressed most 33

Results

unhappiness or concern about over-eating, fat content, calories content and cholesterol

(see Table 11). However, generally the actual level of concerns among children about

the aforementioned issues was very low.

Food safety ranked fifth in this list of children’s concerns, marginally ahead of eating

enough fibre and getting enough vitamins. The adult survey found that the two main

food related issues which consumers are worried about are the safety of food (52%)

and the fat content of foods (44%) followed by the amount of cholesterol in food.

Table 11. The percentage of children who expressed concerns in relation to prompted food related issues.

List of Food Related Issues (Base: 10-14 Year Olds)

% Children Unhappy

That you are over-eating

26

Fat content of foods 25

Calorie content 19

The amount of cholesterol in food 17

Safety of food 10

Eating enough fibre 9

That you get enough vitamins 7

3.8.3. Specific Food Safety Concerns: Children’s Views Children were given a list of six specific food safety related issues and were asked how

happy or unhappy they were about each issue. As shown in Table 12 children’s main

concern was identified as BSE or Mad Cow Disease more than half were unhappy

about it, followed by just under half having some worry about food poisoning. The

majority of children had no opinion on genetically modified food or microorganisms in

food, but four in ten had concerns about animal welfare and three in ten reported they

were unhappy about additives.

34

Results

The rank order of these concerns is the same as for adults, although the actual level of

concern among children was found to be at a lower level.

Table 12. The percentage of children who expressed their unhappiness in relation to a prompted list of specific food safety concerns.

List of Specific Food Safety Concerns (Base: 10-14 year olds)

% Children Unhappy

BSE/Mad Cow Disease

54

Food poisoning 46

Animal welfare 39

Additives 35

Genetically modified food 22

Microorganisms 19

3.8.4. Food Safety in Restaurants, Cafes, Hotels: Children’s Views

Only 11% of children are unhappy about the safety of food they get in restaurants,

cafes, or hotels. This compares with 49% of adults who cited that they were concerned

about food safety in the catering sector. This may suggest that there is a lower level of

awareness among young children of the safety of food when eating out of home.

Of the small percentage of children surveyed who did express some concern about

food safety in restaurants, cafes or hotels (11%), the main concern was a general lack

of cleanliness and hygiene, followed by issues like tables not being clean, concerns

about ready-cooked food, concerns about the way food is cooked and greasy food.

35

Results

3.8.5. Children’s Eating Habits

26% of children reported that they stopped eating some kind of food in the last few

years (Figure 15). In comparison, 32% of adults cited that they had stopped eating

some kind of food in the last few years.

The list of foods which children reported they eliminated from their diet suggests that

the reason for eliminating these foods was due to changes in taste rather than due to

concerns about the safety of the food. The top five foods children have stopped eating

are biscuits, vegetables, spaghetti bolognese, prawn crackers and meat. When

children were asked the reasons why they had stopped eating a particular food, the

majority (58%) said they went off the taste, followed by health related issues (17%) and

lack of trust (17%). Girls, 12-14 year olds and Dubliners were the most frequent groups

to report that they stopped eating some kind of food in the last few years.

26%

70%

4% Yes

No

Don't know

Base: 10-14 Year Olds

26%

70%

4% Yes

No

Don't know

Base: 10-14 Year Olds

Figure 15. Have you stopped eating any particular food in the last few years (Base: 10-14 year olds)?

3.8.6. The Frequency of Children Eating Outside the Home

The survey found that a very high proportion of children eat regularly outside the home.

One in three 10-14 year olds eat out in a cafe, pub, hotel or restaurant at least once a

week, and a further 46% eat out at least once a month. Girls, 12-14 year olds and

Dubliners are the most frequent groups to eat out of home.

36

Results

3.8.7. Children’s Sources of Information on Food Safety

Children cited two particular sources as being by far the most prominent in terms of

where they get information on food safety, and those two sources were at school (69%)

and from their parents (57%). Television is also mentioned as a significant source of

information by 35% of children. Other information sources included newspapers,

magazines, labels on food, books and word of mouth all to a lesser extent than school

and parents, as outlined in Table 13.

Table 13. Children’s sources of information on food safety (Base: 10-14 Year Olds)

Information source (Prompted)

%

School

69

Parents 57

Television 35

Newspapers/magazines 12

Labels on food 10

Books 9

Word of mouth 9

Friends/peers/work colleagues 7

Medical people 6

The internet 4

Supermarket 4

Children 2

Organisations (e.g. FSAI, Bord

Bia)

2

37

Results

3.8.8. Organic Food: Children’s Views

Slightly over half (54%) of 10-14 year olds believe that organic food is safer than

regular food, with 33% of children reporting that they consider organic food to be much

safer than regular food (Figure 16).

These findings are in agreement with the findings reported earlier for adults’ perception

of organic food where 61% of adult consumers cited that they perceive organic food to

be safer than regular food, with 32% reporting that they consider organic food to be

much safer than regular food.

33

21

9 810

19

05

10152025303540

%

Organic

muc

h safe

r

Organic

a litt

le sa

fer

Both th

e sam

e

Regula

r food

a litt

le sa

fer

Regula

r food

muc

h safe

r

Don’t k

now

(Base: 10-14 year olds)

Figure 16. Which do you think is safer - organic food or regular food? (children’s views)

3.8.9. Suggestions for Improvement: Children’s Views Children had plenty of suggestions as to how food safety in Ireland could be improved.

The most common suggestions were for more on-the-spot checks and testing of food,

more organic food and improved animal welfare. Most other ideas centred on better

hygiene, better labelling, more information, and less fat, additives and cholesterol.

38

Appendix

APPENDIX 1

Members of the Food Safety Consultative Council

1. Name Organisation

Mr Pat Caulfield (Chair) Numico Infant Nutrition

Ms Darina Allen Ballymaloe Cookery School

Ms Veronica Campbell Campbell Bewley Group

Mr Sean Conlan Excellence Ireland

Mr Jamie Conlon Masterchef

Ms Anne-Marie Crowley National Standards Authority of Ireland

Mr Dermott Jewell The Consumers' Association of Ireland

Mr Pat Keogh Bord Iascaigh Mhara

Mr William Kingston Dairy Farmer

Ms Fiona Lalor IBEC

Ms Margaret Leahy Irish Organic Farmers & Growers Association

Ms Anne McGarry Radiological Protection Institute of Ireland

Mr Kevin Moyles Public Analyst - Dublin

Mr Pat Moynihan Fás

Mr Martin Mullane Glanbia

Mr Larry Murrin Dawn Farm Foods

Ms Breda Naughton Reception and Integration Agency

Ms Brid O’Connor Office of the Director of Consumer Affairs

Mr John Power Irish Hotel Federation

Ms Anne Quirke Consumer

Ms Breda Raggett Irish Countrywomen’s Association

Kathryn Raleigh Irish Business and Employers Confederation –

until Feb 2002

39

Appendix

40

APPENDIX 2

Members of the Food Safety Consultative Council Market Research Sub-Group

Darina Allen

Dermott Jewell (sub-group leader)

William Kingston

Fiona Lalor

Margaret Leahy

Ann McGarry

Larry Murrin

Brid O’Connor

FSAI staff

Eileen Lippert

Pat O’Mahony

Ciara O’Reilly

Documents

Consumer Attitudes to Food Safety in Irelandconsumer attitudes to food safety survey, including children’s perspective on food safety. The findings from the survey into industry