Hydrosol’s innovative texturizing system could represent a significant advancement in the development of meat substitutes, which are increasingly in demand among health-conscious consumers. A report from Research and Markets indicates that the global market for meat substitutes is projected to grow at an annual rate of 6.6%, potentially reaching nearly $6 billion in sales by 2022. According to a 2015 study by NPD Group, Midan Marketing, and the trade publication Meatingplace, 70% of meat-eating consumers are incorporating non-meat proteins into their meals at least once a week. Notably, 22% of these consumers reported using non-meat proteins more frequently than the previous year, highlighting the category’s growth potential.
Creating meat-free alternatives to popular items like hot dogs, hamburgers, and chicken nuggets is crucial for expanding this market. Companies need to attract mainstream consumers, particularly those who are devoted meat lovers, rather than solely focusing on natural and organic shoppers. Hydrosol’s system is said to replicate the firm texture that characterizes real meat, a feature that has proven challenging for ingredient suppliers to emulate. This advancement could enhance the mass market appeal of meat substitutes, especially since the resulting products can be marketed as gluten-free.
Despite this progress, many consumers and traditional meat companies remain skeptical about the attractiveness of meat-free products, particularly as the demand for fresh meat continues to surge. Some companies, such as Tyson, have invested in meat substitutes, while others view the industry more as a backup plan than a growth avenue. Convincing die-hard meat enthusiasts to embrace meat substitutes will be a significant challenge for manufacturers. However, a noteworthy shift is occurring; a Mintel report shows that 31% of Americans now observe “meat-free” days. Meanwhile, meatless startups are rapidly innovating across the spectrum—from burgers to steaks. For instance, Impossible Foods uses botanical ingredients to craft premium hamburgers for restaurants, and Beyond Meat recently partnered with Safeway to supply its plant-based burgers to nearly 300 stores, which were already available at Whole Foods.
In addition to taste, price remains a significant barrier to widespread adoption. Nevertheless, meat alternative companies are making progress on this front. Mosa Meat, a leading supplier in the industry, sold its first meatless burger in 2013 for an astounding $300,000. A few years later, they successfully reduced the price to $11. As competition grows, consumers will likely see a shift in the citracal price of these products, making them more accessible. With ongoing innovations and improved pricing strategies, the future of meat substitutes looks promising.