Veganism - Insights & Development in the European Market

Veganism 

Insights & Developments 

in the European Market 

2017

VEGANISM: INSIGHTS & DEVELOPMENTS IN THE EUROPEAN MARKET 

Veganism 

INSIGHTS & DEVELOPMENTS 

IN THE EUROPEAN MARKET 

2017 

HRA FOOD & DRINK CONSULTANTS 

All rights reserved, © Teepee Ltd t/a HRA Food & Drink: 2016 1


Page 

Executive Summary 3 

1. What is veganism? 5 

1.1 Foods avoided under a vegan diet 6 

1.1.1 Hidden non-vegan ingredients 6 

1.2 Size of UK vegan market 8 

1.2.1 Key EU vegan & vegetarian markets 9 

1.2.2 Key non-EU vegan & vegetarian markets 10 

1.3 Global vegan search engine trends 11 

2. Motivations behind vegan consumer behaviour 12 

2.1 Ethical motivations behind veganism 15 

2.1.1 Animal welfare 16 

2.1.2 Environmental concern 17 

2.1.3 Religious beliefs 18 

2.2 Health motivations behind veganism 19 

2.2.1 Vegan nutrition 19 

2.2.2 Meat & health concerns 21 

3. EU regulations and vegan food 22 

3.1 Reactions to EU position on veganism 24 

3.2 Vegan legislation around the world 25 

3.3 Voluntary vegan labelling 26 

3.3.1 Third party vegan certification 27 

4. Vegan product categories & price comparisons 28 

4.1 Vegan meat substitutes 29 

4.1.1 Regional trends in vegan meat NPD 29 

4.1.2 Own-brand vegan meat alternatives 30 

4.1.3 Vegetarian vs vegan meat-free alternatives 33 

4.1.4 Vegan meat company profiles 34 

4.2 Vegan dairy alternatives 35 

4.2.1 Vegan milk alternatives 35 

4.2.2 Vegan milk company profile 35 

4.2.3 Vegan cheese alternatives 37 

4.2.4 Vegan yoghurt alternatives 39 

4.3 Vegan beers & wines 40 

4.4 Vegan clothing 41 

4.5 Vegan pet food 42 

4.6 Vegan beauty products 43 

5. Trends in the vegan market 44 

5.1 Supermarket own-brand vegan foods 44 

5.2 Innovation in vegan product NPD 45 

5.3 Regional vegan products 45 

5.4 Calls for better vegan labelling 46 

5.5 Is veganism the new vegetarianism? 46 

6. Conclusions 47 



Executive Summary 

These are exciting times for the European vegan market, with the amount of 

consumers moving towards an animal-free diet and lifestyle booming at an incredible 

rate. In the UK, the number of vegan consumers has increased by almost 360% in the 

last decade to an estimated 500,000 people 2 . Other European countries have high 

levels of vegan consumers, including Germany with around 900,000 vegans; 6 and Italy 

with 600,000 7 . 

This report gives an overview of the European vegan market, and points out some of 

key trends and insights within the industry: 

Chapter 1: The vegan market is growing in several countries throughout 

Europe, with Germany, Italy, Scandinavia & the UK leading the way in terms of vegan 

consumer populations. Internationally, China & India are emerging markets which 

have a high incidence of vegetarian and veganism, with a simultaneously growing 

middle-class. 

Chapter 2: Consumer motivations behind veganism vary greatly. These range 

from ethical, altruistic motivations such as environmental concern, animal welfare and 

religious belief, to more internal motivations over personal health. Differing motivations 

may equate to differences in consumer behaviour. 

Chapter 3: Vegan products are not covered by any specific EU legislation. 

However, vegan foods are covered by wider labelling laws ensuring food information 

is not misleading. Some vegan organisations are calling for greater clarity in vegan 

labelling due to the difficulty in identifying sources of certain additives and processing 

aids. There are several third party vegan certification schemes that allow 

manufactures use vegan logos to increase consumer confidence. 



Chapter 4: There are several categories of vegan products, including food 

(meat, dairy & egg free), shoes, cosmetics and even pet food. As illustrated in this 

chapter, in most cases the prices of vegan products tend to be significantly higher than 

those of their non-vegan equivalents. 

Chapter 5: There are a number of key trends that can be identified within the 

European vegan market. This includes the emergence of own-brand ranges of vegan 

food indicating the increasingly mainstream nature of the sector. Greater innovation 

can be seen across different products but especially in meat-free & dairy-free 

offerings. The market across Europe is made up of small companies catering to 

regional markets, with local products such as vegan Austrian schnitzels & Swedish 

meatballs being popular in their respective countries. 

Here at HRA Food & Drink we believe that the vegan industry will go from strength to 

strength as the number of vegan consumers increase, whilst product development and 

flavour innovation will make the sector more accessible to non-vegan consumers as 

well. 


1. What is veganism? 


Consumers follow a multitude of diets for many different reasons. Many people choose 

to follow diets which either eliminate or restrict consumption their of animal derived 

products. The main categories of animal product restricted diets are vegetarian and 

vegan, although some people also describe themselves as pescatarian or flexitarian. 

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1.1 Foods avoided under a vegan diet 

A vegan diet is completely plant-based, and as such excludes any animal derived 

product including: 

Meat including poultry & game 

Dairy products 

Eggs or egg products 



Fish & seafood 

Additionally, a consumer following a vegan diet may choose to extend the practice 

into other areas of purchasing, discussed further in chapter 4. These include: 

 

 

 

Avoiding clothing and footwear produced using or made from leather, 

wool or silk. 

Only giving plant-based foods to pets. 

Using cosmetics and household chemicals from companies that do not 

use animal derived ingredients or practice animal testing. 

As veganism is not only about food choices, it is often described as a ‘lifestyle choice’ 

rather than a simple diet. This implies it comes with a certain worldview based on a 

set of values and attitudes different to say, a vegetarian. 

1.1.1 Hidden non-vegan ingredients 

There are however some unexpected sources of animal derived products. These 

often-hidden ingredients sometimes make following a vegan diet problematic, 

especially as many of these substances are not required to be listed on packaging. 



Honey 

Many vegans refrain from eating honey or products containing 

honey. Bees are often considered animals, with the same rights 

as mammals, fish and birds. 

Bread products 

Some brands of certain bread products, including burger buns 

and bagels, use a softening agent named L-cysteine. This amino 

acid can be derived from duck feathers, pig, or even human hair. 

Potato crisps 

Certain varieties of crisps, especially cheese flavors, can be 

coated in casein or whey derived from milk. Animal derived 

enzymes may also be used in flavourings. 

Beer and wine 


Many wines and beers used an ingredient called Isinglass to 

clear the purchase beverage in the full final report stages of production. Isinglass is 

derived from the bladders of freshwater fish. 

Vanilla flavouring 

Castoreum is a ‘natural’ vanilla flavouring which is occasionally 

used in food and drink manufacturing, as well as perfumes. It is 

derived from the scent glands located in a beaver’s anus. 

Omega-3 supplements 

Many products such as breakfast cereals, margarines and some 

plant-based milks are enriched with omega-3. This fatty acid is 

usually derived from fish oils. 


1.2 Size of the UK vegan market 


The Vegan Society 2 estimates that around 542,000 UK residents follow a vegan diet. 

This equates to approximately £4million a week being spent on vegan products. 

However, vegan products appeal to many other consumer segments, including: 

 

 

 

 

Vegetarians who are interested in meat substitutes such as mycoprotein & soya 

‘meats’. 

Flexitarians who do not identify as being vegan, but choose to reduce their 

consumption of animal products to a larger or lesser extent. 

Health conscious consumers who perceive plant-based food to be healthier than 

meat & dairy. 

People suffering from cows’ milk allergies or intolerances may opt for free-from 

vegan options such as plant-based milk alternatives & vegan ice cream. 

Vegetarian & 

pescatarian 

Which non-vegan 

segments consume 

vegan food? 



