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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]

BY Adele Peters

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.

[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 ofFast Companymagazine.

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ABOUT THE AUTHOR

Adele Peters is a senior writer at Fast Company who focuses on solutions to climate change and other global challenges, interviewing leaders from Al Gore and Bill Gates to emerging climate tech entrepreneurs like Mary Yap. She contributed to the bestselling book "Worldchanging: A User's Guide for the 21st Century" and a new book from Harvard's Joint Center for Housing Studies called State of Housing Design 2023 More


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