A new report from the Good Food Institute (GFI) reveals a critical insight into the US meat consumption landscape that could offer alternative protein companies an opportunity to better meet consumer preferences: a large majority of consumers regularly consume whole cuts of meat, a segment that remains largely unaddressed by plant-based alternatives.
Whole cuts are king in the US diet
According to the GFI report, nearly 70% of US consumers aged 18-59 who ate conventional meat in the past year reported regularly consuming whole cuts like steaks, chicken breasts, and pork chops. By contrast, only about 50% of the same group said they regularly eat ground meats, deli slices, sausages, patties, or nuggets. This data highlights the significant role that whole cuts play in American diets and the untapped potential for plant-based products in this area.
While there have been significant developments in plant-based meat alternatives like burgers, sausages, and chicken nuggets, the whole-cut category has remained largely overlooked. Whole cuts, such as steak and chicken breast, account for a large portion of meat sales in the US, with conventional beef steaks representing 37% of beef dollar sales in 2024 and chicken breasts comprising a similarly significant share of poultry sales.
In comparison, plant-based whole cuts made up just 1% of plant-based meat sales in US retail in 2024, a gap that the GFI report suggests could be a key growth opportunity for the industry.
Consumers want more than ground meat
The report points to growing consumer demand for plant-based whole cuts, with 44% of consumers who are open to plant-based meat expressing interest in trying them. This indicates that, while the category is still niche, there is substantial potential for plant-based alternatives to capture a larger share of the market, especially if they can deliver on taste, texture, and overall eating experience.
Technological advancements in food production, such as extrusion, shear cell technology, and 3D printing, are making it increasingly possible to replicate the complex textures and flavors of traditional meat products.
However, many of these innovations are still in the early stages of development and not yet suitable for large-scale production. If plant-based and fermentation-enabled whole cuts can overcome these challenges and match the sensory experience of conventional meats, they could unlock new consumer occasions and expand the plant-based market significantly.
Big names already eyeing the whole-cut market
Companies like Impossible Foods and Beyond Meat have already begun to explore the whole-cut market. Earlier this year, Impossible Foods introduced its first plant-based steak, while Beyond Meat is developing a whole-muscle steak using fava beans and mycelium.
Other startups, including Juicy Marbles and Chunk Foods, are also working on innovative plant-based whole-cut products, such as mycelium-based steaks and plant-based ribs.
The GFI report suggests that with the right investments and innovations, plant-based whole cuts could become a central part of the alternative protein market, offering consumers a new, sustainable option for some of the most popular meat products in the US market.
