{"id":27768,"date":"2025-01-15T11:26:00","date_gmt":"2025-01-15T10:26:00","guid":{"rendered":"https:\/\/www.rewe-group.com\/en\/?p=27768"},"modified":"2026-03-03T16:01:00","modified_gmt":"2026-03-03T15:01:00","slug":"veganuary-plant-based-nutrition-at-the-rewe-group","status":"publish","type":"post","link":"https:\/\/www.rewe-group.com\/en\/press-and-media\/newsroom\/stories\/veganuary-plant-based-nutrition-at-the-rewe-group\/","title":{"rendered":"Veganuary: Plant-based nutrition at the REWE Group"},"content":{"rendered":"\n
\n
\n
\n
\n \n

Turning January into Veganuary has become a popular challenge after the festive season. More and more people are focusing on a plant-based diet. Plant-based alternative products have long been part of the range in our stores. We take a look at how the market has developed in recent years.<\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div><\/div>\n<\/div>\n\n\n\n

\n
\n
\n
\n \n
\n
\n \"A\n <\/div>\n <\/div>\n
\n

Press release<\/p>\n

\n

19 January 2026<\/p>\n

Veganuary in the REWE delivery service: every plant-based purchase counts<\/h2> <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/div>\n<\/div><\/div>\n\n\n\n
\n
\n \n

Germany is Europe’s largest market for plant-based foods. As REWE Group, we are one of the most important players – even beyond Germany’s borders. We have been consistently focusing on a large plant-based range for many years and are also holding our own market in Austria that has been growing steadily for years.<\/p>\n

The growing market for plant-based meat and dairy alternatives in Germany is Europe’s largest market for plant-based foods, according to a study by the non-profit think tank GFI Europe. The study is based on data from Circana and the CPS\/GfK consumer panel.<\/p>\n

In recent years, the main drivers have been retailers’ own brands. In addition, the price differences between animal-based products and their plant-based alternatives shrank significantly from 65% in 2021 to 35% in the first few months of last year. In addition, 30% of respondents said they wanted to consume more plant-based alternative products.<\/p>\n

This trend is also confirmed by a study by Green Legend, for which the opinion research institute forsa surveyed over 1,000 consumers. According to the study, a more plant-based diet is important to more than half of those surveyed. Women in particular are consciously avoiding meat.<\/p>\n

As REWE Group, we have secured a clear pioneering position in Austria with REWE, PENNY and BILLA. With BILLA Pflanzilla, we opened Europe’s first food retailers with a purely plant-based range over two years ago. Since spring 2024, REWE Voll Pflanzlich in Berlin has been setting standards with more than 2,700 vegan products. And in September 2020, PENNY launched Food For Future, the first cross-group vegan own brand of a discounter.<\/p>\n

Sources:<\/p>\n

Dritte GREEN LEGEND-Veggie-Studie: “Vegan” als Kaufkriterium wichtiger geworden<\/a><\/p>\n

Plant-based-Markt – Pflanzliche Alternativen umsatzst\u00e4rker denn je – Lebensmittelpraxis.de<\/a><\/p>\n <\/div>\n\n <\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

\n
<\/div>\n\n\n\n
\n
\n

Veganuary<\/h2>\n

Veganuary is an annual campaign and movement that encourages people to try a purely plant-based diet in January. The term is made up of “Vegan” and “January”. The aim is to sensitize people to a more conscious and sustainable consumption of food and to motivate them to try plant-based alternatives. The initiative was launched in 2014 by a British non-profit organization and has gained popularity worldwide. During Veganuary, participants are accompanied by various support services such as recipes, nutrition plans and information about the health and environmental benefits of a vegan diet.<\/p>\n<\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

\n
\n
\n
\n

Read more<\/h2>\n \n <\/div>\n
\n
    \n
  • \n
    \n \n
    \n
    \n \"A\n <\/div>\n <\/div>\n
    \n

    Press release<\/p>\n

    \n

    9 March 2026<\/p>\n

    Sustainable, innovative and longer-lasting: REWE Group sets a new standard in hydroponic cultivation with its loose-leaf lettuce<\/h3> <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n
  • \n
    \n \n
    \n
    \n \"From\n <\/div>\n <\/div>\n
    \n

    Press release<\/p>\n

    \n

    19 January 2026<\/p>\n

    Pioneer in the German food retail sector: REWE Group, Landfrisch AG and Producers launch unique partnership model for promising vegetable cultivation<\/h3> <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n
  • \n
    \n \n \n
    \n \"Cows\n <\/div>\n \n <\/div>\n\n
    \n
    \n

    Press release<\/p>\n

    \n

    16 December 2025<\/p>\n

    REWE and Bioland launch partnership for more organic products<\/h3> <\/div>\n <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n
  • \n
    \n \n \n
    \n \"Globe\n <\/div>\n \n <\/div>\n\n
    \n
    \n

    Story<\/p>\n

    \n

    28 November 2025<\/p>\n

    The future starts on your plate: the Planetary Health Diet – and why we are following it<\/h3> <\/div>\n <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n
  • \n
    \n \n
    \n

    Guideline<\/p>\n

    <\/div>\n
    \n

    27 November 2025<\/p>\n

    Guideline on animal welfare<\/h3> <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n
  • \n
    \n \n \n
    \n \"Portrait\n <\/div>\n \n <\/div>\n\n
    \n
    \n

    Story<\/p>\n

    \n

    20 November 2025<\/p>\n

    Innovative plant-based protein products: “Our guests love the vegan range”<\/h3> <\/div>\n <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n
  • \n
    \n \n \n
    \n \"Four\n <\/div>\n \n <\/div>\n\n
    \n
    \n

    Story<\/p>\n

    \n

    13 November 2025<\/p>\n

    Plant-based recipes as the key to Sustainability: BILLA focuses on plant-based recipes<\/h3> <\/div>\n <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n
  • \n
    \n \n \n
    \n \"REWE\n <\/div>\n \n <\/div>\n\n
    \n
    \n

    Story<\/p>\n

    \n

    23 October 2025<\/p>\n

    REWE Green Farming Berlin: Agriculture on the roof and digitalization in the foundation<\/h3> <\/div>\n <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n <\/ul>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
    \n
    \n
    \n
    \n
    \n

    Join the discussion on <\/h2>\n
    \n

    Our LinkedIn feed has all the latest information from the REWE Group and the sector, with the most important developments from the worlds of retail, e-commerce, food, CSR and policy.<\/p>\n <\/div>\n

    \n \n To LinkedIn feed <\/a>\n <\/p>\n <\/div>\n <\/div>\n\n

    \n
    \n
    \n
    <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":38,"featured_media":24070,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"25668,24833,26029,22629,25639,15254","_relevanssi_noindex_reason":"","nl_adhoc_sent":1,"footnotes":""},"categories":[5],"tags":[],"sales_line":[19],"focus_theme":[142],"class_list":["post-27768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainability","sales_line-rewe-group","focus_theme-undefined"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/posts\/27768","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/users\/38"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/comments?post=27768"}],"version-history":[{"count":9,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/posts\/27768\/revisions"}],"predecessor-version":[{"id":27781,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/posts\/27768\/revisions\/27781"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/media\/24070"}],"wp:attachment":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/media?parent=27768"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/categories?post=27768"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/tags?post=27768"},{"taxonomy":"sales_line","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/sales_line?post=27768"},{"taxonomy":"focus_theme","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/focus_theme?post=27768"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}