According to a handful of major news outlets, the plant-based market is cooling off. The Washington Post, BBC, and CNN have all warned that the public’s appetite for vegan alternatives is dying out, with price, lack of restaurant participation, and an overcrowded market allegedly to blame.
So, on further debate about whether or not “plant-based is dead” or dying… First of all, we have to overcome our myopic analysis of markets by looking at one point in time. History evolves and will ebb and flow during its evolution. But we can also learn from what has worked and what hasn’t.
The rise of vegan alternatives
The one category that has had the most success is the plant milk sector, with 15 percent marketshare and 50 percent household penetration. The industry is projected to be worth $42.86 billion by 2029.
So why are almond, oat, and soy milks ubiquitous and fully accepted into the fabric of our society? Is it simply because they’ve been around longer? (That argument is specious, because veggie burgers have been around a long time, too.)
Could it perhaps be because they aren’t trying to be cow’s milk? Could it be because some people actually prefer the taste of almond milk to cow’s milk? Maybe people just want “milky” things, the experience of cookies and milk, without some of the taste qualities of cow’s milk.
When I first emigrated to the United States and had to start drinking cow’s milk in school, I found it to be disgusting. I grew up eating tofu and natto, and simply preferred the flavor that some would call “beany.” I had to mask my milk with Nestle Quick to make it palatable.
Demand for ‘meaty’ vegan food
Some people may argue that it’s their higher price, rather than lack of appeal, that makes plant-based alternatives less attractive. It is true that they do tend to be more expensive than their traditional counterparts, but this hasn’t stopped the growth of alternative milks.
Perhaps then, we are thinking about it the wrong way.
The more I talk to non-vegans who are interested in the idea of reducing their meat intake (the “plant forward” or flexitarian folks), the more I hear the same thing: they like the idea of plant-based, but would prefer a cauliflower steak to an exact replica of meat.
Maybe we need to get over the notion that animal meat and dairy are the ultimate paradigms, that if we can’t replicate that, we won’t succeed. Sure, people may want something “meaty” or “milky,” but maybe they just want something that tastes good. And, another thought: maybe they just want something new.
At one time, a standard steak-and-potato was considered the ultimate meal in America. Then came Chinese, Thai, Indian, sushi, molecular gastronomy, and so many new world, worldly, and other-worldly cuisine and food ideas. Remember when no one knew how to pronounce quinoa 20 years ago? Now, it’s in a wrap in the United lounge at airports.
Maybe we just need to create alternatives that can take the place of meat and milk that just taste great, instead of trying to replicate them exactly. We don’t need to be a “better alternative” – we can be a “new alternative.” Better may be better, but “new” might be best, and actually capable of setting a new paradigm.
In other words, maybe we can just be ourselves, and not try to be someone else.
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This is so wise, which I’ve come to expect from Miyoko. Plant-based food is delicious on its own merits. That being said, if meat, dairy and egg alternatives can eliminate the argument of why animals “need” to be used as commodities, I’ll support it. #veganfortheanimals
Fully agree with this. I became vegetarian (and now vegan) years ago due to just not liking meat (as well as not liking the idea of eating an animal) so much prefer to eat something that isn’t trying to be meat. I’d have a bean burger over a fake meat burger any day.
Fully support meat alternatives too so that people who enjoy meat but want to turn vegan for other reasons don’t miss out, however I think there should also be alternatives for people who don’t want anything meaty which I find a lot of restaurants are now lacking
Yes, the idea that sales of processed food reflects the percentage of population eating a vegan diet is a poor reflection. New vegans may start out moving to these products, but soon discover real food tastes so much better
We SHOULD definately attempt to replicate what meat eating people loves, but in much healthier, but just as tasty versions. This will attract more people into the lifestyle. This is just step 1. Then we are also creating an internal style without the need to consume replicated meat. That realization comes with vegan experience(time).
I don’t know I was not too big on eating meat before going vegan , but I like the occasional “grilled chicken” bits or something like that occasionally. What I don’t like is the fact that these meats are highly processed. The plant milks have shorter lists of more recognisable ingredients, preferably just water and the bean or nut that gives the milk its name.
I gave up meat purely because I don’t want to eat animals, not because I don’t like it! I love the meat alternatives and will happily continue to buy them and consume them, alongside real fresh veggies
Meat producers are the primary media advertisers and plant these stories to discourage our progress. Keep doing everything to help people stop eating meat.