By Tammy Fry
After navigating a period of scepticism and market saturation, the plant-based food industry is experiencing a notable resurgence in 2025. Yes, some companies exited the category in a phase of category consolidation. But let’s be clear: the demand for plant-based options isn’t disappearing — it’s shifting. The truth is, we’re not seeing a collapse. We’re seeing an evolution.
I’ve spent over two decades building the Fry’s brand in Australia, and in 2025, we’re celebrating 25 years here. That’s a long time in a category that didn’t even exist when we first started. What we’ve learned is this: the brands that stay grounded in quality, focus on innovation and continuous improvement, that listen to what people really want, and that build strong relationships with retailers and consumers — those are the ones that will see the plant-based category expand into the future.
Per capita consumption went up by 28%. That’s not decline — that’s momentum. And it mirrors what we’re seeing globally too. Yes, the initial hype has settled, but what we’re left with is a solid, more stable path forward. In fact, newer projections show the Australian plant-based meat market could reach over AUD 440 million by 2033. That’s a huge opportunity — for brands that are focused, agile, and committed to doing it right.
What excites me most is that we’re not just talking to the 100% plant-based crowd anymore. Flexitarians — people who are reducing meat, not necessarily cutting it out entirely — are the biggest drivers of this space right now. A recent survey by Food Frontier found that meat reducer
is the most popular dietary label in Australia. That tells us that Aussies aren’t turning their backs on plant-based — they’re inviting it into their weekly routine.
In fact, 75% of Australians go meat-free at least once a week. That’s a massive opportunity for brands who are focused on making that choice easier, tastier, and more affordable.
Let’s be honest: people come back to the foods they trust and love. Taste and price are still big barriers for repeat purchase — so if a product doesn’t deliver on that first try, consumers won’t be back. That’s why we’ve spent years improving our recipes to make sure our products taste good, are easy to use, and deliver on health, too.
We’ve also stayed consistent. Our growth hasn’t been explosive, but it’s been steady — and it’s been sustainable. That matters more to us than chasing trends. Fry’s is grounded in its family-owned heritage, and I’m still deeply involved in the day-to-day, from product development to retailer relationships.
I’ve lived and breathed this category my whole life — not just as a business leader, but as a plant-based nutritionist, an athlete, and a mum. I believe deeply in the power of plants to nourish our bodies and lighten our impact on the planet. But I also believe in being realistic: this is a challenging space. What matters is how we adapt.
The future of plant-based meat isn’t about hype anymore. It’s about making better food for more people, and doing it in a way that’s sustainable — for the planet and for business. The companies that understand this will thrive.
So no, the plant-based market isn’t dying. It’s just experiencing a few growing pains.