Plant-based products have improved. Growth hasn't. The problem is the shelf, not the product.Most supermarkets in Germany still run on shopping logic from the 1990s. Plant-based was dropped into that system as a new category. But the system wasn't designed to build routines. It was designed to manage categories. Good products inside a structure that doesn't produce behaviour change will produce weak growth. Every time.

This session pulls from "What's in Store: Retail & The Future of Protein" — a two-day Berlin summit with 100+ retailers, suppliers, and civil society — and from data tracking protein diversity across Europe: what's slowing the transition and what it takes to turn a category into a habit.

The food system is already moving. For suppliers, the question isn't whether to respond. It's how far ahead of the curve they want to be when it does. This session covers what that looks like at shelf level.