ProVeg International

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Market & Trends

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 …

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Retail & E-Commerce

Plant-based Alternatives Now Cheaper Than Animal Products Across Several Categories in Germany

Plant-based alternatives “represent a real ray of hope for hard-pressed households” in Germany, according to a new ProVeg study which finds that, for the first time, the cost of a plant-based shopping basket has fallen below that of its animal-based counterpart. On average, the price difference for a varied basket of goods now stands at 16%—a reduction of 9 percentage points compared to last year. For the third consecutive year, ProVeg compared plant-based and animal-based shopping baskets with staple items across twelve categories at Germany’s six leading grocery chains: Aldi Nord, Aldi Süd, Edeka, Kaufland, Lidl, and Rewe. The baskets include items such as cold cuts, bratwurst (including sausages), burgers, fish fingers, cream cheese, mince, yogurt, sliced cheese, cooking cream, milk, pizza, and schnitzel. The …

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encouraging retailers to shift

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Retail & E-Commerce

How Retailers Can Lead the Shift to Healthy, Sustainable Protein Choices

The private sector can play a vital role in advancing a societal shift toward healthier and more sustainable diets. Key to this is rebalancing plant and animal protein food sales to ensure that consumption aligns with evidence-based health recommendations and planetary boundaries. In a call to action on the New Food Hub, ProVeg International is urging food companies to set clear targets to rebalance their protein sales. The goal is for retailers to drive positive dietary change aligned with global and EU health and sustainability goals. By tracking progress toward protein split targets, food companies can uncover opportunities, develop and evaluate interventions, comply with regulatory expectations, and contribute significantly to a more sustainable food system. Rebalancing protein sales ProVeg International, partnered with WWF and the …

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Amazon Rainforest in Anavilhanas National Park, Amazonas - Brazil

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Startups, Accelerators & Incubators

ProVeg International Expands to Brazil With First-Ever Office in South America

  ProVeg International, a food awareness organization aiming to replace 50% of animal products globally with plant-based and cultivated foods by 2040, has expanded its global presence by opening its first office in South America: ProVeg Brazil. Led by journalist Aline Baroni, the Brazilian team will promote plant-forward public policies and work with the Brazilian government to highlight “food systems” as a central theme during the 2025 UN Climate Summit, COP30, which will take place in the Amazonian city of Belém. With this addition, the organization now operates in 14 countries, broadening its reach and influence in promoting the health and environmental benefits of plant-based diets. The Brazil office follows the establishment of ProVeg Portugal earlier this year and offices in Nigeria and Malaysia in 2023. …

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Planetary Health Diet

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Charity & Campaigns

Retailers Urged to Adopt 60/40 Protein Split to Drive Healthier, More Sustainable Diets

Three global organizations, ProVeg International, WWF, and the Green Protein Alliance, are urging retailers to set targets for a 60% plant and 40% animal protein split in their sales to support healthy, sustainable diets aligned with the Planetary Health Diet by EAT-Lancet. The Planetary Health Diet suggests that the split between plant-based and animal-based foods should be 70% plant to 30% animal when all food groups are included and 60% plant to 40% animal when just focusing on protein-source foods, including meat, eggs, fish, and legumes. The organizations highlight retailers as “pivotal” in enabling societies to transition to sustainable diets and setting industry standards for measuring and achieving protein rebalancing. They encourage retailers to track progress toward these protein split targets to promote a comprehensive shift …

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creating lasting connections with consumers

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Marketing & Media

How Can Plant-Based Brands Create Lasting Connections with Consumers?

