Our latest poll, released today (17th September), revealed that the vast majority – two thirds of people – want clear labelling on meat and dairy products to include the conditions the animals were raised in. Only 6% of people were opposed to better labelling.

Significant support

The poll, carried out by Savanta, asked more than 2,000 UK participants: “Do you support or oppose the introduction of mandatory labelling on pack to show the farming method used to produce meat and dairy sold in shops?” 66% supported mandatory method of production (MOP) labelling, as it is known in the food industry.

Despite the recent cost of living crisis, the new polling figures show consistency in that two-thirds of UK consumers still want to see honest labelling. These figures compare with a poll released by us in 2021 which found 68% of UK citizens wanted clear labelling of production methods on meat and dairy products.

Lacking laws

There are currently no laws in place that require labelling to show how animals farmed for meat or dairy were reared. The introduction of mandatory method of production labelling for eggs has led to a significant move away from cage to higher welfare (particularly free range) eggs, with cage-free production in the UK increasing from 32% in 2004 to 79% in 2023. This is because people are now able to make an informed choice that fits with their values. However, when it comes to meat and dairy, consumers remain in the dark as to how the animals were reared. With more than around 85% of the animals raised in the UK each year being factory farmed, shoppers could be buying intensively farmed meat and dairy products without realising it.

Deceptive images

Labels on intensively reared products frequently display deceptive images of rolling landscapes and happy animals, suggesting animals have been farmed outdoors, when in reality the livestock are crammed into barren cages, kept indoors all their lives, or reared in such close confinement that they are unable to express their natural behaviours. Generic, meaningless phrases are often brandished across factory farmed food packets, such as ‘farm fresh’ and ‘all natural’, when in fact more appropriate slogans would be ‘raised in confinement’ or ‘grown quickly, without access to the outdoors’.

In March this year, Defra launched a food labelling consultation which proposed a mandatory method of production label, for both imported and domestically produced pork, chicken and eggs. It consists of five tiers that would differentiate between products that fall below, meet and exceed relevant baseline UK animal welfare regulations. The Government’s response to the consultation is yet to be published.

Honesty is the best policy

“These poll results demonstrate that the overwhelming majority of British people want clear labelling on meat and dairy products to show them how the animals were reared and help them make purchases that align with their ethical values,” said Susie Aliband, our Senior Campaigns Manager.

“We now urge Defra to act on these polling figures and publish the long-awaited consultation results. It is essential that consumers are given greater clarity on how the meat they purchase is produced.

“Honest labelling would also help to ensure that lower welfare imported goods don’t undercut Britain’s higher welfare farmers. It empowers consumers, is fairer to farmers, and – most importantly – could help improve the lives of millions of animals each year.”

Find out more about our Honest Labelling campaign.

British public calls for Honest Labelling