Smart Protein Plant Based Food Sector Report 2

The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation

programme under grant agreement No 862957
This report reflects only the author’s view and the European Commission is
not responsible for any use that may be made of the information it contains.
Retail Scanning Data Nielsen
Plant-based foods
in Europe:
How big is the market?
The Smart Protein Plant-based Food Sector Report
www.smartproteinproject.eu
Countries covered in this report
Austria The Netherlands
Belgium Poland
Denmark Romania
France Spain
Germany United Kingdom
Italy
About the data (Nielsen MarketTrack)
Market Time frame Facts Categories

Two metrics: Moving annual total Sales value in €. Plant-based (PB) meat,
(MAT) per calendar milk, yoghurt, cheese, ice
● Total for each
week (CW) for 2018 vs Sales volume in cream, and fish.
country, including
2019 vs 2020. kilograms (Kg) or
discount stores.
● Total for just litres (L), Including subcategories.
discount stores. Depending on the depending on the
country, the calendar product. Varies according to
week varied from CW39 availability in each country.
Countries: Austria, Belgium,
to CW42. Not all categories are
Denmark, France, Germany,
Italy, the Netherlands, currently available in all
Poland, Romania, Spain, countries.
United Kingdom.
Due to rounding, numbers presented throughout this document may not add up precisely to the totals provided and percentages may not precisely reflect the absolute figures. Single digit
numbers are rounded to one decimal place. Double digit numbers are rounded to whole numbers. All calculations are based on the underlying unrounded numbers.
Plant-based sector overview: Europe
Total sales value
Sales value increased by 49% over the past two periods.

Sales value of plant-based food* in Europe in €
+28% +49%
+16%
2.4b 2.8b 3.6b %

Discounters:
average 11%
share
MAT Sep/Oct 2018 MAT Sep/Oct 2019 MAT Sep/Oct 2020
*Total market incl. discounters, AU (Plant-based (PB) meat, milk, yoghurt)+BE (PB meat, milk, yoghurt)+DE (PB meat, milk, yoghurt, cheese, ice cream)+FR (PB meat, milk, yoghurt)+GER (PB meat, milk, yoghurt, cheese, ice cream, fish)+IT (PB meat, milk,
yoghurt, cheese, ice cream)+NL (PB meat, milk, yoghurt, cheese)+PO (PB milk)+RO (PB meat, milk)+SP (PB meat, milk, yoghurt)+UK (PB meat, milk, yoghurt, cheese, bakery), sales value in €, MAT Sep/Oct (between CW39 and CW42 depending on country)
2018 vs. 2020; plant-based meat includes vegan and vegetarian products in all countries.
Source: Nielsen MarketTrack MAT=Moving Annual Total
Austria
Agenda – Austria
1. Key findings
2. Sector overview
3. Plant-based categories* deep dive
a. Plant-based meat
b. Plant-based plain milk**
c. Plant-based flavoured milk***
d. Plant-based yoghurt
*Plant-based food categories shown here are the plant-based food categories that were available at the time of purchase.
**Plant-based plain milk originally labelled ‘drink/milk’.***Plant-based flavoured milk originally labelled ‘drink/mixed milk’.
Source: Nielsen MarketTrack
Key findings – Austria
The sales value of plant-based food* grew 57% (€82m) over the previous two periods, while sales
volumes increased by 52% (26m Kg/L). Discount stores recorded even stronger growth, with 83%
(€15m) and 82% (6m Kg/L) respectively. Discounters have an 18% share in terms of sales value.
The plant-based food sector is led by plant-based plain milk (€37m), followed by plant-based meat
(€25m). The plant-based meat segment showed the strongest growth in sales value (58%).
In terms of plant-based meat (€25m), the market is dominated by plant-based meals (e.g. stir fry,
schnitzel) (€8.0m). Sales shot up in the latest period, especially in discount stores.
Plant-based milk showed double digit growth (€37m) in all segments, with oat (€10m) and almond
(€9.5m) being the most developed. Oat (€1.7m) and rice (€1.6m) were dominant in discount stores.
Austria has a great variety of plant-based yoghurt (€16m), including soya (€10m), coconut (€4.6m),
almond (€1.3m), and other (Lupine, cashew, oat) (€608k).
*Includes plant-based meat (vegan and vegetarian, no dairy-ingredients), plant-based milk, plant-based yoghurt; all numbers refer to MAT CW40 2020 if not stated otherwise
Plant-based sector overview: Austria
Total sales value and sales volume
Sales value grew 57% over the past two periods, while sales volume
increased by 52%.
Sales value of plant-based food* in Austria (total Sales volume of plant-based food* in Austria
incl. discounters Hofer and Lidl), in €, for MAT CW40 (total incl. discounters Hofer and Lidl), in Kg/L, for
2018 vs 2019 vs 2020 MAT CW40 2018 vs 2019 vs 2020
+35% +52%
+40% +57%
+13%
+12%
52m 59m 82m 17m 19m 26m
% %
Discounters: Discounters:
18% 22%
share share
MAT CW40 2018 MAT CW40 2019 MAT CW40 2020 MAT CW40 2018 MAT CW40 2019 MAT CW40 2020
*Plant-based meat (vegan and vegetarian, no dairy-ingredients), plant-based milk (plain and flavoured), plant-based yoghurt
Discounters’ sales value and sales volume
Discounters experienced even stronger growth

% over the past two periods.
Discounters’ sales value of Discounters’ sales volume of
plant-based food* in Austria +49% +83% plant-based food* in Austria +82%
(Hofer and Lidl), in €, for MAT (Hofer and Lidl), in Kg/L, for MAT +40%
CW40 2018 vs 2019 vs 2020 CW40 2018 vs 2019 vs 2020
+23% +30%
8.1m 10m 15m 3.1m 4.0m 5.6 m
*Plant-based meat (vegan and vegetarian, no dairy-ingredients), plant-based milk (plain and flavoured), plant-based yoghurt
Total sales value by category
Plant-based plain milk had the highest-value sales, followed by

plant-based meat.
Sales value of plant-based food in Austria (total incl. discounters Hofer and Lidl) by
category, in €, for MAT CW40 2020
*Vegan and vegetarian, no dairy-ingredients

Source: Nielsen MarketTrack MAT=Moving Annual Total PB=Plant-Based
Total sales volume by category
Plant-based plain milk once again had the highest volume sales,
but this time followed by plant-based yoghurt.
Sales volume of plant-based food in Austria (total incl. discounters Hofer and Lidl)
by category, in Kg/L, for MAT CW40 2020

Discounters’ sales value by category
Plant-based plain milk also had the highest value sales in discount
% stores, with all three leading categories experiencing huge growth.
Discounters’ sales value of plant-based food in Austria (Hofer and Lidl) by category,
in €, for MAT CW40 2020

Discounters’ sales volume by category
There is a similar picture in terms of discounter’s sales volume,

% with tremendous growth for all three leading categories.
Discounters’ sales volume of plant-based food in Austria (Hofer and Lidl) by
category, in Kg/L, for MAT CW40 2020

Plant-based sector
deep dive: Austria
Plant-based sector deep dive: Austria
Total plant-based-meat sales
Plant-based meals (such as stir-fry and schnitzel) had the highest

sales value out of all plant-based-meat products.
Sales value of plant-based Sales volume of plant-based +59%
+58% +82% +47%
meat* in Austria (total incl. meat* in Austria (total incl. +46%
+47%
discounters Hofer and Lidl), in +10% discounters Hofer and Lidl), in +/-0%
€, for MAT CW40 2018 vs 2019 Kg/L, for MAT CW40 2018 vs +76%
+90%
vs 2020 2019 vs 2020
+84%
+96%
+8%
-31%
+15% -/+0%
-19%
+1% -3%
+36%
+13% +26%
2.0m
25m +33%
+27%
+13%
1.3m
1.2m
16m
14m
+15%
% %
Discounters: +54% Discounters:
+67% 16% +6% 20%
+18%
share share
Discounters’ plant-based-meat sales
In discount stores, the plant-based meat sector is also dominated

% by plant-based meals (such as stir-fry and schnitzel).
Discounters’ sales volume Discounters’ sales volume of
of plant-based meat* in +84% plant-based meat* in Austria
Austria (Hofer and Lidl), in €, +86% (Hofer and Lidl), in Kg/L, for +49% +47%
for MAT CW40 2018 vs 2019 MAT CW40 2018 vs 2019 vs
+681% +603%
vs 2020 2020
+19%
-1% +89%
-57%
-1%
-21%
3.9m 390K
-41%
+15% 265K
262K
2.1m +12% +19%
2.1m +149%
-17%
Total plant-based plain-milk sales
The plant-based plain milk segment is dominated by oat, almond,

and soya.
Sales value of plant-based Sales volume of plant-based
plain milk in Austria (total plain milk in Austria (total
+41% +65%
incl. discounters Hofer and +41% +63% incl. discounters Hofer and
+33%
Lidl), in €, for MAT CW40 2018 +27%
+105%
Lidl), in Kg/L, for MAT CW40 +109%
vs 2019 vs 2020 2018 vs 2019 vs 2020 +19%
+14%
+29%
+34%
+16% +17% -11%
-13% +8%
+11%
+23% +36% +21% +38%
+5% 19m
+1% 37m
+3% +5%
+37% +38%
26m 13m
23m +21%
% 11m
+21% %
19% +54% 22%
+59%
share share
+36% +37%
*Other includes hazelnut, soya/rice blend, buckwheat, cashew, pea, millet, lupine, hemp, quinoa, flax seed, grain
Discounters’ plant-based plain-milk sales
Oat, rice, and almond dominate the discount sector, with soya
% experiencing huge gains in the latest period.
Discounters’ sales value of Discounters’ sales volume
plant-based plain milk in of plant-based plain milk* +70% +179%
Austria (Hofer and Lidl), in €, in Austria (Hofer and Lidl), in -10%
for MAT CW40 2018 vs 2019 +66% +194% Kg/L, for MAT CW40 2018 vs
vs 2020 2019 vs 2020
-7%
+31%
Spelt with
first sales in
latest MAT
+1916% +64% +1969%
+78% +250%
+42% +163%
+233%
-63% -63% 4.1m
+7%
7.0m
+190%
+48% +68%
2.4m
4.2m +30%
1.5m
2.4m +61%
+72% +12% +32%

Total plant-based flavoured-milk sales
The plant-based flavoured-milk segment is dominated by soya.

