Market insights on European plant-based sales 2020-2022
GFI Europe’s analysis of NielsenIQ data across 13 European countries shows sales of plant-based foods grew by 21% between 2020 and 2022 to reach a record €5.8 billion.
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The plant-based sector is on the up in Europe
GFI Europe’s analysis of retail sales data from NielsenIQ covering 13 European countries shows that sales of plant-based foods grew by 6% in 2022 – and 21% from 2020 to 2022 – to reach €5.8 billion.
Sales of plant-based meat grew to €2 billion in 2022 – accounting for 6% of the overall pre-packaged meat market – while other categories, including plant-based seafood and cheese, saw double-digit growth.
The global shift towards plant-based diets has sparked a revolution in the food industry, with major food manufacturers and retailers embracing the change. In Europe, plant-based food retail sales have surged in recent years as new products and innovations have come to market, enabling more consumers to purchase next-generation plant-based meat, seafood, eggs and dairy that are competitive with animal products on taste, price and convenience.
These figures are even more promising in light of the prevailing economic headwinds driven by the ongoing war in Ukraine, global trade tensions and inflation. The plant-based food retail market was not immune to these forces, experiencing a deceleration in 2022 growth versus 2021. However, both the value and volume of sales continued to grow, demonstrating robust consumer demand and a growing appetite for next-generation plant-based meat, seafood, egg and dairy products that compete with conventional products in terms of taste, price and convenience.
The countries included in the analysis were Austria, Belgium, Denmark, France, Germany, Italy, Netherlands, Poland, Portugal, Romania, Spain, Sweden and the UK. Full reports on the data from each country in local languages and in English can be found below.
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Explore the data in more detail by watching our summary webinar on demand, which highlighted key insights and trends across various plant-based categories and countries.
Category breakdown
Our analysis covered 10 plant-based product categories: meat, seafood, meals, milk, cheese, yoghurt, spreads, cream, ice cream, and dessert. These categories lie at very different points on the maturity spectrum, from the €2.2 billion plant-based milk market, which accounted for 11% of total milk sales in 2022, to small but rapidly growing segments such as plant-based seafood, which experienced meteoric growth in 2022.
A breakdown of each of these categories can be found below.
Plant-based sales by category
Comprising 38% of total plant-based sales, plant-based milk was the sector leader, followed by plant-based meat. The smallest category was plant-based seafood, but this was also one of the fastest growing, experiencing 326% growth in terms of sales value between 2020 and 2022.
Every category included in the research experienced growth between 2020 and 2022.
Plant-based meat
The report found the sales value of plant based meat grew 19% to over €2 billion, with accompanied growth in unit sales of 21% between 2020 and 2022. Meanwhile, pre-packaged conventional meat unit sales decreased by 8% in the same period.
In 2022, plant-based comprised 6% of total pre-packaged meat sales.
The category was also less badly impacted by inflation in 2022 than its conventional counterpart: while plant-based meat prices increased by 1%, conventional meat prices rose 11%.
Germany was the country with the highest plant-based meat sales in 2022, worth over €640 million. In terms of sales per capita, The Netherlands led with an average spend of €12.60 per person.
Plant-based seafood
Among countries with available data, the value of plant-based seafood sales grew 326% between 2020 and 2022 to €43 million. In the same period, unit sales grew by 343%.
The average price per unit of plant-based seafood fell by 4% in 2022.
Plant-based meals
Among countries with available data, sales of plant-based meals grew by 79% between 2020 and 2022 to €181 million. In the same period, unit sales grew 71%.
The average price per plant-based meal unit in 2022 increased by 6%.
Plant-based milk
Sales value of plant based milk grew 19% to over €2 billion between 2020 and 2022, and unit sales grew by 20%. Conventional milk unit sales decreased by 9% in the same period.
In 2022, plant-based milk had an 11% market share of the total milk category.
This category was also less badly affected by inflation, with plant-based milk prices increasing by 1% in 2022, compared with a 17% increase for conventional milk.
Germany was the country with the highest plant-based milk sales in 2022, worth over €500 million. But in terms of sales per capita, Sweden led with an average spend of €8.30 per person.
Plant-based cheese
In the countries where data was available, plant-based cheese sales value increased by 56% between 2020 and 2022 – more than 6 times as much as conventional cheese – reaching €165 million.
Unit sales for plant-based cheese grew even more, increasing by 62% in this period. Meanwhile, conventional cheese unit sales decreased by 4%.
Like in other categories, plant-based cheese fared significantly better than its conventional counterpart in terms of inflation: prices actually fell by 0.1% in 2022, while conventional cheese prices increased by 12%.
