There were contrasting fortunes in the plant-based food category across its major markets in Europe last year, with sales up in countries including Germany but down in the UK and the Netherlands.
Sales in four of Europe’s largest markets for plant-based food – Germany, Italy and France and Spain – grew by value and volume in 2025, according to think tank The Good Food Institute.
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Analysing data from market researchers Circana, the GFI said sales declined by both metrics in the UK and the Netherlands.
The dataset covered as many as six plant-based food segments: meat, seafood, milk, cheese, yoghurt and cream.
Sales in Germany, Europe’s largest plant-based market, rose 3.1% to €1.71bn ($1.98bn) in 2025, on the back of a 6.2% increase in volume. The Circana data for Germany covered all six product segments.
In Italy, plant-based food sales grew 4.5% to €668.8m, with volumes up 5.8%. France’s plant-based food sales rose 11.4% in value terms to €571.7m. Volumes jumped 13.3%. The figures for the two countries took in five segments.
The data for Spain – which covered four product areas – showed a 7.7% increase in value to €545.7m and a 6.6% rise in volume.
However, in the UK, plant-based food sales totalled £847.8m ($1.13bn) in 2025, down 1.2% in value and 2.5% in volume, the GFI said. The numbers for the UK took in all six segments but did not cover “major discounter stores”, the data for which was unavailable, the organisation added.
In the Netherlands, sales across five categories fell 4.1% in value to €259.4m. Volumes dropped 1.3%.
The GFI said price remained a major driver of category performance but not enough on its own to sustain demand.
“Affordability is a key sales driver for plant-based foods – but low prices aren’t sufficient for success,” the group said.
Sales in Germany were supported by stronger sales in milk and drinks, which rose 8.1% to €632.4m on the back of a near-8% increase in volumes. The category represented 9.2% of all milk sold in German retailers, GFI said.
In the Netherlands, the overall decline was led by plant-based meat, where sales volume fell 10.7% and value dropped 10.5% to €108.1m.
The UK market also weakened mainly because of plant-based meat. Volumes fell 9.4% and sales by value declined 7.3% to £294.6m.
According to the GFI said the fall may be overstated because more sales shifted to discounters outside Circana’s coverage.
Plant-based milk held steadier, with value up 0.5% to £419.3m, although volume slipped 2.2%.
The GFI said the broader pattern across Europe showed products perform best when they improve on both cost and consumer experience.
“As long as plant-based options represent a compromise on either taste or price, sustained growth will remain out of reach,” it said.
“To unlock their potential, governments and industry must invest now in the research and infrastructure needed to make plant-based options delicious and affordable.”
