Why does language matter so much in the transition to more sustainable diets? Psychological research shows that language used for food can change the way people think about it, and can change whether they’re willing to try food. People often think and talk in less appealing ways about plant-based food – but we can change this!

In recent research, we found that packages of ready meals in the UK had more appealing language for meat-based foods than for meat-free foods. The labels and descriptions for meat-based ready meals had more words that described the tasty, fun and social experience of eating the food than ready meals without meat. The plant-based and vegetarian dishes, in turn, had more words that referred to ingredients or health. We found the same pattern on Instagram: posts about meat-based foods had more appealing hashtags than posts about plant-based foods. This language puts plant-based foods at a disadvantage compared to meat-based foods.

Crucially, presenting plant-based foods with better language increases their appeal to mainstream consumers. An indulgent label like “Pub-favourite burger with soft soy, crispy cabbage, aromatic rice, and deliciously sweet beetroot” can increase attractiveness, sales, and enjoyment compared to a label like “Burger patty with rice based on soya protein, cabbage, and beetroot pieces”.

So, to make plant-based foods appealing to mainstream consumers, labels and descriptions should refer to rewarding eating experiences.

• Use words that describe sensory features of the food (e.g., crunchy, creamy).
• Use words that describe a fun, social eating context (e.g., pub, with family, picnic style).
• Use words that describe immediate enjoyment from eating (e.g., comforting, delicious, warming).
• Avoid terms like “vegan”: this is strongly associated with negative stereotypes.

In conclusion, rather than referring to being vegan, meat-free, or healthy, the language used for plant-based foods should refer to sensory experiences, attractive eating situations, and enjoyment.