More than half of U.S. consumers (58%) are more concerned about food animal welfare now than they were just a few years ago, according to a recent report, “Animal Welfare: Issues & Opportunities in the Meat, Poultry & Egg Markets in the U.S.” In the report, by market research firm Packaged Facts, “animal welfare” encompasses key areas that include housing, handling, feeding and slaughter.

Packaged Facts said the rising interest in animal welfare issues is due, in part, to consumers’ increased concern about the safety of their food and the growing belief that if an animal is raised in healthy circumstances, then its meat and dairy products will be healthier and also better-tasting and more nutritious.

“Although the common assumption that organic standards currently include animal welfare provisions is a misconception, organic foods such as grass-fed beef succeed precisely because of the consumer assumption that organic certification in meat, poultry and dairy case foods is inherently linked to animal welfare,” the report explained.

The research also showed that consumers have different levels of understanding and trust when it comes to product claims associated with animal welfare. Packaged Facts survey data revealed that 19% of consumers have only a general idea of what the term “grass-fed” means, while another 19% reported that they don’t have a good idea of what the term “certified humane” means.