According to Chicago-based analytics company, Numerator, the majority of sales of the plant-based food is coming at the expense of animal-derived meat.
Thanks to this trend, Impossible Foods’ sales has soared so much that it has became one of America’s fastest-growing brands and the leading driver of growth in the overall plant-based food category.
There’s one important stat that stands out among them all in this trend toward replacing meats with plant-based foods: 9 out of 10 people who buy Impossible Burger regularly eat animal-derived foods.
The consumer buying habits of the Impossible Burger which was studied over a 13-week period revealed –
- Impossible Burger gets consumers to spend 21% more on all categories of meat.
- 78 cents per dollar comes from consumers who are shifting their purchases to Impossible Burger from other categories of plant- and animal-based meat.
- 92% of Impossible Burger sales come directly at the expense of animal-derived meats — thus, Impossible Burger is displacing animal-derived foods for 72% of total purchases.
Part of this surge has to do with changing consumer lifestyle habits during COVID-19. In the past 6 months, Impossible Burger sales have increased 77-fold and are now available at 11,000 retail locations in all 50 states.
These foods are becoming increasingly popular because they help in reducing meat, dairy, and egg intake, thereby minimizing the risks of cardiovascular diseases, lowering blood cholesterol, maintaining calories, and increasing protein consumption.
They’re ecologically sustainable, unlike meat from cows.
Impossible Burger uses 96% less land, 87% less water, and 89% fewer greenhouse gas emissions compared to conventional beef from cows.
The company’s mission is to halt biodiversity collapse and reverse global warming by eliminating the need for animal agriculture. They make wholesome, plant-based foods that deliver all the pleasures and nutritional benefits that consumers demand.
Reference- Numerator website & report, Clean Technica, New York Times, Impossible Foods website, Beyond Burger website