In today’s beauty industry, vegan certification has transformed from a niche attribute to a major selling point. For marketing and sales teams in cosmetics manufacturing and retail, understanding the value of vegan certification is no longer optional—it’s essential. With consumers prioritizing ethical purchases and sustainability, vegan certification represents a unique opportunity to attract eco-conscious shoppers, differentiate your brand, and drive sales.

Here’s why vegan certification is a must-have for modern beauty brands and how marketing and sales professionals can leverage it to boost business.

Why Consumers Demand Vegan Certification

The rise of conscious consumerism is reshaping the beauty industry. A growing number of shoppers are seeking transparency and ethical practices from the brands they support. Vegan certification speaks directly to these values by ensuring products are free from animal-derived ingredients and cruelty-free.

According to a 2023 report by Mintel, 57% of global beauty consumers say they’re more likely to buy products labeled as vegan. This demand isn’t just limited to a small group; it spans demographics, with Millennials and Gen Z leading the charge. These shoppers not only prefer vegan-certified products but are also willing to pay a premium for them.

Marketing Vegan Certification as a Differentiator

For marketing teams, vegan certification provides a compelling narrative that resonates with today’s value-driven consumers. Here’s how to position it effectively:

1. Highlight Transparency and Trust: Consumers are increasingly skeptical of vague claims like “natural” or “clean.” Vegan certification, provided by reputable organizations like V-Label, offers concrete proof of a brand’s commitment to ethical practices. This builds trust and sets your brand apart.
2. Tap Into Emotional Storytelling: Vegan certification is about more than just ingredients; it reflects a commitment to sustainability, animal welfare, and ethical production. Share behind-the-scenes stories of how your brand aligns with these values. For example, showcase your suppliers’ sustainable practices or the steps your brand has taken to avoid animal testing.
3. Leverage the Certification Logo: The recognizable logo of a certification body, such as V-Label, acts as a visual guarantee of your product’s vegan credentials. Prominently display it on packaging, websites, and marketing materials to reassure consumers and make your products stand out.
4. Engage Eco-Conscious Shoppers Online: Social media and digital platforms are key channels for reaching the modern vegan-conscious consumer. Use vegan certification as a cornerstone of your digital marketing campaigns, incorporating it into influencer collaborations, video content, and user-generated posts.

Boosting Sales with Vegan-Certified Products

For sales professionals, the benefits of offering vegan-certified cosmetics extend beyond consumer appeal. These products create opportunities to tap into growing markets, build retailer confidence, and achieve higher sales margins.

1. Access New Markets: Vegan certification helps brands to enter markets with strict regulatory requirements, such as the EU, where animal testing bans align with vegan principles. Retailers are increasingly looking to stock products that meet these standards, expanding their reach.
2. Increase Shelf Appeal: The vegan certification logo enhances product visibility in stores, catching the eye of consumers who actively seek ethical purchases. Products that highlight vegan claims are more likely to capture attention in crowded beauty aisles.
3. Capitalize on Premium Pricing: Consumers are willing to pay more for products that align with their values. Vegan-certified cosmetics can command higher price points, benefiting both brands and retailers.
4. Strengthen Retailer Relationships: Retailers value brands that demonstrate alignment with consumer trends. By offering vegan-certified products, your brand positions itself as a forward-thinking partner that understands market demands.

Actionable Tips for Marketing and Sales Teams

• Audit Your Current Product Line: Identify which products meet vegan standards and consider pursuing certification for them. This creates an opportunity to refresh your marketing and sales strategies.
• Partner with Certification Bodies: Work with trusted organizations like V-Label to guide your certification process.
• Educate Your Team: Train your marketing and sales teams on the importance of vegan certification and how to communicate its benefits effectively. Equip them with talking points and materials that emphasize your brand’s ethical commitments.
• Monitor Market Trends: Stay updated on the latest consumer preferences and incorporate vegan certification into your long-term strategy. Regularly analyze how this certification impacts sales performance and adjust accordingly.

