Download PPT - Safefood

Advertising and Corporate Image Tracking
Research
Wave 8
Island of Ireland
Prepared by
Amárach Consulting
March 2007
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Always take a good look at what you're about to eat. It's
not so important to know what it is, but it's critical to
know what it was.
- Unknown
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Project Approach
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Wave 8 – Methodology Overview
•
Total Number of Interviews
•
(IOI -814 ST 8)
RoI
Benchmark – Jan 2003
ST1 - May 2003
(ROI - 510 ST 8)
•
ST2 – January 2004
ST3 – June 2004
•
NI
(NI – 300 ST 8)
ST4 – January 2005
ST 5a – June 2005
ST 5b – July 2005
ST 6 - January 2006
•
•
•
Sample
Fieldwork
- Nationally representative
- Adults aged 15-74
ST 7 - June 2006
ST 8 – January 2007
- In-home face to face interviews
- 52 sampling points in ROI &
- 50 sampling points in NI
•
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Environmental Changes in the last 6 months
The Irish Consumer
•
Factors
•
Increase in the numbers
•
safefood
communications
•
Superfoods campaign on
the nutritional value of
everyday foods is
launched.
•
Continual promotion of
Hand Washing and
Christmas Bird
Campaigns.
•
Focus on Health and
Nutrition.
buying organic produce,
particularly among those
with children.
•
One in two Irish grocery
shoppers claim to buy
Fairtrade products
•
As much as 50% of the
average grocery shop can
be premium products.
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Section 1: Spontaneous Awareness & Associations
Section 2: Advertising & Effectiveness
Superfood Awareness
Banana Campaign
Pea Campaign
Wholegrain Campaign
Meat Campaign
Hand Washing Campaign
Christmas Bird Campaign
Section 3: PR Evaluation
Section 4: Food Safety & Healthiness
Section 5: Complaint Handling
Section 6: Nutrition
Section 7: Processed Meats
Section 8: Dairy – Consumption & Concerns
Section 9: Awareness of safefood
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Findings
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Spontaneous Awareness & Associations
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Total Spontaneous Awareness-Food Safety
Base: All Respondents N= 814
25%
20%
15%
10%
5%
0%
IOI
BM
safefood
IOI
ST1
IOI
ST2
Dept of Health
IOI
ST3
IOI
ST4
Bord Bia
IOI
ST5
IOI
ST6
Health Boards
IOI
ST7
IOI
ST8
Government
9
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Spontaneous Association-Food Safety
Base: All Respondents N= 814
25%
20%
15%
10%
5%
0%
IOI
BM
IOI
ST1
IOI
ST2
IOI
ST3
IOI
ST4
IOI
ST5
safefood
Bord Bia
Health Boards
Food Safety Authority
IOI
ST6
IOI
ST7
IOI
ST8
Dept of Health
10
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Spontaneous Association-Healthy Eating
Base: All Respondents N= 814
25%
20%
15%
10%
5%
0%
11%
5%
IOI ST4
7%
IOI ST5
7%
IOI ST6
Dept of Health
Bord Bia
Health Boards
Irish Heart Foundation
IOI ST7
10%
IOI ST8
safefood
11
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Company Most Associated with Promotion of Food Safety
Base: All Respondents N= 814
safefood
17%
Department of
Health
14%
Food Safety
Authority
7%
Bord Bia
7%
Health Boards
6%
Q.3a What ONE organisation / company or otherwise would you
most associate with the promotion of Food Safety? DO NOT
PROMPT, SINGLE CODE RESPONSE
12
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Company Most Associated with Promotion
of Healthy Eating
Base: All Respondents N= 814
Department of
Health
14%
Health Boards
10%
Health Promotion
Agency
9%
safefood
9%
Bord Bia
Irish Heart
Foundation
8%
5%
Q.3b What ONE organisation / company or otherwise would you
most associate with the promotion of Healthy Eating? DO
NOT PROMPT, SINGLE CODE RESPONSE
13
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Advertising & Effectiveness
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Recall of Advertising & Awareness of Food Safety
& Healthy Eating
Base: All Respondents N= 814
21%
ST6 ST 7 ST8
17%
14%
11%11%
9%
