Brazil's plant-based market is experiencing significant growth, driven by the increasing need to replace meat and dairy for health, ethical, and sustainability reasons. Retail sales of plant-based meat and seafood in 2023 reached R$1.1 billion, showing a 38% increase from the previous year. Plant-based milk, the most successful category with a 66.8% market share globally, saw a growth of 9.5%, reaching R$673 million in sales.

Consumers globally, especially Generation Z and Generation Alpha, are becoming more health-conscious, influencing the demand for healthier plant-based options. The food industry is responding by expanding offerings that cater to these preferences, focusing on ingredients that address concerns about cholesterol, sodium, and fat content. Despite high expectations for the alternative protein market in Brazil, challenges such as winning over more consumers, addressing pricing disparities, and ensuring transparency in labeling still need to be overcome.