People are more likely to choose a meat-free option if it is not labeled vegan, according to a study conducted by the University of Southern California.
Foods described as “healthy”, “sustainable” or “plant-based” are all more appealing.
The research involved over 7,000 participants who were asked to choose between a vegan food basket and one with meat and dairy.
The former was randomly labeled “vegan”, “plant-based”, “healthy”, “sustainable” or “healthy and sustainable”.
The experiment found that people were more likely to select the meat-free option when the focus was on its benefits (such as “sustainable”) rather than its content, although “plant-based” was still more popular than “vegan”.
Only 20% of participants picked the basket without meat and dairy when it was labeled “vegan,” and 27% when it was labeled “plant-based.”
In contrast, 42% of participants opted for it when it was labeled “healthy”, 43% when it was “sustainable”, and 44% when it was described as “healthy and sustainable”.
This trend was especially evident among people who identified as red-meat eaters.
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The researchers suggested that changing the packaging on meat and dairy-free products, which often prominently feature their vegan status, could lead to more people choosing them more frequently.
Vegan options have become increasingly popular in the UK in recent years, although major brand Beyond Meat has experienced a decline in revenue this year due to the impact of the cost of living crisis on demand.