TV-Healthy
Eating
Radio - Food
Safety
13%
12%
10%
10%
8%
Radio-Healthy
Eating
9%
Outdoor Healthy Eating
Press
15
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Awareness of TV Superfoods
Base: All Respondents N= 814
Recall TV ad
78%
74%
54%
ST6 ST 7
ST8
46%
26%
22%
Yes
No
Measured against previous safefood campaigns
16
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Media Vehicle Recall for Superfoods
Base: All that Recalled Superfoods Campaign N= 194
Television
18%
Newspaper
35%
Billboard
29%
Bus
16%
Outside Supermarket
On the Handle of Shopping Trolley
Other
10%
3%
6%
Can't Remember
Don't know
13%
4%
17
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Main Message Communicated by
the Superfood Campaign
Base: All that Recalled Superfoods Campaign N= 194
Healthy eating
33%
Importance of a healthy diet
15%
Eat lots of fruit
15%
13%
Eat lots of vegetables
Superfoods are good for you
11%
Food safety
9%
6%
Eat your five portions per day
Concern for quality food
1%
10%
None
Other
Don’t Know
8%
3%
18
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Rating of Superfoods Campaign
Base: All that Recalled Superfoods Campaign N=194
Those who believe the Superfood Campaigns were good/very good at the following
IOI
Getting the point across in a clear way
78%
Delivering a message of relevance to you
91%
Making you aware of the nutritional value of ordinary foods
84%
Encouraging you to eat more healthy foods
80%
Informing you about the potential long-term effects of not eating enough
healthy foods
75%
Being hard-hitting
72%
Telling you something you didn’t already know
71%
Making you think more about the nutritional value of the foods you eat
81%
19
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Behavioural Impact of Superfoods Campaign
Base: All that Recalled Superfoods Campaign N=194
• They (the campaign messages and ads) have made me
think more about the benefits of everyday food as a result of
the campaign




39% have already changed their behaviour
38% plan to change their behaviour
9% plan to find out more about this issue in the near future
9% say that it is unlikely they will look into it any further
20
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Meaning of Superfood
Base: All Respondents N = 814
35%
Foods that help make you healthier
23%
Foods that are packed with nutrients
17%
Foods that help fight disease
11%
Foods that help fight Cancer
10%
Foods that make you super fit
Functional foods
6%
Foods that make you look younger
5%
Other
5%
Nothing
Can’t Remember
Don’t Know
6%
1%
22%
21
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Banana Campaign
22
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Recall of Banana Campaign
Base: All Respondents N=412
ST8
Base: Those Who Recalled Campaign N = 106
Bananas are good for you
Yes
27
42%
22%
Bananas are a healthy food
Importance of eating fruits in
our diet
19%
18%
Bananas contain potassium
Eat more fruit
No
73
10%
Bananas are nutritional
3%
Fruits help to control blood
pressure
3%
None
1%
9%
Other
Don’t Know
4%
23
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Rating of Banana Campaign
Base: Those that Recalled Campaign N = 106
Really capturing your interest
92%
Delivering a message of relevance to you
Telling you something you didn’t already
know
85%
65%
Getting the point across in a clear way
Being hard hitting
92%
79%
24
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Behavioural Impact of Banana Campaign
Base: Those that Recalled Campaign N = 106
35% made them think about fruit in their diet and I eat more fruit as a result.
23% made them think about fruit in their diet and I plan to eat more fruit as a result.
13% made them think more about bananas in their diet and I eat more as a result of the ad.
10% made them think more about bananas in their diet and I plan to eat more as a result of the ad.
7% made them think about fruit in their diet and I plan to find out more about eating fruit in the near future.
6% didn’t impact them in any way.
