This article dives into five major consumer trends driving the rise of vegan beauty, offering actionable insights to align your products with evolving market demands.

1. The Rise of Conscious Consumerism

In today’s market, consumers aren’t just buying products—they’re investing in values. Conscious consumerism, where buyers prioritize ethical and sustainable products, has become a driving force in the beauty industry. Shoppers are looking for brands that align with their beliefs, particularly around animal welfare, environmental sustainability, and health.

According to a 2022 Nielsen report, 73% of global consumers say they would change their consumption habits to reduce environmental impact. This trend is especially pronounced among Millennials and Gen Z, who actively seek vegan and cruelty-free certifications as proof of a brand’s commitment to ethical practices.

How to Align Your Brand:

• Highlight your vegan certification prominently on product packaging and marketing materials. Certifications like V-Label instantly communicate trust and transparency.
• Share your brand’s journey toward sustainability and ethical production through behind-the-scenes content.
• Educate your audience on the impact of their purchases, such as reduced carbon footprints or avoided animal testing.

2. Transparency and Ingredient Clarity

Modern beauty consumers are scrutinizing product labels more than ever before. Terms like “natural” and “clean” are no longer enough—shoppers want detailed, honest information about the ingredients in their cosmetics. Transparency around sourcing and production processes has become a cornerstone of consumer trust.

This demand for clarity extends to identifying hidden animal-derived ingredients, such as lanolin or carmine, which can undermine a brand’s vegan claims. A third-party vegan certification assures that no animal-based ingredient (including additives and processing aids) was used in the manufacturing of the product. This transparency fosters a deeper connection with consumers, particularly when paired with ethical storytelling.

How to Align Your Brand:

• Use clear, concise ingredient lists and avoid jargon that might confuse consumers.
• Offer detailed explanations of vegan substitutes, like plant-based glycerin or synthetic pigments.
• Certify your products with a widely know, third-party certification body, such as V-Label.
• Leverage digital tools, such as QR codes on packaging, to direct shoppers to more information about ingredient sourcing and sustainability efforts.

3. Health-Conscious Beauty Choices

The shift toward vegan beauty is closely tied to a broader focus on health and wellness. Consumers increasingly associate vegan products with safer, cleaner formulations that are free from harmful chemicals. This perception has driven the demand for plant-based skincare, haircare, and makeup that caters to both ethical and health-conscious lifestyles.

Research from Mintel’s Global Beauty Trends Report (2023) highlights that 45% of consumers believe vegan beauty products are better for their health. This trend reflects a growing awareness of the impact of synthetic and animal-derived ingredients on skin and overall well-being.

How to Align Your Brand:

• Formulate products with high-quality, plant-based ingredients and avoid controversial chemicals.
• Communicate the health benefits of vegan formulations in your marketing campaigns.
• Offer products that cater to sensitive skin or specific concerns, such as anti-aging or hydration, to broaden appeal.

4. The Role of Social Media in Driving Trends

Social media platforms like Instagram, TikTok, and Pinterest have become powerful tools for shaping consumer preferences in the beauty industry. Influencers, tutorials, and user-generated content play a significant role in introducing shoppers to vegan beauty products and inspiring purchases.

Trendy hashtags like #VeganBeauty or #CrueltyFreeSkincare attract millions of views, showcasing the growing interest in ethical beauty. Social media not only drives awareness but also provides an opportunity for brands to connect directly with consumers.

How to Align Your Brand:

• Partner with influencers who share your brand’s values and have a strong following among eco-conscious audiences.
• Encourage customers to share their experiences with your vegan products through branded hashtags.
• Create engaging, short-form video content that highlights your vegan certification and sustainability efforts.

5. The Expansion of Vegan Beauty Beyond Niche Markets

Once considered a niche category, vegan beauty has now entered the mainstream. Consumers across demographics are seeking products that align with their values, and this shift is reflected in the growing availability of vegan-certified products across retailers.

The global vegan cosmetics market is projected to reach $28.5 billion by 2031, growing at a CAGR of 5.9% from 2022 to 2031, according to Allied Market Research. This growth is driven by increased accessibility, better formulations, and rising consumer awareness.

Retailers, too, are responding to this trend by dedicating shelf space to vegan brands and incorporating ethical standards into their procurement practices. Vegan beauty is no longer a niche—it’s a core part of the future of the industry.

How to Align Your Brand:

• Expand your product line to include vegan-certified options for all demographics, from entry-level to luxury.
• Work with retailers to create dedicated vegan beauty sections in stores or online.
• Showcase your vegan products during key shopping seasons, such as holidays or back-to-school campaigns, to appeal to a broader audience.

Actionable Steps to Stay Ahead in the Vegan Beauty Revolution

1. Audit Your Current Product Line: Assess which of your products meet vegan standards and identify opportunities to transition or expand your offerings.
2. Invest in Certifications: Work with trusted organizations like V-Label to certify your products and build consumer trust.
3. Prioritize Sustainability: Focus on eco-friendly packaging and sourcing practices to align with consumer expectations.
4. Engage in Transparent Marketing: Use your platforms to share your brand’s ethical journey and the positive impact of your products.
5. Track Consumer Trends: Stay informed about shifting preferences and incorporate emerging trends into your product development and marketing strategies.

Looking Ahead: The Future of Vegan Beauty

As the vegan beauty revolution continues to evolve, brands that embrace transparency, innovation, and consumer alignment will emerge as leaders. This is an era of opportunity for companies willing to adapt and meet the growing demand for ethical and sustainable products.

By understanding these five key consumer trends and aligning your brand with them, you can position your products at the forefront of the vegan beauty movement. Whether you’re an established player or an emerging brand, the time to act is now.

In this edition, we will talk about how to enhance the value of plant-based products, specifically:

• How consumers are adapting to economic recession
• Three strategies to enhance the value of food/non-food products 
• How to appeal to consumers’ concerns and win their trust with a practical example featuring Better Nature Tempeh

Now it’s time to share what we discovered.

Due to the current poor economic situation, consumers of all ages and backgrounds are changing their shopping habits to deal with everyday living costs, making efforts to save money when buying food and drink products. 

The implication of this is that consumers will be less brand (and retailer) loyal, demonstrating a greater willingness to shop around to get more for their money:

As a result of this lack of brand loyalty, consumers will pay more attention to what constitutes good value for money, so brands should make an extra effort to communicate the benefits of their products. 

Consumers must perceive that, when buying a product, they are getting the most for their money. The focus should be on enhancing perceptions of value rather than reducing costs by promoting efficacy, nutrition, convenience, and such features.

Let’s take a look at some strategies to enhance perception of value.

Consumers can feel that they do not have the time to eat or cook.

As a matter of fact, check the following graph:

As can be seen, many consumers are unwilling to cook from scratch, and a significant proportion state that cooking takes too much time. Many consumers feel that they do not have enough time to cook. 

Financial and labor instability will ultimately result in many people working longer hours. As a consequence, many consumers will find it difficult to follow a well-structured meal-time schedule, resulting in many people skipping meals:

• 70% of consumers say that they eat breakfast seven days a week
• 72% of consumers say that they eat lunch seven days a week
• 89% of consumers say that they eat dinner seven days a week

So, what can brands do to enhance the value of their products while making life easier for consumers?

