Additives and Attitudes

A UK Consumer Perspective

Publication Date	December 2005
Publisher	Leatherhead
Product Type	Report
Pages	264
ISBN Number	not applicable
Product Code	LFR00014

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Summary

The recent large-scale food recalls following contamination with illegal dyes has brought consumer concerns about the safety of food additives and the adequacy of regulatory and control mechanisms to the fore once again and it is vital for those in the food and drink industry to understand the extent to which this is likely to impact on consumer purchasing behaviour.

Concern is considerably higher in this decade compared with the last. In 2006 just 16% agreed that they were not as concerned about additives in food and drinks as they were 5 years ago, whilst in 1991 this proportion was 25%. This implies a growing concern about additives in food and drinks.

In the same period consumer confidence in the safety of additives appears to have declined. In 2006 just 18% claimed confidence in the safety of additives in food, whilst in 1991 this proportion was as high as 40%.

Now is an ideal time to examine the extent to which additives use is an issue to consumers, to evaluate consumer awareness and understanding, to gauge satisfaction with current regulations and controls, and to assess the potential current and future impact on food purchasing behaviour and the implications of that for the food and drinks industry as a whole.

Aim:

To determine the current level of consumer interest in 'additives' and the extent to which this is influencing purchasing behaviour.

Objectives:

To assess consumer awareness and knowledge of additives in foods and drinks
To evaluate consumer perception of the importance of additives in relation to a healthy diet
To determine the extent to which the use of additives in foods and drinks is regarded as a safety issue, and its relative importance in comparison with other issues in influencing food choices
To assess positive and negative perceptions of the role of additives in the diet
To review consumer awareness and perceptions of different types of additives, such as colourings, preservatives, etc.
To establish the influence of consumer attitudes to additives on actual food purchasing behaviour
To examine the extent to which ingredients labelling is read and understood by consumers
To assess levels of consumer concern over 'E' numbers and the potential for 'natural' alternatives
To identify how the food and drinks industry may improve consumer awareness of the positive aspects of additives

Primary Research

The major input into this project was a programme of original consumer research, carried out to fully assess consumer attitudes to additives. This includes both quantitative and qualitative research programmes and had 3 elements, as follows:

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Omnibus-style Internet survey of about 1,000 respondents gives a representative sample to provide an indication of levels of consumer concern about additives across the population as a whole, and the extent to which it may be skewed toward those with children. This also aided in sample selection for stages 2 (qualitative) and 3 (quantitative) of the research.

Focus groups with adults were carried out to gain a more in-depth qualitative understanding of consumer awareness and attitudes and highlight some of the issues to be addressed in the in-depth interviews to follow. Four groups were held with mothers with children of different ages, with a representative mix across B, C1 and C2 classes and working versus non-working.

In-depth face-to-face interviews were carried out with 150 consumers, responsible for food purchases for their households. Quotas were set for working status/socio-economic group and number and age of children.

