Europe Meat Substitutes Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2030

Europe Meat Substitutes Market Analysis

The Europe Meat Substitutes Market size is estimated at 3.55 billion USD in 2025, and is expected to reach 6.13 billion USD by 2030, growing at a CAGR of 11.55% during the forecast period (2025-2030).

The European meat alternatives market is experiencing a fundamental shift in consumer behavior and preferences, driven by growing environmental consciousness and health awareness. In 2022, approximately 18-21% of the European population identified as flexitarian, consuming meat and fish less frequently than traditional omnivores. This dietary shift is expected to accelerate, with projections indicating the flexitarian population could expand to 29-33% in the coming years. The movement is particularly pronounced among younger demographics, with Gen Z (comprising 14-16% of the UK population in 2022) showing strong interest in alternative protein and sustainable food choices.

The retail landscape for the plant-based meat substitutes market is evolving rapidly, with significant developments in distribution channels and accessibility. In 2022, approximately 93% of European households had internet access, with 68% of the population making online purchases, indicating a strong foundation for e-commerce growth in this sector. Major retail developments include 7-Eleven's 2023 announcement of expansion plans into Western Europe, covering markets including France, Germany, Ireland, Italy, Poland, Spain, and Turkey, which is expected to increase the accessibility of meat substitute products through convenience stores.

Product innovation and diversification continue to drive market dynamics, with manufacturers focusing on improving taste, texture, and nutritional profiles. In July 2023, Beyond Meat demonstrated this trend by expanding its presence in Germany with new plant-based chicken products, launching Beyond Nuggets and Beyond Tenders across more than 1,600 REWE stores. Companies are increasingly investing in research and development to create products that more closely mimic the taste and texture of conventional meat, while also focusing on clean-label ingredients and improved nutritional profiles, including textured vegetable protein.

The market is witnessing a transformation in consumer purchasing patterns and retail strategies, with supermarkets and online platforms adapting to meet evolving demands. In Russia, 54% of consumers expressed readiness to incorporate plant-based meat alternatives into their dietary patterns in 2022, indicating growing acceptance across diverse European markets. Retailers are responding by expanding dedicated plant-based sections, implementing specialized marketing strategies, and developing private-label meat substitute products to cater to price-sensitive consumers while maintaining quality standards in the vegetarian protein segment.

Europe Meat Substitutes Market Trends

Higher price is observed as a major constraint in purchasing plant-based products

• The price of tempeh has been gradually increasing over the years, mostly to combat inflation and a minimal increase in soybean prices. In Europe, the price of tempeh increased by 2.61% from 2017 to 2022. Due to rising soybean output in the region, the price of soybeans has remained consistent, which has contributed to the stability of tempeh prices.
• In Europe, soybean production increased by 9.16% from the previous season to reach 11.56 million tons in 2021. Other than soybeans, raw materials like chickpeas are also widely used to produce tempeh. The price of chickpeas is higher than soybeans. As there is hardly any production of chickpeas in European countries like Germany, these countries depend entirely on imported chickpeas. As per a study released by Proveg International (an NGO promoting plant-based food) on plant-based foods, price was the main area of dissatisfaction for consumers, including both plant-based eaters and reducers. Consumers have perceived plant-based foods as too expensive and believe that the industry should lower the price point to make them available to a broader consumer base.
• The price of tempeh was about 27% more than tofu in 2022, owing to the lower popularity of tempeh in the European market compared to tofu. Among major European countries, Italy and Germany witnessed the highest tempeh prices, amounting to about 24%, more than the lowest price in the region, in 2022. The bigger vegan populations have led to higher demand for the product in these countries. Accordingly, a rise in the offering of hand-made tempeh was observed in these markets, which contributed to the higher prices. The price of processed tempeh, such as tempeh soy fillet and marinated tempeh, was almost 5-7% higher than plain tempeh in 2022.