Flexitarian 

Dairy allergy & 

intolerances 

Health 

conscious 

May enjoy 

vegan meat 

substitutes & 

vegan versions 

of products 

normally 

containing 

gelatin. 

May choose a 

vegan option 

occasionally, 

for example 

opting for 

vegan over 

pork sausages. 

May consume 

plant-based 

dairy 

alternatives 

such as soya 

milk and vegan 

cheese. 

Health 

concerns over 

fats & red meat 

may lead 

consumption of 

plant-based 

alternatives. 

Figure 1.2: Non-vegan consumer segments who may purchase vegan products 

There are around 1.2 million vegetarians in the UK 3 who may purchase vegan food 

because it is meat-free, as well as an unknown number of flexitarians and meatreducers. 

As such, the number of vegans in a country may not necessarily represent 

the size of the vegan market. 



1.2.1 Key EU vegan and vegetarian markets 

France: 

Around 1.3 million vegetarians, 

vegan meals legislated against 

in schools. 8 

SWEDEN: 

582,000 (6% pop) 

vegetarian; 388,000 (4% 

pop) vegan. 5 

UK: 

1.9 million 

vegetarians (3% 

pop) 3 ; 542,000 

vegan (>1% 

pop). 2 



Germany: 

7 million (9% pop) 

vegetarians; 900,000 

(1% pop) vegan. 6 

SPAIN: 

1-2million vegetarians 4 , 3- 

6% of population. Vegan 

statistics unknown. 

ITALY: 

10% population (6 million 

people) vegetarian, around 

1% vegan. 7 

Figure 1.3: Size of vegan and vegetarian populations in EU countries. 



The largest vegan market exists in Germany, with 900,000 vegan consumers. The UK 

& Italy play host to around 600,000 vegans each, whilst Sweden has around 400,000 

vegans consumers. 

However, if you count vegetarians as potential consumers of certain vegan products, 

Germany and Italy represent the biggest markets with 7 million and 6 million 

vegetarian consumers respectively. The UK lags behind with only 1.9 million 

vegetarians, making up 3% of the population compare to 10% in Italy. 

1.2.2 Key non-EU vegan & vegetarian markets 

Number of vegetarians in non-EU markets 

No.of vegetarians (millions) 

400 

350 

300 

250 

200 

150 

100 

50 

0 

380m 



50m 

16m 

3m 0.46m 

India China USA Canada Australia 

Vegan 

Vegetarian 

Figure 1.4: Number of vegetarians & vegans within selected non-EU markets. 

Sources: India 9 ; China 10 ; USA 11 ; Canada 12 ; Australia 13 

 

Due to cultural and religious reasons India by far represents the world’s largest 

population of vegetarians. 31% of Indians are vegetarian, consuming dairy 

products but not eggs. 

 

5% of the Chinese population are vegetarian for cultural & religious reasons. 

Veganism is becoming more popular especially with young people in cities such as 

Beijing. 

 

8% of Canadians, 2% of Australians & 5% of people from the USA are vegetarian 

or vegan. 10% of New Zealanders are vegetarian or vegan, representing 400,000 

people. 



1.3 Global vegan search engine trends 

Globally, interest in veganism seems to be increasing. Google searches for the terms 

‘vegan’ & ‘veganism’ increased between 2006 and 2015 (see figure 1.5), with most 

interest coming from Australia, the USA & Canada respectively. Interestingly, these 

countries, especially Australia, have a relatively low percentage of vegan consumers, 

potentially representing a new interest in the lifestyle in these economies. 

Google searches for ‘vegan’ by time & country 



Figure 1.4: google searches for the term ‘vegan’- interest over time & by region 

This data does not reliably give numerical increases of veganism in different countries, 

but shows that overall web-user have a greater interest in researching the lifestyle 

than ever before. It is usually down to the initiative of country or regional based vegan 

organisations to gather data on increases in vegan consumers, some of which are 

limited in resources. As such, it is relatively hard to get a detailed view of global vegan 

numbers. 



2. Motivations behind vegan consumer behaviors 

ETHICS 

HEALTH 

 

 

 

Consumers tend to choose a vegan for either ethical (altruistic) or health 

(individualistic) reasons, although many consumers sit somewhere in the middle. 

The ethical motivations behind veganism tend to be altruistic, or ‘caring for the 

world’. They can roughly be split up into 2 categories- concerns around animal 

welfare and concerns around the environment. A third category include 

consumers who follow vegan or vegetarian diets due to spiritual beliefs. Certain 

religions such as Jainism & Mahayana Buddhism teach vegetarianism as part of 

the principle of non-violence. 

The health motivations behind veganism are more individualistic, focusing on 

benefits to the consumer. Many consumers follow a vegan diet as they perceive it 

to be healthier than a non-vegan one, as well as better in terms of food safety. 

Animal 

Welfare 

Environment 

Religion & 

beliefs 

Health 

Factory 

farms 

Morals of 

eating meat 

Cost of highwelfare 

meat 

Water use 

Gas 

emissions 

Land 

degradation 

Jainism 



Mahayana 

Buddhism 

Hinduism 

Saturated 

fats 

Meat & 

cancer links 

Food safety 

scares 

Figure 2.1: Consumer motivations behind following a vegan diet 



These consumer segments are simplistic, and rarely exist in isolation. Most vegans 

may choose the diet for more than one reason, however tend to have a dominant 

reason which influences their consumer choice & behavior the most heavily: 

Health 

conscious 

Focus on superfoods 

with little concern for 

environmental or 

social impacts. 

Avoid soya products 

due to negative 

implications on health 

and environment. 

Not 

ethically 

concerned 

More likely to 

consume non-vegan 

food as a treat. 

Vegan as trend: 

consumers buy highend 

‘fashionable’ 

products such as 

seaweed caviar. 

Consumers focused on 

locally produced or 

ethically sound vegan 

products. 



May put ethical 

concerns in front of 

personal health. Likely 

to buy more 

processed 

convenience foods. 

Ethically 

concerned 

Not health 

conscious 

Figure 2.2: Vegan consumer segmentation & consumer habits 

 

Consumers who are both health conscious and environmentally concerned may 

choose to avoid products containing soya. Soya is often associated with 

agricultural land degradation and deforestation on the environmental side, and is 

perceived by some as being bad for health due to high levels of phytoestrogens. 

 

Vegan consumers who have strong environmental motivations but fewer health 

concerns may not focus on the nutritional value of their foods, opting for processed 

offerings such as frozen soya and myco-protein convenience foods. 



 

Consumers who are health conscious but not concerned about ethical issues may 

be more interested in vegan ‘superfoods’ based on exotic ingredients such as 

avocado or quinoa, whilst steering away from processed foods. They probably 

don’t query the social or environmental ethics of these foods. They may also see 

non-vegan food as an occasional treat. 

 

Consumers who are neither ethically concerned or health conscious may purchase 

vegan products if they are considered fashionable in ‘foody circles’. This may 

include high-end products including kelp caviar, cashew nut cheese or jackfruit 

pulled pork burgers. 

Health 

conscious 

Not 

ethically 

concerned 



Ethically 

concerned 

Not health 

conscious 

Figure 2.3: Vegan consumer segments and examples of preferences within each segment 



2.1 Ethical motivations behind veganism 

There are 3 main ethical consumer motivations which this this chapter shall explore in 

greater depth- animal welfare, the environment & religious belief. Whilst consumers 

may be motivated by several of these concerns, the dominant motivation may affect 

consumer behaviour and choice: 

ETHICS 

Animal 

welfare 

Abstain from animal 

products due to 

ethical concerns 

over treatment of 

animals. 

May avoid products 

that mimic meat in 

sight or taste. 

May not question 

the source of plantbased 

products in 

terms of 

environmental or 

social issues. 

Environment 



Follows veganism to 

decrease 

environmental 

damage. 

May occasionally 

consume animal 

products if deemed 

environmentally 

friendly eg. home 

produced eggs. 

May avoid products 

such as soya for 

environmental 

reasons. 

Religious 

belief 

Some religions 

preach 

vegetarianism to 

their followers. 

