Download - Amárach Safetrack Wave 2
Amárach Safetrack Wave 2
Advertising and Corporate Image Tracking Research
Wave 2Prepared by
Amárach ConsultingFebruary 2004
Project Structure……Methodology Overview1. Spontaneous Awareness & Associations2. Advertising Awareness3. Advertising Effectiveness4. Food Preparation and Attitudes Towards Safe Eating5. Hygiene Matters6. General Food & Health Concerns7. Key Sources of Information8. Safefood Brand Development9. Interim Conclusions
Wave 2 – Methodology OverviewTotal Number of Interviews (ST 2 863)
(Booster of 15-19 year olds presented in separate document)
(ST 2 536) (ST 2 327)
Sample - Nationally representative - Adults aged 15-74
Fieldwork - In-home face to face interviews- 52 sampling points in ROI &- 42 sampling points in NI
Note: A new question that hasn’t been asked before is denoted by
RoI
NI Benchmark – Jan 2003
ST1 - May 2003
Section 1.
Spontaneous Awareness & Associations
Totally Spontaneous AwarenessQ.1 Best Company / Organisation for Making Consumers
Think More Seriously About Food Safety – Top 6Agency IOI BM 1 IOI ST 1 IOI ST 2
Safefood - 12% 18%Dep’t of Health 20% 20% 14%Bord Bia 14% 12% 10%Health boards 6% 7% 4%Food Safety Authority 10% 5% 3%Health &Safety authority 7% - 2%Bases: 900 827 863
Totally Spontaneous AwarenessQ.1 Best Company / Organisation for Making Consumers
Think More Seriously About Food Safety – Top 6Agency ROI BM ROI ST
1ROI ST
2
Safefood 3% 15% 20%Dep’t of Health 20% 21% 17%Bord Bia 18% 16% 12%Health boards - 7% 5%Food Safety Authority 11% 6% 3%Health &Safety authority 8% - 1%Bases: 421 356 337
RoI
Spontaneous AwarenessQ.1 Best Company / Organisation for Making
Consumers Think More Seriously About Food Safety – Top 6
Agency NI BM NI ST 1 NI ST 2
Safefood 6% 9% 14%Dep’t of Health 18% 20% 5%Government 8% - 5%Food Standards Agency 7% 8% 4%Health &Safety authority - 4% 3%Tesco 5% 2%Bases: 176 152 141
Spontaneous Association - Food SafetyQ.2 What one organisation/company or otherwise would you most associate with Food Safety in terms of their promotion
in this area – Top 6Agency IOI BM IOI ST
1IOI ST
2
Safefood 7% 13% 16%Dep’t of Health 19% 19% 13%Bord Bia 13% 10% 10%Health Boards - 6% 5%Food Safety Authority 9% 6% 4%Health &Safety authority 8% - 1%Bases: 598 430 516
Spontaneous Association - Food Safety
Q.2 What one organisation/company or otherwise would you most associate with Food Safety in terms of their
promotion in this area – Top 6Agency ROI BM
1ROI ST
1ROI ST
2
Safefood 7% 16% 17%Dep’t of Health 19% 20% 14%Bord Bia 17% 14% 13%Food Safety Authority 11% 7% 5%Health boards - 6% 5%Health &Safety authority 9% - 1%Bases: 430 379 359
RoI
Spontaneous Association - Food Safety
Q.2 What one organisation/company or otherwise would you most associate with Food Safety in terms of their
promotion in this area – Top 6Agency NI BM NI ST 1 NI ST 2
Dep’t of Health 18% 14% 12%Safefood 9% 6% 11%Government - 10% 5%Food Standards Agency 4% 6% 4%Tesco 5% - 2%Supermarkets 6% - -Bases: 168 203 157
Spontaneous Association - Healthy LivingQ.2 What one organisation/company or otherwise would you
most associate with Healthy Living in terms of their promotion in this area – Top 6
