Well, consumers seem to increasingly demand answers to this question, and their concerns are driving changes in the food industry.  

In today’s blog post, we will review the findings from a comprehensive study on consumer perception of farm animal welfare. We will explore how these concerns are evolving and what they mean for the future of food production. 

A shift in consumer consciousness 

In the past, when it came to food choices, the focus was often on price, convenience, and taste. However, things are changing. Today’s consumers are more aware of the ethical implications of their purchases, particularly concerning the welfare of farm animals. They ask tough questions: Are these animals raised in humane conditions? Are they treated with care and respect? 

These concerns aren’t just limited to a small group of activists—they’re becoming mainstream. As highlighted in the study, surveys show a growing number of consumers worldwide are concerned about farm animal welfare, and this concern influences their shopping habits. But what’s even more interesting is that many consumers equate better animal welfare with better food quality. They believe that animals raised in healthier, more humane conditions produce food that’s safer, tastier, and even more nutritious (this perception is discussed in detail in the paper).  

The knowledge gap 

Despite this rising concern, there’s a significant gap in consumer knowledge about what animal welfare truly entails. According to the authors, many people care about the issue but aren’t fully informed about the conditions in which farm animals are raised or the specific practices that can improve their welfare. This lack of knowledge can lead to confusion and inconsistent buying behaviour. For example, while consumers express a desire to buy welfare-friendly products, they may still choose cheaper, conventionally produced options due to a lack of clear, trustworthy information.  

This knowledge gap represents both a challenge and an opportunity for the food industry. On the one hand, it highlights the need for better education and more transparent communication about farming practices. On the other hand, it suggests that with the right information, more consumers could be persuaded to support higher welfare standards through their purchases. 

Labelling: The power of transparency 

One of the most effective ways to bridge this knowledge gap is through clear, transparent labelling. When consumers can easily understand how their food is produced, they’re more likely to make choices that align with their values. Labels that clearly indicate that a product meets high welfare standards, backed by credible certification, can empower consumers to support ethical practices. 

But let’s be clear: it’s not just about slapping a label on a package! For labelling to be effective, it needs to be part of a broader effort to build trust and transparency within the food system. This means developing internationally recognised welfare standards, creating traceable supply chains, and ensuring that labels are backed by rigorous, independent monitoring, as recommended in the study.  

The role of farmers and businesses 

For farmers and food businesses, the growing concern over animal welfare presents both a challenge and a business opportunity. Consumers are increasingly willing to pay a premium for products that meet high welfare standards, but they also demand proof that these standards are being met. 

Adopting welfare-friendly practices can enhance a farm’s sustainability and profitability. It can also improve the public’s perception of farming as a profession, helping to counter negative stereotypes and build trust with consumers. By prioritising animal welfare, farmers and businesses not only respond to market demand but also contribute to a more ethical and sustainable food system. 

A word on consumer behaviour 

While many consumers express concern about animal welfare, this doesn’t always translate into action at the point of purchase. Various factors, such as price, convenience, and perceived product quality, often influence buying decisions. For instance, even though many people say they care about animal welfare, studies show that only a small percentage are willing to pay significantly more for welfare-friendly products (a key finding from the study discussed here).  

This discrepancy between attitudes and behaviour highlights the complexity of consumer decision-making. It’s not enough to assume that concern will automatically lead to ethical purchasing. Instead, the paper mentions that the food industry should work to make welfare-friendly choices more accessible, affordable, and appealing. This could involve everything from educating consumers about the benefits of higher welfare standards to developing more cost-effective welfare-friendly products.  

A collaborative effort for a better future 

Improving farm animal welfare isn’t just the responsibility of farmers or food producers – it’s a collaborative effort that involves consumers, policymakers, retailers, and advocacy groups. Consumers have the power to drive change by making informed choices at the grocery store. At the same time, policymakers can support these efforts by enacting legislation that sets clear welfare standards. Retailers and food companies, on the other hand, can help by offering more welfare-friendly products and ensuring that their supply chains are transparent and trustworthy.  

By working together and prioritising transparency, education, and collaboration, we can ensure that the welfare of farm animals is protected and that consumers can feel good about the food they buy. 

Reference: 

• This blog post is based on the paper “Consumers’ Concerns and Perceptions of Farm Animal Welfare” by Alonso et al. (2020), which explores the evolution of public perceptions and the implications for the food industry. You can read the full study here.