May 23, 2018
Streetbees: 2 out of 3 Brits think meat-free burgers will overtake traditional burgers in 20 years
- 64% of Brits believe meat-free alternatives will be more common than traditional meat burgers by 2038
- One-third of Brits would make the switch to only buying meat-free burgers - if they tasted the same as beef
The majority of British people expect that the traditional beef burger will be overtaken by meat-free alternatives in just 20 years’ time, according to new research.
The survey - undertaken by Streetbees, the global intelligence platform - found that 64% of British adults think that by 2038, meat-free alternatives such as the ‘Impossible burger’ will be more common than the traditional beef patty - with that number rising to 71% of under-25s.
The study also found that one-third (33%) of Brits would start exclusively shopping for meat-free burgers if they matched the real thing. That represents a huge slice of the market, given that 83% of UK respondents said they eat beef: in 2015 alone, UK consumers spent £3.14bn on beef products.1
Tugce Bulut, CEO of Streetbees, said: “The food and beverage industry is being disrupted by the possibilities created by technology and the attitudes of consumers, which are evolving at an unprecedented rate. Brands must pay close attention to the rise of innovations like the Impossible Burger, as they could turn existing markets and supply chains upside down and even make the traditional beef burger a thing of the past.”
The Impossible Burger, created by San Francisco-based Impossible Foods, is one of a number of new plant-based meat substitutes that claim to replicate existing meat products more closely than ever before.
The Streetbees survey found that most Brits would generally be keen on trying the Impossible Burger - but not as keen as people elsewhere in the world. Seven out of 10 Brits say they would try an Impossible Burger if they saw one on a menu today - less than the global average of 84%.
In terms of taste, just 9% of beef-eating Brits actually think it would taste the same as a meat burger, although vegetarians (29%) are more optimistic than carnivores. Younger Brits are also more favourable to the taste possibilities, with one-quarter of Brits under 25 thinking it would taste the same.
Meat-free products have received substantial media attention recently, and Impossible Foods’ products are now on sale in over 1,000 locations across the US and Hong Kong. According to the company, creating an Impossible Burger uses just 1/20th the land, a quarter of the water and produces 1/8th the levels of greenhouse gas emissions, compared to the average beef burger.2
Currently, 26% of the Earth’s non ice-bound land is used for livestock grazing, and a third of cropland is used for livestock feed production.3
Over 1,900 people were surveyed in several countries through the Streetbees app, across the UK, US, India, Nigeria, South Africa and the Philippines.
1 — National Beef Association: https://www.nationalbeefassociation.com/resources/beef-statistics/
2 — Impossible Foods: https://www.impossiblefoods.com/
3 — UN Food and Agriculture Organisation: http://www.fao.org/docrep/018/ar591e/ar591e.pdf
The figures in the article were taken in April 2018 from over 1,900 people across the UK, US, India, Nigeria, the Philippines and South Africa. All of the data was collected by mobile and web surveys, and is accurate to within 3 percentage points 19 times out of 20.
To see a dashboard that displays the results, access the Streetbees platform at: https://insights.streetbees.com/client/impossible-burger/
Streetbees is a London-based global intelligence platform that reveals how people behave, and why, by analysing real-life moments collected from its worldwide users on an always-on basis.
Over 1 million users – or ‘bees’ – across 150 countries worldwide use the chat-style Streetbees app to share moments from their daily lives via videos, photos and text, giving as much or as little information as they like. Through applying advanced natural language processing technology to the results, Streetbees uncovers not just what they do, but also why they do it, and what drives them – and predicts what they may do next.
This allows Streetbees’ customers – who include Unilever, PepsiCo, BBC World Service, Vodafone and L’Oreal – to receive rich insights into communities anywhere in the world at an unprecedented scale and affordable cost, helping them deeply understand new or unfamiliar markets. Using the Streetbees platform, world-leading brands are able to make more informed and accurate decisions about consumer behaviour, and predict future trends with confidence.
Streetbees is backed by some of the planet’s most renowned investors and entrepreneurs, including Atomico, BGF Ventures, LocalGlobe, and Octopus Ventures. Our investors have also backed TransferWise, Zoopla, FarFetch, Graze and Wonga - and founded Innocent drinks.www.streetbees.com
Norval Scott, Head of Communications, Streetbees
mobile: +44 7527 286 552