Study shows ‘meat-free’ labels more appealing than ingredient lists for plant-based foods

A new study titled, Do ingredients matter? Exploring consumer preference for abstract vs. concrete descriptors of plant-based meat and dairy alternatives, has found that British consumers prefer plant-based products labeled with abstract terms like ‘meat-free’ or ‘dairy-free’ over labels that highlight specific ingredients such as soy or chickpeas.

Authored by Sophie-Dorothe Lieke, Ainslee Erhard, and Stacia Stetkiewicz and published in Future Foods, the study explores how different labeling strategies influence consumer perceptions of plant-based meat and dairy alternatives (PBMDAs). The research was conducted through the University of Göttingen and the University of Nottingham, with support from the Deutsche Forschungsgemeinschaft through the Research Training Group 2654 Sustainable Food Systems.

The study surveyed 1,073 UK-based participants to assess the influence of three types of product descriptors: abstract (e.g. ‘meat-free burger’), intermediary (e.g. ‘plant-based burger’), and concrete (e.g., ‘chickpea-based burger’). Participants were asked to evaluate eight commonly available PBMDAs – four meat substitutes and four dairy alternatives – across a range of expectations including taste, health, and sustainability.

Findings showed that abstract descriptors were consistently rated as the most appealing across nearly all products tested. For example, ‘dairy-free yoghurt’ was preferred by 65.3% of respondents over alternatives labeled with ingredient-specific or plant-based terms. This preference held even though abstract labels were initially associated with negative terms like ‘fake’ and ‘processed’ in a separate word association task.

“British consumers find PBMDAs most appealing when framed abstractly, by simply referring to them as meat- or dairy-free,” the authors noted. This preference is likely tied to the simplicity and familiarity of these terms, which align with trends in ‘clean label’ marketing and fluency theory, both of which suggest that products perceived as easier to understand are often viewed more favorably.

While abstract terms were preferred overall, ingredient-based descriptors were more likely to be associated with healthfulness. Concrete labels such as ‘soy-based’ or ‘chickpea-based’ scored highest in perceived health benefits, though this did not translate into stronger purchase intent. Sustainability expectations showed little variation across descriptors, although they were rated most favorably overall.

Interestingly, when participants were shown full ingredient lists and asked how they would instinctively categorize the product, they most often chose the concrete descriptor. For instance, 87% of participants identified a plant-based milk product by its main ingredient rather than its abstract or plant-based label. This discrepancy between label preference and product recognition highlights the cognitive split between shopping behavior and nutritional understanding.

Gender differences also emerged. Men showed a greater preference for ingredient-based descriptors, particularly for meat alternatives, while women preferred abstract or plant-based terms in most categories.

The findings suggest that abstract front-of-pack labeling – such as ‘meat-free’ – could offer manufacturers greater flexibility. It may allow room for reformulation or the inclusion of underused or emerging protein sources, including by-products or mycoproteins, without triggering ingredient-specific biases.

The results come as the UK continues to explore dietary shifts as part of its commitment to achieving net-zero emissions by 2050. Food production accounts for 35% of the country’s carbon footprint, yet data from Mintel shows that 59% of the British population still do not attempt to reduce meat consumption, and 85% are not open to giving up dairy altogether.

While many consumers express interest in eating more sustainably, widespread adoption of PBMDAs remains limited, in part due to sensory concerns, cost, and skepticism about processing levels. This study suggests that strategic product labeling may help bridge the gap between consumer intent and purchasing behavior.