New survey highlights importance of vegan trademark symbol
The vegan trademark’s sunflower is the most recognised vegan and cruelty-free certification in the UK. It is also the most trusted vegan certification among millennial and Gen Z consumers, who are driving vegan and plant-based food trends.
When it comes to vegan shoppers, 71% say they would be happy to pay more for products that display the trademark, which was established in 1990 to make vegan products more accessible.
Karen Spinner, sales and marketing manager at The Vegan Society, said: “This survey confirms that independent vegan certification is extremely important to consumers. We’re enormously proud that our own vegan trademark has become the leader in this field and, with almost 75,000 products now certified by the vegan trademark, it’s clear that businesses recognise the importance of clear and trusted vegan certification.
“The Vegan Society’s latest survey shows that around two million people in Great Britain are now following a vegan or plant-based lifestyle. With 46% of consumers globally now identifying as flexitarian - following a mostly vegetarian diet that allows for occasional consumption of meat and fish - this demand for trusted vegan certification looks set to grow.”