Words matter, especially when it comes to food labelling. At the Vegan Trademark we believe that consumers deserve clarity and confidence when making purchasing decisions
In this guest blog Matthew Glover, Chair of The Vegan Food Group, and co-founder of Veganuary, shares his opinion and explores why businesses do not need to shy away from using 'vegan', explaining how striking the right balance in terminology can benefit both brands and consumers alike.
“#SayVegan: Clarity, Choice, and the Role of ‘Vegan’ in a Growing Market
The way we talk about food matters. It shapes perceptions, builds trust, and ultimately influences purchasing decisions. That’s why the language we use to describe meat alternatives, dairy-free products, and other ethical choices is so important – not just for committed vegans, but for the millions of flexitarians and curious consumers looking for ways to reduce their consumption of animal products.
This is at the heart of The Vegan Society’s #SayVegan campaign, which advocates for clear and transparent labelling that explicitly identifies vegan products as such. As someone who has spent years working to shift consumer behaviour towards more ethical food choices, I fully support the idea that vegan products should be proudly labelled as such. However, it’s also essential to recognise the complexity of consumer perceptions and how different labels serve different purposes in today’s marketplace.
The Power and Challenge of the Word ‘Vegan’
For many, the word 'vegan' is a beacon of trust, a clear marker that a product contains no animal ingredients and aligns with their ethical values. The Vegan Society’s Vegan Trademark plays a crucial role here, offering a simple, recognisable stamp that reassures consumers seeking certainty about their purchases.
At Vegan Food Group, we believe 'vegan' should be cemented as an ethical standard akin to B Corp certification or organic labels. The Vegan Trademark is vital for ensuring transparency, especially in an increasingly crowded market where some plant-based products still contain animal-derived ingredients.
However, we also recognise that for a large portion of the mainstream audience, particularly flexitarians who represent the biggest growth opportunity in the category, the term 'vegan' can carry unintended baggage. Years of outdated stereotypes have led some consumers to associate it with a trade-off in taste, quality, or affordability. This isn’t necessarily fair or accurate, but it’s a perception we have to acknowledge if we want to make plant-based eating as mainstream as possible.
That’s where the term 'plant-based' comes in. It has provided a much-needed bridge for consumers who are open to reducing their meat consumption but aren’t yet ready to fully embrace the 'vegan' label. For many brands, 'plant-based' offers a more neutral, inclusive way to engage with a wider audience, while still delivering the same great products.
Why #SayVegan Still Matters
Does this mean we should abandon 'vegan' in favour of 'plant-based'? Absolutely not. The #SayVegan campaign is a crucial initiative because it reinforces the importance of clarity and ethical labelling. Even as brands leverage 'plant-based' as an entry point for new consumers, they must also ensure that 'vegan' remains clearly visible for those seeking that reassurance.
There’s a strong parallel here with the cosmetics industry, where the term 'cruelty-free' has played a key role in shifting consumer habits. Many consumers who might not actively seek out 'vegan' food still look for cruelty-free beauty products, recognising the moral importance of avoiding animal testing. In the same way, the food industry can help normalise 'vegan' as a gold standard of ethics, while using 'plant-based' as an accessible gateway term.
For brands with a strong ethical stance, like VFC, leading with 'vegan' makes complete sense. But for others, especially those targeting flexitarians, 'plant-based' remains a valuable tool for engaging mainstream shoppers. The key is not to see these terms as mutually exclusive, but to use them strategically in a way that maximises impact.
A Balanced Approach to Labelling
At Vegan Food Group, we believe in meeting consumers where they are. That’s why we use 'plant-based' to broaden appeal while ensuring that the Vegan Society Trademark is clearly present for those who want certainty about a product’s ethical credentials. It’s also why we’re investing in research to better understand what drives consumer behaviour in this category.
The #SayVegan campaign is helping to push this conversation forward. It’s a reminder that brands should be transparent about their ingredients, clear in their commitments, and unafraid to embrace the term 'vegan' where it makes sense. While 'plant-based' plays an essential role in reaching new consumers, 'vegan' remains the ethical gold standard that we should all aspire to champion.
This isn’t about choosing one term over another – it’s about making sure we use the right language in the right way, to drive the biggest possible shift away from animal-based products. And that’s something I believe we can all support.”
- Matthew Glover, Chair of Vegan Food Group, and co-founder of Veganuary
As the demand for ethical and sustainable food continues to grow, brands have a unique opportunity to lead with transparency and integrity. The #SayVegan campaign is not about forcing a choice between 'vegan' and 'plant-based' but about ensuring that consumers have clear, honest labelling that helps them find the products they need.
There is an assumption in the industry that putting the word 'vegan' on a product can push customers away, but there is no real data to back this up. While the term 'plant-based' is often used synonymously with the words 'vegan' and/or 'vegetarian' and can be seen as a less restrictive descriptor, its inherently vague and ambiguous nature can be confusing. That’s why our #SayVegan campaign encourages brands to embrace the word 'vegan' proudly and transparently alone or alongside 'plant-based' so consumers can make clear conscious choices.
By embracing the term 'vegan' alongside other inclusive language, businesses can build trust and foster loyalty with their customers. The Vegan Society’s Vegan Trademark remains a vital tool in this movement – one that helps both consumers and companies all over the world navigate the evolving marketplace with confidence.
If you are interested in getting your vegan products certified by The Vegan Society’s Vegan Trademark find out more here.
The views expressed by our bloggers are not necessarily the views of The Vegan Society.
