They say you can use numbers to make any case. Yet here’s an instance—involving the grocery meatcase—where the point is obvious. For a variety of reasons, plant-based meat, poultry and seafood offerings have not been “meating” consumer expectations.

According to custom SPINS data developed for the Good Food Institute (GFI) and Plant Based Foods Association, annual combined retail sales of plant-based meat and seafood fell 12% to $1.2 billion in 2023 with an accompanying 19% drop in unit sales. In its annual report, GFI said SPINS’ report covered a 52-week tracking period ended Dec. 3, 2023 and represented sales from natural grocery, conventional multi-outlet and convenience channels.

“More recently, elevated inflation contributed to higher product prices in the plant-based meat and seafood aisle, where products often cost 2x-4x more than their conventional counterparts,” wrote GFI. “Importantly, the inflation across the food and beverage space, which was more extreme than in other sectors, squeezed consumer budgets and limited their willingness to purchase premium-priced products. Consumer purchasing patterns adjusted to this new reality.”

GFI added, “These trends contributed to sales declines, leading to plant-based meat and seafood products contending with shrinking shelf space as retailers worked to optimize assortments. Due to the broader macroeconomic conditions, investments in the sector slowed (as did investments across the board). Facing funding and revenue challenges, many companies limited innovation and refocused on their core offerings. Indeed, plant-based meat total distribution points at retail dropped seven percent in 2023, which played a role in sales declines, along with decreased velocity.”

For their part, the category’s committed processors aren’t waving the white flag just yet.

Beef: Meat the New Kids

Category drivers Beyond Meat Inc., El Segundo, Calif., and Impossible Foods, Redwood City, Calif., used new product innovations to address consumer concerns about ingredients, labeling, texture and nutrition.

Last April saw Beyond Meat launch “Beyond IV,” its fourth generation of Beyond Burger and Beyond Beef offerings. Officials said the new formulation incorporates avocado oil to help reduce saturated fat in the products by 60% to just 2g per serving (75% less than 80/20 beef). Formulators also (1) increased protein to 21g per serving, (2) added more nutrient-dense plant-based ingredients including red lentil and faba bean protein, (3) simplified the ingredient list (in part, by removing coconut and canola oils), and reduced sodium by 20%.

The company noted its nutrition advancements qualified Beyond IV products to be recognized for the American Diabetes Association’s evidence-based nutritional guidelines for its Better Choices for Life program; and to be included in a collection of heart-healthy recipes certified by the American Heart Association’s Heart-Check program. The offerings also received Good Housekeeping’s coveted Nutritionist Approved Emblem, which assesses food products based on specific nutritional criteria as well as taste, simplicity, and transparency. Last but not least, Beyond Meat said its products are first plant-based meat products to be Clean Label Project Certified.

For its part, Impossible Foods used last fall’s HLTH 2024 event—right before Diabetes Awareness Month—to launch Impossible Lite Beef, which satisfies the guidelines set by the American Diabetes Association’s (ADA) Better Choices for Life Program. The program’s evidence-based guidelines include specific criteria for the nutritional makeup of a food item and were developed in consultation with registered dietitians. With 21g protein, zero cholesterol and 0g trans fat per serving, as well as low saturated fat, Impossible Lite Beef satisfies the guidelines as a healthy option for people facing diabetes. It also was previously certified by the American Heart Association Heart-Check Program as a heart-healthy option.

Impossible said it also developed a consumer “Health Hub” with verified health and nutrition information about its products. Officials said the virtual destination is meant to “debunks false nutritional claims about meat from plants” and “offer consumers a closer look at the nutritional facts and ingredients of Impossible products.” Separately, Impossible added three more value-added convenience offerings—including two pre-seasoned Impossible Meal Makers varieties (Taco, Italian Style); and breaded Impossible Corn Dogs with 0mg cholesterol as well as 40% less total fat and saturated fat compared to an animal-based corn dog.

After debuting in foodservice, Chunk Foods, New York City, closed 2024 with the launch of four frozen plant-based steak items at select natural and organic retailers in Los Angeles and New York City. The line includes Steaks (two-pack, 4oz each) with 25g of protein per serving at a SRP of $8.99; a single 6oz Steakhouse Cut providing 37g of protein per serving for $9.99. There’s a 10oz Slab to bake, barbecue or smoke. It offers 31g of protein per serving with a SRP of $12.99. There’s also an 8oz Pulled offering (SRP $7.99) that’s ready in seven minutes and can be incorporated in stir-fries, sandwiches, or salad toppings.

Chunk is made with water, cultured soy protein (defatted soy flour, soy protein isolate, gluten), coconut oil, natural flavors, beet juice concentrate color, iron, salt, vitamin B12.

Sausage: Try These Links!

Processors large and small were similarly active in sausage and related pork products.

Last June, Beyond Meat extended its Beyond IV product platform with fourth generation Beyond Sausage. Officials said the reformulated product delivers enhanced flavor, taste, a meatier texture and even better nutrition (it reduced saturated fat by 66% vs the previous version of Beyond Sausage). In July, it came back with Beyond Sun Sausage in Sprouts Farmers Market stores. Officials said this plant-forward line (not intended to replicate beef, pork or poultry) is filled with spinach, bell peppers, yellow peas, brown rice, red lentils and faba beans. Three culinary-forward flavors are Cajun, Pesto and Pineapple Jalapeño. Yet another new summertime offering was Beyond Sausage Crumbles Italian-Style.

Others tackling sausage include TiNDLE Foods, Chicago; Before the Butcher, San Diego; and Turtle Island Foods, Hood River, Ore. After introducing TiNDLE Breakfast Sausage at foodservice, the company offered its two varieties (Savory, Spicy) to US retailers last year. Before the Butcher extended its namesake retail line with a frozen Cooked Plant-Based Breakfast Sausage Patty. In addition to a new Plant-Based Pepp’roni, Turtle Island extended its Tofurky sausage line with two new flavors: Mango Chipotle and Chorizo.

