Uncovering the mind-sets of consumers towards food safety messages

Knowing the specific characteristics which trigger a strong sense of safe versus unsafe allows risk communicators to reach consumers effectively with targeted messages. Using experimental design of ideas and conjoint measurement, we assessed consumer interest in and perceived safety of food characteristics that consumers think to be important when they make a purchase decision. The study identified the specific characteristics and the associated phrasing. The data generate a database by which we understand the perceptions of risk. In turn the database shows how these risk perceptions vary by conventional subgroups (age, gender, ethnicity), and by different mind-sets that exist in the population. The results combine insights about acceptance with insights about safety, answering questions that could not have been previously addressed in this efficient, quantitative way. The study is the first in a series designed to create a large-scale database of safety for food, beverage, and eating situation, based on the perceptions of consumers. The study opens up a new area for consumer understanding dealing with the perception of intangible topics including safety, compliance, and ‘good-for-you’.

Research highlights
► No food safety messages are strong drivers of the perception of food safety.
► Respondents would pay a premium of 12% for safe foods.
► To improve consumer trust, do not use “US has the safest foods in the world”.
► Three mind-sets emerged: Sound Bites R Us, Techno-Lover, & Socially Influenced Cynic.
► Target mind-sets with specific food safety messages to obtain heightened impact.