amárach safe track wave 6

1

Amárach safetrack Wave 6

Advertising and Corporate

Image Tracking Research

Wave 6

Island of IrelandPrepared by

Amárach ConsultingApril 2006

2

Wave 6 – Methodology OverviewTotal Number of Interviews (IOI -831 ST 6)

(ROI -519 ST 6)

(NI – 312 ST 6)

Sample - Nationally representative - Adults aged 15-74

Fieldwork - In-home face to face interviews

- 52 sampling points in ROI &- 50 sampling points in NI

Note: A new question that hasn’t been asked before is denoted by

RoI

NI

Benchmark – Jan 2003

ST1 - May 2003

ST2 – January 2004

ST3 – June 2004

ST4 – January 2005

ST 5a – June 2005

ST 5b – July 2005

ST-6- January 2006

3

What’s been happening since safetrack 5?

The Irish Consumer

-Avian Flu reaches

Europe

- Growth in functional

foods market

- Growth in organic

foods market

- Fast food giants

McDonald’s reports that

its profits have halved

for 2005

safefood

-A multimedia

Treats Campaign

-Promotion of

counter-intuitive

message “don’t

wash the bird”

- Inclusion of FSAI

questions in

safetrack 6

4

Section 1: Spontaneous Awareness and AssociationsSection 2: Advertising Awareness and EffectivenessSection 3: PR Awareness and Evaluation

Section 4: Sources of Information

Section 5: safefood Brand Development

Section 6: Treats

Section 7: Food Safety

Section 8: Healthy Eating

Section 9:Consumer Focussed Review: Fruit and Salad Vegetables

5

Food Safety

6

Totally Spontaneous Awareness-Food Safety

Q.9 Best Organisation for Making Consumers Think More Seriously About Food Safety-Unprompted

4%

12%

18%

12%

16% 16%18%

0%

5%

10%

15%

20%

25%

IOI BM IOI ST1 IOI ST2 IOI ST3 IOI ST4 IOI ST5 IOI ST6

safefood Dept of Health Bord Bia Health Boards Government

Base IOI: ST6-573; ST 5a -460; ST4-486; ST3-490; ST2-478; ST1-554; BM-573.

On an Island of Ireland basis, safefood is the organisation that consumers are most likely to associate with making them think

more seriously about food safety

7

Spontaneous Association-Food Safety Promotion

Q.11a Organisation/Company most associated with Food Safety in terms of their promotion in this area-Unprompted

7%

13%16% 15%

21%

16%

20%

0%

5%

10%

15%

20%

25%

IOI BM IOI ST1 IOI ST2 IOI ST3 IOI ST4 IOI ST5 IOI ST6

safefood Bord Bia Dept of Health Health Boards Food Safety Board

safefood are emerging as “leader” in terms of their promotion of food safety

Base :ST6-622; ST 5a -514 ; ST4 525; ST3 507; ST2 516; ST1 582; BM 598

8

Food Safety Regulation

9

Spontaneous Association-Food Safety Regulation

Q.12 Organisations/Companies that oversee Food Safety Regulation in Republic of Ireland/Northern Ireland-Unprompted

22%

14%11%

8% 7%

19%

4%

22%

6%

23%

18%15%

2%

7%

safefood Dept ofHealth

Bord Bia Government Health Boards

IOI NI ROI

Included on behalf of Food Safety Authority of Ireland

Base: IOI-560

safefood are the organisation that consumers associate with overseeing food safety on an Island of Ireland basis.

10

Healthy Eating

11

Totally Spontaneous Association-Healthy Eating

Q.10 Best Company/Organisation for Making Consumers Think More Seriously about Healthy Eating-Unprompted

17%14% 13%

9%

5%

22%

14%

18%

10%

2%3%

14%

1%

6%

12%

Dept of Health safefood Bord Bia Health Boards Government

IOI ROI NI

Base: 560

There is consistent association of safefood with Healthy Eating in both Republic of Ireland and Northern Ireland

12

Spontaneous Association-Healthy Eating Promotion

Q.11b Organisation/Company Consumers Associate with Promotion of Healthy Eating-Unprompted

5% 7%11%

0%5%

10%15%20%25%

IOI ST4 IOI ST5 IOI ST6

Dept of Health Bord Bia safefood Health Boards Irish Heart Foundation

safefood is experiencing steady growth in terms of its association with the promotion of healthy eating.

