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

Published: April 10, 2017 - 224 Pages

Table of Contents

  • Executive Summary
    • Animal Welfare Issues
      • Table Please indicate the extent to which you agree or disagree with the statement, "I am more concerned than I was a few years ago about the treatment of animals raised for food." (percent of U.S. adults)
    • Regulatory Environment
    • Animal Welfare Organizations
    • Marketer Actions
    • Consumer Views
    • The Emerging Animal Welfare Environment
    • Insights and Opportunities
      • Opportunity 1—Marketing on animal-welfare related claims and attributes
      • Opportunity 2—Shoring up product claims and terminology
      • Opportunity 3—Leveraging the link between animal welfare and product healthfulness
      • Opportunity 4—Leveraging the link between animal welfare and product safety
      • Opportunity 5—Leveraging the link between animal welfare and sustainability
      • Opportunity 6—Incorporating animal welfare into corporate transparency practices
      • Opportunity 7—Catering to the flexitarian trend
      • Opportunity 8—M&As around animal welfare credentials
      • Opportunity 9—Responding to institutional investor pressures
      • Opportunity 10—Responding to influence of animal rights movement
  • Animal Welfare Issues
    • Key Points
    • Animal Welfare and Animal Rights
    • Omnivore's Choices
      • The Vegetarian/Vegan Option
      • Influence of Celebrities
        • Table Animal Welfare Activist/Vegetarian/Vegan Celebrities
      • The Media Environment
    • Animal Welfare as Hot Issue
      • Animal Welfare Movement Reaching Critical Mass
      • Consumer Studies Confirm Growing Concerns
      • Is Organic Meat Healthier?
      • Packaged Facts Survey Data on Animal Welfare and Healthy Food Relationship
        • Table Please indicate the extent to which you agree or disagree with the statement, "I am more concerned than I was a few years ago about the treatment of animals raised for food," 2017 (percent of U.S. adults)
        • Table Please indicate the extent to which you agree or disagree with the statement, "Agricultural foods are healthier for me if grown more naturally," 2017 (percent of U.S. adults)
        • Table Please indicate the extent to which you agree or disagree with the statement, "Meat and poultry is healthier for me if the animal was raised humanely," 2017 (percent of U.S. adults)
      • Consumer Questioning of Agricultural Product Safety
        • Table Please indicate the extent to which you agree or disagree with the statement, "Food safety/contamination is a major concern for me with fresh meat and poultry," 2017 (percent of U.S. adults)
      • Levels of Consumer Concern About Antibiotics, Growth Hormones, and GMOs
        • Table Please indicate the extent to which you agree or disagree with the statement, "I am concerned about livestock animals and poultry being given antibiotics for production reasons," 2017 (percent of U.S. adults)
        • Table Please indicate the extent to which you agree or disagree with the statement, "I am concerned about livestock animals and poultry being given growth hormones," 2017 (percent of U.S. adults)
        • Table Please indicate the extent to which you agree or disagree with the statement, "I am concerned about livestock animals and poultry being fed genetically modified ingredients," 2017 (percent of U.S. adults)
    • World Organization for Animal Health's Five Freedoms
    • Four Key Areas of Concern
    • Handling
      • Slaughter
      • Beak Trimming and/or Debeaking
      • Disbudding
      • Castration
      • Transportation
      • Litter Management
      • Sleep Periods
      • Other Issues
    • Feeding Farm Animals
      • Grazing/Free-Range/Grass-Fed
    • Housing
      • Group Housing Alternative
        • Table U.S. Food Industry Participants With Goal Years for No Longer Accepting Use of Gestation Crates
      • Poultry Housing
      • Cage-Free
        • Table USDA Glossary of Egg Terms
      • Free-Range Facing Challenges
      • Cage-Free a Top Animal Welfare Trend
        • Table U.S. Food Industry Participants With Goal Years for 100% Cage-Free Egg Use
    • Antibiotics and Other Drugs
