A recent survey casts doubt on the momentum behind proposed EU-wide regulations targeting the labeling of meat alternatives, revealing a surprising lack of consumer concern regarding terms like “Veggie Burger” and “Soy Schnitzel”. Conducted by Forsa and commissioned by consumer watchdog Foodwatch, the poll found that a vast majority (84%) of German consumers do not believe these designations are misleading enough to warrant stricter rules.
The findings challenge the stance of German Agriculture Minister Alois Rainer (CSU), who has publicly opposed measures to rename plant-based products, arguing that such changes are unnecessary. Rainer’s position, already viewed by some as politically motivated to appease agricultural lobbies, now faces an additional layer of complexity given the public sentiment revealed by the survey.
The research, based on telephone interviews with 1,005 German residents over the age of 18 between October 24th and 28th, also indicated that a significant 85% of respondents claimed never to have accidentally purchased a meat alternative while intending to buy conventional meat. This suggests a level of consumer understanding and discernment that undermines claims of widespread confusion and deception.
However, Foodwatch remains critical of the situation, urging Minister Rainer to actively resist any outright prohibition during ongoing negotiations between EU member states and the European Parliament. The organization argues that the seemingly low consumer concern should not preclude a broader discussion about transparency and the potential for misleading marketing practices, particularly as the market for plant-based alternatives continues to rapidly expand. The outcome of these EU-level negotiations remains uncertain, but the German survey highlights the potentially tricky political terrain surrounding the issue of labeling regulations for meat substitutes.