NECTAR unveils Taste of the Industry 2025, highlights key areas for plant-based meat improvement

NECTAR, a non-profit dedicated to accelerating the protein transition through taste, has launched Taste of the Industry 2025, claimed to be the most comprehensive publicly available dataset on plant-based meat sensory evaluation. The study, which assessed 122 plant-based products across 14 categories, provides a detailed analysis of how these products compare to their animal-based counterparts in flavor, texture, and overall consumer appeal.

While the findings confirm that taste remains a barrier to mainstream adoption, they also reveal significant progress. Twenty plant-based products were rated as good as or better than their conventional equivalents by at least 50% of participants. Texture was identified as the biggest challenge, with the data suggesting that further improvements in this area could substantially close the gap between plant-based and traditional meat.

“Our comprehensive research confirms that taste remains a decisive factor in driving mainstream adoption of plant-based meats,” said Caroline Cotto, Director of NECTAR. “By publicizing rigorous sensory data and recognizing exceptional products, we’re giving alternative protein innovators the roadmap they need to accelerate market adoption and meaningful climate impact.”

The study also found that taste improvements are not just necessary but commercially viable. Consumers showed a willingness to pay a premium for better-tasting plant-based products, with 46% rating the best-performing plant-based meats as ‘like very much’ or ‘like,’ compared to only 30% for the category average.

To celebrate brands that have successfully met mainstream taste expectations, NECTAR has introduced the TASTY Awards, recognizing products that perform at or above conventional meat in sensory tests. The inaugural winners include Impossible Foods’ Unbreaded Chicken Fillet, Chicken Nuggets, Meatballs, Hot Dog, Burger, and Sausage Patties. Meati’s Classic Cutlet, Beyond Meat’s Beyond Burger, and Vivera’s Plant-Based Chicken Breast were also recognized. Other awardees include SWAP Food’s SWAP Chicken, The Vegetarian Butcher’s Impeckable Chicken Breast and Hentastic Southern Fried Chicken, and Tofurky’s Next-Gen Deli Slices - Roasted Turk’y. Prime Roots’ Cracked Pepper Turkey, MorningStar Farms’ Chik’n Nuggets and Steakhouse Style Burgers, The Green Mountain’s Plant-Based Ham, Heura Foods’ Heura Burger, Redefine Meat’s Redefine Premium Burgers, and Gardein’s Ultimate Plant-Based Breakfast Saus’ge - Original rounded out the winners.

These products were celebrated at an awards ceremony last night, 12 March 2025, at The Melody in San Francisco. The event brought together industry leaders, innovators, and consumers to recognize advancements in plant-based meat taste and quality.

For more details, including access to the full dataset and study methodology, visit NECTAR’s interactive Taste of the Industry 2025 dashboard.