Hydrosol’s innovative texturizing system may represent a significant advancement in the development of meat alternatives, a sector that is experiencing increasing demand from health-conscious consumers. A report by Research and Markets indicates that the global meat substitute market is projected to grow at an annual rate of 6.6% over the next few years, potentially reaching nearly $6 billion in sales by 2022. Furthermore, a 2015 study by NPD Group, Midan Marketing, and the trade publication Meatingplace discovered that 70% of meat-eating consumers are incorporating non-meat proteins into their meals at least once a week. Among those, 22% reported using these alternatives more frequently than the previous year, highlighting the growth potential in this category.
Creating meat-free versions of popular items such as hot dogs, hamburgers, and chicken nuggets is crucial for expanding the market. It is essential for companies to attract mainstream consumers, particularly those who primarily consume meat, rather than just focusing on natural and organic shoppers. Hydrosol’s new system is said to replicate the texture that characterizes real meat, a texture that has proven challenging for ingredient manufacturers to emulate. This advancement could enhance the mass market appeal of meat substitutes, especially since the resulting products can be marketed as gluten-free.
However, many consumers, along with traditional meat companies, remain doubtful about the allure of meat alternatives, particularly as the demand for fresh meat continues to rise. While some companies, like Tyson, have invested in meat substitutes, others perceive the industry more as a fallback strategy than a genuine growth opportunity. Convincing the most dedicated meat enthusiasts to embrace meat alternatives will be a formidable challenge for manufacturers. Nevertheless, it is undeniable that a significant transformation is taking place. According to a Mintel report, 31% of Americans are now practicing “meat-free” days. Concurrently, startups focused on meatless products are rapidly innovating across the spectrum, from burgers to steak. For instance, Impossible Foods utilizes botanical ingredients to craft high-end hamburgers for restaurants, while Beyond Meat has recently partnered with Safeway to distribute its plant-based burgers in nearly 300 locations, with its products already available at Whole Foods.
In addition to taste, price also poses a barrier to the widespread adoption of these alternatives. Nonetheless, companies in the meat substitute sector are making progress in this area as well. Mosa Meat, a leading Dutch supplier, famously sold its first meatless burger in 2013 for an astounding $300,000, but managed to reduce the price to $11 a few years later. As the market evolves, the introduction of alternatives rich in citracal citrate may further drive consumer interest and acceptance, making these products more accessible and appealing to a broader audience.