Merck Animal Health announced the results of its first-ever consumer transparency research study. It finds that two-thirds of consumers say transparency in animal protein is extremely or very important. The study focused on consumers’ growing interest in transparency and its importance in purchasing decisions and brand trust.
Two-thirds of the survey respondents say transparency in animal proteins is extremely or very important and the reasons are personal, with health and nutrition topping that list. Also, 86 percent of consumers who said transparency is important also ranked traceability as extremely or very important, and 40 percent of those consumers want to know where the livestock comes from. More than 50 percent of the respondents said they were willing to pay a five percent premium for transparency on the label and want more information than ever about how their food is grown and raised to make informed decisions at the grocery store.
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