When Ellie Hughes does her weekly shop at a supermarket in Reading, she often stops to check the egg carton. Like more than half of British shoppers, she wants to know the hen that laid it lived a decent life. A new survey suggests she is not alone — and that many people would pay a little extra to make sure of it.
Researchers at the University of Reading asked 3,013 shoppers how much extra they would spend each week for better conditions for farm animals. The answers, published in the journal Food Policy, show that 66 percent of people say animal welfare affects what they buy. Most also believe higher-welfare food tastes better and is better for the planet.
Professor Richard Bennett led the study. He said shoppers made their views clear: they want better treatment for farm animals, and they are willing to pay a bit more for it. "We know food prices have risen since we carried out this survey in 2024, and the cost of living remains a real pressure on households," he said. "Even so, our findings show that support for better welfare has not gone away."
The research team used a scoring system out of 100 to measure animal welfare. Thirteen scientists and veterinarians scored six types of animals: laying hens, dairy cattle, pigs, sheep, chickens raised for meat, and beef cattle. They looked at whether animals had enough food and water, whether they were healthy, how they were housed, and whether they could behave naturally.
Shoppers were then asked what they would pay to raise those welfare scores across the country. Here is what they said:
For eggs, shoppers said they would pay £1.61 per week more to move hens from small colony cages to free-range systems. For milk, they would spend £1.13 extra per week to reduce lameness — a painful hoof condition — in dairy cows. For pork, they would pay £1.61 per week to ban farrowing crates, the narrow stalls where mother pigs are kept during and after giving birth. For lamb, just 21 pence per week would pay for pain relief during castration. And for beef, 46 pence per week would help cut lameness in cattle raised for meat.
The findings are already reaching policymakers. The UK government is using the research to weigh the costs and benefits of new welfare rules. Professor Bennett said this shows that even when money is tight, people still care about where their food comes from. "People still want reassurance that the meat, milk and eggs they buy come from animals that have been properly cared for," he said, "and they are still willing to pay a bit more for that peace of mind."
The study was a collaboration across several universities, including the Royal Veterinary College, Queen's University Belfast, the University of Liverpool, Newcastle University, University College Dublin, and Scotland's Rural College. Researchers say the scoring tool they developed could be used in other countries too, to help shape farm animal welfare policies worldwide.