Brands and retailers can respond by highlighting how easy and fast their products are to prepare while getting the most out of it. 

For example, Revolugreen has a range of plant-based meal kits that are seen as affordable, healthy, and very easy and fast to prepare. See how they focus on how the product is cooked in 3-4 minutes while getting a source of protein and healthy ingredients.

During periods of economic uncertainty, consumers frequently tend to exhibit nostalgic sentiments, reminiscing about the past and longing for simpler, stress-free times.

This will have a direct influence on purchasing behavior, as consumers seek traditional flavors and products associated with easier times.

This creates the opportunity for brands to engage in nostalgic-orientated marketing, and as can be seen in the graph below, there is an increase in the desire for comfort foods (food that provides consolation or a feeling of well-being and is associated with childhood or home cooking).

Brands focused on the traditional/nostalgic flavors of their products will be perceived by consumers as an opportunity to unwind and relax, making price less of a factor when purchasing, resulting in the product not being devalued.

For example, many brands in the plant-based sector launch products typical of the country in which they operate, appealing to the traditional taste that many vegetarians/vegans have not been able to taste again due to their lifestyle. This is also a strong selling point for flexitarians, as it allows them to consume plant-based products with the traditional flavors they have always had, thus adding value to their product.

Quick fact: 40% of global consumers associate V-Label with better taste.

74% of global consumers are concerned about the state of the environment**. 

And this reflects in consumer purchasing behavior: 46% of global consumers say that they will put a product back on the shelves if they do not believe it has sustainable packaging. 

Consumers want environmentally friendly packaging, and to deem if the packaging is or isn’t environmentally friendly, they pay attention to the following features:

Having those sorts of claims in the packaging will help enhance its value. 

But consumers need these features to be properly communicated through several channels:

39% of global consumers say they lack awareness about recycling and could do with more information on the subject. 

So, how do consumers want packaging information delivered? See what we discovered.

The information should be as easily accessible as possible with maximum simplicity and transparency.

Fairly enough, almost a third of consumers want labels that can deliver the information right away, which makes complete sense as people tend to take only a few seconds to choose what to purchase.

Labels issued by certification entities, such as V-Label, also generate trust in consumers, solving the problem of lack of transparency consumers must constantly deal with. As a matter of fact, only around 50% of global consumers say that they trust environmental claims made by brands in the food/drinks category in relation to packaging.

This means that any claims around sustainability initiatives should be evidence-led.

In short, if you want to enhance the value of your plant-based product:

• appeal to environmental concerns through sustainable packaging, 
• communicate the environmentally-friendly features in a clear way through different channels, 
• and back your claims with hard evidence.

And while we are at it, certify your product with the V-Label to gain maximum consumer trust

Quick fact: 78% of consumers worldwide generally trust products with the V-Label symbol more than products without it.

Let’s now see how to put some of the consumer insights from this newsletter into practice with our practical example featuring “Better Nature Tempeh”.

In our practical example section from today’s newsletter, we will talk about Better Nature Tempeh and how their main communication practices appeal to consumers’ needs regarding value-for-money demands and sustainability in packaging and other channels.

At the back of the packaging of this product, you can see straight away some very good practices:

• By highlighting all the nutritious benefits, such as “high in fiber”, “source of iron and vitamin b12”, and “good for your bone & teeth”, consumers will have the perception of getting their money’s worth.
• They also highlight how just in 5 minutes the meal is ready to eat.
• They have the V-Label to let consumers know straight away that the product is 100% vegan.
• They let consumers know how to recycle the product, making it easier for them.

And while they don’t display the sustainability features of their product in their packaging, they do so in other channels, like their website, as desired by consumers:

As we can see, Better Nature showcases their sustainability features led by evidence, appealing to consumer demands and making it easier for them to trust the brand.

Also noticeable is how they focus on the long shelf life of their products, appealing to consumers concerned about food waste (61% of global consumers are attempting to avoid food waste).

So brands should consider following this example to increase their chances of winning over consumers.

We really hope you enjoyed our new consumer insights guide.  If you want to enhance the value of your product, you can get licensed here.

And now we’d like to hear from you.

Which consumer insight from today’s guide did you find the most useful?

Will you implement any of the strategies? If so, which one?

Either way, let us know by leaving a quick comment below.

List of Resources

• Case study: How do conscious consumers shop beyond 2020?
• Get the V-Label

* Data from the FMCG GURUS report “How to Enhance Value in a Recession” published in 2023.

** Data from FMCG GURUS report “Packaging Sustainability Trends in 2022 and Beyond” published in March 2022.

In this edition, you will find the most important consumer insights on vegan cosmetics, specifically:

• Consumer concern over animal testing for cosmetic products
• The most influential factors in cosmetics products and purchase behavior 
• The main barriers to vegan cosmetics and how labeling might help consumers
• How to appeal to consumers’ concerns with a practical example featuring E.L.F. Cosmetics

Now it’s time to share what we discovered.

Key consumer insights on vegan cosmetics

The vegan cosmetics market is promising. 

This market size was valued at $16.02 billion in 2022 and is expected to reach $20.8 billion by 2025, growing by 6.3% over the forecast period and $26.1 billion by 2030.

And it’s no wonder why this is happening.

Consumers are extremely concerned about the state of the cosmetics industry due to increasing awareness of the abusive animal practices that take place within this industry (the same happens within the fashion industry).

And this is further reflected in a study* commissioned by FRAME (Fund for the Replacement of Animals in Medical Experiments), where over 400 consumers participated:

1. 84% of those taking part in the survey say they wouldn’t buy cosmetics if they knew the product (or one of its ingredients) had been tested on animals.
2. 81% of respondents say they would not buy a household product if they knew the product (or one of its ingredients) had been tested on animals.
3. 77% of respondents cite ‘not tested on animals’ as a factor in their decision to buy a cosmetic or household product. 

Concern is also shown in our own study** on vegan cosmetics:

1. 78.7% of respondents are “very concerned” about the use of animals in cosmetics for testing, while 15.4% are “quite concerned”.
2. 71.1% of respondents are “very concerned” about the use of animal ingredients in cosmetics, while 19% are “quite concerned”.

Ethics play an important role in the cosmetics market, and it’s already shaping the direction this industry is going. Consumers no longer ignore animal testing.

Let’s take a deeper look into consumer behavior, most important factors, and main barriers when it comes to vegan cosmetics.

*For analyzing the following consumer insights, we will use the data obtained from our cosmetics study,  where 10,000 consumers participated (around 9,800 from 21 European countries and 200 from Latin America)*

Frequency and place of cosmetics purchase

Consumer purchasing behavior serves as an indicator of the industry’s potential.

So what is the consumer’s purchase frequency?

The most prominent number belongs to the response “A few times a year”, accounting for 56.4% of the total sample, while the percentage of 35.6% belonging to the response “A few times a month” is also worthy of note. 

As can be seen, almost the entire sample consumes cosmetic products throughout the year, which is further evidence of a strong industry.

Now let’s check out the main places of purchase:

What is the most relevant aspect of this response? That although 42.6% buy cosmetics online, the rest decide to do so in person. 

