Document type : Article published on the website of the Agriculture and Horticulture Development Board (AHDB) (UK)
Author: Susie Stannard
Preview: A recent AHDB/Blue Marble study showed that the humane treatment of farm animals has joined the environment, rising energy costs, Covid-19 and the state of the NHS as the topmost tier of societal concerns with 40% expressing they are very concerned - up 4%pts since last year. This is supported by IGD [Institute of Grocery Distribution] data that suggests 86% of people believe welfare of animals is important to them.
Importance in practise?
The large majority (79% according to YouGov Aug 2020) of British consumers believe that generally, the UK has high welfare standards [?} A perennial issue is that although consumers would like to feel reassured, they do not necessarily want to pay for that by purchasing a higher welfare product. This is demonstrated by the comparatively low uptake of premium tier pork, with just 12% (92,000 tonnes) of the total pig meat sold having an outdoor claim (95% Outdoor Bred (ODB). Higher average price is a huge driver with consumers paying £9.27/kg for a product with an outdoor claim compared to £5.67/kg for standard.
Once at fixture, welfare becomes even less important as a purchase driver with consumers looking for price, appearance and a versatile product that fits in with their meal planning foremost. This is primarily because consumers believe British produce is of a high welfare standard and they trust the farming industry and their retailer [...].
Misconceptions?
Frequently consumers have been misinformed by pressure groups about British production standards. [...]There is an important role to play, therefore, in tackling untruths and misinformation spread by other parties. [...]There are signs that, when prompted, consumers have more specific concerns around animal health and welfare than in the past, highlighting greater concern when prompted over a number of areas (Source: AHDB/Blue Marble Trust research Aug 2021). The deepening awareness about specific health issues such as mastitis or lameness demonstrate that consumer concerns about animal welfare go deeper than system of production or access to pasture and need addressing holistically looking at welfare outcomes.
