Butter v/s Margarine war has an important lesson to teach for the emerging plant-based food industry.
(a mini thread)
(a mini thread)
1/ The plant-based meat alternatives industry currently is exploding.
Funding is exploding for the sector. (via @GoodFoodInst)
Funding is exploding for the sector. (via @GoodFoodInst)
3/ This growth is good news for those concerned about animal welfare because when a consumer picks up plant-based meat, s/he is likely to do so at the expense of NOT consuming actual meat.
4/ But animal welfare is NOT why people are picking up plant-based meat.
In various surveys, the most top-most reason for choosing is ALWAYS health reasons.
For example, see this survey on motivations to choose plant based meat moonshotcollaborative.com/wp-content/upl…
In various surveys, the most top-most reason for choosing is ALWAYS health reasons.
For example, see this survey on motivations to choose plant based meat moonshotcollaborative.com/wp-content/upl…
5/ Another survey on motivations, this time from Europe
…ly-uploads.s3.eu-west-1.amazonaws.com/uploads/landin…
…ly-uploads.s3.eu-west-1.amazonaws.com/uploads/landin…
7/ Now back to butter v/s margarine.
Why butter drop so sharply in per capita consumption in 1950s?
Well, science started talking about how saturated fats in butter are bad for the heart.
Why butter drop so sharply in per capita consumption in 1950s?
Well, science started talking about how saturated fats in butter are bad for the heart.
8/ Margarine was developed by the industry as a substitute for butter.
Unsaturated fats (from vegetable oils) that are liquid at room temperature were hydrogenated so they can solidify and be able to substitute butter wherever it was used.
Unsaturated fats (from vegetable oils) that are liquid at room temperature were hydrogenated so they can solidify and be able to substitute butter wherever it was used.
9/ Due to its perception of delivering all the benefits of butter without any downsides (of saturated fats), sales of margarine exploded in 1970s and it rapidly replaced butter.
Notice a similar story with plant-based meat growth?
Notice a similar story with plant-based meat growth?
10/ But notice how margarine declined in 1990s.
Why did that happen?
Well, new research came up that showed the trans-fats in margarine were probably even worse than saturated fats of butter.
Bummer!
Why did that happen?
Well, new research came up that showed the trans-fats in margarine were probably even worse than saturated fats of butter.
Bummer!
11/ The point I'm making is that positioning plant-based meat alternatives around health benefits is VERY dangerous because even if consumption is growing today, it can very well reverse in the future (just like it happened with margarine).
12/ Health claims and diets, unfortunately, have a faddish nature - cool today, uncool tomorrow.
Even though health claims are great to introduce a population to plant-based meat, long-term sustenance of the category cannot rely on it.
Even though health claims are great to introduce a population to plant-based meat, long-term sustenance of the category cannot rely on it.
13/ What to target instead?
First, make these products superior to meat in taste and price.
Then target the animal welfare concern directly.
Unlike health claims, once someone is on board with animal welfare concerns, there's no going back on animal welfare.
First, make these products superior to meat in taste and price.
Then target the animal welfare concern directly.
Unlike health claims, once someone is on board with animal welfare concerns, there's no going back on animal welfare.
14/ This is NOT just my opinion.
A survey of ex-vegetarians and current vegetarians clearly shows that those who include animal welfare in their motivation for their diets, stick with vegetarian diets longer.
See this analysis by @faunalytics
faunalytics.org/wp-content/upl…
A survey of ex-vegetarians and current vegetarians clearly shows that those who include animal welfare in their motivation for their diets, stick with vegetarian diets longer.
See this analysis by @faunalytics
faunalytics.org/wp-content/upl…
15/ Another much more detailed and nuanced discussion on what's most effective messaging for animal welfare advocacy is @SentienceInst
sentienceinstitute.org/foundational-q…
sentienceinstitute.org/foundational-q…
16/ That's it!
I'm excited about the growth in plant-based animal product alternatives, but it's important to set the right foundation for how to communicate the benefits of consuming these products.
Foods and diets follow fads, let's ensure this one isn't one of them.
I'm excited about the growth in plant-based animal product alternatives, but it's important to set the right foundation for how to communicate the benefits of consuming these products.
Foods and diets follow fads, let's ensure this one isn't one of them.
• • •
Missing some Tweet in this thread? You can try to
force a refresh
