Abstract
Simple SummaryIncreased consumption of animal welfare-friendly products is suggested as one way of addressing public worries about the welfare of farm animals. However, the factors that drive and limit markets for animal welfare-friendly products are poorly understood. Based on an analysis of market for grass milk in Denmark, we conclude that successful cases of market-driven improvements in animal welfare require the joint presence of a number of positive drivers as well as low consumption barriers.Citizens in many European countries urge that the welfare of farm animals should be improved. Policy-makers propose that this could, at least to some extent, be achieved through increased consumption of animal products produced under labeling schemes guaranteeing higher standards of animal welfare. Yet considerable uncertainties exist about the ability of the market to promote animal welfare. So far the consumption of most welfare-friendly products has been limited, and the impact of driving and limiting factors is poorly understood. Reviewing market studies, we identify the factors that have shaped the relatively successful market for grass milk in Denmark. We conclude that the positive drivers such as an appealing animal welfare attribute and animal welfare being bundled with other qualities are essentially the same as those operating in connection with less successful animal welfare-friendly products. It is therefore to be expected that other animal welfare-friendly food products marketed via “natural behaviors” in the farm animals will catch the interest of consumers. However, grass milk consumption has been supported by proper labeling, ready availability and low price premiums as well as multifaceted public support. This suggests that successful cases require the joint presence of a number of positive drivers as well as low consumption barriers.
Highlights
During the past few decades, livestock production has undergone an intensification in industrialized countries, which has resulted in increased effectiveness and public concern about the welfare of farm animals
The purpose of this paper is to explore the prospect of market-driven improvements in animal welfare by considering the Danish consumption of fresh milk from dairy cows with access to grass pastures
Danish consumption of grass milk was chosen as a case in which the market for an animal welfare product was developed relatively successfully
Summary
During the past few decades, livestock production has undergone an intensification in industrialized countries, which has resulted in increased effectiveness and public concern about the welfare of farm animals. Policy-makers have shown a growing interest in strategies where consumer demand for animal welfare-friendly products is expected to drive up animal welfare standards [4,5,6,7,8] Such strategies rely on the food supply chain actors being able to take advantage of the demand for those types of improved animal welfare standards where the price premiums that certain consumer segments are willing to pay can cover increased productions costs and/or reduced productivity. Thereby, such strategies are not believed to impose financial burdens on producers nor need they disturb free trade agreements
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