In the increasingly competitive plant-based sector, it’s clear that offering a great product is no longer enough. Today’s consumers want to connect with the brands they choose on a deeper level. Brands that can evoke love and respect from consumers become more than just products – they become essential to their lives. For plant-based brands, shared values such as sustainability or health often form the basis of this emotional connection. But how do you build and sustain this bond? Authentic storytelling, consistent brand experiences, and tapping into consumers’ subconscious drivers can all help plant-based brands foster loyalty and advocacy. Brands like Allplants and Heura Foods have harnessed this strategy, embedding their values into every customer interaction. Whether it’s through the founders’ personal stories or promoting …

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UK crops

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Agriculture / Agribusiness

What’s Next for the Future of Food in Europe?

The world urgently needs to change the way it produces (and consumes) food. Our current agricultural practices are major contributors to climate change, land degradation, and resource depletion. In fact, the global food system is responsible for a staggering one-third of all global emissions,[1][2][3] with animal-based foods accounting for up to 20% of human-made greenhouse gases.[4][5] Even if we eliminated fossil fuels today, ignoring the food system would make it impossible to keep global warming below 1.5°C.[6] Change needs to happen from the top down – with support from policymakers and policies that can empower and enable food industry stakeholders to build a more sustainable food system. On September 4th, President of the European Commission Ursula von der Leyen received the Strategic Dialogue’s final report …

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plantbased ready meals

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Food & Beverage

Plant-Based Ready Meals Are a Win for Convenience, Sustainability, and Industry Growth

As consumers increasingly demand convenience without compromising on health or sustainability, plant-based ready meals are emerging as a significant market player. Currently valued at an impressive USD 11.3 billion, the plant-based sector is projected to grow at a compound annual growth rate (CAGR) of 12.2% between 2024 and 2034. By 2033, this market is expected to soar to USD 35.9 billion, reflecting the growing consumer interest in more plant-forward foods. Similarly, the ready-meal market is experiencing upward growth – it’s predicted to hit USD 391.1 billion by 2034. The demand for convenient, time-saving meal options is widespread: in Europe, three-quarters of UK adults purchase ready meals, while 30% report consuming them weekly. Likewise, in Germany, 84% of consumers now enjoy ready-meals or meal kits – …

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two people wearing "go vegan" t-shirts at Oslo vegetarfestival

Oslo vegetarfestival 2023, Photo Credit: Oslo Vegetarfestival
Charity & Campaigns

Help Spread the Plant-Based Message in Norway!

The Oslo Vegetarfestival is the largest plant-based event in central Oslo and has been running every year for over a decade. To further increase its impact, the organisation works with other festival and event organisers in the country to make plant-based food offerings available at their events. Oslo Vegetarfestival has also started hosting the Future Foods conference, Norway’s go-to event for the plant-based food industry, to foster innovation and collaboration among all stakeholders. It’s the only event of its kind in the country, made possible with the help of ProVeg Grants. Since launching in 2019, ProVeg Grants has provided more than 900 grants to organisations and individuals in over 90 countries working to change the global food system. Your donation to ProVeg Grants will help …

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Headshot of Lea Stockmeier, Project Director NFC and Senior International Event Manager

Lea Stockmeier, Project Director NFC and Senior International Event Manager © ProVeg
Interviews

ProVeg: “At This Year’s New Food Conference, We’re Exploring Everything From Consumer Preferences to the Role of Legacy Dairy Companies in the Protein Transition”

The New Food Conference (NFC) stands as one of Europe’s top events in the food industry, bringing together international food experts, scientists, innovative startups, retailers, and policymakers. The conference focuses on the latest advancements in the alternative protein sector, delving into the future of food through high-profile talks, networking opportunities, and live product tastings. The NFC 2024 kicks off on September 3 with insightful sessions on the European market, featuring leading pioneers and top innovators from the food industry. We spoke with Lea Stockmeier, Project Director NFC and Senior International Event Manager at ProVeg, to learn about this year’s New Food Conference’s key highlights. What is unique about this year’s New Food Conference compared to previous editions? This year, the conference will not only focus on the consumer …

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meat vs vegetables

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Fairs & Events

Hear How Society is Reaching “Tipping Point” and Eating Less Meat is Becoming Normalised at This Event

