Consumers are relaxed about the use of animal medicines
Animal living conditions and factory hygiene are of greater concern
British shoppers are not losing sleep over the quality of
their meat, milk and eggs – at least as far as animal medicines are
concerned. They know farmers and their vets do a good job, and trust them to
use medicines responsibly, for the health of food producing animals. They do
not feel the need to actively seek information about their use. While one
fifth have no concerns at all about how their food is produced, factory
hygiene and animals’ living conditions are at the top of consumers’ lists of
priorities as far as food production from farm animals is concerned.
These were the findings of a recent survey, commissioned
by the National Office of Animal Health (NOAH), which examined consumer
attitudes toward animal medicines. A total of 1,000 adults, from a range of
socio-economic groups across Great Britain, took part.
The survey found that animal medicines and vaccinations
are of little concern to consumers, although there is a relatively high
level of awareness among shoppers that they are used.
In total, 58% of consumers are aware that farm animals
are vaccinated; 58% are aware that farm animals are treated with medicines;
and 50% of consumers are aware that farm animals are given preventative
medicines. Just 24% of those surveyed were not aware of any medicine use.
The research indicated that, for some shoppers, this lack
of awareness was related to a general lack of interest in how food is
produced. They make their purchase decisions based mainly on price and
appearance.
For those shoppers who do have concerns, hygiene
standards in food processing factories and animal living conditions on farms
are the most important. Hygiene in factories is the primary concern cited by
22% of respondents, compared with just 4% citing animal vaccinations as
their primary concern.
“These results are very encouraging for farmers, vets and
the animal health industry alike: they indicate shoppers know they are using
medicines responsibly and show a high level of trust by consumers in
farmers, veterinarians and animal medicines. They also show that consumers
are aware of the need for the careful and responsible use of animal
medicines,” said Phil Sketchley, Chief Executive of NOAH. “Consumers are
reassured by the regulations that exist and the measures that farmers and
the animal health industry take”.
Further questioning revealed that the concerns about
animal welfare and hygiene many be linked to documentaries and media
coverage alleging bad practice in these areas.
Despite this occasional bad press, the survey revealed
farmers are relatively well regarded as a source of information on food
production – certainly more than food manufacturers, butchers and
scientists.
But consumers in general are not seeking extra knowledge.
Knowing that regulations exist and that products are produced to meet them
is sufficient information and reassurance for many consumers.
But if they do want to know more, independent sources, in
other words those who have nothing to gain from the provision of information
and are seen to have consumers’ interests at heart, are more likely to be
trusted with providing information. The survey revealed that the Food
Standards Agency is the most trusted source of information, with almost
three in ten (29%) of respondents citing the organisation.
Ends
9 November 2007
Notes for Editors
For further information contact Phil Sketchley or Alison Glennon at NOAH, tel. +44 (0)20 8367 3131,
or visit the NOAH website.
The National Office of Animal
Health was formed on 1 January 1986 to represent UK companies which
research, develop, manufacture and market licensed animal health
products. The association has 31 corporate members and 10 associate
members. In 2006 the NOAH sales survey showed a total market of £373.2m,
around 90% of the total UK market.
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