Advertising and Corporate Image Tracking Research Wave 8

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

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 2 Strictly Private & Confidential © Amárach Consulting, 2007

Project Approach 3 Strictly Private & Confidential © Amárach Consulting, 2007

Wave 8 – Methodology Overview • Total Number of Interviews • (IOI -814 ST 8) Ro. I (ROI - 510 ST 8) • Benchmark – Jan 2003 ST 1 - May 2003 ST 2 – January 2004 ST 3 – June 2004 NI • (NI – 300 ST 8) ST 4 – January 2005 ST 5 a – June 2005 ST 5 b – July 2005 • • • Sample Fieldwork ST 6 - January 2006 - Nationally representative - Adults aged 15 -74 ST 7 - June 2006 ST 8 – January 2007 - In-home face to face interviews - 52 sampling points in ROI & - 50 sampling points in NI • 4 Strictly Private & Confidential © Amárach Consulting, 2007

Environmental Changes in the last 6 months The Irish Consumer • Factors • Increase in the numbers buying organic produce, particularly among those with children. • • One in two Irish grocery shoppers claim to buy Fairtrade 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. As much as 50% of the average grocery shop can be premium products. 5 Strictly Private & Confidential © Amárach Consulting, 2007

Section 1: Spontaneous Awareness & Associations Section 2: Advertising & Effectiveness Superfood Awareness Banana Campaign Pea Campaign Wholegrain Campaign Meat Campaign Hand Washing Campaign Christmas Bird Campaign Section 3: PR Evaluation Section 4: Food Safety & Healthiness Section 5: Complaint Handling Section 6: Nutrition Section 7: Processed Meats Section 8: Dairy – Consumption & Concerns Section 9: Awareness of safefood 6 Strictly Private & Confidential © Amárach Consulting, 2007

Findings 7 Strictly Private & Confidential © Amárach Consulting, 2007

Spontaneous Awareness & Associations 8 Strictly Private & Confidential © Amárach Consulting, 2007

Total Spontaneous Awareness-Food Safety Base: All Respondents N= 814 9 Strictly Private & Confidential © Amárach Consulting, 2007

Spontaneous Association-Food Safety Base: All Respondents N= 814 10 Strictly Private & Confidential © Amárach Consulting, 2007

Spontaneous Association-Healthy Eating Base: All Respondents N= 814 11 Strictly Private & Confidential © Amárach Consulting, 2007

Company Most Associated with Promotion of Food Safety Base: All Respondents N= 814 Q. 3 a What ONE organisation / company or otherwise would you most associate with the promotion of Food Safety? DO NOT PROMPT, SINGLE CODE RESPONSE 12 Strictly Private & Confidential © Amárach Consulting, 2007

Company Most Associated with Promotion of Healthy Eating Base: All Respondents N= 814 Q. 3 b What ONE organisation / company or otherwise would you most associate with the promotion of Healthy Eating? DO NOT PROMPT, SINGLE CODE RESPONSE 13 Strictly Private & Confidential © Amárach Consulting, 2007

Advertising & Effectiveness 14 Strictly Private & Confidential © Amárach Consulting, 2007

Recall of Advertising & Awareness of Food Safety & Healthy Eating Base: All Respondents N= 814 ST 6 ST 7 ST 8 15 Strictly Private & Confidential © Amárach Consulting, 2007

Awareness of TV Superfoods Base: All Respondents N= 814 ST 6 ST 7 ST 8 Measured against previous safefood campaigns 16 Strictly Private & Confidential © Amárach Consulting, 2007

Media Vehicle Recall for Superfoods Base: All that Recalled Superfoods Campaign N= 194 17 Strictly Private & Confidential © Amárach Consulting, 2007

Main Message Communicated by the Superfood Campaign Base: All that Recalled Superfoods Campaign N= 194 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 18 Strictly Private & Confidential © Amárach Consulting, 2007

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% 19 Strictly Private & Confidential © Amárach Consulting, 2007

Behavioural Impact of Superfoods Campaign Base: 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 Ø 39% have already changed their behaviour 38% plan to change their behaviour Ø Ø 9% plan to find out more about this issue in the near future Ø 9% say that it is unlikely they will look into it any further 20 Strictly Private & Confidential © Amárach Consulting, 2007

