How animal welfare claims fare in the grocery aisle

upermarket executives seeing strong sales of products with claims and certifications that indicate better animal welfare, and are motivated to provide them with precious shelf space. However, supermarket decision-makers largely do not understand the differences between animal welfare claims and animal welfare certifications, according to a study co-authored by the American Society for the Prevention of Cruelty to Animals and Technomic, summarizing the grocery retail landscape for products that bear animal welfare-related claims. The report, entitled "Understanding Retailers' Animal Welfare Priorities," found that most retailers already stock products with one or more claims around animal welfare; that almost half of retailers stock products with verified animal welfare certifications, compared to 71 percent stocking products with unverified "all natural" claims.