The Rise of Plant-Based Diets in Global Culinary Traditions

Market Growth Explodes Across Continents

The plant-based food revolution isn’t just a trend anymore – it’s becoming a massive economic force. According to various market research reports, the global plant-based food market is experiencing significant growth, with projections varying widely among analysts. This isn’t just numbers on a spreadsheet; this represents real people changing how they eat every single day. Estimates of the global vegan population vary significantly across different studies and regions. According to some surveys, the number of vegans in the US has shown substantial growth from 2004 to 2019.

What makes these figures even more impressive is how quickly things are shifting. The plant-based market grew by 27% during the pandemic. The pandemic forced people to reconsider their food choices, and many discovered that plant-based alternatives weren’t just healthier – they were actually delicious.

Investment Capital Floods the Sector

The alternative protein industry continues to attract significant investment, with various reports indicating substantial funding in 2024, bringing total investments since 2016 to $18.6 billion. These aren’t small bets from cautious investors. In the last decade, over $4.5 billion in VC funding has been raised by US-based startups in plant-based foods and alternative proteins, nearly $3 billion of which was raised during 2019-2021 alone. The money is following consumer demand, and that demand is growing globally. According to the Good Food Institute, in 2022, the alternative proteins industry received USD 2.9 billion in disclosed investments. In the same year, plant-based meat, egg, and dairy companies received USD 1.9 billion in investments, a significant increase over USD 693 million raised in 2019.

European companies are also getting their share of this funding boom. The latest investment figures show European privately held companies developing plant-based foods, cultivated meat, and fermentation raised nearly $509 million (€470 million) in 2024 – a 23% increase from the previous year.

Traditional Asian Culinary Heritage Embraces Modern Plant-Based Innovation

Asia isn’t just following Western plant-based trends – it’s creating its own path rooted in centuries of tradition. Asia’s plant-based food innovations are not just about replacing animal products – they are about reimagining diets through the lens of cultural and religious heritage. By leveraging traditional ingredients, religious dietary laws, and local culinary practices, these niche alternatives are creating a competitive edge in a market that values authenticity and sustainability. The Asia-Pacific plant-based protein market is projected to experience strong growth through 2033, though specific figures vary among market research firms.

Countries like the Philippines are showing remarkable enthusiasm for plant-based adoption. In the Philippines, 83% of consumers plan to increase plant-based food consumption by 2025, with local startups like WTH Foods creating plant-based versions of traditional dishes such as tapa and sisig. A FMCG Gurus report shows that in Asia Pacific, 52% have changed their diets in the last two years to lead a more sustainable lifestyle, so it’s no surprise the region is projected to have the largest plant-based market share in the future.

European Sustainability Goals Drive Market Transformation

The European Union, encompassing countries like Germany and France, is expected to grow at a CAGR of 12.0%, propelled by sustainability goals and consumer interest in plant-based diets. This isn’t just consumer choice driving change – it’s systematic policy transformation. In fact, 48 percent observed that the number of products, services, and solutions for climate-friendly and sustainable nutrition increases rapidly. Over one-third of the experts expect plant-based diets to become the ‘NEW NORMAL’.

Germany is leading by example in Europe. In Germany, investments in alternative proteins amounted to $145 million (€134 million) last year. This is by far the largest amount ever invested in this sector in Germany in a single year, five times the figure for the weak year of 2023, and means that German companies accounted for 28% of investments in Europe in 2024. Germany, which is currently Europe’s largest market for plant-based foods, showed continued growth across most product categories. The overall volume of sales also grew in Spain and France.

Health Consciousness Transforms Consumer Behavior

In the U.S., over 52 % of consumers are consuming plant-based foods primarily due to their perceived health benefits. The health argument for plant-based eating isn’t just marketing – it’s backed by solid research. A vegan diet can reduce the risk of cardiovascular disease by 32%. People aren’t just changing their diets for ethical reasons anymore; they’re doing it because they want to live longer, healthier lives.

