It’s a question that’s been buzzing around the industry lately—and one that I found myself pondering as I attended this year’s Plant Based World Expo Europe. Since its inception in 2021, the event has been a hub for excitement, innovation, and optimism. But, as I walked through the expo this year, things felt… different.
Gone are the days when it seemed like everyone was here—every big-name UK brand, every up-and-comer, all eager to leave their mark. This year, the show felt smaller and quieter, and the absence of major UK brands was impossible to ignore.
Yet amidst the shrinking numbers, the energy was anything but subdued. The exhibitors present were as passionate and optimistic as ever. European brands came through strong, showcasing products that were innovative, inspiring, and packed with potential. It felt like a shift from quantity to quality—a recalibration, perhaps, but not a retreat.
So, what’s changed?
The plant-based sector is evolving, no doubt. But does this shift mean the appetite for plant-based products is waning? Or are we witnessing something more nuanced? As Loui Blake, a thought leader in the plant-based space, put it, “In the cold light of day, it doesn’t look good. Most of the best-funded companies [are] struggling to get to profitability or going bust, mainstream adoption [is] slowing down, and retailers [are] rationalising their range.”
Loui pointed to the UK boom between 2018 and 2021, when “raising cash and galvanising interest was fairly easy. It seemed like the trajectory was continually growing.” By 2024, however, things seem to have leveled out. He attributes this partly to a counter-movement around “ancestral eating,” which has drawn some who initially embraced plant-based diets. Still, he remains hopeful: “The market is saying no right now. This is where creativity, innovation, and entrepreneurship matter.”
Breakout Successes in the Plant-Based Category
Here’s what stood out to me this year:
SHICKEN Foods
Collaborating with UK pea protein innovator Novo Farina Ltd, SHICKEN has reworked its recipes to cut down on air miles while delivering incredible flavors. Their lamb skewers and revamped chicken tikka kebabs? Game-changers.
The Happy Pear Twins
Dave and Steve Flynn never fail to bring joy to the table. Their basil pesto? Hands down, the best I’ve ever tasted. It’s pure magic in a jar.
Grow with Iris
Plant-based infant formula isn’t just niche—it’s essential. Grow with Iris has stepped up, winning multiple awards for its follow-on formula. This much-needed product has a bright future.
Diverse Fine Food
Featuring standout brands like Hip Pop, Boundless, and RAISE Snacks (their maple pecan flavour is insanely good), this showcase was a feast of innovation.
Insights from the Alt-Dairy Panel
I had the privilege of joining a panel moderated by the brilliant Indy Kaur, alongside Tim Knight (Oatly), Helen Hartley (Mummy Meegz), and Ali Morpeth (Nutritionist).
We tackled the pressing questions around alt-dairy, and a few themes stood out:
- Taste: First impressions matter more than ever. A single bad experience can turn someone off an entire category, while a great one builds loyalty.
- Price Parity: Does cost really deter consumers? Oatly and Mummy Meegz are thriving despite higher price points. When products deliver on taste, texture, and experience, people are willing to pay.
- Health: Why do plant-based products have to tick every box? You don’t buy pizza for its nutritional profile, and the same should apply to plant-based alternatives. Loui Blake emphasized this too: “Health means acknowledging that a burger will never be a health food, but can be healthier, cleaner. In 2024 that means less ingredients, more natural methods of processing and transparency.”
The Road Ahead
While the plant-based sector may feel different from when it first exploded, this evolution isn’t a death knell. It’s a natural shift. Consolidation, recalibration, and innovation are all part of the journey. The energy and passion at this year’s expo proved that the plant-based sector isn’t just surviving—it’s adapting.
When the event first launched, it was the gold rush in the plant-based movement. Everyone was splashing their investors’ cash in a race to win major listings and market share. The stands were elaborate, with each trying to outdo their neighbor, and the buzz in retail, foodservice, and even manufacturing was that alternatives were the future. But as Loui pointed out, “We can’t keep doing the same things and expecting new results.” The brands thriving now are those that focus on delivering quality in key areas: price, taste, convenience, and health.
With funding streams drying up, only those brands with best-in-class products, distribution channels, or deep pockets are succeeding—and we know who they are. Perhaps that’s why many didn’t show up this year.
For Loui, and I, the takeaway is clear: “This feels like a bit of a reset. The future belongs to brands that double down on what they do best: delivering exceptional taste, texture, and experiences.” So, what are your thoughts? Is the appetite for plant-based products truly dying—or are we just watching the sector grow up?
Let’s keep the conversation going.