And due to the nature of the product, this will be a very important factor in the purchasing decision, as we’ll explain below.

Consumers use of vegan cosmetics and outlook on premium price

Cosmetics brands will find this interesting:

• 85% of consumers regularly use cruelty-free and vegan cosmetics products,
• and 86% would like to start buying more cruelty-free and vegan cosmetics products.

These two results show that the vegan cosmetics market is not only currently a force in the market but also has a solid future projection.  

And if you add to the equation the intention and willingness from consumers to pay a premium price, you get a winning combination:

As seen above, the vast majority of consumers are ready to pay a premium price to satisfy their ethical concerns. Companies that match these consumers’ values have a greater chance of adapting to the industry necessities and becoming a market force. 

Most influential factors on cosmetics products

When buying cosmetics, consumers are searching for specific claims, with these being the top eight:

Once again, this stresses the importance of cruelty-free and vegan cosmetics products. This also highlights the rise of natural ingredients, thus confirming the importance and strength that the “clean-beauty” trend is gaining in cosmetic products—a trend that is closely associated with vegan cosmetics.

For 29% of consumers, it is crucial that the cosmetic product has a clear list of ingredients. And there’s a reason for this.

Ingredients as a barrier to cosmetics products and labeling as the solution

Cosmetic products contain ingredients that are hard for consumers to identify. 

If it is already difficult to identify the ingredients of food products, one can imagine the hassle consumers have to go through to be certain that a cosmetic product is vegan.

That’s why almost 50% of consumers don’t feel confident at identifying animal-derived ingredients in cosmetic products.

Curious enough, the other half answered to feel confident about it.

However, when asked to identify the animal-derived ingredients from a list of commonly found ingredients in cosmetic products, this happened:

Absolutely no one was able to identify all of the animal ingredients listed. Some ingredients –  like guanine, squalene, retinol, or ambergris –  were correctly marked as an animal ingredient by only 18% of the survey participants.

This shows that consumer knowledge in this area is limited, so companies must take steps to help consumers identify which ingredient is of animal origin and which is not. 

And this is where labeling makes the difference:

• 75% of consumers consider it very important that brands selling vegan cosmetics have their vegan products certified by an independent third-party certification such as V-Label.
• By labeling the cosmetic product, brands will solve the worry of the 29% of consumers who want a clear list of ingredients. 
• It will also make the purchase process much easier: as indicated at the beginning of the newsletter, the majority of cosmetics products are bought in an on-site context, where there is not as much time to search for the origin of the ingredients as in an online context, so labels can make all the difference.

Quick fact: 78% of consumers worldwide generally trust products with the V-Label symbol more than products without it.

Practical example: E.L.F. Cosmetics

In our practical example section from today’s newsletter, we will talk about E.L.F. Cosmetics and their main communication practices to appeal to consumers.

E.L.F. Cosmetics is one of the biggest players in the cosmetics industry…and they just so happen to be a 100% vegan cosmetic brand.

We can see how they address some consumer concerns:

Here, they address the most important thing right away: being vegan and cruelty-free, so consumers can purchase their products guilt-free. 

They also promote the clean nature of the ingredients from their products, satisfying consumer demands for “clean-beauty.” E.L.F. Cosmetics goes further in this topic and explains why their ingredients are clean, while also promoting their competitive prices:

And finally, they also promote their environmental efforts and their commitment to sustainably  sourcing their ingredients:

To sum up: E.L.F. Cosmetics appeals to all the consumers’ concerns and demands by:

• Highlighting their promise to make all their cosmetics vegan and cruelty-free
• Following the clean beauty trend
• Developing environmentally friendly packaging
• Having sustainably sourced materials
• Ensuring quality and affordability

So cosmetics brands should consider following this example to increase their chances of winning over consumers.

Now it’s your turn

We really hope you enjoyed our new consumer insights guide.  If you want to take an even deeper dive into vegan cosmetics, check our case study on vegan cosmetics. 

And now we’d like to hear from you.

Which consumer insight from today’s guide did you find the most useful?

Is your product following the clean beauty trend? Does it have a label for helping consumers?

Either way, let us know by leaving a quick comment below.

See you in the next guide.

List of Resources

• Case study: How do conscious consumers shop beyond 2020?
• Get the V-Label

* Data from the FRAME study on animal testing for medical, chemical, and cosmetics purposes published in summer 2020.

** Data from the V-Label study on vegan cosmetics published in November 2022.

In this edition, you will find the most important consumer insights on plant-based chocolate, specifically:

• Consumers’ favorite plant-based chocolate products and flavors
• The most influential claims on plant-based chocolate products
• How to market vegan chocolate and a practical example featuring LoveRaw

Now it’s time to share what we discovered.

Key consumer insights on plant-based chocolate

Plant-based chocolate is experiencing a sweet growth.

As a matter of fact, 40% of European consumers have purchased plant-based chocolate in the past year*.

And the trend is only growing: 

Among the Europeans who have purchased plant-based chocolate, 48% increased their consumption of it last year.

This growth is no coincidence: the market for plant-based foods is worth €5.7 billion, up from €4.6 billion in 2020**. 

Every category of plant-based food has experienced growth in this past year, so it’s not surprising that this plant-based category has earned some of the same attention.

Let’s take a deeper look and see the consumer perception and most important factors of plant-based chocolate.

Consumers’ favorite plant-based chocolate products and flavors

Consumers can choose many chocolate products: from classical chocolate bars to spreads and more. 

However, these are the top 4 most consumed chocolate products by European consumers:

And would a plant-based version of those products appeal to consumers?

The answer is pretty positive. And they would also be willing to pay a premium price for them:

As can be seen, nearly half of European consumers would like a plant-based version of those chocolate products, and if we add to the equation the rise of vegans and flexitarians, this market becomes a highly attractive one for chocolate producers.

Before jumping on to the next section, take a look at consumers’ favorites flavors:

Extra tip for producers 

Differentiating your brand from others is key to your company’s success, especially for start-ups. So maybe, instead of dropping the most consumed products (chocolate bars) with the most popular flavor (chocolate hazelnut), you can try a niche chocolate product/flavor:

• Between 30-35% of European consumers have purchased a chocolate spread, making it the least purchased item.
• Fruit-flavored chocolates – like coconut, orange, lemon, and raspberry – are less popular. 
• Same with chocolates made with pistachio or peanut: they don’t have the popularity of other nut flavors like chocolate hazelnut.

So if you don’t see your brand competing with the big guys at the moment, give a niche plant-based chocolate product a try.

Most influential claims on plant-based chocolate products

When buying plant-based chocolate, European consumers are searching for specific claims, with these being the top three:

Consumers are willing to spend extra money on vegan chocolate with those claims, so having those will make your brand gain a competitive edge.

And of course, environmental claims can’t be left out.

Having sustainable/environmentally friendly packaging is very important for 75% of European consumers, so it’s an important factor to take into account when designing the product.

And if you add the following sustainability claims to your packaging, even better:

• Reduced Carbon Footprint or No carbon footprint 
• Environmentally friendly
• Fair trade 

Reduced Carbon Footprint/No carbon footprint is the most appealing claim and the one for which European consumers are most willing to pay a premium price, so brands that are able to incorporate this will have a more attractive product for consumers. 

