The vast majority of consumers want supermarkets to move to a single animal welfare label for fresh meat and fish, getting rid of third-party standards such as Red Tractor and Freedom Foods, a consumer study has suggested.

Research commissioned by AB Sustain indicated that 93% of consumers wanted to see all labels abolished and for each retailer to implement a single standard assuring shoppers that high levels of animal welfare had been adhered to. Older shoppers were particularly keen to see this, with 98% of over-55s supporting the idea.

AB Sustain head of ­animal welfare Johanna Buitelaar Warden said having different welfare labels on shelf was confusing for consumers. "Instead of the vast number of schemes and logos on meat and fish in the UK, each often assuring different things, the ­retailers need to implement their own standards," she said.