Sunday 5 July 2009

Our second consumer attitudes survey

Monday 11 February 2002

This annual survey was devised with the purpose of enabling the Food Standards Agency to improve its knowledge and understanding of consumer attitudes to food safety and food standards, to track year on year changes in public opinion, and to gauge changes in public confidence in food safety arrangements.

The 2000 study allowed benchmarks to be set against which future changes are measured. The 2001 study is the second annual survey of over 3100 people across the UK. Interviewing took place from August to October 2001.

1. Food Hygiene

Poor standards of hygiene remains a key concern for consumers, with over half (51%) of those questioned expressing a concern about standards in one or more food outlet.
Concern about hygiene in food outlets has risen significantly since 2000 (from 42% to 51%) with a sharp increase in particular for mobile food outlets (18% - 29%).
25% of consumers were concerned about hygiene standards in takeaways and 18% about standards in fast food outlets.
Of those consumers concerned about hygiene standards in food outlets, almost three quarters (72%) expresses significant concern about the cleanliness of the premises, the staff or the kitchen.
Concern about hygiene in a food outlet was most likely to lead to the consumer no longer using that outlet. However, only 11% with concerns actually reported them to anyone.

2. Food Poisoning

12% of consumers said that they had experienced food poisoning over the last 12 months - little change from 13% in 2000. Of those, almost three-quarters (71%) believed the illness was caused by food prepared out of the home.
Incidences of food-borne illness were higher in England (11%), Scotland (15%) and Wales (14%), than Northern Ireland (8%).
The oldest age group (66+) was significantly less likely than any other to have suffered from food poisoning (4%) whilst the highest levels of illness occurred among those aged 16-25 (19%).
Three-quarters of those who said they had experienced food poisoning did not report the incident to anyone and as in 2000, only 2% reported it to their local environment health officer.
Of those who did report their illness, the largest group (58%) informed their GP.

3. Food Labelling

As in 2000, 59% of consumers claimed to regularly check food labels, with a quarter finding them difficult to understand – particularly in the over-50 age groups.
Since 2000, there has been a small but significant increase in understanding of the term 'use by' (33% in 2000 to 40% in 2001) and a small increase in understanding of the term 'best before' (34% in 2000 to 36% in 2001) However, in 2001 43% of consumers still did not understand the meaning of '80% fat free' and 66% of respondents could not correctly pick the main ingredient from a sample food label.
Since 2000 there has been a significant increase in consumers looking for nutritional information on food labels (55% in 2000 to 60% in 2001), and a small but significant decrease in those claiming to look for general information or information about ingredients.

4. Food Safety and concern about Food Issues

As in the 2000 survey, consumers were most concerned in 2001 about the safety of meat, with 73% of consumers expressing concern (75% in 2000).
In 2001, there were significant drops in the level of concern over the safety of eggs (from 26% in 2000 to 21%in 2001), dairy products (30% in 2000 to 25% in 2001) and foods with genetically modified ingredients (27% in 2000 to 21% in 2001).
As in 2000, food poisoning (59%) and BSE (55%) remained the major issues of concern. Both issues show a small but significant fall in concern from 2000 levels.
Three-quarters of those who expressed concern about any food issue said that it had affected their eating habits (as in 2000).
As in 2000, just under half (44%) of those questioned felt that food safety standards had improved in the last year.

5. Food Safety in the Home

Only 37% of consumers claim to have a fridge thermometer at home, a significant decrease from 40% in 2000.
Awareness of the correct fridge temperature also declined significantly since 2000, with only 18% able to state correctly what temperature their fridge should be.
Just over two-thirds of respondents (69%) correctly stated that raw meat should be stored on the bottom shelf of their fridge.

6. Healthy Eating and Nutrition

Four out of ten consumers claimed to be eating more healthily in 2001 – the same figure as in 2000.
The 2001 survey reveals small positive shifts in the number of people eating less fatty foods, food and drinks containing sugar, and meat, and eating more fish, fruit, vegetables and salad.
Awareness of the healthy eating message '5 portions of fruit/ vegetables a day' has increased significantly in 2001 (from 43% in 2000 to 49% in 2001) –although only 28% of respondents claimed to have actually eaten 5 or more portions the day before.
As in 2000, confusion remains over what constitutes a 'portion'.

7. Eating and Shopping Habits

Shopping habits in 2001 remained very similar to those revealed in the 2000 survey – 80% of women are responsible for all or most household shopping, and 95% of consumers buy the majority of their food from supermarkets, with only 4% claiming to use local shops on a regular basis (This figure varies significantly across regions, with 15% of consumers in Northern Ireland using local shops regularly, compared to 4% in England, 5% in Wales and 6% in Scotland).
Just under half of consumers claimed to eat frozen or packaged foods regularly, with just less than one in three (30%) eating ready meals on a regular basis. In total, 56% of respondents claimed to eat convenience foods regularly.
Takeaway outlets (e.g. Fish and Chip shops, Chinese, Pizza) were most commonly used by consumers (49%) with 38% regularly or occasionally visiting fast food outlets (e.g. McDonald's, KFC) and 36% regularly or occasionally eating in restaurants.

8. Food Standards Agency

There has been a significant increase in awareness of the Agency since the first Consumer Attitudes survey in 2000 - with a shift in awareness from 58% in 2000, to 71% in 2001. Recall of information disseminated by the Agency also rose significantly year-on-year.
There has been a significant increase in awareness of the Agency since the first Consumer Attitudes survey in 2000 - with a shift in awareness from 58% in 2000, to 71% in 2001. Recall of information disseminated by the Agency also rose significantly year-on-year.
Confidence in the Food Standards Agency increased significantly in 2001, with 61% of those who were aware of the Agency being confident of the Agency's role (compared to 55% in 2000).

9. Key differences across sub-groups

Key differences across demographic groups in the 2001 survey were largely consistent with the 2000 survey findings which revealed that women, AB's and those aged 35 – 65 tended to be most aware of food issues and most concerned about food safety.
Northern Ireland responses were markedly different from all other countries in 2000. Although some differences remained in 2001, Northern Ireland results are now more in line with the rest of the UK.

Graphic version of this page

Our second consumer attitudes survey

1. Food Hygiene

2. Food Poisoning

3. Food Labelling

4. Food Safety and concern about Food Issues

5. Food Safety in the Home

6. Healthy Eating and Nutrition

7. Eating and Shopping Habits

8. Food Standards Agency

9. Key differences across sub-groups

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