Sales value of plant-based flavoured Sales volume of plant-based flavoured
milk in Austria (total incl. discounters milk in Austria (total incl. discounters Hofer
Hofer and Lidl), in €, for MAT CW40 2018 and Lidl), in Kg/L, for MAT CW40 2018 vs
vs 2019 vs 2020 2019 vs 2020
-2% -18%
-16% -48%
-8% -52%
-12%
+7% -69%
-49% -8% -28%
63%
-43% +24%
+41%
+11%
+26%
1.6m
4.1m
3.8m +6%
3.5m 1.8m -13%

+4%
-9% % 1.9m %
9% 13%
share share

Discounters’ PB flavoured-milk sales
In discount stores, the plant-based flavoured-milk segment is

% also dominated by soya.
Discounters’ sales value of plant-based Discounters’ sales volume of plant-based
flavoured milk in Austria (Hofer and Lidl), flavoured milk in Austria (Hofer and Lidl),
in €, for MAT CW40 2018 vs 2019 vs 2020 in Kg/L, for MAT CW40 2018 vs 2019 vs 2020
+5% +2% -69%

-69%
1.1m +2% 670k 681k

1.0m +1%
-70% -69%
-90%
-92%
326k -70% 210k -69%

Total plant-based-yoghurt sales
The plant-based-yoghurt segment is dominated by soya and

coconut. All subsegments experienced growth in the latest period.
yoghurt in Austria (total incl. yoghurt in Austria (total incl.
discounters Hofer and Lidl), in discounters Hofer and Lidl), in
€, for MAT CW40 2018 vs 2019 Kg/L, for MAT CW40 2018 vs +30% +40%
vs 2020 +29% +41% 2019 vs 2020 +19%
+20% +55%
+60%
+8% +30%
+9% +11%
+25% +16% +90%
+103%
+66%
+37%
3.6m
16m
12m
13m
+34% % 2.5m
2.7m
-6%
+29%
%
-7%
22% 27%
share share
*Other includes lLupine, cashew, oat
Discounters’ plant-based-yoghurt sales
A similar picture in discount, with soya still strong but

% coconut experiencing massive growth.
plant-based yoghurt in of plant-based yoghurt in
Austria (Hofer and Lidl), in Austria (Hofer and Lidl), in +39% +39%
€, for MAT CW40 2018 vs +41% +48% Kg/L, for MAT CW40 2018 vs
2019 vs 2020 2019 vs 2020
+66%
+66%
+-0%
+5%
632k +33%
+49%
954k
3.7m +29%
2.6m 686k 685k

2.5m +29%
-6%
-5%

Belgium
Agenda – Belgium
1. Key findings
2. Sector overview
a. Plant-based meat
**Plant-based plain milk was originally labelled “plain drink”.***Plant-based flavoured drink was originally labelled “flavoured drink”.
Key findings – Belgium
The sales value of plant-based food* grew 17% (€134m) over the past two periods, while sales
volume increased by 8% (42m Kg/L). Discount stores recorded even stronger growth, with 35%
(€8.9m) and 19% (4.1m Kg/L) respectively. Discounters have a 7% share in terms of sales value.
The plant-based food sector is led by plant-based meat (€48m), followed by plant-based plain milk
(€39m). Plant-based meat showed the highest growth in sales value (19%).
In terms of plant-based meat (€48m), plant-based refrigerated meat accounts for 90% of sales value
(€44m), with the remaining 10% coming from plant-based frozen meat (€4.8m). Sales value in both
segments showed double-digit growth in the latest period.
The plant-based plain-milk (€39m) sector is dominated by soya milk (€14m), followed by almond
(€11m) and oat (€5m). Oat milk had the strongest sales value growth (50%).
Plant-based yoghurt showed triple-digit growth (497%) in discount stores (€163k) over the last two
periods. In general, the segment showed huge growth (€26m, 20%).
*Includes plant-based meat (vegan and vegetarian), plant-based milk, plant-based yoghurt; all numbers refer to MAT CW40 2020 if not stated otherwise
Plant-based sector overview: Belgium
increased by 8%.
Sales value of plant-based food* Sales volume of plant-based food* in Belgium
in Belgium (total incl. discounters +17% (total incl. discounters Hofer and Lidl), in Kg/L, for
+14%
+9% +8%
Aldi and Lidl), in €, for MAT CW40 MAT CW40 2018 vs 2019 vs 2020
2018 vs 2019 vs 2020 +3% -1%
115m 118m 134m 39m 39m 42m
% %
7% 10%
share share
*Plant-based meat (vegan and vegetarian), plant-based milk (plain and flavoured), plant-based yoghurt

plant-based food* in Belgium plant-based food* in Belgium
(Aldi and Lidl), in €, for MAT CW40 (Aldi and Lidl), in Kg/L, for MAT
2018 vs 2019 vs 2020 +35% CW40 2018 vs 2019 vs 2020 +19%
+25% +11%
+7%
+8%
6.6m 7.1m 8.9m 3.5m 3.7m 4.1 m
Plant-based meat had the highest-value sales, followed by

plant-based plain milk.
Sales value of plant-based food in Belgium (total incl. discounters Aldi and Lidl) by
*Vegan and vegetarian

Plant-based plain milk had the highest volume sales, followed by

plant-based flavoured milk.
Sales volume of plant-based food in Belgium (total incl. discounters Aldi and Lidl) by

Plant-based meat also had the highest sales value in discount

% stores, with all categories experiencing huge growth.
Discounters’ sales value of plant-based food in Belgium (Aldi and Lidl) by category,

Plant-based plain milk had the highest volume sales followed by

% plant-based flavoured milk.
Discounters’ sales volume of plant-based food in Belgium (Aldi and Lidl) by

Plant-based sector
deep dive: Belgium
Plant-based sector deep dive: Belgium
Plant-based refrigerated meat accounts for 90% of sales value, with

the remaining 10% coming from plant-based frozen meat.
Sales value of plant-based meat* in Sales volume of plant-based meat*
Belgium (total incl. discounters Aldi in Belgium (total incl. discounters
and Lidl), in €, for MAT CW40+19% +26% Aldi and Lidl), in Kg/L, for MAT +15% +23%
2018 vs 2019 vs 2020 CW40 2018 vs 2019 vs 2020
+21% +15%
+7%
+6%
+9%
+9%
3.6m
48m
+19% 3.1m +15%
41m
38m +6% 2.9m +7%
% %
8% 12%
share share
In discount stores, the plant-based-meat sector is comprised

% mainly of refrigerated plant-based meat.
of plant-based meat* in +27% plant-based meat* in Belgium
Belgium (Aldi and Lidl), in €, +35% (Aldi and Lidl), in Kg/L, for MAT +25% +15%
-18% -33%
for MAT CW40 2018 vs 2019 CW40 2018 vs 2019 vs 2020
vs 2020
-6% -8%
-68%
-62%
+27%
3.9m +36%
433K
3.1m 345K
2.9m -4%
-4% 377K
The plant-based plain milk segment is dominated by soya and

almond, with oat showing the biggest increase.
Sales value of plant-based plain milk in Sales volume of plant-based plain milk
Belgium (total incl. discounters Aldi and in Belgium (total incl. discounters Aldi and
Lidl), in €, for MAT CW40 +11% +10% Lidl), in Kg/L, for MAT CW40 +10%
+10%
2018 vs 2019 vs 2020 +22% 2018 vs 2019 vs 2020 +25%
-1% +8%
+-0% +6%
-7%
-8%
-1% +8%
-6% +3%
-13%
+49%
-16%
+50% +53%
+47%
+14%
+24%
23m
39m +14%
+12%
21m 21m
35m 35m
% %
Discounters: -9% +3% Discounters:
-9% +2% 7% 10%
share share
*Other includes cashew, hazelnut, coconut/almond and other
Soya, and almond also dominate the discount sector, with rice
% accelerating fast.
plant-based plain milk in plant-based plain milk in
Belgium (Aldi and Lidl), in €, +69% Belgium (Aldi and Lidl), in Kg/L,
+35% +28%
for MAT CW40 2018 vs 2019 for MAT CW40 2018 vs 2019 vs +15%
vs 2020 +262% 2020
+203%
+11%
+25% +35%
+37% -21% -21%
+215%
+218%
2.8m 2.3m
2.2m 2.0m
+61% 1.8m +25%
1.6m -22%
-20%

The plant-based flavoured-milk segment is dominated by soya,

followed by almond.
milk in Belgium (total incl. discounters milk in Belgium (total incl. discounters Aldi
Aldi and Lidl), in €, for MAT CW40 2018 vs and Lidl), in Kg/L, for MAT CW40 2018 vs
2019 vs 2020 2019 vs 2020
+8% +8% -1%
-4% +3%
+-0% +6%
-7%
+24% +15%
+35% +29%
+26%
+60%
21m 10m 9.9m

20m 9.7m +2%
20m -5% +5% -7%
% %
10% 13%
share share
*Other includes rice, hazelnut, oat, coconut, cashew, coconut/almond and other
In discount stores, the only plant-based flavoured-milk on offer

% is soya milk.
flavoured milk in Belgium (Aldi and Lidl), in flavoured milk in Belgium (Aldi and Lidl), in
€, for MAT CW40 2018 vs 2019 vs 2020 Kg/L, for MAT CW40 2018 vs 2019 vs 2020
+5% -2% +3%

+6% +11%
+4%
2.0m
1.8m 1.9m 1.3m 1.3m 1.3m

Plant-based yoghurt is showing consistent growth. Only soya

variants are on offer.
Sales value of plant-based yoghurt in Sales volume of plant-based yoghurt in
Belgium (total incl. discounters Aldi and Belgium (total incl. discounters Aldi and Lidl),
Lidl), in €, for MAT CW40 2018 vs 2019 vs in Kg/L, for MAT CW40 2018 vs 2019 vs 2020
2020 +10% +11%
+14% +20% +1%
+5%
5.1m 5.6m
26m 5.0m
22m 23m
% %
1% 1%
share share

In discount stores, plant-based yoghurt is still in its early

% days but growing rapidly. Again, only soya is on offer.
yoghurt in Belgium (Aldi and Lidl), in €, for yoghurt in Belgium (Aldi and Lidl), in Kg/L, for
MAT CW40 2018 vs 2019 vs 2020 MAT CW40 2018 vs 2019 vs 2020
+24% +466%
+25% +497%
+356%
+378%
60k
163k 48k
131k
11k
27k

Denmark
Agenda – Denmark
1. Key findings
2. Sector overview
a. Plant-based meat
b. Plant-based milk**
c. Plant-based cheese
e. Plant-based ice cream
*Plant-based milk was originally labelled “drink”.
Key findings – Denmark
volume increased by 46% (14m Kg/L). Discount stores recorded similar growth, at 31% (€14.5m) and
43% (7m Kg/L) respectively. Discounters had a high share in terms of sales value, at 48%.
The plant-based food sector is led by plant-based milk (€26m), followed by plant-based yoghurt
(€4.7m). Plant-based meat and plant-based yoghurt showed the strongest growth in sales value (both
at 16%).
The plant-based-meat sector (€29k) is dominated by plant-based refrigerated prepared dishes (e.g.
nuggets, burger patties) (€13k) followed by plant-based frozen prepared dishes (e.g. nuggets, burger
patties) (€12k). The segment grew 50% over the last two periods in terms of sales value, with a high
discounter share, at 42%.
The plant-based milk market (€26m) is dominated by oat (€14m), followed by soya (€5.3) and
almond (€4.5m). Oat has the strongest growth in terms of sales value (26%). Again, a high discounter
share in terms of sales value, at 50%.
The plant-based cheese segment (€1410) is still in its early footsteps, with triple-digit growth in
discounters over the past two periods.
*Includes plant-based meat (vegan and vegetarian, no dairy-ingredients), plant-based milk, plant-based yoghurt; all numbers refer to MAT CW40 2020 if not stated otherwise
Plant-based sector overview: Denmark
increased by 46%.
Sales value of plant-based food* in Denmark Sales volume of plant-based food* in
(total grocery trade incl. discounters), in €, for Denmark (total grocery trade incl. discounters),
MAT CW40 2018 vs 2019 vs 2020 in Kg/L, for MAT CW40 2018 vs 2019 vs 2020
+5% +29% +46%
+24% +6%
+38%
23m 29m 30m 9.3m 13m 14m
% %
48% 52%
share share
*Plant-based meat (vegan and vegetarian), plant-based milk, plant-based cheese, plant-based yoghurt, plant-based ice cream
Discounters showed a strong increase in MAT CW40 2019, in terms

% of sales value and volume.
Discounters’ sales value of plant-based food* Discounters’ sales volume of plant-based
in Denmark, in €, for MAT CW40 2018 vs 2019 vs food* in Denmark, in Kg/L, for MAT CW40 2018
2020 vs 2019 vs 2020
+32% -1% +31% +46% -2% +43%
11m 15m 14m 4.9m 7.1m 7.0m
Plant-based milk had the highest-value sales, followed by plant-

based yoghurt. PB yoghurt and PB meat had the strongest growth.
Sales value of plant-based food in Denmark (total grocery trade incl. discounters) by

A similar picture is evident in terms of sales volume.

