Consumers aren’t just swapping beef for beans, they’re demanding clarity, transparency, and a side of common sense with their plant-based burgers. A new market report reveals the global plant-based meat sector is set to hit close to $22 billion by 2030, and while sustainability and ethics still matter, it’s the "clean-label" revolution driving the next big shift.
Source: Heura - How Spain's Heura uses clarity and simple information to promote their products
Forget the science-lab ingredient lists as today’s consumers want recognisable, minimally processed, and no-nonsense food. Industry giants are scrambling to reformulate products with fewer additives and more whole-food ingredients because, quite simply, people don’t want to Google what’s in their dinner.
The report says Europe is leading the charge, with flexitarian diners pushing for healthier, more sustainable options actually tasting good. Meanwhile, the US is grappling with evolving FDA rules on plant-based labeling, forcing brands to get their act together on how they market their meatless goods. Transparency is the new currency, and brands who don’t deliver risk being seen as just another over hyped fad.
Investors are taking note. $1.67 billion in public funding has poured into the alt-protein space, accelerating the shift towards cleaner, more natural formulations. But the big question remains - can plant-based brands finally crack the taste, texture, and trust trifecta? Some already are. Beyond Meat is redefining meat alternatives with its mycelium-based steak filet, designed to match the texture and bite of traditional beef. Heura Foods is making waves in Europe with its clean-label, pea protein-based meats, while Impossible Foods continues to push its hyper-realistic plant-based burgers into mainstream dining.
Source: Squeaky Bean noted for its consumer clarity
Meanwhile, the UK’s Squeaky Bean is proving plant-based doesn’t have to mean complicated, delivering ready-to-eat deli slices catering to convenience-driven consumers. The industry is shifting fast, and those who can deliver great taste with real ingredients, without the chemical experiment, are the ones winning over sceptical shoppers.
With consumers increasingly unwilling to compromise, the message to the industry is clear- ditch the additives, keep it simple, and give people a plant-based option that doesn’t come with a chemistry lesson.
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