Insight of the Day: The power of language: Rethinking food labels to expand our plant-based choices
- InsightTrendsWorld
- Feb 21
- 9 min read
Why is this topic trending?
Plant-Based Diet Popularity: There's a growing public interest in plant-rich diets due to health and environmental benefits, making strategies to promote them relevant.
Low Adoption Rates: Despite interest, actual adoption of plant-based diets remains low, especially in regions like Canada, highlighting a gap to address.
Consumer Confusion: Confusion surrounding terms like "vegan," "vegetarian," and "plant-based" creates barriers for consumers making food choices.
Need for Effective Communication: The article addresses the need for better communication and labeling strategies to encourage plant-based eating.
Industry Implications: Food producers, restaurants, and policymakers are seeking effective ways to promote plant-based options to a wider audience.
Overview
The article "The power of language: Rethinking food labels to expand our plant-based choices" discusses how food labeling and language can significantly impact consumer adoption of plant-based diets. Despite growing interest in plant-based eating for health and environmental reasons, actual adoption remains low due to consumer confusion, perceived barriers, and negative connotations associated with terms like "vegan" and "vegetarian." The author argues for using more appealing and sensory-focused language in food labels and menus to encourage broader consumer acceptance and make plant-based choices more attractive.
Detailed Findings
Definitions and Confusion: The article highlights the various terms used for plant-based eating (vegan, vegetarian, plant-based, etc.) and notes that consumers are often confused by their meanings and lack of legal definitions.
Low Adoption Despite Interest: While 68% of people worldwide express interest in plant-based foods, only 20% regularly consume them, a decrease from 23% in 2023, partially attributed to rising food costs leading consumers back to cheaper, familiar foods.
Negative Perceptions: Plant-based foods are often perceived as unfamiliar, lacking taste, or not aligning with cultural norms. Labels like "vegan" can decrease taste expectations and purchasing intentions.
Halo Effect: Appealing language and names that promote delicious, high-quality food can positively influence consumer perception and purchasing intentions.
Sensory Appeal Matters: Describing plant-based foods with indulgent and sensory terms (e.g., "juicy," "savory") is more effective than health-focused or restrictive language.
Negative Connotations of "Vegan" and "Vegetarian": These terms can carry negative stereotypes and feelings for some consumers, implying restriction or compromise.
Preference for "Plant-Based": Using "plant-based" variants instead of "vegan" or "vegetarian" has been shown to increase mainstream consumer purchasing intent.
Avoid "Substitute" and "Veggie Burger": Labels like "plant-based milk substitute" or "veggie burger" can create unnecessary competition and negative connotations of replacement.
Highlight Provenance and Culinary Tradition: Emphasizing food origins and culinary traditions (e.g., "Cuban Black Bean Soup" vs. "Low Fat Vegetarian Black Bean Soup") increases appeal.
Small Modifications Recommended: Encouraging gradual reduction of animal-based foods rather than complete elimination is a more promising approach for dietary change.
Key Takeaway
The language used to describe and label plant-based foods significantly impacts consumer perception and adoption. Appealing, sensory-focused language that highlights deliciousness and culinary tradition is more effective than restrictive or unfamiliar terms like "vegan" and "vegetarian." Small, gradual changes and positive framing are key to promoting plant-rich diets to a broader audience.
Main Trend
Appealing Language for Plant-Based Adoption
Description of the Trend (Name it): Appealing Language for Plant-Based Adoption
This trend describes the shift towards using more attractive and consumer-friendly language to promote plant-based foods and diets, moving away from potentially off-putting or confusing terminology. It emphasizes the use of descriptive, sensory-rich, and culturally relevant language on food labels and menus to increase appeal, overcome negative perceptions, and encourage wider adoption of plant-based eating by mainstream consumers.
What is consumer motivation?
Consumer motivation for responding to appealing language for plant-based foods includes:
Desire for Delicious Food: Consumers primarily seek tasty and enjoyable food, regardless of its plant-based nature.
Sensory Appeal: Attractive descriptions that highlight taste, texture, and aroma enhance the desirability of food.
Familiarity and Comfort: Language that connects plant-based foods to familiar culinary traditions and origins reduces perceived unfamiliarity.
Avoiding Restriction and Negativity: Consumers are turned off by labels that imply dietary restrictions, compromise, or negative stereotypes.
Positive Food Experience: Language that evokes enjoyment and positive associations makes plant-based options more appealing and less intimidating.
What is driving trend?
Several factors are driving this trend:
Low Plant-Based Diet Adoption: Despite growing awareness of benefits, low adoption rates necessitate new approaches to promote plant-based eating.
Consumer Confusion and Misperceptions: Industry and experts recognize that confusing terminology and negative perceptions are barriers to adoption.
