TRENOS SiGINT – NZ Plant-Based Market Contraction- Bean Supreme

JC – Analyst 13th May, 2025 2 min read

Summary: Bean Supreme, one of New Zealand’s oldest plant-based protein brands, is exiting the market amid significant downturn in consumer demand. Owner Life Health Foods confirms production will cease by July 2025, marking another retreat in New Zealand’s shrinking alt-protein sector. Post-Covid pressures, investor fatigue, and a worsening cost-of-living crisis have shifted buying behaviour, with consumers reverting to traditional meat despite price parity or advantage in some plant-based products.

Key Drivers:

• Cost-of-living stress driving consumers toward perceived value in animal protein

• Investor fatigue post-Covid-19, drying up capital for plant-based startups

• Cultural familiarity of meat-based staples during times of economic pressure

• Price resistance to premium plant-based products in mainstream retail

Signal Sources:

• Public statement from Life Health Foods (via Stuff NZ)

• Commentary from Foodstuffs NZ

• Historical closure of Sunfed Meats (April 2024)

TRENOS Metrics Snapshot:

Metric	Value	Note
NZ Plant-Based Meat Decline	Significant (Q1 2025)	Industry data shows multi-year contraction in sales
Cost Comparison (Burger)	Plant: $11.26 / 4-pack	Animal: $11.99 / 6-pack (Angel Bay beef)
Consumer Spending Focus	Value-driven	Inflation shifting demand back to traditional proteins
Brand Exits (NZ 2024–2025)	2+ (Sunfed, Bean Supreme)	Major players have exited or significantly downscaled

Link to PFN News Story