{"id":121142,"date":"2025-01-09T09:11:02","date_gmt":"2025-01-09T08:11:02","guid":{"rendered":"https:\/\/www.veganok.com\/en\/?p=121142"},"modified":"2025-01-09T09:11:02","modified_gmt":"2025-01-09T08:11:02","slug":"vegan-term-strategy","status":"publish","type":"post","link":"https:\/\/www.veganok.com\/en\/vegan-term-strategy\/","title":{"rendered":"Don&#8217;t just call it &#8220;vegan&#8221;: the strategic power of the term &#8220;vegan&#8221; for companies"},"content":{"rendered":"<p>The context: vegan, vegetable-derived, or plant-based? A matter of identity<\/p>\n<p><span style=\"font-weight: 400\">In recent years, terms like <\/span><i><span style=\"font-weight: 400\">plant-based<\/span><\/i><span style=\"font-weight: 400\">, <\/span><i><span style=\"font-weight: 400\">vegetable-derived<\/span><\/i><span style=\"font-weight: 400\">, and <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> have become integral to food marketing language. However, these terms are not synonymous and, more importantly, they convey different messages.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Plant-based:<\/b><span style=\"font-weight: 400\"> A neutral term describing products made from plant-based ingredients, often used to soften the ethical message or appeal to a broader audience.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Vegetable-derived:<\/b><span style=\"font-weight: 400\"> A generic term that exclusively indicates the absence of animal-derived ingredients.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Vegan:<\/b><span style=\"font-weight: 400\"> A more complex term that describes product composition and encompasses ethical values and precise technical standards.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Many companies, fearful of alienating certain consumers or encountering cultural bias, avoid using the term <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\">. However, this strategy could be short-sighted, as market data and the growing interest in sustainability and ethics suggest otherwise.<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.veganok.com\/wp-content\/uploads\/2025\/01\/standard-europeo-vegan.jpg\" \/><\/p>\n<h2><b>1. A precise technical term: the value of the vegan standard<\/b><\/h2>\n<p><span style=\"font-weight: 400\">The word <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> is not just a descriptive term but an <a href=\"https:\/\/www.veganstandard.eu\/\" target=\"_blank\" rel=\"noopener\">internationally recognised technical standard<\/a>. Thanks to the work of SAFE and major European vegan organisations such as VEGANOK, a standard has been established that outlines clear minimum requirements for products that bear this label.<\/span><\/p>\n<p><span style=\"font-weight: 400\">According to this standard, a vegan product must meet the following three criteria:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><b>Total absence of animal-derived ingredients:<\/b><span style=\"font-weight: 400\"> Products must not contain any animal components (including additives, flavourings, or enzymes), nor should any animal derivatives be used or added during production, preparation, processing, or marketing.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Unintentional cross-contamination:<\/b><span style=\"font-weight: 400\"> Accidental cross-contamination with non-compliant products is permissible, provided it is not deliberate. This condition is compatible with vegan labelling.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Absence of animal testing:<\/b><span style=\"font-weight: 400\"> The manufacturer must not conduct or commission animal testing on the product or its ingredients. If such practices cease, the products may be reconsidered.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">This standard ensures <strong>transparency and consistency<\/strong> and protects companies from accusations of greenwashing or misuse of the term <\/span><i><span style=\"font-weight: 400\">&#8220;vegan<\/span><\/i><span style=\"font-weight: 400\">.&#8221; Declaring a product as <strong><em>vegan<\/em> means adhering to shared rules, thereby strengthening consumer trust<\/strong>.<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.veganok.com\/wp-content\/uploads\/2025\/01\/posizionamento-e-differenziazione-mercato.jpg\" \/><\/p>\n<h2><b>2. A strategic advantage in marketing and positioning<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Adopting the term <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> is a strategic move that goes beyond product labelling. It is <strong>an investment in brand identity<\/strong>, a bridge to expanding markets, and a tool for building trusting relationships with an increasingly demanding and conscious audience.<\/span><\/p>\n<h4><b>Market expansion<\/b><\/h4>\n<p><span style=\"font-weight: 400\">The vegan sector is currently one of the most dynamic and promising markets, with impressive growth rates in the food, cosmetics, and household products industries. However, what makes this market particularly appealing isn\u2019t just the increasing number of vegan consumers but <strong>the ability of the term <\/strong><\/span><strong><i>vegan<\/i><\/strong><span style=\"font-weight: 400\"><strong> to attract a broad and diverse audience<\/strong>, including vegetarians, flexitarians, and even omnivores motivated by sustainability and innovation.