Vegan or plant-based? What term appeals better to consumers

Navigating consumer preferences in plant-based marketing

‘Vegan’ and ‘plant-based’ are often used interchangeably on product packaging, yet they have distinct impacts on consumer perceptions and purchasing decisions.

So, which term resonates most with consumers? Which one has a better chance of drawing flexitarian consumers in? And what else should we consider when it comes to marketing our plant-based products?

This article explores the different terminologies, their consumer appeal, and how marketers, brands, and retailers can effectively communicate their animal-free products.

Let’s talk VEGAN

The pros

High recognition and trust

Studies indicate that the term ‘vegan’ is now widely understood in English-speaking countries. A 2022 survey by ProVeg International found that 72% of Brits and 64% of Americans correctly identified that vegan-labelled products ‘definitely do not contain any animal meat, dairy, or eggs.’¹ Since then, consumer awareness has only grown.

Beyond English-speaking countries, recognition of the term ‘vegan’ is also on the rise. This is demonstrated by the growing success of the annual Veganuary campaign, which saw over 25.8 million participants worldwide in 2025.²

Google Trends shows that searches for ‘vegan’ remain high. In fact, over the past five years, data shows that searches for ‘vegan’ have been nearly 14 times more frequent than searches for ‘plant-based’. However, it’s important to note that ‘vegan’ has been promoted as a food label for much longer and is closely tied to ethical and environmental movements, making it a widely recognized term. 

The cons

Lack of formal definition

Neither the EU, the UK, nor the US has a formal legal definition for the terms ‘vegan’ or ‘plant-based’.^{3 4 5 6} This lack of regulation likely contributes to consumer confusion for both terms as they are often used interchangeably across the Global North with varying interpretations. 

Obtaining certifications like the V-Label helps clarify a product’s vegan status, providing assurance for consumers seeking 100% animal-free products. Certifications offer confidence that terminology alone may not always guarantee.

Potentially off-putting to non-vegans

While ‘vegan’ signals the absence of animal-derived ingredients, it can be perceived as restrictive. Some consumers might see it as tied to a specific lifestyle rather than as an option for them.⁷

For example, the latest Smart Protein Project consumer survey found that while ‘vegan’ was the most widely understood term, it was also one of the least preferred, along with ‘meatless.’

The solution:

For brands and retailers that still wish to use the term ‘vegan’ as a signifier on their products, a smart approach is to place it on the back of 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. 

Better still, apply for V-Label certification, which assures consumers that your product is animal-free without requiring the word ‘vegan’ on packaging. This approach broadens consumer appeal.

Let’s talk PLANT-BASED

The pros

Growing recognition

Despite some ambiguity, the term ‘plant-based’ is widely understood and often associated with entirely animal-free products. For example, a YouGov poll from October 2024 found that 78% of people in the UK believe a ‘plant-based’ product contains no meat or dairy.⁸ However, occasional misuse – such as applying it to products that contain some animal-derived ingredients – can create confusion.

Broad appeal

The term plant-based’ appeals to a much broader audience than ‘vegan.’ It resonates with flexitarians, those exploring plant-based diets, and consumers interested in the health benefits of a more plant-forward diet or reducing their meat intake without fully committing to a vegan lifestyle. Of course, it also appeals to vegans!

Inasmuch, labeling your product as ‘plant-based’ removes the need for your brand or the consumer to fully subscribe to the broader ethical or philosophical values of veganism.

Increases purchasing intent

Research by the Good Food Institute found that variants of the label ‘plant-based’ increased mainstream consumer purchasing intent by around 20% compared to the label ‘vegan,’ with ‘plant-based protein’ being the most appealing descriptor.⁹

Similarly, a 2024 YouGov poll in the UK found that consumers prefer the word ‘plant-based’ to other alternatives. In the survey, the words ‘protein’ and ‘plant-based’ had the highest appeal, while ‘meatless’ and ‘vegan’ were the least preferred labels.¹⁰ The latest consumer research from the European Smart Protein Project Survey supports this; it found that consumers are most likely to choose a product labeled ‘100% plant-based’ or ‘plant-based.’

