Consumers’ perception of farm animal welfare: an Italian and European perspective

The results of some recent European and Italian surveys on consumer perception of farm animal welfare are shown and discussed. Special attention is paid to consumers’ opinions about animal welfare attributes, differences among species (and across countries) in terms of animal welfare perception, “animal-friendly” labels and willingness of purchasers to pay more for food (eggs) deriving from animals raised under higher welfare conditions. From a general standpoint, consumers’ perception and knowledge of animal welfare varies among European countries and it is mainly affected by their economic and educational level. Among animal welfare attributes, a strong preference is given to the availability of spaces, and, in the case of Italian respondents, also to the absence of movement restrictions (chains or tethers). Laying hens (44%), followed by broilers (42%) and pigs (28%) are the categories/species for which rearing conditions in the EU are judged to need the highest improvement in terms of welfare. Italian consumers appear less concerned about swine welfare (17%) than other Europeans. It is noteworthy that 12% of EU respondents states that all farmed animals need more welfare and/or protection. With respect to labels on food packaging, claims for animal welfare often fall within wider schemes for quality assurance and, with the exception of eggs and organic goods, in many countries the possibility of identifying animal friendly products and the knowledge of the specific legislation on farm animal protection are still limited. According to the Community Action Plan on the Protection and Welfare of Animals 2006-2010, the establishment of an EU label for animal welfare, based on standardised scientific indicators, is an option to be explored which could promote the consumption of products elaborated under high welfare standards thus facilitating the choice of consumers. The readiness of consumers to pay more for a higher animal welfare level has been investigated with respect to hen eggs. On the whole, and with deep differences among countries, results indicate that the majority of consumers (57%) are willing to pay more for eggs sourced from animal-friendly systems; however, the increase in price has, in general, a limited extent (5-10%). The perception of a link between food quality, food safety and animal welfare can favourably affect the welfare level of farmed animals.