The wellness industry is experiencing booming growth worldwide. Driven by affluent Millennials’ appetite for healthy options, new wellness brands are rapidly emerging globally and challenging the status quo.
The global wellness market, valued at US$4.2 trillion in 2018, sees leading brands delivering a positive contribution to society and empowering consumers in their journey to wellbeing.
73 percent of Millennial consumers are indeed ready to spend more on sustainable products.
At the forefront of the wellness transformation of the food industry are companies such as Beyond Meat. Winner of the United Nations Champions of the Earth Award and featured by the New York Times as one of the six ways humans can adapt to climate change, Beyond Meat is working on the food of tomorrow.
What you put at the centre of your plate has the power to mitigate climate change. I want to give people more choices, to make that decision easier.”
– Ethan Brown, founder and chief executive of Beyond Meat
Beyond Meat, whose investors include Bill Gates and Leonardo DiCaprio, is developing plant-based meat substitutes. And it works. The company sold over 13 million burgers since its start in 2016. Its burgers are available on Amazon Fresh, but also at 20,000 grocery retailers and 10,000 restaurants, hotels, and universities.
With its innovative approach to producing a tasty vegan meat substitute, the California-based company is winning over new consumers every day while gradually reducing our impact on the environment by lowering livestock greenhouse gases emissions.
Ethan Brown, founder and chief executive of Beyond Meat, explains that he started the company “with the goal of perfectly creating a piece of meat, in both taste and appearance, using only plants. This is possible because all of the elements of meat — amino acids, lipids, minerals and water — can be sourced outside an animal.”
For a start, vegan burgers are healthier options to consume, with 43 percent less total fat and 38 percent less saturated fat than animal-based burgers.
The plant-based alternative to meat is winning over the heart of new consumers every day. A study by Label Insight found indeed that 75 percent of consumers closely examine product’s labels before making a purchase. Millennials, in particular, demand more transparency from the food industry and are ready to pay more for healthy alternatives.
Beyond Meat is working hard to satisfy that growing demand. “More and more consumers are beginning to understand the biggest choice they make in terms of impact on the climate is protein,” says Brown. While traditional beef production requires over 68 thousand litres of water, peas-based alternatives require less than three thousand litres. Add to that the time and resources needed to cater for the animals, and vegan burgers and sausages start to look very attractive indeed.
- Tackling the world’s most urgent problem: meat, United Nations Champions of the Earth Award, September 26, 2018.
- Six Ways We Can Adapt to Climate Change, New York Times, December 5, 2017.
- Exclusive: Inside Beyond Meat’s innovative future food lab, by Rina Raphael, Fast Company, July 19, 2018.
- How Consumer Demand for Transparency is Shaping the Food Industry, Label Insight, 2016.
- Meat’s large water footprint: why raising livestock and poultry for meat is so resource-intensive, by Kai Olson-Sawyer, Foodtank, December 2012.