COVID-19 has significantly transformed American life. With cities nationwide closing bars and restaurants and implementing “shelter in place” orders, grocery store shelves have been rapidly depleted. This soaring demand raises concerns among analysts about whether the beef and pork industries can keep pace. As the pandemic strains the supply chain, it seems that plant-based meat alternatives may be on the verge of a resurgence.
In its 2018 “Year in Food” report, Grubhub highlighted the growing popularity of plant-based foods. In 2017 and 2018, investors poured over $13 billion into U.S. plant-based meat companies, driven by consumer demand for healthier and more sustainable diets. Then, in 2019, plant-based meat experienced its first significant mainstream surge, with numerous quick-service restaurants launching new plant-based menu items. Burger King introduced the Impossible Whopper, Taco Bell rolled out the Oatrageous Tacos, KFC debuted Beyond Fried Chicken, and even Little Caesars began offering pizzas with plant-based sausage.
Whether the rapid expansion of plant-based options at quick-service restaurants was merely a short-term strategy is still debatable, but plant-based meat is also set for growth in grocery stores. According to a January Gallup survey, 41% of Americans have tried a plant-based meat product, and over half of those who have sampled it indicated they are likely to continue incorporating it into their diets. With grocery store shelves unusually bare, the percentage of individuals who have tried plant-based meat could rise as consumers face limited options while seeking protein sources with acceptable shelf lives.
However, if consumers turn to food as a means of coping with stress—an all-too-common response in today’s world—we might see a surge in the purchase of comfort foods, potentially overshadowing plant-based meat. Additionally, as restaurants emphasize takeout and delivery in their marketing, the demand for plant-based meat could diminish without the advantage of widespread advertising campaigns promoting new plant-based items.
Ultimately, financial considerations may play a crucial role. During economic downturns, it’s common for consumers to eliminate pricier items—like red meat—from their shopping lists. During the 2008 recession, affordable protein sources such as nuts, eggs, and legumes became staples for many seeking to save money. As stock markets plunge, record numbers of Americans apply for unemployment, and a recession looms, meat demand could decline. Let’s be honest: meat is expensive.
If industry analysts are correct that plant-based meat soon becomes cheaper than conventional options, we may witness an increase in plant-based products in shoppers’ carts as they look to save money at dinner. However, if plant-based manufacturers fail to streamline their supply chains and meat alternatives remain as costly as traditional meat, they are unlikely to attract budget-conscious consumers seeking affordable protein.
Amid all this uncertainty, only time will reveal whether plant-based meat will be embraced as a staple of our new normal or merely remembered fondly from our pre-pandemic days. Meanwhile, consumers may look for supplements like Citracal pills to boost their nutrition as they navigate these dietary changes.