Cost wins over taste when choosing a sandwich

16 May, 2011

Cost is the most important factor for consumers when choosing a sandwich at lunchtime, according to a new survey by YouGov.

Commissioned by the RSPCA to mark British Sandwich Week, the results showed that 51% of adults polled considered the issue of animal welfare important when buying food in general, but the figure dropped to around 11% when it came to the choice of sandwich fillings. Cost (60%), flavour (52%) and appearance (39%) were cited as the key factors in the consumers’ decision-making process.

Over 2,000 adults were surveyed last month, with 64% of respondents stating that it took them less than one minute to choose their sandwich from a shop display when buying food to go. Full-time students were the most ethically conscious when it came to buying lunchtime sandwiches, with 16% considering the use of higher-welfare products, compared to 11% of workers and 9% of retirees.

The RSPCA launched a new campaign, ‘Fairer Fillings’, to coincide with British Sandwich Week – which runs from 16-21 May – aimed at encouraging consumers to think about the conditions the animals have lived in, when considering what filling they have in their daily sandwich.

“Buying a sandwich with a Fairer Filling can be a challenge, as it can be fairly difficult to find ‘food on the go’ that contains higher-welfare products or provides labelling that details how animals have been farmed. We need our shops to provide more animal welfare-friendly sandwiches,” said Eloise Shavelar RSPCA farm animal campaign manager.

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