Private label veggie brands: the majority of retailers work with V-Label, new white paper shows


In recent years, almost every retailer in Europe has introduced its own private label offering vegan and vegetarian products to consumers. In its newly published white paper, V-Label reveals its market leader position among certified private labels. Across the globe, more than 50,000 products from more than 4,300 licensees now carry V-Label.

“V-Label is proud to work with the majority of European retailers, who make the shopping experience for millions of consumers easier. This is possible thanks to the transparent and visible labeling that V-Label offers,” comments Martin Ranninger, V-Label International’s Co-Director, on the white paper release.

Retailers are now in a position to drive a fourth private-brand wave based on addressing changing consumer preferences and habits in innovative ways, this McKinsey 2021 report states. In the coming years, store brands will benefit from shifts in the grocery industry, such as online shopping becoming mainstream, lifestyle considerations (such as health, sustainability, and convenience) driving food demand, and value as top priority.

Lidl’s latest announcement on making plant-based expansions and reducing animal products is an affirmative sign of the continued growth of the plant-based category. Lidl alone has over 1,500 certified products as part of its private label, Vemondo, as well as other private label brands.

“In several countries, V-Label’s market leader position is unquestionable. In Germany, for example, over 75% of current private label veggie brands are certified with V-Label,” shares Martin Ranninger. “This makes us, of course, very happy, and it reflects very positively on the professional work of our international partner organizations. V-Label is currently expanding into new markets as well, for example in Brazil, Vietnam, and Malaysia.”

Private labels as key in driving consumer loyalty

McKinsey argues that while the main reason shoppers return to a retailer is its location – whichever is closest to them – other top motivators are value for money and their private brand selection. More than 54% of consumers across 10 EU countries said they regularly go to a store if products under their private label lines are of good quality. Best-practice grocers now actively identify unmet consumer needs and then employ agile product-development processes to meet those needs as quickly as possible, another McKinsey paper shows as the way to leverage the trend. 

“According to FMCG Gurus, 34% of European consumers know V-Label, and that number is higher in specific countries like Spain, Sweden, or Austria, where 40% responded affirmatively. Moreover, consumers do not see V-Label only as a helper when it comes to identifying vegan or vegetarian products,” shares Alejandro Gómez Hombrados, V-Label International’s Consumer Insights Specialist. 

According to the consumer survey, 69% of consumers who are aware of V-Label associate V-Label-marked products with being healthier and 59% more trustworthy. For businesses and brands, these facts can also shed light on what makes 40% of European consumers willing to pay a premium price for a product carrying the V-Label.