Only 29 per cent of UK respondents thought food could possibly damage their health, as opposed to 48 per cent in the rest of the EU.
There are two major conclusions that food industry comms professionals might draw. First, food safety concerns are taking a back seat to economic worries. But this may also indicate apathy, which means vigilance is even more vital for manufacturers.
Secondly, CSR and sustainability criteria, once again, are the brand values that raise most concern and affect purchasing decisions.
Both create corporate and product brand challenges that will keep us busy in 2011.
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