Sales volume of plant-based food in Denmark (total grocery trade incl. discounters)

Plant-based milk also had the highest value sales in discount

% stores, with plant-based yoghurt showing double-digit growth.
Discounters’ sales value of plant-based food in Denmark by category, in €, for
MAT CW40 2020
-41%
% A similar picture emerges for sales volume.
Discounters’ sales volume of plant-based food in Denmark by category, in Kg/L, for

MAT CW40 2020
-65%

Plant-based sector
deep dive: Denmark
Plant-based sector deep dive: Denmark
PB refrigerated and frozen prepared dishes had the highest sale

value, with more than 40% of PB meat sold in discount stores.
Sales value of plant-based meat* in Sales volume of plant-based meat*
Denmark (total grocery trade incl. in Denmark (total grocery trade incl.
discounters), in €, for MAT +16% +50% discounters), in Kg/L, for MAT
CW40 2018 vs 2019 vs 2020 -24% CW40 2018 vs 2019 vs 2020
+12% +50%
+29% +3% -30%
+360%
+34% +6%
+665%
+33% +34%
+32% +33%
+11%
+9%
29k 2531
25k
2269
20k
% 1691
%
+10% Discounters: +47% +2% Discounters:
+41%
42% 45%
share share
In discount stores, plant-based refrigerated and frozen prepared

% dishes again dominate the plant-based-meat segment.
Discounters’ sales volume of Discounters’ sales volume of
plant-based meat* in Denmark, plant-based meat* in Denmark,
in €, for MAT CW40 2018 vs 2019 in Kg/L, for MATCW40 2018 vs
vs 2020 +5% +34% 2019 vs 2020 +24% +2% +27%
+28% -36%
+>999%
-42%
-24%
+>999%
-19% +53%
+53%
+12% +28%
+30%
+7%
12k 12k 1155

1131
9k 908
+20%
-6%
+28% -1%
Total plant-based milk sales
Oat milk has the highest sales value and volume, followed by soya
and almond.
Sales value of plant-based milk in Sales volume of plant-based milk in
Denmark (total grocery trade incl. Denmark (total grocery trade incl.
discounters), in €, for MAT CW40 discounters), in Kg/L, for MAT CW40
2018 vs 2019 vs 2020 2018 vs 2019 vs 2020
+3% +30% +5% +48%
+26% -52% +41% -48%
-50% -32% -44% -30%
-18% -9%
+/-0% +15%
+12% +25%
-17%
-16%
+7%
-3%
26m 12.3m
25m 11.7m
20m
+26%
% 8.3m
+27% %
+117% +140%
50% 53%
share share
*Other includes coconut/rice, cashew, rice/hazelnut, coconut/almond, rice/hazelnut, rice/almond, quinoa, hazelnut, rice/coconut, rice/quinoa, and other
Discounters’ plant-based milk sales
A similar picture is evident in discount stores, with oat showing

% huge growth, followed by soya and almond.
milk in Denmark, in €, for MAT CW40 milk in Denmark, in Kg/L, for MAT CW40
2018 vs 2019 vs 2020 2018 vs 2019 vs 2020
+48% +45%
+34% -4%
-4% +31% -11% -36%
-19% -37%
+26% +9%
+13% -2%
-26%
-23% +8%
+/-0%
6.7m
13.2m 6.5m
12.7m
9.7m 4.5m
+17%
+18% +187%
+165%

Soya accounts for more than 90% of sales in the

plant-based-yoghurt segment.
Sales value of plant-based yoghurt in Sales volume of plant-based yoghurt
discounters), in €, for MAT discounters), in Kg/L, for MAT
CW40 2018 vs 2019 vs 2020 +16% +28% CW40 2018 vs 2019 vs 2020 +20% +30%
-25% -29%
+10%
+9%
+239%
+358%
4.7m 1.2m
+23%
4.0m +5% +19%
3.7m 990k
+4%
912k
% %
37% 40%
share share

A similar picture is evident in discount stores, but with even

% stronger growth over the past two periods.
Discounters’ sales value Discounters’ sales volume
of plant-based yoghurt in +24% +48% of plant-based yoghurt in
Denmark, in €, for MAT -76% Denmark, in Kg/L, for MAT +23% +44%
-79%
CW40 2018 vs 2019 vs 2020 CW40 2018 vs 2019 vs 2020
+20% +17%
1.7m +26% 470k

+27%
1.4m 382k
+16% +13%
1.2m 326k

Total plant-based-cheese sales
The plant-based cheese sector is dominated by sliced and grated

variants.
Sales value of plant-based cheese in Sales volume of plant-based cheese in
Denmark (total grocery trade incl. Denmark (total grocery trade incl.
discounters), in €, for MAT CW40 2018 vs discounters), in Kg/L, for MAT CW40 2018
2019 vs 2020 vs 2019 vs 2020
+30% -1% +29% +3% +28%
-66%
+72% +299%
+24% +32%
+144%
+55% +112% +8%
+27%
+5% -75% +175%
-13%
+7%
+6% +13%
+15%
+26%
1,421 1,410 -11% 81 -4%
79
1,091
% 53
%
+94%
-14% 25% +77% 30%
-11%
share share

Discounters’ plant-based-cheese sales
Plant-based grated and sliced cheese also dominate the

% discount sector.
cheese in Denmark, in €, for MAT CW40 cheese in Denmark, in Kg/L, for MAT CW40
2018 vs 2019 vs 2020 2018 vs 2019 vs 2020
+7% +188% +12% +113%
+170% +90%
-26%
-25%
+>999%
+43%
+39%
346
325 +58% 24
22 +9%
11
+16% +26%
120 +128% +148%

Total plant-based ice-cream sales
Plant-based ice cream is dominated by household and multipacks,

with the latter showing huge growth.
Sales value of plant-based ice cream in Sales volume of plant-based ice cream
discounters), in €, for MAT CW40 2018 vs discounters), in Kg/L, for MAT CW40 2018
2019 vs 2020 vs 2019 vs 2020
+45% +18%
+97%
-8% +32% +46%
+93% +327% -19%

+>999%
-31%
+158%
+36%
+17%
2,852 248
2,609 211
-3%
1,973 +2% % 172
%
-38% 21% -48% 23%
share share

Discounters’ plant-based ice-cream sales
% In discounters, multipacks showed even stronger growth.

ice cream in Denmark, in €, for MAT ice cream in Denmark, in Kg/L, for MAT
CW40 2018 vs 2019 vs 2020 CW40 2018 vs 2019 vs 2020
+48% +10%
-62%
-12%
-41%
113
939 103
-3%
+9% -65%
+89%
632 554
+98%
39
-88% -88%

France
Agenda – France
1. Key findings
2. Sector overview
a. Plant-based meat
c. Plant-based yoghurt
** Plant-based milk was originally labelled “drink”.
Key findings – France
volume increased by 18% (125m Kg/L). Discount stores recorded even stronger growth, at 90% (€21m)
and 112% (12m Kg/L) respectively. Discounters have a 6% share in terms of sales value.
The plant-based food sector is led by plant-based milk (€187m), followed by plant-based yoghurt
(€87m) and plant-based meat (€80m). All categories showed strong growth.
In terms of plant-based meat (€80m), plant-based refrigerated meat (€68m) is the most dominant
segment, followed by plant-based ambient (€7m) and plant-based frozen (€5m) meat. Plant-based
frozen meat showed the strongest growth over the past two periods.
In terms of plant-based milk (€187m), almond (€72m) is the most dominant segment followed by soya
(€41m) and oat (€21m). There is great subsegment variety (e.g. rice, hazelnut, coconut, >20 others).
In the plant-based yoghurt segment (€87m), plant-based flavoured yoghurt (€55m) is the most
dominant subsegment, followed by plant-based plain (€17m) and bifidus (€11m) yoghurt.
*Includes plant-based meat (vegan and vegetarian), plant-based milk, plant-based yoghurt
Plant-based sector overview: France
increased by 18%.
Sales value of plant-based food* in France, in €, Sales volume of plant-based food* in France,
for MAT CW40 2018 vs 2019 vs 2020 in Kg/L, for MAT CW40 2018 vs 2019 vs 2020
+8% +21%
+9% +18%
+12%
+8%
292m 329m 355m 105m 114m 125m
% %
6% 9%
share share
*Plant-based meat (vegan and vegetarian), plant-based milk, and plant-based yoghurt. Includes hypermarkets, supermarkets, Proximite, eDrive,& discounters

food* in France, in €, for MAT CW40 2018 vs food* in France, in Kg/L, for MAT CW40 2018
2019 vs 2020 vs 2019 vs 2020
+23% +112%
+12% +90%
+69%
+72%
11m 19m 21m 5.4m 9.3m 12m
*Plant-based meat (vegan and vegetarian), plant-based milk, and plant-based yoghurt.
Plant-based milk had the highest-value sales, followed by

plant-based yoghurt. All categories showed growth.
Sales value of plant-based food in France** by category, in €, for MAT CW40 2020
*Vegan and vegetarian. **Total includes hypermarkets, supermarkets, Proximite, eDrive, & discounters
In terms of sales volume, growth is evident for all categories .
Sales volume of plant-based food in France** by category, in Kg/L, for MAT CW40
2020
*Vegan and vegetarian. **Total includes hypermarkets, supermarkets, Proximite, eDrive, & discounters
Plant-based milk also had the highest sales value in discount

% stores, followed by PB meat, with all categories showing growth.
Discounters’ sales value of plant-based food in France by category, in
€, for MAT CW40 2020

A similar picture emerges in terms of sales volumes –

% growth is evident for all categories.
Discounters’ sales volume of plant-based food in France by category, in
Kg/L, for MAT CW40 2020

Plant-based sector
deep dive: France
Plant-based sector deep dive: France
Plant-based refrigerated meat accounts for the bulk of sales value

and volume.
Sales value of plant-based meat* in Sales volume of plant-based meat* in
France, in €, for MAT CW40 2018 vs 2019 France, in Kg/L, for MAT CW40 2018 vs 2019
vs 2020 vs 2020
+31% +7% +28%

+9%
+20% +11% +20% +17%
+186%
+162% +10% -1%
+1% -8%
6.1m
80m
74m 5.7m +19%
+9% +8%
61m +18%
% 4.8m
%
7% 10%
share share
*Vegan and vegetarian. Total includes hypermarkets, supermarkets, Proximite, eDrive, & discounters
In discount stores, the plant-based-meat sector is also comprised

% mainly of refrigerated plant-based meat.
of plant-based meat* in plant-based meat* in France,
France, in €, for MAT CW40 in Kg/L, for MATCW40 2018 vs +22% +107%
2018 vs 2019 vs 2020 +13% +100% 2019 vs 2020
+76%
+29% +70% +54%
+919%
+731%
5.4m 629K
4.7m 515K
+9% +13%
+43% +38%
2.7m 304K
Total plant-based milk sales
Almond milk has the highest sales value and volume, followed by
soya and oat.
France, in €, for MAT CW40 France, in Kg/L, for MAT CW40
2018 vs 2019 vs 2020 +8% +16% 2018 vs 2019 vs 2020 +11% +18%
+35% +48%
+7% +41%
+7% +40%
+19% +40%
+31% +13%
+6% +18%
+13% +16%
+13%
-2%
+/-0% +11%
-1%
+11%
+11% +1%
+28%
+23%
+13% +14%
187m 96m
-6% -3% -1%
173m 87m -4%
162m 81m
% %
+7%
+15% 8% +13% 10%
+19%
share share
*Other includes more than 20 subsegments, with the most dominant being rice/coconut and spelt/hazelnut. Total includes hypermarkets, supermarkets, Proximite, eDrive,& discounters
Discounters’ plant-based-milk sales
Soya, and almond also dominate the discount sector, with oat
% accelerating fast.
plant-based milk in France, of plant-based milk in +22% +127%
in €, for MAT CW40 2018 vs France, in Kg/L, for MAT +42%
2019 vs 2020 +10% +101% CW40 2018 vs 2019 vs 2020 +65%

