The outbreak of deadly strains of avian influenza documented by USDA in more than 170 distinct cases since December has consumers worried about the possible effects the virus has on food safety. In a recent report by the NPD Group, researchers found more than 50 percent of consumers in the US say they have some level of concern about avian flu, and about 17 percent are “extremely” or “very” concerned.

“When there were outbreaks in the past, we have seen concerns rise among consumers coinciding with the increased coverage,” says Darren Seifer, NPD food and beverage industry analyst. “Food manufacturers and retailers can help allay unfounded fears about the outbreak by keeping consumers well-informed either specific to their products or overall.”