Since the time when the discussion about climate change received much more attention. We hear more and more that substitutes for meat and animal-derived food, in general, are increasing. The alternatives to cow milk and meat are the most popular. The idea of a Mcplant hamburger or soya milk is now a hot topic. Protein can be obtained from algae or from plants such as soya or oatmeal.
In contrast, reports in Europe about the market for milk substitutes show that in 2035 is going to grow 7-8 percent per year and the consumption share will be 9 percent. Half of the milk production in Europe is used to produce cheese and the cheese market is increasing. For meat, it will grow 15 percent per year with a market share of 4 percent in 2035.
Let me give you an example of a company in the U.S. founded in 2012, Benson Hill.. They are enthusiastic about the possibilities for Ultra High Protein Soy varieties because it is capable of reducing processing steps and natural resource use in the production of soy-derived ingredients, they said. Their report 2021 shows that the value of the meat substitute market is expected to reach $140bn by 2029 (vs. $14bn today), growing at a ~26% CAGR. Also states that the demand for plant-based protein cannot be met by the existing food system to satisfy 10% of Global Meat Demand and that Yellow Pea is the fastest-growing protein source for plant-based meats.
What is happening in the wine market? Which wine to drink? On the website Barnivore you find a list of vegan-friendly wines. From France, I found: Champagne Cattier, Dom Perignon, G. H. Mumm Champagne; Trimbach Wine. Château Miraval Provence Wines appears to be vegan friendly. Let’s see in New Zealand: Cloudy Bay 2007 Riesling is vegan friendly while Villa Maria Estate Wine appears as not vegan friendly. Australia has Penfolds Cellar Reserve (up to 2014) as Vegan Friendly. In Italy Banfi Brut Metodo Tradizionale Classico is Vegan Friendly. Spain has Codorníu Original, Brut NV, Ruinart Champagnes; Torres Sangre de Toro Tempranillo 2015 are Vegan Friendly. Marqués De Murrieta Wine is not vegan friendly. In California, Bernardus Vineyard Pinot Noir is vegan friendly. And finally in South America Chile: Casillero del Diablo Carmenere, Cono Sur Organic Sauvignon Blanc; Vina Tabalí Wines are vegan friendly. Cono Sur Bicicleta Cabernet Sauvignon appears not vegan-friendly together with Errazuriz White Wines.
My opinion about this scenario is that the wine market can adapt as we see important companies leading the trend. The challenge is more about the high alcohol percentage and sustainable approach. At least in the Netherlands product, such tabacco is going out from online channels in 2023 and from supermarkets in 2024. Beer can easily be null percent alcohol and be tasty. Wine is in my opinion not tasty null percent alcohol. The chance that wine follows the same direction as tobacco is unknown and the only limit established is age at the supermarket. In light of the trend, I believe that the small percentage of vegan wine drinkers in the world cannot compete with the high percentage of non-vegan wine drinkers. The focus is on meat and milk products. The restaurants then have the responsibility to meet the desires of the customers.