Consumer confidence in food increases

Monday 17 February 2003

Ref: 04/03

The third annual Scottish Consumer Attitudes to Food survey, published by the Food Standards Agency Scotland, reveals a significant decrease in concern about food safety - from 73% in 2000 to 66% in 2002.

The figure reflects an overall decline in the number of Scots concerned about specific food issues. There was a 19% fall in concern about BSE (44% in 2002 compared to 63% in 2000) and a 5% fall in concern over GM foods (35% in 2002 compared to 40% in 2000).

The 2002 survey highlights a number of trends that have emerged since the first Scottish Consumer Attitudes to Food survey was carried out in 2000. The most noteworthy of these is a small but steady decline in concern over the safety of meat, with a significant decrease in concern about types of meat, including raw meat over the past three years.

Confidence in the role played by the Food Standards Agency has also increased significantly, with 60% of Scottish consumers now claiming to be very or fairly confident in the Agency's role in protecting health with regard to food safety, an increase of 5% since 2000.

The Scottish Consumer Attitudes to Food survey reveals the views of 704 consumers across Scotland and the issues that really matter to them. It forms part of the UK Agency’s National Consumer Attitude Survey which reveals the views of more than 3000 UK citizens.

Overall, the results in Scotland were generally fairly consistent with those of the total UK sample. However, Scottish consumers did score high on the level of awareness of the 5 portions of fruit and vegetables message at 56% compared with UK figure of 52%, and an increase of 8% over the Scottish figure for 2000. Despite this increase in knowledge however, only 24% of Scots claim to have actually eaten the recommend amount of fruit and veg. the day prior to interview.

Dr George Paterson, Director, Food Standards Agency Scotland said:

'Since opening our doors in April 2000 the Food Standards Agency Scotland has worked hard to increase consumer confidence in food and food safety and it is reassuring to learn that concerns over issues such as BSE and GM foods are on the decline.

'The positive results are however, no reason for the Agency to become complacent. We will continue to make every effort to maintain and possibly improve these high levels of consumer confidence.'

Anne Campbell, of the Scottish Food Advisory Committee commented;

'The small but significant increase in the level of trust in the FSA is very reassuring for both the agency and the public. It shows the Agency's efforts at being open and honest are not going unnoticed.

'Earning people's trust by what they do and how they do it is of fundamental importance to any consumer organisation. If the Agency wants to continue improving public confidence in food they are going to have to continue improving consumer trust in their work'.

Food safety
Significant decrease in the number of Scots describing themselves as 'very' or 'quite' concerned about food safety issues (from 73% in 2000 to 66% in 2002).

Lower level of spontaneous concern about food scares, with a fall from 16% in 2001 to 7% in 2002.

Decrease in concern about BSE/CJD, which was mentioned by significantly fewer people in 2002 (44%) than in 2001 (53%).

Food hygiene
Small decrease in the number of Scots expressing concern about hygiene in any type of catering outlet (45% in 2002, 48% in 2001).

Slight increase in the number of people concerned about fast food outlets (from 15% in 2001 to 18% in 2002).

Concern about hygiene in a particular catering outlet continues to lead to consumers not using that outlet again, but only 11% consumers were likely to report their concerns to anyone in 2002, a fall from 15% in 2001.

Food poisoning
No change in the number of Scots claiming to have suffered from food poisoning in 2002 (15%).

The majority of those who suffered from food poisoning (83%) attributed their illness to food prepared outside the home.

As in 2000 and 2001, the majority of those who were ill did not report their illness to anyone.

Food labelling
29% of Scottish consumers believe that food labels contain too little information.

Understanding of information on food labels remains poor, with one in four consumers finding labels fairly or very difficult to understand.

Since 2000 there has been a slight increase in the comprehension of the term 'use by' and a decrease in comprehension of the term 'best before'.

Healthy eating and nutrition
Significant increase in numbers of people with knowledge of the '5 a day' message - from 48% in 2000 to 56% in 2002, but knowledge by social grade shows that understanding has increased most amongst AB's (70% in 2002) and least amongst DE's (40% in 2002).

Scottish consumers had the highest level of awareness of the 5 a day message (56%), whilst Welsh consumers had the least awareness (48%).

Despite an increase in knowledge, only 24% of consumers claim to have eaten five or more portions of fruit and vegetables yesterday.

Shopping and eating habits
Slight increase in the number of Scottish households which has one or more member who is vegetarian (4% in 2002 compared to 2% in 2001) Vegetarianism is most common in the South East of England.

Consumers in the South of England are most likely to eat organic food.

Food Standards Agency
In 2002, 76% of Scottish consumers said they were aware of FSA, a slight increase from 75% in 2001 and 65% in 2000.

There was an increase in the number of consumers who believe that the FSA is a trustworthy organisation, provides clear advice and information and puts consumers first.

Key differences across groups
Women are more likely to be aware of food issues and more concerned about food safety.

People between the ages of 16-25 and over 66 tend to be less knowledgeable and less concerned about food issues.