Pursuits
Is Faux Turkey Finally Good Enough for a Vegan Thanksgiving?
The market’s growth is largely being driven by flexitarian consumers willing to branch out.
As real meat prices continue to soar due to supply-chain disruptions and the highest inflation in decades, fake meat has become an increasingly accessible alternative, just in time for Thanksgiving dinner.
Demand for plant-based meat has grown steadily in recent years, even if only 5% of the American population identifies as vegan or vegetarian. The category’s growth is mostly being driven by flexitarians, consumers who eat meat but are also adding in more plant-based alternatives due to health and sustainability concerns.