Plant-Based Meat Boom or Bust: Are People Still Eating Beyond Burgers?

Introduction

Plant-based meat alternatives caught worldwide attention a few years ago, popping up in fast-food chains, grocery aisles, and upscale restaurants. Products like the Beyond Burger and the Impossible Burger offered the familiarity of a juicy patty without the usual animal-based ingredients, promising reduced environmental footprints and potential health benefits. Consumers intrigued by “meatless meat” rushed to sample these new items, fueling a surge in popularity.

Yet more recently, interest seems to have plateaued or even declined in certain markets. Complaints of ultra-processed ingredients, uncertain nutritional profiles, and higher prices have led some people to question whether these plant-based meats truly provide a lasting solution. 

Is it a mere fad that peaked, or do these alternatives still have a secure place on the dinner table? This article reviews the trajectory of plant-based meat, examines its perceived benefits and limitations, and explores the factors shaping its future. By the end, you will have a clearer picture of whether the boom continues—or if it is headed for a downturn.

The Rise of Plant-Based Meat Alternatives

For decades, vegetarians or vegans looking for meat substitutes had options like tofu, tempeh, or textured vegetable protein. These staples offered protein but did not necessarily mimic the taste or texture of animal-based meat. Then came a new wave of products—dubbed “plant-based meat”—aiming to replicate the sensory experience of burgers, sausages, or nuggets using innovative food technology.

Technological Advancements

Companies sought to isolate proteins from peas, soy, or wheat and combine them with oils, binders, and flavor enhancers. Sophisticated production methods, such as heating, cooling, and pressure, helped create textures resembling ground beef or chicken. For instance, manufacturers used beet juice or heme (produced through fermentation) to lend a red, “bleeding” appearance akin to rare meat.

Rapid Market Adoption

Early success stories came when some well-known chains launched meatless patties on their menus. Widespread media attention and social media buzz followed, inspiring more restaurants and grocery retailers to stock these products. By catering to both committed vegans and flexitarians (people who occasionally opt to skip meat), plant-based companies tapped into a broad consumer base.

Growing Environmental and Ethical Awareness

Rising concerns about climate change, animal welfare, and the environmental impact of intensive livestock production helped plant-based meats resonate with conscious consumers. While questions remain about the net ecological footprint of processed alternatives, the prospect of reducing greenhouse gas emissions from livestock spurred interest in these next-generation options.

Why Consumers Embraced Meatless Burgers

The ascent of plant-based meat was not solely about ethics or sustainability. Many individuals—flexitarians and omnivores included—found reasons to try these products.

• Taste and Familiarity
  Traditional veggie burgers often fell short in replicating the savory, juicy attributes of meat. By contrast, Beyond and Impossible patties aimed to deliver mouthfeel and flavor that appealed to burger lovers.
• Convenience
  Ready-to-cook or ready-to-eat items in grocery stores made it simpler to incorporate meatless meals. Restaurants featuring these meats on menus allowed easy sampling without committing to an entire lifestyle change.
• Nutritional Curiosity
  Some consumers believed that substituting processed red meat with plant-based versions might reduce intake of saturated fats or cholesterol. Others used them as part of a strategy to cut down on overall meat consumption.
• Novelty Factor
  Beyond the environmental pitch, the novelty of these high-tech products piqued curiosity. People wanted to see if a pea-based or soy-based patty could truly “bleed” like ground beef, sparking talk and social media posts.

Hitting a Plateau: Possible Reasons

Despite early hype, analysts have noted market slowdowns in certain regions. These are some factors contributing to the cooling enthusiasm around plant-based meats.

Processed Perception

While free from animal ingredients, many products rely on additives, binders, and flavorings. Critics label them as “ultra-processed,” prompting health-conscious eaters to wonder if these patties are genuinely better than lean meats or whole-food protein sources. A rhetorical question emerges: if the goal is a healthier, simpler diet, is a processed burger the best path?

Price Concerns

Plant-based alternatives often come at a premium, sometimes costing more than their conventional meat counterparts. For budget-conscious shoppers, the cost difference hinders regular use. Although some price reductions have occurred, many remain out of reach for everyday meals.

