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"Safety" is one of the most basic factors driving consumer behaviors about buying and
eating food. Consumer awareness of food safety issues is high, exceeding 50% in many different
categories. Consumers implicitly think about food safety when they choose where they shop for food,
the packaging theyll accept for food, where they dine and how they prepare food at home. But safety
rarely gets the focus it deserves from manufacturers, retailers and food service providers--until
theres a problem ..
Yet, understanding and addressing consumer attitudes about food safety neednt be a defensive
activity. And if handled smartly and strategically, responding to underlying food safety worries can
clearly offer the food industry a profitable opportunity.
Understanding Consumer Attitudes About Food Safety: How Food Manufacturers, Retailers and the
Foodservice Industry Can Build Consumer Trust is a ground-breaking, in-depth examination of
consumers food safety and wellness concerns. Drawing on more than 6 months of primary, proprietary
research that involved more than 300 U.S. consumers, the report identifies consumer perceptions of
food safety issues and concerns for a broad range of grocery categories, retailers, restaurants and
in-home dining.
More than 300 consumers participated in this quantitative and qualitative study. Consumers rated
foods and food sources for their perceived safeness, provided their awareness and concerns about
safety issues, identified the steps they take to avoid foods they perceive to be unsafe and
identified the conditions or signs they look for in determining whether food is safe to eat.
Additionally, consumers responded to a battery of over 140 statements, enabling the compilation
of the first-ever Attitudinal Segmentation of Food Safety Perceptions and psychographic profiles.
Key sub-sample groups include: male vs. female, households with children vs. households without
children, primary grocery shoppers, family meal preparers in home, child meal preparers in home,
race & ethnic groups, vegetarians, natural food users, organic food buyers, groups with varying
commitment to eating "healthfully," and former employees of food service, food manufacture
and food retailers.
Understanding Consumer Attitudes About Food Safety: How Food Manufacturers, Retailers and the
Foodservice Industry Can Build Consumer Trust offers the food industry first-hand insight into the
consumer psyche surrounding safety and offers a unique roadmap to responding to, and benefiting
from, these insights. | 
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