A recent report has predicted that the fast growth of plant-based alternatives to animal products could mean Europe and North America will reach “peak meat” consumption by 2025. The study forecasts that plant-based meats will match regular meat on price by 2023 and that nine out of 10 of the world’s favourite dishes – from pepperoni pizza to sushi – will have realistic alternatives by 2035. The report also deems it “very likely” that alternative proteins will capture at least 11% of the global protein market by 2035. If accurate, the environmental impact of this could be huge. Resulting in an estimated 1 billion tonnes of carbon dioxide emissions being avoided, freeing farmland the area of the UK from supporting livestock, and preventing 50 billion chickens from being raised.