LA Trobe University’s recent research, published in Appetite, sheds light on consumer preferences regarding food labels.
The study, involving participants from the US and Germany, compared the impact of labels such as plant-based, vegan, and vegetarian on perceptions of food healthiness, taste, environmental friendliness, ethics, and purity.
The study included foods that are traditionally fully animal-derived, and foods that may contain small amounts or no animal-sourced ingredients.
Lead researcher, Dr. Matthew Ruby, revealed that both American and German participants favoured foods labelled as plant-based, rating them as tastier and purer.
Interestingly, while US participants associated plant-based foods with healthiness, ethics, and environmental friendliness, German participants did not draw the same connections, possibly due to the prevalence of vegetarian and vegan labelling in Germany. The research emphasised that
anticipated taste significantly influenced purchasing decisions, alongside perceptions of ethics and purity. These findings provide valuable insights for plant-based food manufacturers seeking to enhance their product marketing strategies.