25
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Pea Campaign
26
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Recall of Pea Campaign
Base: All Respondents N=402
84%
16%
Yes
No
27
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Main Message Communicated by Pea Campaign
Base: Those that Recalled Campaign N = 60
31%
Vegetables are good for you
Peas are good for you
25%
17%
Eat more vegetables
13%
Vegetables are healthy
8%
Vegetables are packed full of goodness
5%
Peas contain anti-oxidants
Vegetables are full of nutrition
3%
Vegetables are good for your immune
system
3%
Vegetables prevent Cancer
None
1%
5%
17%
Other
Don’t Know
5%
28
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Rating of Pea Campaign
Base: Those that Recalled Campaign N = 60
Really capturing your interest
86%
Delivering a message of relevance to you
Telling you something you didn’t already
know
76%
62%
Getting the point across in a clear way
71%
Being hard hitting
71%
29
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Behavioural Impact of Pea Campaign
Base: Those that Recalled Campaign N = 60
36% think about vegetables in their diet and they eat more vegetables as a result of the ad.
17% are thinking about vegetables in their diet and they plan to eat more vegetables as a result of the
ad.
16% think about eating peas and are eating more peas as a result fo the ad.
14% think about vegetables in their diet and plan to find out more about eating vegetables in the near
future.
4% thinking about eating peas and plan to eat more peas as a result of the ad.
8% were not impacted in any way.
30
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Wholegrain Campaign
31
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Recall of Wholegrain Campaign
Base: All Respondents N=412
80%
20%
YES
NO
32
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Main Message Communicated by Wholegrain Campaign
Base: Those that Recalled Campaign N = 83
It’s important to have wholegrain food in your diet
31%
Wholegrain food is good for your health
31%
Wholegrain food is good for you
28%
Wholegrain food is good for your digestive
system
9%
7%
Wholegrain food is a source of fibre
Eat wholegrain food for roughage
6%
5%
None
Other
Don’t Know
1%
2%
33
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Rating of Wholegrain Campaign
Base: Those that Recalled Campaign N = 83
Getting the point across
90%
in a clear way
Really Capturing your interest
95%
Delivering a message of
90%
relevance to you
Being hard hitting
Telling you something you
didn’t already know
81%
70%
34
Strictly Private & Confidential © Amárach Consulting, 2007
Behavioural Impact of Wholegrain Campaign
Base: Those that Recalled Campaign N = 83
 38% Think more about wholegrain foods in their diet and are eating
more wholegrain foods as a result of the ad.
 32% Think more about wholegrain foods and plan on eating more
wholegrain foods as a result.
 11% Think more about eating wholegrain bread and are eating
more as a result.
 4% Think more about eating wholegrain bread and plan to eat more
as a result.
 6% Were not impacted in any way.
 8% Don’t Know
35
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Meat Campaign
36
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Recall of Meat Campaign
Base: All Respondents N= 402
84%
16%
YES
NO
37
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Main Message Communicated by Meat Campaign
Base: Those that Recalled Campaign N = 55
26%
Meat is good for you
23%
Lean meat is healthy
11%
Eat less processed meat
6%
Lean meat is good for your heart
Lean meat is full of iron
Lean meat is low in salt
None
3%
2%
5%
Other
Don’t Know
31%
9%
38
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Rating of Meat Campaign
Base: Those that Recalled Campaign N = 55
Getting the point across
86%
in a clear way
Really Capturing your interest
79%
Delivering a message of
70%
Relevance to you
78%
Being hard hitting
Telling you something you didn’t
know already
62%
39
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Behavioural Impact of Meat Campaign
Base: Those that Recalled Campaign N = 55
 40% Think more about processed meats and are eating more
lean meats as a result of the ad.
 26% Think more about eating lean meat and are eating more as a
result.
 18% Think more about processed meats and plan on eating more
lean meats as a result.
 4% Think more about processed meats and plan to find out more
about lean meats in the near future.
 3% Think more about eating lean meats and plan to eat more as
a result.
 2% were not impacted in any way.
 7% Don’t know
40
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Hand Washing Campaign
41
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Recall of Hand Washing Campaign
Base: All Respondents N= 814
ST8
Yes
44
Message Recalled N=339
Wash your hands before handling
foods
27%
Wash and dry your hands
thoroughly
27%
By washing your hands properly,
you are stopping the spread of
germs
27%
9%
The importance of washing your
hands
Wash your hands
8%
Hand washing is important in
relation to food hygiene
No
54
5%
Dangers of food poisoning
3%
Wash your hands before eating
your food
3%
None
4%
Other
1%
Don’t Know
1%
42
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Rating of Hand Washing Campaign
Base: Those that Recalled Campaign N = 339
Really Capturing your interest
90%
Delivering a message of
relevance to you
90%
Telling you something you didn’t know
already
67%
Getting the point across
91%
in a clear way
Being hard hitting
83%
43
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Behavioural Impact of Hand Washing Campaign
Base: Those that Recalled Campaign N = 339
 57% Think more about how to wash their hands properly and now
fully wash and dry them as a result of the ad.
