Aiming to minimise environmental impacts, diets with reduced consumption of animal products have increased strongly in recent years. These changes give rise to innovative developments in the plant-based market. In this study, we aimed to investigate these changes by looking at the linguistic discourse on plant-based alternatives in three countries. We chose the USA as the country with the highest meat consumption and India as the country with the highest percentage of vegetarians. For both countries, we analysed linguistic data from the most read English newspapers over the last two years. As a third country, we chose Switzerland, where a lot of plant-based innovation is currently happening. Additionally, we performed a longitudinal analysis on Swiss data from the last ten years to more closely examine this recent period of plant-based innovation. With that, we focused on consumer perception of plant-based products by analysing the linguistic discourse and thereby contrast the available data from the literature that was mainly obtained through interrogation of consumers. Cross-cultural comparison reveales that in all three countries, there is a distinct focus on meat (alternatives). Dairy alternatives seem to play a minor role in the discourse. In the USA, appearances matter (food stylist), the Indian discourse includes the aspects health (“skin”, “hair”) and wealth (prices) and the Swiss discourse includes sustainability. Longitudinal analysis of the Swiss discourse over the last ten years revealed that there was an overall increase of the discourse and a connection to the ongoing political debate. Our study suggests that plant-based products are not only part of the sustainable transition but can also be a lifestyle choice. Overall, the study highlights cross-cultural differences and similarities in the language used about plant-based alternatives and discusses some implications.
