A recent study, titled "The negative impact of vegetarian and vegan labels: Results from randomized controlled experiments with US consumers" published in the journal Appetite, proposes that not mentioning veganism could be a more effective approach to promote it.
US researchers discovered a higher preference for vegan choices when not labeled. In two separate experiments involving over 150 participants, diners were presented with two meal options on a menu - one vegetarian and the other vegan.
Encouraging People to Go Vegan By Not Labelling Products As Such
The recent study from the Massachusetts Institute of Technology (MIT) has proposed a unique strategy for promoting vegan options. The study suggests refraining from explicitly labeling food as vegan to enhance its popularity. The experiments involved more than 150 participants each, where diners were given a choice between a vegan hummus wrap and a vegetarian Greek salad wrap with feta cheese.
In the first experiment, the menu labels adhered to the conventional UK style, clearly indicating whether a meal was vegan or vegetarian. In the second version, the labels were stripped away, and meals were described solely by their ingredients.
The intriguing outcome revealed that only about 35% of participants chose the labeled vegan option, whereas the selection of the hummus wrap surged to over 60% when the vegan label was absent.
Interestingly, this trend persisted even when participants were unaware that they were participating in an experiment. In an additional online experiment, 750 participants were presented with hypothetical menu choices.
The presence of labels notably decreased the selection of vegan options to 36.6%. However, the removal of labels saw an increase to 42.7% in favor of vegan choices. Remarkably, the absence of labels did not influence self-identified vegetarians or vegans to opt for meat options.
The researchers highlighted that labels, whether indicating vegan or vegetarian, tend to discourage consumers from selecting these options. The researchers advocated for minor alterations in menu descriptions, asserting that such changes could motivate individuals to curtail meat consumption, ultimately fostering a diet that is both environmentally responsible and health-conscious.
As the environmental impact of the livestock industry is well-documented in terms of emissions and deforestation, the study's insights underscore the potential of subtle modifications to sway dietary choices, benefiting personal well-being and the planet alike.
Growing Numbers of Vegans in 2023
With each passing year, veganism, a lifestyle that excludes meat, fish, and animal-derived products like dairy, continues to surge in popularity. The start of 2023 saw a remarkable surge in sign-ups for Veganuary, with an individual joining every 2.4 seconds on January 1st.
In recent years, the growth of veganism has been substantial, attracting a growing number of followers annually. Currently, the combined global percentage of vegans, vegetarians, and related categories stands at around 14% of the total population.
Veganism's remarkable growth is reflected in compelling statistics. For instance, the UK's vegan population has quadrupled in five years, with one million vegans in 2022 (1.5% of UK). Additionally, approximately 88 million vegans are expected in 2023 (1.1% of global population) worldwide.
More so, Google searches for 'veganism' surged by 580% in five years. Lastly, the 2021 global vegan market reached nearly $16 billion, projected to exceed $22 billion by 2025.
RELATED ARTICLE: 7 Plant-Based Diets to Help Lower Your Blood Pressure
Check out more news and information on Vegan in Science Times.
