Consumers Pay for Natural Poultry

摘要

Many consumers are looking for poultry that is free of steroids, hormones and antibiotics, and they are willing to pay more to get it. Technomic asked consumers about their willingness to purchase and pay more for chicken and turkey with labels that speak to specific nutritional and sourcing information. The responses (see chart "Purchasing Poultry") show consumers' price thresholds are most flexible for poultry positioned as a natural, additive-free option. For instance, more than two in five consumers are willing to pay slightly or significantly more for poultry that is marked as "steroid-free" (46%), "hormone-free" (44%) or "antibiotic-free" (43%). Certainly, not all consumers know exactly what these terms mean, but most associate them with health.