Plant-based meat sales rising to meet carnivores’ demands
From soy-based sliders to ground lentil sausages, plantbased meat substitutes are surging in popularity. And carnivores — not vegans or vegetarians — are among the biggest consumers.
Growing demand for healthier, more sustainable food is one reason people are seeking plantbased meats. That’s also the reason behind rising sales of oat milk, cauliflower pizza crust and even coconut oil-based makeup.
“There’s a lot of messaging that plants are powerful. It feels like something that gives you a quick fix, something (that’s) really good for you,” said Melanie Bartelme, a global food analyst with the consulting firm Mintel.
Better technology and marketing wizardry is also fueling sales. Newer startups like Impossible Foods and Beyond Meat — both backed by investments from Microsoft founder Bill Gates — have won over carnivores with plant-based products that look and taste like meat.
“Meat lovers don’t love the fact that their meat comes from dead animals. They love it because of the sensory pleasures and the familiarity,” said Impossible Foods CEO Pat Brown.
“If we can provide the things they value and make it from plants, not only will meat lovers be willing to buy it, but they will prefer to buy it.”
Los Angeles-based Beyond Meat is sold alongside regular meat in the grocery store, not shuffled into freezers or natural food aisles like traditional veggie burgers. It’s also served at juicy burger chains like Carl’s Jr. as well as TGI Friday’s.
Impossible Foods, which is based in Silicon Valley, introduced its burgers three years ago at trendy restaurants like New York’s Momofuku Nishi. That led to partnerships with more than 5,000 restaurants in the U.S. and Asia, including the White Castle chain.
Earlier this week, Burger King became the first global quickservice restaurant to embrace the Impossible burger. It’s testing an Impossible Whopper this spring at 59 restaurants in St. Louis.
Burger King already has a veggie burger on its menu, a MorningStar Farms patty made from carrots, mushroom, oats and other ingredients. But Chris Finazzo, president of Burger King’s North American division, said that primarily appeals to vegans and vegetarians.
Burger King’s research indicated that 9 percent of people buying plant-based meat are vegetarian, but 90 percent are meat eaters looking for healthier options.
Bartelme notes that only around 7 percent of the U.S. population is vegan or vegetarian and that hasn’t changed significantly in recent years.
The Impossible Whopper is healthier on some counts but not on others. It’s 630 calories, compared to 660 calories for a meat-based Whopper. It’s lower in saturated fat, trans fat and cholesterol.
But it’s higher in sodium and carbohydrates. The burgers have about the same amount of protein.
MorningStar’s veggie burger, on the other hand, has 390 calories, less fat and cholesterol, but a similar amount of sodium and carbohydrates as a regular Whopper.
There are other benefits to meatless burgers. Beyond Meat says it takes 99 percent less water, 93 percent less land and 50 percent less energy to make plant-based burgers. They also emit 90 percent fewer greenhouse gases.
The North American Meat Institute, a lobbying group for the meat industry, counters that livestock production in the U.S. accounts for 4 percent of total greenhouse gas emissions. And U.S. meat consumption was expected to reach a record high in 2018 because of the strong economy.
Still, U.S. sales of plant-based meat are rising faster than sales of regular meat. Nielsen says annual U.S. sales of plant-based meats jumped 42 percent between March 2016 and March 2019 to a total of $888 million.
Traditional meat sales rose 1 percent to $85 billion in that same time frame.