Macro- and Microeconomic Analysis of the Meat Substitute Market in Germany

Jakob Scheidel

Aug. 2021 · GRIN Verlag

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Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Handel und Distribution, , Sprache: Deutsch, Abstract: The following report examines both the German market for meat substitutes and Beyond Meat as a company in its self. For this purpose, the report is divided into two large parts. The macroeconomic and the microeconomic analysis. In the second part, Beyond Meat's current strategies for the German and European markets are examined and suggestions for the future are made. Plant-based food is currently a huge economic trend. 8 percent of the world's population now have a plant-based diet. About 70 percent of the world's population is reducing their meat consumption, so the market for plant-based foods is getting bigger and bigger every year. By 2017, the meat substitute market is expected to grow up to 35.5 billion US dollars. The IPO of the US company Beyond Meat in May 2019 underlined once again how big the hype around meat substitute products really is. The stock market price grew by several hundred per cent in the meantime, at least temporarily surpassing the IPOs of Amazon, Facebook or Google. The "Beyond Meat Burger" has also been available at Lidl in Germany since 2019.However, demand significantly exceeded the quantity supplied, and so many people went home empty-handed.