DNV, Michigan State University Release Initial Findings Of U.S. Food Safety Survey

Consumers alter shopping habits based on food safety concerns.

Published: Wednesday, March 10, 2010 - 12:30

(DNV: Houston) -- A study being conducted by Michigan State University (MSU) on behalf of DNV finds that U.S. consumers are highly aware of food safety issues and they have high recognition of third-party certification as an effective signal of food safety assurance. The consumers strongly prefer to see products labeled as safety certified.

“Consumers are not only aware of food safety issues they are actually changing their shopping habits due to food safety concerns,” says Chris Peterson, Ph.D., director of the Product Center at MSU. “Nearly half of the consumers we surveyed indicated a change in shopping patterns.”

These and other findings are the results of more than 400 consumers surveyed across the country representing a wide variety of demographics, education, and income levels. Under the guidance of the MSU team, the surveys were conducted online by an independent research firm.

“We are conducting a two-phase study with MSU,” says Kathy Wybourn, director of food safety solutions for DNV. “This first phase reflects consumer perceptions of food safety and third-party food safety certification. We are moving into phase two where we’ll be interviewing various food industry professionals to get their pulse on the business processes and various auditing schemes that relate to food safety.”

In addition to indicating a high sensitivity to food safety issues, U.S. consumers say they want to see evidence on product labels that the food they are buying has passed some kind of independent safety certification process. Moreover, slightly more than one third of consumers indicate a willingness to pay a premium, upwards of 30 percent more.

“It is interesting and important to note that higher price alone is not a direct signal of safer food,” says Peterson. “Even brand name recognition is not the most powerful indicator of safety. Voluntary third-party certification compares favorably with mandatory government inspection and slightly ahead of traceability labeling in the mind of the consumer. In fact, most consumers would advise the food industry to invest proportionately more in certification programs than in government inspection or traceability.”

Phase two of the food safety and safety certification research study is expected to be completed in mid April with findings available shortly thereafter.

“All the efforts of the food industry are ultimately focused on the consumer and, in the case of food safety, we need to understand how the consumer evaluates safety signals and where they place their trust,” says Wybourn. “A certification label has strong positive meaning to the consumer in regard to food safety, and that conclusion itself is a signal to everyone involved in the food supply chain, be it growers or manufacturers or retailers, to intensify efforts to adopt clear and meaningful independent safety certification.”

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DNV

Det Norske Veritas (DNV) is an independent foundation with the purpose of safeguarding life, property, and the environment. While headquartered in Oslo, Norway, DNV has worked internationally since 1867 and has established approximately 300 offices in 100 countries. While many of DNV’s services, such as management system certification and corporate responsibility, can be applied successfully in any industry, its main focus industries are maritime; oil, gas, and energy; food and beverage; and health care. DNV’s technological understanding blended with competency within risk management has been used to assess, evaluate, and manage the risks involved in numerous high-profile projects around the world.