The demand for certified vegetarian and vegan products across New Zealand supermarkets has continued to grow as consumers become more conscious of health, sustainability, and animal welfare.
There has also been increased interest from flexitarian consumers who may not identify as vegetarian or vegan full-time but have actively
sought plant-based options as part of their weekly shopping. The plant-based market in 2026 has moved from niche to mainstream, with growth accelerating across non-traditional categories. While meat and dairy substitutes provide volume, high-growth sectors such as wine, snacks, and wellness products have also seen the most significant uptake in certification. This shift has been driven by educated consumers who have become increasingly wary of 'hidden' ingredients and processing aids, such as isinglass in wine or animal- derived stabilisers in supplements. In this environment, third-party certification has evolved from a niche trademark into a critical trust mark. For retailers and brand owners, the opportunity lies in providing transparency through Vegetarian Approved or Vegan Certified logos, which offer a shortcut to trust and capture the loyalty of a growing population that seeks integrity across their entire grocery basket.
"People want to trust what they're buying," said Robecca Leyden, Marketing and Communications Manager at the NZ Vegetarian Society. "When you're standing in a supermarket aisle, people want an easy-to-spot and trusted signal that a product has been independently assessed and actually meets the standards it claims to. That kind of transparency makes a real difference and can boost a loyal customer base." Additionally, shoppers have become more selective, seeking value, familiarity, and products that fit easily into everyday meals. Amanda Sorrenson, national coordinator, Vegan Society NZ, has observed the strongest growth for vegan products in staple and “everyday swap” categories, such as dairy alternatives, ready meals, snacks, and, increasingly, wholefood-based options like legumes. Sorrenson highlighted that retailers have played an important role in increasing visibility and access to vegan products, and many have expanded their ranges in recent years. However, there is now a more cautious, commercially driven approach, with range decisions often based on short- term sales performance.
“This highlights the importance of placement, promotion, and education, as retailers don’t just respond to demand; they help shape it,” said Sorrenson. Many retailers also have sustainability, environmental and health strategies, which Sorrenson saw as a clear opportunity and responsibility to support products that drive better outcomes rather than relying solely on immediate sales data. As the category evolves, certification will provide a clear, independent standard that consumers can rely on, removing the need to scrutinise ingredient lists or second- guess claims. Clear vegan certification also benefits a wide range of consumers beyond those who identify as vegan, including vegetarians, people with dairy or egg allergies, those who avoid animal products for cultural or religious reasons, and those seeking healthier choices. In all cases, clarity and consistency are essential. This was one of the key reasons the New Zealand Vegetarian Society and the Vegan Society submitted a joint petition to Parliament, calling for clearer, more accurate vegetarian and vegan labelling standards in New Zealand. As the term “plant-based” is not regulated and is often used loosely, it can include products that still contain animal-derived ingredients, including, sometimes, meat. There are also vague claims like “less dairy” or “lower fat” that don’t support informed decision-making. Therefore, suppliers should prioritise transparency and consistency. This means understanding certification requirements from the outset, ensuring all ingredients and processes meet those standards, and avoiding ambiguous or misleading claims. Clear, accurate labelling is essential, not just for compliance, but for building long-term consumer trust. Investing in certification also signals to consumers that a brand is serious about meeting their expectations. As vegetarian and vegan products become more mainstream, independent third-party certification, along with clear, standardised, and enforceable labelling, will continue to play an important role in helping navigate this evolving space. n
Original publication: supermarketnews.co.nz
