The recent announcement that the word Meat will be dropped from the Beyond Meat name reveals something that many in the dairy industry sensed: the plant-based phenomenon was not as invincible as it was made out to be.
For years, the idea of a “plant-based future” without animals echoed strongly in global markets. Companies like Beyond Meat became symbols of a food revolution that aimed to dethrone meat and, in the process, push dairy products off supermarket shelves. However, Beyond’s latest results — and its recent announcement to drop the word “Meat” from its name — reveal something many in the dairy industry had long suspected: the plant-based phenomenon wasn’t as unbeatable as it was made out to be.
A Change in Direction That Speaks Volumes
Beyond Meat, the US-based company that since 2019 had captivated investors with its promise to replicate the taste of meat without using animals, is going through its most critical phase. Its sales are declining quarter after quarter, its financial results are in the red, and its shares — which once exceeded $100 — are now languishing near $3.
Now, in a desperate rebranding attempt, the company is dropping the word “Meat” and sticking with “Beyond”. CEO Ethan Brown justified the decision by saying their mission is not to imitate meat, but to offer plant-based protein in all its forms. Translation: the business of replacing animal products is not delivering the expected results — so it’s time to tell a new story.
Why Did Consumers Turn Away?
The numbers speak for themselves. In the first quarter of 2025, Beyond Meat reported a 9.1% drop in sales, adding up to losses of $52.9 million. Although international foodservice showed a slight recovery (+12.1%), retail sales stagnated. Why? The same reasons are echoed by consumers worldwide:
- Unconvincing taste and texture
- Prices too high for a product perceived as artificial
- Long ingredient lists that raise suspicion
The narrative that dairy and meat are environmental and health “villains” has lost momentum, especially in light of growing awareness that many plant-based alternatives are ultra-processed. And when a consumer reads a label with 20 unpronounceable ingredients, they may look more fondly at their everyday milk, yoghurt or cheese.
The Plant-Based Boom Is Deflating — But Not Disappearing
It’s true that plant-based alternative sales have dropped or slowed in most markets, but the competitor shouldn’t be underestimated. Beyond is repositioning, trying to clean up its image with simpler products (its new Beyond Ground line will have just four ingredients), and is betting on a more diverse offering: lentil sausages, chickpea hot dogs, broad bean burgers…
For the dairy industry, this means that the competition is no longer limited to “imitations” of cheese or milk, but now includes a whole array of products aiming for a share of the protein market.
A Golden Opportunity for the Dairy Sector
As plant-based stumbles, the dairy sector has a unique window of opportunity to reinforce its narrative:
- Naturalness and tradition. Milk, cheese and yoghurt are time-honoured foods that require no complex processing.
- High-quality protein. The bioavailability of dairy protein remains a key advantage that no substitute has been able to match.
- Innovation without losing essence. The dairy industry can invest in healthier, more sustainable versions adapted to new demands, without giving up its identity.
In other words, it’s time to stop reacting to plant-based marketing and go on the offensive — communicating what consumers truly value: real, nutritious, and accessible products.
The Plant-Based Marketing Narrative Is Running Out of Steam
Ethan Brown accuses the industry of “demonising” the processing involved in plant-based substitutes. But the reality is that consumers are no longer buying the “miracle product” narrative that promises to save the planet. If Beyond is dropping “Meat” from its name, it’s also a sign that its original story no longer sells.
The 2030 agenda, which for years promoted plant-based alternatives as “the sustainable solution”, is starting to lose influence in the face of hard data: consumers are looking for more natural, less industrialised, and — above all — tastier options.
India, the United States and New Zealand: Three Different Realities
In India, dairy consumption is not just a dietary choice — it is deeply embedded in culture, religion and everyday life. Milk is integral to rituals, festivals, home cooking and rural livelihoods. While plant-based alternatives have gained limited traction in a few urban niches, dairy remains the default for the vast majority of Indian consumers. It is affordable, accessible, and trusted — and continues to be an essential part of the national diet.
In contrast, the United States, the epicentre of the plant-based boom, is seeing a clear decline. Beyond Meat’s struggles reflect a broader consumer shift: with so many options on offer, Americans are starting to prioritise price and natural ingredients — playing in dairy’s favour.
Meanwhile, New Zealand remains a global dairy stronghold. Its industry is not only holding firm but leveraging the weaknesses of plant-based substitutes to reinforce its reputation for premium quality and sustainability in global markets.
Argentina, Brazil and the Latin American Pulse
In Latin America, the plant-based segment never reached the heights seen in the United States or Europe. In Brazil, consumers remain loyal to their milk and cheese, while in Argentina, price is a key factor limiting the adoption of plant-based alternatives.
The global weakening of plant-based trends could further slow investment in these products in the region, where preferences are deeply rooted, and price remains a decisive factor.
What Should the Dairy Industry Do?
The message is clear: this is not about celebrating the fall of a competitor — it’s about seizing the opportunity.
- Better communicate the nutritional benefits of dairy protein
- Defend the image of natural, authentic products
- Invest in innovation (sustainable packaging, lower carbon footprint) to counter “green” claims from the plant-based sector
- Strengthen presence in channels where plant-based still shows growth, such as foodservice and premium export markets
Conclusion: The Future Is Written in Milk
The weakening of the plant-based “boom” confirms something many dairy producers already knew: trends fade, but milk remains. Beyond and similar companies may reinvent themselves over and over again, but as long as their offerings remain expensive, artificial and disconnected from food culture, they are unlikely to dethrone dairy.
For the industry, now is the time to reclaim the story. Yes, consumers want protein — but they also want flavour, tradition and trust. Three things the dairy sector has in abundance.
And while Silicon Valley rebrands and rewrites its narratives, dairy farms and processing plants across the world continue doing what has always worked: producing real, nutritious and delicious food.
Valeria Hamann
eDairyNews
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