Animal welfare-based product differentiation through private sector initiatives has led to the introduction
of ‘compromise’ meat products, which are produced at beyond regulatory standards for animal
welfare, but are cheaper than organic meat. A variety of production system characteristics serve as
parameters to achieve higher animal welfare standards. Food policies will be more effective if they
position compromise products on those production system characteristics that really matter to (segments
of) consumers. The present study identifies that three market segments may be discerned; one
that takes a more inclusive perspective on animal welfare, and two that take a more heuristic approach
by viewing animal friendliness from a more uni-dimensional perspective (animal space vs. slaughter
method). These segments do not only differ in their perception of animal welfare, but also regarding their
background characteristics. An interesting finding of the research is that the different segments accord in
their perceptions of overall animal welfare levels, but do so for different reasons. In terms of food policy
implications this means that the further development of compromise products would benefit from communicating
more specific information on animal space and slaughter method, in addition to the overall
star-based animal welfare classification. Such communication would serve well to both 50% of the market
that takes a more balanced and integrated view on animal welfare and the other half of the market that
takes a more uni-dimensional perspective (space vs. slaughter method).
2014 Elsevier Ltd. All rig