The market for vegan products is becoming more and more attractive, even for those who do not work exclusively in this field.
In recent years, the market for vegan products has been growing steadily. Statistical studies announce a 49% increase in the value of vegan product sales in Europe in 2018 and 2021, including 11% in discounters (Source: Plant Based Food Europe "How Big is The market" Source Nielsen Market Research).
A progression that will continue towards an "explosion" as announced in another recent report by Bloomberg Intelligence. This report, Plant-Based Foods Poised for Explosive Growth, predicts that the market value will grow from $29.4 billion in 2020 to $162 billion in 2030. All sectors of the consumer economy are impacted because unfortunately animal exploitation is everywhere: in the food, cosmetics and fashion industries.
Winds of change push toward mass veganism
The ecological emergency, the scarcity of plant resources, the health problems of overconsumption, the deep need to return to respect for living things are the key factors that push today's consumers to demand greener, more vegan products. These key factors are not about to fade away, as the new generations are growing up in a society that is anxious about the future, forced by circumstances to act responsibly in all things. Veganism, long marginalized, is becoming a practical and logical solution for the development of formulas and products that are more respectful of these new aspirations.
This change was predicted by the large dairy and meat companies more than twenty years ago, in order to stay in the game. This is why they are now themselves, such as Danone and Nestlé, the first producers of vegan products in the world. A recent example, the firm Savencia, specialist in dairy products, has developed the legendary "Tartare" in a vegan version.
Vegan certification, easy access to distributors
To date, the "vegan" claim on a product is neither regulated nor controlled. However, with the growth of the market, regulations will eventually be imposed for the protection of consumers. This story is reminiscent of the early development of the organic market, when the term "organic" was everywhere. Vegan certification, although voluntary, is nevertheless a substantial advantage over non-certified products.
Indeed, with the growth of the vegan market comes the development of distributors and specialized departments, which at their level, require verified, certified products. So investing in the vegan certification is to facilitate your referencing to these channels, to reinforce a long term relationship and to prove your conformity by a certificate issued by a recognized authority such as the EVE VEGAN® certification mark. There is no more room for guesswork, take your place with them while there is still time.
Vegan certification, a sought-after marker of trust
As we have already mentioned, consumption patterns are constantly changing due to global circumstances. The new generations are not fooled by the multiple promises and advertisements that the big brands can broadcast. In addition to the "greewashing", in the absence of regulation, the race for opportunity pushes some brands to use the claim "vegan" on their product without understanding the real criteria, and therefore to deceive their customers.
An independent vegan certification mark is a differentiating marker for committed consumers, who will not hesitate to buy a certified vegan product rather than the brand's own "declared" one. Testimonials on social networks show that despite the vegan claim on the packaging, "full-time" vegans prefer to double-check the composition of the product before purchasing, because they are used to unpleasant surprises. Don't ask your customers to make the effort to double-check after you! To avoid disappointing your customers and prospects, invest your company and your quality system in achieving vegan certification and build lasting trust.
An official certification opens the doors to export
The development of the vegan market is strong in Europe and North America. Do you want to develop internationally? The certification mark EVE VEGAN® is a registered trademark and valid all over the world. Whatever the country of destination of the products, this one guarantees the respect of the international criteria of the veganism commonly validated by the main associations in Europe.
Logically, investing in a European vegan certification is a lasting commitment because it guarantees your business relationships with all those who are developing a non-animal exploitation business around the world. Because the market is still in its infancy, the opportunity to sell your product in another country with no or few local brands available will be that much easier. In France, German and English vegan products have long been the only options available on French shelves. Again, get in while you can.
Vegan certification, a commitment to your CSR policy
Today, the voluntary integration by companies of social and environmental concerns into their business activities has become a strong argument in their communication to the general public. The will of some companies to have a positive impact on society has always existed, however today it has become a real strategic issue to continue to satisfy the aspirations and needs of new generations.
The big fast food companies, worried about their bad ecological reputation, have no choice but to work on modernizing their food offer with vegan or vegetarian options on the menu as Mac Donalds or Burger King have been doing for several years. In fact, according to a new book, restaurant owners are losing 10% of their revenue by ignoring dietary restrictions (Inclusive: The New Exclusive, food safety expert Heather Landex). Thus, developing vegan alternatives and investing in vegan certification has also become an opportunity to improve your company's image and meet your CSR policy.
Vegan certification, a differentiating solution in your market
Long relayed on the back of the product, or even absent from the product itself, the vegan certification and the vegan claim are now migrating with pride to the front of the product. Just like organic agriculture today, it is time to realize that the fear of boomers towards this type of product no longer exists among millennials. Many of the products you consume on a daily basis are already vegan in nature.
This allegation has no relation to any religion, nor to any mysterious obscurantist practice. It embodies the progress of our civilization. It characterizes a quality and not a person: veganism is accessible to everyone at any time. Offering a vegan product will not make you an activist, but it will allow you to participate in the collective effort. Putting forward the fact that your product or part of your line is vegan is a positive point that will not scare anyone away, quite the contrary. It is time to show it to differentiate yourself from your competitors, like the brand Kylie Cosmetics (picture below) which does not hesitate to say it loud and clear, or the company VFC which will no longer use the term "vegetable" instead of "vegan".
Whether your vegan certification project is reserved for the launch of your brand new innovative product line, or reserved for a new foreign customer or a new distributor, there are multiple interests at stake to allow your project to meet commercial success. It's up to you!