According to a recent report, based on data from market research firm Circana, processed by the Good Food Institute Europe, the plant-based food market in Italy showed significant growth between 2021 and 2023, despite rising prices due to inflation.
The total sales value of the seven main categories of the most commonly purchased plant-based products (plant-based alternatives to meat, milk and beverages, cheese, yogurt, cream, ice cream and desserts) reached 641 million euros in 2023, a figure representing a 16.1% increase compared to 2021. Unit sales rose by 5.8% and volumes by 2.6%. Between 2022 and 2023, the sales value grew by 8%, with particularly strong growth for cheeses and plant-based meat.
In 2023, the leading categories were milk and beverages (49% of total value) and plant-based meat (31%). Despite higher prices compared to animal-based products, demand for plant-based foods continues to grow, supported by strong consumer interest.
Italy’s increase is in line with the European trend: across the continent, consumers are reviewing their dietary habits, often for environmental and health reasons.
The demand for plant-based meat and plant-based milk
According to the report, between 2021 and 2023, the plant-based meat market in Italy recorded significant growth, with a 24.2% increase in sales value, reaching 199 million euros. During the same period, unit sales rose by 15.1%, while sales volumes grew by 11.4%, reaching 14.6 million kilograms.
Partial data for the first months of 2024 confirm the positive trend: compared to the same period in 2023, a 10.4% increase in sales value was observed, along with a 13.6% rise in unit sales and a 10.5% increase in sales volumes.
The figures for this sector include products such as veggie nuggets and burgers, although it is not possible to isolate data relating to products that closely replicate the taste and texture of traditional meat. The category excludes foods such as tofu, tempeh and seitan, which nonetheless recorded a 20% increase in sales between 2021 and 2023.
In 2023, the majority of plant-based meat sales were recorded for chilled products (69.7% of volume), followed by frozen products (30.1%) and ambient-temperature products (0.2%). Among formats, burgers represent consumers’ preferred choice (61.5% of sales volume), followed by whole cuts (13.3%) and formats such as stew pieces, strips and skewers (13.3%).
The average price of plant-based meat increased by 12% between 2021 and 2023, but began to decline slightly in 2024, in line with fluctuations in food inflation in Italy. This ever-expanding sector therefore reflects the growing demand among Italian consumers for alternatives to traditional meat.
Among plant-based products, meat and milk are the true growth drivers. In Italy, these two categories account for 49% and 31% of sector sales respectively. A noteworthy figure concerns plant-based beverages (this category includes all types of plant-based milk and some other beverages containing an alternative to milk, such as coffee drinks), which have managed to capture 7.4% of the total milk market, including animal-based milk.
Plant-based cheeses
Alongside these products, plant-based cheeses are growing rapidly, with a 77% increase in sales between 2021 and 2023.
An interesting aspect of the report also concerns the comparison between sales of plant-based cheeses and animal-based cheeses. Despite plant-based products generally being priced higher, sales of plant-based cheese increased by 40% in the 2022–2023 two-year period, compared to a 12% rise in animal-based cheeses. This demonstrates strong and consolidated demand for more sustainable alternatives, even in the face of higher costs.
The Tonazzo Group’s turning point: plant-based products only from 2024
A strong and concrete signal of this change comes from the Tonazzo Group, owner of the Kioene brand, which has announced its decision to completely abandon meat production by 31 December 2024. Albino Tonazzo, the group’s sole director, explained that this choice is the result of years of reflection within the family, driven by moral convictions related to environmental sustainability and the promotion of a healthier and more balanced diet.
Tonazzo stated: «Today we launch the third revolution of our company, hoping that it may also represent a change for the entire sector. It is an act of great responsibility towards the environment and the nutritional well-being of future generations». The Kioene brand, already a leader in the plant-based alternatives market, will be further developed and promoted.
The European context: reduction in meat consumption
Not only in Italy, but across Europe, a significant reduction in meat consumption is being observed. A survey conducted by the Smart Protein Project revealed that 51% of Europeans have reduced their meat consumption. This choice stems primarily from health reasons (46%), animal welfare (29%) and environmental impact (26%). This trend is confirmed by data from several European countries.
In France, for example, per capita meat consumption has decreased by 5.8% over the past 20 years, with a sharp reduction particularly in beef, while in Germany meat consumption has reached its lowest levels since 1991. The United Kingdom has also recorded a significant 14% decline in per capita meat consumption between 2012 and 2022, supported by growing demand for plant-based alternatives.
The role of research and innovation
In the United Kingdom, the government is investing significantly in innovation to accelerate the development of plant-based products. The National Alternative Protein Innovation Centre (NAPIC) is one of the most important examples: with an investment of over 91 million pounds, the centre aims to develop innovative and sustainable products, working closely with businesses, academic institutions and regulators to integrate these alternatives into the food system.
Conclusions
The plant-based products market represents one of the most significant food trends of our time, supported by growing environmental awareness and greater attention to health and animal welfare. However, to unlock the full potential of this sector, it will be essential to break down economic and regulatory barriers, while at the same time promoting innovation. The Tonazzo Group’s decision to abandon meat production and focus exclusively on plant-based products demonstrates how the future of food can be more sustainable, both for the planet and for future generations.
