Animal Welfare

Transcription

Animal Welfare

The Dutch meat shopper,
animal welfare
&
Irish beef
Margaret McCarthy, Bord Bia
Background
Power of animal welfare NGO’s in Holland
Consumers
– Hot topic, but limited interest
Media (NGOs)
- Hyped & negative reporting
Trade
- Animal welfare credentials are a key concern
Politics
- Party for the animals / Meat (dairy/fish/eggs) tax / Animal welfare meat
levy
Beter Leven (Dierenbescherming)
 Benchmark
- By activists
- Retailers
BLQAS has not been accepted
- castration
- housing
- de-horning
© GfK 2012 | Sustainability and animal welfare in relation to beef | October 2012
4
Campaign tactics / Result
Retailers – name & shame / reward campaigns
A list brands have committed to sourcing Beter Leven Chicken &
Eggs
– Unilever / Domino’s Pizza / Wagner’s Pizza
• Consumer behaviour ?
‘Plofkip’ Case
(intensively-fed chickens)
How retailers have reacted to the Plofkip campaign
6
Research results:
Dutch consumers
&
animal welfare
Focus groups
1. Sustainability in general & animal welfare in particular
2. NGO’s & certifications
3. Welfare credentials of Irish beef
Summary
Low knowledge of farming
Unbalanced animal welfare knowledge
Two main concerns on animal welfare
- Nutrition
- Housing
More concerned for pigs & poultry
The Dutch feel they are ahead of the curve on animal welfare
....Summary of key findings
Sustainability
- Bucket concept
- Low willingness-to-pay
- Closer to animal welfare, impacts on eating quality
 Imported beef
- Argentina, Ireland
- Ireland: positive associations…green fields, outdoors, free range
NGOs & their in-store presence
- Low awareness
Quantitative research
Validation with online questionnaire
35-69 year-old shoppers (1300 respondents)
Respondents segmented into
- mainstream
- light green
- eco-green
Proportion* of Dutch population
Mainstream
14
Light Green
51
36
Eco Green
Key concerns
1/4 not able to spontaneously list any animal welfare issues
Top three concerns
- housing
- nutrition
- freedom to roam
Spontaneously, castration has low awareness
11
Awareness on concerns about animal welfare issues with
farm animals (spontaneous)
Housing / space / treatment
38
Free to roam outdoors on pastures
27
Nutrition (antibiotics / hormones)
22
Intensive production
20
Chicken industry
16
Animal protection / animal friendly / animal abuse / stress
Main shoppers of 60-69 years are
relatively more concerned about
'intensive production' (26%).
14
Natural diet
8
Transport
Consumers living in the 'Randstad' are relatively more
concerned about 'intensive production' (26%) and 'natural
diet' (13%) and consumers f rom the Souhtern provincies
have more concerns about 'f ree to roam outdoors on
pastures' (34%).
6
Diseases
3
Coffin calves
2
Castration
1
Other aspects
The main shoppers on average
mention 1.7 concerns on animal
welf are.
10
Higher educated main shoppers are relatively more
concerned about 'housing' (43%), 'nutrition' (32%) and
'intensive production' (25%).
No answer
25
0
5
10
15
20
25
30
35
40
12
Aided: animal welfare issues
Average
Nutrition (antibiotics / hormones)
71
Housing / space
70
Free to roam outdoors on pastures
68
Transport
58
Natural diet
57
Intensive production
56
Castration
35
0
10
20
30
40
50
60
The older
consumers (60-69
years) are more
concerned about
all topics.
Main shoppers
f rom the
'Randstad' are
relatively more
concerned about
'transport' (67%).
70
7.33
7.16
7.10
6.60
6.42
6.51
5.42
80
13
Animals vulnerable in terms of poor animal welfare
Consumers (main shoppers) 35-69 years (averages on a 1 to 10 scale, n=1293) (question 9)
The higher the score, the more vulnerable the animal is according to the consumers.
Broiler chicken
7.77
Laying hens
7.56
Pigs
7.13
Veal
7.08
Lamb
6.70
Cattle
6.61
Goats
6.16
Horses
5.99
0
1
2
3
4
5
6
7
8
14
Beef
&
Ireland
Beef & the Dutch consumer
 Ireland - 3rd most recognised beef producing country, but ranked
2nd for animal welfare & clear / positive associations
Solid preference for Irish system versus continental
Price key motivator
Animal welfare - low spontaneous ranking
Spontaneous awareness of beef producing countries
(Top-of-Mind)
Consumers (main shoppers) 35-69 years (in %, n=1293) (question 3)
The Netherlands
67
Argentina
13
Ireland
10
England
2
