Ireland – Research services – safefood - Consumer attitudes to novel foods on the island of Ireland

Objective/Knowledge Gap: To assess the acceptability of novel foods to consumers To examine how consumers understand and interpret the information on the labels for novel foods To ascertain whether consumers have concerns about the safety of novel foods To examine drivers/ barriers in relation to consumers’ willingness to purchase / consume novel foods Approach: The research will involve a mixed methods approach to achieving the objectives laid out above. The research will include the following elements: Rapid review of the literature on consumer attitudes to novel foods. Focus groups with consumers. Survey / questionnaire with consumers. Final report to safefood.