The Future of Vegan Certification in Marketing

The global vegan cosmetics market is projected to grow significantly in the coming years, driven by increasing consumer awareness and demand. For marketing and sales professionals, this presents an unprecedented opportunity to differentiate their brands and capture market share.

By emphasizing vegan certification, brands can align with consumer values, enhance their market position, and boost sales in a competitive industry. Whether you’re launching new products or revitalizing existing ones, vegan certification is a powerful tool for connecting with modern beauty shoppers.

Ready to explore the marketing potential of vegan certification? Contact V-Label to start your certification journey and unlock new opportunities for growth.

As the demand for vegan cosmetics continues to grow, the importance of transparency in ingredient sourcing and labeling cannot be overstated. For beauty brands and quality managers, ensuring that products meet vegan standards requires more than just avoiding obvious animal-derived ingredients. Hidden non-vegan substances often lurk in formulations, posing challenges to compliance and consumer trust. This guide unpacks the complexities of identifying hidden animal ingredients, explores tools and certifications for transparency, and emphasizes the role of clear communication in building consumer confidence.

Spotting Hidden Non-Vegan Ingredients

Creating truly vegan cosmetic formulas begins with identifying and eliminating hidden animal-derived substances. These ingredients often go unnoticed, even by experienced formulators, due to their complex chemical names or multiple sourcing options. Below are some of the most commonly overlooked ingredients:

1. Lanolin: Derived from sheep’s wool, lanolin is a common emollient used in moisturizers and lip balms. Vegan alternatives include plant-based oils like shea butter and coconut oil.
2. Carmine: This red pigment, often listed as „CI 75470,” is made from crushed cochineal insects. Synthetic or plant-based colorants, such as beetroot powder, are effective alternatives.
3. Keratin: Widely used in hair care products, keratin is typically derived from animal hooves, feathers, or wool. Hydrolyzed wheat or soy protein offers a vegan-friendly substitute.
4. Glycerin: A versatile ingredient found in creams and lotions, glycerin can be sourced from either animal fat or plants. Always verify the source with suppliers.
5. Collagen and Elastin: Commonly used in anti-aging products, these ingredients are derived from animal tissues. Plant-based peptides and extracts like seaweed provide excellent alternatives
6. Stearic Acid: A common ingredient in cosmetic products such as creams, balms, soaps, and foams, stearic acid serves as a stabilizer. Historically, it was primarily derived from animal fats, though it is now also sourced from plants or produced synthetically.
7. Squalane: Widely used in facial and hair care products, squalane has occlusive properties that help soften and smooth both skin and hair. Traditionally, it was harvested from shark livers, where it is naturally abundant. Fortunately, modern production methods now allow it to be sourced from plants as well.

For quality managers, maintaining vigilance when reviewing ingredient lists is essential. Cross-check each component with ingredient databases or consult directly with suppliers to confirm vegan compliance.

Furthermore, in cosmetics, product composition must be listed according to the INCI (International Nomenclature of Cosmetic Ingredients) standard. Labels should explicitly state „INCI composition” rather than just „composition on the label”, as this is mandatory in the EU and often beyond. However, legal requirements do not oblige manufacturers to disclose fragrance carriers, aromatic compounds (listed simply as „parfum”), or technical materials used during production but absent from the final product. This creates a critical loophole where animal-derived substances may be involved without being declared. Unlike INCI regulations, vegan certification standards, such as V-Label, do account for these hidden ingredients.

Tools and Certifications for Transparency

Navigating the complexities of ingredient sourcing becomes significantly easier with the right tools and certifications. These resources not only simplify the vetting process but also enhance a brand’s credibility.

Ingredient Databases: Digital ingredient databases like the Environmental Working Group’s Skin Deep Database or CosIng (the EU’s cosmetic ingredient database) provide detailed information on ingredient origins and potential ethical concerns. These tools allow formulators and quality managers to verify the vegan status of ingredients quickly and accurately.

