We’ve all seen the tremendous buzz around “plant-based.” Be it on TV, in magazines, scrawled across social media feeds or somewhat bizarrely trumpeted as the hot new thing by multiple fast-food chains, plant-based meat alternatives are being hyped as save-the-day innovations ad nauseum. What’s really going on here? Has there been a sudden surge of veganism across the country? Not really. According to a 2019 study by the Vegetarian Resource Group, just 4 percent of U.S. consumers are strict vegetarians, with half of that group consisting of those who consider themselves vegan (2 percent). Those rates have remained relatively stable for many years.
Here’s something we do know for sure: Consumers want animals to be treated well and are willing to pay more for products from companies that deliver on that promise. Over the last decade, for example, the egg industry experienced a wave of change led by consumers’ demand for cage-free eggs (pasture-raised, all the better). Following suit, I believe this alleged plant-based revolution is a reflection of consumers’ ever-expanding desire to make purchase decisions that reflect their values. Ideally, they want to eat healthy, treat animals humanely and protect the environment for future generations. Much of this is the promise of plant-based messaging. The problem, however, lies in the assumption that plant-based alternatives meet these ideals simply because “plant” is in the product name — a word consumers strongly associate with wholesome, close-to-nature food and small family farms.