Are “vegan” or “plant-based” products more popular?

Guest writer:
Réka Szöllősi
food policy analyst
elelmiszervilag.hu
ProVeg International has analysed the markets of Western Europe, trying to find out how plant-based alternatives can become more attractive to consumers. This would also be important because there is no official legal definition for these products in the EU yet, and non-standard marking can have a great impact on consumer decisions.
Three main points
The report reveals it isn’t a good idea to use the terms “meat-free” and “vegetarian” for reaching flexitarian consumers, because these suggest the product is just healthy, but not tasty. It is worth emphasising the source of the food (animal/plant), its taste, look and texture, as these are the main motivating factors for flexitarians. “Plant-based” is interpreted in different ways depending on consumer age and country, so it is best to tailor the term’s use to the peculiar local characteristics.
Trust is crucial
Other findings of the report were that 72% of flexitarians in the UK and 64% of them in the USA know that the word “vegan” refers to food that contains no meat, egg or milk, but only 51% of the British and 54% of American flexitarians think that the same is true for “plant-based” groceries too. A survey by the Good Food institute came to the conclusion that using the term “plant-based” increased sales of a product by 20% in comparison with the product being marked as “vegan”. The authors of the ProVeg International report think: as the majority of flexitarians choose plant-based foods because of health considerations, they can be reached the most effectively by using the term “100% plant”. //
Related news
The number of alternative protein patents is skyrocketing
Innovations related to alternative proteins are developing at a breakneck…
Read more >Veganz enters North America and Australia with new plant-based drinks
German plant-based food manufacturer Veganz Group has signed an agreement…
Read more >Fruit instead of sweets – a surprising promotion from foodora
Foodora celebrated Children’s Day this year with an unusual campaign,…
Read more >Related news
KSH: in April, retail turnover exceeded the same period of the previous year by 5.0 percent and the previous month by 2.0 percent
In April 2025, the volume of retail trade turnover increased…
Read more >FAO food price index fell in May
The benchmark global food price index fell in May from…
Read more >Eurozone retail sales rise in April
Retail sales in the eurozone and the European Union increased…
Read more >