Bitkisel Bazlı İçeceklerin Etiketlemesi ve Ürün Sunumu: Mevzuat Uyumu ve Beslenme Odaklı Pazarlama Stratejilerine Yönelik Bir Piyasa Taraması

Öz

Amaç: Bu çalışmanın amacı, Türkiye’de zincir marketlerin çevrimiçi satış platformlarında yer alan bitkisel bazlı içeceklerin, hayvansal kaynaklı ürün adlarının kullanımına yönelik yasal kısıtlamalar çerçevesinde etiketleme uygulamalarını mevzuata uygunluk açısından değerlendirmek ve ürünlerde kullanılan beslenme beyanlarının örüntüsünü incelemektir. Gereç ve Yöntem: Çalışma, tanımlayıcı nitelikte kesitsel bir piyasa tarama araştırmasıdır. Türkiye’de faaliyet gösteren iki süpermarket zinciri (n₁=3344, n₂=699) ve iki indirim market zincirinin (n₃=13000, n₄=10725) çevrimiçi satış platformlarındaki süt kategorileri incelenmiştir. Dahil edilme kriterleri bitkisel kaynaklı olması ve yeterli bilgi sunulmasıdır. Hayvansal bazlı olanlar ve etiket bilgisi yetersiz olanlar dışlanmıştır. Bulgular: Süt kategorilerinde toplam 303 ürün (n₁=145, n₂=115, n₃=17, n₄=26) incelenmiş, 48 tanesinin bitkisel bazlı içecek olduğu saptanmıştır (n₁=36, n₂=12, n₃=0, n₄=0). Değerlendirilen 42 üründe (n=6, bilgi eksik) hiçbirinde ambalaj üzerinde “süt” terimine yer verilmemiştir. Ancak %47.6’sında (n=20) marka ismi veya etiket bilgilerinde “milk” ifadesi, %11.9’unda (n=5) marketin ürün başlığında “süt” ifadesi saptanmıştır. Duplikasyonlarda (n=10) sonra kalan 32 ürünün %100’ünde vegan ve laktozsuz, %84,4’ünde (n=27) glutensiz, %50’sinde (n=16) şeker ilavesiz, %15,6’sında (n=5) düşük yağ, %12,5’inde (n=4) düşük şekerli ibaresi mevcuttur. En sık bildirilen besin ögesi beyanları kalsiyum (%62.5, n=20) ve B12 vitamini (%31.3, n=10) olmuştur. Sonuç: Tüm bitkisel bazlı içecekler ambalajlarında “süt” teriminin kullanımına ilişkin yasal düzenlemelere uyum sağlasa da alternatif terim kullanılması veya süt kategorisinde yer alması hâlâ tüketicileri yanıltma potansiyeli taşımaktadır. Ürünlerdeki beslenme beyanları bu içeceklerin sağlık odaklı daha geniş bir tüketici kitlesini hedeflediğini ortaya koymakta olup ayrı bir kimlik kazanma potansiyeli mevcuttur.

Anahtar Kelimeler

• bitkisel bazlı içecek
• etiketleme
• pazarlama
• mevzuat
• beslenme beyanı

Labelling and Product Presentation of Plant-Based Beverages: A Market Survey on Regulatory Compliance and Nutrition-Focused Marketing Strategies

