Would it surprise you to learn that 95% of the people who bought a plant-based burger this past year were meat eaters?

The National Restaurant Associations 2019 Whats Hot report shows that a lot of omnivores are choosing alternative proteins they believe are better for their health and the Earth. And groundbreaking, celebrity-endorsed non-beef burgers, such as Beyond Meat and Impossible Burger , are satisfying peoples protein cravings while driving a national meat-free trend.

Most surveys definitely show that anywhere between 30 and 50% [of people] are interested in cutting down on meat, Becky Ramsing of the Johns Hopkins Center for a Livable Future told HuffPost. The institutions current research is focused on getting our brains around why a growing number of people are reducing their meat consumption without becoming vegetarian or vegan.