Still more names came forward with value-added options. After developing plant-based mac & cheese, cheese and mayo products, The Kraft Heinz Company and TheNotCompany Inc. partnered last year to launch Oscar Mayer NotHotDogs and two flavors of NotSausages (Bratwurst, Italian). Interestingly, officials noted that NotCo’s AI-driven technology led it to include such plant-based ingredients as bamboo fiber, mushroom, pea protein and acerola cherry.

Lypid, San Francisco, introduced its first retail-ready Lypid Kitchen product, a 100% plant-based BBQ Pork Piggy Bao, at Disney's Moana 2 World Premiere in Oahu, Hawai'i. Made with Lypid's healthy fat (trademarked “PhytoFat”), the Piggy Bao captures the juicy, tender flavors of classic BBQ pork while being completely free from cholesterol and saturated fat, the company says. Officials say Piggy Bao was set to debut in select retail stores in February 2025.

Last fall saw Barvecue, Cornelius, N.C., go beyond the freezercase and enter the shelf-stable toppings category with new Barvecue Crumbled Bacon. Officials say the offering is made with US-grown and processed ingredients including pea protein, sweet potato, organic apple cider vinegar, expeller-pressed canola oil, and a blend of spices.

Fish & Fowl

Plant-based chicken and seafood innovation waned. Meanwhile, those active processors angled to add more everyday appeal with added convenience.

Before the 2024 premier of Disney’s The Lion King: Mufasa, Impossible Foods collaborated with the entertainment giant for Impossible Disney The Lion King Chicken Nuggets in shape of familiar Disney characters. Impossible said the nuggets are ready to eat in a matter of minutes and deliver 10g of protein per serving with no cholesterol and 60% less saturated fat than leading animal chicken nuggets.

Introducing more value-added offerings were Chicago-based TiNDLE Foods and Conagra Brands, as well as Daring Foods Inc., Culver City, Calif.

TiNDLE extended its broad, plant-based chicken line with TiNDLE Stuffed Chicken offerings in two varieties: Parmigiana and Tikka Masala. They deliver a stuffed, breaded experience similar to traditional Chicken Cordon Bleu and are ready in 10 minutes or less. Conagra extended its popular Gardein brand with a Chick'n Fried Rice Ultimate Plant-Based Bowl offering. The single-serve bowls Gardein's plant-based Chick'n, rice, peas, carrots and a savory sauce. Taking a similar mealtime solutions approach was Daring Foods, which added two varieties to its frozen entrée line: a Buffalo Mac and Cheese Plant Chicken Bowl and a Queso Burrito Plant Chicken Bowl.

Retail plant-based seafood innovation declined in part, because former category driver, Good Catch, (Gathered Foods / Wicked Kitchen) was acquired mid-year by Ahimsa Companies, newly formed holding company for plant-based brands.

Even so, a few other brands remained active. Last spring saw Conagra Brands extend its Gardein line with Ultimate Plant-Based F'sh, a 15oz package (five servings) of 3oz. frozen filets covered in a crispy panko breading. Elsewhere, plant-based food innovator (and Gardein founder) Yves Potvin continued to expand Konscious Foods. This Richmond, B.C., company introduced three new offerings to its veggie-based retail seafood line: Smoked Salmon, Kimbap Korean Veggie Rice Roll, and a Salmon Avocado Roll.

"We've applied our learnings from creating sushi, onigiri, and poke to now add this line of new and creative options that can help people incorporate more vegetables into their diet without sacrificing flavor,” said Potvin. “We know the barriers to entry for plant-based food are taste, texture, price, and convenience. Our ongoing mission at Konscious Foods is to make eating our foods an easy choice, whether someone is vegan, plant-curious, or just interested in trying something new."

Foodservice Fun

Not all plant-based meat, poultry and seafood news involved store shelves. The past year included new foodservice entries as well. Interestingly, one industry leader opened its own pop-up, in-person dining unit.

Last October saw SWAP Food, Paris, announce that its namesake SWAP Chicken whole chicken filet debuted in Chicago-area restaurants. Already available in Paris, the product uses “Umisation” technology that transforms plant proteins into structured fibers without high heat or pressure, officials say. Moreover, the approach uses eight ingredients with no artificial flavors, colorants, or texturizers. Ingredients include water, soy protein, sunflower oil, natural flavorings, yeast extract, pea protein powder, citric acid and salt.

Oshi, Rehovot, Israel, produces plant-based whole-cut salmon filets for US restaurant distribution. Last year it hired Danielle Brown, founder and face of HealthyGirl Kitchen with more than 10 million followers, as Oshi’s chief culinary officer. Officials say Brown will help the brand’s US launch, accelerate growth, expand social media presence, and later secure retailer partnerships.

Last summer also saw Impossible Foods open its own limited-time pop-up restaurant, Impossible Quality Meats, in Chicago.

“Impossible began as a foodservice brand, launching our flagship beef product in 2016 with some of the best restaurants in America,” said Peter McGuinness, president and CEO. “It’s been a natural evolution for us to create our own branded dining experience to showcase our delicious food. With Impossible Quality Meats, we wanted to offer diners a fun way to experience our food. From breakfast to lunch to dinner, we leaned into classic craveable dishes people love—like nachos, smash burgers and chili cheese dogs."

Impossible Quality Meats opened last fall inside Chicago’s XMarket Food Hall, managed by VEG House and leased through PlantX Life Inc. It offered a fully plant-based menu of small plates, mains, Sunday brunch and even desserts.