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78% of UK consumers think bird flu will impact on the economy
OXFORD UK, 5th February 2007
A recent online survey conducted by The Nielsen Company asked over 25,000 respondents in 45 countries about their attitudes to the threat of avian flu.
Only one in ten on-line consumers would eat less poultry as a result of the threat, however more than half consumers (55%) would avoid traveling to bird flu infected countries, and 78% believe there will be a negative impact on the economy. Eleni Nicholas, Group MD for ACNielsen UK and Ireland said “Consumers are obviously concerned about bird flu. Half consumers questioned would consider bird flu when making their travel plans, though the impact on poultry consumption is minimal, probably due to the educational messages about food safety being issued by the media every time bird flu stories re covered”
The uncooked poultry market in the UK is worth £2.3 billion and continues to grow at 2.6% year on year (ACNielsen ScanTrack MAT 27th January 2007). Ms Nicholas went on to say “The last UK bird flu scare took place in Scotland in March last year and chicken sales growth slowed by 10% initially, though they bounced back within a few months”
Further research by ACNielsen reveals that 57% of consumers are concerned about the safety of their food (ACNielsen Homescan Survey 2006)
Ms Nicholas continued “ACNielsen will continue to closely monitor poultry sales and analyse the impact of the latest outbreak on sales in future weeks and months”
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek) and trade shows. The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA.
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