To What Extent EU Regulations and Consumer Behavior Have Affected the Expansion of Alternative Proteins: A Comparison of the Plant-Based and Cell-Based Meat Markets

Plant-based meat (PBM) fulfills the criteria set by the European Union regulations for the product to be sold in the EU and is currently a highly consumed conventional meat substitute in the region. Whereas, cell-based meat (CBM), as of July 2023, does not fulfill the criteria set by the EU regulations for the product to be legally sold in the EU. This is due to CBM companies not submitting the required Novel Food application to EFSA to recieve market approval. Therefore, CBM is currently not legally sold in the EU and not consumed in the region. This thesis analyzes the impact of EU regulations and consumer behavior, and how these factors affect the growth of the PBM and CBM markets. The restriction of the thesis, the PBM and CBM markets, has been chosen due to them being the primary forms of alternative proteins that are a more sustainable choice to conventional meat. The intention of the thesis is to bring attention to the interplay between law and business, and the implications of their interconnectedness. The thesis is written with the aspiration to answer the question; to what extent have EU regulations and consumer behavior affected the expansion of the plant and cell-based meat markets? To this end, we began with determining if the legal criteria of the regulatory framework applicable to PBM and CBM constitute equal regulatory conditions for the markets to expand in the EU. The regulatory framework referred to in the thesis is restricted to the primary legislations applicable to alternative proteins, which are the Genetically Modified Organisms (GMO) Regulation (EU) No 1829/2003, Novel Food Regulation (EU) 2015/2283, EU Food Law Regulation (EC) No 178/2002, Food Information to Consumers Regulation (EU) No 1169/2011, and EU labeling requirements. We then conducted a collection of previous research on both the PBM and CBM markets restricted to sustainability, retail market, consumer behavior, financial investment, development, and production processes and costs. Thereafter, we compared the previous research and the aforementioned EU regulations to conclude the impacts of the regulations and the differences in the legal application between PBM and CBM. We also conclude how consumer behavior impacts the growth of a market in addition to the regulatory requirements, and showcase their combined effects on the market. The results suggested that compliance with EU regulations determines if the products are authorized to be legally sold in the EU while consumer behavior influences market acceptance and the extent of growth. The key regulatory difference affecting the ability of CBM to comply and experience similar growth to PBM is the Novel Food Regulation, due to it categorizing cell-based products as novel foods. As of May 2023, no companies in the EU have submitted a Novel Food application to EFSA for CBM