New consumer research supported by the dairy industry shows Americans widely disapprove of dairy terms being used by fake-milk producers, as well as confusion on the nutritional content of milk versus plant-based imitators. The national survey conducted by a global market research and consulting firm, found only 20 percent of all consumers said plant-based beverages should be labeled milk, as U.S. dietary guidelines do not recommend imitators as a substitute for dairy milk. Even when limited to buyers of plant-based drinks, support for mislabeling rose to only 41 percent. Jim Mulhern, president and CEO of the National Milk Producers Federation, says the data further proves that “FDA must enforce its existing regulations.” The study also found that more than one-third of consumers erroneously believe plant-based beverages have the same or more protein than dairy milk. However, NMPF points out that milk has up to eight times more protein than its imitators. The online poll commissioned by Dairy Management Inc. was conducted October of last year and surveyed 2,006 adults nationwide.