“Plant-Based” Has More Appeal Than “Vegan” — FoodDive.com

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.”

P.S. Food suppliers: If you are interested in entering the lucrative private label industry to sell your plant-based (or not) products, jump-start your efforts with our Private Brands Strategy class.

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