Despite economic headwinds and widespread inflation across the food sector, European consumers are continuing to turn to plant-based alternatives, with some markets showing growth in both value and volume sales.
In France, demand for plant-based foods remained consistent in 2023, as the country’s retail market for such products reached EUR648m, according to a recent study by Good Food Institute (GFI) Europe.
While overall sales volume grew a modest 2% from the previous year, value increased by 11%, a figure largely attributed to inflation. Plant-based meat remains the dominant category, valued at EUR221m, with a 3.4% uptick in sales volume year-over-year. Sales of plant-based milk and drinks rose to EUR211m, increasing 2.6% in volume. Meanwhile, plant-based cheese emerged as the fastest-growing segment, recording a 24% jump in volume and 34% in value, reaching EUR10m.
Germany, the largest plant-based retail market in GFI Europe’s study, continues to post strong numbers, with the sector valued at EUR2.2bn in 2023. Consumer interest shows little sign of slowing: sales value rose 8%, unit sales climbed 9%, and total volume increased by 11% compared to 2022. Data from early 2024 indicates continued momentum across all metrics.
Plant-based meat is the leading category, with EUR922m in sales, although volume held steady year-over-year. Plant-based milk and drinks, the second-largest segment, brought in €805 million and showed steady volume growth. Notably, private-label plant-based drinks averaged EUR1.12 per litre in 2023, undercutting conventional dairy at EUR1.30 per litre. Approximately 37% of German households purchased plant-based meat in 2023—up from 34% in 2021—and most of those buyers returned for repeat purchases.
A similar share bought plant-based milk, with three-quarters making more than one purchase. In Italy, sales of plant-based foods also grew despite broader economic challenges, reaching EUR641m in 2023—an 8% increase from the previous year. As in other markets, much of this gain can be linked to inflationary pressures. Plant-based milk and drinks, valued at EUR315m, remained the top-selling category, though volume was relatively flat. Sales of plant-based meat climbed 13% in value and 8% in volume, totaling EUR199m.
The Netherlands presented a more mixed picture. While overall plant-based food sales edged up 1.1% to EUR309m in 2023, rising prices appeared to weigh on consumer behavior, with unit and volume sales dipping across most categories. Still, early 2024 data show signs of stabilization. Plant-based meat, the largest category at EUR144m, experienced a decline in volume. Spain’s plant-based market continued to grow, reaching EUR451m in 2023.
The market expanded by 7.5% in value and 6.4% in volume, indicating increasing consumer engagement despite rising food costs. Plant-based milk and drinks, the largest category at EUR308m, posted gains of 8% in volume and 9% in value. One in five Spanish households purchased plant-based meat alternatives in 2023, a level consistent with previous years, while 40% bought plant-based milk, up from 37% in 2021. Of those, three-quarters made repeat purchases.
The United Kingdom, grappling with a cost-of-living crisis, saw declines in the plant-based sector. Between 2022 and 2023, sales volume fell 9% and sales value dipped 3%. However, early 2024 figures suggest the pace of decline may be slowing. Plant-based milk and drinks led the category at GBBP404m in 2023. A third of British households purchased plant-based meat in 2023, signaling continued mainstream interest, while over a third bought plant-based milk, with nearly three-quarters making repeat purchases.
“Europe’s plant-based sector has continued to make headway despite a difficult few years for the wider food industry. Plant-based meat and dairy are becoming mainstream options in many European countries, emerging plant-based categories are growing, and some products are beginning to compete with their animal-based counterparts on price,” said Helen Breewood, Research and Resource Manager at the Good Food Institute Europe.
“Our analysis finds that lower prices and higher quality can power the growth of these more sustainable options, so policymakers and manufacturers should continue to invest in innovation and infrastructure to develop tastier, more affordable products capable of building a diversified, resilient and healthy European food system.”
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