Serving the busy consumer: plant-based ready-meals and grab-and-go options

Meeting the demand for convenience

The rise of plant-based eating and the growing desire for convenience have been two of the most significant factors influencing the food industry, driving substantial changes in consumer habits and market trends. Consumers are increasingly seeking quick meal solutions that are also healthy and sustainable, leading to a rise in plant-based convenience foods. This category encompasses a variety of products, including ready-to-eat meals, single-serve portions for on-the-go consumption, and microwaveable options.

Market growth and consumer demand

The global convenience food market is a major industry, valued at USD 701.26 billion – and it’s set for continued expansion – with an expected annual growth rate (CAGR) of 6.36% from 2025 to 2030, according to Statista.¹

Meanwhile, the global plant-based food market, worth approximately USD 56.99 billion in 2024, is projected to nearly double to USD 109.86 billion by 2029, growing at a CAGR of 14.2%.² 

As demand for both plant-based and convenient food options rises, brands, eateries, and retailers are responding by expanding their offerings. Supermarkets, cafés, and online marketplaces are stocking plant-based sandwiches, ready meals, snacks, and beverages – all competing for consumer attention.

One particularly strong-performing segment is plant-based snacks, which saw a 20% increase in dollar sales from 2022 to 2023. Within this category, plant-based snack bars led the way, experiencing a 32.8% year-over-year growth, reflecting consumers’ preference for natural, on-the-go options.³

While the overall plant-based category continues to grow, and the convenience industry remains strong (especially grab-and-go), the plant-based ready meal sector has faced challenges in recent years.

In the UK, sales of plant-based ready-meals containing plant-based meat⁴ dropped by 19.9% between 2022 and 2023, falling to a total value of GBP 14.4 million, according to GFI. This decline persisted into 2024, with average weekly sales down 21.7% year-over-year.⁵

However, this decline contrasts with Kantar consumer panel data published by The Grocer in August 2023, which reported a 0.6% increase in the number of ready-meal packs sold in the year leading up to June 2023.⁶ The discrepancy may be due to differences in product category definitions or the possibility that Kantar’s data includes sales of own-label plant-based ready meals not captured in GFI’s Circana-based dataset.⁷

Nonetheless, these figures – which reflect a broader global trend, with similar declines seen in other key markets – suggest that the ready-meal segment requires innovation and strategic adjustments to stay aligned with evolving consumer preferences. Factors such as price sensitivity, product positioning, and shifting consumption habits will play a crucial role in shaping its future. To regain momentum, the plant-based ready-meal sector must evolve, offering products that better meet consumer expectations.

Ready-meals: opportunities for growth

Despite the sector’s recent struggles, frozen and chilled plant-based ready-meals continue to appeal to time-pressed consumers, particularly when marketed as high-quality, nutritious, and flavourful options.

To reinvigorate this category, brands can focus on:

• More diverse global flavors – consumers are looking for plant-based ready-meals that reflect international cuisine, such as Asian, Middle Eastern, or Latin American dishes, rather than just Western-style options.
• Health and functional benefits – high-protein, organic, and nutrient-rich meals appeal to health-conscious shoppers, and incorporating functional ingredients (e.g., gut-friendly fermented foods or added omega-3s) could further differentiate products.
• Retail and pricing strategies – while many ready-meal brands currently sell direct-to-consumer, expanding partnerships with major supermarkets and adjusting pricing to compete with mainstream convenience products could help boost accessibility and sales.
• Reframing processed food perceptions – consumers increasingly scrutinize processed plant-based products. Brands that emphasize whole-food ingredients, clean labels, and minimal additives may see greater acceptance.
• Cater to specific dietary needs – many plant-based products contain common allergens such as soy and nuts. Developing allergen-free options could tap into a growing market of consumers with dietary restrictions. Additionally, the increasing popularity of high-protein foods presents an opportunity to target fitness enthusiasts and athletes.

By aligning with modern eating habits, brands can reposition plant-based ready-meals as a premium, nutritious, and worthwhile investment for consumers.

Grab-and-go: the shift to mainstream availability

Grab-and-go plant-based options are rapidly becoming a must-have for retailers and foodservice providers, as more consumers look for quick, plant-based choices in convenience stores, coffee shops, and supermarkets. High-street traders like Pret A Manger have led the way, but supermarket chains and independent food brands are also expanding their selections.

