Increased sales of 'pork with hearts'
As increasing numbers of Danes become aware of the new government-supported animal welfare label, sales of pork products rose by no less than 45% from 2016 to 2017.
The new welfare label is selling more pork
Danish meat companies have reported a strong rise in sales of pork carrying the new heart-based welfare label. Indeed, sales rose by no less than 45% from 2016 to 2017.
Tulip Food Company’s Sales Director Mette Rothmann confirms that: "There are increases across all lines – from one to three hearts – which shows that the concept has struck a chord with consumers.” The trend is also mirrored in the sales figures, where sales of 'pork with hearts' in stores account for 25%.
Retailers are positive
The Danish retail sector has welcomed the initiative. Jytte Tandrup, Deputy Director of the Trade Association for Danish Grocers says that they regard the label as a success and that more stores are getting on board.
A press release issued by the trade association also underlines the growing trend – that Danes are eating more pork carrying the welfare label. The Danish supermarket chain, MENY, reports that sales of pork carrying the heart label account for 22% of their annual pork sales.
Awareness is growing
Part of success can be ascribed to the fact that consumer awareness of the welfare label is far greater than expected. When the first pork products carrying the label were launched in the Danish market, the aim was for 40% of Danes to be aware of the label by the end of 2018. A new survey from YouGov, however, shows that the label has exceeded the target. 49% of Danes are already familiar with the label.
The same applies to Danes’ confidence in the label. At the time of the launch, the aim was for 60% of Danes to have confidence in the label. YouGov’s survey shows that the figure is currently 67%.
This indicates that consumers wish to be guided by the labels and to make their choice based on greater emphasis on animal welfare.
As well as pork, the welfare label will eventually be incorporated into production conditions for chicken, egg and beef products.