Consumer research consistently shows demand for clear welfare labelling on food products, yet labelling systems remain fragmented and often confusing to shoppers.
Animal welfare labelling is a critical link between consumer values and farm welfare outcomes. When consumers cannot easily identify the production system behind a product, their stated preference for higher-welfare food cannot translate into market incentives for producers to improve standards. Research shows that simple, consistent tier labelling — distinguishing cage, barn, free-range, and organic systems clearly — significantly improves consumer decision-making. The gap between stated welfare concern and actual purchasing behaviour partly reflects labelling confusion and price sensitivity, suggesting that better labelling could convert existing concern into stronger market signals.