Consumers are cutting meat while plant-based and flexitarian eating grows fast. Discover how familiar dishes are being reinvented for health and sustainability.
Plant-based eating has left the niche of vegan specialists and entered the mainstream. Across Europe and North America, the rise of plant-based diets is driven less by ideology and more by everyday pragmatism: health, price, and climate concerns. One in three European consumers now identifies as flexitarian, and plant-based food sales in major EU markets continue to grow in volume, even when traditional meat remains dominant. At the same time, the growth of flexitarian eating is reshaping how brands formulate and position products. Consumers do not want unfamiliar formats; they want the focus on plant-based versions of familiar dishes such as burgers, nuggets, yogurts or ready meals. This is where the popularity of plant-based innovations meets the consumer move toward reduced-meat diets. The result is a fast-moving food landscape in which the most successful products are those that combine taste, price and clear sustainability benefits.
The global shift that puts plants at the centre
Over the past decade, the rise of plant-based diets has moved from trend report to measurable business. Estimates suggest that the global plant-based food market could grow from around 14.2 billion US dollars in 2025 to more than 44.1 billion US dollars by 2035, a compound annual growth rate of roughly 12 %. Within this wider category, plant-based meat alone was valued at about 7.17 billion US dollars in 2023 and could reach 24.77 billion US dollars by 2030 if current forecasts hold, with annual growth close to 19.4 %.
These numbers do not mean that animal products are disappearing. Meat still dominates global protein consumption, and per capita meat intake is expected to increase slightly to around 29.3 kilograms (about 64.6 pounds) per year by 2034. The difference is that growth is slowing in high-income countries, while more consumers experiment with plant-based options several times per week.
This is where the consumer demand for healthier food options and the shift toward sustainable eating habits meet. People may still eat meat, but they are increasingly comfortable replacing it with a plant-based equivalent in a portion of their meals. For many, this is not a radical lifestyle change; it is a series of small substitutions that gradually reshape the market.
The flexitarian consumer and reduced-meat diets
If vegan and vegetarian consumers remain minorities, the growth of flexitarian eating is substantial. Surveys across Europe show that about 27 % of consumers identify as flexitarian, meaning they eat mostly plant-based food but still include meat or dairy occasionally. In some countries, such as Germany or Austria, that share rises to 37–40 %.
At the same time, almost half of European consumers report that they have significantly reduced their meat consumption, and more than 50 % say they plan to eat less meat in the future. This confirms the consumer move toward reduced-meat diets even among people who still see themselves as omnivores. Global consumer studies by market researchers also indicate that around one quarter of respondents follow some form of flexitarian or meat-reducing pattern, while close to half claim to follow at least one dietary principle.
This is critical for brands and retailers. The biggest opportunity does not sit in serving strict vegans, who represent a small share of the population. It lies in the evolution of flexitarian food trends: consumers who want to keep familiar dishes on the table but change the composition on the plate. They expect products that look, cook and taste like what they already know, with a better health and climate profile.
The familiar dish as a gateway to plant-based
For most shoppers, the focus on plant-based versions of familiar dishes is what makes the category accessible. Burgers, sausages, nuggets and mince made from pea, soy or wheat proteins are designed to fit existing recipes: a burger in a bun, a spaghetti sauce, a family tray of lasagne. In taste tests with more than 2,600 participants, several plant-based burgers, nuggets and sausages were rated equal to or better than their meat counterparts when eaten as part of a full meal.
The same logic applies to dairy alternatives. Plant-based milks, yogurts and ice creams now replicate the textures and flavours of cow’s milk more closely, helped by blends of oats, peas, almonds and other crops. In Europe, retail sales data show that plant-based dairy is often the first category tried by consumers stepping into the rise of plant-based diets, with private-label ranges making these products more affordable.
This strategy matters because it reduces friction. Instead of forcing households to learn entirely new recipes, the popularity of plant-based innovations builds on what they already cook. A plant-based burger that can be grilled in 6–8 minutes, served with the same side dishes and sauces, lowers the barrier to trial. Over time, these small decisions accumulate into a tangible reduction in animal-based consumption.
The market response and the boom in product claims
As this consumer base grows, the increase in plant-based product claims is visible on supermarket shelves and restaurant menus. New product launches have expanded far beyond burgers into ready meals, snacks, desserts and even specialised sports nutrition. Recent industry analyses highlight that plant-based is no longer a single category but an attribute stretching across the store, from frozen aisles to chilled cabinets and ambient shelves.
This expansion is closely linked to the demand for sustainable plant-based alternatives. Environmental concerns, especially around greenhouse gas emissions, land use and water consumption, are often cited as motivations for cutting meat, alongside health and animal welfare. While not every consumer can quote exact figures, many are aware that a beef burger typically delivers far higher emissions than a comparable plant-based patty.
For manufacturers, the challenge is to translate those abstract concerns into concrete claims: carbon footprints per kilogram of product, clear sourcing information for peas or soy, and transparent labels. Surveys show that more than three quarters of shoppers now say that transparent product information is important, a share that has risen steadily over the past five years.
The tensions behind the flexitarian boom
The story is not purely one of explosive growth. In some mature markets, retail sales of plant-based meat have plateaued or even declined in volume over the last two years, even as the wider category of plant-based foods keeps expanding. In the United States, for example, plant-based food dollar sales grew to around 8 billion US dollars in 2022 but unit sales fell by 3 %, mirroring trends in the overall food market.
Several factors explain these tensions. Price is one: plant-based meat can still cost significantly more per kilogram than conventional meat, especially in discount-sensitive segments. Taste and texture remain another barrier. Large-scale taste tests show that many products perform well in certain formats, but there is still a long tail of offerings that consumers perceive as dry, overly processed or lacking in flavour.
There is also a growing debate about ultra-processing. Some consumers who embrace the shift toward sustainable eating habits are wary of long ingredient lists, even if the products are vegan. This is pushing a new wave of innovation towards shorter labels, whole ingredients such as pulses and grains, and fermentation-based processes that improve texture without heavy additives. The popularity of plant-based innovations will depend on how credibly the industry can respond to these concerns.
The outlook for plant-based and flexitarian eating
Looking ahead, several directions seem likely to structure the evolution of flexitarian food trends. First, hybrid products that mix smaller amounts of meat with plant proteins could bridge the gap for consumers who find full replacement difficult. Second, foodservice will play a larger role. Data from restaurant markets show that nearly half of diners welcome plant-based options on menus, and vegan-friendly listings in major cities such as London have grown by double digits in one year.
Third, regional cuisines will integrate plant-based ingredients more naturally. Instead of generic burgers, we will see plant-based versions of local dishes: stews, dumplings, filled pastas or rice dishes where legumes and vegetables take centre stage. This will help anchor the demand for sustainable plant-based alternatives in cultural familiarity rather than novelty alone.
Finally, policy pressure on climate and health will continue to make meat reduction a mainstream objective. Surveys already indicate that more than half of Europeans are reducing their meat intake and that trust in plant-based products is rising as quality improves. For companies able to deliver credible taste, price and sustainability, the consumer demand for healthier food options is unlikely to fade. The more these products feel like everyday food rather than a special category, the more deeply they will shape what ends up on plates over the coming decade.
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