The NCC requests clear labeling for plant-based chicken

On Tuesday, June 28th, The National Chicken Council (NCC) showed the results from a recent national survey about Americans’ consumer attitudes about chicken and plant-based “chicken” alternatives. This survey included a broad group of people, from people that eat meat to vegans. The findings demonstrate that most Americans want more explicit product labeling and separate shopping sections for plant-based-products

“When shopping for the chicken to grill this Fourth of July weekend, people shouldn’t have to waste time at the grocery store dissecting whether they’re about to purchase real chicken or an imitation product, let alone discover they’ve wound up with the wrong product when they get home,” said NCC Senior Vice President of Communications, Tom Super. “This study shows overwhelming support for clearer packaging and separate store placement for imitation’ chicken,’ and the term ‘chicken’ should be reserved only for food products made from the actual animals.”

• 21% of the surveyed, or One in five Americans, have reported that they accidentally purchased the plant-based product, believing it to be real chicken. Consumers who have experienced such confusion point to plant-based packaging and labeling as imitating those authentic chicken products too closely.
• 14% of Americans think ‘chicken’ is the appropriate name for plant-based ‘chicken.’
• 69% of those surveyed said the term ‘meat’ should only refer to products made from animals.

• 81% of chicken consumers and 86% of vegans and vegetarians prefer plant-based options to be labeled clearly.
• At least three in five Americans (62% of chicken consumers and 80% of vegetarians and vegans) feel real chicken and plant-based ‘chicken’ should
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