This surge in interest is further fueled by protein's well-known ability to increase satiety, a major factor in effective weight management strategies. ¹ Consumers are looking beyond just protein. They're redefining their expectations for food itself. According to The State of Grocery Retail 2025 report by McKinsey & EuroCommerce, consumers are increasingly seeking healthy, fresh and “clean” foods — that is, products that are minimally processed, free from artificial additives and high in quality. At the same time, they are actively reducing their intake of sugar, salt, fat and processed foods, while aiming to consume more fibre.²

Embracing a healthy diet is now widely recognized as a necessary lifestyle rather than a simple choice. This shift, combined with a strong demand for comprehensive product information (particularly on sustainability), frequently leads consumers to carefully evaluate their protein sources.2 While some scientific concerns exist regarding the overconsumption of animal-based proteins, plant-based proteins are increasingly perceived as healthier.³

This perception largely stems from their higher levels of fiber, beneficial phytochemicals, and unsaturated fats. Notably, generational differences appear: Gen Z and millennials, for instance, strongly prefer protein options that are not only high in protein but also calorie-conscious.² This growing awareness and desire are actively translating into dietary changes. A 2023 poll across ten European countries revealed that half of the respondents (51%) were eating less meat, with health (47%) cited as the main motivation.⁴ In France and the UK, 57% and 48% of the population respectively are limiting their meat consumption.⁵ Meanwhile, in Germany, this shift is even more pronounced, with one in two people already following a flexitarian, vegetarian, or vegan diet.⁶

As consumers embrace these new dietary patterns, they increasingly expect retailers to support this transition by making sustainable, healthy, and affordable plant-based proteins easily accessible.⁴ However, many consumers report dissatisfaction with the current range of healthy options available at their main grocers. While some consumers, particularly within Gen Z (one in three), express a willingness to pay more for healthier products, a substantial group can only afford healthy food if it is reasonably priced.² This highlights that price parity between plant-based alternatives and conventional animal products is crucial for the widespread adoption of plant-based options. Furthermore, the mere availability and strategic placement of products in stores significantly influence consumer.⁴

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