Meat and dairy substitutes are thriving in Switzerland. Christina Senn-Jakobsen, CEO of Swiss Food and Nutrition Valley, explains how reinvented food production and shifting consumer habits come together, opening new market opportunities.
According to a representative 2024 survey by the retailer Coop, nearly six in ten people in Switzerland (58%) avoid animal-based products several times a month – a trend that continues to gain traction. That same year, 27% of households identified as "flexitarian," up from just 18% in 2022. To replace the protein typically found in animal products – or simply to add variety to their meals – many consumers are turning to plant-based alternatives designed to substitute not just meat, but also milk, eggs, and cheese. In response to these evolving preferences, a growing number of start-ups and long-established SMEs across agriculture, artisanal food production, and the food industry are now offering plant-based versions of meat and dairy products that contain no animal-derived ingredients at all.
How do you explain the success of plant-based alternatives to animal products in Switzerland?
Christina Senn-Jakobsen: Eating habits have been evolving over the past decade. This isn’t about a widespread shift to vegetarian or vegan diets, but rather a gradual move toward flexitarian eating – less centered on meat and dairy – especially among those under 40. Two key factors are driving consumers toward plant-based foods: climate change and health. These alternatives tend to be healthier, and their production has a smaller environmental footprint than that of the animal-based products they aim to replace.
How can food production chains (farmers, artisans, and manufacturers) adapt to these changes?
Senn-Jakobsen: First, it’s important to emphasize that these players will continue to play a central role in food production, and that livestock farming and traditional processing won’t disappear. However, production chains can diversify their activities by adding new sources of revenue. High-quality, healthy, and nutritionally rich plant-based alternatives are increasingly seen by consumers as premium, value-added products.
In 2022, federal subsidies were extended to include plant protein crops for human consumption. As a result, Swiss farmers were able to begin cultivating yellow peas, paving the way for collaborations with companies like Planted – a key player in Switzerland’s plant-based food sector.
Plant-based alternatives are derived from processing, which may put off some consumers. How can we be sure that these are healthy foods?
Senn-Jakobsen: I recommend that consumers check the list of ingredients used in the manufacture of products. As a general rule, the shorter the list, the healthier the product. There are also online tools that can help you make informed choices. For example, the free "Yuka" application allows you to analyse the composition of products and assess their impact on health using clear scores. The market offers options that are perfectly recommendable from a dietary point of view.
Economic players who integrate plant-based alternatives into their portfolio need to invest in their farms or businesses. How can they minimize the risks?
Senn-Jakobsen: Farmers and manufacturers looking to shift part of their operations toward plant-based alternatives may be eligible for public funding. It has been shown that plant-based diets reduce the risk of disease, so supporting this transition can be a way for public authorities to improve public health and encourage more climate-friendly food production. For businesses, this provides a way to share the inherent risks of investment with society at large.
Is cooperation between traditional producers and plant-based manufacturers a possible way to improve food quality?
Senn-Jakobsen: This kind of cooperation already exists and has led to concrete projects. The vegan creamery New Roots, based in the canton of Bern, worked with traditional cheesemakers and their infrastructure to produce plant-based cheeses. In Germany, the well-known delicatessen brand Rügenwalder Mühle, founded in the 19th century, has shifted toward plant-based production by drawing on its expertise in charcuterie. Today, plant-based substitutes account for 90% of its output.
What impact could lab-grown meat have on the market?
Senn-Jakobsen: As demand for food products continues to grow, lab-grown meat could complement both conventional meat and plant-based alternatives. This method of meat production can reduce greenhouse gas emissions by up to 92% and land use by 90%. It therefore represents an exciting opportunity for Switzerland in terms of research and innovation. However, the commercialization of lab-grown meat is still awaiting regulatory approval.
In May 2025, the Federal Court ruled in favor of banning the use of animal-based terms such as "chicken", "pork", or "beef" on plant-based product labels. Could this decision negatively affect consumer choice?
Senn-Jakobsen: No. In general, consumers will continue to choose less meat-centric diets, even under the new labelling standards resulting from the Federal Court’s decision. People must be able to make informed and free choices, and labels should not be misleading. However, it makes sense that terms like "steak" or "fillet" could still appear on plant-based product labels, as they help consumers understand how to prepare and cook the product.
