Still Not Meat Enough?
A new 2,700-person taste test reveals that while some plant-based meats can match real meat in flavor, the industry still struggles with public perception and product quality.
In a food industry moment worth paying attention to, nearly 2,700 participants in a recent blind taste test have revealed something crucial: plant-based meat still has a long road ahead—not only in terms of taste but also public perception.
The data comes from the newly released 2025 Nectar Taste of the Industry report, which surveyed adults in New York and San Francisco who identify as omnivores or flexitarians. Participants tasted both conventional meat and plant-based alternatives at local restaurants, all prepared according to manufacturers' instructions. The goal was to evaluate products in a real-world setting, and the results were clear: animal protein was generally preferred. However, some plant-based products came remarkably close—or even matched—their meat counterparts.
Meat Sales Are Up, Plant-Based Is Down
According to Circana data cited in the report, U.S. meat sales rose over 5% in 2024. In contrast, plant-based meat experienced a sharp 20% decline in volume. That drop points not only to consumer hesitations around flavor but also a deeper issue: perception.
As behavioral scientist Daniel Rosenfeld from UCLA explained in an interview with Vox, many people don't experience food as a purely objective input. Their beliefs and assumptions—especially about products marketed as “alternatives”—shape their experience before the first bite. In fact, Rosenfeld's own 2023 research found that those who view eating animal products as a “human right” tend to expect vegan options to taste bad from the outset.
Some Plant-Based Products Are Closing the Gap
Despite the overall trend, the taste test wasn’t a total loss for the plant-based sector. Twenty products were rated the same or better than the meat version by at least 50% of participants. Categories that performed especially well included unbreaded chicken fillets, burgers, breaded chicken fillets, chicken nuggets, and breakfast sausage.
Notably, Impossible Foods’ unbreaded chicken fillet received top marks. These results highlight that when flavor and texture are right, plant-based meat can hold its own.
A Bigger Problem: The “Vibe” Gap
The report doesn't just focus on flavor. It underscores the influence of public sentiment, pointing out that many consumers still see plant-based meat as a lesser, less satisfying option. As Rosenfeld notes, social conformity plays a major role in what people choose to eat. Products that lack cultural cachet—no matter how they taste—face an uphill battle.
How Brands Can Catch Up
According to the Nectar team, plant-based brands need to refocus on product quality and rethink their approach to flavor. The report specifically calls out a need for:
More umami (plant-based meats were described as “savory” 35% less often)
More juiciness (they were described as “juicy” 62% less often)
Higher protein content (products with at least 10g of protein saw higher purchase intent)
There’s also a strategic takeaway: not all categories are equal. Burgers, nuggets, and meatballs continue to drive the most traction. Other segments—like plant-based bacon and hot dogs—have struggled both in taste tests and in market adoption.
Taste Parity Is Within Reach
The report ends on a cautiously optimistic note. It suggests that flavor parity is possible, but it will require serious R&D, better marketing, and a shift in public perception. Simply put, plant-based brands have to go beyond being “good enough.” They have to be better.
Whether the sector can rebound depends not only on what’s on the plate—but also what people believe about it before it ever gets there.
Source: https://www.foodandwine.com/plant-based-meat-taste-test-report-2025-nectar-11718698