{"id":121324,"date":"2025-05-22T13:56:33","date_gmt":"2025-05-22T11:56:33","guid":{"rendered":"https:\/\/www.veganok.com\/en\/?p=121324"},"modified":"2025-05-27T13:57:03","modified_gmt":"2025-05-27T11:57:03","slug":"plant-based-market-from-niche-to-mainstream","status":"publish","type":"post","link":"https:\/\/www.veganok.com\/en\/plant-based-market-from-niche-to-mainstream\/","title":{"rendered":"Plant-Based Market: From Niche to Mainstream"},"content":{"rendered":"<p>The global market for vegan products has experienced unprecedented growth in recent years. Forecasts predict that the global plant-based food sector will reach a value of <strong>$61.3 billion by 2028<\/strong>\u2014nearly double what it was just a few years ago. This sharp rise reflects a worldwide surge in demand for cruelty-free food and beverages. <strong>In Europe alone<\/strong>, <strong>the plant-based retail market was worth around \u20ac5.8 billion in 2022<\/strong>, with a 21% increase since 2020. Italy, too, is playing its part: <strong>plant-based food sales reached approximately \u20ac680 million in 2022<\/strong>, up 9% from the previous year. These rising figures clearly show that veganism is no longer a niche trend\u2014it\u2019s becoming a well-established pillar of the global food industry.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-125779\" src=\"https:\/\/www.veganok.com\/wp-content\/uploads\/2025\/04\/vegan-tutti-i-giorni.jpg\" alt=\"\" width=\"1335\" height=\"655\" \/><\/p>\n<h2>From niche preferences to everyday habits<\/h2>\n<p>Consumer behavior is evolving alongside sales growth. While only a minority of people follow fully vegetarian or vegan diets (about 9.5% of Italians in 2024, including 2.3% who are vegan), everyday eating habits are shifting significantly. <strong>Over half of European meat eaters (51%) say they are actively reducing their meat consumption<\/strong>, opting more frequently for plant-based alternatives.<\/p>\n<p>This trend is even more pronounced in countries like Italy and Germany, where 59% of the population reports cutting back on meat. This gives rise to the \u201cflexitarian\u201d consumer: someone who isn\u2019t strictly vegan but increasingly integrates plant-based products into their diet. Even those who still eat animal products are exploring vegan options\u2014plant-based burgers out of health curiosity, or soy and almond milk due to lactose intolerance or ethical concerns. According to Eurispes, nearly <strong>one in ten Italians now follows a meat-free diet<\/strong>, and the vegan population has more than tripled over the past decade. The shift is evident in supermarket aisles and restaurant menus: what was once a niche lifestyle is now becoming part of the everyday for a growing number of consumers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-125781 size-full\" src=\"https:\/\/www.veganok.com\/wp-content\/uploads\/2025\/04\/latte-vegetale-e-carne-vegetale.jpg\" alt=\"plant-based market\" width=\"1335\" height=\"655\" \/><\/p>\n<h2>The plant-based categories driving growth<\/h2>\n<p>According to a report by the Good Food Institute, several key product categories are powering this plant-based surge. <strong>Plant-based beverages (soy, almond, oat milk, etc.) lead the way<\/strong>, with dairy alternatives now accounting for about <em>12% of the entire &#8220;milk&#8221; market in Italy<\/em>. In 2022 alone, plant-based drink sales in the country exceeded \u20ac310 million. Next come <strong>plant-based meat alternatives<\/strong>\u2014burgers, meatballs, legume-based cold cuts\u2014generating <em>\u20ac168 million in 2022<\/em> and rising to about \u20ac199 million in 2023, a 24% increase from 2021. These products are becoming increasingly convincing in terms of taste and texture, attracting both omnivores and flexitarians, and grew by over 12% in Italy in 2022.<\/p>\n<p>Other sectors once considered unlikely are also expanding: <strong>vegan ready meals, plant-based cheeses, dairy-free ice creams, and desserts<\/strong>. Sales of 100% plant-based ready meals grew by more than 15% between 2021 and 2022, showing that consumers are looking for convenience without compromising on plant-based choices. &#8220;<strong>Vegan cheeses<\/strong>&#8221; and ice creams are also posting strong double-digit growth, even if they still represent a smaller market share.<\/p>\n<p>Across Europe, the fastest-growing categories since 2020 include<strong> ready meals (+79%)<\/strong>, plant-based <strong>fish substitutes (+326%, though still niche)<\/strong>, and <strong>vegan cheeses (+56%)<\/strong>\u2014evidence of an increasingly diverse product range. Overall, plant-based drinks and &#8220;fake meat&#8221; remain the market\u2019s key drivers, alongside a growing array of new products\u2014from dairy-free yogurts to egg substitutes\u2014that are attracting broader consumer interest.<\/p>\n<h2>Clear signs of a mainstream shift<\/h2>\n<p>A number of indicators confirm that veganism has moved out of the niche and into the mainstream. <strong>Major markets like Germany and the UK are now posting billion-euro plant-based sales<\/strong>: Germany\u2019s market is valued at around \u20ac2 billion (+16% in one year), while the UK\u2019s is close to \u20ac1 billion. Italy now <strong>ranks third in Europe<\/strong>, with \u20ac680 million in annual sales\u2014outpacing countries like France and Spain.<\/p>\n<p>Eastern Europe is also seeing explosive growth: Poland, for example, reported a 54% increase\u2014proof that this is a truly global trend. Another clear sign is the growing presence of vegan products on the shelves of mainstream supermarkets: major retailers now allocate significant space to plant-based options, often placing them alongside conventional counterparts (like soy milk next to cow\u2019s milk).<\/p>\n<p>In Italy\u2019s dairy sector, plant-based products have already carved out a sizeable market share\u2014something unthinkable just a few years ago. Foodservice and fast food chains are adapting too: international brands are rolling out plant-based burgers and vegan nuggets, while artisanal gelaterias are offering dairy-free flavors. Even major trade shows and media platforms are highlighting the vegan movement. As Sauro Martella, founder of VEGANOK, explains: \u201c<em>The numbers show that the transition to more ethical and sustainable lifestyles <strong>is no longer a fringe movement<\/strong>\u2014it\u2019s a global shift. Consumers are increasingly choosing products that respect health, the environment, and animals.<\/em>\u201d<\/p>\n<p>In other words, veganism in food &amp; beverage has evolved from a niche curiosity into the <em>new normal<\/em> for many\u2014marking a cultural transformation that\u2019s now clearly reflected in what people put in their shopping carts.<\/p>\n<p>Read also: <a href=\"https:\/\/www.veganok.com\/en\/germany-and-alternative-proteins\/\" target=\"_blank\" rel=\"noopener\">Germany and Alternative Proteins: An Industry Creating Value<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The vegan boom in food &amp; beverage: once a fringe choice, now a global trend<\/p>\n","protected":false},"author":2,"featured_media":121326,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[24],"tags":[],"class_list":["post-121324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-osservatorio"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Plant-Based Market: From Niche to Mainstream - VEGANOK - EN<\/title>\n<meta name=\"description\" content=\"The plant-based products market is growing at a fast pace, transforming from niche to mainstream. 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