An even greater 93% would like to see the labels abolished and each retailer implement their own single standard, assuring consumers that a high level of animal welfare has been adhered to.
The feeling appears to be reasonably consistent across all age groups. Over 55 year-olds are the most in favour of each retailer implementing their own standard, with 88% of that age category polled finding the number of labels confusing, against 81% of 18-24-year-olds. Some 98% of over 55 year olds support the introduction of a single standard per retailer, against 89% of the youngest age category.
The research was conducted by AB Sustain, in order to assess shoppers’ understanding of animal welfare labelling.
The research also found that some 65% of consumers are prepared to pay a premium for meat and fish that has been ethically and humanely treated throughout its life cycle, according to our research, with only 27% saying they would definitely not consider paying extra.
Johanna Buitelaar Warden, head of animal welfare at AB Sustain, said: “From RSPCA Freedom Food to Red Tractor, plus the retailers’ own labels, there are a vast array of different logos on the meat and fish on sale in UK supermarkets – all of which can become very confusing for shoppers, who by and large just want to do the right thing.
“For some time now, AB Sustain has advocated that instead of the vast number of schemes and logos on meat and fish in the UK, each often assuring different things, the retailers need to implement their own respective standards. These should be communicated effectively to consumers and offer assurances that a high level of welfare, consistent with the retail brand, has been adhered to. It seems that the vast majority of consumers agree with our theory.”
Source: AB Sustain
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