December 17, 2024 – In the US and Canada, meat substitutes are preferred for their healthiness, sustainability, and ethical alternatives that align with consumers’ evolving lifestyles and environmental values. Innova’s 360 research into meat substitute market trends highlights the latest innovations, product launches, top flavors, brands, and what might develop in the future market.
Meat Substitutes Product Launch Trends
Product launches in the US and Canada have increased over the past year. With 26% of consumers considering protein as a key health reason for choosing meat substitutes, products with high or source of protein claims have experienced a 12% growth. These options offer a wide range of protein servings from 3g to 36g, catering to diverse dietary needs and appealing to those reducing meat consumption.
Burger, ground meat, and meatball substitutes led the meat substitute category launches in the US and Canada, reflecting their popularity in the plant-based market.
Meat Substitutes Sales Trends
North America is the third leading region in meat substitutes category sales value, after Europe and Asia Pacific, over the past year. In the US and Canada, 51% of consumers prioritize honesty and transparency in products that are important in their diets. In alignment with this, meat substitutes with clean label claims, such as GMO-free, no additives/preservatives, and organic, have pushed the new product development.
22% of consumers in the US and Canada have a positive perception of plant-based products. This is reflected in the 65% of launches with plant-based claims in the past year. This growth aligns well with Innova’s annual top trend of 2024. ‘Plant-Based: The Rise of Applied Offerings,’ which underscores the growing demand for diverse plant-based meat products that move innovation in the meat substitutes market.
The meat substitutes market has expanded to include plant-based seafood, offering fish-inspired products like salmon, tuna, caviar, tartare, and shrimp, sustaining robust product development in the past year.
Leading Markets
The US is the leading market in meat substitute innovation, accounting for 72% of category launches over the past year. With 36% of US consumers valuing diverse foods that reflect various cultures, ethnic-flavored meat substitutes display 21% of new product launches.
Inspired by global cuisines, these products feature dishes like Korean BBQ, bulgogi, gochujang, Moroccan falafel, Japanese teriyaki, birria tacos, and Italian sausage, delivering international culinary experiences. This aligns with Innova’s other annual top trend of 2024, ‘Local Goes Global,’ where consumers increasingly seek products that are inspired by diverse regional cuisines.
Top Brands and Companies
In the US & Canada, Lightlife Foods is the top company for meat substitutes category launches.
Consumers in the US and Canada prefer plant-based meals prepared at home over dining out. Lightlife Foods taps into this trend by offering easy-to-prepare meat substitutes and providing recipes that seamlessly integrate these alternatives into everyday meals. This aligns with Innova’s other annual top trend of 2024, ‘Home Kitchen Heroes’ trend, where brands emphasize home-cooking solutions, delivering convenience without the hassle of cooking from scratch.
Impossible Foods, Beyond Meat, Conagra Brands, and The Tofurky Company are other notable companies in the market. These top 5 companies account for 27% of launches in the meat substitutes market in the US and Canada over the past year.
Claims and Positionings Trends
Source of protein, GMO-free, plant-based, vegan, and gluten-free are the top 5 positionings for the meat substitutes category in the US and Canada.
High/source of protein claim leads in both the regions. Apart from the top 5 positionings, other positionings growing across the US are low/no/reduced cholesterol, low/no/reduced fat, and organic. In Canada, organic, low/no/reduced cholesterol, and no trans fats options are gaining attention.
Meat Substitutes Flavor Trends
In the US and Canada, taste/flavor is an important factor when purchasing meat substitutes. Smoked, spices, barbecue, mushroom, and Italian are the top 5 flavors in the meat substitutes market.
Meat substitutes launched with flavors have grown significantly over the past year. Vegetable-flavored products feature sweet potato, chickpea, and black bean, complemented by spices and seeds like chili, chipotle, ginger, and smoked barbecue. These trends indicate a growing consumer interest in diverse flavor profiles in the US and Canada.
What’s Next in Meat Substitutes Trends?
Nearly 1 in 4 consumers in the US and Canada eat meat substitutes 2-3 times a week, with 30% prioritizing them due to the variety and novelty they offer. Burgers, ground meat, and meatball substitutes lead the category, utilizing diverse formats like falafel, taco fillings, sausages, and chorizo to drive product development.
Health remains a top priority, as 37% of consumers choose meat substitutes for their health benefits. Brands can address this demand with claims like low/no/reduced cholesterol, fat, and trans fats, catering to health-conscious consumers. Taste also plays a pivotal role, with launches focusing on bold flavors such as chili, Mexican taco, jackfruit, cauliflower, and herbs to enhance the eating experience. Brands that prioritize taste, health, and sustainability are likely to lead in the meat substitutes market.
This article is based on Innova’s Overview in Meat Substitutes in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
