Brazillian millennials have an extremely high level of food consciousness compared to their U.S. and Thai counterparts, a new survey has revealed.
“After the United States and Thailand, we took a look at Brazil for the first time – and we are amazed about the results,” Markus Dedl, CEO at Delacon, said in a statement. “The survey shows that Brazilian millennials are very food-conscious – much more than their U.S. or Thai counterparts. In Brazil, 85 percent of millennials care very much about the quality and source of their food.”
The study was conducted online in January 2020 and surveyed 507 millennials in Brazil ages 29-38 about their food beliefs.
When it comes to chicken, four of out five respondents look either “very closely” or “somewhat closely” at the label. If the label matches with their beliefs, four out of ten indicated they would “gladly pay more.”
Nearly two-thirds of respondents indicated that they are very careful about what they eat, while a half stated that they eat more fresh food than processed options.
Sustainability matters
Additionally, most of those surveyed ranked animal welfare, sustainability and raised with no antibiotics ever as important factors when deciding which brand of eggs, meat or poultry to purchase. U.S. millennials also indicated that environmentally-friendly messages on food labels are attention-getting, giving products seem more healthy and sustainable.
Sustainability is a topic consistently recognized as important by both consumers and the poultry industry.
“We need to understand that we are no longer just competing for consumers’ wallets, but also for the heart behind it,” Charlie Arnot, CEO, Center for Food Integrity, said earlier this year at the 2020 Annual Meat Conference, held in Nashville, Tennessee.
“We've got to shift our focus to really helping consumers understand that animal protein is a socially responsible part of a healthy diet.”
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