The appetite for organic, free range and free-from is growing among Irish consumers. A recent study by Teagasc highlights how consumer perceptions are becoming increasingly sensitive to how animals are produced.

High animal welfare standards, with no hormones are antibiotics are now increasingly important in determining Irish consumer perception of meat quality. In the study, 251 consumers across Ireland were surveyed about their habits, behaviours, beliefs and perceptions when it comes to meat.

Quality

“The consumer’s definition of ‘quality’ is constantly being re-evaluated and redefined,” said lead author of the study Dr Áine Regan in Teagasc’s Department of Agri-food Business and Spatial Analysis.

“This has important implications for Quality Assurance schemes and highlights the need for continuous development of these schemes to align with consumers’ needs and values.”

The research also found that consumers are willing to pay more for meat when they assured of good animal welfare standards.

“As new attributes become increasingly prioritised by the consumer, it may become apparent that new forms of engagement and communication will be needed. For example, for issues related to animal welfare, public engagement mechanisms that engage and empower the consumer and that reconnect consumers directly with primary producers are likely to be important,” Dr Regan said.

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