How Impossible, Beyond & Nestlé’s plant-based burgers disrupt the meat industry
A major marketing battle is taking place on US grocery store shelves: plant-based meat producers Impossible Food, Beyond Meat & Nestlé aim to turn protein-loving consumers on to vegan meat alternatives billed as healthier, more eco-friendly, and cruelty-free. However, the meat industry has not had the last word.
Impossible Food, Beyond Meat & Nestlé’s plant-based meat will probably make conventional meat look old.
By 2040, the global conventional meat supply will drop by more than 33%, with new vegan meat alternatives and cultured meat replacing classic meat products.
For marketers, category disruption is both a nightmare - and a great opportunity.
Every business needs to continually reinvent itself, and have an eye on the next big trend. This is not a nice-to-have skill but a must-have for survival.
Category disruptions are frequent: e-cigarettes disrupted the tobacco industry, plant-based milk turned the dairy industry upside down, and Tesla-like e-mobility entrepreneurs are revamping the car industry.
The meat battle on social media: What are the category trends?
Clever social listening tools such as Talkwalker’s Quick Search help marketers discover what category trends are peaking and what is at the heart of customer conversation. If you’re revamping your product or about to launch the next disruptive best-seller, getting valuable customer insights first is key.
Quick Search provides valuable insights and trend key stats.
Recent findings show that 76% of Americans consider plant-based foods as healthy and that wellness is now a lifestyle as opposed to a trend. Additionally, 51% of Americans believe a meal is not complete without meat. Hence, plant-based meat replacements, which are sold as being less harmful to the environment, seem to have a great future in the United States. Let’s have a look at what social media tells us.
Ellen DeGeneres invites fans on social media to eat less meat.
By the way, please don’t say “vegan” anymore, say “plant-based”. “Using ‘plant-based’ allows people to feel they’re not joining a specific group for eating a specific way,” says Joseph Pace, a producer, and writer of the film “The Game Changers,” a documentary released on Netflix in 2019 about plant-based diets and athletic performance.
Plant-based meat is a hot topic on social: over 311.4K mentions and 1.9 million engagements were generated in the last 13 months.
Plant-based meat conversation on social media is an increasing trend says our easy-to-use Quick Search tool.
We can easily track what hashtags are trending around plant-based meat discussions, delivering powerful insights for campaigns. Let’s see what matters:
Impact on the environment is at the center of conversations about eating less meat
Lots of mobilization happens on specific days or months such as Veganuary/Meatless Mondays
FoodTech is heavily discussed when it comes to new food ventures
Veganism, LessMeatMoreVeg and GoVegan are key trends related to the new meat solutions
A Talkwalker hashtag cloud revealing trends around plant-based meat discussions.
Social media users obviously have mixed feelings when posting about the new types of “meat”. Emojis vary from plants, laughs to screaming.
Emoji clouds are a good visualization of conversation sentiment - here based on plant-based meat.
By focusing on best-performing tweets, we can uncover hidden trends related to the topic around the world. For example, this Chinese healthy, plant-based meat-tweet that received over 20K likes.
China has created a healthy plant-based meat that mimics pork, made from mushrooms, legumes & rice. It has no cholesterol, low in fat & high in protein.— The Vegan Nutritionist Ⓥ (@vegannutrition1) September 2, 2019
Pigs are the highest consumed animals in China and substitutes such as these will have a huge global impact.
Change is here. pic.twitter.com/jIHochHPJy
Even the latest Golden Globes dinner party menu was meat-free - for the first time ever, with positive feedback from stars such as Leonardo DiCaprio and Joaquin Phoenix.
Sending a HUGE congratulations to PETA’s 2019 Person of the Year and #vegan #JoaquinPhoenix for his #GoldenGlobes win!— PETA (@peta) January 6, 2020
His performance as Arthur in #Joker was just as unforgettable as his acceptance speech 👏 pic.twitter.com/6Ti4Z9bunT
Innovative data visualization tools such as Talkwalker's Conversation Cluster give you a global view and useful insights of the main discussions on social around a specific theme. Helping you detect emerging themes, trending conversations, and giving you a full understanding of all sides of the debate.
Conversation clusters instantly help you uncover, understand and visualize the context around any topic at a glance.
Making the impossible possible: Establishing a brand in a commodity-driven meat market
The meat industry is mainly driven by distribution, not by brands. Until today.
