Experts in the food and beverage industry continue to stress the importance of reducing meat consumption to mitigate climate emissions. The UK’s Climate Change Committee specifically recommended a 20% reduction in meat consumption by 2030, with a further increase to 35% by 2050.
Despite this call for action, there has been a surge in consumer demand for meat and dairy products, coinciding with the growing popularity of plant-based brands in the market.
Interestingly, a recent study suggests that labeling meat-free options as ‘vegan’ or ‘vegetarian’ may do more harm than good. It found that meat eaters were significantly less likely to choose these labeled meals. Strikingly though, removing these labels did not result in vegans or vegetarians accidentally selecting meat-containing options.
Alex Berke, a researcher at Massachusetts Institute of Technology Media Lab in the US, explains that animal-based meals are often presented as the default choice, overshadowing more environmentally sustainable vegetarian or vegan options. The study aimed to test whether labeling influenced consumer preferences for these items.
In the first experiment, nearly 160 college students were given the option to choose between a hummus wrap made with vegan ingredients or a Greek Salad containing dairy. Some participants saw these dishes labeled as vegan or non-vegan, while others saw them without labels. The results revealed that participants who saw the unlabelled form preferred the first option, whereas those who saw the labeled form opted for the second option instead.
A second online study involved nearly 700 participants who were asked to hypothetically choose from various menu options, including vegetarian or meat, vegan or meat, vegan or vegetarian, and completely vegan or vegetarian. Like the first study, some participants saw explicit vegan and vegetarian labels, while others only had access to the ingredients list. Once again, the results indicated a negative impact of labeling. Without labels, approximately 10% more people chose a vegetarian or vegan meal.
The researchers concluded that these labels have a deterrence effect on consumers, reducing the likelihood of selecting such options. They suggest that removing these labels could be a simple and cost-effective way for restaurants and institutions to reduce their environmental impact without compromising consumer choice.
In a separate study, it was also found that labeling food as ‘plant-based’ or ‘vegan’ could put off shoppers, including vegans themselves. A poll of over 2,000 UK adults revealed that two-fifths of respondents desired more environmentally friendly food but were deterred by these labels. Interestingly, the term ‘plant-based’ seemed to have become more off-putting than ‘vegan,’ with 37% disliking the former compared to 32% for the latter. Even among vegans, 37% disliked the ‘plant-based’ label.
Axel Katalan, Founder of Julienne Bruno, a vegan cheese brand that avoids using such labels, suggests that shoppers prioritize originality, taste, and quality produce over vegan or plant-based labels. They believe this shift in communication could encourage more sustainable eating habits.
In conclusion, the negative impact of labeling vegetarian and vegan options has been established through controlled experiments. These findings highlight the need to normalize and encourage environmentally sustainable food choices without relying on these labels. By doing so, the food and beverage industry can adapt to current trends and consumer preferences while aligning with sustainability goals.
Reference: The negative impact of vegetarian and vegan labels: Results from randomized controlled experiments with US consumers
Appetite
https://doi.org/10.1016/j.appet.2023.106767
