Plant-Based Protein Sales Resurge In K-Food Stores

Finland’s K Group attributes this renewed interest, which began in late 2024 and accelerated in early 2025, to increased customer demand and an expanded product selection, ESM Magazine reports.

Between 2018 and 2021, plant-based protein sales surged by over 80% before a multi-year dip.

The recent growth highlights significant increases in specific categories: tofu sales are up by 20%; canned beans, chickpeas and lentils by nearly 15%; and dry soy protein products by 10%.

Refrigerated plant-based meat substitutes saw an increase of more than 4%.

Driving This Trend

Harri Hovi, senior vice-president of commerce and sustainability at K Group, suggests that new national nutritional recommendations, alongside the introduction of new and appealing products, are driving this trend, which also correlates with the growth in fruit and vegetable sales.

Beyond protein products, plant-based/non-dairy milk alternatives, particularly oat-based barista drinks, have seen a renewed rise in popularity since this summer and are especially favoured by young people and families.

Increasing plant-based product sales is a key part of K Group’s sustainability strategy.

The stores support this demand with a diverse selection, including nearly 200 fully vegan own-brand products.

K Group promotes these items through discounts, its Pysyvästi edullinen (‘Always Good Value’) range, and personalised weekly offers based on customer purchasing patterns.

Additionally, the K-Ruoka app allows customers to track their consumption of plant-based proteins versus red meat, compare it to nutritional recommendations, and monitor the climate impact of their purchases.