Sales of plant-based food across six key European markets reached EUR5.4bn in 2023, reflecting a 5.5% increase over the previous year, according to new data analyzed by GFI Europe.
While growth in volume was more modest, rising by 3.5%, the figures suggest that the sector continues to gain traction despite significant economic headwinds.
The analysis, based on retail sales data from market research firm Circana, covers a cross-section of up to nine product categories across Germany, France, the United Kingdom, Italy, Spain and the Netherlands. Taken together, the data point to a plant-based sector that remains in flux—expanding in some areas, while encountering stagnation or contraction in others.
Germany, Europe’s largest market for plant-based foods, led the continent with broad-based volume increases across nearly all product categories. The country’s interest in this market generated response from major players such REWE, which last year launched its first entirely plant-based supermarket in Berlin under the name REWE voll pflanzlich.
The initiative was met with acclaim, earning the PETA Vegan Award 2025 for “Best Vegan Variety.” With a selection that includes an average of 1,800 vegan brands and private-label products, alongside more than 300 varieties of fruits and vegetables, REWE has established itself as the leading grocer for plant-based nutrition in Germany. Data from Nielsen indicates that customers purchase more vegan products at REWE’s more than 3,800 locations than at any other retailer in the country.
Additionally, a ProVeg price study confirms REWE’s dominance in the availability of plant-based alternatives. The launch of REWE voll pflanzlich underscores the rapid evolution of the food retail sector. Offering over 2,700 fully plant-based products, the Berlin store represents more than just a novel shopping experience for vegans—it signals that plant-based diets are no longer a niche market but a mainstream movement.
Industry trade fairs, such as Anuga, play a crucial role in shaping this transition by connecting retailers, producers, and innovators to develop forward-thinking concepts. The segment dedicated to alternative proteins highlights the vast potential of plant-based offerings in the market. The success of REWE’s Berlin test market suggests that consumer demand for fully plant-based retail concepts is growing.
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