Quick fact: 78% of consumers worldwide generally trust products with the V-Label symbol more than products without it.

How to market vegan chocolate

There are many ways to market vegan chocolate, but these are our two recommendations:

1. Market it as a healthy treat

Check this out:

• Between 70-80% of European consumers who eat plant-based chocolate do it as a treat/reward.
• 40% of European consumers who eat plant-based chocolate say it’s healthy.

While regular chocolate is perceived as unhealthy, the opposite happens with plant-based chocolate products. 

So marketing these products as a healthy way to unwind and relax without making sacrifices is a powerful way to appeal to consumers.

2. Focus on taste

Does your product excel in taste? Then just go with it.

As we have stated in previous newsletters, the most important factor for consumers when it comes to plant-based products is taste:

• Taste is important for 82% of plant-based meat eaters.
• Taste is important in plant-based seafood for 78% of Asian consumers and for 52% of US consumers.
• 85% of consumers state that taste is important when buying vegan dairy products.

Also, remember that the other half of plant-based chocolate consumers don’t necessarily see it as a healthy product, and they just want a treat regardless of the consequences.

Of course, you can mix it up a little and focus on taste but drop health claims as well.

And that’s exactly what we are going to check out in our practical example.

Practical Example: LoveRaw

In our practical example section from today’s newsletter, we will talk about how LoveRaw puts focus on taste to promote their plant-based chocolate products but also adds some health claims.

First, let’s look at how they communicate about their products:

As we can see, they focus on the tasty features from their products, and also add some health claims by communicating about their natural ingredients and the non-use of palm oil.

In the first picture, they also appeal to vegans and non-vegans (almost certainly aimed at flexitarians), which is the best way to broaden the market for your plant-based product.

Now check out some of their vegan chocolate products:

There are a couple of noteworthy things in the image above:

Two of their products feature one of the most consumed chocolate products (chocolate bars) with two of the most popular flavors (hazelnut and caramel). For these two products, they focus on some of their features, like no artificial ingredients and no palm oil.

However, in the two other products, they really emphasize the low caloric intake per serving, appealing to consumers who may be worried about this so they can enjoy a self-indulgent moment without guilt.

And last but not least, more focus on taste on their packaging:

LoveRaw proves that taste alongside some health claims is a winning combination, so if this taste approach works for your brand, you can definitely follow their example.

And remember that marketing your product as a really healthy (even sugarless) vegan chocolate is a very good approach as well.

Quick fact: 40% of global consumers associate V-Label with better taste.

Now it’s your turn

We really hope you enjoyed our new consumer insights guide. If you want to learn more about this topic, we have a whitepaper on the key innovations and market numbers of vegan sweets and confectionery.

And now we’d like to hear from you.

Which consumer insight from today’s guide did you find the most useful?

What vegan chocolate product and flavor would you market? What approach would work best for it?

Either way, let us know by leaving a quick comment below.

See you in the next newsletter.

List of Resources

• Case study: How do conscious consumers shop beyond 2020?
• Vegan Sweets Whitepaper: Innovations and market numbers
• Get the V-Label

*All consumer data has been extracted from a July 2022 study on chocolate by FMCG Gurus. Ten European countries with 1,000 respondents per country participated in the study. To obtain the European data, the percentages obtained by each of the ten European countries participating in the study were averaged.

** Data from the GFI Europe study on plant-based sales published in April 2023.

In this edition, you will find the most important consumer insights on vegan fashion, specifically:

• Consumer perception of vegan fashion and preferences
• How to win consumer trust with three easy steps
• A practical example of how to put consumer insights into practice

Now it’s time to share what we discovered.

Key consumer insights on vegan fashion

Vegan fashion is no longer a niche market.

Consumers are massively adopting vegan diets, which affects not only food but also non-food products; hence, the vegan fashion market is experiencing broad market growth.

However, vegans aren’t the only ones pushing for vegan fashion: environmentalists and general consumers are just as aware of animal cruelty in the fashion industry. This, alongside many political bans on the fur/leather industry, has strengthened the vegan fashion market.

Take a look at the annual fur production decrease from 2014 to 2021*:

As consumers are more aware, the sales of products involving animal cruelty in fashion will likely decrease.

Let’s take a deeper look and see the consumer perception of vegan fashion**.

Consumer perception of vegan fashion

Consumers are smart; they know what’s going on in the fashion industry. Take a look at this graph:

In most countries, more than half of the population knows about the cruelty in the fashion industry. It is particularly noteworthy in Austria and Switzerland, where 83-84% of the population are aware, making these countries a clear target for brands looking to offer their vegan fashion items.

So, does being aware translate into a preference for vegan fashion items over animal-based ones?

The answer is pretty positive, as we can see. 

Again, Switzerland and Austria are in the lead with half of the population preferring vegan fashion over animal-based fashion. The good news is that, in the countries with lesser results, still a third of their population would prefer vegan fashion products.

And even some consumers have completely stopped purchasing animal-based fashion products:

Quick fact: 86% of consumers would like to start buying more cruelty-free and vegan cosmetics products

The tendency is clear: consumers are increasingly embracing vegan fashion and rejecting the old fashion ways. And old school brands have also noticed this change: top fashion companies like Gucci and Versace have reportedly pledged to stop using real fur. 

It’s never been a better time to take advantage of the vegan fashion wave.

Therefore, it’s time to explore some more consumer insights.

Next-Gen Materials: consumer preferences

Brands marketing a vegan fashion product will find this interesting: 

When referring to the alternative ingredients of a vegan fashion product, these are the top preferred names by U.S. consumers.

As we can see, the top two are “Eco materials” and “Animal-free materials”, highlighting the importance that consumers attach to environmental and animal welfare claims.

Extra tip for producers

When marketing your vegan fashion product, don’t appeal just to vegans, but also to environmentalists. Here’s one quick tip to reach environmentalists:

Studies*** show that when communicating about alternative leather or fur, it’s better to not use the words fake leather or fake fur. Instead, use vegan leather/fur.

The main reason behind this is that fake leather/fur is highly associated with plastic, which is considered harmful to the environment, whereas the word vegan is more associated with being natural and biodegradable. 

So, it’s recommended to use the word “vegan” instead of “fake” when referring to leather or fur to appeal to both of these consumers.

It’s also good to know that U.S. consumers are willing to purchase next-gen materials (or, as they prefer, eco-materials). Let’s check the percentages depending on the technology used to craft these next-gen materials:

Depending on the technology used, percentages can go from half of U.S. consumers to one-third, which speaks highly of consumer intent. We can expect even higher percentages in other countries with more awareness of vegan fashion. 

How to win consumer trust

Transparency is key.

Consumers want to know what they are buying. Brands should show what their products are made of, how they are made, and why it is sustainable.

1. What they are made of: consumers want to know what materials have been used to create the product. What technology has been used? What ingredient has been made out of it? Brands should answer these questions as a starting point in winning consumer trust.
2. How they are made: Where do these ingredients come from? Are they locally sourced? Are they fair-traded? Emphasis on the manufacturing processes and supply chains will help consumers understand the brand is committed not only to animal welfare but to sustainability and fair labor, too. Informing consumers that your brand is more ethical than the competitor’s will give you a market advantage.
3. Why it’s sustainable: To inform consumers about their environmentally-friendly practices, certain companies showcase their CSR (Corporate Social Responsibility) reports on the sustainability section of their website. This allows consumers to receive messaging that highlights the social and environmental sustainability aspects of a brand’s products, indicating that their clothing has a lesser impact on the environment compared to competitors.

