Meat and fish dominate US diets, but a growing flexitarian trend hints at future growth in plant-based alternatives, projected to reach $5.25 billion by 2029.
Despite growing interest in plant-based diets, meat and fish continue to dominate the plates of US consumers, according to recent data. A new Statista Consumer Insights survey found that 14% of US adults born between 1995 and 2012 identify as either vegan or vegetarian.
The proportion of people following a plant-based diet declines with age. Among those born between 1965 and 1979, 3% report being vegetarian and 2% vegan, while only 2% of Baby Boomers (born 1946-1964) say they are vegetarian, and just 1% identify as vegan.
Flexitarian / reducetarian diet gaining traction
Although the number of strict vegans and vegetarians is relatively low, a growing number of Americans are opting for a more flexible approach to reducing meat consumption, with 7% to 15% of survey respondents across different generations identifying as flexitarian.
This indicates that while many consumers are open to reducing their consumption of animal products, fully transitioning to plant-based diets is still relatively uncommon. In response, numerous companies are adjusting their strategies, exploring the potential of options like blended meat products, which combine both plant-based and animal-based ingredients. A recent report revealed that 74% of US consumers express interest in these blended products.
Plant-based becoming intertwined with politics
While flexitarianism is on the rise, plant-based meat alternatives account for only a small portion of the U.S. meat market. In 2021, meat substitutes generated $1.3 billion in sales, a fraction of the $160 billion in sales for fresh and processed meat, according to further insights from Statista. Despite formula innovations from companies like Beyond Meat, data shows that the market for these alternatives has struggled to gain significant traction beyond its initial surge.
Several factors cited in the report may explain why meat and fish remain central to US diets. One reason is the cost difference between conventional meat and plant-based alternatives, with many consumers opting for cheaper, traditional meat options during periods of economic uncertainty. Additionally, plant-based meats have become intertwined with cultural and political debates, where some consumers view them as aligned with specific ideological stances, positioning them as a perceived alternative to “real” meat.
Concerns over the level of processing involved in creating plant-based meat alternatives have also dampened enthusiasm for these products. Critics have labeled many of these items as “ultra-processed,” raising questions about their nutritional value. However, food scientist and author Anthony Warner suggests that these concerns are often overstated, emphasizing that food processing plays a vital role in feeding modern societies. Warner argues that a more balanced understanding of processing is necessary, rather than categorizing all processed foods as unhealthy.
Meat remains dominant, but plant-based growth expected
While plant-based products are experiencing some growth, they remain a niche market in the US when compared to markets such as Europe. In 2023, plant-based meat substitutes accounted for $1.4 billion in sales, compared to nearly $124 billion for fresh and processed meat. Meat and fish continue to be staple protein sources for most US consumers, with little indication of a widespread shift away from these foods in the immediate future.
However, despite their current small market share, projections from market research firm Arizton suggest that the plant-based meat market will continue to expand. The US plant-based meat sector is expected to grow to $5.25 billion by 2029, with a compound annual growth rate (CAGR) of 15.18%. Pea protein-based products are forecasted to see the highest growth rates within the plant-based category.
Original source: https://vegconomist.com
https://www.animalagricultureclimatechange.org/sustainable-plant-based-meats-are-on-the-rise/