IOI Base: ST6- 613; ST5-511 ; ST4-491

13

SummaryFood Safety:

• safefood is the organisation that makes consumers think more seriously about food safety.

• safefood are emerging as the leader in terms of their promotion in the area of food safety.

Healthy Eating:

• safefood is the second organisation that consumers were most likely to report as making them think more seriously about healthy eating.

• The association of safefood in terms of their promotion of Health Eating is steadily increasing.

safefood Associations are consistent between ROI and NI

14




Section 6: Treats




15

safefood was the organisation that

consumers were most likely to recall

having heard advertising about food

safety and healthy eating in a variety

of media…

16

Unaided Recall of Advertising

Awareness of safefood Advertising and Promotion of Food Safety and Healthy Eating

21%

11% 10% 11% 12%

TV-Healthy Eating Newspapers-Healthy Eating

Radio-HealthyEating

Radio-Food Safety Leaflets andPromotional

Literature- FoodSafety

Base: IOI

Consumers were most likely to recall having heard safefood advertising on television about healthy eating

17

safefood Advertising Awareness

I. Treats Campaign

II. Treats TV

III. Salt Radio Ad

IV. Christmas Leaflet

V. Treats PR

VI. Turkey PR

VII. Turkey Audio

18

Treats Campaign

19

Treats Campaign

•53% of respondents on the Island of Ireland have seen these images.

• Respondents in Northern Ireland were more likely to report having seen the images (60%) than those in the Republic of Ireland (50%).

20

Q.19a Place/Media where consumers recall having seen the images-Unprompted

9%

1%

4%

14%

18%

76%

6%

10%

10%

16%

79%

10%

2%

16%

19%

75%

Don't know/Can'tremember

Other

Bus (NI Only)

Billboard

Newspaper

Television

IOI NI ROI

Base: Those who recalled seeing the image: IOI (444), NI (187), ROI (257)

Treats Campaign-Media AwarenessConsumers were most likely to recall that they had seen the

images on television

21

Awareness of safefood’s Involvement

Q.19b Organisation/Company involved in the images-Unprompted

14%

27%

9%4%

47%

8%

24%

13%

2%

54%

16%

28%

7% 5%

43%

Food SafetyPromotion Board

safefood safefood, FoodSafety Promotion

Board

Other Don't remember

IOI NI ROI

Base: Those who recalled seeing the image: IOI (444), NI (187), ROI (257)

One in two consumers on the Island of Ireland recalled safefood’s involvement in the images.

A total of 50% recalled

safefood’s involvement

22

Main Message Communicated by Treats Campaign

Q.19c Main Message Communicated by Treats Campaign-Unprompted-Top 5

6%

14%

19%

24%

28%

Healthy Eating/Healthy Diet

Pack/Eat a Healthy Lunch

Eat good food/Give kids healthy food

Eat less junk foods/Don't fill up kids with junkfoods

Importance of not eating/giving children toomany sweet things in lunch boxes

Base: Recalled Lunchbox Ad-416

The main message that consumers interpreted from the campaign was the importance of not giving children too many

treats in their lunchboxes

23

Rating of Treats Campaign

Q.19d Those that believe the Treats (Lunchbox) Campaign was

good/very good at the following-Prompted

IOI

Getting the point across in a clear way 84%

Encouraging you to cut down on treats 82%

Making you aware of the nutritional value of treats 81%

Encouraging you to eat more fresh food 80%

Informing you about the potential long-term effects of treats 78%

Being hard-hitting 73%

Delivering a message of relevance to you 69%

Base: IOI-Those who had recalled the images from the Treats Campaign (444)

