Increasing Consumer Interest in Alternative Protein Products

The shift is really driven not by increasing numbers of vegetarians or vegans, those are still small, single digit. What that's drivenb is a huge swell in the number of folks who identify as so called flexitarians or reducitarians. If you look at data from beyond meat or impossible foods, they are both finding that over ninety per cent of consumers purchasing their products are also consuming or purchasing meat products in the same shopping cart or in the same meal.