Less than a quarter of EU consumers (23%) said that they have either ‘high’ or ‘complete’ trust in animal welfare claims by companies, a new study by BEUC – The European Consumer Organisation has found.
According to the study, which sought to determine support for revised laws supporting farm animal welfare at an EU level, 84% of respondents said that they would ‘react negatively’ to instances of ‘welfare-washing’ by firms.
The study revealed that seven out of ten consumers are willing to pay more for improved animal welfare standards, but the amount they’re willing to pay varies – more than half of respondents would accept a 5% price increase.
Some 30% would be willing to pay up to 10% more, 12% would be willing to pay up to 20% more, and 8% would be willing to pay more than 20%. Some 17% answered that they currently have ‘serious difficulties’ with the price of meat.
It also highlights consumers’ concern for better animal welfare but emphasises the need for fair cost-sharing between the EU, national governments, and stakeholders in implementing these standards.
‘Equitably shared’
“When moving towards higher animal welfare standards, the EU and governments must ensure that the costs of this transition are equitably shared across the value chain and not borne by consumers only,” Monique Goyens, director general of BEUC, commented.
“Nor should farmers be the ones bearing the brunt. Most consumers would like that the EU funds farmers to improve welfare practices and agree that food imports should go by the same rules.”
Trustworthy labelling
The survey also found that consumers are keen to know more about how farmed animals are reared, and are looking for trustworthy labelling.
Three quarters of respondents agree with providing method-of-production labelling on all animal products, not just eggs as is currently the case.
Elsewhere, more than six in ten respondents respondents express a perceived lack of knowledge regarding animal welfare practices. Consumers often either overestimate or underestimate the actual welfare conditions.
The survey was conducted across Belgium, Germany, Hungary, Italy, the Netherlands, Portugal, Spain, and Sweden. Fieldwork occurred in November 2023, with 1,000 respondents polled per country.
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