Plant-Based Alternatives: From Trend to Market Maturity

The market for plant-based alternatives to meat and dairy products is entering a phase of consolidation. According to Euromonitor (2025), the global value of the plant-based sector has surpassed €18 billion, although annual growth has slowed to 6%, down from the 20% peak recorded between 2020 and 2022.

In Europe, the European Commission supports the protein transition through programmes promoting sustainable agriculture and food innovation. However, EFSA warns about the nutritional quality of many ultra-processed plant-based products, which often contain added sodium, fats, and additives—challenging the perception of these foods as inherently “healthy.”

In Romania, the plant-based market is estimated at around €35 million, according to INS and GfK, with consumption largely concentrated in major urban areas. The segment is expanding primarily due to younger consumers and growing interest in sustainability.

For the industry, the key challenge is achieving a balance between innovation and nutritional value. Plant-based products must be reformulated to ensure adequate intake of essential amino acids and micronutrients such as vitamins B12 and D, iron, and zinc. At the same time, transparency regarding ingredients is essential to prevent confusion with ultra-processed foods.

In the long term, the coexistence of animal and plant proteins will shape Europe’s future dietary model. The plant-based trend is not a passing fad but part of a broader transition toward responsible and diversified consumption, where quality and information will determine commercial success.

(Photo: Freepik)