>BEUC<\/strong> (Bureau Europ\u00e9en des Unions de Consommateurs), the organisation representing European consumer groups, has published a report titled Unwrapping Veggie Burgers<\/em><\/a><\/strong>, which examines plant-based burgers from all angles:<\/p>\n
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- What is their impact on the environment and health?<\/li>\n
- Why is their popularity soaring?<\/li>\n
- What challenges need to be addressed?<\/li>\n<\/ul>\n
At Osservatorio VEGANOK<\/strong>, we have thoroughly analysed this study to provide a comprehensive overview, focusing particularly on sustainability<\/strong> and the ongoing debate about product labelling<\/strong> (i.e., whether plant-based products should be called \u201cburgers\u201d or \u201csausages\u201d). We also explore pricing trends and policy measures that could support their wider adoption.<\/p>\n
A growing trend: the numbers behind the plant-based boom<\/h2>\n
![\"plant-based](\"https:\/\/www.veganok.com\/wp-content\/uploads\/2025\/02\/VEGAN-ALTERNATIVE-VEGETALI.jpg\")
Source: BEUC report<\/figcaption><\/figure>\n According to BEUC\u2019s report, consumption of plant-based foods has surged exponentially over the past decade and is expected to rise even further in the coming years. What is driving this success?<\/p>\n
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- Health consciousness<\/strong>: Many consumers are reducing meat intake to improve their diet or manage fat and cholesterol levels.<\/li>\n
- Environmental awareness<\/strong>: Livestock farming significantly impacts CO\u2082 emissions, water consumption, and deforestation. Reducing animal-based product consumption, even just a few days a week, is seen as a meaningful way to protect the planet.<\/li>\n
- Ethical concerns and animal welfare<\/strong>: For vegetarians and vegans (and beyond), avoiding meat is a matter of principle. Plant-based alternatives allow them to enjoy familiar formats and recipes (burgers, sausages, meatballs) without animal-derived ingredients.<\/li>\n<\/ul>\n
The BEUC report also highlights an important statistic: today, 30% of European consumers identify as flexitarian<\/strong>\u2014eating meat occasionally but actively reducing it\u2014while approximately 8% follow a vegetarian or vegan diet<\/strong>. These numbers are expected to grow, particularly as younger generations show increasing interest in sustainable diets.<\/p>\n
Sustainability: how veggie burgers help the planet<\/h2>\n
![\"plant-based](\"https:\/\/www.veganok.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/plant-based-burgers.jpg\")
<\/p>\nOne of the core topics covered in the report is environmental impact. Plant-based burgers\u2014alongside other meat alternatives such as sausages or soy- and pea-based nuggets\u2014tend to be:<\/p>\n
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- Less polluting<\/strong> in terms of greenhouse gas emissions.<\/li>\n
- Less resource-intensive<\/strong>, requiring less land and water.<\/li>\n
- More adaptable<\/strong> to agricultural diversification, encouraging the cultivation of legumes (beans, peas, lentils, chickpeas) and grains.<\/li>\n<\/ul>\n
The report underscores the EU\u2019s need to reduce its reliance on imported proteins<\/strong> (especially for animal feed). Supporting the cultivation of legumes for human consumption would be a strategic move because it:<\/p>\n
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- Lowers the environmental footprint of agriculture.<\/li>\n
- Enhances soil biodiversity.<\/li>\n
- Strengthens food security<\/strong> by reducing dependence on raw material imports.<\/li>\n<\/ul>\n
\u201cVeggie burger\u201d or \u201cplant-based patty\u201d? A (nearly) settled debate<\/h2>\n
One of the most debated issues in the report is labelling: does it make sense to call a 100% plant-based product a \u201cburger\u201d? Could this mislead consumers?<\/p>\n
According to BEUC, most people do not<\/strong> feel misled, provided the label clearly states<\/strong> the product is plant-based (e.g., \u201cvegan burger\u201d or \u201csoy burger\u201d).<\/p>\n
The European Court of Justice<\/strong> has ruled that member states cannot<\/strong> ban the use of terms like \u201csausage\u201d or \u201cburger\u201d unless specific regulations define naming conventions. This decision helps prevent unnecessary trade barriers and ensures the free movement of goods within the single market.<\/p>\n
Ultimately, as long as labels are transparent, using familiar terms (\u201cburger,\u201d \u201csausage,\u201d \u201csteak\u201d) helps consumers make informed choices<\/strong> and immediately understand how to cook or incorporate these plant-based alternatives into their diets<\/strong>, just as they would with their meat-based counterparts.<\/p>\n
A quick look at nutritional aspects<\/h2>\n
The report extends beyond sustainability to examine nutritional comparisons between plant-based alternatives and meat products based on tests conducted by various national consumer associations:<\/p>\n
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- Fat and salt<\/strong>: Many plant-based burgers contain less total and saturated fat<\/strong> than meat burgers, though some can be high in salt.<\/li>\n
- Fibre<\/strong>: Plant-based burgers are the clear winner, offering fibre, which is virtually absent in meat.<\/li>\n
- Protein<\/strong>: Some plant-based products provide protein levels comparable to beef or chicken burgers.<\/li>\n
