Plant-based manufacturers can keep using meat-related names, but this victory for consumer transparency could risk market fragmentation.
The European Court of Justice has ruled that plant-based meat substitutes can continue to be sold with names like “vegetarian burger” or “vegan fillet” unless Member States introduce specific legal definitions. This decision is being hailed as a win for consumer transparency, but some warn it could lead to market fragmentation across Europe.
The ruling came on Friday, with the court determining that EU Member States cannot prohibit plant-based manufacturers from using meat-related terms on their products, such as “vegetarian schnitzel” or “vegan steak,” unless they define these terms in law.
The products, often made from ingredients like soya or wheat, will remain on shelves under familiar labels—at least for now. But consumer opinions in a Brussels supermarket are mixed.
“For me, it seems contradictory because chicken is meat,” said Maria Ana Silva, a 22-year-old Portuguese student. “If these products are plant-based, they should be called something else.”
However, Jeanne, a 19-year-old veterinary student, finds the current labelling helpful. “Most recipes are meat-based, so as a vegetarian, it’s easier for me to follow if the terms are already familiar,” she explained.
France stands firm despite EU ruling
The ruling conflicts with regulations in France, where laws passed in 2022 and 2024 prevent plant-based products from using terms like “steak,” “escalope,” or “ham.” France’s stance creates uncertainty about the future for manufacturers and retailers.
The broader question is how this decision will impact the European market.
Vegan and vegetarian organisations see the ruling as a step forward for transparency. “Changing names would confuse consumers. Using familiar terms also ensures consumer protection,” said Rafael Pinto, EU advocacy officer at the European Vegetarian Union (Euroveg), in an interview with Euronews.
A study by the European Consumers’ Organisation (BEUC) found that nearly 70% of consumers support using traditional meat names for plant-based products, provided the vegetarian or vegan nature of the item is clearly marked.
Concerns over market fragmentation
While the meat industry is not expected to suffer from the ruling, concerns over the potential fragmentation of the European market persist. Paolo Patruno, Secretary General of the Liaison Centre for the Meat Processing Industry in the European Union (Clitravi), explained that individual countries could create varying regulations, leading to confusion and disruption.
“There’s a regulatory vacuum, and this vacuum is now in the hands of Member States,” Patruno told Euronews. “If every country sets its own rules, it could fragment the market, and that’s my main concern.”
The court’s decision leaves open the possibility for individual countries to create their own legal definitions. If a Member State adopts a law defining “steak,” for example, it could remove the term “vegetarian steak” from labels in that country.
