New Study Shows Avoiding ‘Vegan’ and ‘Vegetarian’ Labels Boosts Meat-Free Food Sales
The food and beverage industry is witnessing a growing trend towards reducing meat consumption due to concerns over climate emissions. Recently, the UK’s Climate Change Committee recommended a 20% reduction in meat consumption by 2030, with a targeted 35% reduction by 2050. However, despite this push for meat reduction, there seems to be an increasing demand for meat and dairy products, alongside the rise of plant-based brands.
In light of this, a groundbreaking study has revealed that labelling meat-free products as ‘vegan’ or ‘vegetarian’ may actually deter meat eaters from choosing these options. Surprisingly, removing these labels did not lead to vegans or vegetarians accidentally selecting meals containing meat. The research, conducted by Alex Berke and her colleagues at Massachusetts Institute of Technology Media Lab in the US, aimed to understand the impact of these labels on consumer choices.
Two experiments were carried out to gather data for this study. In the first experiment, nearly 160 college students were provided with two meal options: a hummus wrap made with only vegan ingredients and a Greek Salad containing dairy. For some participants, these dishes were labelled as vegan or non-vegan, while for others, they remained unlabelled. The results revealed that participants who saw the unlabelled form preferred the first option, whereas those who saw the labelled form were more inclined to choose the second option.
In the second online study, approximately 700 participants were asked to hypothetically choose from five menu options, including vegetarian or meat-based choices, vegan or meat-based choices, and completely vegan or vegetarian options. Similar to the first experiment, some participants were exposed to explicit ‘vegan’ and ‘vegetarian’ labels, while others only had access to the ingredients list. The results demonstrated a negative impact of labelling, with around 10% of participants choosing a vegetarian or vegan meal when no labels were present.
Based on their findings, Berke and her colleagues suggested that using ‘vegan’ and ‘vegetarian’ labels actually deter consumers from selecting these options. Thus, removing these labels may prove to be a simple and cost-effective strategy for restaurants and other institutions to reduce their environmental impact without limiting consumers’ freedom of choice. This change can be implemented with minimal modifications to menus, ultimately normalizing and encouraging more sustainable eating practices.
The importance of this study lies in its potential to revolutionize the food and beverage industry by emphasizing the need to rethink labelling strategies. By removing ‘vegan’ and ‘vegetarian’ labels, businesses can pave the way for increased adoption of environmentally-friendly food choices. This shift aligns with current trends in the industry, such as food and beverage sustainability, consumer preferences for plant-based options, and the rising demand for innovative and eco-friendly solutions.
In conclusion, this study highlights the negative impact that ‘vegan’ and ‘vegetarian’ labels can have on consumer choices. To promote more environmentally sustainable eating habits, it is crucial for businesses to consider removing these labels from their menus. This change can effectively support the industry’s efforts towards reducing climate emissions and catering to evolving consumer trends. For more detailed information, please refer to the journal article published in Appetite: The negative impact of vegetarian and vegan labels: Results from randomized controlled experiments with US consumers (doi:10.1016/j.appet.2023.106767).