According to a report by Nectar, a non-profit organization focused on alternative protein transition through taste, meat-eaters find most plant-based meat alternatives inferior in terms of taste and texture compared to animal protein. The study found that only 30% of participants liked the average meat-free product, with off-flavours, weird aftertaste, and mushiness being some of the biggest weaknesses identified. However, some industry-leading plant-based products were rated the same or even better than their animal-derived counterparts by a significant portion of taste-testers, providing a roadmap for the rest of the industry.

Plant-based burgers, nuggets, and meatballs were found to be more appealing to meat-eaters than bacon or hot dog analogues. The report highlighted texture as a key area for improvement in plant-based products, with a focus on mimicking the fattiness and chewiness of animal-derived products. While taste parity is on the horizon, no plant-based products in the study achieved parity with or outperformed animal products, indicating the need for continued innovation in texture and flavor to bridge the gap between plant-based and conventional meat.