current
Plant-Based Reimagination
The plant-based protein category is undergoing a transformation, moving beyond faux meats and embracing blended proteins and a focus on taste and value.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
The plant-based protein market is evolving beyond imitation meats, seeking new ways to resonate with consumers. "The meatless alternative protein category is at a crossroads, facing a pivotal need for a rebrand to resonate more effectively with consumers." While foundational plant-based ingredients continue to grow, faux meat sales have stalled, prompting a shift towards blended proteins and a renewed focus on taste and value. "Are blended or hybrid meats combining animal, plant, cellular agriculture, or fermentation-based ingredients a better option for meeting more consumers where they are, delivering on taste, texture, nutritional characteristics, as well as value?" This evolution aims to address consumer concerns about taste and affordability while still offering the health and environmental benefits of plant-based diets.
Context Signals
Sales of foundational plant-based ingredients like tempeh, tofu, and legumes continue to rise.
Perdue's Chicken Plus incorporates vegetables for 'stealth health.'
The Both Burger offers a 50/50 blend of beef and plant-based ingredients.
Edge
Plant-based brands can reposition themselves by focusing on taste, value, and the benefits of blended proteins.
The 'stealth health' approach can appeal to consumers seeking healthier options without sacrificing taste.
Innovation with foundational plant-based ingredients could lead to new and exciting product offerings.
