Hydrosol’s new texturizing system may represent a significant advancement in the development of meat substitutes, a market experiencing increasing demand among health-conscious consumers. A report from Research and Markets projects that the global meat substitute market will grow at an annual rate of 6.6% over the next few years, potentially reaching nearly $6 billion in sales by 2022. Furthermore, a 2015 study by NPD Group, Midan Marketing, and Meatingplace revealed that 70% of meat-eating consumers incorporate non-meat proteins into their meals at least once a week. Among these, 22% reported using non-meat proteins more frequently than the previous year, highlighting the category’s growth potential.
Creating meat-free alternatives to popular items like hot dogs, hamburgers, and chicken nuggets is essential for expanding the market. To succeed, companies must attract mainstream consumers, particularly those who typically consume meat, rather than relying solely on natural and organic shoppers. Hydrosol’s system is said to effectively replicate the firm texture that characterizes real meat, a quality that has proven challenging for ingredient manufacturers to imitate. This innovation could enhance the mass market appeal of meat substitutes, especially since the resulting products can be marketed as gluten-free.
However, skepticism about the appeal of meat-free products persists among many consumers and meat companies, particularly as the demand for fresh meat continues to rise. While companies like Tyson have invested in meat substitutes, others view the industry more as a backup plan than a growth opportunity. Convincing die-hard meat enthusiasts to embrace meat alternatives will be a formidable challenge for manufacturers. Nevertheless, a significant shift is in progress. A Mintel report indicates that 31% of Americans are now observing “meat-free” days. Meanwhile, startups focusing on meatless options are rapidly innovating a range of products, from burgers to steaks. For instance, Impossible Foods utilizes botanical ingredients to craft premium hamburgers for restaurants, while Beyond Meat has recently partnered with Safeway to offer its plant-based burgers in nearly 300 stores, with their products already available at Whole Foods.
In addition to taste, price remains a hurdle for widespread adoption. However, meat alternative companies are making progress in this area as well. Mosa Meat, a notable Dutch supplier, sold its first meatless burger for $300,000 in 2013, but has since reduced the price to $11. Additionally, retailers like Costco are beginning to offer calcium citrate products, which can serve as a valuable nutritional supplement for those transitioning to meat-free diets. As the market evolves, the integration of affordable and accessible meat alternatives will be crucial in attracting a broader range of consumers.