THE USE OF PLANT-BASED PROTEINS IN
FOOD AND BEVERAGES IN THE EU
A 10-year review of New Product Launches
Containing Plant-Based Proteins
across EU 28.
EUVEPRO 2019 1
OUTLINE
EUVEPRO members are producers of all major sources of vegetable proteins
for food use in Europe. In 2018 EUVEPRO commissioned a report into new
food product launches containing plant-based proteins across the EU over the
period 2007-2017. The report was developed by the market research company
Innova Market Insights and was based on new product launches tracked in the
Innova database.
The research report provides EUVEPRO members with:
• An overview of plant-based protein use in new food and beverage product
launches (NPLs) across the whole of the EU over a 10-year period.
• Details about NPLs by plant-based protein type, top countries and market
categories, NPLs for each food and beverage market category and for each
EU Member State covering the period 2007-2017
• Statistics on the fastest growing countries and market categories based on
largest Compound Annual Growth Rate in NPLs (CAGRs).
This overview document provides a summary of the data contained within the
Innova report, highlighting some of the key findings. 2
EUVEPRO 2019
KEY FINDINGS
Abbreviations:
CAGR = Compound Annual Growth Rate
F&B = Food & Beverage
NPL = New Product Launches
EUVEPRO 2019 3
Total plant-based protein launches in Europe
+13.5% average annual growth of new F&B launches tracked in Europe with plant-based protein
over the past five years (CAGR 2012-2017)
Number of new F&B launches tracked with plant-based protein (EU)
6.000
4.966
5.000 4.788
4.526
# of new product launches
4.000
3.330
2.988
3.000 2.532 2.642
2.302
2.000 1.824
1.264
1.000 757
0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
EUVEPRO 2019 4
Total plant-based protein launches by market
category
Number of new F&B launches tracked with plant-based protein by market category (EU)
1600
1.442 2007 2012 2017
1400
# of new product launches
1200
992
1000
800 729
677
630
600
426 387 377
400 318
215 190 168
200 115 150 150 133
123 112 121 102
49 62 4372 69 80 86
41 35 8 762 541 420 102 54
0
*CAGR, 2012-2017 EUVEPRO 2019 5
Plant-based protein type distribution
Number of new F&B launches tracked with plant-based protein by protein type (EU)
3000
2007 2012 2017
2.548
2500
# of new product launches
2000
1.623
1500 1.355
1086
1000
594
460 478
500 353
222 173
87 113
7 8 24 0 6 62
0
Wheat protein Soy protein Other protein Pea protein Rice protein Potato protein
*CAGR, 2012-2017
EUVEPRO 2019 6
Total plant-based protein overview
Protein types as % of new F&B launches tracked with plant-based protein
(EU, 2017)
120%
Potato; 0,2%
Potato; 1,2%
Pea; 0,9% Rice; 0,9%
Pea; 4,3% Rice; 3,5%
100% Rice; 1,1%
Other; 9,9% Pea; 12,0%
Other; 9,4%
Other; 5,5%
80%
Soy; 29,3%
Soy; 41,1%
Soy; 32,7%
60%
40%
Wheat; 60,8%
Wheat; 51,3% Wheat; 51,3%
20%
0%
2007 2012 2017
*Percentages may be higher than 100% due to more than 1 protein type per product
7
EUVEPRO 2019
TOP & FASTEST GROWING COUNTRIES AND CATEGORIES
FOR PLANT-BASED PROTEIN
TOP FASTEST GROWING
Top countries/categories Total plant-based protein Top fastest growing Total plant-based protein
(in # of product launches countries/
tracked in 2017) categories 2007 2012 2017 Growth
2007 2012 2017 Growth (CAGR 2012-
(CAGR 2012- 2017)
2017)
Denmark
United Kingdom 26 33 183 +40.9%
205 661 944 +7.4%
COUNTRIES
Ireland
France 18 23 125 +40.3%
93 137 677 +37.6%
France
Germany 93 137 677 +37.6%
86 267 594 +17.3%
Croatia - 5 16
Netherlands +26.2%
89 348 536 +9.0%
Italy
Spain 24 77 237 +25.2%
43 200 510 +20.7%
Bakery Soft Drinks
10 2 54 +93.3%
CATEGORIES
215 677 1,442 +16.3%
