January 14, 2025 – In Europe, plant-based meat substitutes are rising due to the sustainability goals and to align with consumers evolving dietary preferences. Innova’s 360 research analyzes trends in plant-based meat substitutes, including market size, sales trends, top company profiles, consumer insights, and new product launch trends. It also highlights innovation opportunities that may develop in the future within the industry.
Meat Substitutes Market Size and Trends
The sales and volume of the European meat substitutes market have been steadily rising throughout the past five years. Meat substitutes market trends research predicts a projected CAGR of 7% in sales and volume each in Europe by 2027.
The UK leads Europe in meat substitute dollar sales, ranking among the top 10 global markets alongside Germany, the Netherlands, and France. Nearly all of the top 10 countries globally based on per capita meat substitute consumption are in Europe. The Netherlands, the UK, and Sweden lead in per capita consumption. Meat substitutes market sales in Western and Eastern Europe are projected to grow at a 7% and 5% CAGR, respectively, through 2027, highlighting strong regional growth.
Top Meat Substitutes Companies and Brands
Private labels account for 19% of meat substitute dollar sales in Europe. Ahold Delhaize, Aldi, Schwarz, and DM-Drogerie Markt are top private label innovators.
Monde Nissin is the top European competitor in meat substitutes dollar sales, driven by its Quorn and Cauldron brands. Its recent launches include Quorn Fajita Mini Fillets in the UK and Vegan Takeaway Buffalo Wings in Sweden.
Nestlé, the manufacturer of the Garden Gourmet and Sweet Earth brands, stands out as the most prolific innovator, accounting for 7% of launches since 2019. Other notable players, such as Otsuka, contribute to the competitive market.
Consumer Preferences
About one-quarter of European consumers have purchased meat substitutes in the past year. 35% of consumers have increased their intake of meat over the past year, driven by perceived environmental and ethical benefits, healthiness, and more variety. Vegetarians, vegans, and flexitarians display the highest purchasing penetration. Meanwhile, younger generations like Gen Z and Millennials, as well as college-educated and high-income individuals, also demonstrate above-average purchasing penetration.
Taste and health are the top reasons for consuming meat substitutes. Nearly two-thirds of Europeans consume meat substitutes for dinner, followed by lunch. Consumers prioritize claims such as plant-based, vegetarian/vegan, source of protein, natural, and organic claims when choosing meat substitutes market. However, over half of consumers believe plant-based products should stand alone rather than mimic meat, emphasizing authentic flavors and juicy textures.
To increase appeal, consumers highlight improving taste and variety as critical, with many seeking natural, less artificial taste. This underscores the growing demand for innovative, health-conscious, and authentic meat substitute options in the meat substitute market in Europe.
Meat Substitutes Product Launch Trends
The meat substitutes market has seen a 15% rise in new product launches over the past five years. This exceeds that of total food and beverage launches in Europe. Meat substitute launches are growing across Europe, with East Europe experiencing growth nearly three times faster than West Europe.
The category is evolving, with poultry and fish and seafood substitutes growing as a portion of total meat substitute introductions. Burgers, ground meat and meatballs substitutes have become a notably smaller portion of launches over the past five years. Meat substitutes several varieties include flavored chicken skewers, salmon from seaweed, and vegetable steaks from mushrooms.
Vegan and plant-based claims lead in new launches. High-protein and high-fiber attributes are increasingly featured, alongside emerging claims like natural, omega-3, and limited edition. This shift highlights a demand for innovation and variety, appealing to health-conscious consumers.
Flavors and Ingredients Trends
There has been a 12% growth in poultry, meat or fish flavor launches over the past two years. Top flavors include smoked, chili, spinach, red tomato, cheese, or barbecue. Emerging flavors such as vegetable and chickpea are also gaining attention. While less than 10% of launches emphasize texture, claims like tender, soft, or juicy are becoming more common. Some manufacturers are focusing on taste and texture improvements, including citations such as perfectly mimics standard meat types.
Innovations in ingredients are reshaping the category. Protein sources like peas, vegetables, and soy are increasingly used, along with growing adoption of grains such as wheat gluten, rice flour, and corn. Growing categories include acidity regulators, fiber, nutraceuticals, and functional ingredients. Other fast-growing ingredient categories include gelling agents, carriers, and minerals and vitamins. These developments reflect a focused effort to enhance taste, texture, and nutritional value in meat substitutes.
What’s Next in the Meat Substitutes Trends?
Less than 40% of European consumers think the variety of plant-based offerings is sufficient, with nearly 20% seeking more ethnic and foreign flavors and 10% desiring premium options. Half prefer inherently plant-based products over meat replacements, creating opportunities for brands to innovate with unique flavors, marinades, and standalone formats. Expanding chicken and seafood alternatives and introducing forms that don’t mimic traditional meat can attract new consumers and boost market penetration.
Plant-based claims influence consumers purchase decisions, even as vegan claims are commonly seen on packaging. Brands can enhance visibility by combining plant-based, vegan, and vegetarian claims on packaging, supported by imagery and colors that highlight plant ingredients. Creating more diverse, globally inspired offerings with clean, plant-based claims can drive sustained consumer interest and category growth.
This article is based on Innova’s Now & Next in Plant-Based Meat Substitutes in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
