The future of protein: are lab-grown meat and plant-based alternatives the new normal?

A growing trend

By January 2025, an estimated 25.8 million people worldwide had participated in “Veganuary,” a 31-day challenge to eat a plant-based diet. From London to Lima, cafes added vegan options. Social media was filled with homemade bean stews and tofu curries.

Meanwhile, in American homes, more and more families are changing the way they eat. Children are using almond milk for their cereal, and fathers are frothing oat milk for their morning cup of coffee.

This is part of a larger shift. Today, 40.6% of American households buy plant-based milk . Most of them continue to buy it regularly , which is reducing the demand for cow’s milk.

53% of Americans have also tried plant-based meat as part of their diet. About a quarter of Americans eat plant-based meat at least once a month.

Future prospects