CONSUMER ATTITUDES AND MARKET RESPONSE TO IRRADIATED FOOD

Results of consumer attitude and markets studies worldwide indicate co nsumers will accept irradiated food. Major studies in the United State s indicate the number of consumers concerned about the safety of irrad iated food has decreased in the last 10 years and continues to be less than the number of those concerned about pesticide residues, microbio logical. contamination, and other food-related concerns. The number of people reporting no concerns about irradiated food is among the lowes t for food issues, comparable to that of people with no concern about food additives and preservatives, Numerous studies have demonstrated t hat acceptance increases when consumers are provided with information about specific advantages of the irradiation process. Consumers view i rradiated meat and poultry products positively, with half or more inte rested in purchase. Concern about irradiation centers around safety, n utritional quality, potential harm to employees, and potential danger from living near an irradiation facility. Women, people with lower inc omes, and those with less formal education are more likely to express concern. Marketing of irradiated food in the United States, although l imited, has been successful. Irradiated foods marketed in numerous cou ntries were judged superior by consumers and sold well. These studies indicate that the market potential for irradiated food is strong. Cons umers should receive information about irradiation advantages and envi ronmental and worker safeguards.