Despite a surge in sales of plant-based faux meat, Americans are consuming record amounts of meat and at the moment, poultry is driving the increase. Per-capita consumption will climb to 225.6 pounds in 2020, the highest total ever, with poultry accounting for half of it, according to the government.
Meat consumption went into a long slump after the 2007-09 recession and finally will rise above pre-recession levels this year, according to the USDA, which raised its forecasts of consumption on Tuesday.
“Basic economics are at play — incomes are rising while increasing production has helped keep meat prices in check,” said director Pat Westhoff of the FAPRI think tank at the University of Missouri. “For all the headlines about meat substitutes, a lot of people still like meat and will buy more when they can afford to.”
Consumption will rise by 4.7 pounds per person this year from 219.5 per person in 2018 and rise by an additional 1.4 pounds in 2020, said the USDA. “For 2020, the total red meat and poultry forecast is increased…as higher broiler production more than offsets a lower beef production forecast,” said USDA analysts. Poultry consumption would rise by 4.3 pounds per person and red meat by 1.8 pounds during the two-year period.
“A good U.S. general economy and low unemployment do equate to increased consumption,” said the National Chicken Council. The trade group said chicken usually costs less than beef or pork and it fits into many recipes. “We’re also seeing more chicken in categories where traditionally chicken hasn’t been a big player. Mainly the breakfast category, chicken sausage and even protein snacks,” said council spokesman Tom Super.
At the projected level of 224.2 pounds of meat per person this year, Americans consume an average 9.8 ounces of meat daily.
Sales of plant-based meats soared by 10 percent in in the previous year to total $800 million,” said the Plant Based Foods Association in mid-July, based on data from SPINS, a retail analytics provider. The trade group said plant-based meats accounted for 2 percent of retail packaged meat sales. During the same period, sales of animal meat and groceries overall rose by 2 percent; sales often keep pace with population changes.
Beyond Meat began selling plant-based burgers in bulk at some Costco stores last week, reported CNN. “Barclays predicts the alternative meat sector could reach about $140 billion in sales over the next decade, capturing about 10% of the global meat industry.”