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

  • ID: 4229100
  • Report
  • Region: United States
  • 224 Pages
  • Packaged Facts
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FEATURED COMPANIES

  • Albertsons
  • Chick-Fil-A
  • Dineequity, Inc.
  • Jack In The Box
  • Pizza Pizza
  • Sodexo
  • MORE

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, the author charts the new challenges and opportunities for retail marketers of meat, poultry, eggs, and related products and menu items. These opportunities 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;
  • Seizing M&A and institutional investor opportunities based on progressive commitment to food animal welfare.

Marketplace analysis draws heavily on proprietary 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 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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Note: Product cover images may vary from those shown
2 of 4

FEATURED COMPANIES

  • Albertsons
  • Chick-Fil-A
  • Dineequity, Inc.
  • Jack In The Box
  • Pizza Pizza
  • Sodexo
  • MORE

1. Executive Summary

  • Animal Welfare Issues
  • 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

2. Animal Welfare Issues

  • Key Points
  • Animal Welfare And Animal Rights
  • Omnivore's Choices
  • The Vegetarian/Vegan Option
  • Influence Of Celebrities
  • The Media Environment
  • Animal Welfare As Hot Issue
  • Animal Welfare Movement Reaching Critical Mass
  • Consumer Studies Confirm Growing Concerns
  • Is Organic Meat Healthier?
  • Survey Data On Animal Welfare And Healthy Food Relationship
  • Consumer Questioning Of Agricultural Product Safety
  • Figure 2-1 In The Last Few Years, Are You Paying More Attention To The Product Claims Or Nutritional Information For Any Of The Following? (Percent Of U.S. Adult Grocery Shoppers)
  • Levels Of Consumer Concern About Antibiotics, Growth Hormones, And Gmos
  • 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
  • Illustration 2-1 Proliferation Of Grass-Fed Beef Brands
  • Housing
  • Group Housing Alternative
  • Poultry Housing
  • Cage-Free
  • Free-Range Facing Challenges
  • Cage-Free A Top Animal Welfare Trend
  • Illustration 2-2 Proliferation Of Egg Brands Highlighting “Cage-Free”
  • Illustration 2-3 Proliferation Of Egg Brands Highlighting “Free Range”
  • Antibiotics And Other Drugs
  • School Food Focus Certified Responsible Antibiotic Use (Crau)
  • Illustration 2-4 Proliferation Of No Antibiotics Ever Chicken Brands
  • Chain Reaction Ii Report
  • Animal Welfare And Sustainability
  • Sustainability A Top Issue For 2017
  • Definition Of Sustainability
  • Developing “Regenerative Agriculture”

3. 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)
  • Illustration 3-1 Usda Process Verified Shield
  • 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
  • Illustration 3-2 Antibiotic Resistance, From The Farm To The Table
  • Verification, Standards, And Compliance
  • USDARule Fortifies Welfare Standards For Organic Livestock And Poultry
  • Illustration 3-3 Organic Livestock And Poultry Practices Rule: Provisions, Costs, Benefits, And Timeline
  • 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
  • Illustration 3-4 USDA Process Verified Program, From Farm To Market
  • 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
  • Facilitates Legal Action Against Whistleblowers
  • Oklahoma Voters Reject “Right To Farm” Amendment To State Constitution
  • Federal Judge Rules Idaho “Ag-Gag” Law Unconstitutional

4. Animal Welfare Organizations

  • Key Points
  • Advocacy And Watchdog Groups
  • American Humane
  • American Society For The Prevention Of Cruelty To Animals
  • Animal Protection And Rescue League
  • Animal Welfare Institute
  • Compassion In World Farming
  • Compassion Over Killing
  • Cornucopia Institute
  • Farm Animal Rights Movement
  • Farm Sanctuary
  • Faunalytics
  • Food Animal Concerns Trust
  • Humane Society Of The United States
  • Last Chance For Animals
  • Mercy For Animals
  • National Animal Interest Alliance
  • People For The Ethical Treatment Of Animals
  • United Poultry Concerns
  • Certifying Organizations
  • Benefits Of Certification
  • Certification Process
  • Farm Animal Welfare Certification Guide
  • Animal Welfare Approved
  • Illustration 4-1 American Welfare Approved Logo
  • Illustration 4-2 Certified Grassfed By AGW Logo
  • Illustration 4-3 Certified Non-Gmo By AGW Logo
  • Certified Humane Raised And Handled
  • Illustration 4-4 Certified Humane Raised & Handled Logo
  • Animal Welfare: Issues And Opportunities In The Meat, Poultry, And Egg Markets In The U.S.
  • Global Animal Partnership
  • Illustration 4-5 Global Animal Partnership Logo
  • Illustration 4-6 Certification Requirements Of Global Animal Partnership's 5-Step Animal Welfare Rating
  • Program For Selected Species
  • American Grassfed Association
  • Illustration 4-7 American Grassfed Certification Logo
  • American Humane Certified
  • Illustration 4-8 American Humane Certified Logo
  • Marine Stewardship Council
  • Illustration 4-9 Certified Sustainable Seafood MSC Logo
  • Illustration 4-10 MSC Fisheries Standard
  • Illustration 4-11 MSC Chain Of Custody Standard
  • Food Industry Associations
  • American Association Of Meat Processors
  • National Cattlemen's Beef Association
  • National Chicken Council
  • U.S. Poultry & Egg Association

