opportunity

It is becoming more and more expensive to buy meat in the supermarket. In the midst of widespread inflation, the meat section has stood out and its products are among those that have increased the most. Among beef producers, the trend has been rising for years. According to Eurostat datathe price of live calves rises or falls between 2013 and 2019. But starting this year the rise is continuous. In Spain, for example, 100 kilos of live animal go from costing 226.25 euros in 2019 to having a price of 369 euros in 2023. Another reference: the average price in the EU The price at which producers sold male beef in January 2025 was 570 euros per 100 kilos. A year later, last January, the cost had jumped to 717.11 euros per 100 kilos, an increase of 25.5%. This rise in prices, especially of beef, coincides with a few years in which the artificial meat has progressed. The techniques to obtain a similar texture and achieve flavors and aromas have improved. Production methods have been polished and some companies have gained economies of scale. As a result, your product would have become cheaper. It is the case of Novameat. Giuseppe Sconti, its founder and CEO, says that his company is now capable of producing artificial meat at a much lower price than a few years before. Born in Barcelona in 2018, the startup uses yellow pea protein for its product and has launched its own factory. “We buy a primary ingredient and transform it to have a block of textured protein, which large producers can then mix with minced meat or hamburgers,” he explains. It is no longer about sausages or a hamburger made with plant-based meat. It is an approach that does not aim to create a final product for sale to the public. That’s easier gain scale in production, as long as there are clients to sell it to later, of course. Sconti adds another factor to the decrease in costs. “When we buy our base ingredient in large quantities we can get it at a lower price. In addition, we have diversified the places from which we can get the protein. Now we can get it from Europe, but also from America.” The Novameat facilities. Cheaper raw materials also help. Justo Pedroche Jiménez, senior scientist at the Fat Institute, belonging to the CSIC, has been working with vegetable protein for two decades in research aimed at the food sector. He claims that the diversity of plant protein has increased. “Nowadays we work with a lot of plant raw materials.” He says that before, soy was mainly used as an alternative to animal protein, but now his team is researching lentils, chickpeaslupins, broad beans, even chia and quinoa, among others. “And the more companies there are that work on this, the more competition there is and the more different products on the market, all of this, in the end, leads to lower prices,” he adds. At the exit of the bubble But artificial meat has its own ghosts. It experienced a peak, it became almost a fashion, associated with veganism and healthy habits, and then some of the best-known brands in the sector fell sharply. In response to an email sent by Xataka, Jaime Martín, partner and CEO of the consulting firm Lantern, specialized in the food sector, is skeptical about the phenomenon of meat based on vegetable protein. For him it was a bubble and it is a sector that is devastated. Although he points out that the prices of this type of product are going down in some countries. “It becomes cheaper in countries where there is already a relevant size of consumers, such as Holland or Germany, and a determined commitment by the private label to promote the category.” The two big names in artificial meat, Beyond Meat and Impossible Foods, chain several years of decline. The losses accumulate, so much so that the first collapsed on the stock market in a spectacular way, while the second saw its valuation shrink in an equally bloody way. There have been bankruptcies, such as that of the British Meatless Farm, which went into bankruptcy more than two years ago. Perhaps the most symbolic thing was that in 2024 McDonald’s, which had promoted a hamburger made with this type of alternative meat, discontinued its sale. There was no place in his letter for McPlant. For Pedroche, positive conclusions can be drawn from everything that has happened. “These companies made a risky bet on a product, perhaps a little sophisticated, for a very specific population niche, but I think that knowledge of vegetables has been created. Now it has stabilized. It is not decreasing but rather there are more and more people who risk, let’s say, trying this type of products that are closely linked to health,” reflects the CSIC researcher. Vegetable protein meatballs. “There has been a bubble that has burst. The question is whether the protein diversification that had already begun will continue. The alternative protein, as it had been defined, in finished products, had created a lot of hype,” says Sconti, referring to the well-known brands that sold packaged products, such as hamburgers and sausages. He talks about them as a commercial proposal, perhaps the most striking in the entire artificial meat sector, but not the only one. “I am optimistic. I think that protein diversification is not going to end. It is going to be like the Internet, when the dotcom bubble burst and then there was consolidation. And now the Internet is much bigger than in the year 2000.” An example of this consolidation would be the movements of the Brazilian JBS, the world’s largest producer of traditional meat. In 2021 acquired the Dutch company specialized in alternative meat Vivera, and last year bought The Vegetarian Butcherthe alternative protein division of Unilever. He has merged both to boost its presence in the European market. The outlook for the sector is encouraging. according to … Read more