Plant-based meat alternatives struggle to maintain early momentum

U.S. consumers remain interested in plant-based meat alternatives, but higher prices have led many prospective return consumers to taper off their purchases. The price of plant-based meats is often several dollars a pound higher than for equivalent meat and poultry products. Beyond cost, lingering negative perceptions surrounding taste, value and versatility are also obstacles the category has yet to overcome. According to a new report from CoBank’s Knowledge Exchange, the market for plant-based meats has likely reached a tipping point as the initial period of exceptional sales growth appears to be over. Billy Roberts, senior food and beverage economist for CoBank, joins us with the details.