January 17, 2025 – Plant-based meat substitutes are an important food category in the US and Canada. Understanding meat substitutes market trends in the US and Canada includes consideration of many factors – macro trends, market size, category sales trends, profiles of leading companies, insights from US and Canadian consumers, and trends in new product launches. Meat substitutes market trends also incorporate drivers of consumer perceptions about plant-based meat substitutes, penetration of meat substitutes in the marketplace, and demographics of eating patterns. Other factors to consider are packaging claims and consumer response to those claims and trends in ingredients.
Meat Substitutes in Many Forms
The meat substitutes market includes products in many forms. These can include meat substitute blocks, cubes, and chunks, and ground meat substitutes in the form of ground meat alternatives, minced meat alternatives, meatballs, and burgers. Deli meat substitutes also are available. Other types of substitutes in the meat substitutes market include fish and seafood substitutes and poultry substitutes. US and Canadian consumers also enjoy soy and tofu products, sausages substitutes, and vegetable and grain or cereal-based meat alternatives.
Highest Global Meat Substitutes Market Sales in the US
The US leads global meat substitutes market sales. Sales of meat alternatives in Canada rank 13th largest in the world. Meat substitutes market sales and volume are projected to slow in the US and Canada. Meat alternative market dollar sales in the US and Canada are led by Kellanova, followed by Conagra and Maple Leaf Foods. Private label products have a sizeable share of the North American meat alternatives market. Some of the top meat substitute brands are facing sales challenges in the US and Canada.
North American Consumers and Meat Substitutes
Innova Market Insights conducts consumer trends research that include its Innova Category Survey 2024 and its Innova Trends Survey 2025.
Consumer trends research show that consumption of meat substitutes in the US and Canada trails other countries. About 20% of US and Canadian consumers report eating meat substitutes, with over one-quarter of buyers of meat alternatives eating more than in the previous year. Meat substitutes are most popular among US and Canada consumers who follow diets that downplay meat, namely, flexitarian, pescatarian, vegetarian, and vegan. Consumers of meat substitutes tend to be younger – Generation Z and Millennials – urban, college-educated, and middle-to-high income.
More than three out of five North American consumers who eat meat substitutes report eating deli meat substitutes, meat substitute snacks, and substitutes for cuts of meat at least once a week. About half of consumers in the US and Canada say that they have prepared substitutes such as burgers at least once a week. Dinner and lunch are the most popular times of day for eating meat substitutes.
US and Canadian consumers say that they eat meat substitutes because they are healthy and help the environment. When asked about desired improvements, about half of North American consumers say that meat substitutes should have better taste and texture.
Claims Influence North American Meat Substitutes Consumers
According to consumer trends research, claims that influence North American consumers in meat alternatives market include plant-based, high protein, natural, vegetarian, vegan, and no artificial flavors or colors. Claims penetration is going up for many of these. A minority of meat substitutes have an ethical claims; claims regarding animal welfare are growing. Watch for growth in claims such as no trans fat, lactose-free, and omega-3 within the meat substitute market.
Meat Substitutes Grow Fastest in Canada
In the US and Canada, launches within the meat substitutes market are growing faster than total food and beverage launches. Launches of meat substitutes in Canada have a higher compound annual growth rate than those in the US. The largest proportion of meat alternatives are substitutes for burgers, ground meat, and meatballs. While launches of these meat substitutes are declining, launches of alternatives for poultry, red meat, pork, and fish are going up. Also, launches for frozen and ambient meat substitutes are growing.
Flavor and Texture are Focus Areas
Several flavors are popular and growing in the meat alternatives market. Nearly all product launches feature flavors inspired by meat, poultry, or fish. Products with ethnic and herb flavors are on the rise. Some of the most common flavors are smoked, spices, mushroom, barbecue, and Japanese teriyaki. Recognizing consumer desire for better flavor, some manufacturers claim that their reformulated products are “even tastier” or “amazing taste and texture”. Very few meat substitutes launches describe their texture as meat-like with terms.
Numerous Ingredients Used in Meat Substitutes
Meat substitutes commonly rely on certain types of ingredients. Launches of meat alternatives with pea protein, soy protein, or wheat protein are on the rise. Also on the rise in meat substitutes are rice flour and bran, chickpea flour and sweet potato. Pea and sweet potato have health halo claims on packaging.
What’s Next in Meat Substitutes?
Watch for several changes in the meat substitutes market in North America. Taste and improvement will improve on existing products. Flavor will become more prominent. Private label meat substitute offerings will expand. Plant-based, vegan, high protein and natural claims increasingly could be linked to health benefits. Hero ingredients like pea, chickpea or sweet potato may expand in meat substitutes meals. Also, expect to see meat substitutes expanding outside of lunch and dinner.
This article is based on Innova’s Now & Next in Plant-Based 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
