Major retailers in Europe and the UK are driving a shift towards plant-based protein, with sales growing significantly in recent years. In the UK, Lidl has seen a 700% increase in sales of its private-label plant-based line from 2020 to 2025, while in Germany, France, and Italy, plant-based retail sales are growing across multiple categories, with most of the growth coming from supermarkets’ own brands.
The main motivation behind this shift is climate change, with grocery stores looking to reduce their carbon footprint. Nearly half of the emissions from food production in their supply chains come from meat and dairy, making plant-based protein a key area for reduction. ProVeg International, a Berlin-based nonprofit, has been working with retailers to prioritize plant-based protein, and in the Netherlands, stores have set an ambitious target of achieving a 60-40 split in favor of plant-based protein sales by 2030. To achieve this, stores have been taking steps such as building up their own low-cost, private-label offerings and reducing promotions on meat. Lidl has also introduced new hybrid products, such as a partly plant-based burger, and has cut back on promotions on meat.
Partnerships with other brands have also been key to driving growth in plant-based sales. Carrefour has worked with manufacturers like Danone and Unilever to bring new plant-based products to market, and has met its original sales target seven years ahead of schedule. In the US, however, supermarkets do not yet have similar goals and strategies, and the growth of private-label brands offers more evidence that price is key. With almost three-quarters of American consumers open to eating more plant-based food, there is still a large opportunity for more affordable, better-tasting products. According to Abby Sewell, corporate engagement manager at the Good Food Institute, “Real behavior change happens when retailers and manufacturers work together to deliver products people love that reach price and taste parity with conventional options.”
The shift towards plant-based protein is likely to have a significant impact on the food industry, with opportunities for growth and innovation in the US and Europe. As Jody Kirchner, associate director of market insights at the Good Food Institute, notes, “We’ve seen this before with electric cars and solar panels—early hype, a dip, then a return to growth. With the right investment and innovation, plant-based meat can find that same curve.” With the right strategies and partnerships in place, the plant-based meat industry is poised for continued growth and evolution.
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