Despite the challenges, plant-based products can have a good future.
Growth of the plant-based food market
The plant-based food market is expected to triple by 2035, according to Future Market Insights. Growth will be driven by the US and emerging markets.
Health is now a key factor for consumers who want food to have functional benefits.
Although plant-based meat and dairy products are well established, they continue to innovate.
Consumer demand for non-animal food, especially plant-based meat, continues to grow.
With consumers becoming increasingly interested in sustainability, meat and dairy products of animal origin are experiencing a resurgence in popularity.
However, this may not be a sign of imminent decline for the herbal category. A recent report by Future Market Insights shows that the herbal products market could triple by 2035.
Market growth may accelerate
According to a report by Future Market Insights, the herbal products market could grow from around $14bn (€12.3bn) to $44bn (€38.6bn) in 2035, growing at a CAGR of 12%.
According to the report, the recent growth of the vegetable market was around 8%, which is twice the growth rate of the meat market.
Vegetable meat will lead this category, dominating almost half of the market.
Pea protein will lead the way in terms of ingredients, accounting for almost 40% of the market.
The US will be the fastest growing market despite the downturn often seen in this geography, although growth is also being driven by emerging markets such as India, Brazil and Mexico.
Health as a key factor
Health is now seen as one of the most important factors in consumer choice, along with affordability.
Although plant-based products have not had the expected demand in recent years, due to reputational concerns and often being associated with ultra-processed foods (UPF), Future Market Insights shows that health concerns may actually help the plant-based market grow.
Indeed, 65% of respondents who reduced their meat consumption did so for health reasons, compared to 61% who did so because of their beliefs and adherence to sustainability.
The need to replace meat and the protein it contains, explains Nandini Roy Chowdhury, Senior Research Manager at Future Market Insights, has gradually shifted to a more holistic focus on health.
The COVID-19 pandemic has been the driving force behind this renewed focus on health, making consumers think more about the topic.
Consumers are becoming more interested in meeting specific needs. Some plant-based brands are responding to this challenge. For example, the report notes that the US brand Tofutti is positioning itself as keto-friendly and kosher.
Overall, while "customers want to move away from the processed and lab-grown part of the plant ecosystem," plant-based foods are still a category worth watching.
New trends in plant products
One category that is showing significant growth is plant-based seafood, explains Chowdhury. This is due to increased awareness of the importance of sustainability in this sector.
In addition, plant-based meat and dairy products have already proven themselves on the market.
Chowdhury suggests that any such product with a relevant health claim is likely to gain traction.
Despite their well-established nature, they are still in an "innovative phase", she explains, leading to trends such as hybrid meat (where a product combines plant-based meat with real meat).
Source: https://www.foodnavigator.com/Article/2025/08/01/plant-based-food-market-to-triple-by-2035/