The context: vegan, vegetable-derived, or plant-based? A matter of identity
In recent years, terms like plant-based, vegetable-derived, and vegan have become integral to food marketing language. However, these terms are not synonymous and, more importantly, they convey different messages.
- Plant-based: A neutral term describing products made from plant-based ingredients, often used to soften the ethical message or appeal to a broader audience.
- Vegetable-derived: A generic term that exclusively indicates the absence of animal-derived ingredients.
- Vegan: A more complex term that describes product composition and encompasses ethical values and precise technical standards.
Many companies, fearful of alienating certain consumers or encountering cultural bias, avoid using the term vegan. However, this strategy could be short-sighted, as market data and the growing interest in sustainability and ethics suggest otherwise.
1. A precise technical term: the value of the vegan standard
The word vegan is not just a descriptive term but an internationally recognised technical standard. Thanks to the work of SAFE and major European vegan organisations such as VEGANOK, a standard has been established that outlines clear minimum requirements for products that bear this label.
According to this standard, a vegan product must meet the following three criteria:
- Total absence of animal-derived ingredients: Products must not contain any animal components (including additives, flavourings, or enzymes), nor should any animal derivatives be used or added during production, preparation, processing, or marketing.
- Unintentional cross-contamination: Accidental cross-contamination with non-compliant products is permissible, provided it is not deliberate. This condition is compatible with vegan labelling.
- Absence of animal testing: The manufacturer must not conduct or commission animal testing on the product or its ingredients. If such practices cease, the products may be reconsidered.
This standard ensures transparency and consistency and protects companies from accusations of greenwashing or misuse of the term “vegan.” Declaring a product as vegan means adhering to shared rules, thereby strengthening consumer trust.
2. A strategic advantage in marketing and positioning
Adopting the term vegan is a strategic move that goes beyond product labelling. It is an investment in brand identity, a bridge to expanding markets, and a tool for building trusting relationships with an increasingly demanding and conscious audience.
Market expansion
The vegan sector is currently one of the most dynamic and promising markets, with impressive growth rates in the food, cosmetics, and household products industries. However, what makes this market particularly appealing isn’t just the increasing number of vegan consumers but the ability of the term vegan to attract a broad and diverse audience, including vegetarians, flexitarians, and even omnivores motivated by sustainability and innovation.
Labelling a product as vegan positions it within a global conversation about sustainability and conscious consumption. Consumers no longer buy solely based on price or functionality; they choose products that embody a vision of the world. And vegan isn’t just any word—it’s a flag that symbolises shared values and resonates with people from various generations, from young environmentalists to parents mindful of their family’s well-being.
Branding and authenticity
In an era where consumer trust in brands is constantly tested, the term vegan offers a rare opportunity for authenticity. It conveys a clear, unequivocal choice that goes beyond superficial marketing. It’s not just a product description; it’s a declaration of intent.
Companies that adopt this term demonstrate consistency between their values and actions. Consumers reward this transparency, as they tend to perceive vegan brands as more reliable and responsible than those using vaguer terms. A brand that chooses vegan communicates not only a promise but also a story, reinforcing its identity and earning a place in the consumer’s mind (and heart).
Competitive differentiation
Competition in the food and cosmetics markets is fierce. Terms like plant-based and natural are everywhere, often overused and perceived as lacking substance. However, using the term vegan allows a brand to stand out decisively.
A product labelled as vegan immediately communicates higher quality standards and a deeper ethical commitment. This differentiation is crucial for positioning within the premium market segment, where consumers make choices not just with their wallets but with their minds and hearts. Additionally, the clarity of the term reduces the risk of consumer confusion and scepticism, enhancing positive brand perception.
Consumer loyalty
Choosing a vegan product is more than just a purchase; it’s a conscious choice that reflects personal values. This emotional connection forms the basis for a long-term relationship between the consumer and the brand.
Offering clearly identifiable vegan products is a way to speak directly to consumers who are particularly sensitive to ethical and environmental issues, turning them into brand ambassadors. Moreover, the trust built through clear and consistent communication translates into lasting loyalty, capable of withstanding competition from alternative products.
3. Vegan: a word that conveys values and emotions
The strength of the word vegan goes beyond technical or market aspects: it is a term that conveys values and tells a story about a worldview. Adopting it means embracing an ethical narrative that speaks of:
- Respect for animals: Rejecting all forms of exploitation.
- Environmental sustainability: Choosing to reduce ecological impact by promoting responsible production models.
- Health and well-being: Focusing on healthier ingredients free from animal-derived industrial contaminants.
This narrative resonates with the aspirations of modern consumers, who increasingly seek products that reflect their personal values.
The VEGANOK Certification: a quality mark guaranteeing vegan standards
The VEGANOK certification represents a mark of excellence for companies wishing to certify their adherence to vegan standards. VEGANOK is the most widespread ethical hallmark for vegan products, recognised across Europe and internationally. This mark not only ensures the absence of animal-derived ingredients but also guarantees that the company does not conduct or commission animal testing, even for non-certified products.
A distinctive feature of the VEGANOK certification is that each company is assigned a unique identification code displayed on product labels. This system allows consumers to verify the product’s compliance with declared standards in real time via the official website veganok.com, offering unprecedented transparency within the certification landscape.
Choosing VEGANOK means adhering to a rigorous ethical standard managed by a team of vegan professionals who deeply share the values of respect for animals and the environment. This dedication translates into a constant commitment to ensuring that every certified product fully upholds vegan principles, excluding any form of animal exploitation throughout the production chain.
For consumers, the VEGANOK logo serves as a reliable guide when choosing products that reflect an authentic commitment to ethical and sustainable consumption. For companies, obtaining this certification means not only complying with high standards but also communicating their values clearly and transparently, building a relationship of trust and credibility with the public.
Why shouldn’t companies fear the term vegan?
Labelling a product as vegan is not just a technical choice but a declaration of intent. It tells consumers that behind that product lies coherence, transparency, and respect for both the environment and animals.
Companies that embrace the term vegan not only demonstrate their commitment to high standards but also position themselves as leaders in a growing and evolving market. Investing in the word vegan means investing in a more sustainable, ethical, and competitive future.
Read also: The Vegan Future of 2025: Five Key Trends to Watch
