Consumers have made it abundantly clear: They want cleaner, less chemically processed, more natural alternatives for the products they spend their hard-earned money on. In 2025, food brands aren’t the only ones answering this call. From nutritional supplements to skincare and cosmetics to household cleaning products, every category has plant-forward options that are cleaner and greener. This change in consumer behavior has caused the term “plant-based” to grow from beyond its once small market corner to influence every segment of consumer retail. To better understand the current landscape, we took a look at how the plant-based movement is not only dictating the level of demand for today’s product offerings, but also setting the stage for the trends that will dominate tomorrow.
Trends driver: MAHA, Millennials & more
As WholeFoods Magazine hasreported, the MAHA (Make America Healthy Again) movement is championing regenerative agriculture and food as medicine. This development in policy is business as usual for the natural products industry, and now more companies and consumers are coming on board, with help from ingredient suppliers in our space.
“There’s a growing general awareness about the overall quality or nutritional density of foods, and seeking to improve health outcomes through improved nutrition,” says Andrew Hebard, CEO & Founder, Natures Crops International. “This seems to embrace the MAHA and ‘food as medicine’ messaging, and examples we can point to are replacing industrial seed oils such as corn with plant-based alternatives like Ahiflower that deliver similar physical characteristics, but provide a far greater nutritional benefit to the consumer.”
Younger shoppers are especially keen on the clean movement. “We’re seeing the category continue to evolve toward whole-food nutrition and cleaner formulations, driven by Millennials and Gen Z consumers who are increasingly label-conscious,” shares Susan Knight, co-founder & CEO of Whole Moon. “They’re looking for products that deliver real health benefits, not just plant-based alternatives. Taste remains a top priority, and brands like Whole Moon that offer both flavor and function without additives are well-positioned to stand out.”
The younger generation is more knowledgeable and also focused on purchasing products that resonate with their preferred choices, agrees Dr. Liki von Oppen-Bezalel, Business Development Director, TriNutra. “Gen Z and Millennials continue to purchase more plant-based products due to changing lifestyle habits, such as a higher concern for ethical and animal welfare...As these lifestyles gain popularity, finding products that meet their specific dietary needs is essential, and companies are responding accordingly.”
Noting similar, Hadar Ekhoiz Razmovich, CEO & Co-founder, Meala Foodtech, points to health, sustainability, and animal welfare as key values for eco-conscious consumers.
Social platforms and commerce are key factors fueling rapid visibility and adoption, says Chante Wiegand, Vice President Science and Education of The Synergy Company, and this is reinforcing plant-based as part of a holistic wellness lifestyle that integrates fitness, nutrition, and self-care. “The surge in wellness and fitness culture—across broader demographics such as women over 40 and longevity-focused consumers—is significantly expanding the target market for plant‑derived supplements.”
Developments in the global economy also are pushing consumers towards plant-based and away from animal products and their byproducts. “The recent volatility in animal protein products has also contributed to the increase in demand for plant-based proteins as they are more price stable,” says Hanna Bean, Marketing Manager Americas at BENEO. “For example, in recent years, eggs have shot up in price due to a variety of factors including shortages and supply chain issues—placing food manufacturers under increasing pressure. Alternatives, such as BENEO’s faba bean protein concentrate, offer more stability to both producers and consumers alike.”
Plant-based improvements
The continued growth of the plant-based segment is dependent on better ingredients and improved processes, stresses Yonatan Golan, Co-founder & CEO, Brevel. “Companies are gradually introducing protein, fat, fibers and other new ingredients from new sources into the industry and are enabling tastier, better-for-you and cleaner products. In parallel, improved processing techniques mean clean-label products, which are what consumers are looking for today. As the industry will provide better products for consumers in terms of taste, texture, nutritional value, health and cost, the market will grow and fill the existing much larger demand.”
The balancing act between flavor and function has introduced a promising science-based approach to delivering plant-based solutions for companies like Simpliigood, according to CTO and Founder, Baruch Dach. “One of the most promising shifts in the plant-based sector is the move from processed, mimicry-based products toward bio-functional whole food platforms,” Dach maintains. “At Simpliigood, we’re spearheading this transition with our proprietary SimpliiTexture technology, which allows us to transform fresh, minimally processed spirulina into structured food matrices with rich mouthfeel and culinary versatility.”
Advances are being made in the alt-dairy space, too. “As formulation technologies and ingredient systems continue to evolve, we’ll continue to see investment and innovation in the alt-dairy space,” reports Allison Leibovich, Marketing Manager for Dairy and Dairy Alternatives, Cargill. “These advances will help plant-based options rival their dairy counterparts, delivering on both nutrition and indulgence. That’s a powerful combination, and one that will position the category for long-term relevance and growth.”
Replacing animal products is just the start. “We’re seeing a wave of plant-based innovation that moves beyond simply replacing animal products,”says Carlo Stocco, Managing Director of Andriani North America. “Today’s forward-thinking brands are reinventing entire categories with purpose, transparency and nutrition at the core. A compelling benchmark is the transformation of traditional pantry items or otherwise static categories, like what Graza has done for olive oil. At Felicia, we take a similar approach within the pasta aisle: not just offering an alternative but reshaping what pasta can be.”
Brands are putting in the work to come up with genuine, creative, plant-based solutions that can rival or surpass their counterparts nutritional values. “Companies are focusing on either sourcing or creating plant-based food materials, such as protein, that can match or exceed other sources, such as whey, egg, and collagen,” explains Richard K. White Jr. Director, Global Sales and Marketing NiHTEK. “Plant-based proteins that taste and function better are the future. These can be used not just in protein shake mixes, but virtually every food category that exists. Our company, NiHTEK, has created the first allergen-free isolate from plant sources that is GMO-free, lactose-free, soy-free, gluten-free, with a high DIASS (120) and a PDCASS of 1, NiHPRO. The result is a product that matches or exceeds the amino acid profile and overall characteristics of taste, mouthfeel, texture, and purity of other protein sources. In a world of whey protein volatility in price, availability, and demand, having a plant-based option that has the features and benefits of NiHPRO is a huge benefit for brands and consumers around the world.”
