Feed Strategy - June 2018 - 28
28 ❙ FeedStrategy
WILL CONSUMERS PAY?
US consumers' general beliefs about chicken
% strongly or somewhat disagree
% neither agree nor disagree
% strongly or somewhat agree
is easy to cook
All packages of chicken
taste about the same
Source: Consumer Beliefs, Knowledge, and Willingness-to-Pay for Sustainability-Related Poultry Production Practices Broiler Survey Report
Over one-quarter of consumers surveyed strongly or somewhat disagreed with the statement that
meat-producing chickens are well-treated.
2,000 U.S. egg consumers. Individuals surveyed were asked
questions related to egg consumption, general beliefs, egg
choice and beliefs about egg labels. The control group
wasn't given added information about the egg industry,
while the other groups were given information from the
Coalition for a Sustainable Egg Supply (CSES) and the
Humane Society of the United States (HSUS).
"We gave them 12 different scenarios where we gave
them option A with no label for 99 cents a dozen, or option
B that was organic, cage free, omega-3 enriched, all natural,
GMO free for $4.49," Fikes said. Then individuals were
surveyed on their beliefs based off a five-point scale regarding food safety, animal welfare, health and wellness and
quality. The results of the general consumption survey were
that eggs taste good, are easy to cook and are
thought to be healthy.
"Only 38 percent of people agreed that
laying hens are well-treated," he said. This
is where some of that pressure on retailers
comes from in terms of animal welfare values, Fikes added.
Most people say they buy eggs at least once a week, if
not numerous times a week. Most people surveyed said
they buy a dozen each time. The individuals were asked,
"Over the past five years, has your consumption of eggs
increased or decreased?" More than half, 53 percent, said
they stayed the same. Only 5.7 percent said they have
decreased in the number of eggs they were buying. GMO
free was No. 1 when individuals were given the choice
test. Organic and omega-3 enhanced also ranked high.
Cage free comes in about fourth or fifth in the level of
When looking at cage-free price breaks, just shy of 30
percent of the respondents said that the price break was up
to 20 cents. "Some outliers said that they would pay greater
AS PRICE RISES, WILLINGNESS to
spend money goes down.
www.WATTAgNet.com ❙ June 2018