Sales of plant-based meat and dairy in Europe increased by 3.3% in 2025, driven by products that are becoming more affordable and meeting consumers' taste expectations. The Good Food Institute (GFI) Europe's research, based on data from Circana, highlights that the sales of meat and dairy alternatives in the six largest European markets reached €4.75 billion last year, with Germany leading the market with a 3% increase in sales.

While the price gap between plant-based products and animal proteins is closing, the continued dominance of branded products in most countries indicates that consumers prioritize taste and quality. To further enhance growth in the plant-based market, companies and governments are encouraged to invest in research to improve taste and texture of products and build the necessary infrastructure to scale production. Overall, the report shows that the plant-based market is on the rise in Europe, with some countries experiencing significant growth in various plant-based categories.