Givaudan reveals five trends shaping the plant-based market

© Givaudan

New Research Reveals Five Trends Shaping the Future of the Plant-Based Industry

At the recent Bridge2Food 2025 summit in the Netherlands, flavour and fragrance manufacturer Givaudan shared five trends that are shaping the future of plant-based innovation. The findings are based on Givaudan’s proprietary research, which has surveyed more than 3,000 European consumers and 250 industry experts. As reported by Senior Consumer & Market Insights Manager Laurence Minisini, the trends are: Health and nutrition The research indicates that while 54% of Europeans have tried plant-based meat, 12% have stopped purchasing it and 17% have reduced their consumption. Health concerns are often cited as a reason why, illustrating the need for clearly communicated nutritional benefits such as high protein and fiber content and fewer additives. Taste and texture Poor taste and texture are also among the most common …

more

© Alexandre Bompard

Analysis: Private-Label Products Are Driving Plant-Based Retail Sales Growth in Four European Countries

GFI Europe has analysed previously unpublished Circana data, finding that cheaper private label products led to a growth in plant-based retail sales volumes across France, Germany, Italy, and Spain between 2022 and 2024. In Germany, the sales volume of private-label products grew by 41.4%, while branded sales volumes fell by 8.3%. Across six plant-based categories, the market grew by 6.8% to €1.68 billion. A similar pattern was seen in France; private-label products increased 21.6% in volume, while branded products fell 1.2%. The market across five plant-based categories grew by 20.5% to €537 million. In Italy, the sales volume of private label products was up 17.4%, compared to a 1.5% reduction in branded options. Across five categories, the plant-based market expanded by 16.4% to €639 million. …

more

ProVeg International

Image supplied by ProVeg International

How Do We Take Plant-Based Options From Niche to Norm in Food Service?

From environmental concerns to changing dietary habits, diners today are increasingly seeking healthier, more sustainable meals. In the UK alone, demand for plant-based food at quick-service restaurants rose by an impressive 56% in 2024. Meanwhile, a growing number of consumers are reducing their meat intake. 51% of Europeans say they are eating less meat, and 27% now identify as flexitarian – a number that rises to 37% in the US. Flexitarianism is fast becoming the norm, not the exception. And yet, despite this clear and growing appetite for plant-based options, most food service venues haven’t kept pace. The reality? Menus are still dominated by animal-based dishes, while plant-based options are often limited, tokenistic, or sidelined onto separate menus. ProVeg International’s latest whitepaper, A roadmap for …

more

Plant Based Foods Association (PBFA)

© Plant Based Foods Association (PBFA)

PBFA 2024 Report: Plant-Based Sector’s Diversification and Consumer Loyalty Support $8.1B Market

The 2024 State of the Marketplace Report from the Plant Based Foods Association (PBFA) reveals that the US plant-based food sector maintained approximately $8.1 billion in retail sales over the past three years, despite inflation and supply chain challenges. The market now spans more than 20 product categories, up from six in 2018, reflecting ongoing diversification beyond traditional segments like burgers and cheese. Health and taste drive loyalty Household penetration remains stable at 59%, with a 79% repeat purchase rate, underscoring sustained consumer engagement primarily motivated by health considerations. Nearly half of shoppers surveyed cite health as their main reason for increasing plant-based purchases. Taste perception also improved year-over-year, rising from 23% to 36%, while consumer demand for clean labels, bold flavors, and convenience continues …

more

Chunk Foods steak

© Chunk Foods

German Meat Alternatives Production Increased by 4% to 126,500 Tonnes in 2024

In 2024, Germany produced 126,500 tons of vegetarian and vegan meat substitute products, marking a 4.0% increase compared to 121,600 tons in 2023, according to data from the Federal Statistical Office (Destatis). This production volume corresponds to an average of approximately 1.5 kilograms of meat substitute products per capita for the year. The monetary value of meat substitute production increased by 10.9%, reaching 647.1 million euros in 2024, up from 583.2 million euros in 2023. Over the past five years, the volume of these products more than doubled, increasing by 109.5% from 60,400 tons in 2019. In monetary terms, meat substitute products rose from under 0.3 billion euros in 2019 to nearly 0.65 billion euros in 2024. Traditional meat production still dominates market Despite this …

more

The Virsa Foundation Inc. and JIVINITI Research Program

© The Virsa Foundation Inc. and JIVINITI Research Program

From Burnout to Buy-In: What Our Segmentation Reveals About the Next-Gen Plant-Based Consumer