Germany was the country with by far the highest plant-based cheese sales in 2022, worth almost €80 million. Germany also led in terms of sales per capita, with an average spend of €0.95 per person.
Plant-based yoghurt
In the countries with available data, plant-based yoghurt sales value increased by 8% between 2020 and 2022 – ultimately accounting for 4% of the total yoghurt category.
Unit sales for plant-based yoghurt over the period grew by 10%, while conventional yoghurt unit sales fell by 4%.
Like in other categories, plant-based yoghurt saw less price inflation in 2022, experiencing only a 3% increase versus the 10% seen for conventional yoghurt.
Germany represented the largest market for plant-based yoghurt in terms of sales value, worth €153 million in 2022. But the Netherlands led in terms of sales per capita, with an average spend of €3.60 per person.
Plant-based spread
Among countries with available data, sales of plant-based spreads such as margarine grew by 40% between 2020 and 2022 to almost €250 million. In the same period, unit sales grew by 26%.
The average price per unit of plant-based spread in 2022 increased by 8%.
Plant-based cream
Among countries with available data, the value of plant-based cream sales grew by 7% between 2020 and 2022 to €139 million. In the same period, unit sales grew by 1%.
The average price per unit of plant-based cream in 2022 increased by 7%.
Plant-based ice cream
Among countries with available data, the value of plant-based ice cream sales grew by 14% between 2020 and 2022 to €174 million. In the same period, unit sales grew by 15%.
The average price per unit of plant-based ice cream in 2022 decreased by 0.01%.
Plant-based dessert
Among countries with available data, the value of plant-based dessert sales grew by 27% between 2020 and 2022 to €87.8 million. In the same period, unit sales grew 40%.
The average price per unit of plant-based dessert in 2022 increased by 1.5%.
Country-level reports
There was considerable variation seen across countries in terms of growth and category popularity. Find below full breakdowns of data by country, including links to download the full reports in both local languages and in English.
Austria
Austria represents one of the smaller retail markets for plant-based food in Europe. However, sales data demonstrates that consumer demand is growing rapidly, as sales grew by 22% between 2020 and 2022 to €99.6 million.
- Plant-based milk is the most developed of all plant-based categories. Plant-based milk sales were €49.6 million in 2022, and the category continued to experience steady growth.
- Plant-based meat sales continued to increase, totalling €25.3 million in 2022, and growing 27% between 2020 and 2022.
- One of the least developed categories, but the fastest growing, is plant-based seafood. At €1.7 million in sales in 2022, plant-based seafood is still a small category but growing rapidly, with more than 1,327% growth since 2020.
For more insights and a full breakdown by category, read the full country report for Austria linked below, available in German and English.
Belgium
The Belgian plant-based food retail market has remained mostly steady between 2020 and 2022, growing by 1% to €163.5 million.
- Plant-based milk is the most developed of all plant-based categories. However, sales value declined by 1% and unit sales by 6% in 2022. This is in line with the animal-based milk category where unit sales also declined by 6%.
- Plant-based meat sales continued to increase, totalling €54.3 million in 2022, and growing by 4% between 2020 and 2022.
- One of the least developed categories, but the fastest growing, is plant-based seafood. At €670,000 in sales in 2022, plant-based seafood is still a very small category but growing rapidly, with more than 37% growth since 2020.
For more insights and a full breakdown by category, read the full country report for Belgium linked below, available in Dutch, French and English.
Denmark
Danish consumers have one of Europe’s highest per capita consumption rates of plant-based foods. This is in line with overall sales trends in Denmark, where sales of plant-based foods grew by 17% between 2020 and 2022 to 784 million kroner.
- Plant-based milk is the most developed of all plant-based categories. Plant-based milk sales were 346.3 million kroner (€46.5 million) in 2022, and the category continued to experience steady growth.
- Plant-based meat sales grew to 230.1 million kroner (€30.9 million) in 2022, rebounding after a dip in 2021. The dip in the value of sales in 2021 was driven by the average price per unit of plant-based meat decreasing by 4%, as unit sales only decreased by 0.3%.
- Plant-based spreads and meals saw robust, double-digit growth, growing by 34% and 42%, respectively, in 2022.
- Plant-based categories grow more rapidly than animal-based categories. Unit sales growth of the plant-based milk, meat, and cheese categories outpaced that of animal-based categories in 2022.
For more insights and a full breakdown by category, read the full country report for Denmark linked below, available in Danish and English.
France
The French plant-based food retail market is the fifth largest in Europe, and sales continue to grow – increasing by 5% to €425.7 million between 2020 and 2022.
- Plant-based milk is the most developed of all plant-based categories, with plant-based milk sales totalling €189.8 million in 2022.
