Novel Ingredients and Regulatory Evolution

Consumers in the United States are encountering an ever-expanding array of food innovations – from plant-based burgers to almond milk lattes – and with them, a host of new labels and claims. How much do people trust these new products and the labels that describe them? Recent research and surveys from 2023–2024 shed light on consumer confidence in food innovation and labeling, especially regarding plant-based foods and almond-based ingredients. The findings paint an encouraging yet complex picture. Most Americans feel generally confident in the safety of the food supply, but they can be wary of novel food technologies and skeptical of certain labels. At the same time, clear communication and improved product quality are helping win consumers over. In this article, we’ll explore what the latest data says about consumer trust (from broad industry trends to the specifics of plant-based alternatives and almond labels) and what it means for the food industry.

How Consumers View Plant-Based Foods

Plant-based food alternatives have evolved from niche products to grocery staples, and consumer perceptions are gradually catching up to the hype. By now, a significant share of Americans have at least tried meatless or dairy-free alternatives. A Deloitte study in 2023 found that nearly half of U.S. consumers (46%) purchase plant-based meat at least occasionally, a rate that held steady even after the initial fad peak. Many of those who do try these products find compelling reasons to keep buying them. Health and sustainability motivations feature prominently: among consumers who sometimes buy plant-based meat, 60% believe it is healthier than traditional meat, 65% view it as more environmentally sustainable, and 61% say animal welfare factors into their choice. These perceptions suggest that the core value propositions of plant-based foods – being better for you and for the planet – still resonate with a large segment of the public.

Importantly, the quality of plant-based products has been improving, and consumers are noticing. In the past, skepticism around the taste and texture of plant-based alternatives was a major barrier to trust. But recent data indicates a meaningful shift. According to a late-2024 report by 84.51° (Kroger’s data analytics arm) and the Plant Based Foods Association, consumer concerns over taste, texture, and nutrition of plant-based foods have all declined as companies refine their recipes. For example, the percentage of shoppers worried about plant-based products’ taste dropped from 41% in mid-2023 to just 27% by the end of 2024. In the same period, those citing texture as an issue fell from 30% to 15%, and concerns about nutritional profile went from 25% to 17%. Essentially, as plant-based meats, milks, and meals become tastier and more nutritious, fewer people doubt them. In fact, the share of consumers who say they enjoy the taste of plant-based foods jumped significantly (from 23% to 36%) in that timeframe – a sign that these products are moving beyond being mere substitutes to being something people actively like.

That said, the plant-based sector still has challenges to navigate to fully earn consumer trust and loyalty. Price is one emerging hurdle. With food inflation and tighter budgets, more shoppers have begun to cite cost as a reason to cut back on plant-based purchases. The 84.51° report noted that by late 2024, 24% of consumers said some plant-based options “no longer fit in their budget,” up from only 11% in early 2023 . This underscores that even a highly trusted product must be affordable and accessible to thrive. Additionally, not everyone is convinced that plant-based automatically means healthy. There was a dip in health perception around 2022 when critics pointed out the processed nature of some meat alternatives. The Deloitte research found that after a decline the prior year, perceptions stabilized in 2023 – with six in ten plant-based meat buyers continuing to believe these products are healthier than fresh meat – but the industry recognizes the need to keep improving formulations. Efforts are underway to simplify ingredient lists and create “clean label” plant-based meats to address any lingering skepticism about products being overly engineered or “ultra-processed”. In summary, consumer sentiment toward plant-based foods is trending positive, buoyed by visible improvements and aligned values. Maintaining that trust will require keeping quality high, communicating nutritional facts honestly, and making sure price and value meet consumers’ expectations.

The Power of Labelling and Communication

One fascinating study from late 2023 illustrates just how powerful a single word on a label can be. Researchers at USC conducted an experiment on labelling a gourmet basket of vegan food, offering it to thousands of U.S. adults under different descriptions. When the basket was labeled as “vegan” or “plant-based,” only about 20–27% of participants chose it over a similar basket containing meat and cheese. But when the very same vegan basket was labeled “healthy,” “sustainable,” or both, its appeal roughly doubled – about 42–44% chose it in those cases. This was especially true among self-identified meat-lovers, who were far more willing to give the basket a chance when it wasn’t explicitly tagged as vegan. The word “vegan,” it turns out, carried negative connotations for some, whereas words highlighting benefits resonated more broadly. The takeaway? Framing matters. Consumers respond to labels that connect with their values or goals (health, sustainability) and may shy away from labels that feel restrictive or ideological. For food companies, this doesn’t mean simply slapping “healthy” on everything – trust would evaporate if the claim isn’t genuine. But it does mean there’s room to reframe product messaging in a way that invites more people in. For instance, a snack might focus on its whole food ingredients and protein content (“wholesome & protein-rich”) rather than just calling itself “vegan-friendly,” depending on the target market. The language on the label should meet consumers where they are, addressing the benefits they care about, without misleading. The USC study authors suggest that emphasizing what is great about the food (its health and environmental upsides) works better than spotlighting what it is not (not containing meat/dairy).

Ultimately, transparency and authenticity in communication are key. The rise of label transparency as a trend reflects that consumers are hungry for more knowledge about their food’s ingredients, sourcing, and production. Simply put, people want to trust their food, and knowing more can help them trust more. 

