The Grains and Legumes Nutrition Council (GLNC) has released its 2025 Plant-Based Report, showing that despite sustained interest, overall plant‑based product availability has fallen by 33 per cent since the organisation’s last audit in 2022.
As consumers become increasingly conscious of how food choices affect their health and the environment, plant-based eating is gaining prominence. This transition is driven by health concerns, growing awareness of the environmental impact of food choices, ethical considerations and the increased availability and affordability of plant-based food options.
In Australia, 21 per cent of adults report reducing their meat intake, and a growing number now identify as flexitarian. These changes influence the food industry, prompting manufacturers to reformulate and expand their offerings to meet changing consumer preferences.
While interest in plant-based options is growing, taste, texture, and familiarity remain critical to consumer acceptance. Even highly nutritious products may struggle in the market if they don’t meet consumer expectations around flavour and overall eating experience.
GLNC general manager, Kathy La Macchia, said the changing market presents both challenges and opportunities for the food industry.
“The plant-based market is maturing. While fewer products are appearing on shelves, consumer demand remains strong,” said La Macchia.
“Brands need to focus on whole food ingredients such as legumes, whole grains, and vegetables, which provide fibre, protein, antioxidants, and phytochemicals essential for health.”
The GLNC report examines the recent trends and changes in Australia’s plant-based food market, aiming to assess how well current offerings reflect growing consumer demand and broader nutrition and sustainability trends.
An audit of plant-based products across four major retailers (Coles, Woolworths, Aldi, and IGA) was conducted in November 2024, in metropolitan Sydney, with results compared to the last GLNC audit in 2022.
The organisation tracked category changes over the two years and analysed the nutritional composition, ingredients and claims displayed on packaging.
The 2024 plant-based audit included the following categories;
- Plant-based meat alternatives (PBMA): burger patties, sausages, butcher cuts, mince and deli-style meats.
- Plant-based milk: grain-based (oat and rice milk), legume-based (soy milk), nut-based (almond milk), coconut-based and mixed milk (combination of plant-based ingredients).
- Plant-based dairy alternatives: cheese, yoghurt and cream.
- Plant-based meals: fresh salads, ready meals, savoury pies and pastries.
Overall volume decline
The audit revealed there are 487 plant-based products across the following plant-based categories:
- 153 plant-based meat alternatives
- 107 plant-based dairy alternatives
- 139 plant-based milks
- 88 plant-based ready meals.
There are 33 per cent fewer plant-based products available compared to 2022:
- 51% decline in plant-based meat alternatives
- 22% decrease in plant-based milks
- 7% increase in plant-based dairy alternatives
- 32% decrease in plant-based ready meals.
While awareness of the importance of plant-based proteins has continued to grow, the GLNC audit revealed a decline in the number of plant-based products available over the two years, suggesting that market momentum may be plateauing or shifting. The organisation stated this trend highlights the need for sustained innovation and clarity in education, public messaging and product development.
‘Proteinification’
Plant-based products offer consumers the opportunity to increase their intake of nutrient-rich foods, particularly when products prioritise the use of whole food ingredients. Legumes, grains, vegetables and nuts are naturally rich in dietary fibre, plant proteins, vitamins, minerals and phytochemicals, which support health and help reduce the risk of chronic diseases.
One of the most obvious trends that has emerged in 2025 is the emphasis on protein, with companies across the food and beverage industry loading up on high-protein versions of their existing products.
The GLNC report notes that there is an opportunity to better align product messaging and ingredient choices with population health needs in the plant-based sector. While most Australians meet their protein requirements , fibre intake consistently remains below recommended levels. Yet, consumer trends, product development and packaging tend to favour protein.
Over half of products in the audit were eligible to display a protein claim, and one-third displayed one on pack. In contrast, only 45 per cent were eligible for a fibre claim, with just one in five featuring it.
GLNC suggests this reflects the broader trend of ‘proteinification’, where protein content is heavily emphasised in product development and marketing. While this meets the consumer demand for protein and acknowledges the essential role it plays, it can overshadow other key nutrients, such as dietary fibre.
The organisation stated that as more consumers turn to plant-based eating for health reasons, it’s essential to move beyond a single-nutrient focus. Promoting the full nutritional value of plant-based foods, particularly the importance of fibre and its diversity, presents a powerful educational opportunity to support Australians in achieving better health outcomes.
Health and sustainability focus
Packaging messaging has also changed significantly over the past two years, with a strongly renewed focus on health and sustainability claims.
The number of health claims on plant-based products increased by 38 per cent, with the link between calcium and strong bones remaining the most displayed claim, at 43 per cent, followed by protein encouraging muscle growth and repair, at 41 per cent. In addition, there was a 33 per cent increase in vitamin claims and a 29 per cent increase in mineral claims compared to the 2022 audit, highlighting a growing focus on the micronutrient content of plant-based products.
In the 2024 audit, plant-based claims remained the most prominent on-pack, with two thirds of products featuring this type of claim. Among these claims, ‘vegan’ was the most common, appearing on 48 per cent of all plant-based products.
Reflecting the broader sustainability narrative, claims such as ‘sustainable’ and ‘carbon neutral’ are now also commonly used across plant-based food packaging, reinforcing the environmental benefits of these products. However, GLNC stated consumer understanding of sustainability claims can vary, and ongoing education is needed to ensure these messages are clear, credible and meaningful.
The organisation also stated it’s important that plant-based choices support environmental goals while providing balanced nutrition. The report suggested encouraging a mindset shift towards the idea that plant forward dietary patterns can help reduce the burden on natural resources, rather than marketing towards individual diets.
The full report is now available to download online at the GLNC website.