      • School Food Focus Certified Responsible Antibiotic Use (CRAU)
      • Chain Reaction II Report
        • Table Chain Reaction II Antibiotic Use Scorecard
    • Animal Welfare and Sustainability
      • Sustainability a Top Issue for 2017
      • Definition of Sustainability
      • Developing "Regenerative Agriculture"
  • Regulatory Environment
    • Key Points
    • U.S. Regulatory Framework
    • United States Department of Agriculture (USDA)
      • Agricultural Marketing Service (AMS)
      • National Organic Program (NOP)
      • USDA Process Verified Program (PVP)
      • New GMO Labeling Law Exempts Foods from Animals
      • Animal and Plant Health Inspection Service (APHIS)
      • USDA Animal Care
      • Food Safety and Inspection Service (FSIS)
      • Humane Methods of Slaughter Act
      • New Poultry Inspection System and Good Commercial Practices
      • Food and Drug Administration (FDA)
      • FDA Requires rbST Claims to Be Accompanied by Disclaimers
      • Agencies With Regulatory Functions Related to FDA's
    • Recent Animal-Welfare Activities by Federal Agencies
      • Humane Handling
    • Antibiotic Use
      • FDA Completes Voluntary Phase-out of Antibiotic Use in Food Production
      • GAO Calls for More Oversight of Antibiotic Use in Food Animals
      • Recommended Actions
    • Verification, Standards, and Compliance
      • USDA Rule Fortifies Welfare Standards for Organic Livestock and Poultry
      • ISO's New Animal Welfare Management Specs Streamline Global Trade
      • New USDA Accreditation Program Will Ease Transition to Organic
      • FSIS Issues Guidelines for Making Animal Raising Label Claims
      • Animal Protection Group Derides FSIS Label Standards as Deceptive, "Industry-Friendly"
      • USDA Upgrades PVP to Reinforce Transparency, Accountability
    • Litigation
      • Court Rejects Lawsuit Seeking "Production Method" Labeling on Egg Cartons
      • Animal Rights Advocates Argue Label Reform Is in the Public Interest
      • Agencies Cite Insufficient Evidence as a Factor in Denying Labeling Petition
      • Animal Welfare Institute Sues USDA for Non-Response to Rulemaking Petition
    • Recent Animal-Welfare Activities by U.S. States
      • Groundbreaking Massachusetts Referendum Opposing Extreme Confinement Passes by 3-1 Margin
      • Arkansas Legislation Facilitates Legal Action Against Whistleblowers
      • Oklahoma Voters Reject "Right to Farm" Amendment to State Constitution
      • Federal Judge Rules Idaho "Ag-Gag" Law Unconstitutional
  • Animal Welfare Organizations
    • Key Points
    • Advocacy and Watchdog Groups
      • American Humane (www.americanhumane.org)
      • American Society for the Prevention of Cruelty to Animals (www.aspca.org)
      • Animal Protection and Rescue League (www.aprl.org)
      • Animal Welfare Institute (www.awionline.org)
      • Compassion in World Farming (www.ciwf.com)
      • Compassion Over Killing (www.cok.net)
      • Cornucopia Institute (www.cornucopia.org)
      • Farm Animal Rights Movement (farmusa.org)
      • Farm Sanctuary (www.farmsanctuary.org)
      • Faunalytics (https://faunalytics.org)
      • Food Animal Concerns Trust (foodanimalconcerns.org)
      • Humane Society of the United States (www.humanesociety.org)
      • Last Chance for Animals (www.lcanimal.org)
      • Mercy for Animals (www.mercyforanimals.org)
      • National Animal Interest Alliance (www.naiaonline.org)
      • People for the Ethical Treatment of Animals (www.peta.org)
      • United Poultry Concerns (www.upc-online.org)
    • Certifying Organizations
      • Benefits of Certification
      • Certification Process
      • Farm Animal Welfare Certification Guide
      • Animal Welfare Approved (animalwelfareapproved.us)
      • Certified Humane Raised and Handled (certifiedhumane.org)
      • Global Animal Partnership (www.globalanimalpartnership.org)
      • American Grassfed Association (www.americangrassfed.org)
      • American Humane Certified
      • Marine Stewardship Council (https://www.msc.org)
    • Food Industry Associations
      • American Association of Meat Processors (www.aamp.com)
      • National Cattlemen's Beef Association (www.beefusa.org)
