New Midan Research Advises Education on Use of Antibiotics in Livestock

Midan Marketing’s newest consumer research study,“Antibiotics and Growth Hormones: The Consumer Mindset,” reveals that consumer concern levels about the use of antibiotics in livestock has grown in the last year from 41% to 60%. The January 2014 study surveyed 200 meat consumers to discover what they know about the use of antibiotics and growth hormones in livestock, how they feel about it and how it affects their behavior when shopping for meat. According to the survey, consumers are confused about why antibiotics and growth hormones are used in livestock and what impact they have on food. Alarmingly, 86 percent of respondents did not recognize the following statement as true: “By the time fresh meat is sold at the grocery store, there are no longer any antibiotics in it.” “We know from our Meat Matters research that consumers’ concerns can be eased with education,” said Danette Amstein, principal at Midan Marketing. “Moving forward, we have to either educate our consumers or be prepared to eliminate the use of antibiotics to treat animals. And we can’t afford to do that; the cost to the industry and consumers would just be too high.” The results of “Antibiotics and Growth Hormones: The Consumer Mindset” are available in a key findings document on the Midan website for download. The findings from the research will help industry leaders better understand what consumers know and think about the use of antibiotics and growth hormones in livestock, so they can consider ways to build transparency and trust. “Antibiotics and Growth Hormones: The Consumer Mindset,” is the first of four quarterly consumer tracker projects Midan will be releasing this year.