Is anyone really misled by the term ‘veggie burger’? Research suggests consumers are savvy
In debating the advantages and disadvantages of meat and plant-based alternatives, research shows that many consumers are well informed about their choices, actively scrutinizing food products about their health effects, climate impact and production processes. Politicians, food producers and retailers should be cautious about claims that consumers cannot differentiate meat from plant-based alternatives. Shoppers are often much more switched-on than some in the EU debate suggest.
THE CONVERSATION: The European parliament recently backed changes to the rules around the labelling and marketing of plant-based meat alternatives. New definitions specify that words like “burger”, “sausage” or “steak”, refer exclusively to animal protein.
To get to the meat of the matter, this may mean that Europeans’ favourite soy-based patty can no longer be called a burger. A recent report by the Guardian suggests the UK may also adopt the measure as part of its new trade agreement with the EU.
The vote took place amid a long-running European debate over the designation of plant-based alternatives to animal protein and the associated “linguistic gymnastics”. A previous proposal to prohibit comparisons between dairy and plant-based foods was rejected…
Before the vote,… it was suggested that terms such as “veggie burger” or “tofu steak” obscure the distinction between meat and plant-based or lab-grown alternatives. These ambiguities, it was argued, could confuse or mislead consumers.
While member states must still negotiate the amendments detailing the labelling changes, the consequences could be significant. Some retailers, like supermarket chain Lidl, are working to increase sales of plant-based foods. This aligns with what the science says about sustainable diets.
After initial growth in the market for plant-based alternatives, sales have plateaued. Many producers fear they may now also face additional costs associated with rebranding and relabelling their products…
Our research shows that many consumers are well informed about their choices, actively scrutinising food products about their health effects, climate impact and production processes. And in debating the advantages and disadvantages of meat and plant-based alternatives, we found that they would openly disagree with each other…
Politicians, food producers and retailers should be cautious about claims that consumers cannot differentiate meat from plant-based alternatives. Shoppers are often much more switched-on than some in the EU debate suggest. BRITTNEY PRICE
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