Sales of ‘Freedom Food’ chicken have soared by £55 million in the past year, according to new research which shows an increasing number of consumers are ditching standard chicken in favour of higher welfare meat .
A study for the RSPCA, carried out by market research firm Kantar Worldpanel, revealed that the amount of money spent on Freedom Food-labelled fresh chicken in UK supermarkets rose from £16.4 million to £71.6 million in the year to March 21.
During the same period supermarket sales of lower welfare “standard” chicken fell by more than £26 million.
The research also revealed that the amount of Freedom Food chicken sold in supermarkets increased by more than 15 million kilos over they year – from 5.6 to 20.7 million kg – compared to 11 million kg decrease for standard chicken .
The RSPCA said the figures were proof that despite the recession animal welfare remains a priority for consumers, even for those on a very tight budget.
Commenting on the findings, Leigh Grant, chief executive of Freedom Food, said: “We expected to see an increase in sales of Freedom Food chicken after Jamie Oliver and Hugh Fearnley-Whittingstall highlighted the benefits of buying higher welfare back in 2008 – but these latest results far exceed anything we could have predicted.”
“They are absolute proof that chicken welfare is of paramount importance to more people than ever before. And the fact shoppers have stood firm by animal welfare through some of the most difficult economic times, only reinforces that it is an issue that is here to stay.”
According to the Kantar Worldpanel study, Sainsburys is currently the largest retailer of Freedom Food chicken, followed by Tesco and Morrisons .
