Latest Consumer Attitudes Survey suggests healthy eating important in Wales

Sunday 24 February 2008

The eighth annual Welsh Consumer Attitudes to Food Survey¹, published today by the Food Standards Agency shows consumers are continuing to take a keen interest in healthy eating.

Highlights relating to diet and nutrition include:

• Nearly nine out of ten respondents claimed that healthy eating is important to them, and 88% also believed that a limited budget is not a barrier to healthy eating. There was also overwhelming agreement (83%) that parents should be strict with children and make them eat healthily
• Just over three quarters (76%) of consumers are now aware that they should be eating at least five portions of a variety of fruit and vegetables each day² and 50%, also an improvement on last year, claimed to be putting this into practice by eating at least ‘5-a-day’³
• Food labels remain important to shoppers in Wales, with 71% looking at nutritional information when they buy a product for the first time. The amount of fat, salt, sugar, saturated fat and additives still top the information consumers look for when checking food labels, with the quantity of fat and salt being the most commonly checked for.⁴ However, there are minor fluctuations either way on some of these areas. The percentage of people who look for details about fat content has significantly decreased since 2006 - now 45% from 47%, saturated fat now 21% from 24%. Those seeking information on the amount of sugar or additives remain static, whilst there is an increase in those who are looking for the amount of salt contained in a product. This has increased from 39% in 2006 to 45% in 2007
• The study shows that in Wales there continues to be confusion over the meaning of the 'use by' date for food. Fewer respondents (down to 54% from 60% in 2006) correctly stated that food would be safe to eat up to this date, but should not be eaten after it. More respondents also incorrectly stated that food would be at its best quality before this date

Steve Wearne, Director of the Food Standards Agency in Wales, commented:

'This most recent survey is encouraging as it shows the majority of people do realise how important it is to eat healthily, and many are also in the know when it comes to checking labels. However, what appears to be a drop in concern about how much fat and saturated fat there is in our food, shows how critical it is that the Agency continues to raise awareness around a healthier diet and provides clear information and advice, backed up by scientific evidence.'

The survey also looked at attitudes to food safety issues. Consumers in Wales continue to be concerned about food safety issues

Awareness of the FSA and its role in providing clear consumer advice is also tracked in the survey. Figures of note include:

• In Wales consumer awareness of the FSA has stabilised at a constant high of 84%. Trust in the FSA has fluctuated since 2003 and currently stands at 51%, up from 38% when this question was first asked in 2001
• Over one in five cited the Agency as a source of advice on healthy eating