+35% +86%
+83% +278%
+284% +54%
+11%
+6%
+19%
+8%
+63%
+78%
14m 9.7m
13m 8.0m
7.0m
+2% 4.3m
+123% +13%
+126%
*Other includes more than 15 subsegments, with rice dominating.
Plant-based flavoured yoghurt has the highest sales value, followed

by plant-based plain yoghurt.
Sales value of plant-based yoghurt* in Sales volume of plant-based yoghurt* in
France, in €, for MAT CW40 2018 vs 2019 vs France, in Kg/L, for MAT CW40 2018 vs 2019
2020 vs 2020
+6% +26% +5% +17%
+18% +49% +11% +41%
+112% +120%
-8%
+29% +27%
-16%
+32%
+43% -10%
-15%
87m
22m
82m 21m
19m
69m
+21% +1% % +14%
+2% %
2% 5%
share share
*Mainly with a soya base. Total includes hypermarkets, supermarkets, Proximite, eDrive,& discounters
In discount stores, plant-based flavoured yoghurt is

% even more dominant.
Discounters’ sales value Discounters’ sales volume of
of plant-based yoghurt* +22% plant-based yoghurt* in
+24% +37% +38%
in France, in €, for MAT +3%
France, in Kg/L, for MAT -9%
CW40 2018 vs 2019 vs 2020 -44%
CW40 2018 vs 2019 vs 2020 -35%
-1%
+23%
+1%
-13% +3%
-15%
1.9m
+45%
+39%
1.1m
1.6m 1.6m
823k 829k
+/0% +2%
*Mainly with a soya base. Total includes hypermarkets, supermarkets, Proximite, eDrive,& discounters
Germany
Agenda – Germany
1. Key findings
2. Sector overview
a. Plant-based meat
b. Plant-based fish
c. Plant-based milk incl. Plant-based flavoured milk**
d. Plant-based cheese
e. Plant-based plain yoghurt
f. Plant-based flavoured yoghurt***
g. Plant-based ice cream
**Plant-based flavoured milk was originally labelled "mixed milk drinks". ***Plant-based flavoured yoghurt was originally labelled “fruit yoghurt”.
Key findings – Germany
The sales value of plant-based food* grew by 97% (€817m) over the past two periods, while sales
volume increased by 80% (310m Kg/L). Discount stores showed even stronger growth, at 114%
(€202m) and 92% (101m Kg/L) respectively. Discounters had a 25% share in terms of sales value.
The plant-based food sector is led by plant-based milk (€396m), followed by plant-based meat
(€181m). All categories showed double-digit sales growth in sales value in the latest period, with
plant-based meat and fish showing triple-digit growth.
In terms of plant-based meat, plant-based refrigerated meat (e.g. burger patties, nuggets, minced)
(€123m) is the most developed segment, followed by plant-based cold cuts and meat spreads (€29m).
Sales shot up in the latest period, with a triple-digit growth in sales value, especially in discount stores.
In terms of plant-based milk (€396m), oat milk (€184m) had the highest sales value, followed by
almond (€82m) and soya (€74m). Oat milk is on fire, especially in the latest period (105%).
The plant-based fish and plant-based cheese segments are both still in their early stages of
development, with triple-digit growth in sales value. Plant-based fish products arrived on discounters’
shelves in the last period, for the first time.
*Plant-based meat (only vegan), plant-based fish, plant-based milk, plant-based cheese, plant-based yoghurt, plant-based ice cream; all numbers refer to MAT CW39 2020 if not stated otherwise.
Plant-based sector overview: Germany
increased by 80%.
Sales value of plant-based food* Sales volume of plant-based
in Germany (Grocery and drug food* in Germany (Grocery and
incl. discounters), in €, for MAT +56% +97% drug incl. discounters), in Kg/L, for
CW39 2018 vs 2019 vs 2020 MAT CW39 2018 vs 2019 vs 2020 +47%
+80%
+26% +23%
415m 524m 817m 172m 210m 310m
% %
25% 33%
share share
*Plant-based meat (only vegan), plant-based fish, plant-based milk incl. plant-based flavoured milk, plant-based cheese self service, plant-based plain yoghurt, plant-based fruit yoghurt, plant-based ice cream, plant-based drinking yoghurt, plant-based spiced yoghurt


plant-based food* in Germany, +114% of plant-based food* in
in €, for MAT CW39 2018 vs 2019 +67% Germany, in Kg/L, for MAT +55% +92%
vs 2020 CW39 2018 vs 2019 vs 2020
+24%
+28%
95m 121m 202m 53m 65m 101m
*Plant-based meat (only vegan), plant-based fish, plant-based milk incl. mixed milk drinks, plant-based cheese self service, plant-based plain yoghurt, plant-based fruit yoghurt, plant-based ice cream
Plant-based milk had the highest sales value, followed by

plant-based meat. All categories experienced huge growth.
Sales value of plant-based food in Germany (grocery and drug incl. discounters) by
*Only vegan
Plant-based milk also had the highest sales volume but this time
followed by plant-based yoghurt.
Sales volume of plant-based food in Germany (grocery and drug incl. discounters)
*Only vegan
Plant-based milk also had the highest sales value in discount

% stores, with all categories experiencing huge growth.
Discounters’ sales value of plant-based food in Germany by category, in €, for MAT
CW39 2020
Plant-based
fish entered the
discount market
in 2020 for the
first time!
*Only vegan
There is a similar picture in terms of discounters’ volume sales,

% with tremendous growth for all categories.
Discounters’ sales volume of plant-based food in Germany by category, in Kg/L, for
MAT CW39 2020
Plant-based
fish entered the
discount market
in 2020 for the
first time!
*Only vegan
Plant-based sector
deep dive: Germany
Plant-based sector deep dive: Germany
Plant-based refrigerated meat showed the highest sales value and

volume. 30% of plant-based meat is sold in discount stores.
meat* in Germany (grocery meat* in Germany (grocery
and drug incl. discounters), in and drug incl. discounters), in
€, for MAT CW39 2018 vs 2019 +127% +226% Kg/L, for MAT CW39 2018 vs +126% +194%
vs 2020 +403% 2019 vs 2020 +453%
+90% +85%
+105% +96%
13m
+43% 181m +30%
+510% +251%
+15% +19% +127%
+44% +128%
% +34%
%
79m
30% 5.7m
+28%
35%
56m +44% 4.4m
share share
*Only vegan
In discount stores, the plant-based meat market is also dominated

% by refrigerated meat alternatives.
plant-based meat* in plant-based meat* in +175% +181%
+179% +233% +416%
Germany, in €, for MAT Germany, in Kg/L, for MAT
+401%
CW39 2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020 +440%
+371%
+285%
+274%
+2% 4.5m
54m
+20%
+142%
+142% +70%
+166%
+612%
+97% +129%
+1255%
1.6m 1.6m -8%

19m
16m +3%
*Only vegan
Total plant-based-fish sales
Plant-based fish showed huge growth as well as its first sales in

discounters in the last period.
fish in Germany (grocery and +190% +623% fish in Germany (grocery and
drug incl. discounters), in €, drug incl. discounters), in Kg/L, +180% +641%
for MAT CW39 2018 vs 2019 for MAT CW39 2018 vs 2019 vs
vs 2020 2020
1.9m
137k
+149% +165%
%
Discounters:
%
Discounters:
13% share. 19% share.
650k 241k in 49k 26k in
2020. 2020.
251k 18k

Total plant-based-milk sales
Oat milk showed the highest sales value and volume, followed by
almond and soya.
milk in Germany (grocery milk in Germany (grocery and
and drug incl. discounters), in drug incl. discounters), in Kg/L, +26% +81%
€, for MAT CW39 2018 vs 2019 +42% +73% for MAT CW39 2018 vs 2019 vs +4%
-2%
vs 2020 +9% 2020 +14%
+13%
+4%
+38%
+22% +7% +24%

+4% +7%
-3%
+82% +5%
-3% +125%
+24% 250m
396m
+19%
+3%
279m 171m +1%
228m
+19% % 138m
+101% %
+105%
28% 45%
+52% share +54% share
*Other includes macadamia, millet, hemp lupine, spelt, cashew, and others
Discounters’ plant-based milk sales
Oat milk had the highest sales value and volume, followed by
% almond and soya.
plant-based milk in of plant-based milk in
Germany, in €, for MAT CW39 Germany, in Kg/L, for MAT
2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020 +52% +87
+42% +77% -6%
+2%
+8%
-1%
-2%
+25% -4% +24%
+160% +50%
+37% +181%
+67%
87m
112m +46%
+4% +1%
58m
78m
+35%
+47% +143%
+136% 47m
63m
+9%
-4%
*Other includes rice, cashew, spelt, and others
Total plant-based cheese sales
Plant-based hard sliced cheese showed the highest value/volume

sales, followed by plant-based cream cheese.
+80% +159%
cheese* in Germany (grocery +77% +150% cheese* in Germany (grocery
and drug incl. discounters), in +537% and drug incl. discounters), in +864%
€, for MAT CW39 2018 vs 2019 Kg/L, for MAT CW39 2018 vs
+110% +117%
vs 2020 2019 vs 2020
+75%
+42% +44% +77%
+16%
+16% 44m 2.4m
+64% +63%
+42% +44%
25m
+64% % 1.3m
+64% %
17m Discounters: 941k Discounters:
+36% 6% +38% 7%
share share
*Other includes plant-based semi-hard sliced cheese, and plant-based mozzarella; all self service
Discounters’ plant-based cheese sales
Plant-based mozzarella is more significant for discounters than

% for the overall market.
plant-based cheese* in plant-based cheese* in
Germany, in €, for MAT CW39 +161%
<+1000% Germany, in Kg/L, for MAT +189% >+1000%
2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020
185k
2.7m
>+1000%
>+1000%
+51% +48%
5k 1.0m 627
64k
+>1000%
+>1000%
*All self-service
Total plant-based plain-yoghurt sales
The plant-based plain-yoghurt sector is dominated by soya, with

coconut and others also showing huge sales increases.
plain-yoghurt in Germany plain-yoghurt in Germany
+48% +76%
(grocery and drug incl. +90% (grocery and drug incl.
+54% +108%
discounters), in €, for MAT discounters), in Kg/L, for MAT
+132%
CW39 2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020 +159%
+135%
+19%
+62%
+23% +79%
+70%
+67%
19m
70m
+39%
+42%
13m
37m
45m
+18%
% 11m
+15%
%
17% 20%
share share
*Other includes lupine, almond, and cashew
Discounters’ PB plain-yoghurt sales
A similar picture is evident in discounters, but here the

% growth over the past two years is even stronger.
plant-based plain-yoghurt* in plant-based plain-yoghurt* in
Germany, in €, for MAT CW39 +81% +168% Germany, in Kg/L, for MAT +81% +169%
2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020
+128% +160%
+48% +49%
-30% -31%
12m 3.8m +71%
+71%
2.1m
6.4m
+68% +62%
1.4m
4.3m
*Includes almond, lupine, cashew, and oat
Total plant-based flavoured-yoghurt sales
The plant-based flavoured yoghurt market is dominated by soya,

with coconut showing rapid growth.
yoghurt* in Germany (grocery and drug yoghurt* in Germany (grocery and drug
incl. discounters), in €, for MAT incl. discounters), in Kg/L, for MAT +43%
CW39 2018 vs 2019 vs 2020
+48% CW39 2018 vs 2019 vs 2020 +35%
+33% +124%
+79%
+28%
+30%
+11% +6%
-22%
-24% +51%
+53%
15m
58m
+31% +33%
43m 11m +5%
+11% 11m
39m
% %
12% 17%
share share
*Flavoured yoghurt with a base of soya, coconut, or lupine
Discounters’ PB flavoured-yoghurt sales
In discount stores, the plant-based fruit yoghurt market is

