Every spring, I look forward to the Annual Meat Conference hosted by the Meat Institute and FMI, The Food Industry Organization. This year’s event was held in Nashville just a few weeks ago, and a record-setting crowd gathered to consider the state of meat retail and sample innovative meat products from more than 140 supplier booths. I apparently missed out on a bacon-topped donut that was the hit of the day.

While the food and networking are top-notch, my favorite part of the event every year is the unveiling of the Power of Meat study, which looks at how consumers are shopping for meat and poultry and what is driving their decisions. Unsurprisingly, the headlines of this year’s report focused on the impacts of inflation and rising food costs and how meat and poultry can remain at the center of the plate.

The biggest a-ha moment for me was that perceptions of animal welfare are improving, with a higher number of shoppers agreeing that animal welfare is good for livestock in the U.S. and that grocery stores are committed to responsible and ethical sourcing in 2024 than in previous years. This is exciting news and shows that the work of the animal agriculture and food communities to do the right thing and be transparent about our efforts is paying off, despite how loud the animal rights extremist community is able to be. It’s worth noting — the share of vegans and vegetarians remains consistent at 5-7%, which the study noted has been the same for 18 years.

The study also highlighted some ways that retailers can continue this positive momentum by communicating information about animal welfare and sustainability to consumers, including package labeling, signage, and advertising. To win big with consumers, brands should focus on communicating about health and nutrition while also being transparent about production methods and clearing up confusion on hot topics.

According to the study, consumers view animal welfare as a joint responsibility of the entire food community, from farmers and ranchers to restaurant, retail, and foodservice brands. Wherever you sit on that process, I invite you to be part of the conversation and help make sure the results in 2025 are even more positive. The Alliance will be continuing the discussion at our Stakeholders Summit next month, where conversations about animal welfare, transparency, and securing the future of animal agriculture will be top of mind.

Consumer perceptions of animal welfare on the upswing

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