While animal welfare may not always be the first thing that shoppers say they are looking for when making a purchase decision, it increasingly influences what products end up in their baskets.
Consumer research consistently shows animal welfare is a growing influence on purchasing decisions. And with four out of five shoppers surveyed being more likely to purchase products that are SPCA Certified*, highlighting animal welfare in supermarkets is increasingly a commercial consideration, albeit one that retailers and shoppers alike can feel good about.
WHAT IS SPCA CERTIFIED
SPCA Certified is New Zealand’s largest independent animal welfare certification programme.
Working directly with farmers and producers to support continuous improvement over time ensures the animals in their care are given opportunities for a better life, raising the bar for animal welfare on farms. This means allowing animals to range in areas with natural shade and shelter, and for those housed in barns, ensuring they have environmental enrichment and can express natural behaviours.
This is done through evidence-based welfare standards that go beyond minimum legal requirements. For retailers and supermarkets, this provides reassurance that animal welfare claims are supported by independent auditing, including annual and unannounced audits. This creates a pathway for continued improvement and sustainable, meaningful, and positive animal welfare outcomes.
HELPING SHOPPERS CHOOSE WITH CONFIDENCE
For shoppers, this assurance of higher animal welfare is communicated through the SPCA Certified blue badge, an easily identifiable signal on pack that represents a trusted brand.
This clear visibility at shelf drives purchase confidence, allowing values-driven shoppers an option to align their choices without slowing down their shopping experience. It also provides reassurance that animal welfare claims are credible, verified and consistently applied, helping reduce confusion in categories where on-pack claims can vary.
Read more in the latest issue here
Find out how to join SPCA Certified and what it could mean for your brand: www.spcacertified.nz/join
Contact SPCA Certified – certified@spca.nz
*Source: Insights HQ SPCA Certified Food Labelling Research, July 2025
