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Has the fake meat revolution been overhyped? Why are sales dropping so rapidly? Will they pick back up?

Beyond Meat recently reported a 30% second-quarter sales plunge, leading to doubts about artificial meat’s future. Factors like high prices, inferior taste and texture, and scaling challenges have stunted the product’s growth.

Here’s a look at why Beyond Meat’s sales have dropped, along with other fake meat producers.

Fake Meat Falls Out of Favor

Beyond Meat’s sales plunged 30% year-over-year, leading some experts to conclude that the fake meat craze may be over.


Fake meat refers to products designed to mimic the taste, texture, and appearance of conventional meat, but that are made from plant ingredients like soy, peas, and potatoes instead of animal products. These meat analogues became popular in the 2010s, buoyed by startups like Beyond Meat and Impossible Foods that used new technology to create extremely meat-like veggie burgers and sausages.

These factors sparked both consumer interest and industry investment, spurring rapid growth for companies in the plant-based meat market.

The future looked bright for fake meat. 

A Dip in Faux Meat Popularity

Despite its prior successes, the plant-based meat industry has recently seen setbacks. The trend gained early adopters, but mainstream consumers lost interest.

Premium-priced brands like Beyond Meat and Impossible Foods reported declining revenues.

View #1: Fake Meat on the Decline

Some experts cite multiple factors as contributing to plant-based meat’s slowing growth  including: 

View #2: Fake Meat Is Here to Stay

Other industry observers remain optimistic about the long-term prospects for artificial meat, arguing that: 

Looking Ahead

Although the fake meat industry has experienced a slowdown, some predict that the market will still expand annually in the high single digits and achieve $100 billion in sales by 2030. But realizing the industry’s potential in the US will require better products, savvier marketing, and structural changes to make plant-based options more accessible.

Beyond Meat Sales Drop: The Beginning of the End for Faux Meat?

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Hannah Aster

Hannah graduated summa cum laude with a degree in English and double minors in Professional Writing and Creative Writing. She grew up reading books like Harry Potter and His Dark Materials and has always carried a passion for fiction. However, Hannah transitioned to non-fiction writing when she started her travel website in 2018 and now enjoys sharing travel guides and trying to inspire others to see the world.

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