• The plant-based food sector is in a period of transformation, with positive developments in some segments and stagnation or even declines in others.
According to the analysis GFI Europe of retail sales data from Circana, covering six key countries (Germany, France, Italy, Spain, the Netherlands and the UK) and up to six product categories (meat, seafood, milk, cheese, yoghurt and plant-based whipped cream), the total sales value reached approximately €4,7 billion in 2024.
This represents an increase of 1,7% compared to 2023, driven largely by options private label cheap, which saw double-digit volume increases in countries such as France and Germany. Sales volume increased in four of the six markets, reflecting wider adoption in consumer preferences due to competitive pricing.
Although full data for 2025 is not yet available, forecasts indicate an acceleration in growth, supported by health awareness, sustainability goals and investments in food technologies. According to Future Market Insights, the European plant-based food market could reach $14,23 billion in 2025, with an annual growth rate of 12% through 2035, led by countries such as Germany (CAGR 12%) and the United Kingdom (11,4%).
Key factors influencing the market include inflation, which has increased food costs in general, particularly affecting traditionally more expensive plant-based products. However, where manufacturers and retailers have managed to reduce price differences with conventional alternatives, sales have made encouraging progress.
A growing segment
For example, in the UK and Germany, plant-based cream has become more affordable than traditional cream, which has boosted demand. In Germany, plant-based milk alternatives are now 13% cheaper per litre than their animal-based equivalents, helping to boost sales of the range. plant based.
Another key aspect is taste quality, consistently identified in consumer studies as a key barrier, alongside cost. Established categories such as plant-based beverages maintain a stable performance, while segments such as cheeses and plant-based creams are seeing growth, thanks to improvements in flavor and texture.
Germany stands out as the largest European market for these products, with volume gains in almost all categories. Here, retailers have responded quickly to the growing demand: a notable example is the initiative of a major supermarket chain, Rewe, which opened a store in Berlin dedicated exclusively to plant-based options, offering over 2.700 items. This space includes a wide range of vegan brands and own products, along with hundreds of varieties of fruit and vegetables, reinforcing the retailer's position as a leader in plant-based food sales.
According to market data, customers purchase more of these products from its extensive network of thousands of locations than from the competition. A study on the prices and availability of plant-based alternatives confirms this supremacy, and international recognition, such as an award for the best vegan variety (PETA Vegan Award 2025), underlines the impact of the initiative.
Marked differences at country level
The trend manifests itself differently in other countries: Spain and France reported increases in volume, Italy remained stable, while the UK and the Netherlands recorded decreases, reflecting variations in price sensitivity and shopping habits.
France recorded the strongest expansion, up +8,8% in value (€537 million), thanks to an acceleration in sales volume following the decline in inflation. Emerging categories, such as plant-based cheese, grew by almost 50% in volume compared to 2022.
Looking at specific categories, plant-based meat alternatives have seen volume declines in several countries due to concerns about quality and cost. However, household penetration remains substantial – for example, 37% of German households purchased such products at least once in 2023, with similar levels seen in the UK (33%) and Spain (19%).
Other segments were hit by economic pressures. Plant-based dessert sales fell 3% in value to €110 million in France, Germany, Italy, the Netherlands and the UK, with even steeper unit and volume declines of 12% and 11% respectively. These trends appear to reflect a reduction in spending on non-essential items, similar to that seen for traditional desserts in some markets.
Different products, different evolution
Plant-based ice cream fell 8% in value to €88 million in France, Italy and the UK, with 14% losses in volume and units. Plant-based ready meals saw a 10% decline in value to €44 million in France, Germany and the UK, amid rising prices and tight budgets.
Plant-based meat and seafood have shown resilience in Europe, contributing 54% to global sales of such products in 2024 (according to Euromonitor), compared to 25% in the US. Plant-based milk remained the dominant category (41% of sales), and retailer innovations, such as price equalization at Lidl and Jumbo supermarkets in the Netherlands, stimulated demand.
Industry events, such as trade fairs with specialized segments for alternative proteins, such as Anuga, facilitate collaborations between manufacturers, retailers and innovators, accelerating the adaptation to market requirements. Although plant-based products still occupy a modest portion of total European food purchases, data indicates considerable potential for expansion, subject to solving the problems of price and taste.
products private label are continuing their rise in France, Germany, Italy and Spain, with surveys showing that four in ten adults in Germany and the UK plan to eat more plant-based foods. Projections suggest an annual growth rate of 8-12% by 2030, supported by sustainability and investment in R & D to overcome taste and cost barriers. Solving these challenges could turn plant-based diets into a mainstream mainstream, contributing to a fairer and more environmentally friendly food system.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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