The V-Label strengthens the analysis of plant-based consumption in Germany. Since late 2024, YouGov‘s Consumer & Shopper Intelligence Shopper Panel (formerly Consumer Panel Services, part of the GfK Group until 2023) has incorporated all products labeled as vegan with the V-Label into a new “Vegan” category. To facilitate this, ProVeg – the organization responsible for issuing the V-Label in Germany – provides market researchers with a comprehensive list of all V-Label licensed plant-based products in the country.
Plant-based purchases in Germany outpace overall FMCG market
The FMCG market includes products that consumers purchase frequently and regularly, such as food and beverages, as well as cosmetics and cleaning products. According to YouGov’s consumption analyses, this market is currently undergoing significant changes.
A YouGov Shopper Panel study (“Die Veränderung der pflanzlichen Alternativen – es brodelt unter der Decke”) found that 46% of consumers are actively reducing their meat consumption. Additionally, 22% of consumers now view plant-based dairy alternatives as legitimate substitutes for animal-based dairy products – a 6% increase compared to 2023.
Compared to the overall FMCG market, the purchase frequency of plant-based products has risen sharply, showing a notable 5% increase. This has translated into a 10% growth in revenue within the plant-based segment, outpacing the 2% growth seen in the broader FMCG market. Discount retailers and drugstores are driving this trend: between 2020 and 2024, the volume of plant-based alternative products purchased in discount retail has grown by an impressive 114%.

Understanding the needs of plant-based consumers
As demand grows, so does the interest from companies in understanding how consumers perceive plant-based products and their labeling in retail settings – and in identifying exactly who these consumers are. Businesses aim to use these insights to tap into new revenue streams and to expand their sustainability efforts, particularly in light of mandatory sustainability reporting requirements.
“Manufacturers who embrace the plant-based market stand to gain a lot: new customers, greater recognition, and strong performance metrics,” says Cornelia Contini, Head of the V-Label team in Germany. Having reliable data can be critical when deciding to shift toward animal-free production: “The better companies understand the customer segment, the more confident they’ll be in taking new paths.”
Contini speaks from experience: her team, composed of food and non-food experts, examines products for animal-based ingredients and raw materials. They also advise manufacturers on adjusting ingredient lists and selecting alternatives to animal-based components.
“The information exchange between the V-Label and YouGov will further expand the availability of plant-based products in retail,” Contini predicts. “I expect this will be a true win for consumers.”