British shoppers are becoming increasingly engaged with standards of animal welfare when purchasing food, according to research into consumer behaviour from international food and grocery expert IGD.

One-fifth of shoppers (20%) now say that knowing about the standards of animal welfare has become one of their key drivers of product choice, which is up from 13% in 2008, according to Shopper Trends 2009, IGD’s latest research. When asked about concerns they have relating to food production, almost half (46%) of respondents mentioned animal living conditions compared with 38% in 2008.

“As one would expect in the current economic climate, price remains a key driver for shoppers,” Joanne Denney-Finch, Chief Executive at IGD, said. “However, the stronger focus on standards of animal welfare demonstrates that consumers continue to grow more engaged with their food. People are making well-informed decisions on their food choices and looking for value for money without compromising on their values.”

“The growing public interest provides an excellent opportunity to differentiate and gain more shopper loyalty.”

Percentage of people highlighting animal welfare as a driver of choice:
2005: 8%
2006: 10%
2007: 11%
2008: 13%
2009: 20%

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