Food risk perceptions in Europe: the Eurobarometer report

For the launch of the new site, EUFIC decided not to wait until the results of its own first user poll were available but rather to take this opportunity to share important data about food risk perceptions, recently published by the European Food Safety Authority (EFSA) and the European Commission Health and Consumer Protection Directorate General (DG SANCO).

The survey

Published in February 2006, the Eurobarometer survey provides valuable insights on consumers’ perception of health risks, and in particular those related to food safety. Overall, consumers’ perception of food is positive, food safety concerns are not top-of-mind and the role of public authorities in protecting consumer interests is valued. Findings on consumers’ most trusted information sources as well as their exposure and response to media coverage on food-related health issues can have important implications for the development of risk communications that effectively addresses and meets consumer needs and concerns.

On a first level

For Europeans, food and eating are associated first and foremost with taste and pleasure. When consumers are asked what comes to mind in thinking about food only 1 out of 5 mentions health; furthermore, concerns regarding possible risks or disease are hardly mentioned at all spontaneously. When consumers are asked, more specifically, to cite any possible problems or risks associated with food, no single issue emerges for the majority of respondents. Major food crises of the past such as BSE (Bovine Spongiform Encephalopathy) do not seem to be top-of-mind today. In fact, few respondents (less than 1 out of 5) identify food safety issues spontaneously: amongst these, food poisoning comes to mind most often, followed by chemicals, pesticides and toxic substances and obesity.

When probing more deeply

When consumers are further confronted with a list of possible risks associated with food, concerns appear to be more widespread. Consumers tend to worry most about risks caused by external factors over which they have little or no control. One finds at the top end of the “worry” scale (over 60% of respondents) concerns regarding: pesticide residues, new viruses (such as Avian Influenza), and residues in meats, food hygiene (outside the home) and contamination of food by bacteria. Consumers appear to be less worried about possible risks associated with their own behaviour or practices. It is interesting to note that whilst obesity is mentioned spontaneously as a possible risk associated with food (albeit by few consumers), few appear to be worried about putting on weight themselves (the latter is ranked amongst the lowest items in the “worry” scale).

A significant proportion of consumers interviewed (61%) is aware of EU regulations on food safety, which in terms of awareness rank third after those relating to smoking (85%) and consumers’ rights (66%). A majority of EU citizens (54%) agrees that public authorities take citizens’ concerns about health risks very seriously although some scepticism exists regarding the prioritisation of consumer health with respect to commercial interests. Close to 6 out of 10 consider that public authorities take into account the most recent scientific evidence when taking decisions related to food risks and nearly 1 in 2 commend their role in informing citizens about food-related risks.

Has food safety improved over the last 10 years? Public opinion remains divided: 38% of respondents state that the situation has improved; 29% that it has stayed the same; and 28% that we are now worse off than before. Whilst perspectives differ on progresses made in food safety in the EU, nearly 1 citizen in 2 considers that public authorities’ actions with regard to food safety risks are appropriate.

The extent to which people are concerned about food safety is related to the way in which they react to media coverage of food-related issues. Although only 13% of the people surveyed recall media coverage on food-related health risks compared to smoking, obesity and alcohol, 1 out of 2 respondents indicate that they have changed their eating habits as a result. However, over 40% of the people either ignores stories they hear in the media about a type of food being unsafe or bad for health; or worry and do nothing. This is an important finding for risk communications, notably with respect to the role of the media in raising public awareness and motivating dietary change.

The full Eurobarometer Report is available on the EFSA website at:
http://www.efsa.eu.int/about_efsa/communicating_risk/risk_perception/catindex_en.html