Animal-based or plant-based?
- Plant-based market growth slows
- Milk, yoghurt and cheese are all on the rise, as is turkey, beef and pork.
- Ethics and sustainability are no longer the key drivers. Instead, health, performance and sensory satisfaction is now more important than ever.
- Health-conscious customers are turning to animal products after being put off by highly processed plants-based foods
- As a result of the changing market, brands like Mighty Drinks or Arla are no longer available on shelves.
Sales of alternative meats, fishes and dairy products have soared since the rise of plant-based foods. The plant-based food market has grown so rapidly that it is valued at over $23,89 billion (EUR20,34bn).
While the animal products industry is expected to reach $34,97bn in 2030, signs are showing that it may slow down as more consumers return to using these types of products.
Alon Chen is the CEO of Tastewise. Recent consumer data shows that animal-based categories have regained attention.
Tastewise figures show that consumer interest is increasing in all dairy products. Yoghurt, for example, has increased by 1.58% and milk, by 3.67%.
Similar increases have been seen in beef and pork. Beef has increased by 2.99%, while the turkey is up 5.23%.
Plant-based substitutes, on the other hand, have experienced a decline in engagement. They are down by 13.75% overall year-on-year. Particularly, the number of milk substitutes has dropped by 0.46%. The meatless burgers have also seen a decline of 5.79%.
The interest in dairy yogurt is increasing by 1.58% on an annual basis. (Image: Getty/Ben Monk)
Why do consumers return to animal products?
It appears that the reason behind this shift is a change of consumer priorities.
Plant-based eating is still based on health, ethics and tolerance. However, it has evolved to include sensory pleasure and functional health.
The concept of cozy living, the consumption of rich food and drinks, as well as the increasing interest in creatine are all emerging trends. Tastewise Chen says that these are both a sign of indulgence as well as performance nutrition.
Meat is also becoming more associated with vitality and zesty flavors, as well as muscle functionality.
This suggests that consumers return to animal products, not because of ethical issues, but rather, they believe these foods better meet their health and culinary goals as well as performance requirements. says Chen.
But ethical issues are still a concern. They account for 2.24 % of drivers in plant-based meat and 1.67 % in dairy. They’re not at the forefront anymore.
Environmental impact
Tastewise’s Chen says that “what’s changed” is the relative priority. Environmental and ethical motives have seemed to be overtaken, particularly as consumers become more sceptical about the health benefits of certain ultra-processed products.
Additionally, the growing popularity of sustainability certifications in animal products and messages about regenerative farming are helping consumers to feel more at ease. They create a sense that food produced from animals is better.
Health benefits
Plant-based eating is closely associated with health. Positive associations include reduced heart disease risk and type 2 diabetics, improved gut health and longevity, cancer progression slowed, and cardiometabolic disorders at a lower risk.
Chen says that “health is still the top consumer motivation for a plant-based lifestyle, with 31.7% of consumers choosing this diet, which includes subcategories such as vegan, dairy free, and high-protein.”
The narrative has changed.
Dairy’s emerging associations with creatine and electrolytes show that animal products are being reconsidered as performance-enhancing rather than indulgent-only. Consumer associations between meat and vitality, muscle function, and strength are growing.
The negative association between ultra-processing and plant-based foods and beverages has severely damaged the reputation of the industry.
There’s increasing scrutiny about the levels of processing in some plant-based foods. says Chen. This may drive health-conscious customers back to animal products that are minimally processed, which they believe is more natural and nutritionally complete.
The plant-based industries’ reputation has been severely damaged by negative associations between ultra-processing and plant-based products. (Image: Getty/DronG)
What is the impact of the slowdown in plant-based products on industry?
Even though the shift towards animal products may be slow, the negative effects on the industry are evident.
Arla Foods, a UK-based company that produces plant-based alternatives to milk products like Jord, announced earlier this year it would discontinue the brand.
FoodNavigator announced just last month that Mighty Drinks, a plant-based dairy brand, was being placed into administration.
Contrastingly, the industry of dairy milk, which was experiencing a drop in demand, has now enjoyed a revival.
Bel Group announced that it will discontinue the plant-based cheese brand Nurishh by 2025.
Neat Burgers which was owned by Lewis Hamilton and Leonardo DiCaprio, closed its doors after losing PS8m (9.23m EUR)
Read also – Plant based milk slows down as dairy returns
Will this trend last?
The return of animal products is here to remain.
Tastewise’s Chen says that “given the multiple-layered consumer-driven engagement now anchoring animal-based products, such as emotional experiences, like comfort and luxury, to health-related priorities, like strength and endurance,” this won’t be a fleeting fad.
You can also read about it here Chen says this is a more “rebalancing”, rather than a reverse. There is room for both sectors to flourish in the marketplace.
The modern foodscape is dominated by plant-based products, such as chickpea burgers and oyster mushrooms burgers (both of which have seen a 26.9% increase in sales year on year). However, the trend has shifted to a more diverse approach that allows both animal and plant-based foods to coexist within a flexible diet.
Chen continues to state that brands who embrace the dynamic and offer both options to customers will be leading in terms of product innovation.
Plant-based food brands will not be able to offer this option as they are against animal products.
(Image: Getty/svetlana kolpakova) Brands that embrace both of these options and offer them to customers are likely to be the ones to lead in terms of product innovation. (Image: Getty/svetlana kolpakova)
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