The prevalence of plant-based burgers in grocery stores across the US has produced a surprisingly new trend: the majority of sales of the plant-based Impossible Burger come at the expense of animal-derived meat. That data comes from Chicago-based analytics company, Numerator. Impossible Foods’ sales now position it as one of America’s fastest-growing brands and the leading driver of growth in the overall plant-based food category . There’s one important stat that stands out among them all in this trend toward replacing meats with plant-based foods: 9 out of 10 people who buy Impossible Burger regularly eat animal-derived foods. “There’s a greater concern for food safety; there’s been a lot more attention to how meat is produced in the media. People are trying to figure out safer ways to find what they’re looking for, and plant-based meat provides not only a great increase in food safety, but also in environmental sustainability,” Matt Ball, a senior communications specialist at the Good Food Institute, told Forbes . Image: Kyle Fields Chicago-based analytics company Numerator analyzed consumer buying habits of the Impossible Burger in the most recent 13-week period. Here are the stats. 21 cents for every dollar spent on Impossible Burger at […]

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