From 2019 to 2021, retail sales of plant-based meat products grew by 74% in the United States. Many animal advocates saw this development as an integral step towards a plant-based future. However, despite a promising start, recent trends show that the growth and popularity of these products have hit a plateau. In this report by Mercy For Animals, the authors sought to understand the stagnation of the popularity of plant-based meats and offer solutions that support the animal advocacy movement in addressing the issue. 

The authors identify several factors contributing to this plateau. Misconceptions about the processed nature and unfamiliar ingredients of plant-based products, along with their high cost and perceived lack of versatility, are significant barriers. The authors also suggest that hype cycles — when a product declines in popularity after it loses its novelty and its limitations become clearer — may be at play. 

The researchers wanted to know why consumers try plant-based meat products in the first place, what they thought of them after trying, and what factors prevented them from continuing to consume them. They gathered data from 522 survey respondents and 20 focus group participants in the United States. The researchers used this mixed-methods approach to generate data within both a macro and micro lens. 

Key findings include that health (34%) and curiosity (33%) were primary motivators for trying plant-based meat, while less than 10% of participants were motivated by animal welfare or sustainability concerns. 71% of survey participants and 95% of focus group participants declared that they would likely eat plant-based products again. 

40% indicated that they didn’t regularly incorporate plant-based meat into their diet, citing taste (32%) and cost (29%) as the primary drawbacks. Only 21% of respondents replaced traditional meat products with plant-based alternatives, whereas 39% viewed them as additions to their diet. Unfamiliarity with cooking and preparing plant-based meats also influenced decisions to not continue consuming the products. 

The authors suggest several strategies to address these concerns. A community ambassador approach, where animal advocates promote plant-based products within their social networks, could play a role in one’s decision. As the movement grows, the number of advocates suited to play the role of an ambassador will continue to increase. 

A new wave of messaging that could create long-term consumer commitment is also key. The authors believe influencing consumers to choose plant-based products for more conscious reasons, with a subtle focus on animal welfare, may encourage consumers to see meat alternatives as replacements rather than novelties. 

Eating animal meat is typically what’s familiar to most people. Overcoming the familiarity barrier and making plant-based the norm is another element that authors believe will play a key role in changing consumer habits. This is especially true of younger consumers who haven’t fully developed ingrained dietary patterns yet. Getting consumers comfortable with preparing plant-based products, through video content and community-based cooking demonstrations, can play an integral part in turning the curious into long-term consumers. 

While the popularity of plant-based meat may appear to be on the decline, there are many ways for animal advocates to turn this trend around. Community-based approaches that teach consumers the benefits of choosing plant-based, while supporting their transition, can have the most impact. Advocates can continue to raise awareness of the benefits of plant-based products while creating familiarity. By raising awareness and creating familiarity, compassion and sustainability can become the new menu staple for all.