Sales of plant-based meats are growing at a much faster rate than those of animal meats, and it’s not just vegans spurring this growth!
A new report by The Good Food Institute and the Plant Based Foods Association shows that sales of plant-based meats are growing five times faster than sales of animal meats. Caroline Bushnell, associate director of The Good Food Institute, told Inverse: “This is not a bubble or a fad. It’s a real change in consumer behavior.”
As huge restaurant chains like Burger King and White Castle add plant-based burgers to their menus, a new report from research firm The NPD Group reveals that many people purchasing plant-based meat products are actually meat eaters. Companies like Beyond Meat and Impossible Foods are creating plant-based meats that are so tasty and satisfying, people are ordering them instead of animal meat.
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According to the report, 95 percent of consumers buying plant-based meat at fast-food restaurants had also purchased a beef burger in the past year. NPD concludes that a larger percentage of adults are choosing more plant-based foods, fueled by concerns about animal welfare, sustainability, and healthier nutrition. This new wave of consumers helped push sales of plant-based meats up 10 percent from the previous year, while sales of beef burgers stayed the same.
In Sweden, Burger King is so confident that customers won’t be able to tell the difference between its plant-based meat and animal meat that it is asking them to “blind order.” Customers ordering a Whopper or a Crispy Chicken Sandwich from the fast-food chain’s “50/50” menu could receive a plant-based Rebel Whopper or a Rebel Chicken King. Customers have no idea which version they’ve received, as the packaging gives nothing away. Daniel Schröder, marketing director for Burger King Sweden, stated:
We are really proud of how hard it is to tell our plant-based burgers apart from real meat. With the 50/50 menu, we hope that more people dare to try them. And hopefully have fun trying to figure out which one they got.
Times are truly changing as more and more consumers realize just how delicious plant-based foods are. Start exploring plant-based eating with a FREE Vegetarian Starter Guide today!