24

Behavioural Impact of Treats Campaign

They (the campaign messages and ads) have made me

think more about the nutritional value of treats and

as a result of the campaign

24% have already changed their behaviour

32% plan to change their behaviour

13% plan to find out more about this issue in the

near future

24% say that it is unlikely they will look into it any

furtherBase: Those who recalled seeing the images: IOI (444)

25

Treats TV Advertising

27

Awareness of TV Lunchbox Advertisement

Q.20 Recall TV ad

46%54%

Yes No

Base: IOI (831)

28

Salt Radio Advertisement

29

Awareness of Salt Radio Advertisement

Q.21 Recall having heard Salt Radio Advertisement

28%

72%

43%57%

Yes No

ST5 ST6

Base: IOI-831

Repeating a campaign significantly increases recall

30

Awareness of Promotional Literature/Leaflet

31

Promotional Literature Awareness

Q.22 Recall having seen Promotional leaflet

35%

65%

Yes No

Base: IOI-831

Almost 2 in 5 consumers (35%) recall having seen this promotional literature

32

Turkey Radio Advertisement

33

Awareness of Turkey Radio Advertisement

Q.25a Recall having heard Turkey Radio Advertisement

45%

55%

Yes No

Base: IOI-831

Almost 1 in 2 consumers (45%) recall having heard this advertisement

34

Overall Impressions of Turkey Advertisement

Q.25b Overall Impressions of the advertisement-Top 5

10%

12%

13%

14%

48%

Good ad, put it into practice

Cook Turkey well

Gave new information

Got the point across

Do not wash poultry, it's safer

Base: IOI-Those who recalled having heard Turkey radio ad-306

Almost 1 in 2 consumers (48%) correctly interpreted the message that it is safer not to wash poultry

35

Rating the Advertisement

Q.25c Those that believe the Turkey Radio Ad was good/very

good at the following-Prompted

1. Getting the point across in a clear way 89%

2. Really capturing your interest 81%

3. Delivering a message of relevance to you 79%

4. Being hard-hitting 79%

5. Telling you something you didn’t already know 75%

Base: IOI-Those who recalled having heard Turkey radio ad-306

36

Advertising Awareness: Prompted Recall Summary

Summary of Prompted Awareness of safefood ads53%

46% 43% 45%35%

TreatsCampaign

Treats TV Salt Radio Ad Turkey RadioAd

ChristmasPromotional

Leaflet

37




Section 6: Treats




38

Treats Campaign

39

Awareness of News Stories

Q.23a Those who have seen or heard anything about treats news

stories-prompted

25%

75%

Yes No

Base: IOI-831

1 in 4 consumers recalled having seen or heard something about the treats news stories

40

Awareness of safefood’s Involvement-Unprompted

Q.23b Those who recalled the company/organisation involved in the news stories-Unprompted

13%

34%

18%

3%

35%


safefood safefood,FoodSafety Promotion

Board


Base: IOI-Those who recalled seeing the news stories (203)

65% recalled safefood’s

involvement

More than 3 in 5 consumers recalled safefood’s involvement in the campaign

41

Main Message of the Treats News Stories

Q.23d Main Message of the Treats News Stories-Top 5-

Unprompted

1. Sweets/Treats are bad for you/our children 18%

2. Avoid feeding our children junk foods 17%

3. About obesity in children 15%

4. Importance of eating healthy foods 14%

5. Feeding our children the proper foods 7%

Base: Those who recalled having seen the treats stories and gave an answer (195)

42

“Don’t Wash your Turkey” Campaign

43

Awareness of Turkey News Stories

Q.24a Those who have seen or heard anything about the Turkey

News Stories

40%

60%

Yes No

Base: IOI-831

2 in 5 consumers recalled having seen or heard something about the turkey news stories

44

Awareness of safefood’s Involvement-Unprompted

Q.23b Those who recalled the company/organisation involved in the news stories-Unprompted

