The dataset consists of Excel (.xlsx) files with data on sales of plant-based food products between 2017 and 2020 in a number of European countries (i.e. Austria, Belgium, Denmark, France, Germany, Italy, the Netherlands, Poland, Romania, Spain and the UK.) The data are clearly labelled within each file. The key variables (common across datasets) are Value in Euros, Volume in KG/LIT and Volume in Selling Units for a number of meat and dairy substitute food products specific to the retail region. The data were originally collected by Nielsen Market Track. They were analysed on the Smart Protein project in 2021 and used to publish an extensive market data report and to host a public webinar, both entitled Plant-based foods in Europe: how big is the market?