OTHER KEY INDUSTRY TRENDS COVERED IN THE REPORT

Segment Analysis: Type

Textured Vegetable Protein Segment in Europe Meat Substitutes Market

Textured vegetable protein (TVP) dominates the European meat substitutes market, commanding approximately 56% market share in 2024. The segment's strong position is primarily driven by its extensive application in producing different types of meat analogue products and its close resemblance to the flavor and texture of meat. Major manufacturers like Cargill, Ingredion, and ADM are augmenting the production of textured soy protein or pea protein specifically for the meat replacement industry. The growing flexitarian population in Western European countries, particularly in the United Kingdom, France, and Germany, has significantly contributed to the segment's dominance. The demand for pea-based TVP is witnessing rapid growth, prompting market players to create more non-soy-based, gluten-free vegetarian protein alternatives to cater to diverse consumer preferences.

Tempeh Segment in Europe Meat Substitutes Market

The tempeh segment is projected to experience the most rapid growth in the European meat substitutes market from 2024 to 2029. This growth is driven by increasing consumer awareness about tempeh's nutritional benefits and its versatility as a meat substitute. Manufacturers have introduced several innovative tempeh products, including organic tempeh, curry tempeh pieces, Mediterranean tempeh pieces, BBQ tempeh pieces, and smoky tempeh rashers, which are fueling market expansion. The surging popularity of tempeh products has prompted regional restaurants like Wagamama, The Tempeh Man, and Holy Cow to add tempeh-based dishes to their menus. The segment's growth is further supported by the increasing number of vegan restaurants and the entry of startups like Better Nature and Tiba Tempeh with significant investments.

Remaining Segments in Europe Meat Substitutes Market

The tofu and other meat substitutes segments continue to play vital roles in shaping the European meat substitutes market. Tofu maintains its position as a traditional and versatile meat alternative, particularly appealing to health-conscious consumers and vegetarians due to its high protein content and adaptability in various cuisines. The other meat substitutes segment, which includes alternatives based on ingredients such as lentils, beans, and jackfruits, as well as cultured meat products, is gaining traction among consumers seeking diverse plant-based options. These segments are benefiting from continuous product innovations, expanding distribution networks, and growing consumer acceptance of plant-based alternatives in the European market.

Segment Analysis: Distribution Channel

Off-Trade Segment in Europe Meat Substitutes Market

The off-trade segment dominates the European meat substitutes market, accounting for approximately 63% market share in 2024. This channel's prominence is driven by the increasing availability of meat substitutes in retail spaces, particularly in supermarkets and hypermarkets, which offer dedicated sections for plant-based products. Major supermarket chains across Europe have built specialized vegan counters to cater to the growing vegan and flexitarian population. The segment's growth is further supported by the expanding network of convenience stores and the rising adoption of online retail platforms. Private-label retail offerings have made plant-based products more accessible to consumers at competitive price points, while supermarkets' ability to stock a wide variety of meat substitute products, from tempeh to textured vegetable protein, has strengthened their position as the preferred shopping destination for consumers.

Online Channel Segment in Europe Meat Substitutes Market

The online channel is emerging as the most dynamic segment in the European meat substitutes market, projected to grow at approximately 16% during 2024-2029. This remarkable growth is driven by the high internet penetration rate of 94% in Europe and the increasing adoption of advanced technologies such as artificial intelligence, IoT, and Big Data in e-commerce operations. Online retailers are investing heavily in expanding their supply networks and implementing innovative product development strategies to meet customer demands with shorter delivery times. The segment's growth is further enhanced by the strong influence of social media platforms like Facebook and Instagram, which enable companies to broaden their consumer base. Major online retailers are implementing personalized product recommendations, chatbots, virtual shopping assistants, and dynamic pricing strategies to enhance the customer experience and drive sales growth.

Remaining Segments in Distribution Channel

The other distribution channels in the European meat substitutes market include convenience stores, supermarkets and hypermarkets, and on-trade channels. Convenience stores play a crucial role in providing easy access to meat substitute products, especially in urban areas and travel locations. The supermarket and hypermarket channel remains fundamental to the market's growth, offering extensive product ranges and dedicated vegan sections. The on-trade channel, comprising restaurants, cafes, and food service establishments, has been rapidly expanding its plant-based menu offerings to cater to the growing demand for meat alternatives. These channels collectively create a comprehensive distribution network that ensures widespread availability of meat substitute products across different consumer touchpoints.

