Published on 30 Jul 2025

Delivering food safety information where it matters most: young, old, pregnant and immunocompromised people food safety engagement

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Susan Cook Senior Consultant Contact me

Our research with New Zealand Food Safety (NZFS) revealed a clear insight: vulnerable groups need targeted food safety information through trusted channels at times when they are most receptive to information. Through focus groups with 97 participants, we uncovered how young, old, pregnant, and immunocompromised people access food safety advice, what drives their behaviour, and what stops them from following guidance.  We found:

 

  • Family practices shape food safety habits - for better or worse - highlighting why community-wide knowledge protects vulnerable people. 
  • Timing matter critically - people want guidance when they're ready for it, such as during health changes or new life stages. 
  • Different groups need different approaches - pregnant women actively seek new information, while older adults rely on established habits they trust. 
This research gave NZFS a solid foundation for developing more effective communication strategies that better protect vulnerable New Zealanders from foodborne illness. They can now connect with at-risk groups through channels they trust, at times when they're most receptive to information.

Reaching vulnerable groups with food safety information

New Zealand Food Safety (NZFS) needed to better reach vulnerable groups with food safety information. Their strategy prioritised supporting informed food choices, but they recognised their generic resources weren't connecting effectively with all vulnerable populations. 

People who are young, old, pregnant or immunocompromised (YOPI) face higher risks from foodborne illnesses due to weaker immune systems. To protect these groups NZFS needed deeper insights into how they seek information and what stops them from following advice. 

We designed a four-phase approach starting with stakeholder interviews to understand priorities and project scope. Our evidence provided context and informed the areas we explored in focus groups. 

The core research involved 20 focus groups with 97 YOPI consumers across three locations, including separate Māori and Pacific groups to ensure culturally and contextually relevant discussions. We complemented these with interviews with healthy professionals who provide food and nutrition advice to vulnerable groups. 

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What we learned

Health professionals emerged as trusted information sources for all groups. The internet was commonly used, with participants valuing both official government resources and informal platforms like social media. 

We found that established habits were difficult to change unless perceived risk levels suddenly shifted, such as during pregnancy or periods of illness. Cost and waste concerns influenced behaviour, particularly for those on tight budgets. For some social pressures created tension between following food safety guidelines and following norms and expectations in group settings. 

Our analysis revealed distinct patterns in how different groups engage with food safety information:

  • Most participants absorbed food safety knowledge from multiple sources throughout their lives, with family playing a central role. 

  • Immunocompromised and pregnant participants actively sought specific advice relevant to their condition, often feeling overwhelmed by conflicting guidance. 

  • Most older people relied on established habits they trusted from years of experience. 

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Making information work

Based on these insights we identified that three different types of food safety messages were needed; situation-specific advice for those managing new risks, information integrated with existing advice that YOPI groups already receive and general food safety information that can be recalled and shared by peers and family. 

Our recommendations gave NZFS clear direction for improving engagement:

  • Develop targeted messages that explain how certain practices matter for specific circumstances. 

  • Ensure health professionals have access to tailored advice they can distribute. 

  • Enhance online presence so NZFS information appears prominently in internet searches to promote evidence-based approaches. 

  • Create guidance that considers cultural preferences and life stage priorities. 

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