New research from NSF International reveals that animal wellness is a major factor in consumer purchasing decisions. The findings indicate a shift towards ethical consumerism and underscore the importance of quality practices for animal wellness throughout global supply chains.

The study found that most of the consumers polled—67 percent—say that animal wellness is either “very” or “extremely” important in purchasing decisions. And while 62 percent of consumers claim that they are more likely to purchase a product that has been certified for animal wellness by a third party, only 13 percent said that they would be unwilling to pay a higher price for products certified for animal wellness. Age plays a factor in consumer decisions, with 30- to 44-year-olds holding higher expectations for international brands to comply with animal wellness standards. 

“This research makes it clear that the ethical treatment of animals is now a fundamental concern for consumers when making food-related decisions,” said Dr. Elaine Vanier, a veterinarian and the animal wellness program lead for NSF. “Animal wellness plays an important role in the majority of today’s purchasing decisions and brands must prioritize using quality practices across their entire protein supply chain.”

Access the survey and synopsis on the findings, which shed light on U.S. animal wellness standards.