Supermarket Perimeter - January 2022 - 12

Plant-based: niche...and likely to stay that way
When the Impossible Whopper and other high-profile entries into
the plant-based space made big splashes in recent years, it seemed
like the continuous rise of plant-based was inevitable. Many of the
nation's top meat producers themselves got into plant-based.
But there have been signs recently that plant-based may be
slowing down. Plant-based sales rose 7% in 2020, Stein said, but that
was easily below the meat category as a whole and several subareas
of it. In an $84 billion category, plant-based accounts for less
than $1.3 billion.
" Plant-based has found its niche, but it's not growing at the pace
In the $84 billion meat
category, plant-based accounts
for less than $1.3 billion
it was, and it's not keeping up with overall category, " he said. " It's
starting to level out. And there had been forecasts that it would
replace animal protein. "
After the initial buzz, many consumers have started to become
more realistic about what kind of a premium they're willing to pay to
get a plant-based alternative, Stein said.
" It will continue to play a role but not of the size people projected, "
he said. " You wouldn't know that by reading about it, though. It's
nothing proportionate to the fear most meat companies had three or
four years ago. "
While the plant-based category is growing, Super said, it still
represents a fraction of total meat case sales. Americans are set to
eat a record of more than 97 pounds of chicken per capita in 2021,
and by most forecasts, is set to soon be the number one protein
consumed globally.
" Chicken is a nutritious, sustainable and affordable protein option
that fits into a range of diets and should complement a diet rich in
vegetables and plant-based proteins, " he said. " It should be chicken
and plants, not chicken or plants. The bottom line is that we respect
30% of consumers said they
will eat more chicken than
they did pre-pandemic
Sustainability gains
In mid-September, the National Chicken Council launched its
first-ever Broiler Sustainability Report. The report provides a
comprehensive overview of broiler production and the industry's
collective progress in its environmental, broiler welfare and social
impact journey, as well as efforts to build a more sustainable food
system.
" It is truly a remarkable journey and success story that we all can be
proud of, " said the council's Tom Super.
42% of those planning to eat more
or the same amount of chicken
said they will do so because it's
healthier than other proteins
(NCC-WATT Global)
HIGHLIGHTS INCLUDE:
* Land use: down 13%
* Greenhouse gas emissions (carbon footprint): down 18%
* Water consumption: down 13%
* Fossil resources use: down 22%
* Particulate forming emissions: down 22%
12 - JANUARY 2022
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Supermarket Perimeter - January 2022

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