Nils-Gerrit Wunsch
Research expert covering foods trends in North America, Europe, and the global food system
Meat substitutes market in Europe - statistics & facts
Meat substitutes or meat alternatives have been a trending product category for years. The newest product generations, specifically designed to imitate meat, have closed the gap in taste, texture, and price. Europe is the largest continental market for meat substitutes, ahead of North America and Asia. The market for meat substitute products in the European Union (EU-27) alone amounts to over two billion U.S. dollars. Since 2019, the market has more than doubled in value. European companies continue to invest heavily in plant-based protein sources. 2023 saw investments of slightly over 550 million U.S. dollars.
The regional market
For the European Union, double-digit growth of market revenues is forecast to last till 2025. Even after that point, it is expected to continue to grow. Consumption is likewise forecast to increase in the coming years. Currently, consumers in the European Union eat about 133,000 metric tons of meat substitutes. This breaks down to approximately 0.3 kilograms per capita per year. The average consumer in the EU market is likely to be young. Gen Z and Millennials have adopted these products for themselves. With the slow exit of baby boomers from the market, the importance of Gen Z and Millennials as consumers will continue to grow. The adoption of meat substitutes is therefore likely to keep increasing.Country markets
Neither the EU nor Europe is a homogenous market for meat substitutes. Some member states lead in product adoption and revenue generation. In 2022, Germany was Europe's leading plant-based meat substitute market, with sales of over 640 million euros. Not a surprising fact for the biggest economy on the continent. However, Germans are also much more likely to regularly consume meat substitutes. Across Europe, roughly 14 percent of consumers regularly eat meat alternatives. The second biggest market is the United Kingdom, with 18 percent of consumers saying they eat these substitutes regularly. Dutch consumers are most willing to spend money on these products, with an average of 12.6 euros spent per capita. Compared to their UK and German peers, Dutch consumers spend over a third more annually. Substitutes have a hard time on the French market. Despite the size of the French economy, sales values fall behind those of Germany and the UK. Adoption is lower than average, and only around a tenth of consumers in France plan to eat more substitutes in the future.
