Fifty-eight percent of U.S. consumers are more concerned about food animal welfare than they were just a few years ago, according to market research firm Packaged Fact’s recent report, “Animal Welfare: Issues and Opportunities in the Meat, Poultry, and Egg Markets in the U.S.” In the report, “animal welfare” encompasses key areas including housing, handling, feeding and slaughter.
The rising interest in animal welfare issues is in part an outgrowth of increased concerns about the safety of the food supply, and a growing consumer conviction that food animals raised in healthier circumstances will yield meat, poultry, and dairy case products that are higher quality across the board–safer, healthier, more nutritious, and even more flavorful, the Packaged Facts report.
U.S. consumers have many concerns about how farm animals are being raised, including handling, slaughtering, housing, feeding, and antibiotic use. Correspondingly, the number of companies engaging in animal welfare advances and announcing plans to meet new standards has reached critical mass. Food companies at every level of the production and delivery spectrum, aware of both consumer and investor concerns, are taking significant steps to improve the quality of life of the animals in their supply chains. In addition to humanitarian concerns, corporate decisions to engage progressively in animal welfare issues is grounded in the mandate to be competitive in a changing marketplace and among a new generation of Millennial and Gen Z Consumers, the report said.
Consumers have different levels of understanding and trust when it comes to product claims associated with animal welfare. The Packaged Facts survey data reveal that 19 percent of consumers only have a general idea of what ‘grass-fed’ means, with another 19 percent reporting they don’t have a good idea of what the term ‘certified humane’ means.
Only a minority of grocery shoppers (33 percent) view themselves as well-informed about claims such as hormone/steroid/antibiotic free, cage-free, free-range, pasture-raised, and certified humane. Nonetheless, nearly two-thirds of consumers agree that humane treatment of animals raised for food should be a societal concern and a regulatory issue.
The Package Facts analysis draws on proprietary consumer data gathered through a national consumer survey of 2,000 adults conducted in February-March 2017. For more information about the report and how to purchase the study, visit https://www.packagedfacts.com/Animal-Welfare-Meat-10771767/
