NSF research shows that a significant shift towards ethical consumerism is underway, with a majority of Brits calling for clear animal wellness transparency and compliance from food companies.
Animal wellness should not be a marginal concern for brands anymore; it’s a defining feature of ethical consumerism that is increasingly impacting purchasing decisions. Animal wellness is about doing the right thing for the animal and refers to the quality of life experienced by animals in the food supply chain. Including physical and psychological health, living conditions, and how animals are handled and treated. It substantially impacts sustainability, product food safety, and the responsible use of antibiotics and medication. Our research reiterates the weight consumers place on this matter. We are increasingly called upon to support brands committed to putting these values into practice across their entire protein supply chain.
Dr. Elaine Vanier, a veterinarian and the animal wellness program lead for NSF.
Key findings from the study include:
- 68% of UK consumers say animal wellness is either very or extremely important to purchasing decisions.
- 72% of UK consumer said it was very important or extremely important that companies demonstrate consistency and compliance with animal wellness throughout their supply chain.
- 73% declared they are more likely to purchase a product that has been certified for animal wellness by a third party, especially those between the 30-44 age group, who were 87% more likely.
- Only 13% said they would be unwilling to pay a higher price for products certified for animal wellness.
- 84% expect animal products sold by international brands to comply with animal wellness standards, which rises to over 90% for Brits aged 30-44.
- Only 3 in 10 said they were very or extremely informed of UK animal wellness standards.
Our findings highlight a disconnect between consumer perceptions and the real standards behind labels. Clear, certified labelling is vital to bridge this gap, granting consumers the assurance they seek when making ethical food choices.
Dr. Elaine Vanier, a veterinarian and the animal wellness program lead for NSF.
It’s clear that a significant majority of British consumers understand that animal wellness comes at a price, with only 13% reluctant to pay more for animal wellness-certified products. This speaks volumes about the UK’s consumer conscience and their readiness to invest in ethical and sustainable choices. British consumers are sending a powerful message across borders: 84% expect international brands to not just meet but uphold animal wellness standards. This is a clarion call for global players to align with UK standards of animal care or risk losing relevance in this key market.
Dale Newitt, Director of Supply Chain Food Safety, NSF.