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The Australian Plant-Protein Sector Slow Burn

The Australian Plant-Protein Sector Visual Media

The Australian plant-protein sector is still alive and kicking and valued USD 338 million in 2024 and tipped to push nearly USD 600 million by 2033. The headlines sound good, but scratch the surface and you see what’s really going on: a solid, middle-of-the-road year-on-growth of 6.6% means the sector is maturing, not exploding.


Flexitarians are the heartbeat here, not vegans. They’re the ones driving the volume in Woolies, Coles and Hungry Jack’s menus. Yet the shake-out is real as the number of products on Australian shelves has already dropped from 350 in 2023 to around 275 last year. The weak ones are gone, the survivors are hanging in with better taste, texture, and pricing.


The Australian plant-protein sector isn’t a market for passengers anymore. Brands nailing flavour, nutrition, and a decent price tag will win. Everyone else? Expect a quiet retreat to a discounted sticker.


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