This includes 

Jainism, and certain 

Buddhist and Hindu 

sects. 

These religions 

mainly teach 

vegetarianism, not 

veganism, so may 

consume dairy and 

egg products. 

Figure 2.4: Categories within the ethically concerned consumer segment 



2.1.1 Ethical consumer motivation: animal welfare 

Concerns around animal welfare are not a new 

phenomenon. The Royal Society for Protection of Animals 

(RSPCA) was first established back in 1824, putting the 

issue of treatment of animals into the spotlight for the first 

time. 

Animal 

welfare 

Several schemes exist that assure the treatment of animals in the meat, dairy and egg 

industry, such as the Red Tractor assurance scheme, and the RSPCA Assured 

scheme. However, many people feel these don’t go far enough, or feel mistrustful of 

whether the industry follows these guidelines. 

• Imagery of factory farming is often used by pro-vegan animal rights 

charities such as PETA and VIVA. These conditions are viewed as 

unacceptable by many vegan consumers, even if the farms are covered by 



an animal welfare assurance scheme. 

• The cost of raising high-welfare meat, dairy and eggs far exceeds that of 

regular intensive agriculture. This high cost is passed on to the consumer, 

meaning that consumers that might eat high-welfare foods instead decide 

to abstain completely from these products. 

• Many vegan consumers feel a moral objection to consuming animals or 

animal products, even if they have been raised to the highest welfare 

standards. There are many philosophical questions raised as to the ethics 

of keeping one species as a pet whilst rearing another for human 

consumption. 

• Veganism also extends to the morals of using animals for practices such as 

animal testing in cosmetics and medicines, or using animal by-products 

such as leather in clothing and household items. 



2.1.2 Ethical consumer motivation: environmental concern 

Several recent studies have indicated livestock as a 

considerable source of global pollution, contributing to land 

degradation, greenhouse gas emissions and water 

pollution. As a result, some consumers are actively 

reducing or eliminating meat and livestock products from 

their diet. These consumers have a sense that their 

personal actions can create positive change in the world, 

and act accordingly. 

Environment 

Land 

degradation 

Greenhouse 

gas emissions gas 

emissions 

Water 

pollution 



Greenhouse emissions: The livestock sector accounts for 9% of UK human induced 

CO2 emissions, 65% of N02 emissions (from manure), 37% of human induced 

methane emissions (from ruminant digestion) and 64% of ammonia (acid rain). 

Land degradation: Livestock graze 30% of the earths land surface, whilst 33% of the 

worlds arable land is used to grow livestock feed. An estimated 20% of grazing land 

is seriously eroded through overgrazing and compaction. Livestock grazing is also a 

major source of desertification in arid areas, and deforestation of virgin rainforest. 

Water pollution: Livestock effluent, hormones and antibiotics are thought to be a 

source of pollution for the worlds water. Manure can lead to eutrophication, where 

excess nutrients cause toxic algal blooms in water bodies, damaging the marine 

ecosystem. This can occur both in freshwater and oceans, where coral reefs suffer. 

Nitrogen fertilizers used in livestock crop production also contribute to this process. 

Source: FAO 14 



2.1.3 Ethical consumer motivation: religious beliefs 

Many people around the world follow a vegan or vegetarian 

diet for religious or cultural reasons. This is very 

predominant in countries such as India, where around a 

third of the population are vegetarian, most eating dairy but 

abstaining from meat & egg products. 

Religion & 

culture 

The Jain religion has 20,000 followers in the UK 15 . Jainism is a philosophy based on 

non-violence and respect of living beings. This extends to food, with teachings 

demanding a strictly vegetarian diet from Jain followers. Activities which contribute to 

environmental protection are also encouraged. Jains may still consume dairy and 

eggs products. 16 



Another 248,000 people in the UK follow Buddhism 15 . Within Mahayanan Buddhism, 

followers are not permitted to kill an animal, but can eat an animal killed by a non- 

Buddhist. 

817,000 identify themselves as Hindu within the UK 15 . Certain sects of Hinduism 

follow a vegetarian diet, including the followers of Hatha Yoga. Within these teachings 

meat is seen as promoting a disagreeable mental state, whilst a vegetarian diet is 

seen as adding to spiritual progression Similarly, the school of Bhakti Yoga demands 

vegetarian food to be given as an offering to Vishnu or Krishna. 



2.2 Vegan motivation: health concerns 

Many vegans decide upon this diet for health reasons. 

Some people perceive a plant-based diet to be healthier Environment 

than its animal based counterpart for some of the following 

factors: 

 

 

 



Vegan diets are thought to contain less saturated fats & cholesterol. 

Emerging evidence suggests that processed red meat may be a contributing factor 

to cancer. 

Recent food safety scares surrounding meat & dairy could be contributing to an 

increase in vegan diets. 

2.2.1 Vegan food and nutrition 

Many consumers choose a vegan diet with the perception that a plant-based diet 

provides better nutrition than an animal-derived diet. Generally, vegan diets in the 

West are high in fruit, vegetables & pulses. These are all elements that are 

recommended by health care professionals as key to a healthy diet. 

Positive health benefits of vegan diets 

Negative effects of vegan diets 

Higher in dietary fibre, essential for a 

healthy digestive system. 

Lacks vitamin B-12, essential for 

nerves, blood cells & DNS. 

High source of folic acid- may prevent 

certain cancers, heart disease, strokes 

and anaemia. 

High in vitamin C, good for the immune 

system, and vitamin E, which is thought 

to be an effective antioxidant. 



Vegan diets lack calcium & vitamin D, 

which are needed to keep teeth, 

bones and muscles healthy. 

May be deficient in omega-3 fatty 

acids, thought to help arthritis, asthma, 

depression & memory loss. 

Less saturated fat & cholesterol. 

Limited availability of iron and zinc. 

Figure 2.5: Positive and negative effects of a vegan diet on human health 17 



Vegan diets tend to be high in carbohydrates, vitamins C & E, magnesium and fibre, 

whilst being low in saturated fats and cholesterol (see figure 2.5). Studies have 

shown that vegans tend to have a lower body mass index (BMI), lower cholesterol 

levels and lower incidence of heart disease. 18 

However, people following a vegan diet may have to plan their nutrition carefully to 

ensure adequate intake of vitamins and minerals: 

Nutrient Function Vegan source of nutrient 

Calcium 

Contributes to 

healthy teeth & 

bones 

Fortified plant-based milk alternatives; 

calcium-set tofu; sesame seeds; pulses; 

calcium enriched bread; dried fruits. 

Vitamin 

D 

Regulates calcium 

& phosphorus in 

body 

Sun exposure; fortified plant-based milk 

alternatives, fat spreads & breakfast 

cereals; vitamin D supplements. 

Vitamin 

B12 

Essential for nerve 

& muscle function 



Fortified plant-based milk alternatives; 

fortified breakfast cereals; yeast extract. 

Iron 

Vital for blood 

production 

Pulses; wholemeal bread and flour; 

fortified breakfast cereal; leafy green 

vegetables; nuts; some dried fruits. 

Omega 3 

Crucial for heart 

health 

Nuts; flaxseed oil, rapeseed oil; soya 

based products. 

Figure 2.6: Key nutrients found in meat & dairy, their contribution to bodily functions and 

alternative sources of these nutrients in a vegan diet. 19 

Despite these barriers, with a little planning it is easy to follow a nutritionally 

complete vegan diet. Figure 2.6 shows alternative nutritional sources for vegans, as 

advised by the UK National Health Service (NHS). 


2.2.2 Health concerns around meat 


 

Albeit controversial, new evidence from the International Agency for Research 

on Cancer (IARC) has suggested that some animal products, especially 

processed and red meat, could potentially cause cancer (see figure 2.7). 

 

The report does not show at what levels these meats would have to be 

consumed to constitute a risk, but show how confident some scientists are that 

they contribute to cancer. 

