Source: Djekic, I., et al. (2022). “How do consumers perceive food safety risks? – Results from a multi-country survey.” Food Control, 142:109216.
Ask the average consumer what scares them most about their food, and they will likely mention “chemicals,” “additives,” or “GMOs.” Yet, ask a food safety scientist the same question, and the answer will be radically different: “bacteria,” “viruses,” and “hygiene.” This disconnect between perceived risk and actual risk is one of the most fascinating and dangerous aspects of modern food safety.
The Perception Gap A recent multi-country survey involving over 2,700 consumers revealed a stark hierarchy of fears. While consumers correctly identified “food hygiene” as a major issue, they consistently rated chemical risks (like pesticide residues and additives) as highly concerning, often more so than biological hazards in day-to-day choices. Interestingly, consumers perceive their own role in food safety as minimal. The study showed that people believe they are the least important actors in the food supply chain regarding safety, placing the burden almost entirely on processors and inspectors.
This “optimism bias” is dangerous. It leads to unsafe food handling behaviours at home because people believe the risk lies with the factory, not their own kitchen cutting board.
The Aging Risk This psychological disconnect is particularly worrying when we look at global demographics. The world is aging! By 2050, one in six people will be over 65. Older adults are physiologically more vulnerable to foodborne illnesses due to weakened immune systems (immunosenescence).
However, studies show that older adults often do not perceive themselves as being at higher risk. They may rely on past experiences (“I’ve eaten raw eggs all my life and never got sick”) to justify unsafe practices. Additionally, the aging process diminishes the senses of smell, taste, and sight, removing the biological alarm systems that help us detect spoiled food. This combination of physical vulnerability and psychological overconfidence creates a perfect storm for illnesses like listeriosis, which is projected to increase significantly as the population ages.
Food Safety Culture The solution lies in shifting “Food Safety Culture” (FSC). This concept moves beyond simple rules and regulations to the shared values and beliefs within a society or organization. It acknowledges that human behaviour is the wildcard in food safety.
For the general public, this means unlearning the fear of “synthetic” additives—which are strictly regulated—and relearning the fear of the invisible microbial world. It requires a cultural shift where consumers accept their role as the final line of defence.
The Trust Factor Trust is the currency of food safety. The survey indicated that while consumers trust primary producers in some regions, trust in food processors varies significantly by culture. In an era of complex global supply chains, rebuilding this trust requires transparency. But it also requires consumers to align their fears with science. The real danger is rarely the preservative listed on the label; it is the temperature of your refrigerator and the hygiene of your hands.
