The popularity of plant-based proteins grew by more than 80 per cent between 2018 and 2021, after which sales fell for several years. In autumn 2024, sales of plant-based proteins started to rise again, and particularly in early 2025, these products appeared in an increasing number of shopping baskets.
Over the past year, sales of tofu have increased by as much as 20 per cent compared with the previous year. Sales of canned beans, chickpeas and lentils have risen by nearly 15 per cent, while dry soy protein products have grown by 10 per cent. Sales of refrigerated plant-based protein meat substitutes have also increased by more than 4 per cent.
“In addition to plant-based proteins, sales of fruit and vegetables have also grown. This may be influenced by the new national nutrition recommendations that were published at the end of last year. At the same time, new products that interest customers have been introduced to our ranges, which has further boosted sales of plant-based proteins,” says Harri Hovi, Senior Vice President of Commerce and Sustainability at K Group.
Popularity of plant-based drinks on the rise again
Sales of plant-based non-dairy milk alternatives grew strongly for several years before levelling off around three years ago. In summer 2025, consumption began to rise again. Oat-based barista drinks account for a significant share of sales. Plant-based drinks are particularly popular among young people and families with children.
Increasing sales of plant-based products is part of K Group’s sustainability strategy
Demand for plant-based products is supported in K-food stores with a varied selection of products. The K Group’s own-brand ranges already include nearly 200 fully vegan products, and the selection is constantly being improved.
“We accelerate sales of plant-based products through promotions and by offering them as part of our Pysyvästi edullinen (always good value) range of products. We also provide customers with personalised weekly offers based on their shopping history. So, if a customer frequently buys plant-based products, they will also receive offers on these,” Hovi explains.
The K-Ruoka app allows customers to track their consumption of pulses, plant-based proteins and red meat and compare their own purchase data with national nutrition recommendations. The service also allows users to monitor the climate impact of their purchases.
*Sales for the period 1–9/2025 compared with the same period in the previous year 1–9/2024
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