Plant-based meat has moved from a niche concept to a global phenomenon, raising the question: could these meatless alternatives actually overtake traditional chicken in popularity? A few years ago, that might have sounded far-fetched, but mounting evidence suggests a seismic shift is underway. Below, we dig into the data – from surging market trends to health stats and environmental impacts – to see why plant-based meat may soon outsell chicken, and what that means for you.
The Rise of Plant-Based Meat
Figure: A juicy plant-based burger that looks just like a traditional beef burger. The explosion of realistic meat alternatives, like this burger, has spurred a global shift in consumer habits toward plant-based options.
Not long ago, veggie burgers and tofu dogs were the humble staples of vegans and vegetarians. Today, slick plant-based “meats” that sizzle and taste like the real thing are available at major fast food chains and grocery stores worldwide. In 2024, global retail sales of plant-based foods (including meat alternatives) hit $28.6 billion, double their 2017 value foodinstitute.com. This meteoric rise is fueled by consumer curiosity and demand. In fact, one survey found that about 71% of Americans have tried plant-based meat products, showing that these alternatives have firmly entered the mainstream. Many people – especially younger generations – are adopting “flexitarian” habits (mostly plant-based with occasional meat), proving that interest in vegan options goes far beyond a vegan-only crowd.
Driving this trend is a combination of innovation and accessibility. Companies like Beyond Meat and Impossible Foods invested heavily in making plant-based burgers, sausages, and even “chicken” nuggets that mimic the flavor and texture of meat. The result? Burger King’s Impossible Whopper and Starbucks’ vegan sandwiches became headline hits, and suddenly, plant proteins aren’t just for salad bars – they’re competing for center-of-plate status. With more products on shelves and menus, trying a plant-based meal has never been easier. The rise of plant-based meat isn’t just a fad; it’s a global movement underpinned by big investments, better technology, and shifting consumer values.
Market Trends: Chicken in the Crosshairs?
Chicken has long been America’s favorite protein, touted as a leaner, healthier choice than red meat. U.S. per-capita chicken consumption has climbed relentlessly (in fact, U.S. chicken production has increased over fivefold since the 1970s), making chicken the most popular meat by far. But now the very factors that helped chicken dominate – health appeal and affordability – are positioning it to be the next target for disruption by plant-based competitors. Industry analysts are watching a convergence of trends: as plant-based products improve in taste and reach price parity, they’re encroaching on chicken’s territory in grocery aisles and restaurants.
From a market perspective, plant-based meat still makes up a small slice of the overall meat market (roughly 1–2% of sales today), but its growth rate is eclipsing that of traditional meat. Even during a tough economic year, global plant-based food sales were up about 5% in 2024 foodinstitute.com, and companies continue to pour money and innovation into the sector. By contrast, conventional meat demand in some regions has plateaued. The chicken industry’s steady growth could level off if even a fraction of consumers swap some of their chicken dinners for plant-based alternatives. Indeed, the Good Food Institute observes that plant-based chicken is “on track to be the next breakout category”, poised to grab an ever larger market share of the meat industry gfi.org. Major fast-food chains like KFC, Popeyes, and McDonald’s have tested plant-based chicken offerings and often sold out in hours – a strong sign that consumer curiosity is sky-high.
Looking ahead, some forecasts predict dramatic changes. One analysis suggests that by 2040, a majority of the meat people eat won’t come from slaughtered animals at all – about 25% could be plant-based and another 35% lab-grown, leaving less than half of meat from traditional farmed animals theguardian.com. If those projections hold true, it means plant-based meats would not only outsell chicken but also outsell all conventional meats in the not-so-distant future. While 2040 might seem far off, every journey starts with small steps: the current trajectory shows plant-based products steadily chipping away at animal meat’s dominance. Chicken, being the most consumed meat, is in the crosshairs as plant-based options aim to replicate its versatility in everything from nuggets to stir-fry strips.
Health Showdown: Plant-Based vs. Poultry
One of chicken’s big selling points has always been health. It’s lower in saturated fat than beef and packs lean protein. However, plant-based meats are turning that advantage on its head. Nutritionally, many plant-based alternatives come out ahead of chicken and other animal meats in key areas. For example, a typical plant-based burger or nugget contains zero cholesterol (plant foods have none, whereas chicken contains cholesterol) and often less saturated fat than the equivalent portion of animal meat. Almost all plant-based meats also include some dietary fiber, a nutrient entirely absent in animal products and crucial for heart and gut health. By swapping chicken for a pea-protein tender or soy-based patty, you eliminate the artery-clogging cholesterol and reduce saturated fats in that meal – without sacrificing protein content.
