Plant-based meat expected to match animal meat prices by 2023: sooner than you think


To win the favor of consumers, plant-based meat brands need to be competitive enough with animal-based meat brands on price. This could happen sooner than expected, new reports suggest.

According to the latest information from the nonprofit Good Food Institute (GFI), the cost of plant-based meat is expected to equal that of traditional animal meat by 2023. Achieving price parity is critical to mainstream adoption of plant-based meat, as consumers are more likely to try new plant-based food options that are comparable in price to comparable animal-based meat products.

In a recent study by GFI and consumer research firm Mindlab, which looked at price as a driver of purchase intention, consumers ranked price as the second most important factor (after taste) for purchasing plant-based products. While retail sales of plant-based meat increased by an average of 45% in 2020, Neilson's data shows that plant-based meat currently costs twice as much as conventional beef, three times as much as pork and four times as much as chicken. For most consumers, closing the price gap is likely to increase purchase intentions for plant-based products.

Plant-based foods face some looming hurdles in order to achieve price parity. The livestock industry has been able to keep costs down because it has slaughtered animals on a large scale for food for decades with the help of government subsidies. However, the plant-based industry is newer and has not yet achieved the same economies of scale.

Emma Janiszewski, Corporate Engagement Program Manager at GFI, said:

“Achieving price parity is ultimately about scaling. Improving the efficiency and resilience of the plant-based meat supply chain can reduce costs for manufacturers and ultimately increase consumer affordability.”

2032: The end of animal meat?

A 2021 report from investment firm Blue Horizon and business advisor BCG also noted that the key to consumer acceptance is price flat. The report states that new protein products must taste and feel as good as the traditional foods they replace, and cost the same or less.

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