Food Research Ireland - Department of Agriculture

4.4.1 KEY INVESTMENT AREA - CONSUMER RESEARCH
Research into the food related behaviour of consumers on the island of
Ireland has developed greatly in recent years. The continuous assessment
of consumer trends by Bord Bia and of consumer food behaviour by
SafeFood is complemented by the strong consumer research capabilities
of the higher education sector and in research institutes. The results from
national and international funded research projects provides some
insights into consumer food choice and consumer behaviour and has
helped to identify some of the key challenges which Ireland’s food sector
face. There is also a need to increase our understanding of consumer
behaviours in global markets if we are to access those markets
effectively. Therefore, research investments in this thematic area should
include an international dimension. In addition, research activities in this
area need to recognise the current industry configuration as being strong
in respect of business to business (B2B) and somewhat weaker in respect
of business to consumer (B2C) with the former being the immediate
focus of future research activities.
Despite the recent major efforts to promote healthier eating and better
food safety behaviour among consumers, large proportions of the
population have poor food safety and nutrition knowledge, engage in
unsafe food practices and consume unbalanced diets. Even for those
who know what they should do and wish to be healthy, conflicting
factors such as time poverty, low willpower, temptation, habit and cost
present significant barriers to making any improvement. Certain groups
are more at risk; particularly the low income groups, those with low
education levels, young people and men. To date, the importance of
many determinants of food and health behaviour remains to be
investigated. Little research has been conducted on how best to
promote behaviour change in Irish population groups. In recent years
Ireland has experienced a number of food safety incidents and while
consumer attitudes remain largely positive, understanding how to
maintain and support this confidence is needed.
The development of new food products or processing techniques,
particularly those that use genetic modification and nanotechnology
require new insights into consumer acceptance attributes.
Research Objectives:
■ Investigate the influence of wider environmental issues on
consumer related behaviours;
■ Investigation of consumer attitudes to novel food technologies;
■ In relation to food safety:
■ The fragmentation of consumer communications channels and
the emergence of social media require the development of
novel communications models for effectively communicating on
food safety issues with consumers;
■ Need to identify key methods to improve food safety
knowledge among consumers on the prevention of food
borne illness in the home, particularly in groups such as young
men and to understand the knowledge-behaviour gap in
consumer domestic food safety behaviour;
■ In relation to public health, research on effective interventions to
induce behaviour change on the island of Ireland particularly
where those interventions can have a positive impact on public
health and in particular for men, teenagers, children and those
from low-income groups;
■ A National Network of excellence on the determinants of food
choice and physical activity should be established to maximise
Ireland’s potential to participate in Horizon 2020 and the JPI ‘A
Healthy Diet for a Healthy Life’;
■ A longitudinal survey of knowledge, attitudes, perceptions,
behaviour and their determinants conducted on an island of
Ireland basis, and cognisant of similar international surveys, to
better understand the drivers of consumer choice and
behaviour in order to inform industry and policy makers.
Food Research Ireland
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