One-fifth of shoppers now say that knowing about standards of animal welfare has become one of their key drivers of product choice.

“As one would expect in the current economic climate, price remains a key driver for shoppers,“ said Joanne Denney-Finch, IGD chief executive. "However, the stronger focus on standards of animal welfare demonstrates that consumers continue to grow more engaged with their food. People are making well-informed decisions on their food choices and looking for value for money without compromising on their values.“ IGD says the growing public interest provides an excellent opportunity to differentiate and gain more shopper loyalty.

Percentage of people highlighting animal welfare as a driver of choice: 2005, 8; 2006, 10; 2007, 11; 2008, 13; 2009, 20.