In recent years, the plant-based product market has experienced significant growth. From a niche alternative tied to ethical choices or dietary restrictions, the 'plant-based' has become a popular phenomenon, steadily entering the purchasing habits of an ever-wider pool of consumers. In this trend, some elements to improve in consumer communication emerge, as shown by a survey promoted by AILI (Italian Association of Lactose-Intolerant APS).
From niche to popular phenomenon
According to Precedence Research, globally the trend is clear: the plant-based products market was estimated at 50.70 billion dollars in 2025 and is expected to reach about 111 billion dollars by 2035, with a compound annual growth rate (CAGR) of 8.16% in the period 2026–2035.
Also in Italy, this transformation is particularly evident. Plant-based drinks, plant-based burgers, yogurt alternatives, and desserts now occupy increasingly significant spaces on the shelves of large retailers, reaching a phase of consolidation and development.
In particular, according to the GIF Europe 2025 report based on Circana data, the plant-based sector in Italy generated a turnover of 639 million euros, with a growth of 7.6% compared to the previous year. The categories considered in the study were: meat alternatives, plant-based beverages, cheeses, yoghurts, and cream. Analyzing them shows that plant-based beverages position themselves as the sector leader with over 50% of the total value, followed by meat alternatives (about 35%), while smaller segmentsrecent segments, such as tofu, tempeh, and seitan, record the most dynamic growths, with very significant increases.
The phenomenon follows a global trend, driven by converging factors: attention to sustainability, food curiosity, health needs, and the growing spread of flexitarian diets.
Indeed, penetration is now broad: over 15 million Italian families purchase plant-based products, equal to about 59.3% of the total, according to YouGov Shopper surveys, a sign of a structural shift from niche to widespread consumption.
Plant-based is therefore no longer just 'for vegans': it is increasingly an integrated choice in the daily diet.
Who buys plant-based and why
A recent survey promoted by AILI (Italian Association of Lactose-Intolerant People Aps), in collaboration with Ellefree Srl, was the subject of an experimental thesis of the Department of Agricultural, Food, Environmental and Forestry Sciences and Technologies of the University of Florence. Out of more than 400 Italian consumers who responded to the survey, the 61,4% defines themselves as habitual consumer of plant-based products. Therefore, it is not a sporadic behavior, but a real consolidated habit.
The consumer profile is varied. Alongside vegans and vegetarians, the figure of the consumer flexitarian, who reduces the consumption of animal products without eliminating them completely. To these are added individuals with specific needs, such as lactose intolerance or milk protein allergies.
Besides choice or dietary need, the motivations that drive the purchase of these products are:
- taste
- availability
- variety of the offer.
Price, promotions and packaging prove to have a secondary role. This data is significant, as the success of plant-based increasingly depends on the ability to offer taste and convenience.
Labeling: clarity still far away
While the market grows so rapidly, consumer communication does not always keep pace.
The study actually analyzed over 100 plant-based products available in the Italian large-scale retail trade showing a strong heterogeneity in the wording used. Terms like '100% plant-based' coexist with indications more generic, while a significant share of products does not report an explicit indication of plant origin anywhere on the packaging, neither on the front (28% of packaging) nor on the back (39.3%).
Even more interesting is the issue of safety of these products perceived by consumers. Over 50% declare they only 'somewhat' trust the information on the label. For this reason, 71.7% state they read the entire package before purchase.
Particularly delicate is the issue of cross-contamination indicated through the Precautionary Allergen Labelling, (PAL, 'may contain...'). About 18% of the products analyzed have a warning regarding possible presence of milk, especially in more processed food categories like plant-based burgers and sweet snacks.
For consumers allergic to milk or lactose intolerant, this is a crucial element. Indeed, the percentage of intolerant consumers who always check PAL is 61.1%, increasing to 73.3% among allergic consumers.
These data therefore highlight a critical issue: the term 'plant-based' does not automatically guarantee theabsence By ingredients or traces of animal origin.
'Plant-based' does it really mean plant?
71.5% of consumers interpret the term 'plant-based' as synonymous with a fully plant-based product. However, in the absence of a harmonized European regulatory definition, this interpretation is not always correct and reflects a gap between perception and reality.
The result is ambiguous communication that can generate confusion and, in cases of dietary needs, also safety risks.
In this context, it is evident how the certification marks presence on the packaging proves to be a fundamental tool to guide the consumer towards conscious choices, based on their own needs and personal requirements. In fact, data from the questionnaire show that consumers with specific dietary needs (lactose intolerant or allergic to milk proteins) express their preference for the presence of the Lfree® brand in the ‘Lactose & Milk free’ version, followed by the V-label in the vegan version.especially certifications such as V-label (vegan version) and VeganOK, consistent with ethical motivations rather than strictly dietary needs.
A mature market, but not yet regulated
The plant-based market in Italy is no longer just a niche but is taking on a more defined structure. Signs of maturity are evident; indeed, plant-based products have widespread distribution in large-scale retail, transversal consumption, and show increasing product innovation.
At the same time, however, some remain critical issues such as: absence of a clear regulatory definition, non-uniform labeling, differences in safety between product categories.
In this scenario, transparency becomes a key factor. Consumers demand simple, reliable, and immediately understandable information.
Prospects: growth yes, but with more clarity
The prospects for the plant-based market are very positive, both in Italy and globally. However, quantitative growth must be accompanied by qualitative evolution.
In particular, important points to work on are greater harmonization of definitions at the European level, standardization of labeling terms, and improvement of communication to consumers.
The future of plant-based will therefore depend not only on product innovation but on the ability of the entire system (industry, distribution, and regulation) to build trust and guarantee high safety standards, protecting consumers who choose these products for specific dietary needs. Added to this is the need for clear, intuitive, and consistent communication, both on product packaging and information channels.
For further information: info@associazioneaili.it
Yamila Gori, Simona Dominici, Maria Sole Facioni
Bibliography:
- Predence Research (March 10, 2026). Plant-based Food Market Size, Share and Trends 2026 to 2035. https://www.precedenceresearch.com/plant-based-food market#:~:text=Frequently%20Asked%20Questions,the%20plant%2Dbased%20food%20market
- GIF Europe (June 9, 2025). The plant-based retail market in Italy continues to grow (+7.6%), driven by cheese and meat alternatives. https://gfieurope.org/it/blog/the-plant-based-retail-market-in-italy-continues-to-grow-driven-by-alternatives-to-cheese-and-meat/
- Mark Up (2025, September 17). Italians increasingly buy plant-based and vegan products. https://www.mark-up.it/gli-italiani-acquistano-sempre-piu-plant-based-e-veg/?utm
Yamila Gori
Simona Dominici