Certification Bodies: Certifications like V-Label are invaluable for ensuring compliance and building consumer trust. The organization offers comprehensive guidelines and conducts rigorous audits to verify that products meet vegan standards. Partnering with a certification body streamlines the vetting process and provides a recognizable seal of approval for consumers.

Blockchain Technology: Blockchain offers a cutting-edge solution for enhancing transparency. By creating an immutable record of ingredient sourcing and supply chain activities, blockchain ensures that all components meet vegan criteria. This technology also simplifies audits and provides additional assurance to both consumers and regulators.

Building Consumer Confidence with Transparency

Transparency is the cornerstone of consumer trust. In an era where shoppers are more informed and value-driven than ever, clear communication about ingredient sourcing and production processes can set brands apart. Here’s how to build consumer confidence through transparency:

1. Clear Labeling: Ensure that product labels accurately reflect vegan claims. Avoid ambiguous terms like „natural” or „clean” and use certifications to substantiate claims. Detailed ingredient lists, along with clear explanations of any lesser-known components, help consumers make informed choices.
2. Open Communication: Engage with your audience through multiple channels, including social media, websites, and product packaging. Share insights about your ingredient sourcing process, certification journey, and sustainability initiatives. Transparency fosters a stronger connection between brands and their consumers.
3. Regular Audits and Updates: Conduct periodic audits to ensure ongoing compliance with vegan standards. Update product labels, marketing materials, and digital platforms as needed to reflect any changes in formulations or certifications. Consistency reinforces your brand’s commitment to ethical practices.

The Value of Transparency in the Vegan Market

The global vegan cosmetics market is booming, driven by a surge in consumer demand for ethical and sustainable products. According to Market Research Future, the market is projected to grow at a compound annual growth rate (CAGR) of 6.5% from 2021 to 2028. For brands, embracing transparency and vegan certification is more than a compliance requirement—it’s a strategic advantage.

By unmasking hidden animal ingredients, utilizing tools for transparency, and communicating openly with consumers, brands can build lasting trust and loyalty. Quality managers play a pivotal role in this process, ensuring that every product meets the highest standards of ethical production.

Zurich, Switzerland – March 11, 2025 – After the recent introduction of C-Label, the globally recognized certification for cultivated meat, V-Label GmbH is proud to announce the launch of F-Label, the world’s first certification dedicated to precision fermentation and other innovative animal-free production technologies, such as Biomass Fermentation, Syngas Fermentation or Cell-Free Synthesis. Fermentation has been used in food production for thousands of years (e.g. kimchi, cheese, alcoholic beverages, etc.) and precision fermentation is the next step of development.

F-Label provides consumers with a transparent, science-based certification that verifies animal-free production processes for compounds traditionally derived from animals. This initiative marks a significant step forward in fostering trust and acceptance of cutting-edge food technologies, helping to accelerate the shift toward a more ethical and sustainable food system.

While F-Label products are always animal-free, they are not necessarily vegan in the traditional sense. The term “vegan” can refer to a variety of personal and ethical choices, including animal welfare, environmental concerns, and health reasons. However, F-Label certification focuses on the production process, ensuring that no animals were used, while recognizing that the final product may contain molecules identical to those found in animal-based foods. This distinction is essential for consumers who need clarity on whether a product is plant-like or animal-like by nature, helping them make informed decisions that align with their personal values and dietary choices.

The launch of F-Label is taking place in partnership with Luyef Biotechnologies, a deep biotech company pioneering sustainable solutions for the alternative protein industry. Luyef is the first company to receive F-Label certification for its precision-fermented myoglobin, a breakthrough ingredient that enhances the color, aroma, and taste of plant-based and cultivated meat products.

„At Luyef, we are committed to developing cutting-edge solutions that accelerate the transition toward a more sustainable and ethical food industry,” said Kris Blanchard, Founder & CEO of Luyef Biotechnologies. „Achieving the very first F-Label license for our myoglobin is a testament to our dedication to transparency, innovation, and meeting the highest standards of quality. We chose to work with F-Label because we believe in the need for clear, science-based certification that builds trust with consumers and industry partners alike.”

