Consumers and Antibiotic Use: Perspectives and Marketing

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Arleen Montgomery
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1 Consumers and Antibiotic Use: Perspectives and Marketing January 29, 2014

2 Today s agenda: Discuss consumers view of antibiotic use in livestock. 2

3 Topic has been in news for years, trending slightly higher each year. Source: Google Trends 3

4 4

5 Information from two proprietary research studies: & Quarterly Tracker Q1 Spring

6 Awareness of antibiotic use in livestock has risen significantly in the last year. 88% 79% Source: Meat Matters Midan Marketing, March 2013 & Quarterly Tracker, Q1 Midan Marketing, January

7 Consumers are hearing about antibiotic use in livestock from many sources. 34% Local news 27% Social media 27% Friends/colleagues/ relatives 46% National news 26% T.V. talk show Source: Quarterly Tracker, Q1 Midan Marketing, January

8 14% very concerned 41% concerned Source: Meat Matters Midan Marketing

between the two Only 54% of them provided factual

9 They think antibiotics and growth hormones are the same thing 72% of consumers said they knew the difference between the two Only 54% of them provided factual definitions for both Source: Meat Matters Midan Marketing

10 When asked what they were more concerned about: 22% are not concerned about either 24% are more concerned about antibiotics Source: Meat Matters Midan Marketing % are more concerned about growth hormones

11 19% - Keep animals healthy 15% - Consumers think that antibiotics 24% - Prevent disease Cure illness 13% - Increase animal size Source: Meat Matters Midan Marketing

12 Primary concern: 23% What effect will antibiotics have on my family? Source: Meat Matters Midan Marketing

13 43% primary concern is negative effect on humans 18% concerned about creating an antibiotic resistance in humans Source: Meat Matters Midan Marketing

14 What did consumers do after hearing about antibiotic use in livestock? 14

15 Actions after learning about antibiotics use in livestock 46% started paying more attention to packaging 28% looked up information on livestock given antibiotics or GH 19% asked others opinions on the use of antibiotics or growth hormones in livestock 19% told others about livestock being given antibiotics or growth hormones 17% stopped buying meats where they thought antibiotics and/or growth hormones were used 28% did nothing Source: Quarterly Tracker, Q1 Midan Marketing, January

16 72% interested in fresh meat that has not been treated with antibiotics or growth hormones Source: Meat Matters Midan Marketing

17 When asked if their grocery store carries meat free of antibiotics or growth hormones: 55% said I don t know 7% said No 38% said Yes Source: Meat Matters Midan Marketing

18 What do consumers really know about antibiotic use in livestock? We provided a series of statements and asked them what they thought was true or false to learn what they know. Source: Quarterly Tracker, Q1 Midan Marketing, January

19 Antibiotics are only administered when livestock are susceptible to getting sick, are exposed to illness, or show specific signs of being sick Only 33% knew this was a true statement. Source: Quarterly Tracker, Q1 Midan Marketing, January

20 Livestock antibiotics make our food supply safer Only 33% knew this was a true statement. Source: Quarterly Tracker, Q1 Midan Marketing, January

21 By the time fresh meat is sold at the grocery store, there are no longer any antibiotics in it Only 14% knew this was a true statement. Source: Quarterly Tracker, Q1 Midan Marketing, January

22 Next, we shared a paragraph of factual information then asked the participants how believable the statements were. 22

Today, American farmers are working hard to feed a growing global population expected to reach nine billion by 2050.

23 Today, American farmers are working hard to feed a growing global population expected to reach nine billion by In order to be as efficient and successful as possible, they are learning to embrace scientific innovations. Antibiotics are an innovation that farmers have used to help treat their sick animals for the past 50 years. Like doctors and their patients, veterinarians and their farmer clients share responsibility for the proper use of antibiotics. In agriculture today, antibiotics are only administered when animals are susceptible to getting sick, are exposed to illness, or show specific signs of being sick. All antibiotics used to treat animals are approved by the U.S. Food and Drug Administration (FDA), and are safe with regard to human health, animal health and the environment. The U.S. government monitors antibiotic resistance and mandates that meat entering the food supply can have no signs of antibiotic use (residues) exceeding scientifically-developed FDA standards. All of these precautions ensure that the safest meat in the world ends up on your dinner table. Source: Meat Matters Midan Marketing

24 61% said In agriculture today, antibiotics are only administered when animals are susceptible to getting sick, are exposed to illness, or show specific signs on being sick was not believable. Source: Meat Matters Midan Marketing

25 50% said The U.S. government monitors antibiotic resistance and mandates that meat entering the food supply can have no signs of antibiotic use (residues) exceeding scientifically-developed FDA standards was not believable. Source: Meat Matters Midan Marketing

26 58% said The Food Safety Inspection Service (FSIS) also regularly tests for signs of growth hormone misuse in meat through residues and has not found any instances of this was not believable. 26

27 62% said Like doctors and their patients, veterinarians and their farmer clients share responsibility for the proper use of antibiotics eases their concerns. Source: Meat Matters Midan Marketing

28 60% said All antibiotics used to treat animals are approved by the U.S. Food and Drug Administration (FDA), and are safe with regard to human health, animal health and the environment eases their concerns. Source: Meat Matters Midan Marketing

29 After reading the paragraph, 37% of consumers decreased their level of concern. 37% Source: Meat Matters Midan Marketing

30 Common thread of misconception Consumers seem to have some understanding of the drawbacks without knowing any of the true benefits. 30

31 Myths that have taken root in consumers minds The overuse of antibiotics in livestock creates superbugs that are resistant to antibiotics FALSE (16% answered this correctly) Scientists have found almost the same bacteria in livestock given antibiotics as livestock not given antibiotics TRUE (43% feel this is false) Antibiotics stimulate growth in livestock FALSE (48% feel this is true) Source: Quarterly Tracker, Q1 Midan Marketing, January

32 What are our options? 32

33 Educate or eliminate use 33

34 Organizations and individuals doing their part U.S. Farmers & Ranchers Alliance Peterson Farm Brothers o Parodies o Life on the Farm video series November video addresses antibiotic use 34

35 Outstanding Farm Family Blogs 35

36 Thank you For further discussion please contact: Danette Amstein Phone: (704)

Sustainability : an opportunity for poultry production. Christine AGNES Elanco Food Chain Leader EMEA

Sustainability : an opportunity for poultry production Christine AGNES Elanco Food Chain Leader EMEA agnes_montagu_christine@elanco.com 2015, Elanco Animal Health, a division of Eli Lilly and Company 1