Studies have shown that Plant Based diets can reduce the risk of heart disease, diabetes, and certain cancers. They are also beneficial for weight management and Muscle Recovery, making them popular among athletes and fitness enthusiasts. A growing number of consumers are adopting plant-based alternatives as they become more aware of the health risks associated with high meat consumption. Diets rich in plant-based foods are typically lower in saturated fat and cholesterol and higher in fiber, antioxidants, and essential nutrients, making them attractive to health-conscious individuals seeking preventive care and improved well-being.

Environmental Impact Drives Consumer Choices

The environmental argument for plant-based eating is becoming impossible to ignore. A 2018 Oxford University study found that the single biggest way to reduce your environmental impact is to avoid animal products. This is largely because more than 80% of farmland is dedicated to livestock animals raised for meat and dairy, yet these food products only account for about 18% of calories and 37% of protein consumption. Gas emissions caused by animal agriculture range from 14.5% to 16.5%.

Environmental concerns are also playing a significant role in the market’s expansion. Traditional animal agriculture is a major contributor to greenhouse gas emissions, deforestation, water overuse, and soil degradation. Consumers, especially younger generations, are increasingly choosing food options that are aligned with their sustainability goals. Plant-based food production generally requires fewer natural resources and produces a smaller carbon footprint compared to conventional animal farming, which enhances its appeal among environmentally responsible consumers.

Cultural Fusion Creates New Culinary Experiences

Food is central to any celebration and is part of many traditions in Asia. Meatless alternatives can help bridge the gap by drawing on culture while catering to the younger generation’s growing preference for plant-based foods. Traditional dishes are getting modern plant-based makeovers without losing their cultural significance. Celebratory meals such as jollof rice, a West African staple served on special occasions, are traditionally made with fish or meat, but they can be substituted with plant-based minced lamb to attract consumers who are health-conscious yet eager for new flavour experiences. Similarly, among other Asian favourites, a plant-based chicken shawarma or yakitori are delicious possibilities.

The Mediterranean diet has long been considered one of the healthiest in the world. While the Mediterranean refers to a region rather than a single country or culture, there are enough similarities in Italian, Greek, Spanish, Israeli, and Palestinian cuisines to justify the umbrella term. Vegetarianism has a long history in Western Europe, where it was known as the Pythagorean diet, after the Greek philosopher and mathematician Pythagoras, who abstained from meat. There have been citations from as far back as the Middle Ages (1400s) indicating that the cornerstone of a European meal is oil, bread, and wine.

Technology Revolutionizes Product Development

The difference between early plant-based products and today’s offerings is like night and day. When plant-based foods first came to market, they purely addressed the demand for healthier food products including alternate meats that were consumed in hope of keeping blood pressure and cholesterol levels in check and reducing the risk of heart diseases and diabetes. Early iterations of plant-based foods served a functional purpose, with little emotional and sensory appeal. Increasingly, consumers expect plant-based offerings to be as enticing as meat-based dishes. From mouth-watering flavours to how it cooks and looks, plant-based foods that serve up an element of fun and indulgence can hit that sweet spot of delicious, healthy goodness.

Technology is revolutionizing the plant-based food landscape, with advances in extrusion methods, cultured protein development, and ingredient innovation enhancing product appeal and functionality. AI-assisted R&D, precision fermentation, and vertical integration in supply chains are enabling companies to scale efficiently and introduce new formats rapidly. From 2024 to 2025, the tech-driven vegan food segment is expected to grow at a robust CAGR of 10.8%, supported by rising venture capital activity, cloud kitchens, and sustainable packaging initiatives that align with the values of eco-conscious consumers.

Fermented Foods Bridge Ancient Traditions with Modern Innovation

Traditional fermented foods such as Kimchi from Korea, Natto from Japan, and Sauerkraut from Germany are widely enjoyed in European countries and the United States. Kimchi is Korea’s most popular traditional fermented meal and is also popular in other East Asian nations such as Japan and China. Besides popular yogurt-like products, traditional fermented food components from other nations are commonly accessible, such as Kimchi (from Korea), a classic Korean side dish of salted and fermented vegetables, such as napa cabbage and Korean radish. Natto, a traditional Japanese meal prepared from whole soybeans fermented with Bacillus subtilis var. natto, is frequently eaten for breakfast and frequently accompanied by rice; A traditional Indonesian food called Tempe is created from fermented soybeans through a regulated natural fermentation process that binds the beans into a cake form; as well as Stinky Tofu and Zha Cai from China.

