More consumers consider animal welfare in purchasing decisions
An independent report, commissioned by the Royal Society for the Prevention of Cruelty to Animals’, farm animal welfare assurance scheme, Freedom Food, suggests that more than half of the population is buying at least one or two higher welfare products a week.
The report: Consumer Attitudes to Animal Welfare reports that the increase is a result of growing concern for animal welfare standards, which shoppers associate with food quality and safety. This is partly as a result of high-profile scares such as bird flu, salmonella in eggs and BSE.
The key macro-trends that appear to be driving this change are:
- Confidence in food production and the impact of food scares is driving interest in animal welfare
- Higher animal welfare is associated improved health qualities of food and an increase in overall wellbeing and better diet
- Increasing affluence levels, particularly growing disposable income
- Retail developments driving premiumisation
The report also found that those in the south-west and the south-east are more likely to buy higher welfare foods, with those in
These findings coincide with news of a record number of animals being reared under the Freedom Food scheme, which reflects the growing market for higher welfare foods.
Steven Tait, head of Freedom Food sales and marketing, said: “This is great news for farm animal welfare and we hope the number of animals under Freedom Food will continue to leap forward, as consumer demand rises.
“It goes to show that people really do have the power to improve the lives of our farm animals through the food they buy.”