The term 'Vegan' might be Discouraging Consumers: Research reveals that More Individuals opt for items Labeled 'Healthy'

A research team from the University of Southern California has conducted a study revealing that consumers are less inclined to choose food labeled 'vegan' and more likely to opt for items labeled 'healthy and sustainable.'

A new study has found that foods labeled "vegan" are less likely to be picked up by consumers than if the foods were simply "healthy"

Presented at the Society for Risk Analysis 2023 conference in Washington, D.C., the study aimed to gauge consumer responses to specific labels associated with food products. The extensive study involved a pool of over 7,000 participants, with 10 individuals randomly selected for detailed analysis.

The study, published in the Journal of Environmental Psychology, involved instructing selected participants to choose between a food gift basket devoid of meat and dairy and another containing these items.

Each food gift basket was assigned one of the labels: 'vegan,' 'plant-based,' 'healthy,' 'sustainable,' or 'healthy and sustainable.'

The results revealed that individuals were less inclined to select food gift baskets without meat and dairy when labeled 'vegan' or 'plant-based,' in contrast to those labeled 'healthy,' 'sustainable,' or a combination of both. The study noted that only 20% of participants opted for the 'vegan' labeled basket.

Surprisingly, 44% of participants opted for the identical food basket when labeled 'healthy and sustainable,' as per the study findings.

This led researchers to posit that utilizing different terminology in food marketing could potentially lead people to make healthier dietary choices.

The labeling impact, according to the researchers, 'was consistent across socio-demographic groups but was stronger among self-proclaimed red-meat eaters.'

Researchers said people were much more likely to choose foods labeled "healthy and sustainable"

Physicians advocate for vegan and plant-based diets, highlighting their cost-effectiveness and potential benefits such as reduced body mass index, lower blood pressure, and cholesterol levels, as indicated by research from the National Institute of Health.

A vegan diet is typically characterized by the consumption of plant-based foods like vegetables, fruits, grains, nuts, and more. Individuals adhering to a vegan lifestyle avoid foods derived from animals, including dairy products, meat, and eggs.