The global plant-based food sector is experiencing explosive growth. In the United States, the retail market for plant-based products jumped from $3.9 billion in 2017 to $8.1 billion in 2023. In Europe, retail sales across six key countries reached €5.4 billion in 2023, a 5.5% increase from the previous year, with volumes rising by 3.5%. Despite a complex economic backdrop, nearly all major European markets saw value growth. Germany—the region’s largest market—recorded a significant rise in volume, while both Spain and France experienced increases in both value and volume.
Italy is no exception. According to GS1 Italy’s analysis based on Nielsen data, plant-based food sales in the country’s large-scale retail sector reached approximately €641 million in 2023—an 8% increase year-over-year, despite stable volumes. This suggests a consolidating consumer base for vegan products. Plant-based beverages (such as soy, almond, and oat milk) remain the top-selling category, generating €315 million in revenue. But it’s the meat alternatives that are really gaining momentum: plant-based meat sales in Italy reached €199 million in 2023, with a 13% rise in value and an 8% increase in volume. Burgers, meatballs, and deli slices made from plants are clearly carving out more space in Italian shopping carts. Vegan cheese, while still a niche segment, is also growing rapidly—up 40% in value in 2023, even within a relatively small market worth just €15 million.
These numbers reflect a broader shift in dietary habits. Not long ago, vegan products were relegated to niche corners of the store. Today, they’re part of a much larger consumer offering. According to the Immagino Observatory by GS1 Italy, in 2023, products labelled “vegan” in Italian supermarkets saw an 11.9% increase in sales (despite flat volumes), compared to just 2.8% growth for organic products. In other words, plant-based is growing faster than traditional organic—clear evidence that “vegan” is no longer a niche trend but an increasingly mainstream and cross-demographic choice. Major supermarket chains are taking note, expanding their plant-based offerings across the board. Italian grocery aisles now feature a wide array of plant-based options in nearly every category—from non-dairy milks and soy yoghurts to legume-based burgers and dairy-free ice creams. Altogether, including products with other sustainability claims, the “green product” segment in Italy is now worth an impressive €43.8 billion, representing 83% of total FMCG revenue, and continues to grow at a strong pace (+9.3% in value in 2023). In short, the plant-based wave is part of a broader green transformation that is reshaping the entire landscape of consumer goods.
Pioneers of change: from integrated shelves to 100% plant-based supermarkets
The evolution of supermarkets in response to the plant-based trend is unfolding along two distinct paths. On the one hand, many retailers have begun incorporating vegan products into traditional aisles, helping to normalise them for all customers. On the other hand, some have taken things a step further by launching entirely plant-based stores. Both strategies aim to make plant-based eating more accessible, but they do so in different ways.
In countries like the UK, as early as the late 2010s, several supermarket chains began leading the way by placing vegan products alongside conventional ones. Tesco, for instance, was among the first major UK retailers to introduce plant-based burgers into the meat shelf, positioning them alongside traditional meat. The idea—later adopted by others—was simple: give plant-based alternatives visibility where meat-eaters naturally shop for protein, sparking curiosity and encouraging them to give it a try. A recent study confirmed the effectiveness of this strategy: on average, 15% of meat buyers also purchase plant-based substitutes, while 39% of dairy shoppers also buy plant-based drinks. These so-called “blended” customers—often referred to as flexitarians—are the actual driving force behind plant-based growth. Integrating these products into their usual shopping routines is proving to be a smart move. Not surprisingly, the Plant Based Foods Association in the U.S. advises retailers to stock plant-based products near their animal-based counterparts to maximise cross-selling opportunities.
Alongside this integration trend, some brands are betting on entirely plant-based stores. In Europe, several major supermarket chains have recently launched 100% vegan outlets under their mainstream banners. Austrian retail group Billa (part of the Rewe Group) opened “Billa Pflanzilla” in Vienna—hailed as the first entirely plant-based supermarket from a traditional chain in Europe. Building on that success, in April 2024, parent company Rewe opened a pilot store in Berlin called “Rewe Fully Plant-Based,” entirely dedicated to vegan products.
