Home / Food / Consumers Food Safety Concerns - United Kingdom - May 2015

Consumers Food Safety Concerns - United Kingdom - May 2015

Published: May 2015 | No Of Pages: 40 | Published By: Mintel

Product Synopsis

The level of trust consumers have in the food and drink industry is evidently low, with few believing either retailers or manufacturers to have complete information on their supply chains. Consumer faith in the role of the state, or official bodies, in guaranteeing the safety of food and drink in the UK is also low.
Overview
 
What you need to know
Covered in this report
 
Executive summary
 
Market background
Combatting campylobacter becomes a key priority
Media scrutiny is prompting consumer attention and steps from operators
Figure 1: Consumer attitudes towards food and drink safety, March 2015
Concern over artificial ingredients drives ‘clean label’ trend
The consumer
“Use by” and “best before” dates are ignored by the majority of Brits
Hygiene ratings can quell concerns around operators’ hygiene standards
Figure 2: Concern around specific food safety issues, March 2015
British origin resonates
Figure 3: Factors that would make people trust food and drink companies/brands more, March 2015
Only three in 10 think retailers have complete info of their supply chain
Figure 4: Attitudes towards food safety, March 2015
Over a quarter think food that has passed its use-by date is safe to eat
Figure 5: Further attitudes towards food safety, March 2015
 
Issues and Insights
 
Consumer trust in retailers’ knowledge of their supply chains is low
The facts
The implications
“Best-before” and “use-by” dates are misunderstood and ignored
The facts
The implications
Concern over artificial ingredients drives ‘clean label’ and scratch cooking trends
The facts
The implications
 
The Market – What You Need to Know
 
Combatting campylobacter becomes a key priority
Media scrutiny is prompting consumer attention and steps from operators
Concern over artificial ingredients drives ‘clean label’ trend
Ongoing debate over mandatory “best before” labelling
Country of origin labelling requirement extended beyond beef
 
Market Background
 
Spotlight on Campylobacter in 2015
Concern over artificial ingredients drives clean label innovation
Media scrutiny and investigative journalism are prompting operators into action
Ongoing debate over mandatory “best before” labelling
Level of reported food incidents has fallen
Figure 6: Number of food and environmental contamination incidents* in the UK, 2006-13
The Elliott review recommends a variety of steps to combat food crime
Country of origin labelling requirement extended beyond beef
New technologies look to improve food safety
Italian producer Amadori offers a live feed to chicken farms
 
The Consumer – What You Need to Know
 
Lack of regard for “best before” and “use by”
Impact of media coverage on food scares is limited…
…but social media is having an impact as well
There is a marked consumer curiosity in food and drink ingredients
Many people believe the price war is detrimental to food safety standards
Trust in retailers’ control of their supply chains is low
‘Real people’ can build trust throughout the supply chain
Hygiene standards are a key concern for consumers
 
Attitudes and Behaviours Related to Food Safety Issues
 
“Use by” and “best before” dates are ignored by the majority of Brits
Figure 7: Consumer attitudes towards food and drink safety, March 2015
Media coverage of food scares has limited impact on behaviour
Despite high levels of concern, few people actively seek information
Social media can stir up fear, but can also combat it head on
Scratch cooking trend driven by concern about ingredients
Many consumers scrutinise labels
 
Concern around Specific Food Safety Issues
 
Hygiene ratings can quell concerns around operators’ hygiene standards
Figure 8: Concern around specific food safety issues, March 2015
Proactive steps to combat bacteria can win consumer trust
Control over artificial ingredients makes them less of a concern
 
Factors that Would Encourage Trust in Companies and Brands
 
British origin resonates
Figure 9: Factors that would make people trust food and drink companies/brands more, March 2015
Openness about ingredient origin helps to build trust
On-pack quality assurances shouldn’t be underestimated
Transparent packaging appeals
 
Attitudes towards Food Safety
 
Only three in 10 think retailers have complete info of their supply chain
Figure 10: Attitudes towards food safety, March 2015
Focusing on the individuals can support trust
Price war deemed detrimental to food safety by some consumers
High interest in practical advice from brands and retailers
 
Further Attitudes towards Food Safety
 
Over a quarter think food that has passed its use-by date is safe to eat
Figure 11: Further attitudes towards food safety, March 2015
Consumers are suspicious of takeaway food
Few people are prepared to pay more for packs with use-by indicators
 
Appendix – Data Sources, Abbreviations and Supporting Information
 
Abbreviations
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