Revenue of the meat substitutes industry in the EU-27 2018-2029

In 2024, the market revenue generated by meat substitutes in the European Union (EU-27) amounted to an estimated 2.19 billion U.S. dollars. By 2028, this amount is forecast to be over three billion U.S. dollars. 

Meat substitutes in Europe

Meat substitute products, based on vegetarian or vegan ingredients, are becoming more and more popular among Europeans. In a recent survey regarding the consumption frequency of meat alternatives in selected European countries, more than one-fifth of the participants stated that they consume plant-based beef three times a week or more often. The biggest markets for plant-based meat substitutes among European countries are Germany and the United Kingdom, with sales of approximately 643 million and 530 million euros, respectively. More than half of the sales of plant-based meat substitutes in Europe are generated in those two countries. While Sweden ranks in sixth place, with about 87 million euros in sales, the Scandinavian country has the highest spending on plant-based meat substitutes per capita among European countries.

Consumption of plant-based products in Italy

The most commonly consumed plant-based food products in Italy are Burgers, cutlets, meatballs, and nuggets. Soy, rice, oat, almond, and coconut beverages are also among the more popular vegetarian options. The share of vegetarians in Italy is approximately 5.4 percent. Nonetheless, plant-based food products are not exclusively consumed by those who follow a non-meat-eating diet. Plant-based products are often consumed by people who wish to reduce their meat intake or simply want to try something new. The most common reason for choosing plant-based products in Italy is health-related. Furthermore, liking the taste or appreciating the convenience of plant-based products are also popular motivations for choosing such products.