Understanding Consumer Attitudes About Food Safety: How Food Manufacturers, Retailers and the Foodservice Industry Can Build Consumer Trust

SUMMARY

"Safety" is one of the most basic factors driving consumer behaviors about buying andeating food. Consumer awareness of food safety issues is high, exceeding 50% in many differentcategories. Consumers implicitly think about food safety when they choose where they shop for food,the packaging theyll accept for food, where they dine and how they prepare food at home. But safetyrarely gets the focus it deserves from manufacturers, retailers and food service providers--untiltheres a problem ..

Yet, understanding and addressing consumer attitudes about food safety neednt be a defensiveactivity. And if handled smartly and strategically, responding to underlying food safety worries canclearly offer the food industry a profitable opportunity.

Understanding Consumer Attitudes About Food Safety: How Food Manufacturers, Retailers and theFoodservice Industry Can Build Consumer Trust is a ground-breaking, in-depth examination ofconsumers food safety and wellness concerns. Drawing on more than 6 months of primary, proprietaryresearch that involved more than 300 U.S. consumers, the report identifies consumer perceptions offood safety issues and concerns for a broad range of grocery categories, retailers, restaurants andin-home dining.

More than 300 consumers participated in this quantitative and qualitative study. Consumers ratedfoods and food sources for their perceived safeness, provided their awareness and concerns aboutsafety issues, identified the steps they take to avoid foods they perceive to be unsafe andidentified the conditions or signs they look for in determining whether food is safe to eat.

Additionally, consumers responded to a battery of over 140 statements, enabling the compilationof the first-ever Attitudinal Segmentation of Food Safety Perceptions and psychographic profiles.Key sub-sample groups include: male vs. female, households with children vs. households withoutchildren, primary grocery shoppers, family meal preparers in home, child meal preparers in home,race & ethnic groups, vegetarians, natural food users, organic food buyers, groups with varyingcommitment to eating "healthfully," and former employees of food service, food manufactureand food retailers.

Understanding Consumer Attitudes About Food Safety: How Food Manufacturers, Retailers and theFoodservice Industry Can Build Consumer Trust offers the food industry first-hand insight into theconsumer psyche surrounding safety and offers a unique roadmap to responding to, and benefitingfrom, these insights.

TABLE OF CONTENTS

Chapter 1: Introduction and Objectives of the Study

• Why measure consumer perceptions of food safety?
• What did we plan to learn?
• Survey Sample and Analysis Plan
• Who did we talk to?
• What did we ask?
• How was the information analyzed/interpreted?
• Sample Validation
• Executive Summary
• Top Ten Things Weve Learned from this Study and Implications for Industry
• Key findings or Food Manufacturers, Developers and Packaging Professionals.
• Key findings for Food Retailers, Retail Marketers and Merchandising Managers.
• Key findings or Food Service Providers, Developers and Managers.
• Key findings for Public Relations Professionals and Crisis Managers.
• Representative Sample Analysis Reasons for Selecting the Last Food/Food Source
• What Makes Food "Un-Safe"
• The "Safe" Foods
• The "Un-Safe" Foods
• Safe Source for Foods Prepared at Home
• Un-Safe Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis
• Food Safety Attribute Profiles

Chapter 2: Food Safety Attitudinal Segmentation

• Food Safety Attitude Segments
• Safe & Sound
• Clean is Safe
• Not my Job
• No Worries
• High Index Food Safety Statements
• Food Safety Issues
• Concern a Avoidance
• Food Safety Attribute Profiles
• Food Concerns Regarding Safety
• Food Avoidance for Reasons of Safety
• Safe Grocery Foods
• Safe Stores
• Safe Restaurants
• Food Experiences
• Eating Habits
• Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Income, Race,Education, Employment
• Food Responsibilities
• Sub-Group Analysis: Comparisons

Chapter 3: Gender Analysis

• Sub-Sample Definition
• Gender Demographics
• The "Safe" Foods
• The "Un-Safe" Foods
• "Safe" Source for Foods Prepared at Home
• "Un-safe" Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety
• Sub-Group Comparisons
• Gender Demographic Profiles: Gender, Household Size, Number/Age of Children in Household, Age,Race, Education, Employment, Geography

Chapter 4: Households with Children less than or equal to 18 years old

• Households with Children Overview
• Sub-Sample Definition
• The "Safe" Foods
• The "Un-Safe" Foods
• "Safe" Source for Foods Prepared at Home
• "Un-Safe" Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis Beliefs and Behaviors Regarding Food Safety Sub-GroupComparisons
• Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Income, Race,Education, Employment, Geography

