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US Plant-based Proteins Market Report 2025

US Plant-based Proteins Market Report 2025

Market Intelligence Reports Vegan and Plant-based US

US Plant-based Proteins Market Analysis

The US plant-based protein market, valued at over $1.170 billion in 2025, has declined from its peak in 2020 as the market recalibrates, with consumers now viewing plant-based proteins as complementary to animal products rather than direct replacements. Despite this, the plant-based proteins market size is expected to stabilize around $1 billion in the foreseeable future, driven by innovation addressing key barriers in taste, value, and convenience, particularly targeting younger generations like Gen Z and Millennials.

US Plant-based Proteins Market Trends

Health, taste, and convenience are the main factors driving consumer purchases of plant-based proteins, with 70% of adults buying them, but only 12% replacing animal proteins more than half the time.

Gen Z and Millennials are the key drivers, showing strong interest in innovation and flexible protein consumption.

Environmental concerns have become secondary, with consumers focusing more on taste and quality, particularly preferring refrigerated plant-based meat alternatives for convenience.

Consumer skepticism about highly processed meat alternatives creates opportunities for brands emphasizing clean-label products and whole protein sources, with consumers interested in minimally processed options, alongside sustained interest in versatile formats and pre-seasoned convenient options in the Plant-based Proteins Market.

About The Report

The US Plant-based Proteins Market Report 2025 provides comprehensive insights into the plant-based proteins market in the US, including detailed analysis of consumer behavior, market performance, trends, and future forecasts. It covers areas such as consumer preferences, purchasing patterns, the role of health and convenience in decision-making, and the impact of environmental concerns on product adoption. The research also delves into the competitive landscape, market segmentation, and key innovation opportunities within the sector. Survey data was collected from a diverse sample of 2,000 US adults, ensuring a representative cross-section of the population. The Plant-based Proteins Market Report will benefit businesses in the food and beverage industry, particularly manufacturers, marketers, and investors looking to understand evolving consumer preferences and capitalize on emerging market opportunities in the plant-based proteins market. The report also highlights insights into Plant-based Proteins Market Share and potential avenues for market growth in the coming years.

Key Topics Analyzed in the Report

Proteins purchase
Plant-based meat analogues purchase
Reasons for purchasing plant-based meat analogues more often
Plant-based meat analogues consumption
Interest in brands initiatives
Plant-based protein and meat attitudes

Report Attributes	Details
Published Date	September 2025
Data Range	2019 – 2030
Measurement Metrics	Revenue in US $
Country Focus	United States of America (USA)
Consumer Data	2,000 internet users, May 2025
Number of Pages	53
Market Segmentation	Tofu, Legumes, Plant-Based Chicken Alternative, Plant-Based Beef Alternative, Plant-Based Seafood Alternative, Plant-Forward Meat Alternative, Frozen Plant-Based Beef Alternative, Frozen Plant-Based Chicken Alternative, Frozen Plant-Based Seafood Alternative, Frozen Plant-Forward Meat Alternative
Leading Companies	Kellogg Company, Impossible Foods, Beyond Meat, Conagra Brands, Maple Leaf Foods, Eat Just Inc, Private Label, Gardein, MorningStar Farms, Lightlife, Field Roast, Tofurky, Dr Praeger’s, Vegefarm, Good & Gather, Abbot’s Butcher, Common Good Trading.

