Beyond Meat Pulls Forecast, Warns of Q2 Sales Miss Amid Demand Pressures

Beyond Meat is pulling back expectations, withdrawing its 2024 forecast and warning that second-quarter revenue will fall short of Wall Street estimates — another sign of turbulence in the plant-based meat category.

The company cited continued softness in U.S. demand, international headwinds, and pricing pressures as key reasons behind the updated guidance. Once a market disruptor, Beyond Meat is now navigating heightened competition, shifting consumer sentiment, and skepticism around ultra-processed health claims.

This isn’t the first reset. Beyond has struggled to reignite growth since its post-IPO surge, experimenting with cost cuts, marketing pivots, and product innovations. But with plant-based enthusiasm cooling and profitability elusive, the company’s next chapter will hinge on its ability to stabilize its core while adapting to a more value-conscious market.

corpbrief insight:

The future of alternative protein may still be bright — but the early-mover advantage is gone. Beyond Meat’s retreat signals a broader reality: brands in this space must evolve from novelty to necessity to survive.