US Consumer perceptions of Food Safety

During June 2009, the IBM Institute for Business Value ran a survey of 1000 adult shoppers across ten major cities across the USA. The survey was intended to determine opinions about food safety across the country.

The results are very interesting, including the finding that less than 20% of those surveyed trust food companies to develop and sell foods that are safe and healthy. For those in the food industry, this is a frightening finding and may well be contributing to the increasing demand by the public for more information on the packaging.

The survey also showed that 60% of the respondents are concerned about the safety of the food they are purchasing, and at least 63% have a good knowledge about the content of the foods they are buying. Safety is therefore obviously a major issue in purchase choice.

Recalls have had a significant impact, with 83% of those surveyed able to name at least one product that had been recalled in the USA over the last two years. Eight % of those surveyed said they would never again purchase a recalled product due to not trusting the product or manufacturer.

Organic food businesses can take heart from a finding in the survey showing that at least 45% of those surveyed have changed their shopping behavior to purchases of fresher or “better quality” foods.

“Especially in today’s economy, if consumers are going to pay a little extra for a branded or organic product, they want to be assured that they’re paying for something different and better quality.” Guy Blissert, Consumer Products Leader, at IBM Institute for Business Value, “Across the board, consumers are demanding transparency and more information about the food they purchase to ensure their safety and that of their families. As the government, industry associations, retailers and manufacturers work through the operational issues associated with ensuring food safety, we can each become more aware and take greater responsibility for the food we purchase.”

For more information about the survey, go to www.ibm.com/smarterplanet/food