Research by the Plant Based Foods Association (PBFA) has found that 70% of those surveyed are aware of the organization’s Certified Plant-Based seal.
In the white paper, the PBFA also notes that 76% of shoppers believe transparency around ingredients and production methods is important. Furthermore, a huge 98% of consumers notice certifications when shopping, while 74% trust products more if they have a certified seal.
The Certified Plant Based seal provides an authoritative definition of the term “plant-based”, which had previously remained ambiguous. Products marked with the seal are confirmed to be made with plants, fungi, and/or algae, and are entirely free of animal ingredients. The PBFA finds that plant-based certification acts as a nudge, a simple intervention that encourages consumers to purchase a product.
Capturing the plant-based market
According to the PBFA, 70% of US citizens eat plant-based foods, up from 66% in 2021. Additionally, 44% of consumers are actively reducing their meat consumption, while 5% are vegetarian or vegan. The plant-based foods market is now estimated to be worth $8 billion, and certification can help companies capture this market.
A growing number of retailers are also requiring products to have certifications in order to gain shelf space. For example, Whole Foods requires non-GMO label claims to be verified, while some retailers require independent certification for plant-based claims. Recognizing the advantages, major food companies such as Tofurky, Daiya, Saputo, and No Evil Foods have all chosen to have their plant-based products certified by the PBFA.
“Powerful trust mark”
Research conducted elsewhere in the world supports the idea that independent certification boosts consumer trust. A survey by the UK’s Vegetarian Society found that 1 in 3 shoppers look for an on-pack symbol to determine whether a product is animal-free; among vegetarian and vegan shoppers, 77% said they look for the Vegetarian Society logo. Similarly, research conducted by The Vegan Society in 2021 found that 77% of consumers think third-party vegan certification is important.
“The Certified Plant Based seal is a powerful trust mark that boldly communicates dedication to animal-free ingredients,” said Sadrah Scahdel, co-founder and CEO of No Evil Foods. “In an era where consumers are increasingly discerning, CPB becomes a distinctive advantage for brands.”
