E&L Insurance

An increased number of pet insurance policyholders are choosing to buy higher welfare food products ahead of standard goods.

The Institute of Grocery Distribution's (IGD) report on behalf of Freedom Food suggests that twice as many shoppers are claiming to have bought a higher welfare product over the past four years.

Nearly half (48 per cent)of the people asked said animal welfare was very important to them when choosing which products to buy in the supermarket. This news follows on from Sainsbury's announcement that sales of Freedom Food products had risen by ten per cent in the last 12 months alone.

Chief executive of Freedom Food Leigh Grant said pet insurance customers can be sure that all of the company's products have been independently inspected by the RSPCA's higher welfare standards.

"Our research clearly reinforces that people are caring more and more about the animals that produce our food," he added.

The RSPCA held its Good Business Awards last week which honour the firms willing to go the extra mile to advance animal welfare.

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