The emergence of plant-based proteins and other would-be meat alternatives has many in the traditional animal protein industries concerned about losing market share among U.S. consumers. But what does the data actually tell us? How many consumers are willing to pay the premium price many plant-based proteins currently command at retail?

In this episode we talk with Glynn Tonsor, a leading agricultural economist at Kansas State University, about research he and his colleagues conducted over the past year regarding consumer attitudes about beef and plant-based meat alternatives.

Among the study's key findings, the researchers learned that consumers who regularly eat beef said they are willing to pay nearly $2 more per meal for a beef burger rather than the plant-based alternative, when dining at a restaurant. On the flip-side, those who have a preference for plant-based protein alternatives are equally passionate, saying they would be willing to pay $1.48 more per meal.

We’ll also hear why Tonsor isn’t overly concerned about animal-derived proteins losing market share, and what the literature tells us about who prefers plant-based, and who would rather have the real deal.

Read the full study and an executive summary.