UK shoppers are voting with their trolleys and plumping for higher-welfare chicken, with sales climbing by 22%, according to latest figures from Compassion in World Farming.
The organisation said sales of higher-welfare fresh chicken were bucking the recessionary trend and climbed 22%, while standard chicken sales only increased by 0.1% year-on-year.
Compassion in World Farming said the increased sales were part of a long-term trend of consumer-cation following campaigns by celebrity chefs, including Hugh Fearnley-Whittingstall's Channel 4 ‘Chicken Out’ programmes.
Steve McIvor, director of food business at Compassion in World Farming, said: “By choosing higher-welfare chicken and eggs, consumers make a real difference to the wellbeing of farm animals. The latest figures should encourage major supermarkets and others in the food industry to continue working towards higher-welfare standards.
"There is a great opportunity for both farmers and retailers to make the most of growing consumer demand for higher-welfare chicken and eggs – and this is good news for animal welfare too.”