{"id":37037,"date":"2023-02-27T19:17:09","date_gmt":"2023-02-28T00:17:09","guid":{"rendered":"https:\/\/test.greenmoney.com\/2025\/?p=37037"},"modified":"2023-02-28T03:26:58","modified_gmt":"2023-02-28T08:26:58","slug":"brands-grapple-with-sustainable-growth-in-crowded-stalling-alternative-protein-market","status":"publish","type":"post","link":"https:\/\/test.greenmoney.com\/2025\/brands-grapple-with-sustainable-growth-in-crowded-stalling-alternative-protein-market\/","title":{"rendered":"Brands Grapple with Sustainable Growth in Crowded, Stalling, Alternative-Protein Market"},"content":{"rendered":"
>> Back to March 2023 Issue<\/a><\/div>\n

Industry players must keep making their products even more attractive, appeal to older generations and bring down costs. Only then can we address the significant environmental impacts of animal agriculture while satisfying the meat-loving masses.<\/em><\/h3>\n

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The environmental benefits of having a hefty proportion of the global population\u00a0moving to a meat-free diet<\/a>\u00a0are well documented. Animal farming uses around 77 percent of the world\u2019s agricultural land; yet, it only supplies\u00a017 percent<\/a>\u00a0of our food. It is this inefficiency that continues to drive the expansion of farms, and\u00a0ongoing deforestation<\/a>\u00a0and loss of ecosystems. Meat production\u00a0contributes more<\/a>\u00a0to the climate crisis than the whole of the world\u2019s transport sector, including aviation. And almost\u00a0a third<\/a>\u00a0of all water used on Earth is channeled into supporting animal agriculture.<\/p>\n

So, arguments in favor of plant-based meat,\u00a0lab-grown meats<\/a>\u00a0and other alternative proteins have been deafening in recent years. The accompanying growth in the market, particularly for plant-based meat substitutes, has gotten environmentalists very excited.<\/p>\n

It has also encouraged brands to scramble to make a move. Swedish furniture maker\u00a0IKEA successfully reimagined its best-selling meatball<\/a>\u00a0with a plant-based version said to have the \u201csame taste and juicy bite\u201d of the original, despite being made from pea protein, potatoes, oats and onion. Food giant\u00a0Kellogg\u00a0improved its line of\u00a0MorningStar Farms<\/a>\u00a0vegetarian patties; and spun out\u00a0Incogmeato<\/a>\u00a0\u2014 a plant-based line of sausages, burgers and chicken priced to compete with forerunners such as\u00a0Beyond Meat<\/a>\u00a0and\u00a0Impossible Foods<\/a>. Meanwhile,\u00a0McDonald\u2019s\u00a0and\u00a0Yum!\u00a0jumped into bed with new incumbents to double down on plant-based meat, \u201cdemonstrating the long-term potential they see in the category,\u201d<\/em> according to\u00a0Bruce Friedrich<\/a>, executive director of the Good Food Institute.<\/p>\n

Back in 2019, conventional meat farmers began to worry. Barclays\u00a0predicted<\/a>\u00a0the alternative meat market could jump by more than 1,000 percent in the next decade to $140 billion. Then,\u00a0Forbes<\/em><\/a>\u00a0reported on the potentially \u201cgame-changing\u201d impact of plant-based trends on animal farming \u2014 particularly in the US, where even a 5-10 percent market share shift might send \u201cripples throughout production agriculture.\u201d<\/p>\n

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