For years, plant-based alternatives to meat and dairy struggled to match the taste and price of traditional products. But things are changing.
Recent blind taste tests from Nectar, part of Food System Innovations, show that some plant-based items are now comparable to their animal counterparts. For instance, Califia Farms oat milk received high marks, nearly matching conventional whole milk. Similarly, chicken nuggets from Impossible and MorningStar Farms performed almost on par with real chicken.
However, this isn’t the overall trend. Following a peak around 2020, sales of plant-based meat in the U.S. have decreased yearly, and several start-ups have shut down. Peter McGuinness, former CEO of Impossible, acknowledged this decline, stating that plant-based meat isn’t currently trendy.
To revive interest, Nectar’s Caroline Cotto emphasizes the need for brands to enhance taste and texture. “Taste is definitely the biggest reason that consumers do not repeat purchase plant-based products,” she noted. Unfortunately, many products still fall short. In Nectar’s study, only 33% of participants rated dairy-free products positively, versus about 65% for animal-based options.
Taste plays a crucial role, but it’s not the only factor at play. Research from Rethink Priorities reveals that even when plant-based products are priced equally and taste similar, just 25% of consumers choose them. Why? Food isn’t just about nutrition; it’s deeply tied to our identities and cultures.
Emilie Fitch, founder of People for Better Food, is tackling this issue by focusing on a narrative that resonates with young men who are interested in fitness. She aims to promote plant proteins not just for health but for strength and performance. “Young men are driving the protein conversation,” she explains. This demographic consumes a significant portion of beef in the U.S., and shift in their perception could potentially alter purchasing choices.
The idea is to reframe the conversation about plant-based eating. Fitch believes culture is key to achieving widespread acceptance. If taste, price, and cultural narratives align, plant-based foods could become staples rather than side dishes.
Looking at where plant-based foods excel, there are some clear winners, especially in the dairy aisle. Products like oat milk and coffee creamers have captured consumer preferences, often surpassing dairy alternatives. On the meat front, burgers and chicken nuggets are gaining traction, with brands like Impossible and MorningStar achieving near-taste parity with traditional chicken.
Yet, the majority of plant-based alternatives still struggle to convince consumers in taste tests. Only about 16% of plant-based meat and 25% of dairy-free products received positive responses in recent evaluations. Many consumers feel mixed emotions—some enjoy the idea of being more responsible, while others face disappointment with taste.
Food is intertwined with American culture. Think about hot dogs at baseball games or Thanksgiving turkey. Food habits have been sculpted by decades of marketing. Fitch has experience in this area; she previously led campaigns for major brands to resonate with young adults. Now, she’s using similar tactics to promote plant-based proteins, focusing on masculinity and strength tied to traditional meat consumption.
The U.S. might take cues from Germany, where meat consumption has declined since the 1990s. A recent survey found that 41% of Germans now consider themselves flexitarian. Brands there are successfully marketing plant-based products and shifting sales towards alternatives.
Overall, the path to mainstream acceptance for plant-based foods might resemble the journey of electric vehicles. Just as Tesla didn’t just sell cars; it sold a lifestyle, plant-based products need to offer something compelling and appealing to consumers. With the right narrative, taste, and pricing, they just might carve out a significant place on our plates.
For more insights and statistics on the plant-based food market, check out Food System Innovations and Rethink Priorities.
