The European plant-based food and drink sector has reached a value of €16.3bn, yet still accounts for just a small fraction of total food sales, highlighting significant untapped growth potential, according to new data presented by Circana at the Plant FWD conference in Amsterdam.
Across the EU6 markets, UK, Germany, Italy, Spain, France and the Netherlands, the category grew 5.1% year-on-year between 2024 and 2025.
However, it represents only 2.4% of total food and beverage sales, underlining a persistent gap between consumer interest and actual purchasing behaviour.
Growth in plant-based is increasingly being driven by integration into daily diets rather than traditional meat or dairy substitution. Nuts and seeds dominate the category, accounting for 45% of total value sales, followed by dairy alternatives at 21% and ready-to-eat meals at 15%. In contrast, meat and seafood alternatives contribute just 4%.
This shift signals a move away from imitation-led innovation towards broader, more naturally plant-based consumption patterns.
The sector’s expansion is being driven less by vegans and vegetarians and more by mainstream shoppers. While only around 11% of Europeans identify as vegan or vegetarian, the proportion identifying as flexitarian has surged to 31% in 2024, up from 21% a year earlier.
This cohort is proving critical in driving volume growth, particularly in dairy alternatives and ready meals, where plant-based products are outperforming their animal-based counterparts despite ongoing price disparities.
Growth across Europe remains uneven. Germany and Spain are leading the charge, with value growth of 7.2% and 7.5% respectively. Germany also recorded a 4.2% increase in volume.
In contrast, the UK, one of the region’s largest markets at €4.5bn, has stalled, with volumes declining by 0.7%. The disparity points to execution challenges around pricing, product relevance and consumer engagement.
As the category matures, consumer expectations are evolving. Shoppers are increasingly seeking products that deliver tangible health and nutritional benefits, including protein content, energy and gut health support.
Emerging factors such as the rise of GLP-1 weight-loss medications are also influencing consumption patterns, encouraging smaller, more nutrient-dense meals.
However, price remains a significant barrier, with plant-based proteins still carrying a premium versus animal-based equivalents.
Speaking at the event, Ananda Roy, SVP Global Thought Leadership and Consumer Goods Advisor Europe at Circana, described the category as being at a “pivotal moment.”
“Plant-based food and drinks have reached a critical inflexion point,” Roy said. “The next phase will not be driven by hype or novelty, but by how effectively the industry delivers products that fit into everyday consumer behaviour.”
He highlighted a clear shift towards “natural, functional and accessible” products, adding that future winners will be those that can balance taste, nutrition and price while embedding plant-based options into everyday consumption occasions.
With flexitarian consumers now at the centre of demand and growth patterns diverging across markets, the European plant-based sector is entering a more competitive and complex phase.