      • National Chicken Council (www.nationalchickencouncil.org)
      • U.S. Poultry & Egg Association (www.uspoultry.org)
  • Marketer Actions
    • Key Points
      • Table Timeline of Notable Corporate Animal Welfare Actions
      • Business Benchmark on Farm Animal Welfare
      • Food Marketing Institute
      • National Council of Chain Restaurants
    • Food Manufacturers
      • AyrshireFarm (www.ayrshirefarm.com)
      • Campbell Soup
      • Cargill
      • Conagra Brands
      • Country Archer
      • Dean Foods
      • General Mills
      • Grupo Bimbo
      • Hillandale Farms
      • Hip Chick Farms
      • Hormel Foods
      • Kellogg
      • Kraft Heinz
      • LonoLife
      • Lorissa's Kitchen
      • LoveTheWild
      • Lower Foods
      • Maple Hill Creamery
      • Maple Leaf Foods
      • Mars
      • Mondelez Foods
      • Nestlé
      • Niman Ranch
      • No Evil Foods
      • Perdue Farms
      • Perky Jerky
      • Pilgrim's Pride
      • Ritter Sport
      • Smithfield
      • Snacklins
      • Teton Waters Ranch
      • Thanasi Foods
      • The New Primal
      • Tyson Foods
      • Unilever
      • Verde Farms
      • West Liberty Foods
      • White Oak Pastures
      • Wild Zora Foods
    • Foodservice
      • A&W Food Services of Canada
      • Arby's
      • Blossom Du Jour
      • Boston Market
      • BurgerFi
      • Chick-fil-A
      • Chili's
      • Chipotle Mexican Grill
      • Dairy Queen
      • Darden Restaurants (Olive Garden)
      • Denny's
      • DineEquity, Inc.
      • Domino's Pizza
      • Dunkin' Donuts
      • Einstein Bros. Bagels
      • Jack in the Box
      • Little Caesars
      • McDonald's
      • Panera Bread
      • Papa John's
      • Pizza Pizza
      • Quiznos
      • Restaurant Brands International (Burger King/Tim Hortons)
      • SeaWorld
      • Sonic Corp.
      • Starbucks
      • Subway
      • Wendy's
      • Yum! Brands
    • Retailers
      • Albertsons
      • Costco
      • Food Fight!
      • Kroger
      • Publix
      • Rabbit Food Grocery
      • Safeway
      • Target
      • Trader Joe's
      • Walmart
      • Whole Foods
      • Farmers Markets and Online Sales
    • Food and Ingredient Suppliers
      • Aramark
      • Brandt Beef
      • Compass Group
      • Essentia
      • Impossible Foods
      • Ocean Harvest Technology
      • Sodexo
      • Sysco Corporation
    • Facilitators
    • Advertising Animal Welfare Actions
  • Consumer Views
    • Key Points
      • ASPCA Survey Shows Substantial Consumer Concern About Animal Welfare
      • American Humane Society Also Shows Major Consumer Concern
      • Cargill Survey Shows Consumer Concerns Over Pig Diets
    • Simmons Data on the Vegetarian Consumer
      • Vegetarians Still a Small Minority of Consumers
        • Table Level of Agreement with Statement by Age Bracket: "I am a Vegetarian," 2016 (percent of U.S. adults)
        • Table Level of Agreement with Statement: "I am a Vegetarian," 2006-2016 (percent of U.S. adults)
      • Income and Education Influence Vegetarianism More Than Gender
        • Table Vegetarianism by Gender, 2016 (percent and index among U.S. adults)
        • Table Vegetarianism by Household Income, 2016 (percent and index among U.S. adults)
        • Table Vegetarianism by Educational Achievement Level, 2016 (percent and index U.S. adults)
      • Foodies and Budget Watchers Have Higher Vegetarian, Meat Alternatives Propensity
        • Table Vegetarianism by Food Lifestyle Segment, 2016 (percent and index among U.S. adults)
        • Table Household Use of Meat Alternatives by Food Lifestyle Segment, 2016 (percent and index among U.S. adults)
        • Table Percent of Households Using Meat Alternatives, 2006-2016 (percent of U.S. adults)
    • Packaged Facts Survey Data on Consumer Attitudes and Purchasing Patterns Related to Animal Welfare Issues
      • Over a Third of Consumers Buying Organic and Natural Products
      • Understanding of Key Animal Welfare Terms Is Mixed
      • Few Avoid Meat, Poultry, or Eggs
      • Protein Most Important Ingredient Looked for on Nutrition Panel
      • Significant Increases for Plant-Based Alternatives
