Hybrid meat is growing rapidly, with an estimated global market of $2.5bn (Future Market Insights) and CAGR of 10 percent over the next decade.
Major plant-based companies, such as Quorn Applegate and Raised and Rooted are getting into the hybrid game, and have launched everything from hybrid sausages and hamburgers to mince.
What is the success of hybrid meat?
Many consumers are cutting their meat consumption due to concerns about climate change and animal welfare. While more people are adopting a plant-based diet, with over 230m people identifying themselves as vegans (Ipsos), some have found it difficult to completely eliminate meat.
Hybrid meat is a new category.
Julie Johnson, President of HealthFocus International, says that people love meat but are also more aware of sustainability and health. Hybrid meat offers a good middle-ground. It tastes just like real meat, but has a smaller environmental impact. It’s a simple swap for many consumers instead of making a major lifestyle change.”
However, there is some scepticism around the supposed environmental benefits of choosing hybrid meat over a plant-based diet.
“It is not clear whether eating blended meat is enough to help mitigate the climate crisis,” says a spokesperson for plant-based advocacy group, ProVeg International.
Though the group remains open-minded on the category and encourages further investigation and analysis.
“We support more research into blended meat until evidence has been shown that it actually leads to a reduction in conventional meat consumption among consumers.”
Away from animal welfare and the environmental impact of meat, is cost.
Using plant ingredients to “stretch” meat portions can help cut costs while keeping that meaty taste and texture people want
Julie Johnson, HealthFocus International
While plant-based brands have struggled to achieve price parity with their animal-based counterparts, hybrid meat could be a more affordable option.
“Since hybrid meat brands still use some real meat, companies can take advantage of existing supply chains instead of completely reinventing the wheel like plant-based brands have to,” says HealthFocus International’s Johnson. “Plus, using plant ingredients to “stretch” meat portions can help cut costs while keeping that meaty taste and texture people want.”
The price of meat has also risen as the demand for it exceeds the supply. According to Rabobank this is especially true for beef. The four biggest beef-producing countries in the world have seen their herds contract, leading to “the first global reductions of beef supply since the COVID-19 Pandemic”.
In the same way, prices of poultry are increasing again after a decline, giving manufacturers and consumers some respite from record-breaking highs in 2021 or 2022. (The Poultry site).
The plant-based food industry is also facing challenges with regards to taste and texture.
Johnson, of HealthFocus International says that many people have concerns about the taste, texture or ingredients of plant-based products. Hybrid meat may seem like a better bet, since it has all the benefits of real meat but still retains its meaty taste. It could be a better option if companies keep on improving and keeping prices competitive.
Hybrid meat: the future of food?
The hybrid meat category is set to grow in popularity as environmental impacts, animal welfare and cost continue to curb meat consumption.
Hybrid meat is likely to be a new category, not a replacement for meat and plant-based food.
Johnson, of HealthFocus International says that the hybrid meat category is well positioned to gain a foothold.
Sustainability experts are also behind it, as they want to see its success at a moment when concerns about future food security have grown.
Annie Walls, of Ethical Futurists, says that the future of hybrid meats is promising, in terms of taste, nutrition and sustainability. As research progresses, we should expect products to be available that are both nutritionally sound and accessible to consumers of all types.
We’ll likely see more innovative blends, perhaps even hybrids of plant protein and cultivated meat.
Julie Johnson, HealthFocus International
How will the hybrid meat develop?
Johnson says that as food technology advances, there will be more innovative blends – maybe even hybrids that combine plant protein with cultivated meat. This could also make them more affordable and sustainable. It’s important to nail the taste and texture, so even meat-lovers won’t feel that they are compromising.
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