ProVeg helps shape ISO’s standard for plant-based – here’s how it could transform food labelling policy and practice
A landmark moment for the plant-based movement and food labelling has arrived. After years of meetings and collaboration, an international labelling standard has been developed for plant-based food: ‘Plant-based foods and food ingredients – Definitions and technical criteria for labelling and claims’.
The institution behind the standard, the International Standardisation Organisation (ISO), operates worldwide with stakeholders from across the globe. ISO standards influence national and international regulation, supply chain harmonisation, and consumer trust, making this new standard especially significant.
For three years, ProVeg’s Martine van Haperen has represented public interest in plant-based food systems in the ISO working group. Working closely with other stakeholders, Martine has contributed to this great win for the plant-based movement, and we are looking forward to seeing it implemented.
As sustainability labelling frameworks evolve, we see a key opportunity to ensure plant-based products are accurately reflected, based on up-to-date science and aligned with broader sustainability goals.
What the ISO plant-based standard says
The standard will cover two types of foods:
- Category One: Plant-based foods containing no animal ingredients – these foods need to have a plant-based characterising ingredient such as legumes, nuts, vegetables or fruit and can be labelled ‘plant-based.’ This category also allows the use of cultivated egg and dairy made with microbes.
- Category Two: Foods containing limited and conditional use of animal ingredients – these cannot be labelled ‘plant-based,’ except with a qualifier (for example, ‘plant-based vegetarian’ or terms like ‘plant-strong’).
Manufacturers can choose how to label products in the second category. However, the use of animal-derived ingredients must be clearly and transparently highlighted on the label to prevent consumers from being misled. This category comes with a few other restrictions and stipulations. The animal ingredients used need to serve a technological purpose and are limited to 5% of the mass or volume of plant-based products in the food. Additionally, only ingredients taken from living animals can be used, such as milk, eggs and cultivated meat produced with cell lines taken when alive.
While this second category isn’t what we would define as strictly plant-based, it’s a compromise, helping to satisfy mixed-stakeholder politics.
Why this is a win for the plant-based industry
The new ISO standard marks a major step forward for the plant-based sector. It promotes clarity, consistency, and consumer trust, all while withstanding significant pressure from animal industry stakeholders. Crucially, the standard aligns the term ‘plant-based’ more closely with products that do not contain animal-derived ingredients, reinforcing both ethical clarity and marketing integrity.
We believe in a balanced and transparent labelling approach that highlights the taste, health, and cultural familiarity of plant-based products, while also clearly indicating their plant-based nature.
For food brands, the implications go beyond regulatory alignment. The standard provides a valuable commercial advantage by clarifying when and how the powerful term ‘plant-based’ can be used.
Unlike ‘vegan,’ which some consumers perceive as exclusive or ideological, ‘plant-based’ resonates across a much broader audience, including flexitarians, health-conscious shoppers, and those simply seeking to eat more plants. It appeals to values without demanding a lifestyle commitment.
This wider appeal directly impacts purchasing behaviour. Research by the Good Food Institute shows that ‘plant-based’ labels increase mainstream consumer purchasing intent by around 20% compared to ‘vegan’, with ‘plant-based protein’ performing best.1 Similarly, a 2024 YouGov UK poll found that ‘plant-based’ was the most preferred label,2 while ‘vegan’ and ‘meatless’ ranked lowest. Data from the European Smart Protein Project echoed these findings, identifying ‘100% plant-based’ and ‘plant-based’ as the most compelling product claims across multiple markets.
“Consumer research shows that ‘plant-based’ is one of the most appealing claims to label products that don’t contain animal ingredients,” explains Martine van Haperen, Food Industry Expert at ProVeg (Netherlands) and ProVeg representative on the ISO working group.
“Previously, there was no internationally recognised guideline on how this claim should be used. As a result, foods containing animal ingredients have been occasionally labelled as ‘plant-based’, which risks confusing consumers and damaging their trust in this claim. The ISO standard provides clear guidance for manufacturers and retailers worldwide to preserve and promote ‘plant-based’ as a claim that is widely trusted and appreciated by consumers.”
