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Summary: Introduction

Informed consumers worldwide share a common interest in seeking accurate information about food safety, expanded food choices, and a balanced diet that can maximize their potential for sustained good health. With this, product safety has become an important topic in recent years, especially for food and drink.

Scope

Detailed insight and analysis covering consumers′ confidence in the supply of food and drinks and how this is influenced by safety incidents. Assess the importance of food safety against the numerous other considerations shaping consumer buying behavior. Covers a broad range of issues related to product safety including the growing sensitivity surrounding food and drink allergens and intolerances. Strategic conclusions and actions highlighting how manufacturers and retailers should direct resources towards (re)gaining trust.

Highlights

Research in both Europe and the US shows that the majority of consumers are concerned about the safe provision of groceries. The recent spate of high profile incidents which includes contaminations, recalls and confusion over marketing claims have eroded trust in consumer packaged goods (CPG) manufacturers and retailers. Manufacturers and retailers need to respond to consumers′ increasing food sensitivity. 44% of European consumers felt that "checking food or drinks for allergy or intolerance reasons" was either ′important′ or ′very important′. A similar level of importance was also placed upon this by US respondents (43%). Overall perceptions and consumer confidence in food and drinks are shaped by the product type being purchased as well as where it was produced. With respect to socio-demographic variables women are more concerned about safety issues than their male counterparts. Food safety concerns also typically escalate with age but not with education levels.

Reasons to Purchase

Gain a detailed insight into consumer views towards food safety issues and understand the implications for product and communication management. Access a blend of quantitative and qualitative data aggregating the most compelling and recent research in this increasingly important topic. Ensure that you are well prepared for future safety crises and learn how to manage consumer perceptions and expectations most appropriately.

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