• 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 con’t)
  
• 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

Abstract

Yet, understanding and addressing consumer attitudes about food safety needn't 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.

What you'll get in this report:

• Representative Sample and Key Subgroup Analyses, such as:
  • Demographic breakouts (e.g. gender, age, presence of children)
  • Behavioral breakouts such as meal preparers, buyers, natural food consumers, organic food consumers.
  • Perceived Safety Ratings for more than 25 grocery categories
  • Perceived Safety Ratings for more than 15 retail food venues
  • Perceived Safety Ratings for more than 15 food service venues
  
  
• Awareness, Concern and Steps taken to avoid unsafe food and food sources
• Perspective and Implications for Food Developers and Manufacturers
• Perspective and Implications for Food Retailers
• Perspective and Implications for Food Service Providers
• Food Safety Attitudinal Segmentation
• Easy to read and practical charts, tables and graphs
• A framework to measure the impact of food 'scares' in times of crisis.

Who Should Read This Report and Why:
Food Manufacturing Marketers, R&D and Packaging Professionals: Gain a comprehensive view of the range of food safety issues that concern Americans and learn how consumers compensate to avoid foods and sources of foods they perceive to be unsafe. Obtain practical information that can be used for new product development, packaging and consumer communications.

Food Retailers: Learn which foods are considered safe, and understand the steps that can be taken to improve consumer trust of the foods that are sold at retail, including areas such as store merchandising, communications and operations.

Food Service Providers and Restaurant Operators: Learn which types of operations are considered safe and unsafe, and understand the ways you can improve the perception of food safety in your establishments. Public Relations Professionals and Crisis Managers: Use the study to build a consumer framework for handling food safety issues or crises.

About the Author:
Kelley Styring is the President of InsightFarm, Inc. (www.insightfarm.com), a market research and consumer strategy consultancy that helps leading food, beverage and consumer goods companies drive growth through consumer based innovation and marketing. Prior to founding InsightFarm, she worked for 11 years as a market research manager for Proctor & Gamble and Director of Consumer Strategy and Insight for Frito-Lay, leading the consumer agenda for major brands such as Lay's, Doritos, Cheetos, Tostitos, Pampers, Ivory and Oil of Olay. She worked for NASA and Black & Decker before becoming a market research professional. Kelley holds an MBA from the University of South Carolina.

Get Full Details About This Report >>