Reading Time: 2 minutes Those who already seek out plant-based food could be more likely to buy clearly-labeled options (Photos: Joshua Rawson-Harris)
Reading Time: 2 minutes

Consumers who buy plant-based foods could be more likely to do so if the product is clearly labeled as such, according to a recent survery.

The research, facilitated by animal rights organization Animal Aid suggests attracted a total of 1,032 responses from people throughout the UK.

Respondents included people who are already vegan, vegetarians, and meat-reducers/reducetarians.

More inclined to buy

“It shows that the majority of those who purchase vegan/plant-based food – be they vegans, vegetarians, reducetarians or simply buying food for members of their family – would be more inclined to buy a product that is clearly marked or labelled in some way,” says the group.

“This could be through the use of a logo, using the words ‘suitable for vegans’ or simply stating that the products are ‘100 percent plant-based’.

Among the key findings were; 96 percent of respondents would be more likely to buy a product that is clearly marked as ‘vegan’ in some way; customers react positively to such labelling with 62 percent saying they feel valued and 56 percent feeling accepted, and respondents normally shop at supermarkets that currently widely label their own-brand products; 54 percent shop in Tesco and 27 percent shop in Sainsbury’s.

In addition, when asked if they would consider swapping supermarkets if a competitor started to label their own-brand vegan products, 69 percent said that they would.

Increase in veganism

In a statement to Plant Based News, Animal Aid Campaign Manager, Tod Bradbury, said: The results of this survey are just another spoke on the wheel that is the increase in veganism and interest in plant-based eating.

“It shows that not only will labelling make life easier for those of us who purchase vegan products – whether we are vegan, vegetarian, meat-reducers, or simply purchasing food for vegan family members – but also it has the ability to encourage more people who shop for plant-based products to consider switching supermarkets.”

The survey follows the 2016 launch of Animal Aid’s #MarkItVegan campaign, which aims to encourage all major UK supermarkets to label all own-brand vegan products clearly.

“Since then, Tesco, Asda, Morrisons and Aldi have all committed – and started to – clearly mark their own-brand products,” says Bradbury. “This survey shows why it is time for the others to follow suit.”

You cansign Animal Aid’s #MarkItVegan petition here

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.