Attendees at this year’s New Food Conference will hear how “a societal tipping point” is approaching, as eating less meat becomes normalised. Among the key speakers is Professor Armando Perez-Cueto of Umeå University in Sweden which last month released the results of a survey of 7,800 EU consumers from nine European countries. The study found that 27% of survey respondents who described themselves as omnivores eat meat less than three times a month. “This consumer study has shed light on the development towards a societal tipping point. With about 27% of omnivores eating as flexitarians, without identifying as flexitarians, this is a step forward, as it suggests that reducing meat consumption is becoming the new normal,” Professor Perez-Cuteo commented. The Berlin conference on 3 September, …

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Califia Farms oat milk

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Milk- and Dairy Alternatives

How Plant-Based Milk Claimed the Top Spot

Across Europe, the success of plant-based milk is easy to see. Step into most leading supermarkets and you’ll find a variety of plant-based milk products lining the shelves – in both the chilled and long-life milk aisles. It’s not just our supermarkets; plant-based milk can be found in popular food service venues, big-name hotels, and even schools throughout Europe. In our homes, non-dairy milk is now a staple. Ahead of next week’s World Plant Milk Day (August 22), ProVeg International shares the latest market data and uncovers how plant-based milk became king. An overview of the plant-based milk industry In 2024, the non-dairy milk market is valued at an estimated USD 5.60 billion. It is projected to grow significantly, reaching USD 10.96 billion by 2029, with …

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Sustainability & Environment

The Intersection of Sustainability and Nutrition in Food Innovation

In the rapidly changing food industry, prioritising sustainability and improving the nutritional profiles of products has never been more crucial. Food companies can play an important role through responsible product development, reformulation, and fortification. ProVeg International’s latest New Food Hub guide dives into the intersection of these vital areas, giving food industry stakeholders actionable insights to drive positive change. Here, we highlight why this approach is important for the food industry’s future, sharing some insights from the guide. Where nutrition and sustainability meet The global food system faces immense pressure to feed a growing population while addressing climate change, resource depletion, and public health challenges. Traditional food production methods are no longer sufficient. The industry must innovate to produce food that supports both human health …

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Charity & Campaigns

African Vegan on a Budget: Help Spread the Plant-Based Message in Africa

Zimbabwean influencer Chef Cola has a deep passion for plant-based cooking – and is using her expertise to bring her African Vegan on a Budget programme to people all over Africa. As a ProVeg grantee, Chef Cola has made sustainable plant-based programmes available across Zimbabwe. Now, with African Vegan on a Budget, she is ready to broadcast her message across Africa by giving people from all over the continent the tools and knowledge they need to integrate plant-based eating into their lifestyles. You can support Chef Cola and African Vegan on a Budget by making a contribution to ProVeg Grants. Since launching in 2019, the programme has provided more than 900 grants to organisations and individuals in over 90 countries working to change the global …

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number of schoolchildren standing in front of their school building

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Charity & Campaigns

Help Organisations Like the Uganda Vegan Society Bring More Plant-Based Meals to Schools

The Uganda Vegan Society provides nutritious plant-based meals to a growing number of schoolchildren, with its Vegan Lunch Campaign focusing on the importance of making conscious choices that positively impact the world. The Uganda Vegan Society receives financial support and technical expertise from ProVeg Grants. With your help, more organisations like the Uganda Vegan Society can provide more plant-based meals to more schools. Since launching in 2019, the ProVeg Grants programme has provided more than 900 grants to organisations and individuals in over 90 countries working to change the global food system. By making a donation, you can reach, support, and empower organisations like the Uganda Vegan Society. Be part of the plant-based expansion and support ProVeg Grants by clicking here. Every contribution you make will …

