The convergence of rising health consciousness and the increasing adoption of GLP‑1 drugs has created a turning point for global diets. As drugs like semaglutide reshape eating habits by reducing appetite, consumers are leaning toward nutrient-dense, lower-calorie foods – a demand that plant-based products are uniquely placed to meet.
This shift isn’t just about health; it’s reshaping markets. With 61% of Americans already increasing their protein intake and most planning to consume even more, the opportunity for innovation in pea, soy, and mycelium-derived proteins has never been stronger.
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But the movement isn’t limited to the US. According to research published last year by the FMCG Gurus consultancy, in Europe, nearly 30% of consumers are cutting back on meat, while a survey from the think tank Food Frontier says 22% of Australians are embracing flexitarian and vegan diets.
At the same time, according to UK charity The Food Foundation, 96% of UK consumers are not consuming enough fibre. However, there is growing interest in the ingredient, giving rise to the “fibremaxxing” trend on social media, led by cooking influencers and nutritionists. Given that a portion of beans contains 100% more fibre than a chicken breast and 2.5 times more than a slice of white bread, the advantages of plant-based foods are clear.
Policymakers and scientists are rallying behind plant-forward nutrition. The EAT-Lancet Commission recommends we consume 550 kcal of plant-based proteins daily. The Food Foundation has found UK bean consumption would need to be seven times higher to align with a planetary health diet.
FAIRR is an investor network that raises awareness of the materiality risks and opportunities in intensive livestock production. Its latest report, Feeding Change: Building a Resilient Food System Through Protein Diversification, finds 70% of food retailers and manufacturers identify health and wellness as one of the most material issues to their business. For investors and food producers, it’s not just an ethical evolution but a financial opportunity: a chance to align profitability with planetary and public health.
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By GlobalDataThe plant-based products ripe for success
FAIRR ‘s recent research reveals 90% of global food companies are still actively trialling new plant-based product launches – a clear sign that diversification is no longer experimental but central to corporate strategy. Non-dairy innovations were the standout category in 2025, spanning milk, cheese, cream, and premium plant-based chocolate. In keeping with consumer trends towards healthy food options, plant-based dairy alternatives are often lower in saturated fat and higher in fibre than the animal counterparts.
As more consumers become more concerned about ultra-processed foods, companies are also doubling down on recognisable, wholefood options, such as legumes and tofu. In fact, 60% of firms introduced at least one minimally processed, wholefood plant-based product over the past year, reflecting both demand for transparency and a maturing plant-based market.
Together, these shifts underscore a powerful transition underway: as consumers seek both health and climate solutions, the market for plant-based products is here to stay.
An untapped opportunity for supermarkets
Grocers are fast emerging as key players in the protein diversification race. FAIRR’s latest findings show 15% of companies in mainland Europe report growth in plant-based categories, underscoring the sector’s commercial potential. Carrefour’s success is a standout: the retailer surpassed its €500m ($593m) plant-based sales target – originally set for 2026 – two years early, reaching that milestone in 2024 and revising its goal upwards to €650m.
Meanwhile, Ahold Delhaize increased the scope of its protein split target to its entire European store network in 2025. The company’s European retailers have committed to 50% of proteins sold being plant-based by 2030.
Yet momentum alone won’t close the gap between early adopters and mainstream shoppers. About 77% of companies acknowledge that concerns over performance, affordability and nutritional value still hold back consumer demand for plant-based options, pointing to an urgent need for innovation in formulation and transparency.
Supermarkets looking to step up the plant-based race are expanding their strategies on multiple fronts. Affordability remains pivotal: 60% of companies are working to improve accessibility through parity initiatives and smaller pack sizes designed to encourage trial. Tesco’s decision to replace a range of everyday plant-based items with cheaper options in its Express stores demonstrates the potential of pricing to democratise choice.
Brands are also rethinking how they communicate. Roughly 30% have softened “vegan” or overly sustainability-led labelling to reach a broader audience. At the same time, at least 35% of companies are tracking novel food technologies with the potential to enhance taste and texture – key drivers of repeat purchase and category loyalty.
The lesson is clear: supermarkets hold the key to normalising plant-based eating. As the appetite for sustainable, nutrient-dense foods continues to grow, retailers that prioritise affordability, taste, and visibility can move beyond incremental progress to structural change.
By embedding plant-based products that align with consumer preferences within everyday shopping experiences, supermarkets can accelerate the protein transition, strengthen supply chain resilience and meet consumer demand for foods that are better for both people and the planet.
Dana Wilson is manager for research and engagements in protein diversification at the FAIRR Initiative
