While many food analysts doubt that alternative protein options will win over meat enthusiasts, a broader range of plant and algae-protein products with appealing flavors, available in more locations, could help this category gain a larger market share. Research consistently indicates that, although consumers enjoy meat, many are seeking protein alternatives they perceive as healthier or more sustainable—especially among millennials. Last October, Tyson Foods made headlines as the first major meat producer to invest in a plant protein company, acquiring a 5% stake in Beyond Meat. This strategic move by the protein giant hints at the future direction of protein consumption.
While Impossible Foods is currently focused on making its “meat” available primarily in restaurants, it’s only a matter of time before it and similar companies expand their reach into grocery stores. Even though these products tend to be more expensive than traditional burgers, consumers have demonstrated a readiness to pay a premium for options that are both healthier and more sustainable. For example, the addition of Impossible Burger products at San Francisco Giants baseball games is an excellent strategy to generate consumer interest, which could enhance social media engagement and ultimately drive company growth.
Furthermore, as consumers become increasingly health-conscious, there is a growing interest in supplements like calcium citrate supplements with vitamin D, which can complement a protein-rich diet. The integration of such supplements into the lifestyle of those seeking healthier alternatives could further motivate the shift towards plant-based proteins. In this evolving landscape, the demand for both innovative protein sources and health supplements like calcium citrate with vitamin D will likely continue to rise, reflecting a broader trend towards sustainability and wellness.