 27% Think more about how to wash their hands properly and plan
on fully washing and drying them as a result.
 4% Think more about how to wash their hands properly and plan
to find out more about this issue in the future.
 7% were not impacted by the ad in any way.
 4% Don’t know
44
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Christmas Bird Campaign
45
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Recall of Christmas Bird Campaign
Base: All Respondents N= 814
ST6
ST8
Yes
55
53
No
45
47
46
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Recall of Christmas Bird Campaign
Base: All Who Recalled the Campaign N=404
61%
Do not wash
48%
poultry, it’s safer
14%
Cook turkey well
12%
13%
Do not spread germs and
infections in the kitchen
5%
Cooking kills germs
4%
Be careful with
food preparation
Wash hands before and after
poultry preparation
Other
2%
ST8
ST6
1%
47
Strictly Private & Confidential © Amárach Consulting, 2007
Rating of Christmas Bird Campaign
Base: Those that Recalled Campaign N = 404
89%
Really Capturing your interest
81%
81%
Delivering a message of
relevance to you
Telling you something you didn’t know
already
79%
82%
75%
Getting the point across
85%
in a clear way
89%
82%
Being hard hitting
79%
ST8
ST6
48
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Behavioural Impact of Christmas Bird Campaign
Base: Those that Recalled Campaign N = 404
 43% Think more about washing poultry and have stopped
washing poultry as a result of the ad.
 30% Think more about washing poultry and plan to stop washing
poultry as a result.
 8% Think about washing poultry and plan to find out more about
this issue in the near future.
 15% were not impacted in any way.
 4% Don’t know
NB Not asked on safetrak 6
49
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PR Evaluation
50
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Awareness of Superfoods Campaign
Base: All Respondents N = 814
Spontaneous
Yes
Prompted
17
61
No
83
39
51
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Awareness of Superfoods PR
Base: All Respondents N = 814
Main Message Recalled N = 123
42%
Superfoods are important for good health
21%
Eat more fruit
16%
Fruits are very good for diet
13%
Eat more vegetables
6%
Potassium in bananas
5%
Fibre low in fat
Nutritional
Food poisoning
Food handling
4%
2%
1%
None
9%
Other
Don’t Know
16%
3%
52
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Awareness of Christmas Bird PR
Base: All Respondents N = 814
Christmas Bird
Campaign ST 6
Yes
No
40
60
Christmas Bird
Campaign ST 8
49
78
53
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Awareness of Christmas Bird PR
Base: All Who Recalled the Message N=356
You spread germs by washing the turkey –
don’t wash your bird
48%
63%
15%
12%
Cook turkey well
New ideas to reduce bacteria in your
kitchen
9%
Be careful with food preparation and
cooking
8%
9%
8%
How to avoid food poisoning
Germs passed on freely in the kitchen
5%
Helpful advice on cooking turkeys
2%
A safer way to handle food
2%
Always wash your hands before food
preparation
1%
Other
1%
ST8
ST6
54
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Food Safety & Healthiness
55
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Level of concern about Food Safety Issues
Base: All Respondents N = 814
ST 6
ST7
ST8
23
27
27
Very Concerned
Concerned
33
35
Neither
24
41
18
22
Unconcerned
Very unconcerned
Don’t Know
9
11
10
1
6
4
3
3
4
56
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Main Issue of Concern in Relation to Food Safety
Base: All Respondents N = 814
Food Poisoning (Salmonella, listeria, E.Coli)
22%
Food not cooked thoroughly
21%
Date marks, best before dates, freshness
8%
Country of Origin/Foreign Goods/Ensure it’s
Irish
7%
6%
Handling/Cross Contamination
Additives/E-Numbers/Dyes/Pesticides
5%
Hygiene around food
5%
4%
Fat Content/Fatty acids/Saturated fat
Salt Content
3%
Chicken/Pork Preparation
3%
