What are major retailers looking for in vegan brands?

What major retailers are looking for in vegan brands has become a strategic question in a market worth nearly €600 million in Spain, with an estimated annual growth rate of 10%, according to the First Economic Impact Report of the Plant-Based Sector published by Vegeta/es.

In addition, 2 out of 3 people in Spain have purchased plant-based products, and 4 in 10 consume them regularly, according to the 2025 Plant-Based Food Consumption Observatory. This is no longer a passing trend, but a structural category within the food industry.

In this context, large retailers are not only assessing which brands to introduce onto the shelf. They are also evaluating when and how to develop their own plant-based private label ranges in order to improve margins, strengthen differentiation and gain greater strategic control. This article examines the criteria currently shaping those decisions.

Strategic priorities of major retailers in the plant-based category

The plant-based category has entered a phase of maturity. According to the second wave of the Consumption Observatory, 75% of the population believe these products expand and improve the available food offering.

For retailers, this translates into clear objectives:

• Profitability per linear metre
• Strong rotation and repeat purchase
• Differentiation from competitors
• Attraction of the flexitarian consumer
• Alignment with sustainability commitments

In many European store checks, branded plant-based products still dominate certain subcategories, while private label penetration remains relatively limited. This is not contradictory; it is a typical consolidation phase.

Retailers often validate a category with established brands first. Once demand stabilises, they assess the opportunity to develop their own range in order to optimise margins and strengthen positioning.

Technical requirements demanded from vegan brands and manufacturers

Whether listing an external brand or developing a private label range, the technical criteria remain the same: reliability and consistency.

Major retailers prioritise:

• Consistent quality batch after batch
• Standardised processes
• Certified food safety
• Sustainable economic viability

A supplier must not only be innovative; it must be industrially robust.

Taste, texture and sensory experience comparable to conventional products

Taste and texture remain the main drivers of repeat purchase.

In a context where 80% of the population state they have reduced or are considering reducing their meat consumption (CECU), the success of the protein transition depends on plant-based products meeting sensory expectations comparable to conventional alternatives.

For retailers, this reduces commercial risk. For private label, it is even more critical: the product must protect the supermarket’s reputation.

Formulation, functionality and product stability

Success in large-scale retail depends on how the product performs in real conditions:

• Stability under chilled distribution
• Resistance to freezing and regeneration
• Appropriate shelf life
• Consistency across industrial production runs

Particularly within chilled categories — where rotation pressure is higher — technical stability is essential for both branded products and private label developments.

Production capacity, scalability and supply continuity

When a retailer decides to back a reference — whether branded or private label — supply security is fundamental.

This requires:

• Own production facilities and process control
• Ability to scale volumes
• Medium- and long-term planning
• Operational risk mitigation

In our case, technologies such as wet extrusion and dry extrusion, combined with forming, coating and processing lines for chilled, frozen and ambient solutions, enable us to adapt developments to different formats and commercial needs, ensuring scalability and industrial consistency across every plant-based project.

IFS certification further reinforces confidence in process stability, food safety and batch-to-batch consistency — key factors in large-scale retail.

Sustainability and coherence within the vegan business model

The plant-based category is directly linked to the wider protein transition.

100% plant-based products, particularly meat analogues, help diversify protein sources and reduce reliance on animal protein, aligning with the strategic commitments of many retail chains.

However, sustainability goes beyond formulation. It also involves coherence throughout the production model and value chain.

Functional packaging aligned with sustainability objectives

Packaging forms part of the retailer’s strategic decision.

Priority is given to solutions that:

• Optimise material use
• Improve logistics efficiency
• Integrate with internal recyclability policies
• Reinforce perceived quality

Managing the entire process in-house — from raw material to finished product and packaging — enables the delivery of integrated solutions adapted to both branded and private label ranges.

Transparency, traceability and regulatory compliance

Working with major retailers requires full transparency.

Ingredient traceability, regulatory compliance and clear documentation are essential to building stable, long-term commercial relationships.

For private label developments, this requirement is even greater, as the retailer assumes direct responsibility towards the consumer.

Consumer trends influencing retail purchasing decisions

Consumer behaviour ultimately drives retail strategy

According to Vegeta/es and organisations such as AINIA, ProVeg Spain, ANGED and the Good Food Institute, the plant-based sector is set to remain one of the most dynamic and innovative categories within the Spanish food industry through 2026.

Growth of ready-to-eat plant-based solutions

Ready-to-eat and plant-based prepared meals are gaining relevance.

Convenience, speed and everyday integration are particularly driving development within chilled categories. For private label, this subcategory represents a clear opportunity for differentiation and customer loyalty.

The flexitarian profile as a growth driver

The flexitarian diet is one of the main engines of category growth.

Consumers are not necessarily seeking to eliminate meat entirely, but to reduce consumption and incorporate attractive alternatives. This requires mainstream products that are price-accessible and sensorially competitive.

For major retailers, attracting the flexitarian consumer means consolidating a category that is already a regular part of the shopping basket.

The manufacturer behind the brand: how Sanygran adds value to plant-based positioning

Retailers do not only evaluate the product visible on shelf; they also assess who manufactures it.

For both branded ranges and private label developments, manufacturers must provide:

• Technical expertise in plant-based
• Industrial solidity
• Co-development capability
• Adaptation to different positioning strategies (clean label, premium, functional or mainstream)

Sanygran combines ingredient development with the manufacture of finished 100% plant-based products, offering experience in private label for national chains and export capacity.

Our approach is not about reformulating quickly, but about formulating properly: stability, taste, scalability and industrial coherence.

In a category now exceeding €600 million and continuing to grow steadily, the real question is no longer whether to invest in plant-based, but how to do so in a profitable, secure and strategically sustainable way.