The Plant-Based Puzzle: Why Europe’s Love for Veggie Food is Booming… But the UK is Hitting a Snag

For years, the drumbeat of plant-based eating has been getting steadily louder. Supermarket aisles transformed, menus expanded, and a growing number of us embraced the idea of more plants on our plates. Yet, new insights from the Good Food Institute (GFI) Europe reveal a fascinating twist in this green revolution: while much of Europe is doubling down on plant-based growth, the UK seems to be taking a different path.

Fresh analysis of previously unpublished retail data paints a compelling picture. Between 2022 and 2024, plant-based food sales actually declined in the UK. But here’s where it gets interesting: across the Channel, in major markets like France, Germany, Italy, and Spain, sales were confidently on the rise. So, what’s the secret ingredient making Europe's plant-based market blossom while the UK faces a chill?

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The Power of the Purse: Own-Brands Lead the Charge

According to GFI Europe, a significant driving force behind this European growth is the increasing availability of more affordable, own-brand plant-based products. Think about it: a supermarket's own-label plant milk or veggie burgers that offer a more budget-friendly alternative to established brands. This strategic move by retailers seems to be paying off handsomely.

Take Germany, for example. Between 2022 and 2024, the sales volume of private-label plant-based products surged by a remarkable 41.4%. Over the same period, branded sales actually fell by 8.3%. This isn't just a German phenomenon; similar trends emerged across France, Italy, and Spain, where own-label options saw substantial increases in sales volumes. It suggests that for many European consumers, affordability is a key gateway to trying and sticking with plant-based foods.

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The UK's Unique Recipe: Innovation vs. Affordability

The UK, however, presents a curious counter-narrative. While overall plant-based sales dipped, it wasn't a blanket decline across the board. Intriguingly, innovative new products proved to be more resilient than their cheaper, private-label counterparts. This suggests a different kind of consumer drive in the UK market. Perhaps established plant-based buyers here are actively seeking out novel, exciting options, even if they come with a higher price tag, over the more basic or budget-friendly own-brand choices.

Despite the overall dip, plant-based meat continues to be the dominant player in the UK. In 2024, consumers bought a significant 35.8 million kilograms of plant-based meat, dwarfing the 11.9 million kilograms of traditional alternatives like tofu, tempeh, seitan, and vegetable-based products. This highlights a clear preference for direct meat substitutes within the UK's plant-based landscape.

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Taste and Quality: The Unsung Heroes?

Interestingly, the report also points out that in some European countries, branded products did contribute to the success of smaller, more niche categories like plant-based cheese and seafood. This hints at another crucial factor: in less developed plant-based categories, or in markets where the segment is more established, elements like taste and perceived quality might be the key motivators for existing consumers. It's not just about getting a plant-based option, but about getting a good one.

As insights manager at GFI Europe observed, it’s heartening to see Europe’s plant-based retail market showing resilience and increasing sales across four major countries. These findings confirm that plant-based foods are becoming increasingly mainstream as retailers invest in more affordable products. However, the continued success of more expensive products in certain categories proves that price isn't the only driving factor. There's immense potential for sustainable and healthy plant-based foods, and brands have a genuine opportunity to reach even more people by focusing on products that are tastier, more nutritious, and yes, still affordable enough to seamlessly fit into diverse lifestyles. The plant-based puzzle, it seems, has many pieces, and cracking the UK's unique code might just be the next big challenge for the food and beverage industry.