Strictly Private & Confidential © Amárach Consulting, 2007 1 Advertising and Corporate Image Tracking Research Wave 8 Island of Ireland Prepared by Amárach

Strictly Private & Confidential © Amárach Consulting, 2007

1

Advertising and Corporate Image Tracking

Research

Wave 8

Island of IrelandPrepared by

Amárach Consulting

March 2007


2

Always take a good look at what you're about to eat. It's not so important to know what it is, but it's critical to

know what it was.

- Unknown


3

Project Approach


4

Wave 8 – Methodology Overview

• Total Number of Interviews (IOI -814 ST 8)

•

(ROI - 510 ST 8)•

• (NI – 300 ST 8)

• Sample - Nationally representative - Adults aged 15-74

• Fieldwork - In-home face to face interviews

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

•

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

ST 7 - June 2006

ST 8 – January 2007


5

Environmental Changes in the last 6 months

• Factors

• Increase in the numbers

buying organic produce,

particularly among those

with children.

• One in two Irish grocery

shoppers claim to buy

Fairtrade products

• As much as 50% of the

average grocery shop can

be premium products.

• safefood communications

• Superfoods campaign on the nutritional value of everyday foods is launched.

• Continual promotion of Hand Washing and Christmas Bird Campaigns.

• Focus on Health and Nutrition.

The Irish Consumer


6

Section 1: Spontaneous Awareness & Associations

Superfood AwarenessBanana CampaignPea CampaignWholegrain CampaignMeat CampaignHand Washing Campaign

Section 3: PR Evaluation

Section 9: Awareness of safefood

Section 2: Advertising & Effectiveness

Section 4: Food Safety & Healthiness

Christmas Bird Campaign

Section 5: Complaint Handling

Section 6: Nutrition

Section 8: Dairy – Consumption & Concerns

Section 7: Processed Meats


7

Findings


8

Spontaneous Awareness & Associations


9

Total Spontaneous Awareness-Food SafetyBase: All Respondents N= 814

0%

5%

10%

15%

20%

25%

IOIBM

IOIST1

IOIST2

IOIST3

IOIST4

IOIST5

IOIST6

IOIST7

IOIST8

safefood Dept of Health Bord Bia Health Boards Government


10

Spontaneous Association-Food Safety Base: All Respondents N= 814

0%

5%

10%

15%

20%

25%

IOIBM

IOIST1

IOIST2

IOIST3

IOIST4

IOIST5

IOIST6

IOIST7

IOIST8

safefood Bord Bia Dept of Health

Health Boards Food Safety Authority


11

Spontaneous Association-Healthy EatingBase: All Respondents N= 814

5% 7%11%

7%10%

0%5%

10%15%20%25%

IOI ST4 IOI ST5 IOI ST6 IOI ST7 IOI ST8

Dept of Health Bord Bia safefood

Health Boards Irish Heart Foundation


12

Company Most Associated with Promotion of Food SafetyBase: All Respondents N= 814

6%

7%

7%

14%

17%

Health Boards

Bord Bia

Food SafetyAuthority

Department ofHealth

safefood

Q.3a What ONE organisation / company or otherwise would you most associate with the promotion of Food Safety? DO

NOT PROMPT, SINGLE CODE RESPONSE


13

Company Most Associated with Promotion of Healthy EatingBase: All Respondents N= 814

5%

8%

9%

9%

10%

14%

Irish HeartFoundation

Bord Bia

safefood

Health PromotionAgency

Health Boards

Department ofHealth

Q.3b What ONE organisation / company or otherwise would you most associate with the promotion of Healthy Eating? DO

NOT PROMPT, SINGLE CODE RESPONSE


14

Advertising & Effectiveness


15

Recall of Advertising & Awareness of Food Safety & Healthy EatingBase: All Respondents N= 814

