Canadians On Horse Slaughter

Two-Thirds Of Canadians Do Not Believe In Slaughter Of Canadian Horses For Human Consumption

Vancouver, BC-- According to a new Ipsos-Reid poll conducted on behalf of B.C. based TRACS, "The Responsible Animal Care Society", two-thirds (64%) of adult Canadians "do not believe in the slaughter of Canadian horses for human consumption".

Poll respondents were told "Government statistics show that in 2003 more than 61,000 horses were slaughtered in Canada for human consumption or shipped out of the country for the same purpose."

One-in-three (33%) adult Canadians say they "do believe in the slaughter of Canadian horses for human consumption". Three percent have no opinion on this issue.

Regional and demographic differences included the following:
  • A slight majority of Quebec residents say they "believe" in the slaughter of Canadian horses for human consumption (53% believe vs. 47% do not believe). A majority of residents from other provinces "do not believe" in the slaughter of Canadian horses for human consumption (77% Atlantic, 73% Ontario, 69% British Columbia, 62% Alberta, 56% Manitoba/Saskatchewan).
  • A majority of residents in all other socio-economic and demographic groups "do not believe" in the slaughter of Canadian horses for human consumption. Opposition to the slaughter is higher amongst women (73% vs. 55% men), younger residents (69% 18-34 years vs. 59% 35-54 years), lower income residents (74% vs. 58% higher) and less educated residents (75% less than high school, 69% high school vs. 64% some post-sec, 57% university graduates).
These are the findings of an Ipsos-Reid/TRACS poll conducted between May 18th and 20th, 2004. For the telephone survey, a representative randomly selected sample of 1000 adult Canadians was interviewed. With a sample of this size, the results are considered accurate to within 177 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.

For more information on this press release, please contact:

Kyle Braid
Vice-President, Ipsos-Reid
Vancouver, BC
604.257.3200 Sinikka Crosland
TRACS (The Responsible Animal Care Society)
250.768.4803 Vivian Farrell
The Fund for Horses
About Ipsos-Reid

Ipsos-Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. With operations in eight cities, Ipsos-Reid employs more than 300 researcher professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada, as well as the largest pre-recruited household and on-line panels. Ipsos-Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada--including the Ipsos Trend Report, the leading source of public opinion in the country--all of which provide clients with actionable and relevant information. Ipsos-Reid is an Ipsos company, a leading global survey-based market research group.

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About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and reactions of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting and modeling and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2003, Ipsos generated global revenues of $644.2 million U.S.

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