Plant-based seafood faces labelling crossroads

As plant-based seafood substitutes gain traction across European markets, the latest Consumer Safety and Market Surveillance (CASP) report from the European Commission reveals mounting concerns over how these products are labelled, marketed, and understood by consumers. The findings underscore a regulatory grey zone that could impact both consumer trust and industry growth.

A category on the rise—and under scrutiny
From vegan tuna to algae-based fish sticks, plant-based seafood is no longer niche. But as the CASP report highlights, the rapid expansion of this category has outpaced regulatory clarity.

“Market surveillance authorities observed inconsistent labelling practices, particularly in relation to product naming, allergen declarations, and nutritional claims,” the report states.

In several member states, authorities flagged products that used terms like “fish,” “shrimp,” or “seafood” without clear qualifiers such as “plant-based” or “vegan.” This, the report warns, may mislead consumers — especially those with allergies or dietary restrictions.

The naming debate: clarity vs creativity
At the heart of the issue is nomenclature. Should plant-based products be allowed to use traditional seafood terms? The CASP report doesn’t take a definitive stance but notes that “the absence of harmonised guidance across the EU creates confusion for both consumers and manufacturers.”

Some national authorities have begun issuing their own guidelines, requiring modifiers like “style,” “alternative,” or “made from plants.” Others allow more flexibility, citing consumer familiarity and marketing norms.

The report calls for “a coordinated approach to naming conventions that balances transparency, innovation, and consumer understanding.”

Allergen and nutritional claims
Beyond naming, the report identifies gaps in allergen labelling. In some cases, plant-based seafood products contained soy, wheat, or lupin—common allergens—  but failed to highlight them prominently. “This poses a direct risk to vulnerable consumers,” the report warns.

Nutritional claims also came under scrutiny. Products marketed as “rich in omega-3” or “high in protein” were found to vary widely in actual content, with some failing to meet EU thresholds for such claims.

The report recommends stricter enforcement of Regulation (EU) No 1169/2011 on food information to consumers, particularly for emerging categories like plant-based seafood.

Sustainability and origin claims
With sustainability a key selling point, many plant-based seafood brands tout their products as “ocean-friendly” or “climate-smart.” But the CASP report cautions that such claims must be substantiated. “Environmental claims should be verifiable and not misleading,” it states, echoing broader EU efforts to crack down on greenwashing.

Origin labelling also presents challenges. Some products sourced ingredients from multiple countries but labelled them as “locally made,” raising questions about transparency.

What comes next
The CASP report concludes with a call for enhanced surveillance and harmonized standards. It recommends:

• Developing EU-wide guidance on naming and labelling of plant-based seafood
• Increasing inspections and digital monitoring of online sales channels
• Strengthening enforcement of allergen and nutritional claim regulations
• Promoting consumer education on plant-based alternatives
• For manufacturers, the message is clear: clarity, compliance, and credibility will be key to long-term success.

Final take
As plant-based seafood moves from novelty to mainstream, the EU is sharpening its focus on how these products are presented to consumers. The CASP findings suggest that without clearer labelling and stronger oversight, the category risks confusion and backlash. But with coordinated action, it could become a model for responsible innovation in the future of food.