Would Changing Vegan Labels Help Meat-Eaters Choose Plant Foods?

A recent study found that consumers are more likely to choose meat-free options if they are labelled with benefits like "healthy" or "sustainable" rather than the word "vegan." Participants in the study were nearly twice as likely to choose meat-free options when labelled as such, showing that re-contextualizing vegan foods could encourage healthier and more sustainable choices.

The growth of plant-based foods and the impact of meat consumption is evident in the increasing popularity of vegan and vegetarian options. The market for plant-based foods has seen rapid expansion, with more people opting for plant-based diets due to health, environmental, and animal welfare concerns. With labels playing a crucial role in consumer choices, changing the language used to describe plant-based foods could have a significant impact on encouraging more people to incorporate meat-free options into their diets.