US Plant-based Industry – Trends and Insights
- The US market for plant-based proteins continues to recalibrate after its pandemic-era peak, with 2025 retail sales estimated at $1.172 billion. While the category faces ongoing decline, it remains relevant as consumers embrace more flexible protein consumption habits.
- Health, taste and convenience are driving renewed interest, especially among younger generations, while environmental motivations have taken a back seat.
- Consumer interest in plant-based proteins remains strong, with 70% of US adults purchasing them and 40% buying branded meat alternatives. However, only 12% use them more than half the time to replace animal proteins, while 55% use them occasionally.
- Health remains a top motivator, cited by 41% of consumers purchasing more plant-based products, followed closely by taste and convenience. Environmental concerns, once central to the category, have faded in importance – only 28% cite sustainability as a reason for increased purchases.
Key Topics Analyzed in the Report
- Proteins purchased
- 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
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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
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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
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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
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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
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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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