Nutritional Uncertainty

While these patties can match or exceed the protein content of beef, the overall nutrient profile—particularly sodium levels, artificial flavors, or the type of fats included—raises questions. People reevaluating daily intake may choose simpler, whole-food-based meals if they do not see a clear advantage in these processed alternatives.

Competition and Novelty Fatigue

As more brands roll out their own versions, store shelves overflow with options (sausages, nuggets, fish alternatives), diluting the uniqueness of the original offerings. The novelty that once catapulted these products into the spotlight may be fading, overshadowed by fresh nutrition trends like more natural, unprocessed plant-based meals.

Are People Still Eating Beyond and Impossible Burgers?

Yes—both diehard fans and curious newcomers continue purchasing them, albeit at a gentler pace. Many restaurants remain stocked with these patties. Grocery data suggests a loyal subset of consumers incorporate them into weekly meal plans. Meanwhile, large-scale food chains keep them on menus, acknowledging a demand for plant-based entrées.

Flexitarian Shifts

Rather than adopting these products daily, some flexitarians opt for them on certain days or for occasional indulgences, rotating among fish, poultry, or vegetarian choices on others. This pattern diverges from the earlier notion that plant-based meats could replace traditional meat frequently.

Ongoing Innovation

Producers adapt by creating leaner, lower-sodium formulas or improving texture. Some companies emphasize simpler ingredients to address the “ultra-processed” critique. Others focus on new lines, such as plant-based chicken or pork analogs, to diversify their portfolios.

International Markets

Outside North America and parts of Europe, adoption rates vary. Emerging economies may have less brand familiarity or fewer distribution channels. Cultural preferences for fresh produce or local vegetarian cuisine can shape how quickly these “meat-like” innovations take hold.

Benefits and Drawbacks of Meatless Meat

While the hype has cooled, plant-based meats maintain advantages for certain priorities—balanced by potential downsides that hamper their universal appeal.

Possible Upsides

• Reduced Saturated Fat: Many versions have less saturated fat than typical ground beef, though not always. Some also contain zero cholesterol.
• Lower Environmental Footprint: Producing plant proteins often uses fewer resources compared to raising livestock, with caveats around water usage and transportation.
• Animal Welfare: Consuming these alternatives bypasses direct involvement in industrial meat production, a significant motivator for ethics-driven eaters.
• Allergen Variation: For consumers avoiding dairy or eggs, certain formulas can offer an alternative protein source that suits a vegan diet.

Potential Downsides

• Higher Sodium: For flavor, many rely heavily on salt. Some burgers surpass the sodium content of lean beef patties, posing concerns for those with hypertension.
• Ultra-Processed Ingredients: Bindings, texturizers, and flavor extracts—some critics question whether these are truly beneficial for long-term health.
• Price Premium: Cost remains an obstacle for routine use. Consumers weigh the expense of a single plant-based patty versus more affordable conventional meats.
• Taste and Texture Variability: Not all products mirror real meat closely. Some might taste rubbery or carry a strong aftertaste, turning off prospective buyers.

Health and Nutritional Considerations

When deciding if plant-based meats belong in a balanced diet, it helps to assess overall nutrient quality, portion sizes, and frequency of intake.

• Protein Content
  Many meatless patties deliver robust protein, often from peas, soy, or wheat. This can satisfy daily protein goals, though the protein quality might vary from that of animal proteins.
• Micronutrients
  Some are fortified with vitamins like B12, iron, or zinc—nutrients often associated with animal products. Reading labels ensures you get the desired additions. Overlooking fresh fruits, vegetables, and whole grains can still lead to nutritional gaps.
• Processed Carbohydrates
  Some formulations contain refined carbs or fillers to mimic meat’s structure. Observing net carbs or total carbs is relevant for individuals following certain low-carb regimens. Not all plant-based meats suit a strict keto or paleo approach.
• Overall Dietary Pattern
  Substituting a standard burger with a plant-based patty might help reduce red meat consumption, but consistent reliance on processed meat alternatives can overshadow the variety of whole-food plant proteins—such as beans, lentils, or tofu. Balancing both can yield a richer nutrient profile.