Fermentation-based technologies, particularly precision fermentation, have the potential to revolutionize food production by recreating key animal-derived compounds without using animals. This method enables the creation of essential functional ingredients, like Luyef’s myoglobin, which enhances the sensory experience of alternative proteins.

„Our myoglobin plays a crucial role in bridging the gap between conventional and alternative proteins,” Blanchard continued. „Integrated into our TAMEE ingredient, it significantly enhances the sensory profile of plant-based products, bringing part of the color, aroma, and taste of conventional meat to the plant-based industry. Given that consumer adoption of alternative proteins heavily depends on their sensory resemblance to conventional meat, TAMEE enables the development of next-generation plant-based products designed to attract mainstream consumers.”

F-Label is designed to set a new standard for transparency in food innovation, ensuring that fermentation-derived animal-identical compounds are clearly labeled and easily recognizable to consumers. With strict criteria that include animal-free production, no GMOs in the final product, and antibiotic-free processes, F-Label aims to provide clarity and confidence for both consumers and manufacturers.

Renato Pichler, Founder of V-Label GmbH, emphasized the importance of F-Label in building a more sustainable food system: „Fermentation has the power to replace animal-based ingredients without compromise. With F-Label, we ensure that companies producing these innovations can demonstrate their commitment to ethical and transparent food production while giving consumers the confidence to support these advancements.”

Lubomir Yotov, Head of F-Label, highlighted the broader implications of the certification: „F-Label is more than just a certification—it’s a movement toward a future where animal-free production takes center stage. By working with pioneering companies like Luyef Biotechnologies, we’re paving the way for a food system that is more ethical, sustainable, and aligned with consumer values.”

With the launch of F-Label, the food industry takes a significant step forward in ensuring transparency and trust in next-generation food production. As more companies seek to innovate with fermentation-based technologies, F-Label will serve as a trusted mark of quality and integrity, helping to shape the future of food.For more information about F-Label certification, visit www.f-label.com.

V-Label, the globally recognized vegan and vegetarian label, is proud to announce its new partnership with food awareness NGO ProVeg Nigeria, the Nigerian office of ProVeg International. This collaboration marks an important milestone in promoting plant-based and vegan-friendly products in Nigeria and sub-Saharan Africa, a rapidly growing market for sustainable and ethical consumption.

Consumers in Nigeria are looking for healthier food options following this global trend.  Dietary habits in Nigeria have changed considerably in past years, with a growing proportion of consumers saying they are following a diet around the avoidance or moderation of animal-based products, with this being done for health, sustainability, and ethical purposes. 

With the demand for plant-based foods and products rising in Nigeria, the collaboration between V-Label and ProVeg Nigeria is designed to foster consumer trust and transparency and offer companies a competitive edge in the vegan and vegetarian market. 

“We are thrilled to join forces with V-Label, a globally respected certification that aligns with our values and goals,” said Hakeem Jimo, the Country Director of ProVeg Nigeria. “We have two goals: First, helping Nigerian export businesses to become more competitive in foreign markets where vegan and vegetarian labeling are standard and expected by consumers, and second, to inspire healthier and more sustainable choices among consumers in Nigeria. ”

Exporting foods and other products is booming with the African diaspora being a huge market. Product awareness is already high in those markets with the African-American population for example being the fastest-growing Vegan community in the world. Also in Nigeria, the growing popularity of alternative protein products is expected to result in an annual growth rate for vegan food options in Nigeria from 2024 to 2031 is over 10.2%, meaning it is a market on the rise.¹

In a 2023 study, 4% of Nigerians describe themselves as vegan, 17% as vegetarian, and 32% as flexitarian, a clear increase from the previous year. ^{2 3} As 35% of African and Middle-Eastern consumers want to see a vegan-friendly claim on product packaging, the introduction of V-Label in Nigeria will undoubtedly be welcomed.⁴

Hakeem Jimo, ProVeg Nigeria’s Director

Martin Ranninger, Co-Director of V-Label International, states: “We are excited to welcome ProVeg Nigeria into our global network of partners. Their deep understanding of the local market and passion for plant-based advocacy make them an ideal partner for expanding V-Label’s presence on the African continent. Together, we aim to provide consumers with transparent and trustworthy options.”

