Tofu Emerges As Bright Spot in Embattled US Plant-Based Category

The US plant-based food sector experienced a 4% and 5% decline in retail and foodservice sales, respectively, last year. Despite this overall downturn, certain segments such as tofu, tempeh, and seitan saw an increase in sales, reflecting a growing consumer preference for traditional plant proteins over meat analogues. Tofu, in particular, emerged as a bright spot in the market, with a 7% increase in dollar sales and 6.5% increase in unit sales in 2024.

While health concerns drive many Americans away from animal proteins, taste is becoming an increasingly important factor in the decision to switch to plant-based alternatives. Price promotions, more recipe ideas, and greater education about plant-based foods were identified as key factors that could help attract more consumers to the sector. Overall, despite the challenges faced by the plant-based category, the industry is in a better position now than it was in 2020 in terms of sales and opportunities for growth.