Global Plant-Based Chicken Market Outlook, 2029

Across the globe, a culinary current is brewing, and at its heart simmers the enticing world of plant-based chicken. From sizzling stir-fries in bustling Asian kitchens to golden nuggets enjoyed by families worldwide, plant-based chicken is carving a delicious niche for itself on dinner plates. More than just a meat substitute, this innovative food is crafted from various plant sources like soy, peas, and wheat gluten. These clever combinations are then seasoned and textured to mimic the familiar taste and satisfying bite of chicken, offering a compelling option for flexitarians, vegetarians, and vegans alike. Whether enjoyed in classic dishes like sandwiches and salads or inspiring culinary creations, plant-based chicken is a versatile ingredient that allows home cooks and restaurant chefs to embrace their creativity. The rise of plant-based chicken goes beyond just taste; it's a response to a growing desire for healthy, sustainable food options. For those seeking to reduce their meat consumption, plant-based chicken offers a protein-rich alternative often lower in fat and calories. Additionally, the production of plant-based chicken generally requires less water and land resources compared to traditional chicken farming, making it an environmentally friendly choice for eco-conscious consumers.
According to the research report, “Global Plant-Based Chicken Market Outlook, 2029” published by Bonafide Research, the market is anticipated to cross USD 6400 Million by 2023, increasing from USD 3200 Million in 2023. While standards are still being established worldwide, different regions are setting guidelines, particularly around labeling and marketing. Ensuring clear labeling that avoids misleading consumers about the content of plant-based chicken products is essential. Additionally, certifications can play a role. Some certifications focus on non-GMO ingredients or allergen-free production, addressing specific consumer concerns. These regulations and certifications can impact the global market. For instance, stricter labeling requirements in one region might influence how manufacturers formulate their products for worldwide distribution. Plant-based chicken faces competition from other options on the dinner plate. Traditional chicken remains a popular protein source, but other alternatives like tofu or lentils might also be considered depending on the recipe or preference. Here, plant-based chicken can compete by highlighting its versatility and potential health benefits. Compared to some plant-based meat alternatives like red meat substitutes, plant-based chicken can be lower in fat and calories, appealing to health-conscious consumers. Promotion and marketing are crucial for the global plant-based chicken market to grow its flock. Social media campaigns featuring delicious and familiar recipes using plant-based chicken can entice consumers. Collaborations with chefs and restaurants can further demonstrate the versatility of these products. Eye-catching packaging that emphasizes sustainability or health benefits can also grab attention. Additionally, targeting marketing campaigns towards specific demographics, like flexitarians or health-conscious consumers, can be an effective strategy.

Market Drivers
Growing environmental awareness: Consumers are increasingly concerned about the environmental impact of traditional meat production, particularly the greenhouse gas emissions and resource usage associated with chicken farming. Plant-based chicken offers a more sustainable alternative, requiring less land and water to produce. This environmental benefit resonates with a growing segment of consumers who are actively seeking ways to reduce their environmental footprint through their food choices.
Rising concerns about animal welfare: Factory farming practices and the ethical treatment of animals are a growing concern for many consumers. Plant-based chicken offers a cruelty-free alternative that aligns with the values of animal welfare advocates and those seeking a more ethical approach to food consumption. This trend is being amplified by documentaries and media coverage highlighting the conditions in factory farms, prompting consumers to explore plant-based options like chicken alternatives.
Increasing investment and innovation within the plant-based sector: Major food companies and venture capitalists are increasingly investing in plant-based protein startups and research & development efforts. This investment is fueling innovation in plant-based chicken products, leading to more realistic textures, improved taste profiles, and a wider variety of product offerings. Furthermore, the influx of new players into the market fosters greater competition, ultimately benefiting consumers with a wider selection of high-quality and affordable plant-based chicken options.
Market Challenges
• Matching the taste and texture of real chicken: While significant progress has been made, some consumers still perceive plant-based chicken as lacking the flavor and texture of its traditional counterpart. Addressing this challenge requires continued investment in research and development to create plant-based chicken that delivers a sensory experience comparable to real chicken. Flavor innovation and mimicking the juicy texture of chicken meat are crucial areas for further development.
• Price parity with traditional chicken: In some markets, plant-based chicken alternatives remain more expensive than traditional chicken. While the price gap is narrowing as production efficiencies improve, affordability remains a concern for some consumers, particularly in price-sensitive regions. Developing cost-effective production methods and exploring alternative protein sources can help make plant-based chicken more accessible to a wider consumer base.
• Regulatory hurdles: Regulatory frameworks for plant-based meat alternatives can vary depending on the country or region. In some cases, unclear labeling regulations or safety assessments can create hurdles for plant-based chicken producers entering new markets. Collaboration with regulatory bodies and advocating for clear and consistent labeling standards will be crucial for ensuring the smooth expansion of the global plant-based chicken market.
Market Trends
Expansion beyond traditional formats: While plant-based chicken nuggets and patties were initially the most common offerings, the market is now witnessing a diversification of product formats. This includes innovative options like shredded plant-based chicken for sandwiches, plant-based chicken tenders, and even whole plant-based "roast chickens" suitable for holiday meals. This expansion caters to a wider range of culinary applications and allows consumers to seamlessly integrate plant-based chicken into their existing recipe repertoire.
Growing emphasis on clean label ingredients: Consumers are increasingly interested in plant-based chicken products made with recognizable and whole food ingredients. This translates into a demand for products free from artificial flavors, colors, or preservatives. Manufacturers are responding to this trend by utilizing ingredients like pea protein, chickpeas, lentils, and brown rice to create plant-based chicken with a simpler and cleaner ingredient list.
Convergence with other plant-based trends: The global plant-based chicken market is increasingly interconnected with other trends within the plant-based food sector. For instance, the rising popularity of plant-based egg alternatives creates exciting possibilities for plant-based chicken sandwiches or breakfast dishes. Similarly, the development of plant-based dairy substitutes like cheese or yogurt opens doors for plant-based chicken pizzas or creamy pasta dishes..

