Role of product information for welfare friendly food products

Background

• Product testing assesses consumer preference of products within their marketing concepts.
• Marketing information usually affects consumer perception of products. The optimal marketing concept for a new (animal friendly produced) product was tested.

Aim

A marketing strategy based on product information is tested to increase sales of animal welfare friendly products.

A specifically developed welfare friendly chicken product was tested in the Restaurant of the Future. Concepts were:

• The 'new' aspects
• The 'healthy' aspects
• The 'animal welfare friendly' aspects

Results

• Observations demonstrate that only specifi c consumer groups are affected by product information.
• Product expectations and purchase motives depend on testing environment.

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