        • Table Please indicate the extent to which you agree or disagree with the statement, "I prefer to meet my protein needs by eating meat, poultry, and fish," 2017 (percent of U.S. adults)
        • Table Please indicate the extent to which you agree or disagree with the statement, "I am eating more meatless/vegetarian meals these days," 2017 (percent of U.S. adults)
        • Table Please indicate the extent to which you agree or disagree with the statement, "Consuming more vegetarian sources of protein is better for the environment," 2017 (percent of U.S. adults)
        • Table Do you agree or disagree with the statement, "I am willing to pay more for eco-friendly food products," 2017 (percent of U.S. adults)
        • Table Do you agree or disagree with the statement, "I am willing to pay more for better-for-you food products," 2017 (percent of U.S. adults)
      • Half of Consumers Confident About Standards for Food Animal Treatment
        • Table Please indicate the extent to which you agree or disagree with the statement, "I'm satisfied that animals raised for food are treated appropriately under current practices and regulations," 2017 (percent of U.S. adults)
        • Table Do you agree or disagree with the statement, "Organic certification already includes `humanely raised' provisions," 2017 (percent of U.S. adults)
      • Majority See Humane Treatment of Food Animals as Issue for Society
        • Table Please indicate the extent to which you agree or disagree with the statement, "Humane treatment of animals raised for food should be a societal concern," 2017 (percent of U.S. adults)
        • Table Please indicate the extent to which you agree or disagree with the statement, "Humane treatment of animals raised for food should be government regulated," 2017 (percent of U.S. adults)
      • Animal Welfare Concerns Are Important to Many Meat and Poultry Shoppers
      • Local Sourcing an Important Factor in Animal Welfare Related Purchases
        • Table Do you agree or disagree with the statement, "I prefer to eat meat or poultry products that come from a local source," 2017 (percent of U.S. adults)
      • Consumers Will Pay More for Humane, Safe, Healthy Meat, Poultry
        • Table Do you agree or disagree with the statement, "I am willing to pay more for meat or poultry products with "humanely raised" certification," 2017 (percent of U.S. adults)
        • Table Do you agree or disagree with the statement, "I am willing to pay more for meat or poultry products with a higher degree of safety assurance," 2017 (percent of U.S. adults)
        • Table Do you agree or disagree with the statement, "I am willing to pay more for a meat or poultry product that is more healthful," 2017 (percent of U.S. adults)
      • Animal Welfare Attributes in Purchasing of Fresh Eggs
  • The Emerging Animal Welfare Environment
    • Key Points
    • Consumers, Marketers, Regulators, and Environment All Play a Role
      • It's the 21st Century
      • Conflating Animal and Human Health
      • The Expanding Consumer Base
      • M&A to Advance Animal Welfare
      • Investors Exert Pressure
      • The Demand for Transparency
    • Factors That Could Restrain Humane Product Market
      • Rise of Plant-Based Protein
      • Impact of Climate
      • Reduced Government Support
    • Long Range Prospects
      • Animal Welfare Areas in Need of More Attention
      • Tremendous Growth of Organic Expected to Continue
      • Animal Protein Companies Address Sustainability
      • Meat From the Laboratory

Abstract

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


About half of U.S. consumers are satisfied that animals raised for food are treated appropriately under current practices and regulations, and only in five either somewhat or strongly disagree that food animals are treated appropriately. Nonetheless, well over half of U.S. consumers are more concerned about animal welfare, specifically as it relates to the food supply, than they were just a few years ago. 

In this groundbreaking report, Packaged Facts charts the new challenges and opportunities for retail marketers of meat, poultry, eggs, and related products and menu items.

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.

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