Consumers are increasingly concerned about nonhuman animal welfare in food production and, as their awareness continues to rise, demand for welfare-friendly products is growing. The current study explores the Australian market for welfare-friendly food of animal origin by outlining and clarifying how consumers’ welfare concerns affect their purchasing decisions. It reports the findings of an Australian face-to-face survey of consumers’ knowledge of and attitudes to farm animal welfare and their reported purchasing of welfare-friendly animal-derived products. A novel aspect of this survey was its effort to establish consumers’ understanding of welfare-friendly labels, their motivation to purchase welfare-friendly products, and the barriers to doing so. The survey was deployed in four shopping districts in New South Wales, Australia, in 2016. Data were collected from 135 respondents, and the results are discussed below.