According to market intelligence firm IRI, 57 percent of U.S. consumers are motivated to purchase products based on factors within social strategy and cultural alignment. Animal welfare certifications on packaging and companies that promote responsible production are moving rapidly to capitalize on the growing influence of millennial and Gen Z purchasing power.
For consumers, the concerns are very general . . . there is an expectation that livestock should be raised as pets and they struggle to find out that’s not the case.
Source: Feed Strategy, July 2019. Link.Too often, people in the industry assume consumers know things because the executives or marketeers have talked about it for years. . . “ Chris Dubois, IRI
Lack of consumer knowledge can’t be underestimated.
INSIGHTS: Kacey Culliney provides a thought-provoking look at the drivers for consumers choosing animal-based food. Animal health pros are best positioned to educate consumers, local businesses and support responsible animal production. Note the human-animal bond reference to our pets being one of the drivers behind the desire for animal welfare certifications on food packaging.