1 / 40

AMARACH SAFETRAK 2003 Wave 1

This report presents data from the first wave of a consumer tracking research conducted on food preparation, hygiene, and food safety issues. It explores changes in consumer attitudes and behaviors towards safe eating, hygiene concerns, and perceptions of food safety.

ricky
Download Presentation

AMARACH SAFETRAK 2003 Wave 1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. AMARACH SAFETRAK 2003Wave 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 • Food Preparation and Attitudes Towards Safe Eating • Hygiene Matters • Other Food Safety Issues

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

  5. Section 1 Food Preparation and Attitudes Towards Safe Eating

  6. Cooking Behaviour 14% males 67% females in ROI 20% males 67% females in NI Bases: IOI –818; ROI –500; NI -318

  7. Food Frequencies

  8. Food Frequencies

  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. Importance of Food Related Behaviour • 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

  14. Section 2 Hygiene Matters

  15. Hygiene Concerns Grow significantly Bases: IOI –818; ROI –500; NI -318

  16. Hygiene Concerns Impact on Behaviour

  17. Hygiene Concerns Impact on Behaviour

  18. Stopped Buying as a Result

  19. Hygiene Aspect Causing Concern Base: Those expressing concern about establishments

  20. Hygiene Overview • 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.

  21. Section 3 Food Safety Issues

  22. Change in eating habits – last 3 months Bases: IOI –818; ROI –500; NI -318

  23. Change in eating habits – last year 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… Bases: IOI –818; ROI –500; NI -318

  25. Concerns about Food Safety Issues Bases: IOI –818; ROI –500; NI -318

  26. Food Safety across the year–perceived changes Bases: IOI –818; ROI –500; NI -318

  27. Level of Information on Healthy eating & food Saftey Bases: IOI –818; ROI –500; NI -318

  28. Sources of Information on Food Hygiene, Food safety & Food Nutrition – Spontaneous Mentions Bases: IOI –818; ROI –500; NI -318

  29. Personal Soures of Information, food hygiene, standards & Safety… Bases: IOI –818; ROI –500; NI -318

  30. Soures of Information, food hygiene, standards & Safety…Prompted Bases: IOI –818; ROI –500; NI -318

  31. Most Reliable Information sources… Bases: IOI –818; ROI –500; NI -318

  32. Most Reliable Information sources…Scare Bases: IOI –818; ROI –500; NI -318 H = Health S = Safety

  33. Prompted Awareness of Organisations… 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 ROI NI More Info/ Leaflets in shops – 33% More information/ leaflets in shops - 16% More spot checks/inspectors needed - 15% More spot checks/inspectors needed - 15% More spot checks/inspectors needed – 13% More advertising - 10% Advertising to young people - 7% More information/ leaflets in shops - 9% Advertising to young people/education-7% More advertising - 7% Advertising to young people - 7% Cleaner shops/cafes/ homes -5% Stricter punishments for offenders/ laws - 4% Stricter punishments for offenders/ laws - 4% Better labelling - 3% Base: IOI –818 ; ROI - 500; NI - 318

  38. Conclusion

  39. Conclusion • Hygiene 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. • …so too is safefood’s perceived role and reliability as a source on these matters

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

More Related