YouGov Poll Finds V-Label Certification Outperforms On-Pack Descriptors in Switzerland

A YouGov poll commissioned by Swissveg in Switzerland found that the V-Label certification is more appealing to vegans, vegetarians, and flexitarians compared to products described only as vegan or plant-based. The survey questioned 1,020 people and found that the V-Label drew the strongest purchase intent across all target groups, with 36% of respondents choosing this label, ahead of other certification labels, the word "vegan", and no label at all.

The findings also highlighted a preference for the term "vegan" over "plant-based" among the relevant buyer groups, despite "plant-based" testing better among flexitarians and omnivores. The research showed that even no labelling at all was generally preferred to products labeled as "plant-based". The V-Label certification, which enjoys the greatest acceptance among consumers, was recognized by 69% of the Swiss population, with higher recognition among vegans, vegetarians, and flexitarians, compared to other certification logos like the Vegan Society's Vegan Flower logo.