“Consumer acceptance of vegan alternatives has been significantly stronger in Germany than in France”
In this exclusive interview, Swantje Tomalak vegan market expert and SIAL Innovation 2024 jury member offers a deep dive into the contrasting dynamics of the plant-based sector in France and Germany.
How would you compare the adoption of plant-based foods in France and Germany today, both in terms of consumption and product innovation?
It’s not easy to compare these two countries directly, as food culture holds a very different place in each. In France, as in Italy, food is deeply rooted in national heritage and identity. This is especially true for cheese, which makes plant-based cheese alternatives much less accepted among French consumers. The French market has only a handful of local vegan cheese producers, and most plant-based cheese alternatives found in supermarkets are imported. This further limits acceptance, as French consumers tend to strongly prefer local and nationally produced goods.
In contrast, plant-based meat is much more visible in France, with several domestic producers making a notable impact. Companies like La Vie, Happyvore, Planted (Swiss), Accro, and Kokoriko have helped bring plant-based meat into the mainstream. Their innovations have even pushed traditional meat producers like Herta, Aoste, and Fleury Michon to reconsider their offerings. Over the past three years, many of them have launched their first vegetarian or vegan products—with varying degrees of success.
Germany, on the other hand, has been a frontrunner in the plant-based movement for years, both in terms of consumption and innovation. Companies like Rügenwalder Mühle are leading the way—originally a family-run meat company, it now sells more plant-based products than meat. I hope to see a similar transformation in France over the coming years.
When it comes to cultivated foods (such as cultivated meat), what major differences do you see between the regulatory and commercial dynamics in France and Germany?
Well, there is currently no major regulatory difference between these two countries as the regulations by the European Union do not yet authorise sale anyways. But when it comes to acceptance, there is a huge difference in the positioning of Germany: there is a curious and growing openness toward cultivated food technologies, with more and more companies and start-ups launching their business in the cultivated scene. Hence in France, there is rather strong resistance, both culturally and politically.
What factors do you think explain the dynamism of the vegan market in Germany, and how could France draw inspiration from this to stimulate its own market?
Consumer acceptance of vegan alternatives has been significantly stronger in Germany than in France since around 2010, when first trade shows like VeggieWorld popped up. Germany experienced an ecological transformation that did not occur in the same way in France. This was closely tied to growing awareness of climate change, to which the food (particularly meat consumption) contributes substantially. These environmental concerns triggered wider changes in consumer behavior, not just in food but also in energy choices such as the shift to green electricity.
This relatively organic societal shift led both retailers and the gastronomy sector to adapt their offerings. More organic products entered mainstream retail, and what was once a vegan niche market gained significant visibility and availability. By today (2025), vegan alternatives are widely integrated into the German consumer landscape, no longer niche, but increasingly standard (food, cosmetics, fashion, lifestyle products and more).
Two other major drivers of this development were the strong start-up atmosphere and the role of public media work in Germany. There has been a strong ground for food-tech innovation, with pioneering vegan companies such as Veganz, LikeMeat, and newer players like vly and Planted shaping the market early on. In parallel, public discussion around animal welfare, climate impact, and sustainable living amplified through media, organisations like ProVeg, and social platforms, played a key role in normalising plant-based lifestyles.
A similar evolution in France would certainly be desirable. However, the country still faces distinct challenges, such as legal restrictions on plant-based product labeling (e.g., whether vegan items can be marketed as “sausage,” “ham,” or “nuggets” which is discussed again and again) and the persistent influence of the meat lobby, which in my opinion, remains closely tied to political institutions. These dynamics limit the visibility and development of plant-based alternatives in France, both culturally and economically.
Do you see any specific trends in terms of taste, formats or marketing that distinguish plant-based products in France from those in Germany?
Yes, definitely. In France, many plant-based start-ups tend to market their products with a humorous, bold, and sometimes provocative tone, aiming to spark curiosity and challenge traditional views. For example, the French company La Vie uses slogans like “Better than bacon – without the pig” tapping into wit and cultural references to make plant-based eating feel rebellious and fun.
In contrast, German brands often emphasise environmental impact, health, and ethics in a more serious and values-driven way. Their marketing highlights climate consciousness and responsible consumption. For instance, Veganz uses the slogan “Eat for the climate”, while The Nu Company (nucao) promotes its products under the tagline “Food for a new world”, reflecting their broader mission of sustainability and plastic-free packaging. These messages speak more to long-term change and ecological awareness than to humor.
From a product innovation perspective, both countries have strong examples. In France, La Vie has created one of the most acclaimed plant-based bacon alternatives in Europe, widely praised for its taste and texture. However, Germany leads in terms of industrial transformation.
Traditional meat company Rügenwalder Mühle has successfully shifted toward plant-based products over more than a decade, and their vegan portfolio now matches or even exceeds their meat sales, a unique achievement.
Germany also boasts a highly dynamic start-up ecosystem. Brands like Billie Green, Toni M., and others are innovating across all categories: deli slices, schnitzels, fermented products, and ready meals. In contrast, French brands are still relatively niche, with a heavier focus on meat substitutes.
When it comes to dairy alternatives, France has a strong player in Jay & Joy, arguably the country’s most prominent vegan cheese producer. Their recent acquisition of Les Nouveaux Affineurs signals momentum in expanding beyond cheese into more diverse formats like aged, cultured alternatives, a trend that Germany has also embraced but through a larger number of independent producers.
In the coming years, do you think France and Germany will converge or diverge in the plant-based and cultivated food segments?
I believe France and Germany are likely to converge over time (but certainly not completely), especially given their strong economic ties and shared interest in sustainable food innovation. Since around 2015, there have been increasing trade dialogues between producers and distributors from both countries, with retailers on each side actively scouting for novel, plant-based products. This openness to cross-border collaboration is promising, particularly within the EU framework.
The close economic relationship between France and Germany, as each other’s key trading partners, provides fertile ground for synergy. For example, Carrefour in France has begun listing select German vegan products, and Rewe in Germany sources some items from French suppliers. However, plant-based (and hybrid) products are still significantly underrepresented in mainstream retail exchanges between the two.
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