% similarly dominated by soya.
flavoured-yoghurt* in Germany, in €, for flavoured-yoghurt* in Germany, in Kg/L,
MAT CW39 2018 vs 2019 vs 2020 for MAT CW39 2018 vs 2019 vs 2020
+21% +47% +41% +64%
-44% -39%
+22%
-33%
+16%
-36%
6.9m +44%
+24%
5.7m 2.6m
+31%
4.7m
+23%
1.8m
1.6m
*Flavoured yoghurt with a base of soya, coconut, or lupine
Total plant-based ice cream sales
Plant-based ice cream is dominated by multi- and household packs,

with the latter showing huge growth.
Sales value of plant-based ice Sales volume of plant-based
cream in Germany (grocery ice cream in Germany
and drug incl. discounters), in +32% +78% (grocery and drug incl. +26% +48%
€, for MAT CW39 2018 vs 2019 +17% discounters), in Kg/L, for MAT +1%
vs 2020 CW39 2018 vs 2019 vs 2020

+17%
+35% +10%
+53%
-3% +16%
+34%
67m 9.2m
+20%
7.3m
51m
6.2m
38m % +11%
+15%
%
+55%
23% 29%
+69%
share share

Discounters’ plant-based ice cream sales
% In discount stores, household packs showed even stronger growth.

ice cream in Germany, in €, for MAT CW39 ice cream in Germany, in Kg/L, for MAT
2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020
+143% +41% +89%
+54% -72%
-58%
+241%
+34%
-3%
-29%
+58%
-68% +53%
16m 2.7m
+54% 1.9m
10m +32% +1%
+272% 1.4m
6.4m
+146%

Italy
Agenda – Italy
1. Key findings
2. Sector overview
a. Plant-based meat
e. Plant-based ice cream
**Plant-based milk was originally labelled ‘PB drinks’.
Key findings – Italy
The sales value of plant-based food* declined 1% (€425m) over the past two periods, while sales
volume increased by 3% (140m Kg/L). Discount stores recorded similar growth rates, at 2% (€73m)
and 0% (35m Kg/L) respectively. Discounters had a 16% share in terms of sales value.
The plant-based food sector is led by plant-based milk (€231m), followed by plant-based meat
(€111m) and plant-based yoghurt (€43m). Plant-based milk (7%) also had the strongest growth in
sales value, followed by plant-based ice cream (5%) and plant-based meat (1%).
The plant-based-meat (€111m) sector is dominated by plant-based meals (e.g. burger patties,
nuggets, sausages) (€98m), with remaining sales coming from tofu (€8.0m) and plant-based cold cuts
(€5.4m).
The plant-based-milk (€231m) sector is dominated by soya (€87m), followed by rice (€46m) and
almond (€44m). Oat had the strongest growth in sales value in both periods (23%).
The plant-based ice-cream (€33m) sector is dominated by multipacks (€22m), followed by household
packs (€11m). The sector showed double-digit growth in sales value over the past two periods.
*Includes plant-based meat (vegan and vegetarian), plant-based milk, plant-based yoghurt, plant-based cheese, plant-based ice cream; all numbers refer to MAT CW39 2020 if not stated otherwise
Plant-based sector overview: Italy
Sales value declined 1% over the past two periods, while sales
volume increased by 3%.
Sales value of plant-based food* in Italy (total incl. Sales volume of plant-based food* in Italy
discounters), in €, for MAT CW39 2018 vs 2019 vs (total incl. discounters), in Kg/L, for MAT CW39
2020 -1% 2018 vs 2019 vs 2020
-4% +4% +6%
+3%
-2%
427m 409m 425m 136m 134m 140m
% %
16% 24%
share share
*Plant-based meat (vegan and vegetarian), plant-based milk, plant-based yoghurt, plant-based cheese, plant-based ice cream
% A similar picture is evident in discount stores.
Discounters’ sales value of plant-based food* in Discounters’ sales volume of plant-based food*
Italy, in €, for MAT CW39 2018 vs 2019 vs 2020 in Italy, in Kg/L, for MAT CW39 2018 vs 2019 vs
2020
+2 +2% +/-0%
-3% +4% -1%
72m 70m 73m 35m 34m 35m
*Plant-based meat (vegan and vegetarian), plant-based milk, plant-based yoghurt, plant-based cheese, plant-based ice cream
In terms of sales value, plant-based milk leads the plant-based

sector, followed by plant-based meat.
Sales value of plant-based food in Italy (total incl. discounters) by

Plant-based milk also showed the highest sales volume, again

followed by plant-based meat.
Sales volume of plant-based food in Italy (total incl. discounters)

Plant-based milk also showed the highest sales value in

% discount stores.
Discounters’ sales value of plant-based food in Italy by category, in
€, for MAT CW39 2020

% A similar picture emerges in terms of sales volume.

Discounters’ sales volume of plant-based food in Italy by category,
in Kg/L, for MAT CW39 2020

Plant-based sector
deep dive: Italy
Plant-based sector deep dive: Italy
Plant-based meals (e.g. burger, nuggets, sausages) had the highest

sales value and volume.
Sales value of plant-based meat* in Italy Sales volume of plant-based meat* in Italy
(total incl. discounters), in €, for MAT CW39 (total incl. discounters), in Kg/L, for MAT
2018 vs 2019 vs 2020 -10% CW39 2018 vs 2019 vs 2020 -11%
-11% +1% -10% -1%
-10%
+1% +10% -1%
-3% +/-0% +20%
+18%
123m 9.8m
110m 111m
-12% 8.8m -1%
+/-0% -11% 8.7m
% %
23% 30%
share share
In discount stores, the plant-based-meat sector is also dominated

% by plant-based meals (e.g. burger, nuggets, sausages).
Discounters’ sales volume of plant-based Discounters’ sales volume of plant-based
meat* in Italy, in €, for MAT CW39 2018 vs meat* in Italy, in Kg/L, for MAT CW39 2018
2019 vs 2020 -2% vs 2019 vs 2020 -1%
+7% -6% +5%
-39% -43%
-8%
+52% -46% +54%
-47%
+31% +35%
25m 25m 2.6m 2.6m

+5% 2.5m
23m -8% +1%
-8%
Sales value and volume sales grew 6% over the past periods, with
almond and oat showing the strongest growth.
Sales value of plant-based milk in Italy Sales volume of plant-based milk in Italy
(total incl. discounters), in €, for MAT CW39 (total incl. discounters), in Kg/L, for MAT
2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020 +7% +6%
+7% +6% -1%
-1% +13%
+17%
+20%
+16%
+24%
+23% +21%
+20%
+15% +21%
+14% +18%
+3% +7%
120m
+1% 231m +5% 113m
219m 112m
217m
% %
-12% -4%
-14% -3% 17% 26%
share share

A similar picture is evident in discount stores, with almond, oat, and

% other showing the strongest growth.
milk in Italy, in €, for MAT CW39 2018 vs milk in Italy, in Kg/L, for MAT CW39 2018 vs
2019 vs 2020 2019 vs 2020 +1%
+4% +4% -1% +2%
+/-0% +84 +88%
+91%
+81% %
+37% +15%
+13%
+35%
+4% +3%
+3% +1%
+6% 31m
31m 30m +20%
+3% 40m +20%
39m 39m
-11%
-9%
-10% -8%

Sales decreased, with the decline driven by soya.

Italy (total incl. discounters), in €, for MAT Italy (total incl. discounters), in Kg/L, for MAT
CW39 2018 vs 2019 vs 2020 -11% CW39 2018 vs 2019 vs 2020
-12%
-8% -7%
-3% +152%
-6%
+140% +2%
+3%
9.3m
49m
8.6m -11%
45m -13% -4% 8.2m -6%
43m
% %
8% 11%
share share

% A similar picture is evident in discount stores.

yoghurt in Italy, in €, for MAT CW39 2018 vs yoghurt in Italy, in Kg/L, for MAT CW39 2018
2019 vs 2020 vs 2019 vs 2020
-1% -13% +1% -13%
+308%
+234%
-11% -14%
+131%
+163%
3.6m 1.0m 1.1m +1%

3.5m
-2%
3.1m
-12% 905k -15%

Plant-based cheese showed declining sales. Information about

individual market segments is not currently available.
Sales value of plant-based cheese in Italy Sales volume of plant-based cheese in
(total incl. discounters), in €, for MAT CW39 Italy (total incl. discounters), in Kg/L, for MAT
2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020
-17% -18%
-15% -14%
-3% -4%
8.1m 508k
6.9m
436k
6.7m 420k
% %
1% 1%
share share

Discounters’ plant-based-cheese sales
% A similar picture emerges in discount stores.

cheese in Italy, in €, for MAT CW39 2018 vs cheese in Italy, in Kg/L, for MAT CW39 2018
2019 vs 2020 vs 2019 vs 2020 +32%
+73%
+3% -18%
-20% -24%
8k
108k 111k
6k
89k
5k

Total plant-based ice cream sales
The plant-based ice-cream sector is dominated by multipacks,

which are growing in terms of both sales value and volume.
Sales value of plant-based ice cream in Sales volume of plant-based ice cream in
Italy (total incl. discounters), in €, for MAT Italy (total incl. discounters), in Kg/L, for MAT
CW39 2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020
+5% +10% +4% +6%
+5% +2%
-24% -25%
-64% -63%
+2%
-6% +1%
-6%
33m
31m 3.5m
30m 3.4m
3.3m
+11% +7%
% +8% +6% %
10% 15%
share share

Discounters’ plant-based ice cream sales
In discounters, multipacks showed even stronger growth in the

% latest period.
Discounters’ sales value of plant-based ice Discounters’ sales volume of plant-based
cream in Italy, in €, for MAT CW39 2018 vs ice cream in Italy, in Kg/L, for MAT CW39
2019 vs 2020
+13%
+14% 2018 vs 2019 vs 2020 +9% +10%
+1% +/-0%
-1% -5%
-12%
-11%
631k
4.9m 578k 576k
4.3m 4.3m +18%
+17%
+7% +6%

The Netherlands
Agenda – The Netherlands
1. Key findings
2. Sector overview
a. Plant-based meat
b. Plant-based plain milk
c. Plant-based flavoured milk**
e. Plant-based yoghurt
**Plant-based flavoured milk was originally labelled ‘flavoured drinks’.
Key findings – The Netherlands
The plant-based food sector is led by plant-based meat (€174m), followed by plant-based milk
(€62m) and plant-based yoghurt (€43m). Plant-based cheese (140%) showed the strongest growth in
sales value, followed by plant-based yoghurt (35%).
The plant-based meat (€174m) sector is dominated by plant-based burger patties (€42m), followed
by plant-based stir fry (€33m) and plant-based meatballs (€21m). All segments showed strong growth.
The plant-based milk (€62m) market is dominated by almond (€20m), followed by soya (€19m) and
oat (€14m). Oat milk (69%) showed the strongest growth in sales value.
PB cheese (€4.8m) had tremendous growth in sales value over the past two periods, at 400%. PB sliced
cheese (€2.7m) was the top seller, followed by PB grated cheese (€1.2m), but no sales in discounters as
yet. Several new segments entered the market in MAT 2019 (including PB cheese pieces, PB cheese rolls,
and PB cream cheese).
*Includes:plant-based meat (vegan and vegetarian), plant-based milk, plant-based cheese, plant-based yoghurt. All numbers refer to MAT CW40 2020 if not stated otherwise
Plant-based sector overview: The Netherlands
Sales value grew by 50% over the past two periods, while sales
volume increased by 35%.
Sales value of plant-based food* Sales volume of plant-based food*
in the Netherlands (total for in the Netherlands (total for grocery
grocery stores, incl. discounters), in +30% +50% stores, incl. discounters), in Kg/L, for +22% +35%
€, for MAT CW40 2018 vs 2019 vs MAT CW40 2018 vs 2019 vs 2020
2020
+11%
+15%
195m 225m 291m 53m 59m 72m
% %
10% 8%
share share
*Plant-based meat (vegan and vegetarian), plant-based milk, plant-based flavoured milk, plant-based yoghurt, plant-based cheese

plant-based food* in the of plant-based food* in the
Netherlands (Aldi and Lidl), +50% +83% Netherlands (Aldi and Lidl), +29% +58%
in €, for MAT CW40 2018 vs in Kg/L, for MAT CW40 2018
2019 vs 2020 vs 2019 vs 2020
+23%
+22%
12m 15m 22m 4.3m 5.3m 6.9m
*Plant-based meat (vegan and vegetarian), plant-based plain milk, plant-based flavoured milk, plant-based yoghurt
Plant-based meat had the highest sales value. All categories

showed huge growth, especially plant-based cheese.
Sales value of plant-based food in the Netherlands (total for grocery stores, incl.
discounters) by category, in €, for MAT CW40 2020

In terms of volume sales, plant-based milk leads the market,

although there is huge growth in all categories.
Sales volume of plant-based food in the Netherlands (total for grocery
stores, incl. discounters) by category, in Kg/L, for MAT CW40 2020

Plant-based meat also had the highest sales in value discounters.

