In the aftermath of the hype

Especially the critical flexitarian consumer category is trading down and opting for less-expensive animal-based options. In 2023, the plant meat category can be seen as a challenging macro environment. To stem the losses, operating expenses across the board are aggressively reduced, including reduction of workforce and sales/marketing costs to support margin improve- ments. Perhaps the answer to re- newed plant meat growth is the restoration of the basic starter products, such as plant-formulated burgers and dinner sausages, with improved quality and price parity.