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Labelling a product as <em>vegan<\/em> <strong>positions it within a global conversation about sustainability and conscious consumption<\/strong>. Consumers no longer buy solely based on price or functionality; they choose products that embody a vision of the world. And <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> isn\u2019t just any word\u2014it\u2019s a flag that symbolises shared values and <strong>resonates with people from various generations<\/strong>, from young environmentalists to parents mindful of their family\u2019s well-being.<\/span><\/p>\n<h4><b>Branding and authenticity<\/b><\/h4>\n<p><span style=\"font-weight: 400\">In an era where consumer trust in brands is constantly tested, the term <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> offers a rare <strong>opportunity for authenticity<\/strong>. It conveys a clear, unequivocal choice that goes beyond superficial marketing. It\u2019s not just a product description;<strong> it\u2019s a declaration of intent<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Companies that adopt this term demonstrate consistency between their values and actions. Consumers reward this transparency, as they tend to <strong>perceive vegan brands as more reliable and responsible than those using vaguer terms<\/strong>. A brand that chooses <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> communicates not only a promise but also a story, reinforcing its identity and earning a place in the consumer\u2019s mind (and heart).<\/span><\/p>\n<h4><b>Competitive differentiation<\/b><\/h4>\n<p><span style=\"font-weight: 400\">Competition in the food and cosmetics markets is fierce. Terms like <\/span><i><span style=\"font-weight: 400\">plant-based<\/span><\/i><span style=\"font-weight: 400\"> and <\/span><i><span style=\"font-weight: 400\">natural<\/span><\/i><span style=\"font-weight: 400\"> are everywhere, often overused and perceived as lacking substance. However, using the term <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> allows a brand to stand out decisively.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A product labelled as vegan immediately communicates <strong>higher quality standards<\/strong> and a deeper ethical commitment. This differentiation is crucial for positioning within the premium market segment, where consumers make choices not just with their wallets but with their minds and hearts. Additionally, the clarity of the term reduces the risk of consumer confusion and scepticism, enhancing positive brand perception.<\/span><\/p>\n<h4><b>Consumer loyalty<\/b><\/h4>\n<p><span style=\"font-weight: 400\">Choosing a vegan product is more than just a purchase; <strong>it\u2019s a conscious choice that reflects personal values<\/strong>. This emotional connection forms the basis for a long-term relationship between the consumer and the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Offering clearly identifiable vegan products is a way to speak directly to consumers who are particularly sensitive to ethical and environmental issues, <strong>turning them into brand ambassadors<\/strong>. Moreover, the trust built through clear and consistent communication translates into lasting loyalty, capable of withstanding competition from alternative products.<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.veganok.com\/wp-content\/uploads\/2025\/01\/vegan-valori-.jpg\" \/><\/p>\n<h2><b>3. Vegan: a word that conveys values and emotions<\/b><\/h2>\n<p><span style=\"font-weight: 400\">The strength of the word <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> goes beyond technical or market aspects: it is a term that conveys values and tells a story about a worldview. Adopting it means embracing an ethical narrative that speaks of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Respect for animals:<\/b><span style=\"font-weight: 400\"> Rejecting all forms of exploitation.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Environmental sustainability:<\/b><span style=\"font-weight: 400\"> Choosing to reduce ecological impact by promoting responsible production models.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Health and well-being:<\/b><span style=\"font-weight: 400\"> Focusing on healthier ingredients free from animal-derived industrial contaminants.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">This narrative resonates with the aspirations of modern consumers, who increasingly seek products that reflect their personal values.