Plant-based Burger market

The rapid expansion of the plant-based burger patties market has not been limited to well-known brands and startups. A significant and emerging trend involves private label products—those developed and sold under supermarket or retailer-owned brands. These private labels, often priced lower than established national brands, are reshaping the competitive landscape by offering consumers affordable, accessible, and often high-quality plant-based burger options.

As demand for plant-based eating continues to grow, private label and supermarket brands are stepping up with competitive innovation, strategic pricing, and effective merchandising.

What Are Private Label Plant-Based Patties?

Private label plant-based burger patties are products developed specifically for and sold under the brand name of retail chains. Unlike national or international brands (e.g., Beyond Meat or Impossible Foods), private label products are exclusive to a particular retailer.

Examples include:

• Simple Truth® by Kroger (U.S.)

• 365 by Whole Foods Market®

• Plant Kitchen® by Marks & Spencer (UK)

• Eroski Veggie® (Spain)

• Great Value® by Walmart

• No Name® and President’s Choice® by Loblaw (Canada)

These labels are increasingly offering their own line of plant-based burger patties, appealing to a broad range of consumers.

Key Trends Driving Private Label Growth

1. Affordability and Value

Private label plant-based burger patties are typically 20%–30% cheaper than national brands.

• Appeals to budget-conscious and first-time buyers.

• Supports wider consumer adoption, especially in emerging economies.

• Enables bulk and family-size packaging, driving value purchases.

2. Focus on Clean Label and Health Claims

Supermarkets are aligning private label patties with consumer health trends:

• Non-GMO, gluten-free, soy-free variants

• Lower sodium and fat content

• Fortified with B12, iron, and fiber

• Transparent labeling for clean ingredients and allergen safety

These features help differentiate supermarket brands from generic “value” products and meet premium expectations at lower prices.

3. Sustainability and Ethical Sourcing

Retailers are emphasizing environmental impact and traceability:

• Use of locally sourced or regional ingredients

• Commitment to sustainable farming practices

• Recyclable and biodegradable packaging options

• Certifications like Rainforest Alliance, CarbonNeutral®, and Fair Trade

This appeals to eco-conscious consumers and reinforces the supermarket’s brand values.

Strategic Advantages for Retailers

Private label patties provide several strategic advantages to supermarkets:

• Control over pricing and margins, making promotions and bundling more flexible

• Faster product development cycles tailored to shopper behavior and regional preferences

• Increased customer loyalty as consumers associate quality with the retailer’s brand

• Shelf dominance: Retailers give prime placement to their own brands, enhancing visibility

Product Innovation in Supermarket Brands

Leading supermarkets are not just copying successful plant-based formulas—they are innovating:

• Blended patties (e.g., mushroom + pea protein for umami flavor and lower calories)

• Mini burger patties for kids’ meals and sliders

• Air fryer-ready or grill-ready versions for convenience

• Ethnic-inspired plant-based patties, such as Mediterranean chickpea burgers, Indian masala patties, or Korean BBQ lentil patties

Popular Markets and Regional Trends

North America

• Strong presence of private labels in Whole Foods, Kroger, Costco, and Trader Joe’s

• Focus on organic, clean-label, and high-protein offerings

• Increased penetration in school lunch kits, frozen food aisles, and meal deals

Europe

• Leaders like Tesco, Lidl, and Aldi have robust plant-based private labels

• Emphasis on sustainability, ethical sourcing, and traceable ingredients

• Integration with government-backed health initiatives (e.g., UK’s Veganuary campaigns)

Asia-Pacific

• Emerging private labels in Japan, South Korea, Australia, and India

• Blending traditional flavors with global burger formats

• Affordability and localized taste preferences are driving innovation

Consumer Perception and Response

Private label plant-based burger patties are gaining popularity due to:

• Trust in retail brands: Supermarkets have a reputation to maintain, which builds consumer confidence.

• In-store sampling and promotions that introduce new products effectively

• Convenience and bundling with plant-based buns, sauces, and condiments

• Positive reviews in online grocery apps and food delivery services

However, some consumers may still associate private labels with lower quality. To counter this, retailers are investing in:

• Attractive packaging design

• High-profile marketing campaigns

• Nutritional transparency and third-party certifications

Challenges for Private Labels

Despite growing momentum, supermarket and private-label patties face several hurdles:

• Brand loyalty to established players (e.g., Impossible®, Beyond®, etc.)

• Supply chain limitations in sourcing consistent, high-quality ingredients

• Need for greater investment in R&D to stay competitive with fast-moving national brands

• Shelf space competition: Balancing promotion of in-house products without alienating major supplier brands

Future Outlook

Private label and supermarket brands are poised to become dominant players in the plant-based burger patties market by:

• Expanding offerings into meal kits, frozen entrees, and lunchbox formats

• Introducing limited-edition or seasonal flavors to boost trial

• Investing in co-branded products with local chefs or wellness influencers

• Increasing partnerships with food service, school canteens, and hospital kitchens

As supermarkets evolve into holistic food ecosystems, private label plant-based products will become essential in meeting consumer demand for affordability, sustainability, and nutrition.

Conclusion

The rise of private label and supermarket brands is reshaping the competitive dynamics of the plant-based burger patties market. By offering affordable, innovative, and health-conscious alternatives, these brands are playing a vital role in democratizing access to plant-based nutrition. As consumer demand intensifies, supermarkets that invest in high-quality plant-based options will not only boost sales but also solidify their place in the future of sustainable food.