Chapter 5: Ethnicity & Race: Perceptions of Food Safety

• Ethnicity and Race Overview
• Sub-Sample Demographics
• The "Safe" Foods
• The "Un-Safe" Foods
• "Safe" Source for Foods Prepared at Home
• "Un-Safe" Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis Demographic Profiles: Gender, Household Size, Number/Ageof Children in Household, Age, Race, Education, Employment, Geography
• Beliefs and Behaviors Regarding Food Safety
• Sub-Group Comparisons

Chapter 6: Primary Grocery Shoppers

• Primary Grocery Shoppers Overview
• Sub-Sample Definition
• The "Safe" Foods
• The "Un-Safe" Foods
• "Safe" Source for Foods Prepared at Home
• "Un-Safe" Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety
• Sub-Group Comparisons
• Primary Shopper Demographics:Gender, Household Size, Number/Age of Children in Household, Age,Race, Education, Employment, Geography

Chapter 7: Natural and Organic Shoppers

• Purchase Organic/Prefer Natural
• Sub-Sample Definition
• The "Safe" Foods
• The "Un-Safe" Foods
• "Safe" Source for Foods Prepared at Home
• "Un-Safe" Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety
• Sub-Group Comparisons
• Demographics: Primary Natural/Organic Consumer
• Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Race, Education,Employment, Geography

Chapter 8: Vegetarians Vegetarians Overview

• Sub-Sample Definition
• The "Safe" Foods
• The "Un-Safe" Foods
• "Safe" Source for Foods Prepared at Home
• "Un-Safe" Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis Attitudinal Segmentation and Analysis of Vegetarians
• Beliefs and Behaviors Regarding Food Safety
• Sub-Group Comparisons
• Vegetarian Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Race,Education, Employment, Geography

Chapter 9: Meal Preparers

• Meal Preparers Overview
• Sub-Sample Definition
• The "Safe" Foods
• The "Un-Safe" Foods
• "Safe" Source for Foods Prepared at Home
• "Un-Safe" Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis Beliefs and Behaviors Regarding Food Safety
• Sub-Group Comparisons
• Meal Preparer Demographics: Gender, Household Size, Number/Age of Children in Household, Age,Race, Education, Employment, Geography

Chapter 10: Health Attitude Groups

• Health Attitude Groups Overview
• Sub-Sample Definition
• The "Safe" Foods
• The "Un-Safe" Foods
• "Safe" Source for Foods Prepared at Home
• "Un-Safe" Source for Foods Prepared at Home
• "Safe" Sources for Prepared Foods
• "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Top, Middle and Bottom Tertile Analysis Health Attitude Segment Demographic: Gender, HouseholdSize, Number/Age of Children in Household, Age, Race, Education,Employment, Geography
• Beliefs and Behaviors Regarding Food Safety
• Sub-Group Comparisons

Chapter 11: Demographics & Sample Validation

• Representative Sample Demographics
• How consumers break into groups based on their beliefs, attitudes and behaviors regarding foodsafety.
• Detailed Segment Profiles: demographics, skews in beliefs, attitudes and behaviors.
• Food Safety Perceptions Among Different Consumer Groups
• How men differ from women in perceptions of food safety.
• How parents differ from non parents in perceptions of food safety.
• How primary grocery shoppers differ from representative
• consumers in perceptions of food safety. (Food Safety Perceptions Among Different ConsumerGroups cont)
• How family meal preparers and kid meal preparers differ in perceptions of food safety.
• How white, non-white and Hispanic groups perceive food safety.
• How consumers of Natural, Organic and Vegetarian foods differ in perceptions of food safety.
• How consumers with varying degrees of Health Attitude differ in perceptions of food safety.
• How former food retail/processing and food service employees differ in perceptions of foodsafety.
• Survey Instrument Detail
• Awareness, Degree of Concern, and Avoid
• Food Handling Practices
• Contaminants/Bacterial
• Allergies
• Food Additives/Processing
• Residue
• Attitude Belief and Behavior Statements
• Food Experience Questions
• Health Attitude & Responsibility Statements
• Demographics

Index of Tables and Figures

Executive Summary

• Key Findings for Food Manufacturers, Developers, & Packaging Professionals
• Key Findings for Food Retailers, Retail Marketers, & Merchandising Managers
• Key Findings for Food Service Providers, Developers & Managers
• Key Findings for Public Relations Professionals & Crisis Managers

