Alternative proteins are becoming increasingly popular in Mexico, driven by environmental concerns and a shift towards healthier eating during the pandemic. Despite high prices, major chains are adding these products to their menus, boosting companies like Notco and Heura Foods. The Mexican meat substitutes market is expected to generate $254 million in 2021, growing at a CAGR of 8.65% until 2028. However, consumption of animal-based proteins is also growing, and local producers do not yet view alternative proteins as a major threat. Meanwhile, Hermosillo has highlighted the need for market determination and price stability, warning that price increases could deter customers.