Food Trends 2020: Where's The Beef?

Illustrations by JoEllen Martinson Davis

Prior to 2020, Americans were already purchasing plant-based meat and dairy alternatives. The NPD Group reported in November 2019 that as much as 90 percent of those products were purchased by non-vegetarians and non-vegans. Consumers, it seems, are buying plant-based foods out of enjoyment and curiosity, possibly seeking variety in their diets. 

The pandemic has certainly intensified interest in the category. Empty meat shelves at the beginning of the pandemic prompted many consumers to cook with vegetarian standbys like tofu and fish, pushed plants close to the center of the plate, and opened the door to meat alternatives like Impossible Foods, Morningstar Farms, Lightlife Foods and Beyond Meat (to name a few). By the end of April, plant-based foods were up 90 percent compared to the prior year and total plant-based food sales grew at a faster pace than total retail.

While it might be tempting to point to meat scarcity for the sudden surge in interest, consumers were buying meat and dairy alternatives previously for reasons unrelated to the pandemic, either incorporating more of a plant-based diet or as a way to limit their eco-footprint. Meat scarcity might have accelerated interest and trial out of necessity, but meat factory closures and employee sickness due to Covid-19 also gave some consumers pause. And if that didn’t get you, the cost could. Meat prices continue to be high.

Fast food also plays an interesting role in the adoption of meat alternatives. Last year, Burger King partnered with Impossible Foods to make the Impossible Whopper (to rave reviews from fellow Ultralites) and KFC’s partnership with Beyond Meat to bring the world Beyond Fried Chicken. McDonald’s has developed their own plant-based beef and chicken sandwiches, announcing its McPlant plant-based burger and crispy chicken sandwich to debut in 2021.

In 2021, expect to see more innovation in this space whether it’s texture, flavor or format. Pork, crumbles and snacks still have a lot of runway to explore. It’s why lab-grown meats and innovatively delicious vegan foods were highlighted by WGSN as trends to watch.