Vegan versus plant-based: consumers have a definite favorite food claim
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Vegan versus plant-based: consumers have a definite favorite food claim

By GlobalData Consumer 16 Jan 2020 (Last Updated January 16th, 2020 16:50)

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'.

Vegan versus plant-based: consumers have a definite favorite food claim
Chart showing UK figures: How appealing do you find the following food and drink product concepts/claims?

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.

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