Based on the report, the Plant-Based Chicken market is segmented into Burger Patty, Chunks & Tips, Crumbles & Grounds, Cutlet, Nuggets and Others.
Burger patties are a major player, appealing to fans of classic burgers and offering a familiar taste in a plant-based form. These patties come in various sizes and flavors, satisfying cravings for juicy burgers or veggie sliders. Chunks and tips are another popular option, perfect for recreating classic chicken dishes like stir-fries or fajitas. They offer a versatile base that can be seasoned and cooked in various ways, allowing for creativity in the kitchen. For those seeking a convenient ingredient for casseroles, salads, or pasta dishes, crumbles and grounds are a great choice. These plant-based crumbles mimic the texture of ground chicken, making them a seamless substitute in familiar recipes. Cutlets are a game-changer for those who love breaded and fried chicken dishes. These plant-based cutlets offer a satisfying alternative with a crispy exterior and tender interior, perfect for sandwiches or on their own. Nuggets are a hit with kids and adults alike, providing a familiar finger food option that's both delicious and plant-based. They come in various shapes and sizes, catering to different tastes and snacking needs. The "Others" category encompasses a growing range of innovative plant-based chicken products. This could include plant-based chicken wings, sausages, or vegan versions of popular fast-food chicken dishes.
According to the report, the Plant-Based Chicken market is segmented into Pea-based Protein, Rice-based Protein, Soy-based Protein, Wheat-based Protein and Others.
According to the report, the Plant-Based Chicken market is segmented into HoReCa and Online Retail
Looking at protein sources, pea protein is a rising star, particularly in Europe and North America. Consumers are drawn to its hypoallergenic properties and ability to mimic the texture of chicken. Soy protein remains a dominant player, especially in Asia, due to its established production methods and affordability. Rice protein is gaining traction for its allergen-friendly nature and potential for clean-label products. Wheat protein is another contender, but its gluten content might limit its appeal to consumers with celiac disease or gluten sensitivity. The "Others" category encompasses a range of exciting possibilities, including novel protein sources like mung bean, chickpea, and even mycoprotein (fungus-based). Distribution channels are another key segmentation factor. The HoReCa (Hotels, Restaurants, and Cafes) sector plays a significant role, especially in developed regions. Here, plant-based chicken finds its way onto menus as restaurants cater to vegetarians, vegans, and flexitarians seeking meat alternatives. Online retail is another rapidly growing channel, fueled by the convenience of home delivery and the ability for consumers to browse a wider selection of plant-based chicken products from various brands. This channel is particularly attractive in regions with well-developed e-commerce infrastructure.

In North America, convenience is king. Busy lifestyles drive the demand for ready-made options like plant-based chicken nuggets, burgers, or pre-marinated strips. These products offer a familiar and quick way to incorporate plant-based protein into meals. Europe, on the other hand, shows a strong focus on versatility and mimicking familiar flavors. Here, consumers are interested in plant-based chicken that can be shredded or ground, ideal for incorporating into popular dishes like pastas, stir-fries, or salads. Additionally, European markets tend to have a higher demand for organic or allergen-free certifications, reflecting a focus on health and ethical consumption. Asia paints a different picture. With its rich culinary traditions and emphasis on whole foods, plant-based chicken innovation takes center stage. Manufacturers are developing products that replicate popular Asian dishes like dumplings, skewers, or stir-fried chicken pieces. This caters to local preferences and allows consumers to enjoy familiar flavors in a plant-based way. South America presents another unique perspective. Here, affordability and cultural significance play a key role. Plant-based chicken needs to compete with the established presence of chicken in traditional dishes. Manufacturers might focus on offering plant-based chicken at competitive prices while still mimicking the taste and texture of grilled chicken or chicken used in stews and casseroles

July 2024: Plant-based meat company Plantaway has launched India's first-ever plant-based chicken fillet. This innovative product aims to cater to the growing demand for sustainable and meat-free alternatives in the Indian market.
May 2024: UK plant-based meat brand THIS has launched the first hyper-realistic plant-based chicken thighs available in supermarkets across the country. These thighs are designed to replicate the texture, taste, and even "skin" of real chicken thighs, using a combination of soy and fava bean protein, olive oil, and seaweed.
May 2024: Shicken, a UK-based plant-based meat company, has launched the first-of-its-kind allergen-free plant-based chicken tikka kebab. This new product is free from all 14 top allergens and uses pea protein sourced from England. Shicken's innovation expands allergen-free options in the plant-based meat market, potentially reaching a wider range of consumers.