Claims vs. Reality: How Third-Party Verification Builds Trust for Vegan Products

First Published: December 2024

The rise in vegetarianism and veganism reflects a broader cultural shift towards ethical consumption. As consumers become more conscientious about their choices, the significance of vegan verification in consumer products has become increasingly important.

This article delves into the rising demand for vegan verification and how vegan verification can help brands and manufacturers adapt to this trend.

How vegan claims influences purchasing decisions

A recent study from the Vegan Society highlights the profound impact of vegan-verified products on consumer purchasing behaviours.

Notably, 75% of respondents expressed a willingness to purchase an item with visible vegan verification over one without it.

Among vegan consumers, a significant 80% indicated a readiness to pay more for products that are third-party certified. Furthermore, the younger generations show strong support for this trend: 67% of Gen Z (ages 18-27), 70% of Gen Y (ages 28-43), and 60% of Gen X (ages 44-59) are prepared to invest more in products that come with third-party verification.

The importance of these verifications is underscored by findings that show 92% of vegans, 92% of plant-based consumers, and substantial proportions of Gen Z (77%) and Millennials (78%) believe that it is essential for vegan products to be verified by independent third parties, reinforcing the overarching consumer expectation for transparency and authenticity in product sourcing and manufacturing.

Challenges in vegan verification for consumer products

The implications of vegan verification extend into various industries, particularly in the realm of clothing, shoes, and textiles. Many materials and components in these products that may appear vegan can, in fact, contain animal-derived substances.

The table below gives examples of vegan concerns associated with some commonly found components used in clothing, shoes and textiles:

Despite the increasing trend of consumer behaviours toward transparency and authenticity in product sourcing and manufacturing, many vegan products depend solely on paper-based assessments and supplier declarations. This poses a considerable challenge in verifying the authenticity of products claiming to be made from vegan materials, particularly due to the high risk of animal-derived chemicals and adhesives being used in manufacturing processes.

How can the Eurofins Softlines & Hardlines network of laboratories help?

Vegan verification plays a crucial role in addressing these complexities by providing a comprehensive framework to verify that verify that apparel, footwear, cosmetics, personal care products, and their input chemistry/ingredients are truly vegan.

To enable brands and suppliers to make authentic and credible claims about their products while ensuring precise material specifications, Eurofins has introduced credible vegan testing and vegan verification services, known as Eurofins | Chem-MAP® Vegan Verification.

Eurofins | Chem-MAP® Vegan Verification is an innovative programme from Eurofins | Chem-MAP that risk assesses materials and components, as well as provides testing of chemicals and materials, to establish whether any animal or by-products have been used.

Upon successful completion of testing, providing no animal DNA is found, Eurofins | Chem-MAP® would issue a Vegan Verification Certificate valid for 2 years, and the Eurofins | Chem-MAP® Vegan Mark for use on products, product labels, and promotional materials.

Benefits of Vegan Verification:

• Assurance that any chemistry/ingredients used in the production of products/materials has not been derived from animal origin
• Third-party verification supported by DNA testing
• Support brands and retailers in endorsing products as ‘animal-free’ and ‘vegan friendly’
• Use of the Vegan Verification Mark to foster consumer confidence
  

The Eurofins | Chem-MAP Vegan Verification Testing Programme is registered with The Vegan Society, allowing clients to apply for use of The Vegan Society Trademark on their products and promotional materials upon successful completion of testing.

Contact us to discuss how Eurofins | Chem-MAP® Vegan Verification can meet your needs with our experts today!