How language affects sales of plant-based menu items

The World Resources Institute has published its early findings on research into language that appeals to British and US consumers when describing plant-based foods.

Language found to be relatively unpopular includes the phrases “meat-free”, “vegan”, “vegetarian” and phrases that emphasise restrictiveness, such as “low fat”.

Language found to be relatively popular emphasised the provenance, flavour, appearance or mouthfeel of a food.

Read the full piece here. See also the Foodsource resource What are the influences on our food choices?

Publication
11 Feb 2019
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