EU Parliament to ban plant-based items from using familiar meat names

The European Parliament has voted by a large majority to define “meat” as the edible parts of animals, a move that could see familiar terms such as “burger”, “sausage”, “steak” and “escalope” reserved exclusively for animal-derived products. The proposal forms part of a wider review of EU food labelling and agricultural marketing regulations and would, if implemented, prevent plant-based or cell-cultured alternatives from using words traditionally associated with meat.

The amendment, introduced by French MEP Céline Imart, follows ongoing debate about how plant-based foods should be presented to consumers. Supporters of the measure argue that restricting meat-related terms will protect clarity for consumers and fairness for livestock farmers, ensuring that products labelled as meat are unambiguously animal-based. They say the proposal is not directed against plant-based or vegetarian foods but is instead about ensuring transparent labelling and consistent use of established food terms across the European market.

Critics, however, question whether the restriction is necessary, suggesting that consumers are already able to distinguish between plant-based and meat products. Representatives of the plant-based sector argue that banning familiar descriptors could confuse rather than inform shoppers, since terms such as “veggie burger” or “vegan sausage” have become widely understood. Industry associations have also warned that the change could hinder growth in the rapidly expanding plant-based category, adding compliance and rebranding costs at a time when manufacturers and retailers are investing heavily in sustainability and innovation.

The vote marks an important step in the legislative process, but it is not yet the final word. The proposal will now return to a parliamentary committee for clarification before being examined by the European Commission and the Council. Further negotiation with Member States will follow before any law is formally adopted. For now, existing labelling practices remain permitted.

If approved, the regulation would harmonise labelling standards across the EU. While such harmonisation is often welcomed by manufacturers as it can reduce regulatory variation between countries, in this instance it could also mean less flexibility in marketing language and brand communication. Some commentators have noted that the EU approach contrasts with markets such as the UK, where plant-based products have continued to use meat-related terms without major regulatory challenge.

For retailers and manufacturers, the issue is more than semantic. The outcome could affect packaging design, marketing strategy, product positioning, and even cross-border trade. With the plant-based category continuing to expand and consumer interest in sustainable diets still strong, many companies will be watching closely to see how the final legislation takes shape.

One view of retail's future: From transactional to experiential

Retail is entering a new era defined by emotional relevance, data intelligence, and reimagined consumption experiences. According to futurologist Theresa Schleicher in her “Future Guide Retail,” the next phase of transformation for manufacturers and retailers will extend well beyond pricing and efficiency. It will revolve around meaning, community, and well-being—where technology, lifestyle, and health merge into everyday life.

Asian platforms such as Temu and Alibaba, both also selling food in Europe, are setting new standards for speed, variety, and interactivity, transforming from simple e-commerce portals into experimental ecosystems that combine logistics, entertainment, and product development. Schleicher sees them not merely as competitors, but as future laboratories redefining the relationship between brands, consumers, and retail itself. Their promise is not “everything cheaper,” but “everything closer”—closer to desires, culture, and lived experience.

For European grocery players, this shift means developing proximity-driven models that blend personalization, sustainability, and emotional engagement. Hyper-personalized loyalty programmes and gamified experiences are emerging as viable alternatives to traditional discounting. Schleicher envisions “surprise stores” and hybrid retail spaces that inspire through themed events, community cooking, influencer collaborations, and creative product worlds—turning consumption into a continuous journey of discovery.

Health and wellness are at the core of this redefinition. The category is evolving from niche to lifestyle, transforming stores into sensory, aesthetic spaces where nutrition, beauty, and well-being intersect. Functional foods, adaptogenic drinks, and smart snacks represent the next wave of FMCG innovation—products designed not only for sustenance but for mood, performance, and pleasure.

As Schleicher notes, the successful retailers of tomorrow will not just sell goods, but design experiences rooted in values, sustainability, and connection. In this landscape, the fusion of purpose, technology, and everyday emotion will determine who thrives in the marketplace of 2026 and beyond.

E.Leclerc moves into c-retail with bold expansion plan

French retail giant E.Leclerc is set to accelerate its expansion into the convenience store sector, marking a major shift from its traditional hypermarket model. Long associated with vast suburban outlets, the cooperative retailer is preparing to challenge Carrefour and Casino on their strongholds: France’s urban centres. The move underscores changing consumer habits, as shoppers increasingly favour local, quick-trip formats over large weekly shops.