Agency IOI BM IOI ST 1 IOI ST 2
Dep’t of Health 27% 26% 25%Health Boards 6% 12% 9%Bord Bia 8% 8% 6%GP 6% 4% 3%Food Safety Authority N/A N/A 1%Health &Safety authority 5% N/A 1%Bases: 561 525 516
Section 2
Advertising Awareness
Television Advertising: Unaided Recall
Q.3a Thinking of advertising in the form of TV, which organisations have you seen advertising to consumers in the
past six months about Food safety.Agency IOI BM IOI ST
1IOI ST
2
Safefood/Food Safety Promo. Board
18% 20% 27%
Dept of Health/Health Promo. Unit (NI)
13% 15% 10%
Food Safety Authority/Food Standards Agency (NI)
10% 7% 7%
Health & Safety Authority 9% 8% 7%B/B/Irish Food Board 9% 9% 6%Bases: 901 818 863
Television Advertising: Unaided Recall
Q.3a Thinking of advertising in the form of TV, which organisations have you seen advertising to consumers in the
past six months about Food safety.Agency ROI BM ROI ST
1ROI ST
2
Safefood/Food Safety Promo. Board
19% 22% 29%
Dept of Health/Health Promo. Unit (NI)
13% 17% 11%
B/B/Irish Food Board 12% 12% 9%Food Safety Authority/Food Standards Agency (NI)
11% 7% 8%
Health & Safety Authority 11% 8% 4%Bases: 600 500 536
RoI
Television Advertising: Unaided Recall
Q.3a Thinking of advertising in the form of TV, which organisations have you seen advertising to consumers in the
past six months about Food safety
Agency NI BM NI ST 1 NI ST 2
Safefood/Food Safety Promo. Board
15% 17% 22%
Health & Safety Authority 4% 7% 12%Dept of Health/Health Promo. Unit (NI)
14% 12% 10%
Food Safety Authority/Food Standards Agency (NI)
7% 7% 5%
Bases: 300 318 327
Radio Advertising: Unaided Recall
Q.3b Thinking of advertising in the form of Radio, which organisations have you heard advertising to consumers in the
past six months about Food safety.Agency IOI BM
1IOI ST
1IOI ST
2
Safefood/Food Safety Promo. Board
3% 11% 14%
Food Safety Authority/Food Standards Agency (NI)
4% 4% 4%
Health & Safety Authority 6% 4% 4%Dept of Health/Health Promo. Unit (NI)
5% 8% 3%
B/B/Irish Food Board 4% 3% 2%Bases: 901 818 863
Radio Advertising: Unaided RecallQ.3b Thinking of advertising in the form of Radio, which
organisations have you heard advertising to consumers in the past six months about Food safety.Agency ROI BM
1ROI ST
1ROI ST
2
Safefood/Food Safety Promo. Board
3% 13% 18%
Food Safety Authority/Food Standards Agency (NI)
5% 4% 6%
Dept of Health/Health Promo. Unit (NI)
6% 9% 4%
Health & Safety Authority 8% 4% 4%B/B/Irish Food Board 6% 4% 3%Bases: 600 500 536
RoI
Radio Advertising: Unaided RecallQ.3b Thinking of advertising in the form of Radio, which organisations have you heard advertising to consumers in the past six months about Food safety.Agency NI BM NI ST 1 NI ST 2
Health & Safety Authority 1% 2% 4%Safefood/Food Safety Promo. Board
1% 7% 2%
Food Safety Authority/Food Standards Agency (NI)
1% 3% 1%
Dept of Health/Health Promo. Unit (NI)
2% 4% 0%
Bases: 300 318 327
Key Messages Conveyed based on Unaided Recall – ST 2
Base: Have seen/heard safefood/FSPB advertising in past 6 months
A detailed list of all the messages captured is contained in the tabular document supporting this report.
Q4 "...What would you say was the main message(s) conveyed by the advertisements?"
