This article reports results from four studies determining the US market
potential for plant-based meat alternatives in different contexts and
settings. The first study shows that a pair-wise choice between beef and
a plant-based alternative was not significantly affected by the presence
of nutrition facts panels or ingredient lists. A second study, framed as
a food service meal choice, reveals that the introduction of a
plant-based burger has roughly the same effect on beef sales as does the …
