Merck Animal Health, known as MSD Animal Health outside of the United States and Canada, a division of Merck & Co. Inc., headquartered in Rahway, New Jersey, is announcing the results of the company’s first-ever consumer transparency research study, finding that two-thirds of consumers say transparency in animal protein is extremely or very important.
The consumer transparency study focused on consumers’ growing interest in transparency and its importance in their purchasing decisions and brand trust. The study explored consumer desire for transparency in animal protein, such as meat, fish, eggs and dairy, and their perceptions of industry transparency when it comes to animal welfare and sustainability. It also looked at the interplay of transparency and traceability and consumers’ willingness to pay for transparency label claims.