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News, Blogs & Press Releases » SURVEY – What Vegetarian and Vegan Shoppers are Looking For

SURVEY – What Vegetarian and Vegan Shoppers are Looking For

Closeup of mid 20's blond woman leaning over large freezer in a supermarket and reaching for some frozen food. She's carrying red shopping basket which is almost full of unrecognizable items. Tilt shot.

A new 2023 survey shows that 1 in 3 shoppers (34%) across the UK now look for an on-pack vegetarian or vegan symbol when trying to figure out whether a product is free from animal products.

With the plant-based sector in the UK and EU forecast to grow from £3.9bn in 2019 to £6.6bn in 2025, and more people actively looking to reduce meat in their diet, it’s therefore critical that veggie and plant-based food manufacturers make their products and brands stand out and appeal to shoppers, who will often make quick purchasing decisions in store.

While, supermarkets and manufacturers may choose to develop and use their own labelling schemes, this latest survey suggests that the Vegetarian Society’s accredited trademark labels are already familiar to over a third of all shoppers (37%). And when it comes to vegetarian and vegan consumers, almost 8 out of 10 (77%) reported that they often or always check for a Vegetarian Society label before making a purchasing decision.

Hence, if you are looking to introduce new product lines, particularly with National Vegetarian Week running in May, the choice of label could be critical to sales.

Vanessa Brown, Head of Business at the Vegetarian Society said: “For over 30 years our trademarks have been helping consumers to choose your products when they’re shopping. We accredit a wide range of vegetarian and vegan products and services, from food to clothes to household items to restaurant menus. Chances are you can add one of our trademarks, giving your business a boost!”

To find out whether you could be eligible for a Vegetarian Society vegetarian or vegan trademark label, go to https://www.vegsoc.org/trademarks


Notes to editors

For media enquiries please contact Su via press@vegsoc.org

  • The Vegetarian Society Approved trademarks are symbols you will see on thousands of products in shops all over the UK. There are two Vegetarian Society Approved trademarks – one for vegetarian products and one for vegan products. Find out more at https://www.vegsoc.org/trademarks
  • The Vegetarian Society is a campaigning charity bringing the benefits of plant-based eating to all! It campaigns to make the changes happen that need to happen. Changes to help people, to help the planet, and to help animals.
  • For facts and figures visit https://vegsoc.org/facts-and-figures/
  • All figures, unless otherwise stated, are from YouGov Plc. Two surveys were conducted:-
    • Survey 1. Total sample size of 2387 adults. Fieldwork was undertaken between 22nd – 23rd March 2023. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+)
    • Survey 2: Total sample size of 2036 vegetarians and vegan’s adults. Fieldwork was undertaken between 21st – 27th March 2023.  The survey was carried out online.
  • Global plant based food market statistic https://www.statista.com/statistics/1280394/global-plant-based-food-market-value/

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