Meat substitute brands

Meat substitutes brand rankings in the U.S.

MorningStar Farms (56 %) and Beyond Meat (54 %) are the most recognized meat alternatives brands in the U.S.. However, major competitors like Amy's Kitchen and Impossible take top spots in customer loyalty.

The rise of flexitarians is fueling the meat substitute market, with consumers being concerned about the meat industry. But what is the beef with flexitarians all about? Flexitarians follow a mostly plant-based diet but occasionally will eat meat or fish. As a result, meat substitute brands have been popping up left and right, and now Beyond Meat, Impossible, and co. are selling like hot cakes. Join us to learn more about major meat substitute brands in the U.S.

Insights

With 56 % brand awareness, MorningStar Farms leads the brand recognition ranking
Amy's Kitchen, Beyond Meat, and Daring are neck and neck in usage share
Amy's Kitchen and Lightlife have the highest customer loyalty

Brand awareness

Winner, winner, plant-based chicken dinner

It is beyond impossible that you do not know any of the meat substitute brands in our awareness ranking. Morningstar Farms (56 %), Beyond Meat (54 %), and Impossible (49 %) are taking the lead as the meat substitute labels with the highest brand recognition in the United States. As ditching meat is becoming more and more popular among consumers, so are meat alternatives brands, providing the likes of Quorn and Before the Butcher an opportunity to increase the awareness of their brand with consumers.

Winner, winner, plant-based chicken dinner. Chart with 1 data series and 16 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
MorningStar Farms	56.0%
Beyond Meat	54.0%
Impossible	49.0%
Amy's Kitchen	41.0%
Gardein	41.0%
Boca	39.0%
Garden Gourmet	36.0%
Tofurky	33.0%
Meatless Farm	30.0%
Lightlife	29.0%
Sweet Earth Natural Food	29.0%
Field Roast	27.0%
Quorn	25.0%
Loma Linda	24.0%
Before the butcher	23.0%
Daring	23.0%

Brand usage

Aren’t there bigger fish to fry?

While the plant-based meat-alternative market is still developing, you shouldn’t overlook its potential. Amy's Kitchen, Beyond Meat, and Daring are bringing home the (vegan) bacon as they dominate the consumption ranking. But that’s not all. With a potential target group growing in size, also lower ranked brands are poised for growth in the near future.

Aren’t there bigger fish to fry?. Chart with 1 data series and 16 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Amy's Kitchen	38.0%
Beyond Meat	38.0%
Daring	38.0%
Impossible	35.0%
Before the butcher	33.0%
MorningStar Farms	33.0%
Boca	32.0%
Gardein	31.0%
Field Roast	28.0%
Lightlife	28.0%
Sweet Earth Natural Food	28.0%
Garden Gourmet	26.0%
Meatless Farm	25.0%
Loma Linda	21.0%
Quorn	20.0%
Tofurky	17.0%

Brand loyalty

Who eats in Amy’s Kitchen stays in Amy’s Kitchen

We all love good food. And as for U.S. consumers, once they found a delicious brand, they keep on coming back for more. Amy's Kitchen (86 %), Lightlife (84 %), and Morningstar Farms (81 %), have the highest percentage of customers who say they’ll stay loyal to their products in the future. Meanwhile, meat substitute brands such as Daring, Garden Gourmet, or Quorn need to step up their game and build a loyal following. Establishing a loyal base of consumers is likely the next big focus for meat substitute brands.

Published August 7, 2023

Who eats in Amy’s Kitchen stays in Amy’s Kitchen. Chart with 1 data series and 16 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Amy's Kitchen	86.0%
Lightlife	84.0%
MorningStar Farms	81.0%
Beyond Meat	76.0%
Impossible	76.0%
Before the butcher	74.0%
Tofurky	74.0%
Meatless Farm	72.0%
Sweet Earth Natural Food	72.0%
Boca	71.0%
Field Roast	71.0%
Loma Linda	71.0%
Gardein	70.0%
Quorn	67.0%
Garden Gourmet	66.0%
Daring	64.0%