Abstract
Biocides, in the form of sanitisers and disinfectants, are used extensively to reduce the risk of microbial contamination to beverage products and to ensure the safety of potable water used in processing. To better understand consumers' perceptions of biocide use and to explore messaging strategies regarding their importance to ensure product safety, eight focus groups were conducted in New Zealand (n = 4) and China (n = 4). Consumers generally did not understand why or how biocides were used. In both countries, their most trustworthy source of information on biocide use was government sources. New Zealand and Chinese participants did not like the word "biocide" mentioned on labels due to its perceived negative connotations. Interestingly, acceptance for the word was higher if the phrase "environmentally friendly" was simultaneously communicated. The findings from this study have provided the beverage industry with guidance on how best to initiate conversations with consumers on the use of biocides.