Rebirth of the Alt-Meat Market? Frozen Continues to Outperform Fresh

The alternative meat market, valued at $1.03 billion, saw a significant downturn in recent years following a peak in 2018 and 2019.

Experts point to several causes, including market oversaturation, industry consolidation, and a wide price gap between plant-based alternatives and traditional meat products.

However, the sector is showing signs of recovery, with some aspects of the market performing better than others. According to Chris DuBois, executive vice president of Circana, “We’re starting to see the beginning of a rebirth for the meat alternative market.”

One key insight is the differing success between fresh and frozen products. Frozen alt-meat items are bouncing back faster than their fresh counterparts, largely because frozen foods align better with consumer habits.

DuBois explains that plant-based consumers shop primarily in the frozen aisle, where 75% of the category’s dollar sales occur.

The decision by some brands to expand into the fresh meat section—where products move quickly—created challenges, as the fresh meat market operates at a much higher scale, generating nearly $100 billion in annual sales compared to the much smaller alternative meat sector.

The broader frozen food market is gaining momentum as well, driven by consumer demand for sustainability, single-serving meals, and products with longer shelf lives.

Research firm Technavio expects this market to grow at a compound annual growth rate (CAGR) of 8.09% by 2028, adding around $150 billion in sales. This growth is largely due to the convenience, affordability, and versatility that frozen foods offer.

Even as frozen alt-meat leads the recovery, there are promising opportunities for both frozen and fresh categories. Cultivated and fermented meat alternatives, in particular, are gaining traction.

For brands to succeed, DuBois advises focusing on delivering high-quality products with simple, transparent ingredients, innovative formats, and bold, global flavors that resonate with today’s consumers.

As the market evolves, these factors will play a critical role in shaping its future growth trajectory.

Interested in the latest trends in alternative meats? Visit our homepage to stay updated on the evolving world of alt-meat options, including fresh and frozen varieties.