On October 8, 2025, the European Parliament adopted Amendment 113 to the regulations on the common organization of agricultural markets, which restricts the use of names typical for meat products—such as “burger,” “hamburger,” “steak,” “cutlet,” or “sausage”—exclusively to products containing meat. The amendment was passed in the document titled: Improving the Position of Farmers in the Food Supply Chain on October 8, 2025, regarding the proposal for a Regulation of the European Parliament and of the Council amending Regulations (EU) No 1308/2013, (EU) 2021/2115, and (EU) 2021/2116 with regard to improving the position of farmers in the food supply chain (COM(2024)0577 – C100209/2024 – 2024/0319(COD)).
However, the adoption of the amendment by the European Parliament does not mean an immediate ban on the use of the mentioned names for plant-based products. The vote is part of a so-called negotiating mandate, which paves the way for further legislative work involving the Council of the European Union and the European Commission. Only after these negotiations are completed and the regulations are formally adopted by all EU institutions can the changes come into effect. Therefore, it is necessary to remain vigilant regarding this potential regulatory change.
Context of previous legislative actions
It is worth recalling that the European Parliament had previously considered similar proposals. Amendment No. 169, which proposed a ban on using names such as “burger” or “steak” for meat substitutes, was rejected. Similarly, Amendment No. 172, concerning restrictions on the naming of plant-based products resembling dairy products, did not gain support. As a result, under current law, it is possible to use terms such as “style,” “alternative,” “substitute,” or “flavored” alongside the names of dairy products. The use of adjectives like “buttery” or “creamy” is also permitted, provided it does not mislead the consumer.
Current labeling rules and enforcement practices
Despite the absence of explicit bans, current food labeling regulations require that the information provided on labels must not be misleading. A practical example of this principle in action is an inspection carried out by the Trade Quality Inspection of Agricultural and Food Products, which challenged the name of a cream-like product that contained only 1% cream, even though this was emphasized in the product’s name.
Such phenomena indicate that the interpretation of regulations can be dynamic and dependent on the practices of supervisory authorities, as well as subsequent changes in the law. Therefore, businesses should exercise particular caution when designing trade names and marketing communications for plant-based products.
Market trends and consumer changes
Alongside the development of regulations, significant changes in consumer trends are being observed.
Market forecasts indicate a dynamic growth in the value of the global meat substitute market—from USD 20.7 billion in 2020 to USD 23.2 billion in 2024, and in the long term, potentially up to USD 140 billion by 2029. This growth is also reflected in the development of the plant-based product segment in Europe, which may lead to increased interest in regulations concerning their presentation and labeling.
Recommendations for businesses
In light of the above information, businesses operating in the plant-based product sector should:
- monitor the legislative process at the EU level, particularly the actions of the European Parliament, the Council of the EU, and the European Commission;
- analyze evolving consumer preferences and adjust communication and branding strategies in accordance with applicable legal standards;
- consult with experts in food law and intellectual property to ensure compliance with current and future regulations;
- take into account the practices of supervisory authorities, including the Trade Quality Inspection of Agricultural and Food Products, when designing product names and labels.
Given the growing importance of the plant-based sector and its expansion into international markets, it is also advisable to consider protecting product names and technologies through the registration of trademarks and patents.
[1] https://www.europarl.europa.eu/doceo/document/TA-10-2025-0214_PL.pdf
[2] https://www.europarl.europa.eu/doceo/document/A-8-2019-0198_EN.pdf#page=169
[3] https://www.europarl.europa.eu/doceo/document/A-8-2019-0198_EN.pdf#page=172
[4] https://www.gov.pl/web/ijhars/jakosc-handlowa-przetworow-mlecznych-i-znakowanie-wyrobow-mlekopodobnych
[5] https://trendsfestival.com/globaltrendsreport/sustainability/losing-a-taste-for-meat,7.html