ProVeg Nigeria is pivotal in growing the plant-based ecosystem in the country and has been actively involved in movement building and public outreach programs like the corporate health campaign, plant-based chef training and fast-food restaurant ranking.

For more information about ProVeg Nigeria, please visit their website. They can be reached at ng@v-label.com. If you are interested in becoming licensed with V-Label in Nigeria, or any other country, you can request more information here.

Photo credits: ProVeg Nigeria

1. https://www.cognitivemarketresearch.com/vegan-food-market-report ↩︎
2.  https://fmcggurus.com/reports/fmcg-gurus-active-nutrition-in-nigeria-country-report-2023/
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3.  https://fmcggurus.com/reports/fmcg-gurus-consumer-trends-in-nigeria-2022-report/ ↩︎
4. https://fmcggurus.com/reports/fmcg-gurus-positive-nutrition-evolving-ingredient-trends-in-the-middle-east-and-africa-2022-2/ ↩︎

V-Label GmbH, the organization behind the world’s leading trademark for vegan and vegetarian products and services, is thrilled to announce the launch of its new certification for food production such as cultivated meat: C-Label. This certification represents a significant milestone in the organization’s commitment to revolutionizing the future of the food industry so that it becomes more sustainable and kinder to animals and the planet.

As consumer demand for sustainable and ethically produced food continues to rise, V-Label recognizes the importance of establishing a robust certification system that ensures the highest standards in producing and distributing cell-based meat products. C-Label is a globally registered trademark that guides consumers and helps them identify and understand the production process behind a cultivated meat product. It enhances trust and acceptance of this novel mode of food production.

In a statement, Renato Pichler, V-Label’s founder, expressed excitement about the launch, saying, „Cultivated meat offers a huge potential to eliminate inhumane farming practices and greatly lower the negative impact of farming livestock on our environment. Our certification for cell-based meat is a testament to our dedication to pushing the boundaries of what is possible in sustainable food production. We believe that by setting high standards and fostering collaboration across the industry, we can accelerate the adoption of cell-based meat and contribute to a more sustainable and ethical food future.”

With the cultivated meat industry beginning to deliver on its promise to change the way we produce animal protein, C-Label becomes the first independent authority to certify its producers around the globe. 

C-Label is excited to announce the launch of the certification alongside Meatly, a UK-based startup developing cultivated pet food. Meatly is the world’s first company with C-Label licensed cultivated chicken.

“As we move closer and closer towards a world where cultivated meat will become the norm, certification such as the C-Label will be increasingly necessary for consumer confidence in this new and revolutionary product,” says Owen Ensor, Meatly’s CEO. “As proud leaders in this nascent industry, we’re excited to be working alongside C-Label on this new era for the food industry so that once we start to roll out our Meatly chicken to British customers and their much-loved pets, they know that our chicken is of the highest industry standards,” Ensor adds.

Key features of the new C-Label certification include:

• Animal-Free-Media: C-Label products do not require animal-based media in their production process.
• Animal Welfare: All interventions and procedures, in particular invasive ones, such as biopsies, must be demonstrably necessary, painless and stress-free for the animals. No animals are killed in and for the entire procurement and manufacturing process.
• GMO-Free: C-Label products do not contain GMOs, according to existing regulations (GMOs might be used in the process but are not part of the end product).
• Antibiotics-Free: C-Label products do not require antibiotics in the production process and do not contain antibiotics.
• Pathogen-Free: C-Label products stem from a production process that is free of pathogens (such as salmonella, E. coli, etc.) and therefore are themselves free of pathogens.
• Heavy-Metals And Plastics-Free: C-Label products contain virtually no heavy-metals or plastics.
• Cell Extraction: When cells are derived from a living animal, this must be done in as painless and stress-free a manner as possible for the animal. Cell extractions are limited to as few as possible and any extractions need to be well-founded.
• Cell Use: C-Label promotes animal-free technologies wherever possible, avoiding the need for constant cell extraction. Currently, only immortalized cells are permitted, guaranteeing minimal resampling if at all.

