knowledge of either familiar or unusual pathogens. Demonstrates good behaviour in relation to food storage. Poland (C2/n=51). Demonstrates good behaviour.
Food Safety Education Conference Atlanta 2010
Consumer clusters and food safety information needs Clare Hall March 2010
Context • Part of FP6 project PathogenCombat • Project title: Control and prevention of emerging and future pathogens at cellular and molecular level throughout the food chain • Investigating consumer food safety knowledge, behaviour and information needs in four EU countries
Aim and key questions • Aim – To identify clusters of consumers based on their food safety information needs
• Key questions: – What knowledge do consumers have about pathogens in their food? – What food safety-related behaviour do people report? – What preferences do people have for information sources through which to receive food safety information? – Can we define consumer clusters in terms of socio-demographics and information source preferences?
Four countries
UK Denmark Spain Poland
Results: Responses • 190 UK; 281 Denmark; 204 Spain; 200 Poland – Response rates higher for postal questionnaire than for telephone questionnaire – 27% UK; 28% Denmark; 22% Spain; 23% Poland
• Person asked to complete survey = Person responsible for majority of household cooking – Percentage of households where women are responsible for majority of cooking is higher in Spain and Poland – 74% UK; 68% Denmark; 90% Spain; 90% Poland
UK Denmark Spain Category
Poland
Retired
In full- or part- time work
Have children living at home
Live on their own
Live with other people
65+
55-64
45-54
35-44
Under 35
Percentage of respondents
Results: Respondents Socio-demographic characteristics of sample
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Li s
on Ca el m te la py ria lo M ba on ct oc er yt og en Cl es Ec os ol tri i0 d iu St 15 m ap 7 Bo hy tu lo li n co um cc us Fo Au od re -b us or ne vir Ba us cil Ye es l us rs in C ia er Cl En eu os te s tri ro di co um liti ca Pe rfr in ge ns Sh ig el la
Sa lm
Percentage of respondents
Results: Pathogen knowledge Correct identification of source of pathogen
When you cut raw meat and you need to re-use the chopping board, do you.... 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
UK Denmark Spain Poland
Re-use the Rinse it under Wipe it with a Wash it with Wash it with cutting board cold water damp cloth detergent and detergent, hot as is hot water water and wipe it over with mild bleach Option
11%
2% 11%
0% 16% 16%
2% 0.60% 13%
22% 16%
5%
Option
10% 6%
25%
8% 3% 2% When it has been in the cooker for the stated required time
30% 31% 24% 25%
When it has the correct thermometer reading
40%
When it has a brown and crisp outer coating
10% 49%
When the meat falls away from the bone
40%
When the meat looks cooked on the inside
20%
When it tastes cooked
50%
When the juice runs clear
Percentage
Results: Cooking behaviour How do you check that your poultry is fully cooked?
60%
48%
39% UK
28%30%
21%
13%
Denmark
Spain
Poland
Results: Behaviour & experience Question I am likely to act upon food safety-related information Agree Neutral Disagree Don’t know Had any formal food safety training or education? Yes No Frequency of food safety discussions with friends and family Never 1 or 2 times per year 1 or 2 times per month 1 or 2 times per week 3 to 7 times per week More than 7 times per week Frequency of listening to food safety information Never 1 or 2 times per year 1 or 2 times per month 1 or 2 times per week 3 to 7 times per week More than 7 times per week How often do you cook from scratch? Never Less than once a week 1 or 2 times per week 3 or 4 times per week More than 4 times per week
UK
Denmark
Spain
Poland
80 13 4 3
85 13 1 0
64 18 11 6
61 17 23 0
48 52
45 55
35 65
15 85
28 25 27 16 3 0.5
9 29 45 13 4 0.5
18 33 23 17 6 2
18 35 4 30 12 2
12 27 47 11 3 -
3 22 55 16 4 1
4 25 32 26 6 2
4 45 7 15 28 0.5
3 23 28 46
1 13 24 62
1 12 14 74
1 2 16 29 54
Results: Attitudes and opinions Statement People's changing lifestyles (involving less 'cooking from scratch') mean that, in general, levels of foodsafety knowledge are decreasing Strongly disagree Disagree Neutral Agree Strongly agree Smaller, independent food shops such as butchers, green grocers and fishmongers provide safer food than do large supermarkets Strongly disagree Disagree Neutral Agree Strongly agree Children should learn more about cooking and food safety-related issues at home Strongly disagree Disagree Neutral Agree Strongly agree Modern methods of food retailing (e.g. large supermarkets) have, in general, led to improved levels of food safety Strongly disagree Disagree Neutral Agree Strongly agree
UK
Denmark
Spain
Poland
3 9 19 28 41
4 9 21 27 40
9 9 19 19 41
7 17 11 30 31
6 16 38 22 18
9 18 40 21 11
10 13 25 15 32
6 7 11 24 50
2 4 15 34 46
1 2 12 28 57
0.5 2 12 21 62
4 3 6 34 53
3 14 43 34 5
4 21 36 31 8
12 16 27 20 18
27 28 17 13 12
Information source preferences Media source TV documentaries TV cookery programmes Newspaper articles Supermarket leaflets Magazine articles Radio Websites Leaflets in newspapers Leaflets in magazines
Four country average 38 (1) 36 (2) 22 (3) 21 (4) 20 (5) 17 (6) 15 (7) 15 (7) 14 (9)
• Three groups of preferred media sources (based on percentage of respondents ranking the media source as highly preferred). • First, television (documentaries and cookery programmes) • Second, leaflets in supermarkets and articles (either in newspapers or magazines) • Third group includes radio, websites and leaflets in newspapers and magazines.
Analysis • Principal components analysis (PCA) of response variables to identify underlying patterns of responses • Hierarchical cluster analysis (HCA) to identify groups of respondents based on their factor scores • Description of cluster members following nonparametric statistical testing between clusters & survey questions
Consumer clusters Of a total 875 respondents from four countries, 784 can be allocated to one of eight clusters (ex. clusters
