“When people buy these PBMA products at the grocery store, thinking they’re getting something healthy, they’re actually compromising on a traditional burger,” Leary said. While consumers recognize the positive environmental factors of choosing PBMA products, their perceptions of health related to PBMAs versus beef are potentially inaccurate. “Customers still viewed PBMA products as healthier options, even though the calorie content of a meat substitute bore similarity to the nutritional value of a traditional beef burger it really speaks to the persistence of this health halo that individuals live with these naive perceptions of food that require change to live an authentic and truly healthier lifestyle. “We did a study to see if giving customers this information makes a difference, and surprisingly it didn’t diminish or overcome this concept of a health halo,” he said. Leary said this requirement doesn’t change people’s perception of which products are healthier, even if the calorie count and nutritional value are the same. According to official Food and Drug Association policies, restaurant chains and retail establishments that have obtained 20 or more separate locations are legally required to provide customers with the nutritional value and calorie content of each product they serve at each location. “There is a significant imbalance in the information provided to consumers, and often customers don’t always compare labels and instead make intuitive decisions based on previous assumptions.”Īpart from customers’ misunderstanding of the nutritional value of PBMA products on supermarket shelves, the health halo concept is also impacting popular restaurant chains. “Ultimately, we want to provide this information to the public so consumers know what they might be acting on unwittingly we want consumers, as well as businesses, to be better informed,” Leary said. They have also provided ways for companies and their customers to learn more about the nutritional value of PBMA products. The researchers began their work in 2019 to better understand perceptions of meat substitutes and how to address misinformation or false assumptions about plant-based products. Meng, published research on PBMA products and their correlation with the concept of the health halo. This spring, Leary, along with researchers Gabriel Gonzales, Christopher Berry, and Matthew D. “With this type of promotion strategy, they contribute to this health halo by convincing their customers that it is a healthier option than real meat when in reality it is not.” “You already have all these meat substitutes on the shelves, but Beyond Meat and Impossible Meat were the first products to mimic real meat and came to market with the explicit promotion of being similar to a traditional beef burger essentially they claim they’re the ‘meat minus the meat’ for their consumers,” said Bret Leary, associate professor of marketing at the College of Business. In reality, consumer assumptions about PBMA products can lead to misconceptions about nutritional value, environmental factors, dietary meal planning, and caloric content. This concept plays an important role in the success of some of the largest plant-based meat substitute (PBMA) companies, as consumers buy PBMA items on the assumption that they are healthier. Consumers may not realize that they are affected by a health halo effect, which creates false perceptions about whether a certain food product is healthy or unhealthy based on independent factors such as keywords used on product labeling or in marketing campaigns.
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