Europe Meat Substitutes Market Geography Segment Analysis

Meat Substitutes Market in United Kingdom

The United Kingdom stands as the powerhouse of Europe's UK meat substitutes market, commanding approximately 20% of the total market value in 2024. As the fastest-growing market in the region, with a projected growth rate of around 11% from 2024 to 2029, the UK's dominance is driven by the increasing availability of meat substitutes in supermarkets and country pubs. The country's retail landscape has evolved significantly, with major supermarket chains building dedicated vegan butcher counters to cater to vegans and flexitarians. The Gen Z population, which represents a significant consumer segment, has been particularly receptive to plant-based food trends and veganism. The market's robust growth is further supported by fast-food restaurants expanding their menus to include plant-based meat alternatives, with establishments like McDonald's and Burger King introducing plant-based burgers to appeal to a broader consumer base. The country's commitment to plant-based alternatives is evident in the continuous innovation and product development by both domestic and international manufacturers, contributing significantly to the UK meat substitutes market revenue.

Meat Substitutes Market in Germany

Germany has established itself as a pivotal market for meat substitutes in Europe, driven by its strong vegetarian and flexitarian culture. The country's market dynamics are shaped by a sophisticated consumer base that prioritizes both health and environmental considerations. German alt-meat companies are primarily focused on developing the domestic market, with limited exports to other EU countries. The market's evolution is particularly notable in the diversity of products available, ranging from tofu sausages and seitan schnitzels to innovative veggie burgers. Supermarkets and convenience stores have played a crucial role in market growth by creating dedicated sections for meat substitute products. The country's regulatory framework, overseen by the German Food Book Commission, has helped establish clear guidelines for manufacturers and consumers, fostering market transparency and product innovation. The market's maturity is reflected in the increasing number of domestic manufacturers investing in research and development to create more authentic meat-like alternatives, solidifying the German meat substitutes market and its significant Germany meat substitutes market size.

Meat Substitutes Market in Italy

Italy's meat substitutes market has witnessed remarkable transformation, characterized by a strong shift in consumer preferences towards plant-based alternatives. The market's development is particularly noteworthy in the refrigerated plant-based meat segment, which has become a dominant force in the category. Italian consumers have shown increasing awareness about nutritious diets, with a growing segment of the population embracing vegan and flexitarian lifestyles. The country's supermarket chains have responded to this trend by expanding their plant-based offerings and creating dedicated spaces for meat alternatives. Local manufacturers have been instrumental in developing products that cater to traditional Italian culinary preferences while maintaining the authentic taste and texture of conventional meat products. The market has also benefited from the strong presence of health-conscious consumers who view meat substitutes as an integral part of a balanced diet. The distribution network has evolved to ensure widespread availability of these products, with both modern retail and traditional stores expanding their meat substitute offerings.

Meat Substitutes Market in Other Countries

The meat substitutes market in other European countries, including France, the Netherlands, Russia, and Spain, demonstrates diverse growth patterns influenced by unique cultural and consumer preferences. France's market is characterized by innovative product launches and strong retail partnerships, with major supermarket chains developing their own plant-based product lines, contributing to the growth of the France meat substitutes market. The Netherlands has positioned itself as a pioneer in plant-based innovation, with retailers actively promoting meat alternatives through competitive pricing strategies. Russia's market is evolving with increased investment in research and development, particularly in soybean processing capabilities. Spain has shown significant progress in developing its plant-based ecosystem, with local manufacturers focusing on creating products that align with Mediterranean dietary preferences. These markets are collectively contributing to Europe's position as a global leader in meat substitute innovation and consumption, each bringing unique strengths and opportunities to the overall market landscape.

Free With This Report

We offer a comprehensive and exhaustive set of data pointers. These cover global, regional, and country-level metrics that illustrate the fundamentals of the meat and meat substitutes industry. Clients can access in-depth market analysis through 45+ free charts. This analysis is based on the production of various meat and seafood types, as well as the prices of meat, meat substitutes, and different seafood types. We provide granular-level segmental information, supported by a repository of market data, trends, and expert analysis. Data and analysis on meat types, seafood types, meat substitute types, forms, distribution channels, and more are available. These are provided in the form of comprehensive reports as well as Excel-based data worksheets.