Nivi Jaswal-Wirtjes is the Founder and President of The Virsa Foundation and its JIVINITI Research and Advocacy Program. An advocate for plant-based nutrition and mental resilience, she combines her extensive background in international marketing, brand management, and corporate strategy with her passion for public and planetary health. Nivi directed and executive produced Third Degree Burnout – A Survivor’s Guide, integrating evidence-based storytelling and consumer research. Her work frequently highlights the critical intersections between diet, emotional wellness, and sustainability, aiming to inspire meaningful change in consumer behavior and corporate practices toward a healthier future. In this guest post, Nivi discusses how the pandemic-era challenges of stress, emotional exhaustion, and shifting dietary attitudes are reshaping consumer openness to plant-based living. Drawing on data from The GAIA Study, …

more

ProVeg International new food hub

Image supplied by ProVeg International

Why There’s a Shift Towards Plant Products Based on Wholefoods

Is the future of alternative proteins looking a little more… whole? While much attention has been given to cultivated meat and precision fermentation, a quieter shift is taking root – and it’s one rooted in simplicity. Across global markets, brands are responding to increasing consumer demand for minimally processed foods made with recognisable ingredients and fewer artificial additives. With this trend, there is growing momentum behind products that emphasise wholefood ingredients.  In ProVeg International’s latest article on the New Food Hub, they spotlight products and innovations that are based on and inspired by wholefoods. Take Plenish’s enriched oat milk – made with just oats, water, and salt, yet fortified with essential nutrients. Or Moving Mountain’s surprising pivot: its Superfoods range ditches the meat mimicry in …

more

ProVeg New Food Hub

Image supplied by ProVeg International

What’s Really Holding Consumers Back From Plant-Based Foods?

Despite impressive growth in the plant-based sector, many consumers still hesitate to try – or stick with – plant-based foods. What’s behind this resistance? At ProVeg International’s New Food Hub, they’ve taken a closer look at the five biggest misconceptions that continue to shape consumer attitudes – and how businesses can overcome them. One major sticking point? Taste. Some consumers still associate plant-based foods with bland textures and unappealing flavours – a perception partly left over from early product iterations. But as ProVeg explores in its article, brands today have an arsenal of tools, from R&D improvements to influencer-led marketing, to turn this perception around. Taste is the most crucial factor for flexitarians when choosing plant-based foods, so make sure that your products can impress …

more

Supermarket shelves with alt milk courtesy ProVeg

Image courtesy ProVeg

Plant-Based Dairy Sees Rapid Growth in Western Europe & North America Due to “Profound Shift” in Consumer Preferences

According to insights from strategy consultancy Roland Berger, the plant-based dairy market in Western Europe and North America is growing at an unprecedented rate as consumers increasingly prioritize health and sustainability. In 2023, the size of the plant-based dairy retail market reached $11.55 billion (€10.7 billion), up from $7.34 billion (€6.8 billion) in 2019. This reflects a compound annual growth rate of 12%. The growth is primarily driven by plant-based beverages, which make up 60% of the total market, followed by yogurt and cheese alternatives. The horeca sector is also increasingly embracing dairy alternatives, providing a foundation for continued growth in the industry. However, plant-based dairy still only accounts for a fraction of the traditional dairy market. Milk alternatives are the most successful product type, …

more

Animal Outlook volunteers

© Animal Outlook

Animal Outlook Finds Behavior Change Strategies and Volunteer Efforts Fuel Growth of Vegan Diets

