When it comes to making choices about the food we eat, there are a multitude of factors that can influence our decision-making process. In a recent study conducted across five European nations, researchers delved into the mindset of consumers when purchasing meat and dairy products. While sustainability is an important consideration for many, it seems that other factors such as animal welfare, food safety, and nutrition take precedence when it comes to making a purchase.
The study, which involved nearly 3,200 consumers in Czechia, Spain, Sweden, Switzerland, and the UK, aimed to identify the key attributes that consumers value when shopping for meat and dairy products. Participants were asked to rate the importance of 18 different factors on a scale from 1 to 5, with 1 being “not at all important” and 5 being “extremely important.”
Attributes such as freshness, quality/taste, healthy eating, nutrition, price, processing, special offers, and brand familiarity were all taken into consideration. Additionally, animal welfare attributes like outdoor-reared/free range and pasture-fed products were evaluated. Environmental sustainability factors including locally produced goods, sustainable packaging, food miles, carbon footprint, and organic production were also considered. Social sustainability, such as fair trade and fair compensation for producers and farmers, was another aspect that consumers were asked to rate.
The results of the study revealed some interesting insights. Across all surveyed countries, consumers consistently ranked freshness, quality/taste, and animal welfare as the most important attributes when making purchasing decisions. On the other hand, factors related to environmental sustainability were deemed less significant. However, the study found that sustainability labels play a crucial role in influencing consumer preferences.
Dr Andy Jin, a senior lecturer in risk management at the University of Portsmouth in the UK, commented on the findings, highlighting the intricate nature of consumer behaviour when it comes to buying meat and dairy products. According to Dr Jin, consumers prioritise information related to animal welfare, food safety, and health and nutrition over environmental sustainability when making food choices. This underscores the importance of comprehensive labelling strategies that encompass a range of product attributes, not just environmental considerations.
The implications of this research extend beyond the realm of consumers to policymakers, producers, and retailers in the food industry. As consumer demand for sustainable products continues to grow, there is a pressing need for innovative approaches to meet these evolving preferences.
While labels play a role in informing consumers about the sustainability of products, they may not be enough to drive significant behavioural change, especially among those with low or no intention to purchase sustainable items. As a result, additional policy measures such as nudges or behavioural interventions may be necessary to help individuals align their attitudes with their purchasing decisions.
The research, which was published in the journal Food Quality and Preference, was a collaborative effort between the universities of Portsmouth and Newcastle in the UK, the Swedish University of Agricultural Sciences, University of Cordoba in Spain, Mendel University in Czech Republic, and Agroscope in Switzerland. The findings shed light on the intricate dynamics that shape consumer choices and offer valuable insights for stakeholders in the food industry.
In conclusion, while sustainability is an important consideration for many consumers, factors such as animal welfare, food safety, and nutrition often take precedence when it comes to making purchasing decisions. Understanding these preferences can help producers, policymakers, and retailers tailor their offerings to meet the evolving demands of consumers. By taking a holistic approach to product labelling and exploring innovative policy measures, the food industry can better align with consumer preferences and drive sustainable practices forward.
