Plant-based proteins in fast food are up against several obstacles that stopped them from ever fully taking off, Brian Yarbrough of Edward Jones told Insider. It's"very hard" to convert meat eaters to plant-based meat, he said. Part of the hesitancy is due to higher prices for plant-based proteins. An impossible breakfast sandwich at Starbucks in Rochester, New York is 35% more expensive than the equivalent with real sausage.
Consumers have become more skeptical of health claims around plant-based meat, too. A September survey of 2,000 people fromfound that in 2022 consumers were less likely to believe that plant-based meat was healthier than standard meat and less likely to pay a higher price for plant-based. Potential customers are turned off by the long list of ingredients with unclear health benefits over real meat, Yarbrough told Insider.
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