- Plant-based meat sales continued to increase, growing by 17% between 2020 and 2022 to €112.5 million.
- One of the least developed categories, but the fastest growing, is plant-based cheese. At €7.4 million in sales in 2022, plant-based cheese is still a small category but growing rapidly, with more than 674% growth since 2020.
For more insights and a full breakdown by country, read the full country report for France linked below, available in French and English.
Germany
The German plant-based food retail market is the largest in Europe, and sales continue to experience strong growth – increasing by 42% between 2020 and 2022 to €1.91 billion.
- Plant-based meat is the most developed of all plant-based categories. Plant-based meat sales were €642.8 million in 2022, and the category continues to experience consistent growth.
- Plant-based milk sales continue to increase, totalling €552.3 million in 2022, and growing by 43% between 2020 and 2022.
- Almost every category grew in 2022. The fastest-growing categories were plant-based seafood, meals, cream and dessert.
For more insights and a full breakdown by country, read the full country report for Germany linked below, available in German and English.
Italy
The Italian plant-based food retail market is the third largest in Europe, and sales continue to grow – increasing by 21% to €680.9 million between 2020 and 2022.
- Plant-based milk is the most developed of all plant-based categories. Plant-based milk sales were €310.4 million in 2022, and the category continued to experience steady growth.
- Plant-based meat sales continued to increase, totalling €168.4 million in 2022, growing 40% between 2020 and 2022.
- Every category grew in 2022. The fastest-growing categories were plant-based meals, plant-based meat, and plant-based ice cream – all demonstrating double-digital growth in sales value in 2022.
- Plant-based categories grew more rapidly than animal-based categories. Unit sales growth of the plant-based milk, meat, and yoghurt categories outpaced that of animal-based categories in 2022.
For more insights and a full breakdown by country, read the full country report for Italy linked below, available in Italian and English.
Netherlands
The Dutch plant-based food retail market is the sixth largest in Europe, and Dutch consumers have the highest per capita consumption rates of plant-based foods. This is in line with overall sales trends in the Netherlands, where sales of plant-based foods grew by 9% between 2020 and 2022 to €441.4 million.
- Plant-based meat is the most developed of all plant-based categories, although in 2022 the value of plant-based meat sales declined by 4%, and unit sales declined by 5%. This is in line with the animal-based meat category where unit sales also declined by 6%.
- Plant-based milk sales continued to increase, totalling €106.2 million in 2022, representing growth of 14% between 2020 and 2022.
- One of the least developed categories, but the fastest growing, is plant-based cheese. At €8.8 million in sales in 2022, plant-based cheese is still a small category but growing rapidly, with more than 60% growth since 2020.
For more insights and a full breakdown by category, read the full country report for The Netherlands linked below, available in Dutch and English.
Poland
The Polish plant-based food retail market is less mature than some of the other countries researched, but the data reveals rapid growth in consumer demand. Sales of plant-based foods grew by 109%* between 2020 and 2022 to 729 million zloty.
- Plant-based milk is the most developed of all plant-based categories. Plant-based milk sales were 387.1 million zloty (€82.5 million) in 2022, and the category continued to experience steady growth.
- Every category grew in 2022. The fastest-growing categories were plant-based milk, plant-based cheese, plant-based yoghurt, and plant-based dessert – all demonstrating double-digit growth in sales value in 2022.
- Plant-based categories grow more rapidly than animal-based categories. Unit sales growth of the plant-based milk, yoghurt, and cheese categories outpaced that of animal-based categories in 2022.
*The increase in sales value between 2020 and 2022 was driven significantly by the inclusion of the plant-based meat category for the first time in NielsenIQ’s plant-based food retail sales accounting. NielsenIQ did not track plant-based meat sales in 2020 and 2021. If omitting the plant-based meat category, plant-based foods grew by 59% between 2020 and 2022.
For more insights and a full breakdown by category, read the full country report for Poland linked below, available in Polish and English.
Portugal
The Portuguese plant-based food retail market is small among others in Europe. However, sales data reveal that consumer demand is growing, as sales of plant-based foods grew by 20% between 2020 and 2022 to €64.7 million.
- Plant-based milk is the most developed of all plant-based categories. Plant-based milk sales were €40.4 million in 2022, and the category continued to experience steady growth.
- Plant-based meat sales continued to increase, totalling €7.6 million in 2022, and growing by 85% between 2020 and 2022.
- One of the least developed categories, although the fastest growing, is plant-based cheese. At €1.4 million in sales in 2022, plant-based cheese is still a very small category but growing rapidly, with more than 96% growth since 2020.
