The market for vegan products is becoming more and more attractive, even for those who are not exclusively involved in this field.In recent years, the market for vegan products has been growing steadily. Statistical studies predict a 49%* increase in the value of sales of vegan products in Europe in 2018 and 2021, of which 11% will come from discounters (Source: Plant Based Food Europe “How Big is The market” Source Nielsen Market Research).
A progression that will continue towards an ‘explosion’ as predicted in another recent report by Bloomberg Intelligence. This report predicts that the value of the market will rise 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 towards mass veganism
The ecological emergency, the scarcity of plant resources, the health problems caused by over-consumption, and the deep need to return to respect for living things are the key factors that are driving 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 marginalised, is becoming a practical and logical solution for the development of formulas and products that are more respectful of these new aspirations.
The big dairy and meat companies predicted this change 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 leading producers of vegan products in the world.
Vegan certification, easier access to retailers
To date, the “vegan” claim on a product is neither regulated nor controlled. However, as the market grows, regulation will eventually be required to protect 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 retailers and specialised shelves, which at their level demand verified, certified products. So investing in vegan certification is about facilitating your referencing with these channels, reinforcing a long term relationship and proving your conformity by a certificate issued by a recognised authority such as EVE VEGAN® certification mark. There is no more room for vagueness or randomness, take your place with them while there is still time.
Vegan certification, a wanted marker of trust
As we have mentioned, consumption patterns are constantly changing due to global circumstances. The new generations are not fooled by the many promises and advertisements that the big brands can broadcast. In addition to the “greewashing”, in the absence of regulation, the race for opportunity leads some brands to use the “vegan” claim on their product without understanding the real criteria, and therefore to mislead 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 just the brand statement made by itself. Testimonies 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 buying, as they are used to bad 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 quality system in vegan certification and build their trust.
Official certification opens the door to export
The development of the vegan market is strong in Europe and North America. Do you want to expand internationally? The EVE VEGAN® certification mark is a registered trademark and is valid throughout the world. Whatever the country of destination of the products, it guarantees compliance with the international vegan criteria commonly validated by the main associations in Europe.
Logically, investing in a European vegan certification is a sustainable commitment as it guarantees your commercial relations with all those who develop a trade without animal exploitation throughout the world. As the market is still in its infancy, the opportunity to sell your product in another country with no local brands or few options 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 there 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, but today it has become a real strategic challenge 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 modernising their food offer with vegan or vegetarian options on the menu as Mac Donalds or Burger King have been doing for several years. Indeed, 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). So, 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 solution for differentiation 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 proudly migrating to the front of the product. Just like organic agriculture today, it’s time to realize that the boomers’ fear of this type of product no longer exists at all among millennials. Many of the products you consume on a daily basis are already vegan in nature.
This allegation has no relation either to a religion or to a mysterious obscurantist practice. It embodies the progress of our civilisation. It characterises a quality, not a person: veganism is accessible to everyone at any time. Offering a vegan product will not make you an activist, but will allow you to participate in the collective effort. Putting forward the fact that your product or part of your range is vegan is a positive point that will not scare anyone away, quite the contrary. It’s time to make a statement to differentiate yourself from your competitors, like the Kylie Cosmetics brand (pictured below), which does not hesitate to say it loud and clear, or the VFC company, which will no longer use the term “plant based” instead of “vegan”.
Whether your vegan certification project is reserved for the launch of your brand new innovative product range, or reserved for a new foreign customer or distributor, there are multiple interests involved in making your project a commercial success. It’s up to you. Ask for the EVE VEGAN® certification mark.