Survey Shows Consumers Value Humane Treatment Of Poultry
Evaluates consumers’ perceptions of the “Animal Care Certified” label, including interest in protection of farmed animals and willingness to pay more for better treatment.
75% of American consumers will choose food products certified as protecting animal care over those that do not, even if there is a higher cost.
54% of consumers would be willing to spend 5-10% more for an Animal Care Certified product, and an additional 10% would be receptive for paying 15-20% more.
At time of study, 85% of US eggs are produced under the Animal Care Certified guidelines, which were established by an independent scientific committee for the United Egg Producers and supported by the USDA, the Food Marketing Institute and the National Council of Chain Restaurants. 50% of consumers have low knowledge about animal care issues and practices by producers but think that animal care is important when deciding which food to buy or where to shop. Consumers perceive some farmers as being more concerned about animal welfare than others; the percentage of consumers who believe farmers treat animals humanely by segment:
- Dairy (74%)
- Egg (56%)
- Fish (50%)
- Beef (44%)
- Hog (30%)
- Poultry (27%)
- Veal (19%)
Consumers want industry and government regulation. 66% of consumers would be satisfied that animal welfare needs can be met if farmers voluntarily comply with industry guidelines and independent monitoring. 56% of consumers agree with the need for government regulation to ensure animal welfare, even if it means food will cost more.
Consumers support varies for different issues of egg production. 25% consider beak trimming to be inhumane, 45% feel that caging is not healthier or safer, and 57% perceive molting negatively. The Animal Care Certified Seal has strong brand potential. 43% think that it represents satisfaction of voluntary industry standards, 36% believe that it meets state or federal regulations, 7% believe that it represents an organic or “natural” food, and 15% don’t know/can’t guess.
56% of consumers would choose an ACC branded product if they knew about voluntary industry compliance, 77% would switch or consider switching to an ACC product if their usual brand was not ACC compliant, and 54% of consumers are willing to pay at least 5-10% more for an ACC product.
Consumers are concerned with animal welfare issues. 50% consider these issues to be important in deciding which foods or where to shop. 56% believe that government regulation is needed to ensure animal welfare.