The need for high animal welfare standards to protect farm animals is an area of concern high on the agendas of European citizens and consumers. Consequently, consumer reaction to the way farm animals are reared, transported and slaughtered should be seen as an important driver of policy reform in the EU.

Consumer concerns relating to animal welfare are particularly emphasized by a 2005 Eurobarometer survey conducted by the European Commission and within consumer surveys carried out by Eurogroup for Animals since 1995.

The 2007 Eurobarometer survey reveals that:

The previous Eurobarometer of 2005 showed that:

Eurogroup for Animals consumer opinion polls also indicate high levels of concern. A 1995 survey on the welfare aspects of the production of white veal meat in France and Italy showed that the majority of interviewees in these countries were concerned about the keeping of calves in veal crates. Sixty four percent of French and 45% of Italian respondents were prepared to pay more for humanely-produced veal.

A 1998 survey of consumers in the UK, Germany, France, Italy and Spain showed that consumers are misled by egg labelling. The majority said they believed labels such as "farm fresh" or "farm eggs" related to eggs from non-caged hens. In reality, such labels are often used for eggs which come from laying hens kept in cruel and inadequate intensive farming systems.