Feed Strategy - June 2018 - 29
FeedStrategy ❙ 29
US consumers' general beliefs about eggs
% strongly or somewhat disagree
% neither agree nor disagree
% strongly or somewhat agree
are easy to cook
All eggs 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 egg-laying
hens are well-treated.
than $3 for cage free," Fikes said. Organic ranked anywhere
from an extra 20 cents to $2. When asked about a change in
market share, a $1 reduction in price was favorable rather
than any of the added labels. An added non-GMO label was
the second highest in rankings. Cage-free labeling was fifth
in importance compared with other labels in the market.
When conventional and cage-free eggs are in the same
price range, about 60 percent said they would buy specialized products. But as price rises, willingness to spend
money goes down, Fikes explained.
"When you take away choices, the option for consumers to not buy eggs goes up," he said. When consumers were only given two choices, conventional eggs or
cage free, about 4 percent said they wouldn't buy eggs.
However, when only cage-free eggs were available, 17 percent said they wouldn't purchase eggs.
In the control group's questions about beliefs, the survey
found there is a consumer perception that cage free is better
in terms of animal welfare. Organic scored higher in cost,
healthiness and safety than any other egg type. The HSUS
graphic had the most impact on the surveyed audience.
June 2018 ❙ www.WATTAgNet.com
Broiler chicken study
The survey method used was similar to the one used
with the egg study - an online survey of more than 2,000
U.S. chicken meat consumers. Individuals surveyed were
asked qualifying questions related to chicken consumption
and general beliefs. Like the egg study, there was a control group; the other groups were given either pro-slowgrowth articles from NPR or the New York Times, or an
anti-slow-growth infographic from the National Chicken
Council (NCC). The broiler study also looked at the effect
of brands on consumer decisions.
Consumers were given two options of breast meat with
various label claims and were asked to choose their preference. The consensus was that chicken tastes good, is affordable
and is easy to cook while still being healthy. Individuals were
asked if over the past five years their chicken consumption has
increased or decreased. Forty-eight-and-a-half percent said
their consumption has stayed the same, while 47.4 percent said
it has increased due to more chicken options and 4.1 percent
said it decreased due to other protein-rich food options.
The study results show that almost 28 percent of sur-