Fake Meat’s Fall From Grace: Sales Collapse as America Re-Embraces Red Meat
The once-booming plant-based meat sector is facing a stark reality check. After a decade of hype and investment, sales are plummeting in the United States, signaling a potential turning point in the future of food. This isn’t just a blip; industry leaders are acknowledging a fundamental shift in consumer preferences and a challenging political landscape. This is breaking news for the food industry, and a critical moment for the future of sustainable eating.
Data reveals a significant downturn in the “fake meat” market. Refrigerated plant-based meat alternatives have seen a 17.2% decrease in sales since the beginning of 2025, while frozen options are down 8.1%. This decline builds on a crisis that began in 2022, already triggering layoffs at major companies like Beyond Meat and Impossible Foods. The US, once the driving force behind the plant-based revolution, is now its biggest stumbling block.
A key challenge for the plant-based sector is overcoming negative perceptions about processing. While often criticized as “ultra-processed,” research suggests that plant-based meats generally contain less saturated fat, more fiber, and comparable protein levels to processed meat. However, this message isn’t resonating with consumers, who often view protein bars and other fortified foods – equally processed – with less skepticism. “If you enter a supermarket, you will find a version enriched with proteins of almost every product, even if the Americans take enough,” notes Kate Stanley, a food science expert at Duke University.
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September 14, 2025