June 25, 2009
There was a time that the safety of food Americans put on their tables was not among their most pressing concerns. Not anymore.
A new IBM study reveals that fewer than 20 percent of consumers trust food companies to develop and sell food products that are safe and healthy for themselves and their families. The study also shows that 60 percent of consumers are concerned about the safety of food they purchase, and 63 percent are knowledgeable about the content of the food they buy.
The survey of 1,000 consumers in the 10 largest cities nationwide shows that consumers are increasingly wary of the safety of food purchased at grocery stores, and their confidence in -- and trust of -- food retailers, manufacturers and grocers is declining.
Eighty-three percent of those surveyed were able to name a food product that was recalled in the past two years due to contamination or other safety concerns. Nearly half -- 46 percent -- named peanut butter, the staple of school lunches for children across the nation, as the most recognizable recall. Spinach came in a distant second, with 15 percent awareness nearly two years after the incident.
Consumers are proving to be extra cautious in purchasing food products after a recall. Nearly half of those asked would be less likely to purchase a food product again if it was recalled due to contamination. Sixty-three percent confirmed they would not buy the food until the source of contamination had been found and addressed. And eight percent said they would never purchase the food again, even after the source of contamination was found and addressed.
These findings underscore how the rise in recalls and contamination has significantly eroded consumer confidence in food and product safety, as well as with the companies that manufacture and distribute these products.
Sixty-three percent of respondents report they have purposefully changed their grocery shopping behavior in the past two years because they wanted better value for their money. And almost half have changed shopping behavior to access fresher foods (45 percent) or better quality foods (43 percent).
"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," said Guy Blissett, Consumer Products Leader, 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."
The survey found that over the past two years, consumer appetite for information about food products increased. Seventy-seven percent of consumers want more information about the content of the food products they purchase, and 76 percent would like more information about its origin.
Seventy-four percent said they are willing to dig deeper and seek more data about how the food products are grown, processed and manufactured. Despite industry efforts to keep consumers informed with more detailed product information, there's still a significant gap between consumer expectations and what retailers/manufacturers are providing.
The survey also found that consumers are spending more time poring over food labels to know which ingredients were used, questioning supermarkets and product manufactures about product detail, paying closer attention to expiration dates, and doing more in depth background checks on specific food brands and their origin.
This will have an even bigger impact as the younger, more Internet savvy generation of consumers evolve into being the primary purchasers of groceries.
An estimated 76 million people in the United States get sick every year with food borne illness and 5,000 die, according to the U.S. Centers for Disease Control and Prevention. Food safety is top of mind for governments, retailers, manufacturers and consumers alike, and in fact, President Obama's proposed budget includes $1 billion for the FDA to spend on improving food safety. More than 600 bills addressing food safety have been introduced in state legislatures since January 2009.
"The ability to trace a contaminated product all the way back to the source of production is key to modernizing our food industry, said Caroline Smith DeWaal, director of food safety, Center for Science in the Public Interest. It would also allow producers to more precisely identify the source of a problem in order to improve production practices and could help narrow the scope of recalls by more quickly identifying the specific plant or country of origin.
More than half of those asked trust food manufacturers when handling a recall in the event that a food product is contaminated, indicating a decrease in their level of trust over the past two years. Meanwhile, 72 percent said they trust the store where they buy groceries to properly handle food product contamination recalls.
Fifty-seven percent of consumers report they've stopped purchasing certain foods, even for a short time, within the past two years due to safety considerations.