14%

40%

11%

3%

33%


safefood safefood,FoodSafety Promotion

Board


Base: IOI-Those who have seen/heard Turkey news stories (312)

65% of consumers recalled safefood’s involvement in the news stories

45

Main Message Communicated

Q.24d Main Message communicated by the news stories –Top

4-Unprompted

1. You get germs from washing turkey/Don’t wash the

bird

63%

2. Cook the turkey well 12%

3. Be careful with food preparation and cooking 9%

4. New ideas to improve quality and reduce bacteria 7%

Base: IOI-Those who have seen/heard Turkey news stories (312)

46




Section 6: Treats




47

Sources of Information on Healthy EatingQ.26 Top 5 Sources of Information on Healthy Eating-Unprompted

IOI

ST5

IOI ST

6

1. Department of Health/Department of Health, Social

Services and Public Safety

20% 31%

2. safefood, The Food Safety Promotion Board 24% 30%

3. The Government 13% 25%

4. Local Health Board 17% 22%

5. Local GP 27% 21%

Base-IOI-831

48




Section 6: Treats




49

Logo Recognition

Bases: IOI BM – 900; ST1 – 827; ST2-863; ST3 – 828; ST 4 – 819; ST 5a- 811; ST 6-831

Q.27 % who recognise safefood logo

51%61% 59%

74%64%

69%

IOI ST 1 IOI ST 2 IOI ST 3 IOI ST 4 IOI ST 5 IOI ST 6

Almost 7 in 10 consumers recognise the safefood logo

50

Evaluating safefood

% of respondents who agreed with the following statements

safefood is responsive to public concerns regarding

healthy eating

68%

safefood provides me with good advice on healthy

eating

69%

I think safefood should spend more on promoting

healthy eating

65%

safefood uses science based research and

information to ensure the quality and credibility of its

messages

49%

safefood doesn’t hold back on telling people the

realities

60%

safefood is an expert on healthy eating who tells it

like it is

61%

Base: IOI- ST6-831

51




Section 6: Treats




52

The Booster Survey

• A Booster sample was interviewed to ensure that a

robust sample size for analysis was achieved.

• The sample comprised parents of children aged 1-12

and who were responsible for preparing their

child/children’s meals.

Natural Fallout: 144

Booster: 261

Total Sample: 405

53

Foods Parents Consider as Treats

Q.2 Foods Parents Consider a Treat for their child/children-Unprompted

1%

6%

13%

15%

24%

25%

27%

42%

46%

49%

Meat

Nuts

Cakes

Fruit

Fast food

Fizzy drinks

Biscuits

Crisps

Sweets

Chocolate

Base: IOI-Those who have children aged 1-12 and are responsible for preparing their child’s meals (405)

Chocolates, sweets and crisps were the foods parents were most likely to consider as treats for their children

54

Foods Children Consider as Treats

Q.3 Foods Parents think their child/children consider as a treat-Unprompted

1%

3%

5%

13%

19%

27%

30%

47%

50%

50%

Meat

Nuts

Fruit

Cakes

Biscuits

Fast food

Fizzy drinks

Crisps

Sweets

Chocolate


There is a strong correlation between foods parents consider a treat for their children and what they think their children consider as a treat…but not when it comes to fruit

55

Frequency of giving treats

Q.5 Frequency Parents reported giving their children treats in the form of food and drink

7%

29%

15%

31%

11%

4% 3%

More than once aday

Once a day Most days of theweek

One to two daysa week

Less than once aweek

It depends/varies Don't know


36% of parents give their children treats in the form of food and drink at least once a day

56

Types of Treats

Q.6 Frequency that parents reported their children ate the following

types of foods

More than

once a day

Once a day 1-2 Days a

Week

Less than once

a week

Most days of

the week

Biscuits 4% 28% 37% 20% 5%

Sweets 2% 19% 48% 20% 4%

Chocolate 1% 15% 44% 30% 3%

Cakes 0% 6% 24% 48% 4%

Crisps 4% 16% 42% 22% 7%

Fizzy drinks 4% 14% 30% 26% 4%

Squash

drinks

13% 32% 22% 14% 10%Base: IOI-Those who have children aged 1-12 and are responsible for preparing their child’s meals (405)

