Taking Root: The Case for Plant-Based Proteins in UK Retail

Plant-based protein categories have grown steadily in UK retail for a decade. After a period of correction following the early-2020s hype, the category is now entering a more mature, resilient phase, and the long-term trajectory is clear. Our analysis shows that the plant-based share of protein sales is projected to double by 2040, from 14% to 29%. 

The commercial case is stronger than most British retailers currently recognise. Protein diversification strengthens margins and reduces portfolio volatility alongside delivering environmental and health benefits. Retailers have a significant opportunity to unlock category growth through private label, cross-merchandising, and strategic sourcing.

‘Taking Root: The Case for Plant-Based Proteins in UK Retail’ by Systemiq, supported by ProVeg International, sets out the evidence base and makes clear what retailers can do to capture the opportunity. 

The price gap is closing. Between 2020 and 2025, animal protein prices rose while plant-based prices fell. Meat analogues are projected to reach price parity with processed meat by 2028. Whole food proteins, such as legumes and tofu are already cheaper than meat. 

Private label is the biggest untapped lever. Private label accounts for 69–82% of processed meat sales but only 2–30% of plant-based protein sales. Closing that gap gives retailers direct control over pricing, margins, and category direction, which our assessment shows is the most effective way to capture opportunity. 

Margins are stronger than the revenue picture suggests. Alternative protein revenue is projected to double versus business as usual. Total portfolio revenue may fall slightly due to lower plant-based price points, but plant-based categories carry higher and more stable margins, lower shrink, and less promotion pressure than meat. Protein diversification is a revenue stabilization strategy. 

Retailer action is the most directly controllable growth driver. Increased visibility, expanded shelf space, and promotional support have driven plant-based sales growth of 30–57% in recent case studies. Mainstream shelf placement reaches shoppers who are not yet actively seeking the category. Cross-merchandising and meal guides help customers build habits with plant-based. Private label signals commitment to suppliers and creates the cost certainty that drives investment. 

• Build private label plant-based. The gap from 12% private label in plant-based to 82% in processed meat is the largest untapped margin opportunity in the category. 
• Connect plant-based to margin and health KPIs. Plant-based proteins deliver higher, more stable margins. Embedding this in category manager incentives aligns commercial and sustainability goals. 
• Back a challenger brand. Support one emerging brand with shelf space and pricing collaboration. Branded innovation pulls new customers in while private label captures the volume. 
• Test price parity in-store. A time-limited promotion on legumes, tofu, or meat substitutes alongside their meat equivalent generates the sales data to justify the next step – at a no long-term commitment. 

A shift toward plant-based proteins is projected to cut greenhouse gas emissions, land use, and water use by 13–16% versus business as usual – one of the most effective levers available to retailers on Scope 3. The projected increase in fibre intake would close 11% of the UK’s fibre gap, with associated health benefits estimated at £108 million. These figures reflect only the categories modelled in this report and do not represent the full scale of potential benefits from a broader plant-rich dietary transition.

If you would like to explore what these findings mean for your business, please contact Brian Shaw.