Source: Rita Jane Gabbett, MEATINGPLACE, 6/6/17

More than half of U.S. consumers (58 percent) 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.

Rising interest in animal welfare issues is due in part to consumers' increased concern about the safety of their food and the growing belief that if an animal is raised in healthy circumstances, then its meat and dairy products will be healthier, as well as better-tasting and more nutritious.

Although the common assumption that organic standards currently include animal welfare provisions is a misconception, organic foods such as grass-fed beef succeed precisely because of the consumer assumption that organic certification in meat, poultry and dairy case foods is inherently linked to animal welfare.

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.

Despite consumers' varying levels of understanding the relationships between organic brand foods and animal welfare standards, new standards are being shaped by next-generation consumer expectations.

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