2026 Study Finds US Consumers Prioritize Farm Animal Welfare Over Environmental Sustainability When Buying Eggs

The Humane League (THL), in partnership with Bryant Research, has released new US consumer research finding that Americans prioritize farm animal welfare over environmental sustainability in egg purchasing decisions. The research challenges industry narratives that frame animal welfare as secondary to sustainability goals.

While previous research has suggested consumers favor animal welfare over sustainability, most studies have been conducted outside the U.S. or focused narrowly on specific contexts. This research fills critical gaps by examining U.S. consumer attitudes both broadly and within egg production, where higher-welfare systems such as cage-free housing are often framed as environmentally burdensome.

At the same time, cage-free production continues to gain ground in the United States, with more than 100 million fewer hens confined to cages than a decade ago, evidence of shifting consumer expectations and a market moving steadily toward higher welfare standards. This momentum underscores a growing disconnect between public demand and continued resistance from parts of the industry which have been slow to adapt.

The study, “US Consumers Value Farm Animal Welfare Above Environmental Sustainability in Egg Purchasing Trade-offs,” surveyed 1,200 US residents, using a combination of attitudinal questions and real-world-style choice experiments. Across all scenarios, a majority of consumers chose higher-welfare eggs over more environmentally sustainable options, even when higher welfare came at a higher price.

"This study directly challenges the idea that Americans are willing to trade away animal welfare for sustainability,” said Mike Windsor, Senior Director of Research & Insights at The Humane League. “Instead, consumers are signaling that sustainability isn’t just about environmental metrics—it also includes how animals are treated.”

Top Five Key Findings

Consumers reject welfare–sustainability trade-offs

• 53% of respondents agreed they would choose a product with higher farm animal welfare over one that is more environmentally sustainable, while only 29% preferred the reverse
• Only 16% of consumers said they are willing to sacrifice farm animal welfare for environmental sustainability, while a clear majority (55%) reject the trade-off

Strong opposition to battery cages

• 61% of respondents said battery cages for laying hens are not justifiable—even if they are more environmentally sustainable
• Only 16% believed battery cages could be justified by environmental sustainability

Egg-specific findings confirm welfare priorities

• 48% agreed that farm animal welfare is more important than environmental sustainability in egg production, compared to just 20% who prioritized sustainability over welfare.

Consumers expect companies to keep welfare promises

• A majority (51%) agreed that companies should honor their farm animal welfare commitments even if doing so leads to worse environmental outcomes.

Broad definition of sustainability

• 81% of respondents agreed that sustainability should include the health and welfare of animals, humans, and the planet—indicating that consumers do not view animal welfare as separate from sustainability.

“Our findings show that concern for farm animal welfare is not a niche or elite preference—it’s a mainstream consumer value,” said Mike Windsor, Senior Director of Research & Insights at The Humane League. “When Americans are asked to choose, most are unwilling to sacrifice animal welfare for sustainability benefits.”

When prices were equal, nearly two-thirds of participants (63–64%) chose eggs with higher animal welfare over more environmentally sustainable options (23–24%). Even when higher-welfare eggs carried a $0.50 premium, 62% of consumers still chose them, demonstrating a stronger willingness to pay for improved farm animal welfare than for sustainability alone (52%).

Support for higher animal welfare was consistent across demographic groups. The study found no significant differences in preference for animal welfare over sustainability by income level, political affiliation, or region of the United States. While right-leaning respondents were somewhat less willing than left-leaning respondents to pay a premium, a majority across the political spectrum—including the most right-leaning participants—still chose to pay more for higher-welfare eggs. Notably, there was no significant difference found in the willingness to pay more for higher farm animal welfare or more sustainable eggs across income groups, challenging claims that animal welfare is a luxury concern.

About the Study

The study surveyed 1,200 U.S. residents and combined attitudinal measures with choice experiments simulating egg purchasing decisions. The pre-print version of the research is available online. For more information, please visit https://osf.io/preprints/socarxiv/5rzyq_v1.