April 10, 2025 – The global food landscape is transforming, driven by evolving consumer preferences, a growing awareness of environmental and ethical concerns, and a rise in health awareness. The growing popularity of meat, poultry and fish substitutes is at the heart of this transformation. These alternative proteins offer consumers a way to enjoy their favorite flavors and textures while aligning with their values and dietary needs. Innova Market Insights research looks at the latest trends driving the changes in these alternative protein categories.
Consumer Insights
An increasing number of consumers globally are opting for meat, poultry, and fish substitutes, with 33% increasing their consumption of these alternatives. This trend is primarily driven by health, environmental sustainability, and ethical concerns, as 41% of consumers cite these factors as motivations for choosing plant-based foods.
Meat substitutes can offer health benefits. They typically feature lower fat and calorie content while being rich in fiber and protein. They are also viewed as a more sustainable option, helping reduce carbon emissions and promote responsible land use.
The rise of dietary lifestyles like vegetarianism and veganism, along with personal dietary restrictions, increases demand for these alternatives. While many consumers are not fully eliminating meat from their diets, a significant portion includes substitutes, reflecting a move towards a more flexible dietary approach where these alternatives complement rather than replace traditional meat.
Category Drivers
The meat, poultry, and fish substitute markets are experiencing huge growth, driven by several key factors. The increased availability of these substitutes in supermarkets and restaurants has made it easier for consumers to include them in their diets. Innovation also plays a crucial role, with brands continually developing new technologies and plant-based protein sources that create products closely resembling the taste and texture of traditional meats. Lastly, effective marketing and educational campaigns are raising consumer awareness about the environmental and ethical benefits of these alternatives, further increasing their adoption.
Meat Substitute Trends
The meat substitute category is rapidly growing, led by plant-based options like burgers, sausages, and ground meat. This trend is fueled by consumers’ concerns about health, sustainability, and animal welfare, driving the search for alternatives to traditional meats such as beef and pork.
A shift is occurring away from conventional soy and wheat proteins towards diverse sources like pea protein and mycoprotein, which offer unique flavors and improved nutritional benefits. Brands are focusing on replicating the taste, texture, and cooking qualities of meat to enhance the eating experience. Additionally, there’s a rising demand for premium meat substitutes. While price can deter some consumers, there is a strong interest in higher-quality options with innovative flavors and textures, indicating a maturation in the market.
Poultry Substitute Trends
Poultry substitutes are increasingly popular as consumers look for alternatives to traditional chicken, turkey, and other poultry products. These alternatives provide a lighter and healthier protein option, appealing to those who want to reduce their meat consumption.
Brands are focused on enhancing the flavor and texture of these substitutes to closely mimic the taste and cooking versatility of traditional poultry, making them suitable for various cooking methods like grilling, roasting, and frying. Also, the variety of poultry substitute formats is expanding, with products such as nuggets, strips, and minced meat gaining traction, offering consumers more choices for incorporating these alternatives into their meals.
Fish Substitute Trends
Fish substitutes are an emerging and expanding category driven by a growing consumer interest in healthier and more sustainable seafood options. One key focus for many brands is the inclusion of omega-3 fatty acids, with ingredients like algae oil being incorporated to meet this demand. Food companies are also working on replicating the delicate texture of traditional fish through innovative technologies such as 3D printing and plant-based fibers, aiming to achieve the flakiness and tenderness that consumers expect. Furthermore, these substitutes are available in various formats, including fillets, steaks, and even sushi, allowing for versatility in meal preparation.
Product Launch Trends
The global meat, poultry, and fish substitutes markets are witnessing significant innovation driven by changing consumer preferences. A big trend is the focus on sustainability, with brands highlighting responsible sourcing and ethical production to address environmental concerns. Convenience also plays a crucial role as demand for ready-to-eat and portable options grows, catering to busy consumers seeking quick meal solutions.
Branss are exploring various plant-based ingredients, including pea protein, mycoprotein, and lentils, to create appealing alternatives. Recent product launches reflect these trends: Chunk Foods in the U.S. introduced plant-based steak for natural food retailers using a unique fermentation process, while Blue Tribe Foods in India launched a nutritious soy-based plant-based momo. In Italy, Heura launched a vegetable cod fillet enriched with extra virgin olive oil and omega-3s, targeting health-conscious consumers.
Leading Markets in Alternative Proteins
The market for meat, poultry and fish substitutes is showing strong growth in various regions around the world. Western Europe is a key driver of this trend, with a high concentration of plant-based product launches.
Consumer adoption of meat substitutes is particularly high in China, India, and Brazil, driven by factors such as affordability, cultural preferences, and a growing awareness of health and environmental concerns.
What’s Next in Global Meat, Poultry and Fish Substitutes Trends
The global market for meat, poultry, and fish substitutes is poised for growth, driven by several key factors. A major barrier is pricing; for widespread acceptance, these substitutes need to be competitively priced against traditional meat. While protein content is a key selling point, highlighting fiber content is crucial, as many diets lack this nutrient. Expanding diversity in protein sources and portable formats will cater to consumer food preferences, especially for social situations.
This article is based on Innova’s Now & Next in Meat, Poultry & Fish Substitutes – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