France
1
Scotland
1
Germany
1
Spain
1
Brazil
1
USA
1
Belgium
0
Poland
0
Turkey
0
Other country
0
No country mentioned
Main shoppers living in the Western
provinces of the Netherlands,
spontaneously mention Ireland more of ten
as f irst beef producing county that comes
into mind (14%).
Mainsteam, Light Green and Eco Green
consumers do not signif icantly dif fer in their
f irst mentioned beef producing country.
4
0
10
20
30
40
50
60
70
17
Countries scores on animal welfare
conditions in their beef production
8
7
6.67
6.54
6.41
6.37
6.02
5.72
6
5.69
5.22
5
4.94
4.75
4
3
2
1
0
The
Netherlands
Ireland
Germany
Austria
France
USA
Argentina
Brazil
Uruguay
Poland
18
Aspects to consider when buying beef
(spontaneously)
Price
Best before date
Colour of the meat
Fat content
Country of Origin
General appearance
Weight
Freshness
Type of beef / part of the animal
Organic
Quality
Appearance of the package
Method of preparation
Quality Mark / 100% beef
Animal Welfare Information
Promotion offer
Package size
If the retailer logo is on the package
Smell
Environmental sustainability assurance
Other aspects
No answer
55
32
31
30
17
16
On average, consumers spontaneously
think of 2.8 aspects when buying beef .
14
13
13
12
12
Main shoppers in the age of 35-49
years, relatively more of ten mention
'price' (60%) en less of ten mention 'f at
content'(26%) en 'f reshness' (9%).
3
3
3
2
2
1
1
1
1
Main shoppers in the age of 60-69
years, relatively more of ten mention 'f at
content' (38%), 'country of origin' (21%)
and 'f reshness' (20%).
Higher educated main shoppers
relatively more of ten mention 'price'
(61%), 'organic' (18%), 'weight' (18%)
and 'type of beef / part of the animal'
(17%). These consumers on average
also mention more aspects than lower
educated consumers (3 vs. 2.5 aspects).
14
5
0
10
20
30
40
50
60
19
Aspects to consider when buying beef (spontaneously)
62
Price
49
43
14
Country of Origin
18
27
As can be expected, Mainstream
consumers pay more attention to price
than Green consumers.
5
Organic
14
35
About twice as many Eco Green
consumers as Mainstream consumers
seek f or country of origin when buying
beef . Beef being organic is considered
by about onethird of the Eco Green
consumers.
2
Quality Mark / 100% beef
3
5
Eco Green consumers also seek more
of ten f or a Quality Mark or Animal
Welf are inf ormation.
1
2
7
0
10
20
30
40
Mainstream
Light Green
Eco Green
50
60
70
20
Importance of aspects when buying beef (aided)
Average
Best before date
8.59
92
Colour of the meat
88
Price
8.25
87
Promotion offer
8.10
80
Package size
7.74
63
6.74
Quality Mark
60
6.75
Fat content
60
6.80
Environmental sustainability assurance
49
Appearance of the package
6.25
44
5.90
Except for 'price' and 'promotion' main
Country of Origin
44
42
If the retailer logo is on the package
21
0
20
40
shoppers of 60-69 years f ind all aspects
more important than main shoppers of
35-49 years, especially 'quality mark',
'environmental sustainability assurance'
and 'f at content'.
60
80
5.93
5.91
4.39
100
21
Spontaneous associations with beef farming in Ireland - Top 15 answers
(A lot / enough) space
13
Outdoor life
10
Good/positive
9
Freedom
7
Meadow-land
5
Good quality
5
Free to roam
4
Green fields
4
Certain bred (e.g. Angus)
4
Good meat
4
Delicious
4
Green
3
Healthy
3
Nature
3
Good / better treatment
3
0
2
Eco Green consumers relatively
more of ten mention 'good meat'
(7%), 'good/better treatment' (6%)
and 'nature' (5%).
4
6
8
10
12
14
16
22
Aided: Associations with beef farming in Ireland
Average
58
Cattle outdoor reared for most of life free to roam over extensive areas
Consumers of 60-69
years have stronger
associations with all
items in the top 5.
Consumers f rom the
western provinces
have stronger
associations with
'cattle outdoor reared'
(54%), 'mixed
concentrate diets'
(21%) and castration
(11%).
Higher educated
consumers have
stronger associations
with 'cattle outdoor
reared' (64%), 'f ed
with grass' (63%) and
'The Greenf ields
brand' (53%).
56
Cattle fed with grass (their natural diet)
5.42
39
Calves with feeding of their mother for first 5-7 months
21
Intensive feeding
4.54
17
Cattle fed with mixed concentrate diets (not their natural diet)
6.26
5.76
47
The Greenfields brand
6.34
4.32