Öz

Aim: This study aimed to evaluate the labeling practices of plant-based beverages available on online platforms of chain markets in Türkiye in the context of legal restrictions regarding the use of animal-derived product names, and to examine the pattern of nutrition claims on these products. Materials and Methods: This descriptive cross-sectional study was conducted by screening the milk categories on the online platforms of two supermarket chains (n₁=3344, n₂=699) and two discount market chains (n₃=13000, n₄=10725) operating in Türkiye. Products were included if they were plant-based and provided sufficient information. Animal-based beverages and those lacking label data were excluded. Results: A total of 303 products were screened in the milk categories (n₁=145, n₂=115, n₃=17, n₄=26), of which 48 were identified as plant-based beverages (n₁=36, n₂=12, n₃=0, n₄=0). Among the 42 eligible products (n=6 missing data), none displayed the Turkish term “süt” (milk) on the packaging. However, the English word “milk” appeared in brand or label content in 47.6% (n=20), and “süt” in product titles in 11.9% (n=5). After removing duplicates (n=10), all of the remaining 32 products (100%) were labeled as vegan and lactose-free; 84.4% (n=27) were gluten-free, 50% (n=16) had no added sugar, 15.6% (n=5) were labeled as low-fat, and 12.5% (n=4) as low-sugar. The most frequently reported nutrition claims were calcium (62.5%, n=20) and vitamin B12 (31.3%, n=10). Conclusion: While all plant-based beverages complied with legal restrictions on using the term 'süt' on packaging, the presence of 'milk' in brand names, product descriptions, or online sales categories may still carry the potential to mislead consumers. Nutrition claims suggest these products target a broader, health-conscious audience and may contribute to establishing a distinct product identity.

Anahtar Kelimeler

• plant-based beverage
• labeling
• marketing
• regulation
• nutrition claim

Kaynakça

1. Xie A, Dong Y, Liu Z, Li Z, Shao J, Li M, et al. A review of plant-based drinks addressing nutrients, flavor, and processing technologies. Foods. 2023;12(39):3952. https://doi.org/10.3390/foods12213952
2. Green A, Nemecek T, Walther B, Mathys A. Environmental impact, micronutrient adequacy, protein quality, and fatty acid profiles of plant-based beverages compared with cow’s milk: A sustainability assessment. Lancet Planet Health. 2022;6(11):e840–e850. https://doi.org/10.1016/S2542-5196(22)00270-4
3. Sharma N, Yeasmen N, Dube L, Orsat V. Rise of plant-based beverages: A consumer-driven perspective. Food Rev Int. 2024;40(10):3315–3341. doi:10.1080/87559129.2024.2351920
4. Walther B, Guggisberg D, Badertscher R, Egger L, Portmann R, Dubois S, et al. Comparison of nutritional composition between plant-based drinks and cow’s milk. Front Nutr. 2022;9:988707. https://doi.org/10.3389/fnut.2022.988707
5. Aydar EF, Tutuncu S, Ozcelik B. Plant-based milk substitutes: Bioactive compounds, conventional and novel processes, bioavailability studies, and health effects. J Funct Foods. 2020;70:103975. https://doi.org/10.1016/j.jff.2020.103975
6. Pérez-Rodríguez ML, Serrano-Carretero A, García-Herrera P, Cámara-Hurtado M, Sánchez-Mata MC. Plant-based beverages as milk alternatives? Nutritional and functional approach through food labelling. Food Res Int. 2023;173:113244. https://doi.org/10.1016/j.foodres.2023.113244
7. Leathwood PD, Richardson DP, Sträter P, Todd PM, van Trijp HCM. Consumer understanding of nutrition and health claims: Sources of evidence. Br J Nutr. 2007;98(3):474–484. https://doi.org/10.1017/S000711450778697X
8. Neale EP, Tapsell LC. Nutrition and health claims: Consumer use and evolving regulation. Curr Nutr Rep. 2022;11(4):431–436. https://doi.org/10.1007/s13668-022-00422-3