Though compact at just 212 square meters, the Friedrichshain location offers over 2,700 vegan products—about twice as many plant-based options as a typical Rewe supermarket. Shelves are stocked with both well-known plant-based brands (from Rügenwalder’s meat alternatives to Oatly’s oat drinks) and Rewe’s vegan private label products. The concept is clear: to demonstrate that a 100% plant-based grocery trip can be just as varied and comprehensive as a conventional one, appealing even to non-vegan customers. Around 80% of shoppers at these speciality stores are simply curious consumers, health-conscious individuals, or environmentally aware buyers, not necessarily committed vegans. And the Berlin pilot store seems to be working: eight months after its launch, it attracts around 5,500 customers per week and has received enthusiastic feedback from those thrilled to shop without having to scan labels for hidden animal ingredients
These pioneering ventures point to two complementary paths: integration or specialisation. In more mature plant-based markets—like Germany, the UK, and the U.S.—integration is a way to “normalise” plant-based products, signalling their shift into the mainstream. Meanwhile, dedicated stores serve as both a showcase and a testing ground, offering a glimpse into what entirely plant-based supermarkets of the future could look like.
Vegan private label: how store brands are shaping the future of plant-based in Italy
The plant-based boom hasn’t gone unnoticed by Italy’s major grocery chains. On the contrary, many have swiftly embraced the trend by launching their own dedicated lines. In recent years, nearly all major supermarket brands in Italy have introduced private label ranges designed for consumers following vegetarian or vegan diets—even when this isn’t overtly stated on the packaging. While no specific names are needed, it’s clear that several retailers have created “green” sub-brands within their private label portfolios: 100% plant-based product lines, often marked by green packaging and claims such as “Veggie” or “Plant-Based,” covering everything from soy burgers and dairy-free ice cream to ready meals and plant-based drinks.
This shift in private label strategies reflects a dual approach: on one hand, meeting growing demand, and on the other, leading category innovation by offering more affordable alternatives to third-party brands. Data confirms just how quickly private labels have gained momentum. One discount chain reported that its vegan line, launched in 2018 with just 13 products, had expanded to 45 products by 2022, highlighting the number of new additions made to keep up with consumer tastes. Another major national chain revealed that more than half of Italians now identify with “new food identities”—from organic to gourmet, high-protein to plant-based—and that plant-based consumption has surged, particularly in the past 5 to 10 years. Retailers have clearly grasped this paradigm shift. Where store-brand shelves once offered little more than the occasional veggie burger under the health food label, there are now entire families of vegan products carrying the store’s branding, often featured in weekly flyers and in-store displays. Without the need for major advertising campaigns, virtually all large Italian retailers—from cooperatives to discount supermarkets—now include at least one plant-based private label line (or, at the very least, a wide range of vegan products within their health or organic assortments). This evolution has contributed not only to a broader selection for consumers but also to lower average prices for plant-based items, thanks to economies of scale and the price competitiveness typical of private labels. It’s now common to find plant-based alternatives—such as legume burgers, soy milk, and vegan ice cream—at competitive prices, often a few cents cheaper than those from specialist brands.
Another key factor has been the rethinking of shelf layouts and in-store communication. In many stores, store-brand vegan products are now placed in strategic spots, such as refrigerated units near the entrance or promotional islands, with dedicated signage, including “100% Plant-Based” or “Wellness,” clearly signalling these options to shoppers. This sometimes means temporarily separating them from conventional products to give them more visibility. A telling example: today, most plant-based items in Italy are located in the refrigerated ready-meal section near the supermarket entrance—a high-traffic zone—whereas five years ago, they were placed quietly next to traditional products with no targeted cross-merchandising strategy. In essence, what began as “silent integration” has evolved into a more deliberate segmentation aimed at showcasing the plant-based offering. Yet this may well be a transitional phase. Private labels are paving the way, helping consumers become familiar with these products. Once sales volumes are established, we may see a return to a more integrated layout, confident that shoppers will still recognise plant-based options even among conventional ones. In short, private labels have placed a strong bet on plant-based and are playing a pivotal role in making it part of the everyday norm on Italian supermarket shelves.
Towards 2030: mixed shelves and new layouts for plant-based products
What will supermarket shelves look like in 2030? Experts envision stores where the line between conventional and plant-based products is far less defined than it is today. The keyword will be integration, but done smartly. We’ll likely see mixed shelves where plant-based alternatives are placed alongside their animal-based counterparts, offering shoppers immediate access to functionally similar options. Some supermarket chains have already started moving away from separate “free-from” aisles. While many still maintain sections dedicated to vegan and health-conscious products, they’re also positioning soy milk, plant-based burgers, and dairy-free cheese next to traditional milk, meat, and dairy items. By 2030, this trend could become the new standard, not isolated “vegan departments,” but a transversal placement of plant-based items across all food categories. Consumers may find a pea protein burger next to beef patties at the butcher’s counter, or coconut yoghurt in the dairy aisle alongside cow’s milk yoghurts. Plant-based products will no longer be seen as a niche offering, but simply one of many options for any given item.
