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.

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.

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.

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.