United States Department of Agriculture Food Safety and Inspection Service Office of Policy and Program Development Washington, DC  20250-3700

REGULATIONS AND DIRECTIVES DEVELOPMENT

Consumer Attitudes and Behaviors Regarding Ready-to-Eat Foods

Susan Conley
Director, Food Safety Education
Food Safety and Inspection Service, USDA

Planning Food Safety Education...

•  New & Emerging Scientific Data
•  Consumer Behavior Research
•  Social Marketing for Behavior Change
•  Outreach and Partnerships

Sources of Consumer Information

•  Quantitative -- Population Surveys
•  Qualitative -- Focus Groups
•  Anecdotal -- Meat and Poultry Hotline

“Changes in Consumer Knowledge, Behavior, and Confidence Since the 1996 PR/HACCP Final Rule”

• Consumer’s knowledge and use of food safety practices is growing
• They have increased knowledge about foodborne pathogens and risks
• Have increased knowledge of at-risk population, but some knowledge gaps exist

Report Findings

• They are more cautious when handling and preparing meat and poultry at home
• They attribute behavior changes to information provided by the media
• Consumers are confident in themselves and the food supply
• Although knowledge and self-reported use of safe handling practices has increased, consumers still make mistakes when handling food

Consumer Awareness Increasing

• Consumer Awareness of Listeria:

• 1993 - 9%
• 1998 - 14%
• 2001 - 31%

Refrigerator Temperatures

• 67% of consumers do not own a refrigerator thermometer (FSIS)
• 60% do not know proper refrigerator temperature (ADA, ConAgra)
• 29% have refrigerator air temperature higher than 40 degrees F; 7% are higher than 45 F (Utah State University)

Consumers Rely on Food Labels for Food Safety Information

• In focus groups, consumers report using food labels for information
  • Confusion about use-by, sell-by and expiration dates
• In 1999 Penn State study, 85% of respondents report regularly checking expiration dates on perishable foods

Consumer Handing -- Ready-to-Eat Foods*

• How long do you usually keep cooked meats, such as roasts, stews in the refrigerator and still eat them?

  • 1-3 Days - 71%
  • 4-7 Days - 24%
  • 8-14 Days - 1%
  • More than 3 weeks - <1%
  • Other - 3%
     

• How long do you usually keep opened packages of cold cuts in the refrigerator and then eat them?

  • 1-3 Days - 31%
  • 4-7 Days - 47%
  • 8-14 Days - 8%
  • More than 2-3 weeks - 2%
  • More than 3 weeks - <1%
  • Other - 10%

• How long do you usually keep opened packages of hot dogs in the refrigerator and then eat them?

• 1-3 Days - 34%
• 4-7 Days - 34%
• 8-14 Days - 6%
• More than 2-3 weeks - 1%
• More than 3 weeks - 1%
• Keep in Freezer - 13%
• Other - 12%

• In the past 12 months, did you eat any hot dogs without further cooking, that is, straight from the package?

  • Yes - 15%
  • No - 84%
  • Don’t know/Refused - <1%

  *2001 FDA/FSIS Food Safety Survey

Consumer Handing -- Ready-to-Eat Foods*

• Consumers keep soft cheeses longer than they keep meats; 36% do not buy high risk cheeses
• 69% keep deli salads in the refrigerator 3 days or less; 24% use them within 4-7 days

Calls to USDA’s Meat and Poultry Hotline about Listeria

• Calls about Listeria have increased 245% in 2002
  • 167 calls specifically about Listeria
  • 1,308 calls about products recalled with Lm
•  Callers ask general questions about risk factors and illness symptoms
•  Ask about actions to take if a product is recalled
•  Ask if cooking will destroy Listeria and about safety of lunchmeat and hot dogs
•  Pregnant women ask about risks and what products to avoid
• Calls from health professionals, caregivers and dietitians increasing

Focus Groups With Pregnant Women

• Objectives:
   
  • Test and refine existing FSIS food safety messages on listeriosis
  • Identify effective delivery mechanisms
  • Obtain additional information on pregnant women’s food safety knowledge and behavior
     
• Study Design
   
  • 8 focus groups in 4 locations
  • High school educated & college educated
  • Racial diversity
  • Prepare meals
  • Non-vegetarian
  • Eat luncheon meats, hot dogs, deli salads, or deli spreads/pâtés

Focus Groups with Pregnant Women -- Key Findings

• Confident in ability to handle food safely, but don’t always follow safe practices when cooking at home
  • Do not use a thermometer
  • Do not refrigerate leftovers immediately
• Unfamiliar with Listeria monocytogenes
  • Also unfamiliar with Campylobacter
  • Aware of E. coli and Salmonella
• Not aware that pregnant women are at high-risk for foodborne illness
• Obstetrician (or other health care provider) does not provide food safety information
• Have not made any food handling changes since becoming pregnant because they were careful before becoming pregnant

Consumption Patterns

•  81% eat hot dogs during pregnancy
•  95% eat luncheon meats
•  Some report consuming risky foods
  • raw cookie dough
  • soft cheese
  • dishes with raw or undercooked eggs

Storage of Hot Dogs and Luncheon Meats

• 80% store unopened packages of hot dogs in the refrigerator for two weeks or less
• 88% store opened packages for 7 days or less

Preparation and storage of hot dogs and luncheon meats

• Do not know to reheat hot dogs and luncheon meats and avoid certain cheeses and other foods
• Don’t know to cover hot dogs when microwaving
• Some do eat hot dogs cold
• Do not observe recommended storage times for luncheon meats

Evaluation of FSIS Listeriosis Brochure

• Liked the brochure, found it informative and easy to understand
• Had specific suggestions for changes
• Want a brochure especially for pregnant women -- with a very specific title
   

Pregnant women are likely to change behavior when they have the information!!!

Delivery Mechanisms for Listeria Education Materials

• Best way to inform pregnant women is through their doctors!!!
• Suggested dissemination through books, magazines and Web sites on prenatal care
• Need to also increase awareness in general population

Key Recommendations

•  Educate obstetricians and other health care providers to inform patients
•  Revise current materials to be more direct about risks
•  Disseminate information widely in channels specific to pregnant women and the public

Partnership Formed to Educate Pregnant Women

• Federal Government -- FSIS, FDA, CDC
• IFIC
• AWHONN
• The Partnership for Food Safety Education
• Reaching out to ACOG

Listeria Facts for Pregnant Women

• Tear-pads of 25 sheets for doctor’s offices
• Over 220,000 pads distributed to date
• Available in English and Spanish

Efforts underway to reach low-literacy consumers, the Hispanic population and other targeted audiences

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Last modified: January 10, 2003