Latest FSA English regions survey suggests increased consumer confidence around many food issues

Sunday 24 February 2008

The eighth annual English Regions Consumer Attitudes to Food Survey¹ published today by the Food Standards Agency, points to increased confidence among the public in the food they are consuming, and in regards to wider food issues.

Since the initial survey in 2000, the number of people concerned about issues such as food poisoning, additives and food safety in general has been steady, but the latest survey reveals the first dip in the number of people in England and throughout the UK who are concerned about many food safety issues.

The latest results also reveal that people in England, and particularly those in London and the South East, are more attuned to healthy eating than other parts of the UK, placing greater importance on food labels and with higher awareness and claimed consumption of ‘five-a-day’.

Highlights of the latest survey relating to food safety include:

• Both England and the UK as a whole have seen a decrease since 2006 in concern over food safety in general², with those in the North East of England less concerned about it than any other part of the country³
• Food labels remain important to shoppers in the majority of English regions looking for a range of information such as ‘best before’ dates, allergy advice and additives in foods. Londoners place the most importance on food labels in their buying decisions, with 61% agreeing they are ‘very’ or ‘quite’ important. People in the North East placed least importance on them and were more likely to never refer to them⁴
• Almost half of respondents in the survey did not know the difference between ‘use by’ and ‘sell by’ dates on food. Just 54% of English respondents correctly stated the meaning of ‘use by’; that it means a food will be safe to eat up to this date but should not be eaten past this date. Awareness was lowest in the South West, where only 42% knew the meaning of ‘use by’ and at 66%, highest in Yorkshire & Humberside

Highlights relating to diet and nutrition include:

• More than three quarters (79%) of consumers in the England are now aware that we should be eating at least five portions of a variety of fruit and vegetables each day⁵ and a growing number are also claiming to be putting this into practice. However Londoners are significantly more likely than any other region to be eating at least ‘5-a-day’. 73% claimed to have done so on the previous day compared with just 47% of those living in the North West⁶
• The amount of fat, salt and sugar in foods are still the top issues of concern among consumers, but the number of people who are concerned about these is down slightly since 2006.⁷ Those in the Midlands were more likely to be trying to reduce their intake of fatty foods than any other part of the country⁸, and were also more likely to be on a diet. One in five of them were actively trying to loose weight, compared with 14% in the rest of the country⁹
• Across England, 88% respondents claimed that healthy eating is important to them, but the proportion was highest in London (93%) and the South East (89%)

Andrew Wadge, Chief Scientist at the Food Standards Agency, commented:

'This most recent survey is encouraging as it shows the majority of people in England do realise how important it is to eat healthily, and many are also savvy when it comes to shopping around and checking labels.

'A dip in concern over many food safety issues could point to growing consumer confidence in the regulation of the food industry. Alternatively, it might indicate a decreasing awareness of the importance of food hygiene – and this is something we will be addressing during Food Safety Week in June.

'However, what appears to be a drop in concern about how much fat and salt there is in our food, shows how critical it is that the Agency continues to raise awareness around a healthier diet and provides clear information and advice, backed up by scientific evidence.'

Along with monitoring awareness of key food issues, the Consumer Attitudes Survey also tracks awareness of the FSA and its role in providing clear consumer advice. Figures of note include:

• Consumer awareness of the FSA remains at a constant high of 82%. Trust in the FSA is also high at 60%, up from 43% when this question was first asked in 2001
• 64% of consumers in England are now describing themselves as confident in the Agency's ability to protect health with regards to food safety, compared with 50% in 2000
• A third of consumers view the FSA as an organisation that they would go to for information on food safety and food scares, and a quarter cited the Agency as a source of advice on healthy eating