The role of food delivery in shaping plant-based demand

Meeting demand in the era of convenience

Over the past decade, food delivery has dramatically changed the way that many consumers engage with food, with global revenues in the food delivery industry forecasted to hit USD 1:40 trillion by the end of 2025.¹ Such rapid growth has created new opportunities for food businesses, including plant-based companies, to reach wider audiences. 

But the rise of delivery services presents a challenge too. As consumer habits shift toward convenience, food delivery is playing a crucial role in shaping plant-based demand and market growth: and plant-based food businesses who ignore the trend will get left behind.

The rise of plant-based meal delivery

According to industry reports, the market for vegan meal kits and plant-based food delivery is projected to reach USD 62.3 billion by 2029, growing at an annual rate of 16.6%.² This surge is driven by consumer demand for healthier, more sustainable meals – but without the hassle of meal planning and preparation. Brands like Planthood in the UK and Purple Carrot in the US have capitalized on the trend, offering delivery of entirely plant-based ready-meals and recipe kits that make it easier for consumers to adopt plant-based eating, even if they’re not fully committed to a meat- or dairy-free diet.

At the same time, mainstream meal kit providers such as HelloFresh and Gousto have expanded their plant-based options to cater to the growing flexitarian audience. In the restaurant sector, major food delivery platforms like Deliveroo³ and UberEats⁴ report that plant-based orders continue to rise, demonstrating a sustained appetite for convenient plant-based options.

Across the UK, more plant-based meal delivery services are emerging, offering diverse options for consumers. Planty provides frozen plant-based meals with nationwide delivery, while Grubby supplies fresh vegan recipe kits to London and select areas. Plant Sumo, based in London, focuses on ready-made plant-based meals for city-wide delivery.

Convenience is king

For plant-based brands, the rise of food delivery reflects a broader shift in consumer expectations. Particularly for younger consumers accustomed to instant access, convenience is now a key driver in purchasing decisions. Research shows that Gen Z and Millennials, in particular, prioritize ease of access when choosing meals. A study by EAB, a research and advisory firm specializing in consumer and market insights, found that Gen Z individuals are nearly 30% more likely to consume frozen and microwaveable meals than Millennials, reflecting their preference for quick and easy food options.⁵ Additionally, a report by Deliverect highlights that Gen Z’s food delivery behavior is characterized by convenience, speed, personalisation, and a digital-first mindset.⁶

The challenge for plant-based businesses is to differentiate themselves in an increasingly competitive market. Many plant-based brands are now looking beyond traditional grocery channels and finding innovative ways to integrate into the food delivery ecosystem.

How plant-based brands can leverage food delivery

1. Partnering with meal kit providers:

Working with services like Gousto can help plant-based brands get their products in front of consumers who might not actively seek them out. Gousto has previously worked with The Meatless Farm to expand its plant-based options. Another approach is for plant-based brands to collaborate to strengthen their offering and broaden their appeal. Grubby, a fully plant-based meal kit provider, has teamed up with BOSH! on chili and ramen recipes and partnered with Redefine Meat to create a Valentine’s Day meal kit featuring their plant-based steak. Either kind of partnership can work – whether integrating plant-based options into mainstream meal kits or forming collaborations with delivery businesses in the plant-based sector, these strategies help brands expand their reach and drive trial among new consumers.

2. Optimizing for restaurant delivery:

With the continued rise of plant-based takeaway options, brands should explore partnerships with restaurant chains and independent eateries. Providing plant-based alternatives that seamlessly integrate into existing menus can drive visibility and normalize plant-based options for mainstream audiences.

3. Direct-to-consumer meal solutions:

Some brands are taking delivery into their own hands by launching direct-to-consumer (DTC) meal solutions. For example, Thistle, a US-based plant-forward meal delivery service, has expanded to meet the growing demand for convenient plant-based meals.⁷ In the UK, new brands are increasingly offering direct-to-consumer plant-based meal solutions: Planty specializes in frozen ready-meals available nationwide, while Grubby delivers fresh recipe kits to London and select areas.

