Latest Consumer Attitudes Survey shows over half of Northern Ireland consumers don't eat five-a-day

Sunday 24 February 2008

Northern Ireland is the worst region in the UK for consuming five or more pieces of fruit and vegetables each day as shown in the eighth annual Consumer Attitudes Survey published today by the Food Standards Agency Northern Ireland (FSANI).

More consumers in England, Scotland and Wales (59%, 54% and 50% respectively) claim to consume five or more pieces of fruit and veg each day than Northern Ireland consumers (45%).

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 who are concerned about many food safety issues. The results reveal some other encouraging trends, particularly relating to increased awareness and increased confidence among the public in the food they are consuming.

Highlights of the latest survey include:

• Similarly to the previous survey, healthy eating is a key priority in people’s lives with 90% of respondents agreeing with this. In terms of wider concerns, NI consumers have listed healthy eating in their top three concerns ahead of house prices and behind crime levels and drugs
• Concern about food safety has remained the same as in 2006, there was a decrease in the number of respondents mentioning food poisoning (down to 35% from 46% in 2006); antibiotics in meat (21%, compared to 29% in 2006), bird/avian flu (19%, versus 28% in 2006), and a number of other issues
• More people now find food labels easier to understand (59% compared to 52% last year) and 52% state that food labels are important when deciding on what food to buy
• This year’s survey showed a significant decrease in the number of people who look for the amount of fat a product has before buying it for the first time (43%, down from 52% in 2006). Despite this decline, fat, salt and sugar remain the top three pieces of information looked for when making a first time purchase, with additives/e numbers the fourth item
• Confusion over the meaning of the ‘use by’ date increased in 2007, with significantly fewer Northern Ireland respondents correctly stating that it means a food will be safe to eat up to this date but should not be eaten past this date (59%, down from 66% in 2006) and more incorrectly stating that it means a food will be at its best quality before this date but is not necessarily unsafe (26%, up from 20% in 2006)

Maria Jennings, Head of Consumer Choice at FSANI, commented: 'This most recent survey is encouraging as it shows the majority of people in Northern Ireland do realise how important it is to eat healthily, and many are also savvy when it comes to shopping around and checking labels.

'It is disappointing that Northern Ireland has the lowest figure for consumers who claim to eat five or more pieces of fruit and vegetables each day, despite the fact that around three quarters are aware of the five-a-day message. We are continually striving to communicate the Agency’s key messages, like eating five-a-day, to improve people’s diets and help them make informed food choices. Further activity is planned to reinforce these messages in the coming year.

'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:

• The Agency is seen as a reliable source of information for both food safety and healthy eating by the vast majority of those who use it (92% and 96% respectively) and it is used by as many people for food safety information as for input on healthy eating
• Consumer awareness of the FSA remains high at 74%. Trust in the FSA is also stable at 64% and 74% of consumers are now describing themselves as confident in the Agency's ability to protect health with regards to food safety, compared with 50% in 2000