Naming of vegan products

Be it “Veganaise”, “Juicy Beet Burger”, or “Greek white BLOCK” – sales of alternatives to animal products are rising fast. And there is also plenty of space on retail shelves for new products. Taking a closer look at the current products, one notices that not all of them meet the current laws.

So, how should these products be labelled? Read more in our focus report!

Vegan products are unquestionably in vogue. In a consumer survey in Germany, over 60% of respondents said they regularly have meat-free days. 32% of Italians surveyed divulged that they were reducing their consumption of cow’s milk. They gave various reasons for this: some want to help protect the environment while others are forgoing milk for the sake of animal welfare or their own health. (Quelle Mintel)

New product categories bring new challenges with them, and this is exactly what is happening with the food law regarding alternatives to animal products. The Swiss Federal Food Safety and Veterinary Office (BLV) has grouped the most commonly used terms into 8 categories.
 

Given the creativity of marketing, product management and product development, these categories will not always be 100% clear. Therefore, when in doubt, it will be necessary to make a complete assessment of the product including advertising, images, graphic elements, and positioning in the sales outlet. It will always come back to the presumed expectations of an average consumer who is reasonably well informed, observant and cautious.

Source: Information letter of the BLV (no English available): (Link retrieved on 5.1.2022)

Read more about the topic in our trend concept PLANT POWER here.