Following several years of strong momentum, Europe’s plant-based meat market is showing signs of sluggishness, with sales declining by 3.4% in 2023, compared to the previous year, according to NIQ.
Interest in the category remains, however, with Innova Market Insights noting that one quarter of European shoppers still buy meat alternatives on a typical grocery trip, and 2024 data indicating a recovery in volume sales.
At the recent Bridge2Food Summit, held in the Netherlands earlier this month, Laurence Minisini, senior consumer and market insights manager at Givaudan, shared five trends that are shaping the future of plant-based innovation, based on research with more than 3,000 European consumers and 250 industry experts.
1. Health and nutrition are non-negotiable
With consumers placing growing emphasis on wellbeing, the nutritional profile of alternative meats is in the spotlight. Givaudan’s research shows that while 54% of Europeans have tried plant-
based meat, 12% have since stopped and 17% have reduced their consumption – often citing health concerns.
Well-communicated nutritional value is now essential – preferably high protein, fibre, low-calorie, and additive-free credentials.
2. Taste and texture remain critical barriers
Taste and mouthfeel remain barriers to alternative meat adoption, according to Givaudan, It found that just under a third (32%) of European consumers are resistant to trying these products, as they fail to mimic the sensory experience people expect.
3. True diversity and ‘Truly Not Meat’ experiences
A new category is emerging that doesn’t seek to mimic meat but instead offers bold, plant-forward experiences. Givaudan experts see this as a ‘new wave’ of food innovation – products that are bold, flavourful and distinct from conventional meat.
Givaudan’s recent Shape the Future Challenge, which explored alternative proteins, saw Valyncia take the top prize – the sweet-tasting, berry-based protein, developed using microbial fermentation, serves as a sustainable alternative to animal protein as well as a healthier substitute for sugar.
4. Better value for money
No surprises here – consumers increasingly demand value across taste, health, sustainability, and convenience, and this is also the case when it comes to the alternative meats segment.
With consumers facing economic pressure, and inflation remaining elevated, plant-based meats need to ‘justify’ their price credentials.
5. Sustainability and clean labels drive choices
When it comes to alternative meats, transparency, minimal processing, and authentic environmental claims are critical factors for consumers, according to Givaudan.
Givaudan’s recent FlavourVision research highlighted the Green for Me trend – a growing consumer desire for personalised, credible eco-actions. Shoppers expect clean-label products that are ‘natural, minimally processed and genuinely better for the planet’.
“To rekindle growth in the plant-based space, we need to shift from hype to substance,” Minisini commented. “That means delivering on taste, nutrition and sustainability—without compromise. And that only happens when the whole value chain works together. Givaudan continues to invest in innovation, co-creation with customers and technology platforms that are grounded in deep consumer insight.” Read more here.