13%

57

Long-term Effects of Treats

Q.8 Long-term effects of too many treats for children-Unprompted

2%4%3%

6%13%15%16%

19%37%

62%70%

Don't know

No long term effects

Other

Cancer

Cholesterol

Coronary Heart Disease

Bad skin

Diabetes

Hyperactivity

Dental Problems

Obesity/Weight Problems


Parents are more likely to regard obesity, dental and hyperactivity as the long-term consequences of obesity,

rather than issues such as CHD and cancer

58

Treats- A Summary

• Sweets and chocolate are the foods that parents are

most likely to consider a treat for their children.

• 36% of parents give their children treats in the form

of food and drink at least once a day.

• At an unprompted level, obesity/weight gain, dental

problems and hyperactivity are what parents

consider to be the long-term effects of too many

treats.

59




Section 6: Treats




60

Concerns about Food Safety Issues

Q.29 Food Safety Issues Consumers are most concerned about-Unprompted-Top 5

5%

5%

7%

7%

9%

Sell by/Best BeforeDate/Ensure freshness

fat Content

Listeria/Food Poisoning

Chicken and Poultry ingeneral

Additives/E-numbers/Dyes/Pesticides

Base: IOI-646

The presence of additives/e-numbers etc is the food safety issue of most concern to consumers

61

Changes in Concerns

Food Related Issue Consumers are most concerned about-Top 5-Unprompted-ST4 and ST5

2%

15%

6%

4%

1%

16%

9%

6%

5%

4%

1%

7%

5%

1%

5%

Cleanliness of kitchens in restaurants/take-aways

Listeria/food poisoning

Sell by/best before date/ensure freshness

Chicken/pork preparation

Fat content/fatty acids

ST4 ST5b ST6

Base: ST4 – 819; ST5b-816

There have been significant changes in food safety concerns since ST 5

62




Section 6: Treats




63

Healthy Eating Messages

Q.30 % of respondents who agreed with the following statements

45%

46%

47%

60%

I often get confusedabout the many

different messagesabout healthy eating

Over the past sixmonths, I have becomemore aware of healthy

eating issues

ST 5 ST 6

Base: IOI-ST 5-816, ST 6-831

Consumers are reporting that they are becoming increasingly aware of healthy eating issues.

64

Attitudes towards Healthy Eating

Q.31 Attitude that best describes attitudes to healthy eating

18%

40%

26%

7% 8%

24%

41%

20%

6% 6%

Very Concerned Quite Concerned Neither Concernednor unconcerned

Not VeryConcerned

Not at allConcerned

ST 5 ST 6

Base: IOI-ST 5-816, ST 6-831

There are growing numbers of consumers who are concerned about healthy eating

65

Healthy Eating Issue Most Concerned About

Q. 32 Healthy Eating issue most concerned about-Top 5-Unprompted

0%

6%

6%

9%

12%

4%

5%

7%

17%

17%

Eating Healthy Meals

Avoiding Obesity/Weight Gain

Preservatives/Additives/Colourings

Salt/Sugar Intake

Fats in Food/Fat Content

ST 5 ST 6

Base: IOI-Full Base

Fats in food and fat content are the healthy eating issues that consumers are most concerned about when it comes

to healthy eating issues.

66




Section 6: Treats




67

Daily Portions

Q.33 Number of portions of fruit and vegetables Consumers think a person should eat daily-Unprompted

1% 3%10%

16%

44%

6%1% 1% 1%

17%

1 2 3 4 5 6 7 8 10 Don'tknow

Base: IOI (831)

Five or more: 53%

More than half of consumers know that a person should eat five or more portions of fruit and vegetables daily.

