Back in the 2024 survey, the V-Label was already by far the best-known label for the labelling of vegan products. The new survey from June 2026 now shows that the V-Label has further consolidated its leading position.
More than two-thirds of the population are familiar with the V-Label
69% of the total Swiss population are familiar with the V-Label. This is around 1.5% more than in 2024. Well over 90% of vegans and vegetarians are familiar with the V-Label. And even amongst flexitarians, 76% are familiar with it.
By way of comparison: the Vegan Society’s ‘Vegan Flower’ logo has continued to lose ground in terms of recognition, falling from 26% to just 19%. Almost 80% of the Swiss population are unfamiliar with the Vegan Flower.
Long term, too, the V-Label is becoming increasingly well known: in our first survey on the subject, in 2017, only 47% of the general public were aware of it. Today (2026), that figure has risen to 69%.
Perception of the V-Label
The V-Label is not only well known but also enjoys a positive reputation. Over 91% perceive the V-Label as positive or neutral. Only 5% perceive it as negative. In contrast, almost 60% have a positive view of the label.
And trust in the V-Label has also continued to rise, from 81% to 83%.
Which people know the V-Label best?
As well as vegans, vegetarians and flexitarians, there are other groups who are more familiar with the V-Label than average.
Almost 90% of people in education are familiar with the V-Label. It is also particularly well known amongst young people: 87% of 15 to 29-year-olds are familiar with it.
The V-Label also enjoys a particularly high level of trust amongst people on higher incomes and those with a higher level of education.
The representative survey was carried out by YouGov on behalf of Swissveg between 15 and 24 June 2026. The survey involved 1,020 people aged between 15 and 79 who live in Switzerland.