% All categories showed tremendous growth.
Discounters’ sales value of plant-based food in the Netherlands
(Aldi and Lidl) by category, in €, for MAT CW40 2020

A similar picture is evident in terms of sales volume,

% with tremendous growth in all categories.
Discounters’ sales volume of plant-based food in the Netherlands
(Aldi and Lidl) by category, in Kg/L, for MAT CW40 2020

Plant-based sector
deep dive:
The Netherlands
PB sector deep dive: The Netherlands
Plant-based burger patties, stir-fry, and meatballs lead

the sector, with strong growth in all subsegments.
meat* in the Netherlands meat* in the Netherlands
(total for grocery stores, incl. +30% +54% (total for grocery stores, incl. +28% +49%
-15% -17%
discounters), in €, for MAT +71% discounters), in Kg/L, for MAT +64%
+27% +31%
CW40 2018 vs 2019 vs 2020 CW40 2018 vs 2019 vs 2020
+38% +23%
+18% +17%
+1% +24% +5% +45%
+70% +55%
+10% +40%
+45% +22% +25%
+37%
+20% +26% +43%
+25%
+32% +14% 15m
+11%
+15% 174m
+11% +11%
12m
+5%
133m +51% +7%
113m
+16%
% 9.8m
+49% %
Discounters: +15% Discounters:
9% 14%
+26% share share
+20% +23%
+14%
Discounters showed even stronger growth. Plant-based burger

% patties lead the market, followed by plant-based filled products.
Discounters’ sales volume of Discounters’ sales volume of
plant-based meat* in the plant-based meat* in the
Netherlands (Aldi and Lidl), in Netherlands (Aldi and Lidl), in +43% +69%
+52% +78% +33%
€, for MAT CW40 2018 vs 2019 +50% Kg/L, for MAT CW40 2018 vs
+30% +32%
vs 2020 2019 vs 2020
+69% +57%
+40% +18% +84%

-24%
+17%
-29% +78%
+114% +36%
+73% +50%
+47% 2.0m
-24%
+20% 16m +9% +42%
+19%
-24%
1.4m
+49% +71% +15%
10m -2% 1.2m
8.9m -2%
+73%
+67% +54%
+28% +27%
*Vegan and vegetarian. **Other includes plant-based sausages, plant-based bites and other
Soya and almond are the most developed subsegments, with oat,
especially, showing huge growth.
plain milk in the Netherlands plain milk in the Netherlands
(total for grocery stores, incl. (total for grocery stores, incl.
+23% +33% +20% +31%
discounters), in €, for MAT -17%
discounters), in Kg/L, for MAT -17%
CW40 2018 vs 2019 vs 2020 +3% CW40 2018 vs 2019 vs 2020 +1%
+18% +17%
+8% +10%
-41%
-35% -6%
-11% +67%
+69% -3%
-2%
+98%
+98%
62m 40m +23%

+8% +12%
51m 33m
-4% 30m
47m
% %
8% +1% +7% 11%
+23%
+10% share share
*Other includes blend, cashew, hazelnut, spelt, and other
Soya and almond are also leading the category in discounters, with
% almond showing huge growth.
plant-based plain milk in the plant-based plain milk in the
Netherlands (Aldi and Lidl), in €, Netherlands (Aldi and Lidl), in
for MAT CW40 2018 vs 2019 vs Kg/L, for MAT CW40 2018 vs 2019 +16% +41%
+31% +59%
2020 vs 2020 +6%
+23% +21%
+812%
+21%
+162%
-6%
+892% +163%
-5%
4.7m
4.2m
3.6m
3.6m
3.0m
+9% -4%
3.0m
+4%
+/-0%

Soya clearly dominates the plant-based flavoured-milk market,

followed by oat.
Sales value of plant-based flavoured milk Sales volume of plant-based flavoured
in the Netherlands (total for grocery stores, milk in the Netherlands (total for grocery
incl. discounters), in €, for MAT CW40 2018 vs stores, incl. discounters), in Kg/L, for MAT
2019 vs 2020 CW40 2018 vs 2019 vs 2020 +9% +5%
+11% +7% -3% -41%
-4% -44%
-18% +40%
-16% +41%
+6%
+11%
8.2m 4.4m
+8% 4.1m
7.7m -5% 4.0m +5%
7.4m -4%
% %
1% 1%
share share
*Other includes almond, coconut, rice, blend, hazelnut, cashew, and other
In discounters, only soya is available. The first sales of

% plant-based flavoured-milk were in MAT CW40 2019.
plant-based flavoured milk in plant-based flavoured milk* in
the Netherlands (Aldi and the Netherlands (Aldi and Lidl),
Lidl), in €, for MAT CW40 2019 in Kg/L, for MAT CW40 2019 vs
vs 2020 +68% 2020 +92%
+2% 64k 58k
38k
30k
MAT CW40 2019 MAT CW40 2020 MAT CW40 2019 MAT CW40 2020

All plant-based-cheese subsegments showed huge growth in both

periods. No plant-based cheese available in discounters, as yet.
cheese in the Netherlands cheese in the Netherlands
(total for grocery stores, incl. +140% +400% (total for grocery stores, incl. +144% +468%
discounters), in €, for MAT >+1000% discounters), in Kg/L, for MAT +>1000%
CW40 2018 vs 2019 vs 2020 +461%

CW40 2018 vs 2019 vs 2020
+471%
Many new
segments +133%
+122%
entered the
market in
2019. +108% 4.8m +133% 326k
+193% +177%
+100% +106%
2.0m 134k
+72%
+96%
966k 58k
*Other includes: plant-based cheese pieces, plant-based cheese roll, plant-based cream cheese, and other
The plant-based yoghurt market is dominated by soya, with

coconut and other showing huge sales increases.
yoghurt in the Netherlands yoghurt in the Netherlands
(total for grocery stores, incl. +59% (total for grocery stores, incl. +25% +42%
+35%
discounters), in €, for MAT +335%
discounters), in Kg/L, for MAT +502%
CW40 2018 vs 2019 vs 2020 CW40 2018 vs 2019 vs 2020 +47%
+62% +13%
+18% +248%
+26%
+465%
+38%
13m
+19%
43m
10m
9m
+12%
27m
32m
+13%
+24%
% %
4% 4%
share share
*Other includes blend, almond, oat, cashew
Also in discount soya dominates the market followed by

% coconut. Here soya with huge growth.
plant-based yoghurt in the plant-based yoghurt in the
Netherlands (Aldi and Lidl), in +98% +340% Netherlands (Aldi and Lidl), in +133% +301%
€, for MAT CW40 2018 vs 2019 Kg/L, for MAT CW40 2018 vs -21%
-21%
vs 2020 2019 vs 2020
+122% 1.8m 559k

+187%
+72%
+182%
895k
240k
+31% +28%
404k 139k

Poland
Agenda – Poland
1. Key findings
2. Sector overview
a. Plant-based plain milk**
b. Plant-based flavoured milk***
** Plant-based plain milk was originally labelled ‘non-animal milk - natural’. ***Plant-based flavoured milk was originally labelled ‘non-animal milk - flavoured’.
Key findings – Poland
The sales value of plant-based milk grew by 62% (€43m) over the past two periods, while sales
and 126% (15m Kg/L) respectively. Discounters had a very high share in terms of sales value, at 49%.
Plant-based plain milk (€37m) accounts for almost 90% of plant-based milk sales (€43m). The
remaining 10% come from plant-based flavoured milk (€5.7m).
The plant-based plain-milk sector is dominated by almond (€9.1m), followed by oat (€7.5m) and
soya (€6.9m). The sector showed double-digit growth in sales value (76%) and even triple-digit growth
in discounters (126%) over past two periods.
The plant-based flavoured-milk sector is dominated by soya (€3.8m), followed by rice (€653k) and
oat (€630m). Discount stores showed triple-digit growth over the past two periods.
All numbers refer to MAT CW39 2020 if not stated otherwise

Plant-based sector overview: Poland
increased by 75%.
Sales value of plant-based milk* in Sales volume of plant-based milk* in
Poland (total incl. impulse, chemist chains, Poland (total incl. impulse, chemist chains,
discounters), in €, for MAT CW39 +62% discounters), in Kg/L, for MAT
+38% CW39 2018 vs 2019 vs 2020 +69% +75%
2018 vs 2019 vs 2020
+18% +3%
26m 31m 43m 15m 15m 26m
% %
49% 57%
share share
*Plain and flavoured

plant-based milk* in Poland, in €, plant-based milk* in Poland, in +126%
+68% +122% +71%
for MAT CW39 2018 vs 2019 vs Kg/L, for MAT CW39 2018 vs 2019
2020 vs 2020
+32% +32%
9.5m 13m 21m 6.6m 8.7m 15m
*Plain and flavoured
In terms of sales value, plant-based plain milk leads the sector with
a strong growth rate.
Sales value of plant-based milk in Poland (total incl. impulse,
chemist chains, discounters) by category, in €, for MAT CW39 2020

A similar picture is evident in terms of volume sales, with both

segments showing growth.
Sales volume of plant-based milk in Poland (total incl. impulse,
chemist chains, discounters) by category, in Kg/L, for MAT CW39 2020

Plant-based plain milk also had the highest sales value in

% discounters, with both categories showing huge growth.
Discounters’ sales value of plant-based milk in Poland by category,

A similar picture emerges in terms of sales volume, with

% tremendous growth evident for both categories.
Discounters’ sales volume of plant-based milk in Poland by

Plant-based sector
deep dive: Poland
Plant-based sector deep dive: Poland
Almond milk had the highest sales value and volume, followed by
oat and soya, with oat showing massive growth.
plain milk in Poland (total plain milk in Poland (total
+47% +76% +46% +73%
incl. impulse, chem. chains, incl. impulse, chem. chains,
+29% +24%
discounters), in €, for MAT 15%
discounters), in Kg/L, for MAT
-14%
CW39 2018 vs 2019 vs 2020 CW39 2018 vs 2019 vs 2020
+33% +33%
+20% +19% +13%

+9%
+9%
+7%
+1%
+1%
+38% +33%
+44% +61%
37m 22m
-2% +9%
25m +191% 15m
21m +13% % 12m +13%

+210%
%
+52% 49% +68%
56%
+63% share +81% share
+41%
+53%
*Other includes >30 subsegments, most dominant cashew, oat/almond and spelt
A similar picture is evident in discount stores, but here rice comes

% in at third place.
plant-based plain milk in of plant-based plain milk in
Poland, in €, for MAT CW39 +80% +126% Poland, in Kg/L, for MAT +88% +141%
2018 vs 2019 vs 2020 -22%
CW39 2018 vs 2019 vs 2020 -19%
+60%
+62%
+48%
+63%
+26% +38% +28% +40%

12m
-14% 18m -15%
+1318% +1100%
+438% +666%
+14% +12%
10m 6.6m
+17%
8.0m +33%
5.2m
-13% +118% +136%
-15%
+59% +66%