Meaning of Superfood Base: All Respondents N = 814 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 21 Strictly Private & Confidential © Amárach Consulting, 2007

Banana Campaign 22 Strictly Private & Confidential © Amárach Consulting, 2007

Recall of Banana Campaign Base: All Respondents N=412 ST 8 Base: Those Who Recalled Campaign N = 106 Bananas are good for you Yes Bananas are a healthy food Importance of eating fruits in our diet Bananas contain potassium Eat more fruit Bananas are nutritional No Fruits help to control blood pressure None Other Don’t Know 23 Strictly Private & Confidential © Amárach Consulting, 2007

Rating of Banana Campaign Base: Those that Recalled Campaign N = 106 Really capturing your interest Delivering a message of relevance to you you something you didn’t already Telling know Getting the point across in a clear way Being hard hitting 24 Strictly Private & Confidential © Amárach Consulting, 2007

Behavioural Impact of Banana Campaign Base: Those that Recalled Campaign N = 106 Ø 35% made them think about fruit in their diet and I eat more fruit as a result. Ø 23% made them think about fruit in their diet and I plan to eat more fruit as a result. Ø 13% made them think more about bananas in their diet and I eat more as a result of the ad. Ø 10% made them think more about bananas in their diet and I plan to eat more as a result of the ad. Ø 7% made them think about fruit in their diet and I plan to find out more about eating fruit in the near future. Ø 6% didn’t impact them in any way. 25 Strictly Private & Confidential © Amárach Consulting, 2007

Pea Campaign 26 Strictly Private & Confidential © Amárach Consulting, 2007

Recall of Pea Campaign Base: All Respondents N=402 27 Strictly Private & Confidential © Amárach Consulting, 2007

Main Message Communicated by Pea Campaign Base: Those that Recalled Campaign N = 60 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 28 Strictly Private & Confidential © Amárach Consulting, 2007

Rating of Pea Campaign Base: Those that Recalled Campaign N = 60 Really capturing your interest Delivering a message of relevance to you you something you didn’t already Telling know Getting the point across in a clear way Being hard hitting 29 Strictly Private & Confidential © Amárach Consulting, 2007

Behavioural Impact of Pea Campaign Base: Those that Recalled Campaign N = 60 Ø 36% think about vegetables in their diet and they eat more vegetables as a result of the ad. Ø 17% are thinking about vegetables in their diet and they plan to eat more vegetables as a result of the ad. Ø 16% think about eating peas and are eating more peas as a result fo the ad. Ø 14% think about vegetables in their diet and plan to find out more about eating vegetables in the near future. Ø 4% thinking about eating peas and plan to eat more peas as a result of the ad. Ø 8% were not impacted in any way. 30 Strictly Private & Confidential © Amárach Consulting, 2007

Wholegrain Campaign 31 Strictly Private & Confidential © Amárach Consulting, 2007

Recall of Wholegrain Campaign Base: All Respondents N=412 YES NO 32 Strictly Private & Confidential © Amárach Consulting, 2007

Main Message Communicated by Wholegrain Campaign Base: Those that Recalled Campaign N = 83 It’s important to have wholegrain food in your diet Wholegrain food is good for your health 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 33 Strictly Private & Confidential © Amárach Consulting, 2007

Rating of Wholegrain Campaign Base: Those that Recalled Campaign N = 83 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 34 Strictly Private & Confidential © Amárach Consulting, 2007

Behavioural Impact of Wholegrain Campaign Base: Those that Recalled Campaign N = 83 Ø 38% Think more about wholegrain foods in their diet and are eating more wholegrain foods as a result of the ad. Ø 32% Think more about wholegrain foods and plan on eating more wholegrain foods as a result. Ø 11% Think more about eating wholegrain bread and are eating more as a result. Ø 4% Think more about eating wholegrain bread and plan to eat more as a result. Ø 6% Were not impacted in any way. Ø 8% Don’t Know 35 Strictly Private & Confidential © Amárach Consulting, 2007

Meat Campaign 36 Strictly Private & Confidential © Amárach Consulting, 2007

Recall of Meat Campaign Base: All Respondents N= 402 YES NO 37 Strictly Private & Confidential © Amárach Consulting, 2007

