NECTAR, a nonprofit organization focusing on accelerating the protein transition through sensory research, has released the Taste of the Industry 2025 report, the most extensive public dataset evaluating plant-based meat products. The study assessed 122 products across 14 categories, highlighting areas for improvement to better compete with animal-based products. Texture was identified as a significant opportunity for enhancement, particularly in categories like bacon, bratwurst, and whole-cut steak.

While the study found that most plant-based meat products still fall behind their animal-based counterparts in consumer preference, a subset of 20 products performed as well as or better than traditional meat. NECTAR introduced the TASTY Awards to recognize brands meeting mainstream taste expectations, with products like Impossible Foods’ Unbreaded Chicken Fillet and Beyond Meat’s Beyond Burger winning. The report suggests that taste is more crucial than price in influencing purchase intent, emphasizing the need for continued improvement in taste and texture to enhance consumer acceptance in the plant-based meat industry.