Consumer Perceptions of Food Safety and Handling Practices of Chicken Meat
Background
Per capita consumption of chicken meat continues to rise in Australia, making the chicken meat industry a significant contributor to the national economy. The industry upholds high food safety standards, and previous surveys indicate that Australian consumers are generally confident in the safety and quality of chicken meat, with minimal concerns about its environmental and animal welfare impacts.
However, food safety remains a key priority, as poultry products have been implicated in several foodborne illness outbreaks. To mitigate these risks, the industry has implemented multiple on-farm interventions to reduce foodborne pathogen loads. Despite these efforts, consumer perceptions of chicken meat safety remain insufficiently understood. As the final link in the supply chain, consumers play a crucial role in ensuring food safety post-purchase, yet their knowledge, attitudes, and handling practices require further exploration. While consumers may recognize the risks associated with foodborne pathogens, targeted, evidence-based education could enhance food safety awareness and behaviours.
This study will employ a consumer survey to examine current usage, handling practices, and perceptions of chicken meat safety. The findings will provide valuable insights for industry stakeholders and public health regulators, helping to refine food safety communication strategies and improve consumer education efforts.
Project objectives
The project will address the following objectives:
1. Understand current households and consumers’ trends in chicken meat consumption.
2. Investigate consumers’ perceptions of chicken meat food safety and their knowledge, attitudes and handling practices of chicken meat post-purchase.
3. Provide insights into future consumer trends in chicken meat consumption, such as consumers’ attitudes, preferences and food choice drivers, such as reasons for choosing chicken meat over other types of meat.
Project materials, outputs and publications
- To be updated
Project partners
The project is being led by the University of Adelaide and is funded by Rural Industries Research & Development Corporation – AgriFutures Australia (ethics approval number H-2025-021)
Funding: AgriFutures Australia, 2024 – 2026
Lead institution
- School of Animal and Veterinary Sciences
- The Centre for Global Food and Resources, University of Adelaide