When Impossible Foods and Beyond Meat first came on the scene, the future of plant-based protein looked decidedly juicy. But the hype and popularity of these products have waned. So why are sales of plant-based meat suddenly lagging and what can food brands do to reignite consumer excitement?

A study has proven that plant-based diets aren't only good for people's health but also for the planet's. The findings confirm the need for large-scale changes around what people eat, but emphasising individual action is challenging as people are switching off from faux-meat hype.

South Korea is significantly shifting towards sustainable consumption and plant-based food options, driven by awareness of climate change, animal welfare, and health. Gen Y and Z are leading this trend, seeking healthier, planet-friendly alternatives. How can brands cater to this growing demand?

Plant-based alternatives are losing their sizzle, and their demand is stagnating. One challenge they face is that some adopters who haven't already tried plant-based options aren't swayed by eco-messaging. So, there could be an opportunity to find new value propositions across the industry.