Animal Outlook, an animal protection nonprofit, has released its 2024 Behavior Change and Volunteer Impact Report, which looks at the role of volunteer engagement in advancing animal protection and promoting vegan eating habits. In 2024, volunteers and interns dedicated nearly 6,000 hours to the organization’s initiatives, contributing to key milestones. Among these, 73,938 individuals completed the VegPledge, a campaign encouraging participants to try vegan eating for a specified period. Of those who took part, 76.9% reported their intent to continue consuming vegan food after the pledge period, with 63.1% planning to make the change permanent. Additionally, 83.1% of VegPledge participants expressed that they now consider the impact of their food choices more thoughtfully. The report also highlights the growing influence of the Animal Outlook Network, …

more

ProVeg International

Image: ProVeg International

The Generations Fuelling the Plant-Based Market

Consumer habits are changing fast, with Millennials and Gen Z making a significant impact. These generations are increasingly conscious of their food choices and are shaping the future of the food industry through their purchasing power, digital influence, and values-driven consumption. Among these generations, plant-based eating has become more popular, fuelled by concerns about health, sustainability, and animal welfare. According to the latest Smart Protein Project survey, Gen Z has the highest rates of vegetarians (7%), vegans (4%), and pescatarians (5%) in Europe. In contrast, omnivores are more prevalent in the Boomer and Gen X groups.  However, flexitarianism – the practice of reducing meat consumption without eliminating it entirely – is not confined to younger generations. Adoption rates are similar across Boomers (29%), Gen X …

more

eggs

Image supplied.

Why Are Egg Prices Skyrocketing: Again?

Elysabeth Alfano is the CEO of VegTech™ Invest, an Advisor to a food innovation ETF. She is a consultant to multi-national companies focused on sustainability and an Advisor to C-Suite interested in understanding the growth and whitespaces in the food industry. She is also the host of the podcast, The Plantbased Business Hour on iTunes and vegconomist. In this guest post, Elysabeth Alfano discusses the factors driving the rise in egg prices, focusing on the impact of disease outbreaks and the inefficiencies in the global food supply system, along with the need for innovation to lower costs, improve access, and reduce health risks. Why Are Egg Prices Skyrocketing: Again? We have all been feeling the pressure of rising egg prices. Why are egg prices up so much…again? The answer …

more

NECTAR

© NECTAR

NECTAR Releases 2025 Plant-Based Meat Taste Report, Announces TASTY Award Winners

NECTAR, a nonprofit focused on accelerating the protein transition through sensory research, has released Taste of the Industry 2025, the most extensive public dataset assessing the taste of plant-based meat products. The study, which evaluated 122 products across 14 categories, provides insights into consumer preferences and areas where plant-based meats can improve to better compete with animal-based products. The study found that while most plant-based meat products still lag behind their animal-based counterparts in consumer preference, a subset of 20 products was rated the same or better by at least 50% of participants. Texture was identified as the most significant opportunity for improvement, particularly in categories such as bacon, bratwurst, and whole-cut steak. Taste and consumer willingness to pay The report found that only 30% …

more

Happy family buying groceries in supermarket.

© Drazen - stock.adobe.com

How US Grocery Purchasing Trends Could Impact the Plant-Based Sector

New research by Provoke Insights has surveyed 1,500 US consumers to uncover the key factors driving grocery purchasing decisions. In this article, we take a look at how these trends could affect the plant-based sector. Budget-consciousness 59% of respondents say they are more budget-conscious than previously, while the vast majority (96%) now purchase private-label products. 74% have noticed price increases at supermarkets; however, this figure is lower than six months ago, indicating that inflation is stabilizing. These statistics suggest that plant-based companies must be competitive on price to attract consumers. This is supported by another recent study, which found that American consumers are significantly more likely to buy meat alternatives if they are cheaper than animal meat. Buying organic Consumers who purchase groceries several times …

more

new food hub proveg

Image: ProVeg International

Navigating Nutritional Challenges in Plant-Based Product Development

Consumers are becoming increasingly invested in their health and diet. But are today’s plant-based products meeting the mark? In the latest episode of the New Food Hub Podcast, ProVeg International tackles this important question with health and nutrition experts Anna-Lena Klapp and Valentina Gallani, who share their expertise on developing more nutritious plant-based products for a healthier future. The nutrition challenge: filling the gaps While plant-based products generally boast a healthier fat profile and higher fibre content, according to Valentina Gallani, some products can lack key nutrients like vitamin B12, zinc, and iron. So, what’s the answer? Valentina explains that fortification and novel food technologies, such as precision fermentation, can solve this issue.  “In general, biofortification and conventional fortification are great tools to increase the …

