LSN : News : The Trend: The Big Meat Up

The Trend: The Big Meat Up

The battle for the meat market continues as plant-based food brand Impossible ramps up its proposition for meat-eaters with a new identity and positioning developed by JKR, US

The meat market in the US is worth an estimated £103.8bn ($132.2bn, €123.2bn) in 2024, and this is expected to rise to £123.5bn ($157.4bn, €146.7bn) by 2028, according to Statista. Furthermore, the global demand for meat is set to double by 2050, says a report by the World Economic Forum. Although 10% of the US population are vegan or vegetarian, according to The Conversation, culture is catering for this lifestyle choice through diet-specific eateries and brands.

But, given the growing desire and demand for meat, many eateries are experiencing a fork in the road, an identity crisis, as they consider adding meat to their menus. While it takes bravery and boldness, a growing list of dining establishments – especially on the US West Coast – are shifting away from strictly vegan or vegetarian options. By making meat more accessible, affordable and sustainably sourced, these businesses are modelling a new image of meat in modern culture. While climate, ethical and health-related concerns remain, consumers are open to exploring how to incorporate meat into their lives.

In our The Big Meat Up microtrend report, we analysed how, following the popularity of vegetarian, vegan, flexitarian and alternative diets in recent years, US consumers are re-evaluating their relationship with meat.

The Big Idea: AI Nourished Foodscapes

At Dutch Design Week 2024, we learned how AI is fuelling the re-invention of the food and drink landscape, from ecosystem-nurturing agriculture to empathetic dining experiences.

Sustainably feeding the next generation is often described as one of the most pressing grand challenges facing the 21st century. As global food demand grows, farmers face mounting pressures to increase yields while reducing their environmental footprint.

Artificial intelligence is emerging as a transformative force in agriculture, reshaping traditional practices to address these challenges. AI can boost crop yields by up to 30% while reducing inputs such as water and pesticides (source: Microsoft).

This dual benefit supports both ecological balance and the economic viability of farming, further reinforced by the growing consumer demand for sustainability, which has increased by 18.4% over the past two years (source: Tastewise).

Mock Wild by Zack Denfeld explores AI’s potential to harmonise different agricultural systems. The project synchronises food forests – agroforestry systems that mimic natural ecosystems – with conventional farming to create hybrid landscapes that maximise biodiversity while catering for human needs.

Our Dutch Design Week 2024: AI Nourished Foodscapes report introduces concepts such as agroforestry, how to blend cultural tastes and the need for transparent artificial intelligence in food.

Board of Dinner XAI for Empathy Project by Deep Food and Joseph Wan, The Netherlands

The Campaign: Burger King delivers burgers to new mothers right after childbirth

Foodfillment campaign by Burger King, UK

Fast food chain Burger King has launched its Bundles of Joy campaign, capturing real-life moments of new mothers enjoying burgers as their first meal after giving birth. The multi-channel campaign comprises film, print and out-of-home ads, featuring authentic footage of mothers in hospital beds, along with the exact time the burgers were delivered.

The campaign, created by BBH London, is part of Burger King’s Foodfillment brand platform that was launched in 2024 to position the company as the go-to choice for indulgence. A survey of 2,000 mothers conducted by Mumsnet revealed that 39% of respondents would have wanted burger or fries as their first post-birth meal.

Launched on 26 September 2024, the day most babies are born in the UK, the campaign has received mixed reactions. While some praised it for drawing on a real-life experience, critics argued that it exploited childbirth to promote unhealthy food.

The campaign taps into the broader consumer trend of Functional Feasting with more people seeking balance between pleasure and practicality.

The Viewpoint: Creating a Metaverse Wine Community

Crurated, UK

The premium wine sector has trust issues, says Alfonso de Gaetano, founder of Crurated, an online wine platform that has introduced non-fungible tokens (NFTs) and a metaverse experience to better serve its 4,500+ community of collectors.

‘A system that adds authenticity and traceability from the moment the bottle leaves the producer’s cellar will create more value, both for restaurants that are selling these bottles to their customers and for private clients that will either enjoy the bottle with their friends or decide to resell to another collector,’ he explains.

‘We believe that this will become the industry norm in the future.’

In January 2024, Crurated launched its blockchain-backed metaverse, using the latest spatial technology, ‘to create a new way for collectors to immerse themselves in the provenance of wine’.

Members of this digital world, which was initially launched with a virtual cellar experience early in 2024, can showcase their bottles, deepen their knowledge and walk fellow wine enthusiasts virtually through their fine wine collection.

In March 2024, LS:N Global sat down with Crurated's founder and CEO Alfonso de Gaetano to find out how the company is re-inventing the way collectors buy, store and enjoy wine – offering lessons in neo-collectorship for other sectors. Access the full interview now.

The Space: Taco Bell’s The Cantinas offers a taste of early retirement

The Cantinas by Taco Bell, US

Taco Bell is redefining retirement with the launch of The Cantinas, an early retirement community experience which opened in San Diego, California, on 17–18 August 2024.

This exclusive event for Taco Bell Rewards members blended leisure and brand engagement with retiree-inspired recreation activities such as knitting, aerobics and pickleball tournaments, in addition to early dinners featuring the brand’s signature meals.

Attendees, aged 21 and over, could choose between a £117 ($150, €137) full weekend membership, which includes accommodation (with an 8:00pm bedtime) and access to all amenities, or a £39 ($50, €46) day pass.

The retired lifestyle of Baby Boomers often seems out of reach for Gen Z, but Taco Bell’s event offers anyone who is ‘tired of turning up’ a chance to indulge their ‘inner eclectic grandparent’ and get a glimpse into the golden years.

For more generational analysis, including how retirement is evolving into worktirement for Gen X and beyond, download our Generations Now and Next: 2024–2025 macrotrend report.

Download the Future Forecast 2025 report

Now that you know what shaped 2024, discover what’s on the horizon. Download our Future Forecast 2025 report comprising 50 new trends across 10 key consumer sectors, insights from our analysts and interviews with global innovators.

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