21%

11%10%

17%

11%12%

8%

14%

9% 9%

13%

10%

TV-HealthyEating

Radio - FoodSafety

Radio-HealthyEating

Outdoor -Healthy Eating

Press

ST6 ST 7 ST8


16

Awareness of TV SuperfoodsBase: All Respondents N= 814

Recall TV ad

46%

78%

54%

22%26%

74%

Yes No

ST6 ST 7 ST8

Measured against previous safefood campaigns


17

4%

13%

6%

3%

10%

16%

29%

35%

18%

Don't know

Can't Remember

Other

On the Handle of Shopping Trolley

Outside Supermarket

Bus

Billboard

Newspaper

Television

Media Vehicle Recall for SuperfoodsBase: All that Recalled Superfoods Campaign N= 194


18

Healthy eating

Importance of a healthy diet

Eat lots of fruit

Eat lots of vegetables

Superfoods are good for you

Food safety

Eat your five portions per day

Concern for quality food

None

Other

Don’t Know

Main Message Communicated by the Superfood Campaign Base: All that Recalled Superfoods Campaign N= 194

3%

8%

10%

1%

6%

9%

11%

13%

15%

15%

33%


19

Rating of Superfoods Campaign Base: All that Recalled Superfoods Campaign N=194

Those who believe the Superfood Campaigns were good/very good at the following

IOI

Getting the point across in a clear way 78%

Delivering a message of relevance to you 91%

Making you aware of the nutritional value of ordinary foods 84%

Encouraging you to eat more healthy foods 80%

Informing you about the potential long-term effects of not eating enough healthy foods 75%

Being hard-hitting 72%

Telling you something you didn’t already know 71%

Making you think more about the nutritional value of the foods you eat 81%


20

Behavioural Impact of Superfoods CampaignBase: All that Recalled Superfoods Campaign N=194

• They (the campaign messages and ads) have made me think more about the benefits of everyday food as a result of the campaign

39% have already changed their behaviour

38% plan to change their behaviour

9% plan to find out more about this issue in the near future

9% say that it is unlikely they will look into it any further


21

Foods that help make you healthier

Foods that are packed with nutrients

Foods that help fight disease

Foods that help fight Cancer

Foods that make you super fit

Functional foods

Foods that make you look younger

Other

Nothing

Can’t Remember

Don’t Know

Meaning of SuperfoodBase: All Respondents N = 814

22%

1%

6%

5%

5%

6%

10%

11%

17%

23%

35%


22

Banana Campaign


23

Recall of Banana CampaignBase: All Respondents N=412

4%

9%

1%

3%

3%

10%

18%

19%

22%

42%

73

27Yes

No

Base: Those Who Recalled Campaign N = 106

ST8

Bananas are good for you

Bananas are a healthy food

Importance of eating fruits in our diet

Bananas contain potassium

Eat more fruit

Bananas are nutritional

Fruits help to control blood pressure

None

Other

Don’t Know


24

Really capturing your interest

Delivering a message of relevance to you

Telling you something you didn’t already know

Getting the point across in a clear way

Being hard hitting

Rating of Banana CampaignBase: Those that Recalled Campaign N = 106

79%

92%

65%

85%

92%


25

35% made them think about fruit in their diet and I eat more fruit as a result.

23% made them think about fruit in their diet and I plan to eat more fruit as a result.

13% made them think more about bananas in their diet and I eat more as a result of the ad.

10% made them think more about bananas in their diet and I plan to eat more as a result of the ad.

7% made them think about fruit in their diet and I plan to find out more about eating fruit in the near future.

6% didn’t impact them in any way.