Main Message Communicated by Meat Campaign Base: Those that Recalled Campaign N = 55 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 38 Strictly Private & Confidential © Amárach Consulting, 2007

Rating of Meat Campaign Base: Those that Recalled Campaign N = 55 Getting the point across in a clear way Really Capturing your interest a message of Delivering Relevance to you Being hard hitting Telling you something you didn’t know already 39 Strictly Private & Confidential © Amárach Consulting, 2007

Behavioural Impact of Meat Campaign Base: Those that Recalled Campaign N = 55 Ø 40% Think more about processed meats and are eating more lean meats as a result of the ad. Ø 26% Think more about eating lean meat and are eating more as a result. Ø 18% Think more about processed meats and plan on eating more lean meats as a result. Ø 4% Think more about processed meats and plan to find out more about lean meats in the near future. Ø 3% Think more about eating lean meats and plan to eat more as a result. Ø 2% were not impacted in any way. Ø 7% Don’t know 40 Strictly Private & Confidential © Amárach Consulting, 2007

Hand Washing Campaign 41 Strictly Private & Confidential © Amárach Consulting, 2007

Recall of Hand Washing Campaign Base: All Respondents N= 814 ST 8 Message Recalled N=339 Wash your hands before handling foods Wash and dry your hands thoroughly Yes 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 No Wash your hands before eating your food None Other Don’t Know 42 Strictly Private & Confidential © Amárach Consulting, 2007

Rating of Hand Washing Campaign Base: Those that Recalled Campaign N = 339 Really Capturing your interest Delivering a message of relevance to you Telling you something you didn’t know already Getting the point across in a clear way Being hard hitting 43 Strictly Private & Confidential © Amárach Consulting, 2007

Behavioural Impact of Hand Washing Campaign Base: Those that Recalled Campaign N = 339 Ø 57% Think more about how to wash their hands properly and now fully wash and dry them as a result of the ad. Ø 27% Think more about how to wash their hands properly and plan on fully washing and drying them as a result. Ø 4% Think more about how to wash their hands properly and plan to find out more about this issue in the future. Ø 7% were not impacted by the ad in any way. Ø 4% Don’t know 44 Strictly Private & Confidential © Amárach Consulting, 2007

Christmas Bird Campaign 45 Strictly Private & Confidential © Amárach Consulting, 2007

Recall of Christmas Bird Campaign Base: All Respondents N= 814 ST 6 ST 8 Yes No 46 Strictly Private & Confidential © Amárach Consulting, 2007

Recall of Christmas Bird Campaign Base: All Who Recalled the Campaign N=404 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 ST 8 ST 6 Other 47 Strictly Private & Confidential © Amárach Consulting, 2007

Rating of Christmas Bird Campaign Base: Those that Recalled Campaign N = 404 Really Capturing your interest Delivering a message of relevance to you Telling you something you didn’t know already Getting the point across in a clear way Being hard hitting ST 8 ST 6 48 Strictly Private & Confidential © Amárach Consulting, 2007

Behavioural Impact of Christmas Bird Campaign Base: Those that Recalled Campaign N = 404 Ø 43% Think more about washing poultry and have stopped washing poultry as a result of the ad. Ø 30% Think more about washing poultry and plan to stop washing poultry as a result. Ø 8% Think about washing poultry and plan to find out more about this issue in the near future. Ø 15% were not impacted in any way. Ø 4% Don’t know NB Not asked on safetrak 6 49 Strictly Private & Confidential © Amárach Consulting, 2007

PR Evaluation 50 Strictly Private & Confidential © Amárach Consulting, 2007

Awareness of Superfoods Campaign Base: All Respondents N = 814 Spontaneous Prompted Yes No 51 Strictly Private & Confidential © Amárach Consulting, 2007

Awareness of Superfoods PR Base: All Respondents N = 814 Main Message Recalled N = 123 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 52 Strictly Private & Confidential © Amárach Consulting, 2007

Awareness of Christmas Bird PR Base: All Respondents N = 814 Christmas Bird Campaign ST 6 Christmas Bird Campaign ST 8 Yes No 53 Strictly Private & Confidential © Amárach Consulting, 2007

