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Consumer Preferences in Meat and Dairy Purchases Showcase Animal Welfare Priority Over Sustainability

A recent study led by researchers from multiple European universities has revealed that animal welfare takes precedence over sustainability in driving consumer purchasing decisions for meat and dairy products. This comprehensive research, published in the Food Quality and Preference journal, involved contributions from the University of Portsmouth and Newcastle University in the UK, the Swedish University of Agricultural Sciences, the University of Córdoba in Spain, Mendel University in the Czech Republic, and Agroscope from Switzerland.

The study spanned five European countries and surveyed 3,192 participants to determine the attributes most important to consumers when buying meat and dairy products. Participants rated the importance of 18 different factors on a scale from 1 (not at all important) to 5 (extremely important). These factors included taste and quality attributes such as freshness, healthy eating, nutrition, price, processing, special offers, convenience of use/preparation, and brand familiarity.

The survey also examined animal welfare attributes, including whether the meat or dairy products were outdoor-reared, free-range, and pasture-fed. Environmental sustainability attributes such as local production, sustainable packaging, food miles, carbon footprint, and organic production were considered, along with social sustainability factors like fair trade credentials and whether the producer or farmer was fairly paid.

The findings consistently showed that across all surveyed countries, consumers prioritize freshness, quality/taste, and animal welfare over environmental factors. While attributes related to food miles, carbon footprint, and organic production were considered less influential, sustainability labels were still perceived as helpful by consumers.

Andy Jin, a senior lecturer in risk management at the University of Portsmouth and co-author of the study, explained, “Our study highlights the complex interplay of factors that influence consumer behavior when buying meat and dairy products. Consumers indicated that information related to animal welfare, food safety, and health and nutrition was more important than environmental sustainability when making food choices.”