Behavioural Impact of Banana CampaignBase: Those that Recalled Campaign N = 106


26

Pea Campaign


27

Recall of Pea CampaignBase: All Respondents N=402

84%

16%

Yes No


28

Vegetables are good for you

Peas are good for you

Eat more vegetables

Vegetables are healthy

Vegetables are packed full of goodness

Peas contain anti-oxidants

Vegetables are full of nutrition

Vegetables are good for your immune system

Vegetables prevent Cancer

None

Other

Don’t Know

Main Message Communicated by Pea CampaignBase: Those that Recalled Campaign N = 60

5%

17%

5%

1%

3%

3%

5%

8%

13%

17%

25%

31%


29

Really capturing your interest

Delivering a message of relevance to you

Telling you something you didn’t already know

Getting the point across in a clear way

Being hard hitting

Rating of Pea CampaignBase: Those that Recalled Campaign N = 60

71%

71%

62%

76%

86%


30

Behavioural Impact of Pea Campaign Base: Those that Recalled Campaign N = 60

36% think about vegetables in their diet and they eat more vegetables as a result of the ad.

17% are thinking about vegetables in their diet and they plan to eat more vegetables as a result of the ad.

16% think about eating peas and are eating more peas as a result fo the ad.

14% think about vegetables in their diet and plan to find out more about eating vegetables in the near future.

4% thinking about eating peas and plan to eat more peas as a result of the ad.

8% were not impacted in any way.


31

Wholegrain Campaign


32

Recall of Wholegrain CampaignBase: All Respondents N=412

20%

80%

YES NO


33

It’s important to have wholegrain food in your diet

Wholegrain food is good for your health

Wholegrain food is good for you

Wholegrain food is good for your digestive system

Wholegrain food is a source of fibre

Eat wholegrain food for roughage

None

Other

Don’t Know

Main Message Communicated by Wholegrain CampaignBase: Those that Recalled Campaign N = 83

2%

1%

5%

6%

7%

9%

28%

31%

31%


34

Getting the point across

in a clear way

Really Capturing your interest

Delivering a message of

relevance to you

Being hard hitting

Telling you something you

didn’t already know

Rating of Wholegrain CampaignBase: Those that Recalled Campaign N = 83

70%

81%

90%

95%

90%


35

Behavioural Impact of Wholegrain CampaignBase: Those that Recalled Campaign N = 83

38% Think more about wholegrain foods in their diet and are eating more wholegrain foods as a result of the ad.

32% Think more about wholegrain foods and plan on eating more wholegrain foods as a result.

11% Think more about eating wholegrain bread and are eating more as a result.

4% Think more about eating wholegrain bread and plan to eat more as a result.

6% Were not impacted in any way.

8% Don’t Know


36

Meat Campaign


37

Recall of Meat CampaignBase: All Respondents N= 402

16%

84%

YES NO


38

Meat is good for you

Lean meat is healthy

Eat less processed meat

Lean meat is good for your heart

Lean meat is full of iron

Lean meat is low in salt

None

Other

Don’t Know

Main Message Communicated by Meat CampaignBase: Those that Recalled Campaign N = 55

9%

31%

5%

2%

3%

6%

11%

23%

26%


39


in a clear way


Delivering a message of

Relevance to you

Being hard hitting

Telling you something you didn’t know already

Rating of Meat CampaignBase: Those that Recalled Campaign N = 55

62%

78%

70%

79%

86%


40

Behavioural Impact of Meat CampaignBase: Those that Recalled Campaign N = 55

40% Think more about processed meats and are eating more lean meats as a result of the ad.

26% Think more about eating lean meat and are eating more as a result.

18% Think more about processed meats and plan on eating more lean meats as a result.

4% Think more about processed meats and plan to find out more about lean meats in the near future.

3% Think more about eating lean meats and plan to eat more as a result.

2% were not impacted in any way. 7% Don’t know


41

Hand Washing Campaign


42

Recall of Hand Washing CampaignBase: All Respondents N= 814

54

44Yes

No

ST8Message Recalled N=339

1%

1%

4%

3%

3%

5%

8%

9%

27%

27%

27%Wash your hands before handling foods

Wash and dry your hands thoroughly

By washing your hands properly, you are stopping the spread of

germs

The importance of washing your hands

Wash your hands

Hand washing is important in relation to food hygiene

Dangers of food poisoning

Wash your hands before eating your food

None

Other

Don’t Know


43


Delivering a message ofrelevance to you



in a clear way

Being hard hitting

Rating of Hand Washing CampaignBase: Those that Recalled Campaign N = 339

83%

91%

67%

90%

90%


44

Behavioural Impact of Hand Washing CampaignBase: Those that Recalled Campaign N = 339

57% Think more about how to wash their hands properly and now fully wash and dry them as a result of the ad.

