Consumers have a more favorable impression of the term “plant-based” than they do “vegan,” something that food marketers should be aware of:
“Barb Stuckey, Mattson president and chief innovation officer, told Food Navigator this is because consumers see ‘plant-based’ as a positive food choice, but consider ‘vegan’ a lifestyle including deprivation, allegiance to a self-defining cause — animal rights or environmentalism — and serious commitment, said. Changing the conversation can change make food taste better in the eyes of consumers, she suggested.”
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