A recent YouGov survey for the Good Food Institute Europe (GFI Europe) reveals that most Italian consumers are comfortable with terms like “burger” and “milk” being used for plant-based products. In fact, 69% of those surveyed believe these names are appropriate for plant-based alternatives, reflecting a broader cultural shift that extends beyond dietary habits.
The debate around language for plant-based products
In recent years, the plant-based sector has grown rapidly in Italy, but it has faced increasingly strict regulations on using terms traditionally linked to animal products. The Italian government’s 2023 decision to ban words like “steak” and “salami” for plant-based alternatives sparked much controversy. However, the survey clearly shows that most Italians don’t find these terms confusing. In fact, 68% think companies should be free to use them to describe plant-based alternatives in a clear and accessible way.
Only 21% of respondents expressed concerns that such freedom could create confusion between plant-based and animal products. Still, the desire for simple, clear language that makes it easier to understand and buy plant-based products seems to outweigh these concerns.
The unstoppable rise of the plant-based market
Italy is now the third-largest plant-based market in Europe, with a 21% increase in sales between 2020 and 2022. This surge, which has taken the sector’s revenue beyond €600 million, coincides with a growing interest in more sustainable and environmentally friendly diets among Italian consumers. It’s no surprise then that 70% of respondents think the country consumes too much meat, while 60% are already planning to reduce or cut out meat over the next two years.
This shift towards plant-based diets has been confirmed by other studies, such as those from CREA’s Food and Nutrition Research Centre, which found that half of Italians have already reduced their meat intake. The data reflects a collective move towards more mindful food choices and greater openness to plant-based proteins.
Italian and European regulatory hurdles
Plant-based companies are navigating an uncertain regulatory landscape despite the sector’s growth. Though not yet enforced, the Italian government’s move to ban meat-related terms for plant-based products has raised doubts about its feasibility and whether it complies with European law. In France, a similar law was suspended by the Council of State, which argued that such restrictions could cause economic harm to businesses, in conflict with EU principles.
The uncertainty in Italy has left companies in the plant-based sector unsure of when or if they will need to adjust their marketing strategies. As Francesca Gallelli, a food industry expert and GFI Europe representative, explains, these businesses are in a regulatory limbo that complicates long-term planning.
Confidence in plant-based products and future outlook
Beyond the growing acceptance of traditional terms, the survey highlights strong consumer confidence in plant-based products. Two-thirds of respondents trust their safety, 64% believe the labelling is accurate, and 63% view producers as reliable. These figures suggest that Italians not only accept plant-based alternatives but also see them as safe and credible substitutes for animal products.
The future of Italy’s plant-based sector looks bright despite regulatory challenges. With increasing awareness of environmental, health, and animal welfare issues, the plant-based market is set to keep growing. However, clear legislation will be key to ensuring that companies can operate without uncertainty and that consumers can make informed choices.
In short, the data points to a significant cultural shift in Italy, where food and language choices are evolving towards a more sustainable and inclusive future—benefiting both those opting for plant-based proteins and the broader food market.
Read also: Vegan Population Continues to Grow in 2024
