Plant-Based Foods More Appealing When Not Labelled 'Vegan', Study Finds

Labels Highlighting Health and Sustainability Benefits More Effective, Especially Among Red-Meat Eaters

Research from the University of Southern California reveals that consumers are more likely to select plant-based foods when they are not labelled as 'vegan'.
Only 20% of participants chose a food basket without meat and dairy when it was labelled 'vegan', while 27% chose it when it was labelled 'plant-based'.
However, 42% of participants chose the food basket without meat and dairy when it was labelled 'healthy', 43% when it was labelled 'sustainable', and 44% when it was labelled 'healthy and sustainable'.
The trend was particularly pronounced among individuals who identified as red-meat eaters.
Researchers suggest that changing labels could be a low-cost intervention for promoting healthier and more environmentally sustainable food choices.