Donts Dont use original names but opt for new names for plant-based products Don't stress the term 'vegan', focus on plant-based instead Dos High quality products are needed as a base Communicate ingredients, quality and level of processing clearly Focus on clear information provided on the packaging so consumers know what to expect Enable practical experiences and support personal recommendations Donts Dont add animal-derived flavours or additives in products labelled 'vegan' or 'natural' Spain Dos Focus on environmental benefits or animalrelated advantages Invest in credible certifications (e.g. V-Label) Support legal definition processes to overcome the spread of misleading information and mistrust Donts Dont market a product as healthy if it isnt Dont make up own vegan labels, use existing ones instead 7 DECISION FRAMEWORK: HOW CONSUMERS DECIDE FOR OR AGAINST A PLANTBASED PRODUCT

The decision for or against a plant-based product is a multi-layered process. Consumers consider numerous factors, from ingredients and degree of processing to the quality and sustainability of a products packaging. As the target group for plant-based products is characterised by a large degree of diversity, so are the factors that individual consumers take into consideration when shopping. Technical additives Further components Processing steps Animal ethics Food additives Production Sustainability Raw materials Health Nutrients Ingredients Product Packaging Sensory List of ingredients Provenance & company details Communication Usage Availability Labelling Awareness Knowledge Confidence 8

CONTEXT AND KEY FACTS & FIGURES The dietary profile of Europeans has changed considerably over the last generation, becoming more heterogeneous and harder to pinpoint. There is an overall trend towards meat and dairy reduction for a variety of motives. Changing consumer profiles Growing Market Regulations & the lack thereof Since 2016, the number of those who identify as vegans has doubled from 1.3 million to 2.6 million in Europe3. Looking at all those who actively reduce or fully exclude at least some animal products, including vegetarians, pescatarians and flexitarians, the group in total represents 30.8% of the European retail sales of meat and dairy alternatives have grown by almost 10% per year between 2010 and 2020. The plant-based alternatives market in the EU and the UK is set to be worth 7.5 billion by 2025, compared to 4.4 billion in 20194, a 70% increase.

An official definition and label for both vegan and plant-based foods can be a key driver for a more transparent market for producers and consumers. Of the countries in the study, only Germany (2016) and Poland (2014) have a vegan definition. No country in the study yet has a definition for plant-based foods. population: 10 to 30 % of Europeans no longer consider themselves full meat-eaters anymore. The product groups with the highest revenue are meat and The need for clarity on labelling has recently been brought