Group 1 

Causes 

cancer 

Group 2a 

Probably 

causes 

cancer 

Processed meat: Sausage, salami & bacon 



Red meat: Pork, lamb & beef 

Figure 2.7: (TAKEN FROM STUDY) Likelihood that processed and red meats 

contribute towards cancer. 20 

Emerging studies like this may further increase the number of vegan consumers, 

but also persuade non-vegan consumers to replace some meat based meals with 

vegetarian & vegan alternatives. 

Such studies however remain relatively in infancy, and there are many who argue 

that there is still not enough convincing evidence to directly link red meats to cancer. 

Nonetheless, for some merely the potential to increase cancer risk alone would lead 

to the elimination of these meats. 



3. EU regulations & vegan food 

At present there are no specific EU laws regulating the use of the terms ‘vegan’ & 

‘vegetarian’, nor any specific legislation around the labelling of vegan products. 

However, vegan labelling is subject to the same laws surrounding all foods under 

‘EU Regulation 1169/2011 on the provision of food information to 

consumers 21 ’. 

“Food information shall not be misleading, particularly as to the characteristics 

of the food. This includes its nature, identity & composition”. (Article 7) 

“Food information shall be accurate, clear and easy to understand for the 

consumer” . (Article 7) 

“A list of ingredients is mandatory for food products”. (Article 9) 


“Any ingredient or processing aid that causes allergic reactions must be 


mentioned if they are still present in the final product, even in an altered state”. 

(Article 9) 

“These include eggs & products thereof; molluscs & products thereof, fish & 

products thereof excluding fish protein used in carrier of vitamins or beer & 

wine production”. (Annex 2) 

“The following are not required in ingredient lists: food enzymes & additives 

used as processing aids or naturally contained in another ingredient; carriers 

& substances used in the same way as carriers when used in quantities 

strictly necessary However, any substance containing allergens mentioned in 

Annex 2 (above) must be mentioned” (Article 20). 

Figure 3.1: EU regulations & vegan food labelling EU Regulation 1169/2011 on the 

provision of food information to consumers. 21 

Despite this legislation it is still sometimes difficult for vegan or vegetarian consumers 

to know whether a food or drink product is suitable for their diet. 



A good example of this is Isinglass, a fish protein used in wine and beer production 

as a fining agent. Under EU regulations there is no legal requirement to include this in 

the ingredient list. As such, vegan and vegetarians have no way of knowing if the 

beverage is suitable without having to contact the manufacturer. 

Other additives are ambiguous. L-cysteine (E920) is a dough conditioner sometimes 

made from poultry feathers. Some internet sources claim that L-cysteine is also made 

from human-hair, and does not have to be stated in the ingredient list. Others claim 

that L-cysteine made from human hair is prohibited in the EU, and must always be 

included in ingredient lists 22 . This ambiguity can cause confusion amongst vegan 

consumers. 

Additive E number Source Use 

Carmanic acid E120 Insect abdomen Colouring for food 

& cosmetics 

Lecithin E322 Soya or egg Emulsifier 

Edible Bone 

Phosphate 

E542 

From bones of 

pigs or cattle 



Disodium Inosinate E631 Meat, fish or 

tapioca starch 

Mono and diglycerides 

E471 

Sometimes 

of fatty 

produced from 

acids 

animal fat 

Figure 3.2: Some additives not suitable for vegan consumption 23 

Cosmetics, anticaking 

agent in 

dried milk 

Flavour enhancer 

Bread, some 

margarines, crisps 

Figure 3.2 shows a selection of common additives found in food. For many examples, 

the name of the additive or correlating E-number does not stand out as an animal 

product. Also, many of the substances can either be sourced from vegan or non-vegan 

sources. As such, as consumer would have to contact the manufacturer to find out 

whether these additives come from a plant-based source. 



3.1 Reactions to EU position on veganism 

There have been calls from vegan groups to define the terms vegan & vegetarian 

under European law, and draft a legal set of guidelines for manufacturers that use 

the terms on their packaging. Article 36 of EU Regulation 1169/2011 21 states: 

“The Commission shall adopt implementing acts on the application of… 

information related to suitability of a food for vegetarian or vegans”. 

However, to date the European Commission has not started this process, nor are there 

any EU level legal definition for the terms ‘vegan’ or ‘vegetarian’. This has provoked 

reaction from many vegan, vegetarian and food groups across Europe: 

“Without accurate & precise legislation, 

consumers may be misled by product labelling. 

Clear labelling is also beneficial for companies, 

as a product is more likely to be bought by 

vegan consumers.” 

Safe Food Advocacy EU 24 

“The right to live as a vegan is protected 

under the right to freedom of conscience set 

out in the European Convention on Human 

Rights. Exercising our rights requires 

accurate information.” 

The Vegan Society, UK 24 

“People don’t really know the differences 

between vegetarian diets and vegan. 

Legislation will allow people to know the 

difference since logos and legislations will be 

different.” 

Végétik, Belgium 24 

“Consensus around the terminology and 

definitions used are lacking. There is no 

legislation what vegan foodstuff may include… 

labelling foods as vegan can be misleading if an 

animal additive is included.” 



Djurens Rätt, Sweden 24 

Source: Safe Food Advocacy 24 



3.2 Vegan legislation around the world 

USA 

No official regulations 

covering the term 

‘vegan’. Labelling 

must be truthful & not 

misleading. 25 

Canada 

If food is labelled vegan, 

it is expected that 

product contains only 

ingredients derived from 

plants. 26 



India 

Since 2011, 

packaged food 

must be labelled 

as vegetarian or 

non-vegetarian 

by law. 28 

Taiwan 

Foods labelled as 

vegetarian must 

state whether it is 

vegan, ovovegetarian; 

lactovegetarian 

etc. 28 



Australia 

Term vegan is not 

covered by 

legislation, but 

laws prohibit 

false, misleading 

or deceptive 

labelling. 29 

In developed global economies such as the United States, Australia and New 

Zealand, there are few specific regulations surrounding vegan food labelling. As in 

Europe, legislators here tend to rely on existing food information provision laws to 

regulate the vegan market. 



Interestingly, it is middle income countries that have 

a strong cultural tradition of meat-avoidance that are 

paving the way with vegetarian labelling. In India it is 

mandatory for all packaged food to be labelled either 

vegetarian or non-vegetarian with logos (see right). 

3.3 Voluntary vegan labelling 

In the EU the terms ‘vegan’ and ‘vegetarian’ can be used voluntarily by 

manufacturers on product packaging. However, these claims must be accurate, 

clear and not misleading, as is stated in EU regulation 1169/2011 24 on the provision 

of food information to consumers. 

Some European countries, such as the UK, have issued guidance as to what the 

term ‘vegan’ means, but this is not a legal definition: 

“The term vegan should not be applied to foods that are made from or with the 

aid of animal or animal products. The vegan guidance requires additives and 

processing aids to be derived from non-animal sources 30 ” 

UK Food Standards Agency 2015 

In 2016, Germany was the first country in the EU to vote in favour for a legally 

binding definition of the term vegan. The proposed wording was developed by the 

government, food industry and VEBU- the German Vegetarian and Vegan spokes 

groups: 



“Vegan foods are foods that are not products of animal origin and in which, at 

no stage of production and processing, use has been made of or the food has 

been supplemented with - ingredients (including additives, carriers, flavourings 

and enzymes) or - processing aids or - substances which are not food 

additives but are used in the same way and with the same purpose as 

processing aids in either processed or unprocessed form that are of animal 

origin. 31 ” 


3.3.1 Third party vegan certification 


There are several organisations both within Europe and worldwide that certify 

products as vegan. Typically, companies pay a sum of money to use a logo after 

meeting a set of criteria set out by the vegan organisation. Vegan consumers are 

more likely to trust a product if it certified by a recognizable trademark. Vegan logos 

also add to consumer convenience, as shoppers can quickly identify which products 

fit with their diet. 

Vegan Trademark 32 

Organisation: Vegan Society UK 

Products: food, drink, beauty products, toiletries, 

cleaning products 

No. products: 22,000 

Countries: Europe, USA, Canada, Australia, & India 

Fees: based on number of products and company 

turnover. 

