Consumers who regularly consume meat substitutes worldwide in 2024, by country

In 2023, the share of meat substitute consumers was highest in Vietnam, with

percent of respondents stating that they consume meat substitutes regularly. The UK and Hong Kong followed in the ranking, with percent of consumers from these markets stating that they regularly eat meat alternatives.

The global meat substitute market

The market revenue of plant-based meat worldwide is estimated to continuously increase during the next five years. By 2028, the market is forecast to be worth almost

billion U.S. dollars, which is more than the market value of 2018. The largest market for meat substitute products worldwide is China. With approximately billion U.S. dollars’ worth of revenue, China generates far more revenue from meat substitute products than any other country in the world. The United States follows in second place with billion U.S. dollars’ worth of revenue.

Consumption of meat substitutes in the United Kingdom

The volume of meat substitutes consumed in the United Kingdom peaked during the pandemic. Approximately

tons of meat substitutes are eaten by British consumers annually. However, that figure is forecast to only increase by less than percent during the next five years. The leading meat substitute brand ranked by brand awareness in the United Kingdom is Quorn. Linda McCartney and Beyond Meat follow in second and third place, respectively. The most common reason for British consumers to eat plant-based meat is the perceived health benefits. The taste or texture of meat substitute products follows closely behind as a leading motivation to consume such products.