Consumer trust has become increasingly important in today’s vegan market, and as more people embrace compassionate ways of living, and seek vegan products that meet their values, third-party vegan certification has taken a key role in shoppers’ decision-making.
At the end of 2023, The Vegan Society ran a survey with Attest of 3000 primarily non-meat eating individuals in the US, UK, and Australia to find out what consumers are looking for when they shop for vegan products.
Key Takeaways
- The Vegan Trademark was the most trusted and recognised vegan certification in the UK.
- 86% of those who identify as vegan or plant-based in the UK and US believe it is important for brands to certify their vegan products with a third-party certification.
- 80.7% of vegans in the UK and US are likely or highly likely to pay more for visible vegan certification.
- When buying vegan products for the first time, 88.9% of primarily non-meat-eating Brits look for vegan certification on food and drink products.
- 88.9% of primarily non-meat eating Australians look for certification on vegan food and drink products.
- 79.7% of primarily non-meat eating Australians would choose a toiletry product that had received vegan certification over one that had not.
What is the Vegan Trademark certification and what does it mean to be certified vegan?
The Vegan Trademark certification is an accreditation given by The Vegan Society. It provides brands with a transparent and reliable way of communicating to consumers that their product has been checked by our team of experts to ensure it meets our vegan standards.
For a product to be certified by the Vegan Trademark means it has undergone thorough scrutiny to ensure that it meets our criteria of containing no animal ingredients or by-products in its production, that cross-contamination procedures are in place to ensure it is minimised and that it excludes testing at the initiative of the company (brand-owner and manufacturer if separate) or on its behalf, or by parties over whom the company has effective control.
Table of contents
1. Importance of third-party vegan certification
a. Consumer recognition and trust in vegan certification labels
b. Impact of vegan certifications on purchasing decisions
c. Market growth and opportunities
d. Vegan commitment and transparency
2. The Vegan Trademark: Leading international vegan certification
a. Accessible vegan third-party certification for big and small brands
b. Vegan Trademark certification process
c. Vegan Trademark certification standards
i. Animal ingredients
ii. Animal testing
iii. Genetically modified organisms (GMOs)
3. Learn More
4. Sources and references
Importance of third-party vegan certification
75% of primarily non-meat eating (vegan, plant-based, vegetarian, flexitarian) Brits – surveyed by The Vegan Society 1 – revealed that they would consider it somewhat or very important for brands to have their vegan products certified by external organisations. This goes on to show the increasing relevance of third-party vegan certification on consumers' perception of a brand and its products.
Not only is vegan certification a very useful tool for brands to use in their marketing to shout confidently about their vegan credentials, but it also shows a company’s commitment to its vegan claims, assuring vegan consumers that their products will meet the expected vegan standards.
Consumer recognition and trust in vegan certification labels
With the current vegan market being filled with a wide diversity of choices for buyers, displaying a trusted third-party certification, such as the Vegan Trademark, enables you to communicate your product's value and helps it stand out from competitors. Moreover, 80.7% of vegans in the UK and US are likely or highly likely to pay more for visible vegan certification.
The Vegan Trademark certification mark is widely trusted and recognised, particularly among vegans, and it helps enhance the buyers’ trust in a product’s vegan claims, as it adheres to The Vegan Society's vegan standards.
Indeed, when buying vegan products for the first time 89.1% of primarily non-meat eating Americans look for vegan certification on food and drink products.
“The Vegan Society offered us invaluable guidance on how we could prepare and cook an entirely vegan version of a much-loved Burger King classic, The Chicken Royale. We're really proud that the newest addition to our vegan menu; The Vegan Royale, is stamped with The Vegan Society’s trademark, which gives our guests confidence when dining with us that our cooking methods are both tested and transparent.” – Burger King
Impact of vegan certifications on purchasing decisions
Having a product vegan certified can have a significant influence on consumers purchasing decisions. Imagine a shopper confronted with identical products, one bearing a visible vegan certification logo and the other not.
The survey by The Vegan Society revealed that respondents exhibited an inclination towards the certified option, with 80.7% of vegans in the UK and US being likely or highly likely to pay more for a product with a visible vegan certification logo 1.
These findings highlight the power of vegan certifications as potent cues that inform and guide consumer choices. They help buyers navigate the wide variety of vegan product choices by easing their concerns and making it easy to identify which options align with their ethical and dietary preferences.
Market growth and opportunities
The global vegan market has been growing consistently and is projected to achieve significant growth in the next few years. The global vegan food market, which was valued at $23.31 billion in 2020, is projected to grow to $61.35 billion by 2028 2, and the global vegan cosmetics market, which was valued at $16.92 billion in 2022, is projected to grow to $27.04 billion by 20303
This growth has been reflected in many ways, such as vegan products making their way into big supermarkets and becoming widely available to buyers across the world.
To help business professionals keep up to date with the latest vegan industry news, the Vegan Trademark has a dedicated LinkedIn newsletter. We encourage signing up to receive monthly updates on the newest vegan industry updates.
Having your vegan products certified is key in this constantly expanding vegan market. It enables brands to:
- Mark their products as vegan with an official vegan logo, enhancing product visibility;
- Boost consumer trust in their vegan claims;
- Shout about their vegan credentials with confidence.
In the past three years we have seen many examples of the global vegan market growth reflected on Vegan Trademark certified products and businesses:
- In February 2024, leading up to Valentine’s Day, Tesco sold an “unprecedented” 100,000 meat-free steaks (source).
- In 2023 the vegan fried chicken brand VFC launched their products in 600 Marston's pubs across the UK (source).
