Out-of-Home Plant-Based Meat Sales Increase by 48% in Europe’s Big 5 Countries
Research by consumer complexity advisor Circana has found that out-of-home plant-based meat sales in Europe’s Big 5 countries (Germany, France, the UK, Italy, and Spain) have increased by 48% since 2019. Over this period, plant-based meat showed the strongest growth of any protein category, across all formats. Within the plant-based meat category, burgers saw particularly high growth, up by 20% year-on-year and growing by a huge 90% compared to 2019. This means that plant-based burgers accounted for 25% of the total growth in burgers. This demand is believed to be fuelled by flexitarianism, with 25% of the population in the Big 5 countries actively reducing their meat intake. This rises to 28% among 18-34-year-olds. Meat reduction is most popular in Germany at 44% of the …