2025 Plant-Forward Opportunity Report

In partnership with The Culinary Institute of America, Food for Climate League, and the Menus of Change University Research Collaborative, the 2025 Datassential Plant-Forward Opportunity Report builds on prior editions (2020–2024) and examines the growing cultural focus on protein within plant-forward dining. As protein increasingly shapes food marketing and consumer conversations, this year’s research explored how people perceive and choose animal- and plant-based proteins, how those perceptions align with nutritional science, and how protein influences dining-out decisions. While protein is top of mind—especially for Gen Z—our findings show that taste, familiarity, and value remain the primary drivers of choice. Grounded in the Menus of Change initiative led by the CIA and the Harvard T.H. Chan School of Public Health, the report highlights practical opportunities for chefs and foodservice operators to reduce reliance on animal-based foods while continuing to deliver craveable, affordable dishes.

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