'Vegan' Least Appealing Marketing Term, Says Study

Some respondents also responded negatively to the term 'sustainably sourced'
Food and Beverage Shopping
In the survey, respondents indicated the greatest preference for the term 'fresh'

A recent study on consumer trends found 'vegan' to be the least appealing food and beverage marketing term among US adults.


In the study, conducted by technology and media company Morning Consult, respondents were asked to indicate whether a series of terms made food more or less appealing to them.

A whopping 35 percent of those surveyed said the term 'vegan' made products seem 'less appealing' - while only 17 percent said it made them seem 'more appealing'.

35 percent indicated that the term did not affect the appeal of a product.

Ethically Sourced Product
Nine percent of respondents also said the term 'ethically sourced' makes products 'less appealing' (Photo: Instagram)


There was a notable discrepancy in response based on the participants age group.

29 percent of adults aged 18 to 21 responded positively to the term 'vegan', while older adults - classified in the study as 'Boomers' - showed a positive response rate of just 14 percent.

Ethical consumerism

This, and other evidence from the survey, suggests that the idea of ethical consumerism may be off-putting to some US citizens.

Eight percent of respondents said the term ‘sustainably sourced’ made products ‘less appealing’, while nine percent said the term 'ethically sourced' had the same effect.

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Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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PBN Contributor:

Emily Court is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court or on Twitter @_EmilyJCourt_.

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