Plant-based foods are experiencing a boom. However, there is some debate as to how best to define them.
Today, the word vegan stands for two different things: the vegan lifestyle and the vegan diet. The vegan lifestyle was defined over 70 years ago. Since 1988, the version promoted by the Vegan Society UK has been the accepted definition. It defines a vegan lifestyle as one that seeks to prevent animal suffering in all areas of life as far as possible. Vegan and vegetarian foods are defined by law in Switzerland.
ISO-Definition
The International Organization for Standardization (ISO) is a private organization. Although its definitions and standards are non-binding recommendations for the industry, most companies generally adhere to them. Since 2020, the ISO has provided definitions for the terms «vegan» and «vegetarian». And since July 2025, there is also an ISO definition for the term «plant-based».
Both the legal definition of vegan and vegetarian and those of the ISO refer exclusively to the composition of food and beverages.
After years of discussion, ISO has decided to define two levels of plant-based declaration. “Plant-based” or “100% plant-based” refers to foods that do not contain any animal ingredients or additives. However, with a modification or explanation, up to 5% animal ingredients or additives may be included. This would be the case, for example, with the declaration “plant-based vegetarian.” However, the animal ingredients must not originate from a slaughtering process. These would therefore be vegetarian products.
What are the differences between plant-based and vegan?
Both products that are declared as plant-based and those that are declared as vegan must not contain any ingredients of animal origin. However, there are differences in the details.
For example, the criteria developed since 1996 for the V-Label apply to all products (not just food).
| Plant-based (ISO) | Vegan (ISO) | Vegan (under Swiss Law) | V-Label Vegan | |
|---|---|---|---|---|
| Scope of application:: | Processed foods and beverages | Processed foods and beverages | All foods and beverages | All foods and beverages and all other areas (animal feed, cosmetics, cleaning products, clothing, etc.) |
| Permitted ingredients: | Not of animal origin | Not of animal origin | Not of animal origin | Not of animal origin |
| Precision fermentation: | Animal products (e.g., lactose) produced by fermentation are permitted. | Permitted | Not yet clearly defined. Presumably permitted. | Animal products produced by precision fermentation are not permitted. |
| Cultivated meat: | Prohibited | Prohibited | Prohibited | Prohibited |
| Animal testing: | Permitted | Prohibited for the end product. Exception: if required by authorities. | Permitted | Prohibited for the end product, and no animal testing may be carried out on ingredients for a V-Label product. |
| Genetic engineering: | Animal genes prohibited | Animal genes prohibited | Animal genes prohibited | Genetic engineering subject to declaration requirements is not permitted (including animal genes). |
| Inspection: | None | None | Legally defined in Switzerland, but hardly any controls | Every V-Label product is individually inspected by experts. |
| Recognition: | In Europe, most people do not understand what it means. | Definition of ISO known in the industry. | Known. However, there are different interpretations of the details. | Highest level of recognition and trustworthiness among all vegan labels in the food market. |
Consumer preference in declarations
The associations with the different terms vary greatly depending on the customer group. For vegans, the vegan declaration and the V-label are obviously more helpful. Among young consumers, over 90% prefer a clear vegan declaration with a label so that they don't have to read the list of ingredients.
The results of a study conducted in the US were somewhat different: there, the declarations “healthy” or ‘sustainable’ were more popular than “plant-based” or “vegan.” Whether these results can be applied to Switzerland (or Europe) is debatable.
A study from England analyzed whether the word “vegan” has a deterrent effect on certain customers when it appears on restaurant menus. At the same time, they investigated this with the V-Label. The result: certain customers have a negative reaction to the word “vegan” on the menu. However, this aversion was not observed with the V-Label. The V-label was perceived as either positive or neutral. The V-label is thus perceived as a seal of quality, like a Fairtrade label or an organic label: those who find it important pay attention to it, while others ignore it.
The V-Label is even one of the trendiest brands in Switzerland and is the most popular label among young people. (The study examined over 400 brands.)
- ISO-Document: Definitions and technical criteria for foods and food ingredients suitable for vegetarians or vegans and for labelling and claims, ISO 23662:2021
- ISO-Document: Plant-based foods and food ingredients — Definitions and technical criteria for labelling and claims, ISO 8700:2025
- Vegan Society UK: Definition of veganism
- V-Label: Criteria for the V-Label
- Definitions of vegan and vegetarian