According to press reports, E.Leclerc plans to open around 50 new convenience outlets by 2026, expanding its current network of roughly 100 stores. In total, 53 projects are already in the pipeline—15 under the E.Leclerc Express banner (each over 700 m²) and 25 smaller sites under that threshold.

For FMCG suppliers and retail partners, this strategic shift represents both opportunity and challenge. E.Leclerc’s smaller formats will demand agile logistics, tighter assortments and pricing models that preserve its strong value credentials. As the retailer explores “white zones” not yet covered by its network, it positions itself not only to capture new urban customers but also to strengthen loyalty across multiple channels—from hypermarkets to home delivery and convenience stores alike.

Home alone a growing market

Across Europe, the surge in demand for single-portion food and meals continues to reshape the FMCG and retail landscape. Just about 40 percent of European households are now single adults without children, making it, by far, the biggest type as well as the fastest growing type of household. In addition to these demographic changes, consumers are increasingly becoming time-poor, and shoppers are prioritising convenience, freshness, portion control and reduced food waste. These lifestyle shifts have created fertile ground for innovation in single-serve meals and packaging formats.

Historically many product launches have targeted families with children, since households of multiple people often demand larger pack sizes and more sharing. Retailers and manufacturers have long focused on these families as a core segment — product development, packaging and communications are tailored to the “parent budgeting, family dinner” frame. 

What is less discussed and targeted is the growing and future-facing segment of single-person households. These consumers have less storage space, and value convenience, speed and tailored portion sizes; they are less likely to buy large sharing packs or prepare elaborate meals. For manufacturers this means revisiting portion size innovation, tray formats, microwavable single-serve convenience and flexible packaging. For retailers it means adjusting assortment to include more individual-meal formats, ensuring shelf visibility for “just for me” solutions, aligning promotional strategies and own label ranges accordingly.

In observing this shift, meals and packs for those living solo is evolving from a convenience add-on to a mainstream growth engine for the European food industry — and targeting the one-person and small-household segment offers a clear and not yet fully-leveraged opportunity.

Lidl launches its first Europe-wide brand campaign; redefines 'value'

Lidl has unveiled its first continent-wide brand campaign, “Lidl. More to Value”, across all 31 European markets. The initiative redefines what “value” means for the discount retailer. Rather than focusing solely on low prices, Lidl highlights the broader values that resonate with modern consumers—quality, freshness, sustainability, and fairness. The campaign underscores Lidl’s commitment to responsible sourcing, employee growth, and supporting communities, while continuing to deliver affordability.

By unifying its message across Europe, Lidl aims to strengthen its emotional connection with customers and align its image with evolving consumer expectations. The retailer positions itself not just as a place to save money, but as a brand that shares its shoppers’ principles and everyday experiences. This marks a strategic shift for Lidl as it seeks to balance its reputation as a price leader with a growing emphasis on authenticity, purpose, and long-term customer trust.

German drugstores expanding their food offerings; sales up nearly 14%

Germany’s major drugstore chains, including dm and Rossmann, are becoming increasingly influential players in the grocery and near-food sectors. Their rapid growth in these categories is outpacing traditional retail channels.

For drugstore retailers, diversification is proving crucial. While demand for traditional categories like detergents and cleaning products has plateaued, gains in food, health and nutrition are more than compensating. 

Food now accounts for around 17 per cent of total drugstore revenue, with sales up 13.8 per cent year-on-year. Organic products are a key growth engine. The drugstores’ strong organic private label ranges seem to attract consumers that previously bought at specialty retailers.

Market researchers highlight consumers’ increasing trust in drugstores’ food expertise, with store visits up 6 per cent over the past year. Suppliers are also reporting heightened demand, particularly for innovative, health-oriented products.

With these positive developments, dm and Rossmann are expected to expand further into grocery, OTC health and fitness nutrition – creating new opportunities for private label producers across Europe.

Products aim to support digestive health among older Europeans

As Europe’s population ages, supporting digestive health in older consumers is becoming a focus for product innovation. Gut health is now recognised as central to overall wellbeing – influencing immunity, nutrient absorption and even mood. However, age-related changes to the microbiome mean older adults often have fewer beneficial bacteria and more harmful ones, raising the risk of inflammation and chronic disease.

For food manufacturers and retailers, this creates an opportunity to respond through formulation and positioning. Fibre and polyphenols are especially important. Fibre from beans, oats, wholegrains, and fruits like berries and bananas helps regulate digestion and nourish beneficial microbes. Polyphenols – found in cocoa, berries, nuts, olives and even red wine – offer anti-inflammatory and antibacterial benefits, while supporting cognitive health.