Extras: Vegan Society will promote products at 

trade fares & online 

Certified Vegan Logo 33 

Organisation: Vegan Action (USA) 


No. products: 600 companies certified 

Countries: purchase USA, full Canada, report Australia & New Zealand 

Fees: per company, between $150-£3000 depending 

on turnover 

Extras: Reduced advertising rates 

Viva! Vegan Logo 34 

Organisation: Viva! (UK) 

Use: can be used for products, or businesses such 

as shops, cafes and B&B’s 

Countries: UK & Europe 

Fees: per company, as little as £50 

Extras: promotes products to members and wider 

public 


4. Vegan product categories 


Veganism is on the rise in many European countries, with the UK reporting more 

than a 300% increase in consumers identifying as vegan in the last 10 years. 2 

Businesses are slowly catching up with this trend, with a larger and more varied 

range of vegan friendly foods being launched each year. 

Meat substitutes 

Sausages, burgers, 

minces & cold meats 

typically made from 

soya, mycoproteins & 

pulses. 

Food 

categories 



Vegan product 

categories 

Dairy substitutes 

Milks, yoghurts, 

cheeses & spreads 

typically made from 

soya, nuts or plantbased 

oils. 

Vegan clothing 

Shoes & other 

garments made from 

faux-leathers, fauxfurs 

and wool 

alternatives. 

Non-food 

categories 

Vegan cosmetics & 

cleaning products 

Substances that 

neither contain 

animal ingredients 

nor test on animals. 

Figure 4.1: Key Vegan product categories 


4.1 Vegan meat substitutes 


Once confined to health-food shops and specialist stores, vegetarian and vegan 

substitutes are now a common sight in mainstream supermarkets across Europe. 

Both the variety and quality of meat substitutes now available to vegan consumers 

has increased significantly over the last decade. The category has also seen marked 

innovation in NPD - in 2015 the UK based brand Linda McCartney’s brought out 

vegan ‘Pulled Chicken’, vegan ‘Shredded Hoisin Duck’ & vegan ‘Chorizo & Red 

Pepper Sausages’. 



4.1.1 regional trends in vegan meat NPD 

There are many companies across Europe producing vegan meat alternatives that 

mimic traditional regional ingredients and dishes. This shows that companies 

understand the individual needs of European consumers, instead of applying a one 

size fits all approach to the European vegan community: 



Swedish based brand Anamma, which was taken over by Orkla Foods 

Sweden in 2015, sell vegan meat alternative to the Scandinavian 

market. They offer regional foods such as Swedish style vegan meatballs 

& sausages amongst other products. 





German based brand Veggie Life have developed a wide range of vegan 

alternatives to traditional German meat dishes including schnitzels, cold 

meats & sausages. 

4.1.2 Own-brand vegan meat alternatives 

Vegan meat-alternatives are no longer restricted to specialist companies. 

Supermarket chains across Europe are picking up on the trend, offering own-brand 

vegan products at an often cheaper price than their branded counterparts. 

Mercadona, Spain 

In 2016 Spanish supermarket chain Mercadona teamed up with food manufacturers 

Noel, to launch their own brands range of cold meats including chorizo. These were 

launched not only as a response to vegan & vegetarian diets, but also to the growing 

perception among Spanish consumers that meat based items such as salami are 

contributing to obesity. 





However, these products are significantly more expensive than meat counterparts 

(see figure 4.2), making them less accessible to mainstream consumers. 

Additionally, these products are restricted to Mercadona’s in Barcelona, Madrid & 

Valencia. 

Own brand vegan 

meat alternative 

Noel Chopped Lonchas 

Veggie 

Noel Mortadela Aceitunas 

Lonchas Veggie 

Price Non-vegan equivalent Price 

€20.41/kg Noel Blanchas Lonchas €11.12/kg 


purchase €20.41/kg full report 

Hacendados Mortadela 

de Aceitunas en Lonchas 

€4.10/kg 

Figure 4.2: Price comparisons of vegan versus non-vegan meat products in Mercadona 

Supermarket, Spain 

Carrefour, France 

In 2015, French supermarket giant Carrefour launched its own-brand vegetarian and 

vegan range, ‘Carrefour Veggie’. This includes corn ‘nuggets’, soya ‘steaks’ & 

vegetable based burgers. 

Own-brand 

vegan 

Carrefour Veggie 

Steaks au Soja 

Price 

€11.75/ 

kg 

Branded 

vegan 

Sojasun steaks de 

Soja 

Price 

€15.50/ 

kg 

Own-brand 

non vegan 

Carrefour 

Steak hachés 

pur Bouef 

Price 

€12.00/ 

kg 


Nuggets Blé 


Galettes 

Boulgour 

€12.65/ 

kg 

€9.63/ 

kg 

Sojasun 

Boulettes 

végétales 

Sojasun Steaks 

de Soja Fines 

Herbes 

€16.50/ 

kg 



€14.45/ 

kg 

Carrefour 

Nuggets de 

Poulet 

Carrefour 

Cheeseburgers 

€8.04/ 

kg 

€6.27/ 

kg 

Figure 4.3: Price comparisons between vegan own brand, vegan branded and non-vegan 

meat products in Carrefour Supermarket, France 



Again, in most cases the vegan or vegetarian meat alternative was significantly 

more expensive per kilo than the meat equivalent. However, in the case of Carrefour 

supermarket chain, prices for own-brand vegan meat alternatives were significantly 

cheaper than the vegan branded Sojasun products. 

Morrisons, UK 

Most supermarkets in the UK have their own-brand lines of vegan & vegetarian meat 

alternatives. These include meat-free sausages, burgers, mince-meat & chicken 

style pieces. 



British own-brand meat-free products tend to be cheaper than branded vegan meatfree 

products, although there tends to be less product development in terms of 

choice and flavours. However, unlike some other European retailers, British 

supermarket own-brand vegan offerings tend to be cheaper than branded vegan 

products. (see figure 4.4) 

Own-brand 

vegan 

Morrisons Meatfree 

Sausages 

Price 

£5.00/ 

kg 

Branded 

vegan 

Linda McCartney 

Vegetarian 

Sausages 

Price 

£6.57/ 

kg 

Own-brand 

non vegan 

Morrisons 

Cumberland 

Sausages 

Price 

£3.33/ 

kg 

Morrisons Meatfree 

Mince 

£3.75/ 

kg 

Fry’s Meat-free 

Mince 

£8.39/ 

kg 



Morrisons 

British 

Minced Beef 

20% fat 

£4.00/ 

kg 

Morrisons 

Vegetarian 

Quarter Pounder 

£3.30/ 

kg 

Linda McCartney 

Quarter Pounder 

£8.63/ 

kg 

Morrisons Beef 

Quarter 

Pounder Burger 

£4.41/ 

kg 

Figure 4.4: Price comparisons of vegan own brand, vegan branded and non-vegan meat 

products in Morrisons supermarket, UK 



4.1.3 Vegetarian vs vegan meat-free alternatives 

Meat-free alternatives are typically described as ‘vegetarian’ or ‘veggie’. Often, two 

similar products from different manufacturers contain different ingredients, making 

only one suitable for vegans. This may be confusing for vegan consumers, who may 

benefit from the use of voluntary vegan labelling on packaging instead of having to 

read the ingredients list. Examples from the UK include: 

Meat-free mince 

Morrisons Meat Free Mince 

Free of meat, 

eggs & milk 

Based on soya 

Vegetarian certified 

but also suitable 

for vegans 

Quorn Meat Free Mince 

Meat-free but 

contains egg 

Made from 

mycoprotein 

Suitable for 

vegetarians but 

not vegans 

Meat-free ‘chicken’ products 

Linda McCartney’s Vegetarian 

Pulled Chicken 

Free of meat, eggs 

& milk 

Based on soya 



Vegetarian certified; 

but also suitable for 

vegans 

Tesco Chicken Style Pieces 

Meat-free but 


Based on soya 

Labelled as 

vegetarian; not 

suitable for vegans 

Meat-free ‘burgers’ 

Fry’s Traditional Burgers 

Free of meat, 

eggs & milk 

Based on soya 

Labelled as vegan 

Morrisons Meat Free Burgers 

Meat-free but 


Based on soya 

Labelled as 

vegetarian; not 

vegan 


4.1.4 Vegan meat company profiles 


Brand: Linda McCartney’s foods 

Company: Hain Daniels Group 

Launched: 1991 

Countries: UK, Ireland, Australia & New Zealand 

Products: Vegan range includes burgers, 

sausages, pies & mince 

Attainment: New product launches in 2016 

included ‘pulled chicken’, & ‘shredded hoisin 

duck’. Won PETA vegan product of the year in 

2016 for its soya based burger. 



