Think Tank BLOG: Plant-based meat – from boom to business reality
Once hailed as a revolution in the way we eat, plant-based meat (PBM) now stands at a crossroads. After years of hype and high expectations, growth has slowed. For businesses, this shift is not a warning sign, but a wake-up call: the category is maturing, and the next chapter depends on how well companies understand consumers’ evolving motivations, concerns and expectations.
The rise, pause – and what comes next
Plant-based meat substitutes, made from soy, pea protein, mung beans and other plant-derived ingredients, captured headlines and market share before and during the pandemic. Germany became Europe’s largest market with sales worth over €640 million in 2022, while the Netherlands leads in per-capita consumption
But since 2020, momentum has cooled. Consumers who once rushed to try “the next big thing” are now more cautious. Taste disappointments, price inflation and scepticism around processing have left many hesitant to return. The message is clear: novelty alone will not sustain growth.
Barriers that can become opportunities
Interestingly, older consumers (65+) show relatively high acceptance of plant-based protein compared with other alternative proteins such as insects or cultured meat. This suggests untapped potential in demographics often overlooked by marketers.
Barriers to consumption are equally clear – and present opportunities for businesses that can overcome them.
Taste
Price
Accessibility
Processing concerns:
Public confusion around processing
Health-conscious consumers increasingly question the role of additives and processing. The wider debate about “ultra-processed foods” is fuelling public confusion, which can discourage people from choosing plant-based options – even when these could support healthier, more sustainable diets.
Perception is everything in this space. Many consumers interpret ‘ultra-processed’ as unhealthy or artificial, regardless of the product’s actual nutritional value. Plant-based meat alternatives have been hit hard by recent discussions around the degree of processing. However, when we are talking about plant proteins, processing is very much needed, especially to reduce or eliminate naturally occurring anti-nutritional factors that limit protein digestibility. Scientific evidence consistently shows that well-designed processing steps, such as fermentation or extrusion, can improve amino acid availability and overall protein quality. Demonstrating that processing can be beneficial, not detrimental, will be crucial for mainstream acceptance of meat alternatives.
This challenge has also been highlighted in recent work by the Physicians Association for Nutrition (PAN International).
”Our recent guide, produced with the Physicians Association for Nutrition (PAN International), unpacks the latest evidence and finds public confusion over ultra-processed foods (UPFs) risks limiting the uptake of plant-based foods, which could help make healthier, more sustainable choices easier to make.
Soy’s reputation problem
Soy, a common PBM base, also faces reputational challenges – from allergen risks to environmental concerns about monocultures, and even unfounded myths around “feminising” effects in men.
What businesses can do
The slowdown is not the end of the story. In fact, it is an invitation to reframe the conversation around plant-based meat.
Sell the experience, not the absence
Avoid restrictive labels like “meat-free”, “vegan” or “low-fat”. Instead, emphasise indulgent flavour descriptors (“rich”, “zesty”) and mouthfeel (“creamy”, “melt in mouth”). Position PBM as part of a delicious meal rather than as a compromise.
Build trust through transparency
Address processing concerns head-on. Highlight positives such as the absence of antibiotics and hormones, or the use of sustainable, local or organic ingredients.
Tackle price and accessibility
Work with foodservice partners, expand convenience formats, and ensure PBM is available where consumers make quick, habitual choices.
Tailor to diverse segments
Young, highly educated women remain a key audience, but opportunities exist among older consumers and health-conscious flexitarians.
Looking ahead
The plant-based meat market is moving past its “gold rush” phase. What comes next will be defined not by novelty, but by credibility, consistency, and consumer connection. For companies, the challenge is not simply to make PBM available, but to make it desirable – in taste, in price, in context, and in trust.
The process of developing plant-based meat alternatives has been slow due to barriers faced by cell-based food production, but the wheels are turning in the right direction. In the future, yeast-produced fats and microbial ingredients will be utilized to improve the taste, texture, and mouthfeel of plant-based meat alternatives. And finally, the ingredient list will be naturally free from food additives.
The bottom line: plant-based meat is here to stay, but its future growth depends on businesses that can bridge the gap between early curiosity and everyday consumption. Those who focus on taste, trust and transparency will shape not just a trend, but a long-term staple of the modern diet.
Plant-based meat has enormous growth potential if companies focus on expanding product diversity to suit local tastes, while also building entirely new formats rather than chasing direct imitation. Success will hinge on transparent, sustainable supply chains and clear communication to address concerns around processing. By leveraging natural processes such as fermentation or germination, producers can create cleaner, more appealing products that resonate with consumers and compete on both taste and value.
What's next?
To accelerate this transition, the EIT Food Protein Diversification Think Tank and the EIT Food Consumer Observatory have developed a fact sheet packed with insights on plant-based meat’s potential, barriers to adoption, and strategies to build lasting consumer trust.
We invite stakeholders and consumers across the agrifood value chain to download the fact sheet and discover how targeted communication, smart product innovation and consumer insights can bring it into everyday diets.
BettaFish
plant-based alternative to hot smoked salmon: Just like the original, SAL-NOM is om nom nom delicious and tastes authentically like the ocean, thanks to seaweed!
Programme participation: Alumni of the EIT Food RisingFoodStars.
Revo Foods
Develops plant-based seafood alternatives, now active in 20 countries and backed by millions in investment. The crowdfunding campaign gained €1.6 million in investment to scale production, enhance marketing, and further develop its patented 3D printing technology.
Programme participation: Alumni of the EIT Food’s Accelerator Network (FAN).
Redefine Meat
An Israeli company that produces plant-based steaks using proprietary meat-modelling and industrial-scale 3D food-printing to replicate the texture and flavour of beef.
Programme participation: Winner of EIT Food’s Accelerator Network (FAN) first cohort and featured among leading scaleups.
Bluana
Produces plant-based seafood alternatives, like sushi, using natural ingredients and algae extracts.
Programme participation: Alumni of the EIT Food’s Accelerator Network (FAN).
Developing whole-cut, fibrous plant-based meat substitutes with authentic protein composition and texture.
Programme participation: Alumni of the EIT Food Seedbed Incubator.
Bezmięsny
A Polish food company creating innovative plant-based meat alternatives. Using natural ingredients and culinary know-how, the brand offers products that replicate the taste and texture of traditional meat, making sustainable eating accessible and enjoyable.
Bezmięsny also contributes to the Horizon Europe project Sustain-a-bite, in which EIT Food leads communication and dissemination.
A growing conversation
To accelerate this transition, the EIT Food Protein Diversification Think Tank and the EIT Food Consumer Observatory have developed a fact sheet packed with insights on plant-based meat’s potential, barriers to adoption, and strategies to build lasting consumer trust.
We invite stakeholders and consumers across the agrifood value chain to download the fact sheet and discover how targeted communication, smart product innovation and consumer insights can bring it into everyday diets.
More blog posts
