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Survey Shows Consumers Think Plant-Based Protein Include Meat

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ElmiraTelegram    133




The National Cattlemen’s Beef Association released survey results that show widespread consumer confusion regarding the ingredient composition and purported benefits of plant-based “fake meat” products.

In an online survey of more than 1,800 consumers, less than half of the respondents understood the labeling term “plant-based beef” was intended to describe an entirely vegetarian or vegan food product. One major source of confusion uncovered by NCBA’s research is that approximately one third of surveyed consumers believed that plant-based “fake meat” products contained at least some real beef in them. When asked to evaluate specific product labels and marketing materials from some of the leading plant-based products currently on the market, the results were astonishing:

  • Nearly two-thirds of respondents believed the “fake meat” products produced by Beyond Meat, Impossible Foods, and LightLife contained real beef or some form of animal byproduct;
  • 32 percent of consumers who were shown a package of Beyond Meat’s “Beyond Burger” plant-based patties (which features a cow icon) told researchers that they thought the patties contained at least small amounts of real meat;
  • 37 percent of consumers who were shown a package of Lightlife’s “Gimme Lean,” which features the word “Beef” highlighted in a red box, said the product contained at least some real beef. Neither product contains any real beef.



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