Importance of Vegan Registration
In the world of nutraceuticals and pharmaceuticals there are many products that simply claim to be “vegetarian” or “vegan.” Then there are products that don’t just claim to be “vegetarian” or “vegan,” they prove it. How? By proudly displaying the Vegan Society trademark on the product packaging, thereby signifying that the product has received the Vegan Society’s highly-trusted Vegan Registration. Having this vegan trademark on the product packaging lets consumers quickly see that this product has met the international standard for vegan products and received this third-party “seal of approval.”
If you have not yet considered the difference that Vegan Registration can make for your marketing efforts, you should. Here’s what you need to know…
What does it take to receive Vegan Registration?
To receive Vegan Registration you must provide proof to the Vegan Society, the oldest vegan organization in the world, that all aspects of your product meet all of the following criteria:
- Come from a non-animal source and contain no animal ingredients, products, by-products or derivatives.
- Are made in such a way that any processing aids used in the manufacturing process are also vegan.
- Are made from ingredients that have never been tested on animals on your behalf or by parties over whom you have effective control.
- Were developed and are manufactured in a way that have never involved testing of any sort on animals.
- If the product contains ingredients that are genetically modified organisms (GMOs), the development and/or production of these GMOs does not involve animal genes or animal-derived substances.
For encapsulated pharmaceutical and nutraceutical products, this means that the capsule, itself as well as the product’s active ingredients, inactive ingredients and manufacturing process, must all meet these standards.
Why do consumers care about Vegan Registration?
In 2020 the Vegan Trademark, which is the visible symbol of Vegan Registration, celebrated its 30th anniversary. This symbol on product packaging has been helping consumers identify products that are completely free of animal ingredients for over three decades! With the Vegan Trademark now found on over 59,000 products, it enjoys significant brand recognition across multiple categories, including the vitamin and supplement markets.
Whether or not they personally follow a vegan diet, many consumers see the Vegan Registration as a third-party endorsement of a product’s high quality. This registration therefore helps your product stand out from amongst a dizzying array of seemingly-identical choices, especially in the vitamin and supplement market. Instead of having to stand in the store aisle scrutinizing product labels, consumers appreciate being able to simply choose the product with the perceived higher quality (i.e., the one with the Vegan Trademark on the product package) and get on with their day.
How can Vegan Registration broaden the market for your product?
A number of studies have shown an increased interest amongst Americans to eat more plant-based foods and follow a vegetarian or vegan lifestyle. For example, a 2017 NielsenIQ Homescan survey found that 39% of Americans are actively trying to eat more plant-based foods, 6% say they follow a strictly vegetarian lifestyle and 3% claim to follow a strictly vegan lifestyle1.
Interest in animal-free products is particularly high amongst the under-40 crowd. For example, according to a Forbes article, 63% of Millennials are trying to incorporate plant-based foods into their diet2, while other studies have shown that Generation-Z, the generation that comes after the Millennials, is even more interested in reducing their consumption of animal products3.
Even if they are not vegan or vegetarian, some consumers look for the Vegan Trademark on product packaging and product marketing materials because…
Quality
They believe that products that have a Vegan Registration are of a higher quality than those that do not.
Sustainability
They want to purchase products that support their “green,” sustainable lifestyle.
Animal cruelty
They only want to purchase cruelty-free products.
Food allergies
They suffer from lactose intolerance or have allergies to eggs, milk or other animal products, and feel reassured by the Vegan Registration. After all, this registration proves that the product does not contain these ingredients.
Are all HPMC capsules Vegan Certified?
No. In fact, most HPMC vegetarian capsules are not Vegan Certified or Vegan Registered. K-CAPS® HPMC capsules are Vegan Registered as well as certified GMO-free, Kosher and Halal. Which means that when you choose K-CAPS® for your products, you are already well on your way towards meeting the requirements for all of these sought-after certifications. If your marketing plans call for touting your product’s appeal to those with special dietary needs, these capsules are an excellent choice for you.
References
1 NielsenIQ, Plant-based food options are sprouting growth for retailers, June 13, 2018, https://nielseniq.com/global/en/insights/analysis/2018/plant-based-food-options-are-sprouting-growth-for-retailers/, accessed March 2, 2022.
2 Forbes, More Than 50% Of Millennials Trying To Incorporate Plant-Based Foods Into Their Diet, September 9, 2019, https://www.forbes.com/sites/bridgetshirvell/2019/09/09/more-than-50-of-millennials-trying-to-incorporate-plant-based-foods-into-their-diet/?sh=15000fa95ebf, accessed March 2, 2022.
3 Forbes, How Generation Z Is Creating The Opportunity of a Lifetime, September 13, 2019, https://www.forbes.com/sites/bernhardschroeder/2019/09/13/how-generation-z-is-creating-the-opportunity-of-a-lifetime-pay-attention-as-this-is-not-a-fad-but-a-deep-long-lasting-trend/?sh=343b5cc2bf8b, accessed March 2, 2022.
