The match between labeling and consumer perception is well studied in the scientific literature, but rarely to assess the adequacy of the existing regulatory framework. This study compared consumers' knowledge and perceptions of meat product labelling in Canada via a survey, and beef content in multi-species meat products.

For products listing beef as the main meat, respondents expected beef to represent at least 50% of the meat. When beef was not the main meat, respondents expected it to still represent 25% of the product's meat. These expectations were not met in 19/27 products listing beef as the first ingredient and in 23/31 other beef-based products, which was perceived as a lack of transparency. As for products with beef as the first of two meat ingredients, those containing less than 50% beef in the meat mix (19/27) contravened Canadian regulations on the order of declared ingredients. Furthermore, no animal DNA was detected in at least one sample in 10/68 of the products tested, and animal but not beef DNA was detected in at least one sample in 9 products.

Finally, certain practices such as the use of the term “and/or” are not fully understood by respondents and are considered misleading or potentially misleading. We have therefore observed a potential mismatch between consumers' expectations of meat product labelling and the level of transparency that can be achieved with current regulations.

The article is freely available at: https://doi.org/10.1016/j.foohum.2024.100375