Animal welfare is important to consumers

Organic, animal welfare, regionalism, environmental protection, fair trade - only lip service or serious efforts? Marketagent.com has now examined this in a study.

Asked about the most important criteria for the purchase of food, the long-term goals "good value for money" (92%) and the high quality of the products (90%) with the slogan "animal welfare" (79%) already follow a sustainability theme. According to the study, the Austrians' heart beats clearly for animals in terms of sustainability. For example, "animal welfare" ranked 1 as the number one consumer in grocery shopping and was underestimated in its significance by brand owners and retailers (47% vs. 34%). Although the regional character of products plays a key role in the minds of consumers (43%), it does not quite match the expectations of the FMCG sector (fast moving consumer goods) (51%).

"In addition to the welfare of the animals, regionalism, the abandonment of questionable ingredients and production methods or environmentally friendly packaging are of particular importance to the end user. Sustainability aspects are therefore more important than lower prices, "says Thomas Schwabl, Managing Director of Marketagent.com.

All in all, the Austrians are willing to pay 10,9% more on products without a guilty conscience.