68

Salad Consumption

• 73% of consumers reported that they eat salads

• 45% of those who eat salads add dressing always,

while 34% sometimes add dressing.

• Almost 3 in 10 consumers (29%) always choose a low

fat option, while 43% reported that they sometimes

chose a low fat option.

69

Issues of Concern

Q.37 Issues of concern to consumers about the production, preparation and consumption of fruit and salad vegetables-Unprompted-Top 5

5%

15%

25%

30%

4%Packaging

Free from Parasites

Freshness

Washed properly

Too manysprays/Pesticides/Insecticides

used

Base: IOI-505 (Sample reduced as it excludes those who gave no response)

The issue of most concern to consumers when it comes to the preparation, production and consumption of fruit and salad

vegetables id the use of too many sprays/pesticides and insecticides

70

Buying Fruit and Salad Vegetables

Q.40 % of Consumers who reported that the following were effective at assuring them of the safety of the product-Prompted

29%

43%

50%

51%

70%

Place of purchase

Packaging

Labelled as organic

Country of Origin

No bruising or blemishes

Base: IOI (831)

Appearance is an indication of the safety of fruit and salad vegetables for consumers

71

Conclusions

• The tracking data illustrate that safefood has experienced

considerable success in terms of consumer associations

of safefood as an organisation prompting both food safety

and healthy eating.

• Consumer recall of various campaigns has been

accompanied by significant behavioural changes,

demonstrating safefood’s effectiveness of communicating

important messages to a wide audience.

72

Looking to the future…

• safefood is emerging as a leader when it comes to

promoting food safety and healthy eating messages.

• A continued consumer-focussed approach will further

strengthen this position.

• As well as a source of information, it is also likely that

consumers will regard safefood as a “facilitator of change”,

i.e. providing them with the necessary advice as to how to

positively change their behaviours.

73

Thank You

Amárach Consulting

37 Northumberland Road

Dublin 4(T) +353-1- 660 5506

(F) +353-1- 660 5508

(w) www.amarach.com

74

Appendix

FSAI Questions

75

Positioning “Food Safety” as a Concern

% of Consumers who are worried about the following issues-Prompted

79%

76%

67%

65%

55%

54%

52%

0% 20% 40% 60% 80% 100%

Crime

Health Services

Food Safety

Environment

Education System

Food Produced on Irish Farms

Racism

Base: 519

Source: safetrack 6

76

Irish Produce

% who agreed with the following

73%

70%

53%

0% 20% 40% 60% 80%

Prefer to buy meat produced in Ireland

Prefer to buy fruit and vegetables grown inIreland

Prepared to pay more for Irish produced foodrather than food produced in another country

77

Confidence in Food Safety Measures in Irish Food Industry

Confidence about the Food Safety Measures that are in place in Irish Industry at present

3% 3%

29%

43%

16%

0%

10%

20%

30%

40%

50%

1 2 3 4 5

Not at all confident Very Confident

Source: safetrack 6 Base:

78

Organic Foods: Purchasing Behaviour

Frequency of Purchasing Organic Foods

6%

38%

56%

0%

20%

40%

60%

Always Sometimes Never

Source: safetrack 6

79

Organic Foods: Purchasing Behaviour

Reasons why consumers buy

organic foods-Unprompted

Reasons why consumers don’t

buy organic foods-

Unprompted

Base: Buys Organic Food (340)

Base: Doesn’t buy organic foods (438)

Source: safetrack 6

1. No preservatives/additives/colourings etc-28%

2. Tastes better-21%

3. Fresher-8%

4. Produced Locally-6%

5. Safer to eat-5%

1. Cost-54%

2. No particular reason-10%

3. No different to non-organic foods-9%

4. Don’t do shopping-9%

5. Hard to get-8%

amárach safe track wave 6

Documents

area of food safety

overseeing food safety

food safetysection

promotion of food safetybase

promotion of healthy

safefood associations

summaryfood safety

healthy eatingsection