Key trends and opportunities include:

• Better placement in mainstream retailers – more supermarkets are expanding plant-based grab-and-go options, but positioning remains key. Placing plant-based meals on the same shelf as animal-based options or on an adjacent shelf can help normalize them and encourage broader trial, whereas fully dedicated sections may deter consumers who aren’t actively seeking plant-based choices. Availability in convenience stores and forecourts also remains an area for growth.
• Nutrient-dense and functional foods – with health-conscious consumers looking for high-protein, gut-friendly, and fortified snacks, plant-based brands have an opportunity to innovate beyond sandwiches and wraps.
• Sustainability as a selling point – compostable packaging, locally sourced ingredients, and low-carbon meal options are increasingly influencing consumer decisions.
• Greater variety and parity with animal-based options – plant-based grab-and-go sections often feature limited choices, with many retailers offering the same few options, such as houmous wraps. Expanding the range with more high-protein, globally inspired, and appealing meals can drive trial and repeat purchases.

With impulse purchases driving a significant share of sales in this category, strong branding and visibility are crucial to success.

Innovative brands leading the way

Several UK and European plant-based companies are capitalizing on these opportunities by offering diverse and convenient meal solutions:

• Planty (UK): Delivers chef-prepared, plant-based frozen meals nationwide.
• fiid (Ireland): Provides vegan ready-meals that can be prepared in just 90 seconds.
• TYME Food (UK): Offers plant-based lunches, aimed at busy professionals seeking healthy grab-and-go options.
• Frosta (Germany): A leading producer of heat-and-eat meals, Frosta has expanded its offerings to include a wide variety of plant-based ready-made products available in supermarkets.
• La Vie (France): The French plant-based pork brand has launched a range of three ready-to-eat club sandwiches in retailers across France: Le Parisien, Le Suédois, and Le British. 
• Lazy Vegan (the Netherlands): Offers a nutritious range of frozen plant-based meals available at retailers in the Netherlands, Belgium, Germany, and the UK.
• Gosh! (UK): A strong range of ready-to-eat products – great for on-the-go snacking, including falafels, pakoras, bites, and cocktail ‘sausages.’ 

Major retailers embracing plant-based convenience

Major retailers are also increasing their plant-based ready-meal selections:

• Tesco, which aims for 65% of sales to come from healthy foods by 2025, has expanded its ready-meal range to include wholefood-focussed, plant-forward options like its Root and Soul line.
• Sainsbury’s and Marks & Spencer have expanded their plant-based convenience ranges, making ready-made, plant-based options more accessible.
• Kaufland has expanded its own-brand vegan range, K-Take it Veggie, by approximately 20%, now offering over 100 plant-based products, including ready meals, to cater to the growing demand for plant-based options.
• M&S has rebranded and integrated its plant-based grab-and-go foods with animal-based options to maximize consumer uptake.

For retailers, the challenge is not just expanding plant-based offerings but ensuring ready-meals remain relevant and appealing amid shifting consumer preferences

The future of plant-based convenience

While demand for plant-based convenience foods remains strong, brands must continuously innovate to stay competitive – especially in the ready-meals sector. Those that prioritize taste, nutrition, and accessibility, while embracing new product development and effective marketing strategies, will be best positioned for long-term success.

For more support on your alternative protein strategy, contact our experts at [email protected] and subscribe to our newsletter and podcast. 

1.  Convenience food market, (2025). Statista. Available at: https://www.statista.com/outlook/cmo/food/convenience-food/worldwide. Accessed: 2025-03-13.
2.  The Business Research Company, (2025). Plant-Based Food Global Market Report 2025. Available at: https://www.thebusinessresearchcompany.com/report/plant-based-food-global-market-report. Accessed 2025-03-10.
3.  Plant based sweets and snacks enjoying significant growth, (2024). The Food Institute. Available at: https://foodinstitute.com/focus/plant-based-sweets-and-snacks-enjoying-significant-growth/. Accessed 2025-03-13.
4.  Note: This data covers plant-based ready meals containing a plant-based meat analogue (marketed as mimicking the taste and texture of meat). It does not include meals containing plant-based alternatives to egg, dairy or fish, but no plant-based meat.
5.  Good Food Institute Europe (2024). UK plant-based food retail market insights. Available at: https://gfieurope.org/wp-content/uploads/2024/10/UK-plant-based-food-retail-market-insights-October-2024.pdf. Accessed 2025-03-13.
6.  Is there still an appetite for plant-based? (2024) The Grocer. Available at: https://www.thegrocer.co.uk/category-reports/is-there-still-an-appetite-for-plant-based-meat/682428.article Accessed 2025-03-13.
   
7.   Good Food Institute Europe (2024). UK plant-based food retail market insights. Available at: https://gfieurope.org/wp-content/uploads/2024/10/UK-plant-based-food-retail-market-insights-October-2024.pdf. Accessed 2025-03-13.