November 17, 2025 – From base ingredients to packaging, functional benefits to flavor, some trends define how consumers measure cheese and cheese alternatives. In Europe, consumption of dairy and plant-based cheese is common across all times of the day in some form, leaving them open to shifts that are defined by lifestyle changes. To understand this further, Innova Market Insights has developed this report on cheese and cheese alternatives.
What Does the European Cheese and Cheese Alternatives Market Look Like?
The range of cheese and cheese alternatives offers a choice of base ingredients, whether it is dairy or plant-based. From fresh and soft to hard and processed, different types of cheese are available on the market that cater to diverse preferences. Formats vary too, anticipating consumer demand and meal types. Cheese trends show that Europeans want variety and novelty, so 22% need to be provided with options of cheese and cheese alternatives that meet these preferences. There is also an increase in those searching for healthier options with less fat or sugar and seeking plant-based choices with real taste and a smooth, creamy texture. Plant-based claims now signal naturalness and simplicity, with clean-label productions gaining favor over novelty.
Cheese trends indicate that traditional and cultural heritage also play a part in the choices of European cheese. While formats like tubs and pouches have been enhanced to keep freshness in and achieve eco-friendly goals. Buyers also show interest in familiar global flavors and creative combinations such as savory meaty notes, sweet with tangy twists, and sweet with savory, making flavor a key aspect.
What Are the Key Points in Cheese and Cheese Alternatives Across Europe
The leading country in Europe for cheese and cheese alternatives is Germany, as the number of new products and launches in the country topped the list ahead of its European counterparts. With growth exceeding 9.3% over the past three years, it is clear that Europeans are increasingly interested in cheese and alternatives. Meanwhile, Lidl is the number one company on the continent for cheese and cheese alternative products. The top claim in the category is “seasonal,” while spicy flavor has grown the fastest in the past twelve months.
How Can Brands Further Develop Cheese and Cheese Alternatives?
Brands can build on strong foundations with both dairy and plant-based cheese. Traditional dairy bases are products made from cow, goat, sheep, and buffalo milk, while plant-based bases are coconut, cashews, almonds, oats, and soy. Whether it is hard and soft cheeses, offering rich flavor, fresh cheese bringing health appeal, or processed formats that can match everyday convenience with versatility, these are most favored by consumers.
The formats most demanded by Europeans range from blocks and wedges to sliced, grated, spreadable, and even snackable forms. Producers of cheese and alternatives are adapting to modern lifestyles that prioritize convenience and portion control. This is largely to encourage a degree of variety and fun. Cheese intake is also increasing among European consumers by 22%, whether in the form of a snack, a side, or a meal, reflecting current cheese trends.
Are Healthy Claims Prominent in Cheese and Cheese Alternatives?
The priority around cheese concerns products that are better for you, with many people wanting to achieve or maintain health goals. For three out of four Europeans, eating healthy food is important. That makes cheese options that align with the priorities of those who are health-conscious key for growth in the category. Claims that resonate with shoppers and purveyors of cheese products include reduced fat or sugar, which helps position cheese as both indulgent and better-for-you. Products that do not have any artificial preservatives or GMOs and are fortified with vitamins are equally pleasing for these reasons.
Cheese trends reveal that 27% of Europeans believe that plant-based is healthy or natural in general. Despite the fading novelty of such products, the addition of recognizable ingredients, added nutrition, and the absence of artificial elements strengthen associations with healthy and natural quality. Price, freshness, and health benefits are also the key factors that consumers assess when buying food and beverages, and cheese and cheese alternatives are no different.
Can Greener Packaging Impact the Cheese and Cheese Alternatives Category in Europe?
Given the array of versatile formats that cheese and cheese alternatives come in, there is always a possibility to vary the pack types and improve consumer appeal. Formats like trays, pouches, tubs, pots, and jars align with evolving consumer needs for convenience, freshness, and portion control. There is also increased preference for the additional value that packaging can bring to consumers who want to keep products fresher for longer, with clear claims around extended shelf life and freshness-preserving formats. When it comes to these features in packaging, more than a third of consumers in Europe have said they are interested in shelf-life claims in a product.
Mindful buying is on the rise, with packaging that has a clear and credible eco-friendly claim being favored over those without. For 34% of Europeans, being moderately engaged and regularly doing the little things in life, like recycling or minimizing waste, is a must. Therefore, for cheese and cheese alternatives, eco-friendly packaging appeals to consumers.
Are There Certain Flavor Trends in Europe for Cheese and Cheese Alternatives?
When shoppers in Europe are buying food, they are looking for a flavor connection that works with healthy benefits. Certain foods in a diet can provide this, and consumers on the continent often look for citrus, berry, summer fruit, or orchard flavors. For consumers, there is an association of flavors derived from fruit and vegetables, so when they are from real ingredients, the perceived health benefits are much higher.
Bold tastes are also connected with flavor profiles, and even for cheese, this is important. The growth of cheese and cheese alternatives with ethnic flavors over the past three years has risen by more than 49%. This comes as consumers across the region desire food that has bold and balanced combinations, with one in four choosing flavor combinations in products they purchase.
What’s Next for Cheese and Cheese Alternatives in Europe?
There are a number of things that lie ahead for cheese and cheese alternatives. In terms of bases, lupine is being explored to develop a creamy cheese experience. Lupine-based cheese blocks bring a rich, smooth texture and mild flavor, while also offering a protein-rich alternative that meets rising interest in diverse plant sources. There will also be an opportunity for fiber to be added to products of cheese alternatives, adding wellness benefits to these offerings and opening the possibility to a wider range of occasions to consume them.
Brands should also explore other avenues of product development. This can be with other brands, creating co-branding with well-known names that can add excitement and trust. Even flavor innovation can have an appeal, with flavors inspired by wine, whiskey, or beer bringing indulgent and elevated cues to cheese and cheese alternatives. Other combinations like floral additions such as lavender, chamomile, and jasmine introduce soft, fragrant notes. These would add a sensory side, introducing a calm, elevated eating experience.
This article is based on Innova’s Overview in Cheese & Cheese Alternatives in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.