Insights into the term “plant-based”
Several years ago, FSI conducted a study in conjunction with Faunalytics to better understand the strengths and weaknesses of the term “plant-based” among different demographics in the US. This study is not definitive in any way. But the key takeaways are:
• The term "plant-based" is overall neutral
• But the term “plant based” did poorly with men, especially young men. Vegan also did not do well with that group. But this may be changing over time.
• The average person (at least in our sample) actually preferred the label “vegan" over "plant-based" (and over most other options we gave) when looking at the same photos of foods. That was a bit of a surprise and may reflect a mainstreaming of the term “vegan”, and also that calling a food “vegan" is less charged than calling one’s self “a vegan".
• Older adults liked "zero cholesterol".
Here are the full results of that study.
The term Plant-Based is generally seen as positive. In fact the Plant Based Food Association and Plant Based Foods Canada now promote a “Certified Plant Based” seal that brands can earn and pay for the right to place on their packaging.
But the meat industry has taken aim at the term. They are citing “plant-based” meats, and claiming they have “long ingredient lists” and are high in sodium. But the truth is these products are not more processed than many other processed foods, and they are in most cases healthier than the meats they seek to replace. And even when it comes to sodium, when compared as part of an entire meal (for a burger, including a bun, condiments, etc.), they do not add much sodium at all. At the end of the day, many plant-based alternative foods are not necessarily trying to be “heath foods” per se, but are just healthier (and more environmentally friendly) than the animal foods they seek to replace.
None the less, building on the fact that many people tend to see a “plant-based” as a positive (even if they are a flexitarian themselves), plant-based alternative companies should strive to make their products as healthful as possible to retain the luster the term plant-based currently enjoys.