27% Think more about how to wash their hands properly and plan on fully washing and drying them as a result.

4% Think more about how to wash their hands properly and plan to find out more about this issue in the future.

7% were not impacted by the ad in any way.

4% Don’t know


45

Christmas Bird Campaign


46

Recall of Christmas Bird CampaignBase: All Respondents N= 814

45 47

5355Yes

No

ST8ST6


47

Recall of Christmas Bird CampaignBase: All Who Recalled the Campaign N=404

12%

48%

1%

2%

4%

5%

13%

14%

61%Do not wash

poultry, it’s safer

Cook turkey well

Do not spread germs and infections in the kitchen

Cooking kills germs

Be careful with

food preparation

Wash hands before and after poultry preparation

Other

ST8ST6


48


Delivering a message ofrelevance to you



in a clear way

Being hard hitting

Rating of Christmas Bird CampaignBase: Those that Recalled Campaign N = 404

79%

89%

75%

79%

81%

82%

85%

82%

81%

89%

ST8ST6


49

Behavioural Impact of Christmas Bird CampaignBase: Those that Recalled Campaign N = 404

43% Think more about washing poultry and have stopped washing poultry as a result of the ad.

30% Think more about washing poultry and plan to stop washing poultry as a result.

8% Think about washing poultry and plan to find out more about this issue in the near future.

15% were not impacted in any way.

4% Don’t know

NB Not asked on safetrak 6


50

PR Evaluation


51

Awareness of Superfoods CampaignBase: All Respondents N = 814

39

61

83

17Yes

No

Spontaneous Prompted


52

Awareness of Superfoods PRBase: All Respondents N = 814

3%

16%

9%

1%

2%

4%

5%

6%

13%

16%

21%

42%Superfoods are important for good health

Eat more fruit

Fruits are very good for diet

Eat more vegetables

Potassium in bananas

Fibre low in fat

Nutritional

Food poisoning

Food handling

None

Other

Don’t Know

Main Message Recalled N = 123


53

Awareness of Christmas Bird PRBase: All Respondents N = 814

49

7860

40Yes

No

Christmas Bird Campaign ST 8

Christmas Bird Campaign ST 6


54

Awareness of Christmas Bird PRBase: All Who Recalled the Message N=356

9%

12%

63%

1%

1%

2%

2%

5%

8%

8%

9%

15%

48%You spread germs by washing the turkey – don’t wash your bird

Cook turkey well

New ideas to reduce bacteria in your kitchen

Be careful with food preparation and cooking

How to avoid food poisoning

Germs passed on freely in the kitchen

Helpful advice on cooking turkeys

A safer way to handle food

Always wash your hands before food preparation

Other

ST8ST6


55

Food Safety & Healthiness


56

Level of concern about Food Safety IssuesBase: All Respondents N = 814

4 410 6 3

9 11

3

24 18

22

3541

23 27 27

1

33

ST 6 ST7 ST8

Very Concerned

Concerned

Neither

Unconcerned

Very unconcerned

Don’t Know


57

Food Poisoning (Salmonella, listeria, E.Coli)

