# Reviving the stagnant plant based meat market

- Show: [Catalyst](https://hardwarepodcasts.com/podcast/catalyst)
- Published: 2023-09-28
- Length: 39m
- Page: https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market

## Summary

John Baumgartner, managing director of equity research at Mizuho Securities, explains why the plant-based meat market has stagnated despite early hype, citing a 33-month streak of volume declines and a failure to achieve price parity or health credentials compared to traditional meat. He contrasts this with the more mature plant-based beverage sector, noting that Impossible Foods has gained share by expanding into convenience formats while Beyond Meat struggles with taste and premium pricing. Baumgartner argues that long-term growth requires innovations in structured products like steaks, improvements in nutritional profiles, and a shift toward B2B licensing models rather than just retail branding.

## Chapters

- [1:19](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=79) Introduction: Catalyst and Market Context
- [5:40](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=340) Plant-Based Beverages vs. Meat: Diverging Paths
- [6:37](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=397) The 33-Month Decline and COVID Bounce
- [9:27](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=567) Food Service Failures and Coastal Penetration
- [12:37](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=757) Household Penetration and the 'Under No Circumstances' Crowd
- [16:31](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=991) Impossible Foods vs. Beyond Meat: Market Share Dynamics
- [23:44](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=1424) Price Premiums and Health Concerns
- [27:35](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=1655) Product Innovation: Ground Beef vs. Structured Cuts
- [30:17](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=1817) Competition from Fermentation and Cultivated Meat
- [36:45](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market#t=2205) Long-Term Outlook: B2B Licensing and Private Label

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

early-stage companies

## Mentioned

- Impossible Foods (company)
- Beyond Meat (company)
- Burger King (company)
- Tim Hortons (company)
- Morningstar (company)
- Kellogg (company)
- Oatly (company)
- Energy Hub (company)
- Bloom Energy (company)

## Related episodes from other shows

- [Impossible Foods: Pat Brown](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown) (How I Built This)
- [Live Episode! Beyond Meat: Ethan Brown](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-02-16-live-episode-beyond-meat-ethan-brown) (How I Built This)
- [When your dinner is printed with Eshchar Ben-Shitrit of Redefine Meat](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Catalyst.