Plant-Based Food Futures

Reigniting Growth in the UK Plant-Based Market

Client:
GFI Europe
PlantFutures

Category:
Food & Beverage
Alternative Protein

Scope:
UK consumer insights
Segmentation
Strategy playbook

The Challenge:

After breakneck growth, the UK plant-based category hit headwinds—price sensitivity, taste concerns, and “ultra-processed” perceptions, all magnified by the cost-of-living crisis.

Partnering with GFI Europe and PlantFutures, we mapped real consumer motivations and friction points, identified high-potential segments, and delivered a practical toolkit that helps brands reposition, refine products, and convert intention into everyday habit.

The Approach

The challenge lies in translating intent into everyday habit. And that’s where smart, insight-driven strategy makes all the difference.

Uncovered how consumers weigh taste, cost, health, convenience, and processing across plant- vs animal-based options

Identified high-potential segments eager to reduce meat/dairy and mapped the barriers that stall adoption

Built a practical toolkit to inform product, positioning, and activation—so messages resonate, convert, and retain

The Results

These findings equip brands with a practical roadmap to turn intention into lasting behaviour change—making plant-based choices easier, more appealing, and more mainstream.

Win the flexitarian majority

Position plant-based as food for everyone—familiar, inclusive, and easy to add to any diet.

Reach high-potential audiences

Engage younger, health-conscious, and sustainability-minded consumers with relevant, motivating, channel-fit messages.

Prioritize product opportunities

Meet demand for plant-based versions of red-meat staples—sausages and mince—optimized for taste, texture, and versatility.

Our Unique Expertise

Plant-Based Food Futures