After a period of listing consolidation among major retailers, the UK plant-based meat substitutes market is poised for further growth over the next five years, with a projected value CAGR of 4.67% between 2025 and 2029, according to GlobalData Market Analyzers. While this growth is slower than the previous five years (2020–2024 CAGR of 7.68%), UK plant-based meat sales are expected to reach approximately $1.28 billion by 2029, presenting a sizeable market opportunity, according to the intelligence and productivity platform.
Mark Jephcott, Associate Consumer Analyst at GlobalData, comments: “Brands are moving beyond traditional “meat-substitute” formats and redirecting investment into whole-food, higher-protein innovation—spanning plant-based tofu, more natural vegetable-forward products, and a broader ingredient mix that includes mushrooms, pea protein, and fava beans. The goal is to make plant-based options feel more accessible, less polarizing, and more attractive to flexitarian and mainstream shoppers.”
Flexitarians are increasingly seeking higher-protein options. In the UK, 11% of consumers identify as flexitarian, making them a crucial “bridge” between conventional meat buying and plant-based adoption. Younger shoppers—especially millennials and Gen Z—are also shaping the category through health and sustainability-led choices, with 25% of UK consumers associating “plant-based products”, and 16% associating “meat-free” products, with a healthy lifestyle, according to GlobalData’s Q1 2025 global consumer survey.*
Whilst brand innovation continues to keep the category dynamic, concerns about processing are weighing on demand, as 26% of UK consumers say that they are deterred from trying plant-based meat because they perceive it as ultra-processed, while 30% say the same about ready and pre-packaged meals, according to GlobalData’s Q1 2025 global consumer survey.*
To overcome these concerns, category innovation is focused on cleaner labels, simpler ingredient lists, and stronger whole-food/protein cues, such as the partnership between This and Omami in 2025, which launched a chickpea tofu (non-soy) range in the UK, and Richmond which recently launched its “Veggie Tasty” meat-free sausages, made with 42% vegetables and positioned as a less processed, vegetable rich option.
Global players are adapting too. Beyond Meat is set to drop “Meat” from its name for its reformulated Beyond Tenders launch in early 2026, while Impossible Foods is reportedly exploring hybrid/blended products. These hybrid formats combine plant and animal proteins, such as Both Burger (50% beef, 50% veggie), and are gaining traction among consumers who want to cut back on meat without fully committing to a plant-based diet.
Price remains a significant barrier to purchase for some consumers, as many plant-based products still carry a premium versus the conventional product equivalent. One in five UK consumers cites “too expensive” as a reason that puts them off trying “alternative plant-based meat” products and “plant-based ready meals”, according to GlobalData’s Q1 2025 global consumer survey.
In response, retailers are expanding their private-label offerings at more affordable prices. Lidl and Aldi are growing their range of plant-based products while bringing prices down. Tesco has launched ready-to-cook tray bakes and miso edamame burgers, aimed at shoppers seeking more natural, whole-food-style meals, and IKEA partnered with This to launch This Isn’t Pork Sausages, as part of their new Veggie Sausage & Mash meal.
Jephcott, adds: “Whilst category growth has slowed, indicating a more mature market where gains are harder to secure, the outlook for the UK plant-based food and meat substitutes market remains positive, offering opportunities for brands that deliver quality, affordability, and inclusive innovation for meat-lovers, flexitarians, and vegans.
“Retailer range consolidation and the expansion of own-label lines will intensify competition for shelf space and push prices down, increasing pressure on brands to differentiate while reducing costs. Innovation should prioritise better taste and texture, removing “ultra-processed” signals, and improved value via reformulation, pack format choices, and retailer partnerships.”
* GlobalData’s Q1 2025 global consumer survey, covers 42 countries and includes responses from over 21,000 people
