Here is a really insightful post from our good friend Tobias!
From the meat industry journal, Meatingplace:
As research firms churned out New Year’s forecasts this year, one theme became apparent: Plant protein is in. Forget the war between vegetarians and meat eaters; today’s battle is for the omnivore’s plate and, increasingly, those who eat meat are looking to diversify their protein sources.
Plant-based meat alternatives (e.g. veggie burgers and meatless chicken strips) have been around for a long time, most of which started as boutique businesses that catered to vegetarians. Increasingly, however, mainstream large packaged food companies including Kellogg, Kraft, Pinnacle Foods and General Mills have bought into the market or developed their own brands and investors like Bill Gates have thrown big money at start-ups seeking to better mimic meat’s taste and mouth feel.
These products are not there yet: meat still tastes better. Even those promoting them admit that.
Still, all this money isn’t just going after the 5 percent of the population that identify as vegetarians. The Protein and the Plate research project, conducted last year by NPD Group, Midan Marketing and Meatingplace and sponsored by Yerecis Label, showed 70 percent of meat eaters substituting a non-meat protein in a meal at least once a week and 22 percent saying they are doing it more often than a year ago.
It will be up to meat processors to determine whether they can address with their own products the reasons consumers are looking for alternatives or choose to enter the market for these products themselves. Either way, it’s time to understand more about these protein players.
By Nick Cooney
April 3, 2012
“How I say it has as much of an impact on what people think of me as what I say…You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and preexisting beliefs.”
If you’re familiar with the terms “death tax” and “energy exploration,” you can thank Frank Luntz. You can also thank him for the powerful quote above.
Luntz is a Republican Party consultant who conducts polling to see which words and phrases resonate with the public. Luntz popularized the terms “death tax” and “energy exploration” after polling showed they were more effective in promoting Republican ideals than the original terms “estate tax” and “oil drilling.”
Whether or not you agree with Luntz’s politics, his point rings true: language matters. When making the case for vegan eating, the words we use matter too. Some phrases appeal to meat eaters, and some phrases will be more likely to turn them off.
Case in point: a study by British trade magazine The Grocer found that the public was more likely to embrace vegetarian meat products when the products were labeled “meat-free” instead of “vegetarian.” Over the past four years an increasing number of British supermarkets and vegetarian meat producers have switched labels from “vegetarian” to “meat-free,” and as a result they are seeing increased sales among meat-eaters.
On this side of the Atlantic, vegetarian meat producers are catching on. Pick up a bag of Gardein vegetarian meat, and you’ll see the label “I’m meat-free!” Even Lightlife is catching on, labeling their products “meat-free” or noting they are packed with “veggie protein.” Virtually none of their products still carry a prominent “vegetarian” label.
Why does “meat-free” seem to go over better than “vegetarian” with the general public? Industry experts think the term “vegetarian” has negative connotations for many people. Maybe some have had negative experiences with vegetarians. Perhaps, due to guilt, social norms, or other reasons, they simply look down on all things “vegetarian.” For those over 30 years old, the term might conjure up memories of a flavorless tofu burger they tried back in college.
(It’s possible that for those who are 21 and under, “vegetarian” does not have as negative a connotation. Higher percentages of those age groups consider themselves vegetarian, and they have grown up with a much tastier selection of vegetarian products.)
Using the word “vegetarian” also raises the sticky issue of self-identity. The public may see vegetarians as a distinct group of people quite different from the average American. Ditto for vegans. That’s why, when asked about my diet, I don’t say “I am a vegan” or “I am a vegetarian.” I say, “I don’t eat meat.” I don’t want the people I’m speaking with to lump me into a box, as if who I am is determined by what I eat. More importantly, I don’t want them to think they need to take on a new identity – joining me in the box – in order to cut cruelty out of their diets.
For a funny parallel example, consider the following. Which of these statements sounds more palatable to you? “You should become a Canadian,” or “You should move to Canada.” The first statement focuses on identity, while the second focuses on action. The second statement is probably more palatable to most Americans.
The bottom line?
When we leave issues of self-identity off the table, we make it easier for our audience to hear our message.
When we use words that don’t have negative connotations in the minds of our audience, our audience will be more likely to listen.
At times “meat-free” can sound a bit awkward when you try to work it into conversation. But after learning what the research has to say on this issue, I’m planning to use “meat-free” instead of “vegetarian” whenever possible.
In other words, I’m going meat-free. How about you?
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