Animal Welfare: Issues and Opportunities in the Meat, Poultry, and Egg Markets in the U.S.

Market Opportunities Covered Include:

• marketing on animal-welfare related practices;
• shoring up product claims and terminology;
• leveraging the links between animal welfare and product healthfulness, safety, clean label, and sustainability;
• catering to the flexitarian trend; and
• seizing M&A and institutional investor opportunities based on progressive commitment to food animal welfare.

Marketplace analysis draws heavily on proprietary Packaged Facts survey data on consumer attitudes, purchasing patterns, and product choice motivators. Importantly, the rising interest in animal welfare is in part an outgrowth of increased concerns about the safety of the food supply, and a growing conviction that food animals raised in healthier circumstances will yield meat, poultry, and dairycase products that are higher quality across the board: safer, healthier, more nutritious, and even more flavorful. 

U.S. consumers have many concerns about how farm animals being raised, including handling (and slaughtering), housing, feeding, and antibiotic use. Correspondingly, the number of companies engaging in animal welfare advances and announcing plans to meet new standards has reached critical mass. Food companies at every level of the production and delivery spectrum, aware of both consumer and investor concerns, are taking significant steps to improve the quality of life of the animals in their supply chains. In addition to humanitarian concerns, corporate decisions to engage progressively in animal welfare issues is grounded in the mandate to be competitive in a changing marketplace and among a new generation of Millennial and Gen Z consumers. 

Scope and Methodology

Animal Welfare: Issues and Opportunities in the Meat, Poultry, and Egg Markets examines marketing and product opportunities for retail and foodservice marketers stemming from changing consumer attitudes and escalating concerns about food animal welfare. The report also examines the role of federal and state government agencies in setting animal welfare guidelines, and the increasing role of animal welfare organizations, especially those that offer certification to animal protein marketers. The analysis draws on proprietary Packaged Facts consumer data gathered through a National Consumer Survey of 2,000 adults conducted in February-March 2017, along with Simmons Research and other syndicated and industry data. Information on company activities around food animal welfare, as well as related activities of government and non-governmental organizations, was gathered from an in-depth review of corporate, trade, and government websites; food industry media; and other sources.