A Cheaper Alternative to Plant-Based Meat
The plant-based meat industry is more hype than reality, and a cheaper alternative has been existing for decades.
The narrative surrounding carbohydrates and meat protein is confusing. For those seeking weight loss, for example, rice and its starchy companions are often demonised, while the carnivore diet is popular among some individuals seeking weight loss.
A curious paradox arises, however, when these simple ingredients — potatoes, rice, peas, and beans — are transformed into a convincing replica of meat with artificial flavour additions. These humble ingredients are then hailed as healthy and desirable, championed by companies like Beyond Meat and Impossible Foods.
Beyond Meat’s 2019 IPO, where its stock price nearly tripled, felt like a game-changer. The technology, capable of turning inexpensive legumes into something meat-like, captured the public imagination. Restaurant collaborations and a pandemic-fueled sales surge seemed to solidify plant-based meat’s place in the mainstream.
The honeymoon phase is fading, however. Sales of Beyond Meat are declining, and questions are surfacing. According to the Good Food Institute’s State of the Industry report, retail plant-based food sales were US$8.1 billion in 2023, down slightly from US$8.2 billion in 2022. This indicates that the market might have plateaued , as plant-based meat may be falling short of consumer expectations in terms of taste, texture, and affordability.
Investors are questioning if these products are truly healthier. Consumers are asking whether it is worth paying the hefty price for a processed plant-based diet in the form of meat. And some may want to know if there is a cheaper alternative to Beyond Meat and Impossible Foods.
Coming to the rescue is Indian cuisine, since many Indians follow plant-based diets, and India has the highest percentage of vegetarians. According to Radio Free Europe, 31% of the Indian population is vegetarian, compared to only 9.4% in Canada and 5% in the United States.
In India, vegetarianism is held in high regard among Jains. According to Pew Research, about 92% of Jains follow strict vegetarian principles to prevent harm to living beings. Additionally, 59% of Sikhs and 44% are also vegetarian, and 44% of Hindus are vegetarian, as many abstain from beef due to the sacred status of cows.
Even among groups with low rates of vegetarianism, many Indians limit their meat consumption. According to Pew Research, about two-thirds of Muslims (67%) and Christians (66%) avoid meat in various ways, such as abstaining from certain types of meat or not eating meat on specific days, or both.
This reverence for plant-based eating is therefore very popular in Indian cuisine, with dishes like lentil-rich dal, chickpea-based chana masala, and flavorful biryani enjoyed for centuries.
Yet, these staples, deeply rooted in cultural and religious traditions, are often viewed through a lens of being “ethnic” or “traditional,” rather than receiving the trendy “healthy” label readily bestowed upon their Western, repackaged, and often pricier counterparts.
As cheaper alternatives have existed for decades, this begs the question of whether plant-based meat is more about marketing than substance.
As for me, who cannot afford the expensive Beyond Meat burgers, I will stick to Indian vegetarian dishes for protein and carbs. These traditional meals offer a cheaper, nutritious, and culturally rich alternative to the highly marketed plant-based meats.
