Why Hybrid Meat Is Becoming So Successful

The hybrid meat industry is rapidly growing, with a global market value of $2.5 billion and an estimated CAGR of 10% over the next decade (Future Market Insights). Major plant-based brands, including Quorn, Applegate, and Raised and Rooted, are already involved in hybrid action, launching everything from hybrid sausages and burgers to ground meat.

Concerns about climate change and animal welfare are pushing many consumers to reduce their meat consumption. However, while an increasing number of people are embracing a plant-based lifestyle, with 230 million people now identifying as vegan (Ipsos), others have struggled to eliminate meat entirely from their diets.

Enter Hybrid Meat

“People love their meat but are becoming more health and sustainability-conscious,” says Julie Johnson, President of HealthFocus International. “Hybrid meat is an excellent middle ground – it still tastes like real meat, but with a lower environmental impact and better nutrition. For many consumers, it feels like an easy swap rather than a major lifestyle change.”

However, there is some skepticism about the supposed environmental benefits of choosing hybrid meat over a plant-based diet.

“It’s unclear whether consuming hybrid meat is enough to help mitigate the climate crisis,” says a spokesperson for the plant-based advocacy group ProVeg International. Although the group remains open to the category and encourages further research and analysis, they add:

“We support more research in the field of hybrid meat until it is demonstrated that it actually leads to a reduction in conventional meat consumption among consumers.”

Beyond Animal Welfare and Meat's Environmental Impact, There's the Cost of Production

Using plant-based ingredients to “stretch” meat portions can help reduce costs while maintaining the meat taste and texture that people desire.

Julie Johnson, HealthFocus International states: “While plant-based brands have struggled to reach price parity with their animal-based counterparts, hybrid meat might be a more affordable option.”

“Since hybrid meat brands still use real meat, companies can take advantage of existing supply chains instead of reinventing the wheel, as plant-based brands must do,” says Johnson.

“Moreover, using plant ingredients to “stretch” meat portions can help reduce costs while keeping the taste and texture of meat that people desire.”

But it’s not just the cost of plant-based products that’s proving challenging; meat prices are also rising as demand exceeds supply. This is especially true for beef, which has seen a decline in production in the top four beef-producing countries worldwide, according to Rabobank, leading to “the first global cuts in beef supply since the COVID-19 pandemic.”

Similarly, poultry prices are rising again after a drop, which gave producers and consumers a reprieve from the record highs seen in 2021 and 2022 (The Poultry Site). Meanwhile, the plant-based industry faces other challenges such as taste and texture issues.

“Many people are still on the fence about plant-based meat due to taste, texture, and ingredients,” says Johnson from HealthFocus International. “Hybrid meat might feel like a safer bet since it still has the real meat factor but with some additional benefits. If companies can continue to improve the formula and keep prices competitive, it could become a more attractive option for many consumers.”

Is Hybrid Meat the Future?

The success of the hybrid meat category seems set to continue as costs, environmental impact, and animal welfare concerns reduce meat consumption.

However, rather than entirely replacing meat or plant-based meat, hybrid meat is more likely to join them as a third category.

“The hybrid meat category has a good chance of gaining a strong position,” says Johnson from HealthFocus International.

It also has the support of sustainability experts eager to see it succeed at a time when concerns about future food security are growing.

“The future of hybrid meat looks promising in terms of nutrition, taste, and sustainability,” says Annie Walls from Ethical Futurists. “As research continues, we can expect to see products that are not only nutritionally adequate but also affordable and attractive to a wide range of consumers.”