The growth rate of plant meat market slows down: taste differences have become a bottleneck for consumer acceptance

The growth rate of plant meat market slows down: taste differences have become a bottleneck for consumer acceptance

In recent years, plant meat, as an environmentally friendly and healthy alternative protein product, has once become a new favorite in the food industry. However, the latest data shows that the growth rate of the global plant meat market has slowed down significantly, and consumers' dissatisfaction with the taste has become the main bottleneck. This article combines hot topics and structured data in the past 10 days to analyze the current situation and challenges of the plant meat market.

1. Current situation of slowing growth of plant meat market

According to the latest report from market research institutions, although the global plant meat market size is still growing in 2023, the growth rate has dropped significantly compared with the previous two years. The following is a comparison of the growth of the plant meat market in the past three years:

It can be seen from the table that the growth rate of the plant meat market has dropped from 45% in 2021 to 18% in 2023, and the growth rate has slowed down significantly. Industry insiders pointed out that consumers' doubts about the taste, price and nutritional value of plant meat are the main reasons.

2. Difference in taste has become a bottleneck for consumer acceptance

Despite the advantages of plant meat in terms of environmental protection and health, many consumers are still dissatisfied with its taste. Here are the results of a survey of 1,000 consumers:

Data shows that more than 60% of consumers give up buying plant meat due to taste problems. One interviewee said: "The texture and taste of plant meat is still different from that of real meat, especially the flavor and juice after cooking are insufficient."

3. How do companies deal with challenges?

Faced with slowing market growth and consumer feedback, plant meat companies are seeking breakthroughs in three aspects: technology, marketing and price:

1.Technology upgrade:Many leading companies have increased their R&D investment, trying to improve the taste through cell culture or new plant protein extraction technology. For example, a brand recently launched the "3.0 version of plant meat" claims to be closer to real meat in terms of fiber and flavor.

2.Marketing strategy adjustment:Some brands have begun to shift their publicity focus from environmental protection to "delicious experience", and try to change consumers' stereotypes by cooperating with well-known restaurants.

3.Price optimization:With the increase in production capacity, the retail price of some products has dropped by about 30% compared with the initial stage, but it is still 20%-50% higher than traditional meat. Here is a comparison of the price of mainstream plant meat brands:

4. Future prospects

Despite the challenges, the plant meat market is still optimistic in the long run. Analysts predict that as technology matures and costs decline, the market may usher in a new round of growth after 2025. However, companies must give priority to solving taste problems in order to truly win the recognition of mainstream consumers.

Environmental groups have called on consumers to give plant meat more inclusiveness: "From the lab to the table, any emerging food needs time to iterate. Reducing meat consumption is of great significance to the planet, but the industry also needs to listen to consumers' real needs."

Overall, the plant meat market is in a period of transformation from "conceptual praise" to "rational development". Only by balancing the taste, price and sustainability can we break through the current growth bottleneck.