Quick fact: 78% of consumers worldwide generally trust products with the V-Label symbol more than products without it.

Let’s take a look at some good practices on how to win consumer trust in the vegan fashion industry.

Practical example: PUMA

In our practical example section for today’s newsletter, we will talk about how PUMA puts some of these consumer insights into practice with their vegan shoes.

First, PUMA communicates what materials and technology go into making the vegan shoe and the benefits of it:

They also emphasize their commitment to animal welfare and sustainability by stating that their future products will no longer use animal-based materials. They provide packaging insights as well to let the consumer know about their efforts to make it more sustainable.

Apart from talking about the specifics of their vegan football boots and packaging, they make some ethical statements on their website, helping consumers learn about how their products will contribute to the environment and human rights.

And as expected, they have a CSR where they display their future targets:

Our advice: Take every chance you have to make the consumer know your brand is making all the efforts possible to become a more ethical product, either by removing animal-based materials or by making the products more environmentally friendly—or maybe even by doing both.

Now it’s your turn

We really hope you enjoyed our new consumer insights guide.  If you want to learn more about this topic, we have a white paper on the key innovations and market numbers of the vegan non-food segment.

And now we’d like to hear from you.

Which consumer insight from today’s guide did you find the most useful?

What technology would you use for your vegan product? In which country would you market it?

Either way, let us know by leaving a quick comment below.

See you in the next guide.

List of Resources

• Case study: How do conscious consumers shop beyond 2020?
• Vegan Non-Food Whitepaper: Innovations and market numbers
• Case study: What do consumers have to say about vegan cosmetics in 2022?
• Get the V-Label

*Data from Humane Society International/Europe was used for the decreasing use of fur stat. 

**Data on consumer perception and next-gen materials was extracted from Statista

***Other studies used:

Ethical Consumers’ Awareness of Vegan Materials: Focused on Fake Fur and Fake Leather

Sustainability Practices and Implications of Fashion Brands at the Vegan Fashion Week 

In this edition, you will find the most important consumer insights on plant-based seafood, specifically:

• What consumers want from plant-based seafood
• Main barriers for consumers
• A practical example of how to put consumer insights into practice

Now it’s time to share what we discovered.

Key consumer insights on plant-based seafood

Plant-based seafood has caught the eye of consumers.

And this fact is particularly striking in Asia and the US, according to the surveys conducted by GFI*:

• 62% of US consumers are familiar with plant-based seafood,
• while in Asia, the percentage rises up to 65%

Consumers in these parts of the world are not just familiar with it, but they also show high interest in plant-based seafood: 

Knowing that consumers are ready to purchase these products, it’s time to look at the main drivers to do so.

Key drivers to plant-based seafood

First things first: taste is the most important factor for consumers. Brands need to try mimicking the flavor wild/farmed fish have. Consumers don’t want to make sacrifices when it comes to taste. So that’s why this should be the brands’ main focus.

Once the flavor is achieved, brands need to pay attention to the following key drivers for consumers.

Environmental driver

As with the rest of plant-based foods, environmental concerns play a big role in making consumers purchase plant-based seafood.

Take a look at the environmental factors that have the most influence on the purchase of plant-based seafood according to US and Asian consumers:

Consumers are more educated than ever and are aware of the consequences of eating fish, and that’s why they seek brands and products that mirror their ethics and beliefs. Plant-based products are heavily associated with being environmentally friendly, so brands can look to capitalize on this by actively addressing social issues deemed important to consumers.

Storytelling could play a big role when addressing the environmental benefits that plant-based seafood has compared to wild/farmed fish. We will see a practical example below.

Quick fact: 44% of consumers choose vegan diets for animal welfare reasons

Health driver

81% of global consumers who eat meat alternatives do so because they are healthier.

And when it comes to fish, these are the most important health factors for consumers in the US and Asia:

No mercury is the most important factor due to the growing concern about ingesting metals such as this one from fish consumption.

Claims on “high in protein” and “rich in omega-3” are also very important. Consumers fear missing out on vital nutrients; thus, fortification, which works amazingly with flexitarians, answers these consumers’ concerns.

Functionality driver

As previously stated: flavor, flavor, and more flavor. Check this graph.

Once taste and texture are achieved, consumers will find it easier to become familiar with and accept plant-based fish. Hence, the focus for food producers shall be first on flavor and texture and then appealing to the health and environmental drivers described.

Quick fact: 40% of global consumers associate V-Label with better taste.

Extra tip for food producers

Taste, no mercury, saving ocean habitats…these are the main key drivers; however, what are the most desired seafood alternatives?

Here’s what Asian consumers have to say:

• 47% of Asian consumers desire plant-based shrimp/prawns
• 42% of Asian consumers desire plant-based salmon
• 44% of Asian consumers desire plant-based crab
• 41% of Asian consumers desire plant-based tuna

And on top of that, 57% of Asian consumers eat seafood fried and 43% raw.

Companies who take advantage of this data when developing their products have a great opportunity to tap into this market by offering these plant-based alternatives in this form.

Now let’s look at the main barriers consumers face when purchasing plant-based seafood.

Main barriers to plant-based seafood

As we will see right now, the trend continues: Taste and texture are the protagonists. However, there are some interesting factors to also take into account.

Besides taste and texture, the main barriers are freshness and naturalness.

Freshness cannot be achieved in plant-based seafood. However, this barrier could be compensated by using 100% natural ingredients to give a sense that the product is not artificial, and it would also tackle the naturalness barrier. So, to add extra value to the product, companies should try to focus on giving consumers natural ingredients claims.

Quick fact: 74% of global consumers say it is important that food and drink are 100% natural.

Practical example: Onami Foods

In our practical example section from today’s newsletter, we will talk about how Onami Foods puts all these consumer insights into practice.

We have previously reviewed how Heura and Oatly do it with their respective products, but now it’s time to check how Onami does it with their plant-based fish products.

First, Onami Foods addresses the most important consumer demands on their webpage:

“Elegantly textured and deliciously flavoured, our products are made of natural ingredients that will win over the taste buds of vegans and flexitarians alike. Taste the delights of Onami Foods and help protect our oceans!”

Texture and flavor: ✅

Natural Ingredients: ✅

Saving our oceans: ✅

And they also aim at flexitarians and vegans.

That is a great start. Let’s see how they delve into these consumer demands and concerns.

Their packaging is full of claims about health, sustainability, and natural ingredients:

They let the consumer know that their products are environmentally friendly, natural, healthy and, of course, vegan, therefore satisfying the top consumer demands.

They are also very clear with the ingredients they use, which is something that helps gain consumer trust:

Last but not least, they communicate how their products help make a better world. Remember what we said about storytelling and how consumers seek brands and products that mirror their ethics and beliefs.

Onami Foods is a brand that knows how to appeal to consumers and it is clear that its consumer communication model works.

