In line with Innova Market Insights’ 2022 Trend “Plant-based – The Canvas for Innovation”, the meat substitute space has become more sophisticated, moving beyond burger patties and into raw meat or fish substitutes.
2 in 3 consumers globally state that they eat meat substitutes, while 23% even consume them at least once a day. Health is the main driver for this trend, followed by taste/flavour and sustainability. However, poor taste/flavour also gets quoted as the most common reason not to consume meat alternatives, followed by price. Fava bean (+124%), rice (+100%) and pea protein (+56%) are showing the strongest growth in alternative meat NPD (CAGR 2017-2021), according to Innova’s new product database.
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