Rügenwalder Mühle has reinforced its position as the leading player in the German market for plant-based meat and sausage alternatives, continuing to outperform others in the industry.
Dominant market share
Despite a decline in overall market performance, the family-owned company has achieved notable growth, solidifying its significant market share of 43.3% as of the first quarter of 2025. This figure surpasses the combined market share of all its competitors, further cementing the company’s leadership in this space.
Jörg Pfirrmann, managing director of Rügenwalder Mühle, attributed the company’s success to its innovation-driven approach and strong brand leadership. “We are growing profitably and have gained new market shares through innovations and clear brand leadership – against the industry trend,” he stated.
Outperforming a downward market
While the plant-based sector as a whole experienced a six percent downturn in the first quarter of 2025, Rügenwalder Mühle expanded by almost four percent during the same period. In contrast, many private label brands and other competitors faced declines.
One of the key drivers of this growth is Rügenwalder Mühle’s focus on product innovation. The company has consistently launched new items, with six of its products ranking among the 13 most successful of 2024. Notably, its Vegan Hauchgenuss Classic – Chicken Style topped the list as the most successful product of the year.
“Nearly half of the most successful products in 2024 come from us”
“Nearly half of the most successful products in 2024 come from us. We occupy the top three spots. This shows that we are setting standards in the veggie market – not with a large quantity of products, but with quality, taste, and relevance for our consumers,” said Pfirrmann.
Despite fluctuating market conditions, the demand for plant-based alternatives continues to rise, reflecting broader societal shifts. Rügenwalder Mühle remains confident in the future growth of the sector. “We are convinced that a double-digit market share in Germany is realistic – especially since young, sustainability-minded consumers will become the family shoppers of tomorrow,” Pfirrmann remarked. He furthered that the key to maintaining long-term success is delivering products that meet both taste and sustainability expectations.
Leading plant-based innovation in Germany
The company’s leadership in innovation is also supported by external market research. According to NIQ, Rügenwalder Mühle is among the top three innovation drivers in the meat and dairy alternatives segment. Enrico Krien, Director of Customer Success DACH at Nielsen, noted, “Rügenwalder Mühle is one of the leading innovation drivers in the field of meat and dairy alternatives.”
Consumer perception aligns with these findings. Rügenwalder Mühle referenced a study conducted by Kantar, a market research institute, which revealed that Rügenwalder Mühle outperformed other brands across multiple categories, including perceived innovation, product uniqueness, and its reputation as a trendsetter.
Pfirrmann concluded, “Even in the eyes of consumers, we are the clear innovation leader. Our brand is perceived as a trendsetter, with a unique offering and strong emotional connection. This means we are not only in shopping baskets but also in the minds and hearts of people.”
