In 2025, U.S. retail sales of plant-based meat and dairy saw significant declines, particularly in the meat category, while plant-based milk experienced strong growth in the foodservice sector, with a 16% increase in sales. Despite the overall downturn in the plant-based market, investment in the sector rose, particularly in Europe, indicating a shift in focus and potential for future growth in alternative protein sources.
For an expert tracking foodtech and alternative protein trends, a key insight is the strong growth of plant-based milk in the US foodservice sector, which saw a 16% sales increase in 2025. This highlights a strategic opportunity for investment and innovation in plant-based dairy alternatives within foodservice channels, especially as major operators remove surcharges, potentially driving further adoption and demand.