Meat+Poultry - November 2020 - 70

M E AT A L T E R N AT I V E S

Brand awareness for the top brands is strong. Just 18%
of US consumers said they hadn't heard of MorningStar,
followed by Boca Burger (21%) and Beyond Meat (23%).
And many of those brands are being purchased and
consumed a lot more often. A third of shoppers said they
eat plant-based meat alternatives several times a week; 12%
do so daily. Eight in 10 eat plant-based proteins for dinner,
nearly two-thirds at lunch and one-third for breakfast.
Seventeen percent eat them as a snack.
One of those top brands, Impossible, is now sold in
more than 9,000 grocery stores nationwide, Soeharto said.
Since March, the company has increased its retail footprint
more than 60-fold, including launching at Walmart, Trader
Joes, Publix, Kroger, Safeway, Smith's, Ralphs, Fred Meyer,
Albertsons, Jewel-Osco, Pavilions, Vons, H-E-B, Central
Market and other stores.
On the foodservice side, in June, Impossible launched
its Impossible Sausage Made From Plants at more than
22,000 restaurants nationwide. Burger King introduced the
Impossible Croissan'wich at its 7,500 US locations, and
Starbucks announced its own breakfast sandwich made with
Impossible Sausage at its 15,000 US locations.
The Impossible Burger made its retail debut in
September 2019 at select grocery chains, including Gelson's,
Wegmans, and Fairway. In its first week, it rocketed to the
No. 1 item sold on the East and West coasts, outselling
ground beef from cows at many stores, Soeharto said.
"Impossible Foods is setting new sales and production
records month over month as more grocery stores and
restaurants offer Impossible Foods' award-winning, plantbased products," Soeharto said. "Some of the latest retailers
offering Impossible Burger in their stores include Walmart,
Trader Joe's, Publix, and more will be announced soon."
Currently, Impossible offers one SKU at retail: a 12-oz
package of Impossible Burger. Soeharto said the company

will definitely be expanding its product portfolio in retail.
Impossible Foods products are designed for meat lovers
so they don't have to compromise on taste, nutrition or
sustainability. About 95% of people who eat Impossible
Burger eat animal-derived products on a regular basis.

NEW TECHNOLOGIES, NEW PRODUCTS
Gelson's Hetman said that whether it's "meat-free Mondays"
or simply cutting back occasionally, plant-based foods have
gone mainstream. And the number of people who identify as
flexitarians, he said, also has greatly increased over the past
few years.
"Chefs and food manufacturers are creating new dishes
and products faster than ever before," Hetman said. "With
increased investments in the sector, new technologies have
emerged, creating more appetizing items in a short amount
of time. Vegans, flexitarians, and even carnivores have
embraced these products and drive overall demand."
And as more research is published on the benefits of
a flexitarian diet, demand in the category will continue
to increase, Hetman added. Most dietitians agree that
incorporating one plant-based meal a day into your diet
improves overall health.
Plant-based items have been on grocery shelves for
decades, but in the past they were limited to traditional
foods like tofu, veggie slices and veggie dogs, Hetman said.
The evolution in center of plate choices - burgers, sausages,
chicken, as well as total meal solutions - has greatly
expanded shelf space for plant-based items.
Gelson's recently ran an ad campaign to "build a better
burger" by incorporating a Beyond Meat patty, Field Roast
cheese, and Follow Your Heart Vegenaise, which was very
successful, Hetman said. Additionally, the retailer's instore
chefs are integrating plant-based meatloaf and cooked, prepacked "crumbles" into the daily menu in its kitchens.

About the study
Commissioned by MEAT+POULTRY's sister publication, Supermarket Perimeter, Cypress Research conducted
a nationally representative online survey of US shoppers to identify supermarket shoppers' plant-based meat
alternative product preferences and purchasing habits. The survey topic was not initially disclosed to potential survey
respondents, in order to obtain baseline data on the proportion of US supermarket shoppers that purchase plantbased meat alternative products. Survey fieldwork took place during June 2020.
Following were requirements for individuals to qualify for survey participation:
x A primary grocery shopper for the household
x Must have purchased plant-based meat alternatives during past six months
Responses were received from a nationally representative sample of 878 supermarket shoppers age 18 years
and older that have purchased plant-based meat alternatives during the past six months. Respondents were
equally representative of four US regions. Survey quotas were also established in order to guarantee roughly equal
representation by ages 18-34, 35-54, 55+ years.

70

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Meat+Poultry - November 2020 - VDG1
Meat+Poultry - November 2020 - VDG2
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