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Consumers are increasingly concerned about the issue of welfare standards of food producing animals. In the consumer's mind, high standards of animal welfare are associated with food quality and safety, and because of the potential impact on individuals consuming these products, standards are seen as of high importance.
Consumers are beginning to think more about the food that they eat, and more importantly, how that food has been produced. This change is widespread; and as a result the organic and fair trade movements, as well as the focus on sustainable farming and environment concerns, have gathered momentum. And it is in this wider context of food production issues that animal welfare has emerged as an important issue on the consumer agenda.
However, consumers regularly over claim their propensity to purchase products with higher standards of animal welfare. While consumers are more conscious about their food and where it has come from, many still do not use their beliefs within the decision making process. This is the area where consumers need to the most help, in reinforcing their beliefs about higher welfare at the point of purchase to stimulate action.
This new research shows that the higher welfare food sector has the potential to evolve into an ever more successful market. Higher welfare foods can help differentiate products and provides an opportunity to establish unique selling points of taste, quality and health, as well as the ethical or moral benefit.
This research will help to inform all stakeholders about what consumers want, help them to understand the issues around higher welfare products, and show them ways to make the most of the opportunities that now exist.
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