Renouncing meat = wholesome life = wholesome planet. Are we at a dietary turning level?

Tom idle

Published 2 months ago. Read for about 8 minutes.

Image: Impossible foods

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The growing appetite for a move away from the meat-based diet is good news for addressing a range of health and climate issues. But business plays a vital role in making the transition as affordable, accessible, and tasty as possible.

The COVID-19-Forced bans have been tough on us all. To combat boredom, depression, and anxiety, and to increase mental well-being, many of us have turned to exercise as a coping mechanism. The home fitness equipment market grew by more than 40 percent in 2020. Peloton It could be worth $ 60 billion in the next four years alone, with analysts suggesting it is on a path similar to that Apple and Netflix.

Getting fit has already grown in popularity, as has the global demand for fitness tracking devices like the Fitbit and Apple watch – which rose by 32 percent in 2019. We want to take care of ourselves now more than ever.

This is certainly evident from the results of the recently published global consumer research study by GlobeScan. The newest GlobeScan Healthy and Sustainable Living
The report shows that “wellbeing” is the most important area of ​​interest for consumers in all markets, regardless of age or demographic. As GlobeScan CEO Chris Coulter explained:

“There is a strong desire among consumers to change their lifestyle for the better. Health is the area consumers around the world would most like to change – and it is also the area where global consumers have made the most changes in the past year; perhaps not surprising given the global COVID-19 pandemic. “

The meat-free riddle

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According to the study, diet and exercise are at the heart of consumer changes to become healthier – to achieve a better quality of life, both physically and mentally, while preventing disease. Eating healthy and nutritious food, spending time with family and friends, preparing meals at home, eating locally grown foods, and spending time in nature are all cited as goals.

All generations believe that we need to use fewer resources overall to ensure the health of the planet for future generations. This also includes eating less meat.

Thanks to a number of factors – including the clearing of pastures, feed production and methane production by cows and sheep – meat and milk production causes around 14.5 percent of global greenhouse gas emissions. Not eating meat could have a major impact on averting a climate crisis.

Consumer interest continues to grow

According to the GlobeScan study, up to 40 percent of consumers worldwide say they would choose a plant-based meat substitute if price and taste remained the same. This is supported by the steadily growing market for herbal alternatives, which is expected to grow by almost nine percent per year until 2025 and reach a value of 38.4 billion US dollars.

Since Swedish Burger chain MAX burger
started his Deliffresh Plant-based burgers four years ago, sales rose 1,100 percent. In April last year, shares in the US plant-based meat brand Beyond meat rose 49 percent thanks to growing consumer interest in plant-based foods and a high-profile partnership with Starbucks. A joint venture deal with PepsiCo recorded a strong price increase again at the beginning of the year.

Meanwhile Beyond Rival Impossible foods
raised $ 500 million in new funds last year to add plant-based alternatives to lamb, goat and fish to its repertoire.

While most meat eaters around the world still prefer real meat alternatives made from plants, four in ten say they would choose a plant-based substitute if price and taste remained the same. In fact, a majority of consumers in seven out of 27 nations surveyed – Argentina, Brazil, China, India,
Mexico, Thailand and Vietnam – say they would prefer plant-based alternatives to real meat. Interestingly, most of these countries are carnivorous nations that spend a lot of resources on their production every year.

Taste is everything, like that Joe Lam |, Impossible Director of Consumer Insights and Analytics. Most consumers want to eat better, and there are many solutions to that – whether it’s just adding more fruits or vegetables in their diet or cutting back on their meat consumption, he says. But when it comes to leaving out meat, it is difficult to try meat alternatives “because you trade with the taste”.

“Consumers describe the existing solutions as ‘cardboard hockey pucks,'” said Lam Sustainable Brands ™. “The bar is so low; for a company like Impossible to come and say: “We taste exactly like meat” – people are super skeptical, but curious. Once you’ve tried it, your mind is blown away for breaking that low taste assumption.

“There are also consumers who think that it is not healthy to go without meat. We hear it often: ‘A meal without meat is not a meal’. “

Respect brands

In addition to new players like Beyond and Impossible, more and more global brands, manufacturers, and retailers are helping connect consumers to the nutritional and environmental benefits of not eating meat.

As the world’s largest home furnishings retailer
IKEA operates perhaps the largest self-service cafeteria in the world. In November, the company committed to ensuring that 50 percent of the meals served in its restaurants will be plant-based and 80 percent non-red meat by 2025. It has announced that it will make the most healthy and sustainable choices. desirable options by showing that plant-based foods can be really tasty – the new one
MAIN ROLE, a plant ball, competes with the company’s popular Swedish meatball. It has only 4 percent of the climate footprint of traditional meatballs, “without compromising taste or texture,” according to the company.

Consumer goods giant Unilever
has also expanded its business in plant-based meat and dairy alternatives. Bought it in 2018 The vegetarian butcher
and has since launched the brand in 30 countries. It delivers now Burger King‘s Plant-based Whopper above Europe, the middle East and
Africa. Now the first vegan
Magnum Bar received much applause; how has Hellmanns Vegan May
and Ben & Jerry’s Coconutterly Caramel’d dairy-free ice cream. The company’s € 85 million investment in a food innovation center in the Netherlands will undoubtedly keep the meat alternatives business growing in the years to come.

The snack food and beverage giant PepsiCo also took the opportunity.

“The desire for vegetable protein will continue to grow, as will consumer demand for more nutritious, environmentally conscious products.” Ram Krishnanthe company’s global chief commercial officer told SB. He points to studies showing that 47 percent of adolescents either consume plant-based meat or are open to it; and nearly 65 percent of the Gen Z finds meat substitutes attractive, he adds.

Growing demand = gigantic opportunity

It is these market trends that encouraged PepsiCo to enter into its new joint venture with Beyond Meat to “explore new product lines that will make positive choices.” The so-called PLANeT partnership
will leverage Beyond Meat’s technology in plant-based protein development and the commercial clout of PepsiCo to create and scale snacks and beverages from plant-based protein. PepsiCo already has products like Sabra snack cups,
Allval ready-to-drink gazpacho, Develop and Off the beaten path
Snacks. The deal with Beyond is expected to expand that line.

“Health and environmentally conscious shopping is still an ongoing food and beverage trend,” says Krishnan. “I am confident that the interest in herbal offers will only increase; and that consumer demand over the next decade will bring new, affordable and accessible meat-free offerings to the market. “

As GlobeScan research shows, the general public may still need to be convinced of the health, nutritional, and environmental benefits of changing established habits. As with most things that involve money, Lam says, “Taste is super important; But when you try to move a world population, the price is everything. “

Impossible recently announced two price cuts – first in the food service sector; and then in retail.

“If we lower our price, the market will open to consumers of non-organic grass-fed beef. Initially, the product is curious enough to try, even if it is very expensive. But the price really becomes a factor in the iteration process and in building this habit-forming behavior. “

The most important thing brands can do is create products that don’t require major behavioral changes, Lam claims:

“We do what we do and we like what we like. It’s really hard to change that. The nice thing about the Impossible burger is that we just give them what they like, but without harming the environment. “

Obviously, there is an appetite to move away from meat-based diets – good news for addressing a range of health issues as well as the climate crisis. But business plays a crucial role, says Coulter:

“Brands must continue to innovate and invest – to make it affordable, accessible and enjoyable for people, to make change easy and permanent.”

Published on March 23, 2021 8:00 EDT / 5:00 PDT / 12:00 GMT / 13:00 CET 1

Sponsored content
/ This article is sponsored by GlobeScan.

This article, produced in collaboration with the Sustainable Brands editorial team, was paid for by one of our sponsors.

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