Last year, 62 percent of U.S. households (or 79 million) bought plant-based products, up from 61 percent (or 77 million) in 2020, according to the Plant-Based Food Institute. Further, the percentage of consumers purchasing multiple times within the plant-based category grew from 78 percent to 79 percent in the same time frame. The increasing cost of meat, as well as growing consumer awareness of its environmental impacts, were driving the charge toward plant-based alternatives both at home and in restaurants. Now, some nuances are emerging about consumer demand for plant-based meat that may alter the landscape for the restaurant operators serving it. In short, it may not be the draw for flexitarians that it once was. New research from Deloitte found that the appeal of plant-based meat may have reached a saturation point. The research found a decline in the percentage of consumers willing to pay a premium for plant-based meat as opposed to conventional varieties, as well a decline in the attitudes of consumers toward plant-based meat’s sustainability and assumed health benefits. As you consider what to put on the menu, foods that are plant-based (both naturally so and not) are still likely to continue to be a draw. Just anticipate that your guests may scrutinize the plant-based meat on your menu – and may draw a line on costs that’s well below what it would be for the alternative.