There is a presumptive tone in the media about the desire for consumers to move to plant-based proteins and meat alternatives. Yes, there is a market for these items, in fact this market has existed for decades. Consequently, the grocery store operator or restauranteur will find a consumer for this type of alternative product. The key questions are whether this behavior is substantial, is growing, and if growing, at what speed. Check-off funded market research indicates slow growth and interest in the more exotic meat substitutes, at best.
Background
Every day one sees press articles about the consumer shift to plant based proteins. Or the investments being made by Silicon Valley venture capitalists in new companies that will offer alternatives to conventionally raised animal protein. Or distribution wins for these organizations, with their new products being featured in a leading natural grocery chain or innovative restaurant. Or stories about senior executives with animal protein experience joining one of these start-up organizations that plan to “revolutionize” protein marketing.
Most speak with a tone of inevitability. Most emphasize their protein alternative as a more humane, more sustainable, more nutritious, sometimes less expensive alternative to animal based protein.
To read the rest of the story, please go to: Beef Issues Quarterly