Of course, not all plant-based products are saintly; some processed alternatives can be higher in sodium. But overall, research indicates they stack up well on health measures. In a controlled study at Stanford, researchers found that when participants replaced animal meats (including chicken) with plant-based meats, they significantly lowered their saturated fat intake and improved their LDL (“bad”) cholesterol levels. Participants even lost a small amount of weight, despite eating the same number of calories, suggesting benefits for cardiovascular health and weight management. Another extensive review found that vegetarian and vegan dietary patterns (which rely on plant proteins) are associated with lower blood cholesterol and blood pressure compared to meat-based diets, leading to reduced risks of heart disease and type 2 diabetes.
It’s also worth noting what isn’t in plant-based meat: no hormones, no antibiotics, and none of the potential contaminants that can come from animal farming. By choosing a plant-based chicken or burger, you’re not only cutting down on saturated fat; you’re also avoiding the growth hormones and routine antibiotics often used in industrial poultry farming. In short, plant-based meat can be a heart-healthy choice, providing protein minus some of the health drawbacks of animal meat. And as new products are fortified with vitamins like B12 and iron (to match what we normally get from meat), the nutritional playing field is becoming more even. The takeaway for health-conscious consumers is compelling: a shift toward plant-based meals could mean lower cholesterol, better long-term health outcomes, and plenty of protein to support an active lifestyle – all while still enjoying “meaty” flavors and textures.
Sustainability and Ethics Behind the Shift
Choosing plant-based over chicken isn’t just a personal health win – it’s a big win for the planet, too. Chicken may produce less greenhouse gas than beef, but raising billions of chickens still exacts a hefty environmental toll. Consider this jaw-dropping stat: producing a single serving of poultry generates about 11 times more greenhouse gas emissions than producing an equivalent serving of plant protein. The carbon footprint of all those chicken breasts and wings adds up, contributing to climate change, whereas plant-based meats slash emissions by using peas, soy, or wheat as their raw material. And it’s not just about carbon. Growing feed and raising chickens gobble up huge amounts of land and water. The poultry industry alone uses a disproportionate share of the world’s crops (most of the corn and soy farms grow feed for livestock, not food for people). By contrast, plant-based meat production is far more efficient – one report found that switching from animal meat to alternatives lets us retain around 75% of input calories in the final food product, versus barely 15% for conventional meat theguardian.com. In practical terms, that means less deforestation for farmland and far less water and fertilizer needed to feed the world. For example, a life-cycle analysis by researchers showed that producing plant-based chicken uses significantly less water (up to 70% less) than raising real chickens, per pound of meat produced. And because there’s no manure runoff or slaughterhouse waste, plant-based production doesn’t pollute local waterways like factory farms often do.
Then there’s the ethical dimension. Every plant-based chicken nugget or burger patty on your plate is one less animal that had to be raised in industrial conditions. Each year, tens of billions of chickens are raised and slaughtered for food. These animals are typically kept in cramped factory farms, and even “humane” operations end in early death to put meat on our tables. Replacing even a portion of our chicken consumption with plant-based alternatives could spare countless animals from lives of suffering. Concern for animal welfare is actually a major reason many people – not just vegans – are exploring plant-based diets. In surveys, consumers often express discomfort with intensive farming and the idea of animals being an “unnecessary evil” in food production theguardian.com. Opting for a soy nugget over a chicken nugget becomes a simple but powerful act of compassion. It sends a market signal that we can satisfy our taste for “wings” or “burgers” without harming animals in the process.
Ultimately, the sustainability and ethical case for plant-based meat is driving many to make the switch. It offers a way to dramatically shrink our food-related carbon footprint and environmental impact – a critical goal as we face climate change – and it aligns our diets with our values by reducing harm to animals. This dual benefit is a big part of why experts say plant-based foods aren’t a passing trend but a fundamental shift in our food system. When you can enjoy a delicious chicken-less nugget that satisfies your craving, and know it required a fraction of the resources and spared animal lives, it just might be an easy choice to make.