These ingredients are gaining traction with consumers. High-fibre and gut-friendly product claims are increasing across Europe, while social media trends such as “fibremaxxing” are driving wider awareness.

Positioning products around microbiome support and digestive wellness can help capture loyalty in one of Europe’s fastest-growing and most health-conscious demographics.

Gen Z favours wellness, savoury sophistication, authentic origins in spirits

Gen Z is reshaping the spirits and liqueurs market, favouring mindful drinking and meaningful experiences over excess. According to Mintel’s The Future of Spirits & Liqueurs report, this generation is not rejecting alcohol outright, but approaching it with new intent — valuing balance, flavour and function.

Young consumers are “zebra striping” their drinking, alternating between alcoholic and non-alcoholic options, and embracing “slow sipping” to savour quality over quantity. Health consciousness is central: Gen Z prefers low-sugar, additive-free and gut-friendly drinks that work with their bodies. Fermented, botanical and fibre-rich ingredients – such as liquorice root, prickly pear and coconut water – are emerging as functional inclusions that enhance wellbeing rather than detract from it.

Flavour trends also signal a maturing palate. Overly sweet drinks are being left behind in favour of savoury, smoky and spiced profiles. Umami-rich ingredients like sesame, nori and balsamic vinegar are gaining traction, offering depth and culinary appeal that align with Gen Z’s desire for sophistication and sensory experience.

Authenticity is another defining battleground. Gen Z seeks spirits with clear provenance, cultural integrity and ethical production – rejecting celebrity-backed “hype” brands that commodify tradition. Global influences such as Japanese shochu, Mexican sotol and small-batch European whiskeys are finding favour for their craftsmanship and storytelling.

For manufacturers and retailers, the opportunity lies in creating premium yet purposeful ranges: clean-label spirits with functional benefits, complex savoury notes and genuine heritage. The next generation of drinkers expects transparency, texture and taste – in equal measure.

Aldi US trims its own brands, prints name on all private label packaging

Aldi is undertaking a major US product rebrand by stamping its name on all private label products, reducing the number of own brands from approximately 90 to 26, and introducing the namesake "The Aldi Brand" for some products.

This initiative, launched in late September in response to customer feedback, aims to make Aldi's private label quality more recognizable and visible to shoppers. “The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience. Now, it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver,” said Atty McGrath, CEO of Aldi. “After nearly 50 years of setting the standard in private label, our updated packaging will give shoppers yet another reason to reach for our products first.”

More than 90% of Aldi products are private label, and while the quality items shoppers know and love won’t go anywhere, they will get a fresh new look. Several brands will be replaced with the Aldi name, while iconic brands like Clancy’s, Simply Nature and Specially Selected will remain on shelves with modernized branding and the bold “an Aldi Original” endorsement. Other items like “Red Bag Chicken” will adopt shopper-given nicknames – a playful nod to show fans just how much Aldi values their opinion.   

In the US, private labels are moving away from the cheap corner: Even financially secure US households have a positive opinion of private labels, as a study by NIQ last year showed. Giving the product the same name as the retailer is clearly the next step for Aldi to establish a national identity, with its private label strengthening the retailer’s reputation and vice versa.

Chinese giant Temu ventures into food

Low-cost online platform Temu started selling food in Germany. Until now, Temu is known in Europe for ultra-low prices, aggressive marketing, and wide variety of affordable goods from Asia across categories like clothing and electronics. The platform's rapid growth and high user engagement are fueled by frequent flash sales, social media campaigns, and a focus on fast delivery. 

The rapid rise of the company has also attracted regulatory scrutiny in Europe regarding consumer protection. This summer, the EU Commission preliminarily found Temu in breach of the obligation under the Digital Services Act to properly assess the risks of illegal products being disseminated on its marketplace. Other suspected breaches like potential addictive design features, the transparency of its recommendation systems, and its access to data for researchers will continue to be investigated.

Now, the company wants to become a food provider, with goods from Europe for Europe. It is specifically targeting the European food retail trade – with snacks, confectionery, shelf stable meat products, and beverages. Since Food is one of the most frequently purchased consumer goods, it wants a piece of that pie. With higher purchase frequencies it hopes to create greater customer loyalty. Instead of storing goods itself, Temu brokers offers from European retailers and producers. The company labels suppliers based in Europe with the term "local." With European – local – partners, it wants to avoid import duties – also in view of the impending end of the €150 tariff threshold.