Americans More Likely to Choose Vegan Food if Labeled ‘Healthy’ and ‘Sustainable’ Bottomline - in the US, don't call food vegan17 January 2024 17 January 2024 3 minute read 3 minute read By: By: University of Southern California North AmericaStudy highlights:Study participants were far more likely to choose food that is labeled “healthy” and/or “sustainable” than food labeled “vegan” or “plant-based.”The effect was most pronounced among Americans who identify as red meat-eaters. The results suggest food labels should steer away from “vegan” and instead focus on health and environmental benefits, say study authors. By contrast, labeling the basket “healthy” and/or “sustainable” roughly doubled the likelihood that Americans would choose it. Participants randomly saw the vegan basket labeled as “vegan,” “plant-based,” “healthy,” “sustainable,” or “healthy and sustainable.” The study found:27% of participants chose the vegan basket that was labeled “plant-based,” only slightly better than the “vegan” label (20%). 42% chose the vegan basket when it was labeled “healthy,” 43% when it was labeled “sustainable,” and 44% when it was called “healthy and sustainable.”This labeling effect was consistent across socio-demographics groups but was strongest among self-proclaimed red-meat eaters.