High Concerns Over Food Safety in UK

Latest research from Mintel highlights growing concern over food safety among British consumers. In 1997, 41% of adults were concerned about the safety of our food, this has risen to 44% of consumers in 2002.

Concern varies considerably by gender, with over half of women (51%) worried about food safety, in comparison to just 36% of men. Ironically, as concern over food safety continues to rise, only 24% of consumers pay attention to government guidelines.

Nevertheless, there has been an increase in the number of consumers willing to adhere to guidelines since 1997 when only 15% were willing to pay attention to recommended advice. On a positive note for the government, scepticism towards government guidelines has declined considerably in the past five years. Three in ten consumers are now of the opinion that government guidelines are not to be trusted compared to around 40% in 1997. This tends to support the view that the FSA (Food Standards Agency) is having a positive impact on the communication of food safety issues to consumers. 'Although The FSA has had some success with providing concise, up-to-date, readily accessible information, there still exists much concern about the safety of food in general. More public education on hygienic food preparation and storage by both the FSA and FDF (Food and Drink Federation) will help to alleviate concerns and reduce incidences of deterioration and cross-contamination of food that can lead to health problems.' comments Amanda White, Consumer Analyst.

There is a definite demand for more information on food safety by manufacturers and retailers. Some 36% of adults believe that there should be clearer labelling for ingredients, additives or 'e' numbers on packaging, this rises to half of 45-54 year olds. Just over a third of consumers are of opinion that manufacturers should provide more information on food safety issues, ahead of the 30% who believe that retailers should also provide more of this sort of information. Over the past five years there has been a significant decrease in the number of consumers believing that manufacturers should provide more information on food safety and an increase in those who believe it is the retailer's responsibility. The trend towards retailer responsibility is likely to be a reflection of the nature of products which are frequently the source of food poisoning, these include meat, ready meals, fruit and vegetables. Invariably it is difficult for the average consumer to trace the specific manufacturers of these product types, as a consequence, consumers look towards the retailer for safety information. 'Retailers are generally perceived as providing a wide range of food safety information and advice, reflecting the wide span of products they sell' comments Amanda White.

Three in ten adults are of the opinion that storage guidelines on packaging should be made simpler/clearer while a fifth would like to see simpler cooking guidelines on packaging.

On the whole, younger adults (15-24s) display the least concern over food safety issues, the exception to this being information on food allergies. Almost one in three 15-24 year olds would like more information about food allergies, reflecting complications among consumers with severe food allergies (eg to nuts) which mostly occur in this age group.

Meanwhile, concern about the safety of food eaten by children peaks in the 35-44 age group (33%) and is also high in the 25-34 age group (30%). Family groups are more likely to be concerned about the safety of food eaten by their children, compared to other lifestage groups.

Over the past five years there has been a decline in the number of consumers who believe it is worth paying more for organic food, with just a fifth of adults of this opinion, compared to a quarter in 1997. When it comes to paying more for organic foods, the 25-34 and 35-44-year-old age groups are the most likely to feel that this is worthwhile. The Scottish remain sceptical (at 12%) as to the benefits of organic produce, this compares to 22% of Londoners and 24% of adults living in the North West.

A small proportion of the UK population currently eat organic produce regularly, with occasional buyers tending to buy a small number of items; these people will become even more entrenched in their eating habits and increase their purchases in the face of food safety concerns. Consumer concern with GM foods, infected produce and food safety in general will certainly continue to fuel demand for all things organic. Growing preoccupation with living healthier lifestyles coupled with aggressive marketing and advertising campaigns by players within the organic market will persuade more people that organic food is a safer option; this will help to further expand this segment. Furthermore, organic products will become more competitive with non-organics as the price difference falls, people will then buy more and more into them as they are perceived as being safer and healthier.

Pesticides top the list of food safety issues that concern consumers at 35% closely followed by GM foods (34%) and food poisoning (34%). In contrast to many other food safety issues, food poisoning and salmonella are of more concern to younger adults compared to older adults. Despite more deaths from E. coli than salmonella, concern about salmonella (33%) is higher than for E. coli (23%). With the BSE scare less prominent in the media during 2002, this issue falls behind pesticides, food poisoning and GM foods, but is still of concern to 31% of respondents. Concern about BSE/CJD is highest in the youngest age group (15-24-year-olds), probably because vCJD is associated with younger adults. Despite ongoing concerns about BSE, there is a continued high consumption of red meat, with beef remaining the most popular type. Nevertheless, intense problems in the beef market have persuaded consumers to switch to other meats and anecdotal evidence suggests that there is still some reluctance to resume past purchasing habits. On a positive note for the meat industry, consumer confidence is returning and the meat market is now entering a period of stability. 'While volume sales of beef will remain relatively constant, consumers will spend more on buying better quality premium cuts, and this will expand value within the beef sector' comments Amanda White.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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