Marketing and Psychology Insights: Marketing principles like the halo effect and the power of sensory language are being applied to food labeling.
Focus on Mainstream Consumers: Efforts are shifting from solely targeting niche vegan/vegetarian communities to appealing to a broader, mainstream audience.
Need for Accessible and Appealing Options: The goal is to make plant-based foods seem more accessible, desirable, and integrated into everyday eating habits.
What is motivation beyond the trend?
Beyond immediate food choices, deeper motivations include:
Health and Well-being: Underlying desire for healthier dietary choices, even if not explicitly stated in labeling.
Environmental Consciousness: Growing awareness of the environmental impact of food choices, subtly influenced by plant-based promotion.
Culinary Exploration: Openness to trying new and interesting foods, particularly when presented in an appealing way.
Description of consumers article is referring to
The article refers to general food consumers, particularly in markets like Canada and the UK, with a focus on those who are not yet regularly consuming plant-based foods. The target audience is:
Dietary Habits: Omnivores or those who are not strictly vegetarian or vegan and are accustomed to diets that include animal products.
Attitudes: Consumers who may have neutral or even negative perceptions of plant-based foods due to perceived taste, unfamiliarity, or negative connotations of labels.
Information Needs: Consumers who are confused by the terminology surrounding plant-based diets and need clearer, more appealing communication.
Motivation Level: Consumers who may be interested in the idea of plant-based eating but need encouragement and appealing options to make actual dietary changes.
Geographic Focus: Consumers in markets like Canada and the UK where plant-based diet adoption rates are relatively low despite interest.
Conclusions
The article concludes that rethinking food labels and using appealing language is crucial for expanding plant-based choices and increasing adoption of plant-rich diets. By leveraging the halo effect, emphasizing sensory appeal, avoiding negative connotations, and highlighting provenance, food producers and restaurants can make plant-based options more attractive and accessible to mainstream consumers, ultimately benefiting both public health and the environment.
Implications for Brands
Re-evaluate Labeling Language: Brands should audit and revise their food labels and menus to use more appealing, sensory-rich, and culturally relevant language for plant-based options.
Focus on Taste and Experience: Marketing should emphasize the delicious taste, texture, and overall positive eating experience of plant-based foods.
Avoid Restrictive Terminology: Minimize use of terms like "vegan" and "vegetarian" when targeting mainstream consumers, opting for "plant-based" variants or descriptive names.
Highlight Culinary Heritage: Incorporate geographic references and culinary traditions to enhance the appeal and familiarity of plant-based dishes.
Educate Consumers Positively: Provide clear and positive information about plant-based foods without relying on negative or restrictive framing.
Implication for Society
Improved Public Health: Increased adoption of plant-rich diets can lead to better public health outcomes and reduced diet-related diseases.
Environmental Sustainability: Promoting plant-based eating contributes to environmental sustainability by reducing the impact of animal agriculture.
Reduced Food Confusion: Clearer and more consistent labeling can reduce consumer confusion and empower informed food choices.
Shift in Food Culture: Gradual shift towards a food culture that embraces plant-based options as delicious and desirable, not just niche or restrictive.
Implications for Consumers
More Appealing Plant-Based Options: Consumers will encounter plant-based foods described in more enticing and accessible ways, making them more attractive.
Reduced Dietary Barriers: Positive framing can help overcome perceived barriers and negative connotations associated with plant-based eating.
Easier Food Choices: Clearer labeling and consistent messaging can simplify food choices and reduce confusion.
Healthier and More Sustainable Diets: Encouragement to make gradual shifts towards healthier and more environmentally friendly diets.
Implication for Future
Language-Centric Food Marketing: Food marketing will increasingly focus on the power of language and framing to influence consumer choices.
Sensory and Experiential Food Promotion: Emphasis on promoting the sensory and experiential aspects of food, beyond just nutritional information.
Policy and Regulation for Food Labeling: Potential for policy changes and regulations to promote clearer and more consumer-friendly food labeling, especially for plant-based options.
Continued Growth of Plant-Based Market: More effective communication strategies can contribute to the continued growth and mainstreaming of the plant-based food market.
Consumer Trend (Name, Detailed Description): 'Palatable Plant-Based Transition'
Detailed Description: This consumer trend describes the desire for plant-based eating to be presented in a more palatable and approachable way, focusing on deliciousness, ease of integration, and positive messaging, rather than strict dietary labels or perceived sacrifices. Consumers are seeking a smooth and enjoyable transition towards incorporating more plant-based foods into their diets.
