Plant-based food market set to triple by 2035 as pea protein gains ground

The global plant-based food market is projected to climb from US$14.23 billion in 2025 to US$44.18 billion by 2035, according to a new report from Future Market Insights, reflecting a compound annual growth rate of 12%. The outlook, published July 28, 2025, depicts a category moving from niche to routine grocery spend, propelled by health, environmental, ethical, and technology trends that are reshaping consumer habits and product development.

Meat substitutes remain the anchor of the category, accounting for an estimated 47.8% share in 2025. Their appeal rests on familiar culinary applications, rising comfort with plant-forward eating, and improvements in flavor and texture. The report underscores a shift toward products that deliver everyday versatility, with formats designed to slot into standard recipes, quick meals, and foodservice menus without sacrificing convenience.

Pea has emerged as the leading protein source with a 35.6% share. The driver is a combination of nutrition, functionality, and labeling advantages. Pea protein is naturally high in protein and fiber, supports workable textures in both meat and dairy analogues, and avoids common allergens associated with soy and dairy. Those attributes allow manufacturers to pursue clean-label and allergen-friendly claims that resonate with health-minded and family shoppers alike.

North America is the key growth region, with the USA expected to expand at a 12.6% CAGR from 2025 to 2035. The report attributes momentum to broad retail availability, venture-backed innovation, and mainstream marketing that spans grocers and quick-serve chains. Europe follows closely, with the European Union projected at a 12.0% CAGR, supported by sustainability policies, labeling clarity, and a maturing retail and foodservice footprint. The UK is forecast at 11.4%, aided by high-profile awareness campaigns and retailer private-label activity. In Asia, South Korea stands out at 12.2%, reflecting urban lifestyles and rising interest in wellness-oriented diets, while Japan is set for steadier expansion at 10.8%.

Distribution strategies are also consolidating around familiar shopping habits. Supermarkets and hypermarkets hold a 39% share, thanks to scale, assortment, and routine basket-building. This channel’s ability to merchandise multiple brands and price tiers in one aisle lowers trial barriers for new customers and makes it easier for households to mix premium items with value options. Online remains an important complement, particularly for specialty SKUs, subscriptions, and direct-to-consumer launches that seed demand before scaling into brick-and-mortar.

Despite gains in availability and assortment, the report highlights persistent challenges that shape category growth. Taste, texture, and cooking performance must keep improving to convert skeptical shoppers who compare plant-based products to animal-derived benchmarks. Pricing is another pressure point, as inputs such as pea protein concentrates, coconut oil, and higher processing requirements can elevate shelf prices. In price-sensitive markets, that gap can slow repeat purchases even when trial is high.

At the same time, the opportunity set is broadening. Health remains a core motivation, with consumers looking to reduce saturated fat and cholesterol while increasing fiber and micronutrients. Environmental considerations are increasingly part of everyday decision-making, particularly for younger consumers who weigh greenhouse gas emissions, water use, and land impacts. Ethical concerns about animal welfare also figure prominently, amplified by social media and education campaigns that keep the topic in the public eye.

Country-level consumption patterns vary. Per-capita usage is buoyed in Canada, Germany, and South Korea by the ready availability of frozen blends, prepared meals, and fortified beverages. Urban India shows rising uptake through modern retail and private-label lines, while major US cities exhibit higher per-person consumption, especially among households using subscription services and specialty grocers. The United Kingdom’s demand concentrates in chilled formats, Latin America favors legume-led blends, and Southeast Asian markets like Thailand and Singapore are growing volumes in functional beverage chains.

Supply chains reflect a mix of ambient and cold-chain logistics. Shelf-stable dry mixes sit alongside refrigerated dairy analogues, with hybrid systems supporting markets such as the UAE and Malaysia. In dense urban centers across France and Japan, micro-warehousing enables same-day fulfillment, improving freshness and broadening access to larger assortments than a single store can carry.

Competitive dynamics remain lively. Established multinationals leverage manufacturing and distribution to scale portfolios, while specialists and startups drive rapid iteration in flavor systems, texturizers, and fermentation-enabled functionality. The result is a fragmented but innovative landscape in which no single player dominates all subcategories, leaving room for regional champions and private label to thrive.

Looking ahead to 2035, the report suggests that the winners will combine culinary credibility with value, clean-label positioning, and consistent retail execution. Continued progress in protein extraction, fat structuring, and flavor masking may close key sensory gaps. As price pressures ease through scale, efficiency, and diversified inputs, the pathway is set for plant-based foods to evolve from trial buys to weekly staples for a wider share of households.

The headline numbers point in the same direction. With a forecast to more than triple in value by 2035, meat and dairy alternatives are moving beyond early adopters to serve an expanding cohort of flexitarian consumers who want familiar meals, accessible prices, and credible nutrition, without compromising on taste or convenience.