Survey Finds Abandoning Plant-Based Labeling Improves Uptake

Research by FoodChoices4LIFE indicates that current messaging and labeling around plant-based foods can be ineffective. The findings suggest that alternative wording might improve consumer uptake of meat-free foods.

A new survey shows that labeling foods as plant-based feeds into a wider backlash across Europe. The research reveals that this approach fails to support widespread dietary change. Researchers from FoodChoices4LIFE reviewed 83 chef-facing interventions and 73 consumer-facing actions. They also ran focus groups and surveyed people in Sweden, Spain, Romania, Poland, Italy, Germany, France and Belgium. The project is an EU-backed program designed to help people cut emissions and reduce food bills. The results show that simple messages and recommendations performed the worst out of all consumer-facing actions. They had a success rate of 53 percent. Education proved much more effective, reaching an 86 percent success rate. Framing dishes as local or seasonal resulted in much higher uptake. This strategy worked better than emphasizing flavor or adding dishes without mentioning they are plant-based. Consumers stated they would cut down on meat by adding more vegetables or legumes rather than buying commercial alternative proteins. They also noted that meat alternatives need improved taste and texture to win them over. Betty Chang works as a research area lead at the European Food Information Council. The council coordinates the FoodChoices4LIFE program. She stated that people hear the plant-based label as a lecture rather than an invitation. The findings informed the Cook4Climate project. This initiative brings chefs and citizens together through a free digital cookbook, a social media cooking challenge, and events held throughout Europe in October.

Read source: Plant Based News