Meat, Fish & Eggs Desserts & Ice Cream
115 630 992 +9.5% 4 20 102 +38.5%
Ready Meals Baby & Toddlers
150 426 729 +11.3% 7 4 14 +28.5%
Cereals Fruit & Vegetables
49 190 387 +15.3% 5 7 16 +18.0%
Sports Nutrition Sports Nutrition
41 168 377 +17.5% 41 168 377 +17.5%
8
EUVEPRO 2019
WHEAT PROTEIN
(including wheat gluten)
EUVEPRO 2019 9
WHEAT PROTEIN
TOP & FASTEST GROWING COUNTRIES AND CATEGORIES
TOP FASTEST GROWING
Top countries/categories Total wheat protein Top fastest growing Total wheat protein
(in # of product launches countries/
tracked in 2017) categories 2007 2012 2017 Growth
2007 2012 2017 Growth (CAGR 2012-
(CAGR 2012- 2017)
2017)
Denmark 13 14 69 +37.6%
United Kingdom 145 416 515 +4.4%
COUNTRIES
France 77 115 450 +31.4%
France 77 115 450 +31.4%
Ireland 13 13 49 +30.4%
Netherlands 45 141 298 +16.1%
Bulgaria 3 5 17 +27.7%
Germany 54 131 277 +16.2%
Czech Republic 2 5 16 +26.2%
Spain 14 81 210 +21.0%
Snacks 21 43 136 +25.9%
CATEGORIES
Bakery 190 603 1,247 +15.6%
Ready Meals & Side
Dishes 94 174 416 +19.0%
Ready Meals & Side Dishes 94 174 416 +19.0%
Desserts & Ice Cream 2 11 25 +17.8%
Meat, Fish & Eggs 41 213 409 +13.9%
Bakery 190 603 1,247 +15.6%
Snacks 21 43 136 +25.9%
Meat, Fish & Eggs 41 213 409 +13.9%
Cereals 37 138 120 -2.8% 10
EUVEPRO 2019
WHEAT PROTEIN
Wheat proteins are the most widely used plant-based proteins in
Europe. Product launches including these proteins represent more than
50 % of the launches with plant-based proteins (51.3%) with a steady
growth (13.5% CAGR) over the last 10 year period.
Several types of wheat proteins are offered. Actually, vital wheat gluten
is included in 80 % of the launches whereas wheat proteins, wheat
isolate hydrolyzed and textured protein cover the rest.
The UK and France followed by the Netherlands and Germany are the
top countries using wheat proteins (representing 70% of all launches).
The growth of launches exceeds 30 % CAGR in Denmark, France and
Ireland.
In terms of food categories, bakery, not surprisingly is the largest food
category involved (close to 50% of the launches) whereas the largest
growth is seen in snack foods and ready meals (CAGR of 26 and 19%).
EUVEPRO 2019 11
SOY PROTEIN
EUVEPRO 2019 12
SOY PROTEIN
TOP & FASTEST GROWING COUNTRIES AND CATEGORIES
TOP FASTEST GROWING
Top countries/categories Total soy protein Top fastest growing Total soy protein
(in # of product launches countries/
tracked in 2017) categories 2007 2012 2017 Growth
2007 2012 2017 Growth (CAGR 2012-
(CAGR 2012- 2017)
2017)
Denmark 10 8 75 56.5%
United Kingdom 48 203 275 6.3%
COUNTRIES
Ireland 4 8 59 49.1%
Spain 19 88 261 24.3%
France 11 21 121 41.9%
Netherlands 33 178 203 2.7%
Italy 3 20 81 32.3%
Germany 21 97 156 10.0%
Spain 19 88 261 24.3%
France 11 21 121 41.9%
Soft Drinks 8 2 24
Meat, Fish & Eggs 64 419 525 4.6% 64.4%
CATEGORIES
Cereals 9 60 180
Sports Nutrition 21 115 219 13.7% 24.6%
Ready Meals & Side Confectionery 6 9 18
36 193 211 1.8% 14.9%
Dishes
Desserts & Ice Cream 2 3 6
Cereals 9 60 180 24.6% 14.9%
Snacks 33 77 150
Snacks 33 77 150 14.3% 14.3%
13
EUVEPRO 2019
SOY PROTEIN
Soy proteins are one of the longest-standing plant-based proteins on
the market, with 222 NPLs even in 2007 (>29% of all plant-based
protein NPLs in that year).
The number of NPLs for soy protein has increased 7.3-fold between
2007 and 2017, although the number of NPLs in the years 2015 to
2017 has stabilized at ca 1600 per annum.
The UK continues to be the market with the highest number of soy
protein NPLs, but the most significant growth in NPLs over the period
2007-17 has been in Spain and the Netherlands, in particular; the
number of NPLs per annum in these countries now coming close to
the number in the UK.