4. Marketing to the delivery-first consumer:

Food delivery platforms offer a direct opportunity to capture consumer interest at the moment of purchase. Optimizing product descriptions, offering exclusive discounts for first-time buyers, and using high-quality imagery can help plant-based options stand out on digital menus. Another powerful way to boost visibility is by tapping into seasonal trends and key moments in the plant-based calendar. Veganuary 2025 was the biggest ever, with over 25.8 million people signing up to try plant-based eating⁸ – more than in any previous year – demonstrating the growing demand for plant-based options.

But Veganuary isn’t the only moment brands can capitalize on. Meatless Monday encourages consumers to start their week with a plant-based meal, making it an ideal weekly opportunity to promote easy, accessible options. Earth Day (April 22) brings sustainability into focus, giving brands a chance to highlight the environmental benefits of plant-based eating. And World Vegan Day (November 1), a globally recognized event, provides a perfect opportunity for product launches and special promotions. By aligning marketing efforts with these key moments, plant-based brands can stay top of mind and encourage more consumers to try their products throughout the year.

5. Leveraging health trends for plant-based meal solutions:

Health is the biggest driver of plant-based food consumption and is shaping mainstream food and beverage trends. More consumers are actively seeking convenient ways to optimize their nutrition, making health-focussed plant-based meal solutions an important opportunity for brands. Positioning meal kits and ready-meals as solutions for time-strapped individuals who want to eat healthily but lack the knowledge or time to cook from scratch can help brands tap into this growing trend.

Emphasizing the benefits of wholefood plant-based meals – such as improved heart health, digestion, and energy levels – can help attract health-conscious consumers. Offering meals that are high in protein, fiber, and essential nutrients, while keeping ingredient lists clean and minimally processed, can appeal to those prioritizing wellbeing. Brands can also tap into trending dietary movements, such as gut health, immune support, and high-protein plant-based diets, ensuring their offerings align with the growing mainstream interest in functional and nutrient-dense foods.

The bottom line

Food delivery is no longer just a convenience – for a growing number of consumers it’s an expectation. Plant-based brands that adapt to this shift will be best positioned for growth. Whether through meal kits, restaurant partnerships, or direct-to-consumer services, integrating with food delivery platforms offers a powerful way to drive demand, expand reach, and shape the future of plant-based eating. 

As competition increases, the brands that succeed will be those that combine convenience with strong branding and smart digital strategies, ensuring plant-based options remain front and center in the evolving food landscape.

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1. Online Food Delivery – Worldwide | Statista Market Forecast (2025). Access 2025-02-24.
2. Food Institute. “Plant-Based Meal Kits Keep Growing.” Available at: https://foodinstitute.com/focus/plant-based-meal-kits-keep-growing/
3. Deliveroo Reports 105% Increase in Plant-Based Orders Since 2020. Plant Based News, 2021. Available at: https://plantbasednews.org/lifestyle/food/plant-based-orders-deliveroo
4. Plant-Based Orders Skyrocketing Through Uber Eats & Deliveroo as 20% of Brits Plan Vegan Christmas Dinner. Vegconomist, 2021. Available at: https://vegconomist.com/market-and-trends/plant-based-orders-skyrocketing-through-uber-eats-deliveroo
5. EAB. “Generation Z Food Preferences Changing the Food Industry.” Available at: https://eab.com/resources/research-report/generation-z-food-preferences-changing-the-food-industry/
6. Deliverect. “Gen Z: Their Identity, Food Delivery Behavior, and Key Stats in 2024.” Available at: https://www.deliverect.com/en-us/blog/trending/gen-z-their-identity-food-delivery-behavior-and-key-stats-in-2024
7. CT Insider. “Thistle Ready-to-Eat Meal Delivery Expands to Meet Growing Demand for Plant-Based Meals.” Available at: https://www.ctinsider.com/business/article/thistle-ready-to-eat-meal-delivery-ct-plant-based-20025202.php
8. https://veganuary.com/