35%15%15%
12%11%
9%
36%
4%
8%
14%
12%
0% 10% 20% 30% 40%
Importance of washing hands…
Be careful when storing handling food
Importance of hygiene around food…
Passing on food poisoning
Preparing & cooking food properly
Keeping / putting food in the fridge
IOI ROI NI
TV Advertising Awareness (Aided)
42%
42%42%
50%51%49% 48%
40%
51%
Christmas Office Kitchen
Q5a % who recall having seen Showcard 1,2 and / or 3 advertisements - ST 2
IOI NI ROI
Base: IOI –863 ; ROI –536 ; NI - 327
TV Advertising Awareness (Aided)
Base: IOI – 863; ROI –536 ; NI - 327
66%65%66% 59%46%
64% 63%75%
59%
0%20%40%60%80%
ST 2 ST 1 BM 1
Q5 % Who recall having seen at least one of the advertisements (prompted)
IOI NI ROI
TV Awareness of Safefood AssociationQ.5b Do you remember which organisation/company was
involved in the advertisement(s) – ST 2Agency IOI ROI NI
Food safety promotion board 23% 24% 20%Safefood 21% 23% 17%
Safefood, Food Safety Promotion Board
11% 12% 9%
Other 5% 6% 3%Don’t know 40% 35% 52%
Bases: 570 358 212
TV Awareness of Safefood Association
Q5b Those that remembered Safefood's involvement in the ads
55%
56%
26%
46%
42%
22%
59%
59%
29%
0% 20% 40% 60% 80%
ST 2
ST 1
BM1
IOI NI ROI
Note that for ST2 & ST1 these are combined scores for Safefood & Safefood/FSPB
Caution: ST1 & BM figures represent TV
and Newspapers V’s just TV
for ST2
Base: St2 IOI –570 ; ROI – 358 ; NI - 212
Radio Advertising Awareness (Aided)
24%
6%
31%25%
9%
32%
Christmas Office
Q6a % who recall having heard Showcard 4 & / or 5 advertisements - ST 2
IOI NI ROI
Base: IOI – 863 ; ROI – 536 ; NI - 327
Radio Awareness of Safefood Association
Q.6b Do you remember which organisation/company was involved in the advertisement(s) – radio (Unprompted)
Agency IOI ROI NI
Safefood 31% 30% 42%
Safefood, Food Safety Promotion Board
23% 23% 25%
Food safety promotion board 21% 23% 7%
Other 26% 26% 23%
Bases: 249 211 38
Radio Awareness of Safefood Association
Q6b Those that remembered Safefood's involvement in the ads
54%
56%
67%
47%
53%
58%
0% 20% 40% 60% 80%
ST 2
ST 1
IOI NI ROI
Base: St2 IOI –249 ; ROI – 211 ; NI - 38
Main Messages Communicated by Ads - TV & Radio (Unprompted)
Q.7a Main messages being communicated by Safefood's Advertising Campaign - Only answered if respondent recalled the Christmas Ad.
21%
18%
12%
10%
9%
6%
6%
0% 5% 10% 15% 20% 25%
Washing hands beforetouching food
Passing on food poisoning
Keeping food in the fridge
I mportance of hygienearound food
Be carefulhandling/storing food
Preparing & cooking foodproperly
Keep surfaces clean
NI ROI IOI
Base: IOI –417 ; ROI – 274 ; NI - 143
Q.7b Main messages being communicated by Safefood's Advertising Campaign - Only answered if respondent recalled The Office Ad or Kitchen Ad
47%
19%
9%
4%
8%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Washing hands before touching food
Dangers of germs
Keep surfaces clean
Importance of hygiene around food
Be careful handling/storing food
Passing on food poisioning
How important cleanliness is
NI ROI IOI
Base: IOI – 547 ; ROI – 356 ; NI - 191
Main Messages Communicated by Ads - TV & Radio (Unprompted)
Section 3
Advertising Effectiveness
Rating of Advertisements (good/v.good)Q.8b Rate these ads in terms of the following…
IOI IOI IOIFridge Christma
sOffice
Really Capturing your interest 57% 57% 65%Delivering a message of relevance to you
60% 60% 66%
Telling you something you didn’t know already
45% 41% 46%
Getting the point across in a clear way
62% 61% 67%
Being hard hitting 56% 50% 58%Bases: 818 863 863
Rating of Advertisements (good/v.good)
Q.8b Rate these ads in terms of the following…ROI ROI ROI
Fridge Christmas
Office
Really Capturing your interest 63% 60% 67%Delivering a message of relevance to you
64% 63% 70%
Telling you something you didn’t know already
48% 43% 48%
Getting the point across in a clear way
67% 63% 70%
Being hard hitting 60% 52% 60%Bases: 500 536 536
Rating of Advertisements (good/v.good)
Q.8b Rate these ads in terms of the following…NI NI NI
Fridge Christmas
Office
Really Capturing your interest 43% 50% 61%Delivering a message of relevance to you
48% 53% 56%
Telling you something you didn’t know already
38% 36% 41%
