The perception of food-related illnesses can be a major problem for food manufacturers and suppliers, resulting in a backlash against consuming a product after a bad experience. In this survey, 69% of those who attribute an illness to a food item think they know what made them sick. Approximately one-fifth of all consumers are extremely or very concerned that fresh foods (including meat products) are safe to eat.

In these findings, 26% of U.S. adult consumers who felt they became sick from eating something specific then eliminated that food from their diet entirely, while 15% advised others including family, friends, and colleagues not to eat that item as the result from their own experience.

Of the four types of food available, the percentage of those who were extremely or very concerned that certain types of food are safe to eat include: fresh (21%), canned (15%), other packaged foods (14%), frozen foods (13%). Another 73% of consumers are concerned to some extent that fresh foods are safe to eat. The foods they are most concerned about are fresh meat (31%), fresh poultry (23%), fresh fish (20%), vegetables (16%), and fruit (8%).