Is the American Love Affair with Meat Over? Plant-Based Burgers Crash and Burn!

2025-09-12 18:00:22.932

Plant-based burgers, once touted as a solution to America's environmentally damaging meat consumption, are experiencing a dramatic sales decline. Companies like Beyond Meat and Impossible Foods have seen significant drops in sales, with refrigerated plant-based products slumping 17% this year alone. This follows a multi-year downward trend, with 75 million fewer units sold in 2024 compared to 2022. Despite hopes that these alternatives would curb deforestation and pollution associated with livestock farming, they represent only 1% of the US meat market. Instead, a pro-meat trend fueled by industry lobbyists and influencers promoting high-protein diets is gaining momentum. The Trump administration's focus on health, embodied by figures like Robert F. Kennedy Jr. and Paul Saladino, has further bolstered this movement. Beyond Meat's CEO, Ethan Brown, acknowledges the shift, noting the changing political climate and the meat industry's successful campaign to portray plant-based products as unhealthy or overly processed. To adapt, Beyond Meat has rebranded, focusing on protein-based foods rather than meat imitations. Impossible Foods has also shifted its strategy, aiming to appeal to meat lovers rather than vegetarians. However, research suggests that plant-based products are generally healthier than processed meat, containing less saturated fat and more fiber. Despite awareness of the environmental impact of meat consumption, only a quarter of Americans are willing to reduce their meat intake, highlighting a disconnect between knowledge and behavior. High prices and a preference for familiar tastes remain significant barriers to wider adoption of plant-based alternatives. The percentage of vegetarians and vegans in the US remains low, at 4% and 1% respectively, indicating a deep-seated cultural attachment to meat. Experts point to various factors contributing to this trend, including a romanticized view of traditional meat consumption and a prevailing self-interested cultural climate. While some hope that younger generations may be more receptive to reducing meat consumption, the environmental consequences of current meat production practices remain alarming. Experts warn that the planet may not be able to sustain the current levels of meat consumption, urging a shift towards significantly reduced meat intake.