The cost is a big turn off for most people. At grocery stores near me, the Impossible and Beyond products are more than double the price of the meat products they are imitating. In part because livestock feed is hugely subsidized by the government.

If the plant-based meat alternatives could gain efficiency through scale and experience to lower the cost below animal meat, we would see way more people trying them and finding what dishes they work best in, which would feed back into scaled market demand. But I don’t see that kind of explosive growth potential at current price levels.