Egg Farmers of Australia (EFA), which represent around 80% of egg production in Australia, says new research clearly demonstrates broad alignment between Australian consumers and egg farmers when it comes to definitions of free-range.
And Australians are highly sensitised to the price of free-range eggs; three quarters (76 per cent) of those who currently buy free-range say that if the price of a dozen extra-large (700g) eggs exceeded $5.50, they will have become too expensive to even consider.
In August 2015, the most far-reaching study into Australians’ attitudes, purchasing behaviours, category understanding and expectations of free-range eggs was undertaken by Quantum Market Research. A comprehensive qualitative phase was followed by an online survey of 1200 adult buyers of free-range eggs across all States and Territories. The sample provides accuracy and reliability in consumer preference and behaviours. Respondents were sourced from an ISO-accredited online research panel (GMI Lightspeed), and were screened to ensure the sample was nationally representative of the actual Australian population.
EFA spokesman John Coward said these are two of the major findings of a study undertaken by Quantum Market Research recently.
"EFA is hopeful they will help inform Federal, State and Territory Governments considering a national free-range standard," Mr Coward said.
"The research clearly demonstrated that the external stocking density of one hen per square metre matches the expectations of nearly three quarters of Australian consumers," he said.
"And it’s clear that price is fundamentally important for even the most ardent shoppers who say they are led by animal welfare concerns.
"For consumers, acceptable pricing for free-range eggs falls between $3.00 and $6.00 a dozen and any measure that drives free-range egg pricing beyond this would have significant ramifications for consumer behaviour, along with egg producers."
The research has been made available following this week’s release of the Consultation Regulatory Impact Statement Free Range Egg Labelling, Consumer Affairs Australia New Zealand 2015 (RIS) by new Small Business Minister, Kelly O’Dwyer, who said the aim was to balance consumers' need for clear and accurate information with any potential red-tape burden for producers and retailers.
Mr Coward said farmers welcomed the initiative for a national free-range standard, but any determination should reflect evidence, and make genuine consideration of expert stakeholder perspectives.
"It would be unfortunate if this powerful measure became a plaything of ideology or activism," he said.
"Any free-range egg standard must balance the expectations of the vast majority of consumers with a minority of consumers seeking a very niche brand."
The Federal Government has recently responded to calls for a legal definition of 'free range' by releasing a consultation paper, outlining three options to be considered.
