It was 2020 and plant-based meats were hot. Sales were up 45% that year and expectations were high. The industry set its sights on performing as well as plant-based beverages, which had reached about a 15% dollar share of the U.S. cow-based milk market at the time. In the $300 billion U.S. meat market, a 15% share would be a massive $45 billion prize.

But then, starting in 2021, plant-based meats hit a wall. U.S. sales began three consecutive years of declines. Headlines described plant-based meats as “bleeding” and “just another fad”.

So what happened?

In this episode, Shayle talks to John Baumgartner, managing director of equity research for food and healthy living at Mizuho Securities. He explains the major factors that led to the decline—and why he’s still bullish on the long-term growth of the industry. They cover topics like:

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