more

new food hub ProVeg International

Image courtesy of ProVeg International

How To Build a Loyal Consumer Base for Your Plant-Based Products

In the competitive world of food and drink, brand loyalty is a superpower, says ProVeg International in their latest New Food Hub article. When it comes to the fast-growing plant-based sector – arguably, securing loyalty from consumers becomes even more important. Yet, achieving it among plant-based and flexitarian consumers requires more than just good products – it demands a mix of emotional connection, consistent quality, and practical incentives. Fully plant-based consumers often exhibit strong preferences but are quick to switch if a brand doesn’t meet their evolving standards for taste, sustainability, or price. On the other hand, flexitarians – those exploring plant-based alongside traditional options – seek convenience and versatility, making them less immediately loyal but no less valuable to win over. Why loyalty matters …

more

Robot chef preparing food

© WACHI - stock.adobe.com

2025 Food Megatrends Point to Growth and Innovation for Plant-Based Food

The plant-based and vegan sectors are at the heart of a food revolution driven by sustainability, health, and technological innovation. DigitalFoodLab’s Trends Shaping the Future of Food – 2025 report outlines six megatrends, three of which are particularly significant for the plant-based industry: sustainable ingredients, resilient farms, and food as medicine. These trends highlight how startups, investments, and emerging technologies are advancing solutions to global challenges while creating opportunities for the plant-based sector to expand its influence. Sustainable ingredients The sustainable ingredients space has moved beyond just meat and dairy alternatives, focusing on holistic solutions to climate and health challenges. Plant-based products are regaining momentum, with startups addressing key barriers such as taste, texture, and cost. Companies like Juicy Marbles are creating innovative whole-cut meat …

more

proveg new food hub

Image courtesy of ProVeg International

Trends Shaping the Future of the Alternative Protein Industry

The alternative protein market is at the forefront of innovation as food and beverage trends for 2025 begin to take shape. With health, sustainability, transparency, and authentic flavour experiences becoming key drivers of consumer choice, companies must adapt quickly to stay competitive. Understanding these emerging trends is essential for brands aiming to lead in a rapidly evolving industry. From new definitions of indulgence to evolving clean-label demands, ProVeg International’s New Food Hub identifies exciting trends that will define the year ahead (and beyond). 1. Functional and health-oriented foods Consumers are increasingly interested in how food and drink can optimise nutrition and deliver functional health benefits. They are taking a proactive approach to health by using nutrition to address specific challenges or support overall wellbeing. Despite …

more

V Label launches advisory board

© V-Label

Insights from V-Label and YouGov Reveal Rapid Growth of Plant-Based Purchases in Germany

The V-Label strengthens the analysis of plant-based consumption in Germany. Since late 2024, YouGov‘s Consumer & Shopper Intelligence Shopper Panel (formerly Consumer Panel Services, part of the GfK Group until 2023) has incorporated all products labeled as vegan with the V-Label into a new “Vegan” category. To facilitate this, ProVeg – the organization responsible for issuing the V-Label in Germany – provides market researchers with a comprehensive list of all V-Label licensed plant-based products in the country. Plant-based purchases in Germany outpace overall FMCG market The FMCG market includes products that consumers purchase frequently and regularly, such as food and beverages, as well as cosmetics and cleaning products. According to YouGov’s consumption analyses, this market is currently undergoing significant changes. A YouGov Shopper Panel study …

more

Rewe vegan superstore interior

© REWE group

Benchmark Protein Transition: The Shift to Plant-based in Dutch Supermarkets is Steadily Progressing

Dutch supermarkets are clearly focusing on selling more plant-based and less animal-based food. They are actively experimenting with measures, such as reducing meat portion sizes. However, acceleration is needed to meet their goals of 60% plant-based protein sales by 2030. Meat and dairy products still feature as prominently in promotional flyers as in previous years. This is highlighted in the Protein Transition Benchmark by the think tank Questionmark, conducted with support from World Animal Protection. The benchmark compares the efforts of the seven largest supermarkets in the Netherlands to promote plant-based over animal-based products. Shift to plant-based underway Over the past year, major Dutch supermarkets have set ambitious goals. While these remain largely on paper, they are visibly taking steps to promote plant-based products at …

more