Request for Proposal - “Economics”

Addressing knowledge gaps around the economics the animal protein and plant-based alternatives markets

Deadline: September 1, 2024

Rationale

The current and trending global levels of animal product consumption are associated with numerous negative outcomes, including poor farmed animal welfare and negative environmental impacts. A simple economic model suggests that the best way to reduce the quantity of animal consumption is to increase its cost of production, reduce demand, and increase demand elasticity by offering good alternatives.

Goal

Proposals submitted under this RFP should help quantify this simple analysis. Specific questions below are of particular interest, but proposals that address other questions on this topic will also be considered.

Details

Successful proposals will answer one or more of the following questions. Proposals that are not based on self-reported survey data are of particular interest.  

  • Cost structure of producing animal proteins

    • What are the factors affecting the cost of production of various animal proteins?  

    • What possible technological innovations are being discussed that would affect the costs of animal protein?

    • How much do government policies and regulations contribute to a reduction or increase in these costs?  

  • Cost of producing plant-based alternatives and market dynamics

    • Given current technologies and ingredients being used, what is the lowest possible cost of plant-based alternatives and at what scale can it be achieved?

    • What are the barriers to cost reduction in plant-based alternatives to milk, cheese, meat, chicken, and fish?  What are the projections for scale economies for these products?  

    • What are the barriers to translating lower production costs of plant-based alternatives to a lower retail cost?

    • What is the role of philanthropic contributions in the development of plant-based companies?

    • What are lobbying opportunities for increased government funding for plant-based alternatives R&D?

    • What is the effect of large food companies adding plant-based alternatives to their product lines?

  • Demand elasticity

    • What is the price elasticity of demand for various animal proteins and how is this elasticity affected by the availability of plant-based alternatives?

  • Demand shifters - consumers

    • What are the current levels of consumer acceptance of plant-based alternatives?  Can these be increased?

    • What are the current levels of support for farmed fish welfare corporate campaigns? Can these be increased?

    • Are current plant-based products such as Beyond Meat and Impossible taking market share from meat, and is this likely to be a lasting trend or just a novelty effect?  

    • Public health, environmental, and animal welfare organizations are putting efforts into reducing animal protein consumption. What is the impact of these efforts taking into account the costs of conducting them?  

    • What is the impact of nomenclature laws restricting use of terminology (such as “cheese”, “milk”, “meat”) for plant-based products? 

  • Demand shifters - food services

    • Recent efforts from public health, environmental, and animal welfare organizations are aimed at changing the balance between plant and animal-based meals in corporate and public service food service companies.  What is the impact of these efforts taking into account the costs of conducting them?

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