A look at the data: New households continued to buy alt-meat products throughout 2021, though there was a clear drop off in sales from the plant-based salad days of 2020.
While consumer purchasing data from American supermarket chain Kroger shows that the average plant-based household decreased their spend on animal-based foods, refrigerated alt-meat products didn't seem to benefit from the overall trend between 2020 and 2021.
While 2020's numbers show an explosion of new refrigerated alt-meat customers, 2021 had significantly fewer new adopters — and a lot more consumers leaving the category.
But it's not all doom and gloom: There was a slight…
Join for free* to continue reading.
You’ll get access to all Alt-Meat has to offer including full access to our web content devoted to the meat alternatives market.
*Free for qualified recipients