UK consumers are becoming increasingly concerned about standards of animal welfare when buying food products, recent research from IGD has suggested.
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According to IGD, 20% of shoppers now claim that knowing about standards of animal welfare has become one of the key drivers informing product selection, up from 13% in 2008.
When questioned on concerns relating to food production, 46% of respondents mentioned animal living conditions compared with 38% in 2008, IGD found in its latest research Shopper Trends 2009.
“As one would expect in the current economic climate, price remains a key driver for shoppers. However, the stronger focus on standards of animal welfare demonstrates that consumers continue to grow more engaged with their food. People are making well-informed decisions on their food choices and looking for value for money without compromising on their values,” IGD chief executive Joanne Denney-Finch said.
“British farmers employ many world-leading practices in animal welfare, so the growing public interest provides an excellent opportunity to differentiate and gain more shopper loyalty.”
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By GlobalData
