Report: Understanding Consumer Attitudes About Food Safety: How Food Manufacturers, Retailers and the Foodservice Industry Can Build Consumer Trust TOC

Chapter 1: Introduction and Objectives of the Study

Why measure consumer perceptions of food safety?
What did we plan to learn?
Survey Sample and Analysis Plan
Who did we talk to?
What did we ask?
How was the information analyzed/interpreted?
Sample Validation
Executive Summary
Top Ten Things Weve Learned from this Study and Implications for Industry
Key findings or Food Manufacturers, Developers and Packaging Professionals.
Key findings for Food Retailers, Retail Marketers and Merchandising Managers.
Key findings or Food Service Providers, Developers and Managers.
Key findings for Public Relations Professionals and Crisis Managers.
Representative Sample Analysis Reasons for Selecting the Last Food/Food Source
What Makes Food "Un-Safe"
The "Safe" Foods
The "Un-Safe" Foods
Safe Source for Foods Prepared at Home
Un-Safe Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis
Food Safety Attribute Profiles

Chapter 2: Food Safety Attitudinal Segmentation

Food Safety Attitude Segments
Safe & Sound
Clean is Safe
Not my Job
No Worries
High Index Food Safety Statements
Food Safety Issues
Concern a Avoidance
Food Safety Attribute Profiles
Food Concerns Regarding Safety
Food Avoidance for Reasons of Safety
Safe Grocery Foods
Safe Stores
Safe Restaurants
Food Experiences
Eating Habits
Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Income, Race, Education, Employment
Food Responsibilities
Sub-Group Analysis: Comparisons

Chapter 3: Gender Analysis

Sub-Sample Definition
Gender Demographics
The "Safe" Foods
The "Un-Safe" Foods
"Safe" Source for Foods Prepared at Home
"Un-safe" Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety
Sub-Group Comparisons
Gender Demographic Profiles: Gender, Household Size, Number/Age of Children in Household, Age, Race, Education, Employment, Geography

Chapter 4: Households with Children less than or equal to 18 years old

Households with Children Overview
Sub-Sample Definition
The "Safe" Foods
The "Un-Safe" Foods
"Safe" Source for Foods Prepared at Home
"Un-Safe" Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis Beliefs and Behaviors Regarding Food Safety Sub-Group Comparisons
Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Income, Race, Education, Employment, Geography

Chapter 5: Ethnicity & Race: Perceptions of Food Safety

Ethnicity and Race Overview
Sub-Sample Demographics
The "Safe" Foods
The "Un-Safe" Foods
"Safe" Source for Foods Prepared at Home
"Un-Safe" Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis Demographic Profiles: Gender, Household Size, Number/Age of Children in Household, Age, Race, Education, Employment, Geography
Beliefs and Behaviors Regarding Food Safety
Sub-Group Comparisons

Chapter 6: Primary Grocery Shoppers

Primary Grocery Shoppers Overview
Sub-Sample Definition
The "Safe" Foods
The "Un-Safe" Foods
"Safe" Source for Foods Prepared at Home
"Un-Safe" Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety
Sub-Group Comparisons
Primary Shopper Demographics:Gender, Household Size, Number/Age of Children in Household, Age, Race, Education, Employment, Geography

Chapter 7: Natural and Organic Shoppers

Purchase Organic/Prefer Natural
Sub-Sample Definition
The "Safe" Foods
The "Un-Safe" Foods
"Safe" Source for Foods Prepared at Home
"Un-Safe" Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety
Sub-Group Comparisons
Demographics: Primary Natural/Organic Consumer
Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Race, Education, Employment, Geography

Chapter 8: Vegetarians Vegetarians Overview

Sub-Sample Definition
The "Safe" Foods
The "Un-Safe" Foods
"Safe" Source for Foods Prepared at Home
"Un-Safe" Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis Attitudinal Segmentation and Analysis of Vegetarians
Beliefs and Behaviors Regarding Food Safety
Sub-Group Comparisons
Vegetarian Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Race, Education, Employment, Geography

Chapter 9: Meal Preparers

Meal Preparers Overview
Sub-Sample Definition
The "Safe" Foods
The "Un-Safe" Foods
"Safe" Source for Foods Prepared at Home
"Un-Safe" Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis Beliefs and Behaviors Regarding Food Safety
Sub-Group Comparisons
Meal Preparer Demographics: Gender, Household Size, Number/Age of Children in Household, Age, Race, Education, Employment, Geography

Chapter 10: Health Attitude Groups

Health Attitude Groups Overview
Sub-Sample Definition
The "Safe" Foods
The "Un-Safe" Foods
"Safe" Source for Foods Prepared at Home
"Un-Safe" Source for Foods Prepared at Home
"Safe" Sources for Prepared Foods
"Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Top, Middle and Bottom Tertile Analysis Health Attitude Segment Demographic: Gender, Household Size, Number/Age of Children in Household, Age, Race, Education,Employment, Geography
Beliefs and Behaviors Regarding Food Safety
Sub-Group Comparisons

