Cheap Private-Label Products Drive 2% Growth of Plant-Based Sales in Europe

In 2024, retail sales of plant-based food in Europe experienced a 2% growth, largely attributed to the availability of inexpensive private-label options in supermarkets. Retailers across the continent have been focusing on increasing the share of plant proteins in their stores, resulting in a rise in the popularity of vegan products. The increase in sales of affordable private-label plant-based foods has positively impacted several key European markets, according to data released by the Good Food Institute (GFI) Europe.

Several European countries have seen a surge in plant-based sales, with Germany leading the pack in terms of volume growth. The UK, Italy, France, Spain, and the Netherlands have also shown varying levels of growth in this sector. While private-label offerings have been driving volume growth in some countries, branded products are still favored in others, highlighting the importance of taste and quality in addition to price in the plant-based food market.