So vegan brands should consider following this example to increase their chances of winning over consumers.

Now it’s your turn

We really hope you enjoyed our new consumer insights guide.  If you want to learn more about this topic, we have a whitepaper on the key innovations and market numbers of plant-based fish.

And now we’d like to hear from you.

Which consumer insight from today’s guide did you find the most useful?

Let us know by leaving a quick comment below.

See you in the next guide.

List of Resources

• Case study: How do conscious consumers shop beyond 2020?
• Plant-based Fish whitepaper: Innovations and market numbers
• Get the V-Label

*This data was extracted from FMCG Gurus*

*6.500 consumers from Asia and the US participated in the surveys conducted by GFI between 2020 and 2021*.

In this edition, you will find the most important consumer insights on vegan diets and the role of V-Label in them, specifically:

• The growing trend of new vegans and flexitarians with Veganuary
• Why consumers are demanding vegan food
• Practical examples of how companies make the most out of Veganuary
• The importance of V-Label for vegans and flexitarians

Now it’s time to share what we discovered.

Key consumer insights on vegan diets

New year; new you – or that’s what they say. Vegan diets are becoming increasingly popular among consumers, as evidenced by the rise of the Veganuary challenge.

Every 2.4 seconds, a person signs up for the Veganuary challenge, which consists of having a fully vegan diet and lifestyle during the month of January. At that rate, this will be the year with the most signups. And that is no surprise if we consult the numbers from the past 4 years:

Consumers are now more interested than ever in vegan diets. And there are many reasons for this to happen. 

Here’s what we’ve uncovered about why consumers wanted to try a vegan diet in 2022 and how this affected their dietary habits

Why did consumers try a vegan diet?

The report conducted by Veganuary shows the three main reasons consumers chose to follow a vegan diet last January:

Personal health and the environment are always among consumers’ top motives for choosing plant-based foods. That’s why brands need sustainability and health claims in their products: these are key factors for consumers when purchasing plant-based foods. 

For example, 74% of global consumers are concerned about the state of the environment and, more specifically, about carbon emissions. And since plant-based foods are highly associated with being environmentally friendly, having sustainability claims will help attract consumers.

Dietary habits after trying a vegan diet

After trying a month without eating animal products, non-vegan consumers were asked if they would maintain a vegan diet: 

• 36% claimed they would continue with a vegan diet, 
• while 10% were not sure about it.

This is positive news: consumers who are not vegan are willing to change after trying a plant-based diet, and while many of them will not keep with it in the long term, they may hop into the flexitarian trend, which is a big market for food producers with a plant-based portfolio.

From the 54% of consumers who would not continue with a vegan diet, two major insights are worth highlighting:

• 74% said they would reduce their consumption of animal products by at least half.
• 76% said they were extremely likely or very likely to try a vegan diet in the future.

Again, consumers are willing to change their dietary habits to introduce more plant-based foods, which means that every year, there will be more flexitarians and more demand for plant-based products.

Extra tip for food producers:

Even if consumers are willing to change their diets for animal welfare, personal health, or environmental reasons, they don’t want to miss any of the products they used to have before adopting a vegan diet. That’s why they were asked what products they missed most during Veganuary:

Companies who take advantage of this data when developing their products have the greatest opportunity to tap into this market by offering these plant-based alternatives.

Quick fact: 59% of consumers state that there is a lack of availability of different types of products

Practical examples: How to make the most out of Veganuary

Veganuary is the perfect moment for brands to launch their new plant-based foods. Consumers are more willing to try a vegan diet, so brands have a great chance to showcase their new plant-based products.

Let’s look at some examples from these brands:

The Vegetarian Butcher: In this Veganuary, The Vegetarian Butcher has launched their first ever cookbook in the UK, “New Meat,” under the slogan, “The foods you love, without compromising on taste, texture and tradition,” appealing to flexitarian consumers. They’ve also made many discounts and have offered for free their plant-based chicken in some supermarkets for consumers to try. They’ve also collaborated with Subway to launch their new vegan sandwich, the “Plant-based Teriyaki Steak Sub”.

Heinz: For Veganuary 2021, Heinz launched vegan salad cream, bean burgers, and a selection of egg-free mayos in the UK. But for this Veganuary, they have pushed harder: they have launched vegan versions of two of their best-selling products, Creamy Tomato Soup and Beanz & Sausages. And to top it off, they’ve just introduced plant-based meat nuggets, the Original Nuggetz and the Curried Nuggetz, which are fully vegan, and the Cheesy Nuggetz, which are vegetarian. 

E.L.F cosmetics: Tackling Veganuary means committing to an entirely vegan lifestyle, not just food choices. That’s why many cosmetics brands use this time of year to promote their new products. E.L.F Cosmetics has been introducing new products in Veganuary for a couple of years now, and this year has been no different: from new anti-aging serums and primers to sunscreen, E.L.F Cosmetics is already making the most out of this Veganuary.

Quick fact: 86% of consumers would like to start buying more cruelty-free and vegan cosmetics products.

Heura: Last but not least, the leading plant-based meat company in Spain has just made a big announcement for this Veganuary: Heura enters the plant-based fish category with their F’sh Fillet and F’sh Fingers.

Our advice: if you are thinking about launching a new plant-based product, Veganuary 2024 could be a great opportunity. However, your product will need to stand out from the competitors. Good marketing and communication will help you with it, as well as adding personal health or environmental claims to your product.

But if you want your plant-based product to gain visibility, consumer trust, and give a premium quality perception, you will need more than that. And that’s where V-Label can help your plant-based product.

We don’t do the talk; consumers do. Let’s check out what consumers think of V-Label.

Key Consumer Insights on V-Label

European consumers are aware of the existence of V-Label. And they love it.

How do we know?

Because recently, FMCG Gurus conducted a survey where European consumers gave their insights on V-Label. 14,000 people from 14 European countries participated. Only 13% followed a vegetarian/vegan diet, so the answers to this survey do not come solely from people who follow this diet.

So, what do they have to say about V-Label? 

European consumers were asked if they had ever seen the V-label symbol in drink and food products. 34% responded yes, and the number is higher in specific countries like Spain, Sweden, or Austria, where 40% responded affirmatively. 

Now let’s get to the specifics. 

A third of Europe knows about V-Label

European consumers are aware of V-Label’s existence.

As a matter of fact, 54% of them have bought a product with the V-Label symbol, while only 16% have not. A high percentage of consumers have purchased a product with the V-Label symbol, so they are familiar with it.

This leads us to the next question: Do they know what the V-label symbol means? 

The answer is yes: 65% of European consumers know what the V-Label symbol means, and this translates to a specific consumer behavior: 29% of European consumers never check the ingredients of a product to see if it’s vegetarian/vegan when it is marked with the V-Label symbol, and 31% rarely do it, making V-Label a sign of trust.

In short: Consumers know and trust V-Label, making it easier for consumers to purchase vegan/vegetarian products safely. Perhaps this quality is what makes 40% of European consumers willing to pay a premium price for a product carrying the V-Label symbol.

Last but not least, here are the top 5 associations European consumers make when seeing V-Label:

As you can see, V-Label has many positive qualities for consumers. They know us, trust us, and think we are of high quality. If you want to be one step ahead of your competitors, get certified here or arrange a call with us.

