Millennials positive about meat raised with plant extracts

 

All About Feed

15 Feb 2017

 

Nine out of 10 millennial foodies say meat and poultry produced with phytogenics (plant extracts) would make a positive impact on their brand choice.

 

This was shown from a survey among 505 millennials between 24-34 years of age, living in the United States. The online survey was conducted in December 2016 by Millennium Research and commissioned by animal nutrition company Delacon.

 

Nine out of 10 (87%) millennial foodies say meat and poultry produced with phytogenics would make a positive impact on their brand choice. And, nearly two-thirds (63%) of millennial foodies look at labels closely, suggesting an untapped opportunity for food brands to differentiate themselves with the powerful story of phytogenics.

 

“An increasingly transparent food system means producers need solutions that not only work, but also resonate positively with consumers,” says Sonny Pusey, Delacon’s regional manager for North America. Millennials – now a quarter of the US population – embrace food experiences and make buying decisions that align with their values, Pusey notes. “While they have no prior awareness of phytogenic feed additives, the survey revealed a tremendous opportunity to connect with influential millennial foodies with a story about animal wellness, including how natural plant-based ingredients, such as garlic, cinnamon and thyme, are fed to chickens, pigs and other animals.”

 

Delacon shares three takeaways on how sharing the phytogenics story can connect with this audience.

 

1. Millennial foodies care about animal well-being, and the environment

 

For millennial foodies, the three most important attributes when selecting a specific brand of poultry or meat are ‘raised with good animal welfare practices,’ ‘raised without antibiotics ever,’ and ‘raised in ways that reduce environmental impact,’ outranking ‘certified organic’ or ‘locally raised.’

 

The benefits of feeding phytogenics to animals, including promoting animal gut health, reducing ammonia emissions by up to 50% and being a proven performer in antibiotic-free production, support a compelling narrative targeting millennial foodies.

 

2. Phytogenics help millennial foodies feel great about their food choices ...

 

3. Food brands may be able to motivate purchases by calling out phytogenics on their labels ...

 

Antibiotic free programmes ...

 

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