“We envision that, in the near future, consumers will have the option to choose between meat produced from animals and cultivated meat which is more humane and better for the environment,” says Martin Ranninger, V-Label International’s Co-Director. “As a globally registered trademark, C-Label guides consumers and helps them identify and understand the production process that lies behind a cultivated meat product.”

Through ongoing exchange with relevant stakeholders and industry experts, C-Label remains at the cutting edge of new development and represents a unified center of expertise surrounding cultivated meat. As such, a product marked with the C-Label indicates that leading-edge technology has been used and that ethical standards have been met.

For businesses interested in achieving C-Label certification for cell-based meat, more information can be found on the official website c-label.com. More information about Meatly can be found on the website meatly.pet. 

Press images are available at: https://bit.ly/c-label-press-launch. 

Download the press release.

The global push for sustainability is reshaping the food industry, with plant-based eating gaining momentum across Europe. Veganuary, the campaign encouraging people to try a vegan diet in January, has inspired millions to explore plant-based options, driving awareness of health, environmental, and ethical benefits. Recent insights from a 13-country European survey reveal valuable opportunities for brands to align with consumer values and capitalize on this growing trend.

The global push for sustainability has never been stronger, and the food industry is at the heart of this transformation. Across Europe, consumers are increasingly aware of the environmental impact of their food choices and the benefits of reducing animal-based products. This growing consciousness is driving significant changes in dietary habits, with plant-based eating gaining mainstream traction.

One major catalyst for plant-based food is Veganuary, the global campaign encouraging people to try a vegan diet throughout January. Over the years, Veganuary has inspired millions to explore plant-based options, highlighting the health, environmental, and ethical benefits of veganism. For many, it serves as the perfect opportunity to experiment with plant-based lifestyles, making January a pivotal month for raising awareness and driving change.

This shift is supported by recent insights from a survey conducted across 13 European countries. FMCG Gurus, V-Label’s consumer insights strategy partner, examined consumer attitudes toward veganism, sustainability, and the challenges of adopting plant-based lifestyles. The findings are eye-opening, providing brands with valuable opportunities to align their strategies with consumer values and capitalize on the momentum generated by campaigns like Veganuary.

January is not just a time for resolutions but also for reflection on food choices. As more consumers embrace plant-based diets during this period, brands have a unique chance to showcase innovative products and communicate the benefits of veganism effectively.

A Shift Toward Plant-Based Diets

Over half (52.2%) of survey respondents reported changing their diet in the past two years. This figure reflects a growing awareness of the impact of dietary choices on health and the planet. Among those who made changes, the most common actions included reducing red meat consumption (29.2%), increasing plant-based meals, and exploring alternative protein sources like tofu, legumes, and meat substitutes (41.8%).

This shift isn’t just a passing trend. It’s a response to multiple factors:

• Health Concerns: Consumers are increasingly linking plant-based diets to benefits like lower cholesterol, reduced risk of chronic diseases, and improved energy levels.
• Environmental Awareness: Many understand the significant carbon footprint of animal agriculture, particularly beef and dairy, and are motivated to reduce their environmental impact.
• Ethical Considerations: Animal welfare continues to be a critical factor, with many consumers choosing vegan options to avoid supporting industries they perceive as harmful.

This presents a unique opportunity for brands. By offering plant-based alternatives that are accessible, affordable, and delicious, companies can tap into this growing market.

Sustainability and Its Broader Appeal

“Sustainability is no longer a niche concern. It’s a priority for the majority of consumers with 71.3% saying brands should do more to more to protect the planet,” says Martin Ranninger, V-Label International’s Co-Director. 