Brand: Veggie Life 

Company: TofuTown 

Countries: German based, sales in Europe, 

Middle East, North America & Australia 

Products: Soya based sausages, burgers, 

nuggets, sliced ‘meats’ & ready meals 

Attainment: TofuTown has achieved double digit 

growth in last few years, reaching sales of €55m 

in 2014. 

Vegan meat substitute Price Mid-range non-vegan 

alternative 

Linda McCartney’s Red Onion £1.95 Tesco Finest Pork & 

& Rosemary vegetarian 

Caramelised Onion 

sausages x 6 

Sausages x 6 

Linda McCartney’s Deep Dish 

Country Pie x 2 

Linda McCartney’s 

Vegemince 454g 

Linda McCartney’s 

Vegetarian Quarter Pounder 

Burger x 2 

£2.00 Birds Eye British Steak 

Puff Pies x 2 



£2.42 Sainsbury’s Beef Mince 

500g 

£2.00 Birds Eye Beef Quarter 

Pounder x 4 

Price 

£2.50 

£2.00 

£3.30 

£2.49 

Figure 4.5: Price comparisons between Linda McCartney’s meat-free products and midrange 

non-vegan equivalent 


4.2 Vegan dairy alternatives 


Similar to the vegan meats sector, plant-based dairy alternatives are becoming more 

& more mainstream, with many retailers across Europe manufacturing own-brand 

products. In recent years, this sector has seen sustained growth, and development in 

both variety and quality of product. 

However, this category does not just cater to vegans. Consumer awareness of health 

issues such as lactose intolerance and milk allergies, and concern over fat content of 

dairy products may be contributing to the sectors success. 

4.2.1 Vegan milk alternatives 

Plant-based milk alternatives have traditionally been produced from soya, but have 

seen a large diversification of ingredients in the last decade. Now, common 

ingredients include: 

 

 

 

 

Grains (rice & oats) 

Nuts (including cashews, hazelnut & almonds) 

Coconut 

Hemp 

The European plant-based milk sector is currently seeing a period of growth - in 

2014/15 the market grew by 19% in the UK, Netherlands, Belgium, Italy and 

Germany. 35 

4.2.2 Vegan milk alternative case study: Alpro 

Some brands have seen growth higher than the European average. Alpro, a key 

player in the European plant-based milk market, reported 2015 sales growth of 41% 

in Germany and 18% in the UK. (see figure 4.6) 35 

Alpro experienced 27% growth in 2014, with a turnover of €410m. Although sales of 

their traditional soya milks did increase, that largest areas of growth were nut-based 

milks, and innovative flavoured products. Soya yoghurts did particularly well, 

experiencing 18% growth in 2014/15. 35 



Launched: 1980’s 

Products: Soya milks, yoghurts, creams 

& desserts; nut milks 

Countries: 54 countries across the world 

Sales: turnover of €410m in 2014; 

experienced 27% growth in 2014. 35 

Alpro was launched in Belgium in 1980, and now has factories in Belgium, the UK and 

France. They directly employ over 1000 employees, and sell their produce in 54 

countries worldwide. 

% growth in sales 2015 

50 

40 

30 

20 

10 

0 



Growth of Alpro’s plant-based dairy alternative 

sales in Europe 

Germany Netherlands Italy UK 

Figure 4.6: Growth of Alpro’s plant-based dairy alternative sales in Europe, 2014/15 35 

In many cases, branded plant-based milk alternatives are significantly more 

expensive than their non-vegan milk equivalents. Figure 4.7 illustrates this point, 

comparing the price of Alpro milks against products in the Billa chain of retailers in 

Austria. 

Vegan milk substitute Price Milk price per/litre Price 

Alpro Soya Fresh Original 1l €2.19 Ja! Natürlich Leichtmilch €1.19 

Bio 1l 

Alpro Drink Almond Original 1l €2.99 Nöm Vollmich 1l €1.15 

Alpro Drink Hasselnuss 

Original (chilled) 1l 



€2.99 BILLA Bergbauern 

Heumilch 1l 

Alpro Kokonuss Choco 1l €2.99 Nöm Schokomilch To Go 

(450ml) 

€1.09 

€1.97/l 

Figure 4.7: Price comparison between Alpro plant-based drinks and dairy-based milk, 

Austria (Billa) 



Generally, retailers offer a cheaper own-label alternative to European brands such 

as Alpro, as illustrated in figure 4.8. However, even own-brand vegan milk 

alternatives are more expensive than comparable cows’ milk products. This could 

be due to the larger size of the dairy market, subsidies & low milk prices. 

However, brands such as Alpro offer a much wider range of products with more 

innovative NPD, whereas supermarkets tend to appeal with cheaper staple 

products. 

Alpro vegan 

milk alternative 

Alpro Soya Fresh 

Original 1l 

Alpro Fresh 

Almond Milk 1l 

Alpro Rice Milk 

Alternative 1l 

Alpro Long-life 

Organic Soya 

Milk 1l 

Alpro Long-life 

Soya Milk 1l 

Price 

Own-brand milk 

alternative Price Cows’ milk Price 

£1.40 Tesco Free-from 

Fresh Soya Milk 1l 


Fresh Almond 

Milk 1l 


Rice Drink 1l 



£1.40 Tesco Organic 

Long-life Soya 

Milk 1l 

£1.30 Tesco Long-life 

Everyday Value 

Soya Milk 1l 

£1.10 Tesco British 

Whole Milk 2l 

£1.50 Cravendale Semi 

Skimmed Milk 2l 

£1.00 Tesco Organic 

Semi Skimmed 

Milk 

£1.00 Moo Long-life 

Organic Whole 

Milk 1l 

£0.59 Tesco Long-life 

Everday Value 

Skimmed Milk 1l 

£0.66/l 

£0.95/l 

£0.97/l 

£1.10/l 

£0.49 

Figure 4.8: Price comparisons between Alpro plant-based milks, Tesco own-brand plantbased 

milks and a range of comparable cows’ milk, Tesco, UK 

4.2.3 Vegan cheese alternatives 

Vegan ‘cheeses’ mimic dairy cheeses by using only plant-based proteins. 

Depending on the recipe and type of cheese, vegan cheeses are made from soya, 

vegetable oils or nuts such as cashew & almonds. Nutritional yeast, which has the 

‘umami’ taste similar to dairy cheese, & lactic acid, are added as flavouring. 



Vegan cheese alternative case study: Violife 

Violife foods began by producing dairy free cheese for religious fasting periods, but 

diversified into plant-based cheese alternatives. The brand now manufactures over 

20 vegan cheese products for the European market. They specialise in products 

that mimic the characteristics of dairy-based cheese, with products including 

flavoured cream ‘cheeses’; pizza ‘mozzarella’; ‘cheddar’; and parmesan flavoured 

‘cheese’. 

Brand: VioLife 

Company: Viotros 

Countries: Greek based but available in countries 

across Europe 

Products: Range of soya-free soft & hard vegan 

‘cheeses’, variety of flavours 

Attainment: Profit of parent company Viotros 

increased by 33% between 2013- 2014 to €3m. 

Greek national champion in exports, European 

Business Awards. 



Violife’s similarity to traditional dairy cheeses attracts a wide range of consumers, 

from vegans, to those suffering from milk intolerance or allergy or even those who 

wish to consume less dairy for health, ethical or environmental reasons. 