Food not cooked thoroughly

Date marks, best before dates, freshness

Country of Origin/Foreign Goods/Ensure it’s Irish

Handling/Cross Contamination

Additives/E-Numbers/Dyes/Pesticides

Hygiene around food

Fat Content/Fatty acids/Saturated fat

Salt Content

Chicken/Pork Preparation

Red Meat/BSE

Salmonella/Eggs

Ensuring balanced/Healthy Diet

Other

None

Don’t Know

Main Issue of Concern in Relation to Food Safety Base: All Respondents N = 814

1%

6%

2%

2%

2%

2%

3%

3%

4%

5%

5%

6%

7%

8%

21%

22%


58

Level of Concern Regarding Healthy EatingBase: All Respondents N = 814

6 6 36 10

20 18

22

41 4044

24 28

2

24

ST6 ST7 ST8

Very Concerned

Concerned

Neither

UnconcernedNot Concerned at All

%


59

Attitudes to Healthy EatingBase: All Respondents N = 814

60

47

39

46

59

51I often get confused by the many different messages

about healthy eating

Over the past 6 months I have become more aware of healthy eating issues

Agreement

ST 7ST 6

ST 7

ST 6

ST 8

ST 8


60

Fat in food/Fat content/Saturated fat/Trans fat

Preservatives/Additives/Colouring

Salt

Cholesterol/Blood pressure/Heart disease

Sugar intake

Variety in diet

Vitamins and Minerals

Fruit/Veg

Fibre

Wholegrain

Diabetes

Other

None

Main Issue of Concern in Relation to Healthy Eating Base: All Respondents N = 814

8%

2%

1%

2%

3%

3%

4%

6%

6%

9%

11%

13%

28%


61

Complaint Handling


62

Incidence of Making a Complaint about hygiene Base: All Respondents N = 814

69 8

7886

Yes

No – I had reason to complain but

didn’t

No – I had no reason to complain

ST6 ST8


63

Incidence of Making a Complaint about hygiene Base: All Who Complained N=71

1%

11%

44%

61%

6%

6%

38%

50%The manager

A member of the staff

The Owner

OtherST8ST6


64

The food was unsuitable to be eaten, i.e. gone off

The food was cold (should have been hot)

The quality of food was poor

Food hygiene standards were poor in the supermarket, shop, hotel, restaurant or

bar

The food was past its use by date

The food contained a foreign body e.g. insect, metal or glass

The labelling on the food was inaccurate/inadequate

Undercooked

Other

Nature of the ComplaintBase: All Who Complained N = 71

3%

1%

4%

11%

13%

16%

24%

25%

32%


65

Incidence of Being Satisfied with Outcome of ComplaintBase: All Made Complaint about Food N=71

24

45

55

76

Yes

No

ST8ST6


66

Did not want the hassle of having to make a complaint

Didn’t have time to make a complaint

Was afraid to complain

Did not want to get anyone in trouble by making a complaint

Didn’t see the point in complaining

Other

Don’t Know

Rationale for Not ComplainingBase: All Who had Reason to Complain but Chose Not to N = 44

27%

4%

9%

11%

14%

18%

19%


67

Incidence of Returning to the OutletBase: All Who had Reason to Complain, Whether did so or not N=115

5%

62%

34%Yes

No

Not Stated


68

Nutrition


69

Incidence of Eating Wholegrain FoodsBase: All Respondents N = 814

12%

88%

19%

3%

4%

3%

1%

2%

3%

6%

9%

53%Don’t like the taste of it

It’s difficult to identify wholegrain foods in the supermarket

Too costly

There are no benefits to eating wholegrain foods

I am on a gluten free diet

Don’t eat it for diet reasons

Seeds stick in my throat

Too dry

Other

Don’t Know

Yes

No

Rationale for not eating Wholegrain foods N = 92ST8


70

Wholegrain Breakfast Cereal (Branflakes, All Bran, Weetabix)

Brown Bread

Wholegrain Bread (Wholemeal)

Porridge

Brown Rice/Pasta

Breakfast Cereal (Special K, Cornflakes, Rice Crispies)

Popcorn

Oat Cookies

Other

Don’t Know

Examples of Wholegrain FoodsBase: All Respondents N = 814

4%

1%

1%

4%

16%

18%

27%

47%

52%

64%


71

Wholegrain Breakfast Cereal

Brown Bread

Wholegrain Bread (Wholemeal)

