The growing market for plant-based foods offers a transformative opportunity to address ethical, environmental, and social justice challenges linked to animal agriculture.

However, various countries are considering restrictive labeling regulations, such as bans on using terms like "cheese" or "milk" for plant-based products. These proposed regulations are often justified by concerns over consumer confusion, yet there is no strong evidence to support these claims. Such restrictions pose considerable challenges to the adoption and growth of plant-based alternatives. In Türkiye, where interest in plant-based alternatives is growing, recent labeling restrictions on plant-based cheese highlight the urgency of this issue. However, the following questions are yet to be answered:

Are consumers genuinely confused by the “cheese” term? If so, who is more confused, and can such bans effectively address the problem? More importantly, could alternative solutions, such as clear vegan certification labels like the V-label, better address these concerns while promoting transparency, empowering consumer choice, and supporting market growth?

To answer these questions, we conducted a randomized online experiment in Türkiye with over 2,700 participants. This included a representative sample of the general population, as well as a focus group of vegans, vegetarians, and pescatarians. We showed participants either animal-based cheese or plant-based cheese products, with the plant-based options featuring different labeling practices. These included variations including or excluding the term “cheese” and the presence or absence of the V-label. After viewing the products, participants answered questions to assess their understanding of product origin, content, and functionality. We examined how labeling practices affect confusion and whether the effects vary based on demographic factors, familiarity with plant-based products, openness to new foods, and habits such as cooking, grocery shopping, and reading food labels. As the first study of its kind in the Global South, this research provides valuable insights to guide stakeholders in addressing regulatory challenges and support the growth of sustainable and ethical food systems.

Key Findings

1. The term "cheese." Participants are confused about both animal and plant-based products, particularly regarding cholesterol and lactose. While confusion is higher for plant-based alternatives, removing the term "cheese" does not reduce it. Therefore, such bans are ineffective in addressing confusion.

2. Including V-label. The inclusion of the V-Label significantly reduces confusion for the plant-based cheese regarding product content and origin.

3. Consumer habits. The difference in confusion levels between Plant-based Cheese with V-label and Animal-based Cheese is smaller among individuals who frequently cook, shop for groceries, and read product labels.

4. Familiarity Greater. Greater exposure to plant-based products, familiarity with plant-based diets, openness to trying new foods, and positive attitudes towards plant-based diets are associated with smaller differences in confusion levels between Plant-based Cheese with V-label and Animal-based Cheese.

Recommendations

POLICY MAKERS AND REGULATORY BODIES

Instead of banning terms like "cheese" for plant-based products, support clear labels like the V-label. Educate people on how to read labels and understand nutrition, and help them get familiar with plant-based options to make better choices.

ADVOCACY GROUPS

Use evidence to challenge strict labeling laws. Support clear labels like the V-label. Run educational campaigns to improve understanding of plant-based products. Work with retailers and policymakers to make these products more available.

THE INDUSTRY

Use certification labels like the V-label for clear, transparent labeling. Increase product awareness with marketing, education, and better availability.

RETAILERS

Create clearly marked plant-based sections in stores. Train staff to share accurate product information.

CITIZENS

Advocate for labeling strategies that reduce confusion instead of banning terms like "cheese" for plant-based products. Take an active role by learning food labels and understanding the differences between plant-based and animal-based options.

MEDIA AND INFLUENCERS

Use your platforms to make plant-based products more familiar, normalize their use, and educate consumers about these alternatives.