Shoppers care about animal welfare, with 84% considering it an important factor in their purchasing decisions. However, the significance of animal welfare labels can be overshadowed by other factors such as price and quality. While consumers want to support humane treatment of animals, they often lack a clear understanding of what these labels mean, leading to confusion and skepticism.
The labels “cage-free,” “free-range,” and “humane” are frequently used, but their meanings can vary greatly depending on the producer and certification scheme. Some labels are verified by third-party auditors, ensuring higher welfare standards, while others are mere marketing claims with little substance. For instance, “cage-free” chicken breast might not necessarily mean the chickens were raised in better conditions.
Certification schemes like the Global Animal Partnership’s Animal Welfare Certified label, the USDA’s Organic label, and A Greener World’s Animal Welfare Approved label are considered more reliable. These programs typically prohibit harmful practices common in factory farms. However, even with these certifications, the standards can differ, and consumers may still be uncertain about the actual welfare conditions.
Retailers also struggle with understanding animal welfare claims, with less than 50% of supermarket decision-makers feeling confident in their knowledge of these labels. This confusion can lead to misleading products being stocked, further complicating the issue. To address this, some advocate for government regulation of animal welfare labeling, while others suggest retailers should take a more active role in vetting products and providing clear information to consumers.
Ultimately, shoppers value animal welfare, but the complexity and lack of standardization in labeling schemes can limit the impact of these labels on purchasing decisions. Greater transparency and education are needed to help consumers make informed choices that align with their values.
