United States Textured Vegetable Protein Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2030

United States Textured Vegetable Protein Market Analysis

The United States Textured Vegetable Protein Market size is estimated at 1.39 billion USD in 2025, and is expected to reach 2.28 billion USD by 2030, growing at a CAGR of 10.34% during the forecast period (2025-2030).

The textured vegetable protein (TVP) market in the United States is experiencing significant transformation driven by technological integration in retail operations. With 307 million smartphone users recorded in 2022 and approximately 47% of web traffic originating from mobile devices, retailers have embraced innovations such as mobile shopping apps, personalized marketing, artificial intelligence, and data analytics to enhance customer experience. The emergence of retail media as the third wave of digital advertising has positioned grocery players favorably to provide targeted advertising opportunities. This digital transformation has led to consumers spending significantly more time exploring products online, with studies showing customers viewing 4.4 times more products and spending six times more time on online platforms in 2022.

The distribution landscape for TVP continues to evolve with the expansion of various retail formats. As of 2023, the United States has witnessed a 1.5% increase in convenience stores, reaching 150,174 locations nationwide, while small specialty retail stores have grown by 4% to 170,655 establishments. This retail expansion has been accompanied by technological advancements in stores, including the implementation of free checkout systems, auto-billing capabilities, and enhanced product presentation methods. The growing student population, which reached 17.9 million in 2022, has particularly influenced the retail sector's development, prompting stores to adapt their services and product offerings to cater to this demographic.

The foodservice sector has emerged as a crucial channel for textured vegetable protein distribution, with approximately 48.4% of all restaurants now offering plant-based alternatives. This trend has led to increased innovation in food offerings and more mainstream acceptance of plant-based alternatives. Fast-casual establishments have shown the highest adoption rate of plant-based options, while fine dining venues maintain a more conservative approach. The industry has witnessed the emergence of specialized vegan restaurants, with notable chains like Plant Power Fast Foods and Fable Foods expanding their presence through new branch openings in recent periods.

Product innovation and development in the TVP market have focused on improving texture, taste, and nutritional profiles to meet evolving consumer preferences. Manufacturers are investing in research and development to create products that more closely replicate the characteristics of conventional meat products, with a particular emphasis on whole muscle-style applications such as meat-like chunks, shreds, and strips. The industry has also seen a shift toward clean labeling and sustainable sourcing practices, with companies developing products that align with both health and environmental considerations. This innovation trend has been particularly evident in the retail sector, where advanced technology at supermarkets has facilitated the introduction of more authentic and clean-label alternative protein products.

United States Textured Vegetable Protein Market Trends

The growing popularity of plant-based diets has led to an influx of TVP prices

• Textured vegetable protein (TVP) prices increased by 1.92% during 2017-2022. TVP prices increased due to more companies entering the plant-based foods industry, and the growing popularity of plant-based diets led to an influx of TVPs. Thus, the competition among brands and their different pricing strategies influenced the prices of TVPs.
• The prices of soybean, wheat, corn, and peas also played a key role in the prices of TVP. The prices of TVP reached USD 23.4/kg in 2021 due to the need to alleviate the low grain prices in 2020. Similarly, soybean prices went from as high as USD 12.04/kg in 2017 to USD 9.40/kg in 2022. This fluctuation in prices was due to unfavorable weather conditions lowering the cultivation of summer crops in 2019. At the same time, the cost of corn and soybeans was quite high in 2021. With a 25% increase to USD 33 per bushel in September, from USD 25 per bushel in 2018, the price of conventional soybeans reached a seven-year high in 2021. During 2021-2022, the average corn price increased by 21% Y-o-Y to USD 5.45 per bushel.
• Rising prices have affected consumers and food service professionals alike. Rising prices are a top concern in purchasing food products, especially when it comes to plant-based protein, which is not a staple. An increasing number of consumers have altered their shopping behavior and actively look for more affordable retailers and brands. The war in Ukraine, interest rates, weather patterns, and conditions in China all affect the soybean market. Soybean is currently trading at near-record highs. However, it is weather-dependent. La Nina and El Nino patterns are major factors impacting US soybean yields. They affect soybean prices more than 70% of the time.

Segment Analysis: Distribution Channel

On-Trade Segment in US Textured Vegetable Protein Market

The on-trade segment dominates the United States textured vegetable protein market, commanding approximately 69% of the market share in 2024. This significant market presence is primarily driven by the increasing adoption of plant-based protein in restaurants, cafeterias, and food service establishments across the country. The segment's growth is further bolstered by the rising number of vegan restaurants and the incorporation of textured vegetable protein options in mainstream restaurant menus. Almost half of all restaurants in the United States currently offer protein alternatives, with textured vegetable protein being the major protein alternative ordered in restaurants. The segment is also experiencing robust growth, projected to expand at nearly 10% annually from 2024 to 2029, driven by increasing consumer demand for plant-based protein alternatives and innovative menu offerings. Fast-casual establishments have emerged as the primary adopters of TVP-based options, while fine dining venues are gradually incorporating these alternatives into their menus to cater to evolving consumer preferences.

Remaining Segments in Distribution Channel

The off-trade distribution channel, encompassing convenience stores, online retailers, supermarkets, hypermarkets, and other retail outlets, plays a vital role in making TVP accessible to retail consumers. Supermarkets and hypermarkets serve as major retail points, offering a wide variety of TVP products and brands with dedicated shelf space in their health food sections. The online channel has emerged as a significant growth driver within the off-trade segment, benefiting from the increasing adoption of e-commerce and mobile shopping platforms. Convenience stores are expanding their TVP product offerings to cater to the growing demand for meat alternatives, while other retail formats such as specialty stores and health food stores continue to serve niche consumer segments with premium and specialized TVP products.

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