Consumer animal welfare concerns increase

Animal welfare has become a concern for a growing number of consumers, according to Packaged Facts, which found 58 percent of shoppers may be seeking products with such claims as free-range, cage-free or humanely raised. “Consumer concern over animal welfare issues has reached critical mass in the meat and poultry industries, creating a new generation of challenges and opportunities,” said David Sprinkle, research director, Packaged Facts. Demand for humanely raised meat and poultry products is part of changing consumer perceptions of healthy eating. Preferences have shifted from so-called diet foods to products that are free of gluten, artificial or bioengineered ingredients, antibiotics and growth hormones, Packaged Facts said. Packaged Facts identified three ways in which food companies can capitalize on this growing trend. First, marketing animal-welfare related practices is essential to staying competitive as more companies demonstrate engagement in such issues through labeling, advertising and promotion, Packaged Facts said. Second, companies should leverage the inherent links between animal welfare and the healthfulness and sustainability of meat, poultry and dairy products. Packaged Facts research shows 53 percent of US adults said they believe humanely raised meat and poultry products are healthier. Third, companies should cater to the trend of flexitarian dieting, said Packaged Facts, which found that 21 percent of Americans report cutting back on red meat in the past few years and that 49 percent agree that consuming more vegetarian sources of protein is better for the environment.