Porridge

Brown Rice/Pasta

Other

Don’t Know

Wholegrain foods Consumed on a Weekly BasisBase: All Who Eat Wholegrain N = 722

1%

1%

17%

28%

38%

62%

64%


72

Wholegrain foods help keep your digestive system healthy

Wholegrain foods provide fibre in the diet

People who eat wholegrain foods on a regular basis have lower cholesterol

Wholegrain foods prevent constipation

Wholegrain foods help reduce the risk of developing heart disease, stroke, cancer,

diabetes and obesity

I don’t think there are any benefits to eating wholegrain

Other

Don’t Know

Benefits of Eating Wholegrain FoodsBase: All Who Eat Wholegrain N = 722

2%

6%

1%

21%

24%

26%

37%

51%


73

Have not obtained nutritional information

Magazines/Newspapers

Television/Radio

Food Packaging

Doctor/GP

Retailer/Supermarket

Friends and Family

Dietician/Nutritionist

Internet/Web

Other

Don’t Know

Sources of Nutritional InformationBase: All Respondents N = 814

2%

2%

3%

4%

9%

11%

13%

17%

21%

25%

42%


74

Fat content in foods

Salt content of foods

Calorie content of foods

Nutrients and sources of nutrition

Food allergies

Recommended Dietary Allowances

Slimming/Diets

Specific Diets/Diabetes/Coeliac/IBS)

Other

Don’t Know

Type of Information ObtainedBase: All Who Obtained Information in Last 6 Months N = 406

1%

4%

8%

12%

15%

15%

25%

33%

46%

56%


75

Fat content/Foods to avoid

Nutritional information

More information on food labels

Salt content

Satisfied with the amount of information available

Information regarding nutrition for children

Country of origin

More information available in supermarkets

Cholesterol

Allergies/Food to eat

None

Other

Don’t Know

Subject where more easily available Information is required Base: All Respondents N = 814

7%

12%

46%

2%

2%

2%

2%

3%

3%

4%

4%

5%

6%


76

Processed Meats


77

Frequency of Eating Processed MeatsBase: All Respondents N = 814

11 12 6

27

2432

22

3833

35

44

2418

1667

2 6 36

20

132

Cured MeatsSausages &

Hot Dogs Rashers BurgersMore than once a day

Once a day5-6 days a week

3-4 days a week

Once or twice a week

Less often

Never

%

- - - -


78

Frequency of Eating Processed MeatsBase: All Respondents N = 814

34 39

34 28

24 21

7 9211

Breaded/Battered Meat,Chicken Nuggets, Dippers Ready Made Meals with MeatMore than once a day

Once a day5-6 days a week3-4 days a week


Less often

Never

%

- --


79

Cured Meats – Ham, Luncheon Roll, Salami

Sausages and Hot Dogs

Burgers

Breaded/Battered Meats, Chicken Nuggets

Ready Meals made with Meat

Rashers

Other

Don’t Know

Examples of Processed MeatsBase: All Respondents N = 814

8%

6%

14%

21%

28%

36%

43%

47%


80

Convenience – they are easy to prepare/cook

Taste – like the taste of them

Cost – they are cheaper than cuts of meat

My kids won’t eat anything else

They are a good source of protein

Other

Don’t Know

Rationale for Eating Processed MeatsBase: All Who Eat Processed Meats N = 785

5%

2%

1%

3%

11%

37%

66%


81

They are high in salt

They are high in fat

They have little nutrients

They tend to be lower in iron

Risk of Cancer

I don’t think there are any drawbacks

Other

Don’t Know

Drawbacks to Eating Processed MeatsBase: All Who Eat Processed Meats N = 785

9%

5%

14%

3%

6%

17%

43%

44%


82

Dairy Consumption & Concerns


83

Incidence of Consuming Dairy ProductsBase: All Respondents N = 814

7%

93%

4%

8%

9%

9%

10%

10%

10%

14%

14%

15%

16%

30%

44%They are good for me

Good source of calcium

Habit

Good for bone health

Something have done sine I was a child

Good source of vitamin D

Help protect against osteoporosis

Good source of protein

Good source of vitamin A

They taste really good

I really enjoy them

Provide variety in my diet

Good source of omega

Yes

No

Rationale for eating Dairy Products N = 749


84

Frequency of Consuming Dairy ProductsBase: All who Consume Dairy Products N = 749

