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Think fake burgers are just for vegetarians? 95% of Impossible Foods’ customers are meat eaters

The most popular “meat alternatives” are burgers, followed by nuggets

Think fake burgers are just for vegetarians? 95% of Impossible Foods’ customers are meat eaters
[Photo: Akira Kawahata]

If you eat meat but you’ve recently tried a plant-based burger, you’re not alone. Impossible Foods, maker of fake meat products that look and taste like the real thing, estimates that 95% of its customers are omnivores. In a decade, these alternatives may make up 10% of the meat industry. Here’s how the category is gaining muscle.

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[Sources: Barclays (intro, The Market); The Good Food Institute (chart, graph, map, sales-growth percentage); Impossible Foods (Environmental Impact, Nutrition Facts); Beyond Meat, Burger King (Nutrition Facts)]
A version of this article appeared in the October 2019 issue of Fast Company magazine.

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About the author

Adele Peters is a staff writer at Fast Company who focuses on solutions to some of the world's largest problems, from climate change to homelessness. Previously, she worked with GOOD, BioLite, and the Sustainable Products and Solutions program at UC Berkeley, and contributed to the second edition of the bestselling book "Worldchanging: A User's Guide for the 21st Century."

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