Food Safety Attitudinal Segmentation

• Consumer Attitudes: "What makes food Unsafe?
• Consumer Attitudes: The "Safe" Foods
• Consumer Attitudes: The "Un-Safe" Foods
• Consumer Attitudes: "Safe" Source for Foods Prepared at Home
• Consumer Attitudes: "Un-Safe" Source for Foods Prepared at Home
• Consumer Attitudes: "Safe" Sources for Prepared Foods
• Consumer Attitudes: "Un-Safe" Sources for Prepared Foods
• Awareness/Concern/Avoidance of Food Safety Issues
• Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
• Comprehensive Listing: Food Safety Attribute Profile

Food Safety Attitudinal Segmentation

• Food Segment Attitudes: % By Safety Segments
• Overall Profile: The Safe & Sound Segment
• Overall Profile: Clean Is Safe Segment
• Overall Profile: Not My Job
• Overall Profile: No Worries
• Food Safety Statements, By Segment
• Food Safety Issues, By Segment
• Attitudes about Food Concern & Avoidance, By Segment
• Food Safety Attribute Profiles: Comprehensive Cross-tab By Attitude, Action and Segment
• Food Concerns Regarding Safety: Cross-tab By Food Conditions and Segment
• Food Avoidance For Reasons Of Safety: Cross Tab by Food Conditions and Segment
• Attitudes About Safe Grocery Foods, by Segment
• Attitudes About Safe Stores, by Segment
• Attitudes About Safe Restaurants, by Segment
• Attitudes About Food Experiences, by Segment
• Attitudes About Eating Habits, by Segment
• Demographic Breakdown of Segment by Age, Gender, Household Size and Education
• Food Preparation Responsibilities, by Segment

Food Safety Attitudinal Segmentation Sub-Group Analysis

• Food Safety Segment Demographic Breakdowns
• Gender
• Presence of Children
• Race/Ethnicity
• Vegetarians
• Healthy/Indulgent Eating
• Food Industry Employment
• Meal Preparation Responsibility
• Grocery Shopping Responsibility
• Natural/Organic Shoppers

Gender Analysis

• Responsibility for Shopping and Food Preparation, by Gender
• Attitudes About The "Safe" Foods, by Gender
• Attitudes About The "Un-Safe" Foods, by Gender
• Attitudes About "Safe" Source for Foods Prepared at Home, by Gender
• Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Gender
• Attitudes About "Safe" Sources for Prepared Foods, by Gender
• Attitudes About "Un-Safe" Sources for Prepared Foods, by Gender
• Gender Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Gender Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Gender Awareness/Concern/Avoidance of Food Safety Issues, Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety, By gender
• Food Safety Segment Comparisons, By Gender

Gender Demographic Profiles

• Household Size
• Presence of Children
• Age
• Income
• Education
• Employment
• Race/Ethnicity
• Geography

Households with Children (18 years)

• Attitudes About The "Safe" Foods, By Presence of Children
• Attitudes About The "Un-Safe" Foods, by Presence of Children
• Attitudes About "Safe" Source for Foods Prepared at Home, by Presence of Children
• Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Presence of Children
• Attitudes About "Safe" Sources for Prepared Foods, by Presence of Children
• Attitudes About "Un-Safe" Sources for Prepared Foods, by Presence of Children
• Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety, by Food Safety Segment
• Segment Comparisons, by Presence of Children

Households with Children Demographics Profiles

• Household Size
• Presence of Children
• Age
• Income
• Education
• Employment
• Race/Ethnicity
• Geography
• Grocery Shopping Responsibility
• Adult Meal Preparation Responsibility

Ethnicity & Race Sub-Sample Demographics, by Race/Ethnicity

• Attitudes About The "Safe" Foods, by Race/Ethnicity
• Attitudes About The "Un-Safe" Foods, by Race/Ethnicity
• Attitudes About "Safe" Source for Foods Prepared at Home, by Race/Ethnicity
• Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Race/Ethnicity
• Attitudes About "Safe" Sources for Prepared Foods, by Race/Ethnicity
• Attitudes About "Un-Safe" Sources for Prepared Foods, by Race/Ethnicity
• Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis

Ethnicity & Race Demographics

• Gender
• Household Size
• Presence of Children
• Age
• Household Income
• Education
• Employment
• Geography
• Grocery Shopping
• Food Preparation

