A new report claims that artificial but sustainable meats will take over the meat market by 2040. The study, conducted by global firm AT Kearney, contends that alternative meats will constitute 60 percent of the global meat market in the next 20 years, due to growing concern about the ethics and environmental impacts of the meat industry.

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Vegan meat production and sales have skyrocketed since their recent introduction to the market. Sustainable meats made from plant sources significantly reduce the carbon emissions associated with livestock and avoid all concerns about animal welfare. Vegan food corporations have received more than $1 billion in investments, including major corporations like Beyond Meat, Just Food and Impossible Foods. Conventional meat companies have even invested in this emerging market.

Other companies are currently experimenting with growing meat in lab cultures, circumventing the need to raise and slaughter animals altogether. According to the report, while there are no such products ready for sale yet, people are expected to quickly adopt these products, despite initial distrust, because the taste and texture is so similar to real meat that they could outshine the vegan options.

Around the world, people are increasingly adopting vegan and vegetarian lifestyles or consuming less meat in attempts to be more environmentally friendly. According to the report, “The large-scale livestock industry is viewed by many as an unnecessary evil. With the advantages of novel vegan meat replacements and cultured meat over conventionally produced meat, it is only a matter of time before they capture a substantial market share.”

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The conventional meat industry is worth over a trillion dollars globally, and it is difficult to believe it will be overshadowed by the sustainable lab or vegan meat industry, despite a billion dollars in investments. Still, the report is inspiring for the planet as more and more people take interest in decreasing their meat consumption in favor of more sustainable options.

+ AT Kearney

Via The Guardian

Image via Rustic Vegan