In 2020, retail sales of plant-based meat grew 45%, surpassing the $1 billion mark for the first time.
Questionable taste and health benefits are scaring off consumersFirst, it's unclear whether the plant-based meat industry has a growing customer base.
On the all-important issue of taste, many Americans say plant-based meat disappoints, and some experts think the industry's efforts to compare plant-based meat to the real thing is a losing battle.
Additionally, while plant-based meat has environmental benefits, growing research suggests it may not be much — if at all — healthier than traditional meat, something consumers are beginning to suspect.
It's also possible that cultivated meat — meat grown from animal cells in a lab — will prove to be the answer, though this innovation could face some obstacles as well.