Why Omnivores Are Embracing Plant-Based Meat

Scope

Meat isn't being 'canceled', but it seems that more and more Americans are taking a break from it. Across the age spectrum, people are reducing their intake of animal protein and substituting it with healthy and eco-friendly fare. However, the rising consumption of meat alternatives isn't down to vegetarians and vegans, but the average omnivore. In 2017, 39% of Americans surveyed by Nielsen said they were actively trying to incorporate more plant-based foods into their diet.

"Beyond Meat is reporting that grocery store data shows that 95% of the people ordering their products also ordered animal meat," says Nick Cooney, co-founder of The Good Food Institute. "That's the sort of thing you need to see if you want to take significant market share."

Low-Key, Apolitical, and Cool

"Part of the reason plant-based eating is becoming more popular is because it's disidentified with a specific identity," says Cooney. While the idea of a vegetarian or vegan lifestyle has long held liberal connotations, many meat-free products are being scrubbed of any identity politics, helping to remove barriers to consumption.

These products tap into a voracious appetite for fast food. A growing number of brands in the fast and casual dining sector are stocking meat-alternative burgers. Persuading Americans to eat meat-free without a significant change in behavior means creating a product that's essentially indistinguishable from its fleshy competitors.

Health Is Wealth, but Taste Is Tops

Perhaps more than ever before, people are aware that they are what they eat. In a 2018 survey, 96% of people chose health as their primary reason for consuming meat alternatives, with cost, animal welfare, sustainability, and a desire for variety following closely after.

"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," says Pat Brown, CEO of Impossible Foods. "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."

Insights & Opportunities

Meat consumption is not going away in the short- to medium-term future. The 'Blenditarian movement' is in full swing as companies launch hybrid products mixing animal and plant proteins. Since plant-based meats are designed from scratch, it's possible for their creators to continually alter recipes, improving both health and taste credentials — something the meat industry could only dream of.

"Products spreading beyond 1% market share are, and will be, driven by things like marketing, convenience, and taste, not activism," says Cooney.

Written for Canvas8 by Zach Soudan as a behavioral analyst.