Two years out, vegetarian foods have stopped being niche products found mainly in specialty shops and small markets. They are leaping onto larger retail shelves, aiming for a broad reach, and a growing number of consumers. According to the Vegetales association, vegetarians are moving into solid mainstream space and reaching flexitarians as well, opening new market avenues.
Association data show a 50% growth since 2020. The goal now is to bring these foods to more households, conquering every palate along the way.
One case illustrating this shift is Conca Organics, a line of vegan sauces that began as an evolution of a senior-year project by two environmentalists. Their mission centers on climate action, with Armand Folch, a creator at Efeagro, noting that the aim is to offer alternatives to sustain a healthy, ecological diet.
They view vegan sauces as perfect companions for meals, addressing needs they identified as unmet: the desire to be healthy without sacrificing taste. Folch points out that some products do not meet vegetarian nutritional expectations, and shoppers increasingly demand sustainable, healthful options.
He also jokes that some meat-free items may not satisfy all taste buds—such as tofu that can resemble mushrooms in flavor—yet the aspiration remains to make plant-based foods both delicious and accessible.
Flexitarians, a market to win
Flavor is a frequent sticking point, according to Folch, which helps explain why plant-based products have yet to fully win over flexitarians who blend vegetarian meals with animal products. A recent survey by the company Beneo highlights a rising demand for plant-based foods among resilient consumers.
The study shows that in Spain about 22% of people identify as flexible eaters, with roughly 4% describing themselves as vegan, vegetarian, or pescatarian. More precisely, about half of flexitarians already purchase meat alternatives, 45% buy dairy-free options (49% in dairy products), and nearly one in three consumers buys plant-based sweets like chocolate (32%).
The research reveals that this consumer segment values transparent labeling, sustainability, health, and culinary adventure. Those factors have convinced the creators of vegetarian sauces to press forward in a thriving market, as Folch describes it—an industry with momentum.
From a business perspective, plant-based substitutes remain one of the most dynamic segments in mass consumption, according to data from Nielsen. Yet they still account for a relatively small share of the market, even as growth rates surge. The trend has accelerated shopping behaviors, influencing purchases across products such as burgers, meatballs, and steaks.
Industry expansion
The rise of these products has spurred greater specialization and professionalization within the sector, including brands like Folch’s sauces. A notable milestone was the unveiling of the first Spanish Association of Vegetable Food and Beverage Producers, Vegetables, this Thursday, signaling a formal industry gathering.
Natalia Berenguer, president of the association, outlined a plan to unite the sector as a new category that needs a regulatory framework. Her remarks to Efeagro emphasize the association’s intent to structure the field for growth and sustainability.
At its inception, the association has already brought six brands into its fold. It has also proposed including vegetable-based products in the food pyramid as part of a broader push to promote healthy eating as a social objective. Berenguer characterized the period as a boom in growth, aiming to win over flexitarians and expand shopping baskets with plant-based options across households.