In recent years, a number of countries have begun restricting how plant-based alternatives to animal products describe themselves. Many of these alternatives now can’t use terms like “cheese” or “milk” in their marketing, under the assumption that consumers would be confused about what they’re eating or where their food comes from.

This study, based in Türkiye and conducted by Animetrics, considers how different labels affect consumer confusion around plant-based cheese alternatives. Despite what the animal farming industry has argued, researchers found that describing plant-based alternatives as “cheese” didn’t cause confusion. Instead, the study suggests using a vegan certification label (“V-label”) and raising awareness of veg*n lifestyles so that consumers are more informed about the different foods available to them.

Over 2,700 participants took part in an online survey for the study: a main sample of 2,499 participants representative of the general population and a smaller sample of 252 self-identified pescetarians, vegetarians, and vegans. All participants were shown plant-based and animal-based cheese products and then asked questions about their content, origin, function, and taste.

Participants were randomly shown products with one of five labels:

1. Animal-based white cheese
2. Plant-based white cheese
3. Plant-based white cheese with the V-label
4. Plant-based white block
5. Plant-based white block with the V-label

Afterwards, participants were presented with two sets of statements about the products. The first set focused on content and origin — for example, whether the product contained animal-based ingredients. Participants responded with “true,” “false,” or “I don’t know.” The second set asked participants whether they understood how the product could be used or could predict how it tasted. Participants rated the extent to which they agreed or disagreed with each statement.

Confusion could be seen where participants misunderstood the content or origin of the product, couldn’t predict how it might taste, or didn’t know how to use it. Confusion levels could be compared between the different plant-based products and the animal-based cheese, which was used as a control. For all products, confusion was rated from zero to six, with higher scores indicating greater confusion.

Finally, researchers also collected participant data. This involved basic information like age, gender, education, income, and employment status, but also their perceptions of plant-based diets and consumer habits — for example, how much they bought, prepared, and cooked their own food.

“Cheese” Labels Don’t Add To Confusion

Overall, the study found higher levels of confusion around the plant-based products than the animal-based cheese, which had a confusion score of 1.60. However, there was no significant difference in confusion between the plant-based cheese (2.77) and the plant-based block (2.79), suggesting that using the word “cheese” to describe plant-based products doesn’t increase confusion as is often argued.

In contrast, the V-label proved to be effective in reducing confusion around what the plant-based products contained. For both the plant-based cheese with the V-label (2.37) and the plant-based block with the V-label (2.45), more consumers understood that these products didn’t contain animal-based ingredients.

Familiarity And Consumer Habits Reduce Confusion

Regarding product function (how the products are used and taste), consumers were again more confused about the plant-based products — but, again, using the word “cheese” had no effect on confusion rates. In fact, labelling generally didn’t seem to affect confusion around function. Rather, the study found that consumers more in control of their food choices and more familiar with plant-based lifestyles were the least likely to be confused.

When surveying the smaller sample, researchers found that self-identified pescetarians, vegetarians, and vegans had a similar understanding of plant-based products and the animal-based cheese. Average content/origin confusion in this group was 1.14 for the animal-based cheese, 1.26 for the plant-based cheese, and 1.22 for the plant-based block — statistically insignificant differences. Thus, there was less confusion overall in the smaller sample than the main sample.

Differences in confusion were also lower for consumers who regularly decided what to buy, cook, and eat. All this suggests that interacting with plant-based products more and having greater freedom over what you consume can help resolve confusion around these products.

Because this study took place online in Türkiye, it’s difficult to know how the findings translate to other contexts. For one, plant-based products in Türkiye are still relatively scarce compared to Western countries, and so confusion around these products may be higher. Secondly, in-person supermarkets introduce many different elements that can affect confusion, like product placement and branding. However, this study provides a launchpad for advocates across emerging economies and a useful template for further research.

Recommendations

The study includes recommendations for policymakers, suppliers, and advocates:

• Policymakers: Implement clearer food labels rather than restricting words like “cheese” on plant-based products. Focus on increasing consumer awareness and freedom, so that it’s easier to make informed decisions around shopping, cooking, and eating.
• Industry and retailers: Ensure that plant-based products are easy to understand and find in stores, and that store staff are also informed.
• Advocates: Work to educate consumers on plant-based products, particularly those more likely to experience confusion. Lobby in favor of policies that actually reduce confusion, not just restrict plant-based marketing.

Overall, strategies for reducing confusion should focus on consumer autonomy and enabling people to make more informed decisions around food. In many emerging economies, plant-based alternatives remain scarce. This study hints at a strategy for the plant-based industry to develop in such countries in a way that also values educating and empowering citizens.