What does plant-based mean?

Plant-based nutrition has become a hot topic these days, but the term itself is hardly new. So where did it come from? Why did it become so popular? And how is it different from veganism or vegetarianism?

The origin of the term “plant-based.”

Half a century ago, nutritional biochemist Thomas Colin Campbell, PhD, coined the term “plant-based” to describe a diet made up of unprocessed plant foods. His colleagues at the National Institutes of Health (NIH) were skeptical of his research at the time, so he needed to create a new term that emphasized how his findings were purely scientific. They needed to be thoroughly convinced that what Campbell presented was not driven by any ethical or philosophical considerations.

So, is “plant-based” basically just another word for vegan? There’s a lot of overlap, of course, but not exactly. Vegan diets have no inherent qualms about whether food is processed — as long as it doesn’t come from animals. (That means that eating an entire sleeve of Oreos daily is perfectly vegan, but it’s not plant-based.) Vegetarian diets add in a bit more flexibility with dairy, eggs, honey, and other animal products that don’t directly involve killing an animal. Additionally, many vegans and vegetarians are not just considering their diets but their entire lifestyle, such as cruelty-free beauty products and clothing.

While labels such as “vegetarian” or “vegan” often carry ethical connotations that include animal rights and the environment, Campbell’s term focuses mainly on the health benefits and promotes whole plant foods. This distinction helped frame plant-based eating as an approach to nutrition that’s backed by years of evidence.

The term “plant-based” became mainstream, in part, because food brands saw how much more positively consumers reacted to that label on their packaging. The general public found it more accessible than “vegan,” which unfortunately comes across to many omnivores as exclusive or even elitist.

The number of new food and drink products that mentioned “plant-based” exploded by 268 percent between 2012 and 2018, and over time its meaning gradually evolved. Some modern interpretations allow for small amounts of animal products to fit within the definition. However, if you want to go by Campbell’s original intent, it’s best to think of a plant-based diet as one that prioritizes whole foods and excludes products that are heavily processed or come from animals.

The landmark study that forever changed nutrition research

In the early 1980s, Campbell was one of the lead scientists on the China–Cornell–Oxford Project — one of the most extensive nutritional studies ever undertaken. Set up by Cornell University, Oxford University, and the Chinese Academy of Preventive Medicine, the study sought to examine the impacts of plant-based versus animal-based diets on a large scale.

Since China’s rural populations typically stayed in their same regions for life and maintained consistent diets, it served as an ideal research setting. Over the course of many years, the study tracked the health outcomes of people in 65 Chinese counties, who ate mostly plant-based diets that were high in fiber and low in fat.

Campbell and his colleagues’ research revealed a compelling link between high consumption of animal-based foods and chronic diseases. Their findings made a strong case for adopting a plant-based diet.

In 2005, Campbell published his most influential book, The China Study, which was based on the results of the China–Cornell–Oxford Project. The book went on to become a bestseller and a catalyst for the plant-based nutrition movement that has only grown stronger over the last two decades. The China Study inspired doctors, athletes, and everyday people to rethink their diets, and has become an important resource for plant-based nutrition advocates worldwide.

Modern research continues to link animal products — especially red meat and processed meat — to diseases like colorectal cancer, type 2 diabetes, heart disease, and dementia. This is why so many experts and organizations like the Physicians Committee for Responsible Medicine advocate for plant-based diets.

Campbell’s lifelong impact and legacy

Campbell’s groundbreaking work has shaped national dietary guidelines and global health discussions. He served on the U.S. Senate Select Committee on Nutrition and has advised organizations such as the National Academy of Sciences, the American Institute for Cancer Research, and the NIH. He’s published over 350 peer-reviewed scientific papers throughout his career and has received multiple awards for his contributions to nutrition science.

Still going strong at 91 years old, Campbell continues to advocate for the power of whole, plant-based nutrition. As chronic disease rates rise and environmental concerns deepen, his message is more relevant than ever today.

Campbell’s pioneering research laid the groundwork for a global movement. Now, it’s up to you to make the dietary choices that you know will lead to a longer, healthier, and more vibrant life.