Net Zero Insights (NZI) figures, analysed by the Good Food Institute (GFI) and included in our latest State Of The Industry reports, reveal that companies developing animal-free foods and ingredients using innovative fermentation techniques continued to attract record investments last year. Those working on precision fermentation, which uses organisms such as yeast to develop ingredients bringing the familiar flavour and texture of foods like meat, eggs and cheese to plant-based products, raised $130 million (€120 million) from investors in 2024 – more than three times as much as in the previous year.

Price Barriers and Market Challenges

Despite all the growth and enthusiasm, plant-based foods still face significant economic hurdles. Average prices of plant-based products often far exceed those of their conventional counterparts, making the switching proposition less appealing for consumers. Plant-based meat and dairy are regularly two to four times more expensive pound for pound (or gallon for gallon) compared to conventional meat and dairy. Underscoring the impact of consumer price sensitivity on the plant-based foods category, research by Kroger, the Plant Based Foods Institute, and 84.51° found that 28 percent of Kroger shoppers who cut back on plant-based foods between 2023 and 2024 said the products no longer fit their budgets, up 12 percentage points over the previous year.

Following the rapid expansion of the U.S. plant-based retail market from 2019 to 2021, sales moderated in 2022 and declined in 2023 and 2024. Insights released by the Good Food Institute (GFI) and the Plant Based Foods Association (PBFA) based on retail sales data commissioned from SPINS show that the 2024 U.S. retail plant-based food market was worth $8.1 billion. Plant-based unit sales were down five percent from 2023, while dollars were down four percent.

Regional Market Leaders Emerge

The United States leads with a projected CAGR of 12.6% from 2025 to 2035, driven by increasing consumer demand for healthier and more sustainable food options. The United Kingdom follows closely with a CAGR of 11.4%, supported by strong regulatory backing and a growing vegan lifestyle trend. The European Union, encompassing countries like Germany and France, is expected to grow at a CAGR of 12.0%, propelled by sustainability goals and consumer interest in plant-based diets. In Asia, South Korea stands out with a projected CAGR of 12.2%, influenced by urbanization and rising health consciousness. Japan’s market is anticipated to grow at a CAGR of 10.8%, reflecting a steady shift towards plant-based eating habits. China, with its vast population and increasing interest in plant-based diets, is also contributing to the market’s expansion, though specific growth rates may vary.

GFI’s State of the Industry Report covering the global plant-based sector also highlights that Europe is the world’s largest market for these foods. Euromonitor data covering the region suggests retail sales of plant-based meat, seafood, milk, yoghurt and ice cream were worth $9.7 billion (€8.9 billion) in 2024. Sweden’s plant-based and vegan food market is set to reach USD 1.9 billion in 2025, supported by high consumer awareness and strong demand for dairy alternatives. The country has embraced products like oat milk (led by Oatly) and plant-based ready meals as part of a broader national push toward sustainability and climate-conscious diets. Swedish food manufacturers are investing in pea protein-based meats and vegan frozen foods, supported by both retail and public-sector institutions. National dietary guidelines increasingly recommend plant-based eating, contributing to steady growth across all age groups.

Future Outlook and Market Maturation

Future Market Insights projects that plant-based meat and dairy alternatives will grow to $36 billion in sales by 2033 – roughly three times the current sales. EAT, a global nonprofit that works on food system transformation, surveyed more than 30,000 people in 31 nations. They found that 4 out of 10 respondents think plant-based food will become more popular than meat in the next 10 years. According to recent NSF surveys, 88% of food industry experts believe that the demand for vegan and plant-based products will continue to increase.

“While challenging for individual companies, such consolidation is a natural phase of industry maturation and can accelerate technological and operational progress for those that remain,” she says. The future of Plant Based diets looks promising, with continued growth and innovation in the food industry. The plant-based movement has evolved from a niche dietary choice to a fundamental shift in how we think about food, health, and environmental sustainability. What started as a small market serving vegans and vegetarians has become a global phenomenon that’s reshaping entire food systems and culinary traditions worldwide.