Texture is the key opportunity to improve taste of meat alternatives – but mimicking not the main priority, report reveals

Melissa Bradshaw | 13 March 2025

Nectar, a non-profit organisation aiming to accelerate the protein transition, has launched what it claims is the largest publicly available dataset on the taste of plant-based meats.

The report, titled Taste of the industry 2025, focuses on the critical factor of taste, as research shows this remains the primary purchase driver for food products in the US.

With the plant-based industry projected to reach $238.1 billion by 2034, and the World Bank ranking alternative proteins as having the second-highest greenhouse gas mitigation potential out of 26 agri-food inventions, there is a clear need to address taste improvements in order to unlock these products’ potential.

Reports of dwindling sales and financial struggles in the meat alternatives category have been linked to a number of factors, flavour and texture being just one part of the equation – however, Nectar’s study delves into the scale of opportunity for sensory experience improvement, analysing specifically where businesses should focus their R&D efforts.

The report was compiled following a blind sensory study of 122 plant-based meat products across 14 product categories, evaluated by a diverse group of people following an omnivore diet. The analysis provides insights into consumer preferences, highlighting areas where plant-based meat alternatives excel and where improvements are needed.

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