Impossible brand profile in the U.S. 2023

Meat substitute brands

Impossible brand profile in the U.S.

Impossible Foods’ meat substitute brand, Impossible, is recognized by 64 percent of meat substitute consumers in the U.S., with Generation X being the generation most familiar with the brand. The brand’s plant-based products are used by 30 percent of U.S. meat alternatives consumers. While a happy relationship is the most important aspects of life for Impossible’s customers, they do not place as much value on safety and security as non-users of the brand do.

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Brand KPI profile

Is mission Impossible a success?

Over 60 percent of U.S. meat alternatives consumers are familiar with Impossible. However, only 30 percent of respondents state they actually like the brand and the same share consumes Impossible’s plant-based products while 23 percent of the U.S. meat substitute users had noticed the brand in (social) media or advertising in the past three months before our survey.

Is mission Impossible a success?. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	64.0%
Popularity	30.0%
Consumption	30.0%
Loyalty	23.0%
Buzz	24.0%

Generations

Generation X are Impossible consumers

When comparing brand KPIs across generations, it’s clear that Gen X is the most familiar with Impossible in the United States. This generation also consumes, likes, and notices the brand more often than Gen Z, Millennials, or Baby Boomers.

Generation X are Impossible consumers. Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	64.0%	64.0%	62.0%	71.0%	51.0%
Popularity	30.0%	32.0%	28.0%	34.0%	21.0%
Consumption	30.0%	32.0%	24.0%	37.0%	28.0%
Loyalty	23.0%	25.0%	18.0%	28.0%	23.0%
Buzz	24.0%	26.0%	22.0%	28.0%	21.0%

Life values

Safety and security are less of a concern for Impossible consumers

While both Impossible meat substitutes consumers and non-consumers agree that a happy relationship is the most important aspect in life, the ranking of other life values differs slightly. One of the largest differences can be seen in the importance of safety and security. Among Impossible customers, only 33 percent consider safety and security to be one of the three most important aspects in life, compared to 38 percent of non-consumers.

Published August 7, 2023

Safety and security are less of a concern for Impossible consumers. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Impossible consumer	Non-consumer
A happy relationship	50.0%	47.0%	51.0%
An honest and respectable life	46.0%	42.0%	47.0%
To be successful	39.0%	40.0%	39.0%
Safety and security	37.0%	33.0%	38.0%
Making my own decisions	31.0%	30.0%	31.0%
Learning new things	29.0%	31.0%	29.0%
Having a good time	27.0%	30.0%	27.0%
Advancing my career	15.0%	14.0%	15.0%
Traditions	15.0%	18.0%	14.0%
Social justice	11.0%	15.0%	10.0%