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Research project

Consumer understanding of food risk: rare burgers

Research into consumer attitudes and behaviours around consumption of rare burgers, that is burgers that are not fully cooked through and still pink inside.

Research aims

This research aimed to:

  • understand and quantify current attitudes and behaviours around rare burger consumption

  • develop and test potential communications about risk, both qualitatively and quantitatively

The research comprised three phases, including qualitative Citizens’ Forums and research conducted with participants via their mobile phones, and a survey using the FSA’s Consumer Panel.

Results

Though the majority (68%) of consumers interviewed in the panel survey report that they are not currently eating rare burgers and are unlikely to start, 11% report eating a rare burger at least once a month. Survey respondents were found to hold very different attitudes towards the consumption of rare burgers and different perceptions around the associated risks – informing whether they choose to eat them, where, and how often. Attitudes appear to be driven by:

  • individuals’ visceral, emotive reactions to raw meat and mince

  • general concerns or lack thereof around ‘risky’ foods

  • beliefs about the relative safety of different meat types

  • notions of self-identity (for example, as ‘foodies’ or more conservative consumers)

These attitudes are important drivers of responses to messaging around risk. 

Research report