Food Standards Agency 2005 English regions survey reveals a more health-conscious consumer

Wednesday 1 March 2006

Ref: 2006/0633

The Food Standards Agency (FSA) is today publishing its sixth Consumer Attitudes to Food survey. The annual survey reveals that an increasing number of consumers across the UK say they are taking an active interest in their food and diet, with more people checking food labels and trying to eat more fruit and vegetables.

The 2005 survey highlights a number of diet and health trends that have emerged since 2000, these include:

• A significant increase in the number of consumers who are aware that we should eat at least 5 portions of a variety of fruit and vegetables each day with consumers in the Midlands and South-West claiming to have a greater knowledge of the '5-a-day' message than those in the South-East¹
• Increasing UK-wide consumer concern over the amount of salt, fat and sugar present in food since 2003. All five regions were equally concerned about fat, but the South-West and the Midlands expressed higher levels of concern about salt. The South-West, Midlands and South-East expressed a greater concern over the amount sugar in food²
• An increase in the number of consumers who claim to be eating more vegetables, salads and fruits, compared with last year. Consumers in the South-East are more likely than their counterparts in the North-West and Midlands, to claim to be eating more vegetables/salads³
• An increase in the proportion of UK-wide consumers claiming to sit down together for a main meal at least once a day. A higher proportion of consumers in the North-West compared to the Midlands claimed to eat with their household once a day⁴
• The level of UK-wide concern over the accuracy of food labelling has remained consistent from 2003 to 2005, with approximately two-fifths expressing concern. Consumers in the South-East expressed more concern than those in the South-West⁵

Gill Fine, Director of Consumer Choice and Dietary Health at the Food Standards Agency says: 'It's encouraging that the Agency's survey shows a growing awareness among consumers towards healthier eating. The rise in the number of people who say they are eating more fruit and veg, and checking their food labels shows a real shift in attitudes since the Agency first began these surveys in 2000.

'It's also reassuring that consumers who are aware of the FSA, rate it as an organisation they feel they can trust and that there is a rise in the number in consumers who say they are confident in the role played by the FSA regarding food safety issues.'

Along with tracking awareness of key food issues, the 2005 Consumer Attitudes survey also highlighted consumers' rising awareness of the FSA and its role in providing clear consumer advice. Figures of note include:

• Consumer awareness of the FSA now stands at a new high after increasing steadily since 2000. Across the regions, awareness of the FSA was highest in the Midlands and lowest in the South-East⁶
• A substantial increase, from 2001, in the number of consumers who believe the FSA is an organisation that they can trust. Trust was highest among respondents in the Midlands compared to the South-East⁷
• A substantial increase, from 2000, in the number of consumers who described themselves as confident about the Agency's role in protecting health with regard to food safety. Those in the Midlands expressed a higher level of confidence compared to those in the South-West⁸
• A decrease in the number of consumers who feel that the FSA reflects the views of the food industry. More consumers in the Midlands compared to the North-West, the South-West or the South-East correctly identified that the Agency provides independent/unbiased information⁹
• An increase in the number of consumers who are more likely to cite the FSA as an organisation that they would use for information on food standards/safety compared with previous years. A greater number of consumers in the South-East would use the FSA as a source of information than those consumers in the South-West¹⁰
• A substantial increase in the number of consumers who believe that the FSA provides clear advice with very little regional variation¹¹
• A decline in the number of consumers expressing concern over BSE since 2000. Consumers in the South-West, North-East and Midlands expressing more concern than those consumers in the North-West and South-East.¹²