Tofu Sales Skyrocket 26% in 2025 as Plant-Based Demand Explodes

Tofu sales have surged by 26.1% in 2025, far outpacing the rest of the meat substitute market. The rise comes as more consumers turn to plant-based proteins, driven by health trends and global campaigns like Veganuary. But while demand grows, concerns about product quality have also emerged in the stock market today.

The tofu market now makes up over 20% of all meat-analog sales, overtaking even veggie schnitzels in volume. Its popularity stems from its reputation as a 'clean' food—high in protein, with a short ingredient list and no additives. Nutritionists highlight its benefits, including essential amino acids, fibre, B vitamins, iron, magnesium, and calcium, making it a heart-healthy choice.

The market remains fragmented, with Taifun leading in organic stores and private labels dominating supermarket shelves. Yet established brands like Taifun and Berief are struggling to meet demand due to limited production capacity. Meanwhile, new players such as Vienna-based New Originals Company are entering the sector, increasing competition.

Consumer watchdog Stiftung Warentest recently raised concerns about the quality of some supermarket tofu products. The findings add a note of caution to the otherwise rapid growth of the market.

Demand has also been boosted by the Veganuary campaign, which began in the UK in 2014. By 2026, it had expanded to over 100 countries, with participation jumping from 3,300 in its first year to more than 30 million in January 2026. The biggest increases between 2021 and 2025 were seen in Germany (up 250%), the US (up 180%), Brazil (up 300%), and India (up 220%), driven by social media and local partnerships.

Tofu's sharp sales growth reflects a broader shift toward plant-based diets, supported by health benefits and global campaigns. However, quality concerns and production bottlenecks may shape the market's next phase. With new competitors entering and demand still rising, the sector is set for further changes in the coming years.