Chapter 11: Demographics & Sample Validation

Representative Sample Demographics
How consumers break into groups based on their beliefs, attitudes and behaviors regarding food safety.
Detailed Segment Profiles: demographics, skews in beliefs, attitudes and behaviors.
Food Safety Perceptions Among Different Consumer Groups
How men differ from women in perceptions of food safety.
How parents differ from non parents in perceptions of food safety.
How primary grocery shoppers differ from representative
consumers in perceptions of food safety. (Food Safety Perceptions Among Different Consumer Groups cont)
How family meal preparers and kid meal preparers differ in perceptions of food safety.
How white, non-white and Hispanic groups perceive food safety.
How consumers of Natural, Organic and Vegetarian foods differ in perceptions of food safety.
How consumers with varying degrees of Health Attitude differ in perceptions of food safety.
How former food retail/processing and food service employees differ in perceptions of food safety.
Survey Instrument Detail
Awareness, Degree of Concern, and Avoid
Food Handling Practices
Contaminants/Bacterial
Allergies
Food Additives/Processing
Residue
Attitude Belief and Behavior Statements
Food Experience Questions
Health Attitude & Responsibility Statements
Demographics

Index of Tables and Figures

Executive Summary

Key Findings for Food Manufacturers, Developers, & Packaging Professionals
Key Findings for Food Retailers, Retail Marketers, & Merchandising Managers
Key Findings for Food Service Providers, Developers & Managers
Key Findings for Public Relations Professionals & Crisis Managers

Food Safety Attitudinal Segmentation

Consumer Attitudes: "What makes food Unsafe?
Consumer Attitudes: The "Safe" Foods
Consumer Attitudes: The "Un-Safe" Foods
Consumer Attitudes: "Safe" Source for Foods Prepared at Home
Consumer Attitudes: "Un-Safe" Source for Foods Prepared at Home
Consumer Attitudes: "Safe" Sources for Prepared Foods
Consumer Attitudes: "Un-Safe" Sources for Prepared Foods
Awareness/Concern/Avoidance of Food Safety Issues
Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
Comprehensive Listing: Food Safety Attribute Profile

Food Safety Attitudinal Segmentation

Food Segment Attitudes: % By Safety Segments
Overall Profile: The Safe & Sound Segment
Overall Profile: Clean Is Safe Segment
Overall Profile: Not My Job
Overall Profile: No Worries
Food Safety Statements, By Segment
Food Safety Issues, By Segment
Attitudes about Food Concern & Avoidance, By Segment
Food Safety Attribute Profiles: Comprehensive Cross-tab By Attitude, Action and Segment
Food Concerns Regarding Safety: Cross-tab By Food Conditions and Segment
Food Avoidance For Reasons Of Safety: Cross Tab by Food Conditions and Segment
Attitudes About Safe Grocery Foods, by Segment
Attitudes About Safe Stores, by Segment
Attitudes About Safe Restaurants, by Segment
Attitudes About Food Experiences, by Segment
Attitudes About Eating Habits, by Segment
Demographic Breakdown of Segment by Age, Gender, Household Size and Education
Food Preparation Responsibilities, by Segment

Food Safety Attitudinal Segmentation Sub-Group Analysis

Food Safety Segment Demographic Breakdowns
Gender
Presence of Children
Race/Ethnicity
Vegetarians
Healthy/Indulgent Eating
Food Industry Employment
Meal Preparation Responsibility
Grocery Shopping Responsibility
Natural/Organic Shoppers

Gender Analysis

Responsibility for Shopping and Food Preparation, by Gender
Attitudes About The "Safe" Foods, by Gender
Attitudes About The "Un-Safe" Foods, by Gender
Attitudes About "Safe" Source for Foods Prepared at Home, by Gender
Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Gender
Attitudes About "Safe" Sources for Prepared Foods, by Gender
Attitudes About "Un-Safe" Sources for Prepared Foods, by Gender
Gender Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Gender Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Gender Awareness/Concern/Avoidance of Food Safety Issues, Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety, By gender
Food Safety Segment Comparisons, By Gender

Gender Demographic Profiles

Household Size
Presence of Children
Age
Income
Education
Employment
Race/Ethnicity
Geography

Households with Children (18 years)

Attitudes About The "Safe" Foods, By Presence of Children
Attitudes About The "Un-Safe" Foods, by Presence of Children
Attitudes About "Safe" Source for Foods Prepared at Home, by Presence of Children
Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Presence of Children
Attitudes About "Safe" Sources for Prepared Foods, by Presence of Children
Attitudes About "Un-Safe" Sources for Prepared Foods, by Presence of Children
Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety, by Food Safety Segment
Segment Comparisons, by Presence of Children

Households with Children Demographics Profiles

Household Size
Presence of Children
Age
Income
Education
Employment
Race/Ethnicity
Geography
Grocery Shopping Responsibility
Adult Meal Preparation Responsibility