Content

1. Introduction
- 1.1 Background
- 1.2 Aims
- 1.3 Objectives
- 1.4 Report Content
- 1.5 Information Provided
  - 1.5.1 Desk Research
  - 1.5.2 Primary Research
2. Executive Summary
3. Consumer Interest In Additives
- 3.1 Importance Placed on Contributors to a Healthy Life
- 3.2 Importance Placed on Issues Surrounding Additives
- 3.3 Health Concerns Regarding Artificial Additives
4. Consumer Knowledge And Understanding Of Additives
- 4.1 Recognition and Identification of Additives
- 4.2 Views on Additives and their Function
- 4.3 Understanding of Additive Information on Food Product Labels
- 4.4 Assumed Level of Additives in Food and Drink Categories
5. Consumers' Attitudes And Concerns Regarding Additives
- 5.1 General Concern for Yourself Regarding Additives in Food and Drink
- 5.2 General Concern for Children Regarding Additives in Food and Drink
- 5.3 Concern with Specific Additives for Yourself Compared with for Children
- 5.4 Level of Agreement with Statements on Additive Concern and Perceptions
- 5.5 Concern with Additive Levels in Everyday Food and Drink Categories
6. Influence Of Additives On Consumer Behaviour
- 6.1 Recent Active Changes in Dietary Behaviour
- 6.2 Trade off Between Natural Ingredients and Processed Style Products
- 6.3 Tangible Effect of Additives on Food or Drink Purchase
- 6.4 Frequency of Shopping to Obtain Food Free of Artificial Additives
- 6.5 Paying Extra to Obtain Food Free of Artificial Additives
- 6.6 Importance of Pack Claims Influencing Purchase Choice
- 6.7 Frequency of Checking Labels for Additive Information
7. Awareness Of Information Sources And Controls Over Additive Safety
- 7.1 Consumer Confidence in the Safety of Additives in Food
- 7.2 Regulations, Controls and Testing - Awareness and Understanding
- 7.3 Sources Utilised for Additive Information
- 7.4 Sources Trusted for Additive Information
  - 12.4.1 Overview
  - 12.4.2 Communications Act 1989
  - 12.4.3 Communications Amendment Act 2000
  - 12.4.4 Draft national policy on telecommunications - November 2002
- 12.5 Fixed network operators in Niue
  - 12.5.1 Telecom Niue
- 12.6 Telecommunications infrastructure
  - 12.6.1 National and international
- 12.7 Internet market
  - 12.7.1 Overview of the Internet in Niue
  - 12.7.2 ISP market
- 12.8 Broadband market
  - 12.8.1 Free broadband Internet Cafe
  - 12.8.2 Wireless broadband
- 12.9 Mobile communications
  - 12.9.1 Overview of Niue's mobile market
- 12.10 Broadcasting
  - 12.10.1 Television and radio broadcasting in Niue
13. Northern Mariana Islands
- 13.1 Key statistics
- 13.2 Country overview
- 13.3 Telecommunications market
  - 13.3.1 Overview
- 13.4 Regulatory environment
  - 13.4.1 Commonwealth Telecommunications Act 2000
- 13.5 Fixed network operators in CNMI
  - 13.5.1 Pacific Telecom Inc (PTI)
- 13.6 Telecommunications infrastructure
  - 13.6.1 National and international
- 13.7 Internet market
  - 13.7.1 Overview of the Internet in Northern Mariana
  - 13.7.2 ISP market
- 13.8 Mobile communications
  - 13.8.1 Mobile statistics and major operators
  - 13.8.2 GSM networks
  - 13.8.3 Brief history of Guamcell
- 13.9 Broadcasting
  - 13.9.1 Radio broadcasting
14. Palau
- 14.1 Key statistics
- 14.2 Country overview
- 14.3 Telecommunications market
  - 14.3.1 Overview of Palau's telecom market
- 14.4 Fixed network operators
  - 14.4.1 Palau National Communications Corporation
- 14.5 Telecommunications infrastructure
  - 14.5.1 National telecom network
  - 14.5.2 International infrastructure
- 14.6 Internet and broadband market
  - 14.6.1 Overview of the Internet in Palau
  - 14.6.2 . pw domain name
- 14.7 Mobile communications
  - 14.7.1 Overview of Palau's mobile market
- 14.8 Broadcasting
  - 14.8.1 Radio
  - 14.8.2 Television
15. Papua New Guinea
- 15.1 Key statistics
- 15.2 Country overview
- 15.3 Telecommunications market
  - 15.3.1 Overview of PNG's telecom market
- 15.4 Regulatory environment
  - 15.4.1 History
  - 15.4.2 Independent Consumer and Competition Act 2002
  - 15.4.3 Regulatory authorities
  - 15.4.4 Privatisation of Telikom PNG
- 15.5 Fixed network operators in PNG
  - 15.5.1 Telikom PNG Ltd
- 15.6 Telecommunications infrastructure
  - 15.6.1 National telecom network
  - 15.6.2 International infrastructure
- 15.7 Internet market
  - 15.7.1 Overview of the Internet in PNG
  - 15.7.2 Internet gateway (Tiare)
  - 15.7.3 ISP market
  - 15.7.4 Wireless broadband
  - 15.7.5 Satellite broadband
- 15.8 Mobile communications
  - 15.8.1 Overview of PNG's mobile market
  - 15.8.2 Mobile Communications Ltd (PMC)
  - 15.8.3 Satellite mobile
- 15.9 Broadcasting
  - 15.9.1 Free-to-air TV
  - 15.9.2 Satellite and cable TV
16. Pitcairn Island
- 16.1 Key statistics
- 16.2 Country overview
- 16.3 Telecommunications market
  - 16.3.1 Overview
  - 16.3.2 Satellite telephone and phonecards
  - 16.3.3 Telecommunications infrastructure
- 16.4 Internet market
  - 16.4.1 Overview of the Internet in Pitcairn
  - 16.4.2 Domain names up for sale
17. Samoa
- 17.1 Key statistics
