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The pursuit of health amid label confusion

New research by the Center for Food Integrity is finding consumers are confused about mixed messaging on milk and meat labels.

Executive director Terry Fleck tells Brownfield consumers understand alternatives to milk and meat products are different and are motivated to purchase them because of perceived health and wellness benefits.

“But what they’re now discovering is that this simple quest to find a substitute is functionally much more complex.”

Fleck says it comes down to health, wellness, and sustainability.

“You want to be telling the story because at the end of the day if they’re confused with the label, they’re looking for the message that provides them assurance that they’ve made a better and an informed choice for their family.” 

He says the alternative protein market is expected to grow but will have its limits and needs clearer labels.