IFIC Spotlight Survey: Plant Alternatives To Animal Meat 2.0
May 28, 2020
Research Type
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In our first consumer survey on plant alternatives to meat, we explored people’s experiences with meatless protein products made from plants. We heard about their likes and dislikes and their reasons for having tried them. In doing so, we also found that based solely on Nutrition Facts labels, more people believe that a plant alternative is healthier than ground beef. But we did not learn what information on the Nutrition Facts label people use when making such decisions. This follow-up consumer survey identifies the factors involved.
The International Food Information Council (IFIC) commissioned an online research survey with consumers based in the US to measure knowledge, attitudes, and beliefs about plant alternatives to animal meat. One thousand adults aged 18+ years completed the survey from March 10-11, 2020, and responses were weighted to ensure proportional results.
Key findings include:
- Based on comparing blinded Nutrition Facts labels, 45% believed the plant alternative was healthier than animal meat, while 32% believed the plant alternative to be unhealthier.
- The top influences for those who believed the plant alternative was healthier were the number of vitamins and minerals and the amount of specific vitamins and minerals listed on the Nutrition Facts label.
- Sodium content was the top influence for those who believed the plant alternative was unhealthier.
- When 13 of beef’s inherent vitamins and minerals are included on its label, and that label is compared again with the plant alternative label, fewer people believe that the plant alternative is healthier (from 45% down to 34%).
- 41% believe that a burger made from plants is healthier than a burger made from ground beef. Conversely, 31% believe the beef burger is healthier.