Global interest in plant-based food continues to grow, but the drivers behind that growth are shifting — and they’re not the same everywhere. In this article, we examine how three key markets — Benelux, the Nordics, and Asia-Pacific (APAC) — are shaping the future of plant-based food and what commercial leaders need to understand to stay ahead.
A Market Maturing: From Buzz to Business
The global plant-based food sector is forecast to reach US$95 billion by 2029, growing from US$45 billion in 2023 (Statista, 2024). Yet growth is no longer linear or homogenous. Consumers in developed markets are becoming more discerning, seeking products that balance taste, nutrition, and clean labels — rather than relying solely on novelty or ideology.
Retailers, especially in Europe, are rationalising assortments and favouring brands that clearly communicate ingredient functionality and regional relevance. This requires commercial leaders to align their ingredient strategy closely with evolving market expectations.
Benelux: Pragmatic Innovation and Nutritional Proof Points
The Benelux market (Belgium, Netherlands, Luxembourg) stands out for its early adoption of plant-based alternatives, but today’s consumers are demanding more than just meat-free options. Recent market data from the Netherlands reflects modest growth (approximately 1.8% annually), indicating increased selectivity (GFI Europe, 2024).
Current consumer preferences include:
· Nutritional transparency
· Local and EU-sourced ingredients
· Evidence-backed functionality (e.g. high fibre, iron-rich, gut support)
Shoppers in Benelux are also more price-sensitive than their Nordic counterparts, which places additional pressure on commercial teams to balance affordability and innovation. Retailers are increasingly trialling front-of-pack scoring systems (e.g. Nutri-Score) that reward verifiable nutritional benefits — making formulation and ingredient selection critical to commercial success.
Nordics: Clean Label Leadership and Local Integrity
The Nordic region leads Europe in clean-label innovation, driven by sophisticated consumer demand for sustainability, provenance, and nutritional credibility. Governmental support is accelerating this trend — Denmark’s €170 million investment in plant-based food is one such example (The Guardian, 2025).
Despite this, adoption remains slower than expected. Henrik Strinning, CEO of Premium Snacks Nordic, notes:
“The shift towards plant-based alternatives is taking a lot longer than industry insiders predicted before the inflation crisis.”
Commercial leaders face increased pressure to transparently communicate ingredient origins, sourcing methods, and processing integrity, especially given the rapid growth of local private-label competitors.
APAC: Functional Drivers and Hybrid Product Formats
In APAC, plant-based growth is driven less by ethics and more by health, function, and cultural familiarity. This includes:
· Functional claims (e.g. immune support, gut health)
· Traditional ingredient formats (e.g. fermented grains, medicinal mushrooms)
· Innovation in categories like ready-to-drink teas, fortified snacks, and plant-based bakery
Eric Wang, Managing Director APAC at Ocean Spray, summarises the regional dynamic:
“APAC consumers prioritise a mix of ingredient qualities in plant-based products, driven by evolving health trends, cultural preferences, and sustainability values. Brands that innovate with regionally relevant ingredients while ensuring transparency and sustainability will dominate the market.”
While awareness is high in Southeast Asia, nearly half of consumers have yet to try plant-based alternatives — with affordability being the main barrier (GFI APAC, 2024). In urban centres like Singapore and Seoul, the most successful products combine familiar formats and subtle “stealth health” innovation, improving nutritional profiles without overt vegan messaging.
The Commercial Leadership Challenge: Ingredient Strategy as a Competitive Advantage
“As the market shifts to meet consumer demands for succulence and price parity with real meat, protein is no longer the sole focus. Diverse solutions are emerging. Ingredient companies must rethink their approach to support brands in balancing cost and taste, and strategic partnerships across the industry offer a smart path to streamline innovation and reduce go-to-market expenses,” said Dager Florez, Global Head of Beauty and Wellness at Alianza Team.
Commercial leaders today must be able to bridge the gap between consumer trends and formulation feasibility, working cross-functionally with R&D, regulatory, and sourcing.
What the Most Effective Leaders Are Doing Now:
· Partnering early with suppliers to co-develop next-gen ingredients
· Using ingredient stories as strategic levers in retailer conversations
· Navigating localised regulations on claims, fortification, and processing aids
· Building teams that connect insight → product → profit
There is increasing demand for commercial generalists with technical fluency — individuals who can decode the science of ingredients and translate it into margin and messaging.
One Category, Three Realities
The plant-based sector may share global momentum, but Benelux, the Nordics, and APAC each demand distinct ingredient strategies, regulatory navigation, and consumer insight.
· Benelux rewards pragmatism, nutrition, and value
· The Nordics prioritise purity, local provenance, and functional integrity
· APAC leans into cultural fit, functionality, and hybrid innovation formats
For commercial leaders, the opportunity lies in aligning ingredient strategy with both market context and executional capability — because what wins in Stockholm might not land in Singapore.
To discuss this topic further, please contact @daniellezhang
