![]() Plant-based meat, on the other hand, could actually improve the world-whether shoppers currently want it or not. The explosion of bottled water has contributed significantly to the problem of plastic waste while offering nothing that most consumers didn’t already have at home. We have the chance to use the same tactic, but for good. Critics of consumerism, such as environmentalist Annie Leonard, have argued that persuasive marketing is the real reason beverage companies have convinced consumers to buy water that’s generally no better or cleaner than the stuff that already comes from their kitchen sink. Manufactured demand is a tool that corporations have used to make people want things that once had little to no mass appeal. While this might seem like an insurmountable obstacle, plenty of products that are now ubiquitous in our world are things that consumers never really asked for. Now that the initial hype has passed, there just isn’t much consumer demand for vegan burgers and nuggets, no matter how tasty or affordable they are. As companies continue to tweak their products, they must also find a way to reduce costs, perhaps by scaling up production.Īnother way to interpret the worrying sales figures is that they have little to do with the products themselves: People simply aren’t interested in plant-based meat. No matter what consumers prioritize, high prices are going to make it difficult for them to justify integrating plant-based meat into their regular diet. For others, arguably most, it’ll just be something juicier, fattier, saltier, and overall more similar to traditional meat. For some, it’ll be a shorter ingredient list and fewer unfamiliar components. What an “improved” product might look like will depend on who you ask. If the plant-based meat sector really wants to be the answer to consumer interest in healthier, climate-friendlier eating, there’s no way around it: They’re going to have to find a way to improve products and lower prices. ![]() No matter how lofty their aspirations are, people just aren’t going to spend more money on a product they find inferior. The price point, which is generally still higher than comparable meat products, isn’t doing plant-based food any favors. Yes, a plant-based burger patty might have zero cholesterol and lower saturated fat than its beefy counterpart, but the ingredient list-full of oils and lab-developed protein isolates-scares off the health nuts and “clean eating” population.įor others, the main problem is taste: The products they’ve tried just aren’t good enough. In interpreting those falling sales figures, researchers and other experts have put forth a wide range of consumer complaints. It’s just that plant-based meat, as it exists currently, isn’t doing it for them. The truth might be a little harder for the industry to swallow: It’s not that people are uninterested in healthier and more planet-friendly foods. The Financial Times cites a recent survey of American adults which found that 39% of respondents wanted to reduce their meat consumption-but 40% of that same group expressed no interest in eating plant-based meat currently or in the future. But those suppositions might not match up with reality. Industry leaders like Beyond Meat point to a plethora of possible explanations, including the general pandemic slowdown and a fallen interest in healthy eating. Now that the initial hype is waning, it looks as though consumers might not be interested in plant-based meat after all. Critics point to disappointing sales figures, which have led some restaurant chains to ratchet down their advertising for plant-based meat dishes or remove them from their menus entirely. Market data from 2021 shows some pretty alarming dips in revenue-as much as 15% from the previous year.Īs quickly as meatless burgers, nuggets, and sandwiches appeared on fast-food menus, they’re beginning to disappear. However, among some market watchers, there are whispers that plant-based meat may have already reached its peak.
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