The plant-based food sector continues to evolve. After several years of rapid growth, changing consumer expectations and increased market competition, one message is becoming increasingly clear: plant-based products need to be not only sustainable, but also affordable, tasty and relevant to everyday food choices.
Recent European retail data confirm this shift. In June 2026, GFI Europe published an analysis of Circana retail sales data from six leading European markets: France, Germany, Italy, the Netherlands, Spain and the United Kingdom. The findings show that the price gap between plant-based foods and their animal-based equivalents narrowed in most categories in 2025. This was linked to sales volume growth in several markets, especially where products became more affordable and continued to improve in quality.
Across the six analysed countries, plant-based food sales volume increased in France, Germany, Italy and Spain in 2025, while the Netherlands and the United Kingdom recorded slight declines. The data suggest that consumer interest in plant-based options remains strong, but long-term growth depends on meeting practical expectations: price, taste, convenience and trust.
Price remains one of the most important factors shaping consumer behaviour. While many customers are interested in plant-based foods, they may be less willing to buy them regularly if the products remain significantly more expensive than familiar animal-based alternatives.
The 2025 retail data show that when the price gap narrows, plant-based products can become more attractive to mainstream consumers. For example, France recorded a 13.0% increase in plant-based food sales volume in 2025, Germany grew by 6.2%, Italy by 5.8% and Spain by 6.6%. These figures indicate that plant-based foods are continuing to gain ground where affordability, availability and product performance improve together.
However, affordability alone is not enough. A lower price may encourage a first purchase, but repeat purchase depends strongly on whether the product delivers a good eating experience.
The same GFI Europe analysis highlights that taste and quality remain decisive. Even when products become more affordable, consumers are unlikely to return to them if they do not meet expectations for flavour, texture, cooking performance or overall satisfaction.
This is especially important for SMEs. Small food businesses often compete not only on price, but also on identity, quality, local relevance and customer relationships. For them, plant-based innovation should not be limited to creating alternatives to existing products. It should focus on developing food that customers actively want to choose again.
Taste, texture, shelf life, ingredients, nutrition and labelling all matter. So do product storytelling, transparency and customer trust.
Another important trend is that plant-based foods are increasingly being seen as products in their own right, rather than only as substitutes for animal-based foods. Market insights for Europe suggest that many consumers now value plant-based products for their nutritional benefits, with fibre, digestibility and naturalness becoming important drivers of interest. At the same time, “processed” or “artificial” perceptions remain a barrier for some consumers.
This creates a strong opportunity for innovation. Plant-based food businesses can respond by focusing on clear ingredients, better nutrition, local sourcing, improved product quality and authentic food experiences. Instead of asking only “What animal-based product are we replacing?”, SMEs can ask: “What new value are we creating for the customer?”
For small and medium-sized food businesses, the latest market developments offer several practical lessons.
First, plant-based products need a clear value proposition. Customers need to understand why the product is worth trying and why it is worth buying again.
Second, product development should be customer-focused. Taste, texture and convenience are not secondary details; they are central to market success.
Third, local ingredients and transparent sourcing can help SMEs build trust and differentiate their products. A strong regional identity can make plant-based food feel more authentic and less generic.
Fourth, digital tools can support innovation. Customer feedback, online communication, product testing, storytelling and market research can help SMEs better understand customer needs and adapt their offer.
Finally, sustainability should be connected to practical benefits. Consumers may care about climate and environmental impact, but they also need products that fit their budgets, routines and preferences.
These developments are closely connected to the work of the Plant Power project. Through practical resources and the development of an online SME course, Plant Power supports food SMEs in exploring plant-based innovation in a realistic and accessible way.
The course focuses on areas such as innovation and digital tools, adding value to plant-based products, creating retail-ready products, using local ingredients, building more sustainable food businesses and developing plant-based menu opportunities.
In a market where price and taste are increasingly important, this type of practical learning is essential. SMEs need support not only to understand the plant-based opportunity, but also to turn it into products, menus and business decisions that work in real market conditions.
The future of plant-based food will not be shaped by sustainability alone. It will be shaped by products that combine sustainability with affordability, taste, trust and everyday relevance.
The latest European retail data show that growth is possible when plant-based foods move closer to consumer expectations. For SMEs, this is both a challenge and an opportunity.
The challenge is to develop products that can compete in a demanding food market.
The opportunity is to create plant-based foods that are local, innovative, sustainable and genuinely attractive to customers.
That is where the next phase of plant-based food innovation begins.
