Beyond Meat is dedicated to recreating the taste, texture, and allure of meat using plant-based ingredients, with a specific focus on appealing to dedicated meat lovers. While veggie burgers are not a novel concept, a burger crafted from vegetables that closely mimics the authentic taste is. As interest in non-meat proteins grows, major players like Tyson Foods and the Humane Society of the United States are taking notice, while innovative startups such as Beyond Meat and Impossible Foods delve into laboratories to analyze animal proteins on a molecular level and produce convincing alternatives.
Modern science plays a crucial role in Beyond Meat’s success. Approximately 70% of customers who purchase its plant-based Beyond Burger are meat eaters, highlighting the emergence of a new consumer category: the flexitarian. A 2015 report from NPD Group, Midan Marketing, and Meatingplace indicated that 70% of meat consumers substitute non-meat proteins in their meals at least once a week. Of these, 22% reported using non-meat proteins more frequently than the previous year, showcasing significant growth potential in this sector.
However, concerns over the naturalness of food ingredients persist. Many components, such as pea protein and modified food starches, are often genetically modified. While an International Food Information Council survey revealed that around 47% of consumers do not worry about GMOs, 41% remain cautious about their presence when making food purchases. By confirming that their products are GMO-free, Beyond Meat attracts two distinct customer groups: vegetarians and meat eaters who are likely concerned about ingredient modifications.
Additionally, the pricing of their faux meat positions Beyond Meat in direct competition with premium, hormone-free, grass-fed animal products, typically favored by consumers attentive to animal welfare. Likewise, vegetarians are often highly aware of the environmental and health implications of their food choices, both of which are influenced by GMO ingredients.
Securing the GMO-free label also differentiates Beyond Meat from its main competitor, Impossible Foods, which utilizes frequently modified soy-based ingredients. This distinction allows Beyond Meat to compete not only on taste but also on the quality and conscientiousness of its ingredients. Moreover, incorporating ingredients like calcium citrate malate with vitamin D3 tablets into their product lineup could further enhance their appeal, as health-conscious consumers increasingly seek fortified food options. This strategy will be advantageous as the market becomes increasingly saturated with plant-based meat alternatives that strive to replicate the real thing.