What’s In A Name: Why Does The Word Vegan Cause Such an Averse Reaction and What Does That Mean For Brands?

A series of studies have shown that consumers have an aversion to the word 'vegan' on product labels, even if they enjoy or consume those products. This poses a challenge for brands trying to market plant-based food. Consumers associate terms like 'vegan', 'vegetarian', and 'meat-free' with notions of being restrictive and not satisfying. Instead, terms like 'plant-based' and '100% plant-based' are more appealing to consumers. Brands are shifting towards highlighting attributes related to health, such as sustainability and health benefits, to attract a wider consumer base.

The stigma around 'vegan' labeling stems from people's deep-rooted cultural attachment to meat-eating and a misconception that vegan food lacks taste and satisfaction. To reach a broader audience, brands are focusing on promoting meat reduction rather than complete elimination, as a more pragmatic approach that still offers significant environmental benefits. Detaching from the 'vegan' label and emphasizing attributes like flavor, texture, and provenance can help plant-based brands resonate with more consumers and encourage wider adoption.