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Research Shows Consumers are Confused About 'Milk' & 'Meat' Labels
USAgNet - 09/05/2019

As legal battles are waged across the country regarding new laws prohibiting the use of words like "milk," "meat" and "burger" for alternatives versions, new research from The Center for Food Integrity (CFI) shows that a significant and growing group of health-conscious consumers is confused by the mixed messages they're receiving about the "real deal" and the substitutes entering the market.

"Consumers who are actively engaging online about this topic are very independent and highly driven to provide for and protect their families," said Terry Fleck, executive director of CFI. "With the influx of new labels, they feel they are being duped by 'big corporations' into buying unhealthy products."

While nutritional science tells these consumers that "healthy" includes lean meats and dairy products in moderation, they're not sure the alternatives offer better health outcomes and are better for people, animals and the planet, said Fleck.

According to CFI's Illuminate digital cultural insights tool, which can analyze millions of interactions online in real time, there is a core market of 53 million consumers, nearly one-third of the addressable market, actively engaged in conversations around the standards of identity issue.

This market is predicted to increase by 3.6 percent for the alternative meat topic and by 13.1 percent for the milk alternative topic in the next one to two years.

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