Red Meat/BSE
2%
Salmonella/Eggs
2%
Ensuring balanced/Healthy Diet
2%
Other
2%
6%
None
Don’t Know
1%
57
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Level of Concern Regarding Healthy Eating
Base: All Respondents N = 814
%
ST6
ST7
ST8
Very Concerned
24
24
28
Concerned
41
40
Neither
20
18
6
6
10
6
Unconcerned
Not Concerned at All
44
22
3 2
58
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Attitudes to Healthy Eating
Base: All Respondents N = 814
Agreement
51
I often get confused by the
many different messages
about healthy eating
46
47
ST 8
ST 7
ST 6
59
Over the past 6 months I
have become more aware
of healthy eating issues
39
ST 8
ST 7
60
ST 6
59
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Main Issue of Concern in Relation to Healthy Eating
Base: All Respondents N = 814
Fat in food/Fat content/Saturated
fat/Trans fat
28%
13%
Preservatives/Additives/Colouring
Salt
11%
Cholesterol/Blood pressure/Heart disease
9%
Sugar intake
6%
Variety in diet
6%
Vitamins and Minerals
4%
Fruit/Veg
3%
Fibre
3%
Wholegrain
Diabetes
Other
None
2%
1%
2%
8%
60
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Complaint Handling
61
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Incidence of Making a Complaint about hygiene
Base: All Respondents N = 814
ST6
Yes
9
8
6
86
78
No – I had reason
to complain but
didn’t
No – I had no
reason to complain
ST8
62
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Incidence of Making a Complaint about hygiene
Base: All Who Complained N=71
50%
The manager
61%
38%
A member of the staff
44%
6%
The Owner
11%
6%
Other
1%
ST8
ST6
63
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Nature of the Complaint
Base: All Who Complained N = 71
The food was unsuitable to be eaten, i.e.
gone off
32%
The food was cold (should have been
hot)
25%
24%
The quality of food was poor
Food hygiene standards were poor in the
supermarket, shop, hotel, restaurant or
bar
16%
13%
The food was past its use by date
The food contained a foreign body e.g.
insect, metal or glass
11%
The labelling on the food was
inaccurate/inadequate
Undercooked
Other
4%
1%
3%
64
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Incidence of Being Satisfied with Outcome of Complaint
Base: All Made Complaint about Food N=71
ST6
ST8
Yes
55
76
No
45
24
65
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Rationale for Not Complaining
Base: All Who had Reason to Complain but Chose Not to N = 44
Did not want the hassle of having to
make a complaint
19%
Didn’t have time to make a complaint
18%
14%
Was afraid to complain
Did not want to get anyone in trouble by
making a complaint
11%
Didn’t see the point in complaining
Other
9%
4%
Don’t Know
27%
66
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Incidence of Returning to the Outlet
Base: All Who had Reason to Complain, Whether did so or not N=115
Yes
34%
No
62%
Not Stated
5%
67
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Nutrition
68
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Incidence of Eating Wholegrain Foods
Base: All Respondents N = 814
ST8
Rationale for not eating Wholegrain foods N = 92
Don’t like the taste of it
53%
It’s difficult to identify wholegrain
foods in the supermarket
9%
6%
Too costly
Yes
88%
There are no benefits to eating
wholegrain foods
I am on a gluten free diet
Don’t eat it for diet reasons
Seeds stick in my throat
Too dry
No
12%
Other
Don’t Know
3%
2%
1%
3%
4%
3%
19%
69
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Examples of Wholegrain Foods
Base: All Respondents N = 814
Wholegrain Breakfast Cereal (Branflakes,
All Bran, Weetabix)
64%
Brown Bread
52%
Wholegrain Bread (Wholemeal)
47%
Porridge
27%
Brown Rice/Pasta
18%
Breakfast Cereal (Special K, Cornflakes,
Rice Crispies)
16%
4%
Popcorn
Oat Cookies
1%
Other
1%
Don’t Know
4%
70
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Wholegrain foods Consumed on a Weekly Basis
Base: All Who Eat Wholegrain N = 722
