“Quiet Quitting” Vegan: The Industry’s Silent Shift—and Why It Matters
If you’ve been scanning grocery shelves and wondering why fewer plant-based products actually say “vegan,” you’re not imagining things. Many food companies are quietly phasing out the term in favor of softer, more broadly appealing language like “plant-based,” “meat-free,” or “non-dairy.” While this may seem like a harmless shift in branding, it speaks volumes about the current landscape of food marketing—and the growing gap between mission-driven eaters and corporate strategy.
Why the Word "Vegan" is Disappearing
There are a few reasons for this trend. First, consumer research has shown that the label “vegan” can turn some shoppers away. A 2023 study from MIT found that omnivores were less likely to choose a dish labeled “vegan” than one with no label at all—even if the ingredients were identical [1, 2]. This suggests that the word itself may trigger biases or assumptions, regardless of the actual food.
Brands have taken that insight to heart. At major industry events like the Summer Fancy Food Show in New York, companies showcased countless animal-free products—without calling them vegan. The term “plant-based” has become the preferred label for appealing to flexitarians and health-conscious consumers who want to reduce meat without fully identifying as vegan [3].
Compounding this shift is the fact that “vegan” isn’t a legally defined term in many countries. Without a clear regulatory standard, it’s vulnerable to misuse and can lead to consumer confusion—especially when vegan-labeled products may still contain trace animal-derived ingredients [4].
Why This Strategy Could Backfire
From a marketing standpoint, the shift makes sense: ditch a polarizing label, gain a wider customer base. But in doing so, brands risk alienating the very people who helped build the plant-based food movement.
Longtime vegan consumers shop with purpose. They want transparency, ethics, and alignment with their values. When the word “vegan” disappears, it doesn’t just feel like a rebrand—it feels like an erasure of identity, ethics, and intent.
This isn’t just a missed marketing opportunity—it’s a trust issue.
Vegan shoppers are some of the most loyal, informed, and values-driven customers in the marketplace. When companies downplay the ethical roots of their products, it sends a clear message: your loyalty is less valuable than mass-market appeal.
As one branding analysis put it, “Companies are shifting away from the word ‘vegan’ not because it’s inaccurate—but because they fear it’s inconvenient” [5].
Final Thought from the Curator
Here at Vegan Curator, we believe language matters—especially when it comes to the food system. “Vegan” is not a trend. It’s a values-based framework that challenges exploitation, prioritizes transparency, and uplifts both human and non-human wellbeing.
Brands may grow by reaching new markets. But if they do so at the cost of clarity, community, and conscience—they risk more than a label. They risk losing the trust of the very people who believed in them first.
At Vegan Curator, we're reclaiming 'vegan'—boldly, unapologetically, and with renewed strength.
References
- MIT Media Lab – “The negative impact of vegetarian and vegan labels: Results from randomized controlled experiments with US consumers.” July 8, 2023 https://www.media.mit.edu/publications/the-negative-impact-of-vegetarian-and-vegan-labels-results-from-randomized-controlled-experiments-with-us-consumers/
- Plant Based News – “Calling Plant-Based Food ‘Vegan’ Makes Fewer People Choose It, Study Finds” July 27, 2023
https://plantbasednews.org/news/economics/consumers-put-off-vegan-label-food/ - Axios – “Now trending: ‘Plant-based’ foods — and ‘vegan’ is out” July 5. 2023
https://www.axios.com/2023/07/05/vegan-plant-based-fancy-foods-show - Food Navigator – “'Vegan' Labels Don’t Always Mean Free from Animal Products” February 2, 2024
https://www.foodnavigator.com/Article/2024/02/02/Vegan-labels-don-t-always-mean-free-from-animal-products/ - Advanced Biotech – “Why Consumers Don’t Like the Word 'Vegan' on Plant-Based Food Labels” December 7, 2023
https://adv-bio.com/why-consumers-dont-like-the-word-vegan-on-plant-based-food-labels/
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