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Mr Liebenberg, plant-based alternatives had long been viewed as more expensive than animal-based products. Now, however, you are talking about advantages in terms of price. What has changed?
The price structure in Germany has just undergone a significant shift. The ProVeg Price Study 2025 shows that, for the first time, a plant-based shopping basket containing twelve product categories is, on average, cheaper than a comparable animal-based one. The study focused specifically on the lowest price segment. Three years ago, the price premium was over 50 percent. In the meantime, this gap has gradually narrowed, and the price relationship has now reversed for the first time. For example, plant-based milk, which is widely available, is particularly inexpensive despite being subject to a high rate of tax.
Does this mean the pricing issue has been resolved?
Price parity essentially means that the financial disadvantage of buying plant-based products has been eliminated and consumers need no longer choose between their health and their wallet. Demand will really take off when plant-based options are noticeably cheaper than animal-based alternatives. At present, plant-based yoghurt and cream cheese, as well as alternatives to fish, are still significantly more expensive. In this connection, it is interesting to note that the average price advantage of plant-based alternatives has been driven primarily by the rising cost of animal-based products.
Does this mean that price is becoming the most important factor in the growing demand for plant-based proteins?
Pricing is one of the most important tools in the retail sector. Besides price, taste and availability also play a role in determining which products end up in the shopping trolley. A lower price alone is not sufficient if the plant-based product is lacking in terms of taste or frequently out of stock.
Who benefits most from price advantages?
The main beneficiaries are consumers who adhere to a flexitarian diet and are basically open to plant-based products but decide what to buy depending on the situation. This is precisely when the price becomes the decisive factor. If animal-based and plant-based options cost the same, the choice is much less clear-cut.
Do current food prices reflect the ‘true cost’ of food?
No, definitely not. Environmental and health costs have hardly been factored into prices so far. Current prices tend to reflect market mechanisms. If prices were to consistently reflect the societal costs, the price gap between animal and plant-based products would be significantly greater.
What does this mean for the coming years?
Price parity is a tipping point. Now, it's all about supporting the new normal for plant-based products – through better availability, high product quality and clear pricing strategies in the retail sector.
How would you sum all this up in a single sentence?
The shelf price is often the deciding factor – and competitive prices across all product categories mean that buying plant-based products has finally become a matter of course.
Image: Dirk Liebenberg, ProVeg e.V.
