NPD Finds Most Americans Agree Foods From Supermarkets Are Safe But Percentage Is Slipping

CHICAGO-- (BUSINESS WIRE) -- Although the majority of Americans feel that foods in supermarkets are safe, the percentage who feel this way has decreased over the last five years, according to The NPD Group, a leading market research company. The latest NPD Food Safety Monitor, which has tracked food safety concerns and eating intentions in the U.S. every other week since 2001, indicates that in 2007 and 2008, 63 percent agreed with the statement that foods sold in supermarkets are safe, versus 68 percent who agreed with the statement in 2004.

"Overall, I feel that foods sold in supermarkets are safe."

Percent of Individuals who agree or disagree with statement

2004 2005 2006 2007 2008 Agree 68 67 66 63 63 Neither agree nor disagree 29 31 32 34 34 Disagree 2 3 3 3 3

Source: The NPD Group/Food Safety Monitor

Sample: approximately 13,000 adults per year

“I believe that consumers’ slipping confidence in the safety of supermarket food is less about food safety and more about supermarkets expanding foodservice operations and offering more prepared, ready-to-eat foods,” says Harry Balzer, chief industry analyst and vice president at NPD, which conducts extensive food industry research. “More food handling issues and concerns come into play when foods are prepared for you. Consumers are now extending the concerns they have about the safety of foods served at restaurants to supermarkets.”

According to the NPD Food Safety Monitor, the percentage of consumers who feel that foods served at restaurants are safe has remained, on average, between 48 and 49 percent since 2004.

"Overall, I feel that foods served in restaurants are safe to eat."

Percent of Individuals

2004 2005 2006 2007 2008 Agree 49 48 49 49 48 Neither agree nor disagree 46 47 46 47 48 Disagree 4 5 5 5 5

Source: The NPD Group/Food Safety Monitor

“Consumers are more concerned about the safety of food served in restaurants than food available from supermarkets, about a 15 percentage point difference,” says Balzer. “However, feelings about food safety in restaurants have remained relatively unchanged whereas the number of consumers who feel confident in the safety of foods in supermarkets is declining.”

In terms of food safety concerns, salmonella, E.Coli, trans fatty acids, mercury in fish/seafood, Mad Cow, high fructose corn syrup, artificial growth hormones in milk, genetically modified foods, foot and mouth disease, and meat/milk from cloned animals rank among Americans’ top food safety concerns, according to the most recent NPD Food Safety Monitor.

"How concerned are you that the following pose a health hazard in the food that you

might eat in the next month?"

Top Food Safety Concerns

Percent of Individuals who responded with any level of concern

2008

Average

Salmonella 80% E.Coli 80% Trans Fatty Acids 79% Mercury in Fish/Seafood 68% Mad Cow 65% High Fructose Corn Syrup 58% Artificial Growth Hormones in Milk 54% Gen. Modified Foods 51% Foot and Mouth 48% Meat/Milk from Cloned Animals 42%

About The NPD Group, Inc.

The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1700 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com.

The NPD Group

Kim McLynn, 847-692-1781

kim_mclynn@npd.com