Getting the point across in a clear way
49% 56% 60%
Being hard hitting 44% 46% 51%Bases: 318 327 327
Influencing BehaviourQ.9 Which of these statements best reflects your view about
these advertisements?IOI-BM
1IOI-ST
1IOI-ST
2It made me think more about food safety and I have already changed my behaviour as a result of the ad
26% 31% 21%
It made me think more about food safety and I plan to change my behaviour as a result of the ad
N/A N/A 20%
It made me think more about food safety but it is unlikely I will look into it any further
18% 10% 13%
Base: Full base for each wave
Influencing Behaviour Cont’d Q.9 Which of these statements best reflects your view about
these advertisements – Cont’dIOI-BM
1IOI-ST
1IOI-ST
2
It made me think more about food safety and I may look into this issue at some stage
18% 23% 12%
It made me think more about food safety and I plan to find out more about this issue in the near future
23% 23% 11%
Its unlikely that I will look any further into the issue
8% 9% 10%
Base: Full base for each wave
Section 4
Food Preparation and Attitudes Towards Safe Eating
Section 4
• This section dealt with cooking behaviour, people’s food purchasing behaviour and other food related behaviour.
• An opportunity was also afforded to Bord Glás to include some questions which are covered in the main report, but for the purpose of brevity are not included here.
Section 5
Hygiene Matters
Food HygieneQ.13 Those that are concerned about hygiene in any of the following places
IOI-ST 1 IOI-ST 2
Take-aways 52% 59%Restaurants 34% 38%Cafes 31% 39%Local Butchers 31% 38%Sandwich bars 30% 33%Supermarkets 26% 37%In the home 22% 31%In the workplace N/A 22%Base: IOI ST 2 –863; ST 1 827
Food Hygiene Impacting BehaviourQ.14 Those who have NOT changed their behaviour in
relation to establishments as a result of their concerns relating to poor hygiene.
IOI-ST 1 IOI-ST 2
In the home 73% 72%Supermarkets 75% 71%In the workplace N/A 70%Local Butchers 73% 62%Restaurants 67% 62%Sandwich bars 32% 62%Cafes 68% 58%Take-aways N/A 43%
Base – Those who had not changed behaviour because of hygiene concerns in each of the establishments listed
Food Hygiene Impacting on PurchasingQ. 15 Those that have stopped buying in the
following places because of hygiene concerns.IOI-ST 1 IOI-ST 2
Take-aways 69% 72%Sandwich bars 34% 62%Local Butchers 42% 57%Cafes 46% 51%Restaurants 31% 43%In the workplace N/A 29%Supermarkets 38% 27%
Base – Those who are concerned about hygiene in each of the establishments listed & who have changed their behaviour as a result. (IOI ST2 – 89)
Hygiene Aspect Causing ConcernQ.16 a What aspect(s) of hygiene concerned you?
(IOI)Aspect IOI ST1 IOI ST2
Cleanliness of premises / kitchen / staff
68% 65%
Handling of raw meat & cross meat / cross contamination
37% 42%
Had food poisoning / stomach upset
22% 39%
Standard of food 36% 35%
* Base: Those expressing concern about establishments
Section 6
General Food and Health Concerns
Concerns about Food Safety Issues
Q.19 Level of concern about food safety issues… “I am…”
(IOI)IOI BM IOI ST1 IOI ST2
…very concerned 21% 27% 26%…quite concerned 44% 41% 44%…neither (un)concerned 25% 23% 21%…not very concerned 8% 6% 6%...not at all concerned 2% 3% 3%
Bases: IOI BM – 900; IOI ST1 – 827; IOI ST2- 863
Concerns about Food Safety Issues
Q.19 Level of concern about food safety issues… “I am…”
(ROI)ROI BM ROI ST1 ROI ST2
…very concerned 21% 28% 25%…quite concerned 45% 39% 50%…neither (un)concerned 25% 24% 18%…not very concerned 7% 7% 6%...not at all concerned 1% 2% 2%
RoI
Bases: ROI BM - 600 ROI ST1 –510; ROI ST2 - 536
Concerns about Food Safety Issues
Q.19 Level of concern about food safety issues… “I am…”
(NI)NI BM NI ST1 NI ST2
…very concerned 19% 22% 28%…quite concerned 45% 47% 31%…neither (un)concerned 25% 22% 27%…not very concerned 9% 4% 9%...not at all concerned 2% 4% 5%
Bases: NI BM - 300 NI ST1 –317; NI ST2 - 327
Other Concerns…Q20 Those that were concerned/ very concerned about the
following
67%
69%
77%
82%
85%
84%
87%
0% 20% 40% 60% 80% 100%
Smoking
Waste management
Alcohol abuse
Heart Disease
Road safety
Cancer
Drug abuse
IOI ROI NI %
Base: IOI - 863 ; ROI - 536 ; NI - 327
Food Safety!
