原文：https://vegnews.com/2020/9/92-percent-of-impossible-burger-sales-directly-displace-animal-meat

注：译文谨供参考。

72 PERCENT OF IMPOSSIBLE BURGER SALES DIRECTLY DISPLACE ANIMAL MEAT

72%的“不可能汉堡”（植物肉饼）畅销产品被消费者用来直接取代动物肉制品

New research conducted by consumer insights company Numerator found that a majority of sales of the plant-based burger—which is now available at 11,000 grocery stores and retailers in 50 states—come at the expense of animal-derived meat.

“不可能汉堡”（Impossible Burger）植物肉产品现在美国50个州的11,000家食品杂货店和零售店均有销售。消费者洞察公司Numerator执行的新研究发现，售出的大部分该款植物性汉堡肉饼代替了人们日常购买的动物肉制品。

by ANNA STAROSTINETSKAYA

作者：ANNA STAROSTINETSKAYA

SEPTEMBER 18, 2020

2020年9月18日

The majority of sales of the plant-based Impossible Burger come at the expense of animal-derived meat, Chicago-based analytics company Numerator reports. Numerator analyzed consumer buying habits in the most recent 13-week period and found that 78 cents per dollar of Impossible Burger sales come from consumers who are shifting to the brand from either other plant-based brands or from meat derived from animals. Within this group of consumers, 92 percent of Impossible Burger sales come at the direct expense of animal-derived meat—which Numerator points out is evidence that the plant-based burger is displacing animal-derived foods for 72 percent of total purchases.

总部位于芝加哥的分析公司Numerator报告称，售出的大部分“不可能汉堡”植物肉产品代替了人们日常购买的动物肉制品。Numerator公司分析了最近13周内的消费者购买习惯，发现贡献了“不可能汉堡”78%销售额的消费者原来是其它植物肉品牌或动物肉制品的顾客；（其中有8%的销售额是由其它植物肉品牌转过来的顾客创造的；）其中有92%的销售额是由原来的动物肉制品顾客创造的，他们用“不可能汉堡”直接代替了日常购买的动物肉制品──Numerator公司指出，这证明总共售出的72%（78% x 92%）的该款植物性汉堡肉饼被消费者用来取代动物性食品。

“Three out of four Americans now live within 10 miles of a grocery store where they can buy Impossible Burger. And when people cook it at home, they start telling friends and family about it,” Impossible Foods Senior Vice President for Sales Dan Greene said. “Our retail surge has become a powerful flywheel for long-term growth.”

“如今四分之三的美国人在其居住地方圆10英里内都有一家可以买到‘不可能汉堡’植物肉产品的食品杂货店。人们在家烹制‘不可能汉堡’美食之后，就开始向亲朋好友推介这款植物肉产品，”不可能食品公司（Impossible Foods）的销售高级副总裁达恩·格林（Dan Greene）说道。“我们的零售飙升就是促进公司长期增长的强大飞轮（flywheel）。”

The Impossible Burger made its retail debut in 2019 and was available at fewer than 150 grocery stores prior to the onset of COVID-19 pandemic. In the last six months, Impossible Foods’ has expanded its retail footprint 77-fold. The plant-based burger is now available at 11,000 retail locations in all 50 states, including Kroger, Trader Joe’s, Walmart, and Target.

“不可能汉堡”植物肉产品于2019年首次进入零售渠道；在COVID-19（2019冠状病毒病）大流行之前，只有不到150家食品杂货店销售该款植物肉产品。在过去的六个月里，不可能食品公司的零售版图扩大了77倍。该款植物性汉堡肉饼现在美国所有50个州的11,000家零售商店均有销售，其中包括克罗格（Kroger）、乔氏（Trader Joe's）、沃尔玛（Walmart）和塔吉特（Target）等超市。