BiH Chamber pushes for clear shelf separation: Ending confusion over dairy and plant-based alternatives

The core motivation behind this move is to reduce the risk of confusion, incorrect purchases, and potential health issues, especially for vulnerable consumer groups such as those with lactose intolerance, allergies, or specific dietary requirements. Currently, shoppers frequently encounter plant-based items labelled with terms traditionally reserved for dairy, such as “butter,” “dairy drinks,” “kaymak,” and even “milk,” displayed alongside genuine dairy products.

Beyond the risk of misleading consumers, the practice also raises serious concerns about unfair competition. Plant-based alternatives are not subject to the same stringent production standards and regulatory burdens as traditional dairy products.

The Chamber is taking an active role by initiating expert dialogues involving producers, retailers, and relevant institutions. Furthermore, the FTC BiH is closely monitoring EU regulations and providing recommendations to enhance domestic rules and their practical implementation.

The overarching aim of this regulatory harmonisation drive is twofold: to boost consumer protection through clear and unambiguous labelling, and critically, through the physical segregation of plant-based and animal-based products in stores. Simultaneously, this effort seeks to bolster market transparency and align domestic practices with European Union standards, particularly concerning food information for consumers. This, the FTC BiH informed FENA news agency, aims to strengthen shopper confidence in both the market and the retail sector.

Bosnia and Herzegovina already possesses regulations governing food labelling and consumer information, notably the Rulebook on Food Information to Consumers, which is substantially harmonised with the EU acquis. These rules clearly mandate accurate product labelling and prohibit misleading names. However, a significant gap exists: domestic regulations do not currently include an explicit obligation for the physical separation of these product categories on shelves. This omission leads to inconsistent application in practice and persistent consumer confusion.

Following the Chamber's initiative, the Food Safety Agency of Bosnia and Herzegovina has commenced the procedure for a Draft Rulebook on additional requirements for the labelling and placing on the market of products containing palm oil, palm fat, and other vegetable oils and fats, specifically regulating the distinct labelling of these items.

The FTC BiH acknowledges the practical challenges faced by small and medium-sized retailers, including limited sales space, additional operating costs, and the lack of clear, binding guidelines. The Chamber proposes a solution rooted in education, the development of practical recommendations, and the gradual, sustainable introduction of product separation practices tailored to the domestic market.

Ultimately, the FTC BiH believes this measured approach will not only protect consumers but also reinforce competitiveness and public trust in the domestic retail sector.

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