5. Marketer Actions

  • Key Points
  • Business Benchmark On Farm Animal Welfare
  • Food Marketing Institute
  • National Council Of Chain Restaurants
  • Food Manufacturers
  • Ayrshirefarm
  • Campbell Soup
  • Illustration 5-1 Campbell’s Well Yes Chicken Noodle Soup
  • Cargill
  • Conagra Brands
  • Country Archer
  • Illustration 5-2 Country Archer Meat Sticks
  • Dean Foods
  • General Mills
  • Grupo Bimbo
  • Hillandale Farms
  • Hip Chick Farms
  • Illustration 5-3 Hip Chick Farms Organic And Gluten Free Chicken Meatballs
  • Hormel Foods
  • Kellogg
  • Kraft Heinz
  • Lonolife
  • Ilustration 5-4 Lonolife K-Cup Beef Bone Broth
  • Lorissa's Kitchen
  • Illustration 5-5 Lorissa's Kitchen Products
  • Lovethewild
  • Illustration 5-6 Lovethewild Barramundi With Mango Sriracha Chutney
  • Lower Foods
  • Maple Hill Creamery
  • Maple Leaf Foods
  • Mars
  • Mondelez Foods
  • Nestlé
  • Niman Ranch
  • No Evil Foods
  • Illustration 5-7 No Evil Foods Vegan Meat Alternatives
  • Perdue Farms
  • Perky Jerky
  • Illustration 5-8 Perky Jerky Black Label 100% Grassfed And Antibiotic-Free Beef Jerky
  • Pilgrim's Pride
  • Ritter Sport
  • Illustration 5-9 Ritter Sport Vegan Chocolate Bars
  • Smithfield
  • Snacklins
  • Teton Waters Ranch
  • Illustration 5-10 Teton Waters 100% Grassfed Beef Franfurters
  • Thanasi Foods
  • Illustration 5-11 Duke's New Brisket And Steak Meat Snacks
  • The New Primal
  • Illustration 5-12 The New Primal Snack Mates
  • Tyson Foods
  • Illustration 5-13 Tyson Foods Open Prairie Natural Angus And Natural Pork
  • Unilever
  • Illustration 5-14 Breyers Non-Dairy Frozen Desserts
  • Illustration 5-15 Ben & Jerry's Non-Dairy Frozen Desserts
  • Verde Farms
  • Illustration 5-16 Verde Farms Grassfed Beef Ribeye Steak
  • West Liberty Foods
  • White Oak Pastures
  • Wild Zora Foods
  • Illustration 5-17 Wild Zora Pork And Vegetable Bars
  • 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
  • Illustration 5-18 Panera Bread Advertisement For “Food You Can Trust”
  • Papa John's
  • Pizza Pizza
  • Illustration 5-19 Pizza Pizza Chicken Products Raised Without Antibiotics
  • 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
  • Illustration 5-21 Hardee's/Carl's Jr. Grassfed Hamburger Television Ad

