New representative survey confirms: The V-Label is the best-known label for vegan and vegetarian products.
The V-Label has been the best-known label for all meat-free products for many years. The latest representative survey from May 2024 confirms this: Almost all vegans and vegetarians are familiar with the V-Label, and over two-thirds of the total population (68%) are aware of the V-Label. In 2017, only half of the population was aware of the V-Label.
Today, almost all vegetarians and vegans already know and appreciate the V-label. But it is also a good shopping aid for flexitarians. And almost two-thirds of those who do not consciously follow a low-meat diet are familiar with the V-Label.
The V-Label has become much better known, especially among the population group that does not follow a low-meat diet:
Even if the V-Label mainly reaches younger people, more than half of the population over the age of 60 is already familiar with the V-Label.
Is it really the best-known vegan label?
The V-label is now ubiquitous in all supermarkets: Migros, Coop, Lidl, Aldi and most smaller stores also rely on the transparent, reputable, company-independent declaration of their vegan and vegetarian products with the V-label.
The only label that can also be found on vegan products in Switzerland and is relatively well known is the vegan flower from England. In Switzerland, 26% of the population are familiar with it (compared to 68% for the V-label). The vegan flower is also far less well known than the V-label in all subgroups. For example, not even half of 15 to 29-year-olds who know the V-label also know the vegan flower. And among omnivores, only 20% know the vegan flower (compared to 64% for the V-Label). In the important flexitarian market, only 38% are aware of the vegan flower (compared to 73% for the V-label).
The V-Label also enjoys the highest level of trust
95% of vegetarians, vegans and flexitarians who are familiar with the V-Label trust the V-Label. Here too, the V-Label has achieved top ratings across the board. Only 2% of the total population stated that they did not trust the label at all, while most of the others had not yet studied the V-Label enough to make a statement about it.
Conclusion
After the V-Label was voted one of the most dynamic and trendy brands in Switzerland in Havas' Brand Predictor Study 2023, the latest survey by the independent survey institute YouGov once again confirms that the V-Label is the best-known and most trusted label for vegetarian and vegan products.
Background to the survey:
The representative survey was conducted by YouGov (formerly: LINK) on behalf of Swissveg. 1034 people aged between 15 and 79 living in Switzerland were surveyed. The survey took place between May 6 and 17, 2024.
