Seductive or deceiving? A focus group study on perspectives and expectations of consumers on meat alternative labeling practices.

Introduction: As the global food system seeks sustainable solutions to address the challenges of climate change and a growing population, meat alternatives have emerged as a promising option for reducing the environmental impact of meat production. Over the past decade, their promotion has increased, while debates persist regarding the use of meat-related terminology on these products and its potential to confuse or mislead consumers. This study investigates Dutch consumers' perceptions of meat alternatives, with particular emphasis on elements perceived as confusing or misleading. Methods: A focus group study was conducted among Dutch consumers to explore their perceptions and experiences with meat alternatives and current labeling practices using a reflexive thematic analysis approach. A total of five focus groups were conducted, with participant compositions differing according to their level of meat consumption. Results: Product naming, positioning, and credence attributes were identified as key factors shaping consumer expectations. Although participants did not report unintentionally purchasing meat alternatives, they expressed concerns about potentially feeling misled by current labeling practices. At the same time, participants recognized that meat-like terminology can enhance familiarity and provide useful reference points regarding sensory properties, preparation, and usage. Discussion and conclusion: The findings highlight a distinction between legal and societal forms of misleading, emphasizing the need for clear and transparent communication across the food chain. Regulatory frameworks and policy efforts may play a critical role in standardizing labeling practices to ensure that information on meat alternatives is both informative and trustworthy. Balancing consumer protection with effective communication is essential for fostering consumer trust and supporting the wider adoption of sustainable meat alternatives in line with global sustainability goals.