In principle, many consumers find higher costs for meat from a more animal-friendly attitude in order - too high, the price increase, but apparently not fail.
This is the result of a study by the Osnabrück University of Applied Sciences, which examined the actual buying behavior of packaged pork in a several-week practical test in several supermarkets. "The results surprised us," said Ulrich Enneking from the University.
Thus, in the period under review, 16 percent of customers in the Edeka chain stores were willing to buy an animal welfare label. In addition, "only surcharges of about 30 cents for a medium-priced pork article" were accepted under animal welfare standards. This corresponds to a price increase of nine to 13 percent. With surcharges of 26 percent for goulash, for example, the sales volume "significantly" decreased.
Buying behavior apparently "differentiated and complex"
"Surveys so far have shown that many consumers are basically willing to spend significantly more on meat when it has been produced to higher animal welfare standards," Enneking said. The observed reality in actual buying behavior, however, is "differentiated and more complex". The results are based on the sale of more than 18,000 products.
Between mid-October and mid-December, the university compared the sale of bratwurst, minute steaks and goulash of a favorable and organic brand with a newly launched product with animal welfare labels in the "mid-price" segment. In between, the advertising was changed and there were made price adjustments.
In the cash register there was a parallel survey: Here would have "significantly more" consumers indicated to favor animal welfare products, as determined in the actual buying behavior, the conclusion of the University of Osnabrück.
Also the discounter Lidl had reported last year that the demand for more expensive products, which are marked as animal-friendly, is less strong, than assumptions suggest.