Tesco says it’s giving its chickens a better life. But what does that mean for shoppers — and is it just box-ticking, or real change?
This week, the UK’s biggest supermarket announced a major overhaul in chicken welfare, rolling out new standards across its entire fresh chicken supply chain. The move affects more than 100 million chickens annually, making it one of the biggest shifts in poultry sourcing ever seen in British retail.
What Tesco has changed
Here’s a quick breakdown of Tesco’s new welfare measures:
| New measure | What it means |
|---|---|
| Higher welfare breeds | Slower-growing chickens bred for better health |
| More space | 20% more room per bird |
| Enriched environments | Perches, pecking aids, natural light |
| Lower stocking density | Fewer birds crammed into sheds |
Tesco says these changes will reduce issues like breast blisters, hock burns, and leg disorders — common in fast-growing broiler breeds.
The retailer worked with World Animal Protection, Compassion in World Farming, and other NGOs to align parts of its supply chain with the European Chicken Commitment (ECC).
Tesco is the first UK retailer to make this shift at such scale.
Why is Tesco doing this?
Let’s be blunt — consumer pressure is mounting.
Animal welfare is a growing issue for UK shoppers, especially among Gen Z and Millennials, who are increasingly scrutinising how their food is sourced.
According to Tesco’s own research:
59% of customers say animal welfare is important when buying chicken
49% say they would switch to higher-welfare chicken — if the price is right
Tesco’s strategy here is clear:
Stay ahead of consumer trends, pre-empt future regulation, and shore up its ethical credentials — without spooking price-sensitive shoppers.
What does it mean for other supermarkets?
Tesco is now setting the benchmark. Competitors like Sainsbury’s, Asda, and Aldi will be under pressure to match — or risk being left behind in the welfare stakes.
But here’s the catch:
Higher welfare = higher costs.
Retailers will need to decide how much of those costs they swallow — and how much they pass on to shoppers.
“This is a significant moment for chicken welfare in the UK,” says Dr Tracey Jones, Director of Food Business at Compassion in World Farming. “We hope other retailers will follow Tesco’s lead.”
The bottom line
Tesco’s chicken welfare upgrade is more than a PR move — it’s a strategic play to future-proof its poultry offer.
The question now is whether rivals — and consumers — will bite.