The plant-based flavoured-milk segment is dominated by soya,

followed by rice, oat, and almond.
Sales value of plant-based flavoured milk Sales volume of plant-based flavoured milk
in Poland (total incl. impulse, chem. chains, in Poland (total incl. impulse, chem. chains,
discounters), in €, for MAT CW39 2018 vs discounters), in Kg/L, for MAT CW39 2018 vs
2019 vs 2020 2019 vs 2020
+10% -3% +7% +2% +18%
+26%
+16%
+50% -83%
-83%
+64% -27%
+/-0%
-12%
+44% +/-0% +16%

+144%
+8%
-27%
-21% +32%
3.8m
3.7m
5.9m 5.7m
3.2m
5.3m
+10%
+6% % +13% +7% %
53% 65%
share share

Tremendous growth is evident in discount stores, although

% only soya and almond/oat are offered.
flavoured milk in Poland, in €, for MAT flavoured milk in Poland, in Kg/L, for MAT
CW39 2018 vs 2019 vs 2020
+100% CW39 2018 vs 2019 vs 2020 +18% +75%
+21%
+48%
+65% +39%
+36%
+>1000%
+>1000%
2.5m
3.1m
2.1m
2.5m +10%
+14% +10%
1.4m
1.5m +11%

Romania
Agenda – Romania
1. Key findings
2. Sector overview
a. Plant-based meat
**Plant-based plain milk was originally labelled “milk substitutes - non flavoured”. ***Plant-based flavoured milk was originally labelled “milk substitutes - flavoured drink”.
Key findings – Romania
volume increased by 51% (8.6m Kg/L). Discount stores recorded much stronger growth, with 201%
(€2.1m) and 211% (1.3m Kg/L) respectively. Discounters had a 10% share in terms of sales value.
The plant-based-food sector is led by plant-based plain milk (€14m), followed by plant-based
meat (€5.0m) and plant-based flavoured milk (€2.7m). All categories showed double-digit growth
in sales value.
The plant-based meat (€5.0m) sector is dominated by plant-based sausages (€1.3m), followed by
plant-based meat spreads (€1.2m) and plant-based prepared meats (€1.2m). Discounters showed a
triple-digit growth over the last two periods (154%).
The plant-based plain-milk (€14m) sector showed strong growth in sales value, especially in the latest
period (50%). Discounters showed triple-digit growth in sales value over the last two periods (316%).
Plant-based flavoured milk (€2.7m) also had strong double-digit growth in sales value over the last
two periods (48%).
*Includes plant-based meat (vegan and vegetarian), plant-based milk; all numbers refer to MAT CW40 2020 if not stated otherwise
Plant-based sector overview: Romania
increased by 51%.
Sales value of plant-based food* in Romania Sales volume of plant-based food* in Romania
(total incl. discounters), in €, for MAT CW40 2018 vs (total incl. discounters), in Kg/L, for MAT CW40
2019 vs 2020 2018 vs 2019 vs 2020
+41% +56% +36% +51%
+11%
+11%
13m 15m 21m 5.7m 6.3m 8.6m
% %
10% 15%
share share
*Plant-based meat (vegan and vegetarian), plant-based milk (plain and flavoured)
Discounters showed even stronger growth over the past two

% periods, especially in the latest period.
plant-based food* in Romania, in plant-based food* in Romania,
+92% +201% +103% +211%
€, for MAT CW40 2018 vs 2019 vs in Kg/L, for MAT CW40 2018 vs
2020 2019 vs 2020
+56% +53%
702k 1.1m 2.1m 418k 640k 1.3m
*Plant-based meat (vegan and vegetarian, no dairy-ingredients), plant-based milk (plain and flavoured)
Plant-based plain milk had the highest sales value, followed by

plant-based meat. All categories showed huge growth.
Sales value of plant-based food in Romania (total incl. discounters) by category, in €,
for MAT CW40 2020

Plant-based plain milk also had the highest sales volume, but this
time followed by plant-based flavoured milk.
Sales volume of plant-based food in Romania (total incl. discounters)

Plant-based plain milk also had the highest sales value in

% discount stores.
Discounters’ sales value of plant-based food in Romania by

A similar picture is evident in terms of sales volume

% in discount stores.
Discounters’ sales volume of plant-based food in Romania by

Plant-based sector
deep dive: Romania
Plant-based sector deep dive: Romania
All non-private-label plant-based meat subcategories showed huge

growth in terms of both sales value and volume.
meat* in Romania (total incl. meat* in Romania (total incl.
discounters), in €, for MAT +23% +27% discounters), in Kg/L, for MAT
CW40 2018 vs 2019 vs 2020 +56% CW40 2018 vs 2019 vs 2020 +10% +4%
-5% +57%
+3% -29%
+2%
+9% -35%
+20%
+24% +17% +26%
5.0m -21%
936k +14%
3.9m 4.1m
+13% +45% 896k
854k +7%
% %
-14%
10% +27% 12%
share -15% share
+103%
-18%
In discounters, a similar picture emerges, but with

% even stronger growth.
Discounters’ sales volume Discounters’ sales volume
of plant-based meat* in of plant-based meat* in
Romania, in €, for MAT +63% +154% Romania, in Kg/L, for MAT
+28% +73%
+117%
+195%
CW40 2018 vs 2019 vs 2020 -67% CW40 2018 vs 2019 vs 2020 +52%
+60%
+35% -64%
+>999%
+225%
+56% +44%
+>999% +241%
-29%
589k 91k
-25%
71k
+297% -16%
362k 53k
+622% +46%
232k +>999%
+>999%
-10%
Both value and volume sales showed huge growth, especially in the
latest period.
Sales value of plant-based plain milk in Sales volume of plant-based plain milk in
Romania (total incl. discounters), in €, for Romania (total incl. discounters), in Kg/L, for
+50% +73% +43% +65%
+15% +15%
14m 6.4m
7.9m
9.1m
% 3.9m
4.5m
%
10% 18%
share share

% Discounters showed even stronger growth.

plain milk in Romania, in €, for MAT CW40 plain milk in Romania, in Kg/L, for MAT
2018 vs 2019 vs 2020 CW40 2018 vs 2019 vs 2020
+130% +316% +134% +321%
1.4m
1.1m
+81% +80%
622k 482k
344k 268k

Both value and volume sales showed huge growth,

especially in the latest period.
milk in Romania (total incl. discounters), in milk in Romania (total incl. discounters), in
€, for MAT CW40 2018 vs 2019 vs 2020 Kg/L, for MAT CW40 2018 vs 2019 vs 2020
+35% +48% +29% +38%
+7%
+10%
1.2m
2.7m
941k
1.8m
2.0m
% 875k
%
3% 7%
share share

% However, a very different picture is evident in discounters.

flavoured milk in Romania, in €, for MAT flavoured milk in Romania, in Kg/L, for MAT
CW40 2018 vs 2019 vs 2020 CW40 2018 vs 2019 vs 2020
-29% -18%
-11% -11%
-8%
-20%
97k
125k
112k 87k
80k
89k

Spain
Agenda - Spain
1. Key findings
2. Sector overview
a. Plant-based meat
** Plant-based milk was originally labelled ‘plant-based beverages’.
Key findings – Spain
volume increased by 20% (265m Kg/L). Discount stores also showed strong growth, at 35% (€33m)
The plant-based-food sector is led by plant-based milk (€318m), followed by plant-based meat
(€87m) and plant-based yoghurt (€42m). All categories showed double-digit growth.
In terms of plant-based meat (€87m), almost 90% of sales come from plant-based refrigerated meat
(€80m). The remaining sales from plant-based frozen (€3.4m) and ambient meat (€3.1m).
The plant-based milk (€318m) sector is dominated by oat (€125m), followed by soya (€91m) and
almond (€57m). Oat showed the strongest growth in sales value growth in the overall market (25%) as
well as in discount stores (49%).
Plant-based yoghurt also showed double-digit growth (55%). Discounters had low levels of sales in
MAT CW41 2018, increasing strongly in the following two periods.
*Includes plant-based meat (vegan and vegetarian), plant-based milk, plant-based yoghurt; all numbers refer to MAT CW41 2020 if not stated otherwise.
Plant-based sector overview: Spain
increased by 20%.
Sales value of plant-based food* in Sales volume of plant-based food* in
Spain (hypermarkets, supermarkets, Spain (hypermarkets, supermarkets,
and independents), in €, for MAT CW41 and independents), in Kg/L, for MAT
2018 vs 2019 vs 2020 CW41 2018 vs 2019 vs 2020 +20%
+18% +48% +14%
+5%
+26%
303m 381m 448m 222m 233m 265m
% %
7% 12%
share share
*Plant-based meat (vegan and vegetarian, only MAT CW41 2019 and MAT CW41 2020), plant-based milk, plant-based yoghurt

plant-based food* in Spain plant-based food* in Spain
+27% +35% +37%
(Lidl and Aldi), in €, for MAT (Lidl and Aldi), in Kg/L, for MAT +32%
CW41 2018 vs 2019 vs 2020 CW41 2018 vs 2019 vs 2020
+6%
+4%
25m 26m 33m 23m 23m 31m
*Plant-based milk, plant-based yoghurt
Plant-based milk showed the highest sales value, followed by

plant-based meat. All categories showed huge growth.
Sales value of plant-based food in Spain (hypermarkets, supermarkets, and
independents) by category, in €, for MAT CW41 2020

Plant-based milk also leads in terms of sales volume, but here is

followed by plant-based yoghurt.
Sales volume of plant-based food in Spain (hypermarkets, supermarkets,
and independents) by category, in Kg/L, for MAT CW40 2020

Plant-based milk also had the highest sales value in discounters.

% No meat alternatives are available in discounters, as yet.
Discounters’ sales value of plant-based food in Spain (Lidl and Aldi)
by category, in €, for MAT CW41 2020

A similar picture is evident in terms of sales volume, with both

% PB milk and yoghurt alternatives showing tremendous growth.
Discounters’ sales volume of plant-based food in Spain (Lidl and
Aldi) by category, in Kg/L, for MAT CW41 2020

Plant-based sector
deep dive: Spain
Plant-based sector deep dive: Spain
More than 90% of sales of plant-based meat come from

plant-based refrigerated meat.
Sales value of plant-based meat* in Sales volume of plant-based meat* in
and independents), in €, for MAT CW41 and independents), in Kg/L, for MAT
2019 vs 2020 CW41 2019 vs 2020
+31% +26%
+24% +110%
+171% +36%
87m 7.7m
+30%
+24%
66m 6.1m
MAT CW41 2019 MAT CW41 2020 MAT CW41 2019 MAT CW41 2020
*Vegan and vegetarian, only the last two MATs are recorded in the Nielsen database
Oat showed the highest sales value and volume in the latest
period, outperforming soya.
and independents), in €, for MAT and independents), in Kg/L, for MAT
CW41 2018 vs 2019 vs 2020 CW41 2018 vs 2019 vs 2020 +13% +15%
+13% +16%
+19%
+1% +2% -1%
+2%
+23% +26%
-10% -10% +10%
+23% +11%
+9%
+9%
+4%
318m +3%
246m
-7%
282m -7% 217m
276m 213m
% %
+25% 10% 12%
+10% +11% +27%
share share
*Other includes rice/coconut, coconut, spelt, hazelnut, rice/hazelnut, oat/almond, oat/cocoa, oat/nut, dry nuts, quinoa/rice, coconut/almond, wheat, hemp, rice/soya, quinoa, sesame, and barley
A similar picture is evident in discounters, with oat showing

% huge growth, followed by soya and almond.
milk in Spain (Lidl and Aldi), in €, for MAT milk in Spain (Lidl and Aldi), in Kg/L, for
CW41 2018 vs 2019 vs 2020 MAT CW41 2018 vs 2019 vs 2020
+31% +32% +36%
+27%
+30%
+32%
-6%
-8% -39%
-28% -22%
+4% -13% +3%
+21% -33%
+27% +24%
-25% +46%
-23%
+40%
-17%
-8%
33m 31m
-26% -20%
25m 26m
23m 23m
+49%
+56%
+50%
+56%
*Other includes rice/coconut, spelt, coconut, rice/hazelnut, oat/nut, rice/soya, quinoa/rice
Plant-based yoghurt showed promising growth, especially in the

latest period. Only soya is available for sale.
Spain (hypermarkets, supermarkets, and Spain (hypermarkets, supermarkets, and
independents), in €, for MAT CW41 2018 vs independents), in Kg/L, for MAT CW41 2018
2019 vs 2020 +55% vs 2019 vs 2020
+30% +20% +42%
+16%
+20%
42m 12m
10m
27m
32m
% 8.5m
%
2% 2%
share share