Before plant-based meat made its appearance, nobody asked what burger brand you brought to the cookout. This changed dramatically with the launch of new plant-based, beetroot-bloody burger alternatives. Despite predictions from investors that the appeal of the new-age meat brands will soon vanish as all major food producers jump on the bandwagon or large chains such as Kroger launch private-label faux meat versions, early players have managed to establish valuable brand equity.
Brands such as Impossible Foods and Nestlé are players within the plant-based meat discussion on social media.
Let’s have a look at how foodtech disruptor brands such as Impossible Food and Beyond Burger are performing, analyze how faux-meat challengers such as Nestlé’s Awesome Burger or Maple Leaf Food’s Lightlife Burger are trying to emerge, and how legacy meat leaders such as JBS’s Incrível Burger - the company being the world’s leading meat processor - are striking back.
Impossible Burger grossed 368K mentions and 1.2 million engagements in the last 13 months (mostly due to its fast-food patty), versus 589.9K mentions and 2.3 million engagements for Beyond Burger, empowered by its IPO and availability at Dunkin’.
Nestlé’s plant-based Incredible Burger (European version launched under the Garden Gourmet brand) or Awesome Burger (US version launched under the Sweet Earth Foods brand) earned 9.5K mentions and 34.8K engagements, hence showing room for improvement.
Canadian brand Lightlife Burger generated low 4.6K mentions and 77.3K engagements, trying to emerge.
JBS’s plant-based meat option, launched under the Seara brand in Brazil, shows 53 mentions and 13 engagements. The land of picanha and churrasco doesn't seem quite yet ready for this choice of new protein.
Beyond Burger and Impossible Burgers’ social media battle.
SnoopDogg promoting the Beyond Sausage Sandwich - now available nationwide at Dunkin':
Jordan Peele showing that he’s an Impossible Burger convert.
Had another Impossible burger yesterday. If they had told me it was beef, I would’ve believed it. I guess That makes me a convert. 🌎— Jordan Peele (@JordanPeele) May 23, 2019
Compared to a regular beef burger...— Manchester City (@ManCity) November 1, 2019
💚 86% less CO2 emissions
💚 95% less land use
💚 95% ecosystems quality
💚 93% less water consumption
The Garden Gourmet Incredible Burger available on matchday at the Etihad now!
🔵 #ManCity pic.twitter.com/xVwLkMS84M
Real meat’s industry feelings?
It didn’t take long to see an anti-plant-based public relations storm appearing on the US press horizon - involving the “new meat” pioneers.
The Center for Consumer Freedom, a PR firm whose sponsors have included meat producers and food industry organizations dedicated to promoting personal responsibility and protecting consumer food choices, posted full-page ads in major US newspapers and generated press coverage by claiming to reveal what the neo-meat burgers are made of, calling them “ultra-processed imitations”.
The meat lobby strikes back
They also created videos on YouTube with their take on so-called fake meat.
The social media impact is relatively low as their campaign is quite traditional, lacking hashtags and not celebrity-endorsed.
Trivia quiz: following are the ingredients of three food/feed items. Two of them are fake burgers (namely @ImpossibleFoods burger and @BeyondMeat burger, respectively) and the third is premium dog food. Can you pick the latter? pic.twitter.com/uqzWIkxpQ7— Frank Mitloehner (@GHGGuru) June 27, 2019
A plant-based meatless future is ahead
While all major CPG food brands are concentrating on plant-based meat (or blends of protein and meat such as US meat giant Tyson Foods’ Raised & Rooted brand), the next big meatless trend is ...plant-based seafood! Yes! Fish, shrimp, and crab-cakes, all made with protein and algae--in an attempt to not harm oceans and marine life. Pioneering brands such as Atlantic Natural Food’s Loma Linda Tuno and GoodCatch will bring you tuna to satisfy all those with a taste for seafood and love of the environment. Be ready for the revolution.
What matters for disruptive marketers?
Know your audience. Know who your consumers are and what they really want. Understand why they hate or love specific products. By digging deep on social, you will find out what they truly think.
Get ahead of the trends in your industry segment. Explore and stay ahead of the curve by listening to social media discussions on blogs, groups and social channels to find that actionable insight that will make it happen. Digital conversational intelligence is key in today’s CPG marketing.
Be bold in your social media strategy to ignite your brand. Early adopters love social media and they tend to engage quickly, if they like your sharp positioning (think Apple, Tesla, Impossible Burger). Measure your impact and adjust your campaign quickly.