A recent study reveals that animal welfare media coverage has a significant and negative effect on U.S. meat demand.

According to the study, U.S. consumers are expressing more and more interest in the practices used in modern food production. Such interest includes that of the welfare of the animals raised for meat, milk and eggs. The pork and poultry industries are especially affected by such scrutiny.


Overall, according to results, increasing media attention to animal welfare issues triggers consumers to purchase less meat, rather than reallocate expenditures across competing meats. U.S. livestock producers and industry leaders, therefore, must recognize that these meat demand impacts exist. Further, it might be beneficial for pork, poultry and beef producers to collaborate in recognizing and responding to changing societal pressures regarding animal well-being.