No Grisly Food Details please - We're British

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Tue Mar 6, 11:21 AM ET

 

 

 

LONDON (Reuters) - British consumers increasingly take animal welfare

into account in food purchases, but they don't want to know the gory

details, a report said on Tuesday.

 

" We are a nation of animal lovers and concerns over welfare standards

are helping to shape the content of our shopping baskets, " Julie

Starck, senior consultant with international food and grocery

research body IGD, said in a statement.

 

The IGD's report showed that 64 percent of consumers have considered

animal welfare when buying food, although only 10 percent claimed

they buy all higher welfare foods.

 

The research found increased interest among consumers in the food

they eat and how it was produced, a trend that also has sparked

rising demand for organic and fairtrade products.

 

" Food has begun to provide an emotional as well as functional role in

consumers' lives, " the report said.

 

The IGD research was sponsored by Freedom Food, a food labelling

scheme aimed at improving animal welfare standards which has been set

up by the Royal Society for the Prevention of Cruelty to Animals.

 

The report noted that many consumers felt guilt about eating meat and

were reluctant to explore welfare issues.

 

" As consumers deliberately reject information on animal welfare due

to the emotional response it provokes, it will be difficult to raise

awareness of the issue, particularly at the point of purchase, " the

report said.

 

The report also linked the growth in demand to rising affluence among

consumers.

 

" A strategy must be developed to ensure that current purchasers

maintain their support even if an economic downturn results in lower

levels of disposable income, " the report said.