Stat: Mimicry meat is losing its appeal in America

According to research by SPINS and IFF, US consumers are losing interest in plant-based meat substitutes as the novelty of meat mimicking wears off. Data from SPINS reveals that in the four weeks to 3 October 2021, sales of plant-based ‘meat’ dropped by 1.8% compared to the previous year.

The company notes that a combination of too much choice and supply chain issues has had an impact on the demand for plant-based proteins. Meanwhile, findings from IFF reveal that more than 70% of consumers are not interested in mimicking meat. With these findings in mind, food brands must reframe their strategies and introduce new flavours, textures and communications that look beyond conventional approaches to replacing meat.

As we explore in our Next-generation Protein microtrend, there is a lucrative opportunity for food technology innovation to elevate plant-based products to make them more appealing.