Madre Brava analysis highlighted widening affordability gap between meat and plant-based proteins

Meat prices across Germany, Spain, and the UK have risen sharply over the past five years, widening the affordability gap between animal proteins and plant-based alternatives such as tofu, beans, and lentils, according to new analysis from Madre Brava.

• Meat prices rose by 34% in Germany, 29% in Spain, and 42% in the UK between 2019 and 2025, according to Euromonitor International data analyzed by Madre Brava.
• Beef recorded the largest increases, including a 56% rise in the UK since 2019.
• Plant-based meat alternatives became cheaper on average than processed meat in both Germany and the UK by 2025.

The organization said retail price data from Euromonitor International pointed to a long-term trend of rising meat prices linked to climate pressures, geopolitical instability, and declining livestock numbers.

Madre Brava also warned that the full impact of the conflict in Iran had yet to be reflected in retail food pricing.

Average meat prices increased by 34% in Germany between 2019 and 2025, while Spain recorded a 29% rise and the UK saw prices climb 42%.

Beef experienced the steepest increases across all three markets. In the UK, beef prices rose by £4.44 per kg (US$5.96), representing a 56% increase since 2019. In Spain, beef prices increased by €4.09 per kg (US$4.64), equivalent to 44%, while Germany saw a rise of €5.31 per kg (US$6.02), or 39%.

At the same time, prices for plant proteins such as beans, lentils, and tofu rose less dramatically, improving their relative affordability compared with meat products.

The analysis also found that lower-cost meat categories were becoming less competitive against pulses.

In the UK, the price gap between unprocessed pork and pulses widened from £3.56 per kg (US$4.78) in 2019 to £5.77 per kg (US$7.75) in 2025.

In Spain, the gap between poultry and pulses increased from €2.22 per kg (US$2.52) to €3.06 per kg (US$3.47), while Germany recorded an increase from €0.98 per kg (US$1.11) to €1.83 per kg (US$2.07).

Plant-based meat alternatives also improved their price competitiveness relative to processed meat products.

In Germany, plant-based meat alternatives were on average €2.36 per kg (US$2.67) more expensive than processed meat in 2019. By 2025, they had become €0.40 per kg (US$0.45) cheaper.

In the UK, the gap shifted from plant-based meat alternatives costing £0.42 per kg (US$0.56) more than processed meat in 2019 to becoming £0.29 per kg (US$0.39) cheaper in 2025.

Spain remained a smaller market for plant-based meat alternatives, although the price gap narrowed from €3.10 per kg (US$3.52) in 2019 to €2.41 per kg (US$2.73) in 2025.

“The relentless rise of meat prices across Europe is not good news for people struggling to feed their families. And this is just the beginning of a new normal where prices will continue to rise because climate change, wars and the decline in livestock numbers are long-term trends,” said Nico Muzi, Chief Programme Officer at Madre Brava.

“But the good news for consumers is that the price of healthy, sustainable proteins such as beans, lentils and tofu has not increased as much, so they’ve stayed relatively cheap. In this sense, they’re a buffer against meat price inflation.

“They come with the benefit that they are often packed with fibre, which makes them a great way to tackle the serious fibre deficit we’re seeing in many European countries.”

Madre Brava said supermarkets had an opportunity to support more plant-rich diets while responding to cost-of-living pressures.

“This provides supermarkets with an opportunity,” Nico added, “they can make money and help their customers weather the cost of living crisis, while also getting more fibre, by committing to increasing the proportion of beans, lentils, tofu and plant-based meat alternatives they sell.”

The organization called on supermarkets to establish climate plans including clearer Scope 3 emissions reduction targets across supply chains.

Madre Brava also urged retailers to introduce concrete targets to rebalance protein sales toward plant-based foods. By 2035, the group said at least 60% of all foods sold should be plant-based, while at least 33% of protein-source food sales should come from plant-based products.

The report additionally encouraged supermarkets to improve pricing, quality, shelf placement, and promotional support for plant-based foods as part of what Madre Brava described as the “4Ps” strategy.