The climate case for mock meats is clear. But who can afford them?

Isobelle McClements made the decision to go vegan at just 13 years old after reading a book about meat processing. A decade later, her family still embraces a plant-based diet, opting for fresh fruits, veggies, and whole grains. Despite the availability of planet-friendly options in stores, the cost and effort of preparing plant-based meals from scratch remains a challenge for many households. While affluent consumers are more likely to purchase plant-based mock meats, younger and non-white demographics are also contributing to the rise in popularity. However, cost disparities exist, especially for low-income households relying on federal assistance programs like SNAP. With the fake meat industry experiencing a decline in sales, efforts are being made to reduce the cost of plant-based alternatives and make them more accessible to all consumers. The Bezos Earth Fund has pledged $100 million to research centers focused on sustainable protein alternatives, aiming to level the playing field against government subsidies that support the meat and dairy industries. Until plant-based meats become more affordable, their widespread adoption will remain a challenge.