Alt-protein or plant-based meat has recently seen a decline in its market shares with flagship companies like Beyond Meat struggling to stay afloat. However, this article argues that this is simply a symptom of hype cycles - as the initial hype following an innovation wanes novel products and technologies commonly experience a “trough of disillusionment”. Those products and technologies that survive this “trough” tend to achieve mainstream acceptance, which this article suggests will be the case for the alt-protein industry.

Mini bean burgers on blue platter. Image by Marta Cuesta via Pixabay.

Read the original article here. See also the TABLE blog post Framing the future of food: The contested promises of alternative proteins.

TABLE
THEMES
Alternative protein Consumer perceptions and preferences Markets Substitutes for meat & dairy
PUBLISHED
13 Jun 2023
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