Overhyped? Consumers might not be as interested in plant-based as they once were

The plant-based market has cooled recently, but researchers say it is not going away completely.

Indicators last year showed consumers might be as interested as they once were. JBS announced the closure of its plant-based business in Colorado just three years after it launched.

Kevin Ryan with Malakite Research says plant-based was overhyped but food makers are catching on and shifting their marketing strategies.

He says they are now focusing on indulgence and flavor versus sustainability and health.

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