Vegan cheese 

alternative 

Violife Original 

Vegan Cheese 

Block 

Violife Cream 

Cheese 

Alternative 

Violife Prosociano 

with Parmesan 

Flavour 

Price 

£10.80 

/kg 

£12.50 

/kg 

£20.00 

/kg 

Own-brand vegan 

cheese alternative Price Dairy Cheese Price 

Sainsbury’s 

Cheddar-style 

Dairy Free Cheese 

Sainsbury’s Original 

Dairy Free Soft 

Cheese 

Sainsbury’s Greekstyle 

Dairy Free 

Cheese 

£11.30 

/kg 

£10.30 

/kg 



£11.30 

/kg 

Cathedral City 

Extra Mature 

Cheddar 

Philadelphia 

Original Cream 

Cheese 

Morrisons 

Signature 

Reggiano 

£5.71/k 

g 

£8.58/k 

g 

£15.38 

/kg 

Violife Mozzarella 

Flavour 

£9.75/ 

kg 

Sainsbury’s 

Wensleydale Dairy 

Free Cheese 

£11.30 

/kg 

Galbani Santa 

Lucia Mozeralla 

Figure 4.9: Price comparison between Violife vegan ‘cheeses’, Sainsbury’s own-brand 

vegan ‘cheeses’ and standard milk based cheeses, UK 

£11.36 

/kg 



As figure 4.9 illustrates, branded vegan cheeses such as Violife tend to be more 

expensive than their dairy counterparts, reflecting a wider trend over other vegan 

categories. The UK based supermarket Sainsbury’s has recently brought out its 

own-brand range of dairy-free cheeses, based on soya & coconut oil. Although 

marginally cheaper, this own-brand offering is on a par with the Violife brand in terms 

of pricing. 

4.2.4 Vegan Yoghurt Alternatives 

Vegan yoghurts have traditionally been flavoured soya desserts. However, product 

innovation has developed, with fermentation methods making these offerings taste 

more similar to cow, sheep & goat yoghurt. Flavours have also progressed, with 

European-wide brand Alpro launching products suited to a mature palette including 

Pineapple, Passion fruit & Peach; Blackcurrant with Elderflower & Pomegranate; 

and Natural Yoghurt with Almonds. 

Vegan yoghurt alternative case study: Violife 

Brand: Sojasun 


Company: Triballat Noya 

Countries: French based but available in 

countries across Europe 

Products: Soya based desserts, drinks & culinary 

ingredients To view please 


Sojasun was launched as part of a family dairy business in 1988. Using French 

grown soya beans, the company produce over 40 different products. As with other 

vegan foods, soya-based yoghurts from brands such as Sojasun are significantly 

pricier than the average non-vegan dairy yoghurt (see figure 4.10). 



Vegan dairy substitute Price Dairy product Price 

Sojasun Nature €3.37/kg Danone Veleouté Nature €2.16/kg 

Sojasun Fruit Mixes Citron €4.38/kg Yoplait Perle de Lait 

Citron 

€3.54/kg 

Sojasun Noisettes Amandes €4.95/kg Nestlé la Laitiére Vanilla €3.40/kg 

Sojasun Fruit Mixes Apricot 

Goyave 

€4.20/kg 

Panier de Yoplait apricot, 

ananas et pechêa 

€3.33/kg 

Figure 4.10: Price comparison between Sojasun vegan yoghurt desserts and standard 

milk based yoghurts, France (Intermarche) 



4.3 Vegan beverages: wine & beer 

Although from the outset, beer and wine may appear to be free of animal products this 

is sometimes not the case. The industry often use animal derived additives & 

processing aids to create the finished beverage. These include: 

 

 

 

 

 

Isinglass, a substance made from dried fish swim bladders is used during the 

fining process of many fermented alcoholic drinks. 

Egg white is used as a fining agent to remove tannins from red wine. 

Gelatine collagen is also used to remove tannins from wines. 

Milk derived casein used commonly to clarify wines & beers. 

Glyceryl monostearate & pepsin, both derived from animal sources are used to 

control foam in beers. 

It is sometimes challenging for vegan consumers to recognise what is a vegan beer & 

wine and what isn’t without checking the ingredient list, as voluntarily labelling by 

manufacturers & retailers is limited within this sector. A 2014 study by 

veganwinesonline.co.uk found that many major retailers did not have any vegan wines 

on offer, whilst those who did did not clearly signpost this on packaging or online. 39 

Sainsbury’s Tesco’s Morrison’s Waitrose 

Vegan wine * 


Vegan beer purchase full report 

Figure 4.11: Supermarkets offering vegan search option in beer & wine sections of website, 

2016. * Had option but no products 



However, it seems in recent years that supermarkets have increased the visibility of 

wines on their website & online shopping platforms (see figure 4.11). However, 

products were rarely labelled as vegan on online descriptions, and ingredients were 

rarely described, making it difficult for a vegan shopper to trust this platform. 

Many mainstream brands of both beer and wine are vegan-friendly, but this is often 

not communicated effectively. Heineken, Stella Artois & Carlsberg are all made using 

a vegan recipe for the UK market, yet there is no reference to this fact on any of their 

websites. Clearer use of labelling may be beneficial both the vegan consumer and the 

brewing industry, who may want to capture this growing niche market. 

4.4 Vegan clothing 

Veganism does not just include food, but also extends to clothing. Many items of 

clothing include animal-derived materials such as leather, fur or wool. Although 

many modern clothes are made from synthetic or plant-based materials, several 

companies have popped up around Europe to cater to the vegan clothes market. 

One big area in which vegan clothing is thriving is shoes & other items such as belts 

and bags, traditionally made from leather. Vegan shoes tend to be made from toughwearing 

micro-fibres that mimic leather, but are more breathable than plastic 

substitutes. 

Brand: Vegetarian Shoes 


Countries: Based in UK but sends across EU via 

mail order 

Products: Men & women’s boots, shoes, sandals, 

belts and sandals- no leather 

Attainment: 


Viva! ‘Best Vegan Footwear’ Award 

2014 



4.5 Vegan pet-food 


Although sometimes a contentious issue, some pet owners choose to feed their cats 

and dogs animal-free foods. Despite concerns from some that this does not 

constitute a healthy or natural diet for a carnivore, studies have suggested that this 

is not always the case. Wakefield et al (2006) 37 found that 34 cats that followed a 

vegetarian diet were healthy. The biggest concern is that both cats and dogs receive 

enough taurine, vital to their health. However, taurine can be produced synthetically 

and added to vegan pet food to ensure adequate nutrition. 

Brand: Ami 


Countries: Based in Italy, but distribution in 

Europe, North America & New Zealand by SpA 

Products: Dry vegan dog & cat food, contains 

taurine To view vital for please pet health 


Vegan pet food is often around 25% more expensive than the bestselling brands in 

the same quantity. 

Vegan pet-food Price Meat-based pet food Price 

Ami Vegan Cat Food 7.5kg £4.67/kg Ultima Adult Chicken 

7.5kg 

Ami Vegan Cat Food 400g £9.05/kg Purina Pro Plan Adult 

To view Chicken please & Rice 400g 

Ami Vegan Dog Food purchase £2.99/kg Pedigree full report Dry with Lamb 

12.5kg 

15kg 

Ami Vegan Dog Food 800g £5.00/kg Iams Adult Small & Medium 

Dog Food Chicken 1kg 

Figure 4.11: Price comparison between Ami Vegan & leading meat-based dog food 

brands in the UK 

£3.20/kg 

£7.50/kg 

£1.92/kg 

£4.00/kg 


4.6 Vegan beauty products 


Vegan cosmetics are not only free of animal-derived ingredients & additives, but also 

have not been tested on animals. In 2013, the EU banned the animal testing of 

cosmetics. However, some organisations such as PETA claims that loopholes mean 

that some companies may have used animal testing in a non-EU country at some point 

during its product history 38 . There are several third-party certification schemes that 

indicate cruelty-free claims, including BUAV’s ‘Leaping Bunny’ & PETA’s ‘Caring 

Consumer’ logo’s: 

As with other vegan sub-categories, vegan & cruelty free products are significantly 

more expensive than similar non-vegan products. However, there are exceptions as 

illustrated in figure 4.12. This category more than other contains many non-vegan 

luxury lines with the indulgence premium attached, so it is hard to make clear price 

comparisons. 

