From veganok.com
Products like pasta, tomato preserves, legumes, and olive oil are inherently 100% plant-based. Yet explicitly communicating their vegan nature through a certification like VEGANOK can offer a significant competitive edge—enhancing product positioning, building consumer trust, and boosting clarity at the point of purchase
The global vegan food market is booming, projected to reach $61.3 billion by 2028. In Italy too, demand for plant-based products is growing rapidly: the sector reached €680.9 million in 2022, up 9% from the previous year. At the same time, more Italians than ever are embracing vegetarian or vegan diets: nearly 10% of the population now identifies as either vegetarian (7.2%) or vegan (2.3%), a figure that has quadrupled over the past decade. This major shift in dietary habits points to a growing segment of ethically conscious consumers actively seeking products aligned with their values around health, sustainability, and animal welfare.
Amid this transformation, an “invisible” opportunity is emerging: many traditional foods—already fully plant-based by recipe—can gain new value by simply making their vegan suitability visible. Think durum wheat pasta (egg-free), tomato purée made solely from vegetables, canned legumes, cereal snacks, or extra virgin olive oil. These items are already vegan by default, but without a clear label, many consumers don’t realize it. Forward-looking brands are catching on: using a vegan certification mark to highlight what was once taken for granted can reposition a basic product as an ethical premium option—one that stands out on the shelf. In other words, it’s about revealing a hidden value and connecting with modern consumer sensibilities.
Clean labels and transparency: making vegan products easy to spot
The clean label trend—demanding transparent, easy-to-understand product labels—is reshaping the global food industry. Today’s consumers reward brands that provide clear ingredient and process information without requiring a degree in chemistry to decode it. In this context, a clearly recognizable vegan label serves as a prime example of simplified, effective communication: at a glance, it signals that the product contains no animal-derived ingredients and meets certain ethical production standards.
And that clarity matters—because even supply chains that appear plant-based can conceal unexpected animal derivatives. Some fruit juices may contain milk or whey; snacks like chips and popcorn are often flavoured with butter or cheese powder; even fresh fruit and vegetables are sometimes coated in animal-based waxes like beeswax to enhance their shine. Traditional foods like bread and focaccia can include animal fats such as lard, which aren’t always obvious on the label. A credible vegan certification ensures that none of these are present—giving consumers peace of mind and avoiding unwanted surprises.
There’s also a flip side: many products are “unintentionally vegan” in their standard formulations but don’t make that fact clear on the label.
This is where the VEGANOK logo becomes a powerful marketing tool. It allows shoppers to instantly recognize unexpectedly vegan products. It turns an implicit feature—the absence of animal ingredients—into a clear and compelling message. For vegans, vegetarians, and the growing number of flexitarians cutting back on meat and dairy, a trusted vegan label provides immediate guidance and reassurance. In general, products with clearly visible certifications inspire greater trust and are more likely to be chosen—especially by younger consumers who are highly attuned to sustainability issues. Trust is everything: honest labelling and third-party verification help brands build credibility. In a world overloaded with information, clarity wins. A simple logo can convey a complex value system—100% plant-based ingredients, no animal exploitation, ethical production—while making the buying decision easier and more confident.
A strategic advantage for food brands
Beyond meeting consumer expectations, certifying plant-based products as vegan offers significant strategic benefits for food companies. In a crowded marketplace, the VEGANOK logo acts as a distinct marker that boosts brand visibility and aligns the company with ethical values. Many of Italy’s leading brands have already made this choice: from Diadora to Riso Scotti, from Winni’s to Tre Marie, numerous companies have embraced VEGANOK certification to gain consumer trust and stand out in international markets. In short, obtaining VEGANOK certification today means gaining a competitive advantage in the fast-growing vegan segment. The reason is simple: credibility and instant recognition. A respected mark immediately communicates the company’s commitment—and “consumers perceive it as a trustworthy signal of ethical and sustainable choices,” as VEGANOK founder Sauro Martella explains.
