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New research from the RVC reveals differing views on improving UK broiler (meat) chicken welfare

 Published: 28 Apr 2025 | Last Updated: 28 Apr 2025 15:40:47

New research from the ÐÂÔÂÖ±²¥ (RVC) has found economic costs, environmental impacts, and misalignment between consumer purchasing and understanding are key reasons for the limited shift of UK chicken meat production to higher welfare standards outlined in the ‘Better Chicken Commitment’ (BCC).

Chicken meat is the most consumed meat in the UK (FA0Stat, 2025) but only a fraction is produced to higher welfare standards. The BCC’s science-based standards for broiler chicken welfare address issues relating to fast-growth, housing, stocking density, and slaughter to help drive the food industry towards higher welfare practices.

To better understand the challenges and limitations to achieving higher welfare standards, the RVC interviewed 30 representatives with knowledge and engagement with BCC – specifically relating to why switching to slower growing broilers appeared particularly problematic.

Co-funded by the Animal Welfare Foundation and the British Poultry Council, the findings showed that participants generally agreed with scientific evidence that slower growing strains have better welfare than conventional fast-growing chickens housed under the same conditions. However, some felt increased economic and environmental costs associated with slower growth created a barrier. There were also uncertainties around consumer willingness to pay for these welfare improvements.

Differing views about the feasibility of solutions were underpinned by different conceptions of sustainability. Retailer and industry representatives emphasised the importance of minimising carbon footprint to meet net zero targets. They also felt a responsibility to provide ‘cheaper’ chicken to meet consumer demand and avoid consumers switching to poorer welfare imports costing considerably less. Because of these factors, they considered the use of slower growing broilers economically and environmentally unviable. These participants preferred to see a focus on improving the welfare of conventional broiler strains or using more efficient intermediate-growth strains as a compromise between welfare and sustainability.

In contrast, representatives of welfare charities, scientists and assurance schemes discussed sustainability more holistically. This included exploring environmental factors such as water pollution and biodiversity as well as social and economic factors. They perceived animal welfare as integral to sustainable production and thus it should not be compromised to meet environmental targets.

Additionally, they did not believe consumer purchases reflected true preferences due to consumer confusion about production practices and labelling. These participants emphasised the need for transformative change within the food system, encompassing ways to reduce economic and environmental costs associated with slower growing broilers; improved clarity in labelling and marketing to better align consumer purchasing with preferences; and a ‘less but better’ approach to consumption of chicken. 

Dr Siobhan Abeyesinghe, Associate Professor in Animal Behaviour and Welfare Science at the RVC and lead author of the paper, said:

“These results show that we urgently need a better understanding of UK consumer expectations about broiler welfare and welfare labelling, and how they prioritise welfare in relation to environmental costs and price. This is a major missing piece of the puzzle that stakeholders currently face for realistically evaluating both the importance and feasibility of different improvements to the welfare of over a billion chickens each year.

“If welfare improvements are to be market driven, then welfare gains must be significant for the additional costs involved, valued by consumers and balanced against other sustainability goals.”

Notes to Editors 

Reference

Abeyesinghe S.M., Stanley, I., Nicol C.J., Cardwell, J.M. (2025) Stakeholder views on shifting UK chicken meat production to slower-growing broilers. Frontiers in Animal Science 6:1534108.

The paper is accessible at: doi: 10.3389/fanim.2025.1534108

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ÐÂÔÂÖ±²¥ the RVC

  • The ÐÂÔÂÖ±²¥ (RVC) is the UK's largest and longest established independent veterinary school and is a Member Institution of the University of London. 
  • It is one of the few veterinary schools in the world that hold accreditations from the RCVS in the UK (with associated recognition from the AVBC for Australasia, the VCI for Ireland and the SAVC for South Africa), the EAEVE in the EU, and AVMA (probationary) in the USA and Canada. 
  • The RVC is ranked as the top veterinary school in the world in the QS World University Rankings by subject, 2025. 
  • The RVC offers undergraduate and ÐÂÔÂÖ±²¥ programmes in veterinary medicine, veterinary nursing and biological sciences. 
  • The RVC is a research-led institution, with 88% of its research rated as internationally excellent or world class in the Research Excellence Framework 2021. 
  • The RVC provides animal owners and the veterinary profession with access to expert veterinary care and advice through its teaching hospitals and first opinion practices in London and Hertfordshire. 

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