Country Vegan product Price Non-vegan 

product 

Germany Cosmetic Kitchen €5.94/kg Nivea Care & 

Vegane Basis 

Diamond Shower 

Shower Gel 

Gel 

Germany 

Cosmetic Kitchen 

Vegane Basis Body 

Lotion 

€3.75/kg 


Nivea Men Body 

Lotion 

Switzerland Belherbal Shampoo CHF I am Fresh Care 

purchase 15.50/kg full report Shampoo 

Switzerland Method Handsoap CHF I am Handsoap 

14.00/kg 

UK 

PHB All-in-one £15.95 Maybelline Lash 

Natural Mascara 

Sensations Black 

UK 

PHB Loose Mineral £15.95 Maybelline Dream 

Foundation 

Matte Mousse 

Figure 4.12: Price comparison between vegan beauty & cosmetic products and 

comparable non-vegan products, Germany, Switzerland & UK 

Price 

€6.40/kg? 

€8.70/kg? 

CHF 9.50/kg 

CHF 9.50/kg 

£8 

£7.50 


5. Trends in the vegan market 


The number of vegan consumers are growing across Europe, whilst more people 

are being encourages to eat less animal products due to concerns over health and 

the environment. Manufacturers of vegan products are responding, with the 

emergence of several key themes within the European vegan market: 

Supermarket own-brand 

vegan food offerings 

Developments & innovation 

in product NPD 



Vegan 

Trends 

Emergence of vegan food 

products tailored to local 

markets 

Calls for greater clarity over 

vegan labelling 

5.1 Supermarket own-brand vegan foods 

Across Europe, many large retailers have brought out their own versions of vegan 

foods. This is especially true in the vegan ‘meat’ and ‘milk’ categories, and to a 

lesser extent in the ‘cheese’ and ‘dessert’ categories. 

As price comparisons in chapter 4 show, supermarket own-brand offerings can be 

significantly cheaper than branded versions of vegan products. Traditionally, nonvegan 

meat and dairy products are cheaper than their vegan counterparts, although 

own-brand vegan seems to be changing this trend, with the prices of non-vegan and 

own-brand vegan often quite similar. 

However, own-brands are often limited in product range & flavour development but 

this may change as vegan products become more mainstream. 





5.2 Innovation in vegan product NPD 

Food manufacturers are beginning to move away from traditional offerings of vegan 

sausages and soya milk to follow wider food trends. The UK based firm Linda 

McCartney’s Foods recently launched a range of vegan ‘pulled pork’ and ‘shredded 

hoisin duck’. This move represents a maturing of the vegan market, and takes 

veganism away from its normal stereotype of ‘health food’ to a new, adventurous 

audience. 

Innovations in some vegan sectors has led to large increases in revenue. The 



Belgian-based firm Alpro experienced 27% in growth between 2014/15, mostly due 

to its wide range of nut-based milks and new flavours in its soya based-yoghurts. 

As supermarket and other large retailers are capturing the lower end of the 

expanding vegan market, a niche may be appearing for high quality ‘luxury’ products 

for consumers looking for a finer dining experience. 

5.3 Regional vegan products 

Although transnational vegan manufacturers do exist, the vegan market in Europe 

is made up of smaller companies working on a country or regional basis. Because 

of this, manufacturers are able to develop products to suit local markets. This 

includes vegan meatballs in Scandinavia, vegan salami & hams in Spain & a range 

of sausages in Germany. 

This attention to detail helps vegan consumers have a greater choice when 

shopping, as well as allowing consumers to retain their national ‘food identity’ after 

converting to veganism. 





5.4 Calls for better vegan labelling 

Vegan groups and consumers are calling for clearer labelling for vegan products. 

Although certification schemes operate across Europe, there is no legislated 

definition of ‘vegan’ at a European level. 

One area that causes a lot of confusion is between vegan and vegetarian products. 

Many consumers may assume that foods labelled as ‘vegetarian’ are also vegan but 

this is not always the case. Some vegetarian brands, such as Quorn, use egg or 

milk ingredients in their products. Others, such as Linda McCartney’s, have products 



prominently labelled as vegetarian which are also vegan. This disparity between 

products sometimes creates confusion amongst vegan consumers. 

5.5 Is veganism the new vegetarianism? 

With veganism on the rise, does this mean that manufacturers of vegetarian food 

will use only vegan ingredients to appeal to a larger market? 

Veganism in the UK currently stands at around 1% (vegan society), whilst an 

estimated 3-6% of the population is vegetarian 3 . Some sources put the vegetarian 

figure higher at 12% of the population. 36 

Despite a larger market for vegetarian consumers, some meat-free manufacturers 

are actively reformulating their recipes to suite the vegan market. 



6. Conclusions 

The vegan sector has expanded exponentially over the last decade, and is maturing 

into a main-stream market. This report considered many different aspects of the 

sector to give a comprehensive overview of the vegan sector: 

 

Veganism is seen as a lifestyle rather than a diet per se. Vegan consumers not 

only avoid food derived from animals, but also clothes, cosmetics and other 

products are produced from animal-derived constituents or use animal testing. 

This is sometimes challenging as there are a range of ‘hidden’ ingredients in 

products through additives and flavour enhancers 

 

Sweden, Germany & Italy currently represent the highest proportion of 

vegetarians per population at 6%, 9% & 10% respectively. Germany and Italy 

represent the largest vegan markets with 900,0000 & 600,0000 respectively. 

 

Vegans choose this lifestyle for a variety of reasons. This includes concerns over 

the environment and animal welfare, religious beliefs or worries over the health 

of an animal-based diet. These varying motives may result in differing consumer 

behaviours across the sector. 



 

At present, there is no specific EU legislation covering vegan products. However, 

vegan products are still subject to general food information laws, stating that 

foods cannot be misleading in their content. There are a variety of third party 

vegan certifications, which manufacturers can use to increase consumer trust. 

 

There are a wide range of manufacturers offering vegan produce across Europe. 

Many tend to produce for their regional market, with the sector seeing very few 

truly trans-European actors. This gives opportunities for smaller scale producers 

to enter the market with products that attract a vegan price-premium. 

 

The vegan food market is seeing a lot of new innovation. Within the meat-free 

sub-section products are diversifying, with such products as ‘pulled chicken’ and 

regional specialities such as vegan schitnzel or vegan Swedish meatballs. The 



dairy-free sector is showing growth throughout Europe, down to new luxury soya 

yoghurts and nut milks. 

 

At the other end of the market, supermarket retailers are producing many of their 

own vegan own-brand ranges. These products tend to be cheaper than their 

branded counterparts but sometimes lack variety or product innovation. 

However, it does represent a shift in the vegan market to the mainstream, away 

from the specialist health food shops of the past. 

 

On the whole, vegan products in Europe are significantly more expensive than 

comparable non-vegan products. This applies to all vegan products, including 

vegan pet food, vegan shoes and vegan cosmetic and cleaning products. This 

can be explained by the small scale specialised nature of many of these brands 



compared to mass-produced non-vegan produce. However, own-brand offerings 

by retailers are sometimes as comparable price to similar non-vegan products. 

 

There are calls from vegan interest groups to increase the clarity of vegan 

labelling. This is not just an issue around legislation but also stems from 

individual manufacturers. Many food products across Europe describe 

themselves as vegetarian with some being vegan and some not. Better use of 

voluntary labelling across the industry would decrease consumer confusion and 

attract more vegan consumers. 

The European Vegan sector is one of growth, and increasing innovation of products 

makes it an exciting sector to enter. Here at HRA Food & Drink we predict that this 

market will continue to develop and mature as more and more consumers decide to 

abstain from or limit animal-derived products in their diet. 



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