The cons

Ambiguity and lack of trust from vegans

While ‘plant-based’ may have the broadest appeal, it doesn’t always offer clear meaning. Although most products labeled as plant-based exclude animal-derived ingredients, the term itself can be ambiguous. Some studies show that consumers struggle to define it¹¹ – partly because, as mentioned, there is no legal definition in most Western markets.^{12 13}

Consequently, some products which state they are plant-based may not always secure consumer trust or fully align with the ethical considerations associated with veganism. 

The solution:

To enhance clarity, brands can use ‘100% plant-based’ or ‘plant-based protein’ on packaging. For additional assurance, V-Label certification can reinforce trust and transparency.

Country variability

How you market your product will depend on where you will be selling it. Different countries have varying perceptions of different words and labeling terms, as well as nuanced motivators which affect this. 

The US

While ‘vegan’ is widely understood in the US, it can carry ideological connotations that deter mainstream shoppers. In contrast, ‘plant-based’ is often seen as more inclusive and approachable, making it the preferred choice for brands aiming to reach a broader audience.

As Barb Stuckey, Chief Innovation and Marketing Officer at Mattson, explains: “We are firm believers that the term ‘plant-based’ is where the industry will go. The word ‘vegan’ is so loaded with activist imagery from the ’60s and ’70s that it sounds scary and divisive.”

This perception of terminology plays into a broader trend in the US market, where the success of plant-based products has been driven by their ability to replicate the taste, texture, and functionality of conventional animal-based foods. Taste remains the dominant factor influencing purchasing decisions, with a 2023 Morning Consult survey revealing that taste-related concerns are the primary reasons consumers either avoid plant-based meat or choose not to repurchase after trying it.¹⁴

Further research from Stanford University highlights a key cultural nuance: in the US, ‘unhealthy’ is often associated with ‘tasty.’^{15 16} This means that for plant-based brands to succeed, they must position their products as indulgent and/or delicious rather than simply healthy or ethical – regardless of whether a product is labeled ‘plant-based’ or ‘vegan.’ This can be achieved through evocative product names, mouth-watering descriptions, and high-quality packaging imagery that conveys deliciousness.¹⁷

The UK

A similar trend is observed in the UK, where major retailers such as Tesco, Asda, and Sainsbury’s consistently choose ‘plant-based’ (or variations of the word) over ‘vegan’ when branding their fully vegan product ranges. For instance, Tesco’s range is called ‘Plant Chef,’ and Sainsbury’s is named Plant Pioneers, while Asda’s is simply ‘Plant-Based.’ 

Research suggests that the term ‘vegan’ is generally off-putting to mainstream UK consumers, as it is associated with a dietary commitment. However, UK retailers are also adopting dual-labelling strategies to appeal to multiple consumer segments. 

Germany

In Germany – home to Europe’s highest flexitarian population (40%) and a 15% meat-free demographic – the term ‘vegan’ is far less divisive. This openness to plant-based eating is reflected in branding choices. 

While McDonald’s UK and US both opted for the more neutral name ‘McPlant’ for their plant-based burger, McDonald’s Germany launched the same product under the name ‘Der Big Vegan TS,’ openly using the V-word. 

Similarly, major German retailers proudly integrate ‘vegan’ into their private-label branding: Lidl’s range is called ‘Vemondo,’ Edeka’s is ‘Vehappy,’ and Aldi Nord’s is ‘Mein Veggie Tag.’ Lidl Germany, in particular, has taken a bold approach by adding V-Labels directly onto shelf price indicators – a move designed to highlight animal-free options without deterring mainstream shoppers. 

France

In France, consumer perceptions remain more complex, but ‘plant-based’ seems to be the most widely accepted term. Unlike in the US, studies show that French consumers associate ‘healthy’ with ‘tasty.’^{18 19} This presents an opportunity for plant-based brands to highlight both the flavor and nutritional benefits of their products to attract flexitarians. 

Elsewhere in Europe

• Belgium and the Netherlands: ‘Plant-based’ is preferred due to its neutrality and inclusivity.
• Denmark and Spain: Consumers are largely indifferent to labeling terms; taste, price, and availability are more influential factors.

These regional variations highlight the importance of tailoring product messaging and branding strategies based on local consumer preferences. While ‘plant-based’ is generally the safer term in markets like the US, UK, and the Netherlands, ‘vegan’ is well-accepted in Germany. 

In countries with less clear-cut preferences, such as Spain, brands may need to experiment with different approaches to determine what resonates most with their target audience.

