While plant-based proteins are all the rage right now, a study conducted by agricultural economists Glynn Tonsor and Ted Schroeder says we shouldn’t discount beef just yet.
Over 3,000 Americans were included in the study, Impact of New Plant-Based Protein Alternatives on U.S. Beef Demand. The study results indicate that consumers are passionate about protein regardless of whether it is beef or plant-based and are willing to pay a premium for it.
According to Tonsor, regular meat consumers reported being willing to pay $1.87 more per meal for a beef burger in a restaurant. They are also willing to pay 29 cents more per pound for lean ground beef at the grocery store.
Consumers who prefer plant-based proteins are equally passionate about their protein and are willing to pay up to $1.48 more per meal in a restaurant, according to the study.