Now it’s your turn

We really hope you enjoyed our new consumer insights guide. 

And now we’d like to hear from you.

Which consumer insight from today’s guide did you find the most useful?

Do you think your products could benefit from Veganuary? And from V-Label?

Either way, let us know by leaving a quick comment below.

See you in the next guide.

List of Resources

• Get the V-Label
• Case study: What do consumers have to say about vegan cosmetics in 2022?
• Case study: How do conscious consumers shop beyond 2020?

*This data was extracted from FMCG Gurus*

*32.000 consumers participated in the survey conducted by Veganuary. Only 17% of participants were vegan*.

In this edition, you will find the most important consumer insights in 2022 regarding plant-based dairy, specifically:

• Why consumers are demanding plant-based dairy products
• An in-depth look at the key factors that go into it
• A practical example on how to win consumer trust

Now it’s time to share what we discovered.

Key Consumer Insights on Plant-Based Dairy in 2022

More and more, consumers are turning to dairy alternative products.

In fact, 47% of global consumers eat or drink plant-based dairy products.

There are several reasons why this is happening. So let’s jump right in and check out the key factors that go into this decision:

Sustainability

Sustainability has become a key factor for consumers when purchasing products:

74% of global consumers are concerned about the state of the environment and, more specifically, about carbon emissions.

There has been recent attention to the carbon emission of dairy farming and the impact this has on the environment. Therefore, many consumers have turned to plant-based dairy to address these concerns.

As a matter of fact, 60% of global consumers believe plant-based diets are better for the environment.

So there is a huge opportunity for plant-based brands to take a proactive approach to eliminate their carbon footprint and even offset more carbon emissions than they produce; brands need to be seen as resourceful and efficient – and not contributing to environmental damage.

Another major concern for consumers is food waste: 68% of consumers are worried about it.

And again, plant-based brands have the upper hand: 69% of consumers deemed that drinking/eating alternatives to dairy are better for the environment.

This is further reinforced by the fact that 62% of consumers who opt not to consume dairy cite environmental concerns such as food waste.

But beware—when asked what barriers consumers think exist when it comes to leading a more environmentally friendly diet, 53% answered that environmentally friendly products are more expensive.

And, because 67% of consumers think that price is an important factor when buying alternative dairy products, it is pretty clear that plant-based dairy brands should look into making their products more affordable or worth the premium price. A tiered portfolio range with economical options can make dairy-free products more accessible to consumers.

In short, vegan products are perceived as environmentally friendly, so plant-based dairy brands should embrace this and be as transparent as possible with sustainability claims. Also, they should aim to make dairy-free products more accessible to consumers. Brands that do this will have a positive perception by the consumer and competitive advantage over other companies.

Taste & Flavors

Consumers don’t want to make sacrifices when it comes to taste.

And even though consumers have increased their attention in sustainability matters, taste is still the most important factor for many consumers when choosing a product:

• 85% of consumers answered that taste is important when buying alternative dairy products.
• In fact, 38% of consumers say that they don’t purchase plant-based milk products due to not liking the taste.

So plant-based brands should offer products that taste as good as or better than dairy products. And we can see they are achieving it: 66% of consumers like the taste of plant-based alternatives better than regular milk products.

And if plant-based dairy brands can add a variety of flavors that taste phenomenal, even better: 42% of consumers say they want a greater variety of flavors when looking for plant-based milk.

Consumers are seeking exotic and unusual new flavors to experience. With more people turning to alternative dairy products, there is plenty of room for brands to experiment with new flavors and products to offer consumers a unique experience as they branch out into plant-based dairy categories beyond milk. 

There is an opportunity for brands to raise awareness of other alternative dairy varieties such as tiger nut, pea, and potato milk.

As we can see, there is ample space for innovation. But right now, the most appealing flavors for consumers are:

1. Almond: 67%
2. Soy: 65%
3. Rice: 53%
4. Coconut: 34%
5. Oat: 31%

In short, plant-based brands should offer products that taste good with a variety of flavors, and offer peace of mind to the consumer by having sustainability claims.

Real Ingredients

Consumers want products that contain real ingredients that will not negatively impact their health:

• 74% of consumers state that it’s important that their groceries are 100% natural.
• Also, 68% of consumers stated that dairy is high in sugar which is a reason why they do not eat or drink dairy.

Consumers are looking for clean ingredients that they know and trust, and they want to avoid chemicals and ingredients that are detrimental to both the environment and their health, so they will be looking for alternative dairy products that use familiar and trustworthy ingredients.

As a matter of fact:

• 52% of consumers agree that over the last twelve months, they have been more attentive to the ingredient listings on food and drink products that they buy.
• And when buying, 57% of consumers pay attention to whether the product has high-quality and trusted ingredients.

Therefore, plant-based brands should provide a streamlined ingredients list and free-from claims on their products to help consumers make informed purchasing decisions.

Quick fact: 78% of consumers worldwide generally trust products with the V-Label symbol more than products without it.

Health

As we’ve just seen, consumers look for natural and safe ingredients. And the main reason for that is that they are worried about their health.

Consumers are taking a holistic approach to health, looking to boost their physical and cognitive well-being and seeking out ingredients that offer a health boost beyond basic nutrition:

• 73% of consumers stated that health claims/benefits are important when buying alternative dairy products, 
• and 71% of consumers indicated that plant-based alternatives are healthier than regular milk products.

Consumers are turning to functional products and better-for-you alternatives to help improve their health and boost their immune systems.

To appeal to the health-conscious consumer, brands should offer products that can provide health benefits, such as fortified products.

As a matter of fact, fortification works amazingly with flexitarians.

Due to the growing flexitarian trend across the globe (31% of global consumers are flexitarians), more people are looking to remove or moderate animal products in their diets.

However, flexitarians may feel that by removing animal products from their diet, they are missing out on vital nutrients, as can be seen in this piece of data: 55% of flexitarians stated that they are concerned that they may miss out on certain nutrients obtained from dairy due to having to change their diet in the last two years to moderate/avoid intake of dairy.

This creates an opportunity in the plant-based dairy market for fortified products to appeal to the flexitarians and ensure that they are receiving the vitamins and nutrients they feel they need.

Another key factor to consider within dairy alternatives is gut health: 56% of consumers plan to address digestive health over the next twelve months.

As data shows, this is a major concern of consumers. How do they plan to tackle it?

The answer is probiotics.

The problem is that many consumers associate probiotics with dairy products.

Therefore, plant-based dairy brands should look to provide the same probiotic benefits as dairy products so consumers don’t feel like they are missing out when removing dairy from their diets. Fortified products geared toward digestive health, such as probiotics, may be the answer.

Get our latest webinar on Gut Health & Dairy alternatives to learn from medical and industry experts insights on consumer needs, trends, and product development.

Practical Example: Oatly

In our last newsletter, we provided a practical example of how Heura communicated to consumers the environmental impact of its plant-based meat products and the composition of its ingredients to demonstrate that its product was sustainable and healthy.

In this edition, we will use Oatly as our practical example.

As we can see, Oatly focuses on two things: its climate footprint and its ingredients, letting the consumer know what they are getting (just oats with protein, carbs, fiber, and healthy fat) and its environmental cost.

Oatly lets the consumer know that the product has been enriched with everything they need: vitamins and calcium. The ingredients are natural and healthy, so consumers don’t perceive that they’ll be missing any nutrients. Remember what we said about consumer concerns about missing out on those.

Oatly goes a step further and provides the consumer with detailed information about the ingredients they use:

Consumers highly appreciate this transparency, so it makes sense to commit to it even when communicating negative aspects of the product.

Here, Oatly addresses a possible concern: the presence of sugar, an ingredient poorly perceived by the consumer, as we have stated before.

Oatly communicates its environmental impact to the consumer openly, even if it has increased.

Being so open about their strengths and flaws is what makes Oatly gain consumer trust. And looking back, Oatly meets all the key factors mentioned in this newsletter.

So vegan brands should consider following this example to increase their chances of winning consumer trust.

Now it’s your turn

We really hope you enjoyed our new consumer insights guide. If you want to learn more about this topic, we have a whitepaper on the key innovations and market numbers of plant-based dairy.

And now we’d like to hear from you.

Which consumer insight from today’s guide did you find the most useful?

Are you going for an environmentally friendly product with health claims? Epic taste and natural ingredients?

Either way, let us know by leaving a quick comment below.

See you in the next guide.

List of Resources

• Case study: How do conscious consumers shop beyond 2020?
• Plant-based Dairy whitepaper: Innovations and market numbers
• Dairy alternatives & Gut Health Webinar: Consumer needs, trends and product development
• Get the V-Label

This data was extracted from FMCG Gurus

In this edition, you will find the most important consumer insights in 2022 regarding plant-based meat, specifically:

• Why plant-based meat consumption increased from 2020 to the present
• The main consumer demands for plant-based meat
• What barriers consumers may encounter in plant-based meat products

Now it’s time to share what we discovered.

Key consumer insights on plant-based meat in 2022

A growing proportion of consumers are reducing their meat intake.

In fact, check out this table

Consumers are shaping their diets to incorporate less meat. This trend will continue to grow over the years: almost two-thirds of global consumers who eat meat regularly are either attempting or considering reducing their intake over the next twelve months.

So let’s find out what the most important factors are for consumers when it comes to meat alternatives.

Health and Sustainability

First of all, let’s compare the proportion of consumers who eat meat substitutes or replacements from 2020 and 2022:

Just like in the table from the beginning, there is a clear consumer trend towards meat alternatives. So why do consumers eat meat substitutes? Here are the top three reasons:

1. 83% state that meat substitutes are better for the environment
2. 82% state that meat substitutes are healthier
3. 72% state that meat substitutes are more trustworthy

Health and sustainability are the main reasons for seeking out these products, highlighting how people are putting greater emphasis on long-term health maintenance, and are making the link between well-being and sustainability.

So vegan brands should promote health claims to position products as guilt-free and conveniently nutritious, as well as having sustainability claims.

Real and Authentic Ingredients

74% of global consumers say it is important that food and drink are 100% natural.

And the same goes for meat alternatives:

• 69% of global consumers who eat meat alternatives state that it is important that they are naturally formulated, 
• and 79% think it is important for these products to be made with familiar or well-known ingredients.

In fact, 68% of global consumers have stated that they regularly check ingredient lists when purchasing plant-based food and drink, so let’s check out what they look for when checking ingredients:

This behavior is due to the two factors mentioned in the first table. Consumers are concerned about their health and are looking for trustworthy ingredients, highlighting how consumers are becoming more conscious of and cautious about what they eat.

When checking nutritional labels, consumers want reassurance that products are free from artificial and chemical ingredients deemed detrimental to their health and the wider environment.

Practical example: Heura, a Spanish vegan meat company that is having huge success, does a great job with this. They show consumers how much protein, fat, saturated fat, and kcal their products contain compared to meat products. They also show the ingredients of their products, broken down in a simple and visible way, emphasizing how natural their ingredients are.

In addition, they often show the environmental impact of their plant-based versus non-plant-based products.

So it is important that vegan brands are able to convey the nature of their ingredients to the consumer: real and authentic.

As said, Heura started in this market in Spain. So if you want to know more about the Spanish vegan meat market, check out the webinar we organized just a month ago.

Taste, texture, and appearance

One of the most important factors for any plant-based product is that it should be as similar as possible to the product it is intended to replace.

Therefore, we can assume that the product’s taste, texture, and appearance are as important or even more important than other factors such as health or environment. But nothing better than this graph to confirm it.

The numbers are pretty high, with taste being the most important one with 82%. As we can see, consumers are pretty satisfied, although more can be done to increase the texture and appearance of vegan meats.

If consumers are to turn to alternative products in the long-term, it is crucial that they are not associated with compromise and sacrifice. People who turn to meat substitutes place a high level of importance on taste, texture, and appearance, highlighting how meat alternatives must mimic the experience of eating actual meat products.

Quick fact: 40% of global consumers associate V-Label with better taste.

Variety of alternatives and innovations

There is a market opportunity for companies willing to innovate with their products.

Currently, one-quarter of global consumers who purchase meat substitutes say they are dissatisfied with them, and the two main reasons are the following:

1. 69% of consumers state that there is a lack of range of products, or not enough brands
2. 59% of consumers state that there is a lack of availability of different types of products (i.e., chicken, seafood, etc.)

This data shows that there is a gap in the market for vegan companies that break away from traditional plant-based meat products and offer different alternatives to target the growing proportion of people avoiding or moderating their intake of animal products.

But even if innovation is highly valued, there are some customers who are more reluctant to try: 21% of global consumers say that they are willing to try cultured meat.

Since we now know from this report that consumers place a high level of importance on products being 100% natural, it is no surprise that many consumers tend to shy away from cultured products developed in a laboratory, despite the benefits such products may be associated with.

Although no more than 20% are willing to try this meat alternative right now, perhaps in the future we will see a more open attitude from consumers towards these products as they become more familiar.

Possible concerns and barriers for consumers

Although there are many positive points in favor of plant-based meats, consumers have certain concerns that companies in the plant-based sector need to address.

The top-3 concerns are the following:

As we have mentioned before, taste and texture are really important. Vegan brands need to keep working on this aspect and on the price. For many, this is a barrier, so it is a good option to have a range of products with a variety of prices. 

For example, emphasizing taste and natural ingredients could improve the perceived value of the product and help sell at a premium price. Another option could be to create affordable options to help lower-income consumers who may be discouraged by the high price of plant-based alternatives.

Now it’s your turn

We really hope you enjoyed our first consumer insights guide. If you want to learn more about this topic, we will publish a whitepaper on plant-based meat soon, and you can download it here. We will send it directly to your email as soon as we post it.

And now we’d like to hear from you.

Which consumer insight from today’s guide did you find more useful? What other topics would you like to hear about?

Let us know by leaving a quick comment below.

See you in the next guide.

List of resources

• Case study: How do conscious consumers shop beyond 2020?
• New plant-based meat whitepaper: claim it here
• Spanish plant-based meat webinar
• Plant-Based Meat Webinar: Market Trends And Fresh Consumer Behavior Insights In Europe
• Get the V-Label

This data was extracted from FMCG Gurus