Awareness of Christmas Bird PR Base: All Who Recalled the Message N=356 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 ST 8 ST 6 54 Strictly Private & Confidential © Amárach Consulting, 2007

Food Safety & Healthiness 55 Strictly Private & Confidential © Amárach Consulting, 2007

Level of concern about Food Safety Issues Base: All Respondents N = 814 Very Concerned Concerned Neither Unconcerned Very unconcerned Don’t Know 56 Strictly Private & Confidential © Amárach Consulting, 2007

Main Issue of Concern in Relation to Food Safety Base: All Respondents N = 814 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 57 Strictly Private & Confidential © Amárach Consulting, 2007

Level of Concern Regarding Healthy Eating Base: All Respondents N = 814 % Very Concerned Concerned Neither Unconcerned Not Concerned at All 58 Strictly Private & Confidential © Amárach Consulting, 2007

Attitudes to Healthy Eating Base: All Respondents N = 814 Agreement I often get confused by the many different messages about healthy eating ST 8 ST 7 ST 6 Over the past 6 months I have become more aware of healthy eating issues ST 8 ST 7 ST 6 59 Strictly Private & Confidential © Amárach Consulting, 2007

Main Issue of Concern in Relation to Healthy Eating Base: All Respondents N = 814 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 60 Strictly Private & Confidential © Amárach Consulting, 2007

Complaint Handling 61 Strictly Private & Confidential © Amárach Consulting, 2007

Incidence of Making a Complaint about hygiene Base: All Respondents N = 814 ST 6 ST 8 Yes No – I had reason to complain but didn’t no No – I had reason to complain 62 Strictly Private & Confidential © Amárach Consulting, 2007

Incidence of Making a Complaint about hygiene Base: All Who Complained N=71 The manager A member of the staff The Owner Other ST 8 ST 6 63 Strictly Private & Confidential © Amárach Consulting, 2007

Nature of the Complaint Base: All Who Complained N = 71 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 64 Strictly Private & Confidential © Amárach Consulting, 2007

Incidence of Being Satisfied with Outcome of Complaint Base: All Made Complaint about Food N=71 ST 6 ST 8 Yes No 65 Strictly Private & Confidential © Amárach Consulting, 2007

Rationale for Not Complaining Base: All Who had Reason to Complain but Chose Not to N = 44 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 66 Strictly Private & Confidential © Amárach Consulting, 2007

Incidence of Returning to the Outlet Base: All Who had Reason to Complain, Whether did so or not N=115 Yes No Not Stated 67 Strictly Private & Confidential © Amárach Consulting, 2007

Nutrition 68 Strictly Private & Confidential © Amárach Consulting, 2007

Incidence of Eating Wholegrain Foods Base: All Respondents N = 814 ST 8 Rationale for not eating Wholegrain foods N = 92 Don’t like the taste of it It’s difficult to identify wholegrain foods in the supermarket Too costly Yes 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 No Other Don’t Know 69 Strictly Private & Confidential © Amárach Consulting, 2007

Examples of Wholegrain Foods Base: All Respondents N = 814 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 70 Strictly Private & Confidential © Amárach Consulting, 2007

Wholegrain foods Consumed on a Weekly Basis Base: All Who Eat Wholegrain N = 722 Wholegrain Breakfast Cereal Brown Bread Wholegrain Bread (Wholemeal) Porridge Brown Rice/Pasta Other Don’t Know 71 Strictly Private & Confidential © Amárach Consulting, 2007

Benefits of Eating Wholegrain Foods Base: All Who Eat Wholegrain N = 722 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 any benefits to eating wholegrain Other Don’t Know 72 Strictly Private & Confidential © Amárach Consulting, 2007

Sources of Nutritional Information Base: All Respondents N = 814 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 73 Strictly Private & Confidential © Amárach Consulting, 2007

Type of Information Obtained Base: All Who Obtained Information in Last 6 Months N = 406 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 74 Strictly Private & Confidential © Amárach Consulting, 2007

Subject where more easily available Information is required Base: All Respondents N = 814 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 75 Strictly Private & Confidential © Amárach Consulting, 2007

