Laying Out The Facts On Consumer Attitude

This research study sponsored by the American Meat Institute explores consumer attitudes toward farmed animal welfare and animal care certification and labeling.

According to this study, the “animal care crisis [is] about ready to hatch.” There is a “dangerous combination” of consumers who have low knowledge (51%) but think animal care is important (50%).Knowledge about farmed animal care issues and practices by farmers and food processors:

• Low knowledge (51%)
• Medium knowledge (28%)
• High knowledge (21%)

Importance of animal care when deciding which food, brands, shops to select:

• Unimportant (24%)
• Don’t think about animal care (26%)
• Important (50%)

Consumers perceive some farmers to be more concerned about animal welfare than others. % of consumers who believe farmers treat animals “humanely:”

• Dairy (74%)
• Egg (56%)
• Fish (50%)
• Beef (44%)
• Hog (30%)
• Poultry (27%)
• Veal (19%)

In addition, 34% believe that egg farmers are “excellent/good” on animal care.

An estimated 44% of consumers want both industry self-regulation and government regulation. % of consumer satisfaction that animal welfare needs can be met with voluntary compliance with industry regulation and independent monitoring:

• Satisfied with industry self-regulation (66%)
• Can’t decide (29%)
• Not satisfied with industry self-regulation (5%)

% of consumers in agreement with the need for government regulation of animal welfare, even if it means higher food cost:

• Agree with government regulation (56%)
• Can’t decide (23%)
• Disagree with government regulation (21%)

For egg producers, different issues receive different levels of consumer support. % considering each practice in a positive light:

• Beak trimming is “humane” (39%)
• Caging is “healthier and safer” (23%)
• Molting is “positive” (20%)

Consumers prefer Animal Care Certified products:

• 56% would choose an ACC branded product if they knew about voluntary industry compliance.
• 77% would switch or consider switching to an ACC branded product if their usual brand was not ACC compliant.
• 54% are willing to pay at least 5-10% more for an ACC branded product.