Consumer Sub Trend (Name, Detailed Description): 'Sensory-First Food Descriptions'
Detailed Description: This sub-trend highlights the increasing importance of using sensory-rich and evocative language to describe food, particularly plant-based dishes, emphasizing taste, texture, aroma, and overall eating experience. Consumers are drawn to food descriptions that stimulate their senses and create anticipation for a pleasurable meal.
Big Social Trend (Name, Detailed Description): 'Conscious Consumption Evolution'
Detailed Description: This broader social trend reflects the evolving nature of conscious consumption, moving beyond purely ethical or environmental motivations to include personal well-being, sensory pleasure, and lifestyle integration. Consumers are seeking sustainable and healthy choices that are also enjoyable, convenient, and seamlessly fit into their daily lives.
Worldwide Social Trend (Name, Detailed Description): 'Flexitarianism Mainstreaming'
Detailed Description: This global trend describes the increasing mainstream acceptance and adoption of flexitarian diets – dietary patterns that emphasize plant-based foods while allowing for occasional consumption of animal products. Flexitarianism offers a less restrictive and more accessible pathway to plant-rich eating, resonating with a wider range of consumers globally.
Social Drive (Name, Detailed Description): 'Desire for Health & Pleasure Balance'
Detailed Description: The underlying social drive is the human desire to balance health and pleasure in food choices. Consumers want to eat healthily and sustainably but also want their meals to be enjoyable, satisfying, and culturally relevant. Appealing language helps bridge this gap, making healthy and sustainable options more enticing.
Learnings for brands to use in 2025
Language is key to perception: Invest in crafting appealing and descriptive language for plant-based food marketing and labeling.
Sensory descriptions drive desire: Focus on taste, texture, and aroma in food descriptions.
Positive framing overcomes barriers: Use inclusive and positive language, avoiding negative connotations and restrictions.
Cultural relevance enhances appeal: Connect plant-based foods to familiar culinary traditions and origins.
Gradual change is more palatable: Promote plant-based eating as a gradual and enjoyable transition, not a radical shift.
Strategy Recommendations for brands to follow in 2025
Develop a "Language Playbook": Create a guide for using appealing language to describe plant-based dishes across all marketing materials.
Sensory-Test Food Descriptions: Conduct consumer testing to identify the most appealing sensory terms for plant-based products.
Partner with Food Culture Influencers: Collaborate with chefs and food bloggers who celebrate diverse cuisines and plant-rich dishes.
Highlight Provenance and Tradition in Marketing: Showcase the origins and culinary heritage of plant-based ingredients and dishes.
Offer "Plant-Forward" Options: Frame plant-based options as "plant-forward" or "plant-rich" to emphasize inclusivity and positive additions to the diet.
Final Sentence (Key concept) describing main trend from article (which is a summary of all trends specified)
Appealing language and positive framing are essential to unlock wider adoption of plant-based diets in 2025, making healthy and sustainable eating more desirable and accessible to mainstream consumers.
What brands & companies should do in 2025 to benefit from trend and how to do it.
Brands should adopt a "language-first" approach to marketing plant-based foods in 2025, focusing on creating enticing descriptions that emphasize taste, sensory appeal, and cultural relevance to overcome consumer hesitation and drive broader adoption. They can do this by:
Rewriting Product Descriptions: Revise all product descriptions, menu items, and marketing copy to prioritize sensory language and positive framing for plant-based options.
Training Staff on Positive Language: Train restaurant staff and customer-facing employees to use appealing and enthusiastic language when describing plant-based dishes.
Showcasing Culinary Inspiration: Highlight the culinary traditions and global cuisines that inspire plant-based dishes to increase familiarity and appeal.
Using Visual Storytelling: Employ high-quality food photography and videography that emphasizes the deliciousness and visual appeal of plant-based meals.
Engaging in Consumer Dialogue: Actively listen to consumer feedback on language and labeling preferences to continuously refine communication strategies.
Final Note:
Core Trend: Appealing Language for Plant-Based Adoption - Using attractive language is key to making plant-based food more appealing.
Core Strategy: Sensory-Rich & Positive Framing - Brands should focus on sensory descriptions and positive messaging in plant-based food communication.
Core Industry Trend: Language-Driven Food Marketing - The food industry is recognizing the power of language to influence consumer perception and choice.
Core Consumer Motivation: Desire for Delicious & Approachable Healthy Eating - Consumers are motivated by plant-based options that are presented as tasty, enjoyable, and easy to incorporate into their diets.
Final Conclusion
The power of language in food labeling is paramount for driving the adoption of plant-based diets in 2025. By strategically employing appealing, sensory-focused, and culturally relevant language, brands can overcome consumer barriers, enhance the desirability of plant-based options, and contribute to a broader shift towards healthier and more sustainable eating patterns.
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