"Food Safety / Reliability Brand Survey 2008" – Suntory Tops as Consumers' Most Reliable Food Brand

"Food Safety / Reliability Brand Survey 2008" – Suntory Tops as Consumers' Most Reliable Food Brand

Tokyo – March 31, 2008 – Nikkei BP Biotechnology Department issued a report called "Food Safety / Reliability Brand Survey 2008," based on the results of a survey in which consumers rated 200 brands (food-related companies and products) that they perceive as safe and feel safe to purchase (eat / drink).

The last year saw a series of use-by date and origin mislabeling, which significantly undermined consumers' confidence in food companies. In addition, smoldering issues of residual pesticides and food additives continue to shake food safety and reliability of the entire food business industries. The survey was conducted to find out how the efforts made by food business industries to ensure safety are communicated to and perceived by consumers.

Specifically, the survey asked the respondents to rate pre-nominated 200 food brands in terms of 17 image-related aspects, such as "commitment to the quality of ingredients" and "excellent handling of troubles," and put the results into the psychological process through which the respondents build a sense of safety, to derive a total point ranking using various statistical methods. The number one title went to Suntory. After dropping from the first to the second place last year, the company came back to the top earning points with its ability of technological development, environmental friendliness, and commitment to quality ingredients.

Suntory overwhelmed others in two new factors, "CSR factor" that reflects the company's responsiveness to society, environment, the weak, and troubles, and "technological development factor" indicating its ability of technological development and ability to communicate such an ability to consumers. Suntory's strengths in these factors helped earn a solid number-one title. 2007 was the year that raised serious questions about the social responsibility of food companies, not to mention remaining food safety issues. Suntory's title was the result of its appropriate responsiveness to these social demands.

Lately, a method called "risk communication," in which people with different standpoints gather and discuss to seek mutual understanding, has been drawing significant attention as a potential means to solve food safety issues in the country. In reality, however, companies face difficulties in identifying the real opinions of the silent majority consumers and measuring the effects of their risk communication efforts. In that sense, this report will offer valuable information for food companies to achieve their goals of risk communication – and to restore the consumers' confidence in food safety, too.

■Survey Outline

Method: Internet Survey (using Nikkei BP "Web-Res" survey system)
Period: January 16 – January 30, 2008
Respondents: Female Internet users
Surveyed Brands: 200 brands, selected through a preliminary recognition survey from listed food business companies, as well as companies / products included in Nikkei POS Data and Nikkei Marketing Journal's food and drink business survey
Collected Response: 14,403 (valid response: 11,583）
Attribute of Respondents: Av. Age 38.8; housewives 49.0%

■"Food Safety / Reliability Brand Survey 2007" – Top 20

■ About FOOD・SCIENCE (http://biotech.nikkeibp.co.jp/fsn/)

FOOD・SCIENCE, a website launched in June 2003 – the so-called "first food safety year" in which the Food Safety Basic Law was enacted - is run by Nikkei BP Bio Center and specializes in functions and safety of food. It provides information to those involved in food business (R & D, safety management, planning, etc.), researchers at research institutes / universities, and government officials in charge of food safety. It currently publishes free e-mail newsletter "FoodScience/News Mail" to 24,000 registered members. It also opened a paid information website "FoodScience Premium" in October 2006.

For further details, please contact:
International Office
Phone: +813-6811-8502
Fax: +813-5421-9058
http://www.nikkeibp.com
Email: info@nikkeibp.com