The hybrid meat industry is growing fast, with a global market value of $2.5bn and a projected CAGR of 10% over the next decade (Future Market Insights).
And major plant-based brands, including Quorn, Applegate, and Raised and Rooted, are already getting involved in the hybrid action, launching everything from hybrid sausages and burgers to mince.
Why is hybrid meat becoming so successful?
Climate change and animal-welfare concerns are pushing many consumers to cut their meat intake. However, while increasing numbers are embracing the plant-based lifestyle, with 230m people now identifying as vegan (Ipsos), others have struggled to eliminate meat from their diets altogether.
Enter the hybrid meat category.
“People love their meat, but they’re also becoming more conscious of health and sustainability,” says Julie Johnson, president of HealthFocus International. “Hybrid meat is a great middle ground—it still tastes like the real thing but with a lower environmental impact and better nutrition. For a lot of consumers, it feels like an easy swap instead of a big lifestyle change.”
However, there is some scepticism around the supposed environmental benefits of choosing hybrid meat over a plant-based diet.
“It is not clear whether eating blended meat is enough to help mitigate the climate crisis,” says a spokesperson for plant-based advocacy group, ProVeg International.
Though the group remains open-minded on the category and encourages further investigation and analysis.
“We support more research into blended meat until evidence has been shown that it actually leads to a reduction in conventional meat consumption among consumers.”
Away from animal welfare and the environmental impact of meat, is cost.
Using plant ingredients to “stretch” meat portions can help cut costs while keeping that meaty taste and texture people want
Julie Johnson, HealthFocus International
While plant-based brands have struggled to achieve price parity with their animal-based counterparts, hybrid meat could be a more affordable option.
“Since hybrid meat brands still use some real meat, companies can take advantage of existing supply chains instead of completely reinventing the wheel like plant-based brands have to,” says HealthFocus International’s Johnson. “Plus, using plant ingredients to “stretch” meat portions can help cut costs while keeping that meaty taste and texture people want.”
But it’s not just the cost of plant-based products which are proving challenging, the price of meat is on the rise as demand outstrips supply. This is particularly true of beef, which has seen herd contraction in the world’s four largest beef producing countries, according to Rabobank, leading to the “first global beef supply reductions since the COVID-19 pandemic”.
Similarly, poultry prices are rising again following a drop, which had given manufacturers and consumers a reprieve from the record highs hit in 2021 and 2022 (The Poultry Site).
Meanwhile, the plant-based industry faces further challenges in the form of taste and texture.
“A lot of people are still on the fence about plant-based meat because of taste, texture and ingredient concerns,” says HealthFocus International’s Johnson. “Hybrid meat might feel like a safer bet since it still has the real meat factor but with some added benefits. If companies can keep improving the formula and keep prices competitive, it could end up being a more appealing option for many consumers.”
Is hybrid meat the future?
Success of the hybrid meat category looks set to continue, as cost, environmental impact and animal welfare increasingly curb meat consumption.
However, rather than replacing meat or plant-based meat altogether, hybrid-meat is more likely join them as a third category.
“The hybrid meat category has a good shot at gaining a strong foothold,” says HealthFocus International’s Johnson.
It also has the backing of sustainability experts, keen to see it succeed at a time when fears over future food security are growing.
“The future of hybrid meats looks promising in terms of nutrition, taste, and sustainability,” says Annie Walls of the Ethical Futurists. “As research continues, we can expect to see products that are not only nutritionally adequate but also accessible and appealing to a broad range of consumers.”
As food tech advances, we’ll probably see more creative blends—maybe even hybrids that mix plant proteins with cultivated meat
Julie Johnson, HealthFocus International
But how will hybrid meat itself develop in the future?
“As food tech advances, we’ll probably see more creative blends—maybe even hybrids that mix plant proteins with cultivated meat,” says Johnson. “That could make them even more sustainable and potentially cheaper. The key will be nailing taste and texture so that even hardcore meat lovers don’t feel like they’re compromising.”