92

1432

3

5

14

2020

1722

5

13

8

7

2 1

49

15

1

13

1016 10

29

11

UnpasteurisedMilk Yoghurts Yoghurt Drinks Milk

More than once a dayOnce a day

5-6 days a week

3-4 days a week


Less often

Never

%


85


4333

7

24

24

10

21

25

11

6

17

3

13

25

10

74

12

1 01

Milk Shakes Soft Cheese Hard CheeseMore than once a day

Once a day5-6 days a week

3-4 days a week


Less often

Never

%


86


19

84

13

73

10

3

9

2

9

1

17

1

23

Butter Unpasteurised Cheese

More than once a day

Once a day

5-6 days a week

3-4 days a week


Less often

Never

%


87

Incidence of Choosing Dairy when ShoppingBase: All who Consume Dairy Products N = 749

43 48

18

34

14

1411

11

1312

24

21

1416

11

4 311

17 12

2121

15

6

8

7 4

13

12

33Always

Regularly

Sometimes

Rarely

Never

%

Low Fat Semi Skimmed

Milk with Vit/Minerals

Flavoured Milk

Low Fat Cheese

Low Fat Spread

Cholesterol Lowering


88

Don’t like the taste

Just something I don’t eat/drink

I’m allergic

I am a vegan

Dairy products are too fatty

Other

Rationale for Not Eating/Drinking DairyBase: All Who do not Eat/Drink Dairy Products N = 65

3%

1%

2%

21%

21%

52%


89

Unpasteurised Products

Butter

Milk

Hard Cheese

Soft Cheese

Alternative Spreads

Yoghurts

I am not concerned about dairy products

I am not concerned about dairy products because I do not eat/drink them

Other

Don’t Know

Principle Concerns about Dairy ProductsBase: All Respondents N = 814

14%

1%

14%

41%

1%

2%

2%

3%

3%

6%

12%


90

Percentage of fat in the product

Diary are high in cholesterol

Contain a lot of antibiotics

Can be tampered with easily

Think cows are given growth hormones

My children might develop allergies from them

Not recommended for pregnant women

They don’t ‘go off’ anymore

Can’t think of any

Other

Don’t Know

Rationale for ConcernBase: All who are Concerned about Dairy Products N = 252

1%

9%

2%

2%

3%

3%

11%

14%

20%

23%

34%


91

Awareness of safefood


92

Logo RecognitionBase: All Respondents N = 814

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

ST 6-831; ST7 – 803; ST8 - 814

51%61% 59%

74%64%

69% 67%75%

IOI ST1

IOI ST2

IOI ST3

IOI ST4

IOI ST5

IOI ST6

IOI ST7

IOIST8


93

Brand Attributes of safefoodBase: All Respondents N=814

Trustworthy

Knowledgeable

Friendly

Relevant

Reliable

Civil Service Type Organisation

28

44

47

39

50

46

28

39

42

38

45

41

35

57

58

54

62

60

ST8ST7ST6


94

Thank You

Project Director: Jane Kearney, Research Director

Project Executive: Mary Loonam, Research Executive

Amárach Consulting 37 Northumberland Road, Ballsbridge, Dublin 4

Phone: + 353 1 6605506 Email: [email protected]

Website: www.amarach.com

Documents

Strictly Private & Confidential © Amárach Consulting, 2007 1 Advertising and Corporate Image Tracking Research Wave 8 Island of Ireland Prepared by Amárach