BASIS FOR CONCERN

II. BASIS FOR CONCERN

Concern is directed toward synthetic rather than naturally occurring additives. In-home interviews found concern about additives was related to a general fear of chemicals and diseases, specially cancer (Sloan et al., 1986). Consumers believe chemicals present hid- den and unknown dangers which people are powerless to predict (McNutt et al., 1986). Consumer association with chemicals may relate to environmental concerns such as acid rain and toxic waste dumps. Over half of consumers indicated they think there is a connec- tion between chemical spills and their feelings about chemicals in food. Almost 20% of consumers believed that chemicals are never good for people and over 80% believed that chemicals cause cancer. Consumers appear to believe that chemicals cause cancer, artifi- cial ingredients are chemicals, and therefore artificial ingredients cause cancer.

Consumers indicated a lack of trust in regulators and regulatory procedures (Kajanne and Pirttila-Backman, 1996). Both men and women believed that expert opinion was in- fluenced by who paid their salary. Concern was believed justified since some approved additives were later withdrawn.

Food allergies may also trigger concern about additives. In the early 1980s 26% of U.S. consumers said they feared an allergic reaction to artificial ingredients, and 22% avoided particular foods fearing the food may contain an allergen (Good Housekeeping, 1984). Similarly in Australia, the main reason given for looking for food additives was allergies (Crowe et al., 1992).

Consumer response to additives may also relate to perceived quality. Over 75% of consumers indicated that artificial flavors give food a poorer taste than natural flavors. Their descriptions of artificial flavoring range from ‘‘too salty’’ to ‘‘too sweet’’ and from ‘‘strong tasting’’ to ‘‘flat tasting’’ (Zibrik et al., 1981). Almost 70% of consumers attrib- uted better quality to natural flavors (McNutt et al., 1986).

Consumers appear unaware of potential benefits from additives. More than 80% of Canadian consumers surveyed in 1978 thought food colors were unnecessary and believed additives made food less safe (Zibrik et al., 1981). Sloan and co-authors believe consumers will accept a product if benefits outweigh disadvantages and possible risks are small (Sloan et al., 1986).

Terminology can influence consumer acceptability. Terms that connote approval by an official body, such as ‘‘U.S. Certified’’ or ‘‘FD&C’’ were moderately acceptable, while ‘‘artificial color’’ was least acceptable (McNutt et al., 1986). Concerns about additives among Finish consumers also related to perceptions of nature or natural processes (Ka- janne and Pirttila-Backman, 1996). When Finish men spoke of additives, they discussed industrial poisons, radiation, and pollution. U.S. consumers defined ‘‘natural’’ as ‘‘food without additives,’’ ‘‘no artificial or synthetic ingredients,’’ ‘‘free of chemicals/not chemi- cally treated’’ (Good Housekeeping, 1983). Additionally 71% agreed that ‘‘natural foods’’ are always better for you than processed foods.’’

Industry advertising can increase consumer concern. In the 1980s and 1990s con- sumers are sometimes urged to select a product for the ingredients it lacks (Sloan et al., 1986). A 1997–1998 advertisement for a national brand of ice cream shows a child having difficulty pronouncing a list of ingredients. The child then reads ingredients from another Industry advertising can increase consumer concern. In the 1980s and 1990s con- sumers are sometimes urged to select a product for the ingredients it lacks (Sloan et al., 1986). A 1997–1998 advertisement for a national brand of ice cream shows a child having difficulty pronouncing a list of ingredients. The child then reads ingredients from another