Ethnicity & Race Sub-Sample Demographics, by Race/Ethnicity

Attitudes About The "Safe" Foods, by Race/Ethnicity
Attitudes About The "Un-Safe" Foods, by Race/Ethnicity
Attitudes About "Safe" Source for Foods Prepared at Home, by Race/Ethnicity
Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Race/Ethnicity
Attitudes About "Safe" Sources for Prepared Foods, by Race/Ethnicity
Attitudes About "Un-Safe" Sources for Prepared Foods, by Race/Ethnicity
Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis

Ethnicity & Race Demographics

Gender
Household Size
Presence of Children
Age
Household Income
Education
Employment
Geography
Grocery Shopping
Food Preparation

Primary Grocery Shoppers

Sub-Sample Definition: Grocery Shopping Responsibility
Attitudes About The "Safe" Foods, by Primary Grocery Shoppers
Attitudes About The "Un-Safe" Foods, by Primary Grocery Shoppers
Attitudes About "Safe" Source for Foods Prepared at Home, by Primary Grocery Shoppers
Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Primary Grocery Shoppers
Attitudes About "Safe" Sources for Prepared Foods, by Primary Grocery Shoppers
Attitudes About "Un-Safe" Sources for Prepared Foods, by Primary Grocery Shoppers
Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety, by Primary Grocery Shoppers
Sub-Group Comparisons, by Primary Grocery Shoppers

Primary Shopper Demographics

Gender
Household Size
Presence of Children
Age
Household Income
Education
Employment
Race/Ethnicity
Geography
Household Meal Responsibility

Natural and Organic Shoppers

Sub-sample Definition: Natural and Organic Shoppers
Attitudes About The "Safe" Foods, by Natural and Organic Shoppers
Attitudes About The "Un-Safe" Foods, by Natural and Organic Shoppers
Attitudes About "Safe" Source for Foods Prepared at Home, by Natural and Organic Shoppers
Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Natural and Organic Shoppers
Attitudes About "Safe" Sources for Prepared Foods, by Natural and Organic Shoppers
Attitudes About "Un-Safe" Sources for Prepared Foods, by Natural and Organic Shoppers
Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety, by Natural and Organic Shoppers
Sub-Group Comparisons, by Food Safety Segments

Natural and Organic Shoppers Demographics

Gender
Household Size
Presence of Children
Age
Household Income
Education
Employment
Geography
Race/Ethnicity
Household Meal Responsibility

Vegetarians

Sub-Sample Definition, by Vegetarian Status
Attitudes About The "Safe" Foods, by Vegetarian Status
Attitudes About The "Un-Safe" Foods, by Vegetarian Status
Attitudes About "Safe" Source for Foods Prepared at Home, by Vegetarian Status
Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Vegetarian Status
Attitudes About "Safe" Sources for Prepared Foods, by Vegetarian Status
Attitudes About "Un-Safe" Sources for Prepared Foods, by Vegetarian Status
Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety, by Food Safety Segments: Vegetarian
Sub-Group Comparisons, by Food Safety Segments

Vegetarian Demographics Gender

Household Size
Presence of Children
Age
Household Income
Education
Employment
Race/Ethnicity
Geography
Meal Responsibility

Meal Preparers

Sub-sample Definition, by Meal Preparers
Attitudes About The "Safe" Foods, by Meal Preparers
Attitudes About The "Un-Safe" Foods, by Meal Preparers
Attitudes About "Safe" Source for Foods Prepared at Home, by Meal Preparers
Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Meal Preparers
Attitudes About "Safe" Sources for Prepared Foods, by Meal Preparers
Attitudes About "Un-Safe" Sources for Prepared Foods, by Meal Preparers
Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis
Beliefs and Behaviors Regarding Food Safety, by Food Safety Segments: Meal Preparers
Sub-Group Comparisons, by Children Food Preparation/ Family Food Preparation

Meal Preparer Demographics

Gender
Household Size
Presence of Children
Age
Household Income
Education
Employment
Geography
Race/Ethnicity
Meal Responsibility

Health Attitude Groups

Sub-sample Definition, by Health Attitude Segments
Attitudes About The "Safe" Foods, by Health Attitude Groups
Attitudes About The "Un-Safe" Foods, by Health Attitude Groups
Attitudes About "Safe" Source for Foods Prepared at Home, by Health Attitude Groups
Attitudes About "Un-Safe" Source for Foods Prepared at Home, by Health Attitude Groups
Attitudes About "Safe" Sources for Prepared Foods, by Health Attitude Groups
Attitudes About "Un-Safe" Sources for Prepared Foods, by Health Attitude Groups
Awareness/Concern/Avoidance of Food Safety Issues: Top Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Middle Tertile Analysis
Awareness/Concern/Avoidance of Food Safety Issues: Bottom Tertile Analysis

Health Attitude Groups Demographics

Gender
Household Size
Presence of Children
Age
Household Income
Education
Employment
Geography
Race/Ethnicity
Meal Responsibility
Beliefs and Behaviors Regarding Food Safety, by Health Attitude Group
Sub-Group Comparisons, Consumption of Healthy Food

Demographics & Sample Validation

Gender
Household Size
Presence of Children
Age
Household Income
Education
Employment
Race/Ethnicity
Geography
Household Food Responsibility