“Price parity in all product categories is the next milestone”

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.