Some respondents also responded negatively to the term 'sustainably sourced'

In the survey, respondents indicated the greatest preference for the term 'fresh'

A recent

study on consumer trends found 'vegan' to be the least appealing food and

beverage marketing term among US adults.

'Vegan'

In the

study, conducted by technology and media company Morning Consult, respondents

were asked to indicate whether a series of terms made food more or less

appealing to them.

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A whopping

35 percent of those surveyed said the term 'vegan' made products seem 'less

appealing' - while only 17 percent said it made them seem 'more appealing'.

35

percent indicated that the term did not affect the appeal of a product.

Nine percent of respondents also said the term 'ethically sourced' makes products 'less appealing' (Photo: Instagram)

Age

There was a notable discrepancy in response based on the participants age group.

29 percent

of adults aged 18 to 21 responded positively to the term 'vegan', while older

adults - classified in the study as 'Boomers' - showed a positive response rate

of just 14 percent.

Ethical

consumerism

This, and

other evidence from the survey, suggests that the idea of ethical consumerism may be off-putting to some US citizens.

Eight percent

of respondents said the term ‘sustainably sourced’ made products ‘less

appealing’, while nine percent said the term 'ethically

sourced' had the same effect.