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New Study Has Found People Don't Like The Label 'Vegan'

New Study Has Found People Don't Like The Label 'Vegan'

Research concluded 39 per cent of people in Britain don't think the word ‘vegan’ is appetising.

A new study has revealed a large portion of people in Britain don't think the word 'vegan' is very appetising.

found 39 per cent of people in Britain think the word ‘vegan’ doesn’t sound appetising.

According to Metro, the study by Meatless Farm and Brakes, a UK leading wholesaler, discovered 39 per cent of respondents weren't too thrilled with the term.

The research added that more than half of those who answered the survey are more likely to order a vegan item if it’s labeled as ‘plant based’ instead.

Lasagne, spaghetti bolognese, burgers, and roast dinners are among the most popular vegan dishes people would order.

The research surveyed 2,000 people in Britain about their attitudes towards vegan food as well as their thoughts on meat.


While there is a growing appetite for more eco-conscious food, the survey also found that only half of participants understood the term ‘vegan’, with 9 per cent believing a plant-based diet only consists of green foods.

Fast-food chains have also noted the disdain for the word vegan and have labelled their meatless items as plant-based instead, according to the study.

McDonald’s and Pret have opted for plant-based labels with the launches of the McPlant burger and the Meatless Meatball Wrap.

Founder of Meatless Farm, Morten Toft Bech, said 'plant-based' seems to appeal to more people compared to the negative connotations attached to veganism.

He said: ‘Food culture is changing, and with that we need to rethink social labels.

“Whether you’re vegan or not, plant-based meat has advanced significantly over the last five years and appeals to a broad audience.”

He added: “We’ve always been committed to encouraging more meat eaters to make the switch to plant-based meat, and these findings show that more people may join the veganism movement if wording is changed on menus.


“The job at hand now is to entice as many people as possible to try a plant-based option and labelling vegan options as plant-based could be the ticket that really encourages people to go meatless more.”

A debate also broke out on Reddit last week when a UK woman asked the forum if vegan labels should be listed on all suitable foods.

The responses were extremely divisive, with some saying they would be hesitant to purchase vegan listed items.

One user worte: “I am a bit wary of the labelling as I'd assume it was a marketing trick in order to charge a premium.”

While another user commented: “It would be better to present the fresh aisle in a way that pieces together a full vegan/veggie meal and leave the vegan labelling hidden away on the snacks.”

Featured Image Credit: Alamy

Topics: Environment, Food And Drink, Health, News, Vegan