Are Consumers Really Confused by Plant-Based "Meaty" Labels? New Study Weighs In

For years, “consumer confusion” has been a key argument used to justify regulations limiting the use of meat-related terminology on plant-based products, according to an analysis by FoodNavigator.

In 2023, alongside its ban on lab-grown meat, Italy proposed restrictions on the use of "meaty" names—like "sausage" or "ham"—for plant-based alternatives. According to Italian ambassador Aurora Russi, the goal was to avoid misleading consumers.

France introduced a similar ban, which was ultimately overturned by both the EU Court and later a French court, with the reasoning again focused on preventing confusion.

These legal moves are part of a wider trend in Europe and beyond, where regulators argue that using traditional meat terms for plant-based products—like "bacon", "chicken", or "burger"—may deceive consumers into thinking they're buying animal-based goods.

Do These Labels Actually Confuse People?

A new peer-reviewed study published in the journal Appetite attempts to answer this question.

The researchers conducted a classification task in which participants had to decide whether a given product was animal-based or plant-based.

Key findings from the study include:

• Meaty labels on plant-based products increased the rate of errors made by participants.
• The response time was, on average, 116 milliseconds longer when classifying plant-based products with meat-like names—suggesting increased cognitive load or uncertainty.

However, the study emphasized that names alone are not the only factor influencing consumer perception. Other elements, such as:

• Label design
• Brand marketing
• Supermarket placement also play a significant role in shaping how consumers interpret the product.

Beyond Names: Broader Confusion and Brand Feedback

Additional research supports the idea that terminology alone can cause misunderstandings. Speaking at the IFE event in London this week, Karen Spinner, Sales and Marketing Director for the Vegan Society, said:

“Two brand owners in the alt-meat space told me they had to put ‘vegan’ back on the packaging because no one knows what ‘plant-based’ really means.”

She added that clear labeling is essential, especially as legislation evolves:

“If you want to appeal to both flexitarians and vegans, you can't mislead—especially in this shifting legal landscape.”

Survey Insights: What Do Consumers Really Think?

Consumer perception appears to be divided.

• While some study participants felt the use of meat-related terms could be misleading, others found it perfectly acceptable.
• A 2019 EU-wide survey by the European Consumer Organisation (BEUC) found that only 20.4% of respondents opposed meat-like labels.
• Notably, 42.4% of those opponents said they would accept such labeling if the product were clearly marked as plant-based.
• A more recent survey conducted by Browne Jacobson found 38% of consumers opposed meat-style labels on plant-based products.

Meanwhile, a 2023 survey by market research firm Opinium revealed that 20% of UK consumers had previously mistaken plant-based products for animal-based ones due to unclear labeling.

Bottom Line

While some confusion does exist, especially when labels are ambiguous, there’s no clear consensus among consumers or regulators on whether banning meat-related terms is the right solution.

Consumer education, transparent labeling, and thoughtful product presentation may be more effective—and less controversial—ways to navigate the complex relationship between language and food choices. (Photo: Freepik)