- Processing levels<\/strong>: Not all plant-based burgers are nutritionally ideal. Some contain additives, flavourings, and refined ingredients (flours, isolated proteins), while others prioritise whole foods (legumes, whole grains) for a healthier nutritional profile.<\/li>\n<\/ul>\n
The key takeaway? Always read the label and opt for products with simple, high-quality ingredients<\/strong>.<\/p>\n
A balanced diet remains essential, with whole plant foods (whole grains, fruit, vegetables, and legumes) playing an irreplaceable role.<\/h4>\n
Price and accessibility: the market\u2019s challenge<\/h2>\n
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<\/p>\nPrice<\/strong> is a significant barrier to widespread adoption: plant-based alternatives often cost more than their animal-based counterparts (beef burgers, chicken sausages, etc.). BEUC notes that this price gap could hinder mass adoption, particularly during economic hardship.<\/p>\n
However, some supermarkets in Germany and the Netherlands have tested price parity<\/strong> between plant-based and meat burgers, leading to a surge in plant-based product sales. According to the report, making these products more affordable could:<\/p>\n
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- Encourage plant-based choices<\/strong> among a wider audience, not just those already convinced.<\/li>\n
- Reflect the environmental cost<\/strong> more accurately, making lower-impact foods more affordable.<\/li>\n<\/ul>\n
Retail giants like Lidl (Germany and Belgium)<\/strong> and Jumbo (Netherlands)<\/strong> have already lowered the prices of their private-label plant-based products to match animal-based alternatives<\/strong>. Six months after implementing this strategy, Lidl Germany reported a 30% increase in sales of its plant-based range<\/strong>.<\/p>\n
BEUC\u2019s recommendations: policy and industry measures<\/h2>\n
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<\/p>\nIn its latest report, BEUC outlines concrete actions for policymakers, the food industry, and major retailers to foster a more sustainable, diverse, and transparent food system:<\/p>\n
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- Integrating sustainability into national dietary guidelines<\/strong>
\nEU Member States should incorporate the environmental impact of food choices into their national Food-Based Dietary Guidelines (FBDGs) and encourage consumers to eat more fruit, vegetables, whole grains, and legumes. Greater emphasis should be placed on fresh, local, seasonal, and minimally processed foods.<\/li>\n- Reducing processing levels and improving the composition of plant-based products<\/strong>
\nFood manufacturers should work to reduce the level of ultra-processing in plant-based meat and dairy alternatives while improving their formulations to ensure they provide essential nutrients such as iron, calcium, and vitamin B12. They should also limit the content of salt, saturated fat, and added sugars.<\/li>\n- Making plant-based foods more price competitive<\/strong>
\nRetailers should aim to narrow\u2014or ideally eliminate\u2014the price gap between plant-based and animal-based foods. They should also improve the availability, shelf placement, and overall appeal of plant-based options to encourage consumers to choose them more easily.<\/li>\n- Developing an EU Action Plan for plant-based foods<\/strong>
\nFollowing Denmark\u2019s example and the recommendations of the Strategic Dialogue, the European Union should introduce a dedicated Action Plan to boost the production and consumption of plant-based foods\u2014whether in the form of legumes, grains, and fresh vegetables or more advanced alternatives to animal products.<\/li>\n- Avoiding unjustified bans on meat-like labelling<\/strong>
\nThe EU and its Member States should refrain from imposing restrictions on meat-related terms (such as \u2018burger\u2019 or \u2018sausage\u2019) for plant-based products, as long as they are clearly labelled as \u2018vegetarian\u2019 or \u2018vegan\u2019 to prevent consumer confusion.<\/li>\n- Supporting the cultivation of plant-based proteins<\/strong>
\nMember States should use their Common Agricultural Policy (CAP) Strategic Plans to encourage the production of legumes for human consumption, such as chickpeas, lentils, and beans. Fiscal measures, such as lowering VAT on these products, should also be implemented to stimulate demand.<\/li>\n<\/ol>\n![\"Osservatorio](\"https:\/\/www.veganok.com\/wp-content\/uploads\/2025\/02\/osservatorio-logo-150x150.webp\")
<\/p>\nTowards a more plant-based future: Osservatorio VEGANOK\u2019s take<\/h2>\n
- Reducing processing levels and improving the composition of plant-based products<\/strong>
- Reflect the environmental cost<\/strong> more accurately, making lower-impact foods more affordable.<\/li>\n<\/ul>\n
- Fibre<\/strong>: Plant-based burgers are the clear winner, offering fibre, which is virtually absent in meat.<\/li>\n
- Fat and salt<\/strong>: Many plant-based burgers contain less total and saturated fat<\/strong> than meat burgers, though some can be high in salt.<\/li>\n
- Less resource-intensive<\/strong>, requiring less land and water.<\/li>\n
- Environmental awareness<\/strong>: Livestock farming significantly impacts CO\u2082 emissions, water consumption, and deforestation. Reducing animal-based product consumption, even just a few days a week, is seen as a meaningful way to protect the planet.<\/li>\n
- Health consciousness<\/strong>: Many consumers are reducing meat intake to improve their diet or manage fat and cholesterol levels.<\/li>\n