Consumer perceptions of risks of chemical and microbiological contaminants associated with food chains: a cross‐national study

TLDR

Effective food‑chain safety systems must consider consumer priorities and preferences. The study aimed to understand consumer perceptions of chemical and microbiological contaminants in drinking water, farmed salmon, chicken, and milk powder. Ten focus groups were conducted across five countries (Poland, Ireland, the Netherlands, France, Brazil). Consumers were more concerned about chemical than microbial contaminants, linking chemicals to severe, long‑term risks and lack of control, and viewed traceability as a tool to boost food‑safety confidence.

Abstract

Abstract The development and implementation of effective systems to identify vulnerabilities in food chains to chemical and microbiological contaminants must take account of consumer priorities and preferences. The present investigation attempted to understand consumer perceptions associated with chemical and microbiological contaminants in four specific food chains (drinking water, farmed salmon, chicken and milk powder). To this end, ten focus group discussions were held in five different countries (Poland, Ireland, the Netherlands, France and Brazil). Consumers expressed higher concerns about chemical, as compared with microbial, contaminants. Chemical contaminants were more strongly associated with the potential for severe consequences, long‐term effects and lack of personal control. Traceability was considered by consumers as a useful tool that offers the potential to improve consumer confidence in food safety.