Plant-based market under pressure, but potential remains high

In recent years, the plant-based product market has seen remarkable growth. What once began as a niche has evolved into a fully-fledged sector. However, recent figures indicate that sales are starting to slow down. Rising inflation and increasing costs of living are key factors in this shift. What are the main trends according to NielsenIQ, and what does this mean for the future of the plant-based sector?

Trend 1: Diversification and new opportunities

One of the most important trends is the diversification within the plant-based product range. What started with meat substitutes has expanded into a wide variety of options, including dairy alternatives, snacks, and even plant-based seafood. This broadening offers brands new opportunities, particularly in categories where the plant-based share is still relatively small, but demand is growing rapidly. The key lies in innovation within these emerging segments.

Trend 2: Price sensitivity and transparency

Another critical point is consumer price sensitivity. In times of economic uncertainty, many people prefer cheaper options, making the higher price of plant-based products a barrier. Additionally, the demand for transparency regarding ingredients and sustainability has increased. Brands that respond to this demand can gain consumer trust and strengthen their market position.

Trend 3: Flexitarianism as a growth driver

The third trend is the rise of flexitarianism. Consumers who are not strictly vegan or vegetarian, but are consciously reducing their meat intake, are increasingly choosing plant-based alternatives. This flexible eating pattern significantly expands the target audience for plant-based products. Brands that successfully reach this group have a strong chance of growth in the coming years.

Nielseniq.com