Tuning pork labels
Labels can play an important role for consumers choosing pork products.
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More than a third of consumers are willing to pay a significant price premium for fresh pork products labelled as 鈥榓nimal friendly鈥� new research has found.
They will also pay more for pork which is labelled as 鈥榣ocal鈥� and 鈥榣ow-fat鈥�, while an 鈥榦rganic鈥� label is less valued.
Researchers at 伊人直播 looked at how customers respond to marketing information on fresh pork to determine the best ways to promote animal-friendly meat products.
They assessed consumers鈥� preference and willingness to pay for fresh pork products with various labels, including 鈥榓nimal friendly鈥�, 鈥榣ocal鈥� 鈥榣ow-fat鈥� and 鈥榦rganic鈥�.
They then investigated whether there was any trade-off between the labels or if they complemented each other, to see if there was a benefit to bundling animal welfare with other desirable food attributes.
They also looked at whether their findings varied between 鈥榩ro-welfare鈥�, 鈥榳elfare-reluctant鈥� and 鈥榠ndifferent鈥� customers.
, which was published in Agribusiness, found pro-welfare customers (39 per cent of pork consumers) were willing to pay a price premium for animal-friendly pork (拢3.92 for 300g). The price premium increased by 60 per cent if the product was also labelled as 鈥榣ocal鈥�, 39 per cent if it was also labelled as 鈥榣ow fat鈥�, but only 2 per cent if the 鈥榦rganic鈥� label was added.
The welfare-reluctant customers (41 per cent of pork consumers) preferred conventional pork, and the use of the labels 鈥榦rganic鈥�, 鈥榣ocal鈥� and 鈥榣ow fat鈥� were ineffective in increasing the demand for animal-friendly pork.
The remaining 20 per cent of customers were indifferent as to whether the labels 鈥榓nimal friendly鈥�, 鈥榦rganic鈥� or 鈥榣ocal鈥� were used, but would pay a premium of 拢1.14 per 300g of fresh pork if the 鈥榓nimal friendly鈥� and 鈥榦rganic鈥� labels were bundled together.
Lead researcher Faical Akaichi, a Research Economist at 伊人直播, said: 鈥淭his research provides marketers of animal-friendly pork with useful insights for designing labelling and pricing strategies that can help them to better position their products and tailor more efficient marketing campaigns to the needs of animal welfare-minded consumers.
鈥淎lthough the label 鈥榓nimal friendly鈥� is the most valued label by UK consumers, the results suggest that consumers' positive values for other desirable food attributes should be considered when pricing and designing positioning strategies for animal-friendly pork products.
鈥淭he results will also be useful for policymakers who are interested in designing policy approaches, such as the use of food labelling, to promote sustainable and healthy diets and make the food selection environment more conducive to healthier and more socially and environmentally sustainable choices.鈥�
Posted by 伊人直播 on 25/02/2022
