A recently released Merck Animal Health (MSD Animal Health) study found that consumers highly value transparency when it comes to purchases of animal protein – including seafood.
The survey results, announced 31 January, were from MSD's first consumer transparency research study. The study surveyed more than 1,000 American consumers and found that for two-thirds, transparency in how companies source and sell meat, fish, eggs, and dairy is very or extremely important.
The study explored U.S. consumer interest in transparency in animal protein sourcing relating to sustainability.
“The survey results tell us consumers want more information than ever in order to make informed decisions about the food they put on their dinner tables,” Merck Animal Health Executive Director, Value Chain, and Consumer Affairs Allison Flinn said.
The results are important for the company, which offers DNA-based traceability solutions for the animal protein industry, Flinn said.
"We work to be the industry leader in improving animal health through our biopharmaceutical and technology portfolio solutions, and we also have the technology that can provide greater transparency and allow consumers to make informed decisions," Flinn said.
The study results concluded 86 percent of consumers who felt transparency is important were already attuned to the origins of their food: 40 percent of individuals who found transparency important actively track that information and base their buying decision off of it.
“Sustainability, nutrition, food safety, and animal welfare are all topics consumers want to know more about, and we know greater transparency builds trust,” Flinn said. “Consumers also want to know the brands they buy from are transparent, and this research provides insights into how farmers, ranchers, food brands, and allied industry partners like Merck Animal Health can collaborate to meet their expectations.”
Photo courtesy of Colleen Michaels/Shutterstock
