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Aim: Mass media exposure may have considerable impact on the eating habits of people. This study aimed to assess the impact of media portrayals of food safety issues on consumption pattern and perceptions of people. Media portrayals were compared with scientific rationality to judge if those are actual scares. Methods: Mixed methods approach was adopted. Google trends were used to shortlist the top 5 food scares. A closed-ended, pre-tested, self-administered questionnaire was used to assess the exposure to food safety news, perspective and consumption of the foods after media portrayals of food scares of 96 adults (25-45years) recruited from 5 zones of Kolkata, India. In-depth interviews with stakeholders around the country were conducted to bring out the scientific rationale behind those food scares. Results: The top 5 media propagated food scares were–2minute noodle controversy; artificial ripening of fruits and vegetables, pesticide residues in fruits and vegetables; milk adulteration and hormonal injections to fruits and milch cattle. Newspapers were the major source of information for 95.8% of the respondents followed by television for 92.7% respondents. While 50% respondents considered newspapers as the most credible source. Irrespective of literacy status none of the respondents changed their consumption patterns after food scare exposure. The in-depth interviews with stakeholders revealed that media-hyped food safety issues often lack scientific evidence. Conclusion: Although people were scared after media portrayal of food scares, they did not change consumption patterns. According to the scientists the media claims lacked scientific rationality and should not be considered as actual scares.

Food scares propagated by Media and their Impact on Consumer Perception of Food safety and consumption pattern