What’s driving demand for plant-based desserts

What the latest data tells us about demand, formats, and growth opportunities

Once considered a ‘free-from’ option, plant-based desserts have slowly entered the mainstream. In the past few years, dairy-free treats have benefited from rising interest in plant-based dairy, better supermarket placement, and major advances in texture and flavour. Crucially, many consumers are no longer treating these products as a dietary workaround. They are assessing them on the same terms as conventional desserts: indulgence, taste, and presentation.

Taste is the central force behind this shift. According to the Smart Protein Project, taste satisfaction is the strongest motivator for choosing plant-based products, surpassing both health and ethics. This helps explain why desserts have succeeded in reaching a broader audience than meat alternatives, where texture is more difficult to replicate. Many dessert formats simply require swapping out milk or eggs, enabling brands to deliver like-for-like indulgence. This lowers the barrier for flexitarians and non-vegans, who may be hesitant to replace meat but are happy to pick up or order a dairy-free ice cream, cheesecake, or brownie when it tastes just as good.

While taste drives trial and repeat purchase, health and wellness also play a meaningful supporting role. A significant share of consumers choose plant-based dessert options for practical reasons, from avoiding lactose to seeking products perceived as lighter or ‘better for you.’^{1 2}

Market shape and growth

The global plant-based desserts market was valued at an estimated USD 4-5 billion in 2024, with forecasts suggesting annual growth of around 7-12%.³⁴ Frozen dairy-free desserts remain a core growth segment, and non-dairy ice cream alone is projected to reach USD 8.63 billion by 2032.⁵

The UK market is smaller in absolute value but continues to expand, expected to reach approximately USD 280 million by 2027.⁶ This reflects steady domestic uptake alongside faster-growing international markets.

Within the category, bakery-style products hold a significant share. Cakes and pastries accounted for nearly 30% of global revenue in 2024, according to Grand View.⁷ Other formats are less clearly defined, but available data suggests chilled desserts remain comparatively underdeveloped relative to frozen and bakery lines.

Products leading the category

Frozen

The frozen aisle is anchored by major branded ranges. Products such as Magnum Vegan, Ben & Jerry’s non-dairy tubs, and established dairy-free lines from Alpro, Swedish Glace, and Jude’s drive much of the category. Premium brands, including Booja Booja, continue to perform strongly and attract dedicated followings.

Chilled

Premium chilled desserts are gaining visibility. Brands such as The Coconut Collaborative have expanded into chilled formats with products like Little Choc Pots, while Gü’s Plant range demonstrates the commercial potential of non-dairy premium pots.

Bakery and biscuits

Bakery and biscuits represent a large portion of category revenue. Growth is supported by new fat systems, improved fillings, and reformulation work that helps maintain structure and texture in cakes and cookies.⁸ ‘Accidentally vegan’ staples like Oreo and Biscoff retain significant space, but purpose-developed vegan bakery is rising. OGGS, Just Love Food Co., and Lazy Day have brought vegan brownies, traybakes, and celebration cakes into mainstream retail.

Trends influencing development

Flavour and texture innovation

Recent product development centres on elevated flavour and indulgent texture. Magnum’s Vegan Blueberry Cookie stick builds on the brand’s premium positioning, combining a plant-based ice cream base with a rich and innovative flavour profile. The Coconut Collaborative’s Pistachio Pots follow a similar trajectory, leaning into premium chilled indulgence.

Chocolate remains a dominant flavour across plant-based dessert and confectionery formats. Industry trend research continues to highlight its universal appeal, regardless of the product’s base.⁹ However, demographically, younger consumers appear more open to products with plant-based base ingredients such as oat or coconut.¹⁰

Cost and format strategy

Inflation and cost pressure have shaped NPD decisions. More brands are introducing single-serve options and mini multipacks to maintain accessible price points. Private-label plant-based desserts have also expanded, providing lower-priced entry options, though branded products still tend to set sensory benchmarks.

Clean label development

A recent ice cream trend report shows rising demand for clean-label formulations with shorter ingredient lists, provided they maintain indulgent sensory quality.¹¹ This is influencing both reformulation and new launches.

Seasonal cycles

Seasonal events – particularly Easter and summer – continue to act as major launch periods. Food Manufacture’s reporting on 2025 Easter confectionery trends highlights manufacturers’ reliance on limited editions to capture these short selling windows.¹² Plant-based lines are increasingly part of these cycles, though activity remains lower than dairy. This leaves room for further development in seasonal flavours, themes, and formats.

Regulation

In the UK, HFSS rules are already shaping the retail environment. In-store placement restrictions are in effect, and the ban on volume-based promotions took effect in October 2025.¹³ Additional advertising limits were set in January 2026.¹⁴ While HFSS regulations impact everyday categories more heavily than occasional treats, they may still restrict shelf locations and multibuy promotions for dessert items.

