Table of Contents
- DATAMONITOR VIEW
- ANALYSIS
- INTRODUCTION: Food and beverage safety issues are gaining precedence
- TREND: Consumer concerns over food and drink product safety are
escalating
- Consumer opinion research shows that food safety is increasingly
important for shoppers
- Food and beverage safety concerns are secondary to other general
factors and in relation to product choice
- Take-outs and implications: there is a clear need to restore consumer
confidence over product safety
- TREND: The allergen and intolerance food and drink market is booming as
consumers act upon both perceived and actual nutritional problems
- The issue of food allergens and intolerances has become both important
and highly sensitive
- Take-outs and implications: manufacturers and retailers need to
respond to consumers' increasing food sensitivity
- INSIGHT: Concerns over food and drink safety are broad-ranging
- There are numerous nutritional and broader safety risks associated
with food and drinks
- Europeans express worry about a broad range of food risks factors
especially those out of their control
- US consumers are also attentive to the range of factors influencing
food safety perceptions
- Take-outs and implications: manufacturers and retailers need to manage
consumers' perceptions and expectations over a broad range of food and
drink safety issues
- INSIGHT: Socio-demographic status influences consumer confidence in food
and drink
- Women are more concerned about safety issues than their male
counterparts
- Food and drink safety concerns typically escalate with age
- Take-outs and implications: concerted efforts to restore consumer
confidence should be targeted at older shoppers and females
- INSIGHT: Product format and origin are important influencers in shaping
consumer confidence in food and drinks
- Consumers are most likely to express concerns over fresh food,
especially meat
- Many consumers perceive organic products as a safe and healthy way to
avoid potential risks of exposure to pesticide residues in foods
- Consumers have more confidence in food and drinks associated with
particular places
- Take-outs and implications: interest in provenance, organics and
freshness will all increase due to heightened product safety concerns
- INSIGHT: Reduced confidence as a result of food safety incidents will
result in boycotts, switching of brands, negative word of mouth and loss of
trust
- The impact of food safety incidents should not be underestimated
- Food safety incidents impact US and European consumers in a similar
manner
- Reduced confidence in food and drinks negatively impacts brand trust,
which dampens possibilities of developing longer term relationships with
consumers
- Take-outs and implications: it is vital industry players manage food
safety incidents appropriately
- INSIGHT: Consumer confidence in product safety can be strengthened with
an emphasis on certain information formats
- Consumer groups, expert professionals and like-minded peers are the
most trustworthy sources of information
- Consumers react positively to transparency in the food and drink
supply chain
- Take-outs and implications: consumers will respond more favorably to
specific communication efforts made by manufacturers and retailers
- ACTIONS
- ACTION: Leverage the product attributes and communication cues that
consumers perceive to be most trustworthy
- Communicate the advantage of existing, established brands over new
products
- Build relationships with the ' expert community'
- Be wary of the negative effects of celebrity endorsements
- Make product quality a key brand value to build confidence in products
- Communicate ethical and environmental credentials but make it the
secondary part of any message
- ACTION: Make transparency and traceability core features of supply chain
and marketing communications development
- Transparency and traceability initiatives need to focus on four areas
- Make concerted efforts at industry level
- Be pro-actively open about the communication of a wide range of
trust issues through traceability initiatives
- Primarily target female and more mature consumers with
confidence-enhancing messages
- ACTION: Avoid making product safety the central theme of marketing
communications
- APPENDIX
- Definitions
- Methodology
- References/ Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Consumer survey: Response by country to the question: "How
important is checking food or drink for allergy or intolerance reasons",
2006
- Table 2: Market value (US$m) for the allergen and intolerance food
market, 2001-2011
- Table 3: Market value (US$m) for the allergen and intolerance drink
market, 2001-2011
- Table 4: Consumer survey: the percentage of European consumers who are
worried about various risks associated with food and drinks, by country,
2005
- Table 5: Consumer survey: a snapshot of US consumers' food safety
concerns
- Table 6: Consumer survey: US consumer concern for cleanliness, quality
and safety, by age and gender
- Table 7: Consumer survey: the top two reasons for US shoppers buying
organic food, by age
- Table 8: Consumer survey: Europeans views on whether EU produced food
is safer than elsewhere
- Table 9: Consumer survey: Europeans' reaction to hearing about a food
being unsafe or bad for health
- Table 10: Consumer survey: European and US consumer responses when
they lose trust in a company
- Table 11: Consumer survey: level of trust among Europeans towards
various information sources in the wake of a serious food risk
- Table 12: Consumer survey: the perceived credibility among Europeans
and US consumers of various sources of information, by region, 2006
- Table 13: Consumer and industry opinion survey: the influence of
various factors on (re)gaining consumer trust
- List of Figures
- Figure 1: There is a trust void between business and global consumers
- Figure 2: Public opinion in the EU is divided on whether or not they
are better off now in terms of food safety
- Figure 3: Europeans are skeptical about the enforcement of food safety
laws
- Figure 4: Food safety is not a top-of-mind factor influencing food
consumption or a top-of-mind concern compared to other lifestyle worries
- Figure 5: Marked differences characterize food allergens and
intolerances
- Figure 6: Italians are the most concerned about food & drink
allergen and intolerances
- Figure 7: The numerous risks associated with food and drinks can be
split into two categories
- Figure 8: More than three-quarters of Europeans are "very worried" or
"a bit worried" about potential risks related to food
- Figure 9: The majority of US and European consumers place importance
on reducing processed food consumption
- Figure 10: The high importance that consumers place upon organic food
and drinks is influenced by food safety concerns, especially the desire to
avoid free of pesticides and preservatives
- Figure 11: Ethnocentrism - among other things - contributes to a
distrust towards ' foreign' companies
- Figure 12: Gaining a reputation for the provision of good quality
products is a hugely influential factor in gaining trust
- Figure 13: Product quality - which is merely one of five factors
affecting overall perceptions of premium status - can be categorized by
four attribute groupings
- Figure 14: Social responsibility can help to build trust with consumers
- Figure 15: Ethical consumerism is becoming more complex and
sophisticated over time
- Figure 16: There are four core determinants of consumer trust in food
and drink safety
- Figure 17: Traceability initiatives effectively support the overall
branding efforts of food and drinks
- Figure 18: Traceability initiatives are particularly relevant to fresh
food and drinks
- Figure 19: Safety/ risk considerations are secondary to a number of
other important needs associated with food and drink consumption
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