In the war over the term “meat,” the plant-based sector has recently had a streak of wins — but this study could slow the sector’s success.
Meat industry defenders have long said that plant-based products cause consumer confusion. And this study released by the NCBA gives them something to back up that claim.
“The fact that so many consumers look at these labels and think that the products include meat or other animal by-products is a clear sign that the misleading labeling and deceptive marketing practices of plant-based fake meat companies has caused real consumer confusion,” Jennifer Houston, NCBA President’s president, said in a press release.
“Many of these fake-meat products purposely use graphics and words that trade on beef’s good name, and it needs to stop immediately. Consumers rely on names and product packaging to inform their purchasing decisions, and they have a right to know that this information is accurate and not misleading.”
Many different groups have said these label claims are misleading and taken it to their statehouses. States including Arkansas, Louisiana, Missouri, Montana, South Dakota and Wyoming passed laws in 2019 that would outlaw the term “meat” on anything that did not come from a slaughtered animal. Lawsuits seeking to overturn the legislation were filed in Mississippi, Arkansas and Missouri.