Plant-based burgers were initially promoted as a solution to reduce meat consumption in the US, which has significant environmental impacts. However, sales of plant-based meat products have dropped significantly in recent years. Notably, major brands like Beyond Meat and Impossible Foods reported a 17% decline in refrigerated product sales in 2025, following a 7% decrease in 2024. This trend continues a multi-year decline, with Americans purchasing 75 million fewer units of plant-based meat in 2023 compared to 2022.
Despite expectations that these alternatives could decrease the demand for traditional meat products, plant-based options currently hold only 1% of the total meat market in the US. In contrast, there has been a resurgence in meat consumption, influenced by industry lobbyists and proponents of high-protein diets, who often criticize plant-based options as overly processed. Reports indicate that since 2020, there has been a 20% reduction in the number of Americans trying to limit their meat intake.
The current political climate, particularly during the Trump administration, has further bolstered meat consumption advocacy. Notable figures within the administration have publicly supported meat-based diets, which complicates the acceptance of plant-based products among the population. Industry leaders have acknowledged the challenges facing the plant-based sector, with Beyond Meat’s CEO noting a significant drop in the company’s valuation.
Despite the recognized health and environmental benefits of reducing meat consumption, surveys indicate that only a quarter of Americans are willing to incorporate more plant-based foods into their diets. Many still prioritize taste and cost when making food choices, and plant-based products are often perceived as more expensive than their meat counterparts. This situation poses questions about the future viability of vegetarianism and veganism in the US, especially when compared to other countries where these dietary choices are growing in popularity.
Cultural and historical associations with meat consumption persist, presenting hurdles for plant-based diets to gain traction. Experts in nutrition believe a significant shift will be necessary to reconcile public perceptions with the pressing environmental issues linked to high meat consumption.
Source: https://www.theguardian.com/food/2025/sep/12/vegan-burgers-meat-vegetarian