Sales drivers
The plant-based food arena is an $8.1 billion market in U.S. retail, according to Good Food Institute (GFI). GFI also reported that in 2024, the plant-based food category experienced:
- Declined sales of plant-based milk and plant-based-meat and seafood
- Sales growth for plant-based protein powders and liquids, bars, ready-to-drink beverages, tofu, tempeh, and seitan, baked goods and desserts
Those declining sales for plant-based-meat are a result of recent headlines, says Megan Dunn, Sr. Manager, Global Marketing at Lycored. “After a dramatic rise, the U.S. plant-based meat alternatives market has seen a slowdown in 2025. This is in part due to recent stigma around processed foods. However, the conversation is now evolving to acknowledge that many processed foods offer important benefits—reopening the door for plant-based meat alternative growth.
Still, the need for clean-label ingredients remains apparent. Amid the overall slowing market, plant-based meat alternatives that emphasize naturally derived ingredients are actually seeing growth, making it more important than ever for manufacturers to adapt to the trend. Consumers are more aware of the ingredients in the foods they eat and are increasingly pushing for fewer synthetic additives. Nature-based colors, such as Lycored’s portfolio of reds derived from tomatoes, provide an opportunity for companies to meet consumer demand for clean-label products, while creating a delicious and visually appealing product.”
As for the uptick in plant-based protein powder sales, Rob Brewster, President at Ingredients by Nature, says its consumers continued focus on tackling health issues and more recently, healthy weight management, due to the GLP-1 trend, that have led to the rise in sales for the botanicals supplement market. “The global botanicals supplement market was valued at $27.47 billion in 2020 and is projected to grow at a CAGR of 9.1% through 2028, reaching an estimated $55.18 billion(Grand View Research). Consumers are primarily focused on addressing key health conditions, including cognitive function, mood and sleep support, immune health, heart health, and, with the rise of GLP-1, healthy weight management, blood glucose support, and nutritional deficiencies with natural, plant-based supplements.”
Bo Wei Li, Application Development Specialist, Foodology by Univar Solutions stands with Brewster: The rise of GLP-1 created a firestorm trend for plant-based supplements. “As weight loss technologies experience rapid expansion, GLP-1-friendly supplement products are emerging as one the top trends in the food and beverage space. In particular, protein and fiber fortifications are being noted for the benefits of supporting a nutrient-dense diet that promotes satiety, digestive health, and lean muscle generation. Hydration is also an important part of this diet initiative with mineral fortification in different forms for fast and easy absorption. Clear proteins could also be incorporated in some of these low pH hydration beverages to provide a good level of protein fortification without compromising on stability and clarity.”
Advances in biotechnology have enabled the creation of more effective, palatable, and stable plant-based supplements, says Wiegand, pointing to innovations such as vegan vitamin D3 from algae and lichen and plant-derived omega-3 from algae.
Looking ahead
Consumer demand for products that align with their values and beliefs, like animal welfare, has created a ripple effect throughout the industry. “More consumers than ever are moving towards a diet free from animal products, and the nutraceutical market is feeling the effects,” says Lauren Cafiero, Associate Director, Nutra Global Product Marketing – Hard Empty Capsules, Lonza. “Global Research reveals that 40% of supplement users cite the importance of ‘vegan’ as a purchasing factor, with a further 25% stating that ‘plant-based’ is important to them when making a purchase. This growing preference is fueled by increasing awareness of the benefits of a vegan diet—for both personal health and the planet. With 32% of consumers revealing that they wish to steer clear of environmentally harmful ingredients, it’s clear that eco-conscious choices are becoming increasingly important, driving demand for sustainable plant-based products.”
As companies continue to closely monitor consumer behavior, changes in trend behavior will help them identify which plant-based options warrant their continued investment. “Foundational concerns, including immune health, stress relief, gut health, sleep, and healthy aging/general wellness, continue to drive the category trends,” says Keely Johnson, VP of Sales and Marketing, Arjuna Natural - Texas. “These trends reflect the key health issues that consumers are most concerned about and are therefore the focus of product development and marketing strategies. Both younger and older consumers trust the leading ingredients in the space, which include turmeric, ashwagandha, and mushrooms. Additionally, functional beverages such as coffee and tea are gaining traction.”
Ultimately, the credibility and assurance provided by plant-based products is what will help companies and consumers usher in the next generation of products. Johnson concludes: “As long as clinical research continues to demonstrate how natural, plant-based ingredients are a safe and effective option, consumers will continue to lean into their benefits to support their health and wellness goals.”
Coming Up: Explore All Things Plant-Based!
On December 2-3, the annual Plant Based World Expo will head to the Jacob Javits Center in New York City. From live education sessions to the latest in product innovation, stay tuned to WholeFoodsMagazine.com for even more on how to serve customers and succeed in the plant-based space.
Plant‑forward Diets x Prebiotics
Plant-forward diets remain a prebiotic stronghold, despite a year-over-year pullback. While specialty eating patterns such as vegetarian, plant‑based and vegan peaked in 2023 and have eased since, core plant-focused approaches, particularly vegetarian, flexitarian, and Mediterranean (aside from gluten‑free), still register the highest adoption. For more on prebiotics and the microbiome, don’t miss ‘Biotics Trends Driving Demand in 2026.
Source: Industry Transparency Center
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