64%
Wholegrain Breakfast Cereal
62%
Brown Bread
38%
Wholegrain Bread (Wholemeal)
28%
Porridge
17%
Brown Rice/Pasta
Other
1%
Don’t Know
1%
71
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Benefits of Eating Wholegrain Foods
Base: All Who Eat Wholegrain N = 722
Wholegrain foods help keep your
digestive system healthy
51%
37%
Wholegrain foods provide fibre in the diet
People who eat wholegrain foods on a
regular basis have lower cholesterol
26%
24%
Wholegrain foods prevent constipation
Wholegrain foods help reduce the risk of
developing heart disease, stroke, cancer,
diabetes and obesity
I don’t think there are any benefits to
eating wholegrain
21%
1%
Other
Don’t Know
6%
2%
72
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Sources of Nutritional Information
Base: All Respondents N = 814
42%
Have not obtained nutritional information
25%
Magazines/Newspapers
Television/Radio
21%
17%
Food Packaging
13%
Doctor/GP
11%
Retailer/Supermarket
Friends and Family
9%
4%
Dietician/Nutritionist
Internet/Web
3%
Other
2%
Don’t Know
2%
73
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Type of Information Obtained
Base: All Who Obtained Information in Last 6 Months N = 406
Fat content in foods
56%
46%
Salt content of foods
33%
Calorie content of foods
Nutrients and sources of nutrition
25%
Food allergies
15%
Recommended Dietary Allowances
15%
Slimming/Diets
12%
8%
Specific Diets/Diabetes/Coeliac/IBS)
4%
Other
Don’t Know
1%
74
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Subject where more easily available
Information is required
Base: All Respondents N = 814
Fat content/Foods to avoid
6%
Nutritional information
5%
More information on food labels
4%
Salt content
4%
Satisfied with the amount of information
available
3%
Information regarding nutrition for children
3%
Country of origin
2%
More information available in
supermarkets
2%
Cholesterol
2%
Allergies/Food to eat
2%
None
46%
Other
Don’t Know
12%
7%
75
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Processed Meats
76
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Frequency of Eating Processed Meats
Base: All Respondents N = 814
%
Cured Meats
More than once a day
Once a day
5-6 days a week
3-4 days a week
6
7
Sausages &
Hot Dogs
- 2
2
16
Rashers
3
-
-
1 3
6
6
20
18
Burgers
24
35
Once or twice a week
Less often
Never
33
24
11
44
38
22
27
32
12
6
77
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Frequency of Eating Processed Meats
Base: All Respondents N = 814
%
Breaded/Battered Meat,
More than once a day Chicken Nuggets, Dippers
Once a day
5-6 days a week
3-4 days a week
1
-
1
7
Ready Made Meals with Meat
--
2
9
Once or twice a week
24
21
Less often
34
28
Never
34
39
78
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Examples of Processed Meats
Base: All Respondents N = 814
Cured Meats – Ham, Luncheon Roll,
Salami
47%
43%
Sausages and Hot Dogs
Burgers
36%
Breaded/Battered Meats, Chicken
Nuggets
28%
21%
Ready Meals made with Meat
14%
Rashers
Other
Don’t Know
6%
8%
79
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Rationale for Eating Processed Meats
Base: All Who Eat Processed Meats N = 785
Convenience – they are easy to
prepare/cook
66%
Taste – like the taste of them
37%
Cost – they are cheaper than cuts of
meat
My kids won’t eat anything else
They are a good source of protein
Other
Don’t Know
11%
3%
1%
2%
5%
80
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Drawbacks to Eating Processed Meats
Base: All Who Eat Processed Meats N = 785
They are high in salt
44%
They are high in fat
43%
They have little nutrients
17%
6%
They tend to be lower in iron
Risk of Cancer
3%
I don’t think there are any drawbacks
Other
Don’t Know
14%
5%
9%
81
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Dairy Consumption & Concerns
82
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Incidence of Consuming Dairy Products
Base: All Respondents N = 814
Rationale for eating Dairy Products N = 749
