Planted's Vegan Meat Sales Surge 57% in Germany

Swiss startup Planted has seen its sales in German supermarkets jump by 57.6% so far this year. The company's sales volume is up 57.9%, dramatically outpacing the 12.5% growth of the wider chilled plant-based meat category in the same period.

According to data from Circana analyzed by the Good Food Institute, Germany accounted for 46% of plant-based meat sales in Europe's six largest markets last year, a total of €750.8 million. Planted is now the eighth-largest brand by value in the German market and the fastest-growing manufacturer by percentage.

We are growing more than four times faster than the category, and we now account for roughly one in five euros spent on chilled plant-based steaks and filets in the measured German market, Planted co-founder Pascal Bieri told Green Queen. He said the strategy is straightforward: make enjoyable food and make it easy to find.

Focus on the Eating Experience

Bieri, who founded the company in 2019 with four others, stated that the focus is on good protein from clean, natural ingredients. The goal is to win a place in the everyday meals of consumers who currently choose animal meat, not only to capture a larger share of a niche market.

This approach is translating into retail success. The brand's distribution has expanded to roughly a third of stores in the measured German retail market. Crucially, this growth is not driven by discounts. The share of Planted's sales made on promotion fell from about 27% to 22%.

"Our ambition is very clear: make products people actively want to eat again," Bieri outlined. "Taste is what earns the next purchase."

Steak Leads the Charge

The company's growth in Germany is being led by its flagship product: a fermentation-enabled whole-cut plant-based steak. Sales for this product more than doubled in the first seven months of 2026. It is now Planted's best-selling meat alternative in the country.

Bieri believes it resonates because it offers a satisfying centrepiece for meals. For the 2026 barbecue season, the company increased the steak's pack size from 120g to 150g while keeping the price the same, offering 25% more product. The recipe was also improved for juiciness and tenderness.

Beyond retail, Planted is expanding in foodservice. Its Planted Pulled Spicy Herbs product is now featured in a new Focaccia Chick'n offering at Starbucks locations across Germany, a nationwide partnership.

Handling a Complex Market

While some markets have seen a decline in plant-based meat sales, Bieri contends the picture in Germany is positive, with the chilled category growing around 12%. He argues the sector's earlier challenges came from expecting consumers to accept compromises on taste, texture, or price for sustainability.

The path to growth is therefore quite straightforward, even if delivering it is technically difficult: make outstanding products, offer good value and bring them into mainstream meals and occasions, he said.

The company also faces regulatory hurdles, namely the EU's ban on using meat-like terms such as 'steak' and 'chicken' on plant-based packaging. Bieri said Planted will adapt but criticized the rule for hindering informed consumer choice. He pointed to Danone's recent rebrand of its Alpro plant-based milk as an example of creative navigation, with new packaging named 'Shh… This is Tasty'.

Looking Beyond Conventional Formats

Planted, which has raised over $90 million to date, is now focusing on building a durable business. Bieri was tight-lipped on future financing but emphasized the company's roadmap.

Our focus is on taking Planted further into the mainstream: reaching more consumers with delicious food, expanding our retail presence and building deeper foodservice and industrial partnerships, he stated.

A key part of the strategy is continued investment in innovation. The company plans to develop products that move beyond conventional plant-based formats to create genuinely new options for consumers.