Lower Prices Drive Plant-Based Growth in Europe

Plant-based food sales volumes increased across four major European markets in 2025 as improved price competitiveness encouraged greater consumer adoption, according to new analysis by the Good Food Institute (GFI) Europe based on Circana retail sales data. Sales volumes grew in France, Germany, Italy, and Spain during the year, while the Netherlands recorded a slight decline and the United Kingdom experienced a contraction. The report found that plant-based products generally remained more expensive than their animal-based counterparts, but the price gap narrowed across most categories and markets, helping stimulate demand. Analysts noted that improvements in product taste and affordability were key factors behind the growth in sales volumes.

Germany maintained its position as Europe’s largest plant-based retail market, with sales across six core categories reaching €1.71 billion in 2025, representing revenue growth of 3.1% and volume growth of 6.2% compared with 2024. Plant-based milk remained the most established category across several markets, accounting for between 7% and 10% of total milk sales volumes in Germany, Italy, Spain, and the Netherlands. Household purchasing data also showed strong consumer engagement with plant-based dairy alternatives across Europe.

According to GFI Europe, the findings demonstrate that narrowing price gaps are helping plant-based foods become more mainstream. The organization emphasized that while affordability is increasingly important, taste and perceived quality remain critical drivers of consumer purchasing decisions, particularly in emerging categories such as plant-based cheese and seafood alternatives. Industry analysts believe continued improvements in product quality and pricing will be essential for expanding the consumer base and sustaining future growth across Europe’s alternative protein sector.

Source: Dairynews7x7 11 June, 2026 Read full article here