Environmental and Ethical Dimensions

Sustainability was a prime driver of plant-based meat’s popularity. While these products may indeed lower carbon footprints relative to meat, complexities exist.

• Water and Land Use: Plant-based proteins generally require less farmland or water. However, large-scale pea or soy production can still impact soil health and biodiversity if not managed responsibly.
• Resource-Intensive Processing: Transforming raw ingredients into a meat-like product involves energy, packaging, and shipping. Overly processed items may diminish some environmental gains.
• Lab-Grown Meat Competition: Cultured or lab-grown meat (not purely plant-based) is emerging. If scaled effectively, it could reduce livestock reliance without high processing or farmland footprints, competing for consumer attention.

Beyond the Burger: Where Does Plant-Based Meat Go Next?

The evolution of meatless meat is ongoing. Some possible directions include:

• Cleaner Labels
  Some brands are already cutting back on artificial additives or launching “whole-food-based” lines, aiming to attract health-focused shoppers who want minimal processing.
• Improved Taste and Texture
  Technology and food science continue to evolve. Future versions could replicate marbling or muscle fibers more accurately.
• Lower Cost Products
  Scaling production might reduce retail prices. If cost aligns closer to conventional ground beef, mainstream adoption could accelerate.
• Regional Flavors
  Instead of only “beyond burgers,” there’s potential for culturally tailored items—plant-based dumplings, kebabs, or seafood alternatives—that speak to global cuisines.
• Mergers or Partnerships
  Larger food corporations or restaurant chains might absorb smaller plant-based brands, boosting distribution, marketing, or R&D resources. This consolidation can push product improvements or streamline supply chains.

Are Plant-Based Meats Here to Stay?

Though sales growth may have slowed, these alternatives are unlikely to vanish. Many consumers appreciate having a burger-like option without involving livestock. Others want to reduce red meat for personal or environmental reasons. Even if the overall hype has diminished, a stable consumer base remains.

At the same time, the impetus to refine these products—simplifying ingredients, lowering costs, enhancing nutritional profiles—continues. Competition from lab-grown or more “natural” plant proteins also shapes how the market evolves. If manufacturers address concerns over high processing and cost, they stand a chance of reinvigorating broader public interest.

Tips for Incorporating Plant-Based Meats

For those who choose to keep these items in their diet, balancing them with a healthy overall pattern is key:

• Check Labels Thoroughly
  Compare sodium and saturated fat content across brands. Look for minimal additives or simpler ingredient lists if possible.
• Combine with Whole Foods
  Use these patties in context with salads, whole grains, or fresh produce. Relying solely on processed replacements can limit micronutrient diversity.
• Moderate Frequency
  If cost or nutritional concerns exist, treat them as an occasional addition rather than a daily staple. Integrate other plant proteins—like beans, lentils, or tofu—on alternate days.
• Explore Different Cooking Methods
  Grill, bake, or sauté with minimal oil. Over-frying or layering with heavy sauces can overshadow the product’s potential health or environmental advantages.
• Stay Open to Innovation
  New versions can address prior shortcomings, so periodically reevaluating the market offerings might yield better taste or better nutrition matches.

The Bottom Line

Plant-based meat alternatives, initially propelled by novelty, environmental pledges, and improved taste, remain part of the culinary landscape—yet they face growing scrutiny. While some early adopters continue to enjoy them, others have tapered off due to processing concerns, cost, or simpler plant-based solutions. The market does not seem poised for a major collapse, but it has likely moved past its pinnacle of hype into a more mature, measured growth phase.

For consumers seeking reduced meat intake, these products can still serve as a convenient transitional step. However, it is important to remain mindful of nutritional composition, ingredient lists, and personal dietary goals. Whether or not these items fade or flourish will depend on their ability to address consumer demands for health, flavor, cost, and transparency. As more players enter the space or pivot to “clean label” or “whole-food-based” recipes, the ultimate shape of the plant-based meat revolution will continue unfolding—perhaps more quietly than before, but nonetheless forging a path in the evolving world of food.