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Groceries: Strong Animal Welfare Product Sales, Interest in More
Missouri Ag Connection - 07/18/2018

The ASPCA (American Society for the Prevention of Cruelty to Animals) released a report co-authored with Technomic, summarizing the grocery retail landscape for products that bear animal welfare-related claims. The report, entitled "Understanding Retailers' Animal Welfare Priorities," shows that supermarket industry decision makers are motivated to stock products with claims and certifications that indicate better animal welfare and are seeing the benefits of doing so through strong sales. However, it also revealed that supermarket decision makers largely do not understand the differences between animal welfare claims -- which are unverified and often undefined -- and animal welfare certifications -- which are verified and backed by audits and robust standards.

"We are encouraged by the fact that retailers are responding to consumers' demand for products that promise better animal welfare," said Nancy Roulston, Director of Corporate Engagement, ASPCA Farm Animal Welfare Campaign. "However, this survey reveals confusion about which labels and claims are meaningful and which are empty marketing -- fueling further confusion for shoppers and creating an environment ripe for 'welfare washing.' It is critical that retailers recognize which animal welfare claims are meaningful and relay that knowledge to their shoppers."

The report, based on the results* of a nationally representative survey and qualitative interviews with supermarket decision makers conducted by foodservice insights firm Technomic, explored retailers' stocking practices and sales trends of animal products with welfare claims.

Key findings include:

- The vast majority of retailers report they already stock products with one or more claims around animal welfare.

- Between 40 and 50 percent of retailers report stocking products with verified animal welfare certifications, compared to 71 percent stocking unverified "all natural" products.

- Over 70 percent of those that state they are already stocking products with verified animal welfare certifications report that sales from these products have increased over the past three years. This level of reported success is similar to that of more mainstream claims like "all-natural" and "organic".

- Over 30 percent of those surveyed are interested in stocking more products specifically describing humane treatment of animals. Retailers Misunderstand Animal Welfare Claims and Certifications

The report also surveyed retail decision makers on their understanding of a comprehensive list of animal welfare-related claims. Respondents indicated both how well they understood each claim and whether they felt each claim guaranteed significant benefits for farm animal welfare.

Only around 40 percent of respondents felt they had a "very good" understanding of any unique animal welfare claim.

Those surveyed considered many unverified or meaningless claims like "natural" and "hormone-free" to have strong animal welfare assurances, sometimes considering them more highly than verified welfare certification programs such as Certified Humane, Animal Welfare Approved and Global Animal Partnership (GAP).

For example, 95 percent of supermarket industry decision makers felt that "cage-free" was a strong animal welfare claim for chicken meat products, though cages are not used to raise chickens for meat.

"Food retailers of all types are facing challenges in adapting to a changing marketplace. Most are working hard to meet these challenges of quickly evolving shopper behavior and mounting financial pressures. In turn, only a select group have the resources available for proactive, ongoing education around claims and certifications. While many anticipate a strong opportunity for products with certified animal welfare claims, it is clear that the extent of that opportunity will be tied to having easy access to accurate information that will help build their understanding and that of their shoppers," said Wade Hanson, principal of Technomic, Inc.


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