New research by consumer insights platform Veylinx shows that although just 5 percent of study participants identify as vegan or vegetarian, a vast majority (77 percent) said they could be convinced to buy meat alternatives more frequently.
Greater concern for animals or the environment won't be the biggest drivers of change, according to the research. When it comes to purchasing alternative proteins more often, improved taste would convince 35 percent and a lower price would persuade 28 percent.
The study examined naming conventions in the hot dog category to uncover whether labeling affects purchase interest. It found that by calling a hot dog “meatless” instead of “vegan” boosts demand by 16 percent. “Meatless” drives the greatest demand, followed by “veggie,” “plant-based,” “animal-free,” and “vegan.”
Related: Target Expands Plant-Based Offering; Chipotle Launches Plant-Based Chorizo.