The boom in free range chicken sales continues.
The Sunday Telegraph interviewed chicken buyers from ASDA, Tesco and Sainsbury, and they all report the same thing - rocketing demand following the Fearnley Whittingstall/ Jamie Oliver programmes which highlighted the conditions in which intensively reared chickens are raised. Sales increases in free range and higher welfare chickens have soared by between 50% and 70%, and this might be an underestimate as shelves are often empty because supermarkets can't keep up with consumer demand.
ASDA has seen free range sales increase by 50%, and reckons that it will be August before they are able to keep up with demand from their shoppers. Sainsbury has seen sales of free range and higher welfare chicken grow by 53% in January to March this year, and think it might be close to the end of the year before they are able to keep up with demand. Tesco has seen sales of free range and higher welfare chickens grow by 70%, and these ranges now account for 30% of their total chicken sales.
Eggs are affected too. Executives from the UK's biggest egg packer are reportedly touring the country trying to persuade farmers to convert to free range.
What does this tell us about consumers? Clearly animal welfare is important to them, and they are prepared to pay for it. But the chicken welfare issue has been around for decades, so what has suddenly happened to achieve this transformation in shopping habits? Perhaps the answer lies along these lines....
Animal welfare is something consumers care about but don't want to consider too closely. But all of a sudden the issue is in their living rooms, and so hard to ignore. Further, the issue is clear and simple (are these farming conditions acceptable?). And the solution equally clear and simple (buy free range/ better welfare chicken). Finally, the message is conveyed by trusted people.
Rebels with a cause, seeking change, might learn from the chicken experience.
2 comments:
Let's not forget the incredible - perhaps even untapped - influence that celebrity chefs now have. The fact that Jaimie Oliver was a prime catalyst, I think is a fascinating take on the types of personalities that may motivate consumers on other food issues.
T.W. - there's no doubt that Jamie and fellow chef Hugh Fearnly Whittingstall were key in bringing about the change in consumer views.Trusted celebrity chefs can have a huge influence on the way consumers view issues. Colette.
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