Interestingly, the appeal of sustainability extends beyond environmental care. Many consumers associate sustainability with improved personal health. For example, reducing waste, consuming organic produce, and avoiding overly processed foods align with health-conscious lifestyles. This dual benefit—personal and planetary health—is driving consumer interest in plant-based options.

Brands that communicate the connection between sustainability and health can create a compelling narrative. For instance, emphasizing that plant-based diets not only reduce greenhouse gas emissions but also support a healthier lifestyle can resonate deeply with modern consumers.

Barriers to Adopting Plant-Based Lifestyles

Despite the clear interest in sustainable diets, several barriers prevent more widespread adoption:

1. Limited Availability: Many consumers struggle to find diverse plant-based options in traditional grocery stores or restaurants.
2. Cost Perception: Plant-based products are often viewed as more expensive, deterring budget-conscious shoppers.
3. Confusion Over Labels: Terms like „vegan,” „vegetarian,” and „plant-based” are sometimes used inconsistently, leading to consumer mistrust.
4. Taste Concerns: Some consumers believe that plant-based options compromise on flavor or texture.

Addressing these barriers is critical for brands. Expanding distribution, pricing products competitively, and investing in clear, transparent labeling can help overcome these challenges. Additionally, innovations in plant-based food technology—such as improving taste and replicating the texture of meat—can encourage hesitant consumers to try new options.

The Role of Brands in Driving Change

Consumers expect brands to take the lead in promoting sustainable practices. According to FMCG Gurus’ survey:

• 44.5% agree that the damage to the environment is irreversible, and many feel a sense of urgency to act.
• 69.2% want brands to educate them about sustainability.

“62% of consumers would like to see information about sustainability available on the product packaging and 44% at the point of purchase,” comments on the survey finds Martin Ranninger, V-Label International’s Co-Director. “V-Label is exactly where the majority of European consumers expect clear and transparent communication from food brands and retailers.”

This isn’t just about offering eco-friendly products; it’s about building trust and fostering a sense of partnership with consumers. Transparent marketing, authentic sustainability claims, and certifications like V-Label can enhance credibility. Partnerships with NGOs or sustainability initiatives can further demonstrate a brand’s commitment to change.

European consumers are concerned about multiple environmental impacts with global warming (61%), deforestation (60%), and carbon emission (58.4%) mentioned as leading worries. In the past two years, European consumers have taken steps to reduce their impact on the environment. This impacts food brands and retailers as well. Interestingly, consumers have stated that:

• 37.5% have chosen one product over another because it was more environmentally friendly
• 35.1% have made greater efforts to find more environmentally friendly food brands
• 26.6% have changed retailers to one that is more environmentally friendly

The Future of Food is Plant-Based

The plant-based movement is no longer confined to niche markets. It’s rapidly becoming mainstream, with major food companies and retailers introducing vegan alternatives to meet demand. Looking ahead, the growth potential is immense. Innovations in cultivated meat, plant-based seafood, and alternative dairy are creating entirely new categories. As consumers become more familiar with these options, the market will continue to evolve.

For businesses, staying ahead means anticipating these changes and responding proactively. Investing in research and development, understanding consumer needs, and aligning products with values like sustainability and health will be essential.

Actionable Steps for Brands

To thrive in this changing landscape, brands should consider the following strategies:

1. Expand Accessibility: Ensure plant-based products are widely available in both urban and rural markets.
2. Enhance Transparency: Use clear, consistent labeling and certifications to build consumer trust.
3. Highlight Dual Benefits: Emphasize the health and environmental advantages of plant-based diets.
4. Engage in Education: Develop campaigns that inform consumers about sustainability and how their choices make a difference.
5. Innovate Continuously: Stay at the forefront of food innovation, exploring new ingredients and production methods.

Conclusion

The rise of veganism and sustainability reflects a broader cultural shift toward more conscious living. Consumers are not just looking for products; they’re looking for partners in their journey toward a healthier, more sustainable future. By understanding their needs, addressing barriers, and communicating effectively, brands can play a pivotal role in driving this change.

The future is plant-based—and the time to act is now.