Under current EU legislation, plant-based products are allowed to use meat-related terms, as long as the packaging clearly indicates the product is made solely from plants. But a proposed ban under the revision of the Common Market Organisation (CMO) would mean “meat” would be legally defined as the edible parts of an animal only, excluding plant-based alternatives from using familiar descriptors.
The proposed list of banned terms includes both generic labels (like pork and chicken) along with functional descriptors (such as wings, breast, and drumsticks), which are currently widely used in the plant-based foods sector.
Changing the language used in the plant-based sector could have a significant ripple effect
Europe currently represents the largest market for plant-based meat globally, with sales reaching 3.3 billion euros in 2024. The sector continues to grow, with an anticipated compound annual growth rate of 18.5%, potentially reaching 589.9 billion euros by 2035.
Not only would this ban directly contradict the EU’s stated goal of simplifying legislation and supporting innovation in food systems, it would also risk stifling this growing sector, along with the shift to more plant-based diets that numerous studies show we so desperately need.
Further, it would risk harming plant-based producers and the very farmers the Commission seeks to protect through the ban. A 2023 study found that increased consumption of plant-based foods could boost EU farmers’ income by up to 71% in the long term – yet introducing a ban on commonly understood terms would force producers to undergo costly rebranding, reduce consumer clarity, and stifle innovation.
Consumers are already clued-up on plant-based products
The Commission’s proposal states the denomination ban would “ensure that consumers can make well-informed choices, particularly for those seeking a specific nutritional content that is traditionally associated with meat products.” However, the idea that consumers are not well-informed when it comes to making plant-based decisions is not supported by evidence.
According to a recent survey, more than 80% of consumers understand the meaning of terms like “vegan” and “vegetarian”. Another 2020 study by the European Consumer Organisation confirms up to 80% of consumers support the use of traditional meat denominations for plant-based products, when accompanied by clear labelling. This opinion has been further supported by the European Court of Justice, which has ruled that current legislation already provides sufficient clarity between plant-based and animal-derived products.
Political interest in plant-based terminology is picking up – what next?
Despite the many issues this ban could create in the plant-based sector, the proposal is still gaining political traction, particularly within the European Parliament.
Notably, the French MEP Céline Imart (EPP) recently tabled a similar amendment, which is expected to be voted on after the summer. Moreover, while the Commission has excluded previously debated terms such as burger, sausage, and steak from its proposal, these terms are included in the Parliament’s version.
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