GFI Europe has analysed previously unpublished Circana data, finding that cheaper private label products led to a growth in plant-based retail sales volumes across France, Germany, Italy, and Spain between 2022 and 2024.
In Germany, the sales volume of private-label products grew by 41.4%, while branded sales volumes fell by 8.3%. Across six plant-based categories, the market grew by 6.8% to €1.68 billion. A similar pattern was seen in France; private-label products increased 21.6% in volume, while branded products fell 1.2%. The market across five plant-based categories grew by 20.5% to €537 million.
In Italy, the sales volume of private label products was up 17.4%, compared to a 1.5% reduction in branded options. Across five categories, the plant-based market expanded by 16.4% to €639 million. Finally, private-label sales volumes grew 32.3% in Spain, while the market across four plant-based categories increased by 14.4% to €491 million.
These figures indicate that private-label products are helping the plant-based market to grow in several countries. A study published last year found that European private label sales were at a record high, as supermarkets successfully catered to consumer lifestyle changes.
The Netherlands and the UK buck the trend
In the Netherlands, plant-based sales were down on the whole, but plant-based meat options that can be added to existing dishes — such as mince and strips — proved relatively resilient. This is believed to be due to their affordability and versatility.
The UK also saw a fall in plant-based sales; however, innovative new products were more resilient than cheaper private-label options. Notably, plant-based meat continued to outperform tofu, tempeh, seitan, and vegetable-based products, despite claims that consumers are turning to less processed options.
Separate household panel data from NIQ Homescan reportedly shows that 46% of households in Spain, 37% in Germany, and 32% in the UK bought plant-based milk at least once last year. In fact, almost 10% of the milk sold in Spain was plant-based. Over the same period, more than a fifth of Spanish households and nearly a third in Germany and the UK bought plant-based meat.
Branded products drive smaller categories
In some countries, sales of branded products were found to drive the success of smaller categories such as plant-based cheese and seafood. According to GFI, this could indicate that factors such as taste and perceived quality are key sales drivers in smaller categories and more established markets. However, the organisation cautions that improving taste and bringing down prices will be essential to tap into a broader market.
“It’s great to see that Europe’s plant-based retail market remains resilient, with increasing sales volumes across four major countries last year,” said Helen Breewood, senior market and consumer insights manager at GFI Europe. “These foods are becoming ever more mainstream as retailers invest in more affordable products.
“However, the ongoing success of more expensive products in some categories shows that price is not the only factor. There is a huge potential market for sustainable and healthy plant-based foods, and companies have a real opportunity to reach more people by developing tastier, nutritious, and affordable products that can fit into their lifestyles.”
