Two-thirds of consumers reported transparency in animal proteins is extremely or very important and the reasons are personal — health and nutrition top the list. The results come as a response to Merck Animal Health‘s first consumer transparency research study.
The consumer transparency study focused on consumers’ growing interest in transparency and its importance in their purchasing decisions and brand trust. The study explored consumer desire for transparency in animal protein and their perceptions of industry transparency when it comes to animal welfare and sustainability. It also looked at the interplay of transparency and traceability and consumers’ willingness to pay for transparency label claims.