The sands continue to shift in the plant-based landscape in the U.S. Innova has been monitoring movement from the original 1970s foundation of plant-based—whole-plant ingredients like beans and lentils—to plant-based imitations of meat and dairy and then back to whole-plant ingredients today. Today’s consumers want plant-based food and beverage products that can stand on their own merits, delivering nutrition and sensory appeal without trying to imitate animal-based products.
Innova Market Insights has included plant-based trends in its top 10 food and beverage trends predictions for the past several years. This year, we identified “Authentic Plant-Based” as the trend, which focuses on the shift from imitations and substitutes of meat and dairy toward authentic plant-based products that inherently communicate naturalness, nutrition, and health benefits.
Authenticity and clean label also resonate with consumers of plant-based products. Innova has been tracking clear and growing consumer demand for less processing, fewer additives, and a natural or authentic taste. Brands are responding to consumer needs—over half of plant-based or vegan launches during a recent 12-month period carried clean label positioning, twice the penetration as in total food and beverage. In true plant-based products, as well as meat substitutes and dairy alternatives, new product launches include natural ingredients, nutrient density, and shorter, cleaner ingredient lists. Plant-based or vegan product launches also have a deeper penetration of health claims, demonstrating the relationship between plants and health. Protein claims and fiber claims often go hand-in-hand.
“Authentic Plant-Based” formulation activity is connected to other 2026 trends:
- The Innova trend “Beverages with Purpose” highlights drink functionality, including hydration, health benefits, and convenience; plant-based dairy alternative drinks are readily available and offer many of the same health benefits as dairy milk and yogurt drinks
- “Made for Moments” focuses on occasion-based innovation in products such as meals, single-serve portions, and snacks
- “Mind Balance” emphasizes how mental well-being is a priority, with consumers seeking beverages, including plant-based beverages, to support brain health, stress management, and energy
- “Justified Choices” recognizes the power of sustainability, a key selling point for plant-based products
That said, sustainability claims need to be truthful and transparent.
Consumer Perspectives
Oat Milk Slices from milkadamia entered select Target stores in early 2026. Each slice is a thin, shelf-stable sheet designed to be blended or shaken with water for approximately 60 seconds to produce oat milk. Users can adjust water ratios and blending time to modify fat perception and viscosity, positioning the product as a customizable, just-add-water dairy alternative. Image courtesy of milkadamia
Participants in Innova’s consumer trends surveys express opinions about plant-based products. Over half think that plant-based products should stand on their own rather than serve as alternatives to meat and dairy. North American consumers report actively working toward including more protein in their diet. They also choose products with plant-based protein because these products seem natural, are easy to digest, and often have other health benefits like antioxidants and fiber. However, a proportion of consumers surveyed name price and value as deterrents to buying plant-based products.
Manufacturers and brands are responding to consumer trends. Innova is tracking solid growth in launches with a plant-based or vegan claim along with a natural claim. In line with expectations around protein and health, launch growth in the U.S. and Canada is robust for food and beverage products containing protein and at least one health claim.
Whole-Food Protein Sources
In response to consumer demand for authentic plant-based products with protein and added health benefits, brands are incorporating a range of whole food protein sources:
- Pea protein is a leading protein in vegan products, along with brown rice protein and soy protein
- Oat protein, textured vegetable protein, and soy protein crisp are the fastest growing plant protein ingredients
Innova asked consumers in the U.S. about preferences for protein format. Equal proportions prefer powder, the more established protein format, or liquid.
However, consumer demand is growing for ready-to-drink beverages that have functional ingredients, including protein. This could help drive innovation in plant-based dairy alternative beverages and other plant-based, protein-enriched beverages.
Spotlight on Dairy Alternatives
Earlier this year, Beyond Meat expanded into RTD beverages with Beyond Immerse, which feature plant-based ingredients like pea protein and tapioca fiber. Each can contains 20 grams of protein, 7 grams of fiber, and 100 calories, offering an “excellent source” of protein, fiber, and vitamin C. Image courtesy of Beyond Meat
Dairy alternative drinks show distinct consumer trends. Over a recent two-year period, North American consumption of dairy alternative drinks surpassed that of dairy milk. Several factors support growth in non-dairy beverages, including innovation in plant-based ingredients, beverage blends, and barista-style options for use in coffee drinks.
