The prevalence of plant-based burgers in grocery stores across the US has produced a surprisingly new trend: the majority of sales of the plant-based Impossible Burger come at the expense of animal-derived meat. That data comes from Chicago-based analytics company, Numerator. Impossible Foods’ sales now position it as one of America’s fastest-growing brands and the leading driver of growth in the overall plant-based food category. There’s one important stat that stands out among them all in this trend toward replacing meats with plant-based foods: 9 out of 10 people who buy Impossible Burger regularly eat animal-derived foods.
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