Plant Protein on the European supplement market
Most ingredient pages tell you what Plant Protein is. This one shows how the European supplement market actually uses it — who sells it, who advertises it, and at what price.
RavenBI Market Intelligence · measured 25 Oct 2026 · observed, not estimated. Ad counts are active creatives in Meta's public Ad Library; product and price data come from public listings across the EU and US. Figures change weekly.
RavenBI tracks 147 Plant Protein products from 60 brands across the EU and US. 23 brands advertise it on Meta right now, and new-ad activity grew 63% in the last 30 days. Germany shows the heaviest advertising, while United States has the largest shelf. The median EU shelf price sits around €30.
New Plant Protein ads launched per month on Meta — last 6 months.
How brands use Plant Protein, market by market
Products and brands that sell it, active ads and brands that advertise it, and the median shelf price — per market.
| Market | Products | Brands selling | Active ads | Brands advertising | Median price |
|---|---|---|---|---|---|
| Germany | 10 | 7 | 32 | 7 | €29.90 |
| United Kingdom | 23 | 13 | 9 | 2 | £29.99 |
| France | 2 | 2 | — | — | — |
| Italy | 7 | 6 | 6 | 4 | €29.90 |
| Spain | 19 | 3 | — | — | €29.95 |
| Romania | 3 | 3 | — | — | — |
| United States | 67 | 18 | 14 | 6 | $39.95 |
| Austria | 7 | 2 | 14 | 2 | CHF 64.30 |
Who is on the shelf right now
Top brands by number of Plant Protein products, and the forms they use.
Most-used forms
| Form | Products |
|---|---|
| Vegane Proteine (organic) | 41 |
| Vegan Protein | 35 |
| Plant protein | 21 |
| Vegane Proteine (isolate) | 20 |
| Vegan Protein Hydrolysate | 9 |
| Vegane Proteine (organic blend of peas and rice) | 6 |
Regulatory & positioning
| Botanical source | Plant protein |
|---|---|
| Novel food status | — |
| EFSA authorized health claims | None authorized |
| Marketed categories (observed) | muscle mass |
No EFSA-authorized health claim exists for Plant Protein, yet brands market it for muscle mass — the gap between claim and positioning is itself a competitive signal.
Where Plant Protein shows up
Across the ad channels and marketplaces RavenBI tracks.
See the ads, listings and shops behind these numbers →
What is Plant Protein?
Plant protein is a macronutrient derived from various botanical sources such as peas, rice, hemp, and soy. It is classified as a protein ingredient and is commonly incorporated into dietary supplements aimed at providing alternative protein options to animal-based sources. Plant protein is frequently used in products marketed for muscle mass, sports nutrition, weight management, and general wellness. Its versatility allows formulators to create blends that cater to different dietary preferences, including vegan and vegetarian formulations.
This overview was generated with AI from public information and RavenBI's classification. Informational only, not medical advice.
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