Potato-based products suitable for plant-based diets are rapidly gaining traction in the mainstream food market. As consumer demand grows for clean-label, meat- and dairy-free alternatives, manufacturers are leveraging the natural versatility of potatoes to create a wide range of plant-based offerings

By Jonathan Thomas

Consumer health concerns remain one of the most important drivers in the global food industry, with potato-based products being no exception. One of the most important drivers of innovation from a health perspective has been the growing adoption of certain diets, of which vegetarian and vegan represent two notable examples. People adopting plant-based diets usually do so due to strong concerns over animal welfare and the belief that eating meat is morally wrong, as well as for various health reasons. Furthermore, it is often claimed that following a plant-based diet is more sustainable and kinder to the environment, for reasons such as lower greenhouse gas emissions and more efficient use of land and water. 

Over the last decade, more people have started either cutting down on the amount of meat in their diets or given it up altogether. Globally, there are currently thought to be around 88 million vegans, equivalent to 1.1% of the total population. This figure differs according to source, however, with some claiming the percentage is closer to 3%. Globally, the share of the total population taken by vegans is highest in India and Mexico, at around 9%, decreasing to 5% in Israel and Canada. India also has a high percentage of vegetarians, at 30% of the population, though it should be noted that the widespread adoption of plant-based diets in this part of the world can largely be attributed to religious factors. At the other end of the scale, the percentage of the population taken by vegans is well below 1% in countries such as Russia and China. 

In Europe, around 30% of people now identify as flexitarians, i.e. people who primarily follow a plant-based diet but occasionally eat meat or fish. This figure decreases to 4% of the European population for vegetarians and 2% for vegans. The number of vegans in Europe is projected to increase from 6.2 million in 2023 to 8.25 million by 2033, while Germany represents the region’s fastest growing market for vegan foods. The UK market is also one of the region’s largest, despite some slowdown in growth over the last year – in 2024, data from GFI Europe indicated that consumers purchased an average of 9.1 million plant-based foods during a typical week. As of 2025, an estimated 6.4 million people (or 12% of the UK population) followed a meat-free diet in some form. At 4% or over, the share of the total population taken by vegans is especially high in European countries such as Ireland, Denmark, Sweden and Norway. 

In regions such as Europe, the adoption of plant-based diets is heavily skewed towards younger age groups such as millennials and those belonging to Generation Z. One of the major drivers within the market is the growing proliferation of social media influencers promoting the benefits of plant-based foods. These include celebrities, chefs, activists and health and fitness gurus, offering content such as recipes, cooking tips and vegan lifestyle advice. Some of the leading social media influencers for vegan and plant-based diets include Tabitha Brown (a popular figure on platforms such as TikTok and Instagram), Rachel Ama, broadcaster Fearne Cotton, TV star and model Lucy Watson and Niomi Smart, who has over 1 million Instagram followers.

In many parts of the world, plant-based foods have steadily entered the mainstream as vegans and vegetarians have become more prevalent. As the market has developed, it has steadily overcome some of the previous barriers to growth. In the past, the sector was associated with a limited range of products, many of which did not score highly in terms of taste appeal. However, this situation has changed in recent years, with more companies having entered the market (therefore improving the choice of products on offer), while advances in technology have helped to lower prices at the retail level. 

Potato-based Snacks

Snacking remains as popular as ever amongst consumers in regions such as Europe and the US. More people, especially within the younger age groups, are now more inclined to replace main meals with snack foods, as eating patterns have become more flexible and consumers are placing more emphasis on when they eat, rather than what they eat. Skipping meals has become increasingly commonplace amongst large sections of the global population, with breakfast and lunch representing the meals most likely to be skipped and/or replaced with snacks. Much of the recent growth within the snacking market has taken place during occasions such as breakfast time and in the evening. 

Although much of the appeal of snack foods lies in their convenient nature, health concerns have advanced up the agenda as the global market has developed. Much of this is due to concerns over the health of Europe’s population and the associated healthcare costs. According to data from Eurostat, over half (53%) of adults in the EU region are classed as overweight according to body mass index (BMI) assessments. To date, much of the innovation taking place within the snack foods market geared towards addressing the concerns of consumers and the health lobby has taken the form of removal of various ingredients and additives (e.g. salt, saturated fats and sugar), as well as the development of clean-label varieties and products suitable for gluten-free diets. 

On the other hand, claims such as ‘suitable for vegans’ or ‘suitable for vegetarians’ have not been as commonplace or readily apparent within the market for potato-based snacks compared with other sectors of the food industry. The basic ingredients frequently used to make potato crisps and chips are potatoes, salt and vegetable oils, all of which are suitable for those following a plant-based diet. However, many of the market’s leading brands offer a range of flavours to cater towards different tastes, some of which are unsuitable. While meat and fish-based flavours are obvious examples, others include those featuring cheese or sour cream (as vegans will not eat dairy foods) and some varieties of Salt & Vinegar. 

As vegetarian and vegan foods have entered the mainstream, however, new product activity amongst manufacturers of potato-based snacks has stepped up. At the start of 2024, UK market leader Walkers introduced a new limited-edition range of crisps titled Unbelievable Vegan! for Veganuary, the traditional time of year when people are generally more willing to try out plant-based diets as part of a lifestyle change. The range was made up of three flavours, namely Grilled Cheese Toastie, BBQ Pork Rib and Flame Grilled Steak and marked the first time that Walkers had launched potato crisps specifically promoted on a vegan platform. 

Another UK-based supplier that has made some efforts to tap into this market is Kettle Chips. Its range of hand cooked potato crisps includes Vegan Sheese & Red Onion which, as its name suggests, is targeted at those following a plant-base diet. Other flavours within its range are promoted as suitable for vegans (e.g. Thai Sweet Chilli and Sea Salt & Crushed Black Peppercorns), as well as other snacks such as Lightly Salted Veg Crisps and Focaccia and Naan Bites. 

It is perhaps significant to note that other manufacturers of savoury snack foods have been targeting those following plant-based diets, a trend that may spread to sectors such as potato crisps and chips as the market develops further and competition intensifies. In the UK market, Crave supplies sweet and savoury snack foods targeted at those following vegan and gluten-free diets. Its savoury range includes Pickled Onion Noughties, Smokey Bacon Streakers and Hot & Spicy Hot Dawgs. A similar example from the US market is Hippeas, whose range comprises snacks made from chickpeas and yellow peas. The range was extended in the spring of 2025 with Cheezy Cheddar Puffs, which were marketed as being suitable for those following a plant-based diet.

You can read the rest of this article in your complimentary e-copy of the May / June Issue of Potato Processing International, which you can access by clicking here.