A poll commissioned by specialist PR agency Ingredient Communications showed that one in four consumers believes vegetarian products should not be allowed to have meat-related names on food labels.

The poll, conducted by polling experts Surveygoo, consisted of a pool of 1,000 people from either the United States or United Kingdom and included meat-eaters, vegans, vegetarians, and pescatarians.

Vegetarians were least likely to disapprove of meat-related names, with only 18 percent supporting a ban. Thirty-three percent of vegans and 26 percent of meat-eaters said vegetarian products should not be allowed to have meat-related names.

Forty-nine percent of vegetarians surveyed said they were more likely to buy a meat-free product if it was labelled with a word such as sausage, burger or steak. However, only 19 percent of vegans said the same, with 57 percent saying they were less likely to buy a product if it carried a meat-related name.

“One of the most interesting findings from this research is the extent of the difference between vegetarians and vegans,” said Surveygoo Managing Director Neil Cary. “Vegetarians seem to prefer products that mimic traditional meat formats, but this is a turn-off for many vegans. The obvious lesson for manufacturers and marketers of plant-based products is that vegetarians and vegans are distinct consumer categories, with vastly different purchasing preferences.”


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