Trends as a starting point for the Market Outlook 2026
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Based on the trends identified by Innova Market Insights as defining for 2026, Schouten Europe presents examples of product launches within the meat alternatives category in its latest Market Outlook.
As in previous years, the vast majority of new introductions are found in Western Europe. Asia follows as the region with the second-highest number of introductions. This figure has remained stable for many years. The United States ranks third, but shows a clear decline in 2025 compared to previous years.
Protein remains key, fibre gains momentum
For some time now, there has been strong focus on high protein content, including within the meat alternatives category. Schouten continues to observe many product launches featuring high-protein claims. At the same time, attention for fibre and digestive health is clearly increasing. Terms such as Fibermaxxing and Gut Health are gaining traction, particularly on social media. Within the meat alternatives category, there is also a growing number of introductions highlighting fibre content and positioning products as gut friendly food.
Authentic plant-based: from imitation to own identity
The shift from meat imitation towards products with their own identity continues. Often referred to as authentic plant-based, this development focuses on natural and minimally processed products based on legumes, grains and vegetables. A large number of product launches have been taking place within this spectrum for an extended period.
Focus on occasions and value
There is also increasing attention for specific moments, seasons and days. In addition, value for money is firmly in the spotlight. Consumers are looking for honest, accessible products that offer good value.
Mind balance and functional ingredients
Functional ingredients that support relaxation, focus or energy can be found across a wide range of product categories. Within the meat alternatives category, several recent launches also respond to the Mind Balance trend.
Familiar flavours in a plant-based format
Another important trend is the appreciation for products that provide a sense of familiarity. In uncertain times, consumers seek reassurance. Within meat alternatives, this translates into plant-based versions of well-known meat products, such as bacon and sausages.
Sustainability requires tangible proof
Finally, a growing group of consumers prefers brands that clearly communicate benefits for people and the planet. Sustainability claims need to be concrete and tangible. More and more producers are actively responding to this expectation.
From trend to concrete proposition
With this publication, Schouten Europe demonstrates how market trends are translated into concrete propositions. What this means for food professionals is briefly summarised at the end of the publication.
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