The Role of EU Institutions in shaping the plant-based market
The European Union plays a crucial role in shaping the future of the plant-based market – through agricultural policy, food regulations, and financial support for innovation. On one hand, EU institutions – such as the European Commission, the European Parliament, and the Council of the EU – promote sustainable food systems as part of the European Green Deal and the Farm to Fork strategy. On the other hand, the plant-based market must face the powerful lobbying of the meat industry, which seeks to maintain the dominance of animal products and limit the visibility of plant-based alternatives.
Green deal and “Farm to fork” strategy
One of the key drivers for the plant-based market was the 2020 launch of the EU Farm to Fork strategy, part of the broader European Green Deal. Its goal is to create a fair, healthy, and environmentally friendly food system.
The strategy supports:
- reducing consumption of meat and animal-based products
- increasing the share of plant-based diets
- developing alternative protein sources
- investing in food innovation
This is a clear signal that the European Commission sees the development of the plant-based market as part of its climate, health, and economic policies.
Legislation: Progress and Controversy
The EU regulates many aspects of plant-based food production, labeling, and marketing. The key legislative issues include:
1. Product naming
The debate over whether plant-based products can use terms like “burger,” “steak,” or “milk” has been ongoing. In 2020, the European Parliament rejected an amendment that would ban meat-related names for plant-based products, but the issue continues to be discussed at the national level and within the Commission. In 2025, the Agriculture Committee of the European Parliament once again supported banning meat-related terms – showing that the matter remains open and politically charged.
2. Labeling and consumer information
The EU promotes nutrition-based labels (e.g., Nutri-Score) and analyzes the impact of labeling systems on consumer choices. Plant-based products often score well in these systems, which may enhance their market position.
3. Support for innovation and research
Through programs like Horizon Europe, the EU funds research projects on alternative proteins, precision fermentation, and regenerative agriculture. One example is the ISAAP project (2025), through which the EU invested $2.6 million to promote plant-based diets: https://www.proteinproductiontechnology.com/post/europe-invests-us-2-6-million-in-isaap-project-to-accelerate-plant-based-diets
Naming Rights: A communication tool under threat
For plant-based food producers, naming is a key communication tool. It allows them to reach not only vegans and vegetarians but also – and perhaps more importantly – flexitarians who seek meat substitutes in familiar forms. That’s why the right to name products is defended not only by animal welfare organizations (like ProVeg) but also by coalitions of plant-based food producers across Europe.
In Poland, these actions are coordinated by the Polish Plant-Based Foods Association (https://roslinniproducenci.org/), which actively participates in public consultations and prepares legal opinions. The association also cooperates with organizations in other EU countries to build a common front for defending plant-based market interests. A good example is the opposition to the 2024 French decree banning the use of 21 meat-related terms for plant-based products – a decision that was suspended by the French court under pressure from public opinion and coordinated European lobbying.
Is the EU truly supporting change?
While the plant-based industry continues to face unequal access to subsidies or distribution networks, more EU tools are giving hope for change. Yet, a key question remains: Do EU institutions genuinely support the climate transition – of which consumer education and dietary change are essential components – or does the idea lose ground to strong lobbying from those fearing profit loss?
Future of the plant-based sector
In the coming years, the following will be essential for the plant-based market:
- Legislative decisions regarding product naming (will “plant-based burger” remain legal?),
- Simplification of registration procedures for innovative products (e.g., fermented proteins),
- Inclusion of plant-based food in EU health and nutrition strategies.
Plant-Based Market as a Strategic Sector
The plant-based product market is no longer a niche – it is a strategic sector of the future that, with proper support from EU institutions, can play a key role in transforming the European food system. It addresses multiple contemporary challenges: from the climate crisis and diet-related diseases to the need for increased food security.
Rapid market growth, rising consumer interest, and technological innovation are making this sector increasingly important from an economic perspective as well. The production of plant-based alternatives to meat and dairy creates new jobs, supports business development, and enhances the competitiveness of the European food industry. Strengthening this sector is not only a step toward a more sustainable food system – it is also a pragmatic political and economic decision.
Summary
The European Union has a significant influence on the direction of the plant-based market – through regulation, financial support, and public communication. The final shape of this market will depend on many factors: political decisions, public opinion, and the courage of producers and innovators.
For companies in the plant-based sector, this means one thing: it’s worth following EU legislation closely and actively participating in consultations. The market does not shape itself – it is co-created by all participants in the value chain.
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