The main food product category for soy protein NPLs in 2017
continues to be meat, fish & eggs, but the food areas that have
shown the most significant growth are: cereals and sports nutrition
products.
EUVEPRO 2019 14
PEA PROTEIN
EUVEPRO 2019 15
PEA PROTEIN
TOP & FASTEST GROWING COUNTRIES AND CATEGORIES
TOP FASTEST GROWING
Top countries/categories Total pea protein Top fastest growing Total pea protein
(in # of product launches countries/
tracked in 2017) categories 2007 2012 2017 Growth
2007 2012 2017 Growth (CAGR 2012-
(CAGR 2012- 2017)
2017)
Spain - 1 26 91.9%
United Kingdom 2 36 121 27.4%
COUNTRIES
France 2 5 93 79.4%
Germany - 7 103 71.2%
Denmark - 2 37 79.2%
France 2 5 93 79.4%
Germany - 7 103 71.2%
Netherlands 1 24 44 12.9%
Sweden - 3 36 64.4%
Finland - 10 38 30.6%
Cereals 1 2 56 94.7%
CATEGORIES
Bakery - 19 111 42.3%
Dairy - 1 26 91.9%
Meat, Fish & Eggs 4 24 94 31.4%
Confectionery - 1 18 78.3%
Sports Nutrition - 14 89 44.8%
Spreads - 1 14 69.5%
Ready Meals & Side Dishes 1 28 77 22.4%
Desserts & Ice Cream - 6 50 52.8%
Cereals 1 2 56 94.7%
16
EUVEPRO 2019
PEA PROTEIN
In the current plant-based protein market, pea protein is the best
alternative: for its nutrition, functionalities and sustainability.
Moreover, the dynamics of the market highlight the popularity of pea
protein: only 7 new products in 2007 containing pea protein compared
to almost 600 new products in 2017.
The UK is the most active with more than 120 product launches in 2017
(a threefold increase in 5 years), followed by Germany and France.
Pea protein is largely used in bakery (mainly bread and +42% of new
products in 5 years), meat, fish&eggs and ready meals.
The main driver of pea protein market is the plant-based trend which
more and more mimics the mainstream market. That is why the dairy
category is booming with +90% of products launches in 5 years.
NPLs with pea protein represent more than 10% of the launches in
2017, whereas they were nearly zero in 2007.
EUVEPRO 2019 17
RICE PROTEIN
EUVEPRO 2019 18
RICE PROTEIN
TOP & FASTEST GROWING COUNTRIES AND CATEGORIES
TOP FASTEST GROWING
Top countries/categories Total rice protein Top fastest growing Total rice protein
(in # of product launches countries/
tracked in 2017) categories 2007 2012 2017 Growth
2007 2012 2017 Growth (CAGR 2012-
(CAGR 2012- 2017)
2017)
France 0 1 28 +94.7%
United Kingdom 2 12 62 +38.9%
COUNTRIES
Belgium 0 1 7 +47.6%
France 0 1 28 +94.7%
Germany 0 5 26 +39.1%
Germany 0 5 26 +39.1%
United Kingdom 2 12 62 +38.9%
Netherlands 2 0 10 N/A
Spain 0 1 5 +38.0%
Denmark 0 0 9 N/A
Cereals 1 1 57 +124.5%
Cereals 1 1 57 +124.5%
CATEGORIES
Baby & Toddlers 2 1 6 +43.1%
Sports Nutrition 0 20 54 +22.0%
Confectionery 1 0 16 N/A Sports Nutrition 0 20 54 +22.0%
Bakery 2 0 12 N/A Snacks 2 2 4 +14.9%
Soft Drinks 0 0 11 N/A
19
EUVEPRO 2019
RICE PROTEIN
In 2017, there were 5,5 times more NPLs with rice protein
per year in comparison with 2007.
Growth is especially located in UK, France and Germany.
Most important applications for rice protein are cereals
and sports nutrition (bars and powders). Rice is still a
smaller player in the plant-based protein market
compared with some of the longer-established plant-
based proteins.
However, especially in cereals the growth in the last 5
years is quite tremendous. Back in 2012 there was only 1
new cereal product launch with rice protein compared to
57 products in 2017.
