For the plant-based food category, this shift has been sobering. The once-booming segment is now facing declining sales, heightened scrutiny over nutritional content and consumer skepticism around affordability and processing.
On a high note, the percentage of shoppers concerned about the taste of plant-based products dropped from 41% in May 2023 to 27% by December 2024, per 84.51 and Plant Based Foods Association’s report.
Brands’ investments in product quality are resonating with texture concerns dropping from 30% to 15% and nutritional profile concerns declining from 25% to 17%, per the report. Consumers also are enjoying the taste of plant-based foods more – a notable jump from 23% to 36%. However, taste and texture are still top concerns with 27% and 15% of respondents, respectively, citing them as reasons to purchase less of these products.
Cost continues to impact consumers’ purchasing decisions with 24% of respondents citing that plant-based products are outside of their budget, per the report.
Between R&D that focuses on clean label and nutrition, marketing and consumer education initiatives, brands must cook up a multi-pronged approach in bridging the gap between innovation and adoption to boost growth across the category.
Join the plant-based conversation in FoodNavigator’s editorial webinar
In FoodNavigator’s upcoming Positive Nutrition broadcast series, the editorial webinar Plants at the Center of the Plate will tackle these challenges head-on.
Kicking off with an exclusive fireside chat with Beyond Meat CEO Ethan Brown (11:00–11:10 am CT), the conversation will set the stage for a wider discussion on where the category stands – and where it is headed.
From 11:10 am CT to 12 pm CT, the panel will feature insights from:
- Andrew Arentowicz, CEO, 50/50 Foods – offering a blended meat approach that meets flexitarian demand without sacrificing taste or familiarity
- Barbara Connors, VP of Strategy & Acceleration, 84.51 – providing a data-backed view of changing consumer priorities amid economic pressures
- Tara Kozlowich, Director, Global Segment Marketing, Healthful Solutions Protein Fortification, Ingredion – highlighting how texture and nutritional innovation can help plant-based products better meet evolving consumer expectation
The category is in need of a shift as news of major players facing turbulent financial headwinds, like Meati’s recent $4 million sale (a stark fall from its $650 million valuation) and Beyond Meat’s $100 million rescue funding from Unprocessed Foods, LLC. The panel will explore whether plant-based can weather the storm – and what strategies may drive long-term profitability.
From cost and convenience to taste and texture, today’s plant-based products must check more boxes to earn a place in consumers’ carts. Can the industry redefine itself not just as an alternative, but as an essential?
Join the conversation on May 28 at 11:00 am CT to find out. Registration is free – click here to sign up and submit your questions before the broadcast date. Can’t make it? Sign up for free to watch on demand at your convenience.
