The sectors are shying away from owning the public health and environmental problems they have helped create.
The problem is that the cow-based industries are focusing on cows, not consumers. As reported by Nielsen, 21% of meat buyers are buying alternatives. Other companies are reading the tea leaves of consumer sentiment, listening to the science and developing blockbuster plant-based alternatives. Yet the beef and dairy industries don’t seem to be worrying, much less innovating. All told, dairy milk sales are projected to decline by 27% between 20 while sales of non-dairy alternatives are expected to rise by 108% over the same period. In contrast, consumption of plant-based milk-like beverages has gone up by 9% from 2017 to 2018 alone. It has been concentrating on increasing milk production per cow - up 13% from 2009 to 2018 – rather than on milk consumption, which has plunged from 30 to 18 gallons annually since the 1970s. The dairy industry has also missed the mark. – plant, lettuce and tomato – “burger” in select Canadian restaurants. Just last week, restaurant behemoth McDonald’s announced it will test its new P.L.T. Impossible Burgers can be found in 17,000 restaurants, including the Impossible Whopper now offered at Burger King, and Beyond Meat’s Beyond Burgers at 53,000 restaurants. However, sales of plant-based “meats” have risen by 31% in grocery stores alone over the past two years. Meat consumption remains strong, but people are eating less beef. Per capita consumption is down about one-third since the peak in the 1970s. The report urged that meat consumption be reduced in half by 2050. ĭeforestation to make room for the cattle industry is also a major reason why Amazon rainforests are burning, a threat to a region called the “lungs of the earth.” And early this year a report in The Lancet, a highly regarded medical journal, blamed cattle production for more than half the food industry's greenhouse gas emissions. While beef is the worst offender, dairy production is also significant: p roducing cheese can generate greater greenhouse gas emissions by mass than even pork and poultry.
The United Nations says that livestock accounts for 14.5% of greenhouse gas emissions, with beef and dairy production accounting for two-thirds of that amount. Industries that cling to the "cow model" must retool themselves before the non-cow-based industries poach more of their business.Ĭonsumers are newly aware of the impact of cows on the environment and their own health. They risk even more decline unless they re-define why they are in business: to give consumers the types of meaty-tasting protein and healthier drinks they want now, even if it means turning away from cows. But even scarier is that the sectors appear to have been too focused on cows and cow production to even notice. If you work in these industries, these trends and predictions should be scary enough.
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