The increase in the global population and the shift towards a healthier diet is leading to several global challenges such as the growing demand for safe and healthy food and therefore also for growing media. The growing media sector is looking for sustainable alternative raw materials, but at the same time the global population needs to be provided of food. The aim of this research is to contribute to the use of more sustainable materials in the European growing media sector, considering all the business constraints. There is looked at what developments and analytical tools can contribute to decision-making in the growing media sector in its transition to a sustainable sector. A system analysis on the basis of a multi-level perspective and a Multi-Criteria Decision Analysis have been carried out. An expert panel was asked to indicate their preferences for the selection criteria. The results of the system analysis show that the following developments are important in the transition to a sustainable growing media sector; Circular economy, Data-driven horticulture, Microbial horticulture and Increasing legislation. In the MCDA, four groups of alternatives have been defined: (1) white peat, perlite and woodfibre. (2) Accretio, mineral wool, foam and black peat. (3) Bark. (4) (standardized) Compost and the coir materials. The scenarios show that in the future the results will be very robust. However, the importance of peat will decrease and other materials will score better. The growing demand for growing media requires to focus on the low scores of the MCDA and the utilisation of current and future developments in order to make all raw materials attractive for use in the substrate sector. In addition, the sector will have to cooperate with all those involved in order to operate more sustainably. This will minimise the importance of peat and ensure that the sector can continue to provide the global food demand in a sustainable manner.