Consumers aren’t fooled by ‘veggie burger’ labels—research shows they know exactly what they’re buying

DCM Editorial Summary: This story has been independently rewritten and summarised for DCM readers to highlight key developments relevant to the region. Original reporting by The Conversation, click this post to read the original article.

The European Parliament has recently supported new regulations that redefine how plant-based meat alternatives can be marketed. Under these changes, traditional meat terms like “burger,” “steak,” or “sausage” would be reserved for products made from animal protein only. This could mean that your favorite soy-based burger might no longer be called a burger in the EU. The UK may adopt similar rules soon, as part of its evolving trade relationship with the EU. These proposals are part of broader efforts to support farmers and ensure clarity in food labeling.

Supporters of the changes argue that terms like “veggie burger” or “tofu steak” can be confusing for consumers, potentially blurring the distinction between meat and plant-based alternatives. While past efforts to ban dairy-related names for plant-based products were rejected, the EU has already restricted the use of the term “dairy” to products made from animal milk. Now, plant-based drinks must be labeled as “almond drink” or “soy beverage” rather than milk.

However, the move has sparked debate. Retailers like Lidl are expanding their plant-based ranges to support sustainable diets, while producers worry about the costs and confusion that might arise from relabeling products. A coalition of food companies believes using familiar terms like “burger” helps consumers make informed choices, rather than misleading them.

Your own ability to understand food labels may actually exceed what some policymakers assume. Research shows that many consumers are thoughtful and informed, evaluating products based on health, environmental impact, and ethical concerns. This was evident in the public response to a Swedish chicken producer’s campaign claiming that switching from beef to chicken could offset air travel emissions. Many criticized it as misleading, showing that consumers are actively questioning corporate climate messaging.

As someone navigating this complex food landscape, you should know that food choices are deeply personal and tied to your values. When political or business decisions simplify your role to that of a misled shopper, they risk overlooking the nuance in your choices. It’s important for both you and those shaping food policies to recognize that consumers often understand more than they’re given credit for—and responsible, transparent communication is key.