Deborah Cater
Spain may be known for jamón ibérico and seafood paella, but there’s a quiet revolution going on in kitchens, supermarkets, and tapas bars across the country. From the streets of Barcelona to the markets of Valencia, the plant-based movement is growing fast, and it’s no longer just for the ultra-health-conscious or holidaying vegans.
Spain’s regional food culture is famous, yet it’s also adaptable. Classic dishes like tortilla Española, paella, and even chorizo are getting plant-based makeovers. In Catalonia, you’ll find veganised escalivada and panellets, while in Andalusia, you can enjoy spicy chorizo and garnished salmorejo without a trace of dairy or meat.
The humble tapa is also getting a green upgrade. Think vegan croquetas, meat-free albóndigas, and spicy patatas bravas served with plant-based aioli. Perfect for sharing, no compromise on flavour.
And it’s not just a foodie fad. The Mediterranean diet, long praised for its focus on olive oil, legumes, and vegetables, is increasingly going fully plant-based, with consumers embracing the health and environmental perks of cutting out meat and dairy.
Urban appetite and youth influence
Younger Spaniards are driving the change. Cities like Madrid, Valencia, and Barcelona have seen a boom in vegan and vegetarian restaurants, offering everything from Buddha bowls to plant-based twists on international dishes. And it’s not just trendy cafés; Spanish startups are playing a major role too.
Take Heura Foods, based in Barcelona, which has become one of Europe’s fastest-growing plant-based meat brands. Or Novameat, who are using 3D printing to create realistic vegan steaks. These are companies with an eye on both innovation and tradition.
According to Actual Market Research, Spain’s plant-based food market is expected to grow by $1.19 billion between 2023 and 2028. As of 2023, the sector had already reached nearly €600 million in sales, growing 9.4% that year alone. And over a third of Spaniards were regularly consuming plant-based products.
Powered by health, ethics and the environment
Young farmed cow eating. Photo by Los Muertos Crew
From fitness buffs to climate-conscious families, more Spaniards are choosing plant-based diets for health, sustainability, and ethical reasons. Around 46% of Spanish households now include plant-based beverages in their weekly shop, a telling sign of how mainstream this movement has become.
Apps like HappyCow, VeganSpain, and TheFork are helping locals and tourists alike discover plant-based dining options, while NGOs and vegan organisations are running public campaigns to spread awareness around animal welfare and environmental impact.
Economic boost and job creation
Spain now boasts the fourth-largest plant-based market in Europe, just behind Germany, the UK, and Italy. It’s not just a lifestyle shift; it’s a major economic force.
New investment is pouring in. In Galicia, Hijos de Rivera (makers of Estrella Galicia beer) and Inproteins are teaming up to open a €7.5 million plant-based protein factory. The site, due to open in late 2026, will create 40 jobs and use beer by-products to make sustainable proteins. The perfect example of a circular economy in action.
As José Cabanas from Hijos de Rivera puts it, “This project represents a unique opportunity to explore the future with the help of the best partners in biotechnology and food innovation.”
This isn’t just a one-off. Across the country, companies like MOA Foodtech, Natural Machines, and 3D Essence Food are innovating with biotech and food waste reduction to develop sustainable plant-based alternatives. The result? A thriving industry that is good for both the planet and Spain’s job market.
Part of a global shift
Spain’s embrace of plant-based living is part of a broader global shift. As consumers worldwide grow more aware of the environmental cost of meat and dairy production, plant-based products are becoming key to sustainable living. And Spain is listening.
The plant-based retail sector increase year-on-year is thanks in part to international brands entering the market and expanding choices on supermarket shelves.
Spain’s position in this global movement is clear: innovation, economic growth, sustainability and, as always, flavour.
Also read: Tenerife’s giant jackfruit: a nutritious, meat-like alternative