6. 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
  • Income And Education Influence Vegetarianism More Than Gender
  • Foodies And Budget Watchers Have Higher Vegetarian, Meat Alternatives Propensity
  • Survey Data On Consumer Attitudes And Purchasing Patterns Related To Animal Welfare Issues
  • Over A Third Of Consumers Buying Organic And Natural Products
  • Figure 6-1 In The Last 30 Days, Have You Bought Packaged Food And Beverage Products With Any Of The
  • Following Product Claims?, 2017 (Percent Of U.S. Grocery Shoppers)
  • Figure 6-2 In The Last 30 Days, Have You Bought Packaged Food And Beverage Products With Any Of The
  • Following Product Claims?, 2017 (Percent Of U.S. Grocery Shoppers)
  • Understanding Of Key Animal Welfare Terms Is Mixed
  • Figure 6-3 How Clear To You Is The Meaning Of The Following Product Claims?, 2017 [Selected Claims/Attributes Related To Animal Welfare Issues] (Percent Of U.S. Grocery Shoppers)
  • Few Avoid Meat, Poultry, Or Eggs
  • Figure 6-4 Do You Avoid Eating Any Of The Following?, 2017 (Percent Of U.S. Adults)
  • Figure 6-5 In The Last Few Years, Have You Cut Back On Eating Any Of The Following?, 2017 (Percent Of U.S. Adults)
  • Protein Most Important Ingredient Looked For On Nutrition Panel
  • Figure 6-6 When Choosing Meat Or Poultry Products To Buy, Is Any Of The Following Nutritional Panel Information Most Important To You?, 2017 (Percent Of U.S. Grocery Shoppers)
  • Significant Increases For Plant-Based Alternatives
  • Figure 6-7 In The Last Few Years, Are You Eating More Of Any Of The Following?, 2017 (Percent Of U.S. Adults)
  • Half Of Consumers Confident About Standards For Food Animal Treatment
  • Majority See Humane Treatment Of Food Animals As Issue For Society
  • Animal Welfare Concerns Are Important To Many Meat And Poultry Shoppers
  • Figure 6-8 Have You Purchased Any Of These Types Of Red Meat Items In The Past 30 Days?, 2017(Percent Of Shoppers Who Purchased Red Meat Within Last 30 Days)
  • Figure 6-9 When You Buy Grass-Fed/Pasture-Raised Beef, What Product Characteristics Are Mostimportant To You?, 2017 (Percent Of Shoppers Who Purchased Grass-Fed/Pasture-Rasied Beef Within Last 30 Days)
  • Figure 6-10 Have You Purchased Any Of These Types Of Chicken Products In The Past 30 Days?, 2017(Percent Of Shoppers Who Purchased Fresh Chicken In Last 30 Days)
  • Figure 6-11 When You Buy Cage-Free/Free-Range/Pasture-Raised Chicken, What Product Characteristics Are Most Important To You?, 2017 (Percent Of Shoppers Who Purchased Cage-Free/Free-Range/Pastureraised
  • Chicken Within Last 30 Days)
  • Local Sourcing An Important Factor In Animal Welfare Related Purchases
  • Consumers Will Pay More For Humane, Safe, Healthy Meat, Poultry
  • Animal Welfare Attributes In Purchasing Of Fresh Eggs
  • Figure 6-12 Within The Last 30 Days, Have You Bought Any Of The Following Type Of Eggs Products?,2017 (Percent Of Grocery Shoppers Who Purchased Fresh Eggs Within Last 30 Days)
  • Figure 6-13 When You Buy Cage-Free, Free-Range, Or Pasture-Raised Eggs, What Product Characteristics Are Most Important To You?, 2017 (Percent Of Shoppers Who Purchased Cage-Free/Free-Range/Pastureraised Eggs Within Last 30 Days)

7. 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
Note: Product cover images may vary from those shown
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  • A&W Food Services Of Canada
  • Albertsons
  • Aramark
  • Arby's
  • Blossom Du Jour
  • Boston Market
  • Brandt Beef
  • Burgerfi
  • Chick-Fil-A
  • Chili's
  • Chipotle Mexican Grill
  • Compass Group
  • Costco
  • Dairy Queen
  • Darden Restaurants (Olive Garden)
  • Denny's
  • Dineequity, Inc.
  • Domino's Pizza
  • Dunkin’ Donuts
  • Einstein Bros. Bagels
  • Essentia
  • Farmers Markets And Online Sales
  • Food And Ingredient Suppliers
  • Food Fight!
  • Impossible Foods
  • Jack In The Box
  • Kroger
  • Little Caesars
  • McDonald's
  • Ocean Harvest Technology
  • Panera Bread
  • Papa John's
  • Pizza Pizza
  • Publix
  • Quiznos
  • Rabbit Food Grocery
  • Restaurant Brands International (Burger King/Tim Hortons)
  • Retailers
  • Safeway
  • Seaworld
  • Sodexo
  • Sonic Corp.
  • Starbucks
  • Subway
  • Sysco Corporation
  • Target
  • Trader Joe's
  • Walmart
  • Wendy's
  • Whole Foods
  • Yum! Brands
Note: Product cover images may vary from those shown
5 of 4
Note: Product cover images may vary from those shown
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