Why Consumers Don’t Like the Word “Vegan” on Plant-Based Food Labels
Part of a fast-growing trend, 8% of Americans are vegetarian, and 6% are vegan1. In addition, 47% are flexitarian2. For these consumers, a certified “vegan” label makes life easier. At the same time, recently published MIT research findings highlight that non-plant-based consumers are more likely to consider plant-based products when they’re not labeled vegan. […]