Consumer research

Page content: Consumer Awareness and Knowledge Tracking Study | Downloads

Research into consumer awareness, knowledge and attitudes to food safety issues.

Consumer Awareness and Knowledge Tracking Study

From late 2005 and onwards a number of food safety communications activities have been implemented to raise consumer awareness and knowledge of food safety and handling practices.

In February 2006 the Department of Human Services Food Safety Unit commissioned NWC Research to conduct these surveys and produce reports tracking community knowledge and awareness of safe food handling practices and food safety messages.

Over a period of 30 months, three quantitative market research surveys were conducted to evaluate the effectiveness of these food safety communications activities as well as maintain an up to date understanding of consumer knowledge and attitudes to food.

The third of the three tracking reports was completed in May 2008.

Highlights of the research include:

• Victorians typically enjoy preparing food, with a notable increase in respondents stating they ‘enjoy it a lot’ in 2008 


• Whilst, food preparation responsibilities in the household have remained relatively consistent since 2006, the role of children as ‘other preparers of food’ in the household has increased significantly


• Since the original report in 2006, respondents’ behaviour and attitudes on food safety practices have strengthened. However, respondents who recalled seeing, hearing or reading information about food safety, tended to have better food safety practices than those respondents who had no recall of food safety messages


• In 2007 and 2008, there was a significant decline in the number of Victorian households who claim seeing, hearing or reading food safety information. Additionally, the food safety information which was available was more generic than the information which was available in 2006


• A consistent finding from all three reports revealed that awareness of food safety messages and practices are weakest amongst people from Asian and non – English speaking European backgrounds. Additionally, these groups also rate themselves as having poor knowledge of food safety practices


• The correct temperatures for food storage and defrosting are the areas where respondents felt they knew the least about and would benefit from hearing additional information

Downloads

Consumer Food Safety Awareness Report 2007 (252kb, pdf)

Consumer Food Safety Awareness Report 2008 (202kb, pdf)

top of page