"Meat vs. Plant": Who won the trends clash in 2025?

Consumers appear to have cast their vote on taste, price, and nutrition, putting past promises to the test after years of hype.

© FRe

The undisputed Food & Beverage champion of this informal 2025 duel is... meat. "Animal-based" food and drink products have seen a marked resurgence in interest. While global sales of plant-based products continue to rise (posting an 8.5% CAGR), their momentum is decelerating, hampered by falling investment, uneven regional performance, and persistent barriers regarding price and the perception of heavy processing.

Concurrently, animal-based products are enjoying a revival driven by taste, value for money, familiarity, and shifting consumer expectations, as highlighted by FoodNavigator Europe. High-protein, minimally processed animal foods are aligning with emerging wellness narratives—particularly amidst the boom in GLP-1 treatments, which are reinforcing consumer interest in nutrient density.

Market data further indicates a decline in interest for plant-based meat "imitations" in favor of so-called "whole" foods, including traditional meat and dairy. Inflation within the plant-based alternative sector has only widened the price gap, exacerbating this shift.

Taken together, these trends reflect a significant market recalibration, reasserting the dominance of animal-based products in both consumer choices and industry debate.