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Market & Trends

Immense Potential in India’s Expanding Plant-Based Market

India, with one of the world’s largest populations of vegetarians and a history steeped in plant-rich food traditions, is witnessing a significant transformation in its food industry. The Indian plant-based market has experienced remarkable growth in recent years, fuelled by rising consumer demand for healthier and more environmentally friendly alternatives to traditional foods. Innovative food-tech companies have been instrumental in laying the foundation for a market set to thrive. Currently valued at an estimated USD 468 million,1 the Indian plant-based market is poised for exponential growth. Sanjay Sethi, Executive Director of the Plant Based Foods Industry Association, says that India’s plant-based industry will surpass the USD 5 billion mark by 2032.2 This burgeoning market not only offers farmers opportunities to boost their income but also …

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Dutch market report, ProVeg

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Market & Trends

Unlocking the Dutch Plant-Based Market

With some of Europe’s most receptive consumer demographics to plant-based foods, it’s no wonder that the Netherlands’ market for alternative proteins is fast-growing. Through the National Protein Strategy (Nationale Eiwitstrategie), significant research and development funding, and a new tax initiative to support sustainable food consumption, the Dutch government demonstrates strong support for the country’s alternative protein industry. But to appeal to Dutch consumers, you should tailor your plant-based strategy. What do they want from their diet? How do they differ from other European consumers? Should you adjust your business and products, and if so, in what ways? These questions are essential for maximising sales and must be continuously monitored. In the latest New Food Hub article, ProVeg International summarises the key insights from its country-specific …

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healthy food bowl

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Politics & Law

This “Ushers in a New Era in Nutrition Policy”: German Scientific Society DGE Revises Stance on Veganism

The German Nutrition Society (DGE), the country’s most influential body on nutrition policy, has revised its official position on vegan nutrition and declared that a vegan diet is extremely environmentally friendly and can be beneficial to health. In its new position on vegan nutrition, for the first time, the organisation considers the environment, animal welfare, and social issues as objectives of a more sustainable diet alongside health. This has decisive consequences: the professional organisation for nutrition, whose recommendations largely shape communal catering and nutritional advice in Germany, has moved away from its negative stance. “This new position ushers in a new era in nutrition policy in Germany,” comments Anna-Lena Klapp, International Nutrition and Health Lead at ProVeg. “Together with the recently updated DGE guidelines, the new …

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Plant-Based Brand Zrou expands across Northern China

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Studies & Numbers

Chinese Consumers Are Open to Plant-Based Diets When Aware of Health Benefits

A new study by ProVeg International, “Plant-based eating in China: attitudes and opportunities,” found that nearly all Chinese consumers (98%) are willing to eat more plant-based foods after learning about their health benefits. The Kantar Group’s survey targeted 1,000 people in major cities like Beijing, Shanghai, and Guangzhou. Primarily omnivores and flexitarians, respondents were presented with 15 statements highlighting the advantages of plant-based diets. These benefits spanned health, the environment, animal welfare, food security, and taste. Health concerns drive interest The survey employed an “Agreement/Persuasion Matrix” to categorize the benefit statements. This method allowed researchers to identify which benefits resonated most with consumers and which were most persuasive in driving dietary changes. At the end of the survey, the research identified a strong correlation between awareness …

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nfh price barrier

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Retail & E-Commerce

Closing the Price Gap: Economic Benefits of Affordable Plant-Based Foods

Achieving price parity between plant-based and animal-based foods in retail has the potential to impact the food industry significantly. If plant-based and animal-based products were priced more equally, it would be a win-win for producers/brands, retailers, consumers, and the overall plant-based market. In its latest New Food Hub article, ProVeg International examines the economic implications that could result from more competitive pricing of plant-based products. High retail margins Plant-based options are currently priced at a premium compared to animal-based products. While the gap is smaller for more developed categories like milk and butter, the disparity in plant-based meat remains high. Nielsen data demonstrates that, on average, plant-based meat is twice as expensive as beef, more than four times as expensive as chicken, and more than …

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