The plant-based sector may need to reassess its approach to consumer messaging following new research backed by the EU, which indicates that current language promoting sustainable diets might inadvertently discourage consumers. The study, part of the FoodChoices4LIFE project, involved participants from eight European countries and revealed that consumers show greater interest in increasing their intake of vegetables and legumes compared to opting for commercial plant-based meat alternatives.
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The findings suggest that highlighting aspects like taste, seasonality, and local sourcing could be more effective than consistently labeling products as 'plant-based'. This shift is particularly pertinent as the European plant-based market moves beyond the growth phase that initially brought meat and dairy alternatives into mainstream consumption.
Betty Chang, Research Area Lead at the European Food Information Council (EUFIC), points out that prior messaging around eating plant-based has often come off as preachy rather than inviting. She emphasizes the importance of small, appealing swaps that focus on increased consumption of vegetables, legumes, and seasonal ingredients, while also favoring tap water over bottled.
Research conducted within FoodChoices4LIFE included analysis of 73 consumer-facing and 83 chef-facing interventions, supported by surveys and focus groups in Belgium, France, Germany, Italy, Poland, Romania, Spain, and Sweden. Results indicated consumer resistance was more about perceptions surrounding processed meat substitutes than about plant-based diets as a whole.
Interestingly, while 37.7% of respondents expressed a willingness to reduce meat consumption by incorporating more vegetables, and 32.2% by adding legumes, only 26.5% were inclined to choose a commercially available plant-based meat alternative. This distinction suggests that brands may need to shift their focus from education on sustainability to enhancing the overall eating experience, particularly in terms of taste and texture, and reconsider their use of the term 'plant-based'.
The implications of the study are being integrated into the Cook4Climate campaign, which runs throughout October, showcasing sustainable eating through recipes and chef-led events rather than simplistic directives to cut down on meat. The long-term challenge for plant-based businesses lies in interpreting these findings for the future—what fundamental changes need to be made in product development, marketing, and overall consumer engagement?
Shonah Chalmers, sustainability chair at Worldchefs, underscores the role of chefs in shaping perceptions of climate-smart food, highlighting that they have the opportunity to introduce new ingredients and flavors while promoting sustainable choices.
Overall, the research indicates that sustainability messaging alone has not been sufficient to motivate consumers. It raises important questions about how to better align the plant-based industry's communication strategies with what consumers actually desire in their eating experiences. The study suggests that a reevaluation of product emphasis, as well as a shift towards local and seasonal framing, could drive more effective consumer engagement.