The Good Food Institute (GFI) Europe has analysed Circana retail sales data for six European countries, finding that rising plant-based sales volumes are being largely driven by private label product growth.

GFI analysed data for France, Germany, Italy, the Netherlands, Spain and the UK, across up to six plant-based alternative categories: meat, seafood, milk and drinks, cheese, yogurt and cream.

It found that rising sales volumes are primarily being driven by private label growth in France, Germany, Italy and Spain – with cheaper products driving much of the increase. More affordable options, particularly within plant-based milk and drinks, are approaching ‘mainstream status’ as they appeal to a wider consumer base, GFI said.

In some countries, more expensive branded products are driving sales. This suggests that existing plant-based consumers are increasingly focused on factors like taste, perceived quality and convenience in line with the easing of the food inflation rate.

GFI pointed out that earlier adopters of plant-based alternative categories may be more willing to pay a premium for options that taste good and align with their values. However, cost remains a barrier for many, and achieving price parity is considered a critical priority for the plant-based food industry in order to attract a broader audience.

While GFI’s separate consumer research in the UK and Germany found that half of consumers want to eat more plant-based foods or less meat and dairy, it found that plant-based foods are often perceived as falling short of their animal-based counterparts in key areas such as taste, availability, ease of cooking and value for money.

In France, private label sales rose by 8.9% in 2024. Private label sales volume increased by 11.8% during the same year in Italy, versus 1.9% growth for branded. The strongest growth category for both countries was in plant-based cheese, up 19.5% and 43.2% respectively.

Private label sales volume in Spain grew by 13.1% in 2024, versus 2.9% for brands. Plant-based yogurt sales volume rebounded, up 16.7%, while 46% of households bought plant-based milk and 22% bought plant-based meat at least once during the year.

Plant-based yogurt sales also rebounded in the Netherlands, with 4.9% growth in sales volume in 2024, while cooking ingredient formats like mince were more resilient than other plant-based meat formats, such as whole cut-style products.

In Germany, 37% of households bought plant-based milk and 32% bought plant-based meat at least once in 2024. Private-label sales were up 13.9% in volume in 2024, with branded sales volume staying level.

Meanwhile, in the UK, sales volume rose 10.4% for barista milk alternatives in particular, 6.3% for yogurt, 3.3% for cream and 2.2% for seafood in 2024. 32% of households bought plant-based meat and 32% bought plant-based milk at least once during the year.

Helen Breewood, senior market and consumer insights manager at GFI Europe, said: “Europe’s plant-based retail market remains resilient, with increasing sales volumes across four countries in 2024. The rise of private-label options demonstrates that affordability is essential for reaching a wider market, and that plant-based foods are becoming more mainstream, with retailers investing in their own ranges.”

She added that the sector is facing some challenges in some mature markets regardless, pointing out that the ongoing success of relatively expensive branded products in some categories and countries indicates that price is not the only consideration. The sector could reach more people by continuing to improve performance on taste as well as price, she concluded.