9. Cecchini M, Warin L. Impact of food labelling systems on food choices and eating behaviours: A systematic review and meta-analysis of randomized studies. Obes Rev. 2016;17(3):201–210. https://doi.org/10.1111/obr.12364
10. Tarım ve Orman Bakanlığı. 2025. Türk Gıda Kodeksi Gıda Etiketleme ve Tüketicileri Bilgilendirme Yönetmeliği Kılavuzu (Revizyon No: 001). https://kms.kaysis.gov.tr/Home/Goster/204259. Erişim: 30.07.2025.
11. Angelino D, Rosi A, Vici G, Dello Russo M, Pellegrini N, Martini D, et al. Nutritional quality of plant-based drinks sold in Italy: The Food Labelling of Italian Products (FLIP) study. Foods. 2020;9(5):682. https://doi.org/10.3390/foods9050682
12. Tarım ve Orman Bakanlığı. 2017. Türk Gıda Kodeksi Beslenme ve Sağlık Beyanları Yönetmeliği. https://www.resmigazete.gov.tr/eskiler/2017/01/20170126M1-5.htm. Erişim: 30.07.2025.
13. TÜRKOMP. Ulusal Gıda Kompozisyon Veri Tabanı Araması. Süt, inek, UHT, tam yağlı (100 ml'de 3 g süt yağı). https://turkomp.tarimorman.gov.tr/food-18. Erişim: 30.07.2025.
14. Sağlık Bakanlığı Halk Sağlığı Genel Müdürlüğü. Türkiye Beslenme Rehberi (TÜBER) 2022 (Yayın No: 1031). Ankara: Sağlık Bakanlığı Yayınları; 2022.
15. Slade P, Markevych M. Killing the sacred dairy cow? Consumer preferences for plant-based milk alternatives. Agribusiness. 2023;40(1):70–92. https://doi.org/10.1002/agr.21833
16. Sharma N, Yeasmen N, Dubé L, Orsat V. A review on current scenario and key challenges of plant-based functional beverages. Food Biosci. 2024;60:104320. https://doi.org/10.1016/j.fbio.2024.104320
17. Jaeger SR, Giacalone D. Barriers to consumption of plant-based beverages: A comparison of product users and non-users on emotional, conceptual, situational, conative and psychographic variables. Food Res Int. 2021;144:110363. https://doi.org/10.1016/j.foodres.2021.110363
18. Martínez-Padilla E, Faber I, Petersen IL, Vargas-Bello-Pérez E. Perceptions toward plant-based milk alternatives among young adult consumers and non-consumers in Denmark: An exploratory study. Foods. 2023;12(2):385. https://doi.org/10.3390/foods12020385
19. Siddiqui SA, Mehany T, Schulte H, Pandiselvam R, Nagdalian AA, Golik AB, et al. Plant-based milk – Thoughts of researchers and industries on what should be called as ‘milk’. Food Rev Int. 2024;40(6):1703–1730. https://doi.org/10.1080/87559129.2023.2228002
20. De La Fuente-Carmelino L, Anticona M, Ramos-Escudero F, Casimiro-Gonzales S, Muñoz AM. Commercial plant-based functional beverages: A comparative study of nutritional composition and bioactive compounds. Beverages. 2025;11(1):26. https://doi.org/10.3390/beverages11010026
21. Anjos O, Pires PCP, Gonçalves J, Estevinho LM, Mendonça AG, Guiné RPF. Plant-based beverages: Consumption habits, perception and knowledge on a sample of Portuguese citizens. Foods. 2024;13(20):3235. https://doi.org/10.3390/foods13203235
22. Mastromonaco G, Massaglia S, Borra D, Sottile F, Peano C, Rui M, et al. Valuing consumer preferences and motivations for plant-based beverages: A CUB model analysis. Future Foods. 2025;11:100625. https://doi.org/10.1016/j.fufo.2025.100625
23. Mohd Zaini NS, Khudair AJD, Gengan G, Abd Rahim MH, Meor Hussin AS, Idris H, et al. Enhancing the nutritional profile of vegan diet: A review of fermented plant-based milk as a nutritious supplement. J Food Compos Anal. 2023;123:105567. https://doi.org/10.1016/j.jfca.2023.105567
24. Park YW. The impact of plant-based non-dairy alternative milk on the dairy industry. Food Sci Anim Resour. 2021;41(1):8–15. https://doi.org/10.5851/kosfa.2020.e82