The European ban on “meaty” labels will be a blow to producers of meat alternatives, bringing with it costly changes to packaging, branding and market strategies that are likely to have an impact beyond the EU, says IMTA’s Lamyah Moochhala.
As consumer interest in veganism cools down and new regulations increasingly favour traditional livestock farmers, the urgency around plant-based protein competing directly with meat has significantly diminished.
In late 2025, the EU parliament introduced restrictions on the use of meat-related terms on plant-based product labels. Designed to boost the position of livestock farmers within the food supply chain, this legislation also pre-emptively covers lab-grown meat once these novel foods are commercialised. With the UK-EU SPS agreement negotiations underway, there is growing speculation that the UK may need to align with these labelling rules.
According to the European Vegetarian Union, these restrictions, if adopted, could reshape how plant-based brands market their products, slowing innovation as producers are forced to rework packaging, branding and consumer communication strategies. As a result, the competitive pressure that plant-based alternatives once exerted on meat is likely to ease further, as regulatory barriers reduce the market visibility and aspirational positioning of meat-free substitutes.
Alongside legislative action, consumer demand for plant-based products is softening. The University of Bristol reports that the surge of enthusiasm that characterised the late 2010s has faded as veganism shifts from a cultural movement to a more modest niche. Much of this decline can be attributed to changing perceptions around so-called ultra processed foods (UPFs), which many plant-based products are.
Consumers increasingly seek “healthy whole foods” and higher protein content. These preferences can be met through a variety of everyday products, including meat. This shift reflects consumers’ preference for gradual dietary adjustments rather than adopting more comprehensive changes such as fully transitioning to a meat-free diet.
Another dynamic shaping consumption patterns is the rise of GLP-1 medicines. These appetite suppressants have increased demand for smaller and more nutrientdense meals, which are often more easily achieved through animal-based proteins rather than heavily formulated meat-free options. Simultaneously, whole sources of animal protein, particularly chicken, have benefitted from the high-protein trend and the desire to reduce consumption of processed foods. This has placed further strain on the appeal of meat-free substitutes, many of which are perceived as more processed and less nutritionally dense.
The evidence extends beyond retail data and into foodservice trends: several major restaurant chains, including McDonald’s and Wagamama, have scaled back their plant-based mains due to underperformance. This signals a broader recalibration of consumer interest, reinforcing the view that plant-based offerings are no longer driving growth in the way they once did.
However, both the meat and plant-based sectors now face a shared challenge – the rising cost of food. Inflation has pushed prices up across the board, with vegan products increasing even faster than meat, as reported by The Guardian. Meanwhile, cost-of-living pressures have reduced consumer willingness to pay for premium protein options of any kind. According to AHDB, beef in particular has seen declining purchases across all cuts as prices continue to climb.
Although the UK meat sector is not forecast to experience significant growth this year, it is clear that this is not due to competition from plant-based proteins. Instead, economic pressures, shifting dietary priorities and regulatory developments are reshaping both industries, ultimately reinforcing the stability of meat in the UK food system.
