Studies & Numbers

Survey: 1 in 3 UK Shoppers Use On-Pack Symbols to Identify Animal-Free Products

A new survey by The Vegetarian Society has found that 1 in 3 (34%) UK shoppers look for an on-pack symbol when attempting to determine whether a product is animal-free.

Among vegetarian and vegan shoppers, 77% said that they often or always check for a Vegetarian Society logo. 37% of all shoppers were familiar with the charity’s symbols — one for vegetarian products, and another for vegan ones.

The logos are now used on thousands of products across the UK, including food, clothing, household items, and restaurant menus. Previous Vegetarian Society research indicates that 82% of consumers would prefer to see the symbols on packaging, rather than reading through all the ingredients to determine if a product is animal-free.

1 in 3 shoppers look for an on-pack symbol to decide if a product is animal-free
© The Vegetarian Society

Importance of certification

The results of the new survey support figures from 2020, which found that the vast majority of vegan, plant-based, vegetarian, and flexitarian consumers look for verification logos when buying animal-free products. Last year, food awareness organisation ProVeg also emphasised the importance of vegan verification, noting that there is no formal legal definition in the UK or EU for vegan or plant-based products. Logos therefore provide consumers with assurance that a product is truly free of animal ingredients.

“For over 30 years, our trademarks have been helping consumers to choose your products when they’re shopping. We accredit a wide range of vegetarian and vegan products and services, from food to clothes to household items to restaurant menus. Chances are you can add one of our trademarks, giving your business a boost!” said Vanessa Brown, Head of Business at the Vegetarian Society.

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