Almost No UK Shoppers Mistake Plant-Based Alternatives For Meat, Finds Survey

A recent survey conducted by Bryant Research in the UK found that the majority of shoppers do not mistake plant-based alternatives for animal-derived meat. Over 94% of the 1,007 surveyed adults correctly identified that Quorn Meat-Free Sausages and THIS Isn't Chicken do not contain any animal meat. This evidence counters claims of consumer confusion over plant-based food labeling, as only 2% of those surveyed incorrectly believed that both products contained animal products.

These findings come at a time when EU politicians are seeking to expand the controversial plant-based label ban to include more "meaty" words, citing customer confusion as a reason. However, research indicates that people are generally not confused by plant-based meat labels. While the EU will still allow certain format-based names like "sausage," words like "chicken" will not be permitted for alternative proteins.