The new normal

Although sales of plant-based alt-meat products have certainly slowed, it’s unfair to say that the category is dead or dying. Ultimately, I think — and I think there's some consensus about this in the field — that the category shrink comes down to a few very key things.

One of them is the unprecedented growth the industry experienced during the pandemic in 2020 and 2021. While folks were stuck at home and focusing on their health, the…