The imitation meat industry faces an identity crisis as it grapples with perceptions about health and processing, with sales stabilizing after initial growth.
John Baumgartner highlights the essential challenge for plant-based meat: 'If it's to grow, the imitation meat industry needs to figure out how to appeal to more customers.'
Despite research showing benefits of plant-based meats in reducing cardiovascular risks, the perception as unhealthy due to processing has contributed to declining sales.
The message that imitation meats are ultraprocessed has been amplified by whole food diets and meat industry proponents, which may hinder the sector's growth.
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