Consumer attitudes to animal
medicines
Introduction
In September 2006 the National Office of Animal Health
commissioned the Institute of
Grocery Distribution (IGD) to conduct research into consumer attitudes
towards the use of animal medicines in farm animals. The key objectives were
to:
-
Explore consumer attitudes in the use of medicines
and vaccination to treat and prevent disease.
-
Establish the level of concern, if any, about the use
of animal medicines.
-
Understand the demand for information about animal
medicines.
-
Identify sources of consumer trust within the food
chain.
Key findings
The key findings were presented at the NOAH conference –
“Healthy Animals Safe Food”
in November 2006 and were:
-
Animal medicines and vaccinations are not of great
concern to consumers – main concerns are centred on hygiene in the
factories and animal living conditions.
-
Consumers have confused attitudes towards
vaccination.
-
The information most shoppers want is what feed
animals receive (33%) and what hygiene standards exist (30%).
-
There is a demand amongst 23% of respondents to know
if animals have been fed or injected with anything to make them grow.
-
The most trusted sources are independent bodies; the
Food Standards Agency scored 29%. Other high scoring sources trusted for
information include supermarkets and farmers.
Conclusion
Animal medicines and vaccinations are not of great
concern to consumers, although three quarters claim to be aware of their
use.
Demand for information is limited; reassurance rather
than detail is needed.
August 2007
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