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

1. For further information contact Phil Sketchley or Alison Glennon at NOAH, tel. +44 (0)20 8367 3131, or visit the NOAH website.

2. 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.