FCRN member Nicole Tichenor Blackstone of Tufts University has recently authored a paper that compares the environmental impacts of three healthy eating patterns recommended in the Dietary Guidelines for Americans. The vegetarian eating pattern had lower impacts than the US-style and Mediterranean-style eating patterns in all six impact categories considered.

The Better Buying Lab at the World Resources Institute has published a summary of two workshops. The workshops, which brought together over 50 people from the academic community and the food industry, identified research questions on how to increase consumption of plant-based foods by changing the language used to describe it.

A study has found that people who view vegetarianism as a threat to their way of life, and those who believe in human supremacy over animals, are likely to have fewer animal species that they view as worthy of moral consideration (compared to people who do not see vegetarianism as a threat or who do not believe in human supremacy over animals). Moral attitudes varied strongly towards different animal species, for example, 90% of participants a felt moral obligation to care for the welfare of dogs, compared to 51% who felt the same obligation for pigs.

France recently amended its agriculture bill to ban non-animal foods from being labelled similarly to animal products, e.g. “soy sausage”, on the basis that such labelling could be misleading to consumers.

Redesigning restaurant menus to promote vegetarian dishes can change behaviour, but the effect depends on how frequently customers have eaten vegetarian food in the last week, according to an online survey. Presenting vegetarian dishes as the chef’s recommendation or using more appealing menu descriptions both make infrequent eaters of vegetarian foods more likely to choose the vegetarian option (compared to a control case), and frequent eaters of vegetarian foods less likely to do so. Putting vegetarian options in a separate menu section didn’t affect the choices made by infrequent eaters of vegetarian foods, but made those who eat them frequently less likely to choose a vegetarian dish.

Consumers prefer the term “100% plant-based” to “vegan”, according to a survey of US adults. When asked a series of questions including “Which tastes better?” and “Which is healthier?”, more than two-thirds of respondents selected “100% plant-based” over “vegan” (no other answers were available). According to Bark Stuckey (President and Chief Innovation Officer of Mattson, the organisation that conducted the survey), the preference might be because “plant-based” is seen as a positive dietary change, whereas “vegan” is seen as a whole lifestyle associated with deprivation and activism.

Helen Adams of the Livestock, Environment and People (LEAP) project, to which the FCRN is linked, has written about LEAP’s first public engagement project. The team ran a stall at Super Science Saturday at Oxford’s Museum of Natural History. Members of the public tasted samples of vegetarian sausages and vegan cheese and were asked to sort different food types according to their greenhouse gas emissions.

This paper used a survey to explore consumer views of burgers made from beef, plant-based or cultured meat. The survey participants were asked to choose, hypothetically, between the varieties of burger and were told that all burgers tasted the same (the participants did not actually get to try any burgers during the experiment). The results predict that, if prices were equal, 65% of consumers would buy the beef burger, 21% the plant-based burger, 11% the cultured meat burger and 4% would not buy any.

This paper is the first to provide US data about what people eat when they reduce their meat consumption without becoming vegetarian or vegan. The objective of the research was to understand what is eaten in meatless meals and Americans’ attitudes to and perceptions of meat reduction.