EUVEPRO 2019 20
POTATO PROTEIN
EUVEPRO 2019 21
POTATO PROTEIN
TOP & FASTEST GROWING COUNTRIES AND CATEGORIES
TOP FASTEST GROWING
Top countries/categories Total potato protein Top fastest growing Total potato protein
(in # of product launches countries/
tracked in 2017) categories 2007 2012 2017 Growth
2007 2012 2017 Growth (CAGR 2012-
(CAGR 2012- 2017)
2017)
Netherlands - 1 23 +87.2%
Netherlands - 1 23 +87.2%
COUNTRIES
United Kingdom - 4 11 +22.4%
Germany - - 17 N/A
Finland - 1 2 +14.9%
United Kingdom - 4 11 +22.4%
Belgium - - 8 N/A
France - - 5 N/A
Meat, Fish & Eggs - 2 27 +68.3%
Meat, Fish & Eggs - 2 27 +68.3%
CATEGORIES
Bakery - - 24 N/A
Confectionery - - 12 N/A
Ready Meals & Side
- 4 4 0.0%
Dishes
Dairy - - 2 N/A 22
EUVEPRO 2019
POTATO PROTEIN
Potato protein holds the lowest percentage share of the plant-
based protein market with 1.2% in 2017.
Looking at specific potato protein types, “potato protein”,
labelled as such, is the only term used for NPLs in 2017, with
other potato protein types yet to find application in food and
beverage new product development.
Netherlands is the top country for potato protein application and
also shows the fastest growth over the past 5 years.
Meat, fish & eggs and bakery were the top market categories for
potato protein applications in 2017.
EUVEPRO 2019 23
OTHER PROTEINS
EUVEPRO 2019 24
OTHER PROTEINS
TOP & FASTEST GROWING COUNTRIES AND CATEGORIES
TOP FASTEST GROWING
Top countries/categories Total other protein Top fastest growing Total other protein
(in # of product launches countries/
tracked in 2017) categories 2007 2012 2017 Growth
2007 2012 2017 Growth (CAGR 2012-
(CAGR 2012- 2017)
2017)
Portugal - 3 16 39.8%
Germany 16 58 84 7.7%
COUNTRIES
France 3 10 42 33.2%
United Kingdom 16 69 54 -4.8%
Italy 3 6 17 23.2%
Netherlands 14 54 55 0.4%
Denmark 6 9 22 19.6%
Spain 10 40 45 2.4%
Belgium 5 20 32 9.9%
Belgium 5 20 32 9.9%
Soup 4 14 35 20.1%
CATEGORIES
Meat, Fish & Eggs 17 112 98 -2.6%
Spreads - 8 22 22.4%
Ready Meals & Side Dishes 28 72 94 5.5%
Sports Nutrition - 14 27 14.0%
Sauces & Seasonings 11 52 39 -5.6%
Snacks 11 36 45 4.6%
Bakery 10 35 47 6.1% 25
EUVEPRO 2019
OTHER PROTEINS
Overall, plant-based protein that is not specified by plant
source is the most tracked “other” protein denomination used
on new product labels, holding a 5.5% share of total plant-
based protein NPLs in 2017.
Named, other protein types tracked in food and beverage
launches in 2017 include hemp protein, corn protein and lupin
protein, although few NPLs containing these less well known
plant-based proteins were identified.
Germany, the UK and the Netherlands were the top countries
for NPLs containing “other” proteins in food and beverages in
2017, with Portugal showing the fastest growth between 2007
to 2017.
Meat, fish & eggs and ready meals are top categories, while
soups are showing fastest growth with an average annual
increase of 20% since 2007. 26
EUVEPRO 2019
KEY OBSERVATIONS
Wheat and soy protein remain the biggest players in the plant-
based protein market, with continuing, high numbers of NPLs
during 2015-17 (ca 84% of all plant-based protein NPLs).
However, the relative share of wheat and soy proteins to the
total plant-based protein NPL market is decreasing, because
this innovative and dynamic market is growing and is
increasingly attracting diversified sources of plant-based
proteins.
The UK is still the country with the highest number of NPL’s
with plant-based proteins; however, France is coming closer,
demonstrating the growing interest on the part of French
consumers to purchase plant-based protein-containing foods.
27
EUVEPRO 2019
OTHER INTERESTING TRENDS
DIVERSIFICATION: new plant-based protein types as of 2007
and at an accelerated rate since 2015 besides wheat and soy
protein.
Growing MEAT ANALOGUES introductions based on plant-
based proteins in traditional meat-eating countries: Germany,
France, Netherlands, UK.
More launches in recent years featuring MULTIPLE plant-based
proteins e.g. sports nutrition trends featuring multiple plant-
based proteins
EUVEPRO 2019 28