- In 2022 research by Ipsos found that 48% of British adults state they use plant milk in their diet and 58% of adults now use at least one plant-based meat alternative in their diet (source).
As industry experts we keep The Vegan Society website up to date with vegan market stats to help you stay ahead of the industry trends. You can find more here.
Vegan commitment and transparency
For a vegan product to stand out in front of consumers, transparency about the brand’s vegan claims is crucial.
According to our latest research 1, 88.9% of primarily non-meat eating Brits look for vegan certification on food and drink products when buying vegan products for the first time, and this number goes up to 89.1% for Americans. The numbers were also noticeable in other categories, with 86% of Brits and Americans surveyed saying they look for vegan certification on healthcare, and 81% on cosmetics and toiletries.
Displaying a well-known and trusted vegan label like the Vegan Trademark on a product’s packaging, marketing materials and website helps businesses exhibit their vegan values, demonstrating their long-term commitment to the cause.
Noughty by KMI Brands Ltd is a Vegan Trademark holder that is dedicated to creating vegan haircare and beauty products that are effective, sustainable and with a minimum of 97% natural ingredients. With The Vegan Society’s Vegan Trademark certification, they assure their customers they can trust the integrity of their vegan claims and shout about them with confidence.
"Celebrating our Vegan Trademark certification isn't just a badge for us; it's a testament to our unwavering commitment to ethical and sustainable practices. At Noughty, we believe that beauty should be kind to the planet, its creatures, and ourselves. The Vegan Society’s Vegan Trademark certification is not just a mark; it's a promise to our customers that they can trust us. We proudly showcase our Vegan Trademark certification in every interaction, from engaging with our retailers to our internal communications, and even on our product packaging. It's a symbol of integrity and quality that our customers recognise and appreciate. The trust we have built is evident through the customers who reach out to us, sharing stories of how The Vegan Society’s Vegan Trademark reassures them. It's these heartfelt testimonials that fuel our passion to continuously uphold the highest standards, ensuring that our customers not only love our products but also trust the values we stand for.” – Robyn Butler, Brand Manager, Noughty
The Vegan Trademark: Leading international vegan certification
Managed by The Vegan Society – the first vegan organisation in the world and the one to coin the word 'vegan' in 1944 – we were the first to create an international vegan third-party certification scheme back in 1990. We have been setting the international standard for vegan products since then and are currently the most trusted and recognised in the UK.
Whether it’s a small business or a multinational corporation, the Vegan Trademark works with any business size to certify individual vegan products, checking and ensuring the absence of animal-derived ingredients or by-products, that protocols to prevent cross-contamination exist and that it meets our criteria of excluding testing at the initiative of the company (brand-owner and manufacturer if separate) or on its behalf, or by parties over whom the company has effective control.
Did you know?
The Vegan Society understands the word 'animal' to refer to the entire animal kingdom. That is all vertebrates and all multicellular invertebrates. 'Animal' can refer to a species or an individual, and is used as a noun or an adjective, as required. Unless otherwise stated, it usually means non-human animals.
This further emphasises the rigorous standards upheld by our certification scheme, which also includes the exclusion of animal genes.
Accessible vegan third-party certification for big and small brands
As part of The Vegan Society we aim to make veganism more accessible via the Vegan Trademark. From quotes that are tailored to each business, to certifying individual products instead of brands (so both vegan businesses and brands with vegan and non-vegan products can have their vegan products certified), we work towards making the Vegan Trademark accreditation accessible to every product that meets our standards, therefore helping make vegan products more easily accessible and identifiable to consumers.
Vegan Trademark certification process
After filling in the contact form you receive a quote tailored to your brand, which varies depending on company size and number of products that will be certified. After this a Trademark Officer is allocated to work with you to complete the product documentation the thorough certification process.
- The following steps summarise the overall certification experience that companies undergo:
- Application submission and quotation;
- The account is opened;
- Your products are checked and you sign the Licence Agreement;
- Your products are now vegan-certified and you are granted permission to use the Vegan Trademark on your packaging and in your marketing.
Fill out this form to learn more about this process and how the Vegan Trademark certification can help your vegan product.
Vegan Trademark certification standards
Our team of vegan experts work with manufacturers and suppliers from various industries to guarantee that every certified product adheres to the strictest vegan standards. To maintain the integrity and current relevance of our certification, the Vegan Trademark is subject to an annual renewal process.
Animal ingredients
The creation and formulation of the product, along with its individual components, must not involve or have previously involved the use of any substances derived from animals, whether directly or as a by-product.
Animal testing
The Vegan Trademark excludes testing at the initiative of the company (brand-owner and manufacturer if separate) or on its behalf, or by parties over whom the company has effective control.
Genetically Modified Organisms (GMOs)
Products eligible for the Vegan Trademark must not involve the use of animal genes or any substances derived from animals in the development or production of genetically modified organisms (GMOs). Any product submitted for trademark registration that includes or could potentially include GMOs must be clearly labelled to indicate this.
Learn more
Discover how your vegan products can benefit from vegan certification by exploring our registration options.
Whether you would like to learn more about the benefits of vegan certification and the Vegan Trademark, or you would like to get registered, contact us here and start the journey towards taking your vegan product to the next level.
Sources and references
- According to Attest surveys completed online for The Vegan Society of 1000 UK and 1000 US primarily non-meat eating adults in November 2023 / 1000 Australian adults in November 2023. For any enquiries related to research conducted by The Vegan Society, please reach out to us here: research[at]vegansociety[dot]com.
- Fortune Business Insights, Vegan Food Market Report, 2022.
- Fortune Business Insights, Vegan Cosmetics Market Size Report, 2023.
The views expressed by our bloggers are not necessarily the views of The Vegan Society.
