AMARACH SAFETRAK 2003 Wave 1

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