Veganuary is once again in full swing and has led to a wide variety of new vegan launches by UK retailers, the majority of which are advertising these products as ‘plant-based’.

There is a good reason for this tactic, as GlobalData ’s 2019 Q3 UK survey results show that plant-based is considered a much more appealing claim than vegan, with almost double the number of consumers finding it to be ‘very appealing’. In contrast, more than triple the number of consumers find vegan claims ‘not at all appealing’ compared to plant-based.

This suggests that positioning vegan products as plant-based ensures a wider appeal to UK consumers.