I wouldn’t want to be a vegan propagandist in January. Even though they can count on a blizzard of media coverage fueling the fantasy that fake meats are storming our shelves and making meat disappear in a flash, meat sales are steadily on the rise.
Analysis by New Nutrition Business trade shows in the UK we spent an additional £ 600million on meat in 2021 compared to 2020. That’s a 5.3% increase in sales value. The first data from The Grocer’s Top Products Survey, which is expected to be released later this month, also points to an increase in retail sales.
The mission of anti-meat lobbyists to halve our meat consumption by 2030 seems futile. US analysts have put a cap for sales of meat substitutes at 2% of the true meat equivalent. In the UK, according to New Nutrition Business, its best hope is to become a “big niche”.
Could it be that guilty consumers by avoiding the meats they know and love for ultra-processed plant-based look-alikes, which taste terrible and cost a lot more per pound, aren’t the most popular marketing tactic? clever?
And fake meat has surely lost the quality argument? Meat is just one ingredient: meat. Your typical analogue is made up of about 30. People notice the ingredient list in a paragraph about these meat imposters and draw the obvious conclusion.
This green halo offered by the use of the word “plant”, which conveys images of leafy vegetables, fades when consumers discover that it refers to a pile of protein powder and oils with added additives. . They expect innovative products that help them put more vegetables on their plates, not obnoxious imitators who poorly imitate meat.
No wonder the actions of Beyond Meat fell 29% in November alone, according to data provided by S&P Global Market Intelligence, extending its drop to 44% this year to date. It’s not a confidence-inspiring performance for a brand of vegan heroes.
Upside Foods, formerly known as Memphis Meats – another of those over-excited cell culture meat start-ups – in 2016 pledged to make lab meat financially viable by 2021. After investing $ 200 million , leading investors including Bill Gates and Richard Branson, having resigned.
How much longer can vegan ideologues fly in the face of cold and hard retail facts as top-tier imitation and lab meat businesses crumble and burn?