By defining ‘plant-based’ as a term for fully animal-free products (Category One), the ISO standard enables brands to use it confidently and credibly, boosting consumer trust, strengthening marketing claims, and increasing purchase intent.
Beyond brand benefits, the standard also supports broader goals of global harmonisation in food labelling and reduces the risk of greenwashing, especially in markets with evolving regulatory landscapes. Its legitimacy as an ISO standard offers a powerful reference point for companies and advocates working to shape national policy.
Key implications for B2B labelling strategies
While the plant-based standard is great news, Martine emphasises patience in seeing how it impacts the industry long-term: “Adherence to ISO standards is voluntary, so we need to wait and see how this standard is received and implemented across various cultural, economic, and political spaces,” she says.
“However, ISO is a widely respected institute, and this standard was created with input from food industry partners and NGOs around the world, so I expect it to have a profound impact.”
She continues: “In addition to giving guidance for voluntary corporate labelling policies, it could be a first step towards governmental legislation regarding the labelling of plant-based foods, further solidifying consumer trust in this product claim.”
Practical takeaways for brands
In light of the new standard, it’s important to note the following:
- Products that meet the ISO’s first category – containing no animal-derived ingredients – will have the clearest path to labelling as plant-based and are therefore likely to enjoy stronger consumer trust and broader market appeal.
- If using animal-derived ingredients, brands must prepare for qualified terms and transparent disclosure.
- Don’t greenwash; the misleading use of ‘plant-based’ could be scrutinised more heavily.
- To enhance clarity, brands can use phrases such as ‘100% plant-based’ or ‘plant-based protein’ on their packaging. For additional assurance, V-Label certification can reinforce trust and transparency.
Plant-based or vegan?
While products labelled ‘plant-based’ tend to appeal more to those reducing their meat consumption and flexitarians, some vegetarian and vegan consumers may be hesitant to trust products labelled in this way. The V-label is a powerful tool to target the vegetarian/vegan audience. It can be used on its own or combined with a plant-based claim.
A smart approach is to place vegan labelling on the back of the packaging. This way, flexitarians are less likely to be deterred, while vegans – who are more inclined to check labels – will still find the information they need, allowing brands to appeal to both groups. V-Label certification assures consumers that your product is animal-free without requiring the word ‘vegan’ on packaging. This approach broadens consumer appeal. More information about the advantages of various labelling styles can be found in this article.
What is V-Label?
Established in Switzerland in 1996, V-Label is an internationally recognised, registered seal for labelling vegan and vegetarian products and services. Globally, V-Label has more than 70,000 certified products. V-Label certification can help your product resonate with modern consumers seeking alternatives without animal ingredients.
A defining moment for plant-based labelling
While the ISO standard is voluntary, it is likely to influence the future of national regulations, corporate labelling practices, and retailer policies worldwide. To fully leverage its benefits, plant-based brands and retailers should begin by auditing their current product labels and ingredient lists, aiming to align with Category One where possible.
Now is also the time to review marketing language for consistency and compliance, and to stay informed on how the standard is adopted by regulators and industry stakeholders.
Although the inclusion of a second category that permits limited animal-derived ingredients may seem like a step back, ProVeg expects its impact to be largely symbolic. The real weight of the standard lies in its strong, clear outline of plant-based as fully animal-free, a position that aligns with consumer expectations and strengthens industry credibility.
After three years of negotiation and collaboration, the result is a progressive and practical foundation that supports both consumer trust and industry growth. ProVeg is proud to have played a key role in shaping this outcome, representing the interests of the plant-based sector as a trusted advocate and expert partner throughout the process.
For more support on your alternative protein strategy, get in touch with our experts at [email protected] and subscribe to our newsletter and podcast.
Gemma Tadman
Business Communications Manager
