After several years of fast growth, Europe’s alternative meat sector is running into headwinds. Sales of plant-based meat products fell 3.4% by volume in 2023 compared to 2022, according to Nielsen.
Interest remains, however: Innova Market Insights reports that one-quarter of European shoppers still buy meat alternatives on a typical grocery trip.
The market even showed modest signs of recovery in 2024, rising 2.3% by volume from the prior year. At the Bridge2Food 2025 summit in the Netherlands earlier this year, Laurence Minisini, Senior Consumer & Market Insights Manager at Givaudan, outlined five trends the flavor and fragrance company sees shaping the future of the category. The findings draw on Givaudan’s proprietary research with more than 3,000 European consumers and 250 industry experts.
“Health and nutrition are non-negotiable,” Minisini said, citing Givaudan’s research showing that while 54% of Europeans have tried plant-based meat, 12% have since stopped and 17% have reduced their consumption—often pointing to health concerns. Clearer communication on nutritional value, from protein and fiber content to calorie counts and additives, is becoming a critical demand.
“Givaudan’s research shows a need for credible, science-backed innovation,” she said. Taste continues to be a sticking point. “Poor texture and taste are among the top reasons consumers stop buying plant-based meat,” Minisini noted. Thirty-two percent of European consumers remain resistant to trying such products at all. She pointed to opportunities in new formats such as pulled “meat,” “pork” skewers, or “chicken” wings.
To improve sensory appeal, Givaudan is working on technologies that mask off-notes, enhance mouthfeel, and better replicate meat-like cooking experiences. The company is exploring 3D printing, mycoproteins, algae cultivation, and cellular agriculture as ways to deliver improved textures and nutritional profiles, including whole-cut options and hybrid concepts.
From Mimicry to ‘Truly Not Meat’
Another trend, which Givaudan describes as “Truly Not Meat,” reflects demand for plant-forward products that stand apart from traditional meat analogues. Minisini said these products are designed to be bold and distinct, especially appealing to adventurous flexitarians.
One example comes from Givaudan’s collaboration with Moonshot Pirates, a youth innovation network. In its 2025 “Shape the Future Challenge,” the winning team—three sisters behind the concept Valyncia—developed a berry-based protein using microbial fermentation. The product is intended as both a sustainable alternative to animal protein and a healthier substitute for sugar.
“With a low-impact production process and a delicious flavour profile, it offers an easy and sustainable way to boost protein intake—showcasing exactly the kind of ‘Truly Not Meat’ innovation that resonates with future generations,” Minisini said.
Shoppers’ willingness to pay a premium hinges on whether products deliver across multiple dimensions—taste, nutrition, sustainability, convenience, and overall experience. Rising living costs have heightened price sensitivity. McKinsey research shows consumer sentiment is mixed: half of Europeans are uncertain about the economy, with pessimism highest in France (32%) and optimism strongest in Spain (32%).
“Alternative meat offerings must clearly demonstrate their value,” Minisini said.
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