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AMARACH SAFETRAK 2003 Wave 1. Consumer Tracking Research Wave 1 Prepared by Amárach Consulting June 2003. Background…. This report presents data from the first wave of a tracking programme of research conducted on behalf of safe food by Amárach Consulting.

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Amarach safetrak 2003 wave 1

AMARACH SAFETRAK 2003Wave 1

Consumer Tracking Research

Wave 1

Prepared by

Amárach Consulting

June 2003


Background
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.


Topics covered in this wave
Topics covered in this wave

  • …Methodology Overview

  • Food Preparation and Attitudes Towards Safe Eating

  • Hygiene Matters

  • Other Food Safety Issues


Wave 1 methodology overview

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


Section 1

Section 1

Food Preparation and Attitudes Towards Safe Eating


Cooking behaviour
Cooking Behaviour

14% males 67% females

in ROI

20% males 67% females

in NI

Bases: IOI –818; ROI –500; NI -318




Importance of food related behaviour
Importance of Food Related Behaviour

Bases: IOI –818; ROI –500; NI -318


Importance of food related behaviour1
Importance of Food Related Behaviour

Bases: IOI –818; ROI –500; NI -318


Importance of food related behaviour2
Importance of Food Related Behaviour

Bases: IOI –818; ROI –500; NI -318


Importance of food related behaviour3
Importance of Food Related Behaviour

Bases: IOI –818; ROI –500; NI -318


Amarach safetrak 2003 wave 1

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


Amarach safetrak 2003 wave 1

Section 2

Hygiene Matters


Hygiene concerns grow significantly
Hygiene Concerns Grow significantly

Bases: IOI –818; ROI –500; NI -318





Hygiene aspect causing concern
Hygiene Aspect Causing Concern

Base: Those expressing concern about establishments


Amarach safetrak 2003 wave 1

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.


Amarach safetrak 2003 wave 1

Section 3

Food Safety Issues


Change in eating habits last 3 months
Change in eating habits – last 3 months

Bases: IOI –818; ROI –500; NI -318


Change in eating habits last year
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


Amarach safetrak 2003 wave 1

Feelings Relating to Food & Health…

Bases: IOI –818; ROI –500; NI -318


Concerns about food safety issues
Concerns about Food Safety Issues

Bases: IOI –818; ROI –500; NI -318


Food safety across the year perceived changes
Food Safety across the year–perceived changes

Bases: IOI –818; ROI –500; NI -318


Level of information on healthy eating food saftey
Level of Information on Healthy eating & food Saftey

Bases: IOI –818; ROI –500; NI -318


Sources of information on food hygiene food safety food nutrition spontaneous mentions
Sources of Information on Food Hygiene, Food safety & Food Nutrition – Spontaneous Mentions

Bases: IOI –818; ROI –500; NI -318


Personal soures of information food hygiene standards safety
Personal Soures of Information, food hygiene, standards & Safety…

Bases: IOI –818; ROI –500; NI -318


Soures of information food hygiene standards safety prompted
Soures of Information, food hygiene, standards & Safety…Prompted

Bases: IOI –818; ROI –500; NI -318


Most reliable information sources
Most Reliable Information sources… Safety…Prompted

Bases: IOI –818; ROI –500; NI -318


Most reliable information sources scare
Most Reliable Information sources…Scare Safety…Prompted

Bases: IOI –818; ROI –500; NI -318

H = Health

S = Safety


Prompted awareness of organisations
Prompted Awareness of Organisations… Safety…Prompted

Bases: IOI –818; ROI –500; NI -318


Responsibility for setting standards of food safety ioi
Responsibility for Safety…Promptedsetting standards of Food Safety - IOI

Base: IOI – 818;


Responsibility for day to day enforcement of food safety standards ioi
Responsibility for Safety…Promptedday to day enforcement of Food Safety Standards - IOI

Base: IOI – 818; ROI - 500; NI - 318


Confidence in current measures taken by organisations with regards to food safety
Confidence in current measures taken by organisations with regards to food safety…

Base: IOI –818 ; ROI - 500; NI - 318


Suggestions for improving food safety measures in ireland
Suggestions for improving food safety measures in Ireland… regards to food safety…

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


Amarach safetrak 2003 wave 1

Conclusion regards to food safety…


Amarach safetrak 2003 wave 1

Conclusion regards to food safety…

  • 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


Amarach safetrak 2003 wave 1

Contact: regards to food safety…

??????

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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