‘Plant-based’ or ‘vegan’? Which label appeals most to flexitarians?

In my previous column, I explored the rising relevance of the ‘open-omnivore’ – a consumer segment increasingly open to plant-based options. Now, let’s dig into how branding and labeling influence consumer decisions across all dietary groups, from omnivores to vegans.

Although product success hinges on fundamentals such as taste, price, and nutrition, the journey often begins with branding. One crucial decision is how to label your product – ‘vegan’ or ‘plant-based’? Often used interchangeably, these terms carry different connotations that can attract – or deter – different consumer groups. So, let’s open up the ‘plant-based’ versus ‘vegan’ debate!

According to research, the term ‘vegan’ is widely recognized and understood. A 2022 ProVeg survey found that 72% of UK and 64% of US consumers correctly identified vegan-labeled products as free from animal meat, dairy, or eggs. Global awareness is also growing, evidenced by 2025’s record-breaking 25.8 million Veganuary participants. However, ‘vegan’ can also deter non-vegans. Some perceive it as restrictive or ideological, tied to a lifestyle rather than a food choice. In the latest Smart Protein Project survey, ‘vegan’ ranked among the least preferred terms – despite being the most understood.

For flexitarians and mainstream shoppers, ‘plant-based’ may widen appeal – but for vegans, ‘vegan’ ensures clarity

Adding to confusion, neither the European Union, the UK, nor the USA currently offers a formal legal definition for ‘vegan’ or ‘plant-based.’ This regulatory gap blurs the lines, although certifications such as V-Label help provide clarity and build consumer trust.

For companies wishing to use ‘vegan’, do so on the back of packaging to avoid deterring flexitarians, while providing clarity for vegans. Better yet, use third- party certification to indicate vegan status without relying on the word.

Despite some confusion, ‘plant-based’ is broadly appealing. It resonates with flexitarians, vegans, health-conscious consumers, and those looking to reduce meat without embracing veganism. It’s also gaining recognition. A 2024 UK YouGov poll found 78% of respondents understood ‘plant-based’ to mean free from meat and dairy.

Crucially, it drives sales. Research shows ‘plant-based’ labels can boost mainstream purchase intent by around 20% compared to ‘vegan.’ Terms like ‘plant-based protein’
and ‘100% plant-based’ rank highest, while ‘meatless’ and ‘vegan’ rank lowest. But the term’s flexibility can be a weakness – some consumers distrust it, unsure if products are fully animal-free. Misuse by brands has added to this. So, consider clearer phrasing like ‘100% plant-based’ or ‘plant-based protein,’ and use certification to reassure consumers.

How you market your product will depend on the region, as consumer perceptions and motivators vary. In the USA, for example, ‘vegan’ is widely recognized but can carry connotations that deter mainstream shoppers, while ‘plant-based’ feels more inclusive.

The UK shows similar trends. Retailers favor ‘plant-based’ for mainstream appeal, but often dual-label online to attract both vegans and flexitarians. By contrast, in Germany – where 40% identify as flexitarian and 15% avoid meat – ‘vegan’ carries less stigma. Reflecting this, McDonald’s named its burger Der Big Vegan TS in Germany, versus the more neutral ‘McPlant’ in the UK and USA.

You don’t actually need to feature the terms ‘plant-based’ or ‘vegan’ on your products – as long as labeling restrictions in your market don’t say otherwise. Descriptive names such as ‘Juicy Texas Soya Burger’ or ‘No-Chicken Tikka Masala’ can effectively signal animal-free status. Combined with ingredient lists and trusted certifications, they can communicate your product’s ingredients and value without divisive terminology.

Labeling rules for ‘vegan’ and ‘plant-based’ products vary by region, shaping how brands market and package them. But recent rulings offer more leeway. In October 2024, the EU Court of Justice let French brands use terms like ‘sausage’ or ‘steak’ with qualifiers such as ‘vegetal’. In January 2025, the Czech government also rejected restrictions. Still, brands must navigate evolving rules to stay compliant and keep consumer trust.

Should you label your product ‘vegan’ or ‘plant-based’? This depends on your market, audience, brand values, and goals. For vegans, ‘vegan’ signals clarity. For flexitarians and mainstream shoppers, ‘plant-based’ may broaden appeal. Use inviting descriptions, align with market norms, leverage certifications, and keep up with regulations. The right strategy meets your consumer where they are – while staying true to your brand. For more insights, visit ProVeg’s New Food Hub and stay tuned for my next column!

Gemma Tadman is ProVeg International’s B2B Communications Manager. In her role, she works to engage and support businesses in the transition to sustainable food and drink production, and accelerate the growth of the alternative protein industry. This article is republished from the Q2 2025 edition of Protein Production Technology International, the industry's leading resource for alternative proteins. To subscribe to all future editions, please click here