With advances in plant-based innovation, specifically the rise of cell culture and fermentation, consumers are becoming increasingly curious about the connection between nutrition and sustainability. Industry experts predict that this curiosity will continue in 2025 with the rise of plant-forward eating trends. 

“Today’s consumers seek to maximize perceived value, viewing their purchases as reflections of their personal values,” Sandy De Houwer, global marketing director for Meat & Dairy Alternative Solutions at Cargill, tells Food Ingredients First.

De Houwer says the company sees huge potential for development and discovery in the plant-based space. “Cargill’s TrendTracker 2024 projects that the precision fermented market will grow at 40%, reaching US$36.3 billion by 2030. Plant-based burgers and ground meat alternatives were just the beginning.”

Balancing taste, texture and affordability

While plant-based off-notes and off-tastes — which can have a lingering flavor often associated with bitterness — can hinder the adoption of plant-based proteins, De Houwer reveals consumers are eager to explore new options. “However, in the rush to bring products to market, not all offerings have met consumer expectations, leading to some disappointment.”

Discerning consumers, she notes, are seeking improved taste, texture and nutrition without compromising affordability. Innovation, though facing new challenges, has not slowed down.