This collection of articles and multimedia draws together McKinsey’s thinking on alternative proteins, from plant-based to fermentation-based to cultivated proteins. Here’s what could lie ahead along the value chain as the market develops and consumers get a taste for sustainable alternatives within food systems.

Cultivated meat


Cultivated meat: Out of the lab, into the frying pan

– Making cultivated meat a $25 billion global industry by 2030 presents opportunities within and beyond today’s food industry.



Growing meat instead of raising animals for food: A conversation with Eat Just’s Josh Tetrick

– The cofounder of a food-technology company wants nothing less than to change the way we produce and consume meat.
Interview - Learn to Leap: Green Business Building Edition

Make room for alternative proteins: What it takes to build a new sector

– Alternative proteins have the potential to dramatically slow climate change. This interview with three leaders in the field reveals the strategies and insights needed to unlock that potential.

Exploring cultivated meat

– Only recently it was a futuristic dream—but today, cultivated meat is a product consumers are just beginning to taste. The next step is scaling a global industry.

Rethinking meat: A leader in the cultivated meat industry envisions the future

– Meat made without animals could become as normal as electric cars and music streaming, says Josh Tetrick, cofounder and CEO of cultivated-meat company Eat Just, Inc.

High-stakes innovation: An interview with a cultivated-meat pioneer

– Cultivated meat is meat—but is created by a process so different from conventional meat, it has revolutionary potential, says Didier Toubia, cofounder and CEO of cultivated-meat start-up Aleph Farms.

Other Insights


How agtech start-ups can survive a capital drought

– Although agtech investment has fallen from last year’s peak, the surge in capital for start-ups over the past decade has created opportunities for smaller companies.

Hungry and confused: The winding road to conscious eating

– Half of consumers call healthy eating a top priority; one-third say sustainable eating is too. But to satisfy consumers’ commitment to eating more healthily, food producers and retailers need to get innovative.

Green Growth: Capturing Asia’s $5 trillion green business opportunity

– Asia is a critical contributor to the global race to net zero. Proactive moves in pursuit of this goal could result in opportunities that will define tomorrow’s outcomes and successful business leaders.

Alternative proteins: The race for market share is on

– Consumer interest in non-meat-based protein options is increasing globally. Food industry players that want to capture the opportunity must understand the evolving market dynamics and where to place their bets.