Retail price data from Germany, Spain, and the UK show a significant increase in meat prices since 2019, with beef experiencing the steepest spikes. This rise in conventional meat prices has resulted in plant-based proteins becoming cheaper and more competitive in the market, especially in Germany and the UK. The climate and food advocacy group Madre Brava is calling on European retailers to prioritize plant-based ranges, aiming for at least 60% of all foods sold to be plant-based by 2035.

The group's Chief Programme Officer, Nico Muzi, attributes the price shift to long-term trends such as climate change, wars, and a decline in livestock numbers. With the cost of sustainable proteins like beans, lentils, and tofu remaining relatively stable, supermarkets have the opportunity to help consumers manage the rising cost of living crisis by increasing the availability of plant-based options. Madre Brava's analysis indicates that supermarkets can make a profit while providing healthier, sustainable choices for their customers by committing to selling more plant-based products.