Processed Meats 76 Strictly Private & Confidential © Amárach Consulting, 2007

Frequency of Eating Processed Meats Base: All Respondents N = 814 % More than once a day Once a day 5 -6 days a week - - 3 -4 days a week Once or twice a week Less often Never 77 Strictly Private & Confidential © Amárach Consulting, 2007

Frequency of Eating Processed Meats Base: All Respondents N = 814 % More than once a day Once a day 5 -6 days a week 3 -4 days a week - - Once or twice a week Less often Never 78 Strictly Private & Confidential © Amárach Consulting, 2007

Examples of Processed Meats Base: All Respondents N = 814 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 79 Strictly Private & Confidential © Amárach Consulting, 2007

Rationale for Eating Processed Meats Base: All Who Eat Processed Meats N = 785 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 80 Strictly Private & Confidential © Amárach Consulting, 2007

Drawbacks to Eating Processed Meats Base: All Who Eat Processed Meats N = 785 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 any drawbacks Other Don’t Know 81 Strictly Private & Confidential © Amárach Consulting, 2007

Dairy Consumption & Concerns 82 Strictly Private & Confidential © Amárach Consulting, 2007

Incidence of Consuming Dairy Products Base: All Respondents N = 814 Rationale for eating Dairy Products N = 749 They are good for me Good source of calcium Habit Good for bone health Yes 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 No Provide variety in my diet Good source of omega 83 Strictly Private & Confidential © Amárach Consulting, 2007

Frequency of Consuming Dairy Products Base: All who Consume Dairy Products N = 749 % More than once a day Once a day 5 -6 days a week 3 -4 days a week Once or twice a week Less often Never 84 Strictly Private & Confidential © Amárach Consulting, 2007

Frequency of Consuming Dairy Products Base: All who Consume Dairy Products N = 749 % More than once a day Once a day 5 -6 days a week 3 -4 days a week Once or twice a week Less often Never 85 Strictly Private & Confidential © Amárach Consulting, 2007

Frequency of Consuming Dairy Products Base: All who Consume Dairy Products N = 749 % More than once a day Once a day 5 -6 days a week 3 -4 days a week Once or twice a week Less often Never 86 Strictly Private & Confidential © Amárach Consulting, 2007

Incidence of Choosing Dairy when Shopping Base: All who Consume Dairy Products N = 749 Low Fat Semi Skimmed Milk with Vit/Minerals Flavoured Milk % Low Fat Cheese Low Fat Spread Cholesterol Lowering Always Regularly Sometimes Rarely Never 87 Strictly Private & Confidential © Amárach Consulting, 2007

Rationale for Not Eating/Drinking Dairy Base: All Who do not Eat/Drink Dairy Products N = 65 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 88 Strictly Private & Confidential © Amárach Consulting, 2007

Principle Concerns about Dairy Products Base: All Respondents N = 814 Unpasteurised Products Butter Milk Hard Cheese Soft Cheese Alternative Spreads Yoghurts I am not concerned about dairy products because I do not eat/drink them Other Don’t Know 89 Strictly Private & Confidential © Amárach Consulting, 2007

Rationale for Concern Base: All who are Concerned about Dairy Products N = 252 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 develop allergies from My children might them Not recommended for pregnant women They don’t ‘go off’ anymore Can’t think of any Other Don’t Know 90 Strictly Private & Confidential © Amárach Consulting, 2007

Awareness of safefood 91 Strictly Private & Confidential © Amárach Consulting, 2007

Logo Recognition Base: All Respondents N = 814 Bases: IOI BM – 900; ST 1 – 827; ST 2 -863; ST 3 – 828; ST 4 – 819; ST 5 a- 811; ST 6 -831; ST 7 – 803; ST 8 - 814 92 Strictly Private & Confidential © Amárach Consulting, 2007

Brand Attributes of safefood Base: All Respondents N=814 Trustworthy Knowledgeable ST 8 ST 7 ST 6 Friendly Relevant Reliable Civil Service Type Organisation 93 Strictly Private & Confidential © Amárach Consulting, 2007

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: jane. kearney@amarach. com Website: www. amarach. com 94 Strictly Private & Confidential © Amárach Consulting, 2007