A new survey*, commissioned by The Vegan Society, shows huge demand for vegan certification, with the society’s own Vegan Trademark the most recognised guarantee of fully vegan products
The Vegan Trademark’s sunflower is the most recognised vegan and cruelty-free certification in the UK. It is also the most trusted vegan certification among millennial and Gen Z consumers, who are driving vegan and plant-based food trends.
The Vegan Trademark is featured on a huge range of products, from food to cosmetics and companion animal care to car interiors. Any product with a traceable supply chain can be taken through the certification process.
When it comes to vegan shoppers, 71% say they would be happy to pay more for products that display the trademark, which was established in 1990 to make vegan products more accessible.
The survey showed that supermarket shoppers would choose products that display the Vegan Trademark over ‘own brand’ or other vegan branding and that almost 60% of British shoppers, whether vegan or not, prefer to see vegan certification clearly displayed on the front of packaging.
“This survey confirms that independent vegan certification is extremely important to consumers,” according to Karen Spinner, Sales and Marketing Manager at The Vegan Society.
“We’re enormously proud that our own Vegan Trademark has become the leader in this field and, with nearly 75,000 products now certified by the Vegan Trademark, it’s clear that businesses recognise the importance of clear and trusted vegan certification.”
35% of all consumers, whether vegan or not, actively look for official vegan certification on food products, with this number rising significantly among key audiences: 70% of vegetarians, 57% of vegans and 48.5% of meat reducers seek out certified options.
“The Vegan Society’s latest survey shows that around two million people in Great Britain are now following a vegan or plant-based lifestyle,” says Ms Spinner.
“With 46% of consumers globally now identifying as flexitarian – following a mostly vegetarian diet that allows for occasional consumption of meat and fish – this demand for trusted vegan certification looks set to grow.”
Start your application to get certified by the Vegan Trademark here: https://www.vegansociety.com/the-vegan-trademark
*Survey conducted by Vypr for The Vegan Society, July 2025
Find out more about the history and processes behind the Vegan Trademark in Episode 41 of The Vegan Society’s podcast, the Vegan Pod, available on our website and from Apple Podcasts, Spotify, Google Podcasts, Podbean and other podcast platforms.
