Power of Meat | Consumer perspectives on animal welfare

According to Power of Meat data, only 43% of shoppers think animal welfare for livestock in the U.S. is sufficient.


Nevil Speer, BEEF Magazine 

Jul 30, 2020


The annual Power of Meat 2020 study provides a comprehensive look into various trends driving consumer behavior and perspectives. Accordingly, it’s subtitled, “An in-depth look at meat through the shopper’s eyes.” The report is published by FMI (The Food Industry Association) and the Foundation for Meat & Poultry Research & Education, prepared by 210 Analytics LLC and primarily sponsored by Cryovac (a division of Sealed Air)


There are many important take-aways out of the study; Industry At A Glance has highlighted several of those in recent weeks, including:


1.    Basic trends in terms of what’s important to shoppers. Most notably, the brand/consumer relationship is becoming more important with time.

2.    The importance of transparency with a majority of shoppers desiring more information about how/where livestock were raised and processed.  Fifty-five percent of consumers believe meat and poultry brands should provide that information; meanwhile, 68% believe it’s important for grocery stores to do so.

3.    Response to the statement: “Ranchers take measures to minimize impact of animal farming on environment.”  Most significant are responses broken out by category:


·         Gender: Men were much more likely than women to respond favorably (47 vs 35%, respectively)

·         Age: The favorable response was fairly consistent across all age groups. However, the negative response rate consistently rises with each step down in age group. The net outcome being Gen Z (18-23 years old) respondents were twice as likely to disagree with the statement versus Boomers (56-75 years of age): 34 vs 17%, respectively.


That brings us to this week’s illustration. It features consumer response to the question of whether or not animal welfare for livestock in the U.S. is sufficient. Overall, 43% of shoppers agree with that assessment – down 8% from the 2019 study.


Meanwhile, much like the environmental assessment, the categorical responses are especially important. Once again, men were more likely to respond “yes” compared with women...


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