Fake meat is the future. Here's why

Summary

Plant-based meats, such as Beyond Meat and Impossible Foods, are disrupting the food industry by targeting meat-eaters rather than vegetarians. These companies place their products in the meat aisle and partner with chains like Burger King to reach a broader audience. With a significantly smaller environmental footprint, plant-based meats use less water, land, and energy while emitting fewer greenhouse gases. Though currently more expensive than real meat, they offer a potential solution to feeding a growing global population. Experts predict that by 2040, plant-based meats could replace up to 60% of traditional meat consumption, making them a key player in sustainable food production.

Takeaways

• 😀 Plant-based meat, also known as fake meat, is becoming extremely popular, especially in the stock market, with Beyond Meat being one of the biggest IPOs of 2019.
• 😀 Beyond Meat's mission is to replace animals as a food source entirely by 2035, positioning plant-based protein as the future of meat consumption.
• 😀 Although plant-based burgers have been around for a while, companies like Beyond Meat and Impossible Foods are surging in popularity due to marketing and taste improvements.
• 😀 The packaging for plant-based meat products avoids terms like 'vegan' or 'vegetarian' to appeal to meat-eaters rather than plant-based consumers.
• 😀 Plant-based meats are now being sold in the meat aisle of supermarkets and served in fast food chains like Burger King to attract meat-eating customers.
• 😀 Studies show that many customers who buy plant-based meat also continue to purchase traditional animal-based meat, indicating the potential for mainstream adoption.
• 😀 Current plant-based meat products are designed to taste, look, and respond like real meat, which helps overcome the ethical and environmental debates surrounding meat consumption.
• 😀 Traditional vegan and vegetarian products tend to be healthier, but the long list of ingredients in plant-based meats may deter consumers looking for all-natural options.
• 😀 Experts predict that by 2040, 60% of the world's meat will not come from slaughtered animals, driven by growing environmental and food security concerns.
• 😀 Plant-based meat production could significantly reduce the environmental impact of food production, with Beyond Meat's products showing drastic reductions in water use, land use, energy consumption, and greenhouse gas emissions.

Q & A

Why is plant-based meat becoming increasingly popular?

Plant-based meat is gaining popularity due to its ability to closely mimic the taste, texture, and appearance of real meat, while offering environmental benefits. Companies like Beyond Meat and Impossible Foods are also targeting meat eaters, not just vegetarians, which has helped broaden their appeal.

What is Beyond Meat's mission for 2035?

Beyond Meat's mission is to completely replace animals as a food source by 2035. They aim to do this by developing plant-based alternatives that replicate the experience of eating meat.

How do plant-based meats like Beyond Meat differ from traditional veggie or vegan burgers?

Plant-based meats like Beyond Meat are designed to replicate the look, taste, and texture of real meat, whereas traditional veggie or vegan burgers are usually made from vegetables, grains, or soy and do not mimic the experience of eating meat as closely.

Why don't plant-based meat products use terms like 'vegan' or 'veggie' on their packaging?

Plant-based meat products avoid using terms like 'vegan' or 'veggie' because their target audience is primarily meat eaters. These companies want to appeal to consumers who are not necessarily interested in plant-based or vegetarian diets.

What strategy is Beyond Meat using to reach meat eaters?

Beyond Meat places its products in the meat aisle of supermarkets, making them accessible to meat eaters. This strategy helps normalize plant-based meat alternatives in the context of regular meat shopping.

What environmental benefits do plant-based meats offer compared to traditional animal products?

Plant-based meats have a significantly lower environmental impact. For example, Beyond Meat's burger uses 99% less water, 93% less land, and produces 90% less greenhouse gas emissions compared to a traditional beef burger.

What is the major barrier to widespread adoption of plant-based meats?

The major barrier to widespread adoption of plant-based meats is their higher cost compared to traditional meat products. A quarter-pound of plant-based meat currently costs around $2 more than real meat.

How do plant-based meats affect consumer behavior?

Many consumers who purchase plant-based meat also continue to buy real meat. For example, in 2018, 93% of customers who bought Beyond Meat products also bought animal meat, suggesting that plant-based meats are appealing to a broader audience, including regular meat eaters.

What role does the UN believe plant-based meats could play in solving global food security issues?

The UN suggests that plant-based meats could help solve global food security problems by providing an alternative to traditional animal agriculture, which requires more land, water, and resources. This could help feed a growing global population, especially as climate change reduces the availability of arable land.

What are experts predicting about the future of plant-based meat by 2040?

Experts predict that by 2040, 60% of the world’s meat could come from plant-based alternatives rather than slaughtered animals. This shift is seen as necessary to meet the increasing demand for meat while addressing environmental and resource challenges.