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
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
Consumer Research Qualitative Consumer Research Quantitative
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
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%
Base: Adults Aged 15+
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%
Base: Adults Aged 15+
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%
Base: Adults Aged 15+
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%
Base: Adults Aged 15+
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%)
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 sector
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%)
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
Base: Adults Aged 15+
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
Base: Adults Aged 15+
32%
68%
Yes
No
32%
68%
Yes
No
Base: Adults Aged 15+
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?
Base: Adults Aged 15+
% %
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%
Base: Adults Aged 15+
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%
Base: Adults Aged 15+
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
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
Base: Adults Aged 15+
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
Base: Adults Aged 15+
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
Base: Adults Aged 15+
1%
None at all
Don't know
A lot
16% 38%
45%
A little
Base: Adults Aged 15+
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
Base: Adults Aged 15+
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
Base: Adults Aged 15+
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
Base: Adults Aged 15+
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
Base: Adults Aged 15+
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
Base: Adults Aged 15+
11%
Don't know
A little
2%
44%
43% A lot
No
Base: Adults Aged 15+
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
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
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
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
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