Why are Europeans eating more plant-based meat than Americans? It’s not why you think

Fast Company Tech

by Adele Peters

February 23, 2026

AI-Generated Deep Dive Summary

Europeans are increasingly embracing plant-based meat at a faster pace than Americans, driven by strategic efforts from major grocery retailers across Europe and the UK. Companies like Lidl have seen remarkable growth in their private-label plant-based lines, with sales in the UK surging nearly 700% from 2020 to 2025. Supermarkets are prioritizing plant-based options not just for sustainability but also due to consumer demand and government policies encouraging a shift toward healthier, more sustainable diets. The shift is largely motivated by climate concerns, as meat and dairy production contribute nearly half of the carbon footprint in retail supply chains. European retailers like Lidl are reducing prices on plant-based staples to match or even undercut animal-based products, making sustainable choices more accessible. This strategy has been particularly effective in countries like the Netherlands, where major supermarkets aim for plant-based protein sales to surpass animal-based foods by 2030. Retailers are also innovating with hybrid products, such as Lidl’s 60% beef, 40% pea protein burger, which offers a lower carbon footprint and affordable pricing. These efforts highlight the potential of collaborative strategies between retailers and manufacturers to drive market growth. However, in the U.S., plant-based sales lag due to limited private-label initiatives and a focus on convenience over sustainability. For those interested in design and innovation, this trend underscores the role of strategic product development and affordability in shaping consumer behavior. The rise of clean-label, whole-food products signals a return to growth in Europe, offering lessons for global markets looking to align with sustainable food trends. As plant-based options continue to evolve, their ability to balance taste, price, and sustainability will determine their long-term success.

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Originally published on Fast Company Tech on 2/23/2026