Meat and Poultry Industry News

Midan report: Educate consumers or prepare to eliminate the 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 percent to 60 percent.

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 websitefor 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.  

Source: Midan Marketing

Did you enjoy this article? Click here to subscribe to National Provisioner.

You must login or register in order to post a comment.



Image Galleries


Brenneman analyzes Butterball’s new animal care, well-being program

Rod Brenneman, CEO of Butterball, discusses his company's new Animal Care and Well-Being Program, his company's certification by the American Humane Association and further animal-handling initiatives, all officially announced in September 2013.

More Podcasts

National Provisioner


2015 April

The April issue of NP offers cover story: Monogram Foods: Intrinsic growth.

Table Of Contents Subscribe

Independent Processor


April 2015

IP's April issue freatures cover story: An open book, Kiolbassa Provision’s management style stresses a values-based corporate culture and total transparency for its employees.

Table Of Contents Subscribe

Provisioner Store

The National Provisioner Source Book

The Sourcebook is an exclusive buyer’s guide and reference tool for product and supplier information in the meat, poultry and seafood marketplace.

More Products


A complete reference guide to supplies. Go to NP's Sourcebook now to check out the latest and greatest in the meat and poultry processing business.


Facebook icon Twitter icon  YouTube iconLinkedIn icon google +


Provisioner Prime is a twice weekly electronic newsletter created by the editors of The National Provisioner. Provisioner Prime appears in your inbox every Tuesday and Thursday with a recap of the week's top news and trends. Provisioner Prime also offers you exclusive access to industry analysis, blogs, events, podcasts, videos, webinars and The National Provisioner feature articles. 

Sign up for Provisioner Prime HERE.