Plant-based eating gains momentum in 2026
Health trends and appetite-reducing drugs reshape food choices
Growing interest in healthier lifestyles is accelerating the shift toward plant-based foods in 2026. At the same time, the wider use of GLP-1 medications such as semaglutide is quietly transforming consumer eating patterns. By curbing appetite, these treatments are encouraging people to choose foods that deliver more nutrition per calorie.As a result, demand is rising for plant-based products that are rich in nutrients, lower in calories, and aligned with long-term wellness goals. What began as a niche movement is increasingly becoming a mainstream dietary preference driven by health-conscious consumers.
Protein priorities and the rise of plant alternatives
Protein continues to dominate nutrition conversations. In the United States, 61% of consumers report increasing their protein intake, with many planning to raise it further. This creates fertile ground for innovation in plant-derived proteins from sources such as peas, soy, and mycelium.
Across Europe, nearly 30% of consumers are reducing their meat consumption, while in New Zealand and Australia around 22% identify as flexitarian or vegan. Policymakers and scientists are reinforcing this shift. The EAT-Lancet Commission, for example, recommends that approximately 550 kcal per day should come from plant-based protein sources as part of a planetary health diet.
Fibre back in focus
Fibre is re-emerging as a key nutritional priority. According to The Food Foundation, 96% of people in the United Kingdom fail to consume enough fibre. Yet interest is growing rapidly, fuelled in part by social media trends such as “fibre-maxxing,” where chefs and nutrition influencers promote maximizing daily fibre intake.
Plant-based foods clearly outperform many animal-based options in this area. A serving of beans, for instance, contains twice as much fiber as chicken breast and significantly more than white bread. Despite this, bean consumption in the UK would need to increase sevenfold to align with the principles of a planetary health diet—one that emphasizes plant foods, moderate amounts of animal protein, and fewer ultra-processed products.
Sustainability and health: from ethics to economics
Health and sustainability are no longer just ethical considerations—they are strategic business priorities. FAIRR, an investor network focused on risks and opportunities in intensive animal agriculture, reports that 70% of food retailers and manufacturers now view health and wellbeing as critical to their business models.
For investors and producers alike, plant-based innovation represents not only a moral shift but a financial opportunity—aligning profitability with environmental resilience and public health outcomes.
Innovation moves from experiment to strategy
Around 90% of global food companies are actively testing new plant-based products, signalling that diversification is no longer experimental—it is central to corporate strategy.
The strongest progress has been made in dairy alternatives, including plant-based milk, cheese, cream, and chocolate. These products often contain less saturated fat and more fibre compared to their animal-based counterparts. At the same time, consumers are gravitating toward minimally processed options such as legumes and tofu. In 2025 alone, 60% of companies launched at least one minimally processed, whole-food plant product.
Retailers driving the protein transition
Supermarkets play a decisive role in accelerating the shift toward plant proteins. By improving affordability, taste, and in-store visibility, retailers can help normalize plant-based choices while strengthening supply chain resilience.
FAIRR notes that 15% of European retailers are already experiencing growth in plant-based categories. One standout example is Carrefour, which surpassed its initial goal of €500 million in plant-based sales two years ahead of schedule and has since raised the target to €650 million.
Meanwhile, Ahold Delhaize expanded its plant-protein targets across all European operations in 2025, committing that by 2030, 50% of protein sales in its European stores will come from plant-based sources.
Overcoming barriers to wider adoption
Despite strong momentum, challenges remain. Approximately 77% of companies acknowledge that concerns around performance, affordability, and nutritional value still limit consumer demand for plant-based alternatives. This underscores the need for continued improvements in formulation, transparency, and communication.
To broaden appeal, 60% of companies are introducing smaller, more affordable pack sizes to encourage trial purchases. Retailers such as Tesco have adjusted product assortments in convenience formats to focus on lower-priced plant-based options, demonstrating how pricing strategies can influence consumer uptake.
At the same time, around 30% of brands are softening overt “vegan” or sustainability labeling to reach a wider audience. More than a third are investing in emerging food technologies to enhance taste and texture—two factors that ultimately determine repeat purchases.
A Lasting market shift
Together, these developments point to sustained growth in the plant-based sector. As consumers seek solutions that support both personal wellbeing and environmental responsibility, plant-based products are moving from alternative to essential in the global food system of 2026.
Sources: Factiva, MarketLine