- 17.2 Telecommunications market
  - 17.2.1 Overview of Samoa's telecom market
- 17.3 Regulatory environment
  - 17.3.1 Postal and Telecommunication Services Act 1999
  - 17.3.2 Ministry of Communications and Information Technology (MCIT)
  - 17.3.3 National ICT strategy
  - 17.3.4 Telecom sector liberalisation in Samoa
- 17.4 Fixed network operators
  - 17.4.1 SamoaTel Ltd
- 17.5 Telecommunications infrastructure
  - 17.5.1 National telecom network
  - 17.5.2 International infrastructure
- 17.6 Internet and broadband market
  - 17.6.1 Overview of the Internet in Samoa
  - 17.6.2 Internet statistics
  - 17.6.3 ISP market
  - 17.6.4 Multipurpose Community Telecentres (MCTs)
  - 17.6.5 E-government
  - 17.6.6 Distant learning and telehealth
- 17.7 Mobile communications
  - 17.7.1 Overview of Samoa's mobile market
  - 17.7.2 Major mobile operators
- 17.8 Broadcasting
  - 17.8.1 TV broadcasting
  - 17.8.2 Radio
18. Solomon Islands
- 18.1 Key statistics
- 18.2 Country overview
- 18.3 Telecommunications market
  - 18.3.1 Overview of Solomon Islands' telecom market
- 18.4 Regulatory environment
  - 18.4.1 Regulatory authority
  - 18.4.2 Telecom's monopoly status to be reviewed
- 18.5 Fixed network operators
  - 18.5.1 Solomon Telekom Co Ltd
- 18.6 Telecommunications infrastructure
  - 18.6.1 National and international
  - 18.6.2 Impact of ethnic unrest on telecoms network
- 18.7 Internet market
  - 18.7.1 Overview of the Internet in Solomon Islands
  - 18.7.2 Internet Domain names
  - 18.7.3 People First Network (PFnet) rural connectivity project
  - 18.7.4 Multipurpose Community Telecentres (MCTs)
- 18.8 Broadband market
  - 18.8.1 DSL network
  - 18.8.2 Satellite Internet
- 18.9 Mobile communications
  - 18.9.1 Overview of Solomon Islands' mobile market
- 18.10 Broadcasting
  - 18.10.1 Television broadcasting
  - 18.10.2 Solomon Islands Broadcasting Corporation (SIBC)
19. Tokelau
- 19.1 Key statistics
- 19.2 Country overview
  - 19.2.1 Progress towards self-government and free association with NZ is halted
- 19.3 Telecommunications market
  - 19.3.1 Overview of Tokelau's telecom market
- 19.4 Fixed network operator in Tokelau
  - 19.4.1 Telecommunications Tokelau Corporation
- 19.5 Telecommunications infrastructure
  - 19.5.1 National telecom network
  - 19.5.2 International infrastructure
- 19.6 Internet market
  - 19.6.1 Overview of the Internet in Tokelau
  - 19.6.2 Dot TK
20. Tonga
- 20.1 Key statistics
- 20.2 Country overview
- 20.3 Telecommunications market
  - 20.3.1 Overview of Tonga's telecom market
- 20.4 Regulatory environment
  - 20.4.1 Sector reform
  - 20.4.2 Regulatory authority
  - 20.4.3 Privatisation of TCC
- 20.5 Fixed network operators in Tonga
  - 20.5.1 Tonga Communications Corporation
  - 20.5.2 Shoreline Communications Ltd (TonFon)
- 20.6 Telecommunications infrastructure
  - 20.6.1 National telecom network
  - 20.6.2 Infrastructure developments
  - 20.6.3 Satellite networks
- 20.7 Internet and broadband markets
  - 20.7.1 Overview of the Internet in Tonga
  - 20.7.2 Internet access locations
  - 20.7.3 ISP market
  - 20.7.4 Fixed-line broadband market
  - 20.7.5 Wireless broadband market
- 20.8 Mobile communications
  - 20.8.1 Overview of Tonga's mobile market
  - 20.8.2 Major mobile operators
- 20.9 Broadcasting
  - 20.9.1 Television broadcasting in Tonga
  - 20.9.2 Pay TV
  - 20.9.3 Satellite TV
21. Tuvalu
- 21.1 Key statistics
- 21.2 Country overview
- 21.3 Telecommunications market
  - 21.3.1 Overview of Tuvalu's telecom market
- 21.4 Regulatory environment
  - 21.4.1 Tuvalu Telecom Act 1993
- 21.5 Fixed network operator in Tuvalu
  - 21.5.1 Tuvalu Telecommunications Corporation
- 21.6 Telecommunications infrastructure
  - 21.6.1 National and international
- 21.7 Internet market
  - 21.7.1 Overview of the Internet in Tuvalu
  - 21.7.2 Bridging the digital divide
  - 21.7.3 DotTV
- 21.8 Broadcasting
  - 21.8.1 Overview of broadcasting in Tuvalu
22. Vanuatu
- 22.1 Key statistics
- 22.2 Country overview
- 22.3 Telecommunications market
  - 22.3.1 Overview of Vanuatu's telecom market
- 22.4 Regulatory environment
  - 22.4.1 Telecommunications Act 1989
  - 22.4.2 Telecommunications (Amendment) Act 1993
  - 22.4.3 Recent developments to stop further granting of telco licenses - 2006
- 22.5 Fixed network operators
  - 22.5.1 Telecom Vanuatu Ltd
- 22.6 Telecommunications infrastructure
  - 22.6.1 National telecom network
  - 22.6.2 International infrastructure
  - 22.6.3 Infrastructure development plans
- 22.7 Internet market
  - 22.7.1 Overview of the Internet and broadband in Vanuatu
- 22.8 Content and e-services
  - 22.8.1 E-commerce
- 22.9 Mobile communications
  - 22.9.1 Overview of Vanuatu's mobile market
- 22.10 Broadcasting
  - 22.10.1 Television broadcasting in Vanuatu
  - 22.10.2 Radio
23. Wallis & Futuna Islands
- 23.1 Key statistics
- 23.2 Country overview
- 23.3 Telecommunications market
  - 23.3.1 Overview
  - 23.3.2 Internet
  - 23.3.3 Broadcasting
24. Glossary Of Abbreviations