Among other things, consumers in the U.S. and Canada view both dairy alternative drinks and dairy drinks as a healthy snack. Although nearly one in five U.S. consumers connects dairy alternative drinks with gut health, this proportion is lower than for yogurt drinks, bottled waters, and other types of beverages.
Growth in launches of non-dairy milk has surpassed those of dairy milk over a recent five-year period. Major nutrition evolution in dairy alternatives, especially milk and yogurt, is the focus on protein content. In fact, some dairy alternative drinks are extremely high in protein.
- Pea protein is featured for its naturalness and versatility
- Oat milk offers textural benefits
- Almond milk is widely available and popular
- Cashew milk is emerging, offering a neutral flavor, creamy texture, and essential minerals
- Coconut milk often is used in shakes, smoothies, and flavored coconut waters
- Fava bean protein—also natural and versatile—is the fastest growing
Meat and Poultry Alternatives
Beyond Meat, now Beyond, is the leading company in plant-based meat and poultry alternatives in the U.S. and Canada (Beyond recently diversified into plant-based beverages with Beyond Immerse, a clean protein drink with plant-based protein, tapioca fiber, vitamin C, and electrolytes). The leading format for plant-based meat substitutes is blocks, cubes, and chunks. Jalapeño chili is the fastest growing flavor, demonstrating the appeal of global flavors.
Earlier this year, Elmhurst 1925 introduced Clean Protein, a ready-to-drink plant-based protein beverage delivering 27g of complete protein with 190 calories and absolutely no gums, seed oils or artificial sweeteners. Image courtesy of Elmhurst 1925
Innova is monitoring the evolution of the alternatives market. Plant-based ingredients are diversifying into more natural ingredients like legumes, vegetables, fruits, and mycelium that also offer appealing sensory qualities.
In June, Forager Project announced the expansion of its creamer line, including Golden Salted Caramel, Banana Bread, and Mexican Chocolate. The new creamers are made with a short list of clean, organic ingredients like cashews, coconut cream, and gluten-free oat extract. Image courtesy of Forager Project
One caveat, however, is that vegetables and grains are lower in protein than soy and other concentrated protein sources. Products that have been smoked, fried, or grilled can appeal to consumers for their familiar and classic meat preparation methods. They signal their taste and flavor perception to potential consumers, offer comfort, and provide consumers with a satisfying and indulgent plant-based option.
Plant-based meat and poultry alternatives continue to face an uphill climb. Many are higher in price than their animal counterparts and are in an extremely competitive market, with too many product choices for too few dedicated customers. Consumers seeking natural plant-based alternatives may view plant-based substitutes as too highly processed.
One-quarter of U.S. and Canadian consumers suggest that plant-based products could have a better texture and should have a less synthetic and artificial taste. Because taste, texture, and artificial ingredients matter more to consumers than nutrition, any health and nutrition benefits are lost if products don’t meet sensory expectations. Brands can consider extending their portfolio into products with ethnically inspired profiles that may resonate with key consumer groups, strengthen emotional connections, and boost enjoyment. Flavor-forward plant-based meat alternatives can be positioned to stand alone as an elevated plant-based experience.
Ongoing Evolution
Innova continues to monitor product launch innovation in a number of different plant-based areas:
- Fungi and mycoprotein are used both as scaffolding for fermented protein and as meat alternatives
- Mycelium, fermented fungal proteins, and mushroom biomass also are environmentally friendly
- Clear pea protein boosts the potential of soft drinks to enhance their nutrition profile
The search continues for plant-based ingredients, whether whole foods or extracted proteins and fibers, processes, and flavors that will enable manufacturers to produce plant-based foods that check off all the boxes for consumers—processing, nutrition, flavor, sensory satisfaction, convenience, and price.