Other Concerns…Cont’dQ20 Those that were concerned/very concerned about the
following
36%46%46%
42%56%56%
62%66%
Microwave ovensDNA Technology
Radon gas emissionsMobile phone radiation
Carbon monoxideAdvertising to childrenObesity young children
Pesticides
IOI ROI NI %
Base: IOI - 863 ; ROI - 536 ; NI - 327
Causes of Obesity in Children
59%
59%60%
24%
22%28%
6%7% 5%
7%8% 5%
Diet Sedentary lifestyleGenetics / heredity Video games /entertainment
systems
Q21a "Which of the following do you think is the most significant cause of obesity among children?"
IOI ROI NIBase: IOI - 863 ; ROI - 536 ; NI - 327
Tackling Obesity in ChildrenQ21b "Which of the following do you think would help most towards
reducing obesity among children?"
1%
1%
4%
9%
27%
22%
34%
1%
4%
8%
19%
37%
3%
3%
3%
10%
23%
29%
29%
27%
Industry action
Legislation
Restrict children's usage of video games
Ban on advertising of certain foods
Better education on nutrition
Discourage certain convenience foods / snacks
Encourage active participation in sport / exercise
IOI ROI NIBase: IOI - 863 ; ROI - 536 ; NI - 327
Other Concerns about Food Issues
Q.21c Those who are concerned / very concerned about the following food issues:
IOI ROI NIFood poisoning 56% 60% 46%Added salt in food 39% 37% 44%Foods high in fats 51% 54% 43%Foods high in sugar 40% 42% 36%The risk of acrylamide in foods
21% 25% 10%
Feed given to livestock 34% 37% 26%Bases: IOI ST 2– 863; ROI - 536; NI ST2 -327
Section 7
Sources of Information and Perceptions of Responsibility
Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous Mentions (IOI)
IOI BM IOI ST1 IOI ST2Television (33%) Television (30%) Safefood/FSPB
(39%)Dept. of Health (22%) Dept. of Health (30%) Dept. of Health
(28%)Supermarkets (22%) N’papers & Mags
(20%)Media (19%)
Newspaper/Mags (20%) Supermarkets (20%) Food M’facturers (17%)
The Government (14%) Safefood/FSPB (20%) Bord Bia (16%)Health & Safety Authority
(13%)Food M’facturers
( 17%)Bases: IOI BM – 900; IOI ST1 – 827; IOI ST2- 863
Sources of Information…General
Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous
Mentions(ROI)
ROI BM ROI ST1 ROI ST2TV (31%) Dep’t of health (33%) Safefood/FSPB (48%)
Dep’t of health (25%) TV (32%) Dept. Of Health (31%)Supermarkets (21%) Bord Bia (22%) Bord Bia (22%)N.papers/mags (20%) Safefood (22%) Safefood (21%)
Bord Bia (16%) Npapers/Mags (21%) Food Manufacturers (19%)
Health & Safety Auth’y (16%) Supermarkets (19%) Media (17%)
Bases: ROI BM - 600 ROI ST1 –510; ROI ST2 - 536
Sources of Information…General
Represents a significant shift from benchmark where
Safefood was ranked 11th with just 10% spontaneously mentioning it.
