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AMARACH SAFETRAK 2003 Wave 1 Consumer Tracking Research Wave 1 Prepared by Amárach Consulting June 2003.

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Presentation on theme: "AMARACH SAFETRAK 2003 Wave 1 Consumer Tracking Research Wave 1 Prepared by Amárach Consulting June 2003."— Presentation transcript:

1 AMARACH SAFETRAK 2003 Wave 1 Consumer Tracking Research Wave 1 Prepared by Amárach Consulting June 2003

2 Background… This report presents data from the first wave of a tracking programme of research conducted on behalf of safefood by Amárach Consulting. A number of relevant topics are to be explored in each wave, with certain issues tracked over time to explore changes in consumer attitude and behaviour. Where available, comparisons are drawn with a benchmark survey carried out in January 2003 with the same population.

3 Topics covered in this wave …Methodology Overview 1.Food Preparation and Attitudes Towards Safe Eating 2.Hygiene Matters 3.Other Food Safety Issues

4 Wave 1 Methodology Overview Total Number of Interviews 827 (Benchmark 900) 510 (Bench 600) 317 (Benchmark 300) SampleNationally representative Adults aged 15-74 FieldworkIn-home face to face 52 sampling points in ROI & 42 sampling points in NI RoI NI

5 Section 1 Food Preparation and Attitudes Towards Safe Eating

6 Cooking Behaviour Bases:IOI –818; ROI –500; NI -318 Which statement best describes your approach to cooking? IOI May‘03ROI May‘03NI May‘03 …the main cook in my household42%40%44% …share resp’y with others16%15%18% …sometimes cook12% …occasionally cook11%12%8% …never cook - someone else does17%18%16%...never cook, normally eat out, get convenience food/take-aways 1% Don’t Know2% 1% 14% males 67% females in ROI 20% males 67% females in NI

7 Food Frequencies Foods Eaten / Prepared Regularly by Irish People Food IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 Fresh vegetables / salads / fruits 78%79%80%83%75%70% Eggs47%51%48%51%46%50% Ready made meals 22%27%24%25%19%33% Other convenience food, frozen / packaged 28%35%29%32%26%40% Dairy products including low fat versions 84%83%84%90%83%66% Bases:901818600500300318

8 Food Frequencies Foods Eaten / Prepared Regularly by Irish People continued… Food IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 Organic food 14%17%14%15%12%21% Meals using fresh chicken 72%77%73%81%71%68% Meals using fresh fish 49%56%51%57%44%54% Meals using other fresh meat 75%76%77%78%71%70% Bases:901818600500300318

9 Importance of Food Related Behaviour Bases:IOI –818; ROI –500; NI -318

10 Importance of Food Related Behaviour Bases:IOI –818; ROI –500; NI -318

11 Importance of Food Related Behaviour Bases:IOI –818; ROI –500; NI -318

12 Importance of Food Related Behaviour Bases:IOI –818; ROI –500; NI -318

13 Washing hands after using the toilet is regarded by consumers across the Island of Ireland as the most important food related behaviour from a long list examined. Storing cooked and raw meat seperately is also particularly high on peoples importance ratings. The information in the above slides – in its current or further analysed format – can help marketeers to understand what really matters to / concerns people, and unlock themes for future communications planning Importance of Food Related Behaviour

14 Section 2 Hygiene Matters

15 Hygiene Concerns Grow significantly Thinking about good hygiene are you concerned about hygiene in any of the following places? Establishment IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 Supermarkets17%26%18%31%15%17% Local / corner shops17%25%17%29%16%15% Local butchers21%31%22%35%17%22% Take-aways19%52%18%61%23%31% Restaurants7%34%5%39%11%21% Sandwich bars5%30%4%36%6%15% Cafes5%31%4%36%9%21% In the home11%22%10%28%12%9% Bases:IOI –818; ROI –500; NI -318

16 Hygiene Concerns Impact on Behaviour

17

18 Stopped Buying as a Result

19 Hygiene Aspect Causing Concern What aspect(s) of hygiene concerned you? Aspect IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 Handling of raw meat & cross meat / cross contamination 21%37%20%40%22%21% Cleanliness of premises / kitchen / staff 60%68%54%70%74%58% Had food poisoning / stomach upset 9%22%11%19%6%38% Standard of food26%36%29%38%18%28% Base: Those expressing concern about establishments

20 Much greater concern over hygiene witnessed in this wave relative to January research. This is particularly pronounced in RoI, where concerns over take-aways, restaraunts, cafes etc has grown significantly Ultimately this is manifesting itself in growing numbers of consumers choosing not to buy in supermarkets, and in particular take-aways because of their concerns. Hygiene Overview

21 Section 3 Food Safety Issues

22 Change in eating habits – last 3 months In the last 3 months do you think your eating habits, either at home or when out have become more or less healthy, or are they unchanged? IOI ROI NI More healthy 29%32%22% Unchanged 64%62%72% Less Healthy 2% Don’t Know/Can’t say 4% Bases:IOI –818; ROI –500; NI -318

