Americans are becoming more aware about the effects of animal meat and environment due to greenhouse gas emissions and effluent wastes. They are becoming more and more concerned about the cruelty towards animals and livestock in factory farms. To make a long standing difference Americans have started with their dietary changes for a better tomorrow world for the next generation. Around 18% of GHG emissions is caused in the US due to animal agriculture. The growing obesity rate among Americans and other chronic diseases is on the spur that is leading to a wave of change towards plant based meat. The consumers in US are assumed to be eliminating meat four to five times a week to plant based meat alternatives. Some are adapting to vegan and some other to flexitarians diets who consume meat occasionally. The rise of veganism is impacting the environment in a positive way. 260 Million Acres of Forested land have been cleared to grow crops for animal feeding. In 2020, 1.59 Mha of land area was deforested that resulted into 683 Mt of CO2 emissions. It resulted into fewer rainfalls during the agricultural season. It is estimated that 80% of this land is deforested due to cattle ranching.
According to the report titled “United States (US) Plant-Based Meat Market Research Report, 2027”, published by Actual Market Research (ActualMR), the plant-based meat market in the United States is expected to grow at a slow rate of over 8.5% during the forecast period ending 2027. The US market is a more developed market for plant based meat than other countries as it is one of the first places of its development. US is also the global leader in plant based meat market with around 25% market shares. United States is home to some of the biggest and prominent plant based meat players and also a niche market for new entrants. Beyond Meat, Amy’s Kitchen, Gardein Protein International, Impossible Foods Inc, Maple Leaf Foods, Morning Star Farms, Quorn Foods, Gold & Green Foods, Sweet Earth Meats and Schouten among many others are prominent players in this market. The companies are extensively engaged into new product developments with new sources and ingredients to meet the growing demands alongwith research & development of new extraction, processing, and development techniques. Additionally, industry players are rapidly investing to introduce new products along with reducing costs to make their products more competitive with traditional strips and nuggets segment, which should augment the market share.
Wheat as a source has over 50% share as it is a staple and locally grown produce that adds to cost effectiveness. Also, wheat is the long standing grain consumed widely and can be used in a variety of ways. Seitan made from wheat is the most common source to make plant based meat alternatives globally. The only drawback is its gluten content that is causing intolerance among the population; as a result of which consumers demand for gluten free alternatives. Soy as a source is also losing its share due to growing number of allergy cases with its consumption. Pea, quinoa and oats protein as a source is gaining traction in the US market with its increased demands. As these protein sources are full of vitamins, amino acids, thiamine and other essential nutrients are used to create new products for plant based meat. The companies are innovating with varied sources to give different textures, taste and flavors to plant based meat. Consumers are also willingly accepting new product launches as they want to try new plant based meats with different ingredients and sources.
Burger Patties and Sausages are the most consumed plant based alternatives by Americans. They combined form around 70% market shares by product. Burger patties are a cost-effective alternative and easy to cook at home for a burger that makes it most loved product. Plant based sausages are a healthier alternative to animal sausages and are mostly eaten by the upper class of consumers during dinner and the lower class people at breakfast table. Sausages are either accompanied by a sauce or as a side dish or combined with main dish at dinner table. Plant based meatballs are increasingly being liked by consumers and demand for new flavours and tastes and forms. Many players have bought strips & nuggets into the market with plant based forms and gaining attention by consumers. Leading fast food chains have also started serving plant based meatballs with rise in demand and to stay consistent in the market.
Americans are heavy meat consumers since past but their consumption patterns are changing with the vegan trend. Many of them have replaced animal meats with plant based meats 4 to 5 times a week. Across the United States, apprehension regarding unhealthy diet is surging and the increasing awareness about animal rights is driving the plant-based meat industry. Veganism that is advocated by famous personalities is going main stream in the US. Vegans are in good company, with an ever-increasing percentage of renowned celebrities joining the movement. Big names like Alicia Silverstone, Beyoncé, Joaquin Phoenix, Moby, Miley Cyrus, Natalie Portman, Peter Dinklage, and Woody Harrelson all refuse to consume animal products. There are growing initiatives by city councils and state administrations in the region to increase the availability of vegan and vegetarian food. The rapid shift toward opting healthier lifestyle solutions coupled with rising disposable income will boost the market share.
The rapid growth of food trucks, delivery and takeaway and the increasing number of consumers experimenting with new kinds of foods is driving the growth of the US market. Los Angeles, Houston, and Phoenix have the highest numbers of specialty restaurants and takeaways. The plant-based meat is used mainly in the Hotel, Restaurant, Cafe (HORECA) subdivision. During the COVID-19 pandemic, the food industry witnessed significant shifts, but, plant-based companies adapted and continued to launch new products and grow sales. Foodservice channel distribution was significantly impaired, and pantry stocking and panic buying led to a sharp increase in retail sales over the prior year. The COVID-19 pandemic, lockdowns, has encouraged consumers to order goods online and this, in turn, has boosted the online sales channels.
Considered in this report
Geography: United States (US)
Base year: 2021
Estimated year: 2022
Forecast year: 2027
Aspects covered in this report
United States (US) Plant-Based meat products market with its value and forecast along with its segments
Various drivers and challenges
On-going trends and developments
Five force models
Top profiled companies
By Source in the report
Others (quinoa, oats, hemp, others)
By Product in the report
Strips & Nuggets
By Type of meat in the report
Others (lamb & turkey)
The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Plant-Based meat industry, food and other related industries and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
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