New EU Research Suggests Plant-Based Sector Needs to Revise Consumer Messaging

The plant-based sector may need to adjust its communication strategies, according to research from the EU-supported FoodChoices4LIFE project. This study, which involved consumers from eight European countries, indicates that people are more inclined to increase their intake of vegetables and legumes than to select commercial plant-based meat alternatives. It suggests that promoting taste, seasonality, and local sourcing could be more effective than labeling products as "plant-based."

This shift in messaging is crucial for an industry that has heavily promoted meat and dairy alternatives based on environmental benefits. The findings prompt questions about whether brands should modify how they position products or if the results reflect a deeper issue with the products themselves. As the European plant-based market transitions from a rapid growth period, manufacturers and foodservice operators face the challenge of making alternative options appealing on their own merits.

Betty Chang, Research Area Lead at the European Food Information Council, pointed out that past messaging urging consumers to adopt plant-based diets often felt like lectures rather than invitations. Initiatives like Cook4Climate are being developed to focus on practical, tasty swaps, encouraging the inclusion of more vegetables, legumes, and seasonal ingredients, as well as opting for tap water over bottled.

The FoodChoices4LIFE team assessed 73 consumer-oriented and 83 chef-oriented initiatives and conducted surveys and focus groups in several countries, including Belgium, France, Germany, and Italy. The research highlights that straightforward sustainability messages were often the least effective.

Notably, while 37.7% of consumers expressed willingness to eat less meat by adding more vegetables and 32.2% by including more legumes, only 26.5% showed interest in commercial meat analogs. This resistance appears tied to negative perceptions of processed alternatives rather than opposition to plant-based eating itself, signaling potential challenges for the sector.

The findings have practical implications for messaging strategies. Instead of assuming consumers need more education on the sustainability of plant-based products, brands may need to prioritize taste and texture in their offerings. Moreover, the term "plant-based" may deter some consumers, particularly in relation to processed meat alternatives.

The findings of this research are being integrated into the Cook4Climate campaign, which is focused on sustainable eating through events, recipes, and practical initiatives—rather than just advising reduced meat consumption.

For plant-based businesses, the larger question remains: what implications do these study findings have for the future development and marketing of products? Shonah Chalmers from Worldchefs emphasized the significant role chefs play in introducing new ingredients and flavors, pointing out that climate-smart food can be delicious and practical.

As the research indicates that taste and texture outweigh environmental messaging in consumer preferences, it prompts reflection on product development priorities within the plant-based sector. Seasonal and local marketing approaches may need to replace more explicit claims of being plant-based, reshaping how companies communicate sustainability.

Ultimately, with considerable investments in conveying environmental benefits, the research suggests that these claims alone may not suffice to win over consumers. Looking ahead, it raises important questions about how to create a more effective strategy for increasing plant-based consumption across Europe.