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Sharpening the meat-free message
Good Food Institute
Challenge
Vegan, plant-based, protein, meat-free – what language appeals most to consumers? Is taste or tradition a more important attribute? And what type of packaging shows the products in their best light? These were some of the key questions that nonprofit think tank, the Good Food Institute, was grappling with as it sought to trigger positive behavior change by influencing US consumers to choose plant-based products.
Research
To enable the Good Food Institute to select the most effective language, our research aimed to pinpoint which product attributes are most likely to increase purchase intent among different consumer groups.
We conducted implicit testing to measure unconscious factors influencing behavior and explicit testing to measure conscious factors influencing behavior. The research was carried out by 2,500+ US participants over the age of 18. It was nationally representative in terms of demographic criteria, including race or ethnicity, age, and geographic location. We also collected data on educational backgrounds, political views, relationships to meat, and shopping habits.
Findings
Taste is the attribute most likely to drive purchase intent for all age groups and diet types.
Some differences we identified between demographics include that older consumers care more about familiarity and taste, while millennials care about convenience and ethical considerations.
Familiarity and tradition are strong positive drivers of purchase intent.
These are followed by the need for products to be fresh, nutritious, and healthy. Altruistic attributes, such as sustainability and animal welfare, are less important to consumers and much less likely to influence purchasing decisions.
“Plant” is the most successful of the 32 descriptor terms tested.
This is especially true when paired with “protein”, such as “plant-protein” and “plant-based protein”. This type of language is effective at generating positive associations for products and communicating the attributes of “tasty”, “satisfying”, and “healthy” to consumers. Related terms, including “100% plant-based” and “100% plants”, are also well received.
“Vegan” as a term performs the worst.
“Plant-based” is dramatically more effective at increasing purchase likelihood than “vegan”, “meatless”, and “meat-free”. Consumers see “plant-based” as more appealing, satisfying, indulgent, and filling–all attributes identified as influential in purchasing decisions.
Taste is the most important attribute to communicate visually in packaging.
Vivid imagery and serving suggestions make plant-based products look tasty. Familiarity is also important so if the plant-based product closely resembles a non-plant alternative, a transparent window resonates positively. Showing key ingredients is the best way to make a product appear healthy.
Read the research as published by the GFI in full here.
"Mindlab’s approach allowed us to dig into not only what consumers say they like, but also their underlying preferences. This study helped us understand the terms, associations, and imagery likely to drive purchase intent for plant-based foods—a critical part of our core research work.
Emma Ignaszewski, Associate Director, Industry Intelligence & Initiatives, The Good Food Institute
