FoodBev Media team members reflect on the the progress of the plant-based category over the past year and share their predictions for trending areas in the year ahead.

Louis Porcelli, marketing executive

The plant-based food and beverage retail market is surging, with notable trends and strategies shaping its landscape across Europe. Retailers in Germany, the Netherlands and the UK are currently at the forefront of the growing sector.

Tesco anticipates tripling its plant-based sales by 2025, signalling a shift into a ‘second phase of the plant-based revolution.’ They’ve found that demand for meat-free ingredients has increased as ‘flexitarian’ consumers look to reduce their meat intake.

Lidl and Aldi have set ambitious targets to achieve a 60% plant-based and 40% animal protein sales ratio by 2030. While Aldi’s targets are currently specific to the Netherlands, Lidl has rolled out similar initiatives in Germany, Belgium and beyond.

Germany’s Rewe Group launched its first fully plant-based supermarket in Berlin, showcasing products from around 300 brands. However, price parity remains a key concern for consumers across most retailers. To address this, Lidl Belgium implemented permanent price reductions on plant-based proteins, responding to research indicating that affordability could drive higher sales. With increasing pressure on UN members to combat climate change, expect more retailers to enhance their plant-based offerings whilst focusing on making them accessible, aligning consumer choices with environmental goals.

Chiara Marangon, account manager

Recent years have seen the rise of big food chains introducing more vegetarian and vegan options to their menus, such as McDonald’s’ McPlant Nuggets, available in Germany and

France as of 2024 following the success of the McPlant Burger across Europe.

With more consumers desiring healthier and meat-free options, this trend looks set to continue through 2025, particularly in European countries where these options have seen increased popularity. Consumers tend to explore more flavours and foods when eating out, so the foodservice sector can play a huge role in inspiring people to give plant-based alternatives a try. For this reason, I expect to see more companies offering plant-based solutions for the foodservice sector, resulting in more restaurants, bars and hotels adding these choices to their regular menu.

Jonathan McGowan, awards marketing executive

Plant-based butter has emerged as a popular alternative to traditional dairy butter,

driven by the growing demand for vegan and lactose-free options. This trend is not just a fleeting fad but a significant shift in consumer preferences for more sustainable and health conscious choices.

Plant-based butters are typically made from a variety of oils, such as coconut, avocado and olive, combined with ingredients like nuts, seeds and legumes. These alternatives offer a rich, creamy texture and a flavour profile that closely mimics that of dairy butter, making

them an excellent choice for cooking, baking and spreading.

Adoption of plant-based butter has grown significantly, with industry behemoths such as Arla Foods-owned Lurpak vying for market share with its recently released Lurpak Plant Based. Brands are also getting more creative with flavours and formats, evidenced by innovative launches such as Flora’s smoked garlic-flavoured plant butter, and Miyoko’s Creamery’s Garlic Parm and Cinnamon Brown Sugar variants of its oat milk butters.

As this movement continues to gain momentum into 2025, we can expect to see even more delicious dairy-free butter options hitting the supermarket shelves.

Jake Targett, new business sales executive

In recent years, the food industry has seen significant advancements in technology, particularly in the realm of plant-based alternatives and 3D food printing. Companies like Redefine Meat and Novameat have been at the forefront of this revolution, developing innovative solutions to create realistic meat substitutes that appeal to consumers and promote sustainability.

In 2024, the momentum has intensified as new facilities and production technologies emerge, further transforming how food is produced. For instance, Revo Foods recently opened what is claimed to be the world’s largest 3D food printing facility in Vienna, Austria, showcasing the potential of additive manufacturing in the food space. This signifies a major leap forward for the sector, allowing for the mass production of high-quality, plant-based seafood alternatives.

As these advancements continue to unfold, the industry is not only responding to consumer demand for sustainable and ethical food options but also exploring the culinary possibilities that 3D printing offers. With ongoing innovations, the future of food production looks promising in 2025, offering new ways to create, consume and enjoy our meals.

James Taylor, awards marketing executive

Europe consumes around half of all the world’s produced cocoa, with demand soaring globally. April 2024 saw the global price of cocoa hit its highest at $9,876 per metric ton. Two-thirds of all cocoa comes from West Africa, primarily Ghana and Côte d’Ivoire.

Rising costs, unsustainable farming practices, high water consumption, significant CO2 emissions and ethical issues like child labour are pushing companies to find sustainable alternatives that can take pressure off the cocoa supply chain, as well as providing vegan and

dairy-free alternatives to milk chocolate.

Carob, a fruit native to the Mediterranean and the Middle East, offers a comparable taste to cocoa. Foreverland uses carob to create its Italian-sourced, vegan-friendly chocolate alternative product, claimed to use 90% less water and 80% fewer CO2 emissions compared to traditional cocoa.

Elsewhere, Döhler is investing in Nukoko, a British start-up using patent-pending fermented fava bean technology to mimic chocolate’s flavours. This alternative contains 40% less sugar and higher levels of protein, fibre and antioxidants.

In 2025, alternative plant-based solutions and practices will continue to evolve, aiming to protect our planet as well as provide a more diverse range of options and address supply chain challenges.

Lorcan Deasy, new business sales executive

Precision fermentation will continue its upward trajectory as we head into 2025. This innovative technology uses microorganisms to create specific ingredients – like proteins and flavour compounds – enabling the replication of traditional animal products without raising livestock.

The technology can produce high-quality nutrients with a much lower environmental footprint, responding to the increasing consumer demand for food that’s both ethical and eco-friendly. As we become more aware of how our food choices affect the planet, precision fermentation offers a promising solution.

Plus, it opens exciting possibilities for taste and texture. Companies like The Every Company, Onego Bio and New Culture are harnessing this technology to develop plant-based options that really deliver, closely mimicking the flavours and mouthfeel of animal products. Every has celebrated several big milestones this year, including new partnerships with Dutch brand The Vegetarian Butcher and Spanish omelette producer Grupo Palacios.

With more investment flowing into this field, precision fermentation is likely to continue making waves in the market in the year ahead.