Free-Range Stocking Densities – What Consumers Think
Summary prepared by Brand Story 17th May 2012
Background
A qualitative research study comprising 14 focus groups across Australia amongst consumers
who purchase and consume free-range eggs was undertaken from October 2011 - May 2012.
The research was designed to provide a snapshot of consumer attitudes towards and
perceptions of free-range egg production and specifically to gauge reaction to a proposed
stocking density cap of 20,000 per hectare (ha) / 2 hens per square metre (m2).
Main Findings
1. The AECL’s move to cap free-range stocking density is seen as a positive one and
84% of respondents were satisfied with the conditions they viewed of a free-range
production facility stocked at a density of 20,000 per ha / 2 hens per m2.
2. Consumers can't visualise a hectare, therefore 20,000 per ha seems a lot. However
after being presented with a breakdown they can visualise i.e. 2 birds per square
metre, they are comfortable with the density.
3. Consumers consider the proposed density of 2 hens per m2 to be reasonable
considering the ramifications of lower densities on price, availability of eggs and the
future of the industry.
4. Australian consumers will value a compliance symbol for free-range eggs on pack
(egg cartons) and a campaign that communicates there is a new Standard and the
reasons behind it.
General Findings
All were happy to accept that the footage they viewed was of a free-range facility, albeit on
a necessary ‘commercial scale’.
The majority considered the facility they viewed to be a free-range egg production facility
because the hens had the freedom to choose whether they stayed inside or ventured
outside.
The vast majority of participants felt that the hens looked happy and healthy, demonstrated
by their physical condition (healthy and plump looking) and the fact that they did not appear
stressed.
Almost all felt they were demonstrating their natural behaviours evidenced by their free and
natural movement (foraging and strutting around) and their lack of physical aggression.
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All felt that the footage would positively impact or, make no change to their purchase and
consumption of free-range eggs because they could now visualise the benefits of free-range
for the hens.
All supported the AECL’s initiative to establish a Standard of 20,000 per ha and were
surprised that this wasn’t already in place.
Beak treatment once explained was considered a commercial reality and as being an
acceptable trade-off, or welfare ‘price to pay’, to get a reasonable price per dozen eggs,
providing there is no impact on the hen’s natural behaviours.
Contact details to follow up research findings:
Kai Ianssen, Communications Manager - Australian Egg Corporation Limited
P: 02 9409 6909 M: 0423 685 530
About the research & methodology
14 focus groups were conducted across NSW, VIC, TAS, SA, WA & QLD with between 8-10
consumers attending each 90 minute session. Respondents were recruited by professional
recruiters based on the following key specifications; all had to be regular free-range egg
purchasers (at least fortnightly) and comprised a mix of genders and ages.
Respondents were first shown a 4 minute video clip of footage from a free-range operation
stocked at a density of 20,000 per ha / 2 hens per m2. They were asked to complete a
questionnaire rating their satisfaction with what they saw and estimating how many
chickens there were in the facility. This questionnaire was administered prior to open
discussion to collect individual reads on the footage shown.
The research was conducted by Brand Story, a leading Sydney based Marketing Research
and Brand Strategy firm who have considerable experience in conducting research and
developing strategies for Agricultural and Horticultural industries.
AECL Summary of national findings 120517