Combined refrigerated and frozen plant-based meat alternatives in Circana’s MULO+ universe generated $66.2 million in the four weeks ending November 30, 2025. Compared with November 2024, both dollar and pound sales declined as consumer demand continued to soften.

Refrigerated plant-based meat alternatives, typically merchandised in the meat or produce department, continued to lose ground. Sales totaled $19.8 million in November, down 2.8% year over year. Annual sales declined to $273.5 million, nearing 2019 levels when plant-based meat alternatives were first introduced in the meat case.

The average price per pound for refrigerated plant-based meat alternatives declined 1.4%, very similar to the 52-week patterns. 

Pound sales of meat alternatives fell to 2.4 million in November 2025, down 1.4% year over year and 13.1% below November 2023 levels. The 52-week view highlights the depth of the decline, with total volume reaching just 33.6 million pounds over the past year, well below the 37.5 million pounds sold in 2019 when plant-based meat alternatives first gained distribution in the meat case.

Frozen meat and poultry alternatives generated $46.4 million in sales in November 2025, compared with $1.113 billion in combined frozen meat and processed meat and poultry sales. While total frozen meat posted growth in dollars, units and volume versus November 2024, frozen meat alternatives declined by double digits across in all three measures of sales. Volume sales were down the most, at -14.2%.