RoI
Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous
Mentions(NI)
NI BM NI ST1 NI ST2TV (37%) TV (26%) Media (22%)
Supermarkets (26%) Supermarkets (23%)
Dept of Health (20%)
N.papers/mags (18%) Health prom’n uni (21%)
Local council (19%)
Health Promo’n Unit (15%)
N.papers/mags (20%)
Government (16%)
Government (11%) Food manuf’rs (17% )
Supermarkets (13%)
GP/Practice Nurse (11%) Safefood / FSPB (16%)
Food manufacturers (12%)
Bases: NI BM - 300 NI ST1 –317; NI ST2 - 327
Sources of Information…General
Q. 22c Looking at these possible sources of information do you get information from any
of these…? (Top Six)(IOI)
IOI BM IOI ST1 IOI ST2Television (34%) Television (37%) Dept. of Health
(29%)Newspaper/Mags (24%) N’papers/Mags
(29%)Media (26%)
Dept. of Health (23%) Dept. of Health (26%)
Safefood/FSPB (22%)
Supermarkets (23%) Safefood/FSPB (25%)
Safefood (18%) *
Bord Bia (17%) Supermarkets (21%)
Food Manu’ftrs (18%)
Health & Safety Authority (17%)
Bord Bia (20%) Government (17%)
Bases: IOI BM – 863; IOI ST1 – 827; IOI ST2- 863
* Multiple responses possible
Sources of Information - Prompted
Q. 22c Looking at these possible sources of information do you get information from any
of these…? (Top Six)(ROI)
ROI BM ROI ST1 ROI ST2TV – 35% TV – 39% Dept of Health
(32%)N.papers/mags – 27% Dep’t of health –
30%Safefood/FSPB
(28%)Dep’t of Health – 24% N.papers/mags –
29%Media (25%)
Bord Bia – 24% Safefood – 28% Bord Bia (22%)Supermarkets – 24% Bord Bia – 28% Safefood (21%) *
Health & Safety Auth – 19%
Supermarkets – 20%
Food Manufacturers
(20%)
Sources of Information - Prompted
Bases: ROI BM - 600 ROI ST1 –510; ROI ST2 - 536
* Multiple responses possible
RoI
Q. 22c Looking at these possible sources of information do you get information from any
of these…? (Top Six)(NI)
NI BM NI ST1 NI ST2TV – 33% TV – 30% Media (28%)
Health promo’n unit – 22%
N.papers/Mags – 27% Dept of Health (21%)
Supermarkets – 20% Supermarkets – 23% Local council (20%)
Safefood FSPB – 18% Safefood FSPB – 19% Government (16%)
Government – 18% Local Coun’l/Auth’y–18%
Supermarkets (13%)
N.papers/mags–16% Health promo unit – 17%
Food manufacturers
(13%)
Sources of Information - Prompted
Bases: NI BM - 300 NI ST1 –317; NI ST2 - 327
Q. 22d Which of these sources of information do you consider to be the most trustworthy…? (Top
Six)(Asked which was most reliable in BM & ST2)IOI ST2 ROI ST2 NI ST2
Safefood/FSPB (21%) Safefood/FSPB (27%) Safefood FSPB (9%)Dept. of Health (21%) Dept. of Health –(24%) Health Promo’n Unit
(15%)Safefood (17%) Safefood –(20%) Media (10%)
Medical Professions (15%)
Medical Professions (13%) Food Standards Agency (19%)
Food Safety Authority (11%)
Bord Bia (10%) Government (8%)
Media (10%) Media (10%) GP/Practise Nurse (18%)Health & Safety Auth’th
(8%)Health & Safety Auth’th
(10%)Local council/Auth’ty
(11%)
Bases: IOI - 863; ROI - 536; NI - 327
Sources of Information - Trustworthiness
Organisations Associated with Food Issues
Q. 23 a “Which of the following would you associate with food issues in some way?” (Prompted)
Organisation IOI ROI NISafefood/Food Safety Promotion Board (NI)
65% 72% 48%
Department of Health 54% 56% 48%Food Safety Auth’y of Ire/Food Stds Ag (NI)
50% 50% 51%
Bord Bia/Irish Food Board 47% 63% 9%Health & Safety Authority 39% 48% 19%Department/Ministry of Agriculture (NI)
29% 31% 25%Bases: IOI – 863; ROI - 536; NI - 327
Organisations Associated with Food Issues
Q. 23 a “Which of the following would you associate with food issues in some way - continued… “
(Prompted)Organisation IOI ROI NI
Consumers Association and/or other con’r org’ns
23% 26% 15%
Local Council/Local Authority (NI) 21% 14% 37%Bord Glas 19% 26% 1%Office of Dir of Consumer affairs 13% 17% 5%European Commission 13% 15% -