44%
They are good for me
30%
Good source of calcium
16%
Habit
15%
Good for bone health
Yes
No
93%
7%
Something have done sine I was a
child
14%
Good source of vitamin D
14%
Help protect against osteoporosis
10%
Good source of protein
10%
Good source of vitamin A
10%
They taste really good
9%
I really enjoy them
9%
Provide variety in my diet
Good source of omega
8%
4%
83
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Frequency of Consuming Dairy Products
Base: All who Consume Dairy Products N = 749
Unpasteurised
Milk
More than once a day
Once a day
1
1
0 11
5
%
Yoghurts
Yoghurt Drinks
2
16
1
10
8
5-6 days a week
13
3-4 days a week
22
92
Once or twice a week
20
Less often
14
Never
14
13
Milk
49
17
20
32
29
7
5
5 1
3
84
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Frequency of Consuming Dairy Products
Base: All who Consume Dairy Products N = 749
%
Milk Shakes
Soft Cheese
Hard Cheese
3
12
3-4 days a week
10
0
4
6
11
Once or twice a week
13
More than once a day
Once a day
5-6 days a week
1
1
7
17
21
Less often
24
25
24
25
Never
43
33
10
7
85
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Frequency of Consuming Dairy Products
Base: All who Consume Dairy Products N = 749
Butter
More than once a day
23
Once a day
17
5-6 days a week
9
3-4 days a week
Once or twice a week
9
10
Less often
13
Never
19
%
Unpasteurised Cheese
1
2 1
3 3
7
84
86
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Incidence of Choosing Dairy when Shopping
Base: All who Consume Dairy Products N = 749
Low Fat
Semi
Skimmed
Milk with
Vit/Minerals
4
7
Always
33
Flavoured
Milk
%
3
4
12
13
Low Fat
Cheese
11
Low Fat
Spread
17
16
14
14
24
12
21
Sometimes
8
Rarely
6
12
11
13
15
Regularly
Cholesterol
Lowering
43
48
11
14
11
34
Never
21
21
18
87
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Rationale for Not Eating/Drinking Dairy
Base: All Who do not Eat/Drink Dairy Products N = 65
52%
Don’t like the taste
Just something I don’t eat/drink
21%
I’m allergic
21%
I am a vegan
Dairy products are too fatty
Other
2%
1%
3%
88
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Principle Concerns about Dairy Products
Base: All Respondents N = 814
12%
Unpasteurised Products
6%
Butter
Milk
3%
Hard Cheese
3%
Soft Cheese
2%
Alternative Spreads
2%
Yoghurts
1%
I am not concerned about dairy products
41%
I am not concerned about dairy products
because I do not eat/drink them
Other
Don’t Know
14%
1%
14%
89
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Rationale for Concern
Base: All who are Concerned about Dairy Products N = 252
34%
Percentage of fat in the product
23%
Diary are high in cholesterol
20%
Contain a lot of antibiotics
14%
Can be tampered with easily
11%
Think cows are given growth hormones
My children might develop allergies from
them
3%
Not recommended for pregnant women
3%
They don’t ‘go off’ anymore
2%
Can’t think of any
2%
Other
Don’t Know
9%
1%
90
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Awareness of safefood
91
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Logo Recognition
Base: All Respondents N = 814
74%
61%
59%
64%
69%
75%
67%
51%
IOI ST IOI ST IOI ST IOI ST IOI ST IOI ST IOI ST
1
2
3
4
5
6
7
IOI
ST8
Bases: IOI BM – 900; ST1 – 827; ST2-863; ST3 – 828; ST 4 – 819; ST 5a- 811;
ST 6-831; ST7 – 803; ST8 - 814
92
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Brand Attributes of safefood
Base: All Respondents N=814
60
41
Trustworthy
Knowledgeable
46
45
Friendly
62
50
54
38
39
58
Relevant
42
47
57
Reliable
39
Civil Service Type Organisation
28
28
ST8
ST7
ST6
44
35
93
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Thank You
Project Director: Jane Kearney, Research Director
Project Executive: Mary Loonam, Research Executive
Amárach Consulting
37 Northumberland Road, Ballsbridge, Dublin 4
Phone: + 353 1 6605506 Email: [email protected]
Website: www.amarach.com
94
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