But it’s more than just marketing—it’s about substance. VEGANOK certification involves rigorous standards that ensure no animal-derived ingredients are used at any stage of production. This extends to lesser-known aspects too: for example, animal-based processing aids like gelatine used in clarifying juices or wine are not permitted. Companies must also guarantee that they do not perform or commission animal testing, even for non-vegan items in their catalogue. It’s a comprehensive ethical standard that covers both the product and the producer. For consumers, it’s a quality mark that represents transparency, integrity, and trust. A VEGANOK-certified product signals that the company has considered every detail to align with specific values—strengthening consumer loyalty and long-term trust. Unsurprisingly, market research shows many consumers are willing to pay a little more for a product with a reputable vegan label compared to a similar uncertified one. In short, certification adds perceived value: it protects consumers with high standards, and it rewards companies with stronger positioning and potentially increased sales. As one leading industry study puts it: “Trust makes the sales.”
Case Studies: Riso Scotti, Petti, and other success stories
In recent years, many Italian companies—large and small—have begun certifying products that were already vegan, with strong positive feedback from the market. A standout example is Riso Scotti. A national leader in rice and rice-based foods, this historic Pavia-based company has certified a broad range of 100% plant-based products with VEGANOK: from rice drinks to rice cakes, and from innovative rice pastas to legume-grain blends. The company’s goal? To communicate the natural plant-based quality of its products and reinforce its long-standing sustainability ethos. In the cereal category—where products are often naturally vegan—this move helped the brand stand out and reassure conscious consumers about its ethical standards.
Tomato preserves offer another compelling example. Though ingredients like tomatoes, basil, and salt are obviously plant-based, some brands have chosen to highlight this with certification, giving their products added value. In 2015, the Petti Group certified its premium line “Il pomodoro al centro” with VEGANOK. Made exclusively from Tuscan tomatoes processed at low temperatures, these pulps and peeled tomatoes contain no additives or unnecessary ingredients—offering consumers not only a genuine product but also a transparent ethical message.
A few years later, legacy brand Cirio followed suit. In 2019, the company—active since 1856—adapted its entire line of tomato pulps and sauces to meet VEGANOK standards. In a competitive, €3.1 billion industry like tomato processing, clearly signalling the absence of animal derivatives—from ingredients to processing aids—shows a commitment to transparency and earns trust among increasingly discerning consumers.
Other major players in plant-based preserves, including Valfrutta and La Torrente, have also embraced VEGANOK certification, alongside snack producers like Fiorentini Alimentari and organic lines from historic brands like Saclà’s Bionaturae. From olives and pickled vegetables (see Citres, certified in 2025) to innovative pasta (Molisana brand Benessence even certified an aloe vera-enriched version), the list keeps growing—evidence of a widespread shift across food categories.
Even the oil sector is following suit. The historic Umbrian brand Pietro Coricelli recently launched its “Ethnos” line of specialty oils, each certified with VEGANOK. While olive oil is naturally vegan, Coricelli opted for certification to emphasize the oils’ purity and ethical traceability. From a marketing standpoint, this adds value to high-end, cold-pressed products aimed at gourmet consumers who also care about sustainability.
Overall, the use of the VEGANOK logo on naturally plant-based products is becoming a widespread trend in Italy’s food industry. More than 600 companies have adopted the certification, with over 17,000 certified products as of April 2025. The data confirms it: this vegan symbol is now widely recognized and trusted as a standard of quality.
The impact on purchasing behaviour is clear. Shelves and product catalogues increasingly display the distinctive green logo, and supermarket buyers know that showcasing ethical certifications helps capture the momentum of major trends—from “free from” demand to rising interest in health, environmental issues, and animal welfare. At industry events like TUTTOFOOD 2025, it’s no coincidence that many companies are showcasing products with bold clean-label claims and visible certifications—fully aware that these elements are now key to winning B2B deals and entering new markets.
https://www.veganok.com/en/the-invisible-opportunity-unlocking-the-value-of-whats-already-vegan/
No comments:
Post a Comment