Bases: IOI – 863; ROI - 536; NI - 327
Setting Standards for Food Safety - IOI
61%
56%
35%28%
32%
37%
25%
23%20%
35%
30%
23%
8%6%
5%
Dept of Health Safefood Bord Bia Health & SafetyAuthority
Bord Glas
Q. 23 b "Which of the following do you think has responsibility for setting standards for food safety?"
Benchmark Safetrak 1 Safetrak 2Bases: IOI BM – 863; IOI ST1 – 827; IOI ST2- 863
Setting Standards for Food Safety cont…
21%
16%11%
37%
28%
33%
20%
13%10%
25%
17%15% 14%
14% 5%
Dept / Min ofAg
Food SafetyAuthority /
Food StandardsAgency
Food retailers Foodmanufacturers
Farmers
Q. 23 b "Which of the following do you think has responsibility for setting standards for food safety?"
Benchmark Safetrak 1 Safetrak 2Bases: IOI BM – 863; IOI ST1 – 827; IOI ST2- 863
Section 8
Safefood Brand Development
51%
61% 59% 65%
32%
54%
IOISafetrak
1
IOI -Safetrak
2
ROI -Safetrak
1
ROI -Safetrak
2
NI -Safetrak
1
NI-Safetrak
2
Q.25 "Do you recognise this logo?"
Logo Recognition
Bases: IOI ST2 – 863; ROI ST2 - 536; NI ST2 - 327
Describing Safefood…Q. 26 …Looking at the following list of words / phrases which
three do you think best describe Safefood … (IOI)Select Ten IOI BM IOI ST1 IOI ST2
Knowledge 35% 32% 30%
Factual 30% 29% 24%
Trustworthy 20% 27% 30%
Reliable 20% 24% 24%
Efficient 17% 23% 25%
Relevant 22% 20% 17%
Confident 12% 17% 14%
Honest 14% 17% 21%
supportive 12% 15% 15%
Friendly 17% 9% 7%
Bases: IOI BM – 863; IOI ST1 – 827; IOI ST2- 863
“Evaluating” SafefoodQ. 27 "Those who agree / strongly agree with
statements about Safefood" (IOI)
66%
57%
60%
58%
71%
65%
68%
68%
0% 10% 20% 30% 40%
50% 60% 70% 80%
I think Safefood should spend more onpromoting food safety
Safefood is responsive to public concerns inthis area
Safefood are very professional
Safefood provide me with the best possibleadvice
Safetrak 1 Safetrak 2
Bases: IOI ST1 – 827; IOI ST2- 863
“Evaluating” Safefood Cont’d…Q. 27 "Those who agree / strongly agree with
statements about Safefood" (IOI)
67%
75%
28%
71%
77%
29%
48%39%
0% 20% 40% 60% 80% 100%
Safefood will always act in my best interests
Safefood is an important initiative by thegovernment
Safefood are a bit bureaucratic & remote fromme
Safefood is easy to deal with
Safetrak 1 Safetrak 2
Bases: IOI ST1 – 827; IOI ST2- 863
“Evaluating” Safefood continued…
Q. 27 "Those who agree / strongly agree with statements about Safefood" (IOI)
52%
61%
61%
60%
64%
66%
0% 10% 20% 30% 40% 50% 60% 70%
Safefood use science based research &information to ensure the quality and
credibility of their messages
Safefood don't hold back on telling people therealities
Safefood are the peoples' experts on FoodSafety who tell it like it is
Safetrak 1 Safetrak 2
Bases: IOI ST1 – 827; IOI ST2- 863
Thank You
Amárach Consulting
37 Northumberland Road
Dublin 4(T) +353-1- 660 5506
(F) +353-1- 660 5508
(w) www.amarach.com