Primary Grocery Shoppers

• Sub-Sample Definition: Grocery Shopping Responsibility
• Attitudes About The "Safe" Foods, by Primary Grocery Shoppers
• Attitudes About The "Un-Safe" Foods, by Primary Grocery Shoppers
• Attitudes About "Safe" Source for Foods Prepared at Home, by Primary Grocery Shoppers
• Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Primary GroceryShoppers
• Attitudes About "Safe" Sources for Prepared Foods, by Primary Grocery Shoppers
• Attitudes About "Un-Safe" Sources for Prepared Foods, by Primary Grocery Shoppers
• Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety, by Primary Grocery Shoppers
• Sub-Group Comparisons, by Primary Grocery Shoppers

Primary Shopper Demographics

• Gender
• Household Size
• Presence of Children
• Age
• Household Income
• Education
• Employment
• Race/Ethnicity
• Geography
• Household Meal Responsibility

Natural and Organic Shoppers

• Sub-sample Definition: Natural and Organic Shoppers
• Attitudes About The "Safe" Foods, by Natural and Organic Shoppers
• Attitudes About The "Un-Safe" Foods, by Natural and Organic Shoppers
• Attitudes About "Safe" Source for Foods Prepared at Home, by Natural and OrganicShoppers
• Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Natural and OrganicShoppers
• Attitudes About "Safe" Sources for Prepared Foods, by Natural and Organic Shoppers
• Attitudes About "Un-Safe" Sources for Prepared Foods, by Natural and Organic Shoppers
• Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety, by Natural and Organic Shoppers
• Sub-Group Comparisons, by Food Safety Segments

Natural and Organic Shoppers Demographics

• Gender
• Household Size
• Presence of Children
• Age
• Household Income
• Education
• Employment
• Geography
• Race/Ethnicity
• Household Meal Responsibility

Vegetarians

• Sub-Sample Definition, by Vegetarian Status
• Attitudes About The "Safe" Foods, by Vegetarian Status
• Attitudes About The "Un-Safe" Foods, by Vegetarian Status
• Attitudes About "Safe" Source for Foods Prepared at Home, by Vegetarian Status
• Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Vegetarian Status
• Attitudes About "Safe" Sources for Prepared Foods, by Vegetarian Status
• Attitudes About "Un-Safe" Sources for Prepared Foods, by Vegetarian Status
• Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety, by Food Safety Segments: Vegetarian
• Sub-Group Comparisons, by Food Safety Segments

Vegetarian Demographics Gender

• Household Size
• Presence of Children
• Age
• Household Income
• Education
• Employment
• Race/Ethnicity
• Geography
• Meal Responsibility

Meal Preparers

• Sub-sample Definition, by Meal Preparers
• Attitudes About The "Safe" Foods, by Meal Preparers
• Attitudes About The "Un-Safe" Foods, by Meal Preparers
• Attitudes About "Safe" Source for Foods Prepared at Home, by Meal Preparers
• Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Meal Preparers
• Attitudes About "Safe" Sources for Prepared Foods, by Meal Preparers
• Attitudes About "Un-Safe" Sources for Prepared Foods, by Meal Preparers
• Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
• Beliefs and Behaviors Regarding Food Safety, by Food Safety Segments: Meal Preparers
• Sub-Group Comparisons, by Children Food Preparation/ Family Food Preparation

Meal Preparer Demographics

• Gender
• Household Size
• Presence of Children
• Age
• Household Income
• Education
• Employment
• Geography
• Race/Ethnicity
• Meal Responsibility

Health Attitude Groups

• Sub-sample Definition, by Health Attitude Segments
• Attitudes About The "Safe" Foods, by Health Attitude Groups
• Attitudes About The "Un-Safe" Foods, by Health Attitude Groups
• Attitudes About "Safe" Source for Foods Prepared at Home, by Health Attitude Groups
• Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Health Attitude Groups
• Attitudes About "Safe" Sources for Prepared Foods, by Health Attitude Groups
• Attitudes About "Un-Safe" Sources for Prepared Foods, by Health Attitude Groups
• Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
• Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis

Health Attitude Groups Demographics

• Gender
• Household Size
• Presence of Children
• Age
• Household Income
• Education
• Employment
• Geography
• Race/Ethnicity
• Meal Responsibility
• Beliefs and Behaviors Regarding Food Safety, by Health Attitude Group
• Sub-Group Comparisons, Consumption of Healthy Food

Demographics & Sample Validation

• Gender
• Household Size
• Presence of Children
• Age
• Household Income
• Education
• Employment
• Race/Ethnicity
• Geography
• Household Food Responsibility