% A similar picture emerges in discount stores, but here

growth is even stronger.
yoghurt in Spain (Lidl and Aldi), in €, for yoghurt in Spain (Lidl and Aldi), in Kg/L, for
+54% +>1000% +65% +>1000%
+>1000%
+>1000%
253k
821k
534k
153k
237 110

United Kingdom
Agenda – Italy
1. Key findings
2. Plant-based Sector overview*
3. Plant-based categories** deep dive
a. Plant-based meat
b. Plant-based milk
c. Plant-based cheese
e. Plant-based baked goods (confectionery, biscuits, snacks)
*No discount data available in UK **Plant-based food categories shown here are the plant-based food categories that were available at the time of purchase.
Key findings – UK
volume increased by 67% (206m Kg/L).
The plant-based food sector is led by plant-based meat (€502m), followed by plant-based milk
(€226m). All categories showed double-digit growth, except for plant-based baked goods .
In terms of sales value of plant-based meat (€502m), PB frozen meat (€231m) was outperformed by
PB refrigerated meat (€264m) in the last period. Plant-based sausage is the most dominant segment,
both in terms of plant-based refrigerated (€53m) and frozen (€50m) meat.
Plant-based milk (107%) and plant-based cheese (165%) both showed triple-digit sales growth in
sales value over the last two periods.
Plant-based baked goods (€1.2m) also showed strong growth in sales value over the last two periods
(19%), especially plant-based confectionery in the latest period (94%).
*Includes plant-based meat (vegan and vegetarian), plant-based milk, plant-based yoghurt, plant-based cheese, plant-based ice cream; all numbers refer to MAT CW42 2020 if not stated otherwise
Plant-based sector overview: UK
Sales value grew 73% over the past two periods,

while sales volume increased by 67%.
Sales value of plant-based food* in UK (total Sales volume of plant-based food* in UK
incl. grocery and impulse, excl. Aldi and Lidl), (total incl. grocery and impulse, excl. Aldi
in €, for MAT CW42 2018 vs 2019 vs 2020 and Lidl), in Kg/L, for MAT CW42 2018 vs
2019 vs 2020
+39% +73% +34% +67%
+25% +25%
432m 539m 750m 123m 153m 206m
*Plant-based meat (vegan and vegetarian), plant-based milk, plant-based yoghurt, plant-based cheese, plant-based baked goods (confectionery, biscuits, snacks)
Plant-based meat has the highest value sales followed by

plant-based milk, with all categories showing huge growth.
Sales value of plant-based food in UK (total incl. grocery and
impulse, excl. Aldi and Lidl) by category, in €, for MAT CW42 2020

In terms of sales volume, plant-based milk leads

the market, followed by plant-based meat.
Sales volume of plant-based food in UK (total incl. grocery and
impulse, excl. Aldi and Lidl) by category, in Kg/L, for MAT CW42 2020

Plant-based sector
deep dive: UK
Plant-based sector deep dive: UK
Plant-based refrigerated meat had the highest sales value, while PB

frozen meat had the highest sales volume in the latest period.
Sales value of plant-based meat* in UK Sales volume of plant-based meat* in UK
(total incl. grocery and impulse, excl. Aldi (total incl. grocery and impulse, excl. Aldi and
and Lidl), in €, for MAT CW42 2018 vs 2019 Lidl), in Kg/L, for MAT CW42 2018 vs 2019 vs
vs 2020 +63% 2020
+36% +21% +35%
+72% +61%
+12%
+11%
+20% +50%
+22%
+23%
+13%
+15% 502m
57m
47m
369m
42m
308m
+51% +11% +4%
+25%
Total plant-based refrigerated-meat sales
There is great product variety in terms of plant-based refrigerated

meat, with almost all segments showing huge growth.
Sales value of plant-based Sales volume of plant-
refrigerated meat* in UK based refrigerated meat*
(total incl. grocery and in UK (total incl. grocery
impulse, excl. Aldi and Lidl), +90% and impulse, excl. Aldi and +50% +70%
+51% +28%
in €, for MAT CW42 2018 vs +28% Lidl), in Kg/L, for MAT CW42 +118%
+94%
2019 vs 2020 2018 vs 2019 vs 2020
+110% +89%
+6% +65%
+72% +25%
+25% +13%
+63% +26% -2%
+43% +86%
+32% +30% +24%
+88% +59%
264m +24% 25m
+4% +17%
+37% +45% +62%
+38% -21%
174m
+24% 17m
+68% +34% +60%
139m 15m
+6% +36%
+41%
+/-0%
*Vegan and vegetarian. **Includes meatballs, steak, escalopes, pie, fillet, bites, kiev, nuggets, chunks, strips, falafel, tofu, and other
Total plant-based frozen-meat sales
Plant-based burger patties are much more relevant in the frozen

segment. Most categories showed strong growth.
Sales value of plant-based frozen Sales volume of plant-based frozen
meat* in UK (total incl. grocery and meat* in UK (total incl. grocery and
impulse, excl. Aldi and Lidl), in €, for impulse, excl. Aldi and Lidl), in Kg/L, for
+22% +39% +4% +15%
+18% +11% -2%
+13%
+39% +29%
+15% +52%
+23% -4%
+29% +11%
+65%
+14% -1%
+10% +5%
+12% +40%
+10% +14%
31m
231m
+16% 29m
27m
190m +11% -8%
+16%
166m
+8%
+17% +7% +9%

+10%
*Vegan and vegetarian. **Includes pie, meatballs, roll, bites, escalopes, strips, meal, slice, fingers, steak, kiev, schnitzel, drumsticks
Sales value of plant-based milk grew 107% over the past two
periods, while sales volume increased by 85%.
milk in UK (total incl. grocery milk in UK (total incl. grocery
and impulse, excl. Aldi and and impulse, excl. Aldi and
Lidl), in €, for MAT CW42 2018 +48% +107% Lidl), in Kg/L, for MAT CW42 +40% +85%
vs 2019 vs 2020 2018 vs 2019 vs 2020
+32%
+40%
226m 146m
104m
153m
79m
109m

Plant-based yoghurt showed steady growth,

in terms of both sales value and volume.
Sales value of plant-based yoghurt in UK Sales volume of plant- based yoghurt
(total incl. grocery and impulse, excl. Aldi in UK (total incl. grocery and impulse,
and Lidl), in €, for MAT CW42 2018 vs 2019 excl. Aldi and Lidl), in Kg/L, for MAT CW42
vs 2020 2018 vs 2019 vs 2020
+16% +27% +19% +21%

+10% +2%
15m 3.2m
13m 2.7m 2.7m

12m

Plant-based cheese showed tremendous growth

rates over the past two periods.
Sales value of plant-based cheese in Sales volume of plant-based cheese in
UK (total incl. grocery and impulse, excl. UK (total incl. grocery and impulse, excl.
Aldi and Lidl), in €, for MAT CW42 2018 vs Aldi and Lidl), in Kg/L, for MAT CW42 2018
2019 vs 2020 vs 2019 vs 2020
+38% +165% +39% +154%
+93% +83%
4.7m 362k
3.4m
261k
143k
1.8m

Total plant-based-baked-goods sales
Plant-based bakery also with growth, especially plant-based sugar

confectionery
Sales value of plant-based baked goods Sales volume of plant-based baked goods
in UK (total incl. grocery and impulse, excl. in UK (total incl. grocery and impulse, excl.
Aldi and Lidl), in €, for MAT CW42 2018 vs Aldi and Lidl), in Kg/L, for MAT CW42 2018 vs
2019 vs 2020 +19% 2019 vs 2020
+18% +2% +2% +38%
+35%
+18% +14%
+15% +15%
+71% +9%
-33%
-15% +112%
+94%
+76%
1.2m +7%
1.2m 68k
1.0m 66k
49k
+17%
-12%
+48%
-20%

Suggested citation:
Plant-based foods in Europe: How big is the market? Smart Protein
Plant-based Food Sector Report by Smart Protein Project, European
Union’s Horizon 2020 research and innovation programme (No 862957)
(2021). https://smartproteinproject.eu/plant-based-food-sector-report.
Presentation managed and compiled by

ProVeg International and the University of Copenhagen.
Contact: corporate@proveg.com
Thank you!
For more information, please visit the Smart

Protein website and sign up for the newsletter!

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Retail Scanning Data Nielsen

Austria The Netherlands

Germany United Kingdom

Market Time frame Facts Categories

Sales value increased by 49% over the past two periods.

2.4b 2.8b 3.6b %

MAT Sep/Oct 2018 MAT Sep/Oct 2019 MAT Sep/Oct 2020

52m 59m 82m 17m 19m 26m

Discounters experienced even stronger growth

8.1m 10m 15m 3.1m 4.0m 5.6 m

Plant-based plain milk had the highest-value sales, followed by

*Vegan and vegetarian, no dairy-ingredients

*Vegan and vegetarian, no dairy-ingredients

*Vegan and vegetarian, no dairy-ingredients

There is a similar picture in terms of discounter’s sales volume,

*Vegan and vegetarian, no dairy-ingredients

Plant-based meals (such as stir-fry and schnitzel) had the highest

In discount stores, the plant-based meat sector is also dominated

The plant-based plain milk segment is dominated by oat, almond,

Source: Nielsen MarketTrack MAT=Moving Annual Total

The plant-based ﬂavoured-milk segment is dominated by soya.

3.5m 1.8m -13%

Source: Nielsen MarketTrack MAT=Moving Annual Total

In discount stores, the plant-based ﬂavoured-milk segment is

+5% +2% -69%

1.1m +2% 670k 681k

326k -70% 210k -69%

Source: Nielsen MarketTrack MAT=Moving Annual Total PB=Plant-Based

The plant-based-yoghurt segment is dominated by soya and

A similar picture in discount, with soya still strong but

2.6m 686k 685k

Source: Nielsen MarketTrack MAT=Moving Annual Total

115m 118m 134m 39m 39m 42m

Discounters experienced even stronger growth

6.6m 7.1m 8.9m 3.5m 3.7m 4.1 m

Plant-based meat had the highest-value sales, followed by

*Vegan and vegetarian

Plant-based plain milk had the highest volume sales, followed by

*Vegan and vegetarian

Plant-based meat also had the highest sales value in discount

*Vegan and vegetarian

Plant-based plain milk had the highest volume sales followed by

*Vegan and vegetarian

Plant-based refrigerated meat accounts for 90% of sales value, with

In discount stores, the plant-based-meat sector is comprised

The plant-based plain milk segment is dominated by soya and

Source: Nielsen MarketTrack MAT=Moving Annual Total

The plant-based ﬂavoured-milk segment is dominated by soya,

21m 10m 9.9m

In discount stores, the only plant-based ﬂavoured-milk on oﬀer

+5% -2% +3%

Source: Nielsen MarketTrack MAT=Moving Annual Total PB=Plant-Based

Plant-based yoghurt is showing consistent growth. Only soya

Source: Nielsen MarketTrack MAT=Moving Annual Total

In discount stores, plant-based yoghurt is still in its early

Source: Nielsen MarketTrack MAT=Moving Annual Total

23m 29m 30m 9.3m 13m 14m

Discounters showed a strong increase in MAT CW40 2019, in terms

11m 15m 14m 4.9m 7.1m 7.0m

Plant-based milk had the highest-value sales, followed by plant-

*Vegan and vegetarian

A similar picture is evident in terms of sales volume.