Food quality and safety––consumer perception and public health concern

Food safety has become an important food quality attribute within the last decade. In 2002, we conducted a consumer survey with 449 subjects in Kiel to determine actual consumer perceptions to food quality and safety. We compared these data with our former consumer surveys in Kiel. Over the past decade food quality is perceived to have improved. Regarding to food related health risks, the feeling of uncertainty appears to have decreased. With respect to the willingness to pay for food safety, two segments of consumers emerged, i.e. price-sensitive and safety-sensitive consumers. Food manufacturers have gained credibility from 1997 to 2002 although still on a low level. They should communicate actively their food safety initiatives as part of their ethical and social responsibility.