The frozen aisle is heating up for plant-based food

Make the most of the untapped potential in the rising frozen plant-based category

The plant-based food sector is growing, with the market valued at approximately USD 44.3 billion in 2024, and projected to surge to over USD 123.1 billion by 2031.¹

One slice of commercial opportunity that cannot be overlooked is the frozen aisle. It’s where strong consumer interest and emerging technologies are converging to create significant market potential for innovative producers and brands. 

The global plant-based frozen food market is expected to more than double by 2034, soaring from approximately USD 5 billion to USD 12 billion.² This surge is underpinned by existing consumer familiarity and comfort with frozen food, which is widely recognised for its ability to reduce food waste and offer a longer shelf life, as well as convenience.³ These benefits align perfectly with the practical and sustainable aspects often sought by those embracing a plant-based diet.

Understanding today’s shopper

The consumer base for frozen plant-based options is demonstrably broad, extending significantly beyond dedicated vegans. Demand is primarily driven by health, environmental concerns, and the need for convenience.⁴ Flexitarians, a pivotal segment actively reducing meat consumption, represent a substantial and growing proportion of this market.⁵ These consumers seek delicious, high-quality alternatives that seamlessly fit into their routines, with taste and texture paramount for market acceptance and competitive parity with conventional products.⁶ This market evolution is evident in supermarket aisles, where plant-based burgers, sausages, and chicken alternatives are standard, and new innovations like plant-based fish and seafood are increasingly appearing.⁷

Finding your niche: untapped opportunities

Despite the significant growth, numerous areas within the plant-based frozen market remain underserved, creating prime opportunities for smaller players to innovate. A considerable gap lies in elevating the culinary standard. There is a clear shortage of premium, restaurant-quality plant-based ready-meals readily available in the supermarket freezer.⁸ Brands also have an opportunity to distinguish themselves by exploring more adventurous or authentic global cuisines.⁹

Innovation also extends beyond dinner. The frozen breakfast category, for instance, is ripe for new ideas. The definitive plant-based breakfast burrito or pastry has yet to emerge; could your brand be the first to capture this space?¹⁰ Another significant challenge and a potentially transformative prize is the perfection of whole-cut plant-based meats. A frozen product that truly replicates the texture and flavour of a traditional cut of meat or fish after thawing and cooking could be a genuine game-changer for the category.

Beyond product type, ingredients offer a powerful avenue for differentiation. Shoppers are scrutinising labels more than ever, making a short, understandable, and ‘clean’ ingredient list a substantial selling point.¹¹ This appeal can be further amplified by incorporating functional benefits, such as added protein or fibre, into your products.¹² Packaging also plays a vital role. A visible commitment to sustainable, plastic-free packaging (that can be frozen!) can forge a deep connection with eco-conscious shoppers, cultivating genuine brand loyalty.¹³

Active players and product innovation

The frozen plant-based marketplace is bustling with both established brands and innovative newcomers. Leading the charge are well-known names like Quorn, THIS, Beyond Meat, Birds Eye Green Cuisine, Linda McCartney’s, and Strong Roots. Major retailers such as Tesco, Sainsbury’s, Lidl, REWE, Waitrose, and Aldi are also expanding their own-label plant-based frozen ranges, reflecting the mainstreaming of these options. Furthermore, global food giants like Nomad Foods (parent company of Birds Eye, Findus, and Iglo) and even traditional meat companies such as JBS (through Vivera) and Plukon Food Group (via Vega Insiders) are investing heavily in the sector, indicating its strategic importance.

Recent product innovations highlight key trends shaping the market:

• Hyper-realistic alternatives: Brands like THIS are pushing boundaries with products such as frozen Plant-based Chicken Tenders made from soya and pea protein, featuring a southern fried style coating. And their plant-based ‘beef’ mince is also well-loved for its realistic texture. Beyond Meat is adding to its already strong frozen range with a new Beyond Smash Burger, catering to demand for high-quality meat analogues.
• Convenience and variety: The market is seeing an increase in versatile frozen ingredients like plant-based mince, chicken pieces, meatballs, and wholefoods like those from challenger brand PACKD. Ready-meals continue to evolve, with offerings like One Planet Pizza’s Peppernomi Pizza, Grubby’s new allplants frozen meals range, and the popular Greggs Spicy Vegetable Curry Bake, now available in frozen formats.
• Beyond meat: Innovation extends to plant-based seafood alternatives, a rapidly growing area within the frozen category. Moving Mountains’ frozen No Fish Fillets and Absolute Plant’s Vegan Fish Cakes offer great examples. 
• Delicious desserts: Dairy-free frozen desserts also continue to diversify, with new plant-based ice creams from brands like Booja Booja, Magnum, Fior di Natura, So Delicious Dairy Free, and Ben & Jerry’s adding to the wide array of choices.
• Functional benefits and clean labels: Consumers are increasingly seeking products with added protein or fibre, and a focus on short, understandable ingredient lists is a significant differentiator.¹⁴
• Global cuisines and premiumisation: There’s a growing appetite for more adventurous, authentic global flavours in frozen plant-based foods, alongside a trend towards premium, restaurant-quality offerings that elevate the culinary standard of convenience food.¹⁵

How to secure your competitive edge

For a smaller company, success in the frozen aisle hinges on a smart, integrated strategy. The cornerstone is an unwavering commitment to creating a product that consistently delivers exceptional flavour and a satisfying texture, comparable to the quality of chilled products. Without this fundamental quality, all other efforts will fall short.

Once that strong foundation is established, the next step is to pinpoint and address a clear gap in the market, whether that’s a gourmet ready-meal, a novel breakfast concept, or that elusive whole-cut alternative. Finally, it is essential to encapsulate your offering with effective branding that powerfully communicates what makes your product uniquely special.

The frozen plant-based market is clearly in motion, driven by increasingly discerning consumers. For smaller businesses, understanding these shifts and offering real solutions to market needs is the key to achieving significant growth. Now is the time to innovate and secure your space in customers’ freezers for the long term.

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

Simon Middleton

Senior Writer

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