23 Change in eating habits – last year Overall, in the last year, do you think your eating habits, either at home or when out have become more or less healthy, or are they unchanged? IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 More healthy 35% 36% 33%31% Unchanged 60%57%60%55%63%61% Less Healthy 2% Don’t Know/Can’t say 3%6%3%6%2%6% Bases:IOI –818; ROI –500; NI -318 31% Male / 41% female 45% ABC1 / 31% C2DE & F 43% Main Grocery shopper / 29% non main grocery shopper

24 Feelings relating to food & health IOI BM IOI ST1 ROI BM ROI ST1 NI BM NI ST1 “I usually eat 4 (NI – 5) or more portions of fruit & vegetables every day” 43%66%43%63%42%72% “I often get confused by the many different messages about food safety & healthy eating” 41%66%39%32%37%46% “Over the past six months I have become more aware of food safety issues” 52%53%51%54%55%52% “Over the next six months I will become more aware of food safety issues” 47%55%48%56%47%54% Bases:IOI –818; ROI –500; NI -318 Feelings Relating to Food & Health…

25 Concerns about Food Safety Issues Level of concern about food safety issues…’I am…’ IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 …very concerned21%27%21%28%19%22% …quite concerned44%41%45%39%45%47% …neither (un)concerned25%23%25%24%25%22% …not very concerned8%6%7% 9%4%...not at all concerned2%3%1%2% 4% Bases:IOI –818; ROI –500; NI -318

26 Food Safety across the year–perceived changes Taking everything into account, do you feel that food safety has got better or worse over the last year? IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 …a lot better21%24%27%25%17%22% …a bit better40%43%38%45%47%39% …neither21%22%21%19%21%29% …a bit worse3%1%3%1%3% …a lot worse1%- -2%- …Don’t Know10%9%11%10%9%7% Bases:IOI –818; ROI –500; NI -318

27 Level of Information on Healthy eating & food Saftey Thinking about the messages and advice you hear in relation to healthy eating and food safety, do you think there is enough, too much or too little given? IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 …enough39%37% 33%43%45% …too much2%5%1%2%4%11% …too little45%44%46%50%43%33% …don’t know14% 15%10%11% Bases:IOI –818; ROI –500; NI -318

28 Sources of Information on Food Hygiene, Food safety & Food Nutrition – Spontaneous Mentions ROI NI TV – 31%Dep’t of health – 33%TV – 37%TV – 26% Dep’t of health – 25%TV – 32%Supermarkets – 26%Supermarkets – 23% Supermarkets – 21%Bord Bia – 22%N.papers/mags – 18% Health prom’n uni – 21% N.papers/mags – 20%Safefood – 22%Health Promo’n Unit – 15%N.papers/mags–20% Bord Bia – 16%Npapers/Mags – 21%Government – 11%Food manuf’rs – 17% Health & Safety Auth’y – 16%Supermarkets – 19%GP/Practice Nurse – 11% Safefood / FSPB – 16% Government – 15%H&S Authority – 17%Local Auth’y – 10%Government – 15% Food Manufacturers – 13%Government – 17%Food Safety Pr’n Board–9% Food Stds Ag – 10% Radio – 11% Food manufacturers – 16% Health & Safety Auth’y–6%Local Coun’l/Aut’y-9% GP/Practice nurse – 9%Radio – 15%Radio – 6%GP/practice nurse–9% Safefood – 10%Food Safety Aut’y-11%Min’y ag. Fish’s, food – 6%Radio – 8% Bases:IOI –818; ROI –500; NI -318

29 Personal Soures of Information, food hygiene, standards & Safety… Bases:IOI –818; ROI –500; NI -318 Where do you personally get information about food hygiene, standards, and safety? IOI BMIOI ST1ROI BMROI ST1NI BMNI ST1 TV (31%) TV (26%) Dep’t of Health (12%) TV (28%) Health Visitor (11%) TV (19%) N.papers/ mags (23%) N.papers/ mags (19%) Bord Bia (11%) N.papers/ mags (20%) Health Promotion Unit (10%) N.papers/Mags (15%) Supermkts (16%) Dep’t of Health (12%) Health & Safety Auth’y (9%) Dep’t of health (20%) Food Safety Pro’n Bd (5%) Supermarkets (14%) Dept of Health (12%) Supermkts (11%) Government (7%) Safefood (15%) Local Authority (4 %) Safefood/ Food Safety Promotion Board (6%) Radio (8%) Family & Friends (9%) Safefood (6%) Radio (11%) Government (2%) Family & Friends (7%)