What This Means for the Future of Food
If plant-based meat indeed one day outsells chicken, it will mark a historic food revolution – one driven by innovation, consumer empowerment, and an urgent need for sustainability. We’re already seeing the beginnings of that future take shape. Supermarkets now stock plant-based options right next to the chicken breasts and ground beef. Fast food restaurants are adding permanent meatless items to their menus. Investors and even traditional meat companies are pouring money into alternative proteins, recognizing that these products could command a huge chunk of the market in the coming years. The line between “meat” and “meat alternative” is blurring; if something sizzles, tastes, and nourishes like meat, does it matter that it was made from plants? Increasingly, consumers say no – they just want tasty, affordable, and healthy protein.
Experts predict that we may be nearing “peak meat” consumption, after which the share of animal-based meat in our diets will begin to decline. The momentum behind plant-based (and soon, cultivated lab-grown meat) suggests a new balance in the protein supply. Chickens, which once symbolized the healthier choice, could become secondary as people gravitate to even healthier and greener alternatives. Imagine walking into a grocery store in a decade: the plant-based meat section might be larger than the real meat section, and new generations could grow up thinking of chicken as more of an occasional choice rather than a daily staple. The food industry is bracing for this shift – or in many cases, actively embracing it. Tyson Foods, Perdue, and other poultry giants have launched or invested in their own plant-based product lines, essentially betting that “if you can’t beat ’em, join ’em.”
For the average person, the future of food promises more choice and flexibility. We won’t be limited to the traditional idea of meat versus veggies. Instead, we’ll choose from an array of protein options: some from animals, many from plants, others brewed in high-tech fermenters. This diversification makes our food supply more resilient (fewer all-eggs-in-one-basket risks) and can help feed a growing global population with less strain on the planet. It also means our definition of comfort food and cuisine could evolve – your favorite chicken tikka masala or fried “chicken” sandwich might be made with plant protein without you even noticing a difference. If plant-based meat overtakes chicken in sales, it will signal that eating sustainably isn’t just for idealists; it’s gone fully mainstream. And that milestone would have ripple effects: from reducing global greenhouse emissions to potentially restructuring farming (with less focus on raising billions of animals). In short, the plate of the future might deliver the same satisfaction we’ve come to love from chicken, but with a side of pride knowing it’s better for us and the world.
Final Bite: Smart Choices for a Better You and a Better Planet
The possibility of plant-based meat outselling chicken is more than a market prediction – it’s a reflection of millions of personal choices made in kitchens and restaurants every day. And you have the power to be part of this positive change. The next time you’re meal planning or cruising the grocery aisle, consider giving a plant-based option a try. Swap those chicken tenders for crispy plant-based tenders, or cook up a stir-fry with tofu or vegan chicken strips. Each small swap is a vote for your health and for a healthier planet. It’s encouraging to know that you don’t have to sacrifice flavor or protein to align your diet with your values. Whether you’re motivated by cutting your cholesterol, shrinking your carbon footprint, or simply curiosity, plant-based meals can deliver – and every purchase sends a message to food companies that we want more of these choices.
Most importantly, keep it enjoyable and sustainable for you. Exploring plant-based options isn’t about perfection or permanently giving up foods you love. It’s about expanding your palate and making mindful choices that benefit you in the long run. Maybe start with Meatless Mondays or challenge yourself to reinvent a favorite chicken recipe using a meat alternative. You might be surprised at how far these products have come in replicating the juicy, savory satisfaction of chicken. And with each delicious plant-based meal, you’re part of a growing community that’s redefining what it means to eat well.
Here’s an empowering thought: every plant-based bite is a step toward a better you and a better planet. When we choose foods that align with our wellness goals and our hope for a sustainable world, we truly get the best of both. So go ahead – take a bite of the future. Whether you’re an athlete fueling up on pea protein, a foodie hunting the next great flavor, or a family cook sneaking more veggies into dinner, plant-based meat offers something for everyone. And at the end of the day, it’s not about replacing chicken or any food outright; it’s about embracing new possibilities. With science, creativity, and consumer enthusiasm on our side, we can all savor a future where our food choices make us healthier and our planet happier. Bon appétit to that!
(Ready to jump in? Browse the vegan section of your supermarket or check out a local restaurant’s plant-based offerings. You just might discover a new favorite meal – and be part of the movement that’s reshaping the future of food.)
