| India Is The Second Most Willing Nation To Pay A Premium For Food That Is Safe |
| News - Others | |||
| Written by DARE | |||
| Tuesday, 16 February 2010 00:00 | |||
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Food-borne diseases are a worldwide problem and rising issues concerning the safety of food in India has made Indians wary of the food that they buy. According to the Nielsen Global Online Survey, 97 percent Indians consider safety of food an important factor in deciding where they shop and 73 percent Indians are confident in the safety of the food that they purchase from their local store. As per the survey, India along with Ukraine is the second most willing nation to pay a premium for food that is safe (85%). Saudi Arabia and Phillipines lead with 86 percent votes in their willingness to pay a premium for safe food. More than six in ten Indians think that the Food Manufacturer has the main responsibility for providing them with safe food. 30 percent hold the Government responsible for providing safe food and only 8 percent think that the Retailer has the main responsibility in providing safe food to them. However, Indians trust the Government the most when a food safety scare arises (32%). With 29 percent, Food Manufacturers are the second most trusted entity in case of a food safety issue. 26 percent Indians trust Media and only 13 percent trust Retailers when they are skeptic about food safety. "Food contamination is a problem that Indians face every now and then. Food supply in India is often fragmented involving a multitude of middlemen, which exposes it to various types of fraudulent practices. In such conditions Indians are very careful of where they make purchases from and mostly go by the name of manufacturer. The Retailer is not seen as the prima donna in India, the manufacturer is," said Biswarup Banerjee, Associate Director, Marketing Communications, South Asia, The Nielsen Company. Personal Responsibility Nearly nine in ten Indians (86%) believe that they are responsible for the safety of food they consume at home. This is higher than the global average of 75 percent who believe that they are responsible for the safety of food that they consume at home. More than half the Indian consumers (53%) will not eat food that has crossed its best before date even if it looks & smells alright. The Local and Organic Pull 73 percent Indians agree that certain countries provide safer food than others. However, local chauvinism is strong and 65 percent Indians agree that food grown in the country is safer than imported food. 42 percent Indians try to actively buy locally made products, 23 percent buy products that haven't travelled long distances to get to the store. 69 percent Indians vouch for Organic food and agree that it is safer than conventionally produced food. Globally 51 percent consumers agree with this belief. Indians also top global ranking in their belief that genetically modified products are completely safe (32%), worldwide only 18 percent believe so. The most important reason why Indians buy locally made products is because they think that by doing so they are supporting the local farmer or producer. More than four in ten Indians buy local products because of this reason. 19 percent Indians think local products are better for them and their family's health and 17 percent think it is better for the environment. Consumer behaviour globally regarding purchase of local products is in line with this thinking. To some extent the reasons for buying organic products are similar to that of buying local products. For Indians the most important reason for buying organic products is because they think it is better for them and their family (37%). 26 percent Indian consumers consider organic food better for the environment and hence buy them. 15 percent Indians however buy organic products because there is little or no use of pesticides in their produce. Again these sentiments are in line with those of consumers worldwide. "Mera Bharat Mahan is a belief that Indians strongly abide by when it comes to food. Primarily an agricultural country, Indians trust locally available products. However, increasing globalization has got them interested in organic and imported products as well," said Banerjee. Source: IndiaPRWire
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