ABOUT BOOK

Consumers have increasing, but highly variable, interest in sustainability attributes of food, including ethical aspects, such as animal welfare. We explored market opportunities for animal-friendly cow’s milk based on segmentation (cluster) analysis. Flemish survey participants (n = 787) were clustered (n = 6) based on their intention to purchase (IP) animal-friendly milk, and their evaluation of cows’ welfare state (EV). Three market opportunity segments were derived from clusters and labelled as “high�, “moderate� and “limited�. Only 8% of the participants belong to the “high market opportunities� segment, characterized by a high IP and a low EV. The “limited� segment (44%) indicated a neutral to low IP and a positive EV. The “moderate� segment (48%) had a moderately positive IP and positive/negative EV. Reported willingness to pay, interest in information about the state of animal welfare and importance of the product attribute “animal welfare� differed among segments and were strongly related to IP. Most promising selling propositions about animal-friendly milk were related to pasture access. The high degree of differentiation within the Flemish milk market reveals market opportunities for animal-friendly milk, but for an effective market share increase supply of animal-friendly products needs to get more aligned with the heterogeneous demand