From vegconomist.com
A recent survey has challenged a proposed ban by the European Parliament’s Agriculture Committee on the use of traditional meat-related terms like “sausage” and “burger” for plant-based products. The committee’s proposal, which seeks to restrict these labels to products containing meat, has raised concerns about consumer confusion. However, the survey, conducted by Radar Panel with over 20,000 participants, suggests that such concerns may be overstated, as the vast majority of consumers already understand what these terms mean in the context of plant-based alternatives.
“In my opinion, ‘sausage’ and ‘burger’ only indicate the shape”
The European Parliament’s Agriculture Committee voted in favour of the proposal in September 2025, arguing that terms like “sausage” and “burger” could mislead consumers into thinking plant-based products contain meat. This proposal would reserve these terms exclusively for meat products. However, the results of the recent survey indicate that 96 percent of respondents correctly identified a “vegetarian sausage” as a meat-free option, suggesting that the use of familiar terms may not be as confusing as lawmakers have argued.
Terms describe shape, not ingredients
The survey found that, while some confusion about the terminology does exist, it has decreased significantly over the past five years. In 2020, 35 percent of respondents expressed confusion about plant-based terms like “sausage” or “burger.” This number has since dropped to 25 percent, showing that consumer understanding has improved over time. Participants largely agreed that terms like “sausage” or “burger” are more about the shape and preparation of the product rather than indicating the presence of meat. As one respondent put it, “In my opinion, ‘sausage’ and ‘burger’ only indicate the shape.”
Strange alternatives raise more questions
Despite this clarity, alternative names for plant-based products, such as “vegetable disk” or “soy gurt,” appeared to cause more confusion. About 30 percent of respondents were unsure about what these terms referred to, further suggesting that familiar labels like “burger” or “sausage” may be more useful for consumers in identifying the product’s characteristics.
Public opposition to the proposed ban is also strong. The survey revealed that 69 percent of respondents oppose restrictions on the use of meat-related terms for plant-based products. A large majority (63 percent) feel that creating regulations in this area is unnecessary. One participant expressed frustration with the focus on this issue, saying, “It’s a waste of the EC’s time (and therefore money); they should focus on more important matters.”
Familiar labels aid consumer choices
Many proponents of plant-based diets argue that familiar terms help consumers make informed choices, and that arbitrary labeling restrictions could make it harder for shoppers to navigate the growing market for plant-based products.
Industry groups have also voiced concerns. Joey Cramer, Chief Operating Officer at ProVeg, argued that the proposed ban would not resolve any confusion and could create more challenges. He described the proposal as “careless” and said it could have negative consequences for the plant-based sector. “You don’t make the market clearer by having producers use convoluted terminology,” Cramer added.
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