Plant-based "meat" companies like California-based Impossible Foods and Beyond Meat have been offering imitation meat products since 2011 and 2009, respectively. But it was when the two companies turned to perfecting the alt-meat burger that consumer interest exploded. In 2017, the market for the plant-based food sector topped USS3.1 billion in sales, according to Nielsen, The Good Food Institute and the Plant Based Foods Association. One-third of all Americans, and 37% of U.S.-based millennials, plan to buy more plant-based products over the next year, according to Mintel's 2018 Summer Food & Drink Trends report.
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