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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Prioritize taste and texture innovation
- Reframing health through natural ingredients
- Gen Z leads the way in embracing innovation in plant-based proteins
MARKET DYNAMICS
- Market context
- Market drivers
- Lack of clarity creates confusion for manufacturers, marketers and consumers
- Extremes in vegetarian/vegan foodservice reinforce the need to answer a broader swath of consumers
- Consumer finances holding strong, but for how long?
- Consumer attitudes on cultivated meats somewhat optimistic, though could be conceptual given limited availability
- Market size and forecast
- Plant-based market remains substantial
- Retail sales and forecast of plant-based proteins
- Graph 1: total retail sales and forecast of plant-based proteins, 2019-30
- Retail sales and forecast of plant-based proteins
- Market segmentation
- Frozen vs refrigerated dynamics
- Retail sales of plant-based proteins, by segment
- Graph 2: total retail sales and forecast of plant-based proteins, by segment, at current prices, 2019-30
- Retail sales of plant-based proteins, by segment
- Market share/brand share
- Leading brands and competitive shifts
- Sales of plant-based proteins, by company
- Sales of frozen meat substitutes, by company
- Sales of refrigerated meat substitutes, by company
CONSUMER INSIGHTS
- Consumer fast facts
- Proteins purchase
- Protein prevails with continued consumer interest in various types.
- Graph 3: proteins purchased, 2025
- Consumer willingness to eat various protein types creates growth opportunities for plant-based offerings.
- Graph 4: proteins purchased, by diet type, 2025
- Younger adult consumers build diets with diverse protein sources.
- Graph 5: proteins purchased, by generations, 2025
- Plant-based meat analogues purchase
- Plant-based alternatives are not primary purchase, but play a role
- Graph 6: plant-based proteins purchased, 2025
- Plant-based, but not meat alternatives, remains of interest
- Reasons for purchasing PBMA more often
- Ease of prep, quality and taste drive preferences for refrigerated over frozen
- Graph 7: reasons for purchasing refrigerated PBMA more often than frozen, 2025
- Women and men share considerations for refrigerated purchase
- For those who prefer frozen, quality is the top purchase reason
- Graph 8: reasons for purchasing frozen PBMA more often than refrigerated, 2025
- For those who prefer frozen, quality is the top purchase reason
- Plant-based meat analogues consumption
- Plant-based proteins supplement, do not replace animal protein
- Younger consumers switching sources more often
- Graph 9: Plant-based protein consumption by generation, 2025
- Flexitarians show willingness to swap
- Change in plant-based meat analogues purchases
- Drivers of change in consumer behavior in purchasing plant-based alternatives
- Graph 10: changes in plant-based alternatives compared with one year ago, 2025
- Cooking at home helps to drive the plant-based protein consumption
- Graph 11: reasons for purchasing plant-based protein products more often, 2025
- Environmental reasons minimally affect purchasing more often
- Why some consumers have not purchased plant-based alternatives more often
- Graph 12: reasons for NOT purchasing plant-based protein products more often, 2025
- Taste and price remain critical attributes
- Interest in brand initiatives
- Consumers seek high nutrition, more alternatives and diverse flavors
- Graph 13: Interest in plant-based protein innovation, 2025
- Vegetarians want innovation across the flavor spectrum
- Plant-based protein and meat attitudes
- Plant-based protein attitudes point to need for education in meal prep
- Graph 14: attitudes toward plant-based proteins, 2025
- Media coverage shapes consumer perceptions—both positively and negatively
- Graph 15: news about ultra-processed foods makes me question my plant-based protein consumption, 2025
- Innovation in plant-based alternatives is more exciting for Gen Z and Millennials
- Graph 16: attitudes toward plant-based proteins, by generation, any agreement, 2025
INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Beyond Meat moves beyond “meat”
- Burger, please
- Sausage spikes, thanks to versatility in usage and flavor profile
- Marketing and advertising
- Beyond taps younger audiences with top-trending shows, plus meal solutions and humor
- Impossible connects with young consumers with straight-talk and wit
APPENDIX
- Market definition
- Consumer research methodology
- Generations
- Forecast methodology
- Forecast fan chart methodology
- Retail sales and forecast of plant-based proteins, at inflation-adjusted prices
- Retail sales and forecast of refrigerated meat substitute, at inflation-adjusted prices
- Retail sales and forecast of frozen meat substitute, at inflation-adjusted prices

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