That doesn’t mean themed sections will disappear. On the contrary, many supermarkets of the future could create dedicated areas focused on specific lifestyles or dietary needs. Think wellness and sustainability corners, where organic, functional (e.g., high-protein, sugar-free), and plant-based products coexist to appeal to health-conscious consumers. In these zones, plant-based products would take the spotlight, not marketed as “vegan food” but as flavorful, low-impact options for anyone seeking a lighter and more environmentally friendly diet. In other cases, products could be grouped by “consumption occasion.” Imagine shelves organised by protein sources—meat, fish, legumes, tofu, seitan—regardless of their origin, possibly sorted by sustainability rating or carbon footprint. It’s a visionary concept, but one that some retailers are already exploring. International chains like Aldi and Lidl, for example, have announced goals to make 60% of their protein offerings plant-based by 2030. This means their protein aisles will be largely dominated by plant-based alternatives, fully integrated into their core product range. Dutch retailer Albert Heijn is pursuing a similar path, aiming to hit 50–60% plant-based protein sales in the coming years, having already reached 44% in 2023.
By 2030, we may also see price parity between plant-based and traditional products. Today, higher costs still deter many from purchasing plant-based alternatives on a regular basis. However, as volumes increase and private labels enter the market in large numbers, the price gap is expected to narrow. This is already happening to some extent: while inflation has driven up prices across the board, plant-based products, which started at a higher price point, are slowly becoming more competitively priced than their animal-based counterparts. Shortly, cross-promotions and discounts on plant-based products are likely to become standard, especially to encourage mainstream consumers to try them without worrying about the cost. It’s not unrealistic to imagine that by 2030, a litre of oat milk could cost the same—or even less—than a litre of cow’s milk. Likewise, a legume-based burger may be priced lower than a beef burger, especially as environmental costs become increasingly factored into product pricing.
Supermarket shelves will become more fluid and hybrid. The divide between vegan and non-vegan foods will blur as products are organised by use and category rather than diet type. Shoppers will encounter plant-based options throughout the store, enhanced by bright signage, like electronic labels with colours or icons, to help them quickly identify green alternatives next to traditional options.
In this new context, shopping becomes omnivorous in the literal sense: consumers can choose from the same shelf whether to buy the animal-based or plant-based version of a product, based on personal preference in the moment. It’s a shift that reflects how eating habits are evolving—less rigid, more flexible, and increasingly personalised.
Sustainability in every step: green packaging, supply chains, and logistics
The rise of plant-based foods in supermarkets is part of a broader commitment to environmental sustainability in the retail sector. It’s not enough to offer vegan burgers if they’re packaged in non-recyclable plastic or come from opaque supply chains. Today’s savvy consumers—and even more so those of 2030—will take these considerations into account when making their purchasing decisions. Retailers are well aware and are adjusting their operations and communication accordingly.
One of the most critical areas is sustainable packaging. A recent report by Nomisma, presented at Marca 2025, revealed that 7 out of 10 Italian consumers consider sustainable packaging a key factor in their food purchasing decisions. In some “sensitive” categories—such as health foods, supplements, and organics—demand for eco-friendly packaging climbs to 80%. That’s why most Italian supermarket chains (6 out of 8 surveyed) have already launched Life Cycle Assessment (LCA) studies on their packaging, aiming to measure and reduce their environmental impact. By 2030, expect to see store shelves increasingly filled with plant-based products packaged in recycled or compostable materials. Think bioplastic or paper trays for vegan cold cuts and cheese, recycled PET bottles or sustainably sourced Tetra Pak for plant-based drinks, and even bulk dispensers or “naked” packaging for legumes and grains. Some brands are already introducing deposit-return system for glass bottles for oat milk in UK supermarkets. These niche innovations could become far more widespread by 2030, especially with stricter EU regulations on single-use plastics on the horizon.
Plant-based industry also tend to be shorter and more local, aligning with sustainability goals. Many supermarkets now prioritise national or regional suppliers for tofu, seitan, and plant-based burgers, reducing transport distances and supporting local economies. There’s also a growing focus on raw ingredients: deforestation-free certified soy, sustainable palm oil, and locally sourced legumes (such as chickpeas and lentils) are increasingly replacing imported ingredients. By 2030, near-total transparency about ingredient sourcing is expected in the plant-based sector, with labels clearly communicating supply chain details and environmental impact.
Read also: Plant-Based Market: From Niche to Mainstream