30 Soures of Information, food hygiene, standards & Safety…Prompted Looking at these possible sources of information about food hygiene, standards, and safety, do you get information from any of these sources? ROI BMROI ST1NI BMNI ST1 TV – 35%TV – 39%TV – 33%TV – 30% N.papers/mags – 27% Dep’t of health – 30% Health promo’n unit – 22% N.papers/Mags – 27% Dep’t of Health – 24% N.papers/mags – 29% Supermarkets – 20%Supermarkets – 23% Bord Bia – 24%Safefood – 28% Safefood FSPB – 18% Safefood FSPB – 19% Supermarkets – 24%Bord Bia – 28%Government – 18%Local Coun’l/Auth’y–18% Health & Safety Auth – 19%Supermarkets – 20%N.papers/mags–16%Health promo unit – 17% Radio – 18%Radio – 19%Food Stds Ag – 14%Food mauufacturers-16% Bases:IOI –818; ROI –500; NI -318

31 Most Reliable Information sources… Which of these sources of information do you consider the most reliable? ROI BMROI ST1NI BMNI ST1 Dep’t of H – 26%Dep’t of health – 33%TV – 19%Safefood FSPB – 18% H&S Aut’y – 18%Safefood – 28%Dep’t of health – 15%Health Promo’n Unit – 14% Bord Bia – 16%TV – 17%Safefood – 14%TV – 15% Safefood – 14%Bord Bia – 16%GP/Practise nurse-12%N.papers/Mags – 9% TV – 13%Health & Safety Auth’y–14%Food Stds Agency – 9%Government – 9% GP/Practice Nurse – 11% GP/Practice nurse – 10%Government – 7%GP/Practise Nurse – 9% N.papers/magazines – 8%H&S Aut’y – 6%Local council/Auth’ty–7% Bases:IOI –818; ROI –500; NI -318

32 Most Reliable Information sources…Scare If there was a food scare, where would you expect to be able to find the most reliable information and advice? ROI BMROI ST1NI BMNI ST1 Dep’t of H–28%Dep’t of health – 31%TV – 22% Dep’t of H/H Promo’n Unit – 19% H&S Authority – 18%Safefood – 22% Dep’t of H/H Promo’n Unit – 17% Government – 17% TV – 16%TV – 19%Safefood FSPB – 13%TV – 17% GP/Practice Nurse – 10% Health & Safety Aut’y – 13% GP/Practise nurse – 13% Safefood/FSPB – 17% Food S Aut’y/ Food Stds Ag. – 10% GP/Nurse – 13%Press – 8%Local council/Auth’ty–11% Safefood – 9%N.papers/Mags – 12%H&S Aut’y–5%GP/Practise nurse – 10% H = Health S = Safety Bases:IOI –818; ROI –500; NI -318

33 Prompted Awareness of Organisations… OrganisationIOIROINI Safefood/Food Safety Promotion Board (NI)52%56%43% Department of Health89%91%82% Bord Bia/Irish Food Board51%72%3% Health & Safety Authority63%68%52% Bord Glas37%52%1% Department/Ministry of Agriculture (NI)50%46%59% Food Safety Auth’y of Ire/Food Stds Ag (NI)47%45%49% Office of Dir of Consumer affairs32%41%10% Local Council/Local Authority (NI)45%40%57% European Commission41%45%29% Consumers Association and/or other con’r org’ns44%47%35% Bases:IOI –818; ROI –500; NI -318

34 Responsibility for setting standards of Food Safety - IOI Base: IOI – 818;

35 Responsibility for day to day enforcement of Food Safety Standards - IOI Base: IOI – 818; ROI - 500; NI - 318

36 Confidence in current measures taken by organisations with regards to food safety… Base: IOI –818 ; ROI - 500; NI - 318

37 Suggestions for improving food safety measures in Ireland… IOI ROINI More Info/ Leaflets in shops – 33% More spot checks/inspector s needed – 13% Advertising to young people/education- 7% Cleaner shops/cafes/ homes -5% Better labelling - 3% More spot checks/inspector s needed - 15% More advertising - 10% More information/ leaflets in shops - 9% Advertising to young people - 7% Stricter punishments for offenders/ laws - 4% Base: IOI –818 ; ROI - 500; NI - 318 More information/ leaflets in shops - 16% More spot checks/inspector s needed - 15% Advertising to young people - 7% More advertising - 7% Stricter punishments for offenders/ laws - 4%

38 Conclusion

39 Hygiene and food safety concerns are growing increasingly importantHygiene and food safety concerns are growing increasingly important on consumers agendas – washing hands after using the toilet is regarded by consumers across the Island of Ireland as the most important food related behaviour from a long list examined. Storing cooked and raw meat seperately is also particularly high on peoples importance ratings. safefood’s perceived role and reliability…so too is safefood’s perceived role and reliability as a source on these matters

40 Contact: John Trainor Director Amárach Consulting 37 Northumberland Road Dublin 4 (T) +353-1- 660 5506 (F) +353-1- 660 5508 (w) www.amarach.com ?????? ?????????? Safefood – Food Safety Promotion Board Block B, Abbey Court, Lower Abbey St, Dublin 1 (T) +353-1- 448 0607 (F) +353-1- 448 0699


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