Alternative protein startups had a big year in 2019. The sector had its first IPO, its first unicorns, and a raft of new products hitting and expanding into the market through numerous channels, including grocery stores, food producers, and fast food giants. One could be forgiven for thinking that the global meat industry was in real jeopardy. But it isn’t.

Global meat consumption is growing, thanks to a swelling global middle class that can afford to put more meat on its plates. That trend also pans out in North America and Europe.