Kept in indoor houses for most of their life
11
3.74
Cattle indoor reared for most of life in small closed areas
11
3.60
8
Castration
0
BottomBox
(score 1-4) is 57%
20
40
3.63
60
80
23
Irish versus
Continental beef systems
Total
86
Mainstream
4
82
Light Green
4
90
Eco Green
10
15
3
93
0%
10%
20%
30%
System A
40%
System B
7
3
50%
60%
70%
80%
90%
4
100%
Makes no difference
* See the next slide for the description of both systems.
24
Dutch consumers
&
ethical labelling
Low awareness & understanding
Willingness-to-pay extra, low to moderate
Awareness of logos / quality marks for sustainable
food (spontaneous)
EKO
Ik kies bewust logo / best choice / best buy
Biologisch
Quality Mark
Gezonde keuze (klavertje)
Bio
Beter Leven / Dierenbescherming
Free-range meat
Fair Trade
Max Havelaar
AH Puur & Eerlijk
MSC
Bio +
Milieukeur
Biologische landbouw
UTZ
Other logo / quality mark
No logo / quality mark mentioned
12
9
6
6
6
6
5
More than half of the main shoppers (54%) is
not able to spontaneously mention a logo or
quality mark f or of sustainable f ood. The
main shoppers that at least mention one
logo, on average mention 1.7 logos.
Main shoppers of 35-49 years relatively
mention 'Ik kies bewust logo' more of ten
(11%). Main shoppers of 60-69 years are
spontaneously more aware of a (general)
Quality Mark (8%).
4
4
3
2
2
Eco Green consumers mention EKO (18%),
Beter Leven (11%), Quality Mark (10%) and
'Free range meat' (8%) more of ten.
1
1
0
0
Higher educated main shoppers are
spontaneously more aware of EKO (16%),
Fair Trade (6%) and Max Havelaar (4%).
13
54
0
10
20
30
40
50
60
26
Awareness of organizations concerned with
protecting animal welfare (spontaneous)
Dierenbescherming*
24
Stichting Wakker Dier
20
Partij voor de Dieren / Hart voor Dieren
17
Greenpeace
Consumers of 35-49
years are more aware
of Stichting Wakker Dier
(24%), Greenpeace
(19%), WNF (16%) and
WSPA (5%).
Consumers over 60
years relatively more
of ten mention Partij
voor de Dieren (21%).
15
WNF (World Wide Fund for Nature)
10
Lekker dier
5
WSPA
3
Stichting AAP
3
IFAW (International Fund for Animal Welfare)
3
EKO
3
Milieu Defensie
Light Green consumers
more of ten mention
Dierenbescherming
(28%). Eco Green
consumers are
relatively more aware of
Milieu Def ensie (6%)
and Stichting AAP (6%).
2
Fairtrade
2
Beter Leven
1
Stichting Varkens in Nood
1
Other logo / organisation
13
No logo / organisation mentioned
* Also includes Dierenambulance, Dierenpolitie, Dierenwelzijn
41
0
5
10
15
20
25
30
35
40
45
27
Associations with sustainability in relation to beef
Average
High(er) retail selling price
50
Animal Welfare
49
Fair Trade
41
Environment
6.14
5.96
35
GMOs
5.10
23
Biodiversity
5.16
21
Organics
5.06
20
Carbon
4.88
18
Water Management
4.51
13
0
10
6.75
6.17
39
Local product
6.69
20
30
40
50
60
28
Steaks
&
price premiums?
Factors that determine the good
eating quality of a steak
Average
Taste
92
Tenderness
8.25
90
Colour of the steak
7.85
84
Fat cover / marbling
8.30
7.17
69
Meat comes from animals that led an outdoor/ active lifestyle
65
7.00
Shrinkage
64
7.02
Maturation
Beef-bred (e.g. Angus, Hereford, Charolais)
6.36
54
0
6.85
63
20
40
60
80
100
30
Willing to pay extra for steak with certain
characteristics
Produced under standards of Beter Leven 1*
56
32
41
33
34
0%
Nothing
20
26
20%
Up to 10%
40%
10-20%
10 11
23
60%
20-30%
51
12
80%
5
100%
Over 30%
31
Willing to pay extra for steak with certain
characteristics
Premium Taste Guaranteed
43
28
US grain fed
71
Irish grass fed
51
Environmentally farmed
25
31
Organic Steak
31
41
0%
Nothing
40%
Up to 10%
8 2
19
8 11
16
23
27
20%
19
19
60%
10-20%
80%
20-30%
6 2
11
4
10
4
100%
Over 30%
32
Key messages for Irish Beef
Irish beef - top of mind awareness & positive associations
Limited awareness & understanding of Dutch animal welfare
NGO logos
Once explained, strong preference for beef from Irish
production system
Country of origin as a purchasing motivator is ranked
significantly higher than animal welfare
Next steps
New promotional campaign focusing on animal welfare &
environmental credentials
- consumer & trade
 In-store communication of origin Ireland
Media engagement
Dutch NGO communication

Animal Welfare

Transcription

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