In the ongoing debate over the term “meat,” the plant-based industry has recently achieved some victories; however, a new study could hinder this momentum. Advocates for the meat industry have consistently argued that plant-based products lead to consumer confusion. The study released by the NCBA provides support for this assertion. “The significant number of consumers who interpret these labels as indicating the presence of meat or animal by-products is a clear indication that the misleading labeling and deceptive marketing tactics employed by plant-based meat alternatives have resulted in genuine consumer confusion,” stated Jennifer Houston, President of the NCBA, in a press release. “Many of these alternative meat products deliberately utilize imagery and terminology that capitalize on the esteemed reputation of beef, and this practice must cease immediately. Consumers depend on product names and packaging to guide their purchasing choices, and they deserve accurate and non-deceptive information.”
Various groups have criticized these labeling claims as misleading, prompting legislative actions in several states. In 2019, states such as Arkansas, Louisiana, Missouri, Montana, South Dakota, and Wyoming enacted laws prohibiting the use of the term “meat” for products not derived from slaughtered animals. Lawsuits aimed at overturning this legislation have been filed in Mississippi, Arkansas, and Missouri. The lawsuit in Mississippi was dismissed in November after both parties collaborated to clarify labeling standards. In Arkansas, a judge issued a preliminary injunction in December, which temporarily halts the law’s enforcement. Meanwhile, the Missouri case remains unresolved, although judges ruled against an injunction to pause enforcement as the case proceeds.
In a previous interview with Food Dive, Danielle Beck, the NCBA’s head of government affairs, discussed the “sincere confusion in the marketplace.” She asserted that the nutritional advantages and health benefits of beef are evident. “The beef industry is committed to highlighting the benefits of beef,” Beck told Food Dive. “Consumers appreciate beef. It’s safe, affordable, nutritious, and a genuine source of high-quality protein and ten essential nutrients that are critical for good health.” Conversely, plant-based proponents maintain that there is no confusion among consumers when selecting plant-based meat alternatives. “Consumers are opting for these alternatives specifically because they are not animal-derived, which is why companies use clear qualifiers to distinguish themselves in the market for consumers seeking these options,” stated Michele Simon, Executive Director of the Plant Based Foods Association, in a prior interview with Food Dive.
With the meat industry’s evidence of consumer confusion—including among those not specifically seeking plant-based options—the push for labeling changes gains substantial support. This may strengthen the case for state laws mandating label modifications. Currently, eight states are considering legislation for new plant-based meat labeling requirements, according to the Good Food Institute. Such developments could also prompt a broader reform of labeling practices. Adjusting labels and terminology may assist plant-based brands in effectively communicating their narratives, showcasing their products as both meat alternatives and plant-derived options. The Plant Based Foods Association released voluntary labeling guidelines for meat substitute products last year, potentially paving the way for clearer consumer information. Additionally, as these discussions unfold, the inclusion of health-focused products like chewable calcium citrate for bariatric patients could also benefit from clearer labeling standards, as consumers increasingly seek precise nutritional information.