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Sodium and ready meals: a survey of Irish consumer awareness
Author(s) -
Mitchell Michelle,
Brunton Nigel P.,
Wilkinson Martin G.
Publication year - 2012
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2011.00997.x
Subject(s) - irish , meal , advertising , convenience food , marketing , medicine , food science , business , chemistry , philosophy , linguistics
The aim of the study was to gain an understanding of Irish consumer attitudes towards ready meals and current sodium issues in Ireland. A questionnaire was distributed to 357 consumers via convenience quota sampling to a range of nationalities in both rural and urban/city areas of Ireland. The survey revealed that a high proportion of respondents (45%; n = 161) were worried about the amount of salt they consumed. Despite this, 58% ( n = 207) stated they never look at the sodium/salt contents on nutritional labels with 68% ( n = 244) claiming that sodium/salt contents would never affect their buying choice. The survey also uncovered that 76% ( n = 270) of the Irish consumers surveyed consider ready meals to be high in sodium and 80% ( n = 285) consider them to be an unhealthy option. Despite this, 50% ( n = 179) of the respondents consumed a ready meal at least once a week with a further 17% ( n = 59) consuming them two to three times a week. Of those who did consume ready meals, 78% ( n = 191) chose them due to their convenience. A total of 75% ( n = 269) of all the respondents said they would choose a chilled ready meal over its frozen counterpart. The reason for this being attributed to the fact that chilled ready meals were perceived to be healthier (44%; n = 158) and of better quality (54%; n = 194) than their frozen counterparts. Results from this study highlight the need for concerted actions involving consumers, manufacturers and retailers to reduce sodium levels in Irish ready meals, as despite being reasonably aware of the sodium issue consumers were not making informed choices to reduce sodium/salt consumption.