<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.veganok.com\/wp-content\/uploads\/2025\/01\/bollino-VEGANOK.jpeg\" \/><\/p>\n<h2><b>The VEGANOK Certification: a quality mark guaranteeing vegan standards<\/b><\/h2>\n<p><span style=\"font-weight: 400\">The <strong>VEGANOK certification represents a mark of excellence<\/strong> for companies wishing to certify their adherence to vegan standards. VEGANOK is the most widespread ethical hallmark for vegan products, recognised across Europe and internationally. This mark not only ensures the absence of animal-derived ingredients but also guarantees that the company does not conduct or commission animal testing, even for non-certified products.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A distinctive feature of the VEGANOK certification is that each company is assigned a <strong>unique identification code<\/strong> displayed on product labels. This system allows consumers to verify the product\u2019s compliance with declared standards in real time via the official website veganok.com, offering <strong>unprecedented transparency<\/strong> within the certification landscape.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Choosing VEGANOK means adhering to a rigorous ethical standard managed by <strong>a team of vegan professionals who deeply share the values<\/strong> of respect for animals and the environment. This dedication translates into a constant commitment to ensuring that every certified product fully upholds vegan principles, excluding any form of animal exploitation throughout the production chain.<br \/>\n<\/span><span style=\"font-weight: 400\">For consumers, the VEGANOK logo serves as <strong>a reliable guide when choosing products that reflect an authentic commitment to ethical and sustainable consumption<\/strong>. For companies, obtaining this certification means not only complying with high standards but also communicating their values clearly and transparently, building a relationship of trust and credibility with the public.<\/span><\/p>\n<h2><b>Why shouldn&#8217;t companies fear the term <\/b><b><i>vegan<\/i><\/b><b>?<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Labelling a product as <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> is not just a technical choice but a declaration of intent. It tells consumers that behind that product lies coherence, transparency, and respect for both the environment and animals.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Companies that embrace the term <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> not only demonstrate their commitment to high standards but also position themselves as leaders in a growing and evolving market. Investing in the word <\/span><i><span style=\"font-weight: 400\">vegan<\/span><\/i><span style=\"font-weight: 400\"> means investing in a more sustainable, ethical, and competitive future.<\/span><\/p>\n<p>Read also: <a href=\"https:\/\/www.veganok.com\/en\/vegan-trends-2025\/\" target=\"_blank\" rel=\"noopener\">The Vegan Future of 2025: Five Key Trends to Watch<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The word vegan isn\u2019t just a label\u2014it\u2019s a powerful technical, ethical, and positioning tool that can expand market reach and strengthen consumer trust. Let\u2019s explore why adopting this term can make a significant difference.<\/p>\n","protected":false},"author":2,"featured_media":121144,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[24],"tags":[],"class_list":["post-121142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-osservatorio"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Don&#039;t just call it &quot;vegan&quot;: the strategic power of the term &quot;vegan&quot;<\/title>\n<meta name=\"description\" content=\"The term vegan it\u2019s a powerful technical, ethical, and positioning tool that can expand market reach and strengthen consumer trust.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.veganok.com\/en\/vegan-term-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Don&#039;t just call it &quot;vegan&quot;: the strategic power of the term &quot;vegan&quot;\" \/>\n<meta property=\"og:description\" content=\"The term vegan it\u2019s a powerful technical, ethical, and positioning tool that can expand market reach and strengthen consumer trust.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.veganok.com\/en\/vegan-term-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"VEGANOK - EN\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-09T08:11:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.veganok.com\/en\/wp-content\/uploads\/sites\/2\/2025\/01\/vegan-meaning.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1335\" \/>\n\t<meta property=\"og:image:height\" content=\"655\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Redazione\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Redazione\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.veganok.com\\\/en\\\/vegan-term-strategy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.veganok.com\\\/en\\\/vegan-term-strategy\\\/\"},\"author\":{\"name\":\"Redazione\",\"@id\":\"https:\\\/\\\/www.veganok.com\\\/en\\\/#\\\/schema\\\/person\\\/0ae6e63ad054b203a0abf7548193f817\"},\"headline\":\"Don&#8217;t just call it &#8220;vegan&#8221;: the strategic power of the term &#8220;vegan&#8221; 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