The rise of supermarket private-label plant-based foods creates challenges for startup brands. Private labels, often cheaper, captured significant market share, with sales volume up 8.9%–13.9% in Europe in 2024. Startups face pressure from price competition and reduced shelf space, as supermarkets prioritize their own brands. However, opportunities remain: startups can differentiate through innovation, unique flavors, or premium quality, targeting niche markets like health-conscious or flexitarian consumers. Strong branding and online channels also help. While survival is tougher, adaptable startups with clear value propositions can thrive despite the private-label surge.[](https://gfi.org/marketresearch/)[](https://gfieurope.org/european-plant-based-sales-data/)