Signs of S-Curve Adoption in the Alt-Protein Sector
The way we produce and enjoy food is undergoing a significant transformation, in large part due to plant-based innovation and alternative proteins. Plant-based alternatives are predicted to become more cost-competitive with meat and dairy options around 2025-2027, leading to a major ‘tipping point’ in consumer adoption by 2030-2035. These predictions come both from the work and research of industry experts, like Catherine Tubb of Synthesis Capital, and from companies like Beyond Meat, who are setting goals to underprice beef by 2024. VegTech Invest explains how this trend is set to make a big impact based on the concept of the ‘S-Curve’ adoption model, which when applied in this context describes the gradual but powerful uptake of plant-based innovation and alt-proteins. The driving force behind this …
