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So historically the key to mass-marketing a meat alternative, at least in the US, has been Catholics in lent. That's why you see fast food fish sandwiches/fried fish baskets advertised heavily in February and March(Here's an article on lent in fast food business planning: https://www.mashed.com/441836/why-lent-is-big-business-for-long-john-silvers/). And beyond burgers could easily have chosen to do this, they just didn't. Instead it seems like they legitimately thought there were lots of people who could be convinced to go vegetarian by marketing, and this turned out not to be the case. In other words they were high on their own supply.
I think oatly has a similar issue but manages to at least make enough sales to stay in business off of the lactose intolerant.
I drink a gallon of dairy milk a week and nearly always have oat milk in the pantry for coffee when I run out of milk. I prefer dairy, but I'm fine with oat or almond, and I can't not have milk on hand.
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Plant based milks are fairly popular and much more successful than meat alternatives.
https://foodinstitute.com/focus/deep-dive-the-state-of-alternative-milk/.
Many people especially in my experience (non vegans, non lactose intolerants) prefer plant milk in coffee over dairy.
Makes sense. I tried meat-based milk and didn't like it at all.
It's fucking milk
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