- Plant-based categories grew more rapidly than animal-based categories. Unit sales growth of the plant-based milk, meat, yoghurt and cheese categories outpaced that of animal-based categories in 2022.
For more insights and a full breakdown by category, read the full country report for Portugal linked below, available in Portuguese and English.
Romania
The Romanian plant-based food retail market is the smallest of all countries researched. However, sales data demonstrates that consumer demand is growing rapidly, as sales of plant-based foods grew by 67% between 2020 and 2022 to 163.5 million lei.
- Plant-based milk is the most developed plant-based category. Plant-based milk sales were 115.4 million lei (€23.6 million) in 2022, and the category continued to experience double-digit growth.
- Plant-based meat sales grew to 48.1 million lei (€9.8 million) in 2022, also experiencing strong growth.
For more insights and a full breakdown by category, read the full country report for Romania linked below, available in Romanian and English.
Spain
The Spanish plant-based food retail market is the fourth largest market in Europe, and sales continue to grow – increasing by 9% between 2020 and 2022 to €447.4 million.
- Plant-based milk is the most developed of all plant-based categories. Plant-based milk sales were €352.8 million in 2022, and the category continues to experience steady growth.
- The value of plant-based meat sales declined in 2022 to €84.7 million, although the category has still seen 25% growth between 2020 and 2022.
- One of the least developed categories, but the fastest growing, is plant-based seafood. At €1.7 million in sales in 2022, plant-based seafood is still a small category but growing rapidly, with more than 6,430% growth since 2020.
For more insights and a full breakdown by category, read the full country report for Spain linked below, available in Spanish and English.
Sweden
The Swedish plant-based food retail market has remained mostly steady between 2020 and 2022, growing 0.3% to 2.22 billion kronor. In 2022, the value of plant-based meat, cheese, and yoghurt sales declined, while plant-based milk sales increased. Nevertheless, Swedish consumers maintain one of Europe’s highest per capita consumption rates of plant-based foods.
- Plant-based meat and milk are the most developed plant-based categories. While the value of plant-based meat sales decreased, plant-based milk sales grew to 975.5 million kronor (€86.1 million) in 2022.
- The value of plant-based yoghurt and cheese sales declined in 2022 to 185.1 million kronor (€16.3 million) and 80.3 million kronor (€7.1 million) respectively.
- Swedish consumers have the third highest plant-based food consumption rate in Europe. Despite the sales decline in many categories, Swedish consumers still have the highest per capita consumption rate of plant-based milk, and the second highest consumption rate of both plant-based meat and cheese in Europe.
For more insights and a full breakdown by category, read the full country report for Sweden linked below, available in Swedish and English.
United Kingdom
The UK plant-based food retail market is the second largest in Europe, and the value of plant-based food sales grew 9% between 2020 and 2022 to £963.8 million (€1.08 billion).
- Plant-based meat is the most developed of all plant-based categories. After a strong 2021 where plant-based meat pound sales grew by 11%, in 2022 the value of plant-based meat sales declined by 8%.
- Plant-based milk sales continued to increase, totalling £276.2 million (€308.7 million) in 2022, growing by 24% between 2020 and 2022.
- One of the least developed categories, but the fastest growing, is plant-based cream. At £3.7 million (€4.1 million) in sales in 2022, plant-based cream is still a small category but growing rapidly, with 49% growth between 2020 and 2022.
For more insights and a full breakdown by category, read the full country report for the UK linked below, available in English.
These findings are promising, particularly given ongoing macroeconomic conditions, and suggest that plant-based foods in Europe are set to continue on their upward trajectory. If you are interested in learning more about opportunities in the plant-based space, the Good Food Institute’s Advancing Solutions for Alternative Proteins database is a great source to better understand key innovation priorities.
About the data
To size the European retail market for plant-based foods, GFI Europe commissioned retail sales data from market research firm NielsenIQ. Analysis in this report is based on data reported by NielsenIQ for the total plant-based, total dairy products, and total pre-packed meat categories for the 52-week, 104-week, and 156-week periods ending 31 December 2022, for the Austria, Belgium, Denmark, France, Germany, Italy, Netherlands, Poland, Portugal, Romania, Spain, Sweden, and UK markets, according to GFI Europe product hierarchy. Therefore the data presented in this report may not align with standard NielsenIQ categories. Copyright © 2022, Nielsen Consumer, LLC.
Addendum: In April 2023, we discovered some errors on the part of our data partner for the UK plant-based cheese, yoghurt, and dessert categories and the Poland plant-based cheese category. The corresponding sections of the reports, as well as the executive summary and overall plant-based food market section, have been updated with the correct sales figures.