In the EU, the regulatory environment for plant-based dairy alternatives remains tightly defined. Terms such as ‘milk’, ‘cheese’, ‘butter’, ‘yoghurt’, and ‘cream’ remain legally reserved for animal-derived products. Brands must plan carefully around naming conventions and claims, particularly environmental ones, which are facing heightened scrutiny.

White spaces and opportunities

Several areas offer clear potential for further growth:

Outlook

Plant-based desserts are steadily moving into the mainstream, led by strong performance in frozen and growing interest in premium chilled pots. These segments shape much of the category’s current value and influence retailer prioritisation.

While price remains a consideration, taste continues to dominate consumer decision-making. Brands that deliver dependable texture and clear flavour cues tend to secure repeat purchases and stable listings. At the same time, regulatory pressure will continue to influence packaging and communication.

Despite broader economic fluctuations, dessert purchasing remains closely tied to indulgence. Plant-based desserts that meet or exceed the sensory expectations set by dairy are best positioned to thrive, moving the category beyond specialist status and into long-term mainstream relevance.

1. Euromonitor International. (2023). Dairy Alternatives in Western Europe. Available at: https://www.euromonitor.com/dairy-products-and-alternatives-in-western-europe/report
2. Su, W. et al. (2023). Consumers’ Preferences and Attitudes towards Plant-based Dairy Products. Foods, 13(1), 2. Available at: https://www.mdpi.com/2304-8158/13/1/2https://www.mdpi.com/2304-8158/13/1/2
3. Grand View Research. (2024). Vegan Desserts Market Size Report, 2024 to 2035. Available at: https://www.grandviewresearch.com/industry-analysis/vegan-dessert-market
4. Future Market Insights. (2024). Vegan Desserts Market Forecast 2024 to 2032. Available at: https://www.futuremarketinsights.com/reports/vegan-desserts-market
5. Fortune Business Insights. (2025). Non-Dairy Ice Cream Market Size, Share & Industry Analysis, 2025-2032. Available at: https://www.fortunebusinessinsights.com/dairy-free-ice-creams-market-104337
6. Grand View Research. (2024). UK Vegan Dessert Market Size & Outlook, 2019-2027. Available at: https://www.grandviewresearch.com/horizon/outlook/vegan-dessert-market/
   
7. Grand View Research. (2024). Vegan Desserts Market Size Report, 2024 to 2035. Available at: https://www.grandviewresearch.com/industry-analysis/vegan-dessert-market
8. Cargill. (2021). Plant-baked perfection. Available at: https://www.cargill.com/doc/1432236027244/emea-csst-ir-infuse-plant-baked-perfection-0821.pdf
9. Barry Callebaut. (2025). Top Chocolate Trends in 2025 and Beyond. Available at: https://www.barry-callebaut.com/en-US/trends-insights/top-chocolate-trends
10. Martínez-Padilla, E.; Faber, I.; Petersen, I.L.; Vargas-Bello-Pérez, E. (2023). Perceptions toward Plant-Based Milk Alternatives among Young Adult Consumers and Non-Consumers in Denmark: An Exploratory Study. Foods, 12(2):385. Available at: https://doi.org/10.3390/foods12020385
11. Gore Langton, L. (2025). Ice cream innovation: How clean label and plant-based advancements are reshaping indulgence. Food Ingredients First. Available at: https://www.foodingredientsfirst.com/news/ice-cream-clean-plant-innovation.html
12. Ridler, G. (2025, March 31). What’s on your plate this Easter? FoodManufacture.co.uk. Available at: https://www.foodmanufacture.co.uk/Article/2025/03/31/easter-2025-trends-and-npd/
13. UK Government. (2025). Restrictions on the Promotion of HFSS Products. Available at: https://www.gov.uk/government/consultations/restricting-promotions-of-food-and-drink-that-is-high-in-fat-sugar-and-salt/outcome/restricting-promotions-of-products-high-in-fat-sugar-and-salt-by-location-and-by-price-government-response-to-public-consultation
14. UK Government. (2026). HFSS Advertising Restrictions. Available at: https://www.gov.uk/government/collections/less-healthy-food-or-drink-advertising-and-promotions-restrictions
15. Innova Market Insights. (2025). Protein Market Trends: Growth and Global Shifts. Available at: https://www.innovamarketinsights.com/trends/protein-market-trends-global-consumer-insights/
16. Department for Education. (2021). School Food Standards: A Practical Guide for Schools, Cooks and Caterers. Available at: https://www.gov.uk/government/publications/school-food-standards-resources-for-schools/school-food-standards-practical-guide
17. ResearchAndMarkets / GlobeNewswire. (2024). Asia-Pacific Lactose-Free Dairy Products Market: Focus on Application, Product and Country – Analysis & Forecast 2023-2033. Available at: https://www.globenewswire.com/news-release/2024/12/06/2992903/28124/en/Asia-Pacific-Lactose-Free-Dairy-Products-Market-Analysis-and-10-Year-Forecast-Report-2023-2033.html