The key Takeaways

The picture painted by these studies and surveys is largely optimistic: trust in food innovation is attainable, and in many cases it’s already being earned through better products and honest labeling. Consumers are not, by and large, irrationally afraid of new foods. They simply expect evidence and transparency before fully embracing them. The food industry can take several lessons from this research:

• Keep improving the product: Quality speaks louder than claims. The significant drop in taste and texture complaints for plant-based foods in 2023–2024 came after manufacturers invested in R&D to make veggie burgers juicier and non-dairy cheese melt better. When innovation delivers a tangible improvement, consumers take notice and grow more trusting. At RE-NUT®, our in-shell ingredients are shown to deliver better taste, texture and truthful clean label claims. 
• Embrace transparency as a strategy: Rather than fearing scrutiny, successful brands are leaning into it. This means clear labels, yes, but also proactive communication about how products are made. Transparency builds trust by treating consumers as partners in the food system, not targets. Addressing people’s concerns openly and using trusted voices (like scientists or independent certifications) to verify claims can significantly boost acceptance of new technologies. For example, did you know that fiber is the new protein? RE-NUT® in-shell ingredients are much higher in fiber than the standard, delivering real benefits to consumers and maintaining all that delicious taste and texture.
• Mind the message: Words matter. The tone and framing of how we talk about food innovation should be inclusive and factual. Overhyping a product as a miracle or, conversely, using jargon that alienates the average person, can undermine trust. A human-centered approach – focusing on what real people care about (taste, safety, health, cost, ethics) – will always connect better than tech-speak or lofty promises. As we saw with the labeling studies, calling a product “plant-based” might be accurate, but calling it “heart-healthy and planet-friendly” communicates value in terms people appreciate (as long as those claims are truthful). With RE-NUT®'s in-shell ingredients, that's always true ;)
• Listen and adapt: Trust is a two-way street. The data we’ve discussed – whether it’s surveys about confusion over almond milk’s protein content or feedback that “natural” claims aren’t convincing – is essentially consumers telling the industry what they need. Companies that listen and adapt will fare best. In practical terms, if consumers say they’re worried about something (say, the sugar content of plant-based drinks), acknowledging and addressing that concern will nurture trust. It might involve reformulating a product, providing better education, or collaborating on standards and certifications that reassure the public. RE-NUT®'s in-shell ingredients, with their high fiber content allow to reduce the sugar in formulations for nut milk, flour and pastes without sacrificing taste.

Ready for Scale: From Pilot to 2027 Launch

Ready to ride the next wave of food innovation? Whether you’re formulating a high-fiber snack, a low-sugar treat, or a planet-friendly beverage, RE-NUT’s ingredient systems might just be the toolkit you need for 2025 and beyond. All these benefits will soon be available at an industrial scale. RE-NUT® is currently building out the Blueprint Line, our first full-scale production line for in-shell almond processing, located in North America. This state-of-the-art facility, to be operational by Q1 2027, will mark the commercial debut of in-shell almond flour.

Ready to innovate with us? Get in touch to learn more about our early partnership program, obtain sample batches for testing, or schedule a demo. Together, let’s create the next generation of confections that are not only irresistibly delicious, but also rich in goodness and rooted in sustainability. The future of nut-powered, better-for-you treats is almost here, and we’d be thrilled to have you on board.

References

2024 Edelman Trust Barometer: Special Report - Foodand Beverage. (n.d.). Edelman.https://www.edelman.com/trust/2024/trust-barometer/special-report-food

Amid setbacks, signs of stability emerge aroundplant-based meat. (2025, June 11). Deloitte Insights.https://www.deloitte.com/us/en/insights/industry/retail-distribution/plant-based-meat-consumer-perceptions.html

Current Report - Center for Food Demand Analysisand Sustainability (CFDAS). (2026, January 21). Center for Food DemandAnalysis and Sustainability (CFDAS).https://ag.purdue.edu/cfdas/consumer-food-insights/current-report/

Cwadmin. (2025, February 12). Americans More Likelyto Choose Vegan Food if Labeled ‘Healthy’ and ‘Sustainable’ - December 13, 2023- USC Schaeffer. USC Schaeffer.https://schaeffer.usc.edu/research/americans-more-likely-to-choose-vegan-food-if-labeled-healthy-and-sustainable/

Evans, M. C. (2025, August 18). U.S. Adults Rate TheirDiet as Healthy, Worry About Food Safety. Gallup.com.https://news.gallup.com/poll/693497/adults-rate-diet-healthy-worry-food-safety.aspx

French, R. (2025, September 25). Transparency,plant based, tech among top F&B trends in 2024. SupplySide Food andBeverage Journal.https://www.supplysidefbj.com/market-trends-analysis/transparency-plant-based-tech-among-top-f-b-trends-in-2024

IFIC. (2025, September 22). 2023 IFIC Food& Health Survey - IFIC.https://ific.org/research/2023-food-and-health-survey/

Johnson, M. (2024, February 14). The dairy industry’sfight for the “milk” label continues - Agweek | #1 source for agriculture news,farming, markets. Agweek.https://www.agweek.com/livestock/dairy/the-dairy-industrys-fight-for-the-milk-label-continues

Plant-based foods gain ground as consumerperceptions shift again. (2025, April 14). FoodNavigator-USA.com.https://www.foodnavigator-usa.com/Article/2025/04/14/study-consumers-perception-on-plant-based-foods-improves/