Are these your only options?

Not at all. 

You don’t need to feature the terms ‘plant-based’ or ‘vegan’ on your products at all – as long as labeling restrictions in your market don’t say otherwise. What matters most is that consumers can easily identify your product as animal-free in a way that feels natural and appealing. This can be achieved through a clear ingredients list, a V-Label certification, or descriptive product names, like ‘Juicy Texas Soy Burger.’ As long as the product’s positioning is clear and inviting, explicitly stating ‘vegan’ or ‘plant-based’ isn’t always necessary.

Bear in mind labeling regulations

Regulatory changes have also reshaped the landscape. Labeling requirements for ‘vegan’ and ‘plant-based’ products differ by region, influencing how brands can market and package their offerings. With more countries lifting restrictions on ‘meaty’ names for plant-based products, some brands and retailers have greater flexibility.

For example, in October 2024, the European Court of Justice ruled that plant-based products in France could use traditionally meat-associated terms like ‘sausage’ or ‘steak,’ as long as they included qualifiers such as ‘vegetal’ or ‘soya.’ Similarly, in January 2025, the Czech government opted not to impose restrictions on ‘meaty’ names in a legal amendment, allowing terms like ‘burger,’ ‘sausage,’ and ‘schnitzel’ for plant-based products.

Despite these shifts, brands must still learn to navigate regulatory landscapes carefully to ensure compliance while maintaining consumer trust.

Actionable insights

Choosing whether to use the terms ‘vegan’ or ‘plant-based’ on your product requires careful consideration of the target audience, brand values, and marketing objectives. ProVeg International makes the following recommendations:

• Know your audience: Brands should assess the preferences of their intended consumers to determine which term (if any) aligns best with their goals. If targeting committed vegans, using ‘vegan’ ensures clarity and communicates ethical expectations. If the product is aimed at flexitarians and a wider audience, ‘plant-based’ may broaden appeal. 
• Use inviting product descriptions: Instead of relying solely on labels, opt for appetizing names and ingredient qualifiers that indicate the product is animal-free. Examples include ‘Tender Soy Mince,’ ‘No-Chicken Tikka Masala,’ or ‘Jerk Chick’n Pieces,’ paired with descriptors like ‘100% Soy Protein.’
• Adapt for different markets: If targeting multiple regions or unsure of consumer preferences, ‘100% plant-based’ on the front of the pack signals clarity to health-conscious buyers while avoiding the potential stigma of ‘vegan’ for indulgence-seeking consumers.
• Leverage certifications: Recognized labels like the V-Label enhance credibility and simplify purchasing decisions, especially in markets with unclear or evolving plant-based labeling regulations.
• Stay ahead of regulations: Regulations around plant-based labeling are shifting, so work with organizations like ProVeg to stay on top of your labeling strategies.

For more support on your alternative protein strategy, contact our ProVeg experts at [email protected] and subscribe to our newsletter and podcast. 

1. https://proveg.org/report/terminology/
2. https://veganuary.com
3. https://www.euroveg.eu/vegan-and-vegetarian-definitions/
4. https://www.tradingstandards.uk/media/3179000/ctsi-vegan-plant-based-food-policy-paper-final.pdf
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13.  ^{Innova Market Insights (2021): Innova Top Ten Trends Survey 2021, Lifestyle & Attitude 2021, Meat, Dairy & Alternative Protein 2021, average of Brazil, China, France, Germany, India, Indonesia, Mexico, Spain, the United Kingdom and the United States.}
14.  Plant-based retail market overview | GFI
15.  Martinovitch, M. (2017): Decadent-sounding descriptions could lead to higher consumption of vegetables, Stanford research finds. Available at https://news.stanford.edu/2017/06/12/decadent-sounding-labeling-may-lead-people-eat-vegetables/ Accessed 2022-04-21
    
16.  Crum, A. J., Corbin, W. R., Brownell, K. D., & Salovey, P. (2011): Mind over milkshakes: Mindsets, not just nutrients, determine ghrelin response. Health Psychology. Available at https://psycnet.apa.org/record/2011-09907-001 Accessed 2022-04-21
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19.  Practicing the (un)healthy = tasty intuition: Toward an ecological view of the relationship between health and taste in consumer judgments – ScienceDirect