A new report from the European Consumer Organization BEUC, “Unwrapping Veggie Burgers”, examines the growing popularity of plant-based meat alternatives in Europe and their potential to diversify protein sources in consumer diets. The report highlights both opportunities and challenges for these products as they gain traction among health-conscious and environmentally aware consumers.
The EU has seen a remarkable rise in plant-based alternatives, with consumption of meat substitutes increasing fivefold and plant-based milk tripling since 2011. Flexitarianism is also on the rise, with nearly 30% of EU consumers in 2021 identifying as reducing meat consumption and opting for plant-based options instead.
A call for change
BEUC’s report lays out a roadmap for promoting plant-based diets across the EU. It recommends incorporating environmental considerations into national dietary guidelines to encourage the consumption of more fruits, vegetables, whole grains, and pulses while prioritizing minimally processed, seasonal, and local products.
Since the nutritional quality of plant-based products varies widely, the report calls on food companies to improve the composition of plant-based alternatives, reducing salt, fat, and sugar while enhancing the bioavailability of key nutrients like iron, calcium, and vitamin B12.
Barriers to adoption
Affordability and availability are highlighted as significant barriers to wider adoption. Retailers are urged to close -“if not reverse”- the price gap between plant-based and animal-based foods and make these alternatives more accessible and attractive to consumers. Additionally, the report advocates for the EU to adopt an action plan, following Demark’s example, to boost the production and consumption of plant-based foods, including traditional pulses and modern meat alternatives. Clear labeling standards, which allow plant-based products to use familiar “meaty” names while avoiding consumer confusion, are also emphasized.
Support for local protein crop production through national policies and incentives, such as reduced VAT rates, is another priority outlined by BEUC. These measures aim to make plant-based products more affordable and appealing while promoting sustainability and resilience in the EU food system.
For more details, visit BEUC’s official publication page.
