Study Reveals That Consumers Value Transparency in Animal Protein Sourcing

Merck Animal Health, a division of Merck & Co., Inc., working to advance animal healthcare, has announced the results of its first consumer transparency study. The study surveyed more than 1,000 American consumers about their desire for transparency in animal protein and their perceptions of industry transparency when it comes to animal welfare and sustainability. Two-thirds of consumers reported that transparency is extremely or very important in their brand trust and purchasing decisions. Merck Animal Health’s study also determined that over fifty percent of consumers are willing to pay a five percent premium for transparency on the label, and that environmental sustainability and animal welfare are key animal protein purchase considerations.