Plant-Based World Europe has partnered up with V-Label for this year’s event at ExCel London on 15th – 16th November.

Plant Based World Expo is the biggest 100% plant-based trade event in Europe, designed exclusively for food service professionals, retailers, distributors, buyers, wholesalers and investors. Plant Based World connects and empowers businesses within the global supply chain to successfully develop, source and distribute plant-based products.

The collaboration with V-Label includes the international V-Label Awards being featured at the show, as well as a V-Label pavilion exclusively for V-Label licensees on the show floor.

Participants of the V-Label pavilion will receive free entry for three of their products to the Awards, and benefit from the exposure to the audience at a high-traffic location and increased attention because of V-Label’s participation in the show program.

Limited spots are remaining for the pavilion. To request a booking, simply follow this link. Companies not yet labeled with V-Label can request a booking as well if they start the licensing process simultaneously.

Press Contact: charlotte.maurer@v-label.com

Welcome to our new guide on consumer insights.

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.

V Label Italia and the Italian Vegetarian Association (AVI) are announced as official partners of SANA, the International Exhibition of Organic and Natural Products, and Artigiano in Fiera, two of Italy’s highest visibility trade fairs.

This year, SANA holds its 35th International Exhibition of organic and natural products at the Bologna Exhibition Center from September 7th until 10th. V-Label Italia officially partners up for the organization of the highly anticipated VEG pavilion, to meet the surging consumer demand for plant-based products and cater to individuals embracing environmentally friendly and health-conscious food choices.

According to Sophia Somaschi, V-Label Italy’s Event Coordinator, “The market for plant-based products is experiencing an unprecedented boom, with a remarkable increase in available offerings. These products are no longer limited to the tables of vegans, vegetarians, and flexitarians but are now a staple in the shopping carts of individuals who prioritize the environment and their health. From supermarket shelves to the menus of bars and restaurants, plant-based options are becoming increasingly prevalent.”

To tap into and respond to the needs of this dynamic market segment, SANA’s will feature a dedicated area known as the Veg Area. This special section will encompass all variations of plant-based choices, including vegan, vegetarian, raw vegan, and plant-based products. The Veg Area aims to showcase new consumer trends inside and outside the home, along with product innovations.

“And we are also very pleased to announce the creation of the Organic, Vegan, and Gluten-Free Product Exhibition at Artigiano in Fiera 2023, in response to the increasing demand for certified products that prioritize health, physical well-being, and lifestyle choices,” adds Somaschi. “This exhibition will be held as part of an event that has been promoting the products of local companies, steeped in tradition and employing completely natural processes for over 26 years. Over the years, Artigiano in Fiera has garnered an audience that values authenticity, originality, and product quality, embracing principles such as genuineness, local sourcing, and sustainability. It is within this context that the market’s urgent need for certified products has emerged.” Artegiano in Fiera is held at Fiera Milano from December 2nd to 10th.

For licensed brands that are unable to attend the trade fairs in person but still want to be represented, V-Label Italia has formed an official partnership with Very-V, an upcoming e-commerce platform. Very-V will showcase and sell products from participating brands to the exhibitors at the fairs.

These collaborative efforts between V-Label Italia and Italian trade fairs demonstrate the long-standing commitment of the V-Label brand. Initially established in 1976 as the institutional symbol of AVI – the Italian Vegetarian Association, V-Label now enjoys the support of an international network of vegetarian and vegan associations across Europe and the globe. With registrations in over 70 countries, V-Label has become the leading certifier of vegetarian, vegan, and raw-vegan products. Their certifications extend beyond food and beverages to include cosmetics, personal hygiene, house cleaning products, textiles, and fashion accessories.

Are you a licensed brand and want to participate? Contact V-Label Italia at segreteria@vlabel.it or at +39 023546319 for more details.

Welcome to our new guide on consumer insights.

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.

V-Label is thrilled to announce the return of the International V-Label Awards, its awards scheme committed to celebrating positive impact in the plant-based industry. This year, V-Label is teaming up with Plant Based World Europe, Europe’s only 100% plant-based B2B trade show, in order to showcase the best in class in the industry. Applications are open as of today, until the end of July.

Recognizing impact and excellence in the plant-based sector

With the plant-based market experiencing rapid growth, it’s more important than ever to recognize companies that are pushing the boundaries of innovation and sustainability in this space, creating a positive impact that inspires others to follow their lead.

“We are excited for this year’s edition of the International V-Label Awards. I am very curious about the submissions from producers and retailers that want to showcase their innovative vegan products that are better for the planet and animals,” said Martin Ranninger, V-Label International’s Co-Director. “I look forward to collaborating with both our internal and external expert partners who will be judging this year’s submissions.”

The International V-Label Awards has been a key player in recognizing excellence in the plant-based sector. The 2022 edition saw 260 entries from over 30 countries, and this year’s edition promises to be even more impactful. The aim is to shine a spotlight on companies that are making a difference in the plant-based industry, as well as to encourage innovation and creativity in the sector.

“It was encouraging to know that we were not the only ones who clearly believed in our mission and impact,” shared Deniz Ficicioglu and Jacob von Manteuffel, founders of BettaF!sh, one of the Finalists of the 2021 edition, and Winners of the 2022 Awards.

Looking at the full story – from ingredient sourcing to packaging design

With a renewed focus on impact, the categories have slightly transformed: this year’s expert-judged categories are Sustainability, Innovation, and Marketing & Branding as a new category – alongside the popular Consumers’ Choice Award.

“Good marketing is essential for making veganism more accessible and appealing to a wider audience. By showcasing the benefits of vegan products, dispelling stereotypes, and creating demand, effective marketing can increase the availability and affordability of vegan options, as well as contribute to a more sustainable and compassionate world,” said Nikolett Konkoly, Program Manager of the V-Label Awards, on why the Marketing & Branding category was introduced this year.

Online application and expert jury

Similarly to last year, all categories are open for vegan food products, beverages, cosmetics, and non-food products alike. Brands can easily submit their applications online: the entry forms comprise both general and category-specific questions, and various media files can be uploaded to support the nomination. The questions get scored automatically, and the highest-scoring entries will be handed over to an expert jury board for final evaluation. 

The expert jury board includes influential entrepreneurs in the vegan space, such as Sonalie Figueiras of Green Queen or Vikas Garg of social media app abillion, as well as representatives of some of the most prominent organizations and media outlets in the plant-based scene, such as ProVeg Incubator or Vegconomist.

Join the biggest celebration of the plant-based movement – submit your vegan products to the International V-Label Awards now, and enjoy the Early Bird discount until June 16th.

For more information about the program, including information on categories, eligibility, prizes, past winners, and how to apply, visit awards.v-label.com.

About V-Label:

V-Label is the world’s leading vegan and vegetarian trademark, with over 50,000 certified products worldwide. V-Label is committed to helping consumers make informed and conscious choices, as well as supporting brands in entering and succeeding in the plant-based industry, while amplifying the stories of those driving the plant-based movement.

Press contact: nikolett.konkoly@v-label.com

Welcome to our new guide on consumer insights.

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.