There has been an influx of new indie beauty and personal care brands in recent years, and at the same time consumer values are shifting towards meaningful consumption. These two trends have converged, with new players aiming to cater towards consumers who are seeking natural, ethical and vegan products. The demand for vegan products is being led by younger millennial and generation Z consumers, and as a result, some bigger brands are removing animal derived ingredients from their products to make them vegan.   Tracking product claims has never been easier thanks to Euromonitor International’s Product Claims and Positioning tool. This easy to use system allows you to sort by specific claims including ‘no artificial ingredients’, ‘free from’ and ‘plant-based’.