Thirty-seven percent of households in Germany, 33 percent in the UK, and 19 percent in Spain purchased plant-based meat at least once last year. Over 33 percent of households in Germany and the UK and 40 percent in Spain bought plant-based milk at least once.

Certain categories are also making further progress towards price parity with animal products, a